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Indicate whether the statement is true or false.
1. A marketing decision support system aids marketing managers in decision making by helping them to anticipate the
effects of certain decisions.
a. True
b. False
2. A research technique is said to be reliable if it produces almost identical results in successive repeated trials.
a. True
b. False
3. The observation method of research systematically examines and records secondary data information about the physical
conditions, events, and overt behavior of respondents.
a. True
b. False
4. One of the most overlooked sources of secondary data is the organization’s own accounting records.
a. True
b. False
5. In the marketing information system, the means of gathering data receive less attention than the procedures for
expediting the flow of information.
a. True
b. False
6.
Observation may be used in combination with interviewing.
a. True
b. False
7. The main difference between marketing research and a marketing information system is that the MIS is an information-
gathering process for specific situations whereas marketing research provides continuous data input.
a. True
b. False
8. In quota sampling, all elements in a population have an equal chance of appearing in the sample.
a. True
b. False
9. A telephone survey is a good example of a completely random sample for the entire population.
a. True
b. False
10. The in-home (door-to–door) interview is an example of a focus-group interview.
a. True
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b. False
11. Crowdsourcing refers to the process of taking tasks usually performed by a marketer or researcher and outsourcing
them to a crowd, or potential market, through an open call.
a. True
b. False
12. The technique of sampling in marketing research is the process of selecting representative units from a total
population (a sample) and being able to project the characteristics of the total population from the sample considered.
a. True
b. False
13. A database is a collection of information arranged for easy access and retrieval.
a. True
b. False
14. Conclusive research is used when marketers need more information about a problem or want to make a tentative
hypothesis more specific.
a. True
b. False
15. An on-site computer interview is a variation of the shopping mall intercept interview.
a. True
b. False
16. The hypothesis being tested determines the general data-gathering approach to use.
a. True
b. False
17. In probability sampling, there is no way to calculate the likelihood that a specific element of the population being
studied will be chosen.
a. True
b. False
18. Secondary data are data collected from inside the organization; primary data are those collected from outside the
organization.
a. True
b. False
19. A hypothesis is a fact about the problem or topic under investigation.
a. True
b. False
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20. Customer advisory boards are small groups of actual customers who serve as sounding boards for new product ideas
and offer insights into their feelings and attitudes toward a firm’s products, promotion, pricing, and other elements of
marketing strategy.
a. True
b. False
21. When conducting marketing research in another country, researchers should begin by using focus groups and other
survey methods to refine their understanding of customer needs and preferences.
a. True
b. False
22. The key to locating and defining problems is to probe beneath the superficial symptoms.
a. True
b. False
23. Results of a mail survey can be misleading if there is a high non-response rate.
a. True
b. False
24. Survey and observation are considered secondary data collection techniques.
a. True
b. False
25. Exploratory research is concerned with identifying the characteristics of markets or categorizing market activities.
a. True
b. False
26. In general, corporate executives prefer research reports that are short, clear, and simply expressed.
a. True
b. False
27. The four fundamental survey methods used to obtain data in marketing research are telephone surveys, mail surveys,
online surveys, and personal interviews.
a. True
b. False
28. The first step in drawing conclusions from most research is to rank the data according to importance.
a. True
b. False
29. Data regarding attitudes toward a particular product are collected. To test a hypothesis, the data are used and then
stored. If these data are used again in a future research study, they will be considered primary data.
a. True
b. False
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30. Marketing researchers should allow for continual evaluation of the data during the entire data collection period
a. True
b. False
31. Marketing research can be used to test a hypothesis.
a. True
b. False
32. The potential advantages of traditional mail surveys are quick response and lower cost than online surveys, but this
advantage has yet to be achieved.
a. True
b. False
33. One common mistake in questionnaire construction is developing the questionnaire before objectives have been
established.
a. True
b. False
34. The opportunity to obtain data via the Internet has resulted in more than half of all marketing research coming from
secondary sources.
a. True
b. False
35. The purpose of marketing research is to inform an organization about customers’ needs and desires, marketing
opportunities for particular goods and services, and changing attitudes and purchase patterns of customers.
