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Name:
Class:
Date:
chapter 10
Indicate whether the statement is true or false.
1. One of the greatest challenges in the use of big data is the ability to manage and analyze all of the information
gathered about consumers.
a.
True
b.
False
2. Marketing cost analysis is most useful when it provides information linked to other forms of marketing
research.
a.
True
b.
False
3. Marketers can gain valuable insights by examining the dissatisfaction of the customers that leads to
abandoning certain products for those offered by competitors.
a.
True
b.
False
4. At present, no industry-wide standards define techniques for measuring Web use.
a.
True
b.
False
5. A well-designed Internet-based marketing research project can cost less than offline research yet yields faster
results.
a.
True
b.
False
6. Big data is information that originates in unprecedented volume and speed from the world around us.
a.
True
b.
False
7. A convenience sample is also called an accidental sample as those included just happen to be in the place
where the study is being conducted.
a.
True
b.
False
8. A hypothesis sets the stage for more in-depth research by further clarifying what researchers need to test.
a.
True
b.
False
9. Test marketing a new product is expensive and communicates company plans to competitors prior to its full-
scale introduction.
a.
True
b.
False
10. Firms rarely use test marketing for long lived durable goods.
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a.
True
b.
False
11. Analysis of sales performance records helps marketers to find clues to potential problems.
a.
True
b.
False
12. When H&C Research Corporation wanted to test the popularity of a new flavor of ice cream, they selected a
number of U.S. cities as test sites, and then randomly selected supermarkets within those cities as trial vendors.
This is an example of quota sampling.
a.
True
b.
False
13. The size and organizational form of the marketing research function is usually independent of the structure
of the company.
a.
True
b.
False
14. The interviews conducted during exploratory research with informed people outside the firm are termed as
formal investigations.
a.
True
b.
False
15. Online surveys are less intrusive than telephone surveys and allow participants to respond at their leisure.
a.
True
b.
False
16. Interpretive research focuses on understanding the meaning of a product in a consumer's everyday life.
a.
True
b.
False
17. In a stratified sample, each selected subgroup is relatively homogeneous for a certain characteristic.
a.
True
b.
False
18. Researchers rarely use an entire population for a study, unless the total population is small, because of the
high costs associated with it.
a.
True
b.
False
19. Researchers conducting studies in several different countries should consider cultural differences when
designing the research project.
a.
True
b.
False
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chapter 10
20. Interpretative research is an observational method that observes consumers in their natural setting.
a.
True
b.
False
21. A small service agency is trying to assess clients’ view of the quality of service over the past year. If the
company has had 1000 clients over the past 12 months, then all 1000 clients constitute the population
considered for the survey.
a.
True
b.
False
22. A marketing information system (MIS) develops available data into information useful for decision making.
a.
True
b.
False
23. A marketing research organization that regularly provides a standardized set of data to all customers is
called a full-service research supplier.
a.
True
b.
False
24. Interpretative research focuses on understanding the meaning of a product or the consumption experience in
a consumer’s life.
a.
True
b.
False
25. Antrix Corporation is a marketing research firm that specializes in data collection in shopping malls. This
information indicates that Antrix Corporation is a full-service research supplier.
a.
True
b.
False
26. Mail surveys and telephonic interviews are the most common methods for conducting primary research in
developing countries.
a.
True
b.
False
27. Interpretative research is often used to interpret consumer behavior within a foreign culture where consumer
expectations are subject to different cultural influences.
a.
True
b.
False
28. A marketing research firm can provide technical assistance and expertise not available within the contracting
firm.
a.
True
b.
False
29. A quota sample differs from a stratified sample, as in a quota sample, researchers select subsamples by some
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random process.
a.
True
b.
False
30. Secondary data has the advantage of being more completely relevant to the research than primary data.
a.
True
b.
False
31. Due to its low cost, the controlled experiment is the most commonly used method of collecting primary data
for marketing research.
a.
True
b.
False
32. The number of “hits” for a web page represents the number of times a visitor accesses the page.
a.
True
b.
False
33. The data obtained from government records and industry publications can be classified as external data.
a.
True
b.
False
34. Marketing decision support systems (MDSSs) organize data in ways that allow users to model different
scenarios and evaluate them before making marketing decisions.
a.
True
b.
False
35. Telephone surveys have relatively high response rates and are effective at drawing appropriate responses.
a.
True
b.
False
36. The response rates for mail questionnaires are much higher compared to personal interviews.
a.
True
b.
False
37. A well-defined problem allows the researcher to focus on securing the exact information needed to solve the
problem.
a.
True
b.
False
38. Convenience samples are mostly used in definitive studies.
a.
True
b.
False
39. Typical sources of internal company data are sales records, financial statements, and marketing cost
analyses.
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a.
True
b.
False
40. Marketing intelligence refers to the sum total of information related to a firm's markets.
a.
True
b.
False
41. After defining the problem, the next step in the marketing research process is to conduct the exploratory
research.
a.
True
b.
False
42. Marketing researchers must remember to direct their reports toward management and not to other
researchers.
a.
True
b.
False
43. The first step in the marketing research process is to conduct exploratory research, and then use the
information to define the problem.
a.
True
b.
False
44. Data analysis companies work with other businesses to fine tune marketing strategies in real time.
a.
True
b.
False
45. A probability sample relies on personal judgement somewhere in the selection process.
a.
True
b.
False
46. A quota sample is a nonprobability sample divided to maintain the proportion of certain characteristics
among different segments or groups seen in the population as a whole.
a.
True
b.
False
47. Fizzy Cola Company created a sample containing 25 of their regular cola drinkers, 25 of their diet cola
drinkers, and 25 of their diet caffeine-free drinkers. They created the sample by stopping people on the street
and continuing until they had spoken to enough people to meet the requirement. Such a sample is a
nonprobability cluster sample.
a.
True
b.
