Question 1

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)   do all of these.F) A) and D)
G) C) and E)

Question 2

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.F) None of the above
G) A) and B)

Question 3

Retail checkout scanning systems create a tremendous amount of purchasing information usually stored in a company's

Accepted Answer

A)   website.
B)   file cabinets.
C)   data warehouse.
D)   cash registers.
E)   qualitative research department.F) D) and E)
G) A) and B)

Question 4

Donald is analyzing and interpreting data.In the process,he is converting data into information.

Accepted Answer

A) True 
 B)False

Question 5

When doing market research,it is important to uphold strong business ethics.What are the marketing research guidelines provided by the American Marketing Association?

Accepted Answer

The American Marketing Association provi...

Question 6

One of the benefits of marketing research is it reduces the uncertainty under which managers make decisions.

Accepted Answer

A) True 
 B)False

Question 7

The Marketing Research Process follows five steps,and in order to be effective they must be followed in order without omitting any steps.

Accepted Answer

A) True 
 B)False

Question 8

Briena is looking at the results of a syndicated study conducted two years ago.Briena is looking at primary data.

Accepted Answer

A) True 
 B)False

Question 9

Charles wants to survey recent customers about the quality of service they received at his small auto service dealership.He has customers' mailing and e-mail addresses.Charles will likely use an online survey primarily because it offers

Accepted Answer

A)   relatively low response rates.
B)   the ability to share video with respondents.
C)   the ability to ask sensitive questions with anonymity.
D)   fast responses at a lower cost.
E)   the opportunity to survey both existing and potential customers.F) B) and D)
G) A) and B)

Question 10

Malcolm is the campaign manager for a congressional candidate.He wants to know how voters in his district feel about recent sexual harassment scandals involving politicians.Malcolm will most likely use __________ to gather this type of data.

Accepted Answer

A)   surveys
B)   observation
C)   experiments
D)   voter registration data
E)   census dataF) A) and E)
G) A) and C)

Question 11

Which of the following statements is NOT an example of the guidelines provided by the American Marketing Association for conducting marketing research?

Accepted Answer

A)   Personal information about research participants should not be shared,EXCEPT with a designated member of senior management.
B)   Selling or fundraising should not be conducted under the guise of conducting research.
C)   Researchers should not misrepresent or omit pertinent research data.
D)   Clients and suppliers should be treated fairly.
E)   All of these are research guidelines provided by the American Marketing Association.F) B) and D)
G) B) and E)

Question 12

McDonald's recently introduced its "Favorites Under 400 Calories" menu,attempting to change consumers' negative views of McDonald's as a seller of unhealthy food.They would like to survey customers to see if attitudes are changing,but they would like to collect some qualitative data first.Suggest two approaches-one offline,and one online-that McDonald's could use to collect qualitative data before designing a survey.

Accepted Answer

Possibilities include sentimen...

Question 13

Tyree is concerned about a competitor's new line of outdoor barbeque grills that provide most of the same features as his products.Tyree might consider using __________ to gather qualitative information from consumers about the competitor's offerings.

Accepted Answer

A)   industry surveys
B)   experiments
C)   focus groups
D)   observation
E)   primary data miningF) C) and D)
G) C) and E)

Question 14

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)   qualitative research
E)   structured questionnairesF) A) and D)
G) A) and C)

Question 15

Just as marketers create value by meeting the needs and wants of consumers,market researchers create value if

Accepted Answer

A)   the research is expensive.
B)   all participants like the research design.
C)   the research does not cost too much.
D)   the results will be used in making management decisions.
E)   the research is finished quickly.F) A) and B)
G) None of the above

Question 16

__________ confirms insights and provides a basis for taking a course of action.

Accepted Answer

A)   Primary data collection
B)   Data mining
C)   Qualitative research
D)   Quantitative research
E)   Statistical sourcingF) A) and D)
G) B) and D)

Question 17

Which of the following is an unstructured question?

Accepted Answer

A)   "What are the most important characteristics for choosing a brand of shampoo?"
B)   "How satisfied were you with your last shampoo purchase: very unsatisfied,unsatisfied,neutral,satisfied,or very satisfied?"
C)   "Were you happy with the quality of the shampoo you purchased (Yes / No) ?"
D)   "On a scale from 1 to 5 (with 1 being very unimportant and 5 being very important) ,how important is fragrance when choosing a shampoo?"
E)   "How many brands of shampoo have you purchased in the past year: 0,1,2,3,4,5,or more than 5?"F) B) and E)
G) All of the above

Question 18

The major disadvantages of primary data collection are that

Accepted Answer

A)   it can only be accessed through syndicated databases or unstructured data mines.
B)   it cannot be tailored to meet specific research needs.
C)   it takes more time to collect than secondary data and is more costly.
D)   it is too general to meet researcher's and manager's needs.
E)   all of these are disadvantages of primary research data.F) A) and B)
G) A) and C)

Question 19

Once a marketing researcher is ready to move beyond preliminary insights to specific,informed questions,the researcher is ready to conduct

Accepted Answer

A)   quantitative research.
B)   data warehousing.
C)   syndicated marketing surveys.
D)   qualitative research.
E)   research design.F) A) and B)
G) A) and C)

Question 20

In-depth interviews are expensive and time consuming.Why do market researchers sometimes use in-depth interviews in spite of these disadvantages?

