Exam 1 (MC) - Marketing Research

10) In selecting a data collection mode, a researcher balances quality against: A) Cost, time, and other considerations. B) Cost, time, and data analytics. C) Time, interviewer expertise, and other considerations. D) Cost, sample size, and software capabilities.

A) Cost, time, and other considerations.

7) A major retailer uses shoppers to observe and record sales clerks' assistance, courtesy, and efficiency. This is an example of what type of observational research? A) Covert observational research B) Structured observational research C) Invented observational research D) Direct observational research

A) Covert observational research

7) The most important step in the marketing research process is: A) Defining the problem. B) Determining the need for marketing research. C) Determining the research objectives. D) Defining the research plan.

A) Defining the problem.

18) Sales, market share, customer satisfaction, sales force turnover, time spent on site, and unique net profits are examples of: A) Dependent variables. B) Independent variables. C) Co-dependent variables. D) Non-dependent variables.

A) Dependent variables.

5) The marketing research industry relies on: A) Derived demand. B) Latent demand. C) Irregular demand. D) Full demand.

A) Derived demand.

1) The marketing research process contains multiple steps. The first step of the process is: A) Establishing the need for marketing research. B) Defining the problem. C) Establishing the research objectives. D) Determining methods of accessing data.

A) Establishing the need for marketing research.

2) Research design types include: A) Exploratory, descriptive, and causal. B) Exploratory, exploitive, and casual. C) Deductive, descriptive, and causal. D) Exploratory, causal, and prescriptive.

A) Exploratory, descriptive, and causal.

8) Marketing research can also be used to do which of the following? A) Generate, refine, and evaluate a potential marketing action B) Generate, modify, and evaluate a potential marketing action C) Hypothesize, refine, and evaluate a potential marketing action D) Generate, refine, and execute a potential marketing action

A) Generate, refine, and evaluate a potential marketing action

12) Falsifying data in order to make the findings consistent with predetermined points of view would demonstrate: A) Lack of research integrity. B) Lack of proper study design. C) Lack of proper study supervision. D) Lack of the use of data falsification detection software.

A) Lack of research integrity.

Which of the following is a short definition of marketing? A) Meeting needs profitably B) Meeting wants profitably C) Meeting consumer demands profitably D) Meeting business-to-business wants profitably

A) Meeting needs profitably

7) After many years of relative stability in marketing research methods, the industry is undergoing great change due to: A) New sources of data and technology. B) Expanded focus on qualitative methods. C) Reluctance of clients to adopt new research methods. D) New uses of traditional research tools.

A) New sources of data and technology.

3) ________ are physically verifiable characteristics such as age, income, number of bottles purchased, store last visited, and so on. A) Objective properties B) Animate properties C) Subjective properties D) Inanimate properties

A) Objective properties

5) Exploratory research is unstructured research, which means it does not have a: A) Predetermined set of procedures. B) Predetermined timetable for completion. C) Predetermined management approval. D) Predetermined budget.

A) Predetermined set of procedures.

1) Research involving the administration of a set of structured questions with predetermined response options to a large number of respondents is: A) Quantitative research. B) Primary research. C) Qualitative research. D) Secondary research.

A) Quantitative research.

20) What is the name of the type of document that is routinely used in all business sectors when a firm desires supplier firms to present proposals or bids? A) RFP B) RTP C) MRD D) PRD

A) RFP

7) An actual number of purchases in a certain time period, dollars spent, miles traveled, number of children in the household, or years of college education are examples of: A) Ratio scale. B) Ordinal scale. C) Nominal scale. D) Interval scale.

A) Ratio scale.

3) The information that tells the researcher exactly what needs to be gathered and analyzed to allow managers to make decisions related to a problem is contained in the: A) Research objectives. B) Research design. C) Research methodologies. D) Research plan.

A) Research objectives.

4) The process of designing questions and response formats to measure the subjective properties of an object is known as: A) Scale development. B) Property development. C) Non-scale development. D) Objective scale development.

