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b. language differences that may be encountered
c. the country’s business environment
d. the cost of data collection methods
91. 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
92. Secondary data is advantageous because:
a. it is often free or less expensive than primary data sources.
b. the information is tailored to the company’s specific research needs.
c. data is timely and current.
d. it allows researchers to ask specific questions in relation to their hypothesis.
93. 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.
94. 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?
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c. What is an objective statement?
d. What is a qualitative data point?
e. What is a conclusive research finding?
95. 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. Observation
b. Delphi technique
c. Focus group
d. Interpretative research
96. 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
97. 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
Indicate one or more answer choices that best complete the statement or answer the question.
98. You’ve noticed a decline in seafood orders at your restaurant, but you’re unsure what is causing the problem.
Therefore, 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.
99. Starbucks would like to conduct market research on a new drink. Which of the following methods would be
classified as primary research?
a. Starbucks test markets the drinks in stores, allowing customers to try sample sizes of the drink.
b. Search for information from industry reports on customer attitudes towards flavored espresso drinks.
c. Conduct focus groups, asking customers their thoughts on a new drink flavor.
d. Add the item to the menu and observe how many customers order the new drink.
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100. Six Flags Amusement Park is considering opening a new location in Dubai, UAE. What primary research
might Six Flags conduct to see if Dubai is a viable option for a new park?
a. Face-to-face interviews conducted by an international research firm hired by Six Flags.
b. Demographic information for Dubai from Export.gov.
c. Focus groups held in Dubai with the help of professional translators.
d. Results from previously conducted surveys in Abu Dhabi, UAE.
101. Crock Pot has noticed a decline in sales for their counter top slow cooker appliances. The company would
like to conduct research to determine the cause of the drop in sales. Which of the following research methods
would be classified as secondary research?
a. Industry reports on overall slow cooker sales in the United States.
b. Interpretive research conducted inside the homes of Crock Pot users.
c. Surveys sent to registered customers of Crock Pot.
d. Transcripts from focus groups that Crock Pot previously conducted to determine customer preferences
on color and design.
102. Which of the following are true about access to secondary data in foreign markets?
a. The U.S. government can provide information on market research and data on international trade to
marketers.
b. Every country collects census data similar to that of the United States.
c. Population, education levels, and employment information on foreign countries can be obtained from the
World Bank.
d. The U.S. government provides free customized research to marketers seeking information on foreign
countries.
103. A car manufacturer would like to add a luxury electric SUV to their vehicle line up. Marketers at the
manufacturer need to conduct research on customer reception to this type of vehicle. Which of the following
could be classified as secondary data?
a. Results from a survey conducted by a research company that the manufacturer hires.
b. Results from industry reports on luxury sales trends.
c. Internal sales reports on the manufacturer’s electric car.
d. Focus group transcripts on customer reactions to the manufacturer’s potential luxury electric SUV.
104. 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. U.S. government.
c. primary.
d. repositioned.
e. micro.
105. Campbell’s soup would like to explore consumers’ interest in Campbell’s branded frozen entrees. The
company would like to conduct primary research to measure customer interest. Which of the following would
be classified as primary research?
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a. Results from a previously conducted survey by Campbell’s on customers’ interest in fresh, refrigerated
soups.
b. Industry reports from Progressive Grocer on frozen food sales.
c. Personal interviews with shoppers in grocery stores on their opinion of Campbell’s branded frozen
entrees.
d. Test market the frozen entrees in select Food Lion and Kroger grocery stores.
106. Tiffany & Co., luxury jeweler and specialty retailer, is interested in opening several new stores in the
United States. Which of the following research that Tiffany & Co. is using is classified as secondary research?
a. Lifestyle and demographic information compiled by Nielsen’s PRIZM segmentation service.
b. Demographic data from the U.S. Census for Raleigh, Charleston, Lexington, and Louisville.
c. Data from previously conducted surveys from residents of Washington DC on their likelihood of
shopping at a Tiffany retail store.
d. Results from online surveys emailed to customers in Buffalo.
107. A regional bank is considering removing all drive thru lanes and replacing them with ATMs. Which of the
following data would be classified as secondary data?
a. Transcripts from one-on-one interviews the bank previously conducted about ATM features.
b. Information from banking industry reports.
c. Data compiled through surveys given to customers that come through the bank’s drive thru lanes.
d. Reports on ATM usage at all of the bank’s locations.
108. 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
109. A national shampoo brand is conducting research to determine why the sales for their products have been
declining. Which of the following would be classified as primary data?
a. Internal sales reports.
b. One-on-one interviews with customers shopping for shampoo in grocery, drug, and convenience stores.
c. Industry data on shampoo sales for all brands.
d. Recordings of focus groups conducted by the shampoo brand.
110. 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.
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111. Describe the process of exploratory research.
112. List the strengths and limitations of secondary data in comparison with primary data.
113. What is test marketing? What are the challenges associated with test marketing new products?
114. What is a research design? What are the factors that need to be considered by marketers while creating a
research design?
115. What are the stages involved in the marketing research process?
116. Describe the three principal methods used by researchers to collect primary data.
117. Explain the origins of the era of big data in marketing research.
118. What is data mining? How does it help marketers in decision making?
119. What are the challenges associated with conducting marketing research in global markets?
120. How has the marketing research function developed in the recent years?
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Answer Key
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