Deck 8: Marketing Research: From Information to Action

Question 1

Vision Critical helps companies use social media in their marketing research. It develops "Insight Panels" of consumers from a company's target group and regularly asks for their feedback online. Vision Critical is using social media to conduct marketing research that is:

A)Monitoring competitors and their activities.
B)Broadening its scope by listening to customers.
C)Tracking innovation trends in the marketplace.
D)Engaging customers who are the "loudest."

Answer 1

B

Question 2

There are various costs associated with conducting surveys. Which of the set represents the correct ascending (least expensive to most expensive)order of cost per completed survey?

A)online; mail; telephone; personal interview
B)personal interview; online; telephone; mail
C)mail; online; telephone; personal interview
D)personal interview; mail; telephone; online

Answer 2

A

Question 3

Alex works for RBC where he is trying understand whether the bank should be open on Sundays, in order to compete with CIBC. Which department is Alex likely a part of?

A)sales
B)marketing research
C)advertising
D)publicity

Answer 3

B

Question 4

The Dairy Farmers of Canada, an association representing dairy producers in the country, wanted to discover why milk consumption was declining in Canada. The marketing manager for this association decided they should first:

A)engage in marketing research.
B)hire a consultant.
C)spend more dollars on advertising.
D)hire more salespeople.

Question 5

Compared to traditional market research, using social media research is:

A)more expensive.
B)irrelevant as they both cost the same.
C)less expensive.
D)irrelevant as it's not possible to compare the results or costs.

Question 6

Marketing research attempts to identify and define both marketing and ________.

A)problems; opportunities
B)strategies; programs
C)weaknesses; threats
D)segments; target markets

Question 7

By using social media for research, marketers get more interaction, engagement, and participation which usually results in data.

A)useful personal and group
B)useful, accurate, and honest
C)accurate, small market group
D)inaccurate group but effective individual

Question 8

Neuromarketing measures brain activity using either probes connected to the brain or an MRI. One of the main reasons for using neuromarketing research is to:

A)eliminate interviewer bias
B)correct respondent bias
C)increase interviewer bias
D)reduce interviewer bias

Question 9

The nature of the problem should determine the type of marketing research conducted. Which one of the following is NOT a basic type of marketing research?

A)correlative
B)causal
C)descriptive
D)exploratory

Question 10

The makers of Samsung smartphones conduct a search in Twitter using the keyword 'iPhone' in order to understand what individuals are saying. Samsung is conducting which activity?

A)social listening
B)data mining
C)product development
D)corporate espionage

Question 11

Compared to traditional market research, using social media research is:

A)more expensive.
B)irrelevant as they both cost the same.
C)unbiased.
D)faster.

Question 12

The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions to improve an organization's marketing activities is called:

A)statistical analysis.
B)marketing research.
C)market decision analysis.
D)SWOT analysis.

Question 13

During the 2016 Earth Hour, WWF (formerly the World Wildlife Fund)launched a social media campaign in the London Underground to encourage support by using the #EarthHourUK. Which aspect of social media allowed them to measure the response to their Earth Hour Campaign?

A)social media reveals "hidden" insights
B)social media offers infinite survey possibilities
C)social media has infinite panel members
D)social media allows real-time responses and feedback

Question 14

A local farmer attempts to understand if by displaying a large neon sign describing a 'two-for-one' special on pumpkins will result in an increase in sales. This farmer is undertaking what type of research?

A)descriptive research
B)causal research
C)exploratory research
D)primary research

Question 15

Magazines, radio stations, and television stations almost always do research to identify the characteristics of audiences.

A)descriptive
B)exploratory
C)primary
D)causal

Question 16

Profiling product purchasers (e.g., the Canadian shopper at the health food store), describing the size and characteristics of markets (e.g., the Canadian pizza restaurant market), detailing product usage patterns (e.g., ATM usage by Canadian bank
Customers), or outlining consumer attitudes toward particular brands (e.g., Canadian
Attitudes toward national, private, and generic brands)are collectively known as which type of research?

