Question 1

Respondent error can occur when a subject is asked to remember and report past behaviors. Which of the following helps eliminate this type of error?

Accepted Answer

A)  Descriptive data 
B)  Causal data 
C)  Cross-sectional data 
D)  Panel data 
E)  Experimental data 
A)  Descriptive data 
B)  Causal data 
C)  Cross-sectional data 
D)  Panel data 
E)  Experimental data D

Question 2

Discuss the two basic means of obtaining primary data.

Accepted Answer

The two basic means of obtaining primary data are communication and observation. Communication involves questioning respondents to secure the desired information, using a data collection instrument called a questionnaire or survey. Observation involves scrutinizing the situation of interest and recording the relevant facts, actions or behaviors.

Question 3

In assessing awareness, a marketer might be interested in knowledge of

Accepted Answer

A)  the product itself. 
B)  where the product is available. 
C)  what the product is used for. 
D)  the price of the product. 
E)  All of the above. 
A)  the product itself. 
B)  where the product is available. 
C)  what the product is used for. 
D)  the price of the product. 
E)  All of the above. E

Question 4

Which of the following statements about measuring intentions is NOT true?

Accepted Answer

A)  Consumers usually aren't very accurate about what they'll do in the future. 
B)  The problem is getting answers that have meaning in them. 
C)  It is more difficult to measure purchase intentions for new-to-the-world products. 
D)  The problem is getting people to answer questions about their intentions. 
E)  There is often a big difference between what people say they are going to do and what they actually do. 
A)  Consumers usually aren't very accurate about what they'll do in the future. 
B)  The problem is getting answers that have meaning in them. 
C)  It is more difficult to measure purchase intentions for new-to-the-world products. 
D)  The problem is getting people to answer questions about their intentions. 
E)  There is often a big difference between what people say they are going to do and what they actually do.

Question 5

______________ variables are often used as a basis for market segmentation.

Accepted Answer

The answer of ______________ variables are often used as a...

Question 6

Which of the following statements about panels is FALSE?

Accepted Answer

A)  Panels typically allow the collection of more classification information than cross-sectional studies. 
B)  Panel data is more accurate than cross-sectional data because panel data tend to be free from errors associated with reporting past behavior. 
C)  Panels reduce interviewer-respondent bias because of a trust built up through repeated contacts between the two individuals. 
D)  Non-representativeness of panel members may be a major weakness of longitudinal designs. 
E)  All of the above statements about panels are true; none of the above are false. 
A)  Panels typically allow the collection of more classification information than cross-sectional studies. 
B)  Panel data is more accurate than cross-sectional data because panel data tend to be free from errors associated with reporting past behavior. 
C)  Panels reduce interviewer-respondent bias because of a trust built up through repeated contacts between the two individuals. 
D)  Non-representativeness of panel members may be a major weakness of longitudinal designs. 
E)  All of the above statements about panels are true; none of the above are false.

Question 7

A motive is any inner state that directs or channels behavior toward goals.

Accepted Answer

A) True 
 B)False

Question 8

"Mission Possible" is a non-profit retail store that sells gift items made by artisans from over thirty different underdeveloped countries. This store provides employment to impoverished third world craftspeople and markets their handiwork at a fair price. The store defines its market segment as people who believe in helping others and who feel good about helping others whenever possible. The store uses______________segmentation.

Accepted Answer

A)  demographic 
B)  psychographic 
C)  geodemographic 
D)  ethnic 
E)  geographic 
A)  demographic 
B)  psychographic 
C)  geodemographic 
D)  ethnic 
E)  geographic

Question 9

Which of the following statements about descriptive research is NOT true?

Accepted Answer

A)  Descriptive research can be used to accomplish a wide variety of research objectives. 
B)  Descriptive data become more useful for solving problems only when the process is guided by one or more specific research problems. 
C)  Descriptive studies can be considered flexible. 
D)  A descriptive study design is very different from an exploratory study design 
E)  Descriptive studies require a clear specification of the who, what, where, why and how of the research. 
A)  Descriptive research can be used to accomplish a wide variety of research objectives. 
B)  Descriptive data become more useful for solving problems only when the process is guided by one or more specific research problems. 
C)  Descriptive studies can be considered flexible. 
D)  A descriptive study design is very different from an exploratory study design 
E)  Descriptive studies require a clear specification of the who, what, where, why and how of the research.

