Question 1

A Texas shopping mall allows high- tech companies to see,watch,and learn how people work in a wireless environment.This procedure is an example of what style of research?
A)telephone interviews
B)face- to- face interviews
C)mechanical observation
D)online questionnaire
E)observation method

Accepted Answer

The scenario describes a situation where companies observe people in a natural setting to gather data, which aligns with the observation method.

Question 2

In general,a research report will NOT include .
A)an understandable description of the research methodology
B)limitations of the study (no study is perfect)
C)an executive summary of the report that covers the high points of the total report
D)a situation analysis
E)a complete discussion of the results of the study,including the tabulations,cross- tabulations,and additional statistical analysis

Accepted Answer

A situation analysis is typically part of a business plan or marketing plan, not a research report.

Question 3

A company utilized when they asked consumers to indicate how they feel about panty hose.
A)case study research
B)ethnography
C)focus group research
D)descriptive research
E)exploratory research

Accepted Answer

The answer of A company utilized when they asked consumers...

Question 4

RBC Royal Bank wanted to evaluate the financial value of its substantial personal customer base to determine which type of customers were the most valuable to the bank.To do this,the bank looked at revenues and expenses from each of their financial products,including loans and credit card usage.To obtain and then analyze this information,the bank utilized the MIS function called .
A)data mining
B)probability sampling
C)marketing research
D)focus group research
E)exploratory research

Accepted Answer

Data mining is the process of analyzing large datasets to discover patterns and extract valuable information, which is what RBC Royal Bank did to evaluate the financial value of its customer base.

Question 5

A company wanted to know if there was enough demand for video conferencing and other forms of video networking through laptop computers to make it profitable to offer this feature.Its marketing research department engaged in and discovered that 48 percent of laptop owners use their computer while undressed or in their underwear.
A)hierarchical research
B)exploratory research
C)ethnography
D)projective data
E)experiential research

Accepted Answer

Exploratory research is used to investigate a problem or situation when there are no clear or precise answers, often to gather preliminary information that will help define problems and suggest hypotheses. The company is exploring the demand for video conferencing features, which aligns with exploratory research.

Question 6

The first step in the marketing research process is to define the problem.This step has three components: specifying the research objectives,identifying the consumer population of interest,and .
A)budgeting money for the process
B)determining if primary data will be needed
C)selecting who will be responsible for analyzing the data
D)placing the problem in an environmental context
E)deciding whether to hire a marketing research agency or to conduct the research in- house

Accepted Answer

The third component of defining the problem is placing the problem in an environmental context, which involves understanding the external factors that might affect the research.

Question 7

A process that determines what information marketing managers need and gathers,sorts,analyzes,stores,and distributes relevant and timely information to users is a _ _.
A)marketing data analysis
B)marketing information system
C)marketing research project
D)primary data collection
E)secondary and primary data collection

Accepted Answer

A marketing information system is designed to gather, sort, analyze, store, and distribute relevant and timely information to marketing managers.

Question 8

Which of the following is NOT a major source of information for a marketing intelligence system?
A)internal company data
B)information gathered through market research
C)acquired databases
D)marketing intelligence data on competition and other elements in the firm's business environment
E)telephone calls

Accepted Answer

Telephone calls are not typically considered a major source of information for a marketing intelligence system, which relies more on structured data sources like internal data, market research, acquired databases, and competitive intelligence.

Question 9

Six women were invited to participate in a discussion on motels,hotels,and resorts.A discussion leader first asked them what differentiated motels,hotels,and resort accommodations.Then she asked them to identify all the amenities they expect to find in overnight accommodations where they may stay.These six women and their group leader participated in a .
A)focus group
B)mall intercept
C)chat room
D)one- way communication channel
E)virtual community

Accepted Answer

A focus group is a small, diverse group of people whose reactions are studied to gauge the response to a particular topic, in this case, accommodations. The discussion is led by a facilitator, which matches the scenario described.

Question 10

An automobile company was preparing for the launch of its first full- sized truck.The ad agency for the account used when it deployed researchers to the field to understand the psyche of full- sized truck owners.The team hung out at events such as hunting shows for several months with the target market.
A)telephone interviews
B)mechanical observation
C)ethnography
D)face- to- face interviews
E)observation method

Accepted Answer

Ethnography involves researchers immersing themselves in the environment of the target market to understand their behaviors and culture, which is what the team did by attending events like hunting shows.

Question 11

A company reports on consumers' perception of more than 1,700 performers for companies that are interested in using a performer in their advertising.This is referred to as .
A)custom research
B)secondary research
C)exploratory research
D)syndicated research
E)case study research

Accepted Answer

Syndicated research refers to research that is conducted by a research company and then sold to multiple clients. It typically involves collecting data on a large scale, such as consumer perceptions of performers, which can be used by various companies for advertising purposes.

