Question 1

The most popular method for gathering primary data is one in which a researcher interacts with people to obtain facts,opinions,and attitudes.Which of the following is that method?

Accepted Answer

Survey research involves interacting with people to collect data through questionnaires or interviews, making it the most popular method for gathering primary data. Heuristic-oriented research involves the researcher using personal experience and intuition to gather data, experiments involve manipulating variables and observing outcomes, and single-source research involves collecting data from a single source such as sales data or social media analytics.

Question 2

The TNT cable channel began using the slogan,"TNT knows drama," in early 2002.It wants to determine how its viewership has changed since it has changed its programming focus.It has decided to use secondary data to determine if its viewers' demographics have changed.What is a potential disadvantage of this research plan?

Accepted Answer

The potential disadvantage of using secondary data is that it may not fit the specific needs of the research problem. Secondary data may have been collected for a different purpose and may not provide the exact information needed to answer the research question. This could lead to incomplete or inaccurate findings. However, if the secondary data used is relevant and reliable, it can be a cost-effective and efficient way to gather information. The other options (A, B, and D) are not relevant to the potential disadvantage of using secondary data in this research plan.

Question 3

Which of the following is correct when assessing the quality of secondary data?

Accepted Answer

When assessing the quality of secondary data, it is important to know the purpose for which the data were originally collected. Understanding the context in which the data were collected can help ensure that the data is relevant and suitable for the researcher's intended use. Knowing the purpose can also help identify potential biases or limitations of the data. Therefore, option B is the correct answer.

Question 4

Fred Farkle,marketing manager at Thebee Industries,was trying to decide whether to collect information via personal interviews,telephone,or snail mail for a project he was working on.In which step of the marketing research process was Fred currently engaged?

Accepted Answer

Fred is currently deciding on the method of collecting primary data, which is a part of planning the research design and gathering primary data.

Question 5

In addition to using search engines to locate secondary data,people can also use subject directories.The two types of directors are academic and professional directories and which of the following?

Accepted Answer

Commercial portals are another type of subject directories, which can be used to locate secondary data. These portals are typically organized by topic or industry and provide access to a range of resources such as news articles, research reports, and company profiles. This makes them a valuable source of information for researchers and analysts who need to gather data on specific industries or markets. Federal records, compiled lists, and business-to-business web pages may also be sources of secondary data, but are not types of subject directories.

Question 6

As Key Energy Services,Inc.planned its first marketing research project,its marketing director recommended it use primary data.Why?

Accepted Answer

The marketing director recommended using primary data because it will fit the information Key Energy Services needs exactly since the data will be collected specifically for this study. This will provide more targeted and relevant information compared to relying on pre-existing secondary data that may not fully match the company's research objectives.

Question 7

What specifies the research questions to be answered,how and when the data will be gathered,and how the data will be analyzed?

Accepted Answer

The research design specifies the research questions to be answered, the methods to be used to gather data, and how the data will be analyzed. It is the roadmap for conducting research and serves as a framework for decision-making throughout the research process. The sampling plan outlines how participants or data will be selected. The secondary data use plan outlines the use of existing data sources. The research collaborative plan outlines how the study will be conducted in collaboration with others.

Question 8

Which of the following is an example of secondary data?

Accepted Answer

Secondary data refers to data that is collected by someone else and is already available. In this case, a collection of trade journal articles is an example of secondary data as it was published by someone else and is available for others to use. Options A, C, and D refer to primary data as they involve collecting data directly for a specific purpose.

Question 9

What does the research design specify?

Accepted Answer

The research design specifies the research questions to be answered using primary data. It outlines the methodology, data collection methods, and analysis techniques to be used to answer these questions.

Question 10

Stair Specialist,Inc.builds customized circular staircases for homes in southern Ontario.Its sales have plateaued.Nothing it does seems to change its sales picture.Its owner has asked you to advise the company on what it should do to increase its sales.Which of the following is an example of primary data that could be used for examining this marketing research problem?

Accepted Answer

Conducting a survey of new home start-up buyers in southern Ontario would provide primary data specific to the company's target market and could reveal insights into why sales have plateaued and what changes could be made to increase sales. The other options provide general industry information or predictions that may not directly address the company's marketing research problem.

Question 11

Which of the following function much like bulletin boards and are established to focus on a particular topic?

Accepted Answer

Newsgroups function much like bulletin boards and are established to focus on a particular topic. Commercial portals are websites that offer various types of content and services, search engines provide a way to access and retrieve information from the internet, and visitation portals are usually used for travel-related activities.

Question 12

Mel and Mimi is the name of an upscale boutique that has outgrown the building it has been located in for the last two decades.Its owners want to know how its customers will react to a move and if the addition of new product lines will make the new location more attractive to its loyal customers.The store's owners have surveyed several of their customers to gauge their reaction to various potential locations and changes in product lines.The survey results are an example of what type of data?

Accepted Answer

The survey conducted by the store's owners to gather information about their customers' reactions to potential locations and changes in product lines is an example of primary data. Primary data is data that is collected firsthand by the entity conducting the research.

Question 13

What are metasearch engines?

Accepted Answer

Metasearch engines are search engines for search engines, meaning they search multiple search engines simultaneously and compile the results into one list.

Question 14

Which of the following collect data on two different projects using one questionnaire?

Accepted Answer

Piggyback studies involve collecting data on multiple projects or research questions using one questionnaire. This allows for greater efficiency in data collection and can lead to cost savings.

Question 15

The Salvation Army is collecting data on ways to make it simpler to give cash donations and assess public opinion toward the uniforms worn by its members using one questionnaire.What is this an example of?

Accepted Answer

This is an example of piggyback studies where the Salvation Army is collecting data on two different topics using one questionnaire.

Question 16

Which of the following BEST describes in-home personal interviews?

Accepted Answer

In-home personal interviews offer high-quality data but at a high cost.

Question 17

Which of the following BEST describes a search engine?

Accepted Answer

A search engine contains collections of links to various documents on the internet. It allows users to search for and retrieve information relevant to their query. Search engines like Google, Bing, and Yahoo index billions of web pages, making them easily accessible to users.

Question 18

What is information that is collected for the first time for the purpose of solving a particular problem under investigation?

Accepted Answer

Primary data is collected for the first time for a specific problem or investigation. It is different from secondary data, which is previously collected data that has been published or made available for use. Convenience data refers to data that is easily and readily accessible, while observation data is collected through observation of behavior or events.

Question 19

What is the chief advantage of primary data?

Accepted Answer

The chief advantage of primary data is its relevance to the specific problem or research question being studied. It is collected directly from the source and is therefore tailored to the specific needs of the researcher. This is in contrast to secondary data, which has been collected for another purpose and may not be as relevant or accurate for the current research question.

Question 20

Avon Meadows Travel Agency has seen its number of customers decline by almost 15 percent in the last two years.The agency needs to understand the reason(s)for the decline before it can make plans to reverse the trend.The agency's manager has identified the problem as a smaller number of vacationers willing to travel by airplane.What is the agency's next step in the marketing research process?

Accepted Answer

The agency's manager has already recognized the marketing problem, which is the decline in customers due to a decrease in the number of vacationers willing to travel by airplane. The next step in the marketing research process for the agency is to plan the research design, which involves determining how data will be collected, what methods will be used, and who will be surveyed in order to answer the research question. Only once this step is completed can the agency move on to specifying the sampling plan and collecting the data.

Quiz 7: Decision Support Systems and Marketing Research