Chapter 4

causal

Experimental research is best suited for gathering ________ information.

exploratory

In ________ research, the objective is to gather preliminary information that will help define the problem and suggest hypotheses.

gain competitive advantage

Information in a company's database can come from many sources. An advantage of harnessing such information is to ________.

places a high emphasis on speed

Jake Adams works for a marketing research firm and is currently conducting research for a company that wants to investigate multiple international markets for the possibility of expansion. Internet-based survey research would be the most attractive research option for Jake if his client ________.

experimental research

Juanita Petino, a nutritionist, decided to test the effects of two breakfast cereals, Kinglo and Loopy, on different consumer groups. For the purpose of her study, she divided 20 volunteers into two groups and asked the members of one group to have Kinglo cereal and the members of the other group to have Loopy cereal for breakfast. She decided to compare the responses of the volunteers after a week to gain deeper insights into consumer attitude. In this instance, Juanita is using ________.

experimental research

Kinger Burgers came out with a new hamburger and, before including it into its main menu, released it in two different cities with two different prices. The marketers at Kinger Burgers then analyzed the different levels of purchase made at these two different places, planning to using the information to help them set a nationwide price for the new offering. This is an example of ________.

group interviewing

Redrunners Inc., a manufacturer of sports merchandise, is gathering customer opinions about the firm's new sports shoe line. A team of researchers in the company invited 8 regular customers to talk about the new line of shoes, asking why they chose to buy the shoe and what they disliked most about its design. A moderator was present to monitor the discussion. Which of the following types of contact methods has Redrunners used in this instance?

competitive marketing intelligence

The marketing department of a reputed firm wants to improve strategic decision making, track the actions of other players in the market, and provide early warning of opportunities and threats. Which of the following would help the firm achieve its objectives?

to gather and integrate data in a central, accessible location

What is the purpose of a data warehouse?

online surveys

Which of the following contact methods is the most cost-effective?

Internet search engines

Which of the following is a valid source of secondary data?

The speed with which data is collected is high.

Which of the following is an advantage of telephone interviews?

Costly international research is necessary if firms want to succeed in foreign markets.

Which of the following is most likely true about international research?

Survey research is the most widely used method for primary data collection.

Which of the following is true about survey research?

Internet search engines can be useful sources of relevant secondary data.

Which of the following is true with regard to gathering secondary data?

Translation of questionnaires increases research costs and risks of error.

Which of the following is true with regard to problems faced by international researchers?

quota sample

Which of the following refers to a nonprobability sample in which the researcher finds and interviews a prescribed number of people in each of several categories?

biased phrasing

While creating research questionnaires, researchers must particularly avoid the use of ________.

Focus group interviewing

________ consists of inviting 6 to 10 people to meet with a trained moderator to talk about a product, service, or organization.

Survey research

________ involves gathering primary data by asking people questions about their knowledge, attitudes, preferences, or buying behavior. It is the most widely used method for primary data collection.