Marketing 351 Chapter 5

Marketing research is best defined as
a) the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of market opportunities.
b) a framework for the day-to-day management and structuring of information gathered by marketers.
c) a continuous gathering of data for an organization to make marketing decisions
d) the collecting of data from secondary sources and internal documents.
e) an intuitive process for making decisions based on personal knowledge and experience.

a. the systematic design, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of market opportunities

Marketing research is a process designed to gather information
a) exclusively about a company’s customers.
b) from the company’s database.
c) not currently available to decision makers.
d) about the needs and desires of employees.
e) concerning the interpretation of the company’s sales goals.

c. not currently available to decision makers

The use of marketing research is
a) limited strictly to large corporations.
b) limited to for-profit businesses of all sizes.
c) controlled by the federal government.
d) widespread throughout business and nonprofit organizations.
e) carefully monitored by each state’s trade agencies.

d. widespread throughout business and nonprofit organizations

The real value of marketing research to the organization can best be measured by
a) its immediate impact on profits.
b) the amount of time spent.
c) how much it costs.
d) improvements in the ability to make decisions.
e) the increase in sales volume or market share.

d. improvements in the ability to make decisions

Wade is puzzled by the recent decrease in sales at one of the Auto Zone locations for which he is the regional manager. He knows the best way to approach this problem and obtain accurate information is to use
a) the marketing research process.
b) the opinions of store managers.
c) company sales’ data.
d) hypothesis testing.
e) stratified sampling of customers.

a. the marketing research process

All of the following are steps in the marketing research process except
a) collecting data.
b) interpreting research findings.
c) designing the research project.
d) reporting research findings.
e) understanding your customer.

e. understanding your customer

Pointing out any deficiencies and the possible reasons for them should be done in the _______ step of the marketing research process.
a) interpreting research findings
b) collecting data
c) defining the issue or problem
d) reporting research findings
e) designing the research project

d. reporting research findings

Problem location and definition is the first step toward finding a solution to a marketing problem or launching a research study. The first sign of a problem
a) involves an informed guess or assumption about a certain set of circumstances.
b) is usually accompanied by a cost/benefit analysis.
c) most often comes in the form of customer complaints.
d) is often mentioned in secondary data reports, such as trade journals.
e) is typically a departure from some normal function, such as a failure to attain objectives.

e. is typically a departure from some normal function, such as a failure to attain objectives

To maintain the control needed to obtain accurate information, marketers approach marketing research as a process. Which of the following steps of that process focuses on uncovering the nature and boundaries of the marketing situation to be studied?
a) Locating and defining problems
b) Designing the project
c) Collecting data
d) Interpreting findings
e) Reporting findings

a. locating and defining problems

Decreasing sales, increasing expenses, or decreasing profits
a) are to be expected during the marketing research process.
b) are examples of symptoms that point to larger problems.
c) usually have no effect on the marketing research process.
d) are important considerations in designing the research project.
e) should be carefully considered before collecting data.

b. are examples of symptoms that point to larger problems

An overall plan for obtaining the information needed to address a research problem or issue is called the
a) research design.
b) problem recognition.
c) hypothesis.
d) data collection method.
e) sampling procedure.

a. research design

Jack Bateson knows his business has a problem because of an increasing number of consumer complaints received recently. He has decided how to make this problem a precise, researchable statement and should next move on to
a) calculating reliability and validity.
b) designing the research project.
c) collecting data.
d) interpreting research findings.
e) taking corrective action.

b. designing the research project

An informed guess or assumption about a certain problem or set of circumstances is known as
a) a description of the situation.
b) good research design.
c) a hypothesis.
d) a reliable guess.
e) managerial intuition.

c. a hypothesis

Students from marketing research class collect data from three areas on campus. When they analyze their data the responses are very similar. The students can state they achieved which of the following?
a) reliability
b) causal relationships
c) validity
d) sampling
e) measurability

a. reliability

If Staples believes that most of its sales are to businesses rather than consumers and that women are more likely to be making purchasing decisions, this would be a(n) ______ that Staples could test through marketing research.
a) description
b) hypothesis
c) explanation
d) sample
e) experiment

b. hypothesis

_____ that are either accepted or rejected become the primary conclusions of a marketing research study.
a) Descriptions
b) Issues
c) Primary data
d) Samples
e) Hypotheses

e. hypothesis

When more information is needed about a problem and a tentative hypothesis needs to be made more specific, marketers usually conduct _________ research.
a) descriptive
b) experimental
c) exploratory
d) analytical statistical
e) conclusive

c. exploratory

Avon believes that sales of one of its lipstick lines have fallen due to the introduction of a new lipstick line, but it wants to make this tentative hypothesis more specific before proceeding. Avon should conduct
a) experimental research.
b) hypothesis testing.
c) exploratory research.
d) conclusive research.
e) descriptive research.

