Question 1

Interpreted data is ________.

Accepted Answer

A)   primary data
B)   secondary data
C)   exploratory research
D)   descriptive research
E)   informationF) B) and C)
G) A) and C)

Question 2

A catalog retailer specializes in ceramic figures, paintings, books, and other decorative items related to endangered animals. The company is considering donating 10 percent of its net profit to the World Wildlife Foundation (WWF). This idea may attract more customers who like the idea of a portion of their money supporting this charity that works to save species. Provide several examples of primary and secondary data that the retailer can use in its market research investigating the possible benefits of this plan.

Accepted Answer

Students' answers to this question will ...

Question 3

Barry was sitting on a bench near the center of the shopping mall waiting for his wife to finish her shopping when he was approached by a woman holding a clipboard and a dress shirt. She asked if Barry had the time to answer a few questions about the shirt. After Barry examined the shirt, the woman asked him to assess the quality of the shirt and to state how much he would be willing to pay for the shirt. Barry participated in a(n)  ________.

Accepted Answer

A)   focus group
B)   observational interview
C)   expert panel
D)   experimental interview
E)   interceptF) B) and E)
G) C) and D)

Question 4

Research design falls into the two broad categories of secondary research and primary research.

Accepted Answer

A) True 
 B)False

Question 5

How does a marketing decision support system (MDSS) differ from a marketing information system (MIS)? Why might a marketer want to use an MDSS in addition to an MIS?

Accepted Answer

A marketing decision support system (MDS...

Question 6

Which of the following is the process of physically deconstructing a competitor's product to determine how it is put together?

Accepted Answer

A)   reverse engineering
B)   ethnography
C)   cross-sectional research
D)   predictive engineering
E)   samplingF) A) and E)
G) B) and D)

Question 7

Which of the following would marketers most likely learn by "scraping the web"?

Accepted Answer

A)   which trends are emerging and what customers are talking about in real time
B)   how consumers connect emotionally to the products they use on a daily basis
C)   how consumers engage with different forms of visual marketing
D)   what types of and how much media a consumer is exposed to in a given time period
E)   who is watching which television shows at what timeF) A) and E)
G) All of the above

Question 8

Nielsen compiles ratings of television shows and then sells the information to other firms. Nielsen conducts ________.

Accepted Answer

A)   custom research
B)   case study research
C)   syndicated research
D)   exploratory research
E)   ethnographic researchF) A) and E)
G) None of the above

Question 9

When Gap, Inc. was developing the concept for its chain of Old Navy stores, the company gave employees who fit the desired Old Navy customer profile $200 apiece. They set them loose on a shopping spree, and then interviewed them about what they purchased so these products would be on the Old Navy shelves when the stores opened. Gap, Inc. utilized what format of participant sampling?

Accepted Answer

A)   probability sampling
B)   systematic sampling
C)   stratified sampling
D)   nonprobability sampling
E)   simple random samplingF) B) and E)
G) None of the above

Question 10

Describe the basic market research process.

Accepted Answer

The market research process involves sev...

Question 11

Researchers design ________ to test predicted relationships among variables in a controlled environment.

Accepted Answer

A)   longitudinal assessments
B)   statistical models
C)   multidimensional scales
D)   experiments
E)   perceptual mapsF) A) and B)
G) A) and D)

Question 12

Explain how the saying "garbage in, garbage out" relates to market research.

Accepted Answer

Marketers must have information that is ...

Question 13

In general, a research report will NOT include ________.

Accepted Answer

A)   an executive summary of the report that covers the high points of the total report
B)   a description of the research methodology
C)   a discussion of the results of the study, including tabulations, cross-tabulations, and additional statistical analysis
D)   a discussion of limitations of the study
E)   a situation analysisF) B) and E)
G) B) and C)

Question 14

Representativeness is a problem when the researchers cannot be sure the consumer population they are studying even understands the questions.

Accepted Answer

A) True 
 B)False

Question 15

Descriptive research using a ________ design tracks the responses of the same sample of respondents over time.

Accepted Answer

A)   latitudinal
B)   cause-and-effect
C)   longitudinal
D)   cross-sectional
E)   hierarchicalF) C) and E)
G) None of the above

Question 16

Your text describes the two main primary data collection methods as ________.

Accepted Answer

A)   descriptive and exploratory
B)   causal and descriptive
C)   survey and observation
D)   direct and indirect
E)   impersonal and personalF) C) and D)
G) None of the above

Question 17

A syndicated research report is an example of a secondary data source.

Accepted Answer

A) True 
 B)False

Question 18

Once a company has conducted exploratory research and reviewed the resulting data, its next step is most likely which of the following?

Accepted Answer

A)   conduct descriptive research
B)   calculate the representative sample size
C)   identify secondary data sources
D)   select a primary data collection method
E)   conduct qualitative researchF) All of the above
G) C) and D)

Question 19

Which of the following is a major drawback of probability sampling?

