Deck 6: Information Management and Marketing Research

Question 1

The survey method that offers the greatest advantages in terms of speed of data collection and control of the sample is:

A) personal interview.
B) observational methods.
C) survey method.
D) telephone interview.
E) focus group.

Answer 1

D

Question 2

The last step in the market research process is:

A) developing the research plan.
B) defining the problem and research objectives.
C) implementing the research plan.
D) presenting the research findings to the Marketing Director or Board.
E) interpreting and reporting research findings.

Answer 2

E

Question 3

The contact method that is the least expensive is:

A) mail.
B) phone.
C) personal interview.
D) CATI.
E) online.

Answer 3

E

Question 4

If time is of the essence for a marketing research project, the preferred contact method is:

A) focus group.
B) personal interview.
C) online.
D) mail.
E) phone.

Question 5

A technique in which respondents are provided with a photograph or story board and then asked to invent a story about what they see is known as which of the following?

A) Sentence completion test (SCT)
B) Thematic apperception test (TAT)
C) Picture completion test (PCT)
D) Unstructured interviewing
E) none of the above

Question 6

When a scale is inscribed between two bipolar words, and respondents select the point that reflects the direction and intensity of their feelings, this is known as a:

A) dichotomous scale.
B) likert scale.
C) rating scale.
D) semantic differential.
E) word association.

Question 7

The most widely used method for primary data collection is the:

A) survey.
B) field observation.
C) ethnographic study.
D) laboratory experiment.
E) syndicated study.

Question 8

Data facts is conducting a study with instructions to interview 25 respondents in each of fifteen defined categories. Data facts is using which type of sample?

A) judgement sample
B) quota sample
C) cluster sample
D) convenience sample
E) none of the above

Question 9

A research method that involves selecting matched groups of subjects, giving them different treatments, controlling unrelated factors and checking for differences in group responses, in order to understand cause- and- effect relationships is known as:

A) exploratory research.
B) observational research.
C) ethnographic research.
D) causal research.
E) experimental research.

Question 10

Electronic monitoring systems that link consumers' exposure to television advertising and promotion (measured using television metres) with what they buy in stores (measured using checkout scanners) is known as:

A) people metres.
B) single source survey.
C) neuromarketing.
D) scan track.
E) none of the above

Question 11

After working for a plumbing contractor for many years, Ken decided to go out on his own by establishing his own plumbing business. Ken's first six months of operation have been disappointing. He has decided to undertake some market research to shed light on the nature of the problem. Which type of research does he need to do?

A) descriptive research
B) causal research
C) secondary research
D) observational research
E) exploratory research

Question 12

Which of the following is the most commonly used method of contacting respondents?

A) mail
B) phone
C) personal interview
D) online
E) CATI

Question 13

To test the effects of two different prices, McDonalds introduced a new burger at one price in one city and a different price in a different city. The type of research being used by McDonalds is:

A) causal research.
B) observational research.
C) experimental research.
D) survey method.
E) ethnographic research.

Question 14

Which of the following is NOT an example of internal data?

A) sales force reports on reseller activities
B) electronic records of customer purchases and loyalty
C) a government report about ways to improve industry productivity
D) sales force reports on competitor activities
E) customer service department records of satisfaction and complaints

Question 15

When presenting research findings to management, marketing analysts are advised to:

A) present the major findings that are most useful to management for decision making.
B) use lots of graphs, charts and complex statistics to establish the credibility of the study.
C) use exciting Powerpoint presentations containing animations and lots of data in tables and graphs.
D) all of the above
E) none of the above

Question 16

The contact method collection that typically has the lowest response rate is:

A) mail.
B) phone.
C) personal interview.
D) online.
E) CATI.

Question 17

The systematic collection and analysis of publicly available general information about consumers, competitors and developments in the marketplace is known as:

A) a marketing information system.
B) customer insights.
C) internal data.
D) market research.
E) competitive marketing intelligence.

Question 18

The ANZ Bank is gathering traffic flow data as part of a marketing research project intended to assist the Bank in making a decision as to where to locate a new branch. The most likely method the Bank will use is:

A) experimental research.
B) observational research.
C) survey methods.
D) ethnographic research.
E) causal research.

Question 19

When gathering marketing information, managers should:

A) give priority to information that is readily available from internal sources.
B) give priority to research reports generated by marketing research consultants and government departments.
C) think very carefully about information needs.
D) give priority to the least expensive information.
E) collect as much information as possible.

