Deck 8: Information Gathering and Processing in Retailing

Question 1

A major disadvantage of the use of the U.S.Census of Retail Trade is its _____.

A)lack of accuracy
B)dated nature
C)low credibility
D)sampling error

Answer 1

B

Question 2

Which statement concerning marketing research in retailing is not correct?

A)The use of intuition is an example of the use of marketing research in retailing.
B)Marketing research reduces a retailer's risk.
C)Marketing research should be a continuous process.
D)Marketing research can involve such facets of a retailer's strategy as pricing,location,and store image.

Answer 2

A

Question 3

Data that can be developed through surveys,experiments,observation,and simulation are _____.

A)secondary data
B)marketing research data
C)primary data
D)marketing information systems data

Answer 3

C

Question 4

The procedure to gather,integrate,apply,and store information related to specific subject areas is _____.

A)a retail information system
B)data-base management
C)marketing research
D)data storage

Question 5

Retailers and their suppliers can regularly exchange information relating to inventory levels,delivery times,and unit sales through _____.

A)marketing research
B)electronic data interchange
C)data-base management
D)the Universal Product Code

Question 6

A clear statement of the topic to be studied involves which stage of the marketing research process?

A)recommendations
B)issue (problem)definition
C)secondary data collection
D)implementation

Question 7

An example of nonsystematic retailing research is _____.

A)interviewing consumers
B)experimentation
C)observing consumers
D)the use of intuition

Question 8

Marketing research in retailing involves _____.

A)secondary data collection and analysis
B)the collection and analysis of information relating to specific issues or problems facing a retailer
C)marketing information systems development and implementation
D)the use of intuition in decision making

Question 9

Copies of all the data bases in a company are maintained in one location and accessible to employees at any locale through _____.

A)a retail information system
B)marketing research
C)data-base management
D)data warehousing

Question 10

Which statement concerning retail information systems is not correct?

A)Developing and updating a retail information system in an ongoing process.
B)Developing a retail information system is generally simple.
C)Data is continuously collected and stored in a retail information system.
D)Retailers typically spend from 0.5 to 2.0 percent of their sales on their retail information system.

Question 11

The information needs of retail managers are collected,organized,and stored on a continuous basis in _____.

A)observation
B)retail research
C)an experiment
D)a retail information system

Question 12

The stage of the marketing research process that may be eliminated is _____.

A)problem definition
B)implementation of findings
C)recommendations
D)primary data generation

Question 13

Ongoing studies are made available to many clients for a fee by _____.

A)commercial research houses
B)the U.S.government (federal)
C)channel members
D)the Business Periodicals Index

Question 14

Information previously gathered for other purposes than the problem or issue under study is _____.

A)primary data
B)syndicated data
C)secondary data
D)a marketing research system

Question 15

An example of internal secondary data is _____.

A)ProQuest
B)government census data
C)a promotional budget obtained from your firm's advertising department
D)an annual marketing report of a competitor obtained from a Web-based source

Question 16

The Universal Product Code (UPC)system allows a retailer to _____.

A)monitor sales in nonfood retail establishments
B)store and monitor product sales data on an item-by-item basis
C)develop a payroll system
D)monitor accounts receivable

Question 17

In a probability sample,_____.

A)every unit has an equal or known chance of being chosen for study
B)every unit studied is chosen by the researcher based on judgment or convenience
C)data are selected for use by the researcher based on their relevance
D)data cannot be extrapolated due to unknown sampling error

Question 18

A common major disadvantage of secondary data is the _____.

A)unsuitable units of measurement
B)long time period required to collect data
C)high cost for data collection
D)known source and control over data collection

Question 19

An application of data mining is _____.

A)cost containment
B)micromarketing
C)value-based retailing
D)data-base management

Question 20

An example of external secondary data is _____.

A)regular periodicals downloaded from the Web
B)annual budgets for your firm's advertising
C)daily sales figures by retail location
D)inventory records of fast-selling goods

Question 21

A mail-order retailer found that its percent of loyal customers (those ordering $100 or more of merchandise in two consecutive years)has declined from 15 percent to 8 percent.Which form of marketing research was the retailer utilizing?

A)a retail information system
B)simulation
C)an experiment
D)observation

Question 22

Bipolar adjective scales are used with which survey instrument?

A)store positioning
B)store-image testing
C)semantic differential
D)image analysis

Question 23

A major advantage of a retail information system is _____.

A)the continuous nature of data collection and analysis
B)its low cost
C)the use of competitor data
D)the use of verified data from government sources

Question 24

Respondent cooperation is not required in which primary data source?

A)personal survey
B)mail survey
C)telephone survey
D)observation

Question 25

Sampling is based upon judgment or convenience in a _____.

A)probability (random)sample
B)nonprobability sample
C)telephone survey
D)simulation

Question 26

A mystery shopper is a form of which primary data collection technique?

A)observation
B)survey
C)experimentation
D)simulation

Question 27

Which of the following is not a survey?

A)observation
B)mail questionnaires
C)telephone questionnaires
D)person-to-person interviewing

Question 28

Frequent shopper programs and customer and vendor analysis are made possible through _____.

A)data-base management
B)data mining
C)electronic data interchange
D)data warehousing

Question 29

The process of generating,storing,and interpreting current sales figures by item has been greatly facilitated through the use of _____.

A)inventory records
B)the Universal Product Code
C)profit-and-loss statements
D)shelf facing labels

