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KEYWORDS:
Bloom's: Application
55. In marketing research, a sample is best described as
a.
a small group that is a part of a larger group.
b.
all the elements, units, or individuals of interest to researchers for a specific study.
c.
a limited number of units chosen to represent the characteristics of a total population.
d.
a group that shares a common attribute within a population.
e.
a small portion of a product offered to customers to try a new product.
56. When marketing researchers consider sampling techniques, they are preparing to collect ____ data.
a.
census
b.
statistical
c.
internal secondary
d.
external secondary
e.
primary
57. The objective of sampling in marketing research is to
a.
obtain responses from as many people as possible.
b.
control independent variables that might influence research results.
c.
select representative units from a total population.
d.
ensure that measures in the study are reliable.
e.
provide data that can be used to test the hypotheses being investigated.
58. The two basic types of sampling that marketing researchers use are
a.
random and nonrandom.
b.
probability and nonprobability.
c.
stratified and quota.
d.
even and odd.
e.
planned and spontaneous.
59. Which sampling design gives every member of the population an equal chance of appearing in the sample?
a.
Nonprobability
b.
Random
c.
Quota
d.
Stratified
e.
Poll
60. In which of the following sampling designs do all members of a population have an equal chance of being selected?
a.
Stratified
b.
Nonprobability
c.
Quota
d.
Random
e.
Judgment
61. Subway wants to collect data about employee satisfaction within its organization. It decides to survey a sample of 500
employees by having a computer program automatically pick which employees will be in the sample. If it uses the payroll
database as the list of names to chose from, which type of sampling method is Subway using?
a.
random sampling.
b.
sampling populations.
c.
stratified sampling.
d.
nonprobability sampling.
e.
quota sampling.
62. Which of the following is a probability sampling technique used to reduce errors within random sampling?
a.
Quota
b.
Stratified
c.
Nonprobability
d.
Cluster
e.
Snowball
63. Assume that Verizon Wireless is interested in studying the pricing expectations of its customers. If the study calls for
selecting at random 100 people from each of three age groupings, ____ sampling is being used.
a.
random
b.
stratified
c.
quota
d.
area
e.
experimental
64. Baskin Robbins is conducting research on possible new ice cream flavors and products. It is selecting at random 100
males and 100 females in order to collect data. This is an example of ____ sampling.
a.
nonprobability
b.
random
c.
quota
d.
stratified
e.
selective
65. If Weight Watchers is interested in collecting information about Americans' perceptions of dieting programs, and the
company believes that significant regional differences may exist, the best type of sampling would be
a.
random.
b.
quota.
c.
population.
d.
stratified.
e.
nonquota.
66. In ____ sampling, there is no way to calculate the likelihood that a specific element of the population being studied
will be chosen.
a.
population
b.
random
c.
stratified
d.
probability
e.
nonprobability
67. In which type of sampling design is the final choice of respondents left up to the interviewer?
a.
Stratified
b.
Random
c.
Cluster
d.
Area
e.
Quota
68. When researchers divide the population of interest in a study into groups and then arbitrarily choose participants from
each group, they are using
a.
quota sampling.
b.
selective surveying.
c.
random sampling.
d.
stratified sampling.
e.
researcher samples.
69. Quota sampling is most commonly used in
a.
descriptive research.
b.
population research.
c.
surveys.
d.
collecting primary data.
e.
exploratory studies.
70. Nelson Marketing Research is concerned about using surveys to conduct a marketing research project because
a.
fewer people are willing to participate.
b.
primary data are so much cheaper and easier to gather.
c.
survey data collection is highly inaccurate.
d.
survey data do not provide in-depth responses.
e.
the survey method has been replaced by the Internet.
71. What is the primary factor contributing to the increasing difficulty associated with gathering primary data through
surveys?
a.
Most companies do not have any funding for survey research.
b.
Fewer people are willing to participate in surveys.
c.
Laws significantly limit firms' ability to conduct surveys.
d.
Unreliable methods of distributing surveys make them difficult to conduct.
e.
Very little useful information is ever gathered from survey results.
72. Which of the following is the least flexible survey method?
a.
Telephone surveys
b.
Focus-group interviews
c.
