Ch 9 Test Bank – Flashcards
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1. Marketing research has three roles: persuasive, reminder, and informative. a. True b. False
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ANSWER: False RATIONALE: The three roles are descriptive, diagnostic, and predictive.
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2. Marketing research is the function that links the consumer, customer, and public to the marketer through information. a. True b. False
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ANSWER: True
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3. The first step in the marketing research process is to identify and formulate the problem/opportunity. a. True b. False
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ANSWER: True
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4. The last step in the marketing research process is to prepare and present the report. a. True b. False
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ANSWER: False RATIONALE: The last step is to follow up
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5. To save money on marketing research, a marketing manager suggests that the company use the results of a survey conducted last year because similar questions were asked then. The manager is suggesting use of primary data. a. True b. False
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ANSWER: False RATIONALE: This is describing secondary data, which are data previously collected for any purpose other than the one at hand.
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6. The quality of secondary data should never be questioned. a. True b. False
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ANSWER: False RATIONALE: The quality of secondary data may pose a problem, so researchers should ask: Who gathered the data? Why were the data obtained? What methodology was used? And so on.
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7. Stuart Marketing Research is gathering information on the way people wrap gifts specifically for a large manufacturer of gift wrap paper that is considering introducing reusable wrapping paper with Velcro fasteners. The information gathered would be an example of primary data. a. True b. False
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ANSWER: True
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8. The most popular technique for gathering primary data is by observation. a. True b. False
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ANSWER: False RATIONALE: The most popular technique for gathering primary data is survey research.
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9. Compared to the personal interview, the telephone interview costs less, but cost is rapidly increasing due to respondent refusals to participate. a. True b. False
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ANSWER: True
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10. Fisher-Price employees were engaged in experimental research when they observed, from behind a mirror, children playing with soap bubbles and decided to build a toy lawn mower that spewed soap bubbles. a. True b. False
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ANSWER: False RATIONALE: Experimental research occurs when the researchers alters one or more variables. This is an example of observation research.
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11. Ethnographic research is a form of experiment research because it is conducted without any preconceptions. a. True b. False
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ANSWER: False RATIONALE: Ethnographic research is the study of human behavior in its natural context and is a form of observation research.
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12. The best experiments are those in which one factor is held constant and the other factors of interest are deliberately manipulated. a. True b. False
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ANSWER: False RATIONALE: In experiments, the goal is to hold all variables constant except the variable of interest.
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13. In a probability sample, every element in the population has a known statistical likelihood of being selected. a. True b. False
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ANSWER: True
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14. Martina was interested in how students perceive the health service provided by her university. To collect data on this issue, she interviewed the students in her evening class. Martina has used a random sampling procedure. a. True b. False
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ANSWER: False RATIONALE: This describes a convenience sample.
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15. Measurement error occurs when a sample somehow does not represent the target population. a. True b. False
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ANSWER: False RATIONALE: This is the definition of sampling error. Measurement error occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process.
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16. Once adequate amounts of data have been collected, the researcher should present the report. a. True b. False
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ANSWER: False RATIONALE: The data must be analyzed and interpreted before a meaningful report can be prepared.
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17. One advantage of Internet surveys is dramatically reduced costs. a. True b. False
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ANSWER: True
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18. Because online surveys are still in their infancy, there are limited methods of conducting online surveys. a. True b. False
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ANSWER: False RATIONALE: There are several basic methods for conducting online surveys: Web survey systems, survey design and Web hosting sites, and online panel providers.
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19. The difference between a traditional focus group and an online focus group is that there is no moderator in the online group like there is in a traditional group. a. True b. False
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ANSWER: False RATIONALE: A moderator runs the group by typing questions online for all to see and respondents "on the fly."
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20. One advantage of an online focus group is that respondents tend to talk more freely about issues that might create inhibitions in a face-to-face group. a. True b. False
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ANSWER: True
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21. An online message board consists of a selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation. a. True b. False
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ANSWER: False RATIONALE: This is a Web community.
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22. Scanner-based research is a system of gathering information from a group of respondents by continuously monitoring the promotions panel members are exposed to and their subsequent purchase behavior. a. True b. False
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ANSWER: True
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23. Los Hermanos Cafe has successfully operated seven restaurants in the same community for 20 years. Management plans to introduce an egg and cheese breakfast burrito to three restaurants after having success with this product in its other four restaurants. Since management knows this market so well, Los Hermanos Cafe doesn't need to conduct research before introducing the new product in its remaining restaurants. a. True b. False
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ANSWER: True RATIONALE: When the market is known to such a degree that the benefits of additional research do not out-weigh the cost of that research, then there is no need for research.
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24. A company that identifies customer relationships with the organization, captures relevant customer data from interactions, stores and integrates that customer data, and identifies its profitable customers is implementing a customer relationship management cycle. a. True b. False
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ANSWER: True
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25. ___ is the process of planning, collecting, and analyzing data relevant to a marketing decision. The results of this analysis are then communicated to management. a. Data collection b. Artificial intelligence c. Cross-tabulation d. Marketing research e. Single-source research
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ANSWER: d RATIONALE: This is the definition of marketing research.
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26. The owner of a small chain of local coffeehouses could use ___ to determine why customers do not seem to like the location of her new coffeehouse. a. transactional marketing b. public relations c. an EDI system d. market synergy e. marketing research
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ANSWER: e RATIONALE: Marketing research provides decision makers with data on the effectiveness of the current marketing mix and insights for necessary changes.
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27. Soon after the Chenault Military Museum expanded its hours and began charging a small fee to pay for the extra help needed to keep it open longer, attendance decreased. To determine why this decrease in attendance occurred, the museum staff could rely on: a. a production audit b. database marketing c. marketing research d. an internal marketing audit e. secondary data
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ANSWER: c RATIONALE: The diagnostic role of marketing research includes explaining data, which in this case could be used to find out why attendance declined.
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28. The publisher of a Canadian business magazine wanted to make several major changes in the magazine's content and format. To determine what changes would be supported by its subscribers and what changes would not be welcomed, the publisher should engage in: a. advertising b. database marketing c. marketing research d. a data retrieval system e. secondary data
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ANSWER: c RATIONALE: Marketing research would be appropriate to use to determine how the publisher could provide greater customer satisfaction.
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29. Marketing research has three functional roles. These roles are: a. normative, descriptive, and explanatory b. predictive, normative, and persuasive c. descriptive, diagnostic, and predictive d. flexible, interactive, and discovery-oriented e. descriptive, explanatory, and predictive
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ANSWER: c RATIONALE: The three roles are descriptive, diagnostic, and predictive.
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30. Volkswagen developed an 18-month-long project to gain a better understanding of the American culture so it could develop cars more appealing to this market. The research project was called Moonraker. Moonraker was intended to play a(n) ___ role in Volkswagen's marketing research. a. diagnostic b. descriptive c. predictive d. heuristic e. demonstrative
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ANSWER: b RATIONALE: One of the roles of marketing research is the gathering and presentation of factual statements, which includes reporting consumers' attitudes toward a product.
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31. The Johnsonville Sausage Company wants to know which areas of the country consume the most sausage. The company is not especially interested in an explanation for the popularity of sausage in different regions; it simply wants factual information about it. Johnsonville is interested in using marketing research in its ___ role. a. historical b. descriptive c. predictive d. normative e. objective
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ANSWER: b RATIONALE: The descriptive role of marketing research includes gathering and presenting factual statements.
