Question 1

What does the research design specify?

Accepted Answer

The research design specifies the research questions to be answered, the methods that will be used to answer them, and the types of data that will be collected. It does not dictate the follow-up procedures, the exact information that will be found, or how the final report will be written.

Question 2

So far this season, the average combined attendance for the Washington Nationals and Baltimore Orioles ranks fourth of the five major league markets with more than one team. Research done by the Washington Post shows attendance in the Baltimore-Washington region trails Los Angeles, New York, and San Francisco-Oakland, but is slightly ahead of Chicago. Which type of data would Major League Baseball be using if it used this research to determine how competition affects attendance figures?

Accepted Answer

The research done by the Washington Post is secondary data, which is already existing data collected by someone else. In this case, Major League Baseball would be using secondary data to determine how competition affects attendance figures.

Question 3

eHarmony, the online dating service, is looking to expand its reach in to the French market. Some of the questions they want answers to include what personalities are French men and women most attracted to, and what are preferred methods of communication in France? Which stage of the research process do these questions fall under?

Accepted Answer

These questions fall under the research design stage, which involves determining the research objectives and questions, as well as the methods that will be used to collect and analyze data.

Question 4

Amie Shaw worked for the grocery chain, Save on Foods. She was under time pressure to gather information on the shopping habits of the stores' customers and how these customers felt about the service they received. Amie decided to use one questionnaire to collect data on these two very different projects. What type of research does this fall under?

Accepted Answer

This falls under piggyback studies, where two studies are conducted simultaneously with the same questionnaire.

Question 5

As the Winnipeg Jets planned its first marketing research project, why would its marketing director recommend it use primary data?

Accepted Answer

Primary data is collected specifically to meet the needs of the organization or person conducting the research. Therefore, the marketing director would recommend it as it would provide information tailored to the Jets' needs rather than relying on general data that may not be relevant to the team's unique situation.

Question 6

The Durham Bulls are a Minor League Baseball team. The team plans on using the same questionnaire to determine how its fans would feel about moving the stadium to a new location and how they like the team's newly designed uniforms. What is this research an example of?

Accepted Answer

This research is an example of a piggyback study, which involves adding additional questions or objectives to an existing study or survey to save time and money. In this case, the Durham Bulls are adding questions about both stadium location and uniform design to the same questionnaire.

Question 7

Scenario 5.2
Volkswagen developed an 18-month-long project to gain a better understanding of the North American culture so it could develop cars more appealing to this market. The research project was called Moonraker. Volkswagen lost more than $1 billion in its North American operations in both 2004 and 2005.
-Refer to the scenario. In which step of the marketing research process would the Volkswagen engineers have realized the issue was that they were not designing cars for North Americans who use their cars like a second office?

Accepted Answer

The realization that they were not designing cars for North Americans who use their cars like a second office would have come during the problem formulation step of the marketing research process. This step involves identifying and defining the problem or opportunity, which in this case was understanding the specific needs and preferences of the North American market.

Question 8

What is the chief advantage of primary data?

Accepted Answer

The chief advantage of primary data is that it is collected specifically to address the problem at hand. It is tailored to the specific research question and is therefore more relevant and reliable than secondary data.

Question 9

Proctor and Gamble, the multinational producer of many cleaning and personal care products, is using ethnographic research and in-depth interviews to determine how men use razors during shaving. What category do these research methods fall under?

Accepted Answer

Ethnographic research and in-depth interviews are examples of primary research methods, where data is collected directly from the source. In this case, Proctor and Gamble is gathering firsthand information from men on how they use razors during shaving.

Question 10

Pulte Homes, a national homebuilder, needs to control costs. Research done by Pulte Homes determined that 80 percent of its homebuyers selected the same countertops, floors, carpets, and toilets. Pulte Homes cut its costs by reducing the variety of options offered without having any effect on the majority of its buyers. Which type of data did it use to do this?

Accepted Answer

Pulte Homes used primary data, which is data collected firsthand for a specific research purpose. In this case, the company gathered information directly from its homebuyers regarding their preferences for countertops, floors, carpets, and toilets. This direct collection of data enabled them to make informed decisions about reducing the variety of options offered.

