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KEYWORDS:
Bloom's: Application
113. A(n) ____ is a collection of information arranged for easy access and retrieval.
a.
database
b.
marketing information system
c.
marketing decision support system
d.
online information service
e.
e-mail system
114. Information provided by a single firm on household demographics, consumer purchases, television viewing behavior,
and responses to promotions is called ____ data.
a.
single-source
b.
census
c.
consumer demographic
d.
multi-point
e.
single-point
115. Behavior Scan, a research company, provides information on household demographics, television viewing habits,
and purchases tracked with Hotline cards. This is
a.
a marketing information system.
b.
a business software database.
c.
online information.
d.
U.S. Census data.
e.
single-source data.
116. Max is the product manager for a new type of lumbar supports used in the production of office chairs. His company
sells the lumbar supports to approximately 70 different chair manufacturers. The price for this new product still needs to
be finalized. Max has decided to take the data recently collected in a marketing research study and apply it to different
pricing scenarios in order to set the best price for his company. He will be utilizing computer software to obtain results
from the various scenarios. Max is most likely using a
a.
database.
b.
marketing research system.
c.
marketing information system.
d.
marketing decision support system.
e.
single-source system.
117. The following are all guidelines for questionnaire introduction that support ethical marketing research except
a.
allow the interviewer to introduce him/herself by name.
b.
indicate that this is a marketing research project.
c.
explain that no sales will be involved.
d.
state the likely duration of the interview.
e.
keep the name of the research company confidential.
118. Which of the following statements about conducting marketing research internationally is false?
a.
The marketing research process may need to be modified to allow for regional differences.
b.
A detailed search for and analysis of secondary data can help researchers gain a greater understanding of a
particular marketing environment and pinpoint issues that must be taken into account in gathering primary
research data.
c.
Primary data gathering may have a greater chance of success if the firm employs local researchers who better
understand how to approach potential respondents and can do so in their own language.
d.
Specific differences among countries can have a profound influence in data gathering.
e.
Specific differences among countries have no effect on data gathering or the marketing research process.
119. Scenario 5.1
Use the following to answer the questions.
Because of the development of optical scanners and cable television, marketing researchers can now test the effectiveness
of advertising more precisely. Volunteers in a minimum of six cities are offered food discounts in return for allowing
marketing research firms to monitor grocery purchases and send trial commercials to their homes through cable television.
The research subjects shop only at stores equipped with UPC scanners, and their purchases are identified by a special
card. Respondents are also told that some of the commercials they see on cable television may differ from those seen by
their neighbors. Buying patterns are then compared. For example, Kashi cereals tested a Crunchy Wheat promotion using
this system. Half of the 5,000 participating homes in one city saw a commercial announcing the promotion; the other half
saw a commercial that did not mention the promotion. Kashi used scanner data to evaluate the promotion's success and
offered the commercials nationwide.
Refer to Scenario 5.1. Kashi's testing of the Crunchy Wheat promotion is an example of
a.
the collection of secondary data used in a descriptive study
b.
information feedback used in an exploratory study.
c.
the collection of secondary data used in an exploratory study.
d.
the collection of primary data used in a descriptive study.
e.
the defining and locating problems through an observational technique.
120. Scenario 5.1
Use the following to answer the questions.
Because of the development of optical scanners and cable television, marketing researchers can now test the effectiveness
of advertising more precisely. Volunteers in a minimum of six cities are offered food discounts in return for allowing
marketing research firms to monitor grocery purchases and send trial commercials to their homes through cable television.
The research subjects shop only at stores equipped with UPC scanners, and their purchases are identified by a special
card. Respondents are also told that some of the commercials they see on cable television may differ from those seen by
their neighbors. Buying patterns are then compared. For example, Kashi cereals tested a Crunchy Wheat promotion using
this system. Half of the 5,000 participating homes in one city saw a commercial announcing the promotion; the other half
saw a commercial that did not mention the promotion. Kashi used scanner data to evaluate the promotion's success and
offered the commercials nationwide.
