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M: Marketing, 6e (Grewal)
Chapter 10 Marketing Research
1) One of the benefits of marketing research that it reduces the uncertainty under which
managers make decisions.
2) Marketing research should be used only to produce favorable recommendations for senior
management to consider.
3) The marketing research process follows five steps, and to be effective they must be followed
in order without omitting any steps.
4) Before conducting marketing research, it is important to establish in advance exactly what
problem needs to be solved.
5) Briena is looking at the results of a syndicated study conducted two years ago. Briena is
looking at primary data.
6) Primary data include external as well as internal data sources.
7) In the marketing research process, data collection happens after research design.
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Copyright 2019 © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior
written consent of McGraw-Hill Education.
8) Warren is conducting a marketing research project. He is not sure what questions to ask or
what types of consumers he should talk to. Therefore, Warren should begin by conducting
quantitative research.
9) Quentin is in a group of 8 to 12 people and is being asked questions by a trained moderator.
Quentin is part of an in-depth interview group.
10) Donald is analyzing and interpreting data. In the process, he is converting data into
information.
11) Data that have been collected prior to the start of the current research project are considered
primary data.
12) The terms external secondary data and syndicated data mean the same thing.
13) When companies store information on customers' purchase histories in large computer files,
this is known as data warehousing.
14) Panel data are always secondary data.
15) Film studios use sophisticated marketing analytics, such as bioanalytics, to track audiences'
physical reactions to films.
16) When survey data are analyzed in depth to determine consumer attitudes toward a product,
this is an example of sentiment mining.
17) A disadvantage to using secondary data is that they might not be precisely relevant to the
information needed.
18) In the United States, the federal government has enacted comprehensive privacy laws for the
Internet.
19) Neuromarketing is the process of examining consumers' brain patterns to determine their
responses to marketing communications, products, or services for the purpose of developing
marketing tactics or strategies.
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Copyright 2019 © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior
written consent of McGraw-Hill Education.
20) Companies are legally required to disclose their privacy practices to customers on an annual
basis.
21) Marketing research includes all of the following except
A) collecting data.
B) creating data.
C) recording data.
D) interpreting data.
E) analyzing data.
22) Political consultants have been using marketing research for decades to help their candidates
understand
A) who makes up the voting public and how to reach them.
B) what ethical lapses they can get away with.
C) which consumers spend the most money.
D) how large their campaign signs should be.
E) how to buy the votes they need.
23) Paul subscribes to an Internet service that alerts him whenever other firms in his industry are
quoted in the media. This allows him to stay on top of what these other firms are doing. Paul is
using this type of marketing research primarily to
A) provide a link between him and his production center.
B) help him understand the needs of his customers.
C) monitor his competitors.
D) increase profits through the sale of syndicated data.
E) decide how to price his new products.
24) Every month, Dr. Combahee takes her staff to lunch and asks them to share patients'
comments and concerns. Dr. Combahee uses the lunches as an informal marketing research
effort intended primarily to
A) provide a link between herself and her profession.
B) help her understand the needs of her customers.
C) monitor her competitors.
D) decrease the uncertainty associated with decision making.
E) improve profitability.
25) Through analysis of sales data, Price-Cutters retail store found that customers who bought
peanut butter also tended to buy bananas. Price-Cutters was engaged in
A) syndicated surveying.
B) focus group analysis.
C) behavioral analysis.
D) data mining.
E) structured sampling.
26) Marketers of retail giants such as Walmart have learned that people tend to buy certain
products at the same time, for example, toothpaste and dental floss or paper towels and paper
plates. Knowing this, Walmart will promote and display these products together. To uncover
these customer purchasing patterns, marketers use
A) data isolation.
B) data mining.
C) secondary data collection.
D) sentiment mining.
E) qualitative research.
27) If a firm has demographic and purchasing information about its customers, the firm can use
data mining techniques to
A) understand psychographic motivations.
B) create marketing mixes based on consumer self-values.
C) build separate marketing programs for different demographic segments.
D) determine which syndicated data warehouse services to purchase.
E) find out which competitors its customers purchase from.
28) From charitable giving to medical records to Internet tracking, consumers are more anxious
than ever about
A) secondary data retrieval systems.
B) exploitation by foreign marketers.
C) their ability to get credit cards.
D) their fundamental right to privacy.
E) the unstructured nature of marketing research.
