Question 1

Cheryl and Jim are working on a research project to anticipate customer attitudes toward a proposed new product line for their company.They have worked with the marketing manager to determine the answers that are needed,and have created a detailed design of the project.Their next logical step will be to:

Accepted Answer

A)  develop a budget.
B)  begin to collect data.
C)  summarize their preliminary conclusions to present to managers.
D)  begin recommending changes to the new product line based on the ideas they developed in the design phase.
E)  analyze the data.

Question 2

__________________ research is a type of quantitative research that manipulates variables to help determine cause and effect.

Accepted Answer

A)  Descriptive
B)  Syndicated
C)  Manipulative
D)  Focus group
E)  Experimental

Question 3

The major advantage of primary data collection is that:

Accepted Answer

A)  it can be easily accessed through syndicated databases.
B)  it can be tailored to meet the specific research needs.
C)  it takes less time to collect than secondary data.
D)  it is general enough to meet many different researchers' needs.
E)  all of these are advantages of primary research data.

Question 4

Why are more and more market researchers using Web surveys?

Accepted Answer

Response rates are relatively ...

Question 5

After a year in business,Tyrone hired a market research company to analyze his sales data and tell him which groups of customers were the most profitable to his firm.Tyrone will probably use the results of this research to:

Accepted Answer

A)  define market segments.
B)  adjust positioning strategies.
C)  change product offerings.
D)  adjust prices.
E)  any of these.

Question 6

Conclusive research:

Accepted Answer

A)  is always conducted using primary data collection.
B)  revises the research objective based on data mining.
C)  confirms insights and provides a basis for taking a course of action.
D)  offers conclusions that are always correct.
E)  includes focus group interviews.

Question 7

Marketing researchers should assess the costs and benefits of conducting research as they define objectives and research needs.What are key benefits and costs?

Accepted Answer

Students will probably have a good pictu...

Question 8

T'Lene is putting together a focus group to discuss students' concerns about the business curriculum.What will her focus group include?

Accepted Answer

It will likely include 8-12 st...

Question 9

If a firm has geodemographic and purchasing information about its customers,the firm can use data mining techniques to:

Accepted Answer

A)  understand psychographic motivations.
B)  create marketing mixes based on consumer self-values.
C)  build separate marketing programs for different geodemographic segments.
D)  determine which syndicated data warehouse services to purchase.
E)  find out which competitors its customers purchase from.

Question 10

You have spent weeks designing the project,gathering data and analyzing it.Now it is time to present your findings to senior executives.Your best course of action is to:

Accepted Answer

A)  provide them with all the details so they can follow along with your discussion of the research.
B)  make sure the executive summary highlights what they need to know to make the decision.
C)  include summary data tables but no recommendations,so they can make their own decisions.
D)  include the names and contact information of respondents,so that executives can follow up with them if they have questions.
E)  focus primarily on your statistical analysis methods in your presentation,saving recommendations for a quick summary at the end.

Question 11

Customers have become more and more anxious about breaches of privacy,and it is essential for marketing researchers that they:

Accepted Answer

A)  conceal consumers' addresses and phone numbers when they share information.
B)  share information only with the sales department for follow-up.
C)  respect and protect the privacy of customers without question.
D)  refer to the company's code of ethics to determine what information can be released.
E)  All of these.

Question 12

Firms that use cameras to monitor the movements and activities of customers as they shop create:

Accepted Answer

A)  a quantitative survey database.
B)  a secondary data source.
C)  qualitative data mining.
D)  an ethical issue.
E)  a focus group environment.

Question 13

Omar is responsible for marketing and marketing research for a mid-sized manufacturer of assemblies for the housing market.His boss has asked him to cut back expenses,especially in marketing research,"Why can't you just use information off the Internet? There's plenty out there." What is Omar's best response to try and get his boss to change his mind?

Accepted Answer

A)  "We can try,but if it's wrong it's not my fault."
B)  "That's secondary data,and it may not be as timely,accurate and relevant as what we need.Our decisions may not be as good,and we'll run a huge risk."
C)  "I'd rather not use any data at all than use secondary data."
D)  "This is a matter of principle.I quit."
E)  "You should never use on any information from the Internet in marketing research."

Question 14

Benefit-cost analysis in market research weighs:

Accepted Answer

A)  the benefits of answering questions against the cost of the research.
B)  the benefit of exploratory research against the cost of conclusive research.
C)  the benefit of primary data research against the cost of secondary data research.
D)  the benefit of a data warehouse against the cost of syndicated data.
E)  the benefit of internal secondary data against the cost of external secondary data.

Question 15

The manager of a company selling cellular phones in rural U.S.markets asks you to conduct survey research into the question,"What percentage of people in Kansas live in communities of less than 10,000 people?" The problem with this research objective is that:

Accepted Answer

A)  it is irrelevant to the cellular company.
B)  it is already known and available on the U.S.Census Web site.
C)  it will lead to a set of unstructured questions.
D)  it is a research question that probably cannot be answered with any level of accuracy.
E)  it is too expensive to determine the answer.

Question 16

Recently,the number of students enrolled in the marketing program dropped while enrollment in the psychology program increased.The chair of the marketing department will probably use _______________________ as a first step to gain a better understanding of why enrollments are changing.

Accepted Answer

A)  experimental research
B)  data warehousing
C)  syndicated data
D)  exploratory research
E)  structured questionnaires

Question 17

When the market research problem is not clearly defined,a researcher will likely engage in __________________ research.

Accepted Answer

A)  data mining
B)  exploratory
C)  survey
D)  conclusive
E)  experimental

Question 18

When consumers are unable to articulate their experiences,____________ becomes particularly useful in understanding consumers' preferences.

