Question 1

A common major disadvantage of secondary data is the _____.

Accepted Answer

A) unsuitable units of measurement 
B) long time period required to collect data 
C) high cost for data collection 
D) known source and control over data collection 
A) unsuitable units of measurement 
B) long time period required to collect data 
C) high cost for data collection 
D) known source and control over data collection

Question 2

The analysis of sales figures for a retailer has been greatly facilitated by the use of UPCs.

Accepted Answer

A) True 
 B)False

Question 3

Attitudes cannot be studied through which primary data collection technique?

Accepted Answer

A) observation 
B) mail survey 
C) telephone survey 
D) personal survey 
A) observation 
B) mail survey 
C) telephone survey 
D) personal survey

Question 4

In a probability sample,_____.

Accepted Answer

A) every unit has an equal or known chance of being chosen for study 
B) every unit studied is chosen by the researcher based on judgment or convenience 
C) data are selected for use by the researcher based on their relevance 
D) data cannot be extrapolated due to unknown sampling error 
A) every unit has an equal or known chance of being chosen for study 
B) every unit studied is chosen by the researcher based on judgment or convenience 
C) data are selected for use by the researcher based on their relevance 
D) data cannot be extrapolated due to unknown sampling error

Question 5

Computers often form the foundation for a retail information system.

Accepted Answer

A) True 
 B)False

Question 6

The stage of the marketing research process that may be eliminated is _____.

Accepted Answer

A) problem definition 
B) implementation of findings 
C) recommendations 
D) primary data generation 
A) problem definition 
B) implementation of findings 
C) recommendations 
D) primary data generation

Question 7

The major advantage of observation is its ability to measure attitudes in a natural setting.

Accepted Answer

A) True 
 B)False

Question 8

A retailer seeking to study store loyalty limited its sample to credit-card holders whose last name began with the letters A through G.The firm used a probability sample.

Accepted Answer

A) True 
 B)False

Question 9

A clear statement of the topic to be studied involves which stage of the marketing research process?

Accepted Answer

A) recommendations 
B) issue (problem)definition 
C) secondary data collection 
D) implementation 
A) recommendations 
B) issue (problem)definition 
C) secondary data collection 
D) implementation

Question 10

The major distinction between primary and secondary data is that secondary data _____.

Accepted Answer

A) are less costly 
B) have been previously gathered for other purposes 
C) have been generated by commercial research houses 
D) are conducted at fixed time periods 
A) are less costly 
B) have been previously gathered for other purposes 
C) have been generated by commercial research houses 
D) are conducted at fixed time periods

Question 11

Which type of consumer behavior topic can be best studied using observation?

Accepted Answer

A) the store image of a new discounter 
B) perceived risk related to sneaker purchasing behavior 
C) consumer cognitive dissonance subsequent to the purchase of a new home 
D) the average time spent in a convenience store 
A) the store image of a new discounter 
B) perceived risk related to sneaker purchasing behavior 
C) consumer cognitive dissonance subsequent to the purchase of a new home 
D) the average time spent in a convenience store

Question 12

Which statement concerning retail information systems is not correct?

Accepted Answer

A) Developing and updating a retail information system in an ongoing process. 
B) Developing a retail information system is generally simple. 
C) Data is continuously collected and stored in a retail information system. 
D) Retailers typically spend from 0.5 to 2.0 percent of their sales on their retail information system. 
A) Developing and updating a retail information system in an ongoing process. 
B) Developing a retail information system is generally simple. 
C) Data is continuously collected and stored in a retail information system. 
D) Retailers typically spend from 0.5 to 2.0 percent of their sales on their retail information system.

Question 13

Bipolar adjective scales are used with which survey instrument?

Accepted Answer

A) store positioning 
B) store-image testing 
C) semantic differential 
D) image analysis 
A) store positioning 
B) store-image testing 
C) semantic differential 
D) image analysis

Question 14

A retailer is concerned about measuring the impact of Sunday store openings in generating additional sales (beyond the current Monday through Saturday openings).Which stage of the marketing research process is the retailer involved in?

Accepted Answer

A) generating primary data 
B) examining secondary data 
C) making recommendations 
D) problem definition 
A) generating primary data 
B) examining secondary data 
C) making recommendations 
D) problem definition

Question 15

Precise problem definition is necessary to _____.

Accepted Answer

A) restrict data collection and analysis to meaningful material 
B) assume that marketing research is continuous 
C) avoid the use of intuition in problem/opportunity analysis 
D) integrate marketing research and marketing information systems 
A) restrict data collection and analysis to meaningful material 
B) assume that marketing research is continuous 
C) avoid the use of intuition in problem/opportunity analysis 
D) integrate marketing research and marketing information systems

Question 16

Which of the following is not a survey?

Accepted Answer

A) observation 
B) mail questionnaires 
C) telephone questionnaires 
D) person-to-person interviewing 
A) observation 
B) mail questionnaires 
C) telephone questionnaires 
D) person-to-person interviewing

Question 17

The use of a control group is a common aspect of which data collection technique?

