buad302 exam 1 example questions

Karen has just started her first research project for her new firm, Standard Research. After meeting with the project team, Karen knows that the client, Cookies! Cookies! Cookies! (C!C!C!), is interested in statistical analyses to help decide on a new cookie flavor for their "healthy" line. C!C!C! needs to test whether the new flavor tastes good. Consumers need to taste the cookie and answer a few questions about it. Which of the following survey data collection methods should be used to best meet the client's needs? None of the above. Survey administered online with no cookie sample. Survey administered in-person at home or at the mall with sample cookies. Survey administered over the phone with no cookie sample.

Survey administered in-person at home or at the mall with sample cookies.

If I am the researcher in-charge of a marketing research projects at UD, which of the following is NOT an example of secondary data? Data collected by me through a survey of my students. All the responses given are examples of secondary data. Data collected from the University of Rehoboth's internal records. Census data collected by the US government

Data collected by me through a survey of my students.

which of the following statements is true about the information research process? It narrows the applicability of the research process in solving organizational problems and creating opportunities. A more appropriate name for the information research process is now the traditional marketing research process. It serves as a written contract between the decision maker and the researcher. It is a systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making information.

It is a systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making information.

In establishing the need for marketing research, which of the following would serve as a good decision rule for managers (out of the given choices)? Competition is using MR, so we use it. Weighing the ratio of (cost of MR) to (benefit from MR) Ensuring that subordinates are in favor of conducting MR. Doing it because your boss wants you to do it.

Weighing the ratio of (cost of MR) to (benefit from MR)

A researcher determines she must collect data from likely buyers of a proposed new product on a scale that measures the probability that they will purchase the product. This is an example of__________. use of research when it is not needed. an opportunity. a research objective. a problem.

a research objective

Sometimes, people don't know what they want or why they make the decisions they do. To understand why people do the things they do and the real-life context that surrounds consumer decisions and behaviors, marketing professionals sometimes choose to live the life of their target customers on a day-to-day basis. This method of data collection is called ___________. exploring research ethnographic research descriptive research personal research

ethnographic research

A publishing company sponsors an informal one-time-only session with seven college instructors who use a given principles of management textbook. The instructors meet with a moderator who asks their opinions about the textbook, its instructor's manual, its PowerPoint slides, and its video and written cases. This is an example of a(n) __________. in-depth interview. jury of executive thought. information forum. focus group.

focus group

Martin has hired a marketing research company to study what consumers feel regarding three new boardgames that his company has designed. The research firm hires a small group of consumers to get in-depth feedback from them about game design, packaging and the experience of playing with them. Which of the following methods of data collection is BEST suited for this research project? observational study one on one in-depth interview focus group industry survey

focus group

The Minnesota Twins, a professional baseball team, wanted to develop creative ways to boost sagging attendance at its ball games. The Twins hired a moderator who, after every home game during the month of July, led informal discussions with groups of 6 to 10 fans to find out what they did and did not like about the baseball team and their experience at the stadium. The discussions were videotaped so that researchers could review the data at a later date and in more detail. What are such group discussions called? The right answer is not listed here. focus groups secondary data experiments

focus groups

Which of the following refers to applying marketing research to a specific geographical marketing area? area research marketing research geographical research market research

geographical research

ABC Company has decided to use mail questionnaires to collect data. Management recognizes that one of the following responses is a disadvantage of this method? Which one is the disadvantage? has a very low response rate no interview to stop respondents' from lying can collect large amounts of information in depth. high cost per respondent

has a very low response rate

Frito-Lay brand managers want to know which of three proposed end-aisle displays work the best in terms of catching consumers' attention. They set up prototypes of the three displays in three supermarkets and hired field agents to visit each supermarket to observe how many store patrons stopped by each display, how long they spent and how they interacted with the display. Which observation technique are the manager using in this technique? Mechanical Observation Past Records Archives Human Observation

human observation

On a per-respondent basis, what kind of survey method is almost always the least expensive? Mail survey Telephone survey Mall-intercept survey In home survey

mail survey

Marketing research depicts the Saturn Motorcycle shopper as a middle-aged, college-educated individual with an average annual income of $75,000. This is an example of: market segmentation research positioning research pricing strategy research market analysis

market segmentation research

Two important disadvantages of secondary data are __________ and __________. inexpensive; up-to-date cost; time-consuming to collect the data not up-to-date; not specific enough for the project low cost; saves time tailor-made to specifications; out of date

not up-to-date; not specific enough for the project

Which of the following is a technique that is used to picture the relative position of products on two or more product dimensions important to consumer purchase decisions? Retailing Wheel Perceptual Mapping Behavioral Targeting Optical Scanning

perceptual mapping

Which of the following data collection methods is considered as the best means for obtaining detailed in-depth information about consumers, one consumer at a time? Personal interviews Focus groups Onlime Surveys Mail surveys

personal interviews

Apex Corporation surveys its consumers to determine how they view the similarities and dissimilarities among relevant product attributes for a set of competing brands. This is an example of: retailing research pricing strategy research positioning research distribution strategy research

positioning research

The research conducted for Akron's Children's Hospital to determine the most effective communication messages to use in a new ad campaign being developed by the hospital is an example of _________. promotion research product research pricing research distribution research

promotion research

Which type of research would be most appropriate if the managers of the Tide brand at Procter & Gamble wanted some ideas as to different ways Tide could be improved? Qualitative Research Pluralistic Research Survey Research Quantitative Research

qualitative research

Respondents are presented with the statement: "People who watch football on television are __________," and asked to fill in the blank. This is an example of a ____. sentence completion task. Cartoon/Balloon test. close-ended question. word association task.

sentence completion task

The J.D. Power & Associates and other market research firms recruit groups of consumers for a period of time. These consumers, each of whom are paid to record all of their purchases on a regular basis, do so over a period of time and give it to the firm. In this case, data is said to be collected using ____________. ethnography syndicated panels experiments mall intercept interviews

syndicated panels

A disadvantage that can be overcome in the the case of telephone or mail survey but is inherent to the the mall-intercept survey method is ____________. the people selected may not be representative of the target market. the people only participate to receive something in return, so their answers are often biased. the difficulty in finding qualified interviewers to work at relatively low salaries.

the people selected may not be representative of the target market.

Which of the following best illustrates one of the uses of marketing research, monitoring marketing performance? describing the return on investment of firms using/not using marketing research looking for data on the internet about competitor performance marketing research managers closely overseeing the work of subordinates in the marketing research industry tracking research that monitors how well products are performing in the marketplace

tracking research that monitors how well products are performing in the marketplace

Jeff Williams is the marketing director for Acme Ford. Jeff receives the customer satisfaction scores for the month and notices that they are below objectives and are significantly lower than they have been in the last two years. This means that there is a gap between: what gap? what was supposed to happen and what did happen. what will never happen and the present. what did happen and what could have happened.

what was supposed to happen and what did happen.