Question 10

Purchase intentions

Accepted Answer

A)  Are a very good indicator of an individual's future behavior. 
B)  May be better predictors of future behavior for large dollar expenditures. 
C)  Are a relatively good predictor of a family's purchase behavior. 
D)  Are studied often in marketing because they are very similar to attitudes. 
E)  Are better predictors of future behavior for small dollar expenditures. 
A)  Are a very good indicator of an individual's future behavior. 
B)  May be better predictors of future behavior for large dollar expenditures. 
C)  Are a relatively good predictor of a family's purchase behavior. 
D)  Are studied often in marketing because they are very similar to attitudes. 
E)  Are better predictors of future behavior for small dollar expenditures.

Question 11

Which of the following statements about cross-sectional analysis is FALSE?

Accepted Answer

A)  Cross-sectional designs are the best-known descriptive designs. 
B)  A quota sample can be used with a cross-sectional design. 
C)  Cross-sectional studies provide a snapshot of the variables of interest at a single point in time. 
D)  The sample of elements is typically selected to be representative of some known population. 
E)  All of the above statements about cross-sectional analysis are true. 
A)  Cross-sectional designs are the best-known descriptive designs. 
B)  A quota sample can be used with a cross-sectional design. 
C)  Cross-sectional studies provide a snapshot of the variables of interest at a single point in time. 
D)  The sample of elements is typically selected to be representative of some known population. 
E)  All of the above statements about cross-sectional analysis are true.

Question 12

Which type of primary data refers to what people do and do not know or believe about some product, brand, company or advertisement?

Accepted Answer

A)  Personality/Lifestyle 
B)  Awareness/Knowledge 
C)  Demographic/Socioeconomic 
D)  Attitudes 
E)  Behavior 
A)  Personality/Lifestyle 
B)  Awareness/Knowledge 
C)  Demographic/Socioeconomic 
D)  Attitudes 
E)  Behavior

Question 13

Which of the following is NOT a demographic or socioeconomic characteristic?

Accepted Answer

A)  A feeling towards a brand 
B)  Marital status 
C)  Social class 
D)  Gender 
E)  Income 
A)  A feeling towards a brand 
B)  Marital status 
C)  Social class 
D)  Gender 
E)  Income

Question 14

Which of the following is a life-style characteristic?

Accepted Answer

A)  Social class 
B)  Interests 
C)  Attitudes 
D)  Home ownership 
E)  Age 
A)  Social class 
B)  Interests 
C)  Attitudes 
D)  Home ownership 
E)  Age

Question 15

Attitudes and opinions are best determined by observation.

Accepted Answer

A) True 
 B)False

Question 16

True longitudinal analysis

Accepted Answer

A)  is concerned with the determination of cause-and-effect relationships. 
B)  can be performed on any panel. 
C)  involves a one-time cross-sectional sample of elements from the population of interest. 
D)  is simply a fact-gathering study. 
E)  can only be performed using panels that rely on repeated measurements of the same variables. 
A)  is concerned with the determination of cause-and-effect relationships. 
B)  can be performed on any panel. 
C)  involves a one-time cross-sectional sample of elements from the population of interest. 
D)  is simply a fact-gathering study. 
E)  can only be performed using panels that rely on repeated measurements of the same variables.

Question 17

Which of the following is NOT a key dimension of behavior that should be measured by the researcher?

Accepted Answer

A)  How much? 
B)  Where? 
C)  In what situation? 
D)  Who? 
E)  Why? 
A)  How much? 
B)  Where? 
C)  In what situation? 
D)  Who? 
E)  Why?

Question 18

Proctor & Gamble, the makers of Oil of Olay skin lotion, have traditionally targeted women over 30 years of age. This is an example of

Accepted Answer

A)  demographic segmentation. 
B)  benefit segmentation. 
C)  psychographic segmentation. 
D)  usage rate segmentation. 
E)  geodemographic segmentation. 
A)  demographic segmentation. 
B)  benefit segmentation. 
C)  psychographic segmentation. 
D)  usage rate segmentation. 
E)  geodemographic segmentation.

