MKTG 300 CH.9
A company that identifies customer relationships with the organization, captures relevant customer data from interactions, stores and integrates that customer data, and identifies its profitable customers is implementing a customer relationship management cycle. a. True b. False
a
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
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
A survey by RoperASW asked consumers to check where they were most likely to look for information about a new book. Possible answers were book club catalogs, book reviews in newspapers, book reviews in magazines, television programs, friends, radio programs, local reading groups, or the Internet. What type of question was used in this survey? a. Multiple choice b. Dichotomous c. Scaled response d. Open-ended e. Sampling frame
a
After listening to a group of middle-aged women discuss their biggest concerns about the jeans they wore, a company designed a new line of comfortable women's jeans and touted them as "not your daughter's jeans." This is an example of research conducted to: a. improve the quality of company decision making. b. find out why a marketing plan failed. c. learn how to more efficiently retain customers. d. understand the ever-changing marketplace. e. conduct business analysis.
a
All of the following are examples of secondary data EXCEPT: a. a first-time physical count of the number of cars passing through an intersection to determine the need for a traffic signal. b. a census report on the number of people who are native to a community. c. any product testing results made available to the media. d. a collection of trade journal articles about the future of a particular industry. e. a newspaper story describing the lifestyle of the average Internet user.
a
Caterpillar has been experimenting with replacing the traditional steering mechanism on its graders with a joystick- based steering mechanism. As a part of its research, it built graders that included both a steering wheel and joystick steering mechanisms, then asked operators to use the machines for a few days. After two days of testing, several of the operators liked the joysticks so much that they suggested the steering wheel be removed to provide better visibility. This would be an example of using an experiment to gather data. a. primary b. secondary c. dichotomous d. ethnographic e. collaborative
a
Community Trust Bank's management decided to design a new product and promotion to appeal to small to medium-sized businesses. A researcher conducted a series of focus groups with business owners to find out more about what they wanted in bank services. With the focus groups, Community Trust was collecting data. a. primary b. ethnographic c. consensual d. secondary e. collaborative
a
Compared to the personal interview, the telephone interview costs less, but cost is rapidly increasing due to respondent refusals to participate. a. True b. False
a
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 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. a. observation b. mall intercept c. visualization d. action-based e. experiment
a
In a probability sample, every element in the population has a known statistical likelihood of being selected. a. True b. False
a
In contrast to marketing research problems, management decision problems are: a. action oriented. b. pervasive. c. narrower in scope. d. synergistic. e. information oriented.
a
In which of the following situations would a marketing researcher be most likely to use executive interviews? a. A manufacturer of extruded plastic wants to determine where there are other markets for its products b. A manufacturer of frozen dinners wants to research the eating habits of its target market c. The producers of children's programming on public television want to learn more about the viewing habits of an audience composed of 5- to 12-year-old males d. A shampoo manufacturer wants to test which smells consumers perceive as relaxing and exhilarating e. An aluminum can manufacturer wants to research how people are disposing of cans
a
In-home personal interviews: a. offer high-quality data at a high cost b. offer the ability to obtain high-quality data at a low cost c. are becoming increasingly more popular d. are less expensive than mall intercepts e. offer information of moderate quality but at a low cost
a
Information collected for the first time for the purpose of solving a particular problem under investigation is called _____ data. a. primary b. secondary c. dichotomous d. observation e. convenience
a
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
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
Los Hermanos Cafe has successfully operated seven restaurants in the same community for 20 years. Management plans to introduce an egg and cheese breakfast burrito to three restaurants after having success with this product in its other four restaurants. Since management knows this market so well, Los Hermanos Cafe doesn't need to conduct research before introducing the new product in its remaining restaurants. a. True b. False
a
Marketing research is the function that links the consumer, customer, and public to the marketer through information. a. True b. False
a
One advantage of Internet surveys is dramatically reduced costs. a. True b. False
a
One advantage of an online focus group is that respondents tend to talk more freely about issues that might create inhibitions in a face-to-face group. a. True b. False
a
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
Scanner-based research is a system of gathering information from a group of respondents by continuously monitoring the promotions panel members are exposed to and their subsequent purchase behavior. a. True b. False
a
Stuart Marketing Research is gathering information on the way people wrap gifts specifically for a large manufacturer of gift wrap paper that is considering introducing reusable wrapping paper with Velcro fasteners. The information gathered would be an example of primary data. a. True b. False
a
Telephone interviews offer: a. speed in gathering data. b. a potential for reaching all households. c. few nonresponses. d. the ability to collect large amounts of complex data. e. the lowest-cost method for obtaining data.
a
The first step in the marketing research process is to identify and formulate the problem/opportunity. a. True b. False
a
The marketing research problem: a. is information oriented. b. involves determining what resources will be used in research efforts. c. is action driven. d. does not rely on managerial experience. e. is accurately described by none of these choices.
