Question 1

The most basic type of nonprobability sampling is a simple random sample.

Accepted Answer

Simple random sampling is a type of probability sampling, not nonprobability sampling. In simple random sampling, every member of the population has an equal chance of being selected.

Question 2

A causal research design tracks the responses of the same sample of respondents over time.

Accepted Answer

The answer of A causal research design tracks the responses...

Question 3

Cross-sectional design involves the systematic collection of responses to a consumer survey instrument from one or more samples of respondents at one point in time.

Accepted Answer

This statement is true. A cross-sectional design involves collecting data from one or more samples of respondents at a single point in time, as opposed to a longitudinal design which collects data from the same sample of respondents over multiple points in time.

Question 4

Exploratory research is typically large scale and more expensive than other research techniques.

Accepted Answer

Exploratory research is typically smaller and less expensive than other research techniques as it is meant to gather preliminary information and insights that can inform more focused research in the future.

Question 5

It is just as expensive for a company to retain good customers as it is to acquire customers.

Accepted Answer

Retaining existing customers is generally less expensive than acquiring new ones because it avoids the higher costs associated with marketing and sales efforts to attract new customers.

Question 6

When researchers suspect that research subjects will alter their behavior if they know someone is watching, the researchers are likely to use unobtrusive observational methods.

Accepted Answer

Unobtrusive observational methods are used to avoid influencing the behavior of research subjects while collecting data. This is done because when subjects know they are being observed, they may alter their behavior, leading to inaccurate data.

Question 7

'MIS' stands for Marketing Internet Systems

Accepted Answer

'MIS' stands for Management Information Systems, not Marketing Internet Systems.

Question 8

The focus group format can be used online.

Accepted Answer

With the advancement of technology, focus groups can be conducted online through video conferencing platforms or online discussion boards.

Question 9

Data mining can be used to identify customers who are not profitable and who should be abandoned.

Accepted Answer

Data mining can use customer data to identify patterns and customer characteristics that might indicate unprofitable customers. Once identified, these customers can be targeted for different treatment, such as reducing marketing to them, offering them different products or services, or simply dropping them from the customer base.

Question 10

Researchers carefully design experiments with independent and dependent variables to test predicted relationships among those variables.

Accepted Answer

This statement is true. Researchers use experimental designs with carefully selected independent and dependent variables to test their hypotheses and predictions about how those variables are related. The independent variable is what is being manipulated or changed in the experiment, while the dependent variable is what is being measured or observed to see how it responds to the independent variable. By carefully controlling for other factors that could affect the relationship between these variables, researchers can draw stronger conclusions about the causal relationships they are investigating.

Question 11

The marketing intelligence system uses corporate espionage to gather information about competitors.

Accepted Answer

The marketing intelligence system involves gathering information about competitors through legal and ethical means such as analyzing publicly available data, conducting surveys, and monitoring social media. Corporate espionage, which involves illegal and unethical methods like hacking and stealing confidential information, is not a part of the marketing intelligence system.

Question 12

A syndicated research report is an example of a secondary data source.

Accepted Answer

A syndicated research report collects data from multiple sources and provides it to a wide audience for a fee, making it a form of secondary data.

Question 13

Mall-intercept studies are a commonly used type of face-to-face interview.

Accepted Answer

Mall-intercept studies involve approaching and interviewing individuals in a public space such as a shopping mall, making it a type of face-to-face interview.

Question 14

Mail questionnaires give researchers full flexibility in the types of questions they can ask as well as full control over the circumstances under which the respondents answer the questions.

Accepted Answer

Mail questionnaires have limitations in the types of questions that can be effectively asked (e.g., complex or open-ended questions may not be as easily managed as in face-to-face or telephone surveys), and researchers have no control over the circumstances under which respondents answer the questions.

Question 15

Companies should continuously collect marketing intelligence data.

Accepted Answer

Collecting marketing intelligence data helps companies stay informed about the changing market trends, consumer behavior, and competitor strategies, allowing them to make data-driven decisions and stay ahead of the competition. Therefore, it is essential for companies to continuously collect marketing intelligence data.

Question 16

Research design falls into the two broad categories of secondary research and primary research.

Accepted Answer

This statement is true. Research design can be categorized into secondary research, which involves analyzing existing data and literature, and primary research, which involves collecting original data through methods such as surveys or experiments.

Question 17

Descriptive research is typically expressed in qualitative terms.

Accepted Answer

The answer of Descriptive research is typically expressed in qualitative...

Question 18

A company that uses data mining is unlikely to need a data warehouse, as the company's data is constantly in use.

Accepted Answer

A data warehouse is used to store and organize large amounts of data in a way that makes it easier to analyze and access. Even if a company is constantly using data mining techniques, a data warehouse can still be useful for storing historical data and providing a central location for data analysis.

Question 19

Decision makers within a company would be more likely to use an MIS than an MDSS to forecast the results of maintaining the company's prices while competitors reduce their prices.

Accepted Answer

An MDSS (Management Decision Support System) is specifically designed to assist in making decisions based on complex data analysis, simulations, or predictive models, which would be more suitable for forecasting the impact of pricing decisions in a competitive environment, compared to an MIS (Management Information System) that primarily focuses on the organization, storage, and processing of data.

Question 20

Representativeness is a problem when the researchers cannot be sure the consumer population they are studying even understands the questions.

Accepted Answer

Representativeness is a problem when the sample being studied does not accurately reflect the population from which it was drawn, not necessarily related to the population's understanding of the questions.

Quiz 3: Marketing Research: Gather, Analyze, and Use Information