Question 1

Which of the following is true about a purposive sampling?

Accepted Answer

In purposive sampling, the researcher selects individuals who possess certain characteristics or meet specific criteria to fit the research purpose. The researcher uses his or her judgment to choose the participants who will provide the most informative data.

Question 2

A(n) ________ often contains modeling capability to create different marketing and financial models.

Accepted Answer

A marketing decision support system (MDSS) is a software and data solution that supports the decision-making tasks of marketing professionals. It often includes modeling capabilities to create different marketing and financial models that can be tested before making final decisions. A marketing research report provides findings from a particular research study, a sampling procedure is a method for selecting a subset of a population for research purposes, an interactive research system may allow for online surveys or data collection, and a competitive intelligence report provides information on competitors in the market.

Question 3

Which of the following is an example of a survey question that allows for a direct rating?

Accepted Answer

The answer of Which of the following is an example...

Question 4

You want to observe how often consumers listen to music throughout their day and what different audio devices they use. You are also interested in how consumers store and access their own music collections. You should conduct ________ research.

Accepted Answer

Exploratory research is conducted to gain insights and understanding of a new phenomenon or to explore a problem or situation that has not been clearly defined yet. This type of research is appropriate when the goal is to understand a topic in-depth and generate ideas or hypotheses for future research. In this case, the researcher is interested in exploring how consumers listen to music and what types of devices they use, so an exploratory approach would be most appropriate.

Question 5

Carls Jr. came out with a new hamburger and released it in two different cities with two different price points. Marketers at Carls Jr. then analyzed the different levels of purchase made at the two different price points, planning on using the information to help them set a nationwide price for the new offering. This is an example of ________.

Accepted Answer

This is an example of explanatory research, where the marketers are analyzing the different levels of purchase made at different price points to understand the relationship between price and purchase behavior and ultimately set a nationwide price for the new offering. Observational research, survey research, and qualitative research are not specifically mentioned in the scenario and do not accurately describe the research method used. Behavioral research may be a more general term that could apply, but explanatory research is specifically focused on understanding causal relationships between variables.

Question 6

Which of the following is a type of probability sample?

Accepted Answer

A stratified sample is a type of probability sample where the population is divided into subgroups (or strata) based on certain characteristics, and then random samples are taken from each stratum. This method ensures that each stratum is represented proportionally in the overall sample, making it a more accurate representation of the population. The other options listed are not probability samples, as they do not involve random selection from the population.

Question 7

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

Accepted Answer

The problem of analysts interpreting and reporting the findings occurs after the data collection phase and during the analysis phase. Therefore, it is not a problem that should be anticipated for data collected through interviews during the marketing research phase. A, B, C, and E are all potential problems that should be anticipated during the data collection phase.

Question 8

Which type of research would be best suited for identifying which demographic groups prefer diet soft drinks and where they buy this product?

Accepted Answer

Descriptive research aims to provide a detailed and accurate description of a phenomenon such as consumer behavior. In this case, the goal is to identify the demographics and locations of individuals who prefer diet soft drinks, which is best suited for descriptive research.

Question 9

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

Accepted Answer

This question is a closed-ended question as it requires a specific numeric response. The other options are open-ended questions as they allow for a variety of possible answers and opinions.

Question 10

________ involves the systematic tracking of competitive actions and plans.

Accepted Answer

Competitive intelligence involves the systematic tracking of competitive actions and plans, providing information on their strengths, weaknesses, and strategic objectives. Marketing data refers to factual information related to the market and customers, while marketing information comprises all data, including competitive intelligence, used to inform marketing decisions. Sales management involves managing and directing a company's sales force, while customer intelligence involves collecting and analyzing data on customers.

Question 11

Which method would a marketing researcher most likely use to obtain information that people are unwilling or unable to provide?

Accepted Answer

Ethnographic research involves observing people's behavior and interactions in their natural settings, which can provide insights into attitudes and opinions that individuals may be unwilling or unable to report through other methods such as surveys or questionnaires. This approach is particularly useful for gaining insight into consumer behavior and preferences.

Question 12

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

Accepted Answer

This question requires an open-ended response that allows the respondent to provide their own opinions and thoughts. Closed-ended questions only permit the respondent to select a response from a predetermined set of options. The other options on the list are suitable for closed-ended questions.

Question 13

Which of the following is true of ethnographic research?

Accepted Answer

Ethnographic research is less structured than focus group research and involves the researcher observing and immersing themselves in the culture or context of the participants in order to gain an in-depth understanding of their experiences and perspectives. It is not conducted within traditional focus groups and is not typically used to collect quantitative information. It is often used when observation is possible and is a valuable tool for generating primary data. It may also involve collecting secondary data, but this is not typically the primary focus of ethnographic research.

Question 14

________ is the level of consistency of a research measurement.

Accepted Answer

Reliability is the level of consistency of a research measurement. It refers to the extent to which a measure produces consistent results when repeated measurements are made under identical conditions. Therefore, option D is the correct choice.

Question 15

________ is the strength of a conclusion reached through research.

Accepted Answer

Validity refers to the accuracy and truthfulness of the conclusions made through research. It ensures that the research is measuring what it claims to measure and that the results are reliable and useful.

Question 16

A ________ is a series of steps that include collection, analysis, and presentation of information for use in making marketing decisions.

Accepted Answer

A marketing information system (MIS) is a comprehensive approach to gathering and analyzing information for use in making marketing decisions. It involves the collection, analysis, and presentation of both primary and secondary data. The information obtained through the MIS can be used to help identify opportunities and threats in the market, monitor marketing performance, and make informed decisions about marketing strategies and tactics.

Question 17

Four common examples of internal data include production schedules, stock levels, direct-mail redemption details, and ________.

Accepted Answer

The other options (A, B, D, and E) all involve external data, whereas human resource status reports are internal data.

Question 18

Nathan Zabalas owns a regional chain of drug stores. Before expanding nationwide, Nathan is conducting marketing research to determine the best options for opening new stores. He plans to start by collecting secondary data. Which of the following is NOT a source of secondary data that Nathan might use?

Accepted Answer

Online questionnaires are a source of primary data because they involve collecting new data directly from respondents for a specific research purpose. The other options (A, B, D, E) are considered secondary data sources, as they involve using data that has already been collected for some other purpose.

Question 19

You are about to test a theory about decreasing sales in certain markets and their causes. You are involved in what type of research?

Accepted Answer

Explanatory research is designed to explain cause-and-effect relationships. In this scenario, the researcher is attempting to test a theory about the causes of decreasing sales in certain markets, which involves exploring potential causes and their relationships to sales trends. Descriptive research would seek to describe the sales trends but not necessarily offer an explanation for their changes, while exploratory research involves seeking to identify previously unknown patterns or relationships. Focus group research and ethnographic research involve more detailed and specific qualitative data collection methods, and while they may be used in support of explanatory research, they do not describe the overall approach to researching this specific problem.

Question 20

Which of the following is true about a simple random sampling?

Accepted Answer

In a simple random sampling, each member of the population has an equal chance of being included in the sample. This ensures that the sample is representative of the population and reduces the risk of bias. A is incorrect as the researcher's judgment introduces bias. B is incorrect as convenience sampling is not random and also introduces bias. C is incorrect as this is not a characteristic of a simple random sample. D is incorrect as including every member of the population would require a complete enumeration, which is not practical in most cases.

Quiz 8: Consumer Insight