Question 1

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and deal with claims.It wants to introduce its product into new markets,but needs a prediction of how successful its sales efforts will be.Researchers invited four groups of eight insured people to talk about home and auto insurance.Their conversations were recorded and later analyzed to determine if there were any differences between customers from different markets.One of these discussions is an example of a(n)
A)experiment.
B)focus group.
C)panel.
D)evaluative interview.
E)depth interview.

Accepted Answer

Focus groups are defined as informal sessions with 6 to 10 current,past,or potential customers in which a discussion leader,or moderator,asks their opinions about the firm's and its competitors' products or services,how they use these,and what special needs they have that these offerings don't address.Often video recorded and conducted in special interviewing rooms with a one-way mirror,these groups enable marketing researchers and managers to hear and watch consumer reactions.

Question 2

Figure 8-4,Question 2
 
-Before opening six Torrid plus-size-only retail stores that cater to women age 15 to 30,a great deal of information was gathered from a sample of women to determine what types of items should be carried,the image of the store,its advertising,etc.Which of the following is an example of a closed-end question that might have been asked?
A)Why would you want to shop at a store that carries plus-size clothing?
B)In what ways might you be uncomfortable shopping at a plus-size-only retailer?
C)Would you be interested in buying the Torrid merchandise on the Internet? ___ Yes ___ No
D)What type of person would shop at Torrid?
E)What is your age? Please write the number in the space: __________

Accepted Answer

A dichotomous question,the simplest form of a closed-end or fixed alternative question,allows only a "yes" or "no" response.All of the other alternatives are open-ended question formats.

Question 3

Figure 8-4
 
-A(n)________ question allows respondents to express opinions,ideas,or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.
A)dichotomous
B)open-ended
C)closed-end
D)fixed-alternative
E)semantic differential

Accepted Answer

Key term definition-open-ended question.

Question 4

Figure 8-4
 
-"Why do you smoke cigarettes?" is an example of which type of question?
A)Likert scale
B)fixed alternative
C)dichotomous
D)open-ended
E)semantic differential

Accepted Answer

Key term definition-open-ended question.

Question 5

Which of the following is not a disadvantage of online surveys?
A)E-mail surveys may be viewed as junk.
B)The cost to set up and administer them is high.
C)Some potential respondents have a pop-up blocker that prohibits a browser from opening a separate window that contains the survey.
D)Without the necessary technology,respondents can complete the survey multiple times,creating a significant bias in the results.
E)Some potential respondents may employ spam blockers.

Accepted Answer

The advantages of online surveys are the lower cost and the faster turnaround time from data collection to report presentation.But some consumers may view e-mail surveys as "junk" or "spam" and may either choose to not receive them (if they have a "spam blocker")or purposely or inadvertently delete them,unopened.For Internet surveys,some consumers have a "pop-up blocker" that prohibits a browser from opening a separate window that contains the survey;thus,they may not be able to participate in the research.For both e-mail and Internet surveys,consumers can complete the survey multiple times,creating a significant bias in the results.

Question 6

________ surveys are usually biased because those most likely to respond are those who have had especially positive or negative experiences with the product or brand.
A)Personal interview
B)Online
C)Telephone
D)Fax
E)Mail

Accepted Answer

Key term definition-mail surveys.

Question 7

The ________ method has two advantages over other traditional methods of data collection.The cost is relatively minimal and the turnaround time for data collection to report presentation is much quicker:
A)personal interview
B)telephone interview
C)mail survey
D)online survey
E)fax survey

Accepted Answer

The advantages of online surveys are that the cost is relatively minimal and the turnaround time from data collection to report presentation is much quicker than with the traditional methods.

Question 8

Figure 8-4
 
-"What do you like most about Target?" followed by several lines for a response is an example of which type of marketing research question?
A)Likert scale
B)fixed alternative
C)dichotomous
D)open-ended
E)semantic differential

Accepted Answer

Key term definition-open-ended question.

Question 9

________ surveys are the best choice if a marketing researcher wants flexibility in asking probing questions or getting reactions to visual materials.
A)Personal interview
B)Mail
C)Telephone
D)Fax
E)Online

Accepted Answer

Key term definition-personal interview surveys.

Question 10

Figure 8-4,Question 2
 
-A(n)________ question requires respondents to select one or more response options from a set of predetermined choices.
A)depth interview
B)open-ended
C)fixed-alternative
D)attitudinal
E)semantic differential

Accepted Answer

Key term definition-closed-end or fixed-alternative question.

Question 11

Figure 8-4,Question 2
 
-A fixed alternative question requires respondents to select one or more response options from the set of predetermined choices.Another name for this kind of question is a(n)
A)dichotomous question.
B)open-ended question.
C)attitudinal question.
D)closed-end question.
E)semantic differential question.

Accepted Answer

Key term definition-closed-end or fixed-alternative question.

Question 12

________ is often conducted with observers behind a one-way mirror watching a discussion among people about topics of interest to marketers.
A)An individual interview
B)Questionnaire data collection
C)Social networking
D)An information panel
E)A focus group

Accepted Answer

Focus groups are informal sessions with 6 to 10 current,past,or potential customers in which a discussion leader,or moderator,asks their opinions about the firm's products and those of its competitors,including how they use these products and special needs they have that these products don't address.Often recorded and conducted in special interviewing rooms with a one-way mirror,these groups enable marketing researchers and managers to hear and watch consumer reactions.

