Question 1

A causal research design tracks the responses of the same sample of respondents over time.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following statements about the steps in the marketing research process is true?

Accepted Answer

A) The sample must be designed after the data is collected. 
B) The first step is problem definition. 
C) The research design should be determined before the problem is defined. 
D) The last step is to analyze and interpret the data. 
E) The data collection method is selected after the researcher has determined the research design. 
A) The sample must be designed after the data is collected. 
B) The first step is problem definition. 
C) The research design should be determined before the problem is defined. 
D) The last step is to analyze and interpret the data. 
E) The data collection method is selected after the researcher has determined the research design.

Question 3

Marketing researchers known as may have prompted an automobile company to create a specialized division called the Third Age Suit to design cars for older drivers because the average age of the buyers of one model of automobile is sixty- seven years old.

Accepted Answer

A) futurists 
B) custom researcher 
C) research designers 
D) consumer interviewer 
E) causal researcher 
A) futurists 
B) custom researcher 
C) research designers 
D) consumer interviewer 
E) causal researcher

Question 4

A bank talked to a sample of customers in a one- on- one discussion to find out how they felt about the teller experience.The bank used to collect the data.

Accepted Answer

A) cross- sectionals 
B) customer interviews 
C) mail survey 
D) focus groups 
E) descriptives 
A) cross- sectionals 
B) customer interviews 
C) mail survey 
D) focus groups 
E) descriptives

Question 5

Plan- It Marketing conducted focus groups,which .

Accepted Answer

A) are one- on- one interviews 
B) are a type of descriptive research 
C) are typically conducted in mall settings 
D) are used to gather exploratory data 
E) do not use a discussion leader 
A) are one- on- one interviews 
B) are a type of descriptive research 
C) are typically conducted in mall settings 
D) are used to gather exploratory data 
E) do not use a discussion leader

Question 6

A consumer packaged goods company uses because they offer faster and less expensive alternatives to other ways of collecting data for market research.

Accepted Answer

A) face- to- face interviews 
B) telephone interviews 
C) online research applications 
D) mechanical observations 
E) observation methods 
A) face- to- face interviews 
B) telephone interviews 
C) online research applications 
D) mechanical observations 
E) observation methods

Question 7

A survey questioned men and women to determine how each group felt about low- fat foods advertising on television.The results from male and female respondents were examined separately to see if their responses were different.The research results were analyzed using .

Accepted Answer

A) single- source data methods 
B) cross- tabulation 
C) projective techniques 
D) standard correlation calculations 
E) ethnographic techniques 
A) single- source data methods 
B) cross- tabulation 
C) projective techniques 
D) standard correlation calculations 
E) ethnographic techniques

Question 8

A coffee association conducted a study that reported the coffee consumption habits among different demographic and geographic segments of consumers.Even though this information may not have been the primary issue being addressed in the study,this information is helpful for coffee producers.This information for the coffee producers is classified as .

Accepted Answer

A) back- translation 
B) cookies 
C) data mining 
D) secondary data 
E) primary data 
A) back- translation 
B) cookies 
C) data mining 
D) secondary data 
E) primary data

Question 9

Which of the following would NOT be an example of a secondary data source for a company that wants to open a casino near St.Louis,Missouri?

Accepted Answer

A) U)S.Census reports on St.Louis growth patterns 
B) census reports on Charlotte,North Carolina 
C) a study of growth of online gambling activities 
D) a report on the tourism industry in Missouri 
E) the stockholders' report from a casino that operates in St.Louis 
A) U)S.Census reports on St.Louis growth patterns 
B) census reports on Charlotte,North Carolina 
C) a study of growth of online gambling activities 
D) a report on the tourism industry in Missouri 
E) the stockholders' report from a casino that operates in St.Louis

Question 10

is lower cost than,faster,and more convenient for the respondent than other methods of data collection.

Accepted Answer

A) Mail surveys 
B) Mall intercept 
C) Telephone survey 
D) Focus 
E) Online data collection 
A) Mail surveys 
B) Mall intercept 
C) Telephone survey 
D) Focus 
E) Online data collection

Question 11

The most popular arcade game at a carnival is the water- gun contest.The arcade section of the carnival is typically in an area by itself.A carnival owner who was interested in knowing how revenue would be affected if the water- gun contest was relocated so that it would be the first one customers came to or the last one could use .

