Question 1

Is marketing research more important today than it was ten or fifteen years ago? Use concepts from this chapter as well as earlier chapters in your answer. Provide current industry examples to support your case.

Accepted Answer

The answer of Is marketing research more important today than...

Question 2

Inferential quantitative research:

Accepted Answer

Inferential quantitative research involves making inferences about a larger population based on the findings from a sample. It typically uses probability sampling methods, where each member of the population has an equal chance of being selected, allowing for generalizations to the larger population.

Question 3

The__________ is derived from the__________ .

Accepted Answer

The sample is derived from the population. A sample is a subset of individuals chosen from a larger set, the population, to represent it in a study or analysis.

Question 4

Validity is:

Accepted Answer

Validity refers to the extent to which a test or instrument measures what it is supposed to measure. It is about the accuracy and truthfulness of the measurement or representation of the data or variables under study. Options A and D describe reliability, which is about consistency in results, and option C describes a lack of validity.

Question 5

The major drawback with qualitative research is that:

Accepted Answer

Qualitative research often involves detailed, in-depth analysis of a smaller number of subjects or case studies, which makes it difficult to generalize the findings to a larger population. This is in contrast to quantitative research, which seeks to gather data from larger samples to make generalizations.

Question 6

A non- probability sample is also known as a:

Accepted Answer

A non-probability sample, where elements of the population are selected based on their availability or the researcher's personal judgment, is known as a convenience sample.

Question 7

__________data is far more powerful than__________ data.

Accepted Answer

The answer of __________data is far more powerful than__________ data.
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Question 8

Describe the difference between qualitative and quantitative research. Give examples of how a restaurant might use each to investigate or help solve current management problems.

Accepted Answer

The answer of Describe the difference between qualitative and quantitative...

Question 9

The first four steps in building a research foundation are:

Accepted Answer

The correct order of the first four steps in building a research foundation is: the research purpose, the research problem, objectives of the research, and what we expect to know.

Question 10

Qualitative data is__________ more useful than quantitative data:

Accepted Answer

The usefulness of qualitative or quantitative data depends on the research question, objectives, and context. Neither type of data is inherently more useful than the other; their utility varies by situation.

Question 11

Descriptive quantitative research may tell us:

Accepted Answer

The answer of Descriptive quantitative research may tell us:
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Question 12

A random sample is important because:

Accepted Answer

Both A & B are correct. A random sample allows us to make inferences to a larger population because it is representative of the population. It also shows what we can learn "by chance" because the sample is selected randomly.

Quiz 11: Differentiation, Segmentation and Target Marketing