Question 20

In a study, reported in your text, chief marketing officers reported that the single most important input into marketing strategy was:

A) commitment.
B) human resources.
C) time.
D) marketing research.
E) all of the above

Question 21

The type of sample in which every member of the population has a known and equal chance of selection is called a:

A) probability sample.
B) simple random sample.
C) judgement sample.
D) convenience sample.
E) quota sample.

Question 22

The criteria for evaluating secondary data that refers to the objectivity with which the data was collected is referred to as:

A) currency.
B) accuracy.
C) impartiality.
D) actionability.
E) relevancy.

Question 23

Which of the following is an example of primary data for Ashton Drake Galleries to determine the popularity of its Precious Moments doll series?

A) a survey report noting that most doll collectors were women aged between 40 and 60 years
B) sales records of collectible dolls by the Crafts Industry Sales Council
C) input from a focus group especially put together to discuss the features of the Precious Moments doll series
D) data pertaining to doll collectors' motivations and gathered by a doll collectors' club
E) an article about collectible dolls in Crafts magazine

Question 24

In today's hypercompetitive world, states a marketing expert, "the race for competitive advantage is really a race for _ ."

A) market and customer insights
B) superior strategies
C) superior products
D) high quality products
E) out- manoeuvring the competition

Question 25

A system consisting of the people, equipment and procedures used to gather, sort, analyse, evaluate and distribute needed, timely and accurate information to marketing decision makers is known as:

A) a database.
B) a marketing department.
C) a marketing information system.
D) a market research consultancy or consultant.
E) none of the above

Question 26

The ANZ Bank is gathering information about average customer waiting times. When customers enter a branch, they are given a slip of paper with a unique customer number and a time stamp. The customer hands this to the teller who notes the time of service. By comparing the start time and end time, the Bank is able to determine each customer's waiting time. At the end of a day or a week, the data are aggregated to arrive at average waiting times on a branch by branch basis. The ANZ is engaged in which type of research?

A) experimental research
B) casual research
C) survey method
D) observational research
E) ethnographic research

Question 27

Joseph is a university student and a keen skate- boarder. He believes that he has the coolest part- time job in the world. He is employed by a market research company that expects him to hang out in skating venues, mix with his skating buddies and observe their behaviour, particularly noting any innovations in clothing, equipment, use of language, food preferences or venues frequented. Once a week, Joseph reports to the head office and prepares a short report. For 15 hours of observation he receives a salary of $350 per week. Joseph is engaged in which type of research?

A) exploratory research
B) causal research
C) ethnographic research
D) observational research
E) experimental research

Question 28

Which of the following types of market research is designed to test hypotheses about cause and effect relationships?

A) descriptive research
B) observational research
C) causal research
D) exploratory research
E) ethnographic research

Question 29

A Likert scale is BEST described as:

A) a scale that rates a given attribute from good to poor.
B) a scale that rates the respondent's intentions to purchase.
C) a numeric scale typically with an odd number at the upper limit, say 1- 5 or 1- 7.
D) a scale inscribed between two bipolar words and in which respondents select the point that represents the respondent's extent of agreement.
E) a statement with which the respondent shows the amount of agreement.

Question 30

A question that includes all the possible answers, allowing subjects to make choices from them is known as a(n) .

A) polygamous question
B) closed question
C) dichotomous question
D) open- ended question
E) likert scale

Question 31

Research that uses data obtained by analysing what people do, say or write and typically involved collecting data from relatively small samples is known as:

A) ethnographic research.
B) quantitative research.
C) observational research.
D) qualitative research.
E) mixed method research.

Question 32

The real value of market research lies in the:

A) customer insights derived from research.
B) quality of information available.
C) quantity of information available.
D) way the information is organised for rapid retrieval.
E) all of the above

Question 33

Which of the following types of market research is designed to provide outlines of issues such as the market potential for a product or profiles of the demographics and attitudinal characteristics of consumers who buy the product?

A) exploratory research
B) syndicated research
C) descriptive research
D) causal research
E) ethnographic research

Question 34

A researcher is attempting to develop a problem statement and research objectives for her firm's current marketing research programme. The type of data she will most likely use is:

A) primary data.
B) syndicated data.
C) qualitative data.
D) experimental data.
E) secondary data.

Question 35

Since 2006, Australian consumers have been protected from unsolicited telemarketing activities via an opt- in register known as the Do Not Call Register. Which of the following organisations are exempt from the provisions of the Do Not Call Register?

