Chapter 9

Question 1

Marketing research is of little help to managers who want to improve the quality of decision making

Answer 1

F

Question 2

Marketing research helps managers gauge the perceived value of their goods and services, as well as the level of customer satisfaction

Answer 2

T

Question 3

Marketing research deteriorates the quality of decision making.

Answer 3

F

Question 4

Mobile research provides immediate feedback when a consumer makes a decision to purchase, consumes a product, or experiences some form of promotion.

Answer 4

T

Question 5

Noncomputer sources are not valuable in gathering competitive intelligence (CI).

Answer 5

F

Question 6

An automobile manufacturing company wanted to come up with a new model that targets female drivers with ages between 18 and 30. What type of data source should they use during the product development stage?
a. Competitive intelligence b. Marketing research c. Market intelligence d. Industry research

Answer 6

B

Question 7

Which of the following is not a component of marketing research? a. Data analysis b. Develop marketing concept c. Collect primary data d. Conduct a survey

Answer 7

B

Question 8

The purpose of ___________ is to try to gather and analyze a specific, well-defined set of data that meet the project’s need. a. observation research b. experimental research c. cause-effect research d. marketing research

Answer 8

D

Question 9

What is competitive market intelligence?
a) A one-time data collection process
b) An ongoing process without specific data requirements
c) A process focused solely on customer needs
d) An occasional analysis of competitor pricing

Answer 9

B

Question 10

Why is competitive market intelligence considered an ongoing process?
a) Because it only requires specific data
b) Because customer needs and wants change over time
c) Because competitors rarely change their offerings
d) Because it is only collected by third-party companies

Answer 10

B

Question 11

What is one reason why competitive market intelligence is important?
a) To ignore changes in customer needs
b) To maintain stagnant market offerings
c) To understand how competitors are adapting to changing market demands
d) To solely rely on sales representatives for market insights

Answer 11

C

Question 12

Who typically collects competitive market intelligence?
a) Only the marketing department
b) Only the product development team
c) Sales representatives or third-party companies
d) Only senior management

Answer 12

C

Question 13

Which of the following is NOT a characteristic of competitive market intelligence?
a) An ongoing process
b) Specific data requirements
c) Collected by sales reps or third-party companies
d) Changes in market offerings

Answer 13

B

Question 14

What is a Decision Support System (DSS)?
a) A static system for storing data
b) An interactive, computer-based system for decision-making
c) A system primarily used for marketing research
d) A system that only analyzes small datasets

Answer 14

B

Question 15

What is the key differentiating factor of competitive market intelligence
a. It is an ongoing process without any specific data need requirements
b. It is essential a marketing plan
c. It involves short term research
d. It is not used within the operations sector of a business
e. It is used to analyze competitors within an industry

Answer 15

A

Question 16

What is a Decision Support System (DSS)?
a. Software that shows data from competitors
b. Technology that manages company stock and inventory
c. An interactive, computer-based information system that can be used to make decisions
d. An element of marketing involving price adjustment
e. A network of computers owned by an entity used to do business

Answer 16

C

Question 17

What is the primary aim of marketing research?
a) To increase production efficiency
b) To determine the viability of a new service or product
c) To lower operational costs
d) To streamline internal communication

Answer 17

B

Question 18

Why is marketing research important for businesses?
a) To compete with competitors
b) To increase shareholder dividends
c) To discover the target market and gather consumer feedback
d) To reduce employee turnover

Answer 18

C

Question 19

Which step in the marketing research process involves collecting opinions and feedback from consumers?
a) Analyzing secondary data
b) Addressing sampling procedures
c) Collecting primary data
d) Presenting the findings

Answer 19

C

Question 20

What is the initial step in the marketing research process?
a) Collecting primary data
b) Analyzing the collected data
c) Identifying and formulating the research problem
d) Addressing sampling procedures

Answer 20

C

Question 21

What role does secondary data play in marketing research?
a) It is used to address sampling procedures
b) It serves as the primary source of data collection
c) It is collected after primary data
d) It provides existing information to inform primary data collection

Answer 21

D

Question 22

Which aspect of marketing research helps a company understand the needs of a specific project?
a) Collecting primary data
b) Presenting the findings systematically
c) Addressing sampling procedures
d) Identifying and formulating the research problem

