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64) Which of the following is true with regard to mail questionnaires?
A) The response rate of mail questionnaires is often very low.
B) Mail questionnaires are highly flexible.
C) The researcher has maximum control over the mail questionnaire sample.
D) Mail questionnaires are unsuitable for collecting large amounts of information about
respondents.
E) Respondents always provide honest answers to personal questions on mail questionnaires.
65) Which of the following is true of ethnographic research?
A) It is a type of experimental research that involves evaluating group responses.
B) It involves sending observers to watch and interact with consumers in their natural
environments.
C) It is a traditional quantitative research approach.
D) Information used in this mode of research is mainly derived from secondary data sources.
E) It is a form of survey research.
66) Observation is best suited for ________ research.
A) exploratory
B) constructive
C) experimental
D) descriptive
E) survey
67) While looking for ideas on how to craft a user-friendly dishwasher, the designers of a
dishwasher-manufacturing company spent 10 days observing people as they used their
dishwashers in their homes. In this instance, the designers were conducting ________.
A) survey research
B) experimental research
C) quantitative marketing research
D) ethnographic research
E) causal research
68) ________ involves gathering primary data by asking people questions about their
knowledge, attitudes, preferences, or buying behavior. It is the most widely used method for
primary data collection.
A) Experimental research
B) Causal research
C) Ethnographic research
D) Survey research
E) Exploratory research
69) Which of the following is true about survey research?
A) It involves sending observers to watch and interact with consumers in their natural
environments.
B) It is best suited for gathering causal information.
C) It involves selecting matched groups of subjects, giving them different treatments,
controlling related factors, and checking for differences in group responses.
D) The level of flexibility in survey research is lower than most other research methodologies.
E) Survey research is the most widely used method for primary data collection.
70) Juanita Petino, a nutritionist, decided to test the effects of two breakfast cereals, Kinglo and
Loopy, on different consumer groups. For the purpose of her study, she divided 20 volunteers
into two groups and asked the members of one group to have Kinglo cereal and the members of
the other group to have Loopy cereal for breakfast. She decided to compare the responses of the
volunteers after a week to gain deeper insights into consumer attitude. In this instance, Juanita
is using ________.
A) niche marketing
B) experimental research
C) product differentiation
D) ethnographic research
E) viral marketing
71) Which of the following is most likely an advantage of survey research?
A) The flexibility of survey research is high; it can be used to obtain many different kinds of
information in many different situations.
B) Survey research allows researchers to observe respondents closely in their natural
environments.
C) The chances of getting dishonest feedback are almost negligible with survey research.
D) The attitudes and motives of the customers can be easily determined through survey
research.
E) The data gathered in survey research is impartial and free from bias as the surveys are done
in-person to evaluate consumer behavior.
72) ________ refers to gathering primary data by selecting matched groups of subjects, giving
them different treatments, controlling related factors, and checking for differences in group
responses.
A) Experimental research
B) Constructive research
C) Observational research
D) Survey research
E) Descriptive research
73) Experimental research is best suited for gathering ________ information.
A) exploratory
B) causal
C) random
D) unstructured
E) descriptive
74) Kinger Burgers came out with a new hamburger and, before including it on its main menu,
released it in two different cities with two different prices. The marketers at Kinger Burgers
then analyzed the different levels of purchase made at these two different places, planning to
use the information to help them set a nationwide price for the new offering. This is an example
of ________.
A) ethnographic research
B) descriptive research
C) DIY research
D) experimental research
E) survey research
75) Maria Ramirez is conducting research to determine consumers' personal grooming habits.
Because of the personal nature of many of the survey questions, Maria wants to select the
contact method that is most likely to encourage respondents to answer honestly and that will
allow her to easily collect large amounts of data. Which of the following is best suited to meet
Maria's requirements?
A) mail questionnaires
B) telephone interviews
C) individual interviews
D) focus group interviews
E) immersion group discussions
76) Which of the following contact methods is the most cost-effective?
A) telephone interviews
B) individual interviews
C) in-depth interviews
D) online surveys
E) group interviews
77) Loft Industries sells roof trusses to contractors and builders and is currently looking for
honest feedback on its services. However, in the past, most of its efforts to procure feedback
from customers did not yield any meaningful data. According to the marketing managers of
Loft Industries, feedback was more polite than honest. Which of the following contact methods
should Loft Industries most likely use to maximize its chances of receiving honest and
impersonal feedback?
A) online focus groups
B) telephone interviews
C) mail questionnaires
D) group interviews
E) personal interviews
78) Which of the following is an advantage of telephone interviews?
A) They are more cost-effective than mail questionnaires.
B) Interviewer bias is absent.
C) The quantity of data collected is greater compared to personal interviewing.
D) The speed with which data is collected is high.
E) Response rates tend to be higher than those of mail questionnaires.
