Question 1

marketing research includes all the following EXCEPT

Accepted Answer

creating data

Question 2

political consulantas have been using market research for decades to help their candidates understand

Accepted Answer

who makes up the voting public and how to research them

Question 3

paul subscribed 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 4

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

Accepted Answer

help her understand the needs of her customers

Question 5

Through anaylsis of sales data, Prce- Cutters retail store found that customers who bought peanut butter also tended to buy bananas. Price- cutters was engaged in

Accepted Answer

data mining

Question 6

Walmart is know for its efficient logistical systems. Everytime consumers buy something, that purchase is recorded and sent to company headquarters, were it 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 7

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

Accepted Answer

build seperate marketing programs for different demographic segments

Question 8

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

Accepted Answer

preserving their right to privacy

Question 9

When conducting a survey about choosing vacation destinimations, Hillary will need to _____ to get reluctant respondents to provide honest info.

Accepted Answer

assure consumers that their individual responses will be kept confidential

Question 10

the marketing research process follows five steps, and researchers

Accepted Answer

may not always go through them in the exact sequences if the situation changes or new info is discovered

Question 11

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

Accepted Answer

will the reseach be useful?

Question 12

assuming that a market research study will answer important questions and reduce uncertainty associated with the proposed porject, a major question that needs to be addressed before starting the study is:

Accepted Answer

is top mgmt committed to the study?

Question 13

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

Accepted Answer

the results will be used in making mgmt decisions

Question 14

Benefit- cost analysis in market research weighs

Accepted Answer

the benefits of answering questions against the cost of the research

Question 15

Wanda and Jim working on a research project to antcipate customer attitudes toward a proposed new product line for their company. They have worked witht the marketing manager to determine the answers that needed and have created a detailed design of the project. Their next logical step will be to

Accepted Answer

collect data

Question 16

Academic researchers often jump at the opportunity to conduct a research study, curious to learn more and address unanswered questions for the sake of general knowledge. Business people tend to be more cautious before embarking on a marketing research study, recgonzing that research is oftehn

Accepted Answer

expensive and time consuming

Question 17

market research begins with

Accepted Answer

defining objectives and research needs

Question 18

the manager of a company selling baby products asks you to conduct research into the question, \"is life expectancy getting longer in Kuwait?\" the problem with this research objective is that

Accepted Answer

it is irrelevant to the baby prodcuts company

Question 19

the manager of a company selling cell phones in rural U.S. markets asks you to conduct survey reserach into the question, \"what percentage of people in Kansas live in communities of fewer than 10,000 people? the problem with this research objective is that

Accepted Answer

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

Question 20

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

Accepted Answer

research design

Question 21

during the resrach design step of the marketing research process, reseachers identify the type of data needed and

Accepted Answer

the type of research necessary to collect the data.

Question 22

Victor\'s custom auctioneeding 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 23

company sales invoices, census data, and trade association stats are examples of

Accepted Answer

secondary data

Question 24

commercial research firms like ACNielsen and SymbphonyIRI Group are sources of

Accepted Answer

syndicated data

Question 25

Jalel is the marketing manager for a moderately well- know rock band. He wants to know more about industry trends, including sales by different musical styles, online downloads, and concert attendance. Jalel will most likely use_____ to gather this type of data

Accepted Answer

syndicated data

Question 26

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

Accepted Answer

quantitative research

Question 27

a marketing research project often begins with a review of the relevant _____ data

Accepted Answer

secondary

Question 28

Joe is reviewing secondary data his company collected about seasonal variation in consumer spending bc his is thinking about developing a new prodcut line. The advantages of using these data are that

Accepted Answer

they can be uickly accessed ata relatively low cost

Question 29

Omar is responsible for marketing and marketing research for a mid-sized manufacturer of assemblies for the housing market. His boss has asked him to cut back expenses, especially in marketing research, \"why cant u just use information off the internet? there are plenty out there.\" what is omar\'s best response to try to get his boss to change his mind?

Accepted Answer

\"Those are secondary data...\"

Question 30

Marvin is looking for data to help him with a new market research study assigned to him. When reviewing existing secondary data from a past research study, Marvin should pay careful attention to

Accepted Answer

how the secondary data were collected

Question 31

After reviewing the existing data on seasonal spending by his company\'s customers, Marvin decided he needed new info collected to address his research questions. Marvin will need _____ data to address the questions in his market research study

Accepted Answer

primary

Question 32

A major advantage of primary data collection is that

Accepted Answer

it can be tailored to meet the specific research needs

Question 33

a major disadvantage of primary data collection is

Accepted Answer

it tkaes more time to collect than secondary data and is more costly

Question 34

Caroline needs to find info about income and age distribution in OC, Cali. The best source of secondary research of use to Caroline is likely to be

