Question 1

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

Accepted Answer

Will the research be useful?

Question 2

A restaurant chain is working to improve the quality of its food and service. It recruits customers who agree to respond to customer satisfaction surveys once every three months over the next two years, to track its progress. What kind of data is the restaurant chain collecting?

Accepted Answer

Panel Data

Question 3

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

Question 4

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.

Question 5

Every month, Dr. Combahee takes her staff to lunch and asks them to share patients\' comments and concerns. Dr. Combahee uses the lunches as an informal marketing research effort intended primarily to

Accepted Answer

help her to understand the needs of her customers

Question 6

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

Accepted Answer

observation

Question 7

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

Accepted Answer

in-depth interview

Question 8

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

Accepted Answer

quantitative research

Question 9

Martin has hired a market research company to bring together a small group of soft drink consumers and get feedback on the three new advertising slogans his firm is considering. The market research firm might conduct a __________ to provide the information Martin has requested.

Accepted Answer

focus group

Question 10

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 US bureau of the Census

Question 11

In a focus group, researchers usually videotape the session to Select one:

Accepted Answer

assess both verbal and nonverbal responses

Question 12

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

Question 13

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

Accepted Answer

facial recognition

Question 14

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

Question 15

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

Accepted Answer

observation

Question 16

Walmart is known for its efficient logistical systems. Every time consumers buy something, that purchase is recorded and sent to company headquarters, where it is used to generate reorders to vendors. In addition, customers\' billions of purchases are analyzed using data mining techniques to uncover

Accepted Answer

patterns of consumers purchasing behavior

Question 17

The marketing research process follows five steps, and researchers

Accepted Answer

may not always go through them in the exact sequence if the situation

Question 18

A major disadvantage of primary data collection is

Accepted Answer

takes more time to collect than secondary data and is more costly

Question 19

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

Question 20

What is a disadvantage of online focus groups, compared to offline focus groups?

Accepted Answer

they usually do not permit insights based on body language

Question 21

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

Question 22

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

Accepted Answer

sensitive questions should be asked first

Question 23

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.

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