Marketing ch. 10
32. Assuming that a market research study will answer important questions and reduce uncertainty associated with the proposed project, a major question that needs to be addressed before starting the study is A. How will the results be presented? B. Will observational research be considered intrusive? C. Is top management committed to the study? D. How will the questions be defined? E. Who will manage the research?
:C. is top management committed to the study?
30. The marketing research process follows five steps, and researchers A. may not always go through them in the exact sequence if the situation changes or new information is discovered. B. should maintain the integrity of the process by following each step sequentially and thoroughly. C. often collect data before defining the research objectives. D. should be prepared to present the results before completing the analysis if they are under a great deal of pressure to meet a deadline.
A. may not always go through them in the exact sequence if the situation changes or new information is discovered.
99. Which of the following is an unstructured question? A. "What are the most important characteristics for choosing a brand of shampoo?" B. "How satisfied were you with your last shampoo purchase very unsatisfied, unsatisfied, neutral, satisfied, or very satisfied?" C. "Were you happy with the quality of the shampoo you purchased (Yes/No)?" D. "On a scale from 1 to 5 (with 1 being very unimportant and 5 being very important), how important is fragrance when choosing a shampoo?" E. "How many brands of shampoo have you purchased in the past year: 0, 1, 2, 3, 4, 5, or more than 5?"
A. "What are the most important characteristics for choosing a brand of shampoo?"
94. Which of the following statements is NOT one of the guidelines provided by the American Marketing Association for conducting marketing research? A. Personal information about research participants should not be shared, EXCEPT with a designated member of senior management. B. Selling or fundraising should not be conducted under the guise of conducting research. C. Researchers should not misrepresent data. D. Clients and suppliers should be treated fairly. E. Researchers should not omit pertinent data.
A. Personal information about research participants should not be shared, EXCEPT with a designated member of senior management.
95. The number of customers who discontinue their use of a service divided by the average number of total participants is called A. churn. B. customer retention. C. customer lifetime value. D. cancellation cost. E. customer loyalty.
A. churn
88. Supermarkets collect information about individual customers through their use of loyalty cards and then analyze the data to look for patterns in purchases. This is an example of A. data mining. B. data recovery. C. data entry. D. data analysis. E. data modeling.
A. data mining
91. Which of the following types of research would be considered quantitative research? A. Experimental research B. Observational research C. Focus group research D. Social media monitoring E. In-depth interviews
A. experimental research
71. A(n) __________ is a small group of people brought together for an intensive discussion of a topic. A. focus group B. social media site C. experiment D. data mining session E. in-depth interview
A. focus group
50. Marvin is looking for data to help him with a new market research study assigned to him. When reviewing existing secondary data from a past research study, Marvin should pay careful attention to A. how the secondary data were collected. B. where the data were warehoused. C. whether the Bureau of the Census has certified the research. D. whether the data were transformed into information. E. how often primary data were substituted for secondary data.
A. how the secondary data were collected
42. Victor's custom auctioneering service provides online auction selling assistance. Victor plans to conduct marketing research to determine which auction site is best for his customers. His next step is to A. identify the type of data he needs to have. B. determine the statistical software he will use. C. outline the presentation format he will use. D. collect data. E. define his privacy policy
A. identify the type of data he needs to have.
69. Randall wants to do an online survey of college professors about the factors that influence their textbook selection. He would like to use a structured survey but is not sure what responses to include for each question. Randall could use __________ to help him develop his survey. A. in-depth interviews B. experiments C. surveys D. observation E. primary data mining
A. in-depth interviews
97. Which of the following types of data would be the best choice for Wendy's fast food restaurants if the headquarters office wants to know how many hamburgers versus chicken sandwiches it has sold in past years? A. internal secondary data B. external secondary data C. survey responses D. focus group data E. primary data
A. internal secondary data
38. The manager of a company selling baby products asks you to conduct research into the question, "Is life expectancy getting longer in Kuwait?" The problem with this research objective is that A. it is irrelevant to the baby products company. B. it is already known and available from the U.S. Bureau of the Census. C. it will lead to a set of unstructured questions. D. it is a research question that probably cannot be answered with any level of accuracy. E. it is a question related to another culture.
