37. Designing research procedures that produce reliable marketing data means that _____.
a. others using the same procedure will get almost identical data
b. the procedure must give results that support the hypothesis
c. the procedure must not give results that contradict other research studies
d. the procedure may give results that contradict other research studies
e. sampling must be done in a completely random manner
38. 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.
Chapter 4 – Marketing Research and Information Systems
39. A firm has conducted market research and found that customer satisfaction with its product is quite high.
Nonetheless, repurchase behavior is very low. The research design evidently has a problem with _____.
a. secondary data
b. reliability
c. validity
d. reporting findings
e. generalizability
40. A study that is reliable _____.
a. is called a marketing research study
b. produces almost identical results every time
c. is expensive to implement and complete
d. measures subtle differences in the population being studied
e. is difficult to produce without expert researchers
Chapter 4 – Marketing Research and Information Systems
41. Palmetto Regional Hospital has designed an upcoming research project for determining the best methods for
improving patient care. The next step the organization must take in the marketing research process is _____.
a. interpreting research findings
b. collecting data
c. developing a testable hypothesis
d. sampling the population
e. reporting research findings
42. Primary data are best described as the _____.
a. first batch of data collected for a specific study
b. data that are necessary for a correct decision
c. data that are observed, recorded, or collected directly from subjects
d. data that are compiled for some purpose other than the study in question
e. data that are collected inside and outside the organization for some purpose other than the current
investigation
Chapter 4 – Marketing Research and Information Systems
43. Data that are observed or collected directly from respondents are called _____.
a. direct samples
b. secondary data
c. stratified data
d. primary data
e. firsthand information
44. Saks Fifth Avenue wants to learn about its consumers’ attitudes toward online purchases. There are numerous
studies that are available about consumers and online buying, but Saks believes its customers might be different
from the usual online 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.
a. descriptive
b. experimental
c. secondary
d. primary
e. conclusive
Chapter 4 – Marketing Research and Information Systems
45. Secondary data cannot be obtained from _____.
a. trade journals
b. the government
c. international sources
d. surveys
e. computerized literature retrieval databases
46. 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
Chapter 4 – Marketing Research and Information Systems
47. If Time Warner Cable uses its sales reports which are broken down by geographic regions as part of its marketing
research to determine which markets are most rapidly adopting high-speed Internet connections, then Time Warner
Cable is said to be using _____.
a. internal sampling
b. internal primary data
c. external secondary data
d. external primary data
e. internal secondary data
48. When working as a summer intern for a local retail store, Jane 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
Chapter 4 – Marketing Research and Information Systems
49. 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
50. Kristen is the new marketing manager for the footwear division of her company and is currently planning next
season’sproductlines.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
Chapter 4 – Marketing Research and Information Systems
51. All the elements, individuals, or units of interest to researchers for a specific study are known as the _____.
a. data set
b. sample
c. population
d. focus group
e. target market
52. If the University Bookstore wanted to understand the textbook and school supplies needs on the campus of the
University of Michigan, the population of study would be _____.
a. the faculty and staff of the University of Michigan
b. all college-aged adults in the state of Michigan
c. all the people who live in Ann Arbor and surrounding areas
d. undergraduate students at the University of Michigan
e. all students, faculty, supporters, and staff of the University of Michigan
Chapter 4 – Marketing Research and Information Systems
53. 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
54. If you were to choose a sample in order to study the market for preschool toys in Illinois, the population would
logically be defined as all _____.
a. children in Illinois
b. families in Illinois that have or are expecting preschool children
c. people in Illinois who had preschool children till the preceding year
d. preschools in Illinois who will be admitting students in the following year
e. preschool children in Illinois
Chapter 4 – Marketing Research and Information Systems
55. In marketing research, a sample is best described as _____.
a. a small group that is a part of a larger group
b. all the elements, units, or individuals of interest to researchers for a specific study
c. a limited number of units chosen to represent the characteristics of a total population