Answer 22

D

Question 23

What does the marketing research process aim to discover about potential customers?
a) Their income levels
b) Their hobbies and interests
c) Their opinions and feedback on products or services
d) Their educational background

Answer 23

C

Question 24

What is the final step in the marketing research process?
a) Collecting primary data
b) Identifying and formulating the research problem
c) Presenting the findings systematically
d) Addressing sampling procedures

Answer 24

C

Question 25

What is the primary purpose of exploratory research? a) To confirm hypotheses b) To gather large samples c) To conduct in-depth analysis d) Initial investigation into a phenomenon

Answer 25

D

Question 26

What characterizes the nature of exploratory research? a) Large sample sizes b) Closed-ended questions c) Open-ended exploration d) Quantitative analysis

Answer 26

C

Question 27

Which of the following is a method commonly used in exploratory research? a) Surveys b) Randomized controlled trials c) Focus groups d) Meta-analysis

Answer 27

C

Question 28

What type of sample is typically used in exploratory research? a) Random probability sample b) Stratified sample c) Convenience sample d) Nonprobability sample

Answer 28

D

Question 29

Which method involves small, moderated discussion groups in exploratory research? a) Surveys b) Randomized controlled trials c) Focus groups d) Case studies

Answer 29

C

Question 30

What is the primary characteristic of the samples used in exploratory research? a) Large and diverse b) Probability-based c) Small and nonprobability d) Stratified and random

Answer 30

C

Question 31

Which method involves looking at existing information in exploratory research? a) Focus groups b) Secondary research c) In-depth qualitative interviews d) Quantitative analysis

Answer 31

B

Question 32

What distinguishes exploratory research from other types of research? a) Its focus on confirmation of hypotheses b) Its reliance on large sample sizes c) Its open-ended nature d) Its emphasis on quantitative analysis

Answer 32

C

Question 33

What is the primary characteristic of descriptive research? a) Open-ended surveys b) Small samples c) Probability sampling d) Closed-ended surveys

Answer 33

D

Question 34

What is the main objective of descriptive research? a) To explore new phenomena b) To give an overall picture of the current state of the marketplace c) To confirm findings from experimental research d) To conduct in-depth qualitative interviews

Answer 34

B

Question 35

Which method is commonly used in descriptive research? a) Focus groups b) Secondary research c) Surveys d) Meta-analysis

Answer 35

C

Question 36

What type of sampling is typically used in descriptive research? a) Nonprobability sampling b) Convenience sampling c) Stratified sampling d) Probability sampling

Answer 36

D

Question 37

Which of the following is an example of descriptive research? a) Exploring new market trends b) Conducting in-depth interviews c) Market segment profiles d) Investigating consumer motivation

Answer 37

C

Question 38

What is often the size of samples used in descriptive research? a) Small b) Large c) Medium d) Variable

Answer 38

B

Question 39

Which type of research is commonly used to study price elasticity and customer satisfaction? a) Exploratory research b) Experimental research c) Descriptive research d) Qualitative research

Answer 39

C

Question 40

Which of the following is not the typical data source for exploratory research? a Secondary research b Surveys c Focus groups d In-depth qualitative interviews

Answer 40

B

Question 41

What is the primary purpose of performance monitoring research? a) To develop marketing plans b) To assess the effectiveness of a marketing plan c) To conduct exploratory research d) To track competitors' strategies

Answer 41

B

Question 42

What does performance monitoring research track over time? a) Product development b) Customer preferences c) Company/brand performance d) Market trends

Answer 42

C

Question 43

What does the term "monitoring" imply in performance monitoring research? a) Single-point analysis b) Studies conducted occasionally c) Studies conducted over time d) Research conducted by competitors

Answer 43

C

Question 44

What are some indicators commonly used in performance monitoring research? a) Employee satisfaction b) Social media engagement c) Sales, market share, customer satisfaction d) Product innovation

Answer 44

C

Question 45

Which method involves compensating participants for sustained participation in performance monitoring research? a) Focus groups b) Surveys c) Panels d) Interviews

Answer 45

C

Question 46

What is the primary focus of performance monitoring research? a) Developing new products b) Tracking competitors' activities c) Assessing the effectiveness of marketing plans d) Exploring consumer behaviors

