Chapter 10
Test Bank
1. One of the benefits of marketing research that it reduces the uncertainty under which managers make decisions.
2. Marketing research should be used only to produce favorable recommendations for senior management to consider.
3. The marketing research process follows five steps, and to be effective they must be followed in order without omitting any steps.
4. Before conducting marketing research, it is important to establish in advance exactly what problem needs to be solved.
5. Briena is looking at the results of a syndicated study conducted two years ago. Briena is looking at primary data.
6. Primary data include external as well as internal data sources.
7. In the marketing research process, data collection happens after research design.
8. Warren is conducting a marketing research project. He is not sure what questions to ask or what types of consumers he should talk to. Therefore,
Warren should begin by conducting quantitative research.
9. Quentin is in a group of 8 to 12 people and is being asked questions by a trained moderator. Quentin is part of an in-depth interview group.
10. Donald is analyzing and interpreting data. In the process, he is converting data into information.
12. The terms external secondary data and syndicated data mean the same thing.
13. When companies store information on customers’ purchase histories in large computer files, this is known as data warehousing.
14. Panel data are always secondary data.
15. Fingerprints are an example of biometric data.
16. When survey data are analyzed in depth to determine consumer attitudes toward a product, this is an example of sentiment mining.
17. A disadvantage to using secondary data is that they might not be precisely relevant to the information needed.
18. In the United States, the federal government has enacted comprehensive privacy laws for the Internet.
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19. Neuromarketing is the process of examining consumers’ brain patterns to determine their responses to marketing communications, products, or
services for the purpose of developing marketing tactics or strategies.
20. Companies are legally required to disclose their privacy practices to customers on an annual basis.
21. Marketing research includes all of the following except
22. Political consultants have been using marketing research for decades to help their candidates understand
23. Paul subscribes to an Internet service that alerts him whenever other firms in his industry are quoted in the media. Paul is using this type of
24. Every month, Dr. Combahee takes her staff to lunch and asks them to share patients’ comments and concerns. Dr. Combahee uses the lunches as an
informal marketing research effort intended primarily to
25. Through analysis of sales data, Price-Cutters retail store found that customers who bought peanut butter also tended to buy bananas. Price-Cutters
was engaged in
26. Walmart is known for its efficient logistical systems. Every time consumers buy something, that purchase is recorded and sent to company
headquarters, where it is used to generate reorders to vendors. In addition, customers’ billions of purchases are analyzed to uncover patterns of
consumers’ purchasing behavior. This is an example of
27. If a firm has demographic and purchasing information about its customers, the firm can use data mining techniques to
28. From charitable giving to medical records to Internet tracking, consumers are more anxious than ever about
29. When conducting a survey about choosing vacation destinations, Hillary will need to __________ in order to get reluctant respondents to provide
honest information.
30. The marketing research process follows five steps, and researchers
31. The first question a marketing researcher should ask before embarking on a research study is
32. Assuming that a marketing research study will answer important questions and reduce uncertainty associated with the proposed project, a major
question that needs to be addressed before starting the study is
33. Just as marketers create value by meeting the needs and wants of consumers, marketing researchers create value if
34. All of the following are considered qualitative research except
35. Wanda and Jim are working on a research project to anticipate customer attitudes toward a proposed new product line for their company. They have
worked with the marketing manager to determine the answers that are needed and have created a detailed design of the project. Their next logical step
will be to
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36. Academic researchers often jump at the opportunity to conduct a research study, curious to learn more and address unanswered questions for the
sake of general knowledge. Businesspeople tend to be more cautious before embarking on a marketing research study, recognizing that research is often
37. When Betty decided to open up a tea shop in the center of town, she chose a group of customers who represent her customers of interest. This group
is called a
38. You work for a company that sells baby products. Your manager asks you to conduct research on automotive sales in your area. The problem with
this research objective is that
39. The manager of a company selling cellular phones in rural U.S. markets asks you to conduct survey research into the question, What percentage of
people in Kansas live in communities of less than 10,000 people? The problem with this research objective is that
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40. After defining objectives and research needs, the next step in the marketing research process involves
41. During the research design step of the marketing research process, researchers identify the type of data needed and
42. Victor’s custom auctioneering service provides online auction selling assistance. Victor plans to conduct marketing research to determine which
auction site is best for his customers. His next step is to
43. Company sales invoices, census data, and trade association statistics are examples of
44. Commercial research firms such as IRI, the National Purchase Diary Panel, and Nielsen are sources of
45. Jaleel is the marketing manager for a moderately well-known rock band. He wants to know more about industry trends including sales by different
musical styles, online downloads, and concert attendance. Jaleel will most likely use __________ to gather this type of data.