Question 11

A Calgary television station wants to determine how its viewership has changed since it has changed its programming focus. It has decided to use secondary data to determine whether its viewers' demographics have changed. What is a potential disadvantage of this research plan?

Accepted Answer

The potential disadvantage of using secondary data is that the information may not fit the needs of the research problem, as it was collected for a different purpose. Therefore, it may not provide specific and accurate insights into the changes in viewership demographics since the programming focus shift.

Question 12

In contrast to marketing research problems, management decision problems are best described as which of the following?

Accepted Answer

Management decision problems are action-oriented, meaning they are focused on making decisions and implementing solutions rather than just gathering information. They are often broader in scope than marketing research problems as they involve considering various internal and external factors that impact the organization's operations and objectives.

Question 13

The Know-All marketing research company gathered eight people in a room to garner their views on recycling habits. A moderator ensured that their views were heard. All individuals were homeowners. What type of research method was this?

Accepted Answer

This is a focus group, where a small group of individuals are brought together to share their opinions, attitudes and beliefs about a particular topic or concept. In this case, the topic is recycling habits. The moderator ensures that each individual has a chance to share their views, and the information gathered can be used for marketing research purposes.

Question 14

Post Properties is a company that manages apartments in various communities. It is currently concerned with apartments in Toronto and Hamilton. Its market researcher begins by examining the rental markets in southern Ontario-all information that was on hand and did not require any new research to locate. What did the market researcher look at?

Accepted Answer

The market researcher looked at secondary data, which is information that was already available and did not require any new research to locate.

Question 15

A small confectionary company has noticed a 20 percent decrease in the sale of its milk chocolate over the last three years. The company's owner wants to determine why the decline has occurred and how to reverse the trend. Once the owner has identified the problem as a consumer perception that dark chocolate provides more health benefits, what should its next step in the marketing research process be?

Accepted Answer

The next step in the marketing research process would be to plan the research design. This would involve determining the specific research questions that need to be answered, selecting the research method (such as surveys or focus groups), choosing the sample size and population, and deciding on the data collection process. This step is critical in ensuring that the research is conducted accurately and effectively to provide useful insights into reversing the trend.

Question 16

Market research firms, commercial publications, and government data are best used as sources of which of the following?

Accepted Answer

Market research firms, commercial publications, and government data are all sources of secondary data, which is information that has already been collected by someone else for a different purpose. It can be useful for background information, benchmarking, and understanding industry trends.

Question 17

Scenario 5.2
Volkswagen developed an 18-month-long project to gain a better understanding of the North American culture so it could develop cars more appealing to this market. The research project was called Moonraker. Volkswagen lost more than $1 billion in its North American operations in both 2004 and 2005.
-Refer to the scenario. What kind of data did the engineer collect?

Accepted Answer

The engineer collected primary data through the Moonraker research project to gain a better understanding of the North American culture.

Question 18

Anna Smith, a market analyst for The Brick furniture company, is currently researching lifestyle trends in Canada. Anna has found lots of information on a database in a public library. What kind of data is this?

Accepted Answer

The data Anna found on a database in a public library is secondary data, as it has been collected by someone else for a different purpose (in this case, likely by the library or a research organization). Primary data would be original data collected by Anna herself, such as through surveys or interviews. Single-source data refers to data collected from a single source over time, and consensual data is not a commonly used term in market research.

Question 19

When assessing the quality of secondary data, which of the following is most important?

Accepted Answer

Knowing the purpose for which the data were originally collected is crucial in assessing the quality of secondary data. This information helps the researcher determine whether the data are relevant to their research question and whether the data were collected using appropriate methods. Knowing who collected the data, where it is stored, and easy access to the data are also important, but not as critical as knowing the original purpose.

Question 20

Serge Casey a marketing researcher for a large telecommunications company is conducting a focus group to test the feelings of customers regarding a new phone-pricing package. What are the focus groups a type of?

Accepted Answer

The answer of Serge Casey a marketing researcher for a...

Quiz 5: Marketing Research