Refer to Scenario 5.1. Suppose that when selecting the 5,000 homes to participate in scanner studies in one city, the
research firm first divided the city's population into upper-, middle-, and lower-class families, then took a probability
sample within each group. This would be a(n) ____ sample.
a.
random
b.
stratified
c.
area
d.
quota
e.
population
122. Scenario 5.1
Use the following to answer the questions.
Because of the development of optical scanners and cable television, marketing researchers can now test the effectiveness
of advertising more precisely. Volunteers in a minimum of six cities are offered food discounts in return for allowing
marketing research firms to monitor grocery purchases and send trial commercials to their homes through cable television.
The research subjects shop only at stores equipped with UPC scanners, and their purchases are identified by a special
card. Respondents are also told that some of the commercials they see on cable television may differ from those seen by
their neighbors. Buying patterns are then compared. For example, Kashi cereals tested a Crunchy Wheat promotion using
this system. Half of the 5,000 participating homes in one city saw a commercial announcing the promotion; the other half
saw a commercial that did not mention the promotion. Kashi used scanner data to evaluate the promotion's success and
offered the commercials nationwide.
Refer to Scenario 5.1. When the researchers compared the average sales of Crunchy Wheat for the group that saw the
promotion with the average sales for the group that did not see the promotion, in which stage of the marketing research
process were they?
a.
Defining and locating problems
b.
Reporting research findings
c.
Developing hypotheses
d.
Collecting data
e.
Interpreting research findings
123. Scenario 5.2
Use the following to answer the questions.
Colin Jackson recently purchased Blue Waters Adventures, a kayak and canoeing rental business near the Chatsworth
River in Arizona. Blue Waters Adventures had been in operation for five years and was located in an ideal area. Even
though the winters in the area can be cold, kayaking and canoeing activities are generally popular year-round. After two
months of operation, it became clear why the previous owners had sold the business. While the business appeared to be
ideally located, sales were extremely disappointing.
Refer to Scenario 5.2. Colin decided to apply some of the things he had learned in his marketing research class to his
business. The first thing he should do is to ___________ which will help him ______
a.
develop a questionnaire; collect the necessary data.
b.
identify a sample frame; contact the appropriate respondents.
c.
define the problem to be researched; determine his data needs.
d.
conduct store exit interviews; give him an idea of the problem.
e.
collect secondary data; contact the appropriate respondents.
124. Scenario 5.2
Use the following to answer the questions.
Colin Jackson recently purchased Blue Waters Adventures, a kayak and canoeing rental business near the Chatsworth
River in Arizona. Blue Waters Adventures had been in operation for five years and was located in an ideal area. Even
though the winters in the area can be cold, kayaking and canoeing activities are generally popular year-round. After two
months of operation, it became clear why the previous owners had sold the business. While the business appeared to be
ideally located, sales were extremely disappointing.
Refer to Scenario 5.2. Colin developed a research design to aid his investigation. This design included a questionnaire that
attempted to measure "outdoor activity preferences"; however, Colin's professor said that the questionnaire measured not
"outdoor activity preferences" but something else. The professor was questioning the research design's
a.
reliability.
b.
significance.
c.
truthfulness.
d.
corroboration.
e.
validity.
125. Scenario 5.2
Use the following to answer the questions.
Colin Jackson recently purchased Blue Waters Adventures, a kayak and canoeing rental business near the Chatsworth
River in Arizona. Blue Waters Adventures had been in operation for five years and was located in an ideal area. Even
though the winters in the area can be cold, kayaking and canoeing activities are generally popular year-round. After two
months of operation, it became clear why the previous owners had sold the business. While the business appeared to be
ideally located, sales were extremely disappointing.
Refer to Scenario 5.2. Colin went to the university library and collected everything he could find on the kayaking and
canoeing sports industries. He found a significant amount of information, but it didn’t seem to be in the format that he
could actually use in his analysis. Colin realized that he could just use this preliminary data as a resource to help him
design his plan for utilizing focus groups and possibly for designing a survey. The preliminary data is referred to as
_____, while the data from focus groups and surveys is ______.
a.
primary data; secondary and observational
b.
secondary data; primary
c.
secondary data; observational
d.
exploratory data; primary
e.
primary data; descriptive
126. Scenario 5.2
Use the following to answer the questions.
