Question 1

Which of the following is an example of an open-ended question?

Accepted Answer

A)   Would you consider adopting children?
B)   What do you think about the new ice-cream flavor?
C)   Have you tried the new ice-cream flavor?
D)   Do you want to have children?E) A) and B)
F) All of the above

Question 2

The diagnostic role of marketing research includes gathering and presenting factual statements.

Accepted Answer

A) True 
 B)False

Question 3

A closed-ended question designed to measure the intensity of a respondent's answer is called __________.

Accepted Answer

A)   open-ended question
B)   observational research question
C)   focused research question
D)   scaled-response questionE) All of the above
F) B) and C)

Question 4

A broad-based problem that uses marketing research to help managers take effective actions is called the _________.

Accepted Answer

A)   marketing research problem
B)   management decision problem
C)   management research
D)   marketing research objectiveE) A) and C)
F) B) and C)

Question 5

Which of the following is a field of marketing that studies the body's responses to marketing stimuli?

Accepted Answer

A)   Neuromarketing
B)   InfoScan
C)   Scanner-based research
D)   Marketing researchE) All of the above
F) B) and C)

Question 6

Which of the following statements is true of online focus groups?

Accepted Answer

A)   They are cost-effective.
B)   They have narrow geographic scope.
C)   They are difficult to access.
D)   They have low participation rates.E) A) and B)
F) A) and C)

Question 7

Secondary data refers to information collected for the first time.

Accepted Answer

A) True 
 B)False

Question 8

_____________ is information that is collected for the first time; used for solving the particular problem under investigation.

Accepted Answer

A)   Primary data
B)   Secondary data
C)   Big data
D)   Marketing dataE) A) and C)
F) B) and C)

Question 9

Which of the following roles of marketing research is concerned with gathering and presenting factual statements?

Accepted Answer

A)   Descriptive
B)   Diagnostic
C)   Predictive
D)   AnalyticE) A) and D)
F) A) and C)

Question 10

Which of the following is the first step in the marketing research process?

Accepted Answer

A)   Plan the research design and gather secondary data.
B)   Identify and formulate the problem/opportunity.
C)   Analyze the data.
D)   Specify the sampling procedures.E) C) and D)
F) A) and C)

Question 11

When conducting marketing research projects,which of the following statements is true of secondary data?

Accepted Answer

A)   It can result in loss of time and money.
B)   It doesn't provide detailed information to the researcher to help him make decisions.
C)   It refers to information collected for the first time.
D)   It can suggest research methods needed for solving a problem.E) A) and D)
F) C) and D)

Question 12

Which of the following statements is true of conducting internet surveys?

Accepted Answer

A)   They have lower response rates than traditional surveys.
B)   They require a considerable amount of time and effort to be conducted.
C)   They incur training,telecommunications,and management costs.
D)   They can be personalized for greater relevance to each respondent's situation.E) All of the above
F) B) and C)

Question 13

_________ refers to data previously collected for any purpose other than the one at hand.

Accepted Answer

A)   Secondary data
B)   Primary data
C)   Marketing research
D)   Management research objectiveE) A) and B)
F) A) and C)

Question 14

Scanner-based research is the process of researching brain patterns and measuring certain physiological responses to marketing stimuli.

Accepted Answer

A) True 
 B)False

Question 15

The first step in the customer relationship management (CRM)cycle is to identify a firm's profitable and unprofitable customers.

Accepted Answer

A) True 
 B)False

Question 16

What is competitive intelligence (CI)? Discuss how it helps managers and how it is used.

Accepted Answer

Answers will vary.Competitive intelligen...

Question 17

Which of the following is a characteristic of snowball sample?

Accepted Answer

A)   The researcher selects the easiest population members from which to obtain information.
B)   The researcher's selection criteria are based on personal judgment that the elements (persons) chosen will likely give accurate information.
C)   The researcher finds a prescribed number of people in several categories.
D)   Additional respondents are selected on the basis of referrals from the initial respondents.E) A) and C)
F) A) and D)

Question 18

Marketing research dilutes the quality of decision-making.

Accepted Answer

A) True 
 B)False

Question 19

___________ is an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answers into the computer.

Accepted Answer

A)   A mall intercept interview
B)   An executive interview
C)   A computer-assisted self-interview
D)   A computer-assisted personal interviewE) A) and B)
F) A) and C)

Question 20

Which of the following statements is true of online panel providers?

Accepted Answer

A)   They generally pre-recruit people who agree to participate in online market research surveys.
B)   They must have less than one thousand panel members.
C)   They are widely considered to be representative of the target population.
D)   They are widely believed to provide accurate and unbiased results.E) A) and B)
F) A) and D)

Exam 9: Marketing Research

Which of the following is an example of an open-ended question?

Correct AnswerverifiedShow Answer

Which of the following roles of marketing research is concerned with gathering and presenting factual statements?

Correct AnswerverifiedShow Answer

Which of the following is a characteristic of snowball sample?

Correct AnswerverifiedShow Answer

Marketing research dilutes the quality of decision-making.

Correct AnswerverifiedShow Answer

When conducting marketing research projects,which of the following statements is true of secondary data?

Correct AnswerverifiedShow Answer

A broad-based problem that uses marketing research to help managers take effective actions is called the _________.

Correct AnswerverifiedShow Answer

A closed-ended question designed to measure the intensity of a respondent's answer is called __________.

Correct AnswerverifiedShow Answer

What is competitive intelligence (CI)? Discuss how it helps managers and how it is used.

Correct AnswerverifiedAnswers will vary.Competitive intelligen...View AnswerShow Answer

Secondary data refers to information collected for the first time.

Correct AnswerverifiedShow Answer

Which of the following is the first step in the marketing research process?

Correct AnswerverifiedShow Answer

The diagnostic role of marketing research includes gathering and presenting factual statements.

Correct AnswerverifiedShow Answer

Scanner-based research is the process of researching brain patterns and measuring certain physiological responses to marketing stimuli.

Correct AnswerverifiedShow Answer

The first step in the customer relationship management (CRM)cycle is to identify a firm's profitable and unprofitable customers.

Correct AnswerverifiedShow Answer

_____________ is information that is collected for the first time; used for solving the particular problem under investigation.

Correct AnswerverifiedShow Answer

Which of the following statements is true of online focus groups?

Correct AnswerverifiedShow Answer

Which of the following statements is true of online panel providers?

Correct AnswerverifiedShow Answer

Which of the following statements is true of conducting internet surveys?

Correct AnswerverifiedShow Answer

_________ refers to data previously collected for any purpose other than the one at hand.

Correct AnswerverifiedShow Answer

Which of the following is a field of marketing that studies the body's responses to marketing stimuli?

Correct AnswerverifiedShow Answer

___________ is an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answers into the computer.

Correct AnswerverifiedShow Answer

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