Question 1

Which of the following statements about cookies is True?

Accepted Answer

A cookie is indeed placed on a website visitor's computer for later access by the website owners. This allows the website to remember information about the visit, which can be used for a variety of purposes such as keeping a user logged in or tracking user behavior for analytics.

Question 2

A bicycle manufacturer noted its sales were declining after the introduction of a new style of bike by one of its competitors. The new bike was targeted to the older, less flexible baby boomer market. The manufacturer purchased one of the competition's bikes and took it apart to determine what made the competition's bike superior to its products. This would be an example of:

Accepted Answer

This is an example of competitive intelligence gathering, where a company studies a competitor's product to understand its advantages or features.

Question 3

Which of the following statements about questionnaire design is True?

Accepted Answer

The answer of Which of the following statements about questionnaire...

Question 4

The largest provider of demographic information is:

Accepted Answer

The federal government is the largest provider of demographic information because it collects extensive data on the population through censuses, surveys, and various administrative records. This information is crucial for policy making, planning, and research, and is widely used by businesses, researchers, and other organizations for demographic analysis.

Question 5

Which of the following would be a source of secondary data in a marketing feasibility study being done for a manufacturer of a new cranberry relish for turkey, chicken, and pork sandwiches?

Accepted Answer

Secondary data refers to information that has been collected for another purpose but is relevant to the current research question. A report on new cranberry-based products in a trade journal is an example of secondary data because it has been collected and published independently of the current study.

Question 6

Data gathered for a marketing information system or a decision support system are organized, stored, and updated in a computerized:

Accepted Answer

Data for a marketing information system or a decision support system are organized, stored, and updated in a computerized database, which allows for efficient access, management, and updating of the data.

Question 7

In a marketing research study for a manufacturer of compost bins, _____ would most likely be a source of primary data.

Accepted Answer

Primary data is data collected firsthand for the specific research purpose at hand. Researchers' interviews with hardware store owners who sell compost bins would be an example of collecting new, firsthand data specifically for the study, making it primary data.

Question 8

If the headmaster of a private Montessori school wanted to know how parents of students in the school felt about a change in school curriculum, he could use every ninth file from his master list of parents and conduct a simple phone interview. The headmaster would be using a _____ sample.

Accepted Answer

This method is an example of a systematic sampling technique, which is a type of random sampling. By selecting every ninth file, the headmaster is applying a fixed interval to choose participants, which is a systematic approach but still falls under the broader category of random sampling because each member of the population has an equal chance of being selected at the start.

Question 9

A couple thinking about opening a coffee house spends their weekends visiting established coffee houses to see if they can find any ideas they can use at their own business. In other words, the couple is:

Accepted Answer

The couple is gathering competitive intelligence by visiting established coffee houses to observe and collect information that could be beneficial for their own business. This involves analyzing what competitors are doing right or wrong to gain insights for their own strategy.

Question 10

Which of the following is an appropriately stated hypothesis for a marketer interested in the potential market demand for a new kind of three-ply yarn made from a combination of wool and synthetic materials?

Accepted Answer

A hypothesis is a statement that can be tested and is typically presented as a declarative statement predicting a specific outcome or relationship. Option A ("The market demand is at least 1000 skeins of yarn per month.") is a clear, testable hypothesis because it makes a specific prediction that can be confirmed or refuted through research.

Question 11

In which of the following situations would test marketing be the most appropriate method for marketing research?

Accepted Answer

Test marketing is most appropriate for assessing consumer response to a specific product, in this case, Motrin's sinus headache medication. It involves introducing the product to a limited market to gauge consumer acceptance and behavior, which is not applicable to the other scenarios that require surveys or observational studies.

Question 12

The Chicago Symphony Orchestra wants to identify its most loyal and dedicated patrons and create marketing efforts targeted to them. In its _____, the Chicago Symphony's researchers would have noted that the competition for patrons is intense for leisure activities, especially in Chicago where there are so many outlets for art enthusiasts.

Accepted Answer

A situation analysis involves evaluating the internal and external factors that affect an organization, including competition, which is crucial for understanding the market landscape and targeting marketing efforts effectively.

Question 13

The management for a company that manufactures antihistamines for allergy sufferers chose to ignore the findings of a recent marketing research project. Which of the following is the most likely explanation for this action?

Accepted Answer

The project being completed too late to be useful is a plausible reason for management to ignore its findings, as the information may no longer be relevant or actionable by the time it is received.

Question 14

The primary advantage of using the survey method to gather primary data is:

Accepted Answer

The primary advantage of using the survey method is that it allows researchers to collect data directly from the population they are interested in studying, ensuring the relevance and applicability of the information gathered to their research questions.

Question 15

Gold Love Tokens is a company that manufactures and distributes roses, leaves, and other types of flowers that have been dipped in 24K gold. Sales for the last three-quarters have been stagnant. When the owner of the company did several phone interviews with retailers who carry her company's product line, she was engaged in:

Accepted Answer

The owner conducting phone interviews with retailers to understand the reasons behind stagnant sales is an example of an informal investigation. This approach is less structured and more exploratory in nature, aimed at gathering preliminary insights.

Question 16

What type of survey should be used when it is most important that respondents answer frankly and honestly?

Accepted Answer

Mail surveys tend to encourage more honest responses because respondents can complete them in private, without the presence of an interviewer, which might influence their answers due to social desirability bias or interviewer bias.

Question 17

How do market researchers conducting telephone surveys overcome problems associated with the large number of people who have unlisted phone numbers?

Accepted Answer

Random digit dialing is a technique used by market researchers to overcome the issue of unlisted phone numbers. It involves generating phone numbers at random, thereby including both listed and unlisted numbers in the sample.

Question 18

_____ is a computer-based procedure that allows a manager to interact with data and use various methods of analysis to integrate, analyze, and interpret information.

Accepted Answer

A decision support system (DSS) is specifically designed to facilitate decision-making through interactive analysis of data, integrating various analytical methods to interpret information, which aligns with the description given.

Question 19

Jupiter Communications, a research company in Canada, specializes in analyzing online behavior. It would probably rely on _____ as a major source of data.

Accepted Answer

Cookies are small pieces of data stored on a user's computer by web browsers, which track online behavior and are commonly used by companies like Jupiter Communications to analyze online activity.

Question 20

Two of the most important advantages offered through the use of Internet surveys are:

Accepted Answer

Internet surveys are known for their speed in collecting responses and their relatively low cost compared to traditional survey methods.

Quiz 7: Marketing Research and Market Information