Question 1

Suppose that marketers at Lever Bros. are trying to determine whether the use of free samples of Snuggle fabric softener was the reason for the sales to increase in a particular store. The type of research conducted to answer this question is .

Accepted Answer

Experimental research is used to determine causality, such as whether the use of free samples caused an increase in sales.

Question 2

Declining sales, increasing expenses, or decreasing profits:

Accepted Answer

These are symptoms that indicate underlying issues that need to be investigated further through marketing research.

Question 3

Students from a marketing research class are involved in a project about the level of sleep, exercise, and stress which individuals experience. They have decided to collect data from three student-center areas on campus. When they analyze their data they find the responses are very similar across the three areas. The students feel comfortable they have achieved with regard to their data.

Accepted Answer

The students have achieved reliability because the responses are consistent across the three areas, indicating that the data collection method produces stable and consistent results.

Question 4

If Little Caesars wants to determine the impact of different coupon offers on pizza unit sales, it needs to conduct a(n) _.

Accepted Answer

Experimental research is used to determine the causal relationship between variables, such as the impact of different coupon offers on pizza unit sales.

Question 5

A research that is conducted to clarify the characteristics of certain phenomena to solve a particular problem is called a(n) research.

Accepted Answer

Descriptive research is conducted to clarify the characteristics of certain phenomena and is often used to solve specific problems by providing detailed information about the subject.

Question 6

An overall plan for obtaining the information needed to address a research problem or an issue is known as .

Accepted Answer

Research design is the overall plan that outlines how to obtain the information needed to address a research problem or issue.

Question 7

A valid study:

Accepted Answer

The answer of A valid study:
...

Question 8

, that are either accepted or rejected, become the primary conclusions of a marketing research study.

Accepted Answer

Hypotheses are statements that are tested through research and either accepted or rejected based on the data collected. These accepted or rejected hypotheses become the primary conclusions of a marketing research study.

Question 9

A firm has conducted market research and found that customer satisfaction with its product is quite high. Nonetheless, repurchase behavior is very low. The research design evidently has a problem with .

Accepted Answer

Customer satisfaction and repurchase behavior are two different constructs. Customer satisfaction measures how happy customers are with a product, while repurchase behavior measures whether they are likely to buy it again. The fact that customer satisfaction is high but repurchase behavior is low suggests that the research design has a problem with validity, meaning that it is not measuring what it intends to measure. It is possible that the survey questions were not asking about the right factors that lead to actual repurchase behavior.

Question 10

An informed guess or assumption about a certain problem or a set of circumstances is known as .

Accepted Answer

A hypothesis is an informed guess or assumption that can be tested through research and experimentation.

Question 11

Cover Girl believes that sales of one of its lipstick lines have fallen due to the introduction of a new color palette. However, in order to best determine the impact of the color palette, Cover Girl should conduct a(n) before proceeding with this tentative hypothesis.

Accepted Answer

Exploratory research is used to gain insights into a problem and generate hypotheses. In this case, Cover Girl needs to conduct exploratory research to better understand the impact of the new color palette on lipstick sales before proceeding with their tentative hypothesis.

Question 12

A research that allows marketers to make causal deductions about relationships between variables is known as a(n) _____.

Accepted Answer

Experimental research is designed to establish cause-and-effect relationships between variables, allowing marketers to make causal deductions.

Question 13

When marketing researchers try to manipulate an independent variable and measure the resulting changes in a dependent variable, they are engaging in .

Accepted Answer

Experimentation involves manipulating an independent variable and measuring the resulting changes in a dependent variable. Surveys, secondary data gathering, interviews, and observation do not involve manipulation of independent variables.

Question 14

A research designed to verify insights through an objective procedure to help marketers to choose between several alternatives is known as a(n) research.

Accepted Answer

Conclusive research is designed to verify insights and help marketers make decisions by providing objective data to choose between alternatives.

Question 15

A study that is reliable .

Accepted Answer

Reliability in a study refers to the consistency of the results; a reliable study produces similar outcomes under consistent conditions.

Question 16

Designing research procedures that produce reliable marketing data means that .

Accepted Answer

Reliable marketing data should be replicable, meaning that others using the same procedure will get almost identical results. This ensures the reliability of the data. The other options do not accurately describe reliable research procedures for marketing data.

Question 17

To maintain the control needed to obtain accurate information, marketers approach marketing research as a process. Which of the following steps of that process focuses on uncovering the nature and boundaries of the marketing situation to be studied?

Accepted Answer

The step "Locating and defining problems" focuses on identifying and understanding the nature and boundaries of the marketing situation to be studied, which is essential for setting the direction of the research process.

Question 18

When more information is needed about a problem and a tentative hypothesis needs to be made more specific, marketers usually conduct a(n) research.

Accepted Answer

Exploratory research is conducted to gather more information about a problem or to make a tentative hypothesis more specific. It is often used when the problem is not clearly defined.

Question 19

Jack knows his business has a problem because of an increasing number of consumer complaints received recently. He has decided how to make this problem a precise, researchable statement and should move on to:

Accepted Answer

Jack should move on to designing the research project to systematically investigate the problem and gather relevant data.

Question 20

Costco believes that most of its sales are to small businesses rather than consumers, and that women are more likely to be making the purchasing decisions. This is an example of a(n) that Costco could test through marketing research.

Accepted Answer

Costco's belief about its sales is a hypothesis that can be tested through marketing research.

Quiz 4: Marketing Research and Information Systems