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32. Phillip Morris USA, the manufacturer of the Marlboro Ultra Smooth cigarette targeted to people who want to smoke a potentially safer cigarette, has asked for marketing research to explain the reasons for the recent failure of the new cigarette. This type of research is described as: a. descriptive b. predictive c. diagnostic d. normative e. historical
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ANSWER: c RATIONALE: One of the roles of marketing research is to be diagnostic and to explain what happened.
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33. Through marketing research, the Boston Symphony Orchestra (BSO) learned it has an older market and is not attracting younger concertgoers. It next conducted marketing research to determine if an integrated advertising campaign targeted to the younger market would be successful. In its second use of research, BSO employed ___ marketing research. a. historical b. descriptive c. predictive d. normative e. objective
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ANSWER: c RATIONALE: The three roles of marketing research are descriptive, diagnostic, and predictive. The predictive function is to address "what if" questions.
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34. After listening to a group of middle-aged women discuss their biggest concerns about the jeans they wore, a company designed a new line of comfortable women's jeans and touted them as "not your daughter's jeans." This is an example of research conducted to: a. improve the quality of company decision making. b. find out why a marketing plan failed. c. learn how to more efficiently retain customers. d. understand the ever-changing marketplace. e. conduct business analysis.
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ANSWER: a RATIONALE: Management used this information to improve their decision making in marketing jeans to women.
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35. The first step in the marketing research process is to: a. specify the sampling plan b. collect the data c. analyze the marketplace d. plan the research design e. identify and formulate the problem/opportunity to be studied
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ANSWER: e
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36. When Eurasia restaurant, serving Eurasian cuisine, first opened along Chicago's Michigan Avenue, its novelty brought many diners. However, it turned off the important business lunch crowd, and sales went into decline. Before conducting any marketing research to explain the declining sales, management needs to: a. determine who will be most likely to respond to a survey. b. select a market sample from everyone in the population. c. define the problem to be researched. d. develop a survey to find out exactly what's wrong. e. enumerate the decision factors.
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ANSWER: c RATIONALE: To respond to a symptom, one should identify the underlying problem.
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37. A small brewery has noticed a 20 percent decrease in the sale of its dark beer over the last three years. The company's owner wants to determine why the decline has occurred and how to reverse the trend. Once the owner has identified the problem as a consumer perception that dark beer is bitter and calorie laden, its next step in the marketing research process should be to: a. collect the data b. recognize the marketing problem c. analyze the marketplace d. plan the research design e. specify the sampling plan
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ANSWER: d RATIONALE: Once the problem is identified and formulated, the next step is to plan the research design and gather primary data.
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38. The marketing research problem: a. is information oriented. b. involves determining what resources will be used in research efforts. c. is action driven. d. does not rely on managerial experience. e. is accurately described by none of these choices.
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ANSWER: a RATIONALE: One characteristic of the marketing research problem is that it is information oriented and involves determining what information is needed and how that information can be obtained efficiently and effectively.
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39. In contrast to marketing research problems, management decision problems are: a. action oriented. b. pervasive. c. narrower in scope. d. synergistic. e. information oriented.
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ANSWER: a RATIONALE: The marketing research problem is information oriented, but the management decision problem is action oriented.
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40. Managers must combine specific pieces of information needed to identify the marketing research problem. Their ___ is to provide insightful decision-making information. a. company-correlated goal b. autonomous task c. dichotomous goal d. marketing research objective e. field service objective
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ANSWER: d RATIONALE: This is the objective of the marketing research.
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41. Data previously collected for purposes other than the one at hand are an important source of information as the researcher defines the problem. These data are called ___ data. a. single-source b. secondary c. primary d. consensual e. convenience
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ANSWER: b RATIONALE: This is the definition of secondary data.
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42. Post Properties is a company that manages apartments in various communities. It is concerned with a glut of apartments in Atlanta, Orlando, and Dallas. Its market researcher begins by examining the rental markets in the Southeast, the history of apartment buildings, local economies, competitive rents, and ownership--all information that was on hand and did not require any new research to locate. The market researcher looked at: a. a closed study. b. secondary data. c. primary data. d. a statistical analysis. e. priority databases.
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ANSWER: b RATIONALE: Secondary data are data previously collected for any purpose other than the one at hand.
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43. Trade groups, commercial publications, and government departments can be used as sources of: a. secondary data b. consensual information c. primary data d. artificial intelligence e. marketing audits
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ANSWER: a RATIONALE: Innumerable outside sources of secondary information exist, such as trade and industry associations, business periodicals, and government departments and agencies.
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44. While many economic indicators have been negative during the first half of 2009, the Wall Street Journal recently reported that U.S. retail sales were actually up in April. In fact, the performance of 61 percent of the retailers in the study topped analysts' expectations. If Costco used this report as factor in their expansion plans, they would be using ___ data. a. secondary b. primary c. dichotomous d. convenience e. observation
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ANSWER: a RATIONALE: Data previously collected for purposes other than the one at hand are an important source of information known as secondary data.
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45. All of the following are examples of secondary data EXCEPT: a. a first-time physical count of the number of cars passing through an intersection to determine the need for a traffic signal. b. a census report on the number of people who are native to a community. c. any product testing results made available to the media. d. a collection of trade journal articles about the future of a particular industry. e. a newspaper story describing the lifestyle of the average Internet user.
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ANSWER: a RATIONALE: Of the choices, all are secondary data except the physical count of cars done for the first time, which would be primary data.
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46. When assessing the quality of secondary data, it is: a. not necessary to know why the data were collected in the first place b. important to be able to have easy access to the data c. important to know the purpose for which the data were originally collected d. not important to know when the data were collected e. imperative to use the same methods and procedures when primary data are collected
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ANSWER: c RATIONALE: To assess the quality of the data, it is important to know when, where, why, and how the data were originally collected.
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47. Radio One is the largest U.S. radio broadcasting company targeting black Americans today. Radio One staffers are constantly reviewing secondary information looking for any emerging trends in their target market. Potential disadvantages of this research approach include: a. the questionable quality of the data b. the high cost of collecting secondary data c. the length of time it takes to collect secondary data d. interviewer bias during the collection process e. the potential for sampling error
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ANSWER: a RATIONALE: The quality of secondary data can be a problem. Often secondary data sources do not give detailed information that would enable a researcher to assess their quality or relevance.
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48. ___ specifies the research questions to be answered, how and when the data will be gathered, and how the data will be analyzed. a. A secondary data use plan b. The research collaborative plan c. An autonomous director d. The research design e. The sampling plan
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ANSWER: d RATIONALE: This is the function of the research design, and once approved, the project budget is finalized.
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49. The research design specifies: a. follow-up procedures for the research b. the information that will be found c. how the final report will be written d. how the information gathered will be used to predict external environmental changes e. the research questions to be answered
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ANSWER: e RATIONALE: The research design specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed.
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50. Information collected for the first time for the purpose of solving a particular problem under investigation is called_____ data. a. primary b. secondary c. dichotomous d. observation e. convenience
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ANSWER: a RATIONALE: This is the definition of primary data.