Accepted Answer

They allow the researcher to gain backgr...

Exam 10: Marketing Research

Just as marketers create value by meeting the needs and wants of consumers,market researchers create value if

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

Tyree is concerned about a competitor's new line of outdoor barbeque grills that provide most of the same features as his products.Tyree might consider using __________ to gather qualitative information from consumers about the competitor's offerings.

Correct Answer
verified

Which of the following statements is NOT an example of the guidelines provided by the American Marketing Association for conducting marketing research?

Correct Answer
verified

Which of the following is an unstructured question?

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

Retail checkout scanning systems create a tremendous amount of purchasing information usually stored in a company's

Correct Answer
verified

Malcolm is the campaign manager for a congressional candidate.He wants to know how voters in his district feel about recent sexual harassment scandals involving politicians.Malcolm will most likely use __________ to gather this type of data.

Correct Answer
verified

The major advantage of primary data collection is that

Correct Answer
verified

Once a marketing researcher is ready to move beyond preliminary insights to specific,informed questions,the researcher is ready to conduct

Correct Answer
verified

The major disadvantages of primary data collection are that

Correct Answer
verified

Correct Answer
verified
Possibilities include sentimen...
View Answer

When doing market research,it is important to uphold strong business ethics.What are the marketing research guidelines provided by the American Marketing Association?

Correct Answer
verified
The American Marketing Association provi...
View Answer

Donald is analyzing and interpreting data.In the process,he is converting data into information.

Correct Answer
verified

Briena is looking at the results of a syndicated study conducted two years ago.Briena is looking at primary data.

Correct Answer
verified

In-depth interviews are expensive and time consuming.Why do market researchers sometimes use in-depth interviews in spite of these disadvantages?

Correct Answer
verified
They allow the researcher to gain backgr...
View Answer

The Marketing Research Process follows five steps,and in order to be effective they must be followed in order without omitting any steps.

Correct Answer
verified

One of the benefits of marketing research is it reduces the uncertainty under which managers make decisions.

Correct Answer
verified

__________ confirms insights and provides a basis for taking a course of action.

Correct Answer
verified

Charles wants to survey recent customers about the quality of service they received at his small auto service dealership.He has customers' mailing and e-mail addresses.Charles will likely use an online survey primarily because it offers

Correct Answer
verified

Exam 10: Marketing Research

Just as marketers create value by meeting the needs and wants of consumers,market researchers create value if

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

Tyree is concerned about a competitor's new line of outdoor barbeque grills that provide most of the same features as his products.Tyree might consider using __________ to gather qualitative information from consumers about the competitor's offerings.

Correct AnswerverifiedShow Answer

Which of the following statements is NOT an example of the guidelines provided by the American Marketing Association for conducting marketing research?

Correct AnswerverifiedShow Answer

Which of the following is an unstructured question?

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

Retail checkout scanning systems create a tremendous amount of purchasing information usually stored in a company's

Correct AnswerverifiedShow Answer

Malcolm is the campaign manager for a congressional candidate.He wants to know how voters in his district feel about recent sexual harassment scandals involving politicians.Malcolm will most likely use __________ to gather this type of data.

Correct AnswerverifiedShow Answer

The major advantage of primary data collection is that

Correct AnswerverifiedShow Answer

Once a marketing researcher is ready to move beyond preliminary insights to specific,informed questions,the researcher is ready to conduct

Correct AnswerverifiedShow Answer

The major disadvantages of primary data collection are that

Correct AnswerverifiedShow Answer

Correct AnswerverifiedPossibilities include sentimen...View AnswerShow Answer

When doing market research,it is important to uphold strong business ethics.What are the marketing research guidelines provided by the American Marketing Association?

Correct AnswerverifiedThe American Marketing Association provi...View AnswerShow Answer

Donald is analyzing and interpreting data.In the process,he is converting data into information.

Correct AnswerverifiedShow Answer

Briena is looking at the results of a syndicated study conducted two years ago.Briena is looking at primary data.

Correct AnswerverifiedShow Answer

In-depth interviews are expensive and time consuming.Why do market researchers sometimes use in-depth interviews in spite of these disadvantages?

Correct AnswerverifiedThey allow the researcher to gain backgr...View AnswerShow Answer

The Marketing Research Process follows five steps,and in order to be effective they must be followed in order without omitting any steps.

Correct AnswerverifiedShow Answer

One of the benefits of marketing research is it reduces the uncertainty under which managers make decisions.

Correct AnswerverifiedShow Answer

__________ confirms insights and provides a basis for taking a course of action.

Correct AnswerverifiedShow Answer

Charles wants to survey recent customers about the quality of service they received at his small auto service dealership.He has customers' mailing and e-mail addresses.Charles will likely use an online survey primarily because it offers

Correct AnswerverifiedShow Answer

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verified
Possibilities include sentimen...
View Answer

Correct Answer
verified
The American Marketing Association provi...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
They allow the researcher to gain backgr...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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