False
48. Focus groups elicit information from the customers through a question-and-answer format.
a.
True
b.
False
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49. The process of discussing a marketing problem with informed sources both within and outside the firm and
examining information from secondary sources is known as test marketing.
a.
True
b.
False
50. Marketing research aids decision makers in analyzing data and in suggesting possible actions.
a.
True
b.
False
51. Computer technology has had little impact on the marketing research process.
a.
True
b.
False
52. The symptoms of a problem merely alert the marketer that a problem exists.
a.
True
b.
False
53. Ethnographic studies involve researchers spending time studying culture.
a.
True
b.
False
54. The information gathered by an outside marketing research firm is often more thorough and accurate than
that collected by in-house staff.
a.
True
b.
False
55. In a cluster sample, each cluster reflects the diversity of the whole population sampled.
a.
True
b.
False
56. Prior to the 1930s, most of the marketing research involved gathering written testimonials from purchasers
of firms’ products.
a.
True
b.
False
57. Firms usually decide whether to conduct a marketing research study internally or through an outside
organization based on cost, reliability, and accuracy of the data collected by the outside firm.
a.
True
b.
False
58. A marketing information system (MIS) is a part of a firm's overall management information system that
deals specifically with marketing data and issues.
a.
True
b.
False
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59. Personal interviews are usually the best means to obtain detailed information about consumers.
a.
True
b.
False
60. A population, used for market research purposes, is a subgroup of the total sample selected for analysis.
a.
True
b.
False
61. Studying the underlying causes of customer defections, even partial defections, can be useful for identifying
problem areas that need attention.
a.
True
b.
False
62. An MDSS serves as a company’s “nerve center,” monitoring the market environment inside the
organization.
a.
True
b.
False
63. A marketing-related problem can be identified by evaluating the firm’s marketing mix elements and target
market.
a.
True
b.
False
64. Sampling is the process of selecting survey respondents or research participants.
a.
True
b.
False
65. A full-service research supplier is a marketing research organization that performs all the steps in the
marketing research process for a client.
a.
True
b.
False
66. Businesses may need to adjust their data collection methods for primary research in foreign countries since
some methods do not easily transfer across national borders.
a.
True
b.
False
67. A stratified sample is a type of nonprobability sample.
a.
True
b.
False
68. Observation alone cannot supply all the necessary information as it is difficult to get exact demographic
information from observation.
a.
True
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b.
False
69. Conducting mail survey research in some parts of Asia can be difficult since a large part of the population is
not able to read or write.
a.
True
b.
False
70. A syndicated service can also be considered a type of limited-service research supplier.
a.
True
b.
False
71. The use of big data has created new companies that collect and analyze information and sell their proprietary
software to all types of businesses.
a.
True
b.
False
72. A simple random sample is a nonprobability sample selected from among readily available respondents.
a.
True
b.
False
73. Data mining focuses on identifying relationships that are not obvious to the marketers.
a.
True
b.
False
74. Researchers usually spend less time and money in gathering primary data compared to secondary data.
a.
True
b.
False
75. Online companies need to be careful while using the personal data of consumers as there are various laws
imposed to govern the use of personal data by online companies and data aggregators.
a.
True
b.
False
76. Census data is an example of primary data.
a.
True
b.
False
77. Videotaping consumers in action is gaining acceptance as an observational research technique.
a.
True
b.
False
78. A research design is a master plan or model for conducting marketing research.
a.
True
b.
False
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79. The use of big data has brought about little change in the way companies conduct marketing research.
a.
True
b.
False
80. A marketing information system allows marketers to store data, classify and analyze that data, and retrieve it
easily when needed.
a.
True
b.
False
81. Observation is a useful technique to collect primary data for marketers trying to understand how consumers
behave in certain situations.
a.
True
b.
False
82. The choice between secondary and primary data is tied to cost, applicability, and effectiveness.
a.
True
b.
False
Indicate the answer choice that best completes the statement or answers the question.
83. As part of his marketing research duties, Neal evaluates the expenses incurred by his company for selling,
warehousing, advertising, and delivering the products. Neal is engaging in:
a.
exploratory sales review.
b.
interpretative research.
c.
business process reengineering.
d.
marketing cost analysis.
84. Emeril works for a local sports bar known for its chicken wings and nachos. For the last five years, the
company has continued to grow, and according to a recent trend analysis, sales have risen by increments of
about $530,000 annually since the restaurant opened its doors. Surprisingly, however, the restaurant has seen a
decline in patronage over the last quarter, and Emeril has been tasked with identifying the root cause of this
sudden decline in sales.
Emeril has never conducted exploratory research, so you have decided to help him. One of the first lessons you
share with him is to be careful about confusing the symptoms of a problem with the problem itself. After you
conduct a series of interviews with waitstaff, customers, distributors, and other stakeholders, you help Emeril
come up with possible explanations for the decline in sales. Which of the following is a possible cause of the
problem at the restaurant?
a.
The restaurant manager laid off five busboys because business is slow.
b.
The restaurant’s sales declined from $200,000 a day to $80,000 a day.
c.
The restaurant cut back on the number of weekly fresh produce deliveries.
d.
The restaurant’s market share decreased from 7% to 4% in a matter of a few months.
e.
The restaurant’s marketing team recently released a new billboard that many customers find
offensive.
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85. The information collected for the first time specifically for a marketing research study is called _____ data.
a.
qualitative
b.
primary
c.
processed
d.
secondary
86. Firms conduct marketing cost analysis to determine:
a.
the appropriate levels of market capitalization.
b.
the current levels of corporate assets and liabilities.
c.
the profitability of certain customers, territories, or product lines.
d.
the marketing strategies of its competitors.