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51. When a university began thinking about offering more online degrees, it used primary data to get potential students' attitudes and intentions. What is the most likely reason for using primary data? a. This information was already freely available to all interested parties. b. The value of the research is unrelated to sample size. c. The information can be collected quickly and at low cost. d. The information will fit the university's needs exactly since it will be collected specifically for this study. e. It will benchmark consumers' interest in grading equipment.
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ANSWER: d RATIONALE: Primary data are information collected for the first time for the purpose of solving a particular problem under investigation.
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52. When Wilson, a manufacturer of tennis racquets, sent a team of researchers, designers, and tennis pros out to visit with 40 women tennis players of various abilities in locations from California to Florida to find out what women players want in a racquet, what kind of research were they conducting? a. Heuristic b. Primary c. Cohesive d. Random e. Secondary
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ANSWER: b RATIONALE: Primary research is conducted when data are gathered for the first time to answer a specific research question.
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53. What is the chief advantage of primary data? a. Low cost compared to secondary data b. Answers specific research questions that secondary data cannot answer c. Availability to any interested party for use d. Accessibility through computerized databases e. Avoiding interviewer biases
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ANSWER: b RATIONALE: Primary data are information collected for the first time for the purpose of solving a particular problem under investigation.
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54. Community Trust Bank's management decided to design a new product and promotion to appeal to small to medium-sized businesses. A researcher conducted a series of focus groups with business owners to find out more about what they wanted in bank services. With the focus groups, Community Trust was collecting ___ data. a. primary b. ethnographic c. consensual d. secondary e. collaborative
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ANSWER: a RATIONALE: Primary data is information collected for the first time, and the use of focus groups is one way of collecting such data.
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55. Research done by ShopLocal.com found that Americans today are concerned enough about sustaining the environment that they are willing to spend more. Suppose that to cut the cost of the research, ShopLocal.com included a second study asking consumers about their preferences in the upcoming presidential elections. This research would be an example of: a. a dual-purpose analysis. b. a piggyback study. c. a Siamese twin project. d. a two-for-one integrative study. e. dual experimentation.
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ANSWER: b RATIONALE: Piggyback studies collect data on two different projects using one questionnaire.
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56. The most popular method for gathering primary data is ___, in which a researcher interacts with people to obtain facts, opinions, and attitudes. a. heuristic oriented b. survey research c. experiments d. observation research e. single-source research
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ANSWER: b RATIONALE: Survey research takes several forms and is the most popular method for gathering primary data.
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57. In-home personal interviews: a. offer high-quality data at a high cost b. offer the ability to obtain high-quality data at a low cost c. are becoming increasingly more popular d. are less expensive than mall intercepts e. offer information of moderate quality but at a low cost
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ANSWER: a RATIONALE: The cost of interviewer time and mileage is high, but these interviews yield high- quality information.
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58. Which type of survey research method involves interviewing people in the common areas of shopping malls? a. Telephone interviews b. Panel surveys c. Mall intercept interview d. Centralized interviews e. Interactive research
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ANSWER: c RATIONALE: This is the definition of a mall intercept interview.
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59. A major limitation of the mall intercept interview is: a. the difficulty of measuring attitudes and opinions. b. the need to interview people standing up. c. its high cost relative to in-home interviews. d. the difficulty of demonstrating new products. e. the difficulty of obtaining a representative sample of the population of interest.
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ANSWER: e RATIONALE: One drawback of a mall intercept interview is that it is hard to get a representative sample of the population.
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60. A furniture manufacturer wants to test how consumers will respond to furniture upholstered in fabric made from recycled plastic by having consumers feel and respond to the fabric. Which form of survey would allow it to do this? a. A telephone interview b. A mail questionnaire c. A mall intercept d. An observation study e. A laboratory test
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ANSWER: c RATIONALE: A mall intercept allows demonstration of the product, and the others do not. Observation studies and laboratory tests are not types of surveys.
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61. Computer-assisted personal interviewing and computer-assisted self-interviewing are computerized techniques for conducting: a. CLT interviews. b. mall intercept interviews. c. e-mail interviews. d. in-home interviews. e. focus groups.
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ANSWER: b RATIONALE: Computer technology can be applied by marketing researchers when conducting mall interviews.
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62. Which of the following is an interviewing method in which the interviewer reads the questions from a computer screen and enters the respondent's data directly into the computer? a. Central-location interviewing facility b. Computer-assisted personal interviewing c. Computer-assisted self-interviewing d. Direct-entry interviewing e. Computer-mediated interviewing
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ANSWER: b RATIONALE: This is the definition of computer-assisted personal interviewing.
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63. Which of the following is an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answers into a computer? a. Central-location interviewing b. Computer-assisted personal interviewing c. Computer-assisted self-interviewing d. Primary interviewing e. secondary interviewing
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ANSWER: c RATIONALE: This is the definition of computer-assisted self-interviewing.
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64. A ___ is a specially designed phone room used to conduct telephone interviewing. a. controlled-feedback facility (CFF) b. collaboratively located communications (CLC) center c. multi-interviewer location site d. central-location telephone (CLT) facility e. telephone outsourcing center
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ANSWER: d RATIONALE: This is the definition of a central-location telephone (CLT) facility. This type of facility has many phone lines, individual interviewing stations, sometimes monitoring equipment, and headsets.
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65. Telephone interviews offer: a. speed in gathering data. b. a potential for reaching all households. c. few nonresponses. d. the ability to collect large amounts of complex data. e. the lowest-cost method for obtaining data.
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ANSWER: a RATIONALE: Telephone interviews are one of the fastest means for collecting data.
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66. The office of lieutenant governor was vacated, and a special election was called to fill the office. When the head of the state's Department of Education decided she might run for the office, she was unsure how running for this office could affect her long-term plans for running for the office of U.S. senator. She has hired a research company to obtain survey data from voters in the state. Given that she must make a decision in less than three weeks, the research company should use: a. a telephone survey. b. focus group interviews. c. personal interview surveys. d. a mail survey. e. a passive people meter.
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ANSWER: a RATIONALE: The quickest way to ascertain this information would be a telephone survey of state voters.
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67. Low response rate is a problem commonly associated with: a. exit interviews. b. executive interviews. c. mail surveys. d. mall intercept interviews. e. in-home interviews.
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ANSWER: c RATIONALE: Mail surveys often have low response rates.
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68. You must conduct research to find out a great deal of information about the motives and desires of potential customers for a home delivery grocery service. You need a sample of at least 300 people who spend at least $100 weekly at the supermarket, and you don't have a lot of money to conduct the research. You should use: a. a marketing experiment. b. in-home personal interviews. c. focus group interviews. d. mail surveys. e. observation research.
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ANSWER: d RATIONALE: Mail surveys are the least expensive method of data collection for a sample of this size when a lengthy survey is required.
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69. A company wanted to collect data on consumers' perceptions of its new brand. The marketing research director has recommended using a mail panel operated by Synovate. What can the company expect from a mail panel? a. A very high response rate b. The response rate will be low, as it is for all self-administered surveys c. The participants are not usually compensated for their assistance, so it will be inexpensive d. Data collection is more rapid than with telephone interviews e. The panel of consumers will meet monthly to discuss products that were sent to them to try
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ANSWER: a RATIONALE: Mail panel members are recruited to be used as a sample several times, and response rates of 70 percent are not uncommon.