a. True
b. False
36. The first step in launching a research study is problem or issue definition. The first sign of a problem is usually a
departure from some normal function, such as a failure to attain objectives.
a. True
b. False
37. Unethical behavior in the research process is not a major problem in the reporting of research findings.
a. True
b. False
38. A marketing information system provides an irregular and unstructured flow of information from internal sources
within the organization.
a. True
b. False
39. Telephone surveys allow an interviewer to gain rapport with respondents and to ask probing questions.
a. True
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b. False
40. Focus-group interviews are useful if the researcher is interested in observing group interaction.
a. True
b. False
41. Online focus groups gather data from large and geographically diverse groups in a less intensive manner than focus-
group interviews.
a. True
b. False
42. Marketing research is a systematic and orderly gathering of information supplied through the routine reporting system
within the organization.
a. True
b. False
43. Experimental research is used to make tentative hypotheses more specific.
a. True
b. False
44. Three types of objective questions that can be designed for questionnaires are closed questions, linkage questions, and
multiple-choice questions.
a. True
b. False
45. The final step in the marketing research process is to assess the ethicality of the data collection phase.
a. True
b. False
46. If a research method measures what it is supposed to measure, it is said to be reliable.
a. True
b. False
47. Statistical interpretation focuses on what is typical or what deviates from the average.
a. True
b. False
48. Stratified sampling may reduce some of the error that could occur in a simple random sample.
a. True
b. False
49. Descriptive research can be used to better understand the characteristics of certain phenomena to solve a particular
problem.
a. True
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b. False
Indicate the answer choice that best completes the statement or answers the question.
50. Time Warner Cable uses its sales reports broken down by geographic regions as part of its marketing research to
determine which markets are most rapidly adopting high-speed Internet connections. In this example, Time Warner Cable
is using
a. internal sampling.
b. primary data.
c. external secondary data.
d. external primary data.
e. internal secondary data.
51. One overlooked internal source of secondary marketing information discussed in the text is
a. sales receipts.
b. accounting records.
c. interviews with salespeople.
d. quality control data.
e. consumer surveys.
52. Max is the product manager for a new type of lumbar supports used in the production of office chairs. His company
sells the lumbar supports to approximately 70 different chair manufacturers. The price for this new product still needs to
be finalized. Max has decided to take the data recently collected in a marketing research study and apply it to different
pricing scenarios in order to set the best price for his company. He will be utilizing computer software to obtain results
from the various scenarios. Max is most likely using a
a. database.
b. marketing research system.
c. marketing information system.
d. marketing decision support system.
e. single-source system.
Scenario 4.2
Use the following to answer the questions.
Colin Jackson recently purchased Blue Waters Adventures, a kayak and canoeing rental business near the Chatsworth
River in Arizona. Blue Waters Adventures had been in operation for five years and was located in an ideal area. Even
though the winters in the area can be cold, kayaking and canoeing activities are generally popular year-round. After two
months of operation, it became clear why the previous owners had sold the business. While the business appeared to be
ideally located, sales were extremely disappointing.
53. Refer to Scenario 4.2. Before administering the questionnaire, Colin discovered through talking to other sports rental
businesses that, although retired males made up a small percentage of the area’s population, they often rented kayaks and
canoes. In light of this, Colin decided to include a minimum of 25 percent retired males in his sample. The final choice of
respondents was left up to the interviewers. This sampling method is known as ____ sampling.
a. quota
b. stratified
c. random
d. representative
e. area
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54. Kelsey thinks she will be able to get the highest quality of responses concerning the product features most sought by
consumers through personal interviews. She decides to conduct her interviews at ____ because this is the most common
location for personal interviews.
a. a shopping mall
b. the respondent’s home
c. the interviewer’s home
d. the company’s offices
e. a city park
55. Carmen has been hired by a market research company to collect data about the drinking habits of 25 to 35-year old
urban professionals. Carmen is to go to “happy hour” with a group of individuals and observe what type of alcoholic
beverages they order, how often, and what brands. The data that Carmen will obtain is ______ and she will use ______ in
its collection.
a. secondary; observation.
b. primary; personal interviews
c. primary; ethnographic
d. secondary; ethnographic.
e. primary; focus groups.
