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Exam 9: Marketing Research

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Question 1

Multiple Choice

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In questionnaire design,a question such as,"Do anti-lock braking systems reduce car accidents?" suffers from the problem of a question:

A) that respondents cannot easily or accurately answer.
B) that respondents are reluctant to answer because the information is sensitive.
C) that steers respondents to a particular response.
D) that asks two questions at once.
E) that is one sided,presenting only one side of an issue.

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Question 2

Multiple Choice

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

A) Who will pay for it?
B) Will the research be useful?
C) When is the due date?
D) What sample size will be needed?
E) Should we use structured or unstructured questions?

Correct Answer

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B

Question 3

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Henri started his own business insurance software firm.He has no budget for marketing research but wants to keep track of what his competitors are doing.Henri's best option,using a "shoestring budget," to research this problem would be to:

After a year in business,Tyrone hired a market research company to analyze his sales data and tell him which groups of customers were the most profitable to his firm.Tyrone will probably use the results of this research to:

The text lists a number of major syndicated data services including ACNielsen and J.D.Power and Associates.Obviously,these firms provide value to marketers or they would go out of business.What advantages do syndicated data services provide relative to marketers conducting primary research to address their research needs? What are the disadvantages associated with using syndicated data services? The first advantage is syndicated data already exists and can be accessed quickly.Second,since syndicated services sell information to a number of client companies,the cost of syndicated data is likely to be less than the cost of primary research.The disadvantages are the data might not adequately address the researcher's needs,it might not be timely,and the methodology might not be relevant and might contain bias.

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

When companies store information on customers' purchase histories in large computer files,this is known as data warehousing.

Victor's custom auctioneering service provides online auction selling assistance.Victor plans to conduct marketing research in order to determine which auction site is best for his customers.His next step is to:

__________ research is a type of quantitative research that manipulates variables to help determine cause and effect.

Before conducting market research,the first question to ask is,"What are we trying to learn?"

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:

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

Poor research design can often be traced to:

Why are more and more market researchers using Web surveys?

When conducting a descriptive research study attempting to understand what features were most important to automobile consumers,Gary's Research Company used a(n) questionnaire containing __________ questions,with a predetermined set of response options.

Warren is conducting a marketing research project.He is not sure what questions to ask or what types of consumers he should talk to.Warren is ready to conduct conclusive research.

When doing market research,it is important to uphold strong business ethics.What are the marketing research guidelines provided by the American Marketing Association?

Political consultants have been using market research for decades to help their candidates understand:

Customers have become more and more anxious about breaches of privacy,and it is essential for marketing researchers that they:

Which of the following is an unstructured question?