Marketing Research Quiz Review

. ABC company is preparing to print the results of a marketing-research project conducted by an external research company. The researcher believes the conclusions that ABC has drawn from the report are not supported by the data What should the researcher do?

The researcher should tell ABC's management that the data do not support their conclusions

. When developing a sampling plan for a marketing-research project, a business must first determine

The size of the group it intends to survey

. It is important to leave opinions and bias of the researcher out of the research project.

True

. A questionnaire has __________________ when the questions asked measure what was intended to be measure

Validity

. Which of the following questions does a well-written marketing research brief answer?

What is the purpose of the research?

. Which of the following displays the steps of marketing research in the correct order?

Define the problem, obtain data, analyze data, recommend solutions, apply results

. Juan is planning a new advertising campaign for his company, a mobile dog grooming service. Which of the following is data that would be useful for Juan's marketing decision-making?

Demographic data for local dog owners

. A primary research technique in which the researcher observes the results of changing one or more marketing variables while keeping others constant under controlled conditions

Experimental method

. If a consumer forgot to answer a question or chose not to answer a question on a survey, the researcher should just choose an answer and fill it in for them.

False

. Marketing research should only be conducted once a year at a time predetermined by the company or business.

False

. A form of marketing research that uses a demographically diverse group of people assembled to participate in a guided discussion about a particular product before it is launched, or to provide ongoing feedback on a political campaign, television series, et

Focus group

. These types of questions ask respondents to choose answers from a listed of possibilities on a questionnaire

Forced-choice

. Market researchers would use the Likert rating scale when designing questions to measure consumer

Level of agreement

. Which of the following situations indicates that a marketer should conduct marketing research to resolve a problem:

Losing market share

. The most reliable source of fresh customer insight is

Marketing Information

. What is the marketing function demonstrated in the following situation? While shopping at the mall, Susan is asked to fill out a survey about her preferences on different brands of perfume.

Marketing Information Management

. Which marketing function can help businesses predict how much will be sold in a given period of time?

Marketing Information Management

. Involves the process and methods used to gather information, analyze it, and report findings related to marketing goods and services.

Marketing research

. Research that focuses on issues of media effectiveness, media selection, frequency, and ratings. This type of research may measure advertising effectiveness, brand recall, brand image, etc

Media research

. __________________ exists when a research technique produces nearly identical results in repeated trials.

Reliability

. A group of people, objects, or items taken from a larger population for measurement/research. The ____________ chosen should be an accurate reflection of the entire population.

Sample

. Data that has already been collected for another study but can be applied to the current study/research is known as

Secondary data

. When evaluating the wording of a survey, the editor should make sure that each question contains

Simple words without jargon

. A primary advantage of using internal databases to store marketing information is the ability to

Sort and classify different types of customer information very quickly

. The most frequently used primary research method is

Survey

. A primary research technique in which information is gathered through questionnaires

Survey method

. Which of the following is most likely to have an in-house marketing research department?

A regional manufacturing corporation

. Which of the following is essential to all marketing research?

Accuracy

. Marketing research can be used by companies to do which of the following?

All of the above

. Marketing research can help companies decide

All of the above

. When developing a survey questionnaire, the researcher must make sure that the questionnaire is free of

All of the above

. Secondary research is very cost effective for marketers because the data

Already exists

. Form of research designed to obtain information on how consumers feel about certain products, services, companies, or ideas. Customers are usually asked to rank "how satisfied" they are with a product.

Attitude research

. The first step in any marketing research project is to

Define the problem

. The process of compiling, analyzing, and interpreting the results of primary and secondary data collections

Data analysis

. A business conducts marketing research when it needs to solve a problem or when it wants to

Identify a new market opportunity

. Which of the following research methods is an appropriate way to gather marketing information when quick responsiveness and low costs are important issues?

Internet survey

. A primary research technique in which the actions are watched and recorded by either cameras or observers.

Observation method

. Which of the following is an example of a business obtaining marketing information about consumers in a way that might be considered unethical?

Offering a free product in exchange for personal data

. Which of the following would NOT be considered a primary research method?

Online research from other studies

. To obtain reliable, valid marketing-research data when conducting personal interviews, researchers must make sure that the interviewers are

Open, friendly, and nonjudgmental

. These types of questions allow respondents to construct their own answer/response

Open-ended

. Data obtained for the first time and used specifically for the particular problem or issue being studied is known as

Primary data

. Tara, a marketing researcher, watches customers as they shop for products and writes down her impressions of the customers' behaviors. Tara is gathering _________ data by __________.

Primary, observing

. Marketing research objectives are intended to explain the research

Problem

. This type of marketing research focuses on collecting data about product design, package design, product usage, and consumer acceptance of new and existing products. This form of research can also be used to gain information about competitor's products.

Product research

. This type of marketing research focuses on smaller numbers of people and focuses on trying to answer questions about "why" or "how"; generally relies on in-depth interviews

Qualitative research

. What is the main difference between quantitative and qualitative research?

Qualitative research involves the feelings, motivations, and opinions behind a consumer purchasing a product. Quantitative research is the data or numbers that define analytical dat

. This type of marketing research answers questions that start with "how many" or "how much"; gathers information from large groups of people often using surveys or questionnaires

Quantitative research

. Which of the following is a primary advantage of conducting a focus group to obtain marketing information?

Relevance of the discussion