A) Scale development.

1) Research design should be: A) Selected after thoroughly considering the problem and research objectives. B) Formulated after data analysis. C) The first consideration in a research project. D) Selected during the initial meeting with a client.

A) Selected after thoroughly considering the problem and research objectives.

17) Action standards entail making important decisions before data collection, but also: A) Set clear guidelines for action after data collection. B) Set guidelines for information to be collected from the respondent. C) Set guidelines for measured characteristics for a research objective. D) Set actions for development of the research plan.

A) Set clear guidelines for action after data collection.

12) One of the fastest-growing areas of marketing research involves the organization and analysis of: A) Social media data. B) Consumer products data. C) Consumer healthcare data. D) Mass media usage data.

A) Social media data.

2) The service-oriented logic as a marketing philosophy implies: A) That to successfully practice marketing in today's environment, marketers require more and better access to information. B) The advantage in the marketplace will default to third world countries specializing in services. C) To quickly increase profitability, more companies should try to create short-term customer relationships. D) That because of social media, less collaboration with customers is required for decision-making.

A) That to successfully practice marketing in today's environment, marketers require more and better access to information.

20) Which of the following concerns internal validity? A) The extent to which the change in the dependent variable was actually due to the independent variable B) The measurement of extraneous variables that is internal to the experimental setting itself C) The extent that the observed relationship between the independent variable and the dependent variable is generalizable to the real world D) The representativeness of the sample test units

A) The extent to which the change in the dependent variable was actually due to the independent variable

8) Nielsen Media Research uses a device that is attached to a television set to record when and to what station a set is tuned. The type of observational research that this represents is: A) Unstructured observational research. B) Overt observational research. C) Invented research D) Indirect research.

A) Unstructured observational research.

16) The Internet of Things offers real promise for greater ________ and exciting applications for the future. A) automation of marketing research B) automation of marketing C) automation of sales D) retail store automation

A) automation of marketing research

15) One of the main advantages of online communities is that they are ________, allowing a wide variety of data to be collected, including posts, photos, and videos. A) inexpensive and flexible B) easy to recruit and flexible C) flexible and diverse D) expensive but flexible

A) inexpensive and flexible

7) Drawbacks of ________ include sample representativeness, respondent validation, and difficulty in asking probing types of questions. A) online interviews B) in-office interviews C) mall-intercept interviews D) telephone interviews

A) online interviews

2) The rise of technology and the ________ by consumers underlie a troublesome data collection dilemma faced by marketing researchers all over the globe. A) rapid adoption of sophisticated personal communication systems B) rapid adoption of social media C) Internet privacy concerns D) rise of new communications technologies

A) rapid adoption of sophisticated personal communication systems

1) Compared to observation or other qualitative methods, ________ allow the collection of significant amounts of data in a systematic, economical, and efficient manner, and they typically involve large sample sizes. A) survey methods B) focus group methods C) neuromarketing methods D) mixed methods

A) survey methods

12) When a gap exists between what did happen and what could have happened, it is known as: A) Sampling error. B) A symptom. C) An opportunity. D) A problem.

B) A symptom.

7) The ________ may represent the most significant change in the availability of secondary data to be used for marketing research purposes in several decades. A) U.S. Census B) American Community Survey C) County Business Patterns D) Census of e-Retail Trade

B) American Community Survey

3) ________ is an example of internal secondary data. A) U.S. census data B) Corporate sales data C) Online information database D) Sales tax data

B) Corporate sales data

18) Collected data that may be accessed and analyzed using tools and techniques that assist managers in decision-making is the: A) Marketing research system. B) Decision support system. C) Marketing intelligence system. D) Consumer information support system.

B) Decision support system.

18) Action standards provide a path for: A) Research design. B) Decision-making. C) Creating research objectives. D) Choosing a methodology.

B) Decision-making.

11) The difference between basic research and applied research is that applied research is conducted to: A) Understand the basic desires and motives of consumers. B) Expand our knowledge to solve a specific problem. C) Expand our knowledge, rather than solve a specific problem. D) Determine the most basic desired features in new products.

B) Expand our knowledge to solve a specific problem.

16) What is the type of study in which one or more independent variables are manipulated to see how one or more dependent variables are affected, while also controlling the effects of additional extraneous variables? A) Hypothetical research study B) Experimental research study C) A procedural study D) An observational study

B) Experimental research study

10) ________ are small groups of people brought together and guided through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem. A) Experimental groups B) Focus groups C) Observation groups D) Control groups

B) Focus groups

9) A motion-sensitive camera might be placed in people's kitchens to observe the behavior of family members as they inspect the contents of their refrigerator, prepare breakfast, unpack groceries, and conduct the many other routine activities that occur in kitchens. This is an example of: A) Covert observational research. B) In situ observational research. C) Unstructured observational research. D) Direct observational research.

B) In situ observational research.

17) Level of advertising expenditure, type of advertising appeal (humor, prestige), display location, placement of website ads, method of compensating salespersons, price, and type of product are examples of: A) Dependent variables. B) Independent variables. C) Co-dependent variables. D) Non-dependent variables.

B) Independent variables.

4) The Arizona Republic newspaper has used online focus groups for brainstorming, and the outcomes of these sessions are then used to devise online surveys. This is an example of: A) Product research. B) Mixed methods research. C) Readership research. D) Media research.

B) Mixed methods research.

3) The choice of the type of research design depends largely on: A) Budget restrictions. B) Objectives of the research. C) Whether the research is domestic or international. D) Type of analytics required.

B) Objectives of the research.

5) What term describes how each sample element is to be drawn from the total population? A) Sample size B) Sample plan C) Sample frame D) Sampling unit

B) Sample plan

6) To what does the number of elements of the population that are used to make up the sample refer? A) Sampling unit B) Sample size C) Sample frame D) Sample plan

B) Sample size

7) ________ is the process of searching for and interpreting existing information relevant to the research topic. A) Primary data analysis B) Secondary data analysis C) Interpretative data analysis D) Analytical data analysis

B) Secondary data analysis

3) Creating the proper mix of product/service, price, promotion, and distribution for a market begins with: A) Selecting the global market strategies and targets. B) Selecting the segment of the market as a company's target. C) Creating promotion for the target market.. D) Incentives to allow a large percentage of the target market to purchase goods and services from the company.

B) Selecting the segment of the market as a company's target.

12) What types of studies do descriptive research studies include? A) Studies that specify the causality in the problem B) Studies that need answers to who, what, when, where, and how questions C) Studies that describe previous findings in similar problems D) Studies that answer who, what, when, where, how, and why questions

B) Studies that need answers to who, what, when, where, and how questions

4) Firms sometimes hire an outside marketing research company to conduct its research. This is referred to as: A) In-house research. B) Supply-side research. C) Do-it-yourself research. D) Client-side research.

B) Supply-side research.

13) What is the term for any information that is created by users of online systems and intended to be shared with others? A) E-commerce-generated data B) User-generated data C) Product-generated data D) Media-generated data

B) User-generated data

13) If ________ is at hand, research that is representative of some population and that has some known margin of error (quantitative research) should be used. A) a low-level decision B) a high-stakes decision C) an operational decision D) a tactical decision

B) a high-stakes decision

1) The umbrella term ________ is information that is available from more sources than ever before-from government statistics to sensor data to tracking studies. A) basic data B) big data C) proprietary data D) primary data

B) big data

11) The ________ of focus group participants should be judged against the target market profile to assess to what degree the groups represent the target market. A) demographic and socio-economic characteristics B) demographic and buyer behavior characteristics C) buying power and demographic characteristics D) geographic and buyer-behavior characteristics

B) demographic and buyer behavior characteristics

14) Data collection method choice is shaped by ________ such as cultural norms and/or communication or other systems that are in place. A) incidence rate factors B) situational factors C) target population rate factors D) environmental factors

B) situational factors

9) Nielsen Ratings service, which measures TV audience size and viewer demographics for TV programs, is an example of: A) A syndicated data processing firm. B) A standardized data processing firm. C) A syndicated data services firms. D) A packaged data services firms.

C) A syndicated data services firms.

14) As part of the research process, researchers develop a goal-oriented statement or question that specifies what information is needed to solve a problem. This is called: A) Establishing the need for marketing B) Defining the problem C) Establishing research objectives D) Creating the problem statement

C) Establishing research objectives

4) The term "research design" refers to the research approach used to meet the research objectives. Three widely recognized research designs are: A) Exploratory, structured, and causal. B) Formal research, descriptive, and causal. C) Exploratory, descriptive, and causal. D) Descriptive, casual, and exploratory.

C) Exploratory, descriptive, and causal.

9) High gasoline prices and concerns about fossil emissions bothered consumers, so Toyota developed the Prius. This is an example of what use of marketing research? A) Generating potential marketing actions B) Identifying potential marketing segments C) Identifying marketing opportunities and problems D) Identifying market problems and marketing actions

C) Identifying marketing opportunities and problems

9) There is an increasing demand for researchers to present results: A) With full statistical analysis and commentary. B) With competitor data and profiles. C) In unambiguous, understandable, easy-to-grasp reports. D) In an understandable format that connects to the client's strategic plan.

C) In unambiguous, understandable, easy-to-grasp reports.

13) ________ is the percentage of the population that possesses some characteristic necessary to be included in the survey. A) Population percentage B) Situation rate C) Incidence rate D) Target population rate

C) Incidence rate

13) The two basic types of studies categorized as descriptive research include: A) Case analysis and experiments. B) Longitudinal studies and case analysis. C) Longitudinal studies and cross-sectional studies. D) Focus groups and case analysis.

C) Longitudinal studies and cross-sectional studies.

14) Misrepresenting the impact of the sampling method and its impact on sample data violates ethics codes of the marketing profession. This code would falls into the category of: A) Fair dealings with respondents. B) Fair dealings with clients and subcontractors. C) Maintaining research integrity. D) Concern for society.

C) Maintaining research integrity.

4) A disadvantage of the mall-intercept survey is: A) Difficult to obtain permission of mall management. B) Unreliability of mall-intercept interviewers. C) Mall shoppers may not be representative of the target market population. D) Interviewers in mall-intercept studies are often distracted by mall activities.

C) Mall shoppers may not be representative of the target market population.

19) What is the document that the marketing researcher pledges to deliver as a result of the marketing research process? A) Marketing research plan B) Marketing research report C) Marketing research proposal D) Marketing research presentation

C) Marketing research proposal

5) Race, religion, type of dwelling, gender, brand last purchased, and buyer/nonbuyer are examples of: A) Ordinal measures. B) Demographic measures. C) Nominal measures. D) Scale measures.

C) Nominal measures.

8) Data that are gathered without overt questioning or other types of interactions with consumers have become a new and valuable source of information. This type of data are called: A) Interactive data. B) Social media data. C) Passive data. D) Panel data.

C) Passive data.

14) Chobani launched a campaign, called "The Break You Make," in 2015 to increase awareness of the Chobani Flip, an afternoon snack yogurt. Research determined that the campaign was very successful, with sales of Chobani Flip up 300% over the previous year. The main use of this type of research would be related to: A) Product research. B) Pricing research. C) Promotion research. D) Distribution research

C) Promotion research.

16) What type of qualitative method involves placing a person in a decision-making situation and asks him or her to verbalize everything he or she considers when making a decision? A) In-depth interviews B) Decision analysis research C) Protocol analysis D) Focus group research

C) Protocol analysis

2) Collecting, analyzing, and interpreting data by observing what people do and say is: A) Quantitative research. B) Primary research. C) Qualitative research. D) Secondary research.

C) Qualitative research.

