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150. The four fundamental survey methods used to obtain data in marketing research are telephone surveys, mail surveys,
online surveys, and personal interviews.
a.
True
b.
False
151. Results of a mail survey can be misleading if there is a high non-response rate.
a.
True
b.
False
152. Telephone surveys allow an interviewer to gain rapport with respondents and to ask probing questions.
a.
True
b.
False
153. A telephone survey is a good example of a completely random sample for the entire population.
a.
True
b.
False
154. The potential advantages of traditional mail surveys are quick response and lower cost than online surveys, but this
advantage has yet to be achieved.
a.
True
b.
False
155. The in-home (door-to-door) interview is an example of a focus-group interview.
a.
True
b.
False
156. Focus-group interviews are useful if the researcher is interested in observing group interaction.
a.
True
b.
False
157. Customer advisory boards are small groups of actual customers who serve as sounding boards for new product ideas
and offer insights into their feelings and attitudes toward a firm's products, promotion, pricing, and other elements of
marketing strategy.
a.
True
b.
False
158. An on-site computer interview is a variation of the shopping mall intercept interview.
a.
True
b.
False
159. One common mistake in questionnaire construction is developing the questionnaire before objectives have been
established.
a.
True
b.
False
160. Three types of objective questions that can be designed for questionnaires are closed questions, linkage questions,
and multiple-choice questions.
a.
True
b.
False
161. The observation method of research systematically examines and records secondary data information about the
physical conditions, events, and overt behavior of respondents.
a.
True
b.
False
162. Observation may be used in combination with interviewing.
a.
True
b.
False
163. Marketing researchers should allow for continual evaluation of the data during the entire data collection period.
a.
True
b.
False
164. The first step in drawing conclusions from most research is to rank the data according to importance.
a.
True
b.
False
165. Statistical interpretation focuses on what is typical or what deviates from the average.
a.
True
b.
False
166. The final step in the marketing research process is to assess the ethicality of the data collection phase.
a.
True
b.
False
167. In general, corporate executives prefer research reports that are short, clear, and simply expressed.
a.
True
b.
False
168. Unethical behavior in the research process is not a major problem in the reporting of research findings.
a.
True
b.
False
169. A marketing information system provides an irregular and unstructured flow of information from internal sources
within the organization.
a.
True
b.
False
170. In the marketing information system, the means of gathering data receive less attention than the procedures for
expediting the flow of information.
a.
True
b.
False
171. The main difference between marketing research and a marketing information system is that the MIS is an
information-gathering process for specific situations whereas marketing research provides continuous data input.
a.
True
b.
False
172. A database is a collection of information arranged for easy access and retrieval.
a.
True
b.
False
173. A marketing decision support system aids marketing managers in decision making by helping them to anticipate the
effects of certain decisions.
a.
True
b.
False
174. When conducting marketing research in another country, researchers should begin by using focus groups and other
survey methods to refine their understanding of customer needs and preferences.
a.
True
b.
False
175. Crowdsourcing refers to the process of taking tasks usually performed by a marketer or researcher and outsourcing
them to a crowd, or potential market, through an open call.
a.
True
b.
False
176. Online focus groups gather data from large and geographically diverse groups in a less intensive manner than focus-
group interviews.
a.
True
b.
False
177. 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 phrase comes up:
“Its purpose is to inform an organization about customers’ needs and desires, marketing opportunities for products, and
changing attitudes and purchase patterns of customers”.
What should the response be?
a.
What is a hypothesis?
b.
What is experimental research?
c.
What is descriptive research?
d.
What is conclusive research?
e.
What is marketing research?
178. What role does marketing research play in the development of the SWOT analysis for a company?
a.
Marketing research is unrelated to a company’s SWOT analysis.
b.
Marketing research facilitates the process of assessing a company’s strengths and weaknesses.
c.
Marketing research only facilitates the process of assessing a company’s threats.
d.
Marketing research only facilitates the process of assessing a company’s opportunities.
e.
Marketing research facilities the process of assessing a company’s regulatory compliance.
179. Your company is seeking to hire a consultant to assist with completing a specialized marketing research project that
is focused on tech-savvy, young consumers. One of the firms describes its state-of-the-art marketing research system as
follows:
“It’s a social intelligence system that provides insightful, actionable information about what people are saying about your
brand. It integrates information from millions of sources and empowers you to, among other things, help your
organization understand and even shape relevant conversations in the social media sphere”.
Based on the description, which of the following is the best reason for hiring this company?
a.
This company is strong in the area of ethical marketing.
b.
This company is likely run by recent college graduates who will understand our target market better than other
firms.
c.