c. exploratory research

Research designed to verify insights through an objective procedure to help marketers to choose between several alternatives is called
a) primary.
b) secondary.
c) exploratory.
d) conclusive.
e) hypothetical

d. conclusive

Research that is conducted to clarify the characteristics of certain phenomena to solve a particular problem is called ______ research.
a) primary
b) experimental
c) descriptive
d) secondary
e) exploratory

c. descriptive

The Gap wants to target an older crowd in order to increase its market share so it surveys men and women from ages 40 to 60 about how often and for what type of activities they wear casual clothing. This is an example of
a) reliability.
b) exploratory research.
c) probability sampling.
d) descriptive research.
e) experimental research.

d. descriptive research

Research that allows marketers to make causal inferences about relationships is called
a) variable research.
b) relationality.
c) exploratory research.
d) linkage research.
e) experimental research.

e. experimental research

Suppose that marketers at Lever Bros. are trying to determine whether the use of free samples of Snuggle fabric softener was the reason for a sales increase in a particular store. The type of research conducted to answer this question is
a) exploratory.
b) descriptive.
c) experimental.
d) informal.
e) qualitative.

c. experimental

If Little Caesars wants to determine the impact of different coupon offers on pizza unit sales, it needs to conduct
a) exploratory research.
b) hypothesis development.
c) survey research.
d) stratified sampling.
e) experimental research.

e. experimental research

When marketing researchers try to manipulate an independent variable and measure the resulting changes in a dependent variable, they are engaging in
a) surveys.
b) secondary data gathering.
c) interviews.
d) observation.
e) experimentation.

e. experimentation

Designing research procedures that produce reliable marketing data means that
a) others using the same procedure will get almost identical data.
b) the procedure must give results that support the hypothesis.
c) the procedure must not give results that contradict other research studies.
d) the procedure may give results that contradict other research studies.
e) sampling must be done in a completely random manner.

a. others using the same procedure will get almost identical data

Marketing researchers at Essex Co. repeated a particular experiment several times and discovered that the results produced each time were nearly identical. This phenomenon would indicate that the results were
a) reliable.
b) valid.
c) unusable.
d) predictable.
e) compatible.

a. reliable

A valid study
a) portrays the population being studied.
b) results in a causal relationship between the independent and dependent variables.
c) uses random sampling.
d) verifies expected results.
e) measures what it is supposed to.

e. measures what it is supposed to

A firm has conducted market research and found that customer satisfaction with its product is quite high. Nonetheless, repurchase behavior is very low. The research design evidently has a problem with
a) secondary data.
b) reliability.
c) validity.
d) reporting findings.
e) generalizability.

c. validity

A study that is valid and reliable
a) is called a marketing research study.
b) measures what it is supposed to measure and produces almost identical results every time.
c) is expensive to implement and complete.
d) measures subtle differences in the population being studied.
e) is difficult to produce without expert researchers.

b. measures what is supposed to measure and produces almost identical results every time

Palmetto Regional Hospital has designed an upcoming research project for determining the best methods for improving patient care. The next step the organization must take in the marketing research process is
a) interpreting research findings.
b) collecting data.
c) developing a testable hypothesis.
d) sampling the population.
e) reporting research findings.

b. collecting data

Primary data are best described as the
a) first batch of data collected for a specific study.
b) data that are necessary for a correct decision.
c) data that are observed, recorded, or collected directly from subjects.
d) data that are compiled for some purpose other than the study in question.
e) data that are collected inside and outside the organization for some purpose other than the current investigation.

c. data that are observed, recorded, or collected directly from subjects

Data that are observed or collected directly from respondents are called
a) direct samples.
b) secondary data.
c) stratified data.
d) primary data.
e) firsthand information.