Personal interview surveys
d.
Mail surveys
e.
Observation
73. Peter, the director of marketing at Holcomb, Inc., calls in Andrea, the firm's marketing research director. Peter wants a
study done to assess the company's image relative to a new competitor, Levitt Labs. He has a flexible time schedule, has
very little money to devote to the research, and feels that a relatively low response rate will not be a major problem.
Andrea will probably recommend using a ____ survey.
a.
mail
b.
telephone
c.
random
d.
personal interview
e.
population
74. The major disadvantage of a mail survey versus a telephone or personal survey is
a.
having to offer premiums.
b.
the failure of respondents to return the questionnaire.
c.
the elimination of interview bias.
d.
the lack of open-ended questions.
e.
the cost.
75. An offshoot of mail surveys, ____ have shortcomings because the people who participate in them generally have
higher incomes and education levels than the general population.
a.
purchase diaries
b.
telephone surveys
c.
online surveys
d.
focus-group interviews
e.
immediate feedback forms
76. Compared to a mail survey, telephone surveys have
a.
lower response rates but higher validity
b.
a slower response time, but less cost
c.
faster response time, but less cost
d.
fewer expenses overall
e.
higher response rates, but higher costs
77. The manager of MegaMarket is interested in asking consumers what they think about the store's new layout and
expanded produce selection. If the manager would like to obtain a high response rate and have the study conducted as
quickly as possible, which data collection method would you recommend?
a.
Mail survey
b.
Direct observation of consumers in the store
c.
Telephone survey
d.
Focus-group interview
e.
Shopping mall intercept interview
78. Although telephone surveys can be conducted very quickly, a major limitation is
a.
the ability to gain rapport with respondents.
b.
the difficulty in asking probing questions.
c.
that few companies prefer this survey method.
d.
that only a small portion of the population likes to participate in telephone surveys.
e.
the expense compared to in-home interviews.
79. Which of the following survey methods has the potential to offer quick response at a lower cost than traditional mail
and telephone surveys?
a.
Total population surveys
b.
In-home (door-to-door) interviews
c.
Focus-group interviews
d.
Personal interview surveys
e.
Online surveys
80. Mika is the marketing research manager for a company that sells skis and other sporting equipment. His company
currently has a profitable brand and a good share of the traditional ski market, but would like to enter the “extreme”
category of winter sports. Mika needs to obtain information about consumer attitudes of the company’s current products
as well as attitudes of potential customers in the “extreme” consumer market. He does not have constraints on time, but he
does have a modest budget for research. Mika should probably use _____ to obtain the data about the company’s current
products, and _____ to obtain information about the extreme consumers’ attitudes.
a.
Crowdsourcing; online surveys
b.
Online surveys; focus groups
c.
Telephone surveys; focus groups
d.
Personal interview surveys; online surveys
e.
Focus groups; mail surveys
81. Low response rate and privacy are both issues of concern related to
a.
personal interview surveys.
b.
telephone surveys.
c.
shopping mall intercept interviews.
d.
e-mail surveys.
e.
online experimentation.
82. Participants in ____ frequently get to see pictures, products, advertising samples, and diagrams.
a.
quota samples
b.
personal interview surveys
c.
mail surveys
d.
telephone surveys
e.
probability samples
83. If a marketing researcher is interested in observing group interaction during an informal, unstructured, and open-ended
data collection process, he or she should use
a.
observation.
b.
a focus-group interview.
c.
an on-site computer interview.
d.
a shopping mall intercept interview.
e.
a telephone survey.
84. A research method in which a number of people are exposed to an idea or concept and the interaction of the people is
observed is called a(n)
a.
in-home interview.
b.
mail survey.
c.
focus-group interview.
d.
shopping mall intercept interview.
e.
chat room interview.
85. Emily Dawson and seven other people were paid to get together and discuss a new product idea proposed by Johnson
& Johnson. Researchers observed the interaction of the group. During the discussion, Emily was annoyed that Jack,
another participant, seemed to “hog” the discussion and didn’t give others a chance to speak. This is an example of a
problem when using ________.
a.
focus-group interviews.
b.
group surveys.
c.
personal interview surveys.
d.
sampling teams.
e.
group think.
