Question 1

Compared to secondary data,primary data:

Accepted Answer

A)   are more expensive to collect
B)   are more specific to the project at hand
C)   take longer to collect
D)   are more timely
E)   All of these

Question 2

Which of the following types of data would be the best choice for a fast food restaurant wanting to know how many hamburgers versus chicken sandwiches it has sold in past years?

Accepted Answer

A)   Internal secondary data
B)   External secondary data
C)   Survey responses
D)   Focus group data
E)   Observation data

Question 3

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

Accepted Answer

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

Question 4

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

Accepted Answer

A)   the research is expensive.
B)   all participants like the research design.
C)   the research does not cost too much.
D)   the results will be used in making management decisions.
E)   the research is finished quickly.

Question 5

The major disadvantages of primary data collection are that:

Accepted Answer

A)   it can only be accessed through syndicated databases or unstructured data mines.
B)   it cannot be tailored to meet specific research needs.
C)   it takes more time to collect than secondary data and is more costly.
D)   it is too general to meet researcher's and manager's needs.
E)   all of these are disadvantages of primary research data.

Question 6

Walmart is known for its efficient logistical systems.Every time consumers buy something,that purchase is recorded and sent to company headquarters,where it is used to generate re-orders to vendors.In addition,customers' billions of purchases are analyzed using data mining techniques to uncover:

Accepted Answer

A)   the impact of income tax laws.
B)   patterns of consumers' purchasing behavior.
C)   the relationship between primary and secondary data.
D)   new ideas for human resources management.
E)   competitors' pricing strategies.

Question 7

The number of customers who discontinue their use of a service divided by the average number of total participants is called:

Accepted Answer

A)   churn.
B)   customer retention.
C)   customer lifetime value.
D)   cancellation cost.
E)   customer loyalty.

Question 8

Define secondary data and primary data,and list the advantages and disadvantages of the use of both in marketing research.

Accepted Answer

Secondary data are pieces of information...

Question 9

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

Accepted Answer

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

Question 10

What is the difference between data and information?

Accepted Answer

Data are facts and n...

Question 11

Company sales invoices,Census data,and trade association statistics are examples of:

Accepted Answer

A)   primary data.
B)   data mines.
C)   secondary data.
D)   tertiary data.
E)   exploratory data.

Question 12

Marketers often race too quickly into research studies to collect __________ data because it is designed to address their specific questions,while __________ data may exist that can sufficiently address the marketer's questions at a much lower cost.

Accepted Answer

A)   secondary; primary
B)   syndicated; primary
C)   structured; unstructured
D)   primary; unstructured
E)   primary; secondary

Question 13

When a supermarket collects information about individual customers based on information gathered through the use of its loyalty card,and then analyzes the data to look for patterns in purchases,this is known as:

Accepted Answer

A)   data mining.
B)   data recovery.
C)   data entry.
D)   data analysis.
E)   data modeling.

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

The Marketing Research Process follows five steps,and in order to be effective they must be followed in order without omitting any steps.

Accepted Answer

A) True 
 B)False

Question 16

Felicia is the new Southeastern U.S.sales representative for Cemex,a giant global cement company.Without spending much money,she would like to identify geographic areas with the largest potential growth in demand for her company's product.She will most likely use:

Accepted Answer

A)   census data.
B)   competitor's Web sites.
C)   NAICS codes.
D)   the Tourism and Hospitality Chamber of Commerce data.
E)   SEC filings.

Question 17

A major advantage of primary data collection is that it can be tailored to fit the pertinent research questions.

Accepted Answer

A) True 
 B)False

Question 18

For her personal care products line,Natalie wanted to develop some quantitative information on attitudes,perceived quality,value,willingness to buy and loyalty.Her best choice in building a survey is to use:

Accepted Answer

A)   a number of detailed,open-ended questions.
B)   specific yes / no questions,but it would take a lot of them.
C)   questions using scales to determine strength of the responses.
D)   focus groups.
E)   None of these.You cannot determine this information using surveys.

Question 19

Joe is reviewing secondary data his company collected about seasonal variation in consumer spending.The advantages of using this data include that:

Accepted Answer

A)   it is new and can be used to project overall demand.
B)   it can be quickly accessed at a relatively low cost.
C)   it is historical data that can be used to accurately predict future trends.
D)   it has been collected for just the purpose Joe is using it for.
E)   all of these.

Question 20

Caroline needs to find information about income and age distribution in Orange County,California.The best source of secondary research of use to Caroline is likely to be:

Accepted Answer

A)   door-to-door surveys.
B)   focus group interviews.
C)   syndicated data.
D)   sales invoices at public libraries.
E)   census data.

Exam 9: Marketing Research

Caroline needs to find information about income and age distribution in Orange County,California.The best source of secondary research of use to Caroline is likely to be:

Correct AnswerverifiedShow Answer

What is the difference between data and information?

Correct AnswerverifiedData are facts and n...View AnswerShow Answer

A major advantage of primary data collection is that it can be tailored to fit the pertinent research questions.

Correct AnswerverifiedShow Answer

Marketers often race too quickly into research studies to collect __________ data because it is designed to address their specific questions,while __________ data may exist that can sufficiently address the marketer's questions at a much lower cost.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

For her personal care products line,Natalie wanted to develop some quantitative information on attitudes,perceived quality,value,willingness to buy and loyalty.Her best choice in building a survey is to use:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The number of customers who discontinue their use of a service divided by the average number of total participants is called:

Correct AnswerverifiedShow Answer

The major disadvantages of primary data collection are that:

Correct AnswerverifiedShow Answer

Company sales invoices,Census data,and trade association statistics are examples of:

Correct AnswerverifiedShow Answer

The Marketing Research Process follows five steps,and in order to be effective they must be followed in order without omitting any steps.

Correct AnswerverifiedShow Answer

Define secondary data and primary data,and list the advantages and disadvantages of the use of both in marketing research.

Correct AnswerverifiedSecondary data are pieces of information...View AnswerShow Answer

Felicia is the new Southeastern U.S.sales representative for Cemex,a giant global cement company.Without spending much money,she would like to identify geographic areas with the largest potential growth in demand for her company's product.She will most likely use:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

When a supermarket collects information about individual customers based on information gathered through the use of its loyalty card,and then analyzes the data to look for patterns in purchases,this is known as:

Correct AnswerverifiedShow Answer

Compared to secondary data,primary data:

Correct AnswerverifiedShow Answer

Walmart is known for its efficient logistical systems.Every time consumers buy something,that purchase is recorded and sent to company headquarters,where it is used to generate re-orders to vendors.In addition,customers' billions of purchases are analyzed using data mining techniques to uncover:

Correct AnswerverifiedShow Answer

Joe is reviewing secondary data his company collected about seasonal variation in consumer spending.The advantages of using this data include that:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following types of data would be the best choice for a fast food restaurant wanting to know how many hamburgers versus chicken sandwiches it has sold in past years?

Correct AnswerverifiedShow Answer

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Data are facts and n...
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Marketers often race too quickly into research studies to collect data because it is designed to address their specific questions,while data may exist that can sufficiently address the marketer's questions at a much lower cost.

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Secondary data are pieces of information...
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