Answer 46

C

Question 47

Which type of marketing research describes how an increase in advertising would cause an increase in sales? a. Exploratory b. Comprehensive c. Performance monitoring d. Secondary e. Casual

Answer 47

E

Question 48

What are the different types of marketing research? a Exploratory, descriptive, and competitive b Exclusive, causal, and competitive c Causal, experimental, and exhaustive d Exploratory, descriptive, and causal

Answer 48

D

Question 49

Which of the following is false about casual research? a It uses an experimental setting b It aims at establishing causality that variable A causes variable B c It uses controlled studies d It is used to explore the research problem and provide insight

Answer 49

D

Question 50

Data pulled from United States Census is an example of ___________. a Primary data b Secondary data c Paid data d Private data

Answer 50

B

Question 51

In which step of the marketing research process do managers specify information needs to marketing researchers? a) Exploratory research b) Descriptive research c) Identifying and formulating the research problem d) Causal research

Answer 51

C

Question 52

Why is it important to define the research problem and objectives in marketing research? a) To limit the scope of the research b) To guide researchers in collecting precise information c) To ensure exploratory research is conducted d) To prioritize secondary research

Answer 52

B

Question 53

What is the primary purpose of exploratory research in the research problem identification process? a) To test hypotheses b) To discover ideas and insights to define the problem c) To describe opinions and attitudes d) To establish causal relationships

Answer 53

B

Question 54

Which type of research is focused on describing or better defining opinions, attitudes, or behaviors? a) Exploratory research b) Descriptive research c) Causal research d) Experimental research

Answer 54

B

Question 55

What is the main objective of causal research in the research problem identification process? a) To identify information needs b) To discover ideas and insights c) To explain cause-and-effect relationships between variables d) To describe opinions and attitudes

Answer 55

C

Question 56

Which type of research involves testing cause-and-effect relationships between variables? a) Exploratory research b) Descriptive research c) Causal research d) Secondary research

Answer 56

C

Question 57

What is the main goal of defining the research problem and objectives? a) To limit the scope of the research b) To prioritize secondary research c) To guide researchers in collecting precise information d) To conduct exploratory research

Answer 57

C

Question 58

Which type of research is primarily concerned with discovering ideas and insights to help define the problem? a) Exploratory research b) Descriptive research c) Causal research d) Experimental research

Answer 58

A

Question 59

What are advantages of collecting secondary data in marketing research? a) Higher cost b) Difficulty in collection c) Free or lower cost, easier to collect, aids in formulating the problem statement and research methods d) Less time-consuming

Answer 59

C

Question 60

What is a disadvantage related to the accuracy and impartiality of secondary data? a) Lack of relevancy b) Lower cost c) Quality control issues such as biased researchers or sources d) Ease of collection

Answer 60

C

Question 61

What potential problem arises with the timeliness of secondary data? a) It is always current b) It may not be timely c) It is too easy to access d) It is free of cost

Answer 61

B

Question 62

What is one of the disadvantages of secondary data regarding relevancy? a) It is always relevant b) It is generated specifically for your problem/opportunity c) It may not be generated for your problem/opportunity d) It is timely

Answer 62

C

Question 63

What is syndicated data in the context of buying research? a) Data generated in-house b) Data collected by the company itself c) Data collected by a third-party company to be sold to companies in a particular field d) Data available for free

Answer 63

C

Question 64

Why might a company opt to purchase syndicated data? a) Because it is usually free b) Because it is generally low quality c) Because it is generally high quality and less expensive than trying to collect it on their own d) Because it is difficult to collect

Answer 64

C

Question 65

Companies have to pay to get the following type of high-quality data. a Public data b Primary data c Syndicated data d Private data

Answer 65

C

Question 66

Which method of primary data collection involves observing and studying people in their natural environment? a) Mystery Shoppers b) Ethnography c) Netnography d) Group Interviews

Answer 66

B

Question 67

Which method of primary data collection involves observing and analyzing online interactions within virtual communities? a) Mystery Shoppers b) Ethnography c) Netnography d) Telephone Surveys

Answer 67

C

Question 68

What do mystery shoppers do in primary data collection? a) Conduct in-home interviews b) Evaluate the quality of service and customer experience c) Analyze online interactions d) Study people in their natural environment

Answer 68

B

Question 69

What type of interview is conducted in an individual's home in primary data collection? a) Mystery Shoppers b) Executive Interview c) In-home Interview d) Group Interview

Answer 69

C

Question 70

Which type of survey is more expensive but provides faster responses? a) Telephone b) Mail c) Personal d) Online

Answer 70

A

Question 71

What is a disadvantage of mail surveys in primary data collection? a) Lower response rates b) Cost-effectiveness c) Real-time response monitoring d) Completed in as little as a day

Answer 71

A

Question 72

What is a characteristic of personal surveys in primary data collection? a) Lower response rates b) Structured questions c) Completed in as little as a day d) Flexibility in asking open-ended questions

Answer 72

D

Question 73

Which method of primary data collection offers real-time response monitoring? a) Telephone surveys b) Mail surveys c) Personal surveys d) Online surveys

Answer 73

D

Question 74

What is the aim of probability sampling? a) To select subjects randomly b) To save time and cost c) To ensure the sample is not representative d) To have the sample representative of the population

Answer 74

D

Question 75

Which type of sampling chooses subjects purely randomly, similar to a lottery draw? a) Stratified Sampling b) Systematic Sampling c) Simple Random Sampling d) Cluster Area Sampling

Answer 75

C

Question 76

In which type of sampling is the population divided into subgroups based on major differences? a) Simple Random Sampling b) Systematic Sampling c) Stratified Sampling d) Cluster Area Sampling

Answer 76

C

Question 77

If a marketer wants to conduct personal interviews in a wide geographic, the most cost-effective way is to sample a few cities instead of traveling all over the region. This is an example of the use of ___________. a Stratified sampling b Systematic sampling c Convenience sampling d Cluster (area) sampling

Answer 77

D

Question 78

which of the following best describes sampling that involves dividing the population into multiple strata or layers? a. Geographic sampling b. Stratified sampling c. Cluster sampling d. Systematic sampling e. Randomized sampling

Answer 78

B

Question 79

In nonprobability sampling, which method depends on the ease of access to subjects? a) Judgment Sampling b) Quota Sampling c) Snowball Sampling d) Convenience Sampling

Answer 79

D

Question 80

What is the primary characteristic of judgment sampling? a) Selection based on quotas b) Selection based on specific expertise c) Selection based on ease of access d) Selection based on randomness

Answer 80

B

Question 81

In quota sampling, how are subjects chosen from subpopulations? a) Purely randomly b) Based on specific expertise c) Based on quotas d) Based on convenience

Answer 81

C

Question 82

What is the primary purpose of snowball sampling? a) To select subjects randomly b) To ensure the sample is not representative c) To save time and cost d) To include subjects difficult to trace

Answer 82

D

Question 83

In which type of sampling do researchers ask participants for contacts of other potential participants? a) Convenience Sampling b) Judgment Sampling c) Quota Sampling d) Snowball Sampling

Answer 83

D

Question 84

Which type of sampling is recognized for not producing representative samples? a) Probability Sampling b) Stratified Sampling c) Nonprobability Sampling d) Simple Random Sampling

Answer 84

C

Question 85

A researcher is studying the relationship between stress and diet among college students. The researcher recruits students by sending out an e-mail blast, and then includes in the sample the first 100 male and 100 female students who volunteer to participate. What type of sampling did the researcher use? a. Snowball Sampling b. Stratified Sampling c. Quota Sampling d. Convenience Sampling

Answer 85

C

Question 86

Which of following methods reflects a systematic sampling? a.Choosing the same number of participants from different location b.Choosing participants randomly from a list until the desired size is achieved c.Choosing every Nth name from a list d.Choosing participants who are readily available at an outpatient clinic

Answer 86

C

Question 87

Which is the strongest form of sampling for quantitative studies? a.Cluster Sampling b.Convenience Sampling c.Systematic Sampling d.Simple Random Sampling

Answer 87

D

Question 88

Which is a probability sampling method? a. Systematic Sampling b.Purposive Sampling c.Convenience Sampling d.Quota Sampling

Answer 88

A

Question 89

Match the appropriate sampling design with the example sampling information from a study: Marshall randomly selected 250 students from a large university to study their use of drugs and alcohol. a.Probability sampling b.Non-probability sampling

