48) The owners of Tyrell’s Tattoo Shop are interested in determining the nature of the
relationship between their clients’ professional occupation and the number of tattoos that
individuals have. In this case, which research will result in the most appropriate way to explain
the nature of this relationship?
A) descriptive
B) exploratory
C) longitudinal
D) clinical
E) random
49) Which of the following is TRUE of descriptive research?
A) It primarily involves developing hypotheses for testing in exploratory research.
B) It is usually the first step when more sophisticated research is needed.
C) It uses many different methods including secondary data, surveys, and observation.
D) It primarily tries to discover the cause and effect between variables.
E) It uses a different, less restrictive and rigorous methodology than exploratory research.
50) Brand Electronics’ marketing manager would like to know about the typical consumer who
purchases handheld computers. He begins by searching online and in databases for this
information, but soon discovers that a product is too new for the sources to be of help. In this
instance he will need ________ data to solve his research problem.
A) secondary
B) governmental
C) experimental
D) primary
E) subjective
51) Burger Bistro recently experienced a decline in hamburger sales after salmonella was
discovered during a health inspection at one of the restaurants. The marketing manager was
interested in how other restaurants had dealt with similar situations. Which of the following
types of data would be the most appropriate way to find answers related to this marketing
problem?
A) secondary
B) subjective
C) experimental
D) primary
E) quantitative
52) Which of the following types of research is less structured and can employ methods such as
surveys and interviews to collect the data?
A) quantitative
B) qualitative
C) computational
D) statistical
E) mathematical
53) The marketing managers of Brand Z Shoes have clearly defined their research problem as “If
we increase our promotions expenditures, by what percentage will it increase sales?” They have
also decided that they need primary data to answer this question. To collect these data, it is best
for them to use ________ research.
A) qualitative
B) mechanical
C) exploratory
D) quantitative
E) case-based
54) Vegan Videos has decided to conduct exploratory research to clarify its marketing-related
research problem. The company needs to collect primary data using qualitative research, and it
needs to collect this data from 10 customers with only one researcher. In this case, Vegan Videos
would most likely use a(n) ________ to collect the data and meet its short deadline.
A) in-depth interview
B) experimental design
C) statistical method
D) case-study research
E) focus group
55) The marketing manager for Joe’s Shoe-Mart has decided to conduct descriptive research
using primary data. Based on some preliminary research of trade journals and interviews with
customers, she knows what questions to ask. However, the customers she wants information
from are spread out over many stores in several states. The best technique for her to collect this
data would be ________.
A) in-depth interviews
B) case studies
C) focus groups
D) experiments
E) surveys
56) The marketing manager of Low Cost Retailer wants to conduct descriptive research to gather
information on what customers purchase, when they purchase, and how often they purchase
certain products. For this purpose, the marketing manager should use ________.
A) an in-depth interview
B) a focus group
C) behavioral data
D) causal data
E) a laboratory experiment
57) The manager of Gina’s Groceries wanted to see how customers would react to some new
displays. To collect this information, she posted employees where they could see the display and
had them record how long customers looked at it, whether they picked up the item, and if they
took the item with them. In this case, she is using ________ for her market research.
A) situation analysis
B) secondary data
C) in-depth interviews
D) observational data
E) focus groups
58) Core Market Research is testing how customers react to a proposed advertising campaign for
Go Fast Sports Cars. The researchers scan consumers’ brains using an fMRI machine while the
consumers view a series of advertisements so that they can monitor the blood flow in different
areas of the brain. In this case, Core is using ________ for its market research.
A) in-depth interviews
B) mechanical devices
C) behavioral measures
D) structured surveys
E) focus groups
59) Juan Martinez, a researcher for ABC Research Group, is working on crafting a survey for a
client. He is concentrating on framing the questions, selecting response choices, refining the
wording, and determining how many questions to ask. In the context of establishing the research
design, Juan is focusing on the ________.