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70. Which of the following is a type of survey that involves interviewing businesspeople at their offices concerning individual products or services? a. Place-based interviews b. CLT interviews c. Business panel surveys d. Executive interviews e. Professional interviews
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ANSWER: d RATIONALE: This is the definition of an executive interview.
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71. ___ require the best interviewers because they are often interviewing on topics about which they know very little. a. Mall intercept interviews b. CLT interviews c. Mail panel surveys d. Executive interviews e. Focus groups
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ANSWER: d RATIONALE: Executive interviews are expensive and time-consuming, and the interviewers frequently must talk about topics with which they are unfamiliar.
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72. In which of the following situations would a marketing researcher be most likely to use executive interviews? a. A manufacturer of extruded plastic wants to determine where there are other markets for its products b. A manufacturer of frozen dinners wants to research the eating habits of its target market c. The producers of children's programming on public television want to learn more about the viewing habits of an audience composed of 5 to 12 year old males d. A shampoo manufacturer wants to test which smells consumers perceive as relaxing and exhilarating e. An aluminum can manufacturer wants to research how people are disposing of cans
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ANSWER: a RATIONALE: In executive interviews, businesspeople are interviewed concerning industrial products or services.
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73. Health providers have voiced concerns about the use of pesticides and the negative effects they possibly have on our health. A large insurance company is willing to sponsor a meeting of the nation's largest organic growers, pesticide producers, and retailers of organic foods if there is an interest in a cooperative effort to improve customers' perception of eating healthy. What type of survey technique would be most appropriate for determining if there is any real interest in such a meeting? a. Cyber focus groups b. Executive interviews c. Mall intercept interviews d. CLT interviews e. In-home interviews
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ANSWER: b RATIONALE: Since this is a topic where the respondent should be a product user as opposed to a consumer, executive interviews are the most appropriate.
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74. A ___ is a form of personal interviewing that uses a group of seven to ten people who have been recruited because of certain desired consumer characteristics. a. passive people meter b. primary data group c. cross-tab set d. CLT interview e. focus group
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ANSWER: e RATIONALE: This is the definition of a focus group.
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75. British Columbia's SunRype Products wanted to find out if Canadians were having trouble getting their required servings of fruits and vegetables each day. Marketers conducted focus groups, a type of ___, which revealed that participants were having particular trouble getting their required servings of vegetables. a. mail survey b. mall intercept c. ethnographic research d. personal interviewing e. experiment
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ANSWER: d RATIONALE: A focus group is a type of personal interviewing in which seven to ten people participate in a group discussion led by a moderator.
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76. Your supervisor has instructed you to conduct a marketing research effort that will determine how your company's business customer demographics have changed. You have also been instructed to use primary data. You will: a. gather data from Standard & Poor's General Information File. b. develop a mail survey to study your primary market. c. employ studies done by the Federal Trade Commission. d. make sure you locate Internet information by using a search engine. e. ask the National Industrial Conference Board for its latest study.
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ANSWER: b RATIONALE: Primary data can be obtained through the use of mail surveys. Other methods describe the use of secondary data.
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77. Levi Strauss recently introduced its new Totally Slimming jeans. The idea for the jeans came from a group session conducted last August in which a group of moms made it clear they were tired of low-rise styles. Instead, they wanted jeans that were comfortable while covering up problem areas and that showed off their figures. Levi's used this ___ data as the basis for designing this new line of jeans. a. primary b. secondary c. dichotomous d. convenience e. ethnographic
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ANSWER: a RATIONALE: Primary data are information that is gathered for the first time for solving a particular problem, which in this case was done through the use of a focus group.
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78. A regional airport manager conducted research to get a better understanding for the types of concessionaires to include in the planned terminal remodeling. She conducted two sets of group interviews, one with ten leisure flyers and another with ten business flyers. In each group, participants discussed what types of food, retail, and other services they wanted in the new terminal. These discussions are examples of: a. extended interviews. b. focus groups. c. observation. d. ethnographic research. e. secondary research.
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ANSWER: b RATIONALE: Focus groups consist of seven to ten people who participate in a group discussion led by a moderator.
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79. Which type of interview question encourages an answer phrased in the respondent's own words? a. A scaled-response question b. A Likert item c. A closed-ended question d. An open-ended question e. A free-form question
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ANSWER: d RATIONALE: This describes an open-ended question.
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80. Representatives of the Tourism Board of Arkansas visited state welcome centers and asked visitors to the state, "What is your reason for coming to Arkansas?" This would be an example of a(n) ___ question. a. scaled-response b. Likert scale c. open-ended d. dichotomous e. multiple choice
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ANSWER: c RATIONALE: The question encouraged an answer phrased in the customer's own words.
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81. A pediatrician's office noticed that fewer parents are bringing their children in for their vaccinations and routine checkups. The office sent out a questionnaire to parents whose children are behind in their shots. The questionnaire included the question "Why are you reluctant to have your child vaccinated?" This would be an example of a(n): a. dichotomous response b. sampling frame question c. scaled-response question d. closed-ended question e. open-ended question
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ANSWER: e RATIONALE: Openended questions encourage unlimited answer choices phrased in the respondent's own words.
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82. You have been given the task of creating a questionnaire that requires each respondent to provide a rich array of information based on his or her own frame of reference. Which of the following types of questions would best deliver such information? a. True-false questions b. Mix-and-match questions c. Open-ended questions d. Scaled-response questions e. Closed-ended questions
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ANSWER: c RATIONALE: Open-ended questions encourage unlimited answer choices phrased in the respondent's own words.
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83. Which type of survey question is a close-dended question designed to measure the intensity of a respondent's answer? a. A semantic differential b. A scaled-response question c. An interval-based question d. A sampling frame question e. A bounded-frame question
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ANSWER: b RATIONALE: This is the definition of a scaled-response question.
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84. In the survey used by an organization of mothers who swap toys, respondents were asked, "Would you be willing to pay a small fee in order to take advantage of this service? Circle YES or NO." This is a(n) ___ question. a. open-ended b. sampling frame c. scaled-response d. double-barreled e. dichotomous
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ANSWER: e RATIONALE: Dichotomous questions ask questions that can be answered with "yes" or "no."
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85. A survey by RoperASW asked consumers to check where they were most likely to look for information about a new book. Possible answers were book club catalogs, book reviews in newspapers, book reviews in magazines, television programs, friends, radio programs, local reading groups, or the Internet. What type of question was used in this survey? a. Multiple choice b. Dichotomous c. Scaled response d. Open-ended e. Sampling frame
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ANSWER: a RATIONALE: Multiple choice questions are a type of closed-ended question in which a selection is to be made from a limited list of responses.
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86. Which of the following is the BEST example of an effective question on a mail survey? a. Do you believe the synergy of the indigenous population has created a precursor to ecological disaster? b. Why do you think dogs make good pets and cats make poor pets? c. Have you ever put food out for wild birds? d. What is the economy of scale achieved by the transference of heat through solar cells? e. Will you be buying a new car soon and will it be a foreign car?
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ANSWER: c RATIONALE: The correct alternative is the only question that is not ambiguous, does not use difficult terminology, and asks only one question.