A)exploratory research
B)descriptive research
C)primary research
D)causal research

Question 17

A survey is conducted by a local clothing retailer to understand the ratio of males versus females in a ten kilometer square around their location, in order to understand which products to carry. This research is referred to as:

A)causal research
B)primary research
C)exploratory research
D)descriptive research

Question 18

Blackberry is considering entering the television industry, and Ken, in the marketing department, conducts some basic research to get an initial understanding of the industry. Which type of research is Ken conducting?

A)exploratory research.
B)preliminary research.
C)primary research.
D)descriptive research.

Question 19

The Prince Edward Island Tourism Board wanted to understand why there was such a large increase in visitors to PEI last year. They conducted preliminary research with visitors to get some ideas. This is an example of:

A)exploratory research
B)primary research
C)descriptive research
D)causal research

Question 20

All of the following are unique ways market researchers use social media, except:

A)customer relationship marketing analytics.
B)listening to customers.
C)monitoring competitors.
D)conducting primary research.

Question 21

The notion of whether the research measured what was intended to be measured is referred to as:

A)objectivity
B)validity
C)reliability
D)measurabili ty

Question 22

While a university student, you need to complete a research project on the beverage consumption habits of Canadians. You head into your campus library, where you have special access to research reports compiled by Financial Post, Gartner, and Deloitte.
This data is called

A)external secondary
B)internal primary
C)external primary
D)proprietary

Question 23

According to research conducted by Canadian cultural anthropologists, Canadians place a high importance on personal relationships. This leads them to be extremely reluctant to buy through an impersonal medium like a telephone. For an insurance company that was hoping to sell insurance through telemarketers, this research would be an example of:

A)external secondary data.
B)an assumption.
C)an objective.
D)internal data.

Question 24

When Karsh & Hagan Advertising Agency uses information found in Nielsen Reports, published by the A.C. Nielsen Company, to plan television advertising schedules for its clients it is relying on data.

A)secondary
B)proprietary
C)primary
D)observation al

Question 25

After defining the problem, the next step in the marketing research process is:

A)conclusion and report.
B)data analysis and collection.
C)formal research design.
D)evaluate the results.

Question 26

Joe Carson, the owner of Carson Sailboats, is concerned about slumping sales. Sales so far this year are 40 percent below last year's sales. Joe is concerned. He starts doing some research on the Internet to see if there are any trends he can identify to explain the slump. He then talks to several other people in the industry to get their opinions. Joe is conducting research.

A)preliminary
B)causal
C)secondary
D)exploratory

Question 27

When the Dairy Farmers of Canada conducted initial research on milk consumers, it discovered that many believed milk was too fattening and too high in cholesterol. The association felt that these beliefs might be related to the overall decline in milk consumption in Canada. To test this assumption, the association ran a television
Advertising campaign to demonstrate that milk was a healthful product and essential to a person's diet. In its tracking studies, it found that the ad campaign did change
Consumer attitudes toward milk, which, in turn, was related to a subsequent increase in milk consumption. This is an example of research, followed up by
________ research.

A)descriptive; causal
B)causal; descriptive
C)primary; secondary
D)exploratory; causal

Question 28

When a marketing researcher uses a collection of reports, financial statements, and surveys from different departments within her firm, she is using:

A)external secondary data.
B)primary data.
C)internal secondary data.
D)sensitivity analysis.

Question 29

The National Health Interview Survey is conducted annually by the Centers for Disease Control and Prevention. By examining information gathered from sampling, it was able to announce that 14.1 percent of all Americans lacked health care insurance
In 2001. A health care organization doing research on patient non-payment would refer to this information as data.