Accepted Answer

A) longitudinal assessments 
B) experiments 
C) stimulated trials 
D) scenario research 
E) dynamic testing 
A) longitudinal assessments 
B) experiments 
C) stimulated trials 
D) scenario research 
E) dynamic testing

Question 12

A snack food company's generates daily sales data by product line and by region.The marketing managers use the data to evaluate the market share of different Frito- Lay products compared to one another and to competing snack foods in each region where the company does business.

Accepted Answer

A) sampling 
B) probability samples 
C) case study 
D) causal research 
E) marketing information system (MIS) 
A) sampling 
B) probability samples 
C) case study 
D) causal research 
E) marketing information system (MIS)

Question 13

A gambling casino gives their high roller players free rooms in their hotels along with free meals and tickets to the entertainment shows at the casinos.Explain what application of data mining the casino is applying.

Accepted Answer

Data mining uses supercomputers that run

Question 14

Which type of data collection method is most likely to have the lowest response rate?

Accepted Answer

A) one- way interviewing 
B) telephone interviewing 
C) face- to- face interviewing 
D) online interviewing 
E) mail questionnaire 
A) one- way interviewing 
B) telephone interviewing 
C) face- to- face interviewing 
D) online interviewing 
E) mail questionnaire

Question 15

Several retailers might use information from to determine which fashion trends appeal to teenagers or how older Americans feel about senior discounts.

Accepted Answer

A) customerization reports 
B) perceptual- attitudinal testing 
C) syndicated research reports 
D) custom research reports 
E) perceptual tracking 
A) customerization reports 
B) perceptual- attitudinal testing 
C) syndicated research reports 
D) custom research reports 
E) perceptual tracking

Question 16

One of the three components of the marketing information system includes information and the decision makers who use it.

Accepted Answer

A) True 
 B)False

Question 17

Data mining can be used to identify customers who are not profitable and who should be abandoned.

Accepted Answer

A) True 
 B)False

Question 18

Explain why focus groups among leisure and business travelers would be an effective research method to understand Priceline's consumers for a product that did not yet exist.

Accepted Answer

Focus groups are a frequently used techn

Question 19

could be used to determine which athlete consumers perceive as the most reliable spokesperson for a new brand of long- acting pain reliever.

Accepted Answer

A) Customerization reports 
B) Custom research reports 
C) Syndicated research reports 
D) Perceptual- attitudinal testing 
E) Perceptual tracking 
A) Customerization reports 
B) Custom research reports 
C) Syndicated research reports 
D) Perceptual- attitudinal testing 
E) Perceptual tracking

Question 20

The basic marketing information system includes .

Accepted Answer

A) existing data,market researchers to gather more data,and the technology to convert those data into information 
B) competitive intelligence,internal records,all sales personnel,and all managers 
C) data,computer hardware and software,as well as MIS experts 
D) information resources,technical experts,and marketing managers 
E) managers at all levels,corporate culture,and external and internal data 
A) existing data,market researchers to gather more data,and the technology to convert those data into information 
B) competitive intelligence,internal records,all sales personnel,and all managers 
C) data,computer hardware and software,as well as MIS experts 
D) information resources,technical experts,and marketing managers 
E) managers at all levels,corporate culture,and external and internal data

A causal research design tracks the responses of the same sample of respondents over time.

Which of the following statements about the steps in the marketing research process is true?

Marketing researchers known as may have prompted an automobile company to create a specialized division called the Third Age Suit to design cars for older drivers because the average age of the buyers of one model of automobile is sixty- seven years old.

A bank talked to a sample of customers in a one- on- one discussion to find out how they felt about the teller experience.The bank used to collect the data.

Plan- It Marketing conducted focus groups,which .

A consumer packaged goods company uses because they offer faster and less expensive alternatives to other ways of collecting data for market research.

A survey questioned men and women to determine how each group felt about low- fat foods advertising on television.The results from male and female respondents were examined separately to see if their responses were different.The research results were analyzed using .

Which of the following would NOT be an example of a secondary data source for a company that wants to open a casino near St.Louis,Missouri?

is lower cost than,faster,and more convenient for the respondent than other methods of data collection.