56. When more information is needed about a problem and a tentative hypothesis needs to be made more specific,
marketers usually conduct ____ research.
a. descriptive
b. experimental
c. exploratory
d. analytical statistical
e. conclusive
57. A(n) ____ is a collection of information arranged for easy access and retrieval.
a. database
b. marketing information system
c. marketing decision support system
d. online information service
e. e-mail system
58. Suppose that a retail store conducts a mail survey of its customers and finds that 50 percent of the customers believe
store personnel are “courteous.” Which benchmark or comparison would be most useful for interpreting this result?
a. The annual dollars spent at the store by those customers who believe store personnel are courteous
b. How the 50 percent figure compares with that for competitors
c. The percentage of store personnel who have completed training in customer service and public relations
d. How the 50 percent figure compares with industrial or wholesale institutions and stores
e. The percentage of store personnel who feel they are courteous to customers
59. Low response rate and privacy are both issues of concern related to
a. personal interview surveys.
b. telephone surveys.
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d. e-mail surveys.
e. online experimentation.
Scenario 4.1
Use the following to answer the questions.
Because of the development of optical scanners and cable television, marketing researchers can now test the effectiveness
of advertising more precisely. Volunteers in a minimum of six cities are offered food discounts in return for allowing
marketing research firms to monitor grocery purchases and send trial commercials to their homes through cable television.
The research subjects shop only at stores equipped with UPC scanners, and their purchases are identified by a special
card. Respondents are also told that some of the commercials they see on cable television may differ from those seen by
their neighbors. Buying patterns are then compared. For example, Kashi cereals tested a Crunchy Wheat promotion using
this system. Half of the 5,000 participating homes in one city saw a commercial announcing the promotion; the other half
saw a commercial that did not mention the promotion. Kashi used scanner data to evaluate the promotion’s success and
offered the commercials nationwide.
60. Refer to Scenario 4.1. Suppose that when selecting the 5,000 homes to participate in scanner studies in one city, the
research firm first divided the city’s population into upper-, middle-, and lower-class families, then took a probability
sample within each group. This would be a(n) ____ sample.
a. random
b. stratified
c. area
d. quota
e. population
61. Baskin Robbins is conducting research on possible new ice cream flavors and products. It is selecting at random 100
males and 100 females in order to collect data. This is an example of ____ sampling.
a. nonprobability
b. random
c. quota
d. stratified
e. selective
62. Cover Girl believes that sales of one of its lipstick lines have fallen due to the introduction of a new color palette.
However, in order to best determine the impact of the color palette, Cover Girl should conduct _____ before proceeding
with this tentative hypothesis.
a. experimental research.
b. hypothesis testing.
c. exploratory research.
d. conclusive research.
e. descriptive research.
63. The manager of MegaMarket is interested in asking consumers what they think about the store’s new layout and
expanded produce selection. If the manager would like to obtain a high response rate and have the study conducted as
quickly as possible, which data collection method would you recommend?
a. Mail survey
b. Direct observation of consumers in the store
c. Telephone survey
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d. Focus-group interview
e. Shopping mall intercept interview
64. Company sales reports are often utilized as part of a company’s marketing research activities and can provide insight
about which colors and sizes are preferred by customers. Cutco, a manufacturer of knives and cutlery often utilizes sales
reports to identify which styles of knives are most popular and whether customers prefer the classic black handle or the
ivory handle. This insight enables Cutco to streamline its manufacturing process and develop a just-in-time system to
match production to anticipated orders. What type of data does Cutco utilize in this example?
a. internal secondary
b. internal primary
c. external secondary
d. external primary
65. All the elements, individuals, or units of interest to researchers for a specific study are called the
a. data set.
b. sample.
c. population.
d. focus group.
e. target market.
66. The final step in the marketing research process is
a. interpreting research findings.
b. making sure the marketing research was conducted in an ethical manner.
c. putting the results into a written document that is technical and written in formal language.
d. reporting the research findings.
e. deciding what the next research project should investigate.
67. Saks Fifth Avenue wants to learn about its consumers’ attitudes toward on-line purchases. There are numerous studies
that are available about consumers and on-line buying, but Saks believes its customers might be different from the usual
on-line consumer profile, so they decide to conduct their own study. If Saks were to use the available data about consumer
attitudes, it would be using ___ data; however, if Saks does its own study it would collect ______ data.
a. descriptive; primary
b. experimental; descriptive
c. secondary; primary
d. primary; secondary
e. secondary; descriptive
68. Which of the following is the least flexible survey method?
a. Telephone surveys
b. Focus-group interviews
c. Personal interview surveys
d. Mail surveys
e. Observation
69. Which of the following statements about conducting marketing research internationally is false?
a. The marketing research process may need to be modified to allow for regional differences.
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b. A detailed search for and analysis of secondary data can help researchers gain a greater understanding of a
particular marketing environment and pinpoint issues that must be taken into account in gathering primary research data.
c. Primary data gathering may have a greater chance of success if the firm employs local researchers who better
understand how to approach potential respondents and can do so in their own language.
d. Specific differences among countries can have a profound influence in data gathering.
e. Specific differences among countries have no effect on data gathering or the marketing research process.
70. You are working with the data scientist from your Sales Department to develop a regression model for forecasting
your company’s sales based on changes in the U.S. economy.
Which of the following types of data do you need the most in order to enhance the accuracy of the model’s forecasts?
a. Quantitative data about your company’s historical sales and U.S. economic performance statistics.
b. Qualitative data about your company’s historical sales and U.S. economic performance statistics.
c. Qualitative data about the department’s sales force.
d. Quantitative data about your company’s historical sales only.
e. Qualitative data about your marketing environment.
71. In which type of sampling design is the final choice of respondents left up to the interviewer?
a. Stratified
b. Random
c. Cluster
d. Area
e. Quota
72. Which of the following issues is an ethical issue in marketing research?
a. Using “Big Data” to sell products to consumers.
b. Rising cost of marketing research
c. Confidentiality issues in marketing research
d. Clogging consumers email and mail boxes with promotional materials.
e. Staffing the marketing research team appropriately.
73. Bart’s Appliance Center owner Ron Bart feels that his organization has access to a great deal of information generated
both inside and outside the firm, but much of this information is presently going to waste. Apparently, Bart needs to
develop a
a. marketing research focus.
b. marketing knowledge bank.
c. marketing information system.
d. marketing strategy.
e. data-gathering system.
74. Kristen is the new marketing manager for the footwear division of her company and is currently planning next
season’s product lines. She needs to gain access to data about recent purchasing patterns in the industry, but has a limited
budget and time. Which type of data would be the best choice for Kristen to use in this situation?
a. sampling data.
b. secondary data.
c. quota data.
d. primary data.
e. survey data.
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75. An overall plan for obtaining the information needed to address a research problem or issue is called the
a. research design.
b. problem recognition.
c. hypothesis.
d. data collection method.
e. sampling procedure.
76. Costco believes that most of its sales are to small businesses rather than consumers — and that women are more likely
to be making the purchasing decisions. This is an example of a(n) ____ that Costco could test through marketing research.
a. descriptive sample
b. hypothesis
c. experimental question
d. sampling error
e. conceptual error
77. Which step in the marketing research process involves the use of data analysis and statistical techniques to help draw
conclusions?
a. Locating and defining problems or research issues
b. Developing hypotheses
c. Collecting data
d. Interpreting research findings
e. Reporting research findings
78. Information provided by a single firm on household demographics, consumer purchases, television viewing behavior,
and responses to promotions is called ____ data.
a. single-source
b. census
c. consumer demographic
d. multi-point
e. single-point
79. The major disadvantage of a mail survey versus a telephone or personal survey is
a. having to offer premiums.
b. the failure of respondents to return the questionnaire.
c. the elimination of interview bias.
d. the lack of open-ended questions.
e. the cost.
80. If a marketing researcher is interested in observing group interaction during an informal, unstructured, and open-ended
data collection process, he or she should use
a. observation.
b. a focus-group interview.
c. an on-site computer interview.
d. a shopping mall intercept interview.
e. telephone survey.
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81. Patricia Robertson is running for Congress from the Sixth District in her state. She is interested in knowing the
intended choices of the voters. All the registered voters in her district would constitute the study’s
a. experiment.
b. dependent variable.
c. population.
d. independent variable.
e. sample.
82. According to the text, ____ interpretation focuses on what is typical or what deviates from the average.
a. statistical
b. descriptive
c. exploratory
d. secondary
e. primary
83. When Pepsi Max implemented a telephone survey to determine the effectiveness of a recent advertising campaign.
One of the questions the interviewer asked was, “Have you ever heard of a cola with twice the caffeine of regular colas?”
This is an example of which of the following kinds of questions?
a. Open-ended
b. Dichotomous
c. Multiple-choice
d. Imperative
e. Declarative
84. Marketing researchers at Nike decided to test several new designs and colors of shoes with its young, urban target
market. The shoe colors used in the experiment were bright yellow, light blue, bright green, red, and black. Nike repeated
the particular experiment several times in different large cities and discovered that the results produced each time were
nearly identical. The participants preferred the green, red, and black. However, when the shoes were produced, the sales
were higher for the plain white version, the black, and red. The sales of the bright green were very low. Nike couldn’t
understand why the test results were consistent, but the results didn’t match with the actual sales. This phenomenon would
indicate that the test results were _____ but not _____.
a. reliable; valid
b. valid; reliable
c. compatible; useful
d. predictable; compatible
e. compatible; valid
85. You are watching an episode of a new game show that tests contestants’ knowledge by giving them phrases they must
respond to with a question. The following marketing-related phrase comes up in the bonus round of the game:
“It’s an informed guess or assumption about a problem or set of circumstances. It is based on all the insight and
knowledge available about the problem or circumstances from research studies and other sources.”
The contestant’s response should be
a. What is a conclusive research finding?
b. What is a qualitative data point?
c. What is a hypothesis?
d. What is an objective statement?
e. What is a plausible conclusion?
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86. ____ that are either accepted or rejected become the primary conclusions of a marketing research study.
a. Descriptions
b. Issues
c. Primary data
d. Samples
e. Hypotheses
87. When working as a summer intern for a local retail store, Jan Halverson was sent to the library to look up data on
population forecasts for the city of San Antonio. The population information she found would be considered
a. primary data.
b. secondary data.
c. information data from syndicated research services.
d. secondhand data.
e. a primary database.
88. A framework for gathering and managing information from sources both inside and outside an organization is referred
to as
a. marketing research agencies.
b. a marketing information system.
c. the marketing mix.
d. a marketing research system.
e. a secondary data system.
89. Your marketing team is conducting research to improve your understanding of the cohort group called the Millennials.
You have accumulated the following key data points about the group:
1. They see themselves as special, and need individual attention, which they received throughout their childhood.
2. There are 70 million individuals in this cohort.
3. The total buying power of the group is $100 billion a year.
4. They prefer team-oriented activities, having often taken part in team sports as children.
5. They show conventional preferences for schedules and structure.
6. Ages in the group range from 20 to 35 years old.
7. They are achievement oriented, particularly with regard to education, but may also respond negatively to failure.
Based on the data points listed, we can conclude
a. that this group likely has a higher average education level than the general population.
b. that this group is very independent and tend to “go their own way”.
c. that this group does not have the financial resources to be an attractive target market.
d. that this group is too small to be an attractive target market.
e. that this group has a strong historical perspective.
90. There is some concern that marketing research has been used incorrectly by some firms. The major problem comes
from ____ because the researcher wants to obtain favorable results.
a. using an inappropriate sample
b. bias and distortion
c. trying to be objective about views and opinions
d. using in–house research departments
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e. employing large research firms, such as Gallup
91. A study that is valid and reliable
a. is called a marketing research study.
b. measures what it is supposed to measure and produces almost identical results in repeated trials.
c. is expensive to implement and complete.
d. measures subtle differences in the population being studied and produces almost identical results in repeated
trials.
e. is difficult to produce without expert researchers.
92. The following are all guidelines for questionnaire introduction that support ethical marketing research except
a. allow the interviewer to introduce him/herself by name.
b. indicate that this is a marketing research project.
c. explain that no sales will be involved.
d. state the likely duration of the interview.
e. keep the name of the research company confidential.
93. In ____ sampling, there is no way to calculate the likelihood that a specific element of the population being studied
will be chosen.
a. population
b. random
c. stratified
d. probability
e. nonprobability
94. Which one of the following statements about marketing information technology is true?
a. Big data refers to financial data that includes large dollar amounts.
b. Marketing information systems typically include databases
c. The internet is a good source for qualitative data but not quantitative data.
d. Social media is one type of a decision support system
e. ”Big Data” refers to the large numerical figures that can be stored in a database.
95. If Procter & Gamble, the maker of Dawn dishwashing liquid, wants to know what percentage of customers examine
product labels before making a product selection in the grocery store, it can best gain this information through
a. focus groups.
b. mail surveys.
c. personal interviews.
d. observation.
e. mall intercepts.
Scenario 4.2
Use the following to answer the questions.
Colin Jackson recently purchased Blue Waters Adventures, a kayak and canoeing rental business near the Chatsworth
River in Arizona. Blue Waters Adventures had been in operation for five years and was located in an ideal area. Even
though the winters in the area can be cold, kayaking and canoeing activities are generally popular year-round. After two
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months of operation, it became clear why the previous owners had sold the business. While the business appeared to be
ideally located, sales were extremely disappointing.
96. Refer to Scenario 4.2. Besides administering the questionnaire, Colin observed people who went kayaking and
canoeing on the Chatsworth River, making notes about their appearance and behavior. The type of data he collected are
____ data.
a. indirect
b. mechanical
c. secondary
d. primary
e. direct
97. When researchers divide the population of interest in a study into groups and then arbitrarily choose participants from
each group, they are using
a. quota sampling
b. selective surveying
c. random sampling.
d. stratified sampling.
e. researcher samples.
98. Heartland Bank has a smart computer system that enables the determination of loan eligibility and the appropriate
interest rates to charge different customers based upon their financial risk profile. The computer system enables the
calculation of loan rates for automobiles, boats or homes within minutes and consumers are able to obtain an accurate
quote from the Heartland Bank website and make a decision as to whether or not they would save money or receive more
benefits by being a Heartland Bank customer. The Heartland Bank system requires individuals to enter their salary,
amount of debts, their age, and Social Security number. Based upon this information, the Heartland Bank system can
accurately calculate the loan rate for the potential customer. This is an example of a __________ system.
a. marketing decision support
b. marketing intelligence
c. competitive intelligence
d. customer prospect
99. Jack knows his business has a problem because of an increasing number of consumer complaints received recently. He
has decided how to make this problem a precise, researchable statement and should next move on to
a. calculating reliability and validity.
b. designing the research project.
c. collecting data.
d. interpreting research findings.
e. taking corrective action.
100. The objective of sampling in marketing research is to
a. obtain responses from as many people as possible.
b. control independent variables that might influence research results.
c. select representative units from a total population.
d. ensure that measures in the study are reliable.
e. provide data that can be used to test the hypotheses being investigated.
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101. Ford Motor Company has received several awards for their designs, quality, and integration of technology in
automobiles. Today’s automotive consumers are increasingly interested in purchasing vehicles, which are technology-
enabled and offer the driver or passenger the ability to access his or her wireless provider’s network, use Bluetooth
technology to place calls, play music from his or her smart phone, and utilize GPS technology available on his or her
smart device. Prior to offering these add-ons or features to their line of automobiles, Ford utilizes ______ research by
assembling a small group of target market customers throughout the world to discuss their needs and how they might
utilize new product enhancements. Managers from Ford are present to view the group discussions and observe the
interactions among group members as well as the group’s moderator.
a. focus group
b. conclusive
c. survey
d. experimental
102. Although telephone surveys can be conducted very quickly, a major limitation is
a. the ability to gain rapport with respondents.
b. the difficulty in asking probing questions.
c. that few companies prefer this survey method.
d. that only a small portion of the population likes to participate in telephone surveys.
e. the expense compared to in-home interviews.