A) political parties
B) charitable organisations
C) not- for- profit organisations
D) market research organisations
E) all of the above

Question 36

A marketing information system (MIS) consists of:

A) the systematic design, collection, analysis and reporting of marketing information relevant to a specific marketing situation or problem.
B) the people, equipment and procedures used to gather, sort, analyse, evaluate and distribute needed, timely and accurate information to marketing decision makers.
C) the set of procedures and policies used to manage and co- ordinate the activities of external market research consultants and syndicated data.
D) the set of procedures used by marketers to collect and manage everyday information about recent developments in the marketing environment.
E) a database of customer purchasing patterns, sales data, sales trends and customer loyalty information.

Question 37

Sampling error cannot be measured in which of the following samples?

A) simple random sample
B) stratified random sample
C) cluster sample
D) quota sample
E) none of the above

Question 38

When evaluating secondary data, the researcher should ensure that the data is:

A) accurate.
B) recent.
C) impartial.
D) current.
E) all of the above

Question 39

After the Jones retired from the full time work- force, they found an ideal job that allowed them to travel for free. The only catch was that they had to stay at Days Inn. During each stay, they were expected to try out all the inn's amenities and evaluate each one. They then filled out evaluation forms and sent them to the head office where these forms became part of the company's system.

A) sales reporting
B) competitive marketing intelligence
C) marketing research
D) experiential research information
E) quality control

Question 40

The first step in the market research process is:

A) interpreting the research findings.
B) engaging a qualified market research agency to carry out the research.
C) developing the research plan.
D) defining the problem and research objectives.
E) implementing the research plan.

Question 41

Commercial trend- spotting companies, such as Faith Popcorn's Brain Reserve, favour a particular type of research method in which they send observers into the field to watch and interact with consumers in their "natural environments." This type of research is known as:

A) observational research.
B) qualitative research.
C) ethnographic research.
D) exploratory research.
E) mixed methods research.

Question 42

The criteria for evaluating secondary data that refers to the reliability of the information is known as:

A) accuracy.
B) impartiality.
C) relevancy.
D) actionability.
E) currency.

Question 43

The contact method that minimises interviewer bias is:

A) mail.
B) phone.
C) personal interview.
D) online.
E) CATI.

Question 44

Studies have shown that survey response rates can be improved by which of the following?

A) using reply paid envelopes for mail out surveys
B) engaging a reputable market research company to conduct the research
C) offering respondents a choice of response modes
D) using online data collection and promoting the research via an online community
E) avoiding asking sensitive or controversial questions

Question 45

The type of research that a food manufacturer would use in supermarkets to find out prices of competing brands is:

A) observational research.
B) causal research.
C) ethnographic research.
D) survey method.
E) experimental research.

Question 46

The part of a population selected to represent the population as a whole is called a(n):

A) trial set.
B) sample.
C) test set.
D) focus set.
E) observation set.

Question 47

In a classic study, researchers used magnetic resonance imaging (MRI) scans to compare the physiology of the brain when subjects were presented with Coca- Cola and Pepsi. The study's findings showed that when presented with Coca- Cola, the ventromedial prefrontal cortex (VMPFC) of subjects' brains was more activated than when subjects were presented with Pepsi. The VMPFC is associated with "warm, feel good" emotions. This study is an example of which type of research?

A) neuromarketing
B) single source market research
C) customer scanning
D) thematic apperception test
E) none of the above

Question 48

Companies regularly collect volumes of data about customer interactions such as customer purchases, sales force contacts, service and support calls, website visits, satisfaction surveys, credit and payment interactions. This information can be collated into a detailed information system designed to manage customer touch points to maximise customer loyalty. Such a system is known as:

A) customer mailing list.
B) a data warehouse.
C) electronic database.
D) customer relationship management.
E) data mining.

Question 49

Hypotheses are normally tested through the use of:

A) exploratory research.
B) observational research.
C) causal research.
D) experimental research.
E) ethnographic research.

Question 50

Which of the following is the main advantage of ethnographic research?

A) It can be carried out with relatively small sized samples.
B) It is relatively inexpensive.
C) It generates fresh insights about the consumer's unarticulated needs.
D) It is a relatively easy method of research to undertake.
E) It does not require long lead times.

Question 51

A supermarket is gathering data on in- store shopping behaviour. The store manipulates variables such as the temperature, lighting and background music. The store is equipped with cameras and cash register totals are monitored regularly to assess the number of customers as well as changes in sales volume. In one research project, the researcher played music with a fast tempo and noticed that shoppers moved through the store more rapidly, resulting in fewer impulse purchases and lower average receipts per customer. When music with a slow tempo was played, average receipts per customer were higher. This researcher is engaged in which type of research?