Answer 89

A

Question 90

A nurse researcher recruits study participants by placing a recruitment poster at the entrance to a neurology clinic. What type of sampling did the researcher use? a.Purposive Sampling b.Quota Sampling c.Stratified Sampling d.Convenience Sampling

Answer 90

D

Question 91

A researcher was studying nurses' attitudes toward evidence-based practice and sent a questionnaire to a sample of nurses on a membership roster of a professional organization, using probability methods to select the members. What type of sampling did the researcher use? a.Systematic Sampling b.Simple Random Sampling c.Cluster Sampling d.Stratified Random Sampling

Answer 91

B

Question 92

A researcher wants to find out what students think of the entertainment facilities on a university campus. He stands by the entrance to the university library and stops students as they pass by, asking a series of questions about the university entertainment facilities. He does this until he has asked the opinion of 100 students. a.Convenience Sampling. b.Stratified Random Sampling. c.Simple Random Sampling. d.Systematic Sampling.

Answer 92

A

Question 93

A researcher wants to find out about participation in sport among undergraduate students from different subject areas studying at a particular university. It is important to the researcher that he is able to interview students from all subject areas as he wants to find out whether there is a connection between subject studied and participation in sport. He decides to arrange his sample by undergraduate subject and then, within each subject, choose students on a random basis. a.Stratified Random Sampling. b.Quota Sampling. c.Systematic Sampling. d.Simple Random Sampling.

Answer 93

A

Question 94

Name the sampling technique of this research example A researcher wants to find out how many children are absent from school in a given month. It is important to ensure that every school in the country has an equal chance of being chosen so that generalizations can be made. He obtains a list of every school, assigns each a number and, using an online random number generator, creates a list of schools to which he can send his questionnaire. a.Simple Random Sampling. c. Stratified Random Sampling.

Answer 94

A

Question 95

Which of the following statements defines sampling? a.It is the portion of the target population to which the researcher has reasonable access. b.It is the subset of a population comprising those selected to participate in a study. c.It is the process of selecting a portion of the population to represent the entire population. Id.t is the number of people who participate in a study.

Answer 95

C

Question 96

Which type of sampling is most vulnerable to bias? a.Convenience Sampling b.Stratified Sampling c.Simple Random Sampling d.Cluster Sampling

Answer 96

A

Question 97

50 men and 50 women smokers who responded to a recruitment notice was recruited to a smoking cessation intervention or to a control group. a.Probability sampling b.Non-probability sampling

Answer 97

B

Question 98

Kane sampled every 25th nurse on a roster of licensed nurses in Florida to study their use of personal digital assistants. The starting number of 12 was selected at random. a.Probability sampling b.Non-probability sampling

Answer 98

A

Question 99

Marshall randomly selected 250 students from a large university to study their use of drugs and alcohol. a.Probability sampling b.Non-probability sampling

Answer 99

A

Question 100

80 diabetic patients was approached at an outpatient clinic and were recruited into the research study. a.Probability sampling. b.Non-probability sampling.

Answer 100

B

Question 101

What is one consequence of frame error in sampling? a) Overestimation of population characteristics b) Underestimation of population characteristics c) Inclusion of all individuals in the target market d) Exclusion of certain individuals from the target market

Answer 101

D

Question 102

How can frame error be mitigated in sampling? a) By using a sampling frame with minimal overlap with the population b) By excluding individuals who are not part of the target market c) By ensuring substantial overlap between the sampling frame and the population d) By relying solely on unlisted individuals for sampling

Answer 102

C

Question 103

Which of the following is an example of frame error in sampling? a) Using a sampling frame with substantial overlap with the population b) Utilizing a phone book as a sampling frame, excluding unlisted individuals c) Randomly selecting individuals from the entire population d) Collecting data from a representative sample of the target market

Answer 103

B

Question 104

What is non-response error in sampling? a) When respondents provide inaccurate information b) When respondents refuse to participate, biasing sample estimates c) When respondents provide biased responses intentionally d) When respondents provide incomplete information

Answer 104

B

Question 105

How does non-response error affect sample estimates? a) It increases the accuracy of sample estimates b) It decreases the reliability of sample estimates c) It has no impact on sample estimates d) It improves the representation of the target population

