Question 1

Which of the following is a disadvantage of online focus groups?
A)Participants must be in a central location.
B)The internet format can restrict respondents' expressiveness.
C)Results take longer to tabulate and analyse.
D)The cost of online focus groups is greater than that of most other qualitative research methods.
E)The format of focus groups can be varied.

Accepted Answer

The internet format of online focus groups can restrict respondents' expressiveness due to the lack of face-to-face interaction and nonverbal cues.

Question 2

Marketing researchers usually draw conclusions about large groups of consumers by studying a small ________ of the total consumer population.
A)group
B)sample
C)population
D)target group
E)audience

Accepted Answer

Marketing researchers often draw conclusions about large groups of consumers by studying a small sample of the total consumer population, rather than studying the entire population. This allows them to gather data more efficiently and economically, while still making informed decisions and predictions about the larger population.

Question 3

You generally need to ask three questions when developing a sampling plan.Of the items listed below,which is one of these three questions?
A)Who should be left out of the sample (sampling exclusion)?
B)How should we contact the sample (sampling approach)?
C)Why should respondents be selected (sampling justification)?
D)How should participants be chosen (sampling procedure)?
E)None of the above.

Accepted Answer

The question listed in option D, "How should participants be chosen (sampling procedure)?" is one of the three questions to ask when developing a sampling plan. The other two questions are "What should be sampled?" and "How many respondents should be selected?" Therefore, D is the correct answer. Options A, B, and C are not one of the three questions to ask when developing a sampling plan.

Question 4

The most common research instrument used is the ________.
A)mechanical device
B)live interviewer
C)questionnaire
D)telephone interviewer
E)moderator

Accepted Answer

Questionnaires are the most widely used research instrument because they are inexpensive, easy to administer, and versatile. They allow for standardized data collection and can be given to large numbers of participants.

Question 5

You want to find out whether Australians between 21 and 40 years of age tend to vote Labour and whether Australians between 41 and 70 tend to vote Liberal.You will most likely use a ________ to collect your data.
A)simple random sample
B)mechanical device
C)stratified random sample
D)cluster sample
E)convenience sample

Accepted Answer

A stratified random sample is most appropriate for this scenario because it allows the researcher to divide the population into specific groups (strata) based on age and then randomly select samples from each group to analyze voting trends. This method ensures that both age groups are represented in the sample.

Question 6

After a research instrument is selected,the next step in the marketing research process is ________.
A)selecting a sampling method
B)interpreting the findings
C)implementing the research plan
D)collecting secondary data
E)selecting a research approach

Accepted Answer

Once the research instrument is selected, the next step is to implement the research plan. This includes selecting the sample, collecting data, analyzing the findings, and interpreting the results. The implementation stage involves executing the research plan and collecting data in accordance with the established procedures.

Question 7

Customer data is at the heart of predicative analytics.

Accepted Answer

Customer data is crucial in providing insights and making predictions about customer behavior and preferences. Without customer data, predictive analytics cannot function effectively.

Question 8

Which of the following is the best advice about creating research questionnaires?
A)Use simple,direct and unbiased wording.
B)Questions should not be arranged in a particular order.
C)Ask difficult questions in the beginning to 'weed out' uninterested respondents.
D)Ask personal questions in the middle of the instrument.
E)Avoid personal questions that may make some respondents uncomfortable.

Accepted Answer

Using simple, direct, and unbiased wording is important in creating research questionnaires to ensure that respondents understand the questions and can answer them accurately. This also helps to avoid confusion or biased responses.

Answer: E
 Avoiding personal questions that may make some respondents uncomfortable is important to ensure that all respondents feel comfortable and willing to provide honest answers. This may also prevent some respondents from dropping out of the study or providing incomplete or inaccurate responses.

Question 9

When marketers use online data to target ads and offers to specific consumers,what are they engaging in?
A)Predictive analytics
B)Data mining
C)Netnographic research
D)Online behavioural targeting
E)Sampling

Accepted Answer

When marketers use online data to target ads and offers to specific consumers, they are engaging in online behavioural targeting. This involves collecting and analyzing data on a user's online behavior, such as their browsing history or search queries, to deliver ads or offers that are more relevant to their interests and preferences. Predictive analytics (A) involves using statistical algorithms and machine learning techniques to make predictions about future outcomes based on historical data. Data mining (B) is the process of discovering patterns and insights in large datasets, often using machine learning algorithms. Netnographic research (C) is a form of qualitative research that involves analyzing online conversations and interactions to gain insights into consumer behavior and attitudes. Sampling (E) is a statistical technique for selecting a representative subset of a population for research purposes.

Question 10

Loft Industries sells roof trusses to contractors and builders and would like to conduct research to determine how customers assess customer service.Which of the following research instruments would be best for this firm?
A)people meters
B)checkout scanners
C)questionnaires
D)eye cameras
E)MRI scans

Accepted Answer

A questionnaire would allow Loft Industries to ask specific questions about their customer service and receive feedback directly from customers. People meters, checkout scanners, eye cameras, and MRI scans are not relevant or effective for this type of research.

Question 11

Which of the following is NOT an advantage of Web-based research?
A)speed
B)low costs
C)almost instantaneous results
D)control over who and where the respondents are
E)ease of administration

Accepted Answer

Web-based research may not always provide control over who and where the respondents are, as internet access and demographics vary among different populations.

Question 12

What is a major drawback of probability sampling?
A)It can be time consuming.
B)Sampling error cannot be measured.
C)The most difficult population from which to obtain information is chosen.
D)Everyone has an equal chance of selection.
E)Marketers must rely on the judgment of the researcher in respondent selection.