Question 12

A catalog retailer studies about 3,500 variables over the lifetime of a customer's relationship.It has found that customers who change residences are three times more likely as regular customers to buy tables,fax machines,and decorative products but are no more likely to buy jewelry or footwear.By using data analysis to determine which promotion to target to customers who have recently moved,this catalog retailer has engaged in .
A)customer acquisition
B)customer retention
C)customer abandonment
D)customer accrual
E)market basket analysis

Accepted Answer

Market basket analysis is the process of analyzing customer purchase data to identify patterns and associations between products. In this case, the catalog retailer is using data analysis to determine which promotion to target to customers who have recently moved. This is an example of market basket analysis because the retailer is looking for patterns in customer purchases to identify which products are most likely to be purchased by customers who have recently moved.

Question 13

A survey questioned men and women to determine how each group felt about low- fat foods advertising on television.The results from male and female respondents were examined separately to see if their responses were different.The research results were analyzed using .
A)single- source data methods
B)cross- tabulation
C)projective techniques
D)standard correlation calculations
E)ethnographic techniques

Accepted Answer

Cross-tabulation is used to analyze the relationship between two or more variables, such as the responses of men and women to low-fat foods advertising.

Question 14

Salespeople for a computer company sell technology that can become obsolete as newer software and hardware are introduced to the market.Keeping current on this information could be a formidable task if the company had not created a(n)that can be used only by their salespeople and employees but provides the information they need with the click of a few buttons.
A)traditional communication system
B)extranet
C)affiliated program
D)intranet
E)horizontal user network

Accepted Answer

An intranet is a private network accessible only to an organization's staff, providing a secure platform for sharing information and resources within the company.

Question 15

Which of the following is NOT an element of a marketing decision support system (MDSS)?
A)modeling software
B)quality control measures
C)marketing managers
D)MIS data
E)statistical software

Accepted Answer

Quality control measures are not typically part of a marketing decision support system, which focuses on data analysis and decision-making tools.

Question 16

A manufacturing company wants to encourage its managers to get a college degree online.To determine what programs are available,requirements for entering specific programs,and how much time and money the programs require,the company's human resource director consulted a 2002 article in a newspaper on online universities.The human resources director used .
A)projective data
B)a primary external data source
C)a secondary data source
D)data mining
E)a primary internal data source

Accepted Answer

The human resources director used a secondary data source, as the information was obtained from an existing article rather than collected firsthand.

Question 17

Although many companies are expanding their use of _ ,these do have drawbacks like the self- selection bias in the sample.
A)telephone interviews
B)face- to- face interviews
C)mechanical observations
D)observation methods
E)online research applications

Accepted Answer

Online research applications often face issues like self-selection bias, where participants choose themselves to be part of the sample, potentially leading to non-representative data.

Question 18

An advertising company's research division that uses sends researchers into homes with video cameras to get pictures of how people use products.
A)telephone interviews
B)observation method
C)face- to- face interviews
D)mechanical observation
E)personal observation

Accepted Answer

The answer of An advertising company's research division that uses...

Question 19

A sample is a type of probability sample in which a researcher divides the population into segments that relate to the study's topic.
A)simple random
B)probability
C)stratified
D)quota
E)convenience

Accepted Answer

In stratified sampling, the population is divided into segments or strata that are relevant to the study, and samples are drawn from each stratum.

Question 20

Kids are difficult subjects for market researchers because they have poor recall and often do not understand the questions they are asked.This brings into question the of the survey,that is the extent to which the research measurement techniques are free of errors.
A)Representativeness
B)Flexibility
C)Validity
D)Responsiveness
E)Reliability

Accepted Answer

Reliability refers to the consistency and stability of the measurement, indicating that the research techniques should be free from errors and produce consistent results.

Quiz 4: Marketing Research: Gather,analyze,and Use Information

A Texas shopping mall allows high- tech companies to see,watch,and learn how people work in a wireless environment.This procedure is an example of what style of research?

In general,a research report will NOT include .

A company utilized when they asked consumers to indicate how they feel about panty hose.

The first step in the marketing research process is to define the problem.This step has three components: specifying the research objectives,identifying the consumer population of interest,and .

A process that determines what information marketing managers need and gathers,sorts,analyzes,stores,and distributes relevant and timely information to users is a _ _.

Which of the following is NOT a major source of information for a marketing intelligence system?

A company reports on consumers' perception of more than 1,700 performers for companies that are interested in using a performer in their advertising.This is referred to as .

A survey questioned men and women to determine how each group felt about low- fat foods advertising on television.The results from male and female respondents were examined separately to see if their responses were different.The research results were analyzed using .

Which of the following is NOT an element of a marketing decision support system (MDSS) ?

Although many companies are expanding their use of _ ,these do have drawbacks like the self- selection bias in the sample.

An advertising company's research division that uses sends researchers into homes with video cameras to get pictures of how people use products.

A sample is a type of probability sample in which a researcher divides the population into segments that relate to the study's topic.

Kids are difficult subjects for market researchers because they have poor recall and often do not understand the questions they are asked.This brings into question the of the survey,that is the extent to which the research measurement techniques are free of errors.