Bus2-130 Chapter 10 - Quiz

Dryel is a Procter & Gamble product that allows consumers to dry-clean their clothes in a dryer. Before launching the product, P&G researchers visited consumers' homes and watched as people they sorted laundry, creating piles of darks, whites, delicates, and items that would go to the dry cleaner because the people were unsure how to clean them. This was an example of _____ research.

observation

Marketing research should NOT be undertaken when: a. the perceived costs are greater than the projected benefits b. there are no secondary data in existence to guide the project definition c. it will take a long time to complete d. the actual costs are less than the forecasted benefits e. the perceived costs are the same as the forecasted benefits

the perceived costs are greater than the projected benefits

A furniture manufacturer wants to test how consumers will respond to furniture upholstered in fabric made from recycled plastic by having consumers feel and respond to the fabric. Which form of survey would allow it to do this? a. A telephone interview b. A mail questionnaire c. A mall intercept d. An observation study e. A laboratory test

MALL INTERCEPT

In a study whose purpose is to determine the market for a vitamin that is to be chewed like bubble gum, what is the first question to be answered before a sampling plan is selected? a) What is the population or universe of interest? b) How large should the sample be in terms of its measurement costs? c) How often should the sample be redesigned? d) Who can perform the actual sampling? e) Must the sample be representative of the population?

a) what is the population or universe of interest Before a sampling plan is chosen, the population of interest must be defined.

____ occurs when a sample somehow does not represent the target population. a. Sampling error b. Measurement error c. Cross-tabulation d. Diagnostic error e. Single-source research

a. Sampling error

A carefully selected group of consumers who agree to participate in an ongoing online dialogue with a particular corporation is known as a(n): a. Web community b. focus blog c. online focus group d. Webinar e. Web-based ethnographic group

a. Web community

If a researcher wanted to look at responses to vacation home ownership questions as they relate to age and occupation of the respondent, the analysis approach he or she would use is: a. one-way frequency tables. b. standard deviation measures. c. cross-tabulations. d. passive people meters. e. scaled responses.

c. cross-tabulations.

Phillip Morris USA, the manufacturer of the Marlboro Ultra Smooth cigarette targeted to people who want to smoke a potentially safer cigarette, has asked for marketing research to explain the reasons for the recent failure of the new cigarette. This type of research is described as: a. descriptive b. predictive c. diagnostic d. normative e. historical

c. diagnostic

A _____ is a company that acquires, catalogs, reformats, segments, and resells reports already published by marketing research firms. a. syndicated vendor b. research directory c. marketing research aggregator d. secondary data provider e. marketing research compiler

c. marketing research aggregator

All of the following are advantages associated with the use of Internet surveys EXCEPT: a. decreased costs b. ability to contact hard-to-reach respondents c. reduced measurement error d. ability to get survey results much more rapidly e. ability to personalize the survey

c. reduced measurement error

_____ research is the study of human behavior in its natural context, involving observation of behavior and physical setting.

ethnographic

The research design specifies: a. follow-up procedures for the research b. the information that will be found c. how the final report will be written d. how the information gathered will be used to predict e. external environmental changes f. the research questions to be answered

f. the research questions to be answered

In a survey for her marketing class, Alicia interviewed 80 randomly selected men and asked them their opinions of women with tans. Her initial results showed that the men overwhelmingly believed tans were a health risk. When she conducted the same survey again using the same methodology, she discovered that 50 percent of the surveyed population in the second group found women with tans sexy. This is most likely an example of a _____ error. a. representational b. random c. nonprobability d. frame e. reliability

A random error occurs when the results of two surveys conducted in the same manner differ

A company wanted to collect data on consumers' perceptions of its new brand. The marketing research director has recommended using a mail panel operated by Synovate. What can the company expect from a mail panel? a. A very high response rate b. The response rate will be low, as it is for all self-administered surveys c. The participants are not usually compensated for their assistance, so it will be inexpensive d. Data collection is more rapid than with telephone interviews e. The panel of consumers will meet monthly to discuss products that were sent to them to try

A. MAIL PANNEL= HIGH RESPONSE

In a(n) _____ sample, additional respondents are selected on the basis of referrals from the initial respondents. a. quota b. judgment c. piggyback d. probability e. snowball