d. primary data

If Bloomingdale’s wants to learn about consumers’ attitudes toward on-line purchases and conducts a study to acquire this information, this study would collect ____________ data.
a) causal
b) experimental
c) primary
d) laboratory
e) secondary

c. primary

Marketers often begin the data collection phase of a research project by gathering secondary data. This type of information may come from both ___________ and ___________ sources.
a) government; business
b) internal; external
c) primary; secondary
d) formal; informal
e) collected; distributed

b. internal; external

Secondary data cannot be obtained from
a) trade journals.
b) the government.
c) international sources.
d) surveys.
e) computerized literature retrieval databases

d. surveys

One overlooked internal source of secondary marketing information discussed in the text is
a) sales receipts.
b) accounting records.
c) interviews with salespeople.
d) quality control data.
e) consumer surveys.

b. accounting records

AOL Time Warner uses its sales reports broken down by geographic regions as part of its marketing research to determine which markets are most rapidly adopting high-speed Internet connections. In this example, AOL Time Warner is using
a) internal sampling.
b) internal primary data.
c) external secondary data.
d) external primary data.
e) internal secondary data.

e. internal secondary data

If Georgia-Pacific seeks information about trends in housing starts around the country and uses U.S. Department of Commerce reports to get this information, it is using ___________ data.
a) causal
b) exploratory
c) primary
d) laboratory
e) secondary

e. secondary

When working as a summer intern for a local retail store, Jan Halverson was sent to the library to look up data on population forecasts for the city of San Antonio. The population information she found would be considered
a) primary data.
b) secondary data.
c) information data from syndicated research services.
d) secondhand data.
e) a primary database.

b. secondary data

Information from the U.S. Census Bureau is commonly used as ____ by a variety of agencies and organizations.
a) external secondary data
b) sampling systems
c) primary data
d) internal secondary data
e) hypotheses

a. external secondary data

Subscription services from firms such as ACNielsen provide marketing researchers with a good source of ___________ data.
a) census
b) statistical
c) internal secondary
d) external secondary
e) primary

d. external secondary

If Carrie wants to do some market research about the footwear industry that her company is a part of, but she has limited money and time, she would most likely collect
a) sampling units.
b) secondary data.
c) quota data.
d) primary data.
e) survey data.

b. secondary data

All the elements, individuals, or units of interest to researchers for a specific study are called the
a) data set.
b) sample.
c) population.
d) focus group.
e) target market.

c. population

If the University Bookstore wanted to understand the textbook and school supplies needs on the campus of the University of Michigan, the population of study would be
a) the faculty and staff of the University of Michigan.
b) all college-aged adults in the state of Michigan.
c) all the people who live in Ann Arbor and surrounding areas.
d) undergraduate students at the University of Michigan.
e) all students, faculty, supporters, and staff of the University of Michigan.

e. all students, faculty, supporters, and staff of the University of Michigan

Patricia Robertson is running for Congress from the Sixth District in her state. She is interested in knowing the intended choices of the voters. All the registered voters in her district would constitute the study’s
a) experiment.
b) dependent variable.
c) population.
d) independent variable.
e) sample.

c. population

If you were to choose a sample with which to study the market for preschool toys in Illinois, the population would logically be defined as all
a) children in Illinois.
b) families in Illinois that have or are expecting preschool children.
c) people in Illinois.
d) preschools in Illinois.
e) preschool children in Illinois.

b. families in Illinois that have or are expecting preschool children

In marketing research, a sample is best described as
a) a small group that is a part of a larger group.
b) all the elements, units, or individuals of interest to researchers for a specific study.
c) a limited number of units chosen to represent the characteristics of a total population.
d) a group that shares a common attribute within a population.
e) a small portion of a product offered to customers to try a new product.

c. a limited number of units chosen to represent the characteristics of a total population

When marketing researchers consider sampling techniques, they are preparing to collect ___________ data.
a) census
b) statistical
c) internal secondary
d) external secondary
e) primary

e. primary

The objective of sampling in marketing research is to
a) obtain responses from as many people as possible.
b) control independent variables that might influence research results.
c) select representative units from a total population.
d) ensure that measures in the study are reliable.
e) provide data that can be used to test the hypotheses being investigated.

c. select representative units from a total population

The two basic types of sampling that marketing researchers use are
a) random and nonrandom.
b) probability and nonprobability.
c) stratified and quota.
d) even and odd.
e) planned and spontaneous.