87. The process of discussing a marketing problem with informed sources both within and outside the firm and
examining information from secondary sources is known as _____.
a.
situation analysis
b.
informal investigation
c.
exploratory research
d.
interpretative research
88. The use of big data has created new companies called data brokers that _____.
a.
outsource data collection overseas
b.
help businesses fine tune marketing strategies in real time
c.
eliminate intermediaries
d.
provide revised business plans for fledgling firms
89. Vanessa owns a music company and has been storing a wealth of information ranging from customer contact
information to the names of each record the customers have purchased. In order to stay competitive, she had a
tech company build a marketing decision support system (MDSS) for her to enable quick decision making. One
of the features Vanessa likes best about her company’s MDSS is the system’s ability to manage and produce
information in various formats. Moreover, as the user or decision maker changes topics, the system matches
information to the problem that has been introduced.
Which of the following characteristics of a marketing decision support system is represented in the example
above?
a.
flexibility
b.
interactivity
c.
accessibility
d.
inexpensiveness
e.
investigative properties
90. An accidental sample is also known as a _____ sample.
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a.
simple random
b.
convenience
c.
stratified
d.
cluster
91. Keith is searching through computerized information files of customers to detect patterns in product sales.
Keith is engaged in the process of:
a.
short-run forecasting.
b.
ethnographic research.
c.
data mining.
d.
sales forecasting.
92. Which of the following is a probability sample?
a.
Stratified sample
b.
Quota sample
c.
Convenience sample
d.
Accidental sample
93. “On the street” interviews conducted by a broadcaster with anyone who passes by are examples of _____
sampling.
a.
media
b.
convenience
c.
cluster
d.
stratified
94. A market researcher for a cable company is seeking to determine the number of households in a selected
neighborhood that consist of four or more people. The most cost efficient way to collect this information would
be to:
a.
look through the census information available on the Internet.
b.
use the services of a full service research supplier.
c.
conduct personal interviews with neighborhood leaders.
d.
search through the information provided by the local Chamber of Commerce.
95. Solaris works for a beverage company in the western part of the United States. Solaris’s superiors ask him to
chart the competitive environment as well as market trends on a quarterly basis, and to forecast the company’s
sales. Because he produces this information once every few months, Solaris generally considers only short-term
future sales. Starting with the employees on the sales floor at the company’s distribution centers, Solaris and his
team gather sales projections and then work their way upward to middle and top-level management, asking the
respondents to estimate sales. Solaris is then able to determine the sales forecast on the basis of this aggregate
information.
Which of the following forecasting techniques is Solaris implementing?
a.
Delphi technique
b.
sales force composite
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c.
exponential smoothing
d.
jury of executive opinion
e.
survey of buyer intentions
96. While mail surveys are a common data collection method in developed countries, they are an unreliable
means of gathering primary data in many foreign countries because of the:
a.
opinionated nature of target samples.
b.
reticence of people in presence of others.
c.
low literacy rates.
d.
lack of basic telecommunications infrastructure.
97. What is the term for information that originates in unprecedented volume and speed from the world around
us?
a.
Big data
b.
Marketing research
c.
Market sectors
d.
Digital data
98. Jack is a research specialist who has spent six months conducting a detailed study of customer attitudes and
expectations. In writing the final report, Jack should remember to:
a.
include only the primary data collected as it is more specific for the current research.
b.
direct his report toward the management and not other researchers.
c.
elaborate on the technical details of the research methods in the introduction.
d.
present the results to all key executives in separate meetings.
99. Survey methods used in marketing research for collecting primary data involve the:
a.
use of Delphi technique.
b.
review of sales data on customer purchase rates to estimate the future sales.
c.
analysis of historical census data.
d.
use of questionnaires to obtain demographic information of consumers.
100. Marketers use key performance indicators to:
a.
justify an increased marketing budget.
b.
measure the success of a marketing initiative.
c.
determine which marketing tasks should be outsourced.
d.
create a social media campaign.
101. Your boss believes strongly in the potential of special software that has been developed to search for patterns in
computerized data files. This software is used primarily for ____.
a.
Data warehousing
b.
Predictive analytics
c.
Competitive intelligence
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d.
MIS support
e.
Data mining
102. A major state university has noticed a decline in students selecting philosophy as a major and is interested
in learning more about this issue. They hire a marketing research student as an intern who conducts informal
interviews with faculty in the philosophy department as well as freshman students living in residence halls to
gain insight into this phenomenon. What type of research is the intern engaging in?
a.
exploratory
b.
descriptive
c.
analysis
d.
forecast
103. 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 a specific event. It sets the stage for in-depth research
and clarifies what the researcher needs to test.”
The contestant’s response should be
a.
What is a hypothesis?
b.
What is a plausible conclusion?
c.
What is an objective statement?
d.
What is a qualitative data point?
e.
What is a conclusive research finding?
104. Your marketing team is conducting research to improve your understanding of sampling techniques. You
are particularly interested in working with the so-called Millennial Generation and have accumulated the
following key data points about the group:
1. They regard 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. People in the group range from 20 to 35 years old.
7. They are achievement-oriented, particularly in regard to education, but may also respond negatively to
failure.
Before you select a sample from the population of Millenials, you want to ensure that you understand the
characteristics of this group. Based on the data points listed, what can you conclude about this group?
a.
This group has a strong historical perspective.
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b.
This group is too small to be an attractive target market.
c.
This group is very independent; its members tend to “go their own way.”
d.
This group does not have the financial resources to be an attractive target market.
e.
This group likely has a higher average level of education than the general population.
105. In interpretative research, the researcher first spends an extensive amount of time studying the culture, and
for that reason, the studies often are called _____ studies.
a.
ethnographic
b.
exploratory research
c.
anthropological exploration
d.
socio-lingual
106. An organization that regularly provides a standardized set of data on a periodic basis to its subscribers is
called a ______.
a.
full-service research supplier
b.
syndicated service
c.
supplier relationship management company
d.
market simulation firm
107. Marketers in many industries use predictive analytics to:
a.
set strategies.
b.
poach employees from competitors.
c.
seek additional revenues.
d.
