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88) Supermarkets collect information about individual customers through their use of loyalty
cards, and then analyze the data to look for patterns in purchases. This is an example of
A) data mining.
B) data recovery.
C) data entry.
D) data analysis.
E) data modeling.
89) When a research team has gathered data for specific research needs, this is known as
A) primary data.
B) data mining.
C) secondary data.
D) data recovery.
E) data modeling.
90) Which of the following statements best describes secondary data?
A) Secondary data may not be precisely relevant to the research needs.
B) Secondary data are those data collected to address specific research needs.
C) Secondary data collection is always extremely time-consuming and expensive.
D) Secondary data will always meet the researchers' needs.
E) Secondary data include only qualitative research.
91) Which of the following types of research would be considered quantitative research?
A) experimental research
B) observational research
C) focus group research
D) social media monitoring
E) in-depth interviews
92) Imagine that you currently operate a clothing boutique, and you want to add another boutique
in a new location. You need to obtain data to determine the size of your potential market. Which
data source would you use?
A) U.S. Bureau of the Census
B) J.D. Power and Associates
C) NOP World
D) Mediamark Research Inc.
E) National Purchase Diary Chanel
93) With more than 200 million active customers and billions of pieces of shopping data,
Amazon qualifies as a
A) big data user.
B) syndicated data user.
C) mining data user.
D) panel data user.
E) survey data user.
94) All of the following are guidelines provided by the American Marketing Association for
conducting marketing research except
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 data.
D) clients and suppliers should be treated fairly.
E) researchers should not omit pertinent data.
95) The number of participants who discontinue their use of a service divided by the average
number of total participants is called
A) churn.
B) customer retention.
C) customer lifetime value.
D) cancellation cost.
E) customer loyalty.
96) All of the following data sources would be considered sources of external secondary data
except
A) U.S. Census data.
B) syndicated data.
C) newspaper articles.
D) scanner data.
E) a survey.
97) Which of the following types of data would be the best choice for Wendy's fast-food
restaurants if the headquarters office wants to know how many hamburgers versus chicken
sandwiches it has sold in past years?
A) internal secondary data
B) external secondary data
C) survey responses
D) focus group data
E) primary data
98) A restaurant chain is working on improving the quality of its food and service. To track its
progress, it recruits customers who agree to respond to customer satisfaction surveys once every
three months over the next two years. What kind of data is the restaurant chain collecting?
A) panel data
B) internal secondary data
C) focus group data
D) external secondary data
E) scanner data
99) Which of the following is an unstructured question?
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?"
100) Which of the following provides the information needed to confirm insights and hypotheses
and help managers pursue appropriate courses of action?
A) quantitative research
B) qualitative research
C) observation research
D) in-depth interviews
E) social media monitoring
101) Coca-Cola's experiments using ________ record participants' faces as they watch
advertisements or prototypes, then assess how their eyes moved, when they smiled or frowned,
and so on.
A) facial recognition software
B) data mining
C) social media monitoring
D) illegal surveillance methods
E) sentiment mining
102) What is neuromarketing?
A) the analysis of consumer comments on social media in order to understand consumers'
thoughts and opinions
B) the use of psychological principles to design marketing research studies
C) 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
D) the use of neural networks to perform data mining and develop marketing insights
E) the use of in-depth interviews to map detailed networks of information storage in the brain
103) McDonald's introduced a Favorites Under 400 Calorie Menu as part of an attempt to reverse
the perception that McDonald's sells only unhealthy food. Suppose that McDonald's, as a follow-
up, collects and analyzes social media posts from Facebook, Twitter, and similar sites, hoping to
understand whether or not consumer perceptions are improving. This would be an example of
A) quantitative research.
B) an online focus group.
C) sentiment mining.
D) neuromarketing.
E) an experiment.
104) How might a book publisher use blogs in its marketing research efforts?
A) as a place to report marketing research results to top management
B) as a source of reviews of its latest releases
C) as a location for holding online focus groups about its books
D) as a location for conducting online experiments about book purchasing patterns
E) as a substitute for large-scale surveys about future book topics
105) What type of interview contains a small group of participants and a trained moderator that
guides the conversation?
A) panel
B) syndicated
C) observational
D) focus group
E) sentiment
106) Which of the following is an example of secondary research?
A) surveys
B) observed customer behavior
C) experiments
D) journal articles
E) focus group interviews
107) Digital billboards embedded with ________ software can identify passersby and then
display ads targeted to them, based on their age, gender, and attention level.
A) social media
B) neuromarketing
C) facial recognition
D) Internet tracking
E) data mining
108) Mary's Bakery is trying to determine what price to charge for its cookies, so Mary places a
low price on them and raises it each week, keeping track of how many she sells. Then she
determines what her cost was for the cookies and determines which price was the most
profitable. What form of research was Mary conducting?
A) observation
B) survey
C) scanner-based
D) an experiment
E) a panel
109) Qualtrics, SurveyMonkey, and Zoomerang are examples of
A) online survey software.
B) biometric data companies.
C) data warehouses.
D) syndicated data companies.
E) focus group programs.
110) Which of the following is an example of an unstructured question?
A) "Would you buy this product (Yes/No)?"
B) "Would you buy this product (A. definitely, B. maybe, C. definitely not)?"
C) "What would convince you to buy this product (A. lower price, B. larger packaging, C. better
taste)?"
D) "Please rate the attributes of this product that are important to you (rate 1-5, with 1 being
most important and 5 being least important)."
E) "Why did you buy this product?"
111) A typical focus group has ________ members.
A) 2 to 4
B) 4 to 6
C) 6 to 8
D) 8 to 12
E) 12 to 15
112) Nadia stood outside the mall and asked people which stores they visited and if they bought
anything. If they said yes, she asked them what they bought and how they came to the decision to
buy that item. What form of research was Nadia most likely conducting?
A) questionnaire
B) in-depth interviews
C) experiment
D) focus group
E) biometrics
113) Firms that are engaged in sentiment mining are analyzing data collected from
A) experiments.
B) in-depth interviews.
C) focus groups.
D) social media sites.
E) observations.
114) The term ________ refers to the enormous amount of information that firms now have
access to but cannot handle using conventional data management and data mining software.
A) big data
B) churn
C) data mining
D) data dump
E) information overload
115) Mattel wanted to determine if a new toy would appeal to preschoolers, so it put six 4-year-
olds in a room with several toys and waited to see which ones they played with. What form of
research is this?
A) experiment
B) focus group
C) observation
D) neuromarketing
E) panel
