Question 1

When the detailed opinions of a few industry experts or experienced consumers are needed, __________ are often the best qualitative research method.

Accepted Answer

A)   focus groups
B)   surveys
C)   social media studies
D)   in-depth interviews
E)   secondary data mining studies

Question 2

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

Accepted Answer

A)   The layout should be professional and easy to follow.
B)   Questions should only address one issue at a time.
C)   Questions should be sequenced appropriately.
D)   Questions should use vocabulary respondents are familiar with.
E)   Sensitive questions should be asked first.

Question 3

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, recognizing that research is often

Accepted Answer

A)   beyond most managers' ability to comprehend.
B)   expensive and time consuming.
C)   an academic exercise of little real value.
D)   an impediment to decisive management.
E)   of little use in real marketing situations.

Question 4

The marketing research process follows five steps, and to be effective, they must be followed in order without omitting any steps.

Accepted Answer

A) True 
 B)False

Question 5

When the market research problem is not clearly defined, a researcher will likely engage in __________ research.

Accepted Answer

A)   data mining
B)   qualitative
C)   survey
D)   quantitative
E)   experimental

Question 6

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

Accepted Answer

A)   syndicated surveying.
B)   focus group analysis.
C)   behavioral analysis.
D)   data mining.
E)   structured sampling.

Question 7

One of the disadvantages of secondary research is ______, whereas one of the disadvantages of primary research is often ________.

Accepted Answer

A)   cost; outdated information
B)   time required for collection; sources not original
C)   potential bias; cost
D)   outdated information; information not relevant to data needs
E)   sophisticated training required to obtain it; potential bias

Question 8

The marketing research process follows five steps, and researchers

Accepted Answer

A)   may not always go through them in the exact sequence if the situation changes or new information is discovered.
B)   should maintain the integrity of the process by following each step sequentially and thoroughly.
C)   often collect data before defining the research objectives.
D)   should be prepared to present the results before completing the analysis if they are under a great deal of pressure to meet a deadline.
E)   may follow the process by completing all steps at once instead of planning the process first.

Question 9

Blogs represent valuable sources of marketing research insights, but they are also a challenge for firms because

Accepted Answer

A)   they include both positive and negative commentary.
B)   they are expensive for firms to use.
C)   they are affiliated with companies, which biases their comments.
D)   they tend to be shy about putting their opinions out in cyberspace.
E)   they are unreliable.

Question 10

What kinds of internal information might be of value to a marketing researcher?

Accepted Answer

Students should discuss purcha...

Question 11

Marketing research should be used only to produce favorable recommendations for senior management to consider.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following statements best describes secondary data?

Accepted Answer

A)   Secondary data are pieces of information that have been collected prior to the start of the focal research project.
B)   Secondary data are those data collected to address specific research needs.
C)   Secondary data collection is always extremely time consuming and expensive.
D)   Secondary data will always meet the researchers' needs.
E)   Secondary data includes only qualitative research.

Question 13

Using __________, researchers ask questions, listen to and record responses, and ask additional questions based on initial responses.

Accepted Answer

A)   questionnaires
B)   experiments
C)   in-depth interviews
D)   primary data mining
E)   observation

Question 14

George decided to open a health club. His girlfriend Lydia, a marketing manager at a small company, tried to convince him to do some marketing research, but he said, "I know what I don't like about health clubs; that's all the information I need. Besides, I can't afford an expensive research project." He opened the club in a shopping center about 15 miles from his home. Six months later, his club had very few members and he was running out of cash. List some key types of primary and secondary data George could have collected before opening his club that might have helped him to be more successful, keeping in mind his limited budget.

Accepted Answer

Answers will vary but might include low-...

Question 15

A(n)  __________ is a small group of people brought together for an intensive discussion of a topic.

Accepted Answer

A)   focus group
B)   social media site
C)   experiment
D)   data mining session
E)   in-depth interview

Question 16

In a focus group, researchers usually videotape the session to

Accepted Answer

A)   evaluate the potential for in-depth interviews.
B)   assess both verbal and nonverbal responses.
C)   post the videos on the corporate website.
D)   avoid asking repetitive questions.
E)   create survey instruments to send to the participants.

Question 17

________ can be defined as raw numbers or other factual information that, on its own, has limited value.

Accepted Answer

A)   Statistics
B)   Charts and graphs
C)   Marketing research
D)   Formulas
E)   Data

Question 18

Quantitative research offers a means to confirm ideas through

Accepted Answer

A)   surveys or experiments.
B)   in-depth interviews.
C)   data mining.
D)   qualitative research.
E)   informal analysis.