Create a more efficient e-business.
108. Penelope is using data collected and published by a trade association in her marketing research study. The
data used by Penelope can be regarded as _____.
a.
secondary data
b.
primary data
c.
raw data
d.
experimental data
109. A _____ sample is a nonprobability sample divided to maintain the proportion of certain characteristics
among different segments or groups seen in the population as a whole.
a.
simple random
b.
cluster
c.
quota
d.
convenience
110. Which of the following is most likely to be a logical starting point in identifying the marketing problem?
a.
Ascertaining the budget and logistical limits that the problem warrants
b.
Determining the computational scope of the problem
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c.
Evaluating the firm’s target market and marketing mix elements
d.
Simulating a market research based on formulated hypotheses
111. Which of the following is the least-used method for collecting primary data?
a.
Focus group
b.
Telephone survey
c.
Controlled experiment
d.
Online survey
112. A researcher came up with an unusual way to study the market penetration of Magazine A vs Magazine B in a
particular city. At the city's garbage processing center, she obtained a week's sample of discarded magazines and
compared the numbers of A to B. This is a(n) _____ research method, used to collect _____ data.
a.
Interpretive, primary
b.
Personal, secondary
c.
Exploratory, secondary
d.
Observation, secondary
e.
Observation, primary
113. Which of the following serves as a source of internal data for a firm involved in marketing research?
a.
Syndicated service firm reports
b.
Marketing cost analysis
c.
Census data
d.
Business and trade magazines
114. What is the term that refers to the use of marketing intelligence data to model scenarios and create
forecasts?
a.
Exploratory research
b.
Big data
c.
Predictive analytics
d.
Marketing intelligence
115. A _____ is a master plan created by a marketer for conducting market research.
a.
research cluster
b.
research hypothesis
c.
probability sample
d.
research design
116. _____ is a marketing research technique that involves introducing a new product in a specific area and then
measuring its degree of success.
a.
Trend analysis
b.
Concept testing
c.
Test marketing
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d.
Exponential smoothing
117. McBurgers plans to introduce a new line of fish sandwiches to fifteen stores in eastern United States for a
six-month period. If the product and promotional efforts behind it are successful, the company may launch them
nationwide. What type of research is being conducted to determine potential success?
a.
Test marketing
b.
Exploratory research
c.
Stratified sampling
d.
Trend analysis
118. Michael is a marketer who conducts research for small startups. He has been consulting for an agency that
is having trouble managing data about various marketing mix variables, sales, and consumer distribution across
the United States. The head of the company wants to be able to access information quickly and easily.
Which of the following should Michael suggest that the startup use to organize its information?
a.
data mining
b.
business intelligence
c.
competitive intelligence
d.
marketing information system
e.
marketing decision support system
119. Sydney is a marketing researcher for an advertising agency and is gathering _______ data from the Census
Bureau to determine the characteristics of people living in a 3-county area within the state of Texas.
a.
secondary
b.
primary
c.
federal
d.
private
120. Walmart is evaluating its performance records of the previous years that are stored in its database. In
addition to this, the company is also evaluating its previous year invoices. This evaluation process carried out
by firms is called _____.
a.
sales analysis
b.
financial iteration
c.
market capitalization
d.
interpretative research
121. Because of a variety of cultural, geographic, regulatory, and social issues, international marketing can pose
unique challenges to the marketer. Many of these challenges can be mitigated by an effective internationally
oriented marketing research effort.
International marketing research can help a company____________________.
a.
avoid product formulation errors
b.
develop the most effective logistics systems
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c.
eliminate product manufacturing inefficiencies
d.
guarantee the success of its marketing strategies
e.
improve a company’s labor relations in foreign markets
122. Mitch is a marketing consultant and works with an attorney to provide insight about how potential jurors
view his cases. Mitch typically assembles a small group of 8-12 individuals from the county and presents
relevant information about the legal case. He then guides them in a discussion to learn about their opinions.
The group sessions are typically recorded and last about 2 hours. What type of research method best
characterizes this research?
a.
focus group
b.
observation
c.
telephone survey
d.
personal interview
123. Gennaro Research is a ______ research supplier and recently completed research for Norwalk Chemical.
Gennaro Research was considered the "marketing research arm" of Norwalk Chemical and performed all of the
steps in the marketing research process.
a.
full-service
b.
limited-service
c.
boutique
d.
syndicated
124. _____ remains the most common method for conducting primary research outside the United States.
a.
Telephonic interviews
b.
Face-to-face interviewing
c.
Controlled experimentation
d.
Mail surveys
125. A(n) _____ sets the stage for more in-depth research in a marketing research process by further clarifying
what researchers need to test. It is a tentative explanation for a specific event.
a.
sales analysis
b.
informal investigation
c.
ethnographic study
d.
hypothesis
126. You work for a printing company and have been asked to conduct research on customer reading
preferences. You want to answer the following questions: 1) do readers prefer to read electronic books? 2) do
they prefer to read paper-based books? or 3) do they not have a preference? You decide that to start off the
process, you are going to peruse a series of secondary sources, including published articles, magazine articles,
and documents you have purchased from a syndicated service.
Based on what you know about collecting data, you know that there are several benefits of using secondary
data. You are not as clear, however, about the disadvantages. Which of the following is a drawback of using
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secondary data?
a.
They are more expensive than using primary data.
b.
Secondary data provide very rich, robust data.
c.
One needs at least a few months to conduct secondary research.
d.
Many researchers use secondary data only when primary research is not an option.
e.
Secondary data may have been collected for unrelated purposes and may be irrelevant to your needs.
127. Which of the following methods used for conducting primary research gathers information by encouraging
the participants to engage in a discussion on a predetermined topic?
a.
Trend analysis
b.
Delphi technique
c.
Focus group
d.
