Chapter 7

Question 1

Which of the following statements is NOT correct regarding why marketers find research valuable?

a. Helps reduce some of the uncertainty under which marketers currently operate
b. Marketing research provides a marginal link between firms and their environments
c. Ongoing marketing research can identify emerging opportunities can new and improved ways of satisfying consumer needs and wants
d. Firms can anticipate and respond quickly to competitive moves

Answer 1

b. Marketing research provides a marginal link between firms and their environments

Question 2

Data can be collected from many different sources, including both secondary and primary sources. All of the following about primary data sources is true EXCEPT:
a. It is data that has been collected prior to the start of the project
b. It is data that addresses specific research needs
c. It can include surveys
d. It includes focus groups

Answer 2

a. It is data that has been collected prior to the start of the project

Question 3

Pieces of information that have been colected prior to the start of the focal research project is referred to as:
a. Panel data
b. Syndicated data
c. Scanner data
d. Secondary data

Answer 3

d. Secondary data

Question 4

A type of quantitative research that uses data obtained from reading of UPC codes at checkout is referred to as:
a. Panel data
b. Syndicated data
c. Scanner data
d. Primary data

Answer 4

c. Scanner data

Question 5

Which of the following represents a key advantage of using social media in research?
a. Conversations are observed only
b. No consent to study data
c. Contributors to social-media sites rarely are shy about providing their opinions
d. Anonymoty

Answer 5

c. Contributors to social-media sites rarely are shy about providing their opinions