Question 1

The use of land lines is declining, causing it to be more difficult for market researchers to .

Accepted Answer

The decline in landline usage makes it harder to reach a random sample of the population through phone surveys, as many people now use mobile phones instead.

Question 2

An online survey conducted for students which registers them for their fall semester classes asked, "Do you think online professor evaluation forms would be better than paper and pencil forms administered during class?" This is an example of a(n) question.

Accepted Answer

The question asks for a simple yes or no response, making it a dichotomous question.

Question 3

An item on the University Book Store's survey asks respondents to tell the store, in their own words, what they like least about textbook shopping. This item would be an example of a(n) question.

Accepted Answer

This item is asking for respondents to provide their own thoughts and opinions, giving them the freedom to respond in their own words. This is an example of an open-ended question.

Question 4

Having recording biases and collecting only descriptive information are two of the primary drawbacks of .

Accepted Answer

Observation can lead to recording biases and often only collects descriptive information without deeper insights or explanations.

Question 5

Which of the following survey methods has the potential to offer quick response at a lower cost than traditional mail and telephone surveys?

Accepted Answer

Online surveys have the potential to offer quick response at a lower cost than traditional mail and telephone surveys. They eliminate printing and postage costs and can be sent instantly to a large number of participants. Additionally, they require less manpower to administer and can be completed by participants at their convenience.

Question 6

If Spik & Span, the maker of Rapid dishwashing liquid, wants to know what percentage of customers examines product labels before making a product selection in the grocery store, it can best gain this information through _____.

Accepted Answer

Observation is the best method to gain information on whether customers examine product labels, as it allows the company to directly see customer behavior in a natural setting without relying on self-reported data, which can be biased or inaccurate.

Question 7

Ice Max conducted a telephone survey to determine the effectiveness of a recent advertising campaign. One of the questions in the survey was, "Have you ever heard of a cola with twice the caffeine of regular colas?" This is an example of a(n) question.

Accepted Answer

The question is dichotomous because it can be answered with a simple "yes" or "no," offering two possible responses.

Question 8

For demographic purposes, a mail survey was sent out by the American Cancer Society asking each respondent to identify their race by choosing among a list of possibilities. This is an example of a(n) question.

Accepted Answer

The question is multiple-choice because respondents are asked to select their race from a list of predefined options.

Question 9

A research method in which a number of people are exposed to an idea or concept and the interaction of the people is observed is called a(n) .

Accepted Answer

A focus group interview is specifically designed to observe the interaction of a group of people as they discuss a particular topic or product concept. The other options listed involve one-on-one communication or do not specifically involve observation of group interaction.

Question 10

Participants in frequently get to see pictures, products, advertising samples, and diagrams.

Accepted Answer

The answer of Participants in frequently get to see pictures,...

Question 11

If a marketing researcher is interested in observing group interaction during an informal, unstructured, and open- ended data collection process, he or she should use .

Accepted Answer

A focus-group interview is designed to observe group interaction in an informal, unstructured, and open-ended setting, making it suitable for the researcher's needs.

Question 12

Jamal has just finished collecting data about the texting habits of students during their lunch hour. He used both online surveys to ask the students about their texting behavior, as well as observational techniques in the cafeteria. What is the next step in the marketing research process for Jamal to begin?

Accepted Answer

After collecting data through online surveys and observational techniques, Jamal needs to move on to interpreting research findings. This involves analyzing the data, identifying patterns, and drawing conclusions from the results. Only after interpreting the findings can Jamal move on to reporting the research results and making decisions based on the insights gained.

Question 13

In the process of conducting marketing research, marketers should allow for .

Accepted Answer

Continual evaluation of the data during the entire collection period allows marketers to make adjustments and ensure the quality and relevance of the data being collected. This proactive approach can help identify and correct issues early in the process, improving the overall effectiveness of the marketing research.

Question 14

Marketing researchers typically favor because they are most flexible.

Accepted Answer

Personal interviews are favored by marketing researchers for their flexibility, allowing for in-depth exploration and adaptation during the conversation.

Question 15

Kelsey thinks she will be able to get the highest quality of responses regarding the product features from consumers through personal interviews. She decides to conduct her interviews at because this is the most common location for personal interviews.

Accepted Answer

Shopping malls are common locations for personal interviews due to the high foot traffic and diverse range of consumers available for feedback.

Question 16

Cameras, counting machines, and scanners are used most often in .

Accepted Answer

Cameras, counting machines, and scanners are commonly used in observational research where the researcher observes and records behavior or data without interference. Typically, this type of research is non-experimental and conducted in field settings rather than laboratory environments. Cameras may capture video or images of behavior, counting machines can track the number of people or items passing through a specific location, and scanners can capture data from barcodes or other identifying features.

Question 17

Carlos was given the task of conducting a research project for his firm. He proceeds with the following steps: he asks questions to determine the research topic, conducts a telephone survey, writes a report describing the survey results, and gives that report to his boss. Which step of the marketing research process has Carlos omitted?

Accepted Answer

Carlos has omitted the step of interpreting research, which involves analyzing the data collected to draw meaningful conclusions before reporting the findings.

Question 18

Nathan, a marketing manager for Casual Express, a retail clothing store chain, wants to use observation methods to gather information about shopping behavior. Which of the following should Nathan know about observation methods of data collection?

Accepted Answer

Observation methods involve watching subjects in their natural environment without direct interaction, allowing for the collection of unbiased data on behavior.

Question 19

A survey question that requires a yes or no answer is known as a .

Accepted Answer

A survey question that requires a yes or no answer is known as a dichotomous question, as it presents two mutually exclusive options.

Question 20

Emily Dawson and seven other people were hired by Encare to discuss a new product idea proposed by the firm. Researchers observed the interaction of the group. During the discussion, Emily was annoyed that Jack, another participant, seemed to "hog" the discussion and didn't give others a chance to speak. This is an example of a problem when using .

Accepted Answer

Focus group interviews can sometimes be dominated by one or more participants, which can skew the discussion and limit input from others, as seen in the scenario with Emily and Jack.

Quiz 4: Marketing Research and Information Systems