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116) Several marketing data services provide information on household demographics and
lifestyle, purchases, TV viewing behavior, responses to promotions, and social media use. The
principal advantage of these services is that
A) one service can collect, analyze, interrelate, and present this disparate information.
B) all data collection and analysis is computerized, so the results obtained are almost
instantaneous.
C) members of the firm can be included in the analysis of data, making the results more reliable.
D) the service gets paid on a percentage basis; the better the information, the higher the fee.
E) firms using these services get discounts if they share their customer data with competitors.
117) A general rule of thumb among marketing researchers is to use ________ first and then
collect
A) external secondary data; internal primary data.
B) internal primary data; external primary data.
C) primary data; secondary data.
D) secondary data; primary data.
E) observational data; questionnaire data.
118) Two important advantages of secondary data are that they are
A) inexpensive and up-to-date.
B) up-to-date and supply all relevant categories of information.
C) inexpensive or free and save time.
D) tailor-made to specifications and relatively inexpensive.
E) highly credible and up-to-date.
119) Two important disadvantages of secondary data are that they may be
A) difficult to acquire and not up to date.
B) out of date and not specific enough for the project.
C) unavailable in time and biased toward large corporations.
D) biased toward government objectives and out of date.
E) costly and time-consuming.
120) Secondary data in online databases can be accessed either directly or via Internet search
engines or
A) portals through keyword searches.
B) internal statistical data.
C) probability sampling data.
D) personal chat rooms.
E) social media such as Facebook.
121) The Internet sites for The Wall Street Journal, CNBC, and Fox Business
A) sell information on trade activity collected by the U.S. government.
B) are portals to all government websites that can be found by topic or keyword.
C) provide information in online databases and an index of blogs by primary topic.
D) are the most popular online portals in which to enter keywords or topics for specific searches.
E) provide up-to-the-minute business news and video clips about companies, industries, and
trends.
122) The U.S. Census Bureau website
A) is a repository of information on U.S. business, economic, and trade activity collected by the
federal government.
B) is a portal to all government websites that can be found by topic or keyword.
C) provides up-to-the-minute business news and security prices plus research reports of
companies, industries, and countries.
D) is the most popular Internet portal to enter keywords or topics for specific searches.
E) accesses information in online databases and blogs by primary topic.
123) The Internet website USA.gov
A) is a repository of information on U.S. business, economic, and trade activity collected by the
federal government.
B) is a portal to all government websites that can be found by topic or keyword.
C) provides up-to-the-minute business news and security prices plus research reports of
companies, industries, and countries.
D) is the most popular Internet portal to enter keywords or topics for specific searches.
E) accesses information in online databases and an index of blogs by primary topic.
124) Google
A) is a repository of information on U.S. business, economic, and trade activity collected by the
federal government.
B) is to the most direct way to access all government websites.
C) provides up-to-the-minute business news and security prices plus research reports of
companies, industries, and countries.
D) is the most popular Internet portal where users can enter keywords for specific searches.
E) accesses information in online databases and an index of blogs by primary topic.
125) Facts and figures obtained by watching, either mechanically or in person, how people
actually behave are referred to as ________ data.
A) inspection
B) hypothetical
C) primary source
D) observational
E) eyewitness
126) Observational data refer to
A) facts and figures newly collected for the project at hand.
B) facts and figures obtained by asking people questions either through personal interviews,
panel discussions, or questionnaires.
C) facts and figures obtained by watching, either mechanically or in person, how people actually
behave.
D) facts and figures that have already been recorded from multiple sources before the project.
E) conclusions developed from information obtained from a representative sample of a
population.
127) Mechanical, personal, or neuromarketing methods are ways that ________ data can be
collected.
A) virtual
B) primary source
C) hypothetical
D) observational
E) statistical
128) Fisher-Price watches young children play with its toys to determine if and how various
products should be changed or improved. Fisher Price is collecting ________ data.
A) observational
B) questionnaire
C) interview
D) on-site
E) focus group
129) Nielsen collects national TV ratings by using a "people meter." This is a box that is attached
to televisions, DVRs, cable boxes, and satellite dishes in about 30,000 households across the
country; has a remote control that is used to indicate when a viewer begins and finishes watching
a TV program; and stores and then transmits the viewing information to Nielsen each night. The
information Nielsen is collecting is referred to as
A) internal secondary data.