A)secondary
B)primary
C)observation al
D)proprietary

Question 30

Watch was a teen publication given out free to high school students, but the publication was unable to deliver the response rates to coupons or sample offers that its advertisers expected. After defining the problem, its publisher developed a formal research plan, gathered information from teen focus groups, analyzed the findings, and replaced Watch magazine with Fuel for boys and Verve for girls. How would a
Marketer describe the publisher's action?

A)The approach it took was too complicated and costly to provide an effective solution to the problem.
B)It took a systematic approach to marketing research.
C)Why fix something that is not broken? The magazine was still attracting some advertisers.
D)It made a big deal out of a small decline - a few copy changes would have been enough.

Question 31

Using data provided by the Canadian census to understand the demographics of a particular market is known as

A)census data.
B)secondary data.
C)demographic data.
D)primary data.

Question 32

Impiric is an integrated marketing solutions company. Whenever a client comes to it wondering why a product was not welcomed by its target audience or why customers have stopped buying another product, Impiric always suggests the marketing research process begins with:

A)deciding how much time and money the client is willing to spend.
B)defining the problem.
C)defining the alternatives and uncertainties.
D)determining the target market.

Question 33

Which of the following is NOT a step in the marketing research process?

A)Formal research design.
B)Data collection and analysis.
C)Take marketing actions.
D)Problem definition.

Question 34

The Prince Edward Island Tourism Board wanted to understand why there was such a large increase in visitors to PEI last year. They conducted preliminary research with visitors to get some ideas. After that, they ran a new ad campaign for several weeks, which asked interested viewers to call a 1-800 number for more information. They
Carefully tracked the number of calls to this number. This is an example of ________
Research, followed up by _ research.

A)descriptive; causal
B)primary; secondary
C)causal; descriptive
D)exploratory; causal

Question 35

A researcher stands at a traffic light and counts the number of cars that make left turns. These findings will be used to determine if an 'advanced green' needs to be installed. What form of research is being conducted?

A)external secondary data.
B)primary data.
C)observational data.
D)internal secondary data.

Question 36

The retail mall owner told the marketing researcher, "We have the option of staying open late twice a week, or opening up an hour early every day. We need to know which will be most profitable since we cannot do both. The decision must be made in 11 weeks, and we only have $10,000 budgeted for this research project." In which
Stage of the marketing research process would this statement have been made?

A)Conclusions and report.
B)Data collection and analysis.
C)Formal Research design.
D)Define the problem.

Question 37

All of the following are examples of internal secondary data EXCEPT:

A)an organization's income statement and balance sheet for 2001.
B)customer lists generated by an organization's marketing information system.
C)Nielsen ratings reports for Ontario purchased by an organization.
D)studies conducted three years ago by the firm's market research department.

Question 38

All of the below are considered basic techniques of exploratory research except:

A)focus groups
B)primary research
C)secondary data analysis
D)depth interviews

Question 39

Each of the following is an example of external secondary data EXCEPT?

A)an organization's financial statements
B)specialized online computerized databases such as Nexus or CompuServe
C)government statistics from the Department of Commerce
D)a survey by the Economic Research Service of the Canadian. Department of Agriculture

Question 40

A general rule of thumb among marketing researchers is to use first and then collect .

A)internal primary data; external primary data
B)external secondary data; internal secondary data
C)secondary data; primary data
D)primary data; secondary data

Question 41

Statistics Canada completes the census of Canada once every decade, which gives detailed information on Canadian households. This service provides:

A)external secondary data.
B)primary data.
C)non-probability sampling tools.
D)internal secondary data.

Question 42

Shelly, the manager of a large grocery store, was concerned. She had received complaints from several customers who said they had been treated rudely by clerks at the store. In order to determine whether or not her clerks were indeed rude, Shelly hired a team of marketing researchers. The researchers posed as customers shopping in the store, but were actually taking notes and recording the actions of the store clerks.
Later, Shelly reviewed those notes. The research notes Shelly reviewed were a form of
________ data.