13) Two serious ethical issues in marketing research are deception and invasion of privacy. Which of the following is NOT an example of deception or invasion of privacy? A) Potential respondents are not told the true identity of the sponsor of the research. B) Potential respondents are viewed during a study without their permission. C) Respondents participate in a focus group and are compensated for their opinions. D) Potential respondents are told they will remain anonymous when they will not.

C) Respondents participate in a focus group and are compensated for their opinions.

9) The scale that captures the intensity of feelings toward a statement's claim or assertion because respondents are asked how much they agree or disagree with the statement is: A) The Psychometric Scale. B) The Comparative Scale. C) The Likert Scale. D) The Multidimensional Scale.

C) The Likert Scale.

14) What is the interval scale that has mainly degrees of positive positions? A) The Likert scale B) The symmetric interval scale C) The nonsymmetric interval scale D) The Stapel scale

C) The nonsymmetric interval scale

6) The five largest markets, by country, for marketing research are: A) China, India, United States, and Brazil. B) United States, China, India, Saudi Arabia, and United Kingdom. C) United States, United Kingdom, Germany, France, and China. D) United States, Germany, France, India, and United Kingdom.

C) United States, United Kingdom, Germany, France, and China.

5) General Mills used ________ to understand how children eat breakfast, leading to the launch of Go-Gurt, a midmorning snack for schoolchildren. A) indirect observational research B) in situ observational research C) direct observational research D) covert observational research

C) direct observational research

11) Nielsen tracking studies are ________ that monitor a variable such as sales or market share over time. A) cross-sectional studies B) prevalence studies C) longitudinal studies D) transversal studies

C) longitudinal studies

19) The ________ goes on continuously and searches a broad range of information sources to bring pertinent information to decision makers. A) consumer information support system B) marketing research system C) marketing intelligence system D) decision support system

C) marketing intelligence system

16) A researcher seeks to ________, which is defined as the ability of a question's wording or format to influence respondents' answers. A) standardize questions B) maximize question response C) minimize question bias D) standardize response levels

C) minimize question bias

9) Because there is reluctance worldwide to take part in surveys and in combination with technological advances, ________ have become a viable and popular means of data collection. A) focus group companies B) mass media entertainment research companies C) panel companies D) social media research companies

C) panel companies

17) Since the data from the IoT generally lack context, pairing passive data with ________ will be important. A) quantitative data B) active data C) qualitative data D) non-descript data

C) qualitative data

12) A specialized interval scale format that has sprung directly from the problem of translating a person's qualitative judgments into metric estimates is the: A) Likert scale. B) lifestyle inventory scale. C) semantic differential scale. D) polar differential scale.

C) semantic differential scale.

11) By providing access to the unfettered opinions of consumers, ________ offer an instant way to gain background information for a problem, to define terms, to clarify problems and hypotheses, and to establish research priorities. A) focus groups B) online panels C) social media platforms D) executive interviews

C) social media platforms

2) Researchers often desire to measure ________, which cannot be directly observed because they are mental constructs such as a person's attitude or intentions. A) objective properties B) animate properties C) subjective properties D) inanimate properties

C) subjective properties

4) ________ should only be used when the researcher knows a fair amount about the problem. A) Exploratory research B) Descriptive research C) Formal research D) Causal research

D) Causal research

2) The term used for research conducted within an organization is called: A) Internal research. B) Market-side research. C) Supplier-side research. D) Client-side research.

D) Client-side research.

14) The types of descriptive research study that measure a population at only one point in time is: A) Point-in-time studies. B) Longitudinal studies. C) Cross-point studies. D) Cross-sectional studies.

D) Cross-sectional studies.

6) It is important to consider who collected data that a company may use. An emerging trend is the: A) Rise of commissioned studies. B) Outsourcing of data. C) Subcontracting of data. D) Crowdsourcing of data.

D) Crowdsourcing of data.

5) Problems exist with secondary data because: A) Data have been collected specifically to address the problem at hand but is proprietary. B) Data have not been collected specifically to address the problem at hand and belongs to another company. C) Data have not been collected specifically to address the problem at hand and is out-of-date. D) Data have not been collected specifically to address the problem at hand but have been collected for some other purpose.