A) coausal research
B) observational research
C) ethnographic research
D) experimental research
E) survey method

Question 52

Research that uses only numbers or scores obtained from interviews, checklists or other information available in accessible form is known as:

A) qualitative research.
B) quantitative research.
C) ethnographic research.
D) mixed method research.
E) statistical research.

Question 53

Which phase of the market research programme is generally the most costly?

A) interpreting data
B) preparing reports on findings
C) collecting data
D) analysing data
E) all of the above

Question 54

Marketing research links the customer and the public to the marketer through:

A) systems.
B) quantitative data.
C) networks.
D) information.
E) people.

Question 55

The stage in the market research process that provides guidance and direction for the entire marketing research programme is:

A) defining the problem and research objectives.
B) engaging a market research consultancy to carry out the research.
C) implementing the research plan.
D) interpreting and reporting the findings.
E) developing the research plan.

Question 56

When designing a marketing information system (MIS), marketers should follow a series of steps. Which of the following is NOT one of the steps involved in designing a MIS?

A) analyse information
B) develop needed information
C) hire a marketing research firm to collect information
D) assess information needs
E) use information to make decisions and manage customer relationships

Question 57

Which of the following is an example of how Dulux, a manufacturer of acrylic paints might use observational research?

A) Conduct a focus group of Dulux users to gain insights into the brand's current positioning.
B) Include a reply- paid mail survey with every unit of Dulux sold.
C) Watch how members of an adult education class use the product to paint mail boxes.
D) Ask users of another brand of paint to list the attributes that are most important in an acrylic paint product.
E) Survey existing customers to find out how the paint could be improved.

Question 58

Which of the following is NOT one of the steps in the market research process?

A) interpreting and reporting the findings
B) developing the research plan
C) defining the problem and research objectives
D) implementing the research plan
E) engaging a market research consultancy to carry out the research

Question 59

Which of the following types of research is designed to gather information that will help to define the problem and suggest hypotheses?

A) exploratory research
B) secondary research
C) causal research
D) descriptive research
E) syndicated research

Question 60

Information that already exists and was collected for a different purpose is known as:

A) primary data.
B) syndicated data.
C) publicly available data.
D) commercial research.
E) secondary data.

Question 61

Because of the costs involved, only larger firms can afford to utilise marketing research.

Question 62

Defining the problem and identifying research objectives are typically the most difficult tasks in the research process.

Question 63

A researcher has been asked to gather information to support a serious marketing decision as quickly as possible. The researcher would probably favour telephone interviewing for this purpose.

Question 64

An effective marketing information balances the information that managers want to have against what is realistic and feasible for them to acquire.

Question 65

A marketing information system consists of the people, equipment and procedures to gather, sort, analyse, evaluate and distribute information to decision makers.

Question 66

The purpose of marketing research is to link the consumer, customer, and public to the marketer through information.

Question 67

While closed- ended questions are easier to tabulate, open- ended questions may be more useful in revealing how people think.

Question 68

The data collection phase of marketing research is generally the most expensive and the most subject to error.

Question 69

The major disadvantage associated with the mail questionnaire approach to data collection is high cost per respondent contacted.

Question 70

Observational research is frequently used to identify phenomena to be studied in greater depth by other types of research approaches.

Question 71

The purpose of causal research is to link the consumer, customer, and public to the marketer through information.

Question 72

The optimal number of people to include in a focus group is:

A) 5.
B) 6.
C) 2.
D) 4.
E) There is no consensus about the optimal size.

Question 73

Market research is an expensive, sophisticated process that is often beyond the reach of small businesses with their limited budgets.

Question 74

The heart of the internal database is the sales reporting system.

Question 75

A producer of herb mixes that wanted to explore added new products should use closed- ended questions in interviews with a sampling of its current customers.

Question 76

Secondary research is seldom useful in helping to define problems and research objectives.

Question 77

Information that has been collected for the current research purpose is known as:

A) commissioned research.
B) primary data.
C) secondary data.
D) syndicated data.
E) commercially sensitive data.

Question 78

Questionnaires or surveys are the most commonly used research instrument.

Question 79

Sampling error may be measured in which of the following samples?

A) cluster sample
B) quota sample
C) convenience sample
D) judgement sample
E) none of the above

Question 80

Mechanical observation techniques are not capable of providing information of sufficient accuracy to support important marketing decisions.