Question 1

In-home personal interviews:
A) offer high-quality data at high cost
B) offer the ability to obtain high-quality data at low cost
C) are becoming increasingly more popular
D) are less expensive than mall intercepts
E) offer information of moderate quality,but at a low cost

Accepted Answer

In-home personal interviews offer high-quality data but at a high cost as they require a trained interviewer to visit the participant's home and conduct the interview.

Question 2

Your supervisor has instructed you to conduct a marketing research effort that will determine how your company's business customer demographics have changed.You have also been instructed to use primary data.You will:
A) gather data from Standard & Poor's General Information File
B) develop a mail survey to study your primary market
C) employ studies done by the Federal Trade Commission
D) make sure you locate Internet information by using a search engine
E) ask the National Industrial Conference Board for its latest study

Accepted Answer

Developing a mail survey is the best choice for gathering primary data on the company's business customer demographics, as it allows for targeted questions to be asked directly to the primary market. Using outside sources such as Standard & Poor's or the Federal Trade Commission may provide useful information, but it is not specific to the company's customer base. Internet searches may also provide some insights, but may not be tailored to the company's specific needs. Asking the National Industrial Conference Board for its latest study may also be helpful, but it is not clear how relevant their information may be to the company's specific business customer demographics.

Question 3

You need to collect information quickly using a complex questionnaire that probes for feelings behind why people purchase your products.You also want each interviewer to conduct the survey in the same manner.Fortunately,you have access to a computerized questioning system.Which of the following is your best option?
A) in-home personal interviews
B) mall intercept interviews
C) a mail panel survey
D) focus groups
E) central-location telephone (CLT)interviews

Accepted Answer

A central-location telephone (CLT) interview would allow for the use of a computerized questioning system to ensure consistency among interviewers. It also allows for quick collection of information and probing for feelings behind why people purchase the products. In-home personal interviews, mall intercept interviews, and focus groups may not have access to a computerized questioning system, and a mail panel survey may not allow for probing of feelings.

Question 4

A furniture manufacturer wants to test how consumers will respond to furniture upholstered in fabric made from recycled plastic.Which form of survey would allow it to do this?
A) telephone interview
B) mail questionnaire
C) mall intercept
D) observation study
E) laboratory test

Accepted Answer

Mall intercept surveys allow the manufacturer to interact with potential consumers in-person and gather feedback on the spot. This would allow them to show the furniture and fabric to consumers and get their immediate reactions and opinions. Other forms of surveys, such as telephone interviews or mail questionnaires, may not allow for a visual representation of the product which could give more valuable insights. Observation studies and laboratory tests also may not provide the same level of direct feedback from the target market.

Question 5

Stair Specialist,Inc.builds customized circular staircases for homes in southern California.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?
A) a study of new home start-ups data for southern California
B) an article in a construction trade journal predicting fewer housing starts during the next decade
C) industry predictions that the number of new homes built in the Southwest will increase by 15 percent
D) information from the Los Angeles Yellow Pages showing that the number of building contractors has declined over the past five years
E) none of the above

Accepted Answer

Primary data refers to data collected directly from the source for the specific purpose of the research problem at hand. None of the options A-D represent primary data collection methods.

Question 6

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 _____ data.
A) primary
B) secondary
C) dichotomous
D) observation
E) collaborative

Accepted Answer

The survey results obtained from the customers by the store's owners are an example of primary data, as it is collected firsthand by the business for the specific purpose of addressing their research questions. Secondary data would refer to data that has already been collected and published by someone else, such as industry reports or government statistics. Dichotomous and observational data refer to different types of variables and methods of data collection, respectively, and do not describe the nature of the data collected in this scenario. Collaborative data is not a recognized category of data.

Question 7

Which of the following statements about the mall intercept interview is true?
A) Mall intercept interviews cannot use open-ended questions.
B) Mall intercept interviews are the least expensive method to conduct surveys.
C) It is difficult to get a representative sample of the population with a mall intercept interview.
D) Mall intercept interviews must be brief.
E) The mall intercept interviews offers researchers the ability to collect large quantities of information through complex surveys.

Accepted Answer

The answer of Which of the following statements about the...

Question 8

What is the chief advantage of primary data?
A) low cost compared to secondary data
B) relevance to the problem at hand
C) availability to any interested party for use
D) accessibility through computerized data bases
E) avoiding interviewer biases

Accepted Answer

The chief advantage of primary data is its relevance to the problem at hand. Since primary data is collected specifically for the research project, it is more likely to directly address the specific research question or problem. While primary data may be more costly and time-consuming to collect than secondary data, its direct relevance can make it more valuable for research purposes. The other options listed are not advantages of primary data.

Question 9

A major limitation of the mall intercept interview is:
A) the difficulty of measuring attitudes and opinions
B) the need to interview people standing up
C) its high cost relative to in-home interviews
D) the difficulty of demonstrating new products
E) the difficulty of obtaining a representative sample of the population of interest

Accepted Answer

The major limitation of the mall intercept interview is the difficulty of obtaining a representative sample of the population of interest. This is because it relies on individuals who happen to be present at a specific location and time, and these individuals may not reflect the broader population.

Question 10

A _____ is a specially designed phone room used to conduct telephone interviewing.
A) controlled-feedback facility (CFF)
B) collaboratively-located communications (CLL)center
C) multi-interviewer location site
D) central-location telephone (CLT)facility
E) telephone outsourcing center

Accepted Answer

A central-location telephone facility (CLT) is a specially designed phone room used to conduct telephone interviewing. The other options are not commonly used industry terms for this type of facility.

