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119) By ________, IKEA noticed that customers often stopped shopping when their baskets or
carts were full, so additional shopping bags are now placed throughout IKEA stores.
A) using survey data
B) employing mystery shoppers
C) using neuromarketing
D) interviewing employees
E) watching consumers in person
120) People posing as customers, who are paid to check on the quality of a company's products and
services and write a detailed report on the experience, are referred to as
A) mystery shoppers.
B) customer ombudsmen.
C) secret customers.
D) Facebook "likers."
E) repeat customers.
121) Mystery shoppers are people
A) hired by a firm to get legal, though not necessarily ethical, information about competitive firms.
B) hired by a firm's management to prove to the courts that competitors are using unfair pricing
practices.
C) hired by a customer to report on illegal or unethical practices that are regularly taking place at a
particular establishment.
D) who pose as customers to check on availability and pricing of a firm's products or services and
on the quality of the customer service.
E) hired by law firms to check on the safety of their clients' products and the credibility of their
advertising.
122) Melanie manages a local store for a national drugstore chain and had received complaints
from several customers about rude employees. To check on her customer service, Melanie hired a
team of researchers, who posed as customers shopping in the store. Occasionally, they bought
something, but their primary purpose was to take notes and record the actions of the service staff.
The research information Melanie received was a form of ________ data.
A) secondary
B) developmental
C) observational
D) national
E) questionnaire
123) A specialized observational approach in which trained observers seek to discover subtle
behavioral and emotional reactions as consumers encounter products in their natural use
environment is referred to as ________ research.
A) ethnographic
B) cultural
C) genealogical
D) sociological
E) physiological
124) Which of the following statements concerning ethnographic research is most accurate?
A) Ethnographic research was specifically designed to use in global markets to help marketers
understand cultural diversity and ethnocentrism.
B) Ethnographic research employs the use of genealogical data to track purchase behaviors
through family lines.
C) Ethnographic research relies on physiological responses such as heart rate, breathing rate, and
stress levels to obtain objective data.
D) Ethnographic research uses trained researchers to discover subtle behavioral and emotional
reactions as consumers encounter products in their natural use environment.
E) Ethnographic researchers use videotapes to eliminate miscues of subtle emotional reactions that
can skew market research results.
125) Best Western International, Inc., a national hotel chain, paid couples to film themselves as
they spent three to seven days on a cross-country trip. Best Western found that women usually
decide when to pull off the road, where to stay overnight, and what amenities the lodging should
have to make their stay more enjoyable. These couples made choices in an authentic environment,
providing ________ research to Best Western.
A) secondary
B) developmental
C) alternative
D) ethnographic
E) focus group
126) Which of the following statements concerning personal observation is most accurate?
A) Personal observation is more accurate than other forms of research because the
observer/analyst is able to pick up on motivations for behavior that are often missed by other data
collection methods.
B) Personal observation is especially suited for small businesses that need the research data but
cannot afford more expensive data collection methods.
C) Personal observation is very effective since it can reveal not only what people do, but also
effectively determine why they do it.
D) Personal observation is both useful and flexible, but has reliability issues if different observers
watching the same event report different results.
E) With personal observation, different observers nearly always report the same conclusions when
watching the same event, such as people brushing their teeth.
127) The field of marketing that studies the brain and its response to marketing stimuli is referred
to as
A) psychological extrapolation.
B) strategic hypothesizing.
C) neuromarketing.
D) consumer deduction.
E) mental conjecture.
128) What type of marketing uses brain scanning to analyze the buying processes of research
participants?
A) subliminal marketing
B) permission marketing
C) psychographic marketing
D) optimization marketing
E) neuromarketing
129) Based on ________, the Campbell Soup Co. changed the labels of most of its soup cans to
add steam rising from the product and remove the "unemotional spoons."