B) interactive industry data.
C) sensitivity data.
D) external secondary data.
E) observational data.
130) The purpose of Nielsen's cross-platform television rating system is to
A) expand its scope to include the effectiveness of online college courses.
B) expand its scope to include satellite radio programming.
C) combine its new online ratings with its existing TV ratings.
D) expand its business to a global market.
E) gain access to every American home that owns a television, mobile phone, or computer.
131) The data that are collected with a "people meter" and later published by Nielsen as national
TV ratings are an example of ________ data when gathered.
A) internal secondary data
B) interactive industry data
C) curated promotional data
D) mechanical observational data
E) sensitivity data
132) What marketing metric determines whether a TV program such as 60 Minutes remains on
the CBS broadcast TV network?
A) appeal
B) cost per ad
C) rating
D) poll
E) frequency
133) The Nielsen Television Index Ranking reports the rating of each TV program. With 118
million TV households in the United States, a single rating point
A) is not a good measurement of television viewership.
B) equals one point on a 10-point scale.
C) has limited impact on advertising rates for marketers.
D) equals 1 percent, or 1,180,000 TV households.
E) suggests that a show has very few viewers.
134) By ________, IKEA noticed that customers often stopped shopping when their baskets or
carts were full, so additional shopping bags are now placed throughout IKEA stores.
A) using survey data
B) employing mystery shoppers
C) neuromarketing
D) interviewing employees
E) watching consumers in person
135) People posing as customers, who are paid to check on the quality of a company's products
and services and write a detailed report on the experience, are referred to as
A) mystery shoppers.
B) customer ombudsmen.
C) secret customers.
D) Facebook "likers."
E) repeat customers.
136) Mystery shoppers are people
A) hired by a firm to get legal, though not necessarily ethical, information about competitive
firms.
B) hired by a firm's employees to prove to the courts that competitors are using unfair pricing
practices.
C) hired by a customer to report on illegal or unethical practices that are regularly taking place at
a particular establishment.
D) who pose as customers to check on availability and pricing of a firm's products or services
and on the quality of the customer service provided by employees.
E) hired by law firms to check on the safety of their clients' products and the credibility of their
advertising.
137) Melanie manages a local store for a national drugstore chain and had received complaints
from several customers about rude employees. To check on her customer service, Melanie hired
a team of researchers, who posed as customers shopping in the store. Occasionally, they bought
something, but their primary purpose was to take notes and record the actions of the service staff.
The research information Melanie received was a form of ________ data.
A) secondary
B) developmental
C) observational
D) national
E) questionnaire
138) A specialized observational approach in which trained observers seek to discover subtle
behavioral and emotional reactions as consumers encounter products in their "natural use
environment" is referred to as ________ research.
A) ethnographic
B) cultural
C) genealogical
D) sociological
E) physiological
139) Which of the following statements concerning ethnographic research is most accurate?
A) Ethnographic research was specifically designed to use in global markets to help marketers
understand cultural diversity and ethnocentrism.
B) Ethnographic research employs the use of genealogical data to track purchase behaviors
through family lines.
C) Ethnographic research relies on physiological responses such as heart rate, breathing rate, and
stress levels to obtain objective data.
D) Ethnographic research uses trained researchers to discover subtle behavioral and emotional
reactions as consumers encounter products in their "natural use environment."
E) Ethnographic researchers use videotapes to eliminate miscues of subtle emotional reactions
that can skew market research results.
140) Best Western International, Inc., a national hotel chain, paid couples to film themselves as
they spent three to seven days on a cross-country trip. Best Western found that women usually
decide when to pull off the road, where to stay overnight, and what amenities the lodging should
have to make their stay more enjoyable. These couples made choices in an authentic
environment, providing ________ research to Best Western.
A) secondary
B) developmental
C) alternative
D) ethnographic
E) focus group
141) Which of the following statements concerning personal observation is most accurate?