Answer 105

B

Question 106

What is a suggested method to mitigate non-response error in sampling? a) Increasing the number of questions in the survey b) Decreasing the sample size to improve response rates c) Reducing cooperation from respondents to avoid bias d) Increasing cooperation from respondents to decrease non-response rates

Answer 106

D

Question 107

What is response error in survey research? a) When respondents refuse to participate in the survey b) When respondents provide inaccurate or biased answers c) When survey questions are worded poorly and confusing d) When respondents provide socially desirable answers intentionally

Answer 107

D

Question 108

How can response error due to social desirability bias be minimized in survey research? a) By incentivizing respondents to provide socially desirable answers b) By encouraging respondents to be completely honest regardless of societal norms c) By wording questions in a way that reduces ambiguity and confusion d) By intentionally crafting questions to elicit biased responses from respondents

Answer 108

C

Question 109

What is the primary challenge associated with random errors in sampling? a) Predicting the exact magnitude of the errors b) Eliminating all errors completely c) Acknowledging that errors are inevitable d) Ensuring complete accuracy in estimating population values

Answer 109

C

Question 110

What role do subjective adjustments play in mitigating errors in sampling? a) They guarantee the elimination of all errors b) They provide a means to bring estimates closer to the population value c) They introduce additional errors into the sampling process d) They are unnecessary in the context of sampling errors

Answer 110

B

Question 111

Why is it important for researchers to have a good understanding of errors in sampling? a) To ignore the errors and focus solely on the sample data b) To make subjective adjustments without considering the errors c) To minimize the impact of errors on sample estimates d) To intentionally introduce errors into the sampling process

Answer 111

C

Question 112

How can the impact of random errors be minimized in sampling? a) By intentionally selecting a sample that excludes certain population characteristics b) By reducing the sample size to focus on specific population subgroups c) By increasing the sample size to provide a more representative sample d) By relying solely on convenience sampling to ensure ease of data collection

Answer 112

C

Question 113

What is a common practice for many companies when it comes to data collection? a) Maintaining their own in-house data collection teams b) Outsourcing data collection to field service firms c) Conducting data collection independently without any external assistance d) Utilizing automated tools for data collection without human involvement

Answer 113

B

Question 114

What role do field service firms play in data collection? a) They analyze the collected data and generate insights for companies b) They maintain databases of consumer information for future use c) They provide raw data to companies after conducting data collection d) They develop custom software for companies to collect their own data

Answer 114

C

Question 115

Which of the following is true about data collection? a. It is typically done very quickly b. It is always done in house c. It is typically inexpensive d. It is sometimes contracted to field service firms e. It involves using primary data sources only

Answer 115

D

Question 116

What is the basic idea behind effective sampling a. The sample should only include respondents that fit marketing scope b. Sample size should be large c. Respondents should represent the entire population of interest d. Respondents should be chosen according to geographic location

Answer 116

C

Question 117

How is raw data typically analyzed in the data analysis process? a) By manually reviewing each data point individually b) Using various statistical techniques and methods c) By outsourcing the analysis to external consultants d) By relying solely on qualitative methods

Answer 117

B

Question 118

Who may be responsible for conducting data analysis? a) Only external consultants hired by the company b) Only internal teams within the company c) Both field service firms and internal teams d) Only individuals with advanced statistical training

Answer 118

C

Question 119

Who is typically responsible for presenting the findings of a research project to the marketing management team? a) External consultants hired by the company b) Research team involved in the project c) Marketing interns within the company d) Field service firms conducting the research

Answer 119

D

Question 120

Why is it important for the research team to present findings in a meaningful manner? a) To confuse the management team with technical jargon b) To ensure that only positive results are highlighted c) To facilitate informed decision-making by the management team d) To avoid presenting any limitations of the findings

Answer 120

C

Question 121

Who holds the ultimate responsibility for acting on research findings and making marketing decisions? a) Research team involved in the project b) External stakeholders interested in the research outcomes c) Marketing management team within the company d) Field service firms conducting the research

Answer 121

C

Question 122

What role does the research team play in providing managerial recommendations based on the research findings? a) They have the sole responsibility for making managerial decisions. b) They are not involved in providing recommendations to the management team. c) They may provide recommendations, but the ultimate decision-making authority rests with the management team. d) They are solely responsible for implementing the recommendations without input from the management team.

Answer 122

C