Question 1

Secondary data refers to information collected for the first time.

Accepted Answer

A) True 
 B)False

Question 2

The _____ of marketing research is to address "what if" questions.

Accepted Answer

A)  predictive function
B)  diagnostic function
C)  prescriptive function
D)  descriptive functionE) All of the above
F) None of the above

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

Marketing research deteriorates the quality of decision making.

Accepted Answer

A) True 
 B)False

Question 5

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 6

Briefly discuss the impact of the ever-changing marketplace on marketing research.

Accepted Answer

Answers will vary. Marketing research he...

Question 7

In the context of marketing research projects, the research design specifies:

Accepted Answer

A)  how and when data will be gathered.
B)  which management decision problem needs to be solved.
C)  what modifications should to be made to the approved project budget.
D)  how employees are to be motivated.E) B) and C)
F) None of the above

Question 8

In the context of marketing research projects, which of the following statements is true of secondary data?

Accepted Answer

A)  They result in loss of time and money.
B)  They give detailed information that enables a researcher to assess quality.
C)  They refer to information collected for the first time.
D)  They suggest research methods needed for solving a problem.E) B) and C)
F) A) and D)

Question 9

Identify a true statement about online focus groups.

Accepted Answer

A)  They incur high costs.
B)  They have narrow geographic scope.
C)  They are accessible.
D)  They have low participation rates.E) A) and B)
F) A) and C)

Question 10

Gerrard, a manager at Zincod Clothing, organizes a survey to study the quality of the company's products. He instructs the survey team to interview readily accessible customers who visit the outlets during weekdays. In the context of nonprobability samples, Zincod Clothing is most likely using a _____ for its survey.

Accepted Answer

A)  convenience sample
B)  cluster sample
C)  stratified sample
D)  random sampleE) B) and C)
F) A) and D)

Question 11

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) A) and D)
F) A) and C)

Question 12

Caroline, the manager of a jewelry store, conducts statewide market research and collects data on customer preferences toward various jewelry items. Based on her findings, she has to create a forecast of the items that customers are most likely to purchase. In this scenario, Caroline will most likely be performing the _____ of marketing research.

Accepted Answer

A)  prescriptive role
B)  predictive role
C)  descriptive role
D)  diagnostic roleE) A) and B)
F) B) and D)

Question 13

Which of the following statements is true of sampling error?

Accepted Answer

A)  It occurs when the sample drawn from a population differs from the target population.
B)  It occurs when the selected sample is an imperfect representation of the overall population.
C)  It occurs when a sample somehow does not represent the target population.
D)  It occurs when there is a measured difference between the information desired and the information provided.E) B) and C)
F) A) and D)

Question 14

The most popular technique for gathering primary data is _____.

Accepted Answer

A)  survey research
B)  observation research
C)  ethnographic research
D)  experimental researchE) B) and C)
F) A) and C)

Question 15

The main advantage of primary data is that they:

Accepted Answer

A)  are inexpensive to collect.
B)  can answer specific research questions that secondary data cannot answer.
C)  consist of data that are easily available to any interested party.
D)  are already processed and analyzed.E) A) and B)
F) A) and C)

Question 16

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) None of the above
F) A) and C)

Question 17

In the context of sampling procedures, a _____ is a sample in which every element in the population has a known statistical likelihood of being selected.

Accepted Answer

A)  snowball sample
B)  probability sample
C)  judgment sample
D)  convenience sampleE) C) and D)
F) B) and D)

Question 18

In the context of customer relationship management, the use of big data analytics is limited to the collection of customer data.

Accepted Answer

A) True 
 B)False

Question 19

_____ is a research method that relies on people watching people, people watching an activity, machines watching people, and machines watching an activity.

Accepted Answer

A)  Historical research
B)  Survey research
C)  Observation research
D)  Applied researchE) A) and B)
F) B) and C)

Question 20

Briefly discuss web community research.

Accepted Answer

Answers will vary. A web community is a ...

Exam 9: Marketing Research

Correct Answer
verified

Which of the following statements is true of sampling error?

Correct Answer
verified

Marketing research deteriorates the quality of decision making.

Correct Answer
verified

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

Correct Answer
verified

The most popular technique for gathering primary data is _____.

Correct Answer
verified

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

Correct Answer
verified

_____ is a research method that relies on people watching people, people watching an activity, machines watching people, and machines watching an activity.

Correct Answer
verified

Briefly discuss the impact of the ever-changing marketplace on marketing research.

Correct Answer
verified
Answers will vary. Marketing research he...
View Answer

In the context of marketing research projects, the research design specifies:

Correct Answer
verified

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

Correct Answer
verified

In the context of sampling procedures, a _____ is a sample in which every element in the population has a known statistical likelihood of being selected.

Correct Answer
verified

Briefly discuss web community research.

Correct Answer
verified
Answers will vary. A web community is a ...
View Answer

In the context of marketing research projects, which of the following statements is true of secondary data?

Correct Answer
verified

Identify a true statement about online focus groups.

Correct Answer
verified

The _____ of marketing research is to address "what if" questions.

Correct Answer
verified

The main advantage of primary data is that they:

Correct Answer
verified

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

Correct Answer
verified

In the context of customer relationship management, the use of big data analytics is limited to the collection of customer data.

Correct Answer
verified

Secondary data refers to information collected for the first time.

Correct Answer
verified

Correct Answer
verified

Exam 9: Marketing Research

Correct AnswerverifiedShow Answer

Which of the following statements is true of sampling error?

Correct AnswerverifiedShow Answer

Marketing research deteriorates the quality of decision making.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The most popular technique for gathering primary data is _____.

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 a research method that relies on people watching people, people watching an activity, machines watching people, and machines watching an activity.

Correct AnswerverifiedShow Answer

Briefly discuss the impact of the ever-changing marketplace on marketing research.

Correct AnswerverifiedAnswers will vary. Marketing research he...View AnswerShow Answer

In the context of marketing research projects, the research design specifies:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In the context of sampling procedures, a _____ is a sample in which every element in the population has a known statistical likelihood of being selected.

Correct AnswerverifiedShow Answer

Briefly discuss web community research.

Correct AnswerverifiedAnswers will vary. A web community is a ...View AnswerShow Answer

In the context of marketing research projects, which of the following statements is true of secondary data?

Correct AnswerverifiedShow Answer

Identify a true statement about online focus groups.

Correct AnswerverifiedShow Answer

The _____ of marketing research is to address "what if" questions.

Correct AnswerverifiedShow Answer

The main advantage of primary data is that they:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In the context of customer relationship management, the use of big data analytics is limited to the collection of customer data.

Correct AnswerverifiedShow Answer

Secondary data refers to information collected for the first time.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Answers will vary. Marketing research he...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Answers will vary. A web community is a ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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