Chapter 4 Multiple Choice

The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses. A) exploratory B) descriptive C) causal D) primary E) secondary

A) exploratory

In marketing research, managers often start with ________ research and later follow with ________ research. A) exploratory; descriptive or causal B) descriptive; secondary or commercial C) descriptive; exploratory or secondary D) causal; descriptive or exploratory E) causal; exploratory or secondary

A) exploratory; descriptive or causal

Which method would a marketing researcher most likely use to obtain information that people are unwilling or unable to provide? A) observational B) survey C) questionnaire D) focus group E) personal interview

A) observational

Causal research is used to ________. A) test hypotheses about cause-and-effect relationships B) gather preliminary information that will help define problems C) uncover information in an unstructured way D) describe marketing problems or situations E) quantify observations that produce insights unobtainable through other forms of research

A) test hypotheses about cause-and-effect relationships

________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment. A) Marketing data B) Competitive marketing intelligence C) Sales management D) Customer intelligence E) Value chain management

B) Competitive marketing intelligence

What is the first step in the marketing research process? A) developing a marketing information system B) defining the problem and research objectives C) developing the research plan for collecting information D) implementing the research plan E) hiring an outside research specialist

B) defining the problem and research objectives

Which type of research would be best suited for identifying which demographic groups prefer diet soft drinks and why they have this preference? A) exploratory B) descriptive C) causal D) experimental E) secondary

B) descriptive

Diana Dion is currently researching data sources from within her company to make marketing decisions. Diana is making use of ________ databases. A) online B) internal C) external D) public E) search service

B) internal

Ethnographic research ________. A) comes from traditional focus groups B) is gathered where people live and work C) provides secondary data D) is most popular in the service sector E) provides data to marketers when observation is impossible

B) is gathered where people live and work

________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. A) The marketing information system B) Competitive marketing intelligence C) Marketing research D) Competitive marketing research E) Causal research

C) Marketing research

You are about to test the hypothesis that sales of your product will increase at a very similar rate at either a $5 drop in unit price or a $7 drop in unit price. You are involved in what type of research? A) exploratory B) descriptive C) causal D) focus group E) ethnographic

C) causal

Your colleague is confused about using the marketing research process, as he knows that something is wrong but is not sure of the specific causes to investigate. He seems to be having problems with ________, which is often the hardest step to take. A) developing the research plan B) determining a research approach C) defining the problem and research objectives D) selecting a research agency to help

C) defining the problem and research objectives

A good MIS balances the information users would ________ against what they really ________ and what is ________. A) need; like; feasible B) like; can analyze; needed C) like to have; need; feasible to offer D) need; can afford; used by the competition E) use; have to use; available

C) like to have; need; feasible to offer

Which of the following is information gathered directly from respondents in order to specifically address a question at hand? A) competitive marketing intelligence B) experimental hypotheses C) primary data D) secondary data E) internal data

C) primary data

Secondary data consists of information ________. A) that already exists somewhere but is outdated B) that does not currently exist in an organized form C) that already exists but was collected for a different purpose D) used by competitors E) that researchers can only obtain through surveys and observation

C) that already exists but was collected for a different purpose

You want to observe how often consumers listen to music throughout their day and what different audio devices they use. You are also interested in how consumers store and access their own music collections. You should conduct ________ research. A) causal B) experimental C) secondary D) survey E) exploratory

E) exploratory