72) An advantage of secondary data over primary data is that they ________.
A) provide specific answer to a research problem
B) are less expensive
C) fit the research problem exactly
D) have high validity regardless of the methodology used
E) are more current
73) The account manager of a market research firm is conducting secondary research on
consumer preferences in energy drinks for his clients. His client’s drink is 100 percent organic,
but all of the secondary data he has found contains only beverages that contain a majority of
artificial ingredients. This scenario illustrates the fact that secondary data ________.
A) can alone provide specific answer to a research problem
B) are more expensive than primary data
C) are always updated and current
D) will not fit the research problem exactly
E) has high validity regardless of the methodology used
74) The owner of Joe’s Pool Hall found some secondary data online that measured consumer
reactions to certain amenities in bars and nightclubs. However, he is concerned about how these
data were collected and from whom it was collected. This represents the concerns associated
with the ________ of secondary data.
A) validity
B) cost
C) speed
D) aptness
E) availability
75) The marketing manager for Brand K retail stores is in the process of getting primary data
from customers to learn which current products need improvement. She is using a probability
sampling method, but is having trouble figuring out how to contact customers and get them to
participate. She is also debating alternative ways to record the responses so that they can be
analyzed. She is concerned with the ________ part of the market research process.
A) problem definition
B) research design
C) data collection
D) data analysis
E) reporting
76) For managers, the key section of the market research report that presents a synopsis of the
analysis and essential findings is the ________.
A) nature of data
B) executive summary
C) sampling plan
D) information content
E) research design
77) In the market research process, once the data are collected, coded, and verified, the next step
is to ________.
A) report the findings
B) establish a research design
C) choose a sampling method
D) search secondary sources
E) analyze the information
78) Mark Jones, the marketing manager for Big Brand Furniture, is conducting an analysis of
internal sales data. These data are collected and stored electronically on site by each store. He is
able to access the data on his computer at the corporate headquarters. He is gathering this
information via a(n) ________.
A) CRM system
B) information broker
C) market research organization
D) online database
E) sales force automation system
79) The manager of an automotive after-market specialties firm is interested in collecting
secondary data. He is concerned with the future of the industry and his competition. He would
like to find industry research reports along with industry and company analysis of his
competitors. His best sources of this information would be ________.
A) independent online databases
B) research studies
C) CRM systems
D) online focus groups
E) sales force automation systems
80) As the marketing manager for National Household Cleaner Co., you are interested in
collecting some qualitative primary data about what outcomes consumers want from your
products. You would like the customers you study to react to each other’s ideas. However, you
want information from a wide range of customers from across the country. The best way to
achieve this is to use a(n) ________.
A) online database
B) survey study
C) market research organization
D) online focus group
E) CRM system
81) A disadvantage of online focus groups is that ________.
A) they require someone to transcribe the spoken words into a transcript
B) they provide data in a format that is usually difficult to read and analyze
C) participants can become distracted and environmental factors can affect their concentration
D) they create an environment where participants are required to focus on the questions
E) participants cannot respond from a remote location such as from home or workplace
82) Health+ is conducting an online focus group to learn more about the nutritional habits of
senior citizens and the underlying causes of these behaviors. They are having problems because
many of the members of their target market do not own computers. Which of the following
disadvantages of online focus groups does this scenario illustrate?
A) limited access
B) identity verification
C) environmental control
D) family issues
E) qualification
83) The marketing management team of Brand Z Toys is looking at the possibility of opening a
new plant in one of several developing countries. Before they decide on which country they want
to build in, they want to conduct some preliminary research including local population
demographics and lifestyle characteristics. However, they have discovered that the governments
in several of these countries do not have a department that collects these data and no independent
research firm has measured any of these areas. This demonstrates which issue with secondary
data in global markets?
A) extendibility
B) accessibility
C) dependability
D) compatibility
E) comparability
84) When examining some secondary data from Uzbekistan, the marketing manager of RS
Chemicals notices that the income figures seem high even after conversion to U.S. dollars. He
later learns that the government agency that collects this information records total household
income rather than per capita income as in most other countries. This demonstrates which issue
with secondary data in global markets?
A) extendibility
B) accessibility
C) dependability
D) compatibility
E) comparability
85) The recent controversy over the age of Chinese Olympic gymnasts because of differing ages
on their passports and in government files exemplifies the difficulty with the ________ of
secondary data in global markets.
A) extendibility
B) accessibility
C) dependability
D) compatibility
E) comparability
86) The marketing management team of Superior Foods Inc. hired a research firm to collect
preference data from consumers in several former Soviet Bloc countries. However, the
researchers struggled to get these data, especially from older citizens who were afraid that the
information would be used against them, as it had been when they were under a Communist
government. Which of the following problems associated with collecting primary data in global
markets does this scenario exemplify?
A) unwillingness to respond
B) limited access
C) unreliable sampling procedures
D) inaccurate language translation
E) Insufficient comprehension
87) To ensure the primary data they collected about consumer reactions to their product were
accurate, the makers of Classic Toiletries hired a single research firm to visit certain cities in
various countries. In the past, the company had used mail and telephone surveys by local
companies in each country to gather data, but it was concerned about whom these companies
were surveying and if they actually fit the demographic and lifestyle profiles of Classic’s target
market. Classic hired a new research firm to overcome the problem of ________ that can occur
when collecting primary data in global markets.
A) unwillingness to respond
B) limited access
C) unreliable sampling procedures
D) inaccurate language translation
E) insufficient comprehension
88) The primary difference between domestic and international research is that, international
market data are ________.
A) more easily comparable than domestic data
B) more accurate than domestic data
C) more reliable than domestic data
D) more difficult to understand than domestic data
E) more easily accessible than domestic data
89) A manufacturer of food products is looking at entering several new markets in developing
countries. Before it does this, the company wants to collect data on item and flavor preferences
in these markets. It sends out a survey that has been accurately translated into the local language,
but it still receives inconsistent results. In talking with a consulting firm, the manufacturer is
informed that several of these countries have extremely high illiteracy rates and the survey
answers may be only random guesses by the respondents. Which of the following problems
associated with collecting primary data in global markets does this scenario exemplify?
A) unwillingness to respond
B) limited access
C) unreliable sampling procedures
D) inadequate demographic information
E) insufficient comprehension
90) Which of the following is TRUE of collecting data for market research in global markets?
A) The quantity and quality of data found in the United States are not available in most of the
world.
B) The culture in countries such as China and India encourages the free flow of information.
C) International market data are easier to get and understand than domestic data.
D) Essential information about economic and general business trends cannot be gathered from
secondary sources.
E) In most Western European countries, it is much more difficult to access quality data than in
the rest of the world.
91) Explain three ways that a CRM system can be used for marketing research.
92) Name and describe the six external forces that affect marketing decisions.
93) Briefly describe the six steps in the market research process.