A)secondary
B)primary
C)developmental
D)national

Question 43

The Toronto Blue Jays professional baseball team wanted to develop creative ways to boost sagging attendance at their ball games. The Jays hired a moderator who, after every home game during the month of July, led informal discussions with groups of six to ten fans to find out what they did and did not like about the baseball team. The discussions were tape recorded and videotaped so that researchers could review the data at a later date and in more detail. What are such informal research discussions
Called?

A)focus groups
B)secondary data
C)research variables
D)experiments

Question 44

McGraw-Hill, a publishing company, sponsors an informal one-time-only session with seven university instructors who use a given textbook. The instructors meet to discuss the textbook, its study guide, and the product's competition. This is an example of a:

A)jury of executive opinion.
B)consumer panel.
C)Likert scale interview.
D)focus group.

Question 45

Marketing Works, a market research firm located in Anchorage, Alaska, specializes in providing marketing information to retail stores around the world. The employees at Marketing Works perform a variety of services for and provide a wide range of information to their clients. For example, they collect data on consumer demographics, purchase behaviour, lifestyle, and responses to sales promotions. Finally, the Marketing Works employees analyze, interpret, and interrelate the data they have
Collected and provide retailers with market-related information. Marketing Works is an example of a firm that offers:

A)single source data.
B)outsource data services.
C)informational data services.
D)technological data services.

Question 46

Which survey is most expensive because of the interviewer's time and travel expenses?

A)personal interview
B)focus groups
C)mail
D)telephone

Question 47

Which survey type is usually biased because those likely to respond have had especially positive or negative experiences with a given product, service, or brand?

A)personal interviews
B)focus groups
C)telephone
D)mail

Question 48

Canada's military ran informal sessions in cities across Canada to find out what images should appear in the Army's next recruitment campaign. These groups of eight or nine individuals aged 18-24 responded to questions posed by a group leader regarding their opinions on reality in military ads. This is an example of a:

A)Likert scale interview.
B)consumer panel.
C)focus group.
D)jury of executive opinion.

Question 49

You are the product manager for a new children's cold breakfast cereal. Its proposed brand name is Barney, named after the popular, purple dinosaur of the PBS children's television show Barney & Friends. Barney cereal is positioned as a health-oriented, fun and socially positive cereal that consists of natural whole grains and fruit-sweetened, Barney-like purple dinosaurs that provide children with more than the 100 percent recommended daily allowance of vitamins A, B, and C. To ascertain the cereal's appeal among prospective buyers, each of the following would be a primary
Data collection method to help you make marketing decisions regarding the new Barney brand cereal EXCEPT:

A)You send 10,000 trial boxes of Barney cereal to randomly selected households with children in Hamilton, ON (a national test market for consumer products) along with a business reply, postage-paid postcard to obtain the reactions of these households to the cereal.
B)You, personally, via a one-way mirror, watch the reactions of ten different groups of six to ten children eating bowls of the new Barney cereal with its purple dinosaurs.
C)You contract with major supermarket chains in Calgary, AB (a major consumer products test market)to stock 10,000 standard-size boxes of Barney cereal on their shelves. You also contract with InfoScan, a consumer product sales tracking service to determine the effect of a test marketing campaign consisting of ads on Saturday morning children's programs aired locally in Calgary, coupons in the
Local Calgary newspapers, and a direct mailing to all households with children in the Calgary market.
D)You refer to a recent consumer report that looks at features and attributes of children's cereals that have scored favourably in previous market testing.

Question 50

Someone making the statement, "Before we begin this project, we'll have to hire someone to interview people to find out how many people in a 50-mile radius could use our service, what their average income is, and what their occupations are." is preparing to:

A)collect internal secondary data.
B)collect primary data.
C)collect external secondary data.
D)perform a sensitivity analysis.

Question 51

A supermarket placed diapers, beer, and potato chips together, and observed significant increases in the sales of all three. Which tool was likely used by the supermarket to reach the conclusion to place all three products together?