b. probability and nonprobability

In what type of sampling does every element have a known chance of being selected for study?
a) Quota
b) Stratified
c) Random
d) Nonprobability
e) Probability

e. probability

Which sampling design gives every member of the population an equal chance of appearing in the sample?
a) Nonprobability
b) Random
c) Quota
d) Stratified
e) Poll

b. random

In which of the following sampling designs do all members of a population have an equal chance of being selected?
a) Stratified
b) Nonprobability
c) Quota
d) Random
e) Judgment

d. random

Marriott wants to collect data about employee satisfaction within its organization. It decides to survey a sample of 50 employees by having a computer program automatically pick which employees will be in the sample. If every employee has an equal chance of being selected, Marriott is using
a) random sampling.
b) sampling populations.
c) stratified sampling.
d) nonprobability sampling.
e) quota sampling.

a. random sampling

Which of the following is a probability sampling technique used to reduce errors within random sampling?
a) Quota
b) Stratified
c) Nonprobability
d) Cluster
e) Snowball

b. stratified

Assume that Verizon Wireless is interested in studying the pricing expectations of its customers. If the study calls for selecting at random 100 people from each of three age groupings, ___________ sampling is being used.
a) random
b) stratified
c) quota
d) area
e) experimental

b. stratified

Baskin Robbins is conducting research on possible new ice cream flavors and products. It is selecting at random 100 males and 100 females in order to collect data. This is an example of ______ sampling.
a) nonprobability
b) random
c) quota
d) stratified
e) selective

d. stratified

If Weight Watchers is interested in collecting information about Americans’ perceptions of dieting programs, and the company believes that significant regional differences may exist, the best type of sampling would be
a) random.
b) quota.
c) population.
d) stratified.
e) nonquota

d. stratified

In ___________ sampling, there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.
a) population
b) random
c) stratified
d) probability
e) nonprobability

e. nonprobability

In which type of sampling design is the final choice of respondents left up to the interviewer?
a) Stratified
b) Random
c) Cluster
d) Area
e) Quota

e. quota

When researchers divide the population of interest in a study into groups and then arbitrarily choose participants from each group, they are using
a) quota sampling.
b) selective surveying.
c) random sampling.
d) stratified sampling.
e) researcher samples.

a. quota sampling

Quota sampling is most commonly used in
a) descriptive research.
b) population research.
c) surveys.
d) collecting primary data.
e) exploratory studies.

e. exploratory studies

Nelson Marketing Research is concerned about using surveys to conduct a marketing research project because
a) response rates are declining.
b) primary data are so much cheaper and easier to gather.
c) survey data collection is highly inaccurate.
d) survey data do not provide in-depth responses.
e) the survey method has been replaced by the Internet.

a. response rates are declining

What is the primary factor contributing to the increasing difficulty associated with gathering primary data through surveys?
a) Most companies do not have any funding for survey research.
b) Fewer people are willing to participate in surveys.
c) Laws significantly limit firms’ ability to conduct surveys.
d) Unreliable methods of distributing surveys make them difficult to conduct.
e) Very little useful information is ever gathered from survey results.

b. fewer people are willing to participate in surveys

Which of the following is the least flexible survey method?
a) Telephone surveys
b) Focus-group interviews
c) Personal interview surveys
d) Mail surveys
e) Observation

d. mail surveys

Peter Demos, director of marketing at Holcomb, Inc., calls in Andrea Carter, the firm’s marketing research director. Peter wants a study done to assess the company’s image relative to a new competitor, Levitt Labs. He has a flexible time schedule, has very little money to devote to the research, and feels that a relatively low response rate will not be a major problem. Andrea will probably recommend using a ___________ survey.
a) mail
b) telephone
c) random
d) personal interview
e) population

a. mail

Maggie has limited funds for collecting data about a new pricing strategy, but she needs data from a wide geographic area. Under these circumstances, Maggie should use
a) telephone surveys.
b) in-home interviews.
c) mail surveys.
d) shopping mall intercept interviews.
e) focus-group interviews.

c. mail surveys

The major disadvantage of a mail survey versus a telephone or personal survey is
a) having to offer premiums.
b) the failure of respondents to return the questionnaire.
c) the elimination of interview bias.
d) the lack of open-ended questions.
e) the cost.

b. the failure of respondents to return the questionnaire

An offshoot of mail surveys, ______ have shortcomings because the people who participate in them generally have higher incomes and education levels than the general population.
a) purchase diaries
b) telephone surveys
c) online surveys
d) focus-group interviews
e) immediate feedback forms

a. purchase diaries

Compared to a mail survey, telephone surveys have
a) lower response rates.
b) a slower response time.
c) invalid results.
d) fewer expenses.
e) higher response rates.

