48) Joe is reviewing secondary data his company collected about seasonal variations in consumer
spending because he is thinking about developing a new product line. The advantages of using
these data include
A) they are new and can be used to project overall demand.
B) they can be quickly accessed at a relatively low cost.
C) they are historical data that can be used to accurately predict future trends.
D) they have been collected specifically for the purpose Joe is using it for.
E) their high cost can be justified by the results.
49) Omar is responsible for marketing and marketing research for a midsized 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 to get his boss to change his mind?
A) “We can try, but if it’s wrong it’s not my fault.”
B) “Those are secondary data, and they may not be as timely, accurate, and relevant as what we
need.”
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 any information from the Internet in marketing research.”
50) Marvin is looking for data to help with a new marketing research study. When reviewing
existing secondary data from a past research study, Marvin should pay careful attention to
A) how the secondary data were collected.
B) where the data were warehoused.
C) whether or not the Census Bureau has certified the research.
D) whether the data were transformed into information.
E) how often primary data were substituted for secondary data.
51) After reviewing the existing data on seasonal spending by his company’s customers, Marvin
decided he needed new information collected to address his research questions. Marvin will need
________ data to address the questions in his marketing research study.
A) primary
B) secondary
C) mined
D) syndicated
E) warehoused
52) A major advantage of primary data collection is
A) it can be easily accessed through syndicated databases.
B) it offers behavioral insights generally not available from secondary research.
C) it takes less time to collect than secondary data.
D) it is general enough to meet many different researchers’ needs.
E) it is less expensive to collect than secondary data.
53) A major disadvantage of primary data collection is
A) it can be accessed only through syndicated databases or unstructured data mines.
B) it cannot be tailored to meet specific research needs.
C) it requires more sophisticated training and experience to design the study and collect data.
D) it is too general to meet researcher’s and manager’s needs.
E) it does not offer behavioral insights that can be obtained from secondary data.
54) Caroline needs to find information about income and age distribution in Orange County,
California. The best source of secondary research of use to Caroline is likely to be
A) door–to–door surveys.
B) focus group interviews.
C) syndicated data.
D) sales invoices at public libraries.
E) U.S. Census data.
55) Data collection begins
A) only after completing the research design process.
B) after determining whether there are any objections.
C) whenever the researcher wants to.
D) after creating the presentation format.
E) after analyzing the data.
56) When the marketing research problem is not clearly defined, a researcher will likely engage
in ________ research.
A) data mining
B) qualitative
C) survey
D) quantitative
E) experimental
57) 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.
A) experimental research
B) data warehousing
C) syndicated data
D) qualitative research
E) structured questionnaires
58) Quantitative research offers a means to confirm ideas through
A) surveys or experiments.
B) in-depth interviews.
C) data mining.
D) qualitative research.
E) informal analysis.
59) Bianca’s discount home furnishings store is in a strip mall. She wants to know what other
businesses in the strip mall her customers visit when they come to her store. To collect
information for this objective, Bianca will most likely use
A) door–to–door surveys.
B) focus group interviews.
C) observation.
D) sales invoices.
E) census data.
60) Which of the following is true about quantitative research?
A) It is always conducted using primary data collection.
B) It revises the research objective based on data mining.
C) It confirms insights and hypotheses generated via qualitative research.
D) It offers conclusions that are always correct.
E) It includes focus group interviews.
61) The purpose of ________ is that it provides information needed to confirm insights and
hypotheses generated and helps managers pursue appropriate courses of action.
A) primary data collection
B) data mining
C) qualitative research
D) quantitative research
E) statistical sourcing
62) When consumers are ________, observation becomes particularly useful in understanding
consumers’ preferences.
A) unwilling to participate in research
B) confused by questionnaires
C) unable to articulate their experiences
D) interviewed too frequently
E) highly educated
63) When consumers are unable to articulate their experiences, ________ becomes particularly
useful in understanding consumers’ preferences.
A) observation
B) surveying
C) in-depth interviewing
D) primary data mining
E) a focus group
64) Using ________, trained researchers ask questions, listen to and record the answers, and then
pose additional questions to clarify or expand on a particular issue.
A) questionnaires
B) experiments
C) in-depth interviews
D) primary data mining
E) observation
65) Social media monitoring, in-depth interviews, and focus groups are all ________ research
methods.
A) quantitative
B) data warehousing
C) syndicated marketing
D) qualitative
E) structured
66) Zan wants to collect considerable information about the current opinions of his ten most
important customers. Zan will probably use the ________ research method.
A) social media monitoring
B) experimental
C) in-depth interview
D) primary data mining
E) observation
67) Which of the following research methods would be best in helping a marketer understand
how people feel about a product or service on an individual, detailed level?
A) focus groups
B) surveys
C) social media monitoring
D) primary data mining
E) in-depth interviews
68) When the detailed opinions of a few industry experts or experienced consumers are needed,
________ is(are) often the best qualitative research method.
A) observation
B) surveys
C) social media studies
D) in-depth interviews
E) secondary data mining studies
69) Randall wants to do an online survey of two dozen college professors about the factors that
influence their textbook selection. He will ask questions such as, “On a scale of 1-5, with 1 being
very important and 5 being very unimportant, rate the importance of each of the following
elements: price, eBook alternative, supplements.” Randal is conducting a(n)
A) in-depth interview.