A) type of research
B) nature of data
C) nature of data collection
D) information content
E) sampling plan
60) Dan is creating a survey for his company. The question he is currently working on asks his
business-to-business customers to describe the ideal purchasing transaction. Dan is utilizing a(n)
________ question.
A) hypothetical
B) open-ended
C) observational
D) closed-ended
E) statistical
61) While writing a customer satisfaction survey, the marketing director for Brand X Bank
created a set of questions that customers would answer by circling a number between 1 and 7.
The number 1 meant that the customers were very dissatisfied by that aspect of the experience,
whereas 7 meant that they were very satisfied. The director is using ________ questions to
collect this information.
A) behavioral
B) open-ended
C) observational
D) closed-ended
E) qualitative
62) The marketing manager of a firm has hired a market research team. Together, the manager
and the researchers decide that they need data from current customers and noncustomers who fit
a specific demographic and lifestyle profile. In the context of research design activities, the
selection of these individuals as targets for data collection represents the ________.
A) type of research
B) nature of data
C) nature of data collection
D) information content
E) sampling plan
63) In the context of sampling plan, a comprehensive record of each individual in the population
of interest is known as a ________.
A) survey
B) database
C) focus group
D) sample
E) census
64) The marketing director of Bank Y decides to conduct a survey of 5,000 current customers to
gather information to answer the research problem of what the bank can do to improve its
services and customer satisfaction. She starts with a database of 50,000 current customers and
randomly picks a name on the list to start. She then selects every tenth person as she goes down
the list to receive a survey. She is using a ________ sampling method to select the participants
for the study.
A) probability
B) quota
C) convenience
D) observational
E) judgment
65) The manager of Big Brand Clothing wants to determine what items consumers are looking
for this Christmas so that he can plan his orders. He decides to collect data for the purpose by
stationing employees outside the store on a particular Saturday with a list of questions to ask
willing shoppers to answer as they pass by. In this case, the manager is using a ________
sampling method to select respondents.
A) probability
B) random
C) systematic
D) nonprobability
E) stratified
66) ________ sampling uses a specific set of procedures to identify individuals from the
population to be included in the research.
A) Snowball
B) Convenience
C) Probability
D) Quota
E) Judgment
67) The CEO of Big Wheel Automotive is concerned about declining sales. He has identified his
research problem as the fact that his competitors are drawing away his business. He purchases
access to J. D. Power’s automobile rankings to learn about possible reasons for the shift in
consumer purchasing. In this case, the CEO is using ________ to collect secondary data for his
research problem.
A) a survey questionnaire
B) a market research organization
C) government sources
D) focus groups
E) unstructured interviews
68) A marketing manager is considering a new advertising campaign for Guzzle Beverages. She
purchases six months of scanner data for Cruncheez Snack Foods, a company that recently ran a
similar campaign. She wants to use this information to determine the campaign’s effectiveness
before implementing it for Guzzle. In this case, the marketing manager is using ________ to
collect the needed information for research.
A) mechanical observation
B) unstructured interviews
C) observational data
D) secondary data
E) behavioral data
69) Which of the following statements is true of secondary data?
A) Secondary data are current.
B) A specific answer to a research problem will be possible using secondary data alone.
C) Secondary data are relatively more expensive.
D) Getting information through secondary data is time-consuming.
E) Secondary data will not fit the research problem exactly.
70) While researching the possible impact of economic conditions on a proposed new product
introduction on the Internet, you find an article in Bloomberg Business Week online that reviews
how new products have fared during times of rising inflation. Which of the following sources of
secondary data does this scenario exemplify?
A) market research organizations
B) general knowledge sites
C) government sources
D) focus groups
E) in-depth interviews
71) Which of the following is an advantage of secondary data?
A) Secondary data has high validity regardless of the methodology used.
B) Secondary data often fits the research problem exactly.
C) Secondary data are a fast way to get information.
D) Secondary data can alone provide specific answer to a research problem.
E) Secondary data are always updated and current.