Question 11

To determine new product opportunities,British Colombia's Sun-Rype Products conducted focus groups in which it learned Canadians are having trouble getting their required servings of fruits and vegetables each day-especially the vegetables.It gathered _____ data.
A) heuristic
B) primary
C) consensual
D) random
E) collaborative

Accepted Answer

The focus groups conducted by Sun-Rype Products provided primary data because they directly gathered information from the target market. The other choices do not accurately describe the data collected in this scenario - heuristic data is based on personal experience or intuition, consensual data is data that is agreed upon by a group without much critical evaluation, random data is data that is selected without specific criteria, and collaborative data is data that is collected through teamwork or cooperation.

Question 12

Information that is collected for the first time for the purpose of solving a particular problem under investigation is called _____ data.
A) primary
B) secondary
C) dichotomous
D) observation
E) convenience

Accepted Answer

Primary data is collected for the first time for a specific research purpose, while secondary data has already been collected for a different purpose and may not provide the specific information needed. Dichotomous data refers to a type of categorical data with only two possible outcomes, observation is a method of collecting data rather than the type of data itself, and convenience sampling refers to a specific method of selecting participants for a study rather than the type of data being collected.

Question 13

Telephone interviews offer:
A) speed in gathering data
B) a potential for reaching all households
C) few nonresponses
D) the ability to collect complex and large amounts of data
E) the highest-cost method for obtaining data

Accepted Answer

Telephone interviews are known for their speed in gathering data as they allow for quick communication with respondents.

Question 14

The research design specifies:
A) follow-up procedures for the research
B) the information that will be found
C) how the final report will be written
D) how the information gathered will be used to predict external environmental changes
E) the research questions to be answered using primary data

Accepted Answer

The research design outlines the research questions to be answered, often using primary data, as it serves as a blueprint for the collection, measurement, and analysis of data.

Question 15

The most popular method for gathering primary data is _____,in which a researcher interacts with people to obtain facts,opinions,and attitudes.
A) heuristic-oriented
B) survey research
C) experiments
D) observation research
E) single-source research

Accepted Answer

Survey research involves directly interacting with people to gather primary data on their opinions, attitudes, and other relevant information. Heuristic-oriented research involves gathering insights from experts in a particular field, experiments involve manipulating variables to observe their effect on a certain outcome, observation research involves observing people or phenomena in their natural settings, and single-source research involves collecting data from a single source, such as a single survey or a single database. While all of these methods have their uses in market research, survey research is generally the most widely-used and effective method for gathering primary data on people's opinions and attitudes.

Question 16

As Key Energy Services,Inc.planned its first marketing research project,its marketing director recommended it use primary data because:
A) this is information that is available free to all interested parties
B) their value is unrelated to sample size
C) they will fit the information Key Energy Services's needs exactly since they will be collected specifically for this study
D) they can be collected quickly and at a low cost
E) they will provide a benchmark for new secondary information

Accepted Answer

The marketing director recommends using primary data because it will fit Key Energy Services' specific needs exactly since it will be collected specifically for this study. Therefore, option C is the correct choice. The other options are either incorrect or do not provide a valid reason for using primary data.

Question 17

One day before the limited release of a multimillion dollar movie about the bombing of the World Trade Center,a group of relatives of people who lost their family members on that day appeared on the news to tell everyone how wrong it was for any company to try to profit from the tragedy.To find out whether these relatives had an impact on the number of people who wanted to see the movie,its production company hired a research company to obtain questionnaire data from theater goers in the cities where the movie was scheduled to open.Given the circumstances,the research company should use:
A) a telephone survey
B) focus group interviews
C) personal interview surveys
D) a mail survey
E) a passive people meter

Accepted Answer

The answer of One day before the limited release of...

Question 18

_____ collect data on two different projects using one questionnaire.
A) Piggyback studies
B) Single-source studies
C) Siamese twin projects
D) Dichotomous inquiries
E) Experiential data

Accepted Answer

Piggyback studies involve collecting data on two different projects using one questionnaire, allowing for efficient data collection and resource utilization.

Question 19

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.This is an example of:
A) dichotomous inquiries
B) single-source studies
C) Siamese twin projects
D) piggyback studies
E) dual experimentation

Accepted Answer

This is an example of a piggyback study as it involves collecting two sets of data, one on cash donations and the other on public opinion towards the uniforms, using a single questionnaire.

Question 20

Computer-assisted personal interviewing and computer-assisted self-interviewing are two computerized methods for conducting:
A) CLT interviews
B) mall intercept interviews
C) e-mail interviews
D) in-home interviews
E) focus groups

Accepted Answer

The answer of Computer-assisted personal interviewing and computer-assisted self-interviewing are...

Quiz 8: Decision Support Systems and Marketing Research

In-home personal interviews:

Your supervisor has instructed you to conduct a marketing research effort that will determine how your company's business customer demographics have changed.You have also been instructed to use primary data.You will:

A furniture manufacturer wants to test how consumers will respond to furniture upholstered in fabric made from recycled plastic.Which form of survey would allow it to do this?

Which of the following statements about the mall intercept interview is true?

What is the chief advantage of primary data?

A major limitation of the mall intercept interview is:

A _____ is a specially designed phone room used to conduct telephone interviewing.

To determine new product opportunities,British Colombia's Sun-Rype Products conducted focus groups in which it learned Canadians are having trouble getting their required servings of fruits and vegetables each day-especially the vegetables.It gathered _____ data.

Information that is collected for the first time for the purpose of solving a particular problem under investigation is called _____ data.

Telephone interviews offer:

The research design specifies:

The most popular method for gathering primary data is _____,in which a researcher interacts with people to obtain facts,opinions,and attitudes.

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

_____ collect data on two different projects using one questionnaire.

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.This is an example of:

Computer-assisted personal interviewing and computer-assisted self-interviewing are two computerized methods for conducting: