77. An offshoot of mail surveys, ____ have shortcomings because the people who participate in them generally have
higher incomes and education levels than the general population.
a. purchase diaries
b. telephone surveys
c. online surveys
d. focus-group interviews
e. immediate feedback forms
78. Compared to a mail survey, telephone surveys have _____.
a. lower response rates but higher validity
b. a slower response time, but less cost
c. faster response time, but less cost
d. fewer expenses overall
e. higher response rates, but higher costs
Chapter 4 – Marketing Research and Information Systems
79. The manager of Mega Market, an online store, is interested in asking consumers what they think about the store’s
new web page and expanded product selection. If the manager would like to obtain a high response rate while
avoidinginterviewers’travelexpensesandhavethestudyconductedasquicklyaspossible,whichdatacollection
method should be recommended?
a. Mail survey
b. Direct observation of consumers in the store
c. Telephone survey
d. Focus-group interview
e. Shopping mall intercept interview
80. Although telephone surveys can be conducted very quickly, a major limitation is _____.
a. the inability to build rapport with respondents
b. the difficulty in asking probing questions to every respondent
c. that only a few companies prefer this survey method
d. that only a small portion of the population likes to participate
e. the high expense involved when compared to in-home interviews and other forms of surveys
Chapter 4 – Marketing Research and Information Systems
81. The use of land lines is declining, causing it to be more difficult for market researchers to _____.
a. conduct personal interviews
b. gain rapport through direct interaction
c. conduct purchase diary surveys
d. in-home interviews
e. use phone surveys to collect a random sample
82. Which of the following survey methods has the potential to offer quick response at a lower cost than traditional mail
and telephone surveys?
a. Total population surveys
b. In-home (door-to-door) interviews
c. Focus-group interviews
d. Personal interview surveys
e. Online surveys
Chapter 4 – Marketing Research and Information Systems
83. Marketing researchers typically favor _____ because they are most flexible.
a. mail surveys
b. direct observation
c. experiments
d. personal interviews
e. telephone surveys
84. Participants in _____ frequently get to see pictures, products, advertising samples, and diagrams.
a. online surveys
b. personal interview surveys
c. mail surveys
d. telephone surveys
e. probability samples
Chapter 4 – Marketing Research and Information Systems
85. 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 method
b. a focus-group interview
c. an on-site computer interview
d. a shopping mall intercept interview
e. a telephone survey
86. A research method in which a number of people are exposed to an idea or concept and the interaction of the people
is observed is called a(n) _____.
a. in-home interview
b. mail-group survey
c. focus group interview
d. shopping mall intercept interview
e. chat room interview
Chapter 4 – Marketing Research and Information Systems
87. Emily Dawson and seven other people were hired by Encare to discuss a new product idea proposed by the firm.
Researchers observed the interaction of the group. During the discussion, Emily was annoyed that Jack, another
participant,seemedto“hog”thediscussionanddidn’tgiveothersachancetospeak.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
88. Kelsey thinks she will be able to get the highest quality of responses regarding the product features from 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. a respondent’s home
c. an interviewer’s home
d. a respondent’s office
e. a city park
Chapter 4 – Marketing Research and Information Systems
89. A survey question that requires a yes or no answer is known as a _____.
a. qualifier
b. multiple-choice question
c. 50-50 question
d. dichotomous question
e. bimodal question
90. 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
d. multiple-choice
e. limited-choice
Chapter 4 – Marketing Research and Information Systems
91. Ice Max conducted a telephone survey to determine the effectiveness of a recent advertising campaign. One of the
questions in the survey was, “Have you ever heard of a cola with twice the caffeine of regular colas?” This is an
example of a(n) ______ question.
a. open-ended
b. dichotomous
c. multiple-choice
d. imperative
e. declarative
92. An online survey conducted for students which registers them for their fall semester classes asked, “Do you think
online professor evaluation forms would be better than paper and pencil forms administered during class?” This is
an example of a(n) ____ question.
a. close-ended
b. short answer
c. multiple-choice
d. open-ended
e. dichotomous
Chapter 4 – Marketing Research and Information Systems
93. For demographic purposes, a mail survey was sent out by the American Cancer Society asking each respondent to
identify their race by choosing among a list of possibilities. This is an example of a(n) ____ question.