79) Which form of marketing research involves talking with people in their homes or offices,
on the street, or in shopping malls?
A) individual interviewing
B) focus-group interviewing
C) telephone interviewing
D) mail questionnaires
E) observational research
80) ________ consists of inviting 6 to 10 people to meet with a trained moderator to talk about
a product, service, or organization.
A) Telephone interviewing
B) Individual interviewing
C) A mail questionnaire
D) An online survey
E) Focus group interviewing
81) Redrunners Inc., a manufacturer of sports merchandise, is gathering customer opinions
about the firm's new sports shoe line. A team of researchers in the company invited eight
regular customers to talk about the new line of shoes, asking why they chose to buy the shoe
and what they disliked most about its design. A moderator was present to monitor the
discussion. Which of the following types of contact methods is Redrunners using?
A) individual interviewing
B) mail questionnaire
C) group interviewing
D) mass survey
E) mall intercept
82) Happy Pets, a company manufacturing pet foods and accessories, created a membership
club for its regular customers called "I Love My Pet." This group consists of animal lovers
selected by the company to complete product-related polls, chat with product developers, and
provide feedback about specific products. Which of the following best describes "I Love My
Pet"?
A) primary group
B) immersion group
C) mob
D) dyad
E) triad
83) In a simple random sample, ________.
A) every member of the population has a known and equal chance of selection
B) the population is divided into mutually exclusive groups (such as blocks), and the researcher
draws a sample of the groups to interview
C) the researcher selects the easiest population members from which to obtain information
D) the population is divided into mutually exclusive groups and random samples are drawn from
each group
E) the researcher finds and interviews a prescribed number of people in each of several
categories
84) Which of the following is most likely a disadvantage of focus group interviewing?
A) Focus group interviewing does not connect secondary data with primary data.
B) Focus group interviewing is less flexible compared to mail questionnaires.
C) Consumers in focus groups are always open and honest about their real feelings, behaviors,
and intentions in front of other people.
D) Focus group interviewing involves small samples to keep time and costs down, which
makes it hard to generalize from the results.
E) The moderator in a focus group interview has poor control over the group of respondents.
85) To overcome problems in focus group interviewing, some companies employ small groups
of consumers who interact directly and informally with product designers without a focus group
moderator present. Such groups are known as ________.
A) classes
B) consumer guilds
C) virtual communities
D) immersion groups
E) primary groups
86) Jaime Gonzalez owns a small publishing company in Utah and has a very restrictive budget
for the market research he currently needs to conduct. He requires a large sample size for his
research in order to arrive at insightful conclusions. Additionally, he wants to have excellent
control over his sample. Keeping in mind his restrictive budget and other specifications, which
of the following methods of contact would you advise Jaime to use?
A) telephone interviews
B) individual interviews
C) online surveys
D) mail questionnaires
E) focus group interviews
87) Melissa Thomas leads the marketing research division at Tronics Inc., a manufacturing
company based in Alabama. To improve future sales of the company's products, she has
decided to collect customer opinions and feedback on the current products offered by her
company. For this purpose, Melissa is looking for a highly flexible contact method that can be
used to gather large amounts of data within the least possible time. In this instance, which of
the following contact methods is most likely to hold the highest appeal for Melissa?
A) online surveys
B) in-depth interviews
C) telephone interviews
D) individual interviews
E) mail questionnaires
88) Which of the following is true about Internet-based survey research?
A) The effectiveness of Internet-based survey research is invariably affected by the
interviewer's bias.
B) Internet-based survey research is less flexible compared to mail questionnaires.
C) Internet-based survey research is characterized by high speed and low costs.
D) Typically, the quantity of data gathered in Internet-based survey research is low.
E) The response rate of Internet-based survey research is lower than that of mail questionnaires.
89) Which of the following is a disadvantage of online focus groups?
A) Responses are not instantaneous.
B) Controlling the online sample is difficult.
C) Results take a long time to tabulate and analyze.
D) Facility, technology, and travel costs are very high.
E) Researchers are unable to view the sessions in real-time.
90) A(n) ________ is a segment of the population selected for marketing research to represent
the population as a whole.
A) focus group
B) immersion group
C) primary group
D) sample
E) secondary group
91) For her current research project, Margaret Rogers wants to select a sample in which every
member has a known and equal chance of selection. In other words, Margaret is looking for a
________.
A) simple random sample
B) convenience sample
C) stratified random sample
D) judgment sample
E) quota sample
92) Which of the following refers to a probability sample in which the population is divided
into mutually exclusive groups (such as blocks), and the researcher draws a sample of the
groups to interview?
A) quota sample
B) judgment sample
C) cluster sample
D) stratified random sample
E) simple random sample
93) Which of the following refers to a nonprobability sample in which the researcher selects the
easiest population members from which to obtain information?