e. higher response rates

The manager of MegaMarket is interested in asking consumers what they think about the store’s new layout and expanded produce selection. If the manager would like to obtain a high response rate and have the study conducted as quickly as possible, which data collection method would you recommend?
a) Mail survey
b) Direct observation of consumers in the store
c) Telephone survey
d) Focus-group interview
e) Shopping mall intercept interview

c. telephone survey

Although telephone surveys can be conducted very quickly, a major limitation is
a) the ability to gain rapport with respondents.
b) the difficulty in asking probing questions.
c) that few companies prefer this survey method.
d) that only a small portion of the population likes to participate in telephone surveys.
e) the expense compared to in-home interviews.

d. that only a small portion of the population likes to participate in telephone surveys

The National Do-Not-Call list affects the ability of marketing researchers to use
a) mail surveys.
b) sampling.
c) personal interview surveys.
d) in-home interviews.
e) telephone surveys

e. telephone surveys

Which of the following survey methods has the potential to offer quick response at a lower cost than traditional mail and telephone surveys?
a) Total population surveys
b) In-home (door-to-door) interviews
c) Focus-group interviews
d) Personal interview surveys
e) Online surveys

e. online surveys

Which of the following basic survey methods is the least expensive method if there is an adequate response rate?
a) Mail surveys
b) Online surveys
c) Telephone surveys
d) Personal interview surveys
e) Focus groups

b. online surveys

Spam and privacy are both issues of concern related to
a) personal interview surveys.
b) telephone surveys.
c) shopping mall intercept interviews.
d) e-mail surveys.
e) online experimentation.

d. e-mail surveys

Marketing researchers typically favor ___________ because they are extremely flexible.
a) mail surveys
b) direct observation
c) experiments
d) personal interviews
e) telephone surveys

d. personal interviews

Participants in _______ frequently get to see pictures, products, advertising samples, and diagrams.
a) online surveys
b) personal interview surveys
c) mail surveys
d) telephone surveys
e) probability samples

b. personal interview surveys

If a marketing researcher is interested in observing group interaction during an informal, unstructured, and open-ended data collection process, he or she should use
a) observation.
b) a focus-group interview.
c) an on-site computer interview.
d) a shopping mall intercept interview.
e) a telephone survey.

b. a focus-group interview

A research method in which a number of people are exposed to an idea or concept and the interaction of the people is observed is called a(n)
a) in-home interview.
b) mail-group survey.
c) focus-group interview.
d) shopping mall intercept interview.
e) chat room interview.

c. focus-group interview

Emily Dawson and seven other people were paid to get together and discuss a new product idea proposed by Johnson & Johnson. Researchers observed the interaction of the group. This method is called a
a) focus-group interview.
b) group survey.
c) personal interview survey.
d) sampling team.
e) mail survey.

a. focus-group interview

Kelsey thinks she will be able to get the highest quality of responses concerning the product features most sought by consumers through personal interviews. She decides to conduct her interviews at _____ because this is the most common location for personal interviews.
a) a shopping mall
b) the respondent’s home
c) the interviewer’s home
d) the company’s offices
e) a city park

a. a shopping mall

A survey question that requires a yes or no answer is called a
a) qualifier.
b) multiple-choice question.
c) 50-50 question.
d) dichotomous question.
e) bimodal question.

d. dichotomous question

An item on the University Book Store’s survey asks respondents to tell the store, in their own words, what they like least about textbook shopping. This item would be an example of a(n) ___________ question.
a) open-ended
b) dichotomous
c) forced-sum-choice
d) multiple-choice
e) limited-choice

a. open-ended

When Pepsi Max implemented a telephone survey to determine the effectiveness of a recent advertising campaign. One of the questions the interviewer asked was, "Have you ever heard of a cola with twice the caffeine of regular colas?" This is an example of which of the following kinds of questions?
a) Open-ended
b) Dichotomous
c) Multiple-choice
d) Imperative
e) Declarative

b. dichotomous

An online survey conducted before students could register for their fall semester classes asked, "Do you think online professor evaluation forms would be better than paper and pencil forms administered during class?" This is an example of a(n) ______ question.
a) close-ended
b) short answer
c) multiple-choice
d) open-ended
e) dichotomous

e. dichotomous

For demographic purposes, a mail survey sent out by the American Cancer Society asks each respondent to identify their race by choosing among a list of possibilities. This common type of question is called a(n) _____ question.
a) dichotomous
b) multiple-choice
c) categorized
d) open-ended
e) optional response

b. multiple-choice

When a market researcher is using ethnographic techniques, he or she is engaging in
a) mail surveys.
b) personal interview surveys.
c) observation.
d) experimentation.
e) focus groups.

