MKT 3000 | Chapter 4 | Quiz

While creating research questionnaires, researchers must particularly AVOID the use of: a.) biased phrasing b.) simple language c.) closed-end questions d.) logical question arrangement e.) open-ended questions

a.) biased phrasing

In a simple random sample: a.) every member of the population has a known and equal chance of selection b.) the population is divided into mutually exclusive groups (such as blocks), and the researcher draws a sample of the groups to interview c.) the researcher selects the easiest population members from which to obtain information d.) the population is divided into mutually exclusive groups and random samples are drawn from each group e.) the researcher finds and interviews a prescribed number of people in each of several categories

a.) every member of the population has a known and equal chance of selection

Which form of marketing research involves talking with people in their homes or offices, on the street, or in shopping malls: a.) individual interviewing b.) focus-group interviewing c.) telephone interviewing d.) mail questionnaires e.) observational research

a.) individual interviewing

With the recent explosion of information technologies: a.) most marketing managers are overloaded with data and often overwhelmed by it b.) most marketing managers are concerned solely about the duplication of content c.) companies have ceased to feel the need for marketing information systems d.) companies have ceased to maintain internal databases e.) it has become more difficult and expensive to obtain primary data

a.) most marketing managers are overloaded with data and often overwhelmed by it

________ involves gathering primary data by closely examining relevant people, actions, and situations: a.) observational research b.) survey research c.) telephone interviewing d.) causal research e.) group interviewing

a.) observational research

Which of the following is true with regard to mail questionnaires: a.) the response rate of mail questionnaires is often very low. b.) mail questionnaires are highly flexible. c.) the researcher has maximum control over the mail questionnaire sample. d.) mail questionnaires are unsuitable for collecting large amounts of information about respondents. e.) respondents always provide honest answers to personal questions on mail questionnaires.

a.) the response rate of mail questionnaires is often very low.

Which of the following is true with regard to marketing research: a.) the marketing research process depends primarily on sophisticated internal databases. b.) the marketing research process requires assessing macroeconomic forces. c.) marketing research gives marketers insights into customer motivations. d.) marketing research eliminates the need for a SWOT analysis. e.) marketing research is a simple two-step process.

c.) Marketing research gives marketers insights into customer motivations.

A(n) ________ consists of people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers use the information to generate and validate actionable customer and market insights: a.) enterprise planning system b.) enterprise information system c.) marketing information system d.) corporate performance management system e.) geographic information system

c.) marketing information system

_______ consists of inviting 6 to 10 people to meet with a trained moderator to talk about a product, service, or organization: a.) telephone interviewing b.) individual interviewing c.) a mail questionnaire d.) an online survey e.) focus-group interviewing

e.) focus-group interviewing

Which of the following is a disadvantage of using secondary data: a.) secondary data is generally not appropriate for consumer products. b.) collecting secondary data is time consuming. c.) few sources exist for secondary data. d.) gathering secondary data is costly. e.) relevant secondary data can be difficult to locate.

e.) relevant secondary data can be difficult to locate.