A)data mining
B)single source data
C)secondary research
D)primary research

Question 52

A publishing company sponsors an informal one-time-only session with an influential college professor who uses a given text. The professor meets to discuss the textbook, its study guide, and the product's competition. This is an example of a(n):

A)focus group.
B)experiment.
C)small group dynamics.
D)depth (or individual)interview.

Question 53

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to deal with claims. It wants to introduce its product into new markets, but before it does so, it wants to have a prediction of how successful its sales efforts will be. One of the first things researchers did was to invite in a group of eight people with insurance to talk about home and auto insurance. Their
Conversation was recorded and later analyzed to determine if there were any differences between customers from different countries. This was an example of a(n):

A)focus group.
B)research variable.
C)mechanical observation.
D)experiment.

Question 54

When compared with telephone and mail surveys, which of the following is NOT a characteristic of individual interview surveys?

A)greatest ability to probe and ask complex questions
B)most expensive because of interviewer's time and travel expenses
C)greatest opportunity for interviewer bias
D)greatest difficulty in establishing rapport with the respondent

Question 55

Observing people and asking them questions are two ways to obtain:

A)primary data.
B)external secondary data.
C)experimental independent variables.

Question 56

Information provided by one firm on household demographics and lifestyle, purchases, TV viewing behaviour, and responses to promotions is called:

A)multi-source data.
B)marketing research data.
C)online data.
D)single source data.

Question 57

Coca-Cola is considering getting into the smartphone market. John, who is in their marketing department, conducts a detailed interview with leading research on smartphones. This activity is referred to as:

A)a focus group.
B)a depth (or individual)interview.
C)small group dynamics.
D)an experiment.

Question 58

Two important advantages of secondary data are:

A)they are tailor-made to your specifications and relatively inexpensive.
B)they are inexpensive and up-to-date.
C)they are usually inexpensive and save time.
D)they are up-to-date and supply all relevant categories of information.

Question 59

Marketing data services offer single source data, which is information provided by a single firm on household demographics and lifestyle, purchases, TV viewing behaviour, and:

A)responses to promotions like coupons and free samples.
B)magazine and newspaper subscription rates.
C)attendance at church, theatre, and the like.
D)recreational activities like tennis and golf.

Question 60

Cribs 'R Us is a leading provider of baby cribs and seats to parents in Canada. They are considering making some design changes to baby cribs because they recognize that most parents eventually pass on their old crib to relatives who have new children. They asked four parents and their corresponding relatives, who engaged in this 'hand-me-down' activity, to the head office to discuss what would they want to see in a new crib edition, one specifically focused for those that hand cribs down to their
Relatives. Cribs 'R Us is engaging in what type of activity?

A)small group dynamics.
B)an experiment.
C)a focus group.
D)a depth (or individual)interview.

Question 61

"Why do you attend university?" is an example of which type of question?

A)dichotomous
B)fixed alternative
C)Likert scale
D)open-ended

Question 62

The question, "How many meals will you eat in restaurants in the next year?" is an example of a(n):

A)unanswerable question.
B)question with nonexhaustive answers.
C)leading question.
D)two questions in one.

Question 63

When marketers decide to use surveys to ask questions, they make each of the following assumptions EXCEPT:

A)people know the answers to the questions.
B)the right questions are being asked.
C)people will answer according to how they hope the marketers want them to respond.
D)people will understand the questions being asked.

Question 64

"What is your age? A. Under 20 years, B. 21 to 45 years, C. 46 to 60 years" is most likely an example of a(n):

A)leading question.
B)unanswerable question.
C)a combination of two questions in one.
D)question with nonexhaustive answers.

Question 65

The following question that appears on a questionnaire, "What is your age? A. less than 20 years old, B. 20 to 40 years old, C. 40 to 60 years old, D. 60 years old or more" is most likely an example of a(n):

A)two questions in one.
B)unanswerable question.
C)question with non-mutually exclusive answers.
D)question with nonexhaustive answers.