D. probability

The quality of secondary data should never be questioned. T or F

F

Kimberly-Clark has outfitted consumers with mini video cameras mounted to visors to watch consumers doing chores and shopping. Using this research approach, known as _____ research, Kimberly-Clark learned that mothers had trouble using Huggies Baby Wash to bathe their infants. The problem was that the women liked to keep one hand on their infant at all times while the Baby Wash bottle required two hands to open and dispense. a. ethnographic b. dichotomous c. experiment d. survey e. open-ended

a. ethnographic

When people are hired to record traffic patterns in a shopping mall, they are engaging in _____ research. a. focus group b. observation c. experimental d. survey sampling e. sample framing

a. focus group

A retailer of sporting goods equipment is interested in learning peoples' attitudes, motivations, and feelings about its product lines. All of the following are potential sources for this information EXCEPT: a. observation studies. b. mail questionnaires. c. in-store interviews. d. telephone surveys. e. focus group interviews.

a. observation studies.

Levi Strauss recently introduced its new Totally Slimming jeans. The idea for the jeans came from a group session conducted last August in which a group of moms made it clear they were tired of low-rise styles. Instead, they wanted jeans that were comfortable while covering up problem areas and that showed off their figures. Levi's used this _____ data as the basis for designing this new line of jeans. a. primary b. secondary c. dichotomous d. convenience e. ethnographic

a. primary

Radio One is the largest U.S. radio broadcasting company targeting black Americans today. Radio One staffers are constantly reviewing secondary information looking for any emerging trends in their target market. Potential disadvantages of this research approach include: a. the questionable quality of the data b. the high cost of collecting secondary data c. the length of time it takes to collect secondary data d. interviewer bias during the collection process e. the potential for sampling error

a. the questionable quality of the data

Which of the following is an interviewing method in which the interviewer reads the questions from a computer screen and enters the respondent's data directly into the computer? a. Central-location interviewing facility b. Computer-assisted personal interviewing c. Computer-assisted self-interviewing d. Direct-entry interviewing e. Computer-mediated interviewing

b. Computer-assisted personal interviewing

Health providers have voiced concerns about the use of pesticides and the negative effects they possibly have on our health. A large insurance company is willing to sponsor a meeting of the nation's largest organic growers, pesticide producers, and retailers of organic foods if there is an interest in a cooperative effort to improve customers' perception of eating healthy. What type of survey technique would be most appropriate for determining if there is any real interest in such a meeting? a. Cyber focus groups b. Executive interviews c. Mall intercept interviews d. CLT interviews e. In-home interviews

b. Executive interviews

Post Properties is a company that manages apartments in various communities. It is concerned with a glut of apartments in Atlanta, Orlando, and Dallas. Its market researcher begins by examining the rental markets in the Southeast, the history of apartment buildings, local economies, competitive rents, and ownership—all information that was on hand and did not require any new research to locate. The market researcher looked at: a. Primary data b. Secondary data

b. Secondary data

Volkswagen developed an 18-month-long project to gain a better understanding of the American culture so it could develop cars more appealing to this market. The research project was called Moonraker. Moonraker was intended to play a(n) _____ role in Volkswagen's marketing research. a. diagnostic b. descriptive c. predictive d. heuristic e. demonstrative

b. descriptive

Your supervisor has instructed you to conduct a marketing research effort that will determine how your company's business customer demographics have changed. You have also been instructed to use primary data. You will: a. gather data from Standard & Poor's General Information File. b. develop a mail survey to study your primary market. c. employ studies done by the Federal Trade Commission. d. make sure you locate Internet information by using a search engine. e. ask the National Industrial Conference Board for its latest study. B

b. develop a mail survey to study your primary market.

A regional airport manager conducted research to get a better understanding for the types of concessionaires to include in the planned terminal remodeling. She conducted two sets of group interviews, one with ten leisure flyers and another with ten business flyers. In each group, participants discussed what types of food, retail, and other services they wanted in the new terminal. These discussions are examples of: a. extended interviews. b. focus groups. c. observation. d. ethnographic research. e. secondary research.

b. focus groups.