Accepted Answer

A) a survey 
B) an experiment 
C) observation 
D) simulation 
A) a survey 
B) an experiment 
C) observation 
D) simulation

Question 18

A retailer can track the results of a frequent shopper program through data-base management.

Accepted Answer

A) True 
 B)False

Question 19

Which statement concerning marketing research in retailing is not correct?

Accepted Answer

A) The use of intuition is an example of the use of marketing research in retailing. 
B) Marketing research reduces a retailer's risk. 
C) Marketing research should be a continuous process. 
D) Marketing research can involve such facets of a retailer's strategy as pricing,location,and store image. 
A) The use of intuition is an example of the use of marketing research in retailing. 
B) Marketing research reduces a retailer's risk. 
C) Marketing research should be a continuous process. 
D) Marketing research can involve such facets of a retailer's strategy as pricing,location,and store image.

Question 20

Examples of the use of observation are traffic counts and mystery shoppers.

Accepted Answer

A) True 
 B)False

A common major disadvantage of secondary data is the _____.

The analysis of sales figures for a retailer has been greatly facilitated by the use of UPCs.

Attitudes cannot be studied through which primary data collection technique?

In a probability sample,_____.

Computers often form the foundation for a retail information system.

The stage of the marketing research process that may be eliminated is _____.

The major advantage of observation is its ability to measure attitudes in a natural setting.

A retailer seeking to study store loyalty limited its sample to credit-card holders whose last name began with the letters A through G.The firm used a probability sample.

A clear statement of the topic to be studied involves which stage of the marketing research process?

The major distinction between primary and secondary data is that secondary data _____.

Which type of consumer behavior topic can be best studied using observation?

Which statement concerning retail information systems is not correct?

Bipolar adjective scales are used with which survey instrument?

A retailer is concerned about measuring the impact of Sunday store openings in generating additional sales (beyond the current Monday through Saturday openings).Which stage of the marketing research process is the retailer involved in?

Precise problem definition is necessary to _____.

Which of the following is not a survey?

The use of a control group is a common aspect of which data collection technique?

A retailer can track the results of a frequent shopper program through data-base management.

Which statement concerning marketing research in retailing is not correct?

Examples of the use of observation are traffic counts and mystery shoppers.

An Introduction to Retailing

Building and Sustaining Relationships in Retailing

Strategic Planning in Retailing

Retail Institutions by Ownership

Retail Institutions by Store-Based Strategy

Web, Nonstore-Based, and Other Forms of Nontraditional Retailing

Identifying and Understanding Consumers

Trading-Area Analysis

Site Selection

Retail Organization and Human Resource Management

Operations Management: Financial Dimensions

Operations Management: Operational Dimensions

Developing Merchandise Plans

Implementing Merchandise

Financial Merchandise Management

Pricing in Retailing

Establishing and Maintaining a Retail Image

Promotional Strategy

Integrating and Controlling the Retail Strategy

Filters

Exam 8: Information Gathering and Processing in Retailing

A common major disadvantage of secondary data is the _____.

The analysis of sales figures for a retailer has been greatly facilitated by the use of UPCs.

Attitudes cannot be studied through which primary data collection technique?

In a probability sample,_____.

Computers often form the foundation for a retail information system.

The stage of the marketing research process that may be eliminated is _____.

The major advantage of observation is its ability to measure attitudes in a natural setting.

A retailer seeking to study store loyalty limited its sample to credit-card holders whose last name began with the letters A through G.The firm used a probability sample.

A clear statement of the topic to be studied involves which stage of the marketing research process?

The major distinction between primary and secondary data is that secondary data _____.

Which type of consumer behavior topic can be best studied using observation?

Which statement concerning retail information systems is not correct?

Bipolar adjective scales are used with which survey instrument?

A retailer is concerned about measuring the impact of Sunday store openings in generating additional sales (beyond the current Monday through Saturday openings).Which stage of the marketing research process is the retailer involved in?

Precise problem definition is necessary to _____.

Which of the following is not a survey?

The use of a control group is a common aspect of which data collection technique?

A retailer can track the results of a frequent shopper program through data-base management.

Which statement concerning marketing research in retailing is not correct?

Examples of the use of observation are traffic counts and mystery shoppers.

An Introduction to Retailing

Building and Sustaining Relationships in Retailing

Strategic Planning in Retailing

Retail Institutions by Ownership

Retail Institutions by Store-Based Strategy

Web, Nonstore-Based, and Other Forms of Nontraditional Retailing

Identifying and Understanding Consumers

Trading-Area Analysis

Site Selection

Retail Organization and Human Resource Management

Operations Management: Financial Dimensions

Operations Management: Operational Dimensions

Developing Merchandise Plans

Implementing Merchandise

Financial Merchandise Management

Pricing in Retailing

Establishing and Maintaining a Retail Image

Promotional Strategy

Integrating and Controlling the Retail Strategy

Filters