Question 1

If a marketing researcher selects the most accessible population members,he or she would have selected the ________ sampling method.

Accepted Answer

Convenience sampling method involves selecting the most readily available population members. It is usually a non-probability sampling method and can lead to biased results. However, in some situations, such as in exploratory research, convenience sampling can be useful as it is quick and inexpensive.

Question 2

Which of the following is considered to be the most versatile of the questioning or interviewing methods

Accepted Answer

Personal interviews are considered to be the most versatile of the questioning methods because the interviewer can adapt the questions and follow-up based on the respondent's answers and behaviors. This method allows for more in-depth responses and can also provide nonverbal cues and observations. Other methods may be more convenient, but they lack the personal interaction and flexibility of a personal interview.

Question 3

Which of the following types of tests shows a picture and asks respondents to make up a story about what they think is happening or may happen in the picture

Accepted Answer

Thematic Apperception Test (TAT) shows a picture and asks respondents to make up a story about what they think is happening or may happen in the picture.

Question 4

With respect to the sampling plan,three decisions must be made: (1)the sampling unit-who is to be surveyed; (2)sample size-how many people should be surveyed; and (3)________.

Accepted Answer

The third decision that must be made is the sampling procedure which refers to how the respondents are chosen. This decision is crucial as it determines how representative the sample is of the population being studied. Different sampling procedures include random sampling, stratified sampling, cluster sampling, and convenience sampling among others. Choosing the appropriate sampling procedure depends on the research question, available resources, and the target population. Therefore, D is the correct choice as it directly addresses the third decision in the sampling plan.

Question 5

Which of the following is one of the key disadvantages of online market research

Accepted Answer

One of the key disadvantages of online market research is that samples can be small and skewed. This is because the sample is often self-selected and may not accurately represent the population being studied. Additionally, certain groups may be overrepresented or underrepresented in online surveys, leading to biased results.

Question 6

If a marketing researcher wished to reach people who would not give personal interviews or whose responses might be biased or distorted by the interviewers,he or she should choose the ________ as the best way to reach people.

Accepted Answer

Mail questionnaires allow respondents to answer questions privately and at their own pace, reducing the potential for interviewer bias or distortion.

Question 7

The ________ phase of marketing research is generally the most expensive and the most prone to error.

Accepted Answer

Data collection involves obtaining information from a sample of the population, which can be costly and prone to errors such as sampling bias or measurement errors. Other phases such as research planning or questionnaire design can also be important, but generally do not involve the same level of expense and potential for error as data collection.

Question 8

All of the following are considered to be among the seven characteristics of good marketing research EXCEPT ________.

Accepted Answer

The answer of All of the following are considered to...

Question 9

If a researcher finds and interviews a prescribed number of people in each of several categories,the researcher is using the ________ sampling method.

Accepted Answer

Quota sampling is a non-probability sampling method where researchers select a sample that reflects the characteristics of the population being studied. In this method, researchers set a quota for each category or subgroup of the population and then select participants that match those characteristics until the quota is met. This technique ensures that a diverse range of participants are included in the study.

Question 10

Two complimentary approaches to measure marketing productivity are ________ and marketing-mix modeling.

Accepted Answer

Quality ratios, salesperson/distributor satisfaction surveys, and end-user samples are not directly related to measuring marketing productivity. Marketing metrics to assess marketing effects and marketing-mix modeling are the two commonly used approaches to measure marketing productivity.

Question 11

Online research has grown significantly in the past several years.It is estimated that ________ of all survey-based research was done online in 2006.

Accepted Answer

In 2006, it was estimated that 33% of all survey-based research was conducted online, reflecting the growing trend of utilizing the internet for research purposes.

Question 12

In the famous case where Coca-Cola introduced New Coke after much research,the failure of New Coke was largely due to a marketing research barrier identified as ________.

Accepted Answer

The failure of New Coke was largely due to a marketing research barrier identified as poor framing of the problem. Coca-Cola did not clearly identify what problem they were solving or what consumers they were targeting with the new formula, leading to confusion and backlash when they introduced it to the market.

Question 13

Marketers are increasing being held accountable for their ________ and must be able to justify marketing expenditures to senior management.

Accepted Answer

The sentence mentions "marketing expenditures," which implies that marketers must be able to justify their investments to senior management. Therefore, the answer is D. The other options (A, B, C, and E) are not directly related to the sentence and do not make sense in this context.

Question 14

If a marketing researcher asks subjects what kind of person they think of when the brand is mentioned in order to understand how consumers feel about a particular brand,the marketing researcher is using the ________ approach.

Accepted Answer

This is an example of the brand personification approach, which involves asking subjects about the type of person they associate with a brand in order to understand how they feel about it. This approach allows researchers to better understand the personality and image that the brand is projecting to its target audience.

Question 15

________ is(are)the set of measures that helps firms to quantify,compare,and interpret their marketing performance.

Accepted Answer

Marketing metrics are the set of measures that help firms to quantify, compare, and interpret their marketing performance. These metrics can provide insights into various aspects of marketing, such as customer acquisition, retention, satisfaction, engagement, and revenue generation. By tracking and analyzing these metrics, firms can identify areas of improvement, optimize their marketing tactics, and achieve better results. Examples of marketing metrics include customer lifetime value, customer acquisition cost, conversion rate, net promoter score, and social media engagement.

Question 16

A ________ has been defined as being a coordinated collection of data,systems,tools,and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.

Accepted Answer

The answer of A ________ has been defined as being...

Question 17

In spite of the rapid growth of marketing research,many companies still fail to use it sufficiently or correctly.Barriers to the use of marketing research include all of the following EXCEPT ________.

Accepted Answer

The given options list various factors that act as barriers to the effective use of marketing research. However, option A talks about a broad conception of research, which is not a barrier but rather a helpful factor in conducting comprehensive research that covers all relevant aspects. Therefore, A is the correct answer.

Question 18

All of the following are considered to be advantages of online research EXCEPT that ________.

Accepted Answer

Online research can often encounter technological problems and inconsistencies, such as connectivity issues, software glitches, and varying levels of digital literacy among participants.

Question 19

If a marketing researcher chooses to use a word association question,the researcher has chosen which of the following type of question for the research questionnaire

Accepted Answer

A word association question is an example of an open-end question, as it allows the respondent to provide an answer in their own words without being restricted by preset options or scales.

Question 20

One of the biggest obstacles to conducting international research is ________.

Accepted Answer

The answer of One of the biggest obstacles to conducting...

Quiz 4: Conducting Marketing Research and Forecasting Demand