A) external secondary data, an article in the Journal of Consumer Behavior on ethnographic
research
B) social media Facebook comments and Twitter tweets analysis
C) internal secondary data, sales reports on soup sales by flavor and package type (can or
microwave bowl)
D) neuromarketing studies
E) online/email questionnaires
130) Researchers for Frito-Lay discovered that matte beige bags of potato chips picturing potatoes
and other healthy ingredients in the snack do not trigger activity in the anterior cingulate cortex, an
area of the brain associated with feelings of guilt, as much as shiny bags with pictures of chips.
Frito-Lay then switched out of shiny packaging in the United States shortly thereafter. This is an
example of using
A) subliminal marketing
B) permission marketing
C) surge marketing
D) optimization marketing
E) neuromarketing
131) The facts and figures obtained by asking people about their attitudes, awareness, intentions,
and behaviors are referred to as
A) internal primary data.
B) secondary data.
C) statistical inference.
D) observational data.
E) questionnaire data.
132) Questionnaire data are
A) the facts and figures obtained by observing people about their attitudes, awareness, intentions,
and behaviors.
B) the facts and figures obtained by analyzing people's brain waves as consumers complete
surveys about their geodemographics, ethnographics, and behaviors.
C) psychographic data obtained by asking people unbiased questions about their age, occupation,
and income.
D) the facts and figures obtained by asking people about their attitudes, awareness, intentions, and
behaviors.
E) any type of information about a consumer obtained through nontechnological methods.
133) Research and media firm Youth Culture publishes Watch magazine, a teen publication
distributed free to high school students. Unfortunately, the publication was unable to gauge
whether it was meeting the needs of its audience. Youth Culture handed out surveys to learn how
students felt about the publication. Feedback indicated teen boys and girls were demanding very
different things from the publication. This feedback was gleaned from ________ data.
A) questionnaire
B) internal secondary
C) external secondary
D) observational
E) promotional sales
134) When First Western Bank sent surveys via mail to its savings accounts-only customers to ask
why they did not also have checking accounts and credit cards with First Western, they were
gathering ________ data.
A) intercept
B) secondary
C) questionnaire
D) observational
E) nonprobability
135) DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to
sell insurance and deal with claims. It wants to pursue new markets, but with some idea of how
successful its sales efforts will be. Researchers invited a group of eight insured people to its
headquarters to discuss their attitudes about home and auto insurance and awareness of
DirectProtect. Responses were gathered on paper as ________ data.
A) hypothetical
B) generative
C) evaluative
D) questionnaire
E) experiential
136) The foundation of all research using questionnaires is developing ________ that get clear,
unambiguous answers from respondents.
A) precise questions
B) effective research protocols
C) online surveys
D) observational interventions
E) synergistic techniques
137) Each survey method, from focus groups to personal interviews, results in valuable ________,
which are facts and figures obtained by asking people about their attitudes, awareness, intentions,
and behaviors.
A) hypothetical data
B) generative data
C) evaluative data
D) questionnaire data
E) experiential data
138) All of the following are idea generation methods for collecting questionnaire data except
which?
A) a mail survey
B) trend hunting
C) a focus group
D) a depth interview
E) an individual interview
139) Individual interviews involve
A) several people asking the same person the same questions over a period of time to check for
answer reliability.
B) asking respondents in a shopping mall to fill out a brief survey.
C) a single researcher asking questions of one respondent.
D) having the interviewee talk about specific aspects of a product or service using a video camera
in his/her natural use environment.
E) a panel of respondents participating in a guided discussion led by an experienced moderator.
140) A common way of collecting questionnaire data to generate ideas that involves a single
researcher asking questions of one respondent is called
A) a panel.
B) a focus consultation.
C) an individual interview.
D) a face-to-face exchange.
E) an interactional interview.
141) When it is desirable for the interviewer to be flexible in asking probing follow-up questions,
data would be best collected using
A) mail surveys.
B) mechanical observations.
C) paper diaries.
D) individual interviews.