Interpretative research
128. Which of the following is a type of nonprobability sample?
a.
Convenience sample
b.
Cluster sample
c.
Stratified sample
d.
Simple random sample
129. Entertainment Research Group specializes in rating movie theaters using input from moviegoers.
Entertainment Research Group is an example of a:
a.
contract market research firm.
b.
computerized data supplier.
c.
full-service consulting firm.
d.
limited-service research supplier.
130. Marketing research is most likely to be outsourced if the:
a.
outside provider is a government agency.
b.
firm wishes to integrate its core competency with its supplementary divisions.
c.
outside provider is likely to collect more reliable and accurate information.
d.
firm decides to expand its market base by introducing a new product or service.
131. You are the campaign manager for a candidate running for mayor of Hartford, Connecticut. You are
running a series of focus group sessions with Hartford residents to get a better idea of their needs and wants.
Your focus group sessions are an example of which of the following types of research?
a.
marketing research
b.
conclusive research
c.
descriptive research
d.
exploratory research
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e.
experimental research
132. What is the term for quantifiable measurements that are compared against organizational objectives to
gauge a company’s overall performance?
a.
Big data
b.
Competitive intelligence
c.
Marketing data
d.
Metrics
133. A _____ helps the marketers in conducting marketing research by performing all the steps in the marketing
research process.
a.
limited service research supplier
b.
customer relations managing firm
c.
full-service research supplier
d.
syndicated service
134. A stratified sample differs from a quota sample as in a stratified sample:
a.
researchers handpick participants from among selected segments or groups with certain
characteristics.
b.
researchers select a sample of subgroups from which they draw respondents.
c.
researchers select participants from among readily available respondents.
d.
researchers select subsamples by a random process.
135. In which of the following nonprobability samples, the participants that are to be included in the study are
handpicked by the researchers?
a.
Cluster sample
b.
Quota Sample
c.
Stratified sample
d.
Simple random sample
136. Which of the following is the most important source of secondary data in the United States?
a.
Chamber of Commerce
b.
Treasury Department
c.
Federal government
d.
Bureau of Labor Statistics
137. In the past, surveys have been used as a primary tool to collect data. Marketers thought that if they wanted
to know what people want, it was enough to just ask. People do not always answer honestly, however, and
sometimes people don't know what they want or why they make the decisions they do. To understand why
people do the things they do and the real-life context that surrounds consumer decisions and behaviors,
marketing professionals sometimes choose to live the life of their target customers.
Which of the following type of research is described above?
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a.
marketing research
b.
descriptive research
c.
exploratory research
d.
interpretive research
e.
ethnographic research
138. _____ is the process of searching through computerized information files to detect patterns that guide
decision making.
a.
Sales forecasting
b.
Data mining
c.
Exploratory research
d.
Ethnographic research
139. Which of the following data collection methods is considered as the best means for obtaining detailed
information about consumers?
a.
Telephone interviews
b.
Focus groups
c.
Mail surveys
d.
Personal interviews
140. Which of the following can be regarded as external data?
a.
Sales force activity reports compiled by the sales manager
b.
Accounting data obtained from the financial statements
c.
Information obtained from a syndicated research service
d.
Product performance reviews made by the engineering department
141. Which of the following is a limitation of secondary data not found in primary data?
a.
It is more expensive to collect and analyze than primary data.
b.
It is not readily accessible for marketers.
c.
It may not be completely relevant to the specific needs of the marketer.
d.
It is usually in the form of raw data and hence not reliable.
142. Bridgestone Tire uses _______ indicators as part of its quality program by tracking on-time delivery in
addition to customer satisfaction since these measures are critical to their success.
a.
key performance
b.
critical quality
c.
customer sentiment
d.
qualitative
143. The U.S. database that combines features such as railroads, highways, and rivers with census data such as
household income is called:
a.
AEGIS (American Exploratory Geographic Information Systems).
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b.
PoLeCAT (Population Legally Counted and Typologized).
c.
TIGER (Topographically Integrated Geographic Encoding and Referencing).
d.
ZEBRA (Zoned Environment Business Report Activities).
144. A(n) _____ is a scientific investigation in which a researcher manipulates a test group and compares the
results with those of another group that did not receive the experimental manipulations.
a.
focus group
b.
controlled experiment
c.
interpretative research
d.
trend analysis
145. Erica is a marketing researcher involved in improving retail store layouts. Erica would like to know the
order in which various types of products are purchased by customers. Erica also wants to find out what type of
assistance is required by the customers while purchasing products. The best method for Erica to collect this data
would be by:
a.
observation.
b.
telephonic surveys.
c.
voluntary mail-back questionnaires.
d.
Delphi technique.
146. Which of the following statements is true regarding online surveys?
a.
It allows researchers to establish rapport with the respondents and explain confusing or vague
questions.
b.
It allows participants to respond at their leisure.
c.
It is a highly time consuming method.
d.
It is more intrusive than telephone surveys.
147. Which of the following factors is most likely to have an influence on the choice between primary and
secondary data?
a.
Data source
b.
Substitutability
c.
Availability
d.
Applicability
148. Which of the following is the reference book that can help marketers track down trade organizations that
may have data pertinent to their company?
a.
The U.S. Government's Survey of Current Business.
b.
Who's Who in American Industry.
c.
Thomson Gale's Encyclopedia of Associations.
d.
Catalog of U.S Government Publications.
149. While shopping at the mall, you notice a group of young women asking shoppers whether they can spare
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experience, you immediately recognize that these young women are conducting a marketing research project.
At which step in the marketing research process are the young women?
a.
identifying the problem
b.
formulating a hypothesis
c.
creating a research design
d.
conducting exploratory research
e.
collecting primary and secondary data
150. Tabitha is a marketing consultant working with an advertising agency who has recently launched a radio
and social media campaign for a new beverage product. The advertising agency is interested in determining the
percent of people in the target market who have been exposed to the advertising message and can "recall" the
message. Tabitha recommends that a phone survey be utilized to contact individuals with mobile phones.