29) When conducting a survey about choosing vacation destinations, Hillary will need to
________ in order to get reluctant respondents to provide honest information.
A) choose only highly verbal consumers
B) assure consumers that their individual responses will be kept confidential
C) use only focus group interviews
D) ask unstructured questions
E) create an efficient data warehouse
30) The marketing research process follows five steps, and researchers
A) may not always go through them in the exact sequence if the situation changes or new
information is discovered.
B) should maintain the integrity of the process by following each step sequentially and
thoroughly.
C) often collect data before defining the research objectives.
D) should be prepared to present the results before completing the analysis if they are under a
great deal of pressure to meet a deadline.
E) may follow the process by completing all steps at once instead of planning the process first.
31) The first question a marketing researcher should ask before embarking on a research study is
A) Who will pay for it?
B) Will the research be useful?
C) What is the due date?
D) What sample size will be needed?
E) Should we use structured or unstructured questions?
32) Assuming that a marketing research study will answer important questions and reduce
uncertainty associated with the proposed project, a major question that needs to be addressed
before starting the study is
A) How will the results be presented?
B) Will observational research be considered intrusive?
C) Is top management committed to the project and willing to abide by the results of the
research?
D) How will the questions be defined?
E) Who will manage the research?
33) Just as marketers create value by meeting the needs and wants of consumers, marketing
researchers create value if
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.
34) All of the following are considered qualitative research except
A) experiments.
B) observation.
C) focus groups.
D) social media.
E) in-depth interviews.
35) Wanda 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
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.
E) analyze the data.
36) Academic researchers often jump at the opportunity to conduct a research study, curious to
learn more and address unanswered questions for the sake of general knowledge. Businesspeople
tend to be more cautious before embarking on a marketing research study, recognizing that
research is often
A) beyond most managers' ability to comprehend.
B) expensive and time-consuming.
C) an academic exercise of little real value.
D) an impediment to decisive management.
E) of little use in real marketing situations.
37) Betty decided to open up a tea shop in the center of town right near a fitness center. She
wanted to know which brand of tea would be most popular among health-conscious individuals.
She had two of her staff members stand outside the shop and invite everyone exiting the fitness
center for a free cup of tea of their choosing. This customer group is known as a
A) sample.
B) focus group.
C) target market.
D) demographic.
E) potential customer.
38) You work for a company that sells baby products. Your manager asks you to conduct
research on automotive sales in your area. The problem with this research objective is that
A) it is irrelevant to the baby products company.
B) the information is available from external sources.
C) it will lead to a set of unstructured questions.
D) it probably can't be determined with any level of accuracy.
E) the research will be costly.
39) The manager of a company selling cellular phones in rural U.S. markets asks you to conduct
a survey to uncover what percentage of people in Kansas live in communities of less than 10,000
people. The problem with this research objective is that
A) it is irrelevant to the cellular company.
B) it is already known and available from the U.S. Census Bureau.
C) it will lead to a set of unstructured questions.
D) it probably can't be determined with any level of accuracy.
E) the research will be costly.
40) After defining objectives and research needs, the next step in the marketing research process
involves
A) research evaluation.
B) data collection.
C) data analysis.
D) research design.
E) report writing.
41) During the research design step of the marketing research process, researchers identify the
type of data needed and
A) the statistical software to be used.
B) the dates when data will be collected.
C) the forum in which the data will be presented.
D) the identities of research participants in the project.
E) the type of research necessary to collect the data.
42) Victor's custom auctioneering service provides online auction selling assistance. Victor plans
to conduct marketing research to determine which auction site is best for his customers. His next
step is to
A) identify the type of data he needs.
B) determine the statistical software he will use.
C) outline the presentation format he will use.
D) collect data.
E) define his privacy policy.
43) Company sales invoices, census data, and trade association statistics are examples of
A) primary data.
B) data mines.
C) secondary data.
D) tertiary data.
E) qualitative data.
44) Commercial research firms such as IRI, the National Purchase Diary Panel, and Nielsen are
sources of
A) primary data.
B) internal secondary data.
C) data mining.
D) syndicated data.
E) public data.
45) Jaleel is the marketing manager for a moderately well-known rock band. He wants to know
more about industry trends including sales by different musical styles, online downloads, and
concert attendance. Jaleel will most likely use ________ to gather this type of data.
A) focus groups
B) observation
C) syndicated data
D) sales invoices
E) census data
46) Once a marketing researcher is ready to move beyond preliminary insights to specific,
informed questions, the researcher is ready to conduct
A) quantitative research.
B) data warehousing.
C) syndicated marketing surveys.
D) qualitative research.
E) research design.
47) A marketing research project often begins with a review of the relevant ________ data.
A) primary
B) secondary
C) quantitative
D) unfocused
E) structured