A) quota sample
B) judgment sample
C) convenience sample
D) stratified random sample
E) simple random sample
94) Which of the following refers to a nonprobability sample in which the researcher uses his
or her evaluation techniques to select population members who are good prospects for accurate
information?
A) quota sample
B) judgment sample
C) convenience sample
D) stratified random sample
E) simple random sample
95) Which of the following refers to a nonprobability sample in which the researcher finds and
interviews a prescribed number of people in each of several categories?
A) quota sample
B) judgment sample
C) convenience sample
D) stratified random sample
E) simple random sample
96) In collecting primary data, marketing researchers have a choice of two main research
instruments, ________.
A) reference books and journals
B) questionnaires and mechanical devices
C) social networks and internal databases
D) commercial online databases and search engines
E) open-source directories and blogs
97) Which of the following is an example of an open-ended question?
A) How is voting going to help the nation?
B) Do you like driving on the highway?
C) How many children do you have?
D) Would you like to try a sample?
E) Are your friends in town?
98) Which of the following questions is an example of a closed-end question?
A) Why do you think some people are more comfortable taking risks than others?
B) How can I improve my presentation skills?
C) Why do you think a single vote makes a difference?
D) Would you like to try our new ice cream flavor?
E) What is the best way to prevent weeds in a garden?
99) While creating research questionnaires, researchers must particularly AVOID the use of
________.
A) biased phrasing
B) simple language
C) closed-end questions
D) logical question arrangement
E) open-ended questions
100) ________ refers to the measurement of brain activity to learn how consumers feel and
respond.
A) Biometrics
B) Demographics
C) Sampling
D) Neuromarketing
E) Psychographics
101) After a research instrument is selected, the next step in the marketing research process is
to ________.
A) select a sampling method
B) interpret the research findings
C) implement the research plan
D) evaluate alternatives
E) select a research approach
Refer to the scenario below to answer the following question(s).
Jason West, owner of A1 Cleaning, started his enterprise in 2001. Jason's primary focus had
been on office cleaning for large corporations. But in recent months, Jason has seen a decline in
demand for his office cleaning services. Surprisingly, the competitive environment appeared
relatively stable with no new competitors. However, Jason knew that office cleaning was a
high-frequency service that is usually performed daily; therefore, competitors must have been
doing something to attract his customers. Building a competitive advantage seemed to be the
only option to offset competition. But as Jason pondered over his dilemma, he realized that
prior to building his competitive advantage he needed to better understand how customers
assessed service quality and what they look for in a superior cleaning service.
Jason developed a research plan. First, he gathered information about his competitors, primarily
through pamphlets and Web sites, as well as through a few phone calls in order to find out
exactly what the competitors offered in their cleaning packages. In addition, Jason obtained
from the Chamber of Commerce an updated list of local corporations. He planned on sending
written questionnaires to them.
Though the list of corporations contained 141 local company names, Jason chose to survey 75
of them. To better understand customer service expectations between both small and large
corporations, Jason divided his surveys into two categories. The survey questions were
designed to extract specific data from respondents with regard to service quality expectations in
correlation to service frequency and price.
Jason awaited the results. Though his primary focus had been on large corporations, he was
flexible and would aim his efforts differently if needed.
102) In this scenario, which of the following is an example of primary data?
A) list of corporations obtained from the Chamber of Commerce
B) information obtained from competitors' pamphlets
C) data obtained from the surveys conducted in the 75 companies
D) information obtained from the Internet about current market trends
E) data obtained from competitors' Web sites
103) Of the 141 companies on the list, Jason chose to survey only 75 of them. He sent surveys
to both small as well as large companies. If Jason selected survey recipients randomly from two
mutually exclusive groups comprised of small and large companies respectively, he most likely
used a ________.
A) simple random sample
B) judgment sample
C) convenience sample
D) stratified random sample
E) quota sample
104) If Jason used mostly open-ended questions in the survey to encourage people to answer in
their own words, he is performing ________ research.
A) focus group
B) qualitative
C) experiential
D) causal
E) exploratory
105) Marketing researchers can conduct their own searches of secondary data sources by using
mail questionnaires and interviewing individuals.
106) Since secondary data provide a good starting point for research and often help define
problems and research objectives, companies do not need to collect primary data.
107) A weakness of market research is that it cannot help marketers measure the effectiveness
of pricing changes or promotion activities.
108) Causal research involves sending observers to watch and interact with consumers in their
natural environments.
109) Experimental research is best suited for gathering descriptive information.
110) Personal interviews can be used to collect large amounts of information at a low cost per
respondent.
111) The most obvious advantages that Internet-based survey research offers over mail and
personal interviewing approaches are high speed and low costs.
112) A sample is a segment of the population selected for marketing research to represent the
population as a whole.
