Question 1

Which of the following types of marketing research firms would best be described as being one that gathers consumer and trade information which they sell for a fee (e.g.,Nielsen Media Research)
A) Custom marketing research firms
B) Syndicated-service research firms
C) Specialty-line marketing research firms
D) General-line marketing research firms
E) Nonprofit marketing research firms

Accepted Answer

Syndicated-service research firms gather data about consumers and trade that they sell for a fee to multiple clients. Examples include Nielsen Media Research and SymphonyIRI Group.

Question 2

Primary data can be collected in several ways.Which of the following primary data collection methods would be exemplified by constructing see-through mirrors in a retail store whereby consumers' actions could be recorded
A) Focus groups
B) Surveys
C) Observation
D) Behavioral data
E) Experiments

Accepted Answer

The primary data collection method exemplified by constructing see-through mirrors in a retail store whereby consumers' actions could be recorded is observation. Observation involves watching and recording behavior without interfering or influencing it. In this case, the researchers are observing consumers' behavior in a retail store through the use of see-through mirrors.

Question 3

Companies undertake surveys to learn about people's knowledge,________,preferences,and satisfaction and to measure these magnitudes in the general population.
A) beliefs
B) psyche
C) inner id
D) deepest secrets
E) intelligence and literacy

Accepted Answer

Surveys are used to gather information about people's beliefs, which can include their attitudes, opinions, and values. Psyche, inner id, and deepest secrets are not typically the focus of survey research. Intelligence and literacy may be measured in a survey, but they are not the primary focus of most surveys, which tend to be more concerned with attitudes, behaviors, and preferences.

Question 4

A question that uses a scale that connects two bipolar words wherein the respondent selects the point that represents his or her opinion is called ________.
A) a dichotomous question
B) a multiple-choice question
C) a Likert scale
D) the semantic differential
E) a word association question

Accepted Answer

The semantic differential is a type of question that presents two bipolar words (such as hot and cold, or fast and slow) and asks the respondent to rate their opinion on a scale that connects the two words. The respondent chooses the point on the scale that best represents their opinion. The other options (a, b, c, and e) do not involve this type of scale.

Question 5

Which of the following is considered to be the last step in the marketing research process
A) Present the findings
B) Analyze the information
C) Control the environment
D) Make the decision
E) Draft the report

Accepted Answer

The answer of Which of the following is considered to...

Question 6

Designing a research plan calls for decisions on all of the following EXCEPT ________.
A) drafting research objectives
B) data sources
C) research approaches
D) research instruments
E) sampling plans

Accepted Answer

Drafting research objectives is typically done before designing a research plan, as it guides the entire research process.

Question 7

The first step in the marketing research process is to ________.
A) develop a research plan
B) define the problem and research objectives
C) analyze the internal environment
D) read marketing research journals
E) contact a professional consultant

Accepted Answer

Defining the problem and research objectives is the first step in the marketing research process. This step involves identifying the research problem, understanding the research objectives, and establishing the scope of the research. It helps in understanding the purpose of the research and sets the direction for the entire research process. Developing a research plan, analyzing the internal environment, reading marketing research journals, and contacting a professional consultant are steps that follow the problem definition phase.

Question 8

All of the following would be among the ways that small companies can conduct marketing research in creative and affordable ways EXCEPT ________.
A) using the Internet
B) engaging students to design and carry out projects
C) checking out rivals
D) engaging professors to design and carry out projects
E) hiring syndicated-service research firms to conduct projects

Accepted Answer

The statement explicitly states "EXCEPT," indicating that all other options are valid ways for small companies to conduct marketing research in affordable ways. Option E, hiring syndicated-service research firms, may not be feasible for a small company due to excessive costs.

Question 9

A ________ is a gathering of 6 to 10 people who are carefully selected based on certain demographic,psychographic,or other considerations and brought together to discuss at length various topics of interest.
A) market maven
B) virtual research market
C) consumer dyad
D) focus group
E) Nielsen sample family

Accepted Answer

The given definition fits the concept of a focus group, which is a commonly used qualitative research technique in which a small group of people is brought together to discuss a product, service, or idea. The group composition is carefully chosen based on specific criteria, such as age, gender, income, or product usage, in order to generate insights into consumer attitudes, preferences, motivations, and behaviors. The moderator guides the discussion by asking open-ended questions and probing deeper into participants' responses. The insights gained from a focus group can inform the development of marketing strategies, product design, positioning, messaging, and communication.

Question 10

If a marketing research firm were also known as a field-service firm (e.g.,it sells its field interviewing services to other firms),it would be called a ________.
A) custom marketing research firm
B) syndicated-service research firm
C) specialty-line marketing research firm
D) general-line marketing research firm
E) systematic marketing research firm

Accepted Answer

A specialty-line marketing research firm provides specialized services, such as field interviewing, to other firms.

Question 11

________ is the systematic design,collection,analysis,and reporting of data and findings relevant to a specific marketing situation facing the company.
A) Marketing intelligence
B) MIS (marketing information system)
C) Marketing research
D) Demographics
E) Marketing management

Accepted Answer

Marketing research is the systematic approach to collect, analyze, and report relevant data and findings to resolve specific marketing problems companies may face. Therefore, option C is the correct answer. Marketing intelligence is the process of gathering data from external sources (such as competitors, economic trends, and market trends) that can be useful to a company's marketing efforts. MIS is a computerized system that gathers and stores data, transforms it into useful information, and makes it available to marketing managers. Demographics is a statistical study of the characteristics of a population, such as age, gender, income, and education. Marketing management refers to the planning, organization, coordination, and control of marketing activities within a company.