A. it is irrelevant to the baby products company
63. When consumers are unable to articulate their experiences, __________ becomes particularly useful in understanding consumers' preferences. A. observation B. surveying C. in-depth interviewing D. primary data mining E. a focus group
A. observation
55. Data collection begins A. only after completing the research design process. B. after determining whether there are any objections. C. whenever the researcher wants to. D. after creating the presentation format. E. after analyzing the data.
A. only after completing the research design process
98. A restaurant chain is working to improve the quality of its food and service. It recruits customers who agree to respond to customer satisfaction surveys once every three months over the next two years, to track its progress. What kind of data is the restaurant chain collecting? A. panel data B. internal secondary data C. focus group data D. external secondary data E. scanner data
A. panel data
51. After reviewing the existing data on seasonal spending by his company's customers, Marvin decided he needed new information collected to address his research questions. Marvin will need __________ data to address the questions in his market research study. A. primary B. secondary C. mined D. syndicated E. warehoused
A. primary
89. When a research team has gathered data for specific research needs, this is known as A. primary data. B. data mining. C. secondary data. D. data recovery. E. data modeling.
A. primary data
100. Which of the following provides the information needed to confirm insights and help managers to pursue appropriate courses of action? A. quantitative research B. qualitative research C. observation research D. in-depth interviews E. social media monitoring
A. quantitative research
46. Once a marketing researcher is ready to move beyond preliminary insights to specific, informed questions, the researcher is ready to conduct A. quantitative research. B. data warehousing. C. syndicated marketing surveys. D. qualitative research. E. research design.
A. quantitative research
81. In questionnaire design, a question such as, "When was the first time you went to a dentist?" suffers from the problem of a question that A. respondents cannot easily or accurately answer. B. respondents are reluctant to answer because the information is sensitive. C. leads respondents to a particular response. D. asks two questions at once. E. is complex and something respondents may be unfamiliar with.
A. respondents cannot easily or accurately answer
90. Which of the following statements best describes secondary data? A. Secondary data are pieces of information that have been collected prior to the start of the focal research project. B. Secondary data are those data collected to address specific research needs. C. Secondary data collection is always extremely time consuming and expensive. D. Secondary data will always meet the researchers' needs. E. Secondary data includes only qualitative research.
A. secondary data are pieces of information that have been collected prior to the start of the focal research project
77. When conducting a research study attempting to understand what features were most important to automobile consumers, Gary's Research Company used a questionnaire containing __________ questions, with a predetermined set of response options. A. structured B. in-depth interview C. observational D. free-form E. unstructured
A. structured
92. Which of the following is a systematic means of collecting information from people by using a questionnaire? A. survey B. experiment C. scanner study D. in-depth interview E. focus group
A. survey
76. Malcolm is the campaign manager for a congressional candidate. He wants to know how voters across his district feel about recent sexual harassment scandals involving politicians. Malcolm will most likely use __________ to gather this type of data. A. surveys B. observation C. experiments D. voter registration data E. census data
A. surveys
58. Quantitative research offers a means to confirm ideas through A. surveys or experiments. B. in-depth interviews. C. data mining. D. qualitative research. E. informal analysis.
A. surveys or experiments
93. If a marketing researcher has to collect data under severe time constraints, which of the following types of data sources would probably be available soonest? A. syndicated data B. focus group data C. experimental data D. panel data E. survey data
A. syndicated data
84. In questionnaire design, a question such as, "Do anti-lock braking systems reduce car accidents?" suffers from the problem of a question A. that respondents cannot easily or accurately answer. B. that respondents are reluctant to answer because the information is sensitive. C. that steers respondents to a particular response. D. that asks two questions at once. E. that is one sided, presenting only one side of an issue.
A. that respondents cannot easily or accurately answer
34. Benefit-cost analysis in market research weighs A. the benefits of answering questions against the cost of the research. B. the benefit of qualitative research against the cost of quantitative research. C. the benefit of primary data research against the cost of secondary data research. D. the benefit of a data warehouse against the cost of syndicated data. E. the benefit of internal secondary data against the cost of external secondary data.
