Question 1

A survey by RoperASW asked consumers to check where they were most likely to look for information about a new book.Possible answers were book club catalogs,book reviews in newspapers,book reviews in magazines,television programs,friends,radio programs,local reading groups,or the Internet.What type of question was used in this survey?
A) multiple choice
B) dichotomous
C) scaled-response
D) open-ended
E) sampling frame

Accepted Answer

Many-item type of closed questions are called multiple choice questions.

Question 2

A(n)_____ is characterized by the researcher's altering one or more variables-such as price or package design--while observing the effects of those alterations on another variable (usually sales).
A) observation research project
B) research problem
C) experiment
D) sampling frame
E) correlation of facts study

Accepted Answer

An experiment is a method a researcher can use to gather primary data and entails the researchers altering one or more variables while observing the effects of those alterations on another variable.

Question 3

In a study whose purpose is to determine the market for a vitamin that is to be chewed like bubble gum,what is the first question to be answered before a sampling plan is selected?
A) Must the sample be representative of the population?
B) Who can perform the actual sampling?
C) What is the population or universe of interest?
D) How often should the sample be redesigned?
E) How large should the sample be in terms of its measurement costs?

Accepted Answer

The first step is the definition of the group from which the sample will be drawn.

Question 4

In the survey used by an organization of mothers who swap toys,respondents were asked,"Would you be willing to pay a small fee in order to take advantage of this service? Circle YES or NO." This is a(n)_____ question.
A) open-ended
B) sampling frame
C) scaled-response
D) double-barreled
E) dichotomous

Accepted Answer

Dichotomous questions ask questions that can be answered with "yes" or "no" or their equivalent.

Question 5

Dryel is a Procter & Gamble product that allows consumers to dry-clean their clothes in a dryer.Before launching the product,P&G researchers visited consumers' homes and watched as people they sorted laundry,creating piles of darks,whites,delicates,and items that would go to the dry cleaner because the people were unsure how to clean them.This was an example of _____ research.
A) observation
B) mall intercept
C) visualization
D) action-based
E) experiment

Accepted Answer

Observation research is a method that relies on four types of observation: people watching people,people watching an activity,machines watching people,and machines watching an activity.

Question 6

When marketing researchers for a local fitness club wanted to know consumers' intention to start a fitness program for a New Year's resolution,they used a(n)_____ with five possible answers ranging from "Most Likely" to "Least Likely" and asked that the respondent choose one.This is an example of a(n):
A) open-ended question
B) action-based question
C) sampling frame question
D) scaled-response question
E) dichotomous response

Accepted Answer

A scaled-response question is a closed-ended question designed to measure the intensity of a respondent's answer.

Question 7

The population from which a sample in a marketing research study will be drawn is referred to as the:
A) universe
B) market
C) test market
D) focus group
E) control group

Accepted Answer

A sample is a subset of a larger population,also known as the universe.

Question 8

Mystery shoppers engage in a form of:
A) mall intercept study
B) experiential study
C) marketing audit
D) observation research
E) market audit

Accepted Answer

This form of observational research is an example of people watching people or an activity.

Question 9

PetsMart,a large chain of pet shops,surveyed consumers and asked,"Do you ever buy holiday gifts for your pets?" Respondents checked "Yes" or "No" to answer this question.This is an example of a(n)_____ survey question.
A) scaled-response
B) Likert scale
C) open-ended
D) dichotomous
E) multiple choice

Accepted Answer

There are only two possible answers--yes or no.

Question 10

_____ research depends on watching what people do.
A) Anonymous viewership
B) Observation
C) Interactive
D) Personal scanner
E) Survey

Accepted Answer

Observation research is a method that relies on four types of observation: people watching people,people watching an activity,machines watching people,and machines watching an activity.

Question 11

Stan's job is to walk the streets of Japan and locate fads.According to Stan,"Japan is advanced.What will happen 10 years from now is already happening in Japan." What kind of research is Stan conducting?
A) experiment
B) dichotomous
C) observation
D) survey
E) open-ended

Accepted Answer

He is watching what people do.

Question 12

When people are hired to record traffic patterns in a shopping mall,they are engaging in _____ research.
A) focus group
B) observation
C) experimental
D) survey sampling
E) sample framing

Accepted Answer

Research that does not rely on direct interaction with people is observation research.

Question 13

Which of the following is the BEST example of an effective question on a mail survey?
A) Do you believe the synergy of the indigenous population has created a precursor to ecological disaster?
B) Why do you think dogs make good pets and cats make poor pets?
C) Have you ever put food out for wild birds?
D) What is the economy of scale achieved by the transference of heat through solar cells?
E) Will you be buying a new car soon and will it be a foreign car?