Question 13

The Minnesota Twins,a professional baseball team,wanted to develop creative ways to boost sagging attendance at ball games.The Twins hired a moderator who,after every home game during the month of July,led informal discussions with groups of 8 to 10 fans to find out what they did and did not like about the baseball team and their experience at the stadium.Discussions were videotaped for later review.These research sessions are called
A)experiments.
B)secondary data.
C)focus groups.
D)panels.
E)depth interviews.

Accepted Answer

Focus groups are informal sessions with 6 to 10 current,past,or potential customers in which a discussion leader,or moderator,asks their opinions about the firm's products and those of its competitors,including how they use these products and special needs they have that these products don't address.Often recorded and conducted in special interviewing rooms with a one-way mirror,these groups enable marketing researchers and managers to hear and watch consumer reactions.

Question 14

Figure 8-4
 
-Before opening six Torrid plus-size-only retail stores that cater to women age 15 to 30,a great deal of information was gathered from a sample of women to determine what types of items should be carried,the image of the store,its advertising,etc.Which of the following is an example of an open-ended question that might have been asked in the survey?
A)"Do you wear a dress larger than size 12?"
B)"How old are you?"
C)"Would you shop at a store that only sold plus-size clothing?"
D)"Why do you wear that particular fashion style?"
E)"Do you think the stores should use bright- or subtle-colored fixtures?"

Accepted Answer

Key term definition-open-ended question.

Question 15

Marketers are increasingly using online surveys to collect primary data.One advantage is that
A)response rates are higher because consumers are anonymous.
B)the quality of responses is better with online surveys than they are with personal interview surveys.
C)turnaround time from data collection to report is much quicker than with other methods.
D)consumers value e-mail surveys and feel highly regarded when receiving them.
E)consumers want to be helpful so they complete the survey multiple times.

Accepted Answer

Increasingly,marketing researchers have begun to use online surveys (e-mail and Internet)to collect primary data.The advantages of online surveys are that the cost is relatively minimal and the turnaround time from data collection to report presentation is much quicker than with the traditional methods.

Question 16

The practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products,is called ________ hunting.
A)trend
B)fad
C)fashion
D)cult
E)affinity

Accepted Answer

Trend hunting (or watching)is the practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products.

Question 17

In ________,the marketing researcher tries to test ideas discovered earlier to help the marketing manager recommend marketing actions.
A)idea generation
B)new-product concept testing
C)data mining
D)data analysis
E)idea evaluation

Accepted Answer

In idea evaluation,the marketing researcher tries to test ideas discovered earlier to help the marketing manager recommend marketing actions.

Question 18

Figure 8-4
 
-Consider Figure 8-4,Question 1 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 1 illustrates which type of question format?
A)dichotomous
B)open-ended
C)closed-end
D)attitudinal
E)semantic differential

Accepted Answer

This is an example of an open-ended question.An open-ended question allows respondents to express opinions,ideas,or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.

Question 19

All of the following are idea evaluation methods except which?
A)a mail survey
B)an online survey
C)a focus group
D)a telephone survey
E)an e-mail survey

Accepted Answer

Idea evaluation methods include personal,mail,telephone and online (e-mail or Internet)surveys of a large sample of past,present,or prospective consumers.

Question 20

A publishing company sponsors a discussion session with seven college instructors who use a specific management textbook.The instructors meet with a moderator who asks their opinions about the textbook,its instructor's manual,and its video and written cases.This is an example of a(n)
A)jury of executive thought.
B)consumer panel.
C)information forum.
D)focus group.
E)depth interview.

Accepted Answer

Focus groups are informal sessions with 6 to 10 current,past,or potential customers in which a discussion leader,or moderator,asks their opinions about the firm's products and those of its competitors,including how they use these products and special needs they have that these products don't address.Often recorded and conducted in special interviewing rooms with a one-way mirror,these groups enable marketing researchers and managers to hear and watch consumer reactions.

Quiz 8: Marketing Research: From Customer Insights to Actions

Figure 8-4 -A(n) ________ question allows respondents to express opinions,ideas,or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.

Figure 8-4 -"Why do you smoke cigarettes?" is an example of which type of question?

Which of the following is not a disadvantage of online surveys?

________ surveys are usually biased because those most likely to respond are those who have had especially positive or negative experiences with the product or brand.

The ________ method has two advantages over other traditional methods of data collection.The cost is relatively minimal and the turnaround time for data collection to report presentation is much quicker:

Figure 8-4 -"What do you like most about Target?" followed by several lines for a response is an example of which type of marketing research question?

________ surveys are the best choice if a marketing researcher wants flexibility in asking probing questions or getting reactions to visual materials.

Figure 8-4,Question 2 -A(n) ________ question requires respondents to select one or more response options from a set of predetermined choices.

Figure 8-4,Question 2 -A fixed alternative question requires respondents to select one or more response options from the set of predetermined choices.Another name for this kind of question is a(n)

________ is often conducted with observers behind a one-way mirror watching a discussion among people about topics of interest to marketers.

Marketers are increasingly using online surveys to collect primary data.One advantage is that

The practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products,is called ________ hunting.

In ________,the marketing researcher tries to test ideas discovered earlier to help the marketing manager recommend marketing actions.

Figure 8-4 -Consider Figure 8-4,Question 1 above,which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers.Question 1 illustrates which type of question format?

All of the following are idea evaluation methods except which?

A publishing company sponsors a discussion session with seven college instructors who use a specific management textbook.The instructors meet with a moderator who asks their opinions about the textbook,its instructor's manual,and its video and written cases.This is an example of a(n)