Accepted Answer

US census data

Question 35

data collection begins

Accepted Answer

only after completing the research degin process

Question 36

when the market research problem is not clearly defined, a research will likely engage in ____ research

Accepted Answer

qualitative

Question 37

Recently, the numbe of students encolled in the marketing program dropped while enrollement in the psychology program increased. The chair of the marketing department will probably use______ as a first step to gain a better understanding of why encorllements are changing

Accepted Answer

qualitative research

Question 38

Quantitative research offers a means to confirm ideas through

Accepted Answer

surveys or experiments

Question 39

Bianca\'s discound home furnishing store is in a strip mall. She wants to know what other businesses in the stip mall her customers visit when they come to her store. To collect info for his objective, Biance will most likely use

Accepted Answer

observation

Question 40

Which of the following is true about quantitative research?

Accepted Answer

it confirms insights and provides a basis for taking a course of action

Question 41

______ confirms insights and provides a basis for taking a course of action

Accepted Answer

Quantitative research

Question 42

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

Accepted Answer

unable to articulate their experiences

Question 43

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

Accepted Answer

observation

Question 44

Using____, researchers ask questions, listen to and record resposnes, and ask additionaly questions based on initial responses

Accepted Answer

in-depth interviews

Question 45

social media monitoring, in- depth interviews, and focus groups are all ____ research methods.

Accepted Answer

qualitative

Question 46

Zan wants to collect considerable info about the current opinion of his 10 most important customers. Zan will probably use the _____ research method

Accepted Answer

in-depth interview

Question 47

Which of the following research methods would be best in helping a marketer understand how people feel about a product or service on an individual, detailed level?

Accepted Answer

in- depth interviews

Question 48

When the detailed opinions of a few industry expterts or experienced consumers are needed, _____ are oftehn the best qualititaive research method

Accepted Answer

in- depth interviews

Question 49

Randall qants to do an online survey of college professors about the factors that influence their textbook selection. He would like to use a structed survey but is not sure what responses to include for each question. Randall could use____ to help him develop his survey

Accepted Answer

in- depth inteviews

Question 50

Frederica manages an upscale women\'s clothing store. She wants more info about her customers\' general feeling about upcoming fall fashions. Frederica will most likely use _____ to gather this type of data.

Accepted Answer

focus groups

Question 51

a _____ is a small group of people brought together for an intensive discussion fo a topic.

Accepted Answer

focus group

Question 52

in a focus group, researchers usually videotape the session to

Accepted Answer

assess both verbal and nonverbal responses

Question 53

Tyree is concerned about a competitor\'s new line of outdoor bbq grills that provide most of the same features as his products. Tyree might consider using _____ to gather qualitative info from consumers about the competitor\'s offerings.

Accepted Answer

focus groups

Question 54

Martin has hired a market research co 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 info Martin has requested

Accepted Answer

focus group

Question 55

In the infamous Coke- New Coke taste test, 54% of consumers, using a blind taste test, preferred the New Coke formula to the existing formulation. This is an example of a ____ market research method

Accepted Answer

quantitative

Question 56

Malcolm is the campaign manager for a congression candidate. He wants to know how voters across his districk feel about recent sexual harassment scandals involving politicians. Malcom will most liekly use ____ to gather data

Accepted Answer

surveys

Question 57

Important to automobile consumers, Gary\'s Researchers CO. used a questionnaire containing _____ questions, with predetermined set of response options.

Accepted Answer

structured

Question 58

Quincy had no idea how consumers would respond to a survey about attitudes toward a program opening up space travel to private citizens. He could use ____ to allow respondents to answer in their own words.

Accepted Answer

open ended questions

Question 59

the owner of AC Flora Ford Dealership wnated to know why consumers chose his company to pruchase a car. He was fairly sure that most customers had one of three reasons- service, reputation, or location- but wanted to know which was revealed as the most frequent reason for purchasing. AC Flora will porbably use a survey with _____ quesions to address his research problem

Accepted Answer

close- ended

Question 60

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

Accepted Answer

sensitive questions should be asked first

Question 61

in questionnaire design, a question such as, \"when was the first time you went to a dentist?\" suffers from the problem of a question that

Accepted Answer

respondents cannot easily or accurately answer

Question 62

in questionnaire design, a question like \" marketing is the best part of business program, isnt it?\" suffers from the problem of a question

Accepted Answer

that leads respondents to a particular response

Question 63

In questionnaire design, a question like \"do u like wendy\'s hamburgers and fries?\" suffers from the problem of a question

Accepted Answer

that asks two questions at once

Question 64

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

Accepted Answer

that respondents cannot easily or accurately answer

MARK 3000- chapter 10 – Flashcards

Unlock all answers in this set

Haven't found what you were looking for?

Search for samples, answers to your questions and flashcards