Question 1

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 after designing the research project is collecting data. This will involve the actual gathering of information through various research methods such as surveys, interviews, or observations. Only then can the organization move onto interpreting research findings, developing a testable hypothesis, sampling the population, and reporting research findings.

Question 2

Subscription services from firms such as ACNielsen provide marketing researchers with a good source of ____ data.

Accepted Answer

Subscription services like ACNielsen does not collect information by themselves, but acquire pre-collected data from other sources. The data available through these services are categorized as external secondary data.

Question 3

Secondary data cannot be obtained from

Accepted Answer

Surveys are a primary data collection method and cannot be used to obtain secondary data. The other options mentioned (trade journals, government sources, international sources, and computerized literature retrieval databases) are all sources of secondary data.

Question 4

If the University Bookstore wanted to understand the textbook and school supplies needs on the campus of the University of Michigan,the population of study would be

Accepted Answer

The population of study for understanding the textbook and school supplies needs at the University of Michigan would include all students (who are the primary consumers of textbooks and supplies), faculty (who decide on textbooks), supporters (who may purchase supplies as gifts or for promotional reasons), and staff (who may also have needs for supplies for administrative purposes). This comprehensive group would give the most accurate understanding of the needs on campus.

Question 5

One overlooked internal source of secondary marketing information discussed in the text is

Accepted Answer

Accounting records can provide valuable information on sales trends, customer behavior, and profitability. They can also reveal patterns in purchasing behavior, such as the time of year when sales are highest or any shifts in buying habits. Sales receipts, interviews with salespeople, quality control data, and consumer surveys are all useful sources of information, but they are more often considered primary sources of information as they typically collect data directly from customers or employees.

Question 6

All the elements,individuals,or units of interest to researchers for a specific study are called the

Accepted Answer

The term "population" refers to the entire group of individuals, elements, or units of interest to the researcher for a specific study. This group is often too large or impractical to study in its entirety, so a smaller subset or "sample" is typically selected for analysis. Therefore, option C is the correct answer as it refers to the entire group being studied.

Question 7

Information from the U.S.Census Bureau is commonly used as ____ by a variety of agencies and organizations.

Accepted Answer

The U.S. Census Bureau collects data from a wide range of sources, including surveys, administrative records, and other forms of data collection. This data is made available to a variety of agencies and organizations for use in their research and analysis, making it a common source of external secondary data.

Question 8

Time Warner Cable uses its sales reports broken down by geographic regions as part of its marketing research to determine which markets are most rapidly adopting high-speed Internet connections.In this example,Time Warner Cable is using

Accepted Answer

Time Warner Cable is utilizing its own sales reports, which are data already collected and available within the organization, for analysis. This makes it internal data. Since the data was not collected for the specific purpose of this research but is being used for analysis, it is considered secondary data.

Question 9

When working as a summer intern for a local retail store,Jan Halverson was sent to the library to look up data on population forecasts for the city of San Antonio.The population information she found would be considered

Accepted Answer

The data Jan Halverson found at the library is considered secondary data because it was collected and published by someone else (in this case, the library) for a different purpose. Primary data is original research data collected by the user for their own specific purposes. Syndicated research services and primary databases are not relevant in this context. Secondhand data is an alternative term for secondary data, but it is not a specific answer choice in this question.

Question 10

Data that are observed or collected directly from respondents are called

Accepted Answer

Data that are observed or collected directly from respondents are known as primary data. Direct samples may refer to a specific method of sampling, but it does not accurately describe data collected directly from respondents. Secondary data refers to data that have been collected by someone else, while stratified data refers to data that have been categorized into distinct subgroups. "Firsthand information" may be a colloquial term for primary data, but it is not a recognized statistical term.

Question 11

Primary data are best described as the

Accepted Answer

Primary data are data that are observed, recorded, or collected directly from subjects, making option C the correct choice. These data are collected specifically for the study in question, rather than being compiled for some other purpose (option D) or being collected both inside and outside the organization (option E). Option A describes the first batch of data collected for a study, which may or may not be primary data, and option B is not an accurate description of primary data.

Question 12

In marketing research,a sample is best described as

Accepted Answer

A sample is a limited number of units chosen to represent the characteristics of a total population. This allows researchers to study a smaller portion of the population and draw conclusions that can be applied to the larger group.

Question 13

Patricia Robertson is running for Congress from the Sixth District in her state.She is interested in knowing the intended choices of the voters.All the registered voters in her district would constitute the study's

Accepted Answer

The population is the entire group that Patricia Robertson is interested in studying, which in this case is all the registered voters in her district.

Question 14

Kristen is the new marketing manager for the footwear division of her company and is currently planning next season's product lines.She needs to gain access to data about recent purchasing patterns in the industry,but has a limited budget and time.Which type of data would be the best choice for Kristen to use in this situation?

Accepted Answer

Secondary data would be the best choice for Kristen because it is pre-existing data that has already been collected and analyzed, often by industry experts or third-party research firms. This would save Kristen time and money compared to collecting primary data through surveys or other research methods.

Question 15

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 every time. This means that the study is consistent and accurate, which is essential for drawing trustworthy conclusions and making informed decisions.

Question 16

If you were to choose a sample with which to study the market for preschool toys in Illinois,the population would logically be defined as all

Accepted Answer

The market for preschool toys is targeted towards families that have or are expecting preschool children, so this population would be the most appropriate sample to study. Children, people, and preschools are too broad of categories, while limiting the sample to preschool children would exclude families who may make purchasing decisions on behalf of their children.

Question 17

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 because customer satisfaction is not translating into repurchase behavior, indicating that the measure of satisfaction may not be accurate or relevant to actual consumer behavior.

Question 18

Saks Fifth Avenue wants to learn about its consumers' attitudes toward on-line purchases.There are numerous studies that are available about consumers and on-line buying,but Saks believes its customers might be different from the usual on-line 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

If Saks were to use the available data about consumer attitudes towards online buying, it would be using secondary data. However, since they decide to conduct their own study, they would collect primary data. Therefore, the best choice is C - secondary data for the available studies and primary data for Saks' own study.

Question 19

Marketers often begin the data collection phase of a research project by gathering secondary data.This type of information may come from both ____ and ____ sources.

Accepted Answer

Secondary data can be gathered from both internal sources within the company (internal reports, sales data, customer feedback, etc.) and external sources outside the company (government reports, trade publications, online databases, etc.). Therefore, option B, internal and external, is the best choice. Options A, C, D, and E are all incorrect because they do not accurately describe the types of sources that secondary data can come from.

Question 20

Georgia-Pacific needs information about trends in housing starts and remodeling around the country.Since it will be difficult to collect _______ from the numerous locations,it decides to use _____ data from the U.S.Department of Commerce reports to get this information.

Accepted Answer

The answer of Georgia-Pacific needs information about trends in housing...

Quiz 5: Marketing Research and Information Systems