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87. When marketing researchers for a local fitness club wanted to know consumers' intentions to start a fitness program for a New Year's resolution, they used a(n) ___ with five possible answers ranging from "Most Likely" to "Least Likely" and asked that the respondent choose one. a. open-ended question b. action-based question c. sampling frame question d. scaled-response question e. dichotomous response
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ANSWER: d RATIONALE: A scaled-response question is a closed-ended question designed to measure the intensity of a respondent's answer.
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88. ___ research depends on watching what people do. a. Anonymous viewership b. Observation c. Interactive d. Personal scanner e. Survey
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ANSWER: b RATIONALE: Observation research is a method that relies on four types of observation: people watching people, people watching an activity, machines watching people, and machines watching an activity.
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89. When people are hired to record traffic patterns in a shopping mall, they are engaging in ___ research. a. focus group b. observation c. experimental d. survey sampling e. sample framing
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ANSWER: b RATIONALE: Observation research is the systematic process of recording the behavioral patterns of people, objects, and occurrences without questioning them.
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90. Dryel is a Procter & Gamble product that allows consumers to dry-clean their clothes in a dryer. Before launching the product, P&G researchers visited consumers' homes and watched as people sorted laundry, creating piles of darks, whites, delicates, and items that would go to the dry cleaner because the people were unsure how to clean them. This was an example of ___ research. a. observation b. mall intercept c. visualization d. action-based e. experiment
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ANSWER: a RATIONALE: Observation research is a method that relies on four types of observation: people watching people, people watching an activity, machines watching people, and machines watching an activity.
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91. Stan's job is to walk the streets of Japan and locate fads. According to Stan, "Japan is advanced. What will happen 10 years from now is already happening in Japan." What kind of research is Stan conducting? a. Experiment b. Dichotomous c. Observation d. Survey e. Open-ended
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ANSWER: c RATIONALE: Observation research depends on watching what people do.
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92. A retailer of sporting goods equipment is interested in learning peoples' attitudes, motivations, and feelings about its product lines. All of the following are potential sources for this information EXCEPT: a. observation studies. b. mail questionnaires. c. in-store interviews. d. telephone surveys. e. focus group interviews.
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ANSWER: a RATIONALE: Observation research focuses on what people do, not on their attitudes and feelings.
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93. Mystery shoppers engage in a form of: a. mall intercept study. b. experiential study. c. marketing audit. d. observation research. e. market audit.
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ANSWER: d RATIONALE: This form of observation research is an example of people watching people or an activity
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94. First Southern Community Bank has long tried to differentiate itself as "your friendly, hometown bank." However, the bank president has been concerned about a number of recent customer service complaints. Which of the following approaches would probably be best to get a feel for how friendly her employees really are to customers? a. Employee focus group interview b. Mail questionnaire of a sample of current customers c. Mystery shopper d. Experiential research e. An Internet-based community study
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ANSWER: c RATIONALE: Mystery shoppers are researchers posing as customers who gather observational data about a store.
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95. ___ research is the study of human behavior in its natural context, involving observation of behavior and physical setting. a. Ethnographic b. Action-based c. Experiment d. Survey e. Visualization
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ANSWER: a RATIONALE: This is the definition of ethnographic research.
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96. Kimberly-Clark has outfitted consumers with mini video cameras mounted to visors to watch consumers doing chores and shopping. Using this research approach, known as ___ research, Kimberly-Clark learned that mothers had trouble using Huggies Baby Wash to bathe their infants. The problem was that the women liked to keep one hand on their infant at all times while the Baby Wash bottle required two hands to open and dispense. a. ethnographic b. dichotomous c. experiment d. survey e. open-ended
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ANSWER: a RATIONALE: Ethnography, which is a form of observation research, is the study of human behavior in its natural context.
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97. A(n) is ___ characterized by the researcher altering one or more variables—such as price or package design-- while observing the effects of those alterations on another variable—such as total sales. a. observation research project b. research problem c. experiment d. sampling frame e. correlation of facts study
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ANSWER: c RATIONALE: An experiment is a method a researcher can use to gather primary data and entails the researchers altering one or more variables while observing the effects of those alterations on another variable.
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98. Caterpillar has been experimenting with replacing the traditional steering mechanism on its graders with a joystick- based steering mechanism. As a part of its research, it built graders that included both a steering wheel and joystick steering mechanisms, then asked operators to use the machines for a few days. After two days of testing, several of the operators liked the joysticks so much that they suggested the steering wheel be removed to provide better visibility. This would be an example of using an experiment to gather ___ data. a. primary b. secondary c. dichotomous d. ethnographic e. collaborative
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ANSWER: a RATIONALE: The use of experiments is a technique for gathering primary data.
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99. The best experiments are those in which: a. all variables are allowed to act freely. b. all variables are held constant except the ones being manipulated. c. all factors provide the desired results. d. the subjects are unpaid volunteers. e. two variables are held constant while all of the others are manipulated.
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ANSWER: b RATIONALE: An experiment is characterized by the researcher changing one or more variables while observing the effects of those changes on another variable. The best ones hold all factors constant except those factors being manipulated.
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100. The population from which a sample in a marketing research study will be drawn is referred to as the: a. universe b. market c. test market d. focus group e. control group
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ANSWER: a RATIONALE: A universe is the population from which a sample, or the subset of a larger population, will be drawn.
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101. In a study whose purpose is to determine the market for a vitamin that is to be chewed like bubble gum, what is the first question to be answered before a sampling plan is selected? a. Must the sample be representative of the population? b. Who can perform the actual sampling? c. What is the population or universe of interest? d. How often should the sample be redesigned? e. How large should the sample be in terms of its measurement costs?
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ANSWER: c RATIONALE: Before a sampling plan is chosen, the population of interest must be defined.
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102. A(n) ___ sample is characterized by every element in the population having a known statistical likelihood of being selected. a. irregular b. probability c. nonprobability d. convenience e. piggyback
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ANSWER: b RATIONALE: This is the definition of a probability sample.
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103. In a(n) ___ sample, additional respondents are selected on the basis of referrals from the initial respondents. a. quota b. judgment c. piggyback d. probability e. snowball
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ANSWER: d RATIONALE: A probability sample is characterized by every element in the population having a known statistical likelihood of being selected, allowing an estimate of the accuracy of the sample.
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104. While discussing an upcoming marketing research study of how the home decorating industry is affected by the teenage consumer, you emphasize the necessity of having a sample that is representative of the population. What type of sample must be used? a. A nonprobability sample b. A quota sample c. A convenience sample d. A probability sample e. A field service sample
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ANSWER: d RATIONALE: A probability sample is characterized by every element in the population having a known statistical likelihood of being selected, allowing an estimate of the accuracy of the sample.
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105. A university hospital is interested in getting a cross section of patients' opinions on proposed changes that will make the hospital stay more like a motel stay in terms of amenities. The cost of the new amenities will be reflected in higher rates. The university hospital used a random number table to select participants from the list of patients who are currently in the hospital. This is an example of a ___ sample. a. representational b. convenience c. nonprobability d. synergistic e. random
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ANSWER: e RATIONALE: When using a random sample, every member of the population has a known and equal chance of selection.
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106. A ___ sample is any sample in which little or no attempt is made to obtain a representative cross section of the population. a. frame b. random c. probability d. nonprobability e. representational
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ANSWER: d RATIONALE: This is the definition of a nonprobability sample.