Accepted Answer

A)  observation
B)  surveying
C)  in-depth interviewing
D)  primary data mining
E)  all of these

Question 19

If senior management already has made their decision,should market research be conducted?

Accepted Answer

It depends! If you are directe...

Question 20

Henri started his own platinum importing firm.He has no budget for marketing research but wants to identify potential business customers.Henri's best option,using a "shoestring budget," to research this problem would be:

Accepted Answer

A)  consulting census data.
B)  visiting competitor's Web sites.
C)  checking NAICS codes.
D)  asking the Chamber of Commerce for assistance.
E)  checking SEC filings.

Exam 9: Marketing Research

T'Lene is putting together a focus group to discuss students' concerns about the business curriculum.What will her focus group include?

Correct Answer
verified
It will likely include 8-12 st...
View Answer

Correct Answer
verified

Benefit-cost analysis in market research weighs:

Correct Answer
verified

Customers have become more and more anxious about breaches of privacy,and it is essential for marketing researchers that they:

Correct Answer
verified

When consumers are unable to articulate their experiences,____________ becomes particularly useful in understanding consumers' preferences.

Correct Answer
verified

Marketing researchers should assess the costs and benefits of conducting research as they define objectives and research needs.What are key benefits and costs?

Correct Answer
verified
Students will probably have a good pictu...
View Answer

You have spent weeks designing the project,gathering data and analyzing it.Now it is time to present your findings to senior executives.Your best course of action is to:

Correct Answer
verified

After a year in business,Tyrone hired a market research company to analyze his sales data and tell him which groups of customers were the most profitable to his firm.Tyrone will probably use the results of this research to:

Correct Answer
verified

Why are more and more market researchers using Web surveys?

Correct Answer
verified
Response rates are relatively ...
View Answer

Conclusive research:

Correct Answer
verified

Firms that use cameras to monitor the movements and activities of customers as they shop create:

Correct Answer
verified

Henri started his own platinum importing firm.He has no budget for marketing research but wants to identify potential business customers.Henri's best option,using a "shoestring budget," to research this problem would be:

Correct Answer
verified

If senior management already has made their decision,should market research be conducted?

Correct Answer
verified
It depends! If you are directe...
View Answer

The manager of a company selling cellular phones in rural U.S.markets asks you to conduct survey research into the question,"What percentage of people in Kansas live in communities of less than 10,000 people?" The problem with this research objective is that:

Correct Answer
verified

If a firm has geodemographic and purchasing information about its customers,the firm can use data mining techniques to:

Correct Answer
verified

When the market research problem is not clearly defined,a researcher will likely engage in __________________ research.

Correct Answer
verified

Correct Answer
verified

The major advantage of primary data collection is that:

Correct Answer
verified

__________________ research is a type of quantitative research that manipulates variables to help determine cause and effect.

Correct Answer
verified

Recently,the number of students enrolled in the marketing program dropped while enrollment in the psychology program increased.The chair of the marketing department will probably use _______________________ as a first step to gain a better understanding of why enrollments are changing.

Correct Answer
verified

Exam 9: Marketing Research

T'Lene is putting together a focus group to discuss students' concerns about the business curriculum.What will her focus group include?

Correct AnswerverifiedIt will likely include 8-12 st...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Benefit-cost analysis in market research weighs:

Correct AnswerverifiedShow Answer

Customers have become more and more anxious about breaches of privacy,and it is essential for marketing researchers that they:

Correct AnswerverifiedShow Answer

When consumers are unable to articulate their experiences,____________ becomes particularly useful in understanding consumers' preferences.

Correct AnswerverifiedShow Answer

Marketing researchers should assess the costs and benefits of conducting research as they define objectives and research needs.What are key benefits and costs?

Correct AnswerverifiedStudents will probably have a good pictu...View AnswerShow Answer

You have spent weeks designing the project,gathering data and analyzing it.Now it is time to present your findings to senior executives.Your best course of action is to:

Correct AnswerverifiedShow Answer

After a year in business,Tyrone hired a market research company to analyze his sales data and tell him which groups of customers were the most profitable to his firm.Tyrone will probably use the results of this research to:

Correct AnswerverifiedShow Answer

Why are more and more market researchers using Web surveys?

Correct AnswerverifiedResponse rates are relatively ...View AnswerShow Answer

Conclusive research:

Correct AnswerverifiedShow Answer

Firms that use cameras to monitor the movements and activities of customers as they shop create:

Correct AnswerverifiedShow Answer

Henri started his own platinum importing firm.He has no budget for marketing research but wants to identify potential business customers.Henri's best option,using a "shoestring budget," to research this problem would be:

Correct AnswerverifiedShow Answer

If senior management already has made their decision,should market research be conducted?

Correct AnswerverifiedIt depends! If you are directe...View AnswerShow Answer

The manager of a company selling cellular phones in rural U.S.markets asks you to conduct survey research into the question,"What percentage of people in Kansas live in communities of less than 10,000 people?" The problem with this research objective is that:

Correct AnswerverifiedShow Answer

If a firm has geodemographic and purchasing information about its customers,the firm can use data mining techniques to:

Correct AnswerverifiedShow Answer

When the market research problem is not clearly defined,a researcher will likely engage in __________________ research.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The major advantage of primary data collection is that:

Correct AnswerverifiedShow Answer

__________________ research is a type of quantitative research that manipulates variables to help determine cause and effect.

Correct AnswerverifiedShow Answer

Recently,the number of students enrolled in the marketing program dropped while enrollment in the psychology program increased.The chair of the marketing department will probably use _______________________ as a first step to gain a better understanding of why enrollments are changing.

Correct AnswerverifiedShow Answer

Correct Answer
verified
It will likely include 8-12 st...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
verified
Students will probably have a good pictu...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Response rates are relatively ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
It depends! If you are directe...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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