Question 1

Business market researchers commonly use ________ because it's easier to get and keep the respondent's attention when the interviewer is right there.
A)mail questionnaires
B)focus group interviews
C)personal interviews
D)telephone interviews
E)None of these answers is correct.

Accepted Answer

Personal interviews are commonly used by business market researchers for research on business customers,as it's easier to get and keep the respondent's attention when the interviewer is right there.The interviewer can also help explain complicated directions and perhaps get better responses.

Question 2

Which of the following is NOT a good example of the observation method of marketing research?
A)The manager of a supermarket occasionally walks through the store to see what customers are doing.
B)A drugstore installs optical scanners at its checkout counters.
C)The owner of a shopping center puts a counting device at the entrance to count how many cars come in.
D)A store manager studies videotapes of consumers shopping in the store.

Accepted Answer

In the observation method,researchers try to see or record what the subject does naturally.They don't want the observing to influence the subject's behavior.Walking through the store occasionally is not a good example.

Question 3

Which of the following is NOT an advantage of mail surveys as a method of quantitative research?
A)ability to do extensive questioning
B)ability of the respondent to complete the survey at his/her convenience
C)greater willingness of the respondent to provide personal information
D)high response rates
E)low cost relative to personal interview surveys

Accepted Answer

Mail,e-mail,and online surveys have poor response rates.

Question 4

What is the significance of the observing method in marketing research?
A)It uses personal interviews only.
B)It requires customers to change their normal shopping behavior.
C)It is used to gather data without influencing the subject's behavior in the process.
D)It is not suitable for obtaining primary data.
E)It has no focus on any well-defined problems.

Accepted Answer

Observing,as a method of collecting data,focuses on a well-defined problem.With this method,researchers try to see or record what the subject does naturally.They don't want the observing to influence the subject's behavior.

Question 5

A firm intends to use an online survey questionnaire in a marketing research project.Compared to a mail survey,
A)feedback will likely be faster online.
B)the response rate will likely be lower online.
C)respondents will likely be younger and better educated online.
D)costs will likely be lower online.
E)All these answers are correct.

Accepted Answer

Distributing questionnaires by e-mail or on a website is quick,and the responses come back in computer form; the response rate is low; it is economical; and people who participate tend to be younger,better-educated computer users.

Question 6

Whenever John shops for groceries,he gives an ID card to the clerk,who scans the number.Then the scanner records every purchase-including brands,sizes,prices,and any coupons used.John is most probably a
A)licensed purchaser.
B)consumer panel member.
C)market researcher.
D)focus group leader.
E)opinion leader.

Accepted Answer

Whenever a consumer panel member shops for groceries,he or she gives an ID card to the clerk,who scans the number.The scanner records every purchase-including brands,sizes,prices,and any coupons used.

Question 7

Which variation of personal interview surveys helps reduce the cost of locating consumer respondents?
A)pull interviews
B)mall intercept interviews
C)push interviews
D)perception interviews
E)subjective interviews

Accepted Answer

To reduce the cost of locating consumer respondents,interviews are sometimes done at a store or shopping mall; this is called a mall intercept interview.It is a variation of the personal interview survey.

Question 8

A Walmart clerk processes a customer's purchases by scanning the bar codes of their items.This is an example of which type of research?
A)observation
B)experiment
C)phone
D)mail
E)secondary

Accepted Answer

Computerized scanners at retail checkout counters help researchers collect very specific and useful information.This represents the observation method of quantitative research.

Question 9

Joy Rinaldo has agreed to participate in marketing research in which she will provide information about her purchases on an ongoing basis.She is probably part of a
A)confidence interval.
B)statistical package.
C)contributor group.
D)consumer panel.
E)focus group.

Accepted Answer

A consumer panel is a group of consumers who provide information on a continuing basis.Using consumer panels is one method of collecting problem-specific data.

Question 10

Which method of quantitative research would probably produce the best results when the questions are simple and require only quick "yes" or "no" answers?
A)telephone interviews
B)focus group interviews
C)mail questionnaires
D)personal interviews
E)observation

Accepted Answer

Telephone interviews are popular and are effective for getting quick answers to simple questions.

Question 11

A marketing researcher wants to do a survey to probe in-depth consumer attitudes about their experiences with the company's products.He is LEAST likely to get what he wants if he uses
A)personal interviews.
B)online focus groups.
C)telephone interviews.
D)a mail survey.

Accepted Answer

In mail surveys,the respondents cannot expand on particular points to give in-depth answers; the questions must be simple and easy to follow,since no interviewer is there to help.

Question 12

The percent of people contacted in a survey who complete a questionnaire is the
A)qualitative rate.
B)sample rate.
C)population rate.
D)response rate.
E)None of these answers is correct.

Accepted Answer

The response rate is the percentage of people contacted who complete the questionnaire in a survey.