a
The office of lieutenant governor was vacated, and a special election was called to fill the office. When the head of the state's Department of Education decided she might run for the office, she was unsure how running for this office could affect her long-term plans for running for the office of U.S. senator. She has hired a research company to obtain survey data from voters in the state. Given that she must make a decision in less than three weeks, the research company should use: a. a telephone survey. b. focus group interviews. c. personal interview surveys. d. a mail survey. e. a passive people meter.
a
The population from which a sample in a marketing research study will be drawn is referred to as the: a. universe b. market c. test market d. focus group e. control group
a
Trade groups, commercial publications, and government departments can be used as sources of: a. secondary data b. consensual information c. primary data d. artificial intelligence e. marketing audits
a
While many economic indicators have been negative during the first half of 2009, the Wall Street Journal recently reported that U.S. retail sales were actually up in April. In fact, the performance of 61 percent of the retailers in the study topped analysts' expectations. If Costco used this report as factor in their expansion plans, they would be using data. a. secondary b. primary c. dichotomous d. convenience e. observation
a
research is the study of human behavior in its natural context, involving observation of behavior and physical setting. a. Ethnographic b. Action-based c. Experiment d. Survey e. Visualization
a
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
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
Data previously collected for purposes other than the one at hand are an important source of information as the researcher defines the problem. These data are called data. a. single-source b. secondary c. primary d. consensual e. convenience
b
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
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. a closed study. b. secondary data. c. primary data. d. a statistical analysis. e. priority databases.
b
Research done by ShopLocal.com found that Americans today are concerned enough about sustaining the environment that they are willing to spend more. Suppose that to cut the cost of the research, ShopLocal.com included a second study asking consumers about their preferences in the upcoming presidential elections. This research would be an example of: a. a dual-purpose analysis. b. a piggyback study. c. a Siamese twin project. d. a two-for-one integrative study. e. dual experimentation.
b
The Johnsonville Sausage Company wants to know which areas of the country consume the most sausage. The company is not especially interested in an explanation for the popularity of sausage in different regions; it simply wants factual information about it. Johnsonville is interested in using marketing research in its role. a. historical b. descriptive c. predictive d. normative e. objective
b
The best experiments are those in which: a. all variables are allowed to act freely. b. all variables are held constant except the ones being manipulated. c. all factors provide the desired results. d. the subjects are unpaid volunteers. e. two variables are held constant while all of the others are manipulated.
b
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
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
What is the chief advantage of primary data? a. Low cost compared to secondary data b. Answers specific research questions that secondary data cannot answer c. Availability to any interested party for use d. Accessibility through computerized databases e. Avoiding interviewer biases
b
When Wilson, a manufacturer of tennis racquets, sent a team of researchers, designers, and tennis pros out to visit with 40 women tennis players of various abilities in locations from California to Florida to find out what women players want in a racquet, what kind of research were they conducting? a. Heuristic b. Primary c. Cohesive d. Random e. Secondary
b
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
b
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
Which type of survey question is a closedended question designed to measure the intensity of a respondent's answer? a. A semantic differential b. A scaled-response question c. An interval-based question d. A sampling frame question e. A bounded-frame question
b
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
research depends on watching what people do. a. Anonymous viewership b. Observation c. Interactive d. Personal scanner e. Survey
b
The last step in the marketing research process is to prepare and present the report. a. True b. False
b False RATIONALE: The last step is to follow up.
Marketing research has three roles: persuasive, reminder, and informative. a. True b. False
b False The three roles are descriptive, diagnostic, and predictive.
The difference between a traditional focus group and an online focus group is that there is no moderator in the online group like there is in a traditional group. a. True b. False
b. False RATIONALE: A moderator runs the group by typing questions online for all to see and respondents "on the fly."
Ethnographic research is a form of experiment research because it is conducted without any preconceptions. a. True b. False
b. False RATIONALE: Ethnographic research is the study of human behavior in its natural context and is a form of observation research.
Fisher-Price employees were engaged in experimental research when they observed, from behind a mirror, children playing with soap bubbles and decided to build a toy lawn mower that spewed soap bubbles. a. True b. False
b. False RATIONALE: Experimental research occurs when the researchers alters one or more variables. This is an example of observation research.
The best experiments are those in which one factor is held constant and the other factors of interest are deliberately manipulated. a. True b. False
b. False RATIONALE: In experiments, the goal is to hold all variables constant except the variable of interest.
Once adequate amounts of data have been collected, the researcher should present the report. a. True b. False
b. False RATIONALE: The data must be analyzed and interpreted before a meaningful report can be prepared.