Colin Jackson recently purchased Blue Waters Adventures, a kayak and canoeing rental business near the Chatsworth
River in Arizona. Blue Waters Adventures had been in operation for five years and was located in an ideal area. Even
though the winters in the area can be cold, kayaking and canoeing activities are generally popular year-round. After two
months of operation, it became clear why the previous owners had sold the business. While the business appeared to be
ideally located, sales were extremely disappointing.
Refer to Scenario 5.2. Besides administering the questionnaire, Colin observed people who went kayaking and canoeing
on the Chatsworth River, making notes about their appearance and behavior. The type of data he collected are ____ data.
a.
indirect
b.
mechanical
c.
secondary
d.
primary
e.
direct
127. Scenario 5.2
Use the following to answer the questions.
Colin Jackson recently purchased Blue Waters Adventures, a kayak and canoeing rental business near the Chatsworth
River in Arizona. Blue Waters Adventures had been in operation for five years and was located in an ideal area. Even
though the winters in the area can be cold, kayaking and canoeing activities are generally popular year-round. After two
months of operation, it became clear why the previous owners had sold the business. While the business appeared to be
ideally located, sales were extremely disappointing.
Refer to Scenario 5.2. Before administering the questionnaire, Colin discovered through talking to other sports rental
businesses that, although retired males made up a small percentage of the area's population, they often rented kayaks and
canoes. In light of this, Colin decided to include a minimum of 25 percent retired males in his sample. The final choice of
respondents was left up to the interviewers. This sampling method is known as ____ sampling.
a.
quota
b.
stratified
c.
random
d.
representative
e.
area
128. Marketing research is a systematic and orderly gathering of information supplied through the routine reporting
system within the organization.
a.
True
b.
False
129. The purpose of marketing research is to inform an organization about customers' needs and desires, marketing
opportunities for particular goods and services, and changing attitudes and purchase patterns of customers.
a.
True
b.
False
130. The first step in launching a research study is problem or issue definition. The first sign of a problem is usually a
departure from some normal function, such as a failure to attain objectives.
a.
True
b.
False
131. The key to locating and defining problems is to probe beneath the superficial symptoms.
a.
True
b.
False
132. Marketing research can be used to test a hypothesis.
a.
True
b.
False
133. A hypothesis is a fact about the problem or topic under investigation.
a.
True
b.
False
134. The hypothesis being tested determines the general data-gathering approach to use.
a.
True
b.
False
135. Exploratory research is concerned with identifying the characteristics of markets or categorizing market activities.
a.
True
b.
False
136. Conclusive research is used when marketers need more information about a problem or want to make a tentative
hypothesis more specific.
a.
True
b.
False
137. Descriptive research can be used to better understand the characteristics of certain phenomena to solve a particular
problem.
a.
True
b.
False
138. Experimental research is used to make tentative hypotheses more specific.
a.
True
b.
False
139. A research technique is said to be reliable if it produces almost identical results in successive repeated trials.
a.
True
b.
False
140. If a research method measures what it is supposed to measure, it is said to be reliable.
a.
True
b.
False
141. The opportunity to obtain data via the Internet has resulted in more than half of all marketing research coming from
secondary sources.
a.
True
b.
False
142. Secondary data are data collected from inside the organization; primary data are those collected from outside the
organization.
a.
True
b.
False
143. One of the most overlooked sources of secondary data is the organization's own accounting records.
a.
True
b.
False
144. Survey and observation are considered secondary data collection techniques.
a.
True
b.
False
145. Data regarding attitudes toward a particular product are collected. To test a hypothesis, the data are used and then
stored. If these data are used again in a future research study, they will be considered primary data.
a.
True
b.
False
146. The technique of sampling in marketing research is the process of selecting representative units from a total
population (a sample) and being able to project the characteristics of the total population from the sample considered.
a.
True
b.
False
147. In probability sampling, there is no way to calculate the likelihood that a specific element of the population being
studied will be chosen.
a.
True
b.
False
148. Stratified sampling may reduce some of the error that could occur in a simple random sample.
a.
True
b.
False
149. In quota sampling, all elements in a population have an equal chance of appearing in the sample.
a.
True
b.
False
