BUS 346 Chapter 10 Practice Questions

Political consultants have been using market research for decades to help their candidates understand
Who makes up the voting public and how to reach them.
When a research team has gathered data for specific research needs, this is known as
Primary data
Commercial research firms like ACNielsen and SymphonyIRI Group are sources of
Syndicated data
If a fast food restaurant collected photographs of its regular customers so that it could use facial detection software to identify visitors captured by security cameras, this would be an example of using
a. social media monitoring.
b. sentiment mining.
c. external secondary data.
d. illegal surveillance methods.
e. biometric data.
e
In the infamous Coke-New Coke taste test, 54 percent of consumers, using a blind taste test, preferred the New Coke formula to the existing formulation. This is an example of a __________ market research method.
Quantitative
Which of the following types of data would be the best choice for Wendy’s fast food restaurants if the headquarters office wants to know how many hamburgers versus chicken sandwiches it has sold in past years?
Internal secondary data
Jalel is the marketing manager for a moderately well-known rock band. He wants to know more about industry trends, including sales by different musical styles, online downloads, and concert attendance. Jalel will most likely use __________ to gather this type of data.
Syndicated data
Recently, the number of students enrolled in the marketing program dropped while enrollment in the psychology program increased. The chair of the marketing department will probably use __________ as a first step to gain a better understanding of why enrollments are changing.
Qualitative research
Frederica manages an upscale women’s clothing store. She wants more information about her customers’ general feelings about upcoming fall fashions. Frederica will most likely use __________ to gather this type of data.
Focus group reviews
When conducting a survey about choosing vacation destinations, Hillary will need to __________ to get reluctant respondents to provide honest information.
Assure consumers that their individual responses will be kept confidential
After defining objectives and research needs, the next step in the marketing research process involves
Research design
In questionnaire design, a question such as, “When was the first time you went to a dentist?” suffers from the problem of a question that
Respondents cannot easily or accurately answer.
When the detailed opinions of a few industry experts or experienced consumers are needed, __________ are often the best qualitative research method.
In-depth interviews
What is a disadvantage of online focus groups, compared to offline focus groups?
They usually do not permit insights based on body language.
Once a marketing researcher is ready to move beyond preliminary insights to specific, informed questions, the researcher is ready to conduct
Quantitative research
Martin has hired a market research company to bring together a small group of soft drink consumers and get feedback on the three new advertising slogans his firm is considering. The market research firm might conduct a__________ to provide the information Martin has requested.
Focus group
What is neuromarketing?
The use of EEG scanners to measure consumers’ brain waves
Malcolm is the campaign manager for a congressional candidate. He wants to know how voters across his district feel about recent sexual harassment scandals involving politicians. Malcolm will most likely use __________ to gather this type of data.
Surveys
A major advantage of primary data collection is that
It can be tailored to meet the specific research needs.
Mattel wanted to determine whether a new toy would appeal to preschoolers, so it put six 4-year-olds in a room with several toys and waited to see which ones they played with. What form of research is this?
observation
Which of the following research methods would be best in helping a marketer understand how people feel about a product or service on an individual, detailed level?
In-depth interviews
Both major political parties have developed proprietary databases that contain vast information about voters, broken down by demographic and geographic information. This kind of information is
Secondary data
If a marketing researcher has to collect data under severe time constraints, which of the following types of data sources would probably be available soonest?
Syndicated data
The marketing research process follows five steps, and researchers
Select one:
a. may follow the process by completing all steps at once instead of planning the process first.
b. should be prepared to present the results before completing the analysis if they are under a great deal of pressure to meet a deadline.
c. should maintain the integrity of the process by following each step sequentially and thoroughly.
d. often collect data before defining the research objectives.
e. may not always go through them in the exact sequence if the situation changes or new information is discovered.
e
The number of customers who discontinue their use of a service divided by the average number of total participants is called
Churn
__________ confirms insights and provides a basis for taking a course of action.
Quantitative research
Social media monitoring, in-depth interviews, and focus groups are all __________ research methods.
Qualitative
If a firm has demographic and purchasing information about its customers, the firm can use data mining techniques to
Build separate marketing programs for different demographic segments.