A) Personal observation is more accurate than ethnopsychic research because the
observer/analyst is able to pick up subtleties in the respondent's body language, speech patterns,
and facial movements that are often missed by other data collection methods.
B) Personal observation is especially suited for small businesses that need the research data but
cannot afford more expensive data collection methods.
C) Personal observation is very effective since it can reveal not only what people do, but also
effectively determine why they do it.
D) Personal observation is both useful and flexible, but has reliability issues if different
observers watching the same event report different results.
E) With personal observation, different observers will reliably report the same conclusions when
watching the same event, such as people brushing their teeth.
142) The field of marketing that studies the brain and its response to marketing stimuli is referred
to as
A) psychological extrapolation.
B) strategic hypothesizing.
C) neuromarketing.
D) consumer deduction.
E) mental conjecture.
143) What type of marketing uses brain scanning to analyze the buying processes of research
participants?
A) subliminal marketing
B) permission marketing
C) psychographic marketing
D) optimization marketing
E) neuromarketing
144) Martin Lindstrom used ________ to analyze buying processes and presented the findings of
his research in his book Buyology.
A) genealogy
B) brain scanning
C) segmentation
D) biochemistry
E) numerology
145) Based on ________, the Campbell Soup Company changed the labels of most of its soup
cans to add steam rising from the product and remove the "unemotional spoons."
A) external secondary data, an article in the Journal of Consumer Behavior on ethnographic
research
B) social media Facebook comments and Twitter tweets analysis
C) internal secondary data, sales reports on soup sales by flavor and package type (can or
microwave bowl)
D) neuromarketing studies
E) online/e-mail questionnaires
146) Researchers for Frito-Lay discovered that matte beige bags of potato chips picturing
potatoes and other healthy ingredients in the snack do not trigger activity in the anterior cingulate
cortex, an area of the brain associated with feelings of guilt, as much as shiny bags with pictures
of chips. Frito-Lay then switched out of shiny packaging in the United States shortly thereafter.
This is an example of using
A) subliminal marketing.
B) permission marketing.
C) optimization marketing.
D) neuromarketing.
E) surge marketing.
147) The facts and figures obtained by asking people about their attitudes, awareness, intentions,
and behaviors are referred to as
A) primary data.
B) secondary data.
C) statistical inference.
D) observational data.
E) questionnaire data.
148) Questionnaire data are
A) the facts and figures obtained by observing people's attitudes, awareness, intentions, and
behaviors.
B) the facts and figures obtained by analyzing people's brain waves as consumers complete
surveys about their geodemographics, ethnographics, and behaviors.
C) psychographic data obtained by asking people unbiased questions about their age, occupation,
and income.
D) the facts and figures obtained by asking people about their attitudes, awareness, intentions,
and behaviors.
E) any type of information about a consumer obtained through nontechnological methods.
149) Research and media firm Youth Culture publishes Watch magazine, a teen publication
distributed free to high school students. Unfortunately, the publication was unable to gauge
whether it was meeting the needs of its audience. Youth Culture handed out surveys to learn how
students felt about the publication. Feedback indicated teen boys and girls were demanding very
different things from the publication. This feedback was gleaned from ________ data.
A) questionnaire
B) internal secondary
C) external secondary
D) observational
E) promotional sales
150) When First Western Bank sent surveys via mail to its savings accounts-only customers to
ask why they did not also have checking accounts and credit cards with First Western, they were
gathering ________ data.
A) intercept
B) secondary
C) questionnaire
D) observational
E) nonprobability
151) DirectProtect is an insurance provider that uses telemarketers rather than insurance agents
to sell insurance and deal with claims. It wants to pursue new markets, but with some idea of
how successful its sales efforts will be. Researchers invited a group of eight insured people to its
headquarters to discuss their attitudes about home and auto insurance and awareness of
DirectProtect. Responses were gathered on paper as ________ data.
A) hypothetical
B) generative
C) evaluative
D) questionnaire
E) experiential
152) The foundation of all research using questionnaires is developing ________ that get clear,
unambiguous answers from respondents.
A) precise questions
B) effective research protocols
C) online surveys
D) observational interventions
E) synergistic techniques
