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1. Compare reliability and validity. Why are they important considerations in marketing research?
2. Explain the conditions that would favor an exploratory study over a conclusive study.
3. Compare and contrast the response rates of the four basic survey methods. Are there methods to increase any of these
response rates?
4. Why would a personal interview be favored over a mail or telephone survey?
5. Why is it essential that a questionnaire be carefully designed and prepared? What problems can arise when a survey has
not been well thought out?
6. Compare the advantages and disadvantages of the two types of collecting a sample.
7. What pitfalls should a marketing researcher avoid in preparing a report for a company executive? Why?
8. Discuss the role of the marketing information system in helping marketing managers make better decisions.
9. How can companies use information technology as a competitive advantage?
10. Why is ethics an important consideration in marketing research?
11. How does marketing research differ when conducted in other countries?
12. Marketing research is best defined as
a.
the systematic design, collection, interpretation, and reporting of information to help marketers solve specific
marketing problems or take advantage of market opportunities.
b.
a framework for the day-to-day management and structuring of information gathered by marketers.
c.
a continuous gathering of data for an organization, the systematic design, collection, to make marketing
decisions take advantage of market opportunities.
d.
the collecting of data from secondary sources and internal documents.
e.
an intuitive process for making decisions based on personal knowledge and experience to take advantage of
market opportunities.
13. Marketing research is a process designed to gather information
a.
exclusively about a company's customers.
b.
from the company's database.
c.
not currently available to decision makers.
d.
about the needs and desires of employees.
e.
concerning the interpretation of the company's sales goals.
14. The use of marketing research is
a.
limited strictly to large corporations.
b.
limited to for-profit businesses of all sizes.
c.
controlled by the federal government.
d.
widespread throughout business and nonprofit organizations.
e.
carefully monitored by each state's trade agencies.
15. The real value of marketing research to the organization can best be measured by
a.
its immediate impact on profits.
b.
the amount of time spent.
c.
how much it costs.
d.
improvements in the ability to make decisions.
e.
the increase in sales volume or market share.
16. All of the following are steps in the marketing research process except
a.
collecting data.
b.
interpreting research findings.
c.
designing the research project.
d.
reporting research findings.
e.
understanding your customer.
17. Pointing out any deficiencies and the possible reasons for them should be done in the ____ step of the marketing
research process.
a.
interpreting research findings
b.
collecting data
c.
defining the issue or problem
d.
reporting research findings
e.
designing the research project
18. Problem location and definition is the first step toward finding a solution to a marketing problem or launching a
research study. The first sign of a problem
a.
involves an informed guess or assumption about a certain set of circumstances.
b.
is usually accompanied by a cost/benefit analysis.
c.
most often comes in the form of customer complaints.
d.
is often mentioned in secondary data reports, such as trade journals.
e.
is typically a departure from some normal function, such as a failure to attain objectives.
19. To maintain the control needed to obtain accurate information, marketers approach marketing research as a process.
Which of the following steps of that process focuses on uncovering the nature and boundaries of the marketing situation to
be studied?
a.
Locating and defining problems
b.
Designing the project
c.
Collecting data
d.
Interpreting findings
e.
Reporting findings
20. Decreasing sales, increasing expenses, or decreasing profits
a.
are to be expected during the marketing research process.
b.
are examples of symptoms that point to larger problems.
c.
usually have no effect on the marketing research process.
d.
are important considerations in designing the research project.
e.
should be carefully considered before collecting data.
21. An overall plan for obtaining the information needed to address a research problem or issue is called the
a.
research design.
b.
problem recognition.
c.
hypothesis.
d.
data collection method.
e.
sampling procedure.
22. Jack knows his business has a problem because of an increasing number of consumer complaints received recently. He
has decided how to make this problem a precise, researchable statement and should next move on to
a.
calculating reliability and validity.
b.
designing the research project.
c.
collecting data.
d.
interpreting research findings.
e.
taking corrective action.
23. An informed guess or assumption about a certain problem or set of circumstances is known as
a.
a description of the situation.
b.
good research design.
c.
a hypothesis.
d.
a reliable guess.
e.
managerial intuition.
