Question 1

Before deciding on a new promotional campaign,Jeffrey's Muffins looked at its customers' buying patterns over a 15-year period as determined by their use of a loyalty card.What method did Jeffrey's use to make sense of the data that were available?

Accepted Answer

A)   biometrics
B)   neuromarketing
C)   data mining
D)   data warehousing
E)   panel data

Question 2

Which of the following is an unstructured question?

Accepted Answer

A)   "What are the most important characteristics for choosing a brand of shampoo?"
B)   "How satisfied were you with your last shampoo purchase: very unsatisfied,unsatisfied,neutral,satisfied,or very satisfied?"
C)   "Were you happy with the quality of the shampoo you purchased (Yes / No) ?"
D)   "On a scale from 1 to 5 (with 1 being very unimportant and 5 being very important) ,how important is fragrance when choosing a shampoo?"
E)   "How many brands of shampoo have you purchased in the past year: 0,1,2,3,4,5,or more than 5?"

Question 3

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

Accepted Answer

A)   Descriptive
B)   Syndicated
C)   Manipulative
D)   Focus group
E)   Experimental

Question 4

When a research team has gathered data for specific research needs,this is known as

Accepted Answer

A)   primary data.
B)   data mining.
C)   secondary data.
D)   data recovery.
E)   data modeling.

Question 5

If a marketing researcher has to collect data under severe time constraints,which of the following types of data sources would probably be available soonest?

Accepted Answer

A)   syndicated data
B)   focus group data
C)   experimental data
D)   panel data
E)   survey data

Question 6

Which of the following is not one of the guidelines for developing a marketing research questionnaire?

Accepted Answer

A)   The layout should be professional and easy to follow.
B)   Questions should address only 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 7

In the United States,the federal government has enacted comprehensive privacy laws for the Internet.

Accepted Answer

A) True 
 B)False

Question 8

Nadia stood outside the mall and asked people which stores they visited and if they bought anything.If they said yes,she asked them what they bought and how they came to the decision to buy that item.What form of research was Nadia most likely conducting?

Accepted Answer

A)   questionnaire
B)   in-depth interviews
C)   experiment
D)   focus group
E)   biometrics

Question 9

When consumers are unable to articulate their experiences,__________ becomes particularly useful in understanding consumers' preferences.

Accepted Answer

A)   observation
B)   surveying
C)   in-depth interviewing
D)   primary data mining
E)   a focus group

Question 10

If senior management already has made its decision,should marketing research be conducted? What questions should be considered?

Accepted Answer

It depends! If you are directed to do th...

Question 11

After defining objectives and research needs,the next step in the marketing research process involves

Accepted Answer

A)   research evaluation.
B)   data collection.
C)   data analysis.
D)   research design.
E)   report writing.

Question 12

Qualtrics,SurveyMonkey,and Zoomerang are examples of

Accepted Answer

A)   online survey software.
B)   biometric data companies.
C)   data warehouses.
D)   syndicated data companies.
E)   focus group programs.

Question 13

Marketing researchers should assess the costs and benefits of conducting research as they define objectives and research needs.What are key benefits and costs?

Accepted Answer

Students will probably have a good pictu...

Question 14

A major advantage of primary data collection is

Accepted Answer

A)   it can be easily accessed through syndicated databases.
B)   it can be tailored to meet the specific research needs.
C)   it takes less time to collect than secondary data.
D)   it is general enough to meet many different researchers' needs.
E)   it is less expensive to collect than secondary data.

Question 15

Which of the following is true about quantitative research?

Accepted Answer

A)   It is always conducted using primary data collection.
B)   It revises the research objective based on data mining.
C)   It confirms insights and provides a basis for taking a course of action.
D)   It offers conclusions that are always correct.
E)   It includes focus group interviews.

Question 16

McDonald's introduced its Favorites Under 400 Calories menu,attempting to change consumers' negative views of McDonald's as a seller of unhealthy food.It would like to survey customers to see if attitudes are changing,but it would like to collect some qualitative data first.Suggest two approaches-one offline,and one online-that McDonald's could use to collect qualitative data before designing a survey.

Accepted Answer

Possibilities include sentimen...

Question 17

Fingerprints are an example of biometric data.

Accepted Answer

A) True 
 B)False

Question 18

Briena is looking at the results of a syndicated study conducted two years ago.Briena is looking at primary data.

Accepted Answer

A) True 
 B)False

Question 19

Marketing research includes all of the following except

Accepted Answer

A)   collecting data.
B)   creating data.
C)   recording data.
D)   interpreting data.
E)   analyzing data.

Question 20

Using wireless EEG scanners to measure involuntary brain waves that occur when a consumer views a product is called neuromarketing.

