Question 1

Trial purchases by new customers is a common way to measure the effectiveness of sales promotions.

Accepted Answer

Trial purchases are a common way to evaluate the success of sales promotions, especially for attracting new customers to the product or service.

Question 2

The first step in conducting primary research is setting the objectives and hypotheses.

Accepted Answer

False

Question 3

The process of counting various responses for each question in a survey is called tabulation.

Accepted Answer

Tabulation involves counting and summarizing responses for each question in a survey.

Question 4

In marketing research, generally, the larger the sample, the greater the accuracy of the data collected and the higher the cost.

Accepted Answer

This statement is generally true. A larger sample size reduces the margin of error and increases the representativeness of the sample. However, it also requires more resources and can increase the cost of the research.

Question 5

Qualitative data is measurable data collected from large samples and structured research procedures.

Accepted Answer

Qualitative data is non-measurable data collected through open-ended questions and unstructured research procedures. It focuses on understanding the experiences, attitudes, and behaviors of individuals or groups.

Question 6

Primary research is the process of collecting and recording new data to solve a particular problem; usually at a high cost.

Accepted Answer

Primary research involves collecting new data specifically for a particular problem or question. It can be expensive because it requires time, effort, and resources to collect and analyze the data.

Question 7

The best way to measure and evaluate the effectiveness of public relations is by measuring the impact on sales.

Accepted Answer

While measuring the impact on sales can be one way to evaluate the effectiveness of public relations, it is not always the most accurate or comprehensive way. Other factors such as brand reputation, media coverage, and social media engagement should also be taken into consideration. Additionally, some public relations campaigns may not directly affect sales but still have a positive impact on the organization in other ways. Therefore, a more holistic evaluation approach is recommended.

Question 8

A sample of respondents who have an unknown chance of selection and are chosen because of factors such as convenience or judgement of the researcher is a probability sample.

Accepted Answer

A sample of respondents who have an unknown chance of selection and are chosen because of factors such as convenience or judgement of the researcher is a non-probability sample. Probability samples involve a known chance of selection and include methods such as simple random sampling, stratified sampling, and cluster sampling.

Question 9

A major strength of focus groups is the reliability of the data generated.

Accepted Answer

While focus groups can generate valuable insights, the data produced may not always be reliable due to factors such as group dynamics, the moderator's influence, and the potential for participants to provide socially desirable responses.

Question 10

Test marketing is a form of observational research.

Accepted Answer

Test marketing is a form of experimental research where a product is introduced to a specific market area to gauge its performance under real-life selling conditions, not merely observed.

Question 11

Recruiting respondents to participate in online surveys is not only difficult but leaves the validity of the information collected in question.

Accepted Answer

The answer of Recruiting respondents to participate in online surveys...

Question 12

In the broadcast media, particularly television, the use of DAR testing is common.

Accepted Answer

DAR testing, which stands for day-after recall testing, is a common research method used in television broadcasting to evaluate the effectiveness of advertising or programming by measuring viewer recall the day after they have been exposed to it.

Question 13

A Starch readership test divides responses into three categories: noted, associated, and read most.

Accepted Answer

This description accurately reflects the Starch readership test, which measures the level of engagement and recall among audiences for print or digital content. The "noted" category refers to the percentage of people who remember seeing the content, "associated" refers to those who remember specific elements or attributes of the content, and "read most" refers to those who actually read the content in full or in significant part.

Question 14

Online surveys offer quick results at a higher cost over traditional data collection methods.

Accepted Answer

Online surveys typically offer quick results at a lower cost compared to traditional data collection methods, as they eliminate the need for physical materials and reduce labor and processing time.

Question 15

Quantitative data is gathered from structured questions with a large sample to ensure accuracy and reliability.

Accepted Answer

Quantitative data is collected through structured questions with a large sample size to ensure the accuracy and reliability of the findings. This type of data is typically numerical and can be analyzed using statistical methods to draw conclusions about the larger population from which the sample was drawn.

Question 16

Eye-movement camera tests, pupilometer tests, and a voice pitch analysis tests are popular with researchers because emotions trigger physiological responses that can be measured.

Accepted Answer

Eye-movement camera tests, pupilometer tests, and voice pitch analysis tests are all popular methods used by researchers to measure physiological responses that are triggered by emotions.

Question 17

The editing stage of marketing research is done to ensure the responses are in line with the hypothesis.

Accepted Answer

The editing stage of marketing research is primarily conducted to check for errors, inconsistencies, and incomplete responses in the collected data, not specifically to align responses with the hypothesis.

Question 18

All online surveys require third party data transfer.

Accepted Answer

Many online surveys can be conducted without transferring data to third parties, as they can be hosted and managed on platforms that maintain data internally or allow for direct collection by the survey creator.

Question 19

When trying to determine if their product's level of brand awareness varies by gender, an organization would perform cross-tabulation on the data.

Accepted Answer

Cross-tabulation is a statistical technique used to analyze the relationship between two or more categorical variables. By performing cross-tabulation on data related to the level of brand awareness of a product by gender, an organization can determine if there is a significant difference in awareness levels by gender.

Question 20

If a company wanted to track a user's browsing patterns it is best to use response cards.

Accepted Answer

Using response cards is not the best way to track a user's browsing patterns. Instead, companies typically use cookies, tracking pixels, or other types of digital tracking tools.

Quiz 12: Evaluating Marketing Communications Programs