Question 1

Which of the following statements is true of online focus groups?

Accepted Answer

Online focus groups are cost-effective because they eliminate the need for travel expenses, venue rental fees, and the cost of providing refreshments to participants, all of which are associated with traditional face-to-face focus groups. Additionally, with online focus groups, researchers can recruit participants from a wider geographical area, which can offset any additional costs associated with using online platforms. While online focus groups may have some drawbacks, such as difficulty in accessing certain segments of the population, and potentially lower participation rates, the cost savings make them an attractive option for many organizations.

Question 2

The first step in the marketing research process is to:

Accepted Answer

The first step in the marketing research process is to recognize a marketing problem or opportunity. This involves identifying a specific issue or potential for growth in the market, and defining it in a clear and concise manner. Only after identifying the problem or opportunity can the subsequent steps of the research process be carried out effectively.

Question 3

The diagnostic role of marketing research includes:

Accepted Answer

The answer of The diagnostic role of marketing research includes:
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Question 4

_____ is a system for gathering information from respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy.

Accepted Answer

Scanner-based research is a system that uses barcode scanners to collect data on consumer purchases, which is then used to analyze the effectiveness of advertising, promotion, and pricing strategies. This type of research is useful because it provides a continuous stream of data, allowing companies to quickly see the effects of changes they make to their marketing tactics. Web community research, online focus groups, and Web survey systems are all different types of research methods that do not involve monitoring purchases in this way.

Question 5

In the context of sampling procedures, a _____ is a sample in which every element in the population has a known statistical likelihood of being selected.

Accepted Answer

A probability sample is a sampling technique in which every element in the population has a known statistical likelihood of being selected. This type of sample is preferred because it reduces the risk of bias and provides more accurate estimates of population parameters. Snowball sample, judgment sample, and convenience sample are all types of non-probability sampling techniques, which do not provide a known statistical likelihood of being selected for every element in the population.

Question 6

The _____ of marketing research is to address "what if" questions.

Accepted Answer

The predictive function of marketing research is to address "what if" questions and predict the likely outcome of various marketing decisions or scenarios. This function helps businesses make informed decisions about product launches, pricing strategies, marketing campaigns, and other important areas of their operations.

Question 7

_____ is an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answers into the computer.

Accepted Answer

Computer-assisted self-interviewing (CASI) is a method where respondents use a computer to read and answer questions themselves, often used in settings like malls.

Question 8

In the context of the ever-changing marketplace, which of the following statements is true of marketing research?

Accepted Answer

Marketing research can help managers identify opportunities in the market and make informed decisions based on customer preferences and behavior, which can lead to competitive advantages. In the ever-changing marketplace, marketing research is essential to stay current with trends and customer needs.

Question 9

The most important use of marketing research is that:

Accepted Answer

Marketing research helps managers gather information about customers' needs and preferences, allowing them to develop products and services that better meet those needs. This can lead to increased customer satisfaction, loyalty, and ultimately, profitability. Additionally, marketing research can help identify new markets, competitive threats, and opportunities for growth, allowing managers to adjust their strategies accordingly. Focusing on quantity over quality or disregarding the influence of secondary data would not be beneficial or effective for marketing decision-making.

Question 10

Which of the statements is true of management decision problems?

Accepted Answer

Management decision problems tend to be broader in scope, as they involve making strategic decisions that affect the entire organization, while marketing research problems are focused on specific issues related to marketing.

Question 11

In the context of the customer relationship management (CRM) cycle, which of the following steps should be carried out once customer data are analyzed and transformed into usable information?

Accepted Answer

Once customer data is analyzed and transformed into usable information, it must be leveraged, meaning it should be used to improve the overall customer experience, customize marketing strategies, and identify opportunities for cross-selling or upselling. Identifying unprofitable customers (A) and capturing relevant customer data (C) are steps that should occur earlier in the CRM cycle, while storing and integrating customer data (D) is an ongoing process throughout the entire cycle.