Computer-assisted personal interviewing and computer-assisted self-interviewing are computerized techniques for conducting: a. CLT interviews. b. mall intercept interviews. c. e-mail interviews. d. in-home interviews. e. focus groups.

b. mall intercept interview

Everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans is referred to as: a. competitive intelligence b. marketing information c. decision support information d. marketing research e. observation B

b. marketing information

A(n) _____ is an interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions. a. expert system b. marketing information system c. artificial intelligence system d. marketing decision support system e. database marketing system

b. marketing information system

All of the following are types of probability samples EXCEPT: a. systematic sample b. quota sample c. cluster sample d. stratified sample e. simple random sample

b. quota sample

The most popular method for gathering primary data is _____, in which a researcher interacts with people to obtain facts, opinions, and attitudes. a. heuristic oriented b. survey research c. experiments d. observation research e. single-source research

b. survey research

To help understand why attendance at the team's games was so poor, the Atlanta Falcons used marketing research to gather factual information. The organization used in-game surveys and end-of-season surveys of ticket holders. The gathering of factual statements is an example of marketing research in its _____ role. a) historical b) normative c) descriptive d) predictive e) objective

c) descriptive

Through marketing research, the Boston Symphony Orchestra (BSO) learned it has an older market and is not attracting younger concertgoers. It next conducted marketing research to determine if a social media advertising and engagement campaign they were considering that would be targeted to the younger market would be successful. In its second use of research, BSO employed _____ marketing research. a) normative b) historical c) predictive d) descriptive e) objective

c) predictive

With which scanner-based research system do IRI panel members shop with an ID card, which is presented at checkout in scanner-equipped grocery and drugstores, thus allowing IRI to electronically track each household's purchasing over time? a. InfoScan b. VideOCart c. BehaviorScan d. Nielsen Data e. Scanner Plus

c. BehaviorScan

Which of the following is an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answers into a computer? a. Central-location interviewing b. Computer-assisted personal interviewing c. Computer-assisted self-interviewing d. Primary interviewing e. secondary interviewing

c. Computer-assisted self-interviewing

_____ is the creation of a large computerized file of customers' and potential customers' profiles and purchase patterns. a. Electronic targeting b. Sampling procedure specification c. Database marketing d. Competitive data mining e. Consumer behavior marketing

c. Database marketing

Which of the following is a type of survey that involves interviewing businesspeople at their offices concerning individual products or services? a. Place-based interviews b. CLT interviews c. Business panel surveys d. Executive interviews e. Professional interviews

d. Executive interviews

_____ is a scanner-based sales-tracking service for the consumer packaged-goods industry. It tracks retail sales, consumer purchasing information, and promotional activity for all bar-coded products. a. BehaviorScan b. Nielsen Data c. Scanner Plus d. InfoScan e. VideOCart

d. InfoScan

_____ is the process of planning, collecting, and analyzing data relevant to marketing decision making. The results of this analysis are then communicated to management. a. Data collection b. Artificial intelligence c. Decision support d. Marketing research e. Single-source research

d. Marketing research

Many people surveyed say they are environmentally conscious and favor green products even if they are more expensive than traditional products. Some marketers are worried that many people may not actually purchase green products. This concern is about the potential for what kind of sampling error? a. Nonresponse b. Frame c. Random d. Measurement e. None of the choices apply

d. Measurement

Which type of error occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process? a. Sampling error b. Research error c. Nonresponse error d. Measurement error e. Random error

d. Measurement error

A researcher wants to determine what percentage of the population in the southeastern United States would use a mass transit system if it were well maintained. He gets telephone books from every city with over 200,000 people in those states and selects the fifteenth name in the middle column on every hundredth page as his sample. He has made a _____ error. a. targeting b. random c. nonprobability d. frame e. reliability

d. frame

Managers must combine specific pieces of information needed to identify the marketing research problem. Their _____ is to provide insightful decision-making information. a. company-correlated goal b. autonomous task c. dichotomous goal d. marketing research objective e. field service objective

d. marketing research objective

A _____ sample is any sample in which little or no attempt is made to obtain a representative cross section of the population. a. frame b. random c. probability d. nonprobability e. representational

d. nonprobability

A university hospital is interested in getting a cross section of patients' opinions on proposed changes that will make the hospital stay more like a motel stay in terms of amenities. The cost of the new amenities will be reflected in higher rates. The university hospital used a random number table to select participants from the list of patients who are currently in the hospital. This is an example of a _____ sample. a. representational b. convenience c. nonprobability d. synergistic e. random

d. synergistic

An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors is called: a) an audit b) industrial espionage c) competitive research d) differential competitive advantage e) competitive intelligence

e) competitive intelligence`

A carefully selected group of consumers who agree to participate in an ongoing online dialogue with a particular corporation is known as a(n): a) online focus group b) web based ethnographic group c) focus blog d) webinar e) web community

e) web community

Which of the following is a source of competitive intelligence? a. A company's salespeople b. Government agencies c. the Yellow Pages d. Periodicals e. All of these are sources

e. All of these are sources