Tabitha works with the local mobile phone companies to determine the relevant prefixes or 3-digit numbers for
individuals in the area and then instructs the research call center to randomly identify the remaining 4 numbers
to ensure that all members of the population who have a mobile phone have an equal opportunity of being
selected to participate in the study. Tabitha is using the ______ sample method.
a.
simple random
b.
stratified
c.
cluster
d.
nonprobability
151. With the increased use of big data, marketing research reports should be:
a.
directed to other researchers.
b.
directed to company management.
c.
filled with details of research methods.
d.
written in technical terms.
152. A _____ is a planned, computer-based system designed to provide decision makers with a continuous flow
of information relevant to their areas of responsibility.
a.
business intelligence system
b.
critical response management system
c.
competitive intelligence system
d.
marketing information system
153. A consumer products company is analyzing data collected and published by trade associations and general
business magazines. This data is best referred to as _____ data.
a.
primary
b.
private
c.
internal
d.
census
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a.
They elicit information from the customers through a question-and-answer format.
b.
They allow participants to respond at their leisure.
c.
They are typically used for measuring the success of a new product introduced in a specific area.
d.
They are valuable tool for exploratory research and development of new product ideas.
155. A local restaurant is considering offering breakfast and is interested in determining how many people visit
other restaurants in the local area for breakfast. The owner hires a group of marketing students from the local
university and their task is to visit the various restaurants and keep a tally of the number of people who dine in
the restaurant and/or order from the drive-through window during a 1-week period between the hours of 6 a.m.
and 10 a.m. Which method of data collection are the students using?
a.
observation
b.
interpretive research
c.
survey research
d.
personal interviews
156. Which of the following is true of secondary data used in marketing research?
a.
It is the data collected for a specific market study.
b.
It provides richer and more detailed information compared to primary data.
c.
It is usually collected and compiled by the investigator conducting the study.
d.
It requires less time and is less expensive to gather.
157. You work for a local community garden and have been asked to showcase some of the produce from the
garden at the local mall. You decide to use nonprobability sampling to identify study participants. As families
walk into the mall, you stop them and ask them to try the produce that you have grown in the garden to
complete a survey on healthy eating.
Which of the following is a potential drawback of using nonprobability sampling?
a.
The sample is random.
b.
Respondents may self-select into the study.
c.
Nonprobablity sampling relies on objectivity.
d.
Researchers find nonprobability sampling inconvenient.
e.
Each participant has an equal chance of being selected into the study.
158. Which of the following is not affected by big data?
a.
Market share
b.
Company revenues
c.
Advertising budgets
d.
Customer interests
159. Douglas Knowles & Howe, a marketing research firm, contracts with clients to conduct complete
marketing research projects, including telephone and online interviews. DK&H is a _____.
a.
syndicated service
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b.
limited service
c.
full-service research supplier
d.
customer relationship management firm
160. Which of the following methods involves observing a customer or group of customers in their natural
settings and then evaluating their behavior based on an understanding of social and cultural characteristics of
that setting?
a.
Test marketing
b.
Interpretative research
c.
Controlled experiment
d.
Focus group
161. Procter & Gamble sends researchers into the homes of consumers around the world to observe how they use certain
products. The researchers seek to understand how different cultures may influence consumer behavior. This is a(n) ____
research method, used to collect ____ data.
a.
Interpretive, primary
b.
Interpretive, secondary
c.
Exploratory, primary
d.
Global, primary
e.
Global, secondary
162. After defining the problem and conducting an exploratory investigation, the next step in the marketing
research process is to:
a.
create a research design.
b.
formulate a hypothesis.
c.
select the respondents for the study.
d.
gather primary and secondary data.
163. Julia is developing new promotional strategies for the services offered by her firm and is focusing on
finding information about her firm’s competitors. She is looking through published sources, as well as
reviewing her competitors’ advertising. According to this information, Julia is gathering _____.
a.
progressive information
b.
competitive intelligence
c.
situational data
d.
competitor forecast
164. Which of the following terms refers to the process of collecting and using information for marketing
decision making?
a.
Market engineering
b.
Marketing research
c.
Market capitalization
d.
Marketing sampling
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165. What is the sum total of information related to a firm’s markets, which a firm gathers to better understand
its customers?
a.
Marketing data
b.
Marketing research
c.
Marketing intelligence
d.
Marketing strategies
166. Paul Simmons owns a food distribution business and employs approximately 80 people in a variety of
positions including executive management, administrative support personnel, sales, distribution, and marketing.
He's very interested in maintaining a positive work culture and aspires to being one of the best places to work in
his region. He recently hired a marketing consulting firm to complete an employee satisfaction study for him to
gain insight into how his workers view their job, benefits, supervisors, and other important elements such as
compensation and benefits. What type of data best describes this project?
a.
primary data
b.
secondary data
c.
syndicated data
d.
government data
167. The head of sales at a publishing firm is seeking better information to make informed marketing decisions. He
already gets data about the company's daily flow of business; now he needs tools that will enable him to use the raw
numbers in developing models and graphs. He is looking for a _________system.
a.
Marketing Information
b.
Marketing Decision Support
c.
VALS
d.
Marketing Intelligence
e.
Big Data
168. Palmer Inc. recently changed its promotional strategies for marketing the products. The marketing team at
Palmer has been asked to evaluate the target market and the marketing mix elements to find ways to improve
the effectiveness of the marketing strategies. Since the firm already knows the purpose of its research, the next
step in the marketing research process is to:
a.
create research design.
b.
collect data.
c.
formulate a hypothesis.
d.
conduct exploratory research.