c. observation

Cameras, counting machines, and scanners are used most often in
a) surveys.
b) secondary data gathering.
c) field settings.
d) observation.
e) experimentation.

d. observation

Having recording biases and collecting only descriptive information are two of the primary drawbacks to
a) statistical interpretation.
b) mail surveys.
c) observation.
d) personal interviews.
e) experimentation.

c. observation

If Procter & Gamble, the maker of Dawn dishwashing liquid, wants to know what percentage of customers examine product labels before making a product selection in the grocery store, it can best gain this information through
a) focus groups.
b) mail surveys.
c) personal interviews.
d) observation.
e) mall intercepts.

d. observation

Nathan, a marketing manager for Casual Express, a retail clothing store chain, wants to use observation methods to gather information about shopping behavior. Which of the following should Nathan know about observation methods of data collection?
a) Observation uses secondary sources of data.
b) Observation depends on mall interviews.
c) Observation can tell Nirendra what is being done, but not why.
d) Observation focuses on open-ended questions.
e) Observation works best for telephone surveys.

c. observation can tell Nirendra what is being done, but not why

Which step in the marketing research process follows collecting data?
a) Reporting research results
b) Implementing organizational change
c) Interpreting research findings
d) Designing the research project
e) Refining the research issue

c. interpreting research findings

Carlos was given the task of conducting a research project for his firm and proceeds with the following steps: he asks questions to determine the research topic, conducts a telephone survey, writes a report describing the survey results, and gives that report to his boss. Which step of the marketing research process has Carlos omitted?
a) Collecting data
b) Defining and locating problems
c) Interpreting research
d) Designing the research project
e) Reporting research findings

c. interpreting research

In the process of conducting marketing research, marketers should allow for
a) periodic review of data during the collection period.
b) continual evaluation of the data during the entire collection period.
c) no data review during collection; instead, they should wait for later interpretation of research findings.
d) descriptive research to solve general problems.
e) statistical analysis during the collection period.

b. continual evaluation of the data during the entire collection period

Which step in the marketing research process involves the use of data analysis and statistical techniques to help draw conclusions?
a) Locating and defining problems or research issues
b) Developing hypotheses
c) Collecting data
d) Interpreting research findings
e) Reporting research findings

d. interpreting research findings

According to the text, ___________ interpretation focuses on what is typical or what deviates from the average.
a) statistical
b) descriptive
c) exploratory
d) secondary
e) primary

a. statistical

Darren uses Microsoft Excel to determine how much the responses to his survey about household decision making for toilet paper vary. Darren is in the ______ step of the marketing research process.
a) interpreting research findings
b) reporting research findings
c) collecting data
d) designing the research project
e) developing a hypothesis

a. interpreting research findings

Suppose that a retail store conducts a mail survey of its customers and finds that 50 percent of the customers believe store personnel are "courteous." Which benchmark or comparison would be most useful for interpreting this result?
a) The annual dollars spent at the store by those customers who believe store personnel are courteous
b) How the 50 percent figure compares with that for competitors
c) The percentage of store personnel who have completed training in customer service and public relations
d) How the 50 percent figure compares with industrial or wholesale institutions and stores
e) The percentage of store personnel who feel they are courteous to customers

b. how the 50 percent figure compares with that for competitors

The final step in the marketing research process is
a) interpreting research findings.
b) making sure the marketing research was conducted in an ethical manner.
c) putting the results into a written document that is technical and written in formal language.
d) reporting the research findings.
e) deciding what the next research project should investigate.

d. reporting the research findings

Corporate executives often prefer marketing research findings to be put into a report
a) full of statistical analysis with details on methods employed by the researchers.
b) examining the ethical implications of implementing results from the research report.
c) that exposes no deficiencies or limitations of the research process.
d) that is clear, short, and simply expressed.
e) expressing the views and beliefs of top management about the research problem.

d. that is clear, short, and simply expressed

In reporting marketing research findings, the researcher should
a) provide explanations in language that those who use the report to make decisions can understand.
b) write the report in an extremely technical and statistical style.
c) fit the problem to a favored statistical technique.
d) not acknowledge any limitations associated with the study.
e) give management the answers it wants.

