4.06-4.13 Test

How can ill-designed questionnaires affect survey participants?

Can decrease their response rate

Which of the following is a technology tool that allows a business to observe a customer's Internet activities:

Cookie

Which of the following is a tool used in the tracking method of data collection:

Customer loyalty cards

What is an example of a marketing-research method that is used to collect primary data?

Customer survey

A purchase laboratory is a tool for which data-collection method?

Experiments

Which method of data collection allows researchers to determine cause and effect?

Experiments

What is the advantage in using personal interviews to collect marketing data?

High flexibility

What is an internal source of marketing information for a business?

Inventory records

Marketers should use multiple methods of data collection because:

It creates more reliable results

Which of the following is an advantage of using the Internet for data collection:

It's easier to find willing respondents

Which of the following is a rating scale that allows marketing researchers to determine respondents' feelings:

Likert

What is an example of marketing information that a business could gather by surveying its customers?

Location of the company's market - where people live who want product

What type of scale is a firm using when a survey format has a seven-point rating system consisting of opposite adjectives on each end of the scale?

Semantic differential

The SBU Company developed a survey in which respondents are provided the same number of favorable and unfavorable rating options. What type of scale has this survey used?

Sequential

Your company has asked you to make recommendations for new hardware and software to replace the existing marketing-information system. What should you recommend?

Software that decision makers can use with minimum training

Which of the following is a disadvantage of the focus-group method for data collection

Strong personalities can "take over" the group

Which data-collection method commonly uses questionnaires as a research instrument?

Surveys

Which of the following is a true statement regarding personal interviews

They tend to be accurate and reliable

Which of the following is a true statement regarding focus groups:

They usually include six to 12 respondents

How can businesses use computerized databases to sort and organize information about customers' purchases, brand preferences, and dollar amounts spent?

To customize its marketing efforts

Qualitative data are

descriptive

One problem researchers may have with surveys is

difficulty finding willing respondents

Quantitative data are

factual

Focus groups are a useful data-collection tool because they

generate in-depth discussion

Qualitative data collection can be limited because it

includes a very small portion of the target market

One advantage to marketing-information managers of using the Internet to do research and gather data is that the process is

inexpensive

The observation method of data collection can be difficult to conduct because

it isn't practical for certain activities.

In planning marketing activities and in making marketing decisions, marketers use a variety of data gathered by a(n)

marketing-information management system

To obtain reliable, valid marketing-research data when conducting personal interviews, researchers must make sure that the interviewers are

open, friendly, and nonjudgmental

Personal interviews are often used as a data-collection method when researchers

want to explore a certain subject

Which of the following is an example of qualitative data:

"It was so hot at the baseball game!"

Which of the following is an example of quantitative data:

"Tara graduated first in her class."

So a business can retrieve current customer and internal marketing information from a central location, it may use which of the following technological tools:

A database

How can using a database to track its customers' preferences and buying habits help a business?

Builds strong, loyal customer relationships

What is the most appropriate data-collection method to use when a business wants to determine how its employees interact with customers?

Observation

Which method of data collection allows researchers to gather information about customers in a natural setting?

Observation

Which of the following is a characteristic of unstructured observation:

Often records a variety of behaviors

Why do many businesses place a cookie on a user's hard drive when the user visits the business's web site?

To track the number of times the user buys a product

When should researchers ask potentially sensitive questions during an interview?

Toward the end of the interview

Which data-collection method usually takes place online?

Tracking

What data-collection method can be used to obtain product information during the point-of-purchase process?

Volume-tracking scanner