Question 1

If the headmaster of a private Montessori school wanted to know how parents of students in the school felt about a change in school curriculum, he could use every ninth file from his master list of parents and conduct a simple phone interview. The headmaster would be using a _____ sample.

Accepted Answer

A)   circular
B)   cluster
C)   random
D)   convenience
E)   judgment

Question 2

For years, Amazon has collected detailed information about what its customers buy, considered buying, browsed for but never bought, recommended to others, and even wished someone would buy for them. All of this information is contained in a(n) :

Accepted Answer

A)   data mine
B)   data warehouse
C)   information compiler
D)   research initiative
E)   information distribution center

Question 3

When experiments are conducted in a laboratory setting, researchers:

Accepted Answer

A)   are able to use data gathered to create research hypotheses.
B)   are able to gather information on what happens, but not on why it happens.
C)   are able to control all of the marketing variables that may influence the one(s)  being tested.
D)   duplicate what the participants will find in real-world settings.
E)   can collect secondary data.

Question 4

Researchers should check the source of secondary data, why they were gathered, and the definitions of key terms used in the gathering process before relying on secondary data.

Accepted Answer

A) True 
 B)False

Question 5

There is a potential for legal and ethical abuses in gathering competitive intelligence.

Accepted Answer

A) True 
 B)False

Question 6

The three widely used methods for gathering primary data are:

Accepted Answer

A)   situation analysis, informal investigation, and formal data gathering.
B)   observation, survey, and experimentation.
C)   personal interviews, mail surveys, and telephone surveys.
D)   mathematical modeling, hypothesis testing, and mechanical observation.
E)   analysis of existing conditions, experimentation, and simulations.

Question 7

Ipsos-Reid, a Canadian marketing research company, conducted research for CNN in which it gathered opinions from respondents in 30 countries regarding America's war on terrorism. Ipsos-Reid gathered:

Accepted Answer

A)   single-source data.
B)   internal secondary data.
C)   external secondary data.
D)   research bases.
E)   primary data.

Question 8

One of the major advantages of using the mail survey is its lack of interviewer bias.

Accepted Answer

A) True 
 B)False

Question 9

Market researchers would be wise to assume that information gathered by interviewing people in locations that attract large numbers of people, such as airports, parks, and shopping centers:

Accepted Answer

A)   is based on a convenience sample.
B)   is as reliable as any information gathered in personal interviews.
C)   is based on a random sample.
D)   will not be influenced by interviewer biases.
E)   is a specialized form of observational research.

Question 10

Shoplifting and inventory control are major problems for retailers. Gillette is a major supporter of a technology that could prevent shoplifting while improving inventory control. It is a small computer chip that could be implanted in product packaging. The chip would emit a unique identifier that could be tracked between the factory and the store. Gillette is investing in:

Accepted Answer

A)   inventory markers
B)   unique sound bites technology
C)   sound emission tags
D)   electronic bar scanning codes
E)   RFID tags

Question 11

Williams-Sonoma, a catalog retailer, used its customer _____ to build 100 different customer models that allowed it to better match its catalog brands to recipients. Through the use of these models, the retailer was able to tell whether it should send its innovative cooking tool catalog to a prospective customer.

Accepted Answer

A)   database.
B)   facts sheet.
C)   information base.
D)   information source.
E)   trade record.

Question 12

The primary advantage of using the survey method to gather primary data is:

Accepted Answer

A)   the information comes from people the researcher is interested in.
B)   low costs.
C)   speed of information gathering.
D)   absence of interview bias.
E)   the ability to use multisensory questions.

Question 13

Which of the following statements about questionnaire design is True?

Accepted Answer

A)   Questions like "How often do you shower or bathe?" should be placed at the beginning of a well-designed questionnaire.
B)   The following question would be appropriate for a survey of recent middle school graduates: "Have you . ever experienced an epiphany of any kind?"
C)   "What do you like to watch on television?" is a better questions than "Do you watch 'X-Files?'"
D)   Well-written questionnaires do not need to be pretested.
E)   Questions like "Have you ever been arrested?" should be placed at the end of a well-designed questionnaire.

Question 14

What is a major problem associated with telephone surveys that is usually not encountered with other survey methods of gathering information?

Accepted Answer

A)   administration difficulties
B)   costs
C)   the inability to do long interviews
D)   the time lag between the occurrence of the event studied and the survey
E)   the process of collecting enough for a convenience sample

Question 15

The management for a company that manufactures antihistamines for allergy sufferers chose to ignore the findings of a recent marketing research project. Which of the following is the most likely explanation for this action?

Accepted Answer

A)   The project was completed too late to be useful.
B)   Primary and secondary data were both used by the researchers.
C)   A situation analysis was done before the informal investigation.
D)   The informal investigation was done before any of the formal investigation.
E)   Primary data were gathered after secondary information was collected.

Question 16

Which of the following statements describes a potential survey limitation?

Accepted Answer

A)   There are numerous opportunities for errors in the survey construction.
B)   Interviewer bias can make the survey results unreliable.
C)   Surveys can be expensive and time-consuming.
D)   Desired survey respondents may refuse to participate.
E)   All of the above statements describe a potential survey limitation.

Question 17

A _____ sample is one selected in such a way that every member of the universe has an equal chance of being selected.

Accepted Answer

A)   random
B)   universal
C)   convenience
D)   stratified
E)   nonrandom

Question 18

A survey of parents in the United States revealed that the parents were most concerned about childhood obesity and how it affected their children, not violence, drugs, or alcohol. A telephone survey was used to gather this information because:

Accepted Answer

A)   face-to-face interviews allow surveyors to use nonverbal communication cues.
B)   this method is not hampered by interview bias.
C)   it has a low response rate and only those who really care about the issue(s)  being surveyed respond.
D)   it is a quick way to conduct a survey.
E)   of all of the above reasons.