A. the benefits of answering questions against the cost of research.
22. Political consultants have been using market research for decades to help their candidates understand A. who makes up the voting public and how to reach them. B. what ethical lapses they can get away with. C. which consumers spend the most money. D. how large their campaign signs should be. E. how to buy the votes they need.
A. who makes up the voting public and how to reach them
49. Omar is responsible for marketing and marketing research for a mid-sized manufacturer of assemblies for the housing market. His boss has asked him to cut back expenses, especially in marketing research "Why can't you just use information off the Internet? There's plenty out there." What is Omar's best response to try to get his boss to change his mind? A. "We can try, but if it's wrong it's not my fault." B. "Those are secondary data, and they may not be as timely, accurate, and relevant as what we need. Our decisions may not be as good, and we'll run a huge risk." C. "I'd rather not use any data at all than use secondary data." D. "This is a matter of principle. I quit." E. "You should never use any information from the Internet in marketing research."
B. "Those are secondary data, and they may not be as timely, accurate, and relevant as what we need. Our decisions may not be as good, and we'll run a huge risk."
72. In a focus group, researchers usually videotape the session to A. evaluate the potential for in-depth interviews. B. assess both verbal and nonverbal responses. C. post the videos on the corporate website. D. avoid asking repetitive questions. E. create survey instruments to send to the participants.
B. assess both verbal and nonverbal responses
29. When conducting a survey about choosing vacation destinations, Hillary will need to __________ to get reluctant respondents to provide honest information. A. choose only highly verbal consumers B. assure consumers that their individual responses will be kept confidential C. use only focus group interviews D. ask unstructured questions E. create an efficient data warehouse
B. assure consumers that their individual responses will be kept confidential
35. Wanda and Jim are working on a research project to anticipate customer attitudes toward a proposed new product line for their company. They have worked with the marketing manager to determine the answers that are needed and have created a detailed design of the project. Their next logical step will be to A. develop a budget. B. begin to collect data. C. summarize their preliminary conclusions to present to managers. D. begin recommending changes to the new product line based on ideas developed in the design phase. E. analyze the data.
B. begin to collect data
21. Marketing research includes all of the following EXCEPT A. collecting data. B. creating data. C. recording data. D. interpreting data. E. analyzing data.
B. creating data
36. Academic researchers often jump at the opportunity to conduct a research study, curious to learn more and address unanswered questions for the sake of general knowledge. Business people tend to be more cautious before embarking on a marketing research study, recognizing that research is often A. beyond most managers' ability to comprehend. B. expensive and time consuming. C. an academic exercise of little real value. D. an impediment to decisive management. E. of little use in real marketing situations.
B. expensive and time consuming
70. Frederica manages an upscale women's clothing store. She wants more information about her customers' general feelings about upcoming fall fashions. Frederica will most likely use __________ to gather this type of data. A. door-to-door surveys B. focus group interviews C. syndicated data D. sales invoices E. census data
B. focus group interviews
24. Every month, Dr. Combahee takes her staff to lunch and asks them to share patients' comments and concerns. Dr. Combahee uses the lunches as an informal marketing research effort intended primarily to A. provide a link between herself and her profession. B. help her to understand the needs of her customers. C. monitor her competitors. D. decrease the uncertainty associated with decision making. E. improve profitability.
B. help her to understand the needs of her customers
52. A major advantage of primary data collection is that A. it can be easily accessed through syndicated databases. B. it can be tailored to meet the specific research needs. C. it takes less time to collect than secondary data. D. it is general enough to meet many researchers' needs. E. all of these are advantages of primary research data.
B. it an be tailored to meet the specific research needs
39. The manager of a company selling cellular phones in rural U.S. markets asks you to conduct survey research into the question, "What percentage of people in Kansas live in communities of fewer than 10,000 people?" The problem with this research objective is that A. it is irrelevant to the cellular company. B. it is already known and available from the U.S. Bureau of the Census. C. it will lead to a set of unstructured questions. D. it is a research question that probably cannot be answered with any level of accuracy. E. it is too expensive to determine the answer
B. it is already known and available from the US Bureau of the Census.
26. Walmart is known for its efficient logistical systems. Every time consumers buy something, that purchase is recorded and sent to company headquarters, where it is used to generate reorders to vendors. In addition, customers' billions of purchases are analyzed using data mining techniques to uncover A. the impact of income tax laws. B. patterns of consumers' purchasing behavior. C. the relationship between primary and secondary data. D. new ideas for human resources management. E. competitors' pricing strategies.