169. Kelsey has to design a research study to assess the impact of the Internet and mobile applications on work
efficiency among all employees of her company. This study will help Kelsey’s marketing team decide whether
to promote new work tools via mobile applications. She uses a simple random sampling technique to identify
her research participants. Kelsey uses a computer software program to randomize the names of the 500
employees of the company and selects 300 to participate in the study. Over the course of one month, study
participants are asked to complete a concise questionnaire with five questions followed by a personal interview
with a company executive.
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Which of the following is a drawback of this research design?
a.
The sample is too small.
b.
The study lacks confidentiality.
c.
The questionnaire used is not clear.
d.
Focus groups can be time-consuming.
e.
Researchers did not have enough time to expedite the study.
170. A probability sample constructed so that randomly selected subsamples of different groups are represented
in the total sample is known as a(n) _____ sample.
a.
stratified
b.
convenience
c.
exclusive
d.
quota
171. A(n) _____ is a probability sample in which every individual in the relevant universe has an equal
opportunity of being selected.
a.
accidental sample
b.
convenience sample
c.
quota sample
d.
simple random sample
172. Kate believes the reason the sales of one of her company’s products has fallen is due to a price increase.
She cites sales from the previous year to the same customers as evidence of declining sales. Kate is:
a.
developing a research design.
b.
formulating a hypothesis.
c.
identifying a symptom.
d.
conducting exploratory research.
173. What has significantly changed the complexion of marketing research over the past few decades?
a.
Computer technology
b.
Security concerns
c.
Global conflicts
d.
Fuel prices
174. A(n) _____ takes a marketing information system a step further and allows managers to explore and
connect such varying information as the state of the market, consumer behavior, sales forecasts, competitors’
actions, and environmental changes.
a.
marketing segmentation system
b.
marketing decision support system
c.
market intelligence system
d.
exploratory research system
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175. A(n) _____ sample is a nonprobability sample selected from among readily available respondents.
a.
quota
b.
stratified
c.
convenience
d.
simple random
176. Whether conducted online or through the mail, what is the most important aspect of a marketing research
survey?
a.
Designing one that yields information marketers can use to make decisions.
b.
Designing one that motivates respondents to provide information quickly.
c.
Designing one that keeps costs within the marketing budget.
d.
Designing one that can be adapted easily to global markets.
177. A consumer goods company involved in marketing research is trying to obtain information about trade
publications that conduct and publish industry-specific research. Which of the following data sources can
provide the relevant information to the company?
a.
the U.S. Governors' Handbook on Effective Buying Income.
b.
Country and City Data Book published by the federal government
c.
Thomson Gale's Encyclopedia of Associations.
d.
Ulrich’s Periodicals Directory
178. It can be said that all marketing and marketing strategies begin with marketing research. There is a strong
positive correlation between the quality of a firm’s marketing research and the success of the firm’s marketing
strategies. Poor marketing research leads to poorly executed and poorly performing marketing strategies. On the
other hand, quality marketing research facilitates a firm’s ability to select the best marketing strategies for a
given situation.
Marketers understand that marketing research is important because
a.
it helps the firm select the appropriate marketing mix
b.
it helps a company evaluate its sales force’s performance
c.
it guarantees the success of the firm’s marketing strategies
d.
it is a viable substitute for an organization’s SWOT analysis
e.
it ensures that the firm is able to meet the market’s profit expectations
179. What is the biggest challenge in using big data?
a.
Ability to manage and analyze all the gathered information
b.
Ability to change marketing strategies
c.
Ability to conduct detailed research studies
d.
Ability to hire experts in marketing research
180. In the context of the sampling process, the universe is also known as the _____.
a.
stratified group
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b.
population
c.
cluster
d.
quota
181. Jake is determining which customers should be included in a study sample. According to this information,
Jake is in which stage of the marketing research process?
a.
Formulating a hypothesis
b.
Collecting data
c.
Creating a research design
d.
Defining a problem
182. 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 phrase comes up:
"Its purpose is to inform an organization about customers' needs and desires, marketing opportunities for
products, and changing attitudes and purchase patterns of customers."
What should be your response to the phrase?
a.
What is marketing research?
b.
What is conclusive research?
c.
What is descriptive research?
d.
What is experimental research?
e.
What is a exploratory research?
183. Although cost effective, an online focus group _____.
a.
does not generate immediate results
b.
does not allow the moderator to see body language or nonverbal cues
c.
encourages the testing of sample products
d.
generates a solid representative sample
184. A group of people chosen from a defined population to be survey respondents or research participants is
called a:
a.
population.
b.
segment.
c.
sample.
d.
community.
185. Which of the following is the earliest method used for gathering marketing information?
a.
Written testimonials received from purchasers of a firm's products
b.
Email surveys conducted by research professionals
c.
Telephone surveys conducted to assess household preferences
d.
Delphi technique
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186. Tiffany is a marketing research consultant and is working with a local community college to determine the
primary reasons students select the college. Based on exploratory research, Tiffany believes the main reasons
are cost, convenience and value. She plans to conduct additional research to determine whether or not this
______ can be supported.
a.
hypothesis
b.
belief
c.
attitude
d.
feeling
187. What is a major source of information for U.S. companies that want to research global markets?
a.
Export.gov
b.
Amazon.com
c.
Google.com
d.
Europa.eu
188. A huge database that contains information used to detect patterns is called a _____.
a.
Data cloud
b.
Big data
c.
Data storage
d.
Data warehouse
189. The total group of people that a researcher wants to study is called the:
a.
universe.
b.
sample.
c.
cluster.
d.
aggregate.
190. 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.
qualitative data about the department’s sales force
b.
qualitative data about your marketing environment
c.
quantitative data about your company’s historical sales
d.
qualitative data about your company’s historical sales and U.S. economic performance statistics
e.
quantitative data about your company’s historical sales and U.S. economic performance statistics
191. A sampling method that involves first selecting a sample of subgroups from the population and then
drawing a sample from each group so that the final sample represents the diversity of the population is called a
_______ sample.
a.
cluster
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b.
nonprobability
c.
simple random
d.
probability
192. What has been the impact of big data on gathering information?
a.