Question 66

A survey shows that 92.6 percent Canadians from Ontario have used toothpaste in the last twelve months and 87.2 percent of Canadians from the Western provinces have used toothpaste during the same period. This information was most likely gathered by using which type of question?

A)open-ended
B)evaluative
C)holistic
D)dichotomou s

Question 67

A marketer sends out a newsletter to one group that has the sent address of '[e-mail].' This marketer sends out the same newsletter to another group that has the sent address of '[e-mail].' The researcher is
Attempting to determine the differences in response and open rates based on which address the newsletter is sent from. What is the marketer engaging in?

A)nonprobability sampling.
B)an experiment.
C)a panel.
D)questionnaire data.

Question 68

"Do you smoke? Answer either Yes or No even if it is only on rare occasions that you do smoke" is an example of which type of question?

A)dichotomous
B)open-ended
C)fixed alternative
D)Likert scale

Question 69

What type of question is the following? Check your degree of agreement with the following statement: "Marketing is an interesting subject."
( )Strongly Agree ( )Agree ( )Disagree ( )Strongly Disagree

A)dichotomous question
B)Likert scale question
C)semantic differential scale question
D)open-ended question

Question 70

Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30, a great deal of information was gathered to determine what types of items should be carried, the image of the store, its advertising, etc. Which of the following is an example of a closed-ended question that might have been asked?

A)Would you be interested in buying the Torrid merchandise on the Internet?
B)Why would you want to shop at a store that carries plus-size clothing?
C)What type of person would shop at Torrid?
D)In what ways might you be uncomfortable shopping at a plus-size-only retailer?

Question 71

What kind of questions are the following? "Place an X in the space that describes your feelings about this test."
Easy __
Fair
__ __ __ __ __ Difficult
__ __ __ __ Unfair

A)semantic differential scale question
B)Likert scale question
C)dichotomous question
D)open-ended question

Question 72

The type of question you are answering if you are asked to indicate on a seven-point scale anchored by 'highly unlikely' to 'highly likely' to the question "What is the likelihood that you will purchase a new laptop computer within the next 12 months?" is an example of a question.

A)Likert scale
B)semantic differential
C)dichotomous
D)fixed alternative

Question 73

"Do you like pretzels and chips? ___ Yes ___ No." is a poorly worded question because:

A)it has no relevance.
B)it is actually two questions in one.
C)it is a nonexhaustive question.
D)it is a leading question.

Question 74

Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30, a great deal of information was gathered to determine what types of items should be carried, the image of the store, its advertising, etc. Which of the following is an example of an open-ended question that might have been asked?

A)Would you shop at a store that only sold plus-size clothing?
B)How old are you?
C)What is your self-image?
D)Do you wear a size 14 or larger dress?

Question 75

"Did you drive to college and buy your lunch there last week?" is most likely an example of a(n):

A)unanswerable question.
B)question with non-exhaustive answers.
C)a combination of two questions in one.
D)leading question.

Question 76

A test market for a new Kellogg's cereal is an example of a(n):

A)observational data creation.
B)hypothesis generation.
C)experiment.
D)deviation test.

Question 77

The type of question you are answering right now is an example of a(n) question.

A)open-ended
B)fixed alternative
C)Likert scale
D)dichotomous

Question 78

"Have you been to a dentist within the past six months? ___ Yes No?" is an example of which type of question?

A)Likert scale
B)open-ended
C)dichotomous
D)semantic differential

Question 79

The following question that appears on a questionnaire, "Did you serve any healthy, nutritious meals last week?" is most likely an example of a(n):

A)unanswerable question.
B)two questions in one.
C)leading question.
D)question with nonexhaustive answers.

Question 80

One of the reasons to choose using brain-imaging based neuromarketing tools over traditional focus groups is that:

A)the results are the same, but the test is cheaper to administer
B)the tests can be completed remotely
C)the tests are cheaper to administer
D)the results are often more accurate