B) experiment.
C) structured survey.
D) unstructured survey.
E) focus group.
70) Frederica manages an upscale women’s clothing store. She wants more information about the
upcoming fall fashion line she has been advertising on her website. To gather initial reactions
and opinions from about a dozen of her most frequent shoppers, Frederica will most likely use
A) door–to–door surveys.
B) focus group interviews.
C) syndicated data.
D) sales invoices.
E) census data.
71) A(n) ________ is a small group of people brought together for an intensive discussion of a
topic.
A) focus group
B) social media site
C) experiment
D) data mining session
E) in-depth interview
72) In a focus group, researchers usually videotape or audiotape the session in order to
A) evaluate the potential for in-depth interviews.
B) catch any patterns of verbal or nonverbal responses.
C) post the videos on the corporate website.
D) avoid asking repetitive questions.
E) create survey instruments to send to the participants.
73) 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.
A) industry surveys
B) experiments
C) focus groups
D) observation
E) primary data mining
74) Martin has hired a marketing research company to bring together a small group of soft drink
consumers and get feedback on the three new advertising slogans his firm is considering. The
marketing research firm might conduct a(n) ________ to provide the information Martin has
requested.
A) industry survey
B) experiment
C) focus group
D) observational study
E) primary data mining analysis
75) In the infamous Coke–New Coke taste test, 54 percent of consumers, using a blind taste test,
preferred the New Coke formula to the existing formulation. This is an example of a(n)
________ marketing research method.
A) qualitative
B) quantitative
C) observational
D) syndicated
E) invalid
76) Malcolm is the campaign manager for a congressional candidate. He wants to know how
voters across his district feel about recent sexual harassment scandals involving politicians.
Malcolm will most likely use ________ to gather this type of data.
A) surveys
B) observation
C) experiments
D) voter registration data
E) census data
77) When conducting a research study attempting to understand what features were most
important to automobile consumers, Gary’s Research Company used a questionnaire containing
________ questions, with a predetermined set of response options.
A) structured
B) in-depth interview
C) open-ended
D) free-form
E) unstructured
78) Quincy had no idea how consumers would respond to a survey about attitudes toward a
program opening up space travel to private citizens. He could use ________ to allow respondents
to answer in their own words.
A) secondary data
B) an observational study
C) an experiment
D) a structured questionnaire
E) an unstructured questionnaire
79) The owner of A. C. Flora Ford Dealership wanted to know why consumers chose his
company to purchase a car. He was fairly sure that most customers had one of three reasons—
service, reputation, or location—but wanted to know which was revealed as the most frequent
reason for purchasing. A. C. Flora will probably use a survey with ________ questions to
address his research problem.
A) observation-based
B) open-ended
C) experimental
D) closed-ended
E) unstructured
80) All of the following are guidelines for developing a marketing research questionnaire except
A) the layout should be professional and easy to follow.
B) questions should address only one issue at a time.
C) questions should be sequenced appropriately.
D) questions should use vocabulary respondents are familiar with.
E) sensitive questions should be asked first.
81) In questionnaire design, a question such as “What many minutes did you spend waiting on
line at the grocery store last week?”
A) is a question that respondents cannot easily or accurately answer.
B) is a question that respondents are reluctant to answer because the information is sensitive.
C) leads respondents to a particular response.
D) asks two questions at once.
E) is complex and something respondents may be unfamiliar with.
82) In questionnaire design, a question such as “Marketing is the best part of the business
program, isn’t it?”
A) is a question that respondents cannot easily or accurately answer.
B) is a question that respondents are reluctant to answer because the information is sensitive.
C) leads respondents to a particular response.
D) asks two questions at once.
E) is complex and something respondents may be unfamiliar with.
83) In questionnaire design, a question such as “Do you like the diner’s food and service?”
A) is a question that respondents cannot easily or accurately answer.
B) is a question that respondents are reluctant to answer because the information is sensitive.
C) steers respondents to a particular response.
D) asks two questions at once.
E) is complex and something respondents may be unfamiliar with.
84) In questionnaire design, a question such as “Do anti-lock braking systems reduce car
accidents?”
A) is a question that respondents cannot easily or accurately answer.
B) is a question that respondents are reluctant to answer because the information is sensitive.
C) steers respondents to a particular response.
D) asks two questions at once.
E) is one sided, presenting only one side of an issue.
85) 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
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.
86) ________ research is a type of quantitative research that manipulates variables to help
determine cause and effect.
A) Descriptive
B) Syndicated
C) Manipulative
D) Focus group
E) Experimental
87) Each time you go to the grocery store and have your purchases scanned while using a loyalty
or bonus reward card, you are contributing to a database that can help marketers determine all of
the following except
A) what a typical shopping list looks like.
B) whether changes in prices affect buying.
C) marketplace trends.
D) what kinds of promotions might be attractive to you.
E) other stores where you buy similar products.