86. Kelsey thinks she will be able to get the highest quality of responses concerning the product features most sought by
consumers through personal interviews. She decides to conduct her interviews at ____ because this is the most common
location for personal interviews.
a.
a shopping mall
b.
the respondent's home
c.
the interviewer's home
d.
the company's offices
e.
a city park
87. A survey question that requires a yes or no answer is called a
a.
qualifier.
b.
multiple-choice question.
c.
50-50 question.
d.
dichotomous question.
e.
bimodal question.
88. An item on the University Book Store's survey asks respondents to tell the store, in their own words, what they like
least about textbook shopping. This item would be an example of a(n) ____ question.
a.
open-ended
b.
dichotomous
c.
forced-sum-choice
d.
multiple-choice
e.
limited-choice
89. When Pepsi Max implemented a telephone survey to determine the effectiveness of a recent advertising campaign.
One of the questions the interviewer asked was, "Have you ever heard of a cola with twice the caffeine of regular colas?"
This is an example of which of the following kinds of questions?
a.
Open-ended
b.
Dichotomous
c.
Multiple-choice
d.
Imperative
e.
Declarative
90. An online survey conducted before students could register for their fall semester classes asked, "Do you think online
professor evaluation forms would be better than paper and pencil forms administered during class?" This is an example of
a(n) ____ question.
a.
close-ended
b.
short answer
c.
multiple-choice
d.
open-ended
e.
dichotomous
91. For demographic purposes, a mail survey sent out by the American Cancer Society asks each respondent to identify
their race by choosing among a list of possibilities. This common type of question is called a(n) ____ question.
a.
dichotomous
b.
multiple-choice
c.
categorized
d.
open-ended
e.
optional response
92. Carmen has been hired by a market research company to collect data about the drinking habits of 25 to 35-year old
urban professionals. Carmen is to go to “happy hour” with a group of individuals and observe what type of alcoholic
beverages they order, how often, and what brands. The data that Carmen will obtain is ______ and she will use ______ in
its collection.
a.
secondary; observation.
b.
primary; personal interviews
c.
primary; ethnographic
d.
secondary; ethnographic.
e.
primary; focus groups.
93. Cameras, counting machines, and scanners are used most often in
a.
surveys.
b.
secondary data gathering.
c.
field settings.
d.
observation.
e.
experimentation.
94. Having recording biases and collecting only descriptive information are two of the primary drawbacks to
a.
statistical interpretation.
b.
mail surveys.
c.
observation.
d.
personal interviews.
e.
experimentation.
95. If Procter & Gamble, the maker of Dawn dishwashing liquid, wants to know what percentage of customers examine
product labels before making a product selection in the grocery store, it can best gain this information through
a.
focus groups.
b.
mail surveys.
c.
personal interviews.
d.
observation.
e.
mall intercepts.
96. Nathan, a marketing manager for Casual Express, a retail clothing store chain, wants to use observation methods to
gather information about shopping behavior. Which of the following should Nathan know about observation methods of
data collection?
a.
Observation uses secondary sources of data.
b.
Observation depends on mall interviews.
c.
Observation can tell Nathan what is being done, but not why.
d.
Observation focuses on open-ended questions.
e.
Observation works best for telephone surveys.
97. Jamal has just finished collecting data about the texting habits of students during their lunch hour. He used both online
surveys to ask the students about their texting behavior, as well as observational techniques in the cafeteria. What is the
next step in the marketing research process for Jamal to begin?
a.
Reporting research results
b.
Selecting the research method
c.
Interpreting research findings
d.
Designing the research project
e.
Refining the research issue
98. Carlos was given the task of conducting a research project for his firm and proceeds with the following steps: he asks
questions to determine the research topic, conducts a telephone survey, writes a report describing the survey results, and
gives that report to his boss. Which step of the marketing research process has Carlos omitted?
a.
Collecting data
b.
Defining and locating problems
c.
Interpreting research
d.
Designing the research project
e.
Reporting research findings
99. In the process of conducting marketing research, marketers should allow for
a.
periodic review of data during the collection period.
b.
continual evaluation of the data during the entire collection period.
c.
no data review during collection; instead, they should wait for later interpretation of research findings.
d.
descriptive research to solve general problems.
e.
statistical analysis during the collection period.