Accepted Answer

Probability sampling can be time-consuming because it requires a complete list of the population and often involves complex planning and execution to ensure that the sample is truly representative.

Question 13

Online behavioural targeting is a violation of most organisations' codes of marketing and research practices.
A)True
B)False

Accepted Answer

Online behavioral targeting, by itself, is not a violation of most organizations' codes of marketing and research practices. It is widely used in digital marketing to tailor advertisements to individuals based on their online behavior. However, it must be conducted within the framework of laws and ethical guidelines concerning privacy and consent.

Question 14

You have decided to use only closed-ended questions on your survey.Which of the following questions would NOT be found on your survey?
A)Do you like chocolate?
B)What is your gender?
C)Do you work full- or part-time?
D)What do you like about your teacher?
E)In what month do you plant your garden?

Accepted Answer

This is an open-ended question, as it asks for the respondent's opinion and allows for a variety of answers. The other options are all closed-ended questions, as they only allow for a specific set of answers to be selected.

Question 15

What are the two main types of research instruments used to collect primary data?
A)surveys and samples
B)questionnaires and mechanical devices
C)focus groups and online databases
D)online panels and experiments
E)personal interviews and online focus groups

Accepted Answer

The two main types of research instruments used to collect primary data are questionnaires and mechanical devices. Surveys, samples, focus groups, and online databases are all methods of collecting data, but they are not research instruments themselves. Personal interviews and online focus groups are also methods of collecting data, but they fall under the category of questionnaires as they involve asking individuals questions. Therefore, option B is the correct answer.

Question 16

AMF Research Group must guard against problems during the implementation phase of marketing research for its clients.Which of the following is NOT a problem that should be anticipated during this phase?
A)ensuring the accuracy of the collected data
B)respondents who give biased answers
C)interviewers who make mistakes or take shortcuts
D)interpreting and reporting the findings
E)ensuring the completeness of the collected data

Accepted Answer

Interpreting and reporting the findings is not a problem that should be anticipated during the implementation phase, as this is typically done after the data has been collected. The other options are all potential problems that could arise during data collection.

Question 17

Briefly explain the difference between predictive analytics and forecasting.

Accepted Answer

The answer of Briefly explain the difference between predictive analytics...

Question 18

Which of the following is used to pull information from data and use it to generate predictions for individual customers?
A)Online focus groups
B)Netnographic research
C)Marketing analytics
D)Primary data
E)Predictive analytics

Accepted Answer

Predictive analytics is specifically used to gather information from data to make predictions for individual customers. Online focus groups and netnographic research may provide insights into customer behavior, but they do not involve predictive analysis. Marketing analytics and primary data can provide a range of information, including insights into customer behavior, but they are not specific to predictive analysis.

Question 19

Which of the following has the highest rating for speed of data collection and compilation?
A)open-ended questionnaires
B)personal interviews
C)mail surveys
D)online surveys
E)ethnographic research

Accepted Answer

Online surveys have the highest rating for speed of data collection and compilation compared to other options. With online surveys, data can be collected and compiled instantly, whereas other methods like personal interviews, mail surveys or ethnographic research may take longer to collect and compile data. Open-ended questionnaires may also require more time to analyze and compile responses.

Question 20

A marketing analyst has a limited budget for the market research he needs to conduct;however,the sample size for his research is quite large.Which of the following methods of contact would provide him with the most cost-effective way to reach a large sample of potential customers?
A)telephone surveys
B)personal interviews
C)internet surveys
D)mail surveys
E)focus group interviews

Accepted Answer

Internet surveys are often the most cost-effective way to reach a large sample of potential customers, as they can be distributed at a low cost and completed quickly by respondents. Telephone and personal interviews can be more expensive and time-consuming, while mail surveys may have lower response rates. Focus group interviews involve a smaller sample size and may not be as representative of the overall population.

Quiz 4: Marketing Analytics: Gaining Customer Insights

Which of the following is a disadvantage of online focus groups?

Marketing researchers usually draw conclusions about large groups of consumers by studying a small ________ of the total consumer population.

You generally need to ask three questions when developing a sampling plan.Of the items listed below,which is one of these three questions?

The most common research instrument used is the ________.

You want to find out whether Australians between 21 and 40 years of age tend to vote Labour and whether Australians between 41 and 70 tend to vote Liberal.You will most likely use a ________ to collect your data.

After a research instrument is selected,the next step in the marketing research process is ________.

Customer data is at the heart of predicative analytics.

Which of the following is the best advice about creating research questionnaires?

When marketers use online data to target ads and offers to specific consumers,what are they engaging in?

Loft Industries sells roof trusses to contractors and builders and would like to conduct research to determine how customers assess customer service.Which of the following research instruments would be best for this firm?

Which of the following is NOT an advantage of Web-based research?

What is a major drawback of probability sampling?

Online behavioural targeting is a violation of most organisations' codes of marketing and research practices.

You have decided to use only closed-ended questions on your survey.Which of the following questions would NOT be found on your survey?

What are the two main types of research instruments used to collect primary data?

AMF Research Group must guard against problems during the implementation phase of marketing research for its clients.Which of the following is NOT a problem that should be anticipated during this phase?

Briefly explain the difference between predictive analytics and forecasting.

Which of the following is used to pull information from data and use it to generate predictions for individual customers?

Which of the following has the highest rating for speed of data collection and compilation?

A marketing analyst has a limited budget for the market research he needs to conduct;however,the sample size for his research is quite large.Which of the following methods of contact would provide him with the most cost-effective way to reach a large sample of potential customers?