46. Once a marketing researcher is ready to move beyond preliminary insights to specific, informed questions, the researcher is ready to conduct
48. Joe is reviewing secondary data his company collected about seasonal variations in consumer spending because he is thinking about developing a
new product line. The advantages of using these data include
49. Omar is responsible for marketing and marketing research for a midsized manufacturer of assemblies for the housing market. His boss has asked
him to cut back expenses, especially in marketing research: “Why can’t you just use information off the Internet? There’s plenty out there.” What is
Omar’s best response to try to get his boss to change his mind?
50. Marvin is looking for data to help with a new marketing research study. When reviewing existing secondary data from a past research study, Marvin
should pay careful attention to
51. After reviewing the existing data on seasonal spending by his company’s customers, Marvin decided he needed new information collected to address
his research questions. Marvin will need __________ data to address the questions in his marketing research study.
52. A major advantage of primary data collection is
53. A major disadvantage of primary data collection is
54. Caroline needs to find information about income and age distribution in Orange County, California. The best source of secondary research of use to
Caroline is likely to be
55. Data collection begins
56. When the marketing research problem is not clearly defined, a researcher will likely engage in __________ research.
57. Recently, the number of students enrolled in the marketing program dropped while enrollment in the psychology program increased. The chair of
the marketing department will probably use __________ as a first step to gain a better understanding of why enrollments are changing.
58. Quantitative research offers a means to confirm ideas through
59. Bianca‘s discount home furnishings store is in a strip mall. She wants to know what other businesses in the strip mall her customers visit when they
come to her store. To collect information for this objective, Bianca will most likely use
60. Which of the following is true about quantitative research?
61. The purpose of __________ is that it provides information needed to confirm insights and hypotheses generated and helps managers pursue
appropriate courses of action.
62. When consumers are __________, observation becomes particularly useful in understanding consumers’ preferences.
63. When consumers are unable to articulate their experiences, __________ becomes particularly useful in understanding consumers’ preferences.
64. Using __________, trained researchers ask questions, listen to and record the answers, and then pose additional questions to clarify or expand on a
particular issue.
65. Social media monitoring, in-depth interviews, and focus groups are all __________ research methods.
66. Zan wants to collect considerable information about the current opinions of his ten most important customers. Zan will probably use the
__________ research method.
67. Which of the following research methods would be best in helping a marketer understand how people feel about a product or service on an individual,
detailed level?
68. When the detailed opinions of a few industry experts or experienced consumers are needed, __________ is(are) often the best qualitative research
method.
69. Randall wants to do an online survey of college professors about the factors that influence their textbook selection. He would like to use a structured
survey but is not sure what responses to include for each question. Randall could use __________ to help him develop his survey.
70. Frederica manages an upscale women’s clothing store. She wants more information about her customers’ general feelings about upcoming fall
fashions. Frederica will most likely use __________ to gather this type of data.
71. A(n) __________ is a small group of people brought together for an intensive discussion of a topic.
72. In a focus group, researchers usually videotape or audiotape the session in order to
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73. Tyree is concerned about a competitor’s new line of outdoor barbeque grills that provide most of the same features as his products. Tyree might
consider using __________ to gather qualitative information from consumers about the competitor’s offerings.
74. Martin has hired a marketing research company to bring together a small group of soft drink consumers and get feedback on the three new
advertising slogans his firm is considering. The marketing research firm might conduct a(n) __________ to provide the information Martin has
requested.
75. In the infamous Coke-New Coke taste test, 54 percent of consumers, using a blind taste test, preferred the New Coke formula to the existing
formulation. This is an example of a(n) __________ marketing research method.
76. Malcolm is the campaign manager for a congressional candidate. He wants to know how voters across his district feel about recent sexual
harassment scandals involving politicians. Malcolm will most likely use __________ to gather this type of data.