100. Which step in the marketing research process involves the use of data analysis and statistical techniques to help draw
conclusions?
a.
Locating and defining problems or research issues
b.
Developing hypotheses
c.
Collecting data
d.
Interpreting research findings
e.
Reporting research findings
101. According to the text, ____ interpretation focuses on what is typical or what deviates from the average.
a.
statistical
b.
descriptive
c.
exploratory
d.
secondary
e.
primary
102. Darren uses Microsoft Excel to determine how much the responses to his survey about household decision making
for toilet paper vary. Darren is in the ____ step of the marketing research process.
a.
interpreting research findings
b.
reporting research findings
c.
collecting data
d.
designing the research project
e.
developing a hypothesis
103. Suppose that a retail store conducts a mail survey of its customers and finds that 50 percent of the customers believe
store personnel are "courteous." Which benchmark or comparison would be most useful for interpreting this result?
a.
The annual dollars spent at the store by those customers who believe store personnel are courteous
b.
How the 50 percent figure compares with that for competitors
c.
The percentage of store personnel who have completed training in customer service and public relations
d.
How the 50 percent figure compares with industrial or wholesale institutions and stores
e.
The percentage of store personnel who feel they are courteous to customers
104. The final step in the marketing research process is
a.
interpreting research findings.
b.
making sure the marketing research was conducted in an ethical manner.
c.
putting the results into a written document that is technical and written in formal language.
d.
reporting the research findings.
e.
deciding what the next research project should investigate.
105. Corporate executives often prefer marketing research findings to be put into a report
a.
full of statistical analysis with details on methods employed by the researchers.
b.
examining the ethical implications of implementing results from the research report.
c.
that exposes no deficiencies or limitations of the research process.
d.
that is clear, short, and simply expressed.
e.
expressing the views and beliefs of top management about the research problem.
106. In reporting marketing research findings, the researcher should
a.
provide explanations in language that those who use the report to make decisions can understand.
b.
write the report in an extremely technical and statistical style.
c.
fit the problem to a favored statistical technique.
d.
not acknowledge any limitations associated with the study.
e.
give management the answers it wants.
107. There is some concern that marketing research has been used incorrectly by some firms. The major problem comes
from ____ because the researcher wants to obtain favorable results.
a.
using an inappropriate sample
b.
bias and distortion
c.
trying to be objective about views and opinions
d.
using in-house research departments
e.
employing large research firms, such as Gallup
108. A framework for gathering and managing information from sources both inside and outside an organization is
referred to as
a.
marketing research agencies.
b.
a marketing information system.
c.
the marketing mix.
d.
a marketing research system.
e.
a secondary data system.
109. Which one of the following best characterizes a marketing information system (MIS)?
a.
An MIS is an orderly gathering of information that is not supplied through routine reporting systems such as
sales reports and accounting data.
b.
An MIS provides a continuous flow of information about such things as distribution costs, prices, sales, and
advertising expenses.
c.
An MIS is conducted on a special-project basis when needed.
d.
An MIS requires adjustments to its techniques to adapt to environmental circumstances and is in reality part of
the accounting system.
e.
An MIS involves internal information collection about employees and customers.
110. The main focus of a marketing information system is on
a.
the coordination of external information sources.
b.
classifying data into the proper information categories.
c.
data storage and retrieval.
d.
the accurate maintenance of inventory levels.
e.
gathering information on competitive activity.
111. American Flooring sells all types of floor coverings to contractors and other businesses. It keeps a collection of
information about all of its clients that can be easily accessed on the company's computer system. This collection of
information is called a
a.
marketing information system.
b.
database.
c.
management information system.
d.
single-source data.
e.
marketing decision support system.
112. Bart's Appliance Center owner Ron Bart feels that his organization has access to a great deal of information
generated both inside and outside the firm, but much of this information is presently going to waste. Apparently, Bart
needs to develop a
a.
marketing research focus.
b.
marketing knowledge bank.
c.
marketing information system.
d.
marketing strategy.
e.
data-gathering system.