The most popular technique for gathering primary data is by observation. a. True b. False
b. False RATIONALE: The most popular technique for gathering primary data is survey research.
The quality of secondary data should never be questioned. a. True b. False
b. False RATIONALE: The quality of secondary data may pose a problem, so researchers should ask: Who gathered the data? Why were the data obtained? What methodology was used? And so
Because online surveys are still in their infancy, there are limited methods of conducting online surveys. a. True b. False
b. False RATIONALE: There are several basic methods for conducting online surveys: Web survey systems, survey design and Web hosting sites, and online panel providers.
Martina was interested in how students perceive the health service provided by her university. To collect data on this issue, she interviewed the students in her evening class. Martina has used a random sampling procedure. a. True b. False
b. False RATIONALE: This describes a convenience sample.
An online message board consists of a selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation. a. True b. False
b. False RATIONALE: This is a Web community.
Measurement error occurs when a sample somehow does not represent the target population. a. True b. False
b. False RATIONALE: This is the definition of sampling error. Measurement error occurs when there is a difference between the information desired by the researcher and the information provided by the
To save money on marketing research, a marketing manager suggests that the company use the results of a survey conducted last year because similar questions were asked then. The manager is suggesting use of primary data. a. True b. False
b. false RATIONALE: This is describing secondary data, which are data previously collected for any purpose other than the one at hand.
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
c
A(n) is characterized by the researcher altering one or more variables—such as price or package design-- while observing the effects of those alterations on another variable—such as total sales. a. observation research project b. research problem c. experiment d. sampling frame e. correlation of facts study
c
First Southern Community Bank has long tried to differentiate itself as "your friendly, hometown bank." However, the bank president has been concerned about a number of recent customer service complaints. Which of the following approaches would probably be best to get a feel for how friendly her employees really are to customers? a. Employee focus group interview b. Mail questionnaire of a sample of current customers c. Mystery shopper d. Experiential research e. An Internet-based community study
c
Low response rate is a problem commonly associated with: a. exit interviews. b. executive interviews. c. mail surveys. d. mall intercept interviews. e. in-home interviews.
c
Marketing research has three functional roles. These roles are: a. normative, descriptive, and explanatory b. predictive, normative, and persuasive c. descriptive, diagnostic, and predictive d. flexible, interactive, and discovery-oriented e. descriptive, explanatory, and predictive
c
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
Representatives of the Tourism Board of Arkansas visited state welcome centers and asked visitors to the state, "What is your reason for coming to Arkansas?" This would be an example of a(n) question. a. scaled-response b. Likert scale c. open-ended d. dichotomous e. multiple choice
c
Soon after the Chenault Military Museum expanded its hours and began charging a small fee to pay for the extra help needed to keep it open longer, attendance decreased. To determine why this decrease in attendance occurred, the museum staff could rely on: a. a production audit b. database marketing c. marketing research d. an internal marketing audit e. secondary data
c
Stan's job is to walk the streets of Japan and locate fads. According to Stan, "Japan is advanced. What will happen 10 years from now is already happening in Japan." What kind of research is Stan conducting? a. Experiment b. Dichotomous c. Observation d. Survey e. Open-ended
c
The publisher of a Canadian business magazine wanted to make several major changes in the magazine's content and format. To determine what changes would be supported by its subscribers and what changes would not be welcomed, the publisher should engage in: a. advertising b. database marketing c. marketing research d. a data retrieval system e. secondary data
c
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 an integrated advertising campaign targeted to the younger market would be successful. In its second use of research, BSO employed marketing research. a. historical b. descriptive c. predictive d. normative e. objective
c
When Eurasia restaurant, serving Eurasian cuisine, first opened along Chicago's Michigan Avenue, its novelty brought many diners. However, it turned off the important business lunch crowd, and sales went into decline. Before conducting any marketing research to explain the declining sales, management needs to: a. determine who will be most likely to respond to a survey. b. select a market sample from everyone in the population. c. define the problem to be researched. d. develop a survey to find out exactly what's wrong. e. enumerate the decision factors.
c
When assessing the quality of secondary data, it is: a. not necessary to know why the data were collected in the first place b. important to be able to have easy access to the data c. important to know the purpose for which the data were originally collected d. not important to know when the data were collected e. imperative to use the same methods and procedures when primary data are collected
c
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
Which of the following is the BEST example of an effective question on a mail survey? a. Do you believe the synergy of the indigenous population has created a precursor to ecological disaster? b. Why do you think dogs make good pets and cats make poor pets? c. Have you ever put food out for wild birds? d. What is the economy of scale achieved by the transference of heat through solar cells? e. Will you be buying a new car soon and will it be a foreign car?