It has increased the cost of data collection.
b.
It has had little effect on marketing research data.
c.
It has blurred how data is classified as secondary or primary.
d.
It has slowed the data collection process.
Indicate one or more answer choices that best complete the statement or answer the question.
193. A congressional candidate's campaign manager wants to survey all registered voters in the district. Choose the
sampling term(s) that would apply to this group of people.
a.
Population
b.
Universe
c.
Electoral sample
d.
Campaign sample
194. Your company is branching out into the developing world for the first time. You know that it could be challenging to
use the firm's mail surveys in these countries. Among the relevant challenges, developing countries are commonly known
to have:
a.
Poorly trained translators.
b.
Low literacy rates.
c.
Fluctuating postage.
d.
Unreliable mail service.
e.
Poor telecommunications infrastructure.
195. To decide where to locate a new shoe store, you need to know the size of the population in different towns.
Unfortunately, you have almost no money to spend on data collection. The type(s) of data most accessible to you can be
described as:
a.
Secondary
b.
United States government
c.
Primary
d.
Repositioned
e.
Micro
196. Sales of your frozen yogurt are down, so you've started a research project aimed at answering the question, "How can
we improve the effectiveness of our advertising?" You've also conducted informal interviews with customers, suppliers,
and retailers. Which steps in the research process have not yet been tackled?
a.
Conduct exploratory research
b.
Define the problem
c.
Formulate a hypothesis
d.
Create a research design
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e.
Mine data
197. You've noticed a decline in seafood orders at your restaurant, but you're unsure what is causing the problem. So
you've begun to talk with customers, monitor the restaurant's Facebook page, and interview seafood suppliers. You are
engaged in:
a.
Informal investigation
b.
Exploratory research
c.
Situation analysis
d.
Hypothesis formulation
e.
Sales forecasting
198. As part of a client project, the team at your market research firm is interviewing shoppers at a local mall. The client
wants the interviewers to talk to equal numbers of men and women. Which sampling technique(s) will your team use?
a.
Nonprobability
b.
Probability
c.
Quota
d.
Stratified
e.
Cluster
Match each item with the correct statement below.
a.
big data
b.
exploratory research
c.
secondary data
d.
primary data
e.
sampling
f.
hypothesis
g.
simple random sample
h.
interpretative research
i.
focus group
j.
marketing decision support system
k.
key performance indicator
l.
predictive analytics
m.
metrics
n.
marketing research
o.
quota sample
p.
test marketing
q.
cluster sample
r.
data mining
s.
convenience sample
t.
controlled experiment
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199. _____ is the process of collecting and using information for marketing decision making.
200. _____ seeks to discover the cause of a specific problem by discussing the problem with informed sources
and by examining data from other information sources.
201. A(n) _____ is a tentative explanation for a specific event.
202. _____ refers to the information collected from previously published or compiled sources.
203. The information collected for a specific investigation is called _____.
204. A(n) _____ is a nonprobability sample selected from among readily available respondents.
205. A(n) _____ is a basic type of probability sample in which every individual in the relevant universe has an
equal opportunity of being selected.
206. A(n) _____ is a probability sample in which researchers select a sample of subgroups from which they
draw respondents.
207. _____ is the process of selecting survey respondents or research participants.
208. _____ is a type of primary research in which a researcher observes a customer or a group of customers in
their natural setting and interprets their behavior based on an understanding of the social and cultural
characteristics of that setting.
209. _____ is information that originates in unprecedented volume and speed from the world around us.
210. A(n) _____ is a small group of individuals brought together to discuss a specific topic.
211. A(n) _____ is a scientific investigation in which a researcher manipulates a test group and compares the
results with those of an other group that did not receive the experimental manipulations.
212. A(n) _____ is a component of an MIS that links a decision maker with relevant databases and analysis
tools.
213. _____ is the process of searching through customer databases to detect patterns that guide marketing
decision making.
214. A(n) _____ is a quantifiable measurement, articulated in advance, that reflects an organization’s goals and
is critical to its success.
215. _____ refers to the use of marketing intelligence data to model scenarios and create forecasts.
216. _____ are quantifiable measurements that are compared against organizational objectives to gauge overall
performance.
217. A(n) _____ is a nonprobability sample divided to maintain the proportion of certain characteristics among
different segments or groups seen in the population as a whole.
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218. Introducing a new product in a specific area and then observing its degree of success is called _____.
219. Explain the different types of probability samples.
220. List the strengths and limitations of secondary data in comparison with primary data.
221. What is an MDSS? How is it different from an MIS?
222. Describe the new type of company that has evolved as a result of big data.
223. Describe the different sources of internal data within firms.
224. Describe the three principal methods used by researchers to collect primary data.
225. What is a quota sample? How is it different from a stratified sample?
226. Explain the concept of marketing intelligence and the use of metrics.
227. What are the challenges associated with conducting marketing research in global markets?
228. What is the significance of marketing research to businesses? What are the stages involved in the marketing
research process?
229. Describe the three types of marketing research companies. Give examples.
230. Describe predictive analytics and how it is used by marketers.
231. What is test marketing? What are the challenges associated with test marketing new products?
232. Define MIS and discuss its importance to marketing managers.
233. Differentiate between a probability sample and a nonprobability sample. List out the different types of
probability and nonprobability samples.
234. Describe the process of exploratory research.
235. What is a research design? What are the factors that need to be considered by marketers while creating a
research design?
236. What is data mining? How does it help marketers in decision making?
237. Explain the origins of the era of big data in marketing research.
238. How has the marketing research function developed in the recent years?
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Answer Key
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Name:
Class:
Date:
chapter 10
Name:
Class:
Date:
chapter 10