Question 12

Caroline, the manager of a jewelry store, conducts statewide market research and collects data on customer preferences toward various jewelry items. Based on her findings, she has to create a forecast of the items that customers are most likely to purchase. In this scenario, Caroline will most likely be performing the _____ of marketing research.

Accepted Answer

Caroline is using the data she collected to create a forecast of future customer purchasing behavior. This is an example of the predictive role of marketing research, which involves using data to make predictions about future trends and behavior.

Question 13

The most popular technique for gathering primary data is _____.

Accepted Answer

Survey research is the most commonly used technique for gathering primary data. It involves asking individuals a set of structured questions either through online surveys, telephone interviews, or face-to-face interviews. It allows for a large sample size to be collected, with responses being easily quantifiable and analyzed statistically.

Question 14

Gerrard, a manager at Zincod Clothing, organizes a survey to study the quality of the company's products. He instructs the survey team to interview readily accessible customers who visit the outlets during weekdays. In the context of nonprobability samples, Zincod Clothing is most likely using a _____ for its survey.

Accepted Answer

Based on the information provided, Zincod Clothing is most likely using a convenience sample for its survey since the survey team is instructed to interview readily accessible customers. This is a common approach for businesses that want to gather quick feedback about their products or services without investing a lot of time and resources in sampling methods. However, convenience samples are not statistically representative of the general population and may have biases that limit their usefulness for making broader inferences.

Question 15

In the context of marketing research projects, which of the following statements is true of secondary data?

Accepted Answer

Secondary data can provide insights and suggest research methods needed for solving a problem, as they are pre-existing data collected for other purposes but can be useful in the current research context.

Question 16

Which of the following is an example of an open-ended question?

Accepted Answer

An open-ended question is one that allows for a variety of answers and encourages discussion, rather than a simple yes or no response. Choice B is the only one that fits this criteria as it asks for the respondent's opinion and allows for a range of possible answers. Choices A, C, and D all have limited options for responses.

Question 17

Which of the following is a difference between primary data and secondary data?

Accepted Answer

Primary data is collected by the researcher, usually through methods such as surveys, interviews or experiments. This data can be kept confidential and is not easily available to others. On the other hand, secondary data is data that has already been collected by someone else, such as government agencies, academic institutions or market research firms. This data is usually available to all interested parties for a fee or even free of charge, and cannot be kept confidential as it has already been published.

Question 18

The marketing managers of Havtol Inc., a food products company, created a dedicated software system to receive customers' feedback on the company's latest products. The customers who log into the company's networking site will be directed to a page where they have to answer a questionnaire. The managers can query the server at any time and collect the data required. In this scenario, Havtol Inc. is most likely using a(n) _____.

Accepted Answer

The dedicated software system created by Havtol Inc. is intended for customers to provide feedback via a questionnaire accessed through the company's networking site. This describes a web survey system, which allows companies to collect data from online surveys. Online panel providers recruit individuals to participate in surveys, which is not relevant to this scenario. Web phishing systems are used for malicious purposes and have nothing to do with collecting customer feedback. Online focus groups involve live discussions or chats with participants, which is not described in this scenario.

Question 19

Which of the following statements is true of conducting internet surveys?

Accepted Answer

Internet surveys can be personalized to gather specific information, making it more relevant to the respondent's situation. However, they may have lower response rates compared to traditional surveys, incur some training or telecommunication costs, but generally, they require less time and effort to complete.

Question 20

_____ is a research method that relies on people watching people, people watching an activity, machines watching people, and machines watching an activity.

Accepted Answer

Observation research involves observing people or activities to gather data, and can be done through direct observation by humans or by using machines such as cameras or tracking devices. Historical research looks at past events and is not focused on observation of people or activities. Survey research involves collecting data through surveys or questionnaires, which is different than observing behavior. Applied research is a broader term that can include observation research, but is not specific to this method.

Quiz 9: Marketing Research