Question 1

A benefit of using telephone surveys is that:

Accepted Answer

A)  it has a centralized control of data collection. 
B)  it is less likely to be perceived as intrusive by respondents. 
C)  it has a proportionate representation of low-income segments. 
D)  it has a high depth of response. 
A)  it has a centralized control of data collection. 
B)  it is less likely to be perceived as intrusive by respondents. 
C)  it has a proportionate representation of low-income segments. 
D)  it has a high depth of response.

Question 2

During the _____ stage of the research process,it should be decided whether the company will do its own research or contract with a marketing research specialist.

Accepted Answer

A)  preparation of the research report 
B)  processing of the data 
C)  performance of the research 
D)  plan of the research 
A)  preparation of the research report 
B)  processing of the data 
C)  performance of the research 
D)  plan of the research

Question 3

Quantitative research involves:

Accepted Answer

A)  systematic procedures designed to obtain and analyze numerical data. 
B)  interviews with several people at a time to generate insights about a product. 
C)  discussions among a small number of individuals led by an interviewer. 
D)  focus groups and long interviews as its primary techniques for data collection. 
A)  systematic procedures designed to obtain and analyze numerical data. 
B)  interviews with several people at a time to generate insights about a product. 
C)  discussions among a small number of individuals led by an interviewer. 
D)  focus groups and long interviews as its primary techniques for data collection.

Question 4

A drawback of internet surveys is that:

Accepted Answer

A)  it takes a long time to be executed. 
B)  it makes interviewer supervision difficult. 
C)  it poses difficulties in generating sample frames for probability sampling. 
D)  it creates a high degree of perceived intrusion as respondents cannot answer the questions at their convenience. 
A)  it takes a long time to be executed. 
B)  it makes interviewer supervision difficult. 
C)  it poses difficulties in generating sample frames for probability sampling. 
D)  it creates a high degree of perceived intrusion as respondents cannot answer the questions at their convenience.

Question 5

Which of the following types of research involves the application of econometric or statistical techniques to secondary data,such as scanner data collected and stored in computer files from retail checkout counters?

Accepted Answer

A)  Focus groups research 
B)  Observational research 
C)  Mathematical modeling 
D)  Qualitative research 
A)  Focus groups research 
B)  Observational research 
C)  Mathematical modeling 
D)  Qualitative research

Question 6

Which of the following is the advantage of secondary data over primary data?

Accepted Answer

A)  It is always available for strategy-specific research questions. 
B)  Its sources are limited making the information more valuable. 
C)  It is cheaper to utilize secondary data than primary data for research. 
D)  It is collected specifically for the research problem under investigation. 
A)  It is always available for strategy-specific research questions. 
B)  Its sources are limited making the information more valuable. 
C)  It is cheaper to utilize secondary data than primary data for research. 
D)  It is collected specifically for the research problem under investigation.

Question 7

The process by which information about the environment is generated,analyzed and interpreted for use in marketing decision making is defined as _____.

Accepted Answer

A)  marketing orientation 
B)  marketing research 
C)  test marketing 
D)  market capitalization 
A)  marketing orientation 
B)  marketing research 
C)  test marketing 
D)  market capitalization

Question 8

The advantage of observation as a method of data collection is that:

Accepted Answer

A)  it can accurately measure overt behaviors. 
B)  it is inexpensive in data-collection-time costs. 
C)  it can assess opinions of attitudes causing behaviors. 
D)  it is appropriate for both frequently and rarely occurring behaviors. 
A)  it can accurately measure overt behaviors. 
B)  it is inexpensive in data-collection-time costs. 
C)  it can assess opinions of attitudes causing behaviors. 
D)  it is appropriate for both frequently and rarely occurring behaviors.

Question 9

In the past,marketing researchers were primarily engaged in the technical aspects of research,but were not extensively involved in the:

Accepted Answer

A)  sample selection for research participants. 
B)  strategic use of research findings. 
C)  planning dimension of marketing research. 
D)  performance of data collection. 
A)  sample selection for research participants. 
B)  strategic use of research findings. 
C)  planning dimension of marketing research. 
D)  performance of data collection.

Question 10

Which of the following is an example of qualitative research?