This company’s expertise and information systems are a good fit for the project.
d.
This company is a socially responsible company.
e.
The CEO of this company has a close personal relationship with our marketing director.
180. Your marketing team is conducting research to improve your understanding of the cohort group called the
Millennials. You have accumulated the following key data points about the group:
1. They see themselves as special, and need individual attention, which they received throughout their childhood.
2. There are 70 million individuals in this cohort.
3. The total buying power of the group is $100 billion a year.
4. They prefer team-oriented activities, having often taken part in team sports as children.
5. They show conventional preferences for schedules and structure.
6. Ages in the group range from 20 to 35 years old.
7. They are achievement oriented, particularly with regard to education, but may also respond negatively to failure.
Based on the data points listed, we can conclude
a.
that this group likely has a higher average education level than the general population.
b.
that this group is very independent and tend to “go their own way”.
c.
that this group does not have the financial resources to be an attractive target market.
d.
that this group is too small to be an attractive target market.
e.
that this group has a strong historical perspective.
181. You are the campaign manager for a candidate running for mayor of Hartford, Connecticut. You are running a series
of focus group sessions with residents of the city to get a better understanding of their needs and wants.
Your focus group sessions are an example of which of the following types of research?
a.
Descriptive research
b.
Conclusive research
c.
Marketing research
d.
Exploratory research
e.
Experimental research
182. Your company is in the final stages of deciding whether to launch a new product that you have been testing for the
last six months. While the CEO of your company is very optimistic about the potential for the product, he is a skeptic by
nature. He has asked you to conduct one last round of market research that will give him greater confidence in the
product’s prospects.
Which of the following types of marketing research should you conduct to satisfy the CEO’s concerns?
a.
Descriptive research
b.
Conclusive research
c.
Focus group research
d.
Exploratory research
e.
Experimental research
183. You are working with the data scientist from your Sales Department to develop a regression model for forecasting
your company’s sales based on changes in the U.S. economy.
Which of the following types of data do you need the most in order to enhance the accuracy of the model’s forecasts?
a.
Quantitative data about your company’s historical sales and U.S. economic performance statistics.
b.
Qualitative data about your company’s historical sales and U.S. economic performance statistics.
c.
Qualitative data about the department’s sales force.
d.
Quantitative data about your company’s historical sales only.
e.
Qualitative data about your marketing environment.
184. 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 set of circumstances. It is based on all the insight and
knowledge available about the problem or circumstances from research studies and other sources.”
The contestant’s response should be
a.
What is a conclusive research finding?
b.
What is a qualitative data point?
c.
What is a hypothesis?
d.
What is an objective statement?
e.
What is a plausible conclusion?
185. While shopping at the mall over the weekend, you noticed a group of young women asking shoppers if they could
spare five minutes to answer some questions about their shopping experience at the mall. Given your marketing
experience, you immediately recognize that these young women were conducting a marketing research project.
Which step in the five-step marketing research process were they in?
a.
Step 1 – Locating and defining the problem
b.
Step 2 – Designing the research project
c.
Step 3 – Collecting data
d.
Step 4 – Interpreting research findings
e.
Step 5 – Reporting research findings
186. Which one of the following statements about marketing information technology is true?
a.
Big data refers to financial data that includes large dollar amounts.
b.
Marketing information systems typically include databases.
c.
The internet is a good source for qualitative data but not quantitative data.
d.
Social media is one type of a decision support system.
e.
”Big Data” refers to the large numerical figures that can be stored in a database.
187. Big data is the new hot topic in technology and marketing. It promises to provide many informational benefits to the
companies that can harness it most effectively. But all new things come with positives and negatives.
Which one of the following is a challenge associated with big data?
a.
Determining how to get value from the data.
b.
There isn’t much data available.
c.
Finding enough storage capacity for the data.
d.
Writing reports using big data.
e.
Getting quantitative and qualitative data in the same database.
188. Which of the following issues is an ethical issue in marketing research?
a.
Using “Big Data” to sell products to consumers.
b.
Rising cost of marketing research
c.
Confidentiality issues in marketing research
d.
Clogging consumers email and mail boxes with promotional materials.
e.
Staffing the marketing research team appropriately.
189. Because of a variety of cultural, geographic, regulatory and social issues, international marketing can pose unique
challenges for the marketer. Many of these challenges can be mitigated by an effective international-oriented marketing
research effort.
International marketing research can help a company____________________.
a.
guarantee the success of their marketing strategies.
b.
avoid product formulation errors.
c.
improve a company’s labor relations in foreign markets.
d.
develop the most effective logistics systems.
e.
eliminate product manufacturing inefficiencies.
