Question 1

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

This statement presents a hypothesis that can be tested through marketing research. The other options are not applicable here.

Question 2

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

Accepted Answer

Exploratory research is conducted to gather more information about a problem and develop a tentative hypothesis. It is used when marketers need to gain insight into a particular situation but do not have a fully-formed hypothesis. This type of research is typically less structured and less formal than other types of research, allowing marketers to explore different avenues and generate new ideas.

Question 3

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

Accepted Answer

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

Question 4

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

The research design has a problem with validity. This means that while the research accurately measures customer satisfaction, it fails to accurately measure the factors that influence repurchase behavior. In other words, the research may not have included questions that tap into the reasons why customers are not repurchasing the product.

Question 5

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

Accepted Answer

An informed guess or assumption about a certain problem or set of circumstances is known as a hypothesis. A hypothesis is a proposed explanation for a phenomenon that can be tested through further investigation and research.

Question 6

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 next move on to

Accepted Answer

Jack should next move on to designing the research project to investigate the problem and gather data. This will help him to identify the root cause of the problem and come up with solutions to address it. Only after the research project is designed can Jack move on to collecting data, interpreting findings, and taking corrective action. Reliability and validity calculations would also come into play during the data collection and analysis stages.

Question 7

Palmetto Regional Hospital has designed an upcoming research project for determining the best methods for improving patient care. The next step the organization must take in the marketing research process is

Accepted Answer

The next step in the marketing research process for Palmetto Regional Hospital is to collect data. This is necessary to answer the research question of how to improve patient care. Without this step, the organization cannot proceed with analyzing or interpreting any findings.

Question 8

Research that is conducted to clarify the characteristics of certain phenomena to solve a particular problem is called ____ research.

Accepted Answer

Descriptive research is conducted to clarify the characteristics of certain phenomena to solve a particular problem. This type of research aims to describe the characteristics of a population or phenomenon being studied. It involves collecting data by observing and measuring specific variables of interest. Descriptive research is often used in social science and behavioral research.

Question 9

If Little Caesars wants to determine the impact of different coupon offers on pizza unit sales, it needs to conduct

Accepted Answer

Little Caesars would need to conduct experimental research to determine the impact of different coupon offers on pizza unit sales. Experimental research involves manipulating one or more independent variables and observing the effect on a dependent variable, which in this case would be pizza unit sales. By testing different coupon offers and measuring their impact on sales, Little Caesars can determine which offers are most effective and make data-driven decisions about their coupon strategy.

Question 10

Students from a marketing research class are involved in a project about the level of sleep, exercise, and stress 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 which of the following with regard to their data?

Accepted Answer

The fact that the responses are very similar across the three student-center areas suggests that the data is reliable, meaning that the results are consistent and can be replicated. However, this does not necessarily mean that the data is valid (meaning that it accurately measures what it is intended to measure), or that there is a causal relationship between the variables being studied. Sampling accuracy and measurability are also not necessarily indicated by this finding.

Question 11

Designing research procedures that produce reliable marketing data means that

Accepted Answer

Designing research procedures that produce reliable marketing data means that others using the same procedure will get almost identical data. This is because reliable procedures must include standardized methods that can be replicated with consistent results across different researchers and studies. Support or contradiction of hypotheses and other research studies are not necessarily factors in determining the reliability of a procedure. Random sampling may be preferred, but it is not the only requirement for a reliable procedure.

Question 12

Data that are observed or collected directly from respondents are called

Accepted Answer

Primary data are collected directly from respondents through various methods such as surveys, interviews, focus groups, and observations. These data are original and unique to the research study and have not been previously collected or published.

Question 13

Primary data are best described as the

Accepted Answer

Primary data refers to data that are observed, recorded, or collected directly from subjects for a specific study or research project. This differs from secondary data, which are compiled for some purpose other than the study in question, such as data collected inside and outside of an organization. Therefore, option C is the correct choice.

Question 14

A study that is valid and reliable

Accepted Answer

A study that is valid and reliable measures what it is supposed to measure and produces almost identical results in repeated trials.

Question 15

A valid study

Accepted Answer

A valid study accurately measures what it is intended to measure, ensuring the results are reliable and applicable to the research question.

Question 16

Secondary data cannot be obtained from

Accepted Answer

Surveys are a form of primary data collection, so secondary data cannot be obtained from them. Trade journals, government sources, international sources, and computerized literature retrieval databases are all potential sources of secondary data.

Question 17

Research that allows marketers to make causal inferences about relationships is called

Accepted Answer

Experimental research is the only type of research that allows marketers to directly manipulate an independent variable and study its effect on a dependent variable, thus allowing for causal inferences about relationships.

Question 18

Saks Fifth Avenue wants to learn about its consumers' attitudes toward online purchases. There are numerous studies that are available about consumers and online buying, but Saks believes its customers might be different from the usual online consumer profile, so they decide to conduct their own study. If Saks were to use the available data about consumer attitudes, it would be using ___ data; however, if Saks does its own study it would collect ______ data.

Accepted Answer

Saks already has access to existing studies about consumer attitudes towards online purchases, so this would be considered secondary data. However, if Saks conducts its own study to learn specifically about its own customers' attitudes and behaviors, this would be considered primary data. Choice C correctly identifies this distinction between secondary and primary data.

Question 19

Research designed to verify insights through an objective procedure to help marketers make decisions is called

Accepted Answer

Conclusive research is designed to provide objective data to help marketers make decisions, meaning it verifies insights and leads to a definitive conclusion. Primary research is conducted for the first time, while secondary research examines existing data. Exploratory research is used when little is known about a topic, and hypothetical research uses assumptions to explore different scenarios.

Question 20

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

Accepted Answer

The type of research conducted in this scenario is experimental because the marketers are manipulating a variable (offering free samples) to determine whether it causes a change in the outcome (sales increase). This type of research involves a control group and a treatment group, and is the best way to determine causation.

Quiz 5: Marketing Research and Information Systems