e.
Internet focus group
124. All of the following are advantages associated with online focus groups EXCEPT:
a.
speed
b.
cost-effectiveness
c.
narrow geographic scope
d.
accessibility
e.
honesty of respondents
125. A carefully selected group of consumers who agree to participate in an ongoing online dialogue with a
particular corporation is known as a(n):
a.
Web community
b.
focus blog
c.
online focus group
d.
Webinar
e.
Web-based ethnographic group
126. Media which consumers generate themselves and share among themselves is called:
a.
Web communities
b.
consumer generated media (CGM)
c.
Webinars
d.
unrestricted media
e.
consumer mediated media (CMM)
127. Which of the following is a form of observation marketing research that uses data mining coupled with
identifying Web surfers by their IP addresses?
a.
Web community
b.
behavioral tracking
c.
online focus group
d.
Channel M2
e.
Web 2.0
128. A(n) _____ gathers its information from one group of respondents by continuously monitoring the
advertising, promotion, and pricing they are exposed to and what is subsequently purchased. This
creates a huge database of marketing efforts and resultant consumer behavior.
a.
one-way mirror observation study
b.
television meter investigation
c.
laser scanner experiment
d.
CLT interview
e.
scanner-based research system
129. A regional supermarket chain gathers monthly information from the same consumers. It continuously
monitors the in-store promotions the consumers are exposed to and records their purchases. It uses the
mail to send different promotions to different areas, and consumers complete diaries recording grocery
purchases in return for a small fee. This is an example of:
a.
the use of a people meter
b.
a scanner-based research system
c.
an EDI study
d.
a CLT interview
e.
machinated observation
130. IRI panel members shop with an ID card, which is presented at checkout in scanner-equipped grocery
and drugstores, allowing IRI to electronically track each household’s purchasing over time. This
information on the household members is a product called:
a.
InfoScan
b.
VideOCart
c.
BehaviorScan
d.
Nielsen Data
e.
Scanner Plus
131. _____ is a scanner-based, sales-tracking service for the consumer packaged-goods industry. It tracks
retail sales, consumer purchasing information, and promotional activity for all bar-coded products.
a.
BehaviorScan
b.
Nielsen Data
c.
Scanner Plus
d.
InfoScan
e.
VideOCart
132. Marketing research should not be undertaken when:
a.
the perceived costs are greater than the projected benefits
b.
there are no secondary data in existence to guide the project definition
c.
it will take a long time to complete
d.
the actual costs are less than the forecasted benefits
e.
the perceived costs are the same as the forecasted benefits
133. Because some companies have been conducting market research for many years on particular markets
they are interested in, they understand the characteristics of target customers. For this reason,
marketing research should not be undertaken when:
a.
the actual costs are less than the forecasted benefits
b.
there are no secondary data in existence to guide the project definition
c.
it will take a long time to complete
d.
the research would be redundant and a waste of money
e.
the perceived costs are the same as the forecasted benefits
134. Competitive intelligence allows managers to do all of the following EXCEPT:
a.
predict changes in business relationships
b.
forecast a competitor’s strategy
c.
become more efficient and effective competitors
d.
guard against threats
e.
eliminate the need for marketing research
135. An intelligence system that helps managers assess their competition and vendors in order to become
more efficient and effective competitors is called:
a.
competitive research
b.
competitive intelligence
c.
industrial espionage
d.
an audit
e.
differential competitive advantage
136. Which of the following is a source of competitive intelligence?
a.
a company’s salespeople
b.
government agencies
c.
the Yellow Pages
d.
periodicals
e.
all of these choices
NARRBEGIN: Sav-More Supermarkets
Sav-More Supermarkets
Observers of the supermarket industry see no letup in the use of checkout-counter-based target
marketing. Sav-More supermarkets have installed an electronic marketing system in their stores. The
system allows the stores to do more direct mail promotions by combining the current Sav-More’s
check cashing cards with the new Sav-More’s Bonus Club frequent-shopper cards. The new system
uses bar-code scanners and magnetic cards issued to shoppers to track all purchases. As with most
customer databases, demographic information is gathered for subsequent offers to frequent-shopper
club members, and psychographic information is tracked whenever customers use the magnetic strip
cards to make purchases. Generally, marketing to these consumers achieves better results than free–
standing insert (FSI) coupons.