Accepted Answer

The correct alternative is the only question that is not ambiguous,does not use difficult terminology,and asks only one question.

Question 14

_____ research is the study of human behavior in its natural condition.It often proves that consumers do not do what they say they do,such as how they use a computer or what they watch on television.
A) Ethnographic
B) Action-based
C) Experiment
D) Survey
E) Visualization

Accepted Answer

This is the definition of ethnographic research.

Question 15

All of the following are benefits and insights provided by mystery shopping EXCEPT:
A) identifying differences in the customer experience across different times of day, location, product/service types, and other potential sources of variation in the product/service quality
B) enabling marketers to examine the gap between promises made through advertising/sales promotion and actual service delivery
C) enabling an organization to monitor compliance with product/service delivery standards and specifications
D) understanding the most profitable means of a marketing a product or service
E) helping monitor the impact of training and performance improvement initiatives

Accepted Answer

Marketing a product or service involves more than just what the mystery shopper will learn.

Question 16

Which type of survey question is a closed-ended question designed to measure the intensity of a respondent's answer?
A) semantic differential
B) scaled-response question
C) interval-based question
D) sampling frame question
E) bounded-frame question

Accepted Answer

This is the definition of a scaled-response question.

Question 17

The best experiments are those in which:
A) all variables are allowed to act freely
B) all variables are held constant except the ones manipulated
C) all factors provide the desired results
D) the subjects are unpaid volunteers
E) two variables are held constant while all of the others are manipulated

Accepted Answer

An experiment is characterized by the researcher changing one or more variables while observing the effects of those changes on another variable.

Question 18

Kimberly-Clark has outfitted consumers with mini video cameras mounted to visors to watch consumers doing chores and shopping.Using this research approach,known as _____ research,Kimberly-Clark learned that mothers had trouble using Huggies Baby Wash to bathe their infants.The problem was that the women liked to keep one hand on their infant at all times while the Baby Wash bottle required two hands to open dispense.
A) ethnographic
B) dichotomous
C) experiment
D) survey
E) open-ended

Accepted Answer

Ethnography,which is a form of observation research,is the study of human behavior in its natural context.

Question 19

A retailer of sporting goods equipment is interested in learning what peoples' attitudes,motivations,and feelings are about its product lines.All of the following are potential sources for this information EXCEPT:
A) observation study
B) mail questionnaire
C) in-store interview
D) telephone survey
E) focus-group interviews

Accepted Answer

Observation research focuses on what people do,not on their attitudes and feelings.

Question 20

First Southern Community Bank has long tried to differentiate itself as,"your friendly,hometown bank." However,the bank president has been concerned about a number of recent customer service complaints.Which of the following approaches would probably be best to get a feel for how friendly her employees really are to customers?
A) employee focus-group interview
B) mail questionnaire of a sample of current customers
C) mystery shopper
D) experiential research
E) an Internet based community study

Accepted Answer

Mystery shoppers are researchers posing as customers who gather observational data about a store.

Quiz 9: Decision Support Systems and Marketing Research

A(n) _____ is characterized by the researcher's altering one or more variables-such as price or package design--while observing the effects of those alterations on another variable (usually sales) .

In a study whose purpose is to determine the market for a vitamin that is to be chewed like bubble gum,what is the first question to be answered before a sampling plan is selected?

In the survey used by an organization of mothers who swap toys,respondents were asked,"Would you be willing to pay a small fee in order to take advantage of this service? Circle YES or NO." This is a(n) _____ question.

The population from which a sample in a marketing research study will be drawn is referred to as the:

Mystery shoppers engage in a form of:

PetsMart,a large chain of pet shops,surveyed consumers and asked,"Do you ever buy holiday gifts for your pets?" Respondents checked "Yes" or "No" to answer this question.This is an example of a(n) _____ survey question.

_____ research depends on watching what people do.

Stan's job is to walk the streets of Japan and locate fads.According to Stan,"Japan is advanced.What will happen 10 years from now is already happening in Japan." What kind of research is Stan conducting?

When people are hired to record traffic patterns in a shopping mall,they are engaging in _____ research.

Which of the following is the BEST example of an effective question on a mail survey?

_____ research is the study of human behavior in its natural condition.It often proves that consumers do not do what they say they do,such as how they use a computer or what they watch on television.

All of the following are benefits and insights provided by mystery shopping EXCEPT:

Which type of survey question is a closed-ended question designed to measure the intensity of a respondent's answer?

The best experiments are those in which:

A retailer of sporting goods equipment is interested in learning what peoples' attitudes,motivations,and feelings are about its product lines.All of the following are potential sources for this information EXCEPT: