Question 1

Marketing research includes all of the following EXCEPT

Accepted Answer

Creating data. (Marketing research involves the collection, recording, analysis, and interpretation of data.)

Question 2

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

Accepted Answer

Who makes up the voting public and how to reach them. (Political consultants frequently survey likely voters to find out their current attitudes and to gain insight into how to reach those who may be persuaded to vote for the candidate.)

Question 3

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

Accepted Answer

Monitor his competitors. (Since Paul\'s service is informing him of quotes from managers of others in his industry, he is monitoring his competition.)

Question 4

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. (Dr. Combahee is asking specifically about comments and concerns of her customers; thus, she is primarily seeking to better understand their needs.)

Question 5

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

Data mining. (Data mining consists of using statistical techniques to discover patterns and relationships in company data. In this case, the connection between peanut butter and banana purchases was discovered.)

Question 6

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. (Walmart is analyzing customers\' purchasing data.)

Question 7

If a firm has demographic and purchasing information about its customers, the firm can use data mining techniques to

Accepted Answer

Build separate marketing programs for different demographic segments. (In this case, data mining could be used to identify common purchasing patterns within demographic segments and then design marketing programs according to these patterns and what they reveal about customer needs.)

Question 8

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

Accepted Answer

Preserving their right to privacy. (Consumers are becoming increasingly concerned about privacy.)

Question 9

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. (Unless respondents are promised that their information will be kept confidential, they will often either refuse to participate or give less than candid answers.)

Question 10

The marketing research process follows five steps, and researchers

Accepted Answer

May not always go through them in the exact sequence if the situation changes or new information is discovered. (In some cases, marketing researchers may move back and forth between the steps of the process, perhaps designing follow-up studies based on earlier data collection.)

Question 11

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

Accepted Answer

Will the research be useful? (If research will not guide or influence decision making, there is little point in conducting the research.)

Question 12

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:

Accepted Answer

Is top management committed to the study? (In addition to ensuring that the research will guide or influence decision making, it is also important to ensure that top management will accept the results of the research. Otherwise, the research is likely to be a waste of time.)

Question 13

Just as marketers create value by meeting the needs and wants of consumers, market researchers create value if

Accepted Answer

The results will be used in making management decisions.  (Market research creates value if it can assist in management decision making.)

Question 14

Benefit-cost analysis in market research weighs

Accepted Answer

The benefits of answering questions against the cost of the research. (Every research project must be evaluated to ensure that the benefits of obtaining answers exceed the cost of getting those answers.)

Question 15

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

Accepted Answer

Begin to collect data. (After defining the research objectives and designing the research, the next step is to collect data.)

Question 16

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. (Research can be expensive and time consuming, and for that reason businesses should embark on research only if the benefits of obtaining the answers exceed the costs of doing the research.)

Question 17

Market research begins with

Accepted Answer

Defining objectives and research needs. (The first step of the marketing research process is to define the objectives and needs for the research to ensure that the right questions will be answered.)

Question 18

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

Accepted Answer

It is irrelevant to the baby products company. (The sale of baby products would not seem to be related to the life expectancy in Kuwait. If the company wanted to sell baby products in Kuwait, the birth rate in Kuwait would be a potentially relevant piece of information.)

Question 19

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. (The U.S. Bureau of the Census can provide a great deal of demographic information, including the answer to this question. Since secondary data are available, there is no need to conduct research to get the answer.)

Question 20

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

Accepted Answer

Research design. (The second step in the research process, after defining objectives, is to design the research.)

Question 21

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. (Once the objectives of a research project have been defined, the research can be designed, identifying the type of data needed and the type of research needed to collect the data.)

Question 22

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

Accepted Answer

Identify the type of data he needs to have. (Once Victor has defined his research objectivesâto determine which auction site is bestâhe will move on to design the research, identifying the type of data he needs and the research method he should use.)

Question 23

Company sales invoices, census data, and trade association statistics are examples of

Accepted Answer

Secondary data. (These are all examples of secondary dataâdata that were collected for another purpose but that can be helpful in answering questions.)

Question 24

Commercial research firms like ACNielsen and SymphonyIRI Group are sources of

Accepted Answer

Syndicated data. (These are sources of syndicated dataâsecondary data that can be purchased from firms that collect it.)

Question 25

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

Syndicated data. (Of the options listed, syndicated data are the best choice. Jalel can look for a data provider who can supply industry sales information. Focus groups and observation are research methods that would not offer comprehensive sales data. Sales invoices could summarize results for Jalel\'s band but not for the industry, and census data do not provide the needed information.)

Question 26

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. (Qualitative research is often done in part to obtain preliminary insights. Once this is complete and the researcher understands the research topic, the project can proceed to conduct quantitative research, attempting to obtain definitive answers to the research questions.)

Question 27

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

Accepted Answer

Secondary. (Projects often start with a review of relevant secondary data to obtain preliminary insights quickly and at minimal cost.)

Question 28

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

Accepted Answer

They can be quickly accessed at a relatively low cost. (Projects often start with a review of relevant secondary data to obtain preliminary insights quickly and at minimal cost. This data was not collected for the purpose Joe is using it for.)

Question 29

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.\" (Projects often start with a review of relevant secondary data to obtain preliminary insights quickly and at minimal cost; however, secondary data are not tailored to a specific research need and may not provide the answers sought.)

Question 30

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. (To use secondary data appropriately, it is important to understand how and when they were collected.)

Question 31

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

Primary. (Because existing secondary data do not answer his questions, Marvin may need to collect primary data.)