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107. Nonprobability samples: a. require more expensive marketing research than probability sampling b. include any sample in which little is done to obtain a representative cross section of the population c. by definition must be representative of the population d. often start out with random numbers to ensure selection of subjects is truly random e. offer an easy method for determining sampling error
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ANSWER: b RATIONALE: A nonprobability sample is any sample in which there is little or no attempt to obtain a representative cross section of the population.
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108. Dr. Neuman is a marketing professor who uses her students in research studies because they are convenient and readily accessible. She is using a ___ sample. a. single-source b. random c. probability d. representational e. convenience
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ANSWER: e RATIONALE: A convenience sample uses respondents who are readily accessible.
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109. Which type of error occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process? a. Sampling error b. Research error c. Nonresponse error d. Measurement error e. Random error
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ANSWER: d RATIONALE: This is the definition of measurement error.
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110. Many people surveyed say they are environmentally conscious and favor green products even if they are more expensive than traditional products. Some marketers are worried that many people may not actually purchase green products. This concern is about the potential for what kind of sampling error? a. Nonresponse b. Frame c. Random d. Measurement e. snowball
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ANSWER: d RATIONALE: Measurement error occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process.
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111. Which of the following is a type of probability sample? a. Judgment sample b. Convenience sample c. Random sample d. Quota sample e. Snowball sample
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ANSWER: c RATIONALE: A random sample is a type of probability sample in which every member of the population has a known and equal chance of selection.
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112. Five hundred women were surveyed as to their feelings about female physicians. The majority responded that they felt more relaxed with a female physician. The survey was an example of a(n) ___ sample because it used local hospital patients as survey participants. a. random b. representational c. probability d. convenience e. framing
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ANSWER: d RATIONALE: Convenience samples use respondents who are convenient or readily
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113. ___ occurs when a sample somehow does not represent the target population. a. Sampling error b. Measurement error c. Cross-tabulation d. Diagnostic error e. Single-source research
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ANSWER: a RATIONALE: This is the definition of sampling error.
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114. One type of sampling error is ___, which is created when the sample actually interviewed differs from the sample drawn. a. random error b. diagnostic error c. nonresponse error d. nonprobability error e. measurement error
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ANSWER: c RATIONALE: This error happens because the original people selected to be interviewed either refused to cooperate or were inaccessible.
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115. A ___ error arises if the sample drawn from a population differs from the target population. a. field b. frame c. measurement d. random e. nonresponse
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ANSWER: b RATIONALE: This could happen if a telephone directory is used as the list from which the respondents are selected, as not all of the target population studied may have a phone, and many phone numbers are unlisted.
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116. A researcher wants to determine what percentage of the population in the southeastern United States would use a mass transit system if it were well maintained. He gets telephone books from every city with over 200,000 people in those states and selects the fifteenth name in the middle column on every hundredth page as his sample. He has made a ___ error. a. targeting b. random c. nonprobability d. frame e. reliability
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ANSWER: d RATIONALE: He has made a frame error because not everyone has a listed telephone number
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117. A ___ error occurs because the selected sample is an imperfect representation of the overall population. a. frame b. field c. measurement d. random e. representational
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ANSWER: d RATIONALE: This is the definition of a random error.
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118. In a survey for her marketing class, Alicia interviewed 80 randomly selected men and asked them their opinions of women with tans. Her initial results showed that the men overwhelmingly believed tans were a health risk. When she conducted the same survey again using the same methodology, she discovered that 50 percent of the surveyed population in the second group found women with tans sexy. This is most likely an example of a ___ error. a. representational b. random c. nonprobability d. frame e. reliability
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ANSWER: b RATIONALE: A random error occurs when the results of two surveys conducted in the same manner differ.
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119. A ___ specializes in interviewing respondents on a subcontracted basis. It may also provide focus group facilities, mall intercept locations, test product storage, and kitchen facilities to prepare test food products. a. research diagnostic firm b. single-source researcher c. marketing research aggregator d. cross-tabulation company e. field service firm
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ANSWER: e RATIONALE: This is the definition of a field service firm.
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120. When the Boston Symphony Orchestra wanted to determine how to make classical music appeal to younger concertgoers, it hired AMN to conduct a survey. AMN is most likely an example of a: a. decision support company b. data mining company c. field service firm d. knowledge portal e. marketing research diagnostics firm
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ANSWER: c RATIONALE: Field service firms specialize in interviewing respondents on a subcontracted basis
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121. Several types of analysis are common to marketing research. Which one is the simplest? a. One-way frequency counts b. Statistical analyses c. Cross-tabulations d. Passive people meters e. Scaled responses
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ANSWER: a RATIONALE: The use of one-way frequency counts provides the simplest technique for organizing and analyzing data.
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122. Kent has gathered data concerning people's preferences for traditional breakfast foods. He has learned that 30 percent of the population prefer eggs in the morning, 50 percent of the population prefer something sweet for breakfast like a doughnut, and an overwhelming 86 percent prefer food that they can eat while they drive to work. What method of analyzing the data has Kent used? a. Cross-tabulation b. Standard deviation c. One-way frequency count d. Single correlation e. Linear regression
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ANSWER: c RATIONALE: One-way frequency tables are used to record the responses to a question.
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123. ___ lets the analyst look at the responses to one question in relation to the responses to one or more other questions. a. One-way regression analysis b. Two-way regression analysis c. The one-way frequency count d. Cross-tabulation e. Content analysis
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ANSWER: d RATIONALE: This is the definition of a cross-tabulation.
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124. If a researcher wanted to look at responses to vacation home ownership questions as they relate to age and occupation of the respondent, the analysis approach he or she would use is: a. one-way frequency tables. b. standard deviation measures. c. cross-tabulations. d. passive people meters. e. scaled responses.
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ANSWER: c RATIONALE: Cross-tabulations allow the analyst to look at the responses to one question in relation to the responses to one or more other questions.
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125. What is the last step of the marketing research process? a. Specify sampling procedures. b. Bill the client. c. Analyze data. d. Follow up. e. Prepare and present the report.
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ANSWER: d RATIONALE: The final step is to follow up to determine why management did or did not carry out the recommendations in the report.
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126. All of the following are advantages associated with the use of Internet surveys EXCEPT: a. decreased costs b. ability to contact hard-to-reach respondents c. reduced measurement error d. ability to get survey results much more rapidly e. ability to personalize the survey
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ANSWER: c RATIONALE: Measurement error is not an advantage associated with the use of Internet surveys.
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127. What is the moderator's role in online focus groups? a. To limit the discussion to closed-ended questions b. To provide a URL reference or control what is shown in the stimulus area c. To make sure costs remain relatively low d. To act as a data-mining engineer e. To let respondents control the discussion
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ANSWER: b RATIONALE: In most online focus groups, the moderator simply provides a URL reference for the respondents to go to in another browser window. More advanced virtual focus group software reserves a frame (section) of the screen for stimuli to be shown. Here, the moderator has control over what is shown in the stimulus area.
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128. All of the following are advantages associated with online focus groups EXCEPT: a. good participation rates b. cost-effectiveness c. narrow geographic scope d. accessibility e. honesty of respondents
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ANSWER: c RATIONALE: Online focus groups offer a broad geographic scope
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129. A carefully selected group of consumers who agree to participate in an ongoing online dialogue with a particular corporation is known as a(n): a. Web community b. focus blog c. online focus group d. Webinar e. Web-based ethnographic group
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ANSWER: a RATIONALE: This describes a Web community.