A snack food company's generates daily sales data by product line and by region.The marketing managers use the data to evaluate the market share of different Frito- Lay products compared to one another and to competing snack foods in each region where the company does business.

A gambling casino gives their high roller players free rooms in their hotels along with free meals and tickets to the entertainment shows at the casinos.Explain what application of data mining the casino is applying.

Which type of data collection method is most likely to have the lowest response rate?

Several retailers might use information from to determine which fashion trends appeal to teenagers or how older Americans feel about senior discounts.

One of the three components of the marketing information system includes information and the decision makers who use it.

Data mining can be used to identify customers who are not profitable and who should be abandoned.

Explain why focus groups among leisure and business travelers would be an effective research method to understand Priceline's consumers for a product that did not yet exist.

could be used to determine which athlete consumers perceive as the most reliable spokesperson for a new brand of long- acting pain reliever.

The basic marketing information system includes .

Welcome to the World of Marketing: Createand Deliver Value

Strategic Market Planning: Capture the Big Picture

Thriving in the Marketing Environment: the World Is Flat

Consumer Behavior: How and Why We Buy

Business-To-Business Markets: How and Why Organizations Buy

Sharpening the Focus: Target Marketing Strategies and Cus-Tomer Relationship Management

Create the Product

Manage the Product

Services and Other Intangibles: Marketing the Product That Isnt There

Pricing the Product

Catch the Buzz: Promotional Strategy and Integrated Marketing Communication

Advertising,sales Promotion,and Public Relations

Personal Selling,sales Management,and Direct Marketing

Deliver Value Through Supply Chain Manage-Ment: Channels of Distribution and Logistics

Retailing: Bricks and Clicks

Filters

Exam 4: Marketing Research: Gather,analyze,and Use Information

A causal research design tracks the responses of the same sample of respondents over time.

Which of the following statements about the steps in the marketing research process is true?

Marketing researchers known as may have prompted an automobile company to create a specialized division called the Third Age Suit to design cars for older drivers because the average age of the buyers of one model of automobile is sixty- seven years old.

A bank talked to a sample of customers in a one- on- one discussion to find out how they felt about the teller experience.The bank used to collect the data.

Plan- It Marketing conducted focus groups,which .

A consumer packaged goods company uses because they offer faster and less expensive alternatives to other ways of collecting data for market research.

A survey questioned men and women to determine how each group felt about low- fat foods advertising on television.The results from male and female respondents were examined separately to see if their responses were different.The research results were analyzed using .

Which of the following would NOT be an example of a secondary data source for a company that wants to open a casino near St.Louis,Missouri?

is lower cost than,faster,and more convenient for the respondent than other methods of data collection.

A snack food company's generates daily sales data by product line and by region.The marketing managers use the data to evaluate the market share of different Frito- Lay products compared to one another and to competing snack foods in each region where the company does business.

A gambling casino gives their high roller players free rooms in their hotels along with free meals and tickets to the entertainment shows at the casinos.Explain what application of data mining the casino is applying.

Which type of data collection method is most likely to have the lowest response rate?

Several retailers might use information from to determine which fashion trends appeal to teenagers or how older Americans feel about senior discounts.

One of the three components of the marketing information system includes information and the decision makers who use it.

Data mining can be used to identify customers who are not profitable and who should be abandoned.

Explain why focus groups among leisure and business travelers would be an effective research method to understand Priceline's consumers for a product that did not yet exist.

could be used to determine which athlete consumers perceive as the most reliable spokesperson for a new brand of long- acting pain reliever.

The basic marketing information system includes .

Welcome to the World of Marketing: Createand Deliver Value

Strategic Market Planning: Capture the Big Picture

Thriving in the Marketing Environment: the World Is Flat

Consumer Behavior: How and Why We Buy

Business-To-Business Markets: How and Why Organizations Buy

Sharpening the Focus: Target Marketing Strategies and Cus-Tomer Relationship Management

Create the Product

Manage the Product

Services and Other Intangibles: Marketing the Product That Isnt There

Pricing the Product

Catch the Buzz: Promotional Strategy and Integrated Marketing Communication

Advertising,sales Promotion,and Public Relations

Personal Selling,sales Management,and Direct Marketing

Deliver Value Through Supply Chain Manage-Ment: Channels of Distribution and Logistics

Retailing: Bricks and Clicks

Filters