103. Big data is the new hot topic in technology and marketing. It promises to provide many informational benefits to the
companies that can harness it most effectively. But all new things come with positives and negatives.
Which one of the following is a challenge associated with big data?
a. Determining how to get value from the data.
b. There isn’t much data available.
c. Finding enough storage capacity for the data.
d. Writing reports using big data.
e. Getting quantitative and qualitative data in the same database.
104. A valid study
a. portrays the population being studied.
b. results in a causal relationship between the independent and dependent variables.
c. uses random sampling.
d. verifies expected results.
e. measures what it is supposed to.
105. Jamal has just finished collecting data about the texting habits of students during their lunch hour. He used both
online surveys to ask the students about their texting behavior, as well as observational techniques in the cafeteria. What is
the next step in the marketing research process for Jamal to begin?
a. Reporting research results
b. Selecting the research method
c. Interpreting research findings
d. Designing the research project
e. Refining the research issue
106. Students from a marketing research class are involved in a project about the level of sleep, exercise, and stress
individuals experience. They have decided to collect data from three student-center areas on campus. When they analyze
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their data they find the responses are very similar across the three areas. The students feel comfortable they have achieved
which of the following with regard to their data?
a. reliability
b. causal relationships
c. validity
d. sampling accuracy
e. measurability
107. Peter, the director of marketing at Holcomb, Inc., calls in Andrea, the firm’s marketing research director. Peter wants
a study done to assess the company’s image relative to a new competitor, Levitt Labs. He has a flexible time schedule, has
very little money to devote to the research, and feels that a relatively low response rate will not be a major problem.
Andrea will probably recommend using a ____ survey.
a. mail
b. telephone
c. random
d. personal interview
e. population
108. Research that is conducted to clarify the characteristics of certain phenomena to solve a particular problem is called
____ research.
a. primary
b. experimental
c. descriptive
d. secondary
e. exploratory
109. Research designed to verify insights through an objective procedure to help marketers make decisions is called
a. primary.
b. secondary.
c. exploratory.
d. conclusive.
e. hypothetical.
110. Behavior Scan, a research company, provides information on household demographics, television viewing habits,
and purchases tracked with Hotline cards. This is
a. a marketing information system.
b. a business software database.
c. online information.
d. U.S. Census data.
e. single-source data.
111. Problem location and definition is the first step toward finding a solution to a marketing problem or launching a
research study. The first sign of a problem
a. involves an informed guess or assumption about a certain set of circumstances.
b. is usually accompanied by a cost/benefit analysis.
c. most often comes in the form of customer complaints.
d. is often mentioned in secondary data reports, such as trade journals.
e. is typically a departure from some normal function, such as a failure to attain objectives.
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112. An item on the University Book Store’s survey asks respondents to tell the store, in their own words, what they like
least about textbook shopping. This item would be an example of a(n) ____ question.
a. open-ended
b. dichotomous
c. forced-sum-choice
d. multiple-choice
e. limited-choice
113. Information from the U.S. Census Bureau is commonly used as ____ by a variety of agencies and organizations.
a. external secondary data
b. sampling systems
c. primary data
d. internal secondary data
e. hypotheses
114. If Weight Watchers is interested in collecting information about Americans’ perceptions of dieting programs, and the
company believes that significant regional differences may exist, the best type of sampling would be
a. random.
b. quota
c. population
d. stratified
e. nonquota.
115. Cameras, counting machines, and scanners are used most often in
a. surveys.
b. secondary data gathering.
c. field settings.
d. observation.
e. experimentation.
