Hershey Corporation wants to add additional chocolate kisses to each bag of its popular
candy while keeping the current price constant. Hershey wonders if the additional
candies would cause sales to increase enough to offset the higher costs. What type of
primary data research should the company use to answer this question.
a. Conduct focus group interviews in a laboratory setting.
b. Use telephone interviews with current and potential customers.
c. Use observation research.
d. Use experimental research.
e. Use mail surveys with current customers.
Even if it will help managers interpret results, you should not convert continuous
measures to categorical measures.
a. True
b. False
An automotive garage provides taxi rides to people who are having their cars repaired.
To determine the quality of their service, the garage uses taxis operated by employees
of the garage who are trained to record the number of specific gripes a rider makes
about the garage. This is an example of
a. A focus group.
b. Depth interviewing.
c. Direct observation.
d. Undisguised observation.
e. Disguised observation.
If a newspaper editor asks a reporter to interview thirty males and thirty females from
each of three geographical areas of a particular city for a prospective story, what type of
sampling procedure is being used?
a. Simple random sample
b. Convenience sample
c. Quota sample
d. Systematic sample
e. Stratified sample
In general, exploratory research is appropriate for any problem about which much is
known.
a. True
b. False
“Comsopolitans”, “Boomtown Singles” and “Shotguns and Pickups” are examples of
the 66 segments used in which of the following systems?
a. Dun & Bradstreet global commercial database
b. Standard Industrial Classification system
c. Nielsen’s PRIZM system d. NAICS
e. Arbitron rating system
______________marketing research focuses on the short- or long-term decisions that
the firm must make with respect to the elements of the marketing mix.
a. Planning
b. Decision making
c. Problem solving
d. Performance monitoring
e. Control
In a contrived setting, subjects are observed in an environment that has been
specifically designed for recording their behavior.
a. True
b. False
Which of the following is FALSE?
a. One problem with all questionnaires is that a question and the way it is asked will
affect the response.
b. Initial pretests are best done by personal interview.
c. Second pretests are not necessary if the initial pretest was done properly.
d. Both a and b.
e. Both a and c.
Which of the following is NOT a nonprobability sampling technique?
a. Convenience sample
b. Simple random sample
c. Judgment sample
d. Snowball sample
e. Quota sample
Which of the following is an example of the communication method of obtaining data?
a. The researcher classifies people into social class strata by personally rating the
furniture in their homes via on- site visits.
b. A researcher infers people’s reactions to a product display by noting how long they
stand in front of it.
c. A researcher assesses the popularity of various museum exhibits by noting tile wear
in front of each exhibit.
d. A researcher measures consumer attitudes by means of subjects’ responses to a
questionnaire.
e. A researcher notes the gender and race of each person making a purchase during a
special sale.
Accuracy in a report refers to
a. mathematical accuracy.
b. grammatical accuracy.
c. correct terminology.
d. Both a and b.
e. a, b and c.
Which of the following should NOT be included on the title page of a research report?
a. The subject of the report.
b. The name of the research organization.
c. The date of submission.
d. The name of the client organization.
e. The cost of the project.
Which of the following is NOT an advantage of the communication method in
comparison to the observation method of data collection?
a. Accuracy
b. Cost
c. Speed
d. Versatility
e. Ease of data collection
A key distinction of a Marketing Information System (MIS) is that:
a. The information is accurate.
b. It can only be used by marketing managers.
c. Information is collected on a regular basis.
d. It does not involve focused reports
e. The information is used in making marketing decisions