Question 19

If we were measuring a customer's age, income, gender, education, occupation, marital status, etc. we would be measuring

Accepted Answer

A)  attitudes/opinions. 
B)  psychological/lifestyle characteristics. 
C)  demographic/socioeconomic characteristics. 
D)  behavior and perceptions. 
E)  None of the above. 
A)  attitudes/opinions. 
B)  psychological/lifestyle characteristics. 
C)  demographic/socioeconomic characteristics. 
D)  behavior and perceptions. 
E)  None of the above.

Question 20

If a researcher is interested in investigating whether or not consumers like a new packaging method for a particular product, the researcher should focus on measuring

Accepted Answer

A)  Motivation. 
B)  Intention. 
C)  Behavioral goals. 
D)  Attitude. 
E)  Personality. 
A)  Motivation. 
B)  Intention. 
C)  Behavioral goals. 
D)  Attitude. 
E)  Personality.

Respondent error can occur when a subject is asked to remember and report past behaviors. Which of the following helps eliminate this type of error?

Discuss the two basic means of obtaining primary data.

In assessing awareness, a marketer might be interested in knowledge of

Which of the following statements about measuring intentions is NOT true?

______________ variables are often used as a basis for market segmentation.

Which of the following statements about panels is FALSE?

A motive is any inner state that directs or channels behavior toward goals.

Which of the following statements about descriptive research is NOT true?

Purchase intentions

Which of the following statements about cross-sectional analysis is FALSE?

Which type of primary data refers to what people do and do not know or believe about some product, brand, company or advertisement?

Which of the following is NOT a demographic or socioeconomic characteristic?

Which of the following is a life-style characteristic?

Attitudes and opinions are best determined by observation.

True longitudinal analysis

Which of the following is NOT a key dimension of behavior that should be measured by the researcher?

Proctor & Gamble, the makers of Oil of Olay skin lotion, have traditionally targeted women over 30 years of age. This is an example of

If we were measuring a customer's age, income, gender, education, occupation, marital status, etc. we would be measuring

If a researcher is interested in investigating whether or not consumers like a new packaging method for a particular product, the researcher should focus on measuring

The Role of Marketing Research

The Research Process and Ethical Concerns

Problem Formulation

Exploratory Research

Decision Support Systems

Decision Support Systems Working With Big Data

Using External Secondary Data

Conducting Causal Research

Collecting Data by Observation

Collecting Data by Communication

Asking Good Questions

Designing the Data Collection Form

Developing the Sampling Plan

Data Collection Enhancing Response Rates While Limiting Errors

Data Preparation for Analysis

Analysis and Interpretation Individual Variables Independently

Analysis and Interpretation Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters

Exam 9: Collecting Descriptive Primary Data

Respondent error can occur when a subject is asked to remember and report past behaviors. Which of the following helps eliminate this type of error?

Discuss the two basic means of obtaining primary data.

In assessing awareness, a marketer might be interested in knowledge of

Which of the following statements about measuring intentions is NOT true?

______________ variables are often used as a basis for market segmentation.

Which of the following statements about panels is FALSE?

A motive is any inner state that directs or channels behavior toward goals.

Which of the following statements about descriptive research is NOT true?

Purchase intentions

Which of the following statements about cross-sectional analysis is FALSE?

Which type of primary data refers to what people do and do not know or believe about some product, brand, company or advertisement?

Which of the following is NOT a demographic or socioeconomic characteristic?

Which of the following is a life-style characteristic?

Attitudes and opinions are best determined by observation.

True longitudinal analysis

Which of the following is NOT a key dimension of behavior that should be measured by the researcher?

Proctor & Gamble, the makers of Oil of Olay skin lotion, have traditionally targeted women over 30 years of age. This is an example of

If we were measuring a customer's age, income, gender, education, occupation, marital status, etc. we would be measuring

If a researcher is interested in investigating whether or not consumers like a new packaging method for a particular product, the researcher should focus on measuring

The Role of Marketing Research

The Research Process and Ethical Concerns

Problem Formulation

Exploratory Research

Decision Support Systems

Decision Support Systems Working With Big Data

Using External Secondary Data

Conducting Causal Research

Collecting Data by Observation

Collecting Data by Communication

Asking Good Questions

Designing the Data Collection Form

Developing the Sampling Plan

Data Collection Enhancing Response Rates While Limiting Errors

Data Preparation for Analysis

Analysis and Interpretation Individual Variables Independently

Analysis and Interpretation Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters