Question 1

Cross-sectional design involves the systematic collection of responses to a consumer survey instrument from one or more samples of respondents at one point in time.

Accepted Answer

A) True 
 B)False

Question 2

Of the following, which type of data collection method is likely to have the lowest response rate?

Accepted Answer

A) mail questionnaire 
B) focus group 
C) online focus group 
D) case study 
E) face-to-face interview

Question 3

A group of investors wants to bring a minor league baseball team to a community of 100,000 to create hometown spirit and offer a new form of family entertainment.The group surveyed people in the community to see if they would attend the games, how frequently they would attend, and whether the location of the proposed baseball stadium was acceptable.This survey is an example of ________.

Accepted Answer

A) data mining 
B) a secondary internal source 
C) longitudinal data 
D) a primary data source 
E) a secondary external source

Question 4

The owner of a successful independent book store has been thinking lately that she either needs to find a new location or expand this one as she stumbles over boxes of books in the cramped space.What type of research design should she use to determine how her customers feel about the current store? Why?

Accepted Answer

The answer of The owner of a successful independent book...

Question 5

A(n)________ can use multidimensional scaling to create perceptual maps.

Accepted Answer

A) intranet analysis 
B) marketing information system 
C) data warehouse 
D) marketing decision support system 
E) competitive intelligence system

Question 6

To determine what type of information to add to its Web site in order to attract more visitors, an Internet company could look at a survey by the AOL/Roper Starch Cyberstudy, which showed the primary activities Canadians are most likely to engage in when surfing the Internet.This study is an example of ________.

Accepted Answer

A) ethnographic data 
B) a secondary data source 
C) a primary internal data source 
D) data mining 
E) a primary external data source

Question 7

The Chair Trade is an independent furniture store that specializes in selling Amish-style furniture and household items.Until the first of the year, its overall sales revenue was slowly increasing.Since the first of the year, however, sales of small items increased while sales of furniture decreased, leading to declining sales revenue.How could the owner of the store rely on marketing intelligence to understand the change in consumer buying behavior? Should the owner rely solely on marketing intelligence? Why or why not?

Accepted Answer

The answer of The Chair Trade is an independent furniture...

Question 8

________ is the process of selecting respondents for a survey.

Accepted Answer

A) Sampling 
B) Prospecting 
C) Modeling 
D) Surveying 
E) Representation

Question 9

A city hired a research company to survey spring break vacationers to learn about this market.One of the questions asked was, "If you were able to hang out on the beach with any celebrity, who would she or he be?" This type of question is a means for gathering ________.

Accepted Answer

A) qualitative data 
B) ethnographic observations 
C) cross-tabulated data 
D) quantitative data 
E) longitudinal data

Question 10

Discuss the makeup and functions of a marketing information system (MIS).

Accepted Answer

The answer of Discuss the makeup and functions of a...

Question 11

What is a company's internal data? Give two examples of internal data.

Accepted Answer

The answer of What is a company's internal data? Give...

Question 12

Which of the following is NOT an advantage of online questionnaires?

Accepted Answer

A) speed 
B) low costs 
C) almost instantaneous results 
D) control over who respondents are 
E) no geographic restrictions

Question 13

In general, a research report will NOT include ________.

Accepted Answer

A) an executive summary of the report that covers the high points of the total report 
B) a description of the research methodology 
C) a discussion of the results of the study, including tabulations, cross-tabulations, and additional statistical analysis 
D) a discussion of limitations of the study 
E) a situation analysis

Question 14

The focus group format can be used online.

Accepted Answer

A) True 
 B)False

Question 15

Tabak catalog retailer studies about 3,500 variables over the lifetime of a customer's relationship.Through ________, it has found that customers who change residences are three times more likely than customers who do not move as frequently to buy tables, fax machines, and decorative products but are no more likely to buy jewelry or footwear.

Accepted Answer

A) data mining 
B) prospecting 
C) sampling 
D) latitudinal research 
E) customer acquisition

Question 16

In the marketing research process, it is essential for marketers to define the research problem.What does this mean?

Accepted Answer

The answer of In the marketing research process, it is...

Question 17

The marketing intelligence system uses corporate espionage to gather information about competitors.

Accepted Answer

A) True 
 B)False

Question 18

Frito-Lay's ________ gathers daily sales data and sorts it 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) case study 
B) acquired database 
C) syndicated research 
D) marketing information system 
E) marketing intelligence system

Question 19

Prior to setting up its Thanksgiving Turkey Hotline, a company conducted one-on-one discussions with a small number of new and experienced cooks to determine what type of questions it should be prepared to answer.In research terms, this company conducted ________.

Accepted Answer

A) focus groups 
B) face-to-face interviews 
C) ethnographic research 
D) unobtrusive measures 
E) observational research

Question 20

Which of the following methods of gathering exploratory data was derived from anthropology?

Accepted Answer

A) focus groups 
B) one-on-one interviews 
C) case studies 
D) longitudinal studies 
E) ethnography

Exam 3: Marketing Research: Gather, Analyze, and Use Information

Cross-sectional design involves the systematic collection of responses to a consumer survey instrument from one or more samples of respondents at one point in time.

Of the following, which type of data collection method is likely to have the lowest response rate?

A(n) ________ can use multidimensional scaling to create perceptual maps.

________ is the process of selecting respondents for a survey.

A city hired a research company to survey spring break vacationers to learn about this market.One of the questions asked was, "If you were able to hang out on the beach with any celebrity, who would she or he be?" This type of question is a means for gathering ________.

Discuss the makeup and functions of a marketing information system (MIS).

What is a company's internal data? Give two examples of internal data.

Which of the following is NOT an advantage of online questionnaires?

In general, a research report will NOT include ________.

The focus group format can be used online.

In the marketing research process, it is essential for marketers to define the research problem.What does this mean?

The marketing intelligence system uses corporate espionage to gather information about competitors.

Frito-Lay's ________ gathers daily sales data and sorts it 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.

Prior to setting up its Thanksgiving Turkey Hotline, a company conducted one-on-one discussions with a small number of new and experienced cooks to determine what type of questions it should be prepared to answer.In research terms, this company conducted ________.

Which of the following methods of gathering exploratory data was derived from anthropology?