Chapter 9

Which of the following is a secondary data collection method? Talking to consumers Observing consumers Using annual consumer reports Sending mail surveys

Using annual consumer reports

A difference between traditional surveys and Internet surveys is that, internet surveys: incur training, telecommunications, and management costs can be targeted at a specific group of people require a considerable amount of time and effort to be conducted can be personalized for greater relevance to each respondent

can be personalized for greater relevance to each respondent

Gerrard, the CEO of a clothing company, decides to conduct a survey on the quality of the company's products. He instructs the survey team to interview the customers who visit the outlets during weekdays. The customers who will be interviewed can be considered a _____. probability sample quota sample convenience sample random sample

convenience sample

The first step in the marketing research process is: collecting primary data from available sources planning a research design recognizing a marketing problem or opportunity​ specifying the sampling procedures to be followed

recognize a marketing problem or opportunity

Which of the following information should be included at the beginning of a marketing research report? A detailed discussion on the methodology employed A brief explanation about the research design A summary on the major findings of the research A concise statement of the research objectives

A concise statement of the research objectives

Which of the following is a difference between primary data and secondary data? Primary data can be maintained in secrecy, while secondary data are usually available to all interested parties for relatively small fees or free. Primary data are inexpensive and save time and money, while secondary data are expensive and more time consuming Primary data result in a mismatch between a researcher's unique problem and the purpose for which the data was collected, while secondary data result in no such mismatch. Primary data are data that have been previously collected, while secondary data are data that have been collected for the first time.

Primary data can be maintained in secrecy, while secondary data are usually available to all interested parties for relatively small fees or free.

Which of the following is an advantage of primary data? They answer specific research questions that secondary data cannot answer. Gathering primary data is less expensive than gathering secondary data. They consist of data that are easily available to any interested party. Conducting in-person interviews is an expensive method of gathering primary data.

They answer specific research questions that secondary data cannot answer.

The CEO of Nuvol Cream, an ice cream specialty company, wants to change all its existing flavors and sell all its ice cream varieties in a low-fat gelato version. He asks the marketing and sales department of his company to carry out a market research and give him the diagnostic results of their research. While focusing on the diagnostic role of market research, the marketing and sales department of Nuvol Cream will:​ explain the different ways through which the company's competitors have increased their profits collect information about the company's past sales trend in the industry list the strongest competitors in the market determine the impact of the changes on the company's sales

determine the impact of the changes on the company's sales

Kevin is hired by the manager of Jem's Jewels, a jewelry store, to gather information on the overall outlook of its staff and their behavior toward customers. Kevin went into the store pretending to be a customer and observed the behavior of every employee. In this scenario, Kevin is a(n) _________.​ mystery shopper angel investor trendsetter virtual shopper

mystery shopper

The management of Vaikel Inc., an automobile manufacturer, is conducting a survey to find out people's opinions about its latest car, Vaikel 6.0, and their level of satisfaction after using the car. It requests some customers who recently purchased Vaikel 6.0 to participate in the survey and asks them to log on to the company Web site at a given time. After they log on to the site, a moderator runs a discussion about the car and allows the customers to respond. In this case, Vaikel is using a(n) _____ to conduct the survey. online panel provider online focus group Web survey system Web community research program

online focus group

Cloyd's Supermarket, a popular retail store, sells a variety of products. In order to assess if it needs to make improvements to its service, the marketing research team sends out questionnaires to Cloyd's regular customers. The questionnaire has questions with blank spaces below. The customers have to write what they like best about shopping at Cloyd's and what new products or services they expect from Cloyd's. The questions included in the questionnaire are examples of _____. rhetorical questions scaled-response questions dichotomous questions open-ended questions

open ended questions

Clarissa works in an advertising agency. The agency has recently signed a deal with a smartphone company. Clarissa is allotted the task of gathering data on smartphone brand preferences among consumers. In the context of marketing research, which of the following roles will Clarissa be performing?​ The descriptive role The diagnostic role The prescriptive role The predictive role

the descriptive role