D) Data have not been collected specifically to address the problem at hand but have been collected for some other purpose.

2) Once a firm decides to conduct marketing research, the second step is to: A) Decide the research approach. B) Establish the research objective. C) Establish the research budget. D) Define the problem.

D) Define the problem.

15) A winery wants to know more about sales channels, product outlets, and even whether these channels are motivated. What type of research would the winery use to answer these questions? A) Product research B) Pricing research C) Promotion research D) Distribution research

D) Distribution research

12) A great deal of marketing research is conducted to determine the size of various market segments. Not only are managers interested in knowing the size of a market segment but also: A) If that segment is shrinking and why competitors did not fulfill the wants and needs of that segment. B) If that segment is growing and how well competitors are fulfilling the needs of that segment. C) If that segment is growing and how well competitors are fulfilling the wants and needs of that segment. D) If that segment is growing or shrinking and how well competitors are fulfilling the wants and needs of that segment.

D) If that segment is growing or shrinking and how well competitors are fulfilling the wants and needs of that segment.

8) ________ measures are rating scales for subjective properties where, for adjacent levels, the distance is normally defined as one scale unit. A) Ratio scales B) Ordinal scale C) Nominal scale D) Interval scale

D) Interval scale

5) Online surveys have major advantages, which include: A) Easy-to-obtain email addresses, less expensive, and increased speed. B) Real time access to data and availability of many respondents. C) Low cost, speed, and sample representativeness. D) Low cost, speed, and real-time access to data.

D) Low cost, speed, and real-time access to data.

6) If the respondent is asked to indicate his or her first, second, third, and fourth choices of hotels, the results are: A) Preferentially scaled. B) Nominally scaled. C) Differentially scaled. D) Ordinally scaled.

D) Ordinally scaled.

15) The type of measure in which a respondent responds in the same or very similar manner to an identical or near-identical question is called: A) Unreliable measure. B) Variable measure. C) Nominal measure. D) Reliable measure.

D) Reliable measure.

19) ________, or other questions that require some degree of mental activity, such as evaluating choices, voicing opinions, recalling past experiences, indicating intentions, or responding to "what if" questions, are placed deeper in the survey. A) Transition questions B) Introductory questions C) Classification and demographic questions D) Scaled-response questions

D) Scaled-response questions

13) A ________ is easily recognized, as it has numbers that range from a minus end to a corresponding plus end, with or without a zero as the midpoint. A) Likert scale B) nominal scale C) semantic differential scale D) Stapel scale

D) Stapel scale

7) Marketing research can also be used to generate, refine, and evaluate a potential marketing action. In this context, actions may be thought of as: A) Social media, campaigns, programs, or tactics. B) Controls, campaigns, programs, or tactics. C) Market analytics, controls, tactics, or advertising. D) Strategies, campaigns, programs, or tactics.

D) Strategies, campaigns, programs, or tactics.

5) What is the definition of marketing research? A) The process of analyzing secondary information and providing executives with timely reports to solve a marketing problem. B) The process of designing experiments that provides decision makers with causal information. C) The process of analyzing existing information so decision makers can make better decisions. D) The process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.

D) The process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.

10) A situation analysis is a form of ________ undertaken to gather background information and data that may be helpful in properly defining the problem decision. A) causal research B) informal research C) descriptive research D) exploratory research

D) exploratory research

17) Attention should be given to placing the questions developed ________ to ease respondent participation. A) at the beginning B) in the middle C) in an informal sequence D) into a logical sequence

D) into a logical sequence

16) A ________ is a structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. A) customer relationship management system B) sales information management system C) marketing relationship management system D) marketing information system

D) marketing information system

19) Neuromarketing is an emerging field that may offer additional ________ into consumer behavior. A) quantitative insights B) brain science insights C) secondary research insights D) qualitative insights

D) qualitative insights