B. patterns of consumers' purchasing behavior
56. When the market research problem is not clearly defined, a researcher will likely engage in __________ research. A. data mining B. qualitative C. survey D. quantitative E. experimental
B. qualitative
75. In the infamous Coke-New Coke taste test, 54 percent of consumers, using a blind taste test, preferred the New Coke formula to the existing formulation. This is an example of a(n) __________ market research method. A. qualitative B. quantitative C. observational D. syndicated E. invalid
B. quantitative
47. A marketing research project often begins with a review of the relevant __________ data. A. primary B. secondary C. quantitative D. unfocused E. structured
B. secondary
48. Joe is reviewing secondary data his company collected about seasonal variation in consumer spending because he is thinking about developing a new product line. The advantages of using these data are that A. they are new and can be used to project overall demand. B. they can be quickly accessed at a relatively low cost. C. they are historical data that can be used to accurately predict future trends. D. they have been collected for just the purpose Joe is using it for. E. their high cost can be justified by the results.
B. they can be quickly accesses at a relatively low cost
31. The first question a marketing researcher should ask when considering a research study is A. Who will pay for it? B. Will the research be useful? C. When is the due date? D. What sample size will be needed? E. Should we use structured or unstructured questions?
B. will the research be useful?
27. If a firm has demographic and purchasing information about its customers, the firm can use data mining techniques to A. understand psychographic motivations. B. create marketing mixes based on consumer self-values. C. build separate marketing programs for different demographic segments. D. determine which syndicated data warehouse services to purchase. E. find out which competitors its customers purchase from.
C. build separate marketing programs for different demographic segments
37. Market research begins with A. designing the research project. B. analyzing data. C. defining objectives and research needs. D. presenting results. E. creating the data collection process.
C. defining objectives and research needs
74. Martin has hired a market research company to bring together a small group of soft drink consumers and get feedback on the three new advertising slogans his firm is considering. The market research firm might conduct a(n) __________ to provide the information Martin has requested. A. industry survey B. experiment C. focus group D. observational study E. primary data mining analysis
C. focus group
73. Tyree is concerned about a competitor's new line of outdoor barbeque grills that provide most of the same features as his products. Tyree might consider using __________ to gather qualitative information from consumers about the competitor's offerings. A. industry surveys B. experiments C. focus groups D. observation E. primary data mining
C. focus groups
66. Zan wants to collect considerable information about the current opinions of his ten most important customers. Zan will probably use the __________ research method. A. social media monitoring B. experimental C. in-depth interview D. primary data mining E. observation
C. in-depth interview
64. Using __________, researchers ask questions, listen to and record responses, and ask additional questions based on initial responses. A. questionnaires B. experiments C. in-depth interviews D. primary data mining E. observation
C. in-depth interviews
60. Which of the following is true about quantitative research? A. It is always conducted using primary data collection. B. It revises the research objective based on data mining. C. It confirms insights and provides a basis for taking a course of action. D. It offers conclusions that are always correct. E. It includes focus group interviews.
C. it confirms insights and provides a basis for taking a course of action
53. A major disadvantage of primary data collection is A. it can only be accessed through syndicated databases or unstructured data mines. B. it cannot be tailored to meet specific research needs. C. it takes more time to collect than secondary data and is more costly. D. it is too general to meet researchers' and managers' needs. E. it does not offer behavioral insights that can be obtained from secondary data.
C. it takes more time to collect than secondary data and is more costly
23. Paul subscribes to an Internet service that alerts him whenever other firms in his industry are quoted in the media. Paul is using this type of market research primarily to A. provide a link between him and his production center. B. help him understand the needs of his customers. C. monitor his competitors. D. increase profits through the sale of syndicated data. E. decide how to price his new products.