Question 32

A major advantage of primary data collection is that

Accepted Answer

It can be tailored to meet the specific research needs. (Primary data collection, though it can be expensive and time-consuming, can also be tailored to the precise needs of the research.)

Question 33

A major disadvantage of primary data collection is

Accepted Answer

It takes more time to collect than secondary data and is more costly. (Primary data collection can be expensive and time-consuming, but it can also be tailored to the precise needs of the research.)

Question 34

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

Accepted Answer

U.S. census data. (She could purchase syndicated data, but census data should address Caroline\'s need for income and age distribution information.)

Question 35

Data collection begins

Accepted Answer

Only after completing the research design process. (It is important to design the research before data collection begins to ensure that the correct data are collected using appropriate methods.)

Question 36

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

Accepted Answer

Qualitative. (Qualitative research can be conducted to investigate the research problem to gain preliminary insights)

Question 37

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

Qualitative research. (Qualitative research can be conducted to investigate the research problem to gain preliminary insights and more clearly formulate the research objectives.)

Question 38

Quantitative research offers a means to confirm ideas through

Accepted Answer

Surveys or experiments. (Quantitative research produces data that can be used to confirm ideas through statistical testing.)

Question 39

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

Observation. (Bianca can hire someone to observe foot traffic to the stores in the strip mall to see which customers visit her store as well as others. Sales invoices and census data would not reveal the answers, and door-to-door surveys and focus groups would have a problem in that you would be able to approach only a small percentage of shoppers.)

Question 40

Which of the following is true about quantitative research?

Accepted Answer

It confirms insights and provides a basis for taking a course of action. (The purpose of quantitative research is to confirm insights and provide a basis for managerial decision making and action.)

Question 41

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

Accepted Answer

Quantitative research. (The purpose of quantitative research is to confirm insights and provide a basis for managerial decision making and action.)

Question 42

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

Accepted Answer

Unable to articulate their experience. (Observation is especially helpful if people are unable to explain their experiences and preferences. Instead of asking them to think about these issues, people\'s actual behavior can be observed.)

Question 43

When consumers are unable to articulate their experiences, __________ becomes particularly useful in understanding consumers\' preferences.

Accepted Answer

Observation. (Observation is especially helpful if people are unable to explain their experiences and preferences. Instead of asking them to think about these issues, people\'s actual behavior can be observed.)

Question 44

Using __________, researchers ask questions, listen to and record responses, and ask additional questions based on initial responses.

Accepted Answer

In-depth interviews. (In-depth interviews allow participants to give detailed responses and allow researchers to ask follow-up questions based on initial responses to planned questions.)

Question 45

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

Accepted Answer

Qualitative. (Qualitative research methods include observation, in-depth interviewing, focus groups, and social media monitoring.)

Question 46

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 interviews. (In-depth interviews are a good way to collect detailed opinions from a small number of individuals.)

Question 47

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. (In-depth interviews are a good way to collect detailed opinions from a small number of individuals.)

Question 48

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

Accepted Answer

In-depth interviews. (In-depth interviews are a good way to collect detailed opinions from a small number of individuals.)

Question 49

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.

Accepted Answer

In-depth interviews. (In-depth interviews are a good way to collect detailed opinions from a small number of individuals.)

Question 50

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 interviews. (Focus groups are a good way to collect the feelings or opinions of a group of individuals when you do not need in-depth responses from each individual.)

Question 51

A(n) __________ is a small group of people brought together for an intensive discussion of a topic.

Accepted Answer

Focus group. (A focus group is a small group that participates in an intensive discussion of a topic, sharing their views with the moderator and with each other.)

Question 52

In a focus group, researchers usually videotape the session to

Accepted Answer

Assess both verbal and nonverbal responses. (Videotaping allows the researcher to record verbal responses as well as body language.)

Question 53

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. (Focus groups are a good way to collect the feelings or opinions of a group of individuals when you do not need in-depth responses from each individual.)

Question 54

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.

Accepted Answer

Focus groups. (Focus groups are a good way to collect the feelings or opinions of a group of individuals when you do not need in-depth responses from each individual.)

Question 55

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.

Accepted Answer

Quantitative. (Quantitative research is numeric/statistical in nature, as in this case where the precise percentage of consumers preferring one option to the other was measured.)

Question 56

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. (A survey would be an efficient way to determine voters\' feelings in this case.)

Question 57

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. (A structured questionnaire consists of closed-ended questions and predetermined response alternatives.)

Question 58

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. (A survey with open-ended questions allows people to answer in their own words.)

Question 59

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 reasonsâservice, reputation, or locationâ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.

Accepted Answer

Closed-ended. (A structured questionnaire consists of closed-ended questions and predetermined response alternatives. In this case, A C. Flora simply wants to compare among three possible reasons for choosing a company, so closed-ended questions are an appropriate format.)

Question 60

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

Accepted Answer

Sensitive questions should be asked first. (Sensitive questions should be avoided altogether unless they are absolutely necessary.)

Question 61

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. (It may be difficult for a respondent to remember his or her first dentist office visit, which means that responses to the question will probably not be reliable.)

Question 62

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. (This question suggests the answer \"Yes\" by its wording.)

Question 63

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. (This should be split into two questionsâone about Wendy\'s hamburgers and one about the fries.)

Question 64

In questionnaire design, a question such as, \"Do anti-lock braking systems reduce car accidents?\" suffers from the problem of a question

Accepted Answer

That respondents cannot easily or accurately answer. (Respondents are unlikely to have sufficient information to answer the question.)

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