a. provide explanations in language that those who use the report to make decisions can understand

There is some concern that marketing research has been used incorrectly by some firms. The major problem comes from ___________ because the researcher wants to obtain favorable results.
a) using an inappropriate sample
b) bias and distortion
c) trying to be objective about views and opinions
d) using in-house research departments
e) employing large research firms, such as Gallup

b. bias and distortion

A framework for gathering and managing information from sources both inside and outside an organization is referred to as
a) marketing research agencies.
b) a marketing information system.
c) the marketing mix.
d) a marketing research system.
e) a secondary data system.

b. a marketing information system

Which one of the following best characterizes a marketing information system (MIS)?
a) An MIS is an orderly gathering of information that is not supplied through routine reporting systems such as sales reports and accounting data.
b) An MIS provides a continuous flow of information about such things as distribution costs, prices, sales, and advertising expenses.
c) An MIS is conducted on a special-project basis when needed.
d) An MIS requires adjustments to its techniques to adapt to environmental circumstances and is in reality part of the accounting system.
e) An MIS involves internal information collection about employees and customers.

b. an MIS provides a continuous flow of information about such things as distribution costs, prices, sales, and advertising expenses

The main focus of a marketing information system is on
a) the coordination of external information sources.
b) classifying data into the proper information categories.
c) data storage and retrieval.
d) the accurate maintenance of inventory levels.
e) gathering information on competitive activity.

c. data storage and retrieval

American Flooring sells all types of floor coverings to contractors and other businesses. It keeps a collection of information about all of its clients that can be easily accessed on the company’s computer system. This collection of information is called a
a) marketing information system.
b) database.
c) management information system.
d) single-source data.
e) marketing decision support system.

b. database

Bart’s Appliance Center owner Ron Bart feels that his organization has access to a great deal of information generated both inside and outside the firm, but much of this information is presently going to waste. Apparently, Bart needs to develop a
a) marketing research focus.
b) marketing knowledge bank.
c) marketing information system.
d) marketing strategy.
e) data-gathering system.

c. marketing information system

A(n) ___________ is a collection of information arranged for easy access and retrieval.
a) database
b) marketing information system
c) marketing decision support system
d) online information service
e) e-mail system

a. database

Information provided by a single firm on household demographics, consumer purchases, television viewing behavior, and responses to promotions is called ___________ data.
a) single-source
b) census
c) consumer demographic
d) multi-point
e) single-point

a. single-source

Behavior Scan, a research company, provides information on household demographics, television viewing habits, and purchases tracked with Hotline cards. This is
a) a marketing information system.
b) a business software database.
c) online information.
d) U.S. Census data.
e) single-source data.

e. single-source data

Computer software that aids marketing managers in decision making by helping them anticipate the effect of certain decisions is known as a
a) database.
b) marketing research system.
c) marketing information system.
d) marketing decision support system.
e) single-source system.

d. marketing decision support system

Marketing information systems and marketing research have changed rapidly because customers and companies around the world have been linked by
a) the computer.
b) the super database.
c) the Interactive network.
d) electronic online services.
e) evolving telecommunications.

e. evolving telecommunications

The following are all guidelines for questionnaire construction that support ethical marketing research except to
a) allow the interviewer to introduce him/herself by name.
b) indicate that this is a marketing research project.
c) explain that no sales will be involved.
d) state the likely duration of the interview.
e) keep the name of the research company confidential.

e. keep the name of the research company confidential

Which of the following statements about conducting marketing research internationally is false?
a) The marketing research process may need to be modified to allow for regional differences.
b) A detailed search for and analysis of secondary data can help researchers gain a greater understanding of a particular marketing environment and pinpoint issues that must be taken into account in gathering primary research data.
c) Primary data gathering may have a greater chance of success if the firm employs local researchers who better understand how to approach potential respondents and can do so in their own language.
d) Specific differences among countries can have a profound influence in data gathering.
e) Specific differences among countries have no affect on data gathering or the marketing research process.

e. specific differences among countries that have no affect on data gathering or the marketing research process

T F Marketing research is a systematic and orderly gathering of information supplied through the routine reporting system within the organization.

False

T F The purpose of marketing research is to inform an organization about customers’ needs and desires, marketing opportunities for particular goods and services, and changing attitudes and purchase patterns of customers.

True

T F The first sign of a problem is usually a departure from some normal function, such as a failure to attain objectives.

True

T F The key to locating and defining problems is always to probe beneath any superficial symptoms.