Accepted Answer

A)  Mathematical modeling 
B)  Long interviews 
C)  Experiments 
D)  Observational research 
A)  Mathematical modeling 
B)  Long interviews 
C)  Experiments 
D)  Observational research

Question 11

A disadvantage of telephone surveys is:

Accepted Answer

A)  the lack of cost-effectiveness compared to personal interviews. 
B)  the prolonged amount of time taken for data collection. 
C)  the lack of centralized control on data collection. 
D)  the resistance in collecting financial data like income details. 
A)  the lack of cost-effectiveness compared to personal interviews. 
B)  the prolonged amount of time taken for data collection. 
C)  the lack of centralized control on data collection. 
D)  the resistance in collecting financial data like income details.

Question 12

_____ is a kind of research which involves interacting with a single respondent for several hours.

Accepted Answer

A)  Observational research 
B)  Long interview 
C)  Mathematical modeling 
D)  Experimental research 
A)  Observational research 
B)  Long interview 
C)  Mathematical modeling 
D)  Experimental research

Question 13

Which of the following is a disadvantage of using focus groups?

Accepted Answer

A)  It requires an expert moderator. 
B)  It eliminates the chances of bias influencing the results. 
C)  It takes a long time to collect data. 
D)  It increases cost per contact in the study. 
A)  It requires an expert moderator. 
B)  It eliminates the chances of bias influencing the results. 
C)  It takes a long time to collect data. 
D)  It increases cost per contact in the study.

Question 14

"Hale and Hearty" is planning to release a range of organic beauty products.Before initiating the project,the company is conducting a marketing research study as a part of which,the team is currently evaluating the market for organic products.Depending on the findings of this stage,the team will create a blueprint for the exact process they will follow subsequently.This is a function of the _____ stage of the research process.

Accepted Answer

A)  processing of research data 
B)  preparation of research report 
C)  purpose of research 
D)  performance of research 
A)  processing of research data 
B)  preparation of research report 
C)  purpose of research 
D)  performance of research

Question 15

Which of the following is an advantage of telephone surveys?

Accepted Answer

A)  It provides a high depth of response. 
B)  It provides a proportionate coverage of low-income segments. 
C)  It prevents the abuse of phone by solicitors. 
D)  It reduces the time taken to collect data substantially. 
A)  It provides a high depth of response. 
B)  It provides a proportionate coverage of low-income segments. 
C)  It prevents the abuse of phone by solicitors. 
D)  It reduces the time taken to collect data substantially.

Question 16

Which of the following statements is true with regard to the stage of processing research data?

Accepted Answer

A)  This stage must ideally reveal significantly strong correlations between the variables of the study to be fruitful for the marketing research undertaken. 
B)  The use of judgment and insight must be minimized in interpreting results of the research as it reduces the scientific validity of the data. 
C)  The marketing research team must abandon the study when the results emerging from it are ambiguous and ill-defined. 
D)  This stage involves use of experience and knowledge to draw appropriate inferences and conclusions from data that represents small or moderate evidence. 
A)  This stage must ideally reveal significantly strong correlations between the variables of the study to be fruitful for the marketing research undertaken. 
B)  The use of judgment and insight must be minimized in interpreting results of the research as it reduces the scientific validity of the data. 
C)  The marketing research team must abandon the study when the results emerging from it are ambiguous and ill-defined. 
D)  This stage involves use of experience and knowledge to draw appropriate inferences and conclusions from data that represents small or moderate evidence.

Question 17

The management team at the Orion department store has noticed that the sale of some popular food products has fallen ever since they have changed the layout of the store.The marketing manager of the store wants to conduct a research through which they can monitor customers as they browse through the store and note the time they spend in each part of the store.In this scenario,the manager is planning to use the _____ method of research.

Accepted Answer

A)  observational 
B)  mathematical modeling 
C)  experimental 
D)  survey 
A)  observational 
B)  mathematical modeling 
C)  experimental 
D)  survey

Question 18

Which of the following kinds of research collects data by means of a feedback form by mail,phone or in person?

Accepted Answer

A)  Experimental research 
B)  Mathematical modeling 
C)  Survey research 
D)  Observational research 
A)  Experimental research 
B)  Mathematical modeling 
C)  Survey research 
D)  Observational research

Question 19

As a marketing manager,which of the following points about marketing research should you keep in mind?