Question 12

The most common instrument used to collect primary data is the ________.
A) human eye (through observation)
B) Internet
C) bar-code reader (behavioral data research)
D) video camera (e.g., focus-group research)
E) questionnaire

Accepted Answer

A questionnaire is the most commonly used instrument to collect primary data, as it allows researchers to collect large amounts of data efficiently and in a standardized way. Other instruments, such as observation, behavioral data research, and focus group research, may also be used but are less common in most marketing research studies. The internet can be used to collect primary data through online surveys or social media monitoring, but this may not be appropriate for all research goals or target populations.

Question 13

The most scientifically valid research is ________ research.
A) observation
B) focus-group
C) survey
D) behavioral data
E) experimental

Accepted Answer

Experimental research involves manipulating one or more variables to observe the effect on the outcome variable, which allows for the establishment of cause-and-effect relationships. This type of research is known to be the most scientifically valid. Observation, focus-group, survey, and behavioral data research methods may collect valuable data but they often lack control over extraneous variables and may not be able to establish cause-and-effect relationships as convincingly as experimental research.

Question 14

The marketing manager needs to know the cost of the research project before approving it.During which of the following stages of the marketing research process would such a consideration most likely take place
A) Step 1-defining the problem
B) Step 1-creating decision alternatives
C) Step 1-drafting the research objectives
D) Step 2-develop the research plan
E) Step 3-information collection

Accepted Answer

The cost of the research project is primarily determined during the development of the research plan in step 2. This is when the resources needed, such as equipment, personnel, and time are estimated and budgeted for. The marketing manager will need to consider these costs before approving the research project. While understanding the cost of the project is important throughout the research process, it will have the greatest impact on the decision to move forward during the planning stage.

Question 15

Marketing research is now about a ________ billion industry globally.
A) $50
B) $24
C) $16.5
D) $10
E) $7.5

Accepted Answer

The answer of Marketing research is now about a ________...

Question 16

________ provide diagnostic information about how and why we observe certain effects in the marketplace,and what that means to marketers.
A) Marketing insights
B) Marketing metrics
C) Marketing diagnostics
D) Marketing intelligence
E) Marketing-mix models

Accepted Answer

Marketing insights provide diagnostic information about market effects and their implications for marketers, helping them understand consumer behavior and market dynamics.

Question 17

Companies normally budget marketing research at ________ of company sales.
A) 1% to 2%
B) 2% to 3%
C) 4%
D) 6.5%
E) 10% to 12%

Accepted Answer

Companies typically allocate a small percentage of their sales for marketing research. The most common range is between 1% to 2%. This percentage may vary depending on the company size, industry, and marketing goals.

Question 18

________ are data that were collected for another purpose and already exist.
A) Primary data
B) Secondary data
C) Tertiary data
D) Inordinate data
E) Ordinate data

Accepted Answer

Secondary data are data that were collected for another purpose and already exist. Primary data, on the other hand, are data collected for the first time specifically for a research project. Tertiary data refer to data that have been compiled from primary and/or secondary sources for a specific industry or field. "Inordinate data" and "ordinate data" are not commonly used terms in the field of data collection and analysis.

Question 19

All of the following are rules of thumb for questionnaire design EXCEPT ________.
A) making questions as simple as possible
B) making the questions specific
C) ensuring that fixed responses overlap
D) avoiding hypothetical questions
E) avoiding questions with a negative in them

Accepted Answer

Ensuring that fixed responses overlap is not a recognized rule of thumb for questionnaire design. The other options are all important considerations for effective questionnaire design.

Question 20

Some marketers prefer more ________ methods for gauging consumer opinion because consumer actions do not always match their answers to survey questions.
A) quantitative
B) qualitative
C) psychographic
D) covert
E) subliminal

Accepted Answer

Qualitative methods are often preferred for understanding consumer opinions because they provide deeper insights into consumer behavior and motivations, which may not align with their survey responses.

Quiz 4: Conducting Marketing Research and Forecasting Demand

Which of the following types of marketing research firms would best be described as being one that gathers consumer and trade information which they sell for a fee (e.g.,Nielsen Media Research)

Primary data can be collected in several ways.Which of the following primary data collection methods would be exemplified by constructing see-through mirrors in a retail store whereby consumers' actions could be recorded

Companies undertake surveys to learn about people's knowledge,________,preferences,and satisfaction and to measure these magnitudes in the general population.

A question that uses a scale that connects two bipolar words wherein the respondent selects the point that represents his or her opinion is called ________.

Which of the following is considered to be the last step in the marketing research process

Designing a research plan calls for decisions on all of the following EXCEPT ________.

The first step in the marketing research process is to ________.

All of the following would be among the ways that small companies can conduct marketing research in creative and affordable ways EXCEPT ________.

A ________ is a gathering of 6 to 10 people who are carefully selected based on certain demographic,psychographic,or other considerations and brought together to discuss at length various topics of interest.

If a marketing research firm were also known as a field-service firm (e.g.,it sells its field interviewing services to other firms) ,it would be called a ________.

________ is the systematic design,collection,analysis,and reporting of data and findings relevant to a specific marketing situation facing the company.

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

The most scientifically valid research is ________ research.

The marketing manager needs to know the cost of the research project before approving it.During which of the following stages of the marketing research process would such a consideration most likely take place

Marketing research is now about a ________ billion industry globally.

________ provide diagnostic information about how and why we observe certain effects in the marketplace,and what that means to marketers.

Companies normally budget marketing research at ________ of company sales.

________ are data that were collected for another purpose and already exist.

All of the following are rules of thumb for questionnaire design EXCEPT ________.

Some marketers prefer more ________ methods for gauging consumer opinion because consumer actions do not always match their answers to survey questions.