True

T F Marketing research can be used to test a hypothesis.

True

T F A hypothesis is a fact about the problem or topic under investigation.

False

T F The hypothesis being tested determines the general data-gathering approach to use.

True

T F Exploratory research is concerned with identifying the characteristics of markets or categorizing market activities.

False

T F Conclusive research is used when marketers need more information about a problem or want to make a tentative hypothesis more specific.

False

T F Descriptive research can be used to better understand the characteristics of certain phenomena to solve a particular problem.

True

T F Experimental research is used to make tentative hypotheses more specific.

False

T F A research technique is said to be reliable if it produces almost identical results in successive repeated trials.

True

T F If a research method measures what it is supposed to measure, it is said to be reliable.

False

T F The opportunity to obtain data via the Internet has resulted in more than half of all marketing research coming from secondary sources.

True

T F Secondary data are data collected from inside the organization; primary data are those collected from outside the organization.

False

T F One of the most overlooked sources of secondary data is the organization’s own accounting records

True

T F Survey and observation are considered secondary data collection techniques.

False

T F The technique of sampling in marketing research is the process of selecting representative units from a total population (a sample) and being able to project the characteristics of the total population from the sample considered.

True

T F In probability sampling, there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.

False

T F Stratified sampling may reduce some of the error that could occur in a simple random sample.

True

T F In quota sampling, all elements in a population have an equal chance of appearing in the sample.

False

T F The four fundamental survey methods used to obtain data in marketing research are telephone surveys, mail surveys, online surveys, and personal interviews.

True

T F Results of a mail survey can be misleading if there is a high non-response rate

True

T F Telephone surveys allow an interviewer to gain rapport with respondents and to ask probing questions.

True

T F A telephone survey is a good example of a completely random sample for the entire population.

False

T F The potential advantages of traditional mail surveys are quick response and lower cost than online surveys, but this advantage has yet to be achieved.

False

T F The in-home (door-to-door) interview is an example of a focus-group interview.

False

T F Focus-group interviews are useful if the researcher is interested in observing group interaction.

True

T F Customer advisory boards are small groups of actual customers who serve as sounding boards for new product ideas and offer insights into their feelings and attitudes toward a firm’s products, promotion, pricing, and other elements of marketing strategy.

True

T F An on-site computer interview is a variation of the shopping mall intercept interview.

True

T F One common mistake in questionnaire construction is developing the questionnaire before objectives have been established.

True

T F Three types of objective questions that can be designed for questionnaires are closed questions, linkage questions, and multiple-choice questions.

False

T F The observation method of research systematically examines and records secondary data information about the physical conditions, events, and overt behavior of respondents.

False

T F Observation may be used in combination with interviewing.

True

T F Marketing researchers should allow for continual evaluation of the data during the entire data collection period.

True

T F The first step in drawing conclusions from most research is to rank the data according to importance.

False

T F Statistical interpretation focuses on what is typical or what deviates from the average.

True

T F The final step in the marketing research process is to assess the ethicality of the data collection phase.

False

T F In general, corporate executives prefer research reports that are short, clear, and simply expressed.

True

T F Unethical behavior in the research process is not a major problem in the reporting of research findings.

False

T F A marketing information system provides an irregular and unstructured flow of information from internal sources within the organization.

False

T F In the MIS, the means of gathering data receive less attention than the procedures for expediting the flow of information.

True

T F The main difference between marketing research and a marketing information system is that the MIS is an information-gathering process for specific situations whereas marketing research provides continuous data input.

False

T F A database is a collection of information arranged for easy access and retrieval.

True

T F Marketers can only use databases developed by other firms.

False

T F A marketing decision support system aids marketing managers in decision making by helping them to anticipate the effects of certain decisions.

True

T F Ethical conflict typically occurs because the parties involved in marketing research often have different objectives.

True

T F When conducting marketing research in another country, researchers should begin by using focus groups and other survey methods to refine their understanding of customer needs and preferences.

False

T F Crowdsourcing refers to the process of taking tasks usually performed by a marketer or researcher and outsourcing them to a crowd, or potential market, through an open call.

True

T F Callsourcing refers to the process of taking tasks usually performed by a marketer or researcher and outsourcing them to a potential market through an open call.

False

T F Online focus groups gather data from large and geographically diverse groups in a less intensive manner than focus-group interviews.

True

T F Online focus groups are more expensive than tradition sit down groups.

False