116. Darren uses Microsoft Excel to determine how much the responses to his survey about household decision making
for toilet paper vary. Darren is in the ____ step of the marketing research process.
a. interpreting research findings
b. reporting research findings
c. collecting data
d. designing the research project
e. developing a hypothesis
117. Which sampling design gives every member of the population an equal chance of appearing in the sample?
a. Nonprobability
b. Random
c. Quota
d. Stratified
e. Poll
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118. The Stepan Chemical Company divides its products into three main groups: surfactants, lipids, and polymers. They
conduct a customer satisfaction survey every two years and desire to have feedback from purchasers in each of the three
product classifications. Stepan has hired a marketing research consultant to assist them who recommends that Stepan
utilize the company database to segment the customers into three categories according to the product (surfactant, lipid,
and polymer). Next, the marketing researcher would contract with a telephone survey provider to seek customer
participation in a telephone survey. Surveys would be attempted with each group of consumers until 100 completed
surveys from each group had been obtained. This is an example of the _____ sampling method.
a. quota
b. stratified
c. cluster
d. random
Scenario 4.2
Use the following to answer the questions.
Colin Jackson recently purchased Blue Waters Adventures, a kayak and canoeing rental business near the Chatsworth
River in Arizona. Blue Waters Adventures had been in operation for five years and was located in an ideal area. Even
though the winters in the area can be cold, kayaking and canoeing activities are generally popular year-round. After two
months of operation, it became clear why the previous owners had sold the business. While the business appeared to be
ideally located, sales were extremely disappointing.
119. Refer to Scenario 4.2. Colin developed a research design to aid his investigation. This design included a
questionnaire that attempted to measure “outdoor activity preferences”; however, Colin’s professor said that the
questionnaire measured not “outdoor activity preferences” but something else. The professor was questioning the research
design’s
a. reliability.
b. significance.
c. truthfulness.
d. corroboration.
e. validity.
120. Nathan, a marketing manager for Casual Express, a retail clothing store chain, wants to use observation methods to
gather information about shopping behavior. Which of the following should Nathan know about observation methods of
data collection?
a. Observation uses secondary sources of data.
b. Observation depends on mall interviews.
c. Observation can tell Nathan what is being done, but not why.
d. Observation focuses on open-ended questions.
e. Observation works best for telephone surveys.
121. Wendy Simmons is a marketing consultant for Top Research Inc., and often recommends ______ focus groups,
which are more convenient for participants and enable a company to gather data from large and geographically diverse
groups in a less intensive manner than traditional focus group interviews.
a. online
b. analog
c. streaming
d. experimental
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122. Emily Dawson and seven other people were paid to get together and discuss a new product idea proposed by Johnson
& Johnson. Researchers observed the interaction of the group. During the discussion, Emily was annoyed that Jack,
another participant, seemed to “hog” the discussion and didn’t give others a chance to speak. This is an example of a
problem when using ________.
a. focus-group interviews.
b. group surveys.
c. personal interview surveys.
d. sampling teams.
e. group think.
123. If Little Caesars wants to determine the impact of different coupon offers on pizza unit sales, it needs to conduct
a. exploratory research.
b. hypothesis development.
c. survey research
d. stratified sampling.
e. experimental research.
124. For demographic purposes, a mail survey sent out by the American Cancer Society asks each respondent to identify
their race by choosing among a list of possibilities. This common type of question is called a(n) ____ question.
a. dichotomous
b. multiple-choice
c. categorized
d. open-ended
e. optional response
125. Carlos was given the task of conducting a research project for his firm and proceeds with the following steps: he asks
questions to determine the research topic, conducts a telephone survey, writes a report describing the survey results, and
gives that report to his boss. Which step of the marketing research process has Carlos omitted?
a. Collecting data
b. Defining and locating problems
c. Interpreting research
d. Designing the research project
e. Reporting research findings
126. Georgia-Pacific needs information about trends in housing starts and remodeling around the country. Since it will be
difficult to collect _______ from the numerous locations, it decides to use _____ data from the U.S. Department of
Commerce reports to get this information.
a. descriptive; primary
b. exploratory; secondary
c. primary; exploratory
d. descriptive; secondary
e. primary; secondary
127. An informed guess or assumption about a certain problem or set of circumstances is known as
a. a description of the situation.
b. good research design.
c. a hypothesis.