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130. A(n) ___ gathers its information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy. This creates a huge database of marketing efforts and resultant consumer behavior. a. one-way mirror observation study b. television meter investigation c. laser scanner experiment d. CLT interview e. scanner-based research system
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ANSWER: e RATIONALE: This is the definition of scanner-based research.
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133. Marketing research should NOT be undertaken when: a. the perceived costs are greater than the projected benefits. b. there are no secondary data in existence to guide the project definition. c. it will take a long time to complete. d. the actual costs are less than the forecasted benefits. e. the perceived costs are the same as the forecasted benefits.
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ANSWER: a RATIONALE: Research should be undertaken only when the expected value of the information is greater than the cost of obtaining it.
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134. Customer relationship management is accomplished by all of the following EXCEPT: a. offering the lowest prices of all major competitors. b. organizing the company around customer segments. c. establishing and tracking customer interactions with the company. d. fostering customer-satisfying behaviors. e. linking all processes of the company from its customers through its suppliers.
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ANSWER: a RATIONALE: CRM is a company-wide business strategy designed to optimize profitability, revenue, and customer satisfaction by focusing on highly defined and precise customer segments, but it does not mean that offering the lowest prices is necessary.
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135. Once customer data are analyzed and transformed into usable information, the information must be: a. implemented. b. evaluated. c. leveraged. d. stored. e. mined.
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ANSWER: c RATIONALE: Essentially, the company is trying to enhance customer relationships by getting the right information to the right person in the right place at the right time.
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136. When Burpee Gardening company collects relevant information from customers, such as date of last communication with the customer and how often the customer contacts the company, this is an example of: a. establishing marketing objectives. b. capturing relevant customer data on interactions. c. identifying customer relationships with the organization. d. understanding the interactions the company has with current customers. e. deciding on a segmentation strategy.
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ANSWER: b RATIONALE: This is an example of a company that uses a CRM approach to capture relevant customer data on interactions.
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137. An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors is called: a. competitive research. b. competitive intelligence. c. industrial espionage. d. an audit. e. differential competitive advantage.
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ANSWER: b RATIONALE: This is the definition of competitive intelligence.
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138. Which of the following is NOT a source of competitive intelligence? a. A company's salespeople b. Government agencies c. The Yellow Pages d. Periodicals e. All of these are sources of CI
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ANSWER: e RATIONALE: All of these are sources of competitive intelligence.
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Observers of the supermarket industry see no letup in the use of checkoutcounter-based target marketing. Sav More supermarkets have installed an electronic marketing system in their stores. The system allows the stores to do more direct mail promotions by combining the current SavMore's check cashing cards with the new Sav More's Bonus Club frequent shopper cards. The new system uses barcode scanners and magnetic cards issued to shoppers to track all purchases. As with most customer databases, demographic information is gathered for subsequent offers to frequent shopper club members, and psychographic information is tracked whenever customers use the magnetic strip cards to make purchases. Generally, marketing to these consumers achieves better results than freestanding insert (FSI) coupons. 139. Refer to SavMore Supermarkets. Al Edisto, SavMore's frozen food manager, decided that the best way to determine what is causing the drop in orange juice sales was to conduct a survey among shoppers in the store's frozen food section. Edisto collected data. a. single-source b. secondary c. representational d. primary e. dichotomous
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ANSWER: d RATIONALE: Information collected for the first time for the purpose of solving a particular problem under investigation is called primary data.
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Observers of the supermarket industry see no letup in the use of checkoutcounter-based target marketing. Sav More supermarkets have installed an electronic marketing system in their stores. The system allows the stores to do more direct mail promotions by combining the current SavMore's check cashing cards with the new Sav More's Bonus Club frequent shopper cards. The new system uses barcode scanners and magnetic cards issued to shoppers to track all purchases. As with most customer databases, demographic information is gathered for subsequent offers to frequent shopper club members, and psychographic information is tracked whenever customers use the magnetic strip cards to make purchases. Generally, marketing to these consumers achieves better results than freestanding insert (FSI) coupons. 140. Refer to SavMore Supermarkets. Al Edisto, SavMore's frozen food manager, decided to survey each customer who stops in front of the frozen orange juice section on Saturday. Edisto used a sample for his research project. a. random b. piggyback c. probability d. stratified e. convenience
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ANSWER: e RATIONALE: The convenience sample is based on using respondents who are convenient or readily accessible to the researcher.
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University Research Study A regional state university is experiencing declining enrollments. The administration is concerned with this situation and has asked a marketing research class to conduct a research study and make recommendations. One thing the administration is interested in learning is the feasibility of offering all of their degrees online as well as through the traditional on-campus degree program. They do not know what the market potential would be for online degrees and potential students' attitudes and intentions toward getting an online degree from this university. 141. Refer to University Research Study. Which role of marketing research is represented if the student researchers address "what if" questions, such as examining the outcomes if all the degree programs were available online? a. Predictive b. Proscriptive c. Descriptive d. Diagnostic e. Normativet
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ANSWER: a RATIONALE: Marketing research's predictive function is to address "what if" questions.
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University Research Study A regional state university is experiencing declining enrollments. The administration is concerned with this situation and has asked a marketing research class to conduct a research study and make recommendations. One thing the administration is interested in learning is the feasibility of offering all of their degrees online as well as through the traditional on-campus degree program. They do not know what the market potential would be for online degrees and potential students' attitudes and intentions toward getting an online degree from this university. 142. Refer to University Research Study. If the students analyze census data to determine demographic trends in the primary market area for the university, they are using ___ data. a. primary b. secondary c. proprietary d. single-source e. representational
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ANSWER: b RATIONALE: Secondary data are data previously collected for any purpose other than the one at hand.
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University Research Study A regional state university is experiencing declining enrollments. The administration is concerned with this situation and has asked a marketing research class to conduct a research study and make recommendations. One thing the administration is interested in learning is the feasibility of offering all of their degrees online as well as through the traditional on-campus degree program. They do not know what the market potential would be for online degrees and potential students' attitudes and intentions toward getting an online degree from this university. 143. Refer to University Research Study. In addition to understanding potential students' attitudes and intentions regarding online degree programs, the administration has also asked the students to gather data on another project regarding the public's attitude toward the university. Gathering data on two different projects using one questionnaire is called a(n) study. a. piggyback b. dichotomous c. dual-purpose d. compound e. synergistic
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ANSWER: a RATIONALE: This is describing a piggyback study.
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University Research Study A regional state university is experiencing declining enrollments. The administration is concerned with this situation and has asked a marketing research class to conduct a research study and make recommendations. One thing the administration is interested in learning is the feasibility of offering all of their degrees online as well as through the traditional on-campus degree program. They do not know what the market potential would be for online degrees and potential students' attitudes and intentions toward getting an online degree from this university. 144. Refer to University Research Study. When the students presented the results of their study to the university administration, they discussed the differences in responses between male and female respondents. Which data analysis technique allowed them to get these results? a. One-way frequency counts b. Frame analysis c. Cross-tabulation d. Probability analysis e. Correlation analysis
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ANSWER: c RATIONALE: A cross-tabulation lets the analyst look at the responses to one question in relation to the responses to one or more other questions.