NARREND
137. Refer to Sav-More Supermarkets. The Sav-More management is continually provided with
information to make better marketing decisions. These data are easily accessed and manipulated. This
type of system is called a:
a.
marketing decision support system
b.
competitive intelligence system
c.
single-source system
d.
marketing information system
e.
marketing research system
138. Refer to Sav-More Supermarkets. The creation of a large computerized file of customers’ demographic
and psychographic characteristics through the new Sav-More system is called:
a.
survey research
b.
situation analysis
c.
database marketing
d.
observation research
e.
secondary data
139. Refer to Sav-More Supermarkets. Al Edisto, Sav-More’s frozen food manager, noticed sales of orange
juice have fallen, and he wanted to set up a marketing research project to determine possible reasons
for the decline. He first studied the data from the database system discussed above. These data are
called _____ data.
a.
primary
b.
single-source
c.
secondary
d.
conventional
e.
representational
140. Refer to Sav-More Supermarkets. Edisto decided the best way to determine what is causing the drop in
orange juice sales was to conduct a survey among shoppers in the frozen food section of Sav-More.
The data Edisto collected are called _____ data.
a.
single-source
b.
secondary
c.
representational
d.
primary
e.
dichotomous
141. Refer to Sav-More Supermarkets. Edisto decided to survey each customer who stops in front of the
frozen orange juice section on Saturday. The type of sample Edisto used for his research project is
called a _____ sample.
a.
simple random
b.
piggyback
c.
probability
d.
stratified
e.
convenience
NARRBEGIN: University Research Study
University Research Study
A regional state university is experiencing declining enrollments. The administration is concerned
with this situation and asked a marketing research class to conduct a research study and to make
recommendations. One thing the administration is interested in learning is the feasibility of offering
all of their degrees online as well as through the traditional on-campus degree program. They do not
know what the market potential would be for online degrees and potential students’ attitudes and
intentions toward getting an online degree from this university.
NARREND
142. Refer to University Research Study. Which role of marketing research is represented if the student
researchers address “what if” questions, such as examining the outcomes if all the degree programs
were available online?
a.
predictive
b.
proscriptive
c.
descriptive
d.
diagnostic
e.
normative
143. Refer to University Research Study. If the students analyze census data to determine demographic
trends in the primary market area for the university, they are using _____ data.
a.
primary
b.
secondary
c.
proprietary
d.
single-source
e.
representational
144. Refer to University Research Study. In addition to understanding potential students’ attitudes and
intentions regarding online degree programs, the administration has also asked the students to gather
data on another project regarding the public’s attitude toward the university overall. Gathering data on
two different projects using one questionnaire is called a(n) _____ study.
a.
piggyback
b.
dichotomous
c.
dual-purpose
d.
compound
e.
synergistic
145. Refer to University Research Study. Because the students must finish the research project within a
semester and do not have much money to conduct the research, which of the following would be the
best, quickest, and least expensive method of collecting survey data?
a.
in-home personal interviews
b.
mail surveys
c.
Internet surveys
d.
marketing research aggregators
e.
mall intercept interviews
146. Refer to University Research Study. When the students presented the results of their study to the
university administration, they discussed the differences in responses between male and female
respondents. Which data analysis technique allowed them to get these results?
a.
one-way frequency counts
b.
frame analysis
c.
cross-tabulations
d.
probability analysis
e.
correlation analysis
NARRBEGIN: Callaway Golf Co.
Callaway Golf Co.
Callaway Golf Co. has long been a leader in women’s golf equipment, but it wanted to expand its lead
in this growing sector of the market. While Callaway’s technical people knew what could be done with
design, they did not know exactly what women wanted in their clubs. Callaway management decided
what it needed to do was to bring the technicians and women golfer together. Beginning about three
years ago Callaway sent a team of researchers, designers, and golf pros out to visit with 40 women
golfers of various abilities in locations from California to Florida. In selecting the golfers to study
Callaway decided to focus on women that were just beginning to play and experienced, competitive
golfers that wanted to own the latest equipment. Callaway management felt that these two extreme
groups of golfers had been overlooked by golf club manufacturers. Further, Callaway felt that if they
could learn enough about these two groups they would also learn enough to serve the rest of the
women golfer market. Basically the research team observed the women playing golf and listened to
their comments and concerns. The information gathered by this research team was built into every
aspect of the design of a new golf club, including the feel of the club, the length of the club shaft and
size of the club head, and the weight of the club. When prototypes of the new clubs were completed
they were sent to the women golfers to get their feedback. That feedback was then used to refine the
club design. This process went on until the women said the new clubs worked. The entire process from
original prototype to final product took a little less than one year.