Accepted Answer

A) True 
 B)False

Exam 10: Marketing Research

Briena is looking at the results of a syndicated study conducted two years ago.Briena is looking at primary data.

Correct Answer
verified

Qualtrics,SurveyMonkey,and Zoomerang are examples of

Correct Answer
verified

Which of the following is an unstructured question?

Correct Answer
verified

Nadia stood outside the mall and asked people which stores they visited and if they bought anything.If they said yes,she asked them what they bought and how they came to the decision to buy that item.What form of research was Nadia most likely conducting?

Correct Answer
verified

Fingerprints are an example of biometric data.

Correct Answer
verified

Using wireless EEG scanners to measure involuntary brain waves that occur when a consumer views a product is called neuromarketing.

Correct Answer
verified

If senior management already has made its decision,should marketing research be conducted? What questions should be considered?

Correct Answer
verified
It depends! If you are directed to do th...
View Answer

Before deciding on a new promotional campaign,Jeffrey's Muffins looked at its customers' buying patterns over a 15-year period as determined by their use of a loyalty card.What method did Jeffrey's use to make sense of the data that were available?

Correct Answer
verified

Which of the following is true about quantitative research?

Correct Answer
verified

Marketing researchers should assess the costs and benefits of conducting research as they define objectives and research needs.What are key benefits and costs?

Correct Answer
verified
Students will probably have a good pictu...
View Answer

Marketing research includes all of the following except

Correct Answer
verified

When consumers are unable to articulate their experiences,__________ becomes particularly useful in understanding consumers' preferences.

Correct Answer
verified

If a marketing researcher has to collect data under severe time constraints,which of the following types of data sources would probably be available soonest?

Correct Answer
verified

A major advantage of primary data collection is

Correct Answer
verified

In the United States,the federal government has enacted comprehensive privacy laws for the Internet.

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified
Possibilities include sentimen...
View Answer

Which of the following is not one of the guidelines for developing a marketing research questionnaire?

Correct Answer
verified

After defining objectives and research needs,the next step in the marketing research process involves

Correct Answer
verified

When a research team has gathered data for specific research needs,this is known as

Correct Answer
verified

Exam 10: Marketing Research

Briena is looking at the results of a syndicated study conducted two years ago.Briena is looking at primary data.

Correct AnswerverifiedShow Answer

Qualtrics,SurveyMonkey,and Zoomerang are examples of

Correct AnswerverifiedShow Answer

Which of the following is an unstructured question?

Correct AnswerverifiedShow Answer

Nadia stood outside the mall and asked people which stores they visited and if they bought anything.If they said yes,she asked them what they bought and how they came to the decision to buy that item.What form of research was Nadia most likely conducting?

Correct AnswerverifiedShow Answer

Fingerprints are an example of biometric data.

Correct AnswerverifiedShow Answer

Using wireless EEG scanners to measure involuntary brain waves that occur when a consumer views a product is called neuromarketing.

Correct AnswerverifiedShow Answer

If senior management already has made its decision,should marketing research be conducted? What questions should be considered?

Correct AnswerverifiedIt depends! If you are directed to do th...View AnswerShow Answer

Before deciding on a new promotional campaign,Jeffrey's Muffins looked at its customers' buying patterns over a 15-year period as determined by their use of a loyalty card.What method did Jeffrey's use to make sense of the data that were available?

Correct AnswerverifiedShow Answer

Which of the following is true about quantitative research?

Correct AnswerverifiedShow Answer

Marketing researchers should assess the costs and benefits of conducting research as they define objectives and research needs.What are key benefits and costs?

Correct AnswerverifiedStudents will probably have a good pictu...View AnswerShow Answer

Marketing research includes all of the following except

Correct AnswerverifiedShow Answer

When consumers are unable to articulate their experiences,__________ becomes particularly useful in understanding consumers' preferences.

Correct AnswerverifiedShow Answer

If a marketing researcher has to collect data under severe time constraints,which of the following types of data sources would probably be available soonest?

Correct AnswerverifiedShow Answer

A major advantage of primary data collection is

Correct AnswerverifiedShow Answer

In the United States,the federal government has enacted comprehensive privacy laws for the Internet.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedPossibilities include sentimen...View AnswerShow Answer

Which of the following is not one of the guidelines for developing a marketing research questionnaire?

Correct AnswerverifiedShow Answer

After defining objectives and research needs,the next step in the marketing research process involves

Correct AnswerverifiedShow Answer

When a research team has gathered data for specific research needs,this is known as

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified
It depends! If you are directed to do th...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Students will probably have a good pictu...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Possibilities include sentimen...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
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