C. monitor his competitors
59. Bianca's discount home furnishings store is in a strip mall. She wants to know what other businesses in the strip mall her customers visit when they come to her store. To collect information for this objective, Bianca will most likely use A. door-to-door surveys. B. focus group interviews. C. observation. D. sales invoices. E. census data.
C. observation
43. Company sales invoices, census data, and trade association statistics are examples of A. primary data. B. data mines. C. secondary data. D. tertiary data. E. qualitative data.
C. secondary data
45. Jalel is the marketing manager for a moderately well-known rock band. He wants to know more about industry trends, including sales by different musical styles, online downloads, and concert attendance. Jalel will most likely use __________ to gather this type of data. A. focus groups B. observation C. syndicated data D. sales invoices E. census data
C. syndicated data
82. In questionnaire design, a question such as, "Marketing is the best part of the business program, isn't it?" suffers from the problem of a question A. that respondents cannot easily or accurately answer. B. that respondents are reluctant to answer because the information is sensitive. C. that leads respondents to a particular response. D. that asks two questions at once. E. that is complex and something respondents may be unfamiliar with.
C. that leads respondents to a particular response
62. When consumers are __________, observation becomes particularly useful in understanding consumers' preferences. A. unwilling to participate in research B. confused by questionnaires C. unable to articulate their experiences D. interviewed too frequently E. highly educated
C. unable to articulate their experiences
79. The owner of A. C. Flora Ford Dealership wanted to know why consumers chose his company to purchase a car. He was fairly sure that most customers had one of three reasons—service, reputation, or location—but wanted to know which was revealed as the most frequent reason for purchasing. A. C. Flora will probably use a survey with __________ questions to address his research problem. A. observation-based B. open-ended C. experimental D. closed-ended E. unstructured
D. closed-ended
25. Through analysis of sales data, Price-Cutters retail store found that customers who bought peanut butter also tended to buy bananas. Price-Cutters was engaged in A. syndicated surveying. B. focus group analysis. C. behavioral analysis. D. data mining. E. structured sampling.
D. data mining
85. Charles wants to survey recent customers about the quality of service they received at his small auto service dealership. He has customers' mailing and e-mail addresses. Charles will likely use an online survey primarily because it offers A. relatively low response rates. B. the ability to share video with respondents. C. the ability to ask sensitive questions with anonymity. D. fast responses at a lower cost. E. the opportunity to survey both existing and potential customers.
D. fast responses at a lower cost
68. When the detailed opinions of a few industry experts or experienced consumers are needed, __________ are often the best qualitative research method. A. focus groups B. surveys C. social media studies D. in-depth interviews E. secondary data mining studies
D. in-depth interviews
28. From charitable giving to medical records to Internet tracking, consumers are more anxious than ever about A. secondary data retrieval systems. B. exploitation by foreign marketers. C. their ability to get credit cards. D. preserving their right to privacy. E. the unstructured nature of market research.
D. preserving their right to privacy
65. Social media monitoring, in-depth interviews, and focus groups are all __________ research methods. A. quantitative B. data warehousing C. syndicated marketing D. qualitative E. structured
D. qualitative
57. Recently, the number of students enrolled in the marketing program dropped while enrollment in the psychology program increased. The chair of the marketing department will probably use __________ as a first step to gain a better understanding of why enrollments are changing. A. experimental research B. data warehousing C. syndicated data D. qualitative research E. structured questionnaires
D. qualitative research
61. __________ confirms insights and provides a basis for taking a course of action. A. Primary data collection B. Data mining C. Qualitative research D. Quantitative research E. Statistical sourcing
D. quantitative research
40. After defining objectives and research needs, the next step in the marketing research process involves A. research evaluation. B. data collection. C. data analysis. D. research design. E. report writing.
D. research design
44. Commercial research firms like ACNielsen and SymphonyIRI Group are sources of A. primary data. B. internal secondary data. C. data mining. D. syndicated data. E. public data.
D. syndicated data
83. In questionnaire design, a question such as, "Do you like Wendy's hamburgers and fries?" suffers from the problem of a question A. respondents cannot easily or accurately answer. B. that respondents are reluctant to answer because the information is sensitive. C. that steers respondents to a particular response. D. that asks two questions at once. E. that is complex and something respondents may be unfamiliar with.
