Question 1

Marketing research should be used only to produce favorable recommendations for senior management to consider.

Accepted Answer

Marketing research should provide accurate and unbiased information to inform senior management's decision-making, regardless of whether it produces favorable or unfavorable recommendations. The goal of marketing research is to provide objective data to inform decision-making, rather than to manipulate the findings to support a particular outcome.

Question 2

The marketing research process follows five steps, and to be effective, they must be followed in order without omitting any steps.

Accepted Answer

The marketing research process is often outlined as following five basic steps: defining the problem and research objectives, developing the research plan, collecting the information, analyzing the information, and presenting the findings. However, in practice, the process can be more flexible, and steps can sometimes be revisited or occur in a slightly different order depending on the specific needs of the research project.

Question 3

A disadvantage to using secondary data is that it might not be precisely relevant to the information needed.

Accepted Answer

Secondary data is collected for a different purpose, and it may not answer the specific research question as there is no control over how the data was collected or if it's updated.

Question 4

Data that have been collected prior to the start of the current research project are considered primary data.

Accepted Answer

Primary data refers to data that are collected specifically for the current research project. Data that have been collected prior to the project are considered secondary data.

Question 5

Fingerprints are an example of biometric data.

Accepted Answer

Fingerprints are a unique physical characteristic that can be used to identify individuals, making them a type of biometric data.

Question 6

Panel data are always secondary data.

Accepted Answer

Panel data can be either primary or secondary data. Primary panel data are collected by researchers through surveys or experiments, while secondary panel data are obtained from previous studies or public sources.

Question 7

When survey data are analyzed in depth to determine consumer attitudes toward a product, this is an example of sentiment mining.

Accepted Answer

This is an example of sentiment analysis, not sentiment mining. Sentiment analysis involves interpreting and classifying emotions within text data to understand consumer attitudes, while sentiment mining is not a commonly used term in this context.

Question 8

Donald is analyzing and interpreting data. In the process, he is converting data into information.

Accepted Answer

Analyzing and interpreting data involves organizing, processing, and converting raw data into meaningful information. Therefore, Donald is converting data into information.

Question 9

A major advantage of primary data collection is that it can be tailored to fit the pertinent research questions.

Accepted Answer

Primary data collection involves gathering data directly from the source and is designed to meet the specific research objectives. This allows for customizing the information to answer the research questions accurately. Therefore, the statement is true.

Question 10

Before conducting market research, the first question to ask is, "What are we trying to learn?"

Accepted Answer

Before conducting market research, it is important to identify the objective and the specific information that needs to be obtained. This will help in designing the research methodology and selecting appropriate data collection tools.

Question 11

Briena is looking at the results of a syndicated study conducted two years ago. Briena is looking at primary data.

Accepted Answer

Syndicated studies are conducted by third-party research firms and the data collected is sold to multiple clients, making it secondary data.

Question 12

Warren is conducting a marketing research project. He is not sure what questions to ask or what types of consumers he should talk to. Warren is ready to conduct quantitative research.

Accepted Answer

Warren should conduct qualitative research first to gather insights on what questions to ask and what types of consumers to talk to before conducting quantitative research. Quantitative research involves collecting numerical data and analyzing it statistically, which is done after qualitative research to test hypotheses and quantify trends.

Question 13

Companies are legally required to disclose their privacy practices to customers on an annual basis.

Accepted Answer

This is true under various privacy laws and regulations, such as the General Data Protection Regulation (GDPR) in the European Union and the California Consumer Privacy Act (CCPA) in the United States. Companies must inform customers about what data they collect, how it is used, who it is shared with, and how they can exercise their privacy rights.

Question 14

The terms "external secondary data" and "syndicated data" mean the same thing.

Accepted Answer

External secondary data refers to data collected by someone outside of the organization for some purpose other than the current research project, while syndicated data is a form of external secondary data that is sold to multiple organizations by research firms.

Question 15

Using wireless EEG scanners to measure involuntary brain waves that occur when a consumer views a product is called neuromarketing.

Accepted Answer

Neuromarketing involves using scientific techniques such as EEG scanners to measure involuntary brain activity in response to marketing stimuli such as products, advertisements, or packaging. This helps marketers understand consumer preferences and optimize their marketing strategies accordingly.

Question 16

One of the benefits of marketing research is it reduces the uncertainty under which managers make decisions.

Accepted Answer

Marketing research provides managers with relevant and accurate information that can reduce the risks and uncertainties associated with decision-making.

Question 17

When social media are used to gather research on customer attitudes and behaviors, protecting consumers' privacy is up to the company conducting the research.

Accepted Answer

The answer of When social media are used to gather...

Question 18

When companies store information on customers' purchase histories in large computer files, this is known as data warehousing.

Accepted Answer

This statement correctly defines data warehousing as the process of storing large amounts of data in a centralized location for easy access and analysis. Specifically, in this scenario, companies are storing information about customers' purchase histories.

Question 19

Quentin is in a group of eight to twelve people and is being asked questions by a trained moderator. Quentin is part of an in-depth interview group.

Accepted Answer

Quentin is part of a focus group, not an in-depth interview, as focus groups typically involve a small group of people being asked questions by a moderator.

Question 20

In the marketing research process, data collection happens after research design.

Accepted Answer

Data collection is the second step in the marketing research process and happens after research design.

Quiz 10: Marketing Research