Question 19

_____ is a computer-based procedure that allows a manager to interact with data and use various methods of analysis to integrate, analyze, and interpret information.

Accepted Answer

A)   Computerized data storage
B)   A management information system
C)   Marketing research
D)   A marketing information system
E)   A decision support system

Question 20

Obide Services is a company that gathers information that is useful to businesses in the sports marketing industry. It markets a monthly report that provides a wealth of timely information including attendance figures for specific events, prices charged, and ad revenue generated. Obide Services is an example of a(n) :

Accepted Answer

A)   database service.
B)   syndicated service.
C)   external marketing information provider.
D)   competitive intelligence provider.
E)   external decision support system.

Exam 7: Marketing Research and Market Information

There is a potential for legal and ethical abuses in gathering competitive intelligence.

Correct Answer
verified

Researchers should check the source of secondary data, why they were gathered, and the definitions of key terms used in the gathering process before relying on secondary data.

Correct Answer
verified

_____ is a computer-based procedure that allows a manager to interact with data and use various methods of analysis to integrate, analyze, and interpret information.

Correct Answer
verified

A survey of parents in the United States revealed that the parents were most concerned about childhood obesity and how it affected their children, not violence, drugs, or alcohol. A telephone survey was used to gather this information because:

Correct Answer
verified

Ipsos-Reid, a Canadian marketing research company, conducted research for CNN in which it gathered opinions from respondents in 30 countries regarding America's war on terrorism. Ipsos-Reid gathered:

Correct Answer
verified

If the headmaster of a private Montessori school wanted to know how parents of students in the school felt about a change in school curriculum, he could use every ninth file from his master list of parents and conduct a simple phone interview. The headmaster would be using a _____ sample.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

The primary advantage of using the survey method to gather primary data is:

Correct Answer
verified

Correct Answer
verified

Which of the following statements describes a potential survey limitation?

Correct Answer
verified

For years, Amazon has collected detailed information about what its customers buy, considered buying, browsed for but never bought, recommended to others, and even wished someone would buy for them. All of this information is contained in a(n) :

Correct Answer
verified

One of the major advantages of using the mail survey is its lack of interviewer bias.

Correct Answer
verified

What is a major problem associated with telephone surveys that is usually not encountered with other survey methods of gathering information?

Correct Answer
verified

Which of the following statements about questionnaire design is True?

Correct Answer
verified

Market researchers would be wise to assume that information gathered by interviewing people in locations that attract large numbers of people, such as airports, parks, and shopping centers:

Correct Answer
verified

The three widely used methods for gathering primary data are:

Correct Answer
verified

The management for a company that manufactures antihistamines for allergy sufferers chose to ignore the findings of a recent marketing research project. Which of the following is the most likely explanation for this action?

Correct Answer
verified

A _____ sample is one selected in such a way that every member of the universe has an equal chance of being selected.

Correct Answer
verified

When experiments are conducted in a laboratory setting, researchers:

Correct Answer
verified

Exam 7: Marketing Research and Market Information

There is a potential for legal and ethical abuses in gathering competitive intelligence.

Correct AnswerverifiedShow Answer

Researchers should check the source of secondary data, why they were gathered, and the definitions of key terms used in the gathering process before relying on secondary data.

Correct AnswerverifiedShow Answer

_____ is a computer-based procedure that allows a manager to interact with data and use various methods of analysis to integrate, analyze, and interpret information.

Correct AnswerverifiedShow Answer

A survey of parents in the United States revealed that the parents were most concerned about childhood obesity and how it affected their children, not violence, drugs, or alcohol. A telephone survey was used to gather this information because:

Correct AnswerverifiedShow Answer

Ipsos-Reid, a Canadian marketing research company, conducted research for CNN in which it gathered opinions from respondents in 30 countries regarding America's war on terrorism. Ipsos-Reid gathered:

Correct AnswerverifiedShow Answer

If the headmaster of a private Montessori school wanted to know how parents of students in the school felt about a change in school curriculum, he could use every ninth file from his master list of parents and conduct a simple phone interview. The headmaster would be using a _____ sample.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The primary advantage of using the survey method to gather primary data is:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following statements describes a potential survey limitation?

Correct AnswerverifiedShow Answer

For years, Amazon has collected detailed information about what its customers buy, considered buying, browsed for but never bought, recommended to others, and even wished someone would buy for them. All of this information is contained in a(n) :

Correct AnswerverifiedShow Answer

One of the major advantages of using the mail survey is its lack of interviewer bias.

Correct AnswerverifiedShow Answer

What is a major problem associated with telephone surveys that is usually not encountered with other survey methods of gathering information?

Correct AnswerverifiedShow Answer

Which of the following statements about questionnaire design is True?

Correct AnswerverifiedShow Answer

Market researchers would be wise to assume that information gathered by interviewing people in locations that attract large numbers of people, such as airports, parks, and shopping centers:

Correct AnswerverifiedShow Answer

The three widely used methods for gathering primary data are:

Correct AnswerverifiedShow Answer

The management for a company that manufactures antihistamines for allergy sufferers chose to ignore the findings of a recent marketing research project. Which of the following is the most likely explanation for this action?

Correct AnswerverifiedShow Answer

A _____ sample is one selected in such a way that every member of the universe has an equal chance of being selected.

Correct AnswerverifiedShow Answer

When experiments are conducted in a laboratory setting, researchers:

Correct AnswerverifiedShow Answer

Correct Answer
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