D. that asks two questions at once
33. Just as marketers create value by meeting the needs and wants of consumers, market researchers create value if A. the research is expensive. B. all participants like the research design. C. the research does not cost too much. D. the results will be used in making management decisions. E. the research is finished quickly.
D. the results will be used in making management descisions
54. Caroline needs to find information about income and age distribution in Orange County, California. The best source of secondary research of use to Caroline is likely to be A. door-to-door surveys. B. focus group interviews. C. syndicated data. D. sales invoices at public libraries. E. U.S. census data.
E. US census data
96. Which of the following data sources would NOT be considered external secondary data? A. U.S. census data B. syndicated data C. newspaper articles D. scanner data E. a survey
E. a survey
78. Quincy had no idea how consumers would respond to a survey about attitudes toward a program opening up space travel to private citizens. He could use __________ to allow respondents to answer in their own words. A. secondary data B. an observational study C. an experiment D. a structured questionnaire E. a survey with open-ended questions
E. a survey with open-ended questions
86. __________ research is a type of quantitative research that manipulates variables to help determine cause and effect. A. Descriptive B. Syndicated C. Manipulative D. Focus group E. Experimental
E. experimental
67. Which of the following research methods would be best in helping a marketer understand how people feel about a product or service on an individual, detailed level? A. focus groups B. surveys C. social media monitoring D. primary data mining E. in-depth interviews
E. in-depth interviews
87. Each time you go to the grocery store and have your purchases scanned while using a loyalty or bonus reward card, you are contributing to a database that can help marketers determine all of the following EXCEPT A. what a typical shopping list looks like. B. whether changes in prices affect buying. C. marketplace trends. D. what kinds of promotions might be attractive to you. E. other stores where you buy similar products.
E. other stores where you buy similar products
80. Which of the following is NOT one of the guidelines for developing a market research questionnaire? A. The layout should be professional and easy to follow. B. Questions should only address one issue at a time. C. Questions should be sequenced appropriately. D. Questions should use vocabulary respondents are familiar with. E. Sensitive questions should be asked first.
E. sensitive questions should be asked first
41. During the research design step of the marketing research process, researchers identify the type of data needed and A. the statistical software to be used. B. the dates when data will be collected. C. the forum in which the data will be presented. D. the identities of research participants in the project. E. the type of research necessary to collect the data.
E. the type of research necessary to collect the data
10. Donald is analyzing and interpreting data. In the process, he is converting data into information.
False
11. Data that have been collected prior to the start of the current research project are considered primary data.
False
12. The terms "external secondary data" and "syndicated data" mean the same thing.
False
14. Panel data are always secondary data.
False
16. When survey data are analyzed in depth to determine consumer attitudes toward a product, this is an example of sentiment mining.
False
18. When social media are used to gather research on customer attitudes and behaviors, protecting consumers' privacy is up to the company conducting the research.
False
2. Marketing research should be used only to produce favorable recommendations for senior management to consider.
False
3. The marketing research process follows five steps, and to be effective, they must be followed in order without omitting any steps.
False
5. Briena is looking at the results of a syndicated study conducted two years ago. Briena is looking at primary data.
False
8. Warren is conducting a marketing research project. He is not sure what questions to ask or what types of consumers he should talk to. Warren is ready to conduct quantitative research.
False
9. Quentin is in a group of eight to twelve people and is being asked questions by a trained moderator. Quentin is part of an in-depth interview group.
False
1. One of the benefits of marketing research is it reduces the uncertainty under which managers make decisions.
True
13. When companies store information on customers' purchase histories in large computer files, this is known as data warehousing.
True
15. Fingerprints are an example of biometric data.
True
17. A disadvantage to using secondary data is that it might not be precisely relevant to the information needed.
True
19. Using wireless EEG scanners to measure involuntary brain waves that occur when a consumer views a product is called neuromarketing.
True
20. Companies are legally required to disclose their privacy practices to customers on an annual basis.
True
4. Before conducting market research, the first question to ask is, "What are we trying to learn?"
True
6. A major advantage of primary data collection is that it can be tailored to fit the pertinent research questions.
True
7. In the marketing research process, data collection happens after research design.
True