NARREND
147. Refer to Callaway Golf. The type of research gathered by the Callaway Golf research team would be
called:
a.
secondary
b.
developmental
c.
descriptive
d.
subjective
e.
focus group
148. Refer to Callaway Golf. When Callaway researchers asked questions like “What bothers you the most
about your irons?” what type of questions were they asking?
a.
scaled-response
b.
close-ended
c.
dichotomous
d.
open-ended
e.
multiple-answer
149. Refer to Callaway Golf. When Callaway researchers asked questions like “Now that you have played
with the new club, how likely would you say you would be to buy it?” they asked golfers to respond
on the following scale:
1 = would definitely not buy it
2 = would probably not buy it
3 = might or might not buy it
4 = would probably buy it
5 = would definitely buy it
What type of Question is this?
a.
scaled-response
b.
limited-response
c.
dichotomous
d.
open-ended
e.
multiple-answer
150. Refer to Callaway Golf. An experimental approach to evaluating the quality of the new Callaway golf
clubs would be to have the women golfers to play two rounds of golf, one with their own clubs and
one with the new Callaway clubs. The golfers results for the two rounds could then be compared to
help determine which clubs were the best. What is normally the most difficult aspect of conducting
experimental research?
a.
the cost of the experiment
b.
controlling sampling error
c.
holding variables constant
d.
controlling measurement error
e.
the questionnaire nature of the data
151. Refer to Callaway Golf. Callaway used its contacts at golf courses around the country to find the 40
women for its study. The 40 women would most likely be called a _____ sample.
a.
systematic
b.
convenience
c.
cluster
d.
stratified
e.
random
152. Refer to Callaway Golf. The Internet would be an excellent means for Callaway Golf to conduct
follow-up research because of all the following reasons, EXCEPT:
a.
error-free results
b.
reduced costs
c.
personalized questions
d.
improved respondent participation
e.
contact with hard-to-reach groups
ESSAY
1. Define a marketing decision support system (DSS). Name and briefly describe the four characteristics
of a true DSS.
2. What is marketing research? Name and briefly describe the three functional roles of marketing
research.
3. Marketing research is important to management because it helps managers in several ways. Discuss
three major benefits of marketing research to managers.
4. List in order the seven steps of the marketing research process.
5. What are secondary data? List four major sources of secondary data and discuss why most research
efforts rely on secondary data and usually collect secondary data before primary data are collected.
6. Compare and contrast primary and secondary data and discuss how each is collected.
7. Discuss two advantages and two disadvantages of using secondary data.
8. Discuss two advantages and two disadvantages of using primary data.
9. Describe survey research and explain how it differs from observation research. Name six popular
forms of survey research.
10. What are three advantages and three disadvantages inherent in the use of a mail survey? Distinguish
between a mail survey and a mail panel.
11. Discuss the four types of observation research and give an example of how each is used in marketing
research.
12. Explain how researchers conduct an experiment and discuss the characteristic of a good experiment.
Why is it impossible to conduct a perfect experiment?
13. Compare and contrast probability samples and nonprobability samples. List the types of samples for
each.
14. Any time a sample is used in marketing research, there will be two major types of errors, measurement
error and sampling error. Briefly describe these two sources of error. Then name and define one other
possible source of error.
15. Discuss the advantages of Internet surveys.
16. Name and describe the two types of online focus groups. How do they compare to in-person focus
groups?
17. What is scanner-based research? What two companies currently provide most of the scanner data?
18. When a manager is faced with alternative solutions to a problem, he or she should NOT immediately
call for marketing research. The first decision to make is whether to conduct marketing research at all.
Name and briefly discuss two situations in which it is best NOT to conduct marketing research.
19. What is competitive intelligence? Discuss how it is used and provide an example.
20. List five non-computer-based sources of competitive intelligence.
