Marketing Ch 10 Quiz Questions

A restaurant chain is working on improving 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, in order to track its progress. What kind of data are the restaurant chain collecting?
Panel data
Internal secondary data
Focus group data
External secondary data
Scanner data

Panel data

Which of the following types of research would be considered quantitative research?
Experimental research
Observational research
Focus group research
Social media monitoring
In-depth interviews

Experimental research

Marketing research includes all of the following EXCEPT
collecting data.
creating data.
recording data.
interpreting data.
analyzing data.

creating data.

Company sales invoices, census data, and trade association statistics are examples of
primary data.
data mines.
secondary data.
tertiary data.
qualitative data.

secondary data

When a research team has gathered data for specific research needs, this is known as
primary data.
data mining.
secondary data.
data recovery.
data modeling.

primary 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.
experimental research
data warehousing
syndicated data
qualitative research
structured questionnaires

qualitative research

A marketing research project often begins with a review of the relevant __________ data.
primary
secondary
quantitative
unfocused
structured

secondary

Commercial research firms like ACNielsen and SymphonyIRI Group are sources of
primary data.
internal secondary data.
data mining.
syndicated data.
public data.

syndicated data.

After reviewing the existing data on seasonal spending by his company’s customers, Marvin decided he needed new information collected to address his research questions. Marvin will need __________ data to address the questions in his market research study.
primary
secondary
mined
syndicated
warehoused

primary

In a focus group, researchers usually videotape the session in order to
evaluate the potential for in-depth interviews.
assess both verbal and nonverbal responses.
post the videos on the corporate website.
avoid asking repetitive questions.
create survey instruments to send to the participants.

assess both verbal and nonverbal responses.

Retail checkout scanning systems create a tremendous amount of purchasing information usually stored in a company’s
website.
file cabinets.
data warehouse.
cash registers.
qualitative research department.

data warehouse.

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.
door-to-door surveys
focus group interviews
syndicated data
sales invoices
census data

focus group interviews

Supermarkets collect information about individual customers through their use of loyalty cards, and then analyze the data to look for patterns in purchases. This is an example of
data mining.
data recovery.
data entry.
data analysis.
data modeling.

data mining.

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
External secondary data
Survey responses
Focus group data
Observation data

Internal secondary data

Market research begins with
designing the research project.
analyzing data.
defining objectives and research needs.
presenting results.
creating the data collection process

defining objectives and research needs.

__________ research is a type of quantitative research that manipulates variables to help determine cause and effect.
Descriptive
Syndicated
Manipulative
Focus group
Experimental

Experimental

From charitable giving to medical records to Internet tracking, consumers are more anxious than ever about
secondary data retrieval systems.
exploitation by foreign marketers.
their ability to get credit cards.
preserving their right to privacy.
the unstructured nature of market research.

preserving their right to privacy.

Caroline needs to find information about income and age distribution in Orange County, California. The best source of secondary research of use to Caroline is likely to be
door-to-door surveys.
focus group interviews.
syndicated data.
sales invoices at public libraries.
U.S. Census data.

U.S. Census data.

Zan wants to collect considerable information about the current opinions of his ten most important customers. Zan will probably use the __________ research method.
social media monitoring
experimental
in-depth interview
primary data mining
observation

in-depth interview

Which of the following is NOT one of the guidelines for developing a market research questionnaire?
The layout should be professional and easy to follow.
Questions should only address one issue at a time.
Questions should be sequenced appropriately.
Questions should use vocabulary respondents are familiar with.
Sensitive questions should be asked first.

Sensitive questions should be asked first.

When the detailed opinions of a few industry experts or experienced consumers are needed, __________ are often the best qualitative research method.
focus groups
surveys
social media studies
in-depth interviews
secondary data mining studies

in-depth interviews

After defining objectives and research needs, the next step in the marketing research process involves
research evaluation.
data collection.
data analysis.
research design.
report writing.

research design.

When conducting a research study attempting to understand what features were most important to automobile consumers, Gary’s Research Company used a(n) questionnaire containing __________ questions, with a predetermined set of response options.
structured
in-depth interview
observational
free-form
unstructured

structured

What is a disadvantage of online focus groups, compared to offline focus groups?
They are more expensive.
They attract a more limited group of participants.
They generally take longer to conduct.
They usually do not permit insights based on body language.
They produce insights that are rarely taken seriously.

They usually do not permit insights based on body language.

When the market research problem is not clearly defined, a researcher will likely engage in __________ research.
data mining
qualitative
survey
quantitative
experimental

qualitative

The major advantage of primary data collection is that
-it can be easily accessed through syndicated databases.
-it can be tailored to meet the specific research needs.
-it takes less time to collect than secondary data.
-it is general enough to meet many different researchers’ needs.
-all of these are advantages of primary research data.

it can be tailored to meet the specific research needs.

Social media monitoring, in-depth interviews, and focus groups are all __________ research methods.
-quantitative
-data warehousing
-syndicated marketing
-qualitative
-structured

qualitative

Quitman had no idea how consumers would respond to a survey about attitudes toward a program opening up space travel to private citizens. He could use __________ to allow respondents to answer in their own words.
secondary data
an observational study
an experiment
a structured questionnaire
a survey with open-ended questions

a survey with open-ended questions

When consumers are __________, observation becomes particularly useful in understanding consumers’ preferences.

unable to articulate their experiences

A(n) __________ is a small group of people brought together for an intensive discussion of a topic.
focus group
social media site
experiment
data mining session
in-depth interview

focus group

Which of the following statements best describes secondary data?
Secondary data are pieces of information that have been collected prior to the start of the focal research project.
Secondary data are those data collected to address specific research needs.
Secondary data collection is always extremely time consuming and expensive.
Secondary data will always meet the researchers’ needs.
None of these

Secondary data are pieces of information that have been collected prior to the start of the focal research project.

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:
the impact of income tax laws.
patterns of consumers’ purchasing behavior.
the relationship between primary and secondary data.
new ideas for human resources management.
competitors’ pricing strategies.

patterns of consumers’ purchasing behavior.

The major advantage of primary data collection is that
it can be easily accessed through syndicated databases.
it can be tailored to meet the specific research needs.
it takes less time to collect than secondary data.
it is general enough to meet many different researchers’ needs.
all of these are advantages of primary research data.

it can be tailored to meet the specific research needs.

Each time you go to the grocery store and have your purchases scanned while using a loyalty or bonus reward card, you are contributing to a database that can help marketers determine all of the following EXCEPT

other stores where you buy similar products

The owner of A. C. Flora Ford Dealership wanted to know why consumers chose his company. He was fairly sure that most customers had one of three reasons—service, reputation, or location—but wanted to know which was the most frequent reason. A. C. Flora will probably use a survey with __________ questions to address his research problem.

closed-ended

__________ confirms insights and provides a basis for taking a course of action.

Quantitative research

Once a marketing researcher is ready to move beyond preliminary insights to specific, informed questions, the researcher is ready to conduct

quantitative research

The first question a market researcher should ask when considering a research study is

Will the research be useful?

When conducting a survey about choosing vacation destinations, Hillary will need to __________ in order to get reluctant respondents to provide honest information.

assure consumers that their individual responses will be kept confidential

Recently, Google hired a team of economists to study consumers’ online search behavior. This type of market research is a form of __________ research.

observational