Question 1

research objectives

Accepted Answer

are specific, measurable goals the decision maker.

Question 2

marketers collect primary data using a which two of the following methods?

Accepted Answer

1. Asking people questions 2. Observing people

Question 3

the second step in the marketing research project involves developing the research plan. This includes specifying the ____ for the research activity, and identification of the _____ needed for marketing decisions.

Accepted Answer

constraints; data

Question 4

Which of the following are characteristics of an experiment in research?

Accepted Answer

-they are considered casual research -they require tightly controlled conditions -they involve manipulating variables to see the effect on another variable

Question 5

5th step in marketing research approach in order from first to last:

Accepted Answer

-Make action recommendations -Implement action recommendations -Evaluate the results

Question 6

Because the costs are relatively minimal and the turnaround time from data collection to report presentation is much quicker than other methods, many researchers choose to collect survey data

Accepted Answer

online

Question 7

Which of the following are the two key elements of defining the problem in the marketing research approach?

Accepted Answer

(1) setting the research objectives (2) identifying possible marketing actions

Question 8

Personal interview

Accepted Answer

high costs per respondent

Question 9

online survey

Accepted Answer

many surveys not delivered to recipients due to \"spam blockers\"

Question 10

fax survey

Accepted Answer

perceived to utilize outdated technology

Question 11

mall intercept interview

Accepted Answer

respondents may not be representative of targeted group

Question 12

When a researcher needs information that is very specific to the problem being studied, she will probably resort to using ____ data, despite its cost and time-consuming nature

Accepted Answer

primary

Question 13

Marketing research is typically conducted for which two of the following related reasons?

Accepted Answer

(1) to improve marketing decisions (2) to reduce risk

Question 14

Marketers that are interested in identifying the characteristics and trends among ultimate consumers such as age or ethnic background are likely to start with which source of data?

Accepted Answer

U.S. Census Bureau reports

Question 15

Sampling and statistical inference are special _____ vital to marketing research.

Accepted Answer

methods

Question 16

Which two of the following are included in developing findings as part of the marketing research approach

Accepted Answer

(1) presenting findings (2) analyzing data

Question 17

When firms collect customer information and sales history, they sore it in a data ____ where it can be accessed later with queries.

Accepted Answer

warehouse

Question 18

marketing _____ has little value until it is analyzed carefully and translated into logical findings.

Accepted Answer

data

Question 19

which two of the following are the main reasons that marketers prefer to obtain secondary data first?

Accepted Answer

(1) time saving  (2) low cost

Question 20

Which two of the following are characteristics of a dichotomous question on a questionnaire?

Accepted Answer

(1) A \"Yes\" or \"No\" question is an example (2) This is a type of closed-end of fixed alternative question

Question 21

Analyzing data and presenting the findings are two parts of which step in the marketing research approach?

Accepted Answer

Develop findings

Question 22

Which two of the following are examples of personal methods for collecting observational data?

Accepted Answer

(1) Mystery shoppers who check a company\'s customer service (2) Ethnographic studies of consumers in their natural environments

Question 23

A linear trend extrapolation is what type of sales forecasting technique?

Accepted Answer

Statistical methods

Question 24

For Fisher-Price\'s research on a toy telephone, the _____ was the time children spent playing with alternate designs.

Accepted Answer

measure of success

Question 25

Which of the following is a mechanical method for collecting observational data?

Accepted Answer

Nielson\'s \"people meter\" attached to televisions to measure TV ratings

Question 26

GE Appliances has determined that it costs $150vper interview to conduct in-depth interviews, while a survey will cost $2 per questionnaire. It is most important for the company to choose the appropriate method based on

Accepted Answer

research objectives

Question 27

which two of the following are among the biggest challenges in conducting good marketing research?

Accepted Answer

(1) Consumers\' stated intentions may not match their actual purchase behavior (2) consumers may not be willing to reveal personal information

Question 28

Which of the following are research methods used to generate new ideas?

Accepted Answer

(1) focus groups (2) depth interviews (3) trend hunting

Question 29

A disadvantage of secondary data is that

Accepted Answer

it may not be specific enough.

Question 30

An informal session of 6 to 10 customers in which a moderator asks their opinions about a firm\'s and its competitors\' products, how they use these products, and special needs these products don\'t address is known as a

Accepted Answer

focus group

Question 31

Which two of the following should be systematically analyzed when you evaluate the results of research-driven marketing actions?

Accepted Answer

(1) evaluate the decision (2) evaluate the decision process

Question 32

Which of the following are essential in the design of all research using questionnaires?

Accepted Answer

(1) questions that get clear. unambiguous answers (2) precise, efficient questions

Question 33

Organizations may use _____ such as its own detailed sales breakdowns by product line as the stating point for a research project because the potential huge savings in time and cost savings.

Accepted Answer

internal secondary data

Question 34

Starting with the last known value of the item being forecast, listing the factors that could affect the forecast, and assessing whether they have a positive or negative impact are steps in which type of forecasting?

Accepted Answer

Lost-horse

Question 35

Which of the following are characteristics of open-ended questions?