a. dichotomous
b. multiple-choice
c. categorized
d. open-ended
e. optional response
94. Cameras, counting machines, and scanners are used most often in _____.
a. surveys
b. secondary data gathering
c. field settings
d. observation
e. experimentation
Chapter 4 – Marketing Research and Information Systems
95. Having recording biases and collecting only descriptive information are two of the primary drawbacks of _____.
a. statistical interpretation
b. mail surveys
c. observation
d. personal interviews
e. experimentation
96. If Spik & Span, the maker of Rapid dishwashing liquid, wants to know what percentage of customers examines
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
Chapter 4 – Marketing Research and Information Systems
97. 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 avoids direct contact with subjects.
d. Observation focuses on open-ended questions.
e. Observation works best for telephone surveys.
98. 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
Chapter 4 – Marketing Research and Information Systems
99. Carlos was given the task of conducting a research project for his firm. He 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
100. In the process of conducting marketing research, marketers should allow for _____.
a. periodic review of data during the collection period
b. continual evaluation of the data during the entire collection period
c. no data review during collection; instead, they should wait for later interpretation of research findings
d. descriptive research to solve general problems
e. statistical analysis during the collection period
Chapter 4 – Marketing Research and Information Systems
101. 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
102. ____ interpretation focuses on what is typical or what deviates from the average.
a. Statistical
b. Descriptive
c. Exploratory
d. Secondary
e. Primary
Chapter 4 – Marketing Research and Information Systems
103. 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
104. 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.
Chapter 4 – Marketing Research and Information Systems
105. 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
106. Corporate executives often prefer marketing research findings to be put into a report _____.
a. that is full of statistical analysis
b. which examines the ethical implications of implementing the results
c. that exposes no deficiencies or limitations of the research process
d. that is clear, short, and simply expressed
e. which expresses the views of top management about the research problem
Chapter 4 – Marketing Research and Information Systems
107. In reporting marketing research findings, the researcher should _____.
a. provide explanations in an easily understood language
b. write the report in an extremely technical and statistical style
c. fit the problem to a favored statistical technique
d. not acknowledge any limitations associated with the study
e. give management the answers it wants
108. 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. an inappropriate sample
b. bias and distortion
c. being objective about views and opinions
d. in-house research departments
e. hiring large research firms
Chapter 4 – Marketing Research and Information Systems
109. 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
110. Which of the following best characterizes a marketing information system (MIS)?
a. An MIS is an orderly gathering of information that is not supplied through routine reporting systems such as
sales reports and accounting data.
b. An MIS provides a continuous flow of information about such things as distribution costs, prices, sales, and
advertising expenses.
c. An MIS is conducted on a special-project basis when needed.
d. An MIS requires adjustments to its techniques to adapt to environmental circumstances and is in reality part
of the accounting system.
e. An MIS involves internal information collection about employees and customers.
Chapter 4 – Marketing Research and Information Systems
111. The main focus of a marketing information system is on _____.
a. the coordination of external information sources
b. classifying data into the proper information categories
c. data storage and retrieval
d. accurate maintenance of inventory levels
e. gathering information
112. American Flooring sells all types of floor coverings to contractors and other businesses. It keeps a collection of
information about all of its clients that can be easily accessed on the company’s computer system. This collection of
information is called a _____.
a. marketing information system
b. database
c. management information system
d. single-source data
e. marketing decision support system
113. 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 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
114. A(n) ____ is a collection of information arranged for easy access and retrieval.
a. database
b. marketing interpretation system
c. marketing decision support system
d. online information service
e. e-mail system
Chapter 4 – Marketing Research and Information Systems
115. Information provided by a single firm on household demographics, consumer purchases, television viewing behavior,
and responses to promotions is known as a ____ data.
a. single-source
b. census
c. consumer demographic
d. multi-point
e. single-point
116. Behavior Scan, a research company, provides information on household demographics, television viewing habits,
and purchases tracked with Hotline cards. This is a _____.
a. a marketing information system
b. a business software database
c. online information
d. U.S. Census data
e. single-source data
Chapter 4 – Marketing Research and Information Systems