Tyree is concerned about a competitor’s new line of outdoor barbeque grills that provide most of the same features as his products. Tyree might consider using __________ to gather qualitative information from consumers about the competitor’s offerings.
Focus groups
Nadia stood outside the mall and asked people which stores they visited and if they bought anything. If they said yes, she asked them what they bought and how they came to the decision to buy that item. What form of research was Nadia most likely conducting?
In-depth interviews
Zan wants to collect considerable information about the current opinions of his ten most important customers. Zan will probably use the __________ research method.
In-depth interview
Omar is responsible for marketing and marketing research for a mid-sized manufacturer of assemblies for the housing market. His boss has asked him to cut back expenses, especially in marketing research: “Why can’t you just use information off the Internet? There’s plenty out there.” What is Omar’s best response to try to get his boss to change his mind?
“Those are secondary data, and they may not be as timely, accurate, and relevant as what we need. Our decisions may not be as good, and we’ll run a huge risk.”
Which of the following is NOT one of the guidelines for developing a market research questionnaire?
Sensitive questions should be asked first.
Blogs represent valuable sources of marketing research insights, but they are also a challenge for firms because
Select one:
a. they are unreliable.
b. they are affiliated with companies, which biases their comments.
c. they tend to be shy about putting their opinions out in cyberspace.
d. they are expensive for firms to use.
e. they include both positive and negative commentary.
e
Which of the following is an example of an unstructured question?
Why did you buy this product?
A restaurant chain is working to improve the quality of its food and service. It recruits customers who agree to respond to customer satisfaction surveys once every three months over the next two years, to track its progress. What kind of data is the restaurant chain collecting?
panel data
Walmart is known for its efficient logistical systems. Every time consumers buy something, that purchase is recorded and sent to company headquarters, where it is used to generate reorders to vendors. In addition, customers’ billions of purchases are analyzed using data mining techniques to uncover
patterns of consumers’ purchasing behavior.
The owner of A. C. Flora Ford Dealership wanted to know why consumers chose his company to purchase a car. He was fairly sure that most customers had one of three reasons—service, reputation, or location—but wanted to know which was revealed as the most frequent reason for purchasing. A. C. Flora will probably use a survey with __________ questions to address his research problem.
closed-ended
In questionnaire design, a question such as, “Marketing is the best part of the business program, isn’t it?” suffers from the problem of a question
that leads respondents to a particular response.
Using __________, researchers ask questions, listen to and record responses, and ask additional questions based on initial responses.
in-depth interviews
Wanda and Jim are working on a research project to anticipate customer attitudes toward a proposed new product line for their company. They have worked with the marketing manager to determine the answers that are needed and have created a detailed design of the project. Their next logical step will be to
begin to collect data.
Which of the following is a systematic means of collecting information from people by using a questionnaire?
survey
Marketing research includes all of the following EXCEPT
creating data.
Which of the following is an unstructured question?
“What are the most important characteristics for choosing a brand of shampoo?”
Academic researchers often jump at the opportunity to conduct a research study, curious to learn more and address unanswered questions for the sake of general knowledge. Business people tend to be more cautious before embarking on a marketing research study, recognizing that research is often
expensive and time consuming.
Victor’s custom auctioneering service provides online auction selling assistance. Victor plans to conduct marketing research to determine which auction site is best for his customers. His next step is to
identify the type of data he needs to have.
Market research begins with
defining objectives and research needs.
From charitable giving to medical records to Internet tracking, consumers are more anxious than ever about
preserving their right to privacy.
Charles wants to survey recent customers about the quality of service they received at his small auto service dealership. He has customers’ mailing and e-mail addresses. Charles will likely use an online survey primarily because it offers
fast responses at a lower cost.
In a focus group, researchers usually videotape the session to
assess both verbal and nonverbal responses.
Qualtrics, Surveymonkey, and Zoomerang are examples of
Select one:
a. syndicated data companies.
b. online survey software. Correct
c. focus group programs.
d. data warehouses.
e. biometric data companies.
b
A __________ is a small group of people brought together for an intensive discussion of a topic.
Select one:
a. social media site
b. focus group
c. in-depth interview
d. data mining session
e. experiment
b