Question 1

A galvanometer can measure the interest or emotions aroused by exposure to a specific ad or picture.

Accepted Answer

Galvanometers are devices that measure the flow of electric current, but they can also be used as physiological measuring instruments to detect emotional responses such as excitement or interest through changes in skin conductance. Therefore, a galvanometer can be used to measure the emotional response elicited by an ad or picture.

Question 2

To deepen understanding, marketers can conduct multivariate analyses to sort through how each marketing element influences marketing outcomes such as brand sales or market share.

Accepted Answer

Multivariate analyses can help identify the specific impact of each marketing element on marketing outcomes.

Question 3

If a marketing researcher decides to use a Likert scale, the researcher has chosen a technique wherein the respondent reviews a statement that shows the amount of agreement/disagreement with some product, service, or concept.

Accepted Answer

A Likert scale is a type of rating scale that measures the degree of agreement or disagreement with a statement or statement of opinion. Respondents are asked to indicate their level of agreement or disagreement with a series of statements using a 5-point or 7-point scale.

Question 4

The most common instrument used to collect primary data is the questionnaire.

Accepted Answer

The questionnaire is the most commonly used instrument for collecting primary data, making A the correct answer.

Question 5

A good illustration of what is called the arranged interview occurs when interviewers stop people in a shopping mall or on a busy street and solicit information necessary to their research effort.

Accepted Answer

An arranged interview is one that is planned and scheduled in advance, typically with specific participants who have been selected or agreed to take part. Stopping people in a shopping mall or on a busy street for interviews is an example of a non-probability sampling technique, often referred to as convenience sampling or intercept interviews, rather than an arranged interview.

Question 6

If a marketing researcher is looking for a contact method that can gather information quickly and allow the interviewer to clarify questions if necessary, he or she will choose the telephone interview method.

Accepted Answer

Telephone interviews allow for immediate communication and clarification of questions, making them a fast and effective method for gathering information.

Question 7

A good illustration of a syndicated-service research firm is Nielsen Company.

Accepted Answer

Nielsen Company is a well-known example of a syndicated-service research firm that provides data and insights to clients through various services such as media measurement, consumer behavior analysis, and market research.

Question 8

The most scientifically valid research is focus group research.

Accepted Answer

While focus groups can provide valuable insights, they are not considered the most scientifically valid research method. Validity depends on factors such as sample size, randomization, control groups, and the use of statistical analysis.

Question 9

The data analysis phase of the marketing research process is generally the most expensive and prone to error phase of the process.

Accepted Answer

Data analysis requires specialized skills and technology, which often require additional resources and expenses. Additionally, errors can occur during data entry or analysis, which can further increase costs and impact the accuracy of the findings.

Question 10

James collected primary data when he distributed a survey to his dorm to discover their attitudes and opinions on campus life.

Accepted Answer

James collected primary data because he directly collected responses from his dorm mates through a survey. Primary data is collected firsthand through surveys, interviews, observations, or experiments, while secondary data comes from sources like books, articles, or databases.

Question 11

Ambler says firms must give priority to measuring and reporting marketing performance through marketing metrics. Companies can also monitor an extensive set of internal metrics, shuch as innovation.

Accepted Answer

Ambler suggests that firms should prioritize measuring and reporting marketing performance through marketing metrics, and that companies can also monitor a variety of internal metrics, including innovation.

Question 12

A good example of collecting behavioural data would be when a store uses scanners to read bar codes on products selected by consumers.

Accepted Answer

Scanning bar codes on products selected by consumers can provide data on what products are being purchased, at what frequency, and at what times of the day. This accurately reflects consumer behaviour and can help the store make informed decisions about inventory management and marketing strategies.

Question 13

After developing the research plan, the marketing researcher should define the problem and research objectives.

Accepted Answer

The correct sequence is to first define the problem and research objectives, and then develop the research plan. Defining the problem and objectives guides the direction of the research plan.

Question 14

Most large companies use outside marketing research consultants rather than employ their own marketing research department.

Accepted Answer

Many large companies have their own marketing research departments to handle specific needs and maintain control over their data, although they may still use outside consultants for specialized projects.

Question 15

Most focus groups are moderated by the firm's marketing manager.

Accepted Answer

Most focus groups are moderated by trained moderators or market research professionals, not necessarily the firm's marketing manager. This is because moderators have specialized skills and expertise in conducting research and facilitating group discussions.

Question 16

One of the disadvantages to doing research online is that it is often more expensive than traditional means of gathering the same information.

Accepted Answer

The statement is false. Researching online can often be less expensive than traditional methods as it eliminates costs such as travel expenses and printing costs.

Question 17

"What is your opinion of Air Canada?" is an example of what might be called the semantic differential.

Accepted Answer

The question "What is your opinion of Air Canada?" is an example of an open-ended question, not a semantic differential. A semantic differential typically involves a scale between two opposite adjectives where respondents rate something within that range.

Question 18

The best example of a specialty-line marketing research firm is the field-service firm, which sells field interviewing services to other firms.

Accepted Answer

A field-service firm is a specialty-line marketing research firm that provides services such as field interviewing, data collection, and other field services to other firms. This is a professional service that requires specialized skills and expertise, making it an example of a specialty-line marketing research firm.

Question 19

All research must begin with an exploratory research study.

Accepted Answer

While exploratory research is a common starting point for many research projects, it is not always necessary. In some cases, a researcher may begin with a more focused or hypothesis-driven approach.

Question 20

"What does the Coca-Cola name mean to you?" would be an illustration of a question that might be used in a projective technique.

Accepted Answer

The answer of "What does the Coca-Cola name mean to...

Quiz 4: Conducting Marketing Research