Question 1

Social media monitoring, in-depth interviews, and focus groups are all __________ research methods.

Accepted Answer

e. qualitative

Question 2

__________ research is a type of quantitative research that manipulates variables to help determine cause and effect.

Accepted Answer

d. Experimental

Question 3

When the detailed opinions of a few industry experts or experienced consumers are needed, __________ are often the best qualitative research method.

Accepted Answer

e. in-depth interviews

Question 4

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

Accepted Answer

d. observation.

Question 5

From charitable giving to medical records to Internet tracking, consumers are more anxious than ever about

Accepted Answer

d. preserving their right to privacy.

Question 6

McDonald\'s recently introduced a Favorites Under 400 Calorie Menu as part of an attempt to reverse the perception that McDonald\'s sells only unhealthy food. Suppose that McDonald\'s, as a follow-up, collects and analyzes social media posts from Facebook, Twitter, and similar sites, hoping to understand whether consumer perceptions are improving. This would be an example of

Accepted Answer

d. sentiment mining.

Question 7

Which of the following statements is NOT one of the guidelines provided by the American Marketing Association for conducting marketing research?

Accepted Answer

c. Personal information about research participants should not be shared, EXCEPT with a designated member of senior management.

Question 8

Which of the following is NOT one of the guidelines for developing a market research questionnaire?

Accepted Answer

b. Sensitive questions should be asked first.

Question 9

When consumers are __________, observation becomes particularly useful in understanding consumers\' preferences.

Accepted Answer

a. unable to articulate their experiences

Question 10

A major disadvantage of primary data collection is

Accepted Answer

a. it takes more time to collect than secondary data and is more costly.

Question 11

The first question a marketing researcher should ask when considering a research study is

Accepted Answer

e. Will the research be useful?

Question 12

Before deciding on a new promotional campaign, Jeffrey\'s Muffins looked at its customers\' buying patterns over a 15-year period as determined by their use of a loyalty card. What method did Jeffrey\'s use to make sense of the data that was available?

Accepted Answer

d. data mining

Question 13

Digital billboards embedded with ________ software can identify passersby and then display ads targeted to them, based on their age, gender, and attention level.

Accepted Answer

c. facial recognition

Question 14

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.

Accepted Answer

e. syndicated data

Question 15

Commercial research firms like ACNielsen and SymphonyIRI Group are sources of

Accepted Answer

d. syndicated data.

Question 16

Which of the following is true about quantitative research?

Accepted Answer

a. It confirms insights and provides a basis for taking a course of action.

Question 17

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

Accepted Answer

c. data mining.

Question 18

A marketing research project often begins with a review of the relevant __________ data.

Accepted Answer

e. secondary

Question 19

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.

Accepted Answer

d. primary

Question 20

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.

Accepted Answer

e. qualitative research

Question 21

When the market research problem is not clearly defined, a researcher will likely engage in __________ research.

Accepted Answer

a. qualitative

Question 22

The marketing research process follows five steps, and researchers

Accepted Answer

a. may not always go through them in the exact sequence if the situation changes or new information is discovered.

Question 23

When a research team has gathered data for specific research needs, this is known as

Accepted Answer

d. primary data.

Question 24

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

Accepted Answer

d. data mining.

Question 25

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 __________ market research method.

Accepted Answer

b. quantitative

Question 26

How might a book publisher use blogs in its marketing research efforts?

Accepted Answer

as a source of reviews of its latest releases

Question 27

In questionnaire design, a question such as, \"Do you like Wendy\'s hamburgers and fries?\" suffers from the problem of a question

Accepted Answer

that asks two questions at once.

Question 28

Quantitative research offers a means to confirm ideas through

Accepted Answer

surveys or experiments.

Question 29

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

Accepted Answer

how the secondary data were collected.

Question 30

Both major political parties have developed proprietary databases that contain vast information about voters, broken down by demographic and geographic information. This kind of information is

Accepted Answer

secondary data

Question 31

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

Accepted Answer

other stores where you buy similar products.

Question 32

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

Accepted Answer

expensive and time consuming.

Question 33

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

Accepted Answer

it is already known and available from the U.S. Bureau of the Census.

Question 34

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.

Accepted Answer

structured

Question 35

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?

Accepted Answer

panel data

Question 36

Data collection begins

Accepted Answer

only after completing the research design process.

Question 37

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

Accepted Answer

a survey with open-ended questions

Question 38

During the research design step of the marketing research process, researchers identify the type of data needed and

Accepted Answer

the type of research necessary to collect the data.

Question 39

A major advantage of primary data collection is that

Accepted Answer

it can be tailored to meet the specific research needs.

Question 40

In a focus group, researchers usually videotape the session to

Accepted Answer

assess both verbal and nonverbal responses.

Question 41

In what country have regulators demanded that Facebook stop collecting biometric data on its users?

Accepted Answer

Germany

Question 42

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

Accepted Answer

help her to understand the needs of her customers.

Question 43

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

Accepted Answer

patterns of consumers\' purchasing behavior.

Question 44

__________ confirms insights and provides a basis for taking a course of action.

Accepted Answer

Quantitative research

Question 45

When conducting a survey about choosing vacation destinations, Hillary will need to __________ to get reluctant respondents to provide honest information.

Accepted Answer

assure consumers that their individual responses will be kept confidential

Question 46

Political consultants have been using market research for decades to help their candidates understand

Accepted Answer

Political consultants have been using market research for decades to help their candidates understand

Question 47

If a fast food restaurant collected photographs of its regular customers so that it could use facial detection software to identify visitors captured by security cameras, this would be an example of using

Accepted Answer

biometric data.

Question 48

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?

Accepted Answer

Internal secondary data

Question 49

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.

Accepted Answer

Focus group reviews

Question 50

After defining objectives and research needs, the next step in the marketing research process involves

Accepted Answer

Research design

Question 51

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

Accepted Answer

Respondents cannot easily or accurately answer.

Question 52

Once a marketing researcher is ready to move beyond preliminary insights to specific, informed questions, the researcher is ready to conduct

Accepted Answer

Quantitative research

Question 53

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__________ to provide the information Martin has requested.

Accepted Answer

Focus group

Question 54

What is neuromarketing?

Accepted Answer

The use of EEG scanners to measure consumers\' brain waves

Question 55

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

Accepted Answer

Surveys

Question 56

Mattel wanted to determine whether a new toy would appeal to preschoolers, so it put six 4-year-olds in a room with several toys and waited to see which ones they played with. What form of research is this?

Accepted Answer

observation

Question 57

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?

Accepted Answer

In-depth interviews

Question 58

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?

Accepted Answer

Syndicated data

Question 59

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.

Accepted Answer

Focus groups

Question 60

Nadia stood outside the mall and asked people which stores they visited and if they bought anything. If they said yes, she asked them what they bought and how they came to the decision to buy that item. What form of research was Nadia most likely conducting?

Accepted Answer

In-depth interviews

Question 61

Zan wants to collect considerable information about the current opinions of his ten most important customers. Zan will probably use the __________ research method.

Accepted Answer

In-depth interview

Question 62

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?

Accepted Answer

\"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.\"

Question 63

Which of the following is an example of an unstructured question?

Accepted Answer

Why did you buy this product?

Question 64

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

Accepted Answer

that leads respondents to a particular response.

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