Question 1

Which of the following in one of the obstacles to telephone interviewing for marketing research?

Accepted Answer

Caller-ID systems can prevent potential respondents from answering calls from unknown numbers, making it difficult to reach participants for telephone interviews.

Question 2

What kind of sampling involves "on the street" interviews conducted with anyone who passes by?

Accepted Answer

This type of sampling is called convenience sampling, as the sample is selected based on the convenience of the researcher, in this case, individuals who pass by on the street.

Question 3

What method was developed by social anthropologists in which customers are observed in their natural setting and their behaviour is interpreted based on social and cultural characteristics?

Accepted Answer

The method described is interpretive research. This approach involves observing and interpreting human behavior within its social and cultural context, rather than attempting to control or manipulate variables in a traditional experiment. Mall intercept surveys and exploratory research may involve observation or data collection, but they do not necessarily involve the same level of interpretation and cultural analysis as interpretive research.

Question 4

Net Assets is a regional Internet company that has decided to conduct online research through its business.What is a major feature of such online research?

Accepted Answer

The ease of answering a survey online encourages higher response rates.

Question 5

What kind of survey on highway drivers includes 100 drivers from north of downtown, 100 from south of downtown, 100 from west of downtown, and 100 from east of downtown?

Accepted Answer

This is a quota survey because it involves selecting a specific number of participants (in this case, 100 drivers) from predetermined segments or groups (north, south, west, and east of downtown), ensuring that the sample includes specific proportions from each segment.

Question 6

What are the two types of nonprobability samples?

Accepted Answer

Convenience and quota samples are the two types of nonprobability samples. Convenience sampling involves selecting individuals who are easily accessible or readily available to participate in a study, while quota sampling involves selecting individuals based on specific characteristics such as age, gender, or education level to ensure a diverse sample. While both types of nonprobability sampling have their limitations, convenience sampling is often considered the least reliable method for selecting participants as it may introduce bias into the sample. Quota sampling, on the other hand, can be a useful approach for ensuring a diverse sample, but may still introduce bias if the quotas are not reflective of the population of interest.

Question 7

What is the average size of a focus group?

Accepted Answer

The ideal size for a focus group is generally considered to be 8-12 participants. This number is large enough to offer diverse perspectives and generate discussion, but small enough to allow everyone to participate and for the moderator to manage the group effectively.

Question 8

Which of the following statements is an advantage of personal interviews?

Accepted Answer

Personal interviews allow the researcher to collect more detailed information because they can ask follow-up questions and probe for more depth. Option A is incorrect as biased and inaccurate information is a disadvantage of personal interviews, not an advantage. Option C is incorrect as personal interviews can be time-consuming and expensive compared to other data collection methods. Option D is incorrect as personal interviews can be flexible in format, such as using open-ended or structured questions.

Question 9

Which of the following describes people meters?

Accepted Answer

People meters are electronic devices that are used to track and record the TV viewing habits of individuals or households. They are commonly used by television networks and advertisers to gather data on audience demographics and viewing patterns.

Question 10

When might market researchers employ the survey method?

Accepted Answer

The answer of When might market researchers employ the survey...

Question 11

Teenage Research Unlimited, a consumer-oriented marketing research firm, wishes to obtain data on the buying habits and shopping preferences of teenagers.What kind of research should it use?

Accepted Answer

Focus group interviews with teens would provide the most direct and in-depth information about their buying habits and shopping preferences. Observations may not capture the reasoning behind their behavior, a mail survey may not yield reliable responses, and interviews with sales people may not accurately reflect the attitudes and behaviors of the teenagers themselves.

Question 12

How do marketers obtain primary data?

Accepted Answer

Marketers obtain primary data through observation, surveys, and experiments. Trend analysis, exponential smoothing and Delphi technique are methods of forecasting and not methods of obtaining primary data. Private data, government data, and internal data are sources of secondary data. Marketing information systems, business intelligence, and consumer intentions are tools that may assist in obtaining primary data, but they are not methods of obtaining primary data themselves.

Question 13

Erica is a marketing researcher involved in improving drug store layouts.Erica would like to know how frequently customers in a particular store actually turn left to the cosmetics counter and try out tester fragrances.What would be the best method for Erica to collect this data?

Accepted Answer

Observation would allow Erica to directly observe customers as they navigate the store and record how often they turn left to the cosmetics counter and try out tester fragrances. This method would provide the most accurate data on customer behavior in this specific situation. Controlled experiment, voluntary mail-back questionnaires, and interviews at the cash register would not provide the same level of detail and accuracy in measuring this behavior.

Question 14

What kind of probability sample is constructed so that randomly selected subsamples of different groups are represented in the total sample?

Accepted Answer

A stratified sample is constructed by dividing the population into subgroups (strata) based on certain characteristics, and then randomly selecting a proportionate number of individuals from each subgroup. This ensures that the different groups are represented in the sample, making it more representative of the population as a whole. Other sampling methods listed do not necessarily ensure representation of different groups.

Question 15

Which of the following is one result of using nonprobability sampling?

Accepted Answer

Nonprobability sampling methods do not guarantee that the sample is representative of the population, and therefore, the findings cannot be generalized to the larger population. Therefore, a definitive study cannot be done on this data.

Question 16

Overall, what is the ideal method for obtaining primary data about consumers?

Accepted Answer

Personal interviews conducted face-to-face are the ideal method for obtaining primary data about consumers as they allow for in-depth questioning, observation of nonverbal cues, and the potential for follow-up questions or clarifications. Telephone interviews may be less effective as they do not allow for visual observation, and focus groups may not provide as much individual insight. Videotaping behaviour over an extended period of time may be useful for certain research questions, but it may be time-consuming and may not provide as much specific information about consumers' thoughts and opinions.

Question 17

Which of the following products is the LEAST likely to be subject to test-marketing prior to introduction?

Accepted Answer

A new car model is extremely expensive to produce and market, which makes test-marketing less viable. Car manufacturers conduct extensive research and development testing to ensure that the vehicle meets safety and regulatory requirements, making further test-marketing less necessary.

Question 18

What is introducing a new product into a chosen area and then observing its degree of success is the marketing research technique known as?

Accepted Answer

Test-marketing involves introducing a new product into a selected area or market and observing its degree of success. It allows companies to gauge customer acceptance and make necessary adjustments before launching products on a larger scale. Laboratory experimentation involves testing products in a controlled environment, while concept testing involves gathering feedback on product concepts before production. Observational marketing involves observing consumer behavior in real-time settings.

Question 19

Which of the following is an advantage of using mail surveys when conducting market research?

Accepted Answer

Mail surveys may encourage more honest responses as respondents have more time to consider their answers and can maintain anonymity.

Question 20

Which of the following describes the experimental method of marketing research?

Accepted Answer

The experimental method of marketing research involves the researcher controlling or manipulating a test group in order to measure the effect of different variables on consumer behavior. This method is often conducted in a laboratory setting and can be more expensive than other research procedures. However, it is generally considered to be a more scientific approach to marketing research than surveys, as it allows for greater control of variables and more accurate measurement of cause-and-effect relationships.

Quiz 7: Marketing Research, Decision Support Systems, and Sales Forecasting