Question 19

Donald is analyzing and interpreting data. In the process, he is converting data into information.

Accepted Answer

A) True 
 B)False

Question 20

Define qualitative research and list two examples of qualitative data collection techniques.

Accepted Answer

Qualitative research attempts to underst...

Exam 10: Marketing Research

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

Correct Answer
verified

What kinds of internal information might be of value to a marketing researcher?

Correct Answer
verified
Students should discuss purcha...
View Answer

The marketing research process follows five steps, and researchers

Correct Answer
verified

When the detailed opinions of a few industry experts or experienced consumers are needed, __________ are often the best qualitative research method.

Correct Answer
verified

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

Correct Answer
verified

Marketing research should be used only to produce favorable recommendations for senior management to consider.

Correct Answer
verified

Define qualitative research and list two examples of qualitative data collection techniques.

Correct Answer
verified
Qualitative research attempts to underst...
View Answer

In a focus group, researchers usually videotape the session to

Correct Answer
verified

The marketing research process follows five steps, and to be effective, they must be followed in order without omitting any steps.

Correct Answer
verified

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, recognizing that research is often

Correct Answer
verified

When the market research problem is not clearly defined, a researcher will likely engage in __________ research.

Correct Answer
verified

Correct Answer
verified
Answers will vary but might include low-...
View Answer

Blogs represent valuable sources of marketing research insights, but they are also a challenge for firms because

Correct Answer
verified

One of the disadvantages of secondary research is , whereas one of the disadvantages of primary research is often __.

Correct Answer
verified

Which of the following statements best describes secondary data?

Correct Answer
verified

________ can be defined as raw numbers or other factual information that, on its own, has limited value.

Correct Answer
verified

Quantitative research offers a means to confirm ideas through

Correct Answer
verified

Donald is analyzing and interpreting data. In the process, he is converting data into information.

Correct Answer
verified

Using __________, researchers ask questions, listen to and record responses, and ask additional questions based on initial responses.

Correct Answer
verified

A(n) __________ is a small group of people brought together for an intensive discussion of a topic.

Correct Answer
verified

Exam 10: Marketing Research

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

Correct AnswerverifiedShow Answer

What kinds of internal information might be of value to a marketing researcher?

Correct AnswerverifiedStudents should discuss purcha...View AnswerShow Answer

The marketing research process follows five steps, and researchers

Correct AnswerverifiedShow Answer

When the detailed opinions of a few industry experts or experienced consumers are needed, __________ are often the best qualitative research method.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Marketing research should be used only to produce favorable recommendations for senior management to consider.

Correct AnswerverifiedShow Answer

Define qualitative research and list two examples of qualitative data collection techniques.

Correct AnswerverifiedQualitative research attempts to underst...View AnswerShow Answer

In a focus group, researchers usually videotape the session to

Correct AnswerverifiedShow Answer

The marketing research process follows five steps, and to be effective, they must be followed in order without omitting any steps.

Correct AnswerverifiedShow Answer

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, recognizing that research is often

Correct AnswerverifiedShow Answer

When the market research problem is not clearly defined, a researcher will likely engage in __________ research.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedAnswers will vary but might include low-...View AnswerShow Answer

Blogs represent valuable sources of marketing research insights, but they are also a challenge for firms because

Correct AnswerverifiedShow Answer

One of the disadvantages of secondary research is ______, whereas one of the disadvantages of primary research is often ________.

Correct AnswerverifiedShow Answer

Which of the following statements best describes secondary data?

Correct AnswerverifiedShow Answer

________ can be defined as raw numbers or other factual information that, on its own, has limited value.

Correct AnswerverifiedShow Answer

Quantitative research offers a means to confirm ideas through

Correct AnswerverifiedShow Answer

Donald is analyzing and interpreting data. In the process, he is converting data into information.

Correct AnswerverifiedShow Answer

Using __________, researchers ask questions, listen to and record responses, and ask additional questions based on initial responses.

Correct AnswerverifiedShow Answer

A(n) __________ is a small group of people brought together for an intensive discussion of a topic.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
Students should discuss purcha...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Qualitative research attempts to underst...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Answers will vary but might include low-...
View Answer

Correct Answer
verified

One of the disadvantages of secondary research is , whereas one of the disadvantages of primary research is often __.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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