Accepted Answer

A)   It can be time consuming.
B)   The sample is proportionate to the population.
C)   The most difficult population from which to obtain information is chosen.
D)   Everyone has an equal chance of selection.
E)   Marketers must rely on the judgment of the researcher in respondent selection.F) B) and D)
G) A) and C)

Question 20

ABC Interior Designs wants to collect research data about which areas of the store attract the most customer attention through video recording devices placed throughout the store. This is an example of mechanical observation.

Accepted Answer

A) True 
 B)False

Exam 4: Market Research

Research design falls into the two broad categories of secondary research and primary research.

Correct Answer
verified

Correct Answer
verified

Representativeness is a problem when the researchers cannot be sure the consumer population they are studying even understands the questions.

Correct Answer
verified

How does a marketing decision support system (MDSS) differ from a marketing information system (MIS)? Why might a marketer want to use an MDSS in addition to an MIS?

Correct Answer
verified
A marketing decision support system (MDS...
View Answer

Nielsen compiles ratings of television shows and then sells the information to other firms. Nielsen conducts ________.

Correct Answer
verified

Your text describes the two main primary data collection methods as ________.

Correct Answer
verified

A syndicated research report is an example of a secondary data source.

Correct Answer
verified

Which of the following would marketers most likely learn by "scraping the web"?

Correct Answer
verified

Researchers design ________ to test predicted relationships among variables in a controlled environment.

Correct Answer
verified

Which of the following is the process of physically deconstructing a competitor's product to determine how it is put together?

Correct Answer
verified

Once a company has conducted exploratory research and reviewed the resulting data, its next step is most likely which of the following?

Correct Answer
verified

Explain how the saying "garbage in, garbage out" relates to market research.

Correct Answer
verified
Marketers must have information that is ...
View Answer

Descriptive research using a ________ design tracks the responses of the same sample of respondents over time.

Correct Answer
verified

Describe the basic market research process.

Correct Answer
verified
The market research process involves sev...
View Answer

Correct Answer
verified

Interpreted data is ________.

Correct Answer
verified

ABC Interior Designs wants to collect research data about which areas of the store attract the most customer attention through video recording devices placed throughout the store. This is an example of mechanical observation.

Correct Answer
verified

Correct Answer
verified
Students' answers to this question will ...
View Answer

In general, a research report will NOT include ________.

Correct Answer
verified

Which of the following is a major drawback of probability sampling?

Correct Answer
verified

Exam 4: Market Research

Research design falls into the two broad categories of secondary research and primary research.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Representativeness is a problem when the researchers cannot be sure the consumer population they are studying even understands the questions.

Correct AnswerverifiedShow Answer

How does a marketing decision support system (MDSS) differ from a marketing information system (MIS)? Why might a marketer want to use an MDSS in addition to an MIS?

Correct AnswerverifiedA marketing decision support system (MDS...View AnswerShow Answer

Nielsen compiles ratings of television shows and then sells the information to other firms. Nielsen conducts ________.

Correct AnswerverifiedShow Answer

Your text describes the two main primary data collection methods as ________.

Correct AnswerverifiedShow Answer

A syndicated research report is an example of a secondary data source.

Correct AnswerverifiedShow Answer

Which of the following would marketers most likely learn by "scraping the web"?

Correct AnswerverifiedShow Answer

Researchers design ________ to test predicted relationships among variables in a controlled environment.

Correct AnswerverifiedShow Answer

Which of the following is the process of physically deconstructing a competitor's product to determine how it is put together?

Correct AnswerverifiedShow Answer

Once a company has conducted exploratory research and reviewed the resulting data, its next step is most likely which of the following?

Correct AnswerverifiedShow Answer

Explain how the saying "garbage in, garbage out" relates to market research.

Correct AnswerverifiedMarketers must have information that is ...View AnswerShow Answer

Descriptive research using a ________ design tracks the responses of the same sample of respondents over time.

Correct AnswerverifiedShow Answer

Describe the basic market research process.

Correct AnswerverifiedThe market research process involves sev...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Interpreted data is ________.

Correct AnswerverifiedShow Answer

ABC Interior Designs wants to collect research data about which areas of the store attract the most customer attention through video recording devices placed throughout the store. This is an example of mechanical observation.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedStudents' answers to this question will ...View AnswerShow Answer

In general, a research report will NOT include ________.

Correct AnswerverifiedShow Answer

Which of the following is a major drawback of probability sampling?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
A marketing decision support system (MDS...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Marketers must have information that is ...
View Answer

Correct Answer
verified

Correct Answer
verified
The market research process involves sev...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Students' answers to this question will ...
View Answer

Correct Answer
verified

Correct Answer
verified