24. Students from a marketing research class are involved in a project about the level of sleep, exercise, and stress
individuals experience. They have decided to collect data from three student-center areas on campus. When they analyze
their data they find the responses are very similar across the three areas. The students feel comfortable they have achieved
which of the following with regard to their data?
a.
reliability
b.
causal relationships
c.
validity
d.
sampling accuracy
e.
measurability
25. Costco believes that most of its sales are to small businesses rather than consumers -- and that women are more likely
to be making the purchasing decisions. This is an example of a(n) ____ that Costco could test through marketing research.
a.
descriptive sample
b.
hypothesis
c.
experimental question
d.
sampling error
e.
conceptual error
26. ____ that are either accepted or rejected become the primary conclusions of a marketing research study.
a.
Descriptions
b.
Issues
c.
Primary data
d.
Samples
e.
Hypotheses
27. When more information is needed about a problem and a tentative hypothesis needs to be made more specific,
marketers usually conduct ____ research.
a.
descriptive
b.
experimental
c.
exploratory
d.
analytical statistical
e.
conclusive
28. Cover Girl believes that sales of one of its lipstick lines have fallen due to the introduction of a new color palette.
However, in order to best determine the impact of the color palette, Cover Girl should conduct _____ before proceeding
with this tentative hypothesis.
a.
experimental research.
b.
hypothesis testing.
c.
exploratory research.
d.
conclusive research.
e.
descriptive research.
29. Research designed to verify insights through an objective procedure to help marketers make decisions is called
a.
primary.
b.
secondary.
c.
exploratory.
d.
conclusive.
e.
hypothetical.
30. Research that is conducted to clarify the characteristics of certain phenomena to solve a particular problem is called
____ research.
a.
primary
b.
experimental
c.
descriptive
d.
secondary
e.
exploratory
31. Research that allows marketers to make causal inferences about relationships is called
a.
variable research.
b.
relationality.
c.
exploratory research.
d.
linkage research.
e.
experimental research.
32. Suppose that marketers at Sun Products are trying to determine whether the use of free samples of Snuggle fabric
softener was the reason for a sales increase in a particular store. The type of research conducted to answer this question is
a.
exploratory.
b.
descriptive.
c.
experimental.
d.
informal.
e.
qualitative.
33. If Little Caesars wants to determine the impact of different coupon offers on pizza unit sales, it needs to conduct
a.
exploratory research.
b.
hypothesis development.
c.
survey research.
d.
stratified sampling.
e.
experimental research.
34. When marketing researchers try to manipulate an independent variable and measure the resulting changes in a
dependent variable, they are engaging in
a.
surveys.
b.
secondary data gathering.
c.
interviews.
d.
observation.
e.
experimentation.
35. Designing research procedures that produce reliable marketing data means that
a.
others using the same procedure will get almost identical data.
b.
the procedure must give results that support the hypothesis.
c.
the procedure must not give results that contradict other research studies.
d.
the procedure may give results that contradict other research studies.
e.
sampling must be done in a completely random manner.
36. Marketing researchers at Nike decided to test several new designs and colors of shoes with its young, urban target
market. The shoe colors used in the experiment were bright yellow, light blue, bright green, red, and black. Nike repeated
the particular experiment several times in different large cities and discovered that the results produced each time were
nearly identical. The participants preferred the green, red, and black. However, when the shoes were produced, the sales
were higher for the plain white version, the black, and red. The sales of the bright green were very low. Nike couldn’t
understand why the test results were consistent, but the results didn’t match with the actual sales. This phenomenon would
indicate that the test results were _____ but not _____.
a.
reliable; valid
b.
valid; reliable
c.
compatible; useful
d.
predictable; compatible
e.
compatible; valid
37. A valid study
a.
portrays the population being studied.
b.
results in a causal relationship between the independent and dependent variables.
c.
uses random sampling.
d.
verifies expected results.
e.
measures what it is supposed to.
38. A firm has conducted market research and found that customer satisfaction with its product is quite high. Nonetheless,
repurchase behavior is very low. The research design evidently has a problem with
a.
secondary data.
b.
reliability.
c.
validity.
d.
reporting findings.
e.
generalizability.
39. A study that is valid and reliable
a.
is called a marketing research study.
b.
measures what it is supposed to measure and produces almost identical results in repeated trials.
c.
is expensive to implement and complete.
d.
measures subtle differences in the population being studied and produces almost identical results in repeated
trials.
e.
is difficult to produce without expert researchers.
40. Palmetto Regional Hospital has designed an upcoming research project for determining the best methods for
improving patient care. The next step the organization must take in the marketing research process is
a.
interpreting research findings.
b.
collecting data.
c.
developing a testable hypothesis.
d.
sampling the population.
e.
reporting research findings.
41. Primary data are best described as the
a.
first batch of data collected for a specific study.
b.
data that are necessary for a correct decision.
c.
data that are observed, recorded, or collected directly from subjects.
d.
data that are compiled for some purpose other than the study in question.
e.
data that are collected inside and outside the organization for some purpose other than the current
investigation.
42. Data that are observed or collected directly from respondents are called
a.
direct samples.
b.
secondary data.
c.
stratified data.
d.
primary data.
e.
firsthand information.
43. Saks Fifth Avenue wants to learn about its consumers' attitudes toward on-line purchases. There are numerous studies
that are available about consumers and on-line buying, but Saks believes its customers might be different from the usual
on-line consumer profile, so they decide to conduct their own study. If Saks were to use the available data about consumer
attitudes, it would be using ___ data; however, if Saks does its own study it would collect ______ data.
a.
descriptive; primary
b.
experimental; descriptive
c.
secondary; primary
d.
primary; secondary
e.
secondary; descriptive
44. Secondary data cannot be obtained from
a.
trade journals.
b.
the government.
c.
international sources.
d.
surveys.
e.
computerized literature retrieval databases.
45. One overlooked internal source of secondary marketing information discussed in the text is
a.
sales receipts.
b.
accounting records.
c.
interviews with salespeople.
d.
quality control data.
e.
consumer surveys.
46. Time Warner Cable uses its sales reports broken down by geographic regions as part of its marketing research to
determine which markets are most rapidly adopting high-speed Internet connections. In this example, Time Warner Cable
is using
a.
internal sampling.
b.
internal primary data.
c.
external secondary data.
d.
external primary data.
e.
internal secondary data.
47. Georgia-Pacific needs information about trends in housing starts and remodeling around the country. Since it will be
difficult to collect _______ from the numerous locations, it decides to use _____ data from the U.S. Department of
Commerce reports to get this information.
a.
descriptive; primary
b.
exploratory; secondary
c.
primary; exploratory
d.
descriptive; secondary
e.
primary; secondary
48. When working as a summer intern for a local retail store, Jan Halverson was sent to the library to look up data on
population forecasts for the city of San Antonio. The population information she found would be considered
a.
primary data.
b.
secondary data.
c.
information data from syndicated research services.
d.
secondhand data.
e.
a primary database.
49. Information from the U.S. Census Bureau is commonly used as ____ by a variety of agencies and organizations.
a.
external secondary data
b.
sampling systems
c.
primary data
d.
internal secondary data
e.
hypotheses
50. Subscription services from firms such as ACNielsen provide marketing researchers with a good source of ____ data.
a.
census
b.
statistical
c.
internal secondary
d.
external secondary
e.
primary
51. Kristen is the new marketing manager for the footwear division of her company and is currently planning next
season’s product lines. She needs to gain access to data about recent purchasing patterns in the industry, but has a limited
budget and time. Which type of data would be the best choice for Kristen to use in this situation?
a.
sampling data.
b.
secondary data.
c.
quota data.
d.
primary data.
e.
survey data.
52. All the elements, individuals, or units of interest to researchers for a specific study are called the
a.
data set.
b.
sample.
c.
population.
d.
focus group.
e.
target market.
53. If the University Bookstore wanted to understand the textbook and school supplies needs on the campus of the
University of Michigan, the population of study would be
a.
the faculty and staff of the University of Michigan.
b.
all college-aged adults in the state of Michigan.
c.
all the people who live in Ann Arbor and surrounding areas.
d.
undergraduate students at the University of Michigan.
e.
all students, faculty, supporters, and staff of the University of Michigan.
54. Patricia Robertson is running for Congress from the Sixth District in her state. She is interested in knowing the
intended choices of the voters. All the registered voters in her district would constitute the study's
a.
experiment.
b.
dependent variable.
c.
population.
d.
independent variable.
e.
sample.