Accepted Answer

(1)Captures the \"voice\" of the respondent (2)good for idea generation about products benefits and advertising

Question 36

Marketing researchers spend a great deal of time defining a marketing problem precisely. Which two of the following are problems that should be avoided at this stage in the process to increase the probability of a successful marketing research effort?

Accepted Answer

(1) objectives that are too narrow (2) objectives that are too broad

Question 37

Which of the following are examples of using secondary data?

Accepted Answer

(1) a hotel chain purchasing syndicated panel data to identify demographic trends (2) a software company using U.S. census data to create customer profiles (3) a travel company using the last five years of its sales invoices to determine package deals

Question 38

Researchers _____ collect personal information on questionnaires meant for marketing purposes because _____.

Accepted Answer

should; it is useful for segmentation and targeting purposes/

Question 39

Query one\'s database with \"what if\" questions to determine how a hypothetical change might affect sales is called a

Accepted Answer

sensitivity analysis

Question 40

different observers reporting different conclusions when watching the same event may indicate unreliability in what type of data collection?

Accepted Answer

Personal observation

Question 41

A focus group is a _____ method of inquiry, which makes it more effective in uncovering ideas that are difficult to obtain with individual interviews.

Accepted Answer

informal

Question 42

A meter installed on a computer that records internet user behavior by tracking actual mouse clicks is what type of method for collecting observational data?

Accepted Answer

Mechanical

Question 43

When a consultant prepared marketing dashboards showing sales data for different household types over a four-year period for Tony\'s pizza, this was which step of the marketing research approach?

Accepted Answer

Develop finding

Question 44

Which of the following is a benefit of using the individual interview to collect data?

Accepted Answer

the ability to probe with additional questions

Question 45

Marketers can purchase set of ____ data on a regular basis from providers like Nielsen Media Research or J.D. power.

Accepted Answer

syndicated

Question 46

Using brain scanning to analyze the buying processes f consumers and thereby improve Campbell soup labels is known as

Accepted Answer

neuromarketing

Question 47

In many cases, the information researchers need is available only through _____ data, since data collected for another purpose may be outdated, incorrectly categorized, or not specific enough.

Accepted Answer

primary

Question 48

Which of the following characteristics is most important in identifying which data to collect for marketing research?

Accepted Answer

Data that is relevant to decisions for marketing actions

Question 49

Among research methods vital to marketing are _____, a technique used to select a group of customers, distributors, or the like, and _______, a subsequent generalization of the results from this group to a larger population.

Accepted Answer

Sampling; statistical inference

Question 50

If all of the research outcomes lead to the same marketing action,

Accepted Answer

the marketing research is useless and a waste of resources.

Question 51

Some consumer packaged goods firms that sell to wholesalers may not have the means to gather pertinent data directly from consumers that buy its products, especially over time. A good source of this information is

Accepted Answer

syndicated data

Question 52

The two main data collection ______ are observing people and asking them questions.

Accepted Answer

methods

Question 53

Creation of an advertising campaign for Tony\'s Pizza that will appeal to 6 to 12 year olds is best described as what part of the final step in the marketing research approach, to take marketing actions?

Accepted Answer

Implementing the action recommendations

Question 54

When the marketing manager at Tony\'s Pizza decided to target households with children ages 6 to 12 to reverse the sales trend in this segment, she was converting information into a

Accepted Answer

action recommendation

Question 55

In marketing research, the research objectives are the __________ goals of the decision maker.

Accepted Answer

specific and measurable

Question 56

In a marketing decision, __________ are likely to be restrictions on the time and money available to solve the problem.

Accepted Answer

constraints

Question 57

Two special methods vital to marketing researchers are __________ and __________.

Accepted Answer

sampling; statistical inference

Question 58

A company is interested in producing self-stick decorative posters. It selects a representative sample of middle school students who currently have one or more standard posters on their walls. After interviewing them and collecting other relevant data, the firm then makes generalizations about what all middle school students want in their posters. The method used is

Accepted Answer

statistical inference

Question 59

When a marketing researcher uses a collection of reports, customer letters, financial statements, and surveys from different departments within her firm, she is using

Accepted Answer

internal secondary data

Question 60

A restaurant is collecting comment cards from customers in order to develop ideas about how to improve their business. The restaurant is

Accepted Answer

collecting primary data

Question 61

Representatives from Kraft spent several months with consumers in their kitchens, attempting to understand what they wanted in ready-to-serve meals prior to the launch of Kraft Deli Creations. The observational approach Kraft used is called __________ research.

Accepted Answer

ethnographic

Question 62

In eight small group sessions with customers, 3M heard them complain that standard steel wool pads scratched their expensive cookware. The findings from this research lead to the development of 3M\'s internationally successful Scotch-Brite Never Scratch soap pads. The research method 3M used was

Accepted Answer

focus groups

Question 63

If you were asked in a telephone interview if you planned to vote in the fall elections, and were asked to answer either yes or no, this question would be considered

Accepted Answer

dichotomous

Question 64

A question about an instructor\'s comportment in the classroom, with a five-point scale ranging from \"enthusiastic\" on one end to \"unengaging\" on the other end would be what type of marketing research question?

Accepted Answer

semantic differential scale

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