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Exam 8: Marketing Research: From Information to Action

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Question 21

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While conducting market research, you realize that only 40 percent of individuals are likely to re-purchase your product. Afraid this may hurt your chances of promotion, you report to your boss that 'at least 50 percent are likely to re-purchase.' This is a(n) ________ issue in marketing research.

A) management
B) ethical
C) quality
D) administrative

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Question 22

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When marketers decide to use surveys to ask questions, they make each of the following assumptions EXCEPT:

A) people know the answers to the questions.
B) the right questions are being asked.
C) people will answer according to how they hope the marketers want them to respond.
D) people will understand the questions being asked.

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Question 23

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All of the following are examples of internal secondary data EXCEPT:

The retail mall owner told the marketing researcher, "We have the option of staying open late twice a week, or opening up an hour early every day. We need to know which will be most profitable since we cannot do both. The decision must be made in 11 weeks, and we only have $10,000 budgeted for this research project." In which Stage of the marketing research process would this statement have been made?

List and describe the three major types of research techniques and indicate when each method would be most appropriate.

An experimenter had people choose the sweeter juice from two containers, a red one and a yellow one. The respondents expressed a definite preference although the juice was exactly the same. The experimental independent variable was the:

Coca-Cola is considering getting into the smartphone market. John, who is in their marketing department, conducts a detailed interview with leading research on smartphones. This activity is referred to as:

According to the text, what are the four steps in the marketing research process?

Explain how nonprobability sampling is different from probability sampling.

A market researcher showed a new brand of blue jeans to several groups of students and asked the students to rate the quality of the jeans. Two weeks later, the researcher showed the same students a television advertisement featuring super model Cindy Crawford wearing the new brand of jeans. The marketer asked the students to once again rate the quality of the jeans. The marketer predicted that after viewing the Advertisement, the students' ratings of the new jeans would be more positive than their original ratings. In this experiment, students' ratings of the new blue jeans served as The:

Two important advantages of secondary data are:

All of the following are unique ways market researchers use social media, except:

Because marketers cannot control all the conditions in the field, they sometimes conduct a different kind of experiment known as a:

Observing people and asking them questions are two ways to obtain:

A manufacturer of electronic toys is interested in learning about consumers' attitudes toward its product line. All of the following can be a source for this type of marketing information EXCEPT:

Compared to traditional market research, using social media research is:

"Do you like pretzels and chips? ___ Yes ___ No." is a poorly worded question because:

Impiric is an integrated marketing solutions company. Whenever a client comes to it wondering why a product was not welcomed by its target audience or why customers have stopped buying another product, Impiric always suggests the marketing research process begins with:

Figure 8-6 -Referring to Figure 8-6, what is represented by the block identified as 'E'?

Which of the following is NOT a step in the marketing research process?