Question 13

In a grocery store's "valued customer" program,every shopper gets a card that he or she presents to the clerk in the checkout aisle.The card is scanned along with the customer's groceries.The store's computer system tracks each shopper's purchases and automatically provides special "valued customer" discounts.Every month,the customers in the program receive a newsletter containing coupons that are based on the customer's purchase history.For example,someone purchasing a lot of baby formula and disposable diapers might get a coupon for a free box of baby wipes.Which of the following types of research represents this valued customer program?
A)questioning
B)experimentation
C)observation
D)online surveys
E)personal interviews

Accepted Answer

Some researchers use observation techniques to study customers.Computerized scanners at retail checkout counters help researchers collect very specific and useful information.

Question 14

A group of consumers who help in collecting problem-specific data by providing information on a continuing basis is called a
A)contributor group.
B)consumer panel.
C)responder group.
D)consumer experiment.
E)statistical package.

Accepted Answer

A consumer panel is a group of consumers who provide information on a continuing basis.Using consumer panels is one method of collecting problem-specific data.

Question 15

What would be the best way for the marketing manager of a supermarket to find out how consumers move through the store?
A)have an interviewer go through the store with each customer
B)observe customers with hidden cameras
C)give customers a questionnaire after they have finished shopping
D)install checkout counters at the end of each aisle
E)None of these methods would be very good.

Accepted Answer

With the observation method,researchers try to see or record what the subject does naturally.Observing does not influence the subject's behavior.Consumers are recorded on video.This may be in a store,at home,or out with friends.

Question 16

Which of the following is usually the most expensive way to collect data from consumers?
A)telephone surveys
B)e-mail surveys
C)online surveys
D)mail surveys
E)personal interviews

Accepted Answer

Though personal interviews are commonly used for research on business customers,they are usually much more expensive per interview than e-mail,online,mail,or telephone surveys.

Question 17

Which method of data collection is typically best when you want respondents to quickly answer a small number of fairly simple questions?
A)telephone interview
B)mail interview
C)observation method
D)experiment method
E)secondary grouping

Accepted Answer

Telephone interviews are popular and are effective for getting quick answers to simple questions.

Question 18

A marketing researcher wants to get sensitive information about family spending patterns as part of a survey.He is most likely to get the needed information
A)with a mail,e-mail,or online survey.
B)with a focus group.
C)with personal interviews.
D)with telephone interviews.
E)All these choices are about equally effective for getting sensitive information.

Accepted Answer

The respondents may be more willing to provide personal information when a questionnaire can be completed anonymously in a mail,e-mail,or online survey.

Question 19

Which of the following is a disadvantage of telephone surveys?
A)They are not effective for getting quick answers.
B)Fast data analysis is not possible.
C)Response rates are low.
D)They cannot be used in markets where illiteracy is a problem.
E)They are very expensive.

Accepted Answer

Telephone interviews are effective for getting quick answers.With computer-aided telephone interviewing,answers are immediately recorded on a computer,resulting in fast data analysis.Many respondents,however,simply don't answer the phone when they don't recognize the number-or refuse to participate in a phone survey.

Question 20

The percentage of people contacted who complete a survey questionnaire is the
A)response rate.
B)sample base unit (SBU)rate.
C)population rate.
D)sample rate.
E)hit rate.

Accepted Answer

The response rate is the percentage of people contacted who complete the questionnaire in a survey.

Quiz 7: Improving Decisions With Marketing Information

Business market researchers commonly use ________ because it's easier to get and keep the respondent's attention when the interviewer is right there.

Which of the following is NOT a good example of the observation method of marketing research?

Which of the following is NOT an advantage of mail surveys as a method of quantitative research?

What is the significance of the observing method in marketing research?

A firm intends to use an online survey questionnaire in a marketing research project.Compared to a mail survey,

Whenever John shops for groceries,he gives an ID card to the clerk,who scans the number.Then the scanner records every purchase-including brands,sizes,prices,and any coupons used.John is most probably a

Which variation of personal interview surveys helps reduce the cost of locating consumer respondents?

A Walmart clerk processes a customer's purchases by scanning the bar codes of their items.This is an example of which type of research?

Joy Rinaldo has agreed to participate in marketing research in which she will provide information about her purchases on an ongoing basis.She is probably part of a

Which method of quantitative research would probably produce the best results when the questions are simple and require only quick "yes" or "no" answers?

A marketing researcher wants to do a survey to probe in-depth consumer attitudes about their experiences with the company's products.He is LEAST likely to get what he wants if he uses

The percent of people contacted in a survey who complete a questionnaire is the

A group of consumers who help in collecting problem-specific data by providing information on a continuing basis is called a

What would be the best way for the marketing manager of a supermarket to find out how consumers move through the store?

Which of the following is usually the most expensive way to collect data from consumers?

Which method of data collection is typically best when you want respondents to quickly answer a small number of fairly simple questions?

A marketing researcher wants to get sensitive information about family spending patterns as part of a survey.He is most likely to get the needed information

Which of the following is a disadvantage of telephone surveys?

The percentage of people contacted who complete a survey questionnaire is the