Question 1

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.
E) All of these are good examples of observation research.

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 2

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 3

When using __________,researchers compare the responses of two or more groups that are similar except on the characteristic being tested.
A) response rates
B) consumer panels
C) experimental method
D) personal interview surveys
E) opinion leader analysis

Accepted Answer

In the experimental method, researchers compare the responses of two or more groups that are similar except on the characteristic being tested; this is one method of collecting problem-specific data.

Question 4

About ________ percent of marketing research spending is for syndicated research.
A) 10
B) 25
C) 40
D) 60
E) 75

Accepted Answer

About 40 percent of marketing research spending is for syndicated research. This is economical when different firms need the same type of data.

Question 5

An information gathering process in which the responses of two or more groups which are similar except on the characteristic being tested are compared is called ________ method.
A) focus group
B) random
C) observing
D) experimental
E) qualitative questioning

Accepted Answer

With the experimental method, researchers compare the responses of two or more groups that are similar except on the characteristic being tested; this is one method of collecting problem-specific data.

Question 6

The Cereal Bar,a fast-food restaurant that sells breakfast cereal,wants to see if a different price for its Wild O's breakfast special would affect demand.When the marketing manager of the firm wants to test two different prices at two different stores and compare the sales,he or she has to use ________.
A) idea testing
B) segmentation research
C) experimental method
D) test-marketing
E) focus groups

Accepted Answer

Test marketing is a type of marketing experiment. A company can try variations on its planned marketing mix in a few geographic market areas. The results help to identify problems or refine the marketing mix before making decisions.

Question 7

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

Consumer panel refers to a group of consumers who provide information on a continuing basis; using consumer panels is one method of collecting problem-specific data.

Question 8

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 alternatives 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 9

Which of the following statements about the cost and value of information is False?
A) Dependable information can be expensive.
B) Managers rarely get all the information they would like to have.
C) Money may be wasted if a manager ignores the facts revealed in a marketing research study and bases his/her decisions on guesswork.
D) The cost of gathering additional information is always justified by its value.
E) All of these statements are False.

Accepted Answer

The value of additional information lies in its ability to help design more effective marketing strategies. Similarly, different research methods provide different insights and come at different costs.

Question 10

About what percentage of marketing research spending is for syndicated research data?
A) 20 percent
B) 30 percent
C) 40 percent
D) 50 percent
E) 60 percent

Accepted Answer

About 40 percent of marketing research spending is for syndicated research. This is economical when different firms need the same type of data.

Question 11

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 by 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 12

What are statistical packages?
A) They are easy-to-use computer programs that analyze data.
B) They are syndicated research services that do qualitative research.
C) They are procedures used to be sure that a sample is representative.
D) They are product packages that make it possible to collect data at checkout counters.
E) They are research plans that specify what information will be obtained and how.

Accepted Answer

Statistical packages are easy-to-use computer programs that analyze data and facilitate data interpretation.

Question 13

Test marketing is an example of a marketing ________.
A) mail survey
B) focus group
C) situation analysis
D) telephone survey
E) experiment

Accepted Answer

Test marketing of new products is a type of marketing experiment. With this approach, a company can try variations on its planned marketing mix in a few geographic areas.

Question 14

An online group of participants who are joined together by a common interest and participate in ongoing research is called ________.
A) experiment
B) mutual research network
C) family intercept
D) focus group
E) market research online community

Accepted Answer

A market research online community (MROC) is an online group of participants who are joined together by a common interest and who participate in ongoing research.

Question 15

When a Walmart clerk processes a customer's purchases by scanning the bar codes of their items,this is an example of what 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 16

In a grocery store's "valued customer" program,every shopper gets a card that he/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 17

A marketing manager wants to know if a "2 for 1" coupon will attract new customers.He will get the most persuasive results if he uses
A) a focus group to ask consumers if they like the idea.
B) an experimental method in which only some consumers get the coupon and the purchases of the two groups (with and without coupons) are compared.
C) personal interviewers to ask consumers how they will react.
D) a mail survey to ask consumers if they use coupons and why.
E) none of these would allow the manager to determine if the coupon will help get new customers.

Accepted Answer

This refers to the experimental method, where the researcher can compare the responses of two or more groups that are similar except on the characteristic being tested; consumers with and without coupons can be compared.

Question 18

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

Accepted Answer

Consumer panel refers to a group of consumers who provide information on a continuing basis; using consumer panels is one method of collecting problem-specific data.

Question 19

______ research accounts for about 40 percent of marketing research spending.
A) Experimental method
B) Observation method
C) Syndicated
D) Cross-tabulation
E) Online survey

Accepted Answer

About 40 percent of marketing research spending is for syndicated research. This is economical when different firms need the same type of data.

Question 20

Two similar groups of consumers are shown different magazines which include the same ad.Then each consumer is asked questions about the advertised product.This seems to be a description of
A) the experimental method.
B) a set of focus group interviews.
C) a consumer panel research project.
D) a set of personal interviews.
E) None of these alternatives is a good answer.

Accepted Answer

In the experimental method, researchers compare the responses of two or more groups that are similar except on the characteristic being tested.

Quiz 9: Improving Decisions With Marketing Information

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

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

When using __________,researchers compare the responses of two or more groups that are similar except on the characteristic being tested.

About ________ percent of marketing research spending is for syndicated research.

An information gathering process in which the responses of two or more groups which are similar except on the characteristic being tested are compared is called ________ method.

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:

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 statements about the cost and value of information is False?

About what percentage of marketing research spending is for syndicated research data?

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

What are statistical packages?

Test marketing is an example of a marketing ________.

An online group of participants who are joined together by a common interest and participate in ongoing research is called ________.

When a Walmart clerk processes a customer's purchases by scanning the bar codes of their items,this is an example of what type of research?

A marketing manager wants to know if a "2 for 1" coupon will attract new customers.He will get the most persuasive results if he uses

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

______ research accounts for about 40 percent of marketing research spending.

Two similar groups of consumers are shown different magazines which include the same ad.Then each consumer is asked questions about the advertised product.This seems to be a description of