c
Which type of survey research method involves interviewing people in the common areas of shopping malls? a. Telephone interviews b. Panel surveys c. Mall intercept interview d. Centralized interviews e. Interactive research
c
You have been given the task of creating a questionnaire that requires each respondent to provide a rich array of information based on his or her own frame of reference. Which of the following types of questions would best deliver such information? a. True-false questions b. Mix-and-match questions c. Open-ended questions d. Scaled-response questions e. Closed-ended questions
c
A is a specially designed phone room used to conduct telephone interviewing. a. controlled-feedback facility (CFF) b. collaboratively located communications (CLC) center c. multi-interviewer location site d. central-location telephone (CLT) facility e. telephone outsourcing center
d
A small brewery has noticed a 20 percent decrease in the sale of its dark beer over the last three years. The company's owner wants to determine why the decline has occurred and how to reverse the trend. Once the owner has identified the problem as a consumer perception that dark beer is bitter and calorie laden, its next step in the marketing research process should be to: a. collect the data b. recognize the marketing problem c. analyze the marketplace d. plan the research design e. specify the sampling plan
d
British Columbia's SunRype Products wanted to find out if Canadians were having trouble getting their required servings of fruits and vegetables each day. Marketers conducted focus groups, a type of , which revealed that participants were having particular trouble getting their required servings of vegetables. a. mail survey b. mall intercept c. ethnographic research d. personal interviewing e. experiment
d
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
Mystery shoppers engage in a form of: a. mall intercept study. b. experiential study. c. marketing audit. d. observation research. e. market audit.
d
When a university began thinking about offering more online degrees, it used primary data to get potential students' attitudes and intentions. What is the most likely reason for using primary data? a. This information was already freely available to all interested parties. b. The value of the research is unrelated to sample size. c. The information can be collected quickly and at low cost. d. The information will fit the university's needs exactly since it will be collected specifically for this study. e. It will benchmark consumers' interest in grading equipment.
d
When marketing researchers for a local fitness club wanted to know consumers' intentions to start a fitness program for a New Year's resolution, they used a(n) with five possible answers ranging from "Most Likely" to "Least Likely" and asked that the respondent choose one. a. open-ended question b. action-based question c. sampling frame question d. scaled-response question e. dichotomous response
d
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
Which type of interview question encourages an answer phrased in the respondent's own words? a. A scaled-response question b. A Likert item c. A closed-ended question d. An open-ended question e. A free-form question
d
You must conduct research to find out a great deal of information about the motives and desires of potential customers for a home delivery grocery service. You need a sample of at least 300 people who spend at least $100 weekly at the supermarket, and you don't have a lot of money to conduct the research. You should use: a. a marketing experiment. b. in-home personal interviews. c. focus group interviews. d. mail surveys. e. observation research.
d
____is the process of planning, collecting, and analyzing data relevant to a marketing decision. The results of this analysis are then communicated to management. a. Data collection b. Artificial intelligence c. Cross-tabulation d. Marketing research e. Single-source research
d
require the best interviewers because they are often interviewing on topics about which they know very little. a. Mall intercept interviews b. CLT interviews c. Mail panel surveys d. Executive interviews e. Focus groups
d
specifies the research questions to be answered, how and when the data will be gathered, and how the data will be analyzed. a. A secondary data use plan b. The research collaborative plan c. An autonomous director d. The research design e. The sampling plan
d
A is a form of personal interviewing that uses a group of seven to ten people who have been recruited because of certain desired consumer characteristics. a. passive people meter b. primary data group c. cross-tab set d. CLT interview e. focus group
e
A major limitation of the mall intercept interview is: a. the difficulty of measuring attitudes and opinions. b. the need to interview people standing up. c. its high cost relative to in-home interviews. d. the difficulty of demonstrating new products. e. the difficulty of obtaining a representative sample of the population of interest.
e
A pediatrician's office noticed that fewer parents are bringing their children in for their vaccinations and routine checkups. The office sent out a questionnaire to parents whose children are behind in their shots. The questionnaire included the question "Why are you reluctant to have your child vaccinated?" This would be an example of a(n): a. dichotomous response b. sampling frame question c. scaled-response question d. closed-ended question e. open-ended question
e
In the survey used by an organization of mothers who swap toys, respondents were asked, "Would you be willing to pay a small fee in order to take advantage of this service? Circle YES or NO." This is a(n) question. a. open-ended b. sampling frame c. scaled-response d. double-barreled e. dichotomous
e
The first step in the marketing research process is to: a. specify the sampling plan b. collect the data c. analyze the marketplace d. plan the research design e. identify and formulate the problem/opportunity to be studied
e
The owner of a small chain of local coffeehouses could use to determine why customers do not seem to like the location of her new coffeehouse. a. transactional marketing b. public relations c. an EDI system d. market synergy e. marketing research
e
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 external environmental changes e. the research questions to be answered
e