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University Research Study A regional state university is experiencing declining enrollments. The administration is concerned with this situation and has asked a marketing research class to conduct a research study and make recommendations. One thing the administration is interested in learning is the feasibility of offering all of their degrees online as well as through the traditional on-campus degree program. They do not know what the market potential would be for online degrees and potential students' attitudes and intentions toward getting an online degree from this university. 145. Refer to University Research Study. Because the students must finish the research project within a semester and do not have much money to conduct the research, which of the following would be the best quickest and least expensive method of collecting survey data? a. In-home personal interviews b. Mail surveys c. Internet surveys d. Conducting an experiment e. Mall intercept interviews
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ANSWER: c RATIONALE: Two main advantages of Internet surveys are rapid development, real-time reporting and dramatically reduced costs, so this would be the best option for the students.
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Callaway Golf Co. Callaway Golf Co. has long been a leader in women's golf equipment, but it wanted to expand its lead in this growing sector of the market. While Callaway's technical people knew what could be done with design, they did not know exactly what women wanted in their clubs. Callaway management decided what it needed to do was to bring the technicians and women golfers together. Beginning about three years ago, Callaway sent a team of researchers, designers, and golf pros out to visit with 40 women golfers of various abilities in locations from California to Florida. In selecting the golfers to study, Callaway decided to focus on women who were just beginning to play, as well as, experienced, competitive golfers who wanted to own the latest equipment. Callaway management felt that these two extreme groups of golfers had been overlooked by golf club manufacturers. Further, Callaway felt that if enough could be learned about these two groups, then the company would also learn enough to serve the rest of the women golfer market. Basically, the research team observed the women playing golf and listened to their comments and concerns. The information gathered by this research team was built into every aspect of the design of a new golf club, including the feel of the club, the length of the club shaft and size of the club head, and the weight of the club. When prototypes of the new clubs were completed, they were sent to the women golfers to get their feedback. That feedback was then used to refine the club design. This process went on until the women said the new clubs greatly enhanced their game. The entire process from original prototype to final product took a little less than one year. 146. Refer to Callaway Golf Co. The type of research gathered by the Callaway Golf research team would be called: a. secondary b. developmental c. descriptive d. subjective e. focus group
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ANSWER: c RATIONALE: Marketing research that is descriptive involves the gathering and presenting of factual statements.
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Callaway Golf Co. Callaway Golf Co. has long been a leader in women's golf equipment, but it wanted to expand its lead in this growing sector of the market. While Callaway's technical people knew what could be done with design, they did not know exactly what women wanted in their clubs. Callaway management decided what it needed to do was to bring the technicians and women golfers together. Beginning about three years ago, Callaway sent a team of researchers, designers, and golf pros out to visit with 40 women golfers of various abilities in locations from California to Florida. In selecting the golfers to study, Callaway decided to focus on women who were just beginning to play, as well as, experienced, competitive golfers who wanted to own the latest equipment. Callaway management felt that these two extreme groups of golfers had been overlooked by golf club manufacturers. Further, Callaway felt that if enough could be learned about these two groups, then the company would also learn enough to serve the rest of the women golfer market. Basically, the research team observed the women playing golf and listened to their comments and concerns. The information gathered by this research team was built into every aspect of the design of a new golf club, including the feel of the club, the length of the club shaft and size of the club head, and the weight of the club. When prototypes of the new clubs were completed, they were sent to the women golfers to get their feedback. That feedback was then used to refine the club design. This process went on until the women said the new clubs greatly enhanced their game. The entire process from original prototype to final product took a little less than one year. 147. Refer to Callaway Golf Co. When Callaway researchers asked questions like "What bothers you the most about your irons?" what type of questions were they asking? a. Scaled response b. Close-ended c. Dichotomous d. Open-ended e. Multiple answer
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ANSWER: d RATIONALE: With open-ended questions, the interviewer encourages the respondent to answer in his or her own words.
question
Callaway Golf Co. Callaway Golf Co. has long been a leader in women's golf equipment, but it wanted to expand its lead in this growing sector of the market. While Callaway's technical people knew what could be done with design, they did not know exactly what women wanted in their clubs. Callaway management decided what it needed to do was to bring the technicians and women golfers together. Beginning about three years ago, Callaway sent a team of researchers, designers, and golf pros out to visit with 40 women golfers of various abilities in locations from California to Florida. In selecting the golfers to study, Callaway decided to focus on women who were just beginning to play, as well as, experienced, competitive golfers who wanted to own the latest equipment. Callaway management felt that these two extreme groups of golfers had been overlooked by golf club manufacturers. Further, Callaway felt that if enough could be learned about these two groups, then the company would also learn enough to serve the rest of the women golfer market. Basically, the research team observed the women playing golf and listened to their comments and concerns. The information gathered by this research team was built into every aspect of the design of a new golf club, including the feel of the club, the length of the club shaft and size of the club head, and the weight of the club. When prototypes of the new clubs were completed, they were sent to the women golfers to get their feedback. That feedback was then used to refine the club design. This process went on until the women said the new clubs greatly enhanced their game. The entire process from original prototype to final product took a little less than one year. 148. Refer to Callaway Golf Co. When Callaway researchers asked questions like "Now that you have played with the new club, how likely would you say you would be to buy it?" they asked golfers to respond on the following scale: 1 = would definitely not buy it 2 = would probably not buy it 3 = might or might not buy it 4 = would probably buy it 5 = would definitely buy it. What type of question is this? a. Scaled response b. Limited response c. Dichotomous d. Open-ended e. Multiple answer
answer
ANSWER: a RATIONALE: With a scaled-response question, respondents are asked to respond by selecting the appropriate response. This is a form of close-ended question designed to measure the intensity of a respondent's answer.
question
Callaway Golf Co. Callaway Golf Co. has long been a leader in women's golf equipment, but it wanted to expand its lead in this growing sector of the market. While Callaway's technical people knew what could be done with design, they did not know exactly what women wanted in their clubs. Callaway management decided what it needed to do was to bring the technicians and women golfers together. Beginning about three years ago, Callaway sent a team of researchers, designers, and golf pros out to visit with 40 women golfers of various abilities in locations from California to Florida. In selecting the golfers to study, Callaway decided to focus on women who were just beginning to play, as well as, experienced, competitive golfers who wanted to own the latest equipment. Callaway management felt that these two extreme groups of golfers had been overlooked by golf club manufacturers. Further, Callaway felt that if enough could be learned about these two groups, then the company would also learn enough to serve the rest of the women golfer market. Basically, the research team observed the women playing golf and listened to their comments and concerns. The information gathered by this research team was built into every aspect of the design of a new golf club, including the feel of the club, the length of the club shaft and size of the club head, and the weight of the club. When prototypes of the new clubs were completed, they were sent to the women golfers to get their feedback. That feedback was then used to refine the club design. This process went on until the women said the new clubs greatly enhanced their game. The entire process from original prototype to final product took a little less than one year. 149. Refer to Callaway Golf Co. Callaway used its contacts at golf courses around the country to find the 40 women for its study. The 40 women would most likely be called a ___ sample. a. systematic b. convenience c. cluster d. stratified e. random
answer
ANSWER: b RATIONALE: A convenience sample is one in which researchers select an easy-to-reach population.