Accepted Answer

A)  To make decisions in light of your own knowledge and experience 
B)  To consider marketing research to be inclusive of all factors that could influence the success of a strategy 
C)  To consider research to be the endpoint of strategic-decision making 
D)  To use marketing research as a substitute for decision-making 
A)  To make decisions in light of your own knowledge and experience 
B)  To consider marketing research to be inclusive of all factors that could influence the success of a strategy 
C)  To consider research to be the endpoint of strategic-decision making 
D)  To use marketing research as a substitute for decision-making

Question 20

While conducting marketing research,one should remember that:

Accepted Answer

A)  no marketing research study includes all of the factors that could influence the success of a strategy. 
B)  marketing research should be carried out such that it serves as substitute for decision-making. 
C)  marketing research should provide highly accurate predictions of consumer behavior. 
D)  because of its high degree of accuracy, it should be used to make final decisions. 
A)  no marketing research study includes all of the factors that could influence the success of a strategy. 
B)  marketing research should be carried out such that it serves as substitute for decision-making. 
C)  marketing research should provide highly accurate predictions of consumer behavior. 
D)  because of its high degree of accuracy, it should be used to make final decisions.

A benefit of using telephone surveys is that:

During the _____ stage of the research process,it should be decided whether the company will do its own research or contract with a marketing research specialist.

Quantitative research involves:

A drawback of internet surveys is that:

Which of the following types of research involves the application of econometric or statistical techniques to secondary data,such as scanner data collected and stored in computer files from retail checkout counters?

Which of the following is the advantage of secondary data over primary data?

The process by which information about the environment is generated,analyzed and interpreted for use in marketing decision making is defined as _____.

The advantage of observation as a method of data collection is that:

In the past,marketing researchers were primarily engaged in the technical aspects of research,but were not extensively involved in the:

Which of the following is an example of qualitative research?

A disadvantage of telephone surveys is:

_____ is a kind of research which involves interacting with a single respondent for several hours.

Which of the following is a disadvantage of using focus groups?

Which of the following is an advantage of telephone surveys?

Which of the following statements is true with regard to the stage of processing research data?

Which of the following kinds of research collects data by means of a feedback form by mail,phone or in person?

As a marketing manager,which of the following points about marketing research should you keep in mind?

While conducting marketing research,one should remember that:

Strategic Planning and the Marketing Management Process

Consumer Behavior

Business, Government, and Institutional Buying

Market Segmentation

Product and Brand Strategy

New Product Planning and Development

Integrated Marketing Communications

Personal Selling, Relationship Building, and Sales Management

Distribution Strategy

Pricing Strategy

The Marketing of Services

Global Marketing

Portfolio Models

Filters

Exam 2: Marketing Research: Process and Systems for Decision Making

A benefit of using telephone surveys is that:

During the _____ stage of the research process,it should be decided whether the company will do its own research or contract with a marketing research specialist.

Quantitative research involves:

A drawback of internet surveys is that:

Which of the following types of research involves the application of econometric or statistical techniques to secondary data,such as scanner data collected and stored in computer files from retail checkout counters?

Which of the following is the advantage of secondary data over primary data?

The process by which information about the environment is generated,analyzed and interpreted for use in marketing decision making is defined as _____.

The advantage of observation as a method of data collection is that:

In the past,marketing researchers were primarily engaged in the technical aspects of research,but were not extensively involved in the:

Which of the following is an example of qualitative research?

A disadvantage of telephone surveys is:

_____ is a kind of research which involves interacting with a single respondent for several hours.

Which of the following is a disadvantage of using focus groups?

Which of the following is an advantage of telephone surveys?

Which of the following statements is true with regard to the stage of processing research data?

Which of the following kinds of research collects data by means of a feedback form by mail,phone or in person?

As a marketing manager,which of the following points about marketing research should you keep in mind?

While conducting marketing research,one should remember that:

Strategic Planning and the Marketing Management Process

Consumer Behavior

Business, Government, and Institutional Buying

Market Segmentation

Product and Brand Strategy

New Product Planning and Development

Integrated Marketing Communications

Personal Selling, Relationship Building, and Sales Management

Distribution Strategy

Pricing Strategy

The Marketing of Services

Global Marketing

Portfolio Models

Filters