E) online surveys.
142) Marine Midland Bank sent market researchers door-to-door in the neighborhoods
surrounding its branch banks. Each researcher planned to spend up to 15 minutes talking with a
head of the household about his or her savings accounts to discuss why he or she did not also have
checking accounts and credit cards with the bank. Marine Midland researchers were using
________ to collect these data.
A) secondary interviews
B) individual interviews
C) intercept interviews
D) observational data collection
E) ethnographic research
143) A special kind of individual interview in which researchers ask lengthy, free-flowing kinds of
questions to probe for underlying ideas and feelings is called a
A) focus group.
B) discovery interview.
C) probing interview.
D) guided interview.
E) depth interview.
144) A marketing research approach that uses a discussion leader to interview 6 to 10 past, present,
or prospective customers simultaneously is referred to as
A) a depth interview.
B) data mining.
C) a research team.
D) a focused interview.
E) a focus group.
145) ________ is often conducted with observers behind a one-way mirror watching a discussion
among people about topics of interest to marketers.
A) An individual interview
B) Questionnaire data collection
C) Social networking
D) An information panel
E) A focus group
146) The Minnesota Twins, a professional baseball team, wanted to develop creative ways to boost
sagging attendance at ball games. The Twins hired a moderator who, after every home game
during the month of July, led informal discussions with groups of 8 to 10 fans to find out what they
did and did not like about the baseball team and their experience at the stadium. Discussions were
videotaped for later review. These research sessions are called
A) experiments.
B) secondary data.
C) focus groups.
D) panels.
E) depth interviews.
76
147) DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to
sell its insurance and deal with claims. It wants to introduce its product into new markets, but
needs a prediction of how successful its sales efforts will be. Researchers invited four groups of
eight insured people to talk about home and auto insurance. Their conversations were recorded and
later analyzed to determine if there were any differences between customers from different
markets. One of these discussions is an example of
A) an experiment.
B) a focus group.
C) a panel.
D) an evaluative interview.
E) a depth interview.
148) A publishing company sponsors a discussion session with seven college instructors who use a
specific management textbook. The instructors meet with a moderator who asks their opinions
about the textbook, its instructor's manual, and its video and written cases. This is an example of
A) a jury of executive thought.
B) a consumer panel.
C) an information forum.
D) a focus group.
E) a depth interview.
149) The practice of identifying "emerging shifts in social behavior," which are driven by changes
in pop culture that can lead to new products, is called ________ hunting.
A) trend
B) fad
C) fashion
D) cult
E) affinity
150) In ________, the marketing researcher tries to test ideas discovered earlier to help the
marketing manager recommend marketing actions.
A) idea generation
B) new-product concept testing
C) data mining
D) data analysis
E) idea evaluation
151) All of the following are idea evaluation methods except which?
A) a mail survey
B) an online survey
C) a focus group
D) a telephone survey
E) an email survey
152) ________ surveys are the best choice if a marketing researcher wants flexibility in asking
probing questions or getting reactions to visual materials.
A) Personal interview
B) Mail
C) Telephone
D) Fax
E) Online
153) ________ surveys are usually biased because those most likely to respond are those who have
had especially positive or negative experiences with the product or brand.
A) Personal interview
B) Online
C) Telephone
D) Fax
E) Mail
154) Marketers are increasingly using online surveys to collect primary data. One advantage is that
A) response rates are higher because consumers are anonymous.
B) the quality of responses is better with online surveys than they are with personal interview
surveys.
C) turnaround time from data collection to report is much quicker than with other methods.
D) consumers value email surveys and feel highly regarded when receiving them.
E) consumers want to be helpful so they complete the survey multiple times.
155) The ________ method has two advantages over other traditional methods of data collection:
The cost is relatively minimal and the turnaround time for data collection to report presentation is
much quicker.
A) personal interview
B) telephone interview
C) mail survey
D) online survey
E) fax survey