d. a group that shares a common attribute within a population
e. a small portion of a product offered to customers to try a new product
56. When marketing researchers consider sampling techniques, they are preparing to collect ____ data.
a. census
b. statistical
c. internal secondary
d. external secondary
e. primary
Chapter 4 – Marketing Research and Information Systems
57. 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
58. The two basic types of sampling which marketing researchers use are _____.
a. random and nonrandom
b. probability and nonprobability
c. stratified and quota
d. even and odd
e. planned and spontaneous
Chapter 4 – Marketing Research and Information Systems
59. In what type of sampling does every element have a known chance of being selected for study?
a. Quota
b. Stratified
c. Poll
d. Nonprobability
e. Probability
60. 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
Chapter 4 – Marketing Research and Information Systems
61. In which of the following sampling designs do all members of a population have an equal chance of being selected?
a. Stratified
b. Nonprobability
c. Quota
d. Probability
e. Judgment
62. DailyDiet wants to collect data about employee satisfaction within its organization. It decides to survey a sample of
500 employees by having a computer program automatically pick which employees will be in the sample. If it uses
the payroll database as the list of names to choose from, which type of sampling method is Daily Diet using?
a. Random sampling
b. Sampling populations
c. Stratified sampling
d. Nonprobability sampling
e. Quota sampling
Chapter 4 – Marketing Research and Information Systems
63. Which of the following is a probability sampling technique used to reduce errors within random sampling?
a. Quota
b. Stratified
c. Nonprobability
d. Cluster
e. Snowball
64. Assume that Verizon Wireless is interested in studying the pricing expectations of its customers. If the study calls
for selecting at random 100 people from each of three age groupings, a ____ sampling technique would be used.
a. random
b. stratified
c. quota
d. area
e. experimental
Chapter 4 – Marketing Research and Information Systems
65. Cream Rush is conducting research on all possible new ice cream flavors and products. It is selecting at random
100 males and 100 females to collect data. This is an example of ____ sampling.
a. nonprobability
b. random
c. quota
d. stratified
e. selective
66. 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 for this research would
be _____ sampling.
a. random
b. quota
c. population
d. stratified
e. nonquota
Chapter 4 – Marketing Research and Information Systems
67. 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
68. _____ sampling is highly judgmental because the final choice of participants is left to the researchers.
a. Stratified
b. Random
c. Cluster
d. Area
e. Quota
Chapter 4 – Marketing Research and Information Systems
69. 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
70. Quota sampling is most commonly used in _____.
a. descriptive research
b. population research
c. surveys
d. collecting primary data
e. exploratory studies
Chapter 4 – Marketing Research and Information Systems
71. Nelson Marketing Research is concerned about using surveys to conduct a marketing research project because
_____.
a. response rates are declining resulting to unreliable results
b. primary data are so much cheaper and easier to gather
c. survey data collection is highly inaccurate
d. survey data do not provide in-depth responses
e. the survey method has been replaced by the Internet
72. Which of the following is a shortcoming associated with gathering primary data through surveys?
a. Most companies do not have any funding for survey research.
b. Fewer people are willing to participate in surveys.
c. Laws significantly limit firms’ ability to conduct surveys.
d. Unreliable methods of distributing surveys make them difficult to conduct.
e. Very little useful information is ever gathered from survey results.
Chapter 4 – Marketing Research and Information Systems
73. Which of the following surveys is most inflexible among the basic survey methods?
a. Telephone survey
b. Focus-group interview
c. Personal interview survey
d. Mail survey
e. Observation
74. 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
Chapter 4 – Marketing Research and Information Systems
75. Maggie is currently working on the three-year strategic plan for a professional hockey team. She needs data to help
make decisions about a new pricing strategy, but she needs the data from a wide geographic area. She would like
to have the best response but also has a limited budget for the project. Under these circumstances, Maggie should
use _____.
a. telephone surveys
b. online surveys
c. mail surveys
d. shopping mall intercept interviews
e. focus-group interviews
76. The major disadvantage of a mail survey versus a telephone or personal survey is _____.
a. having to offer high premiums and attractive incentives
b. the failure of respondents to return the questionnaire
c. the elimination of interview bias
d. the lack of open-ended questions
e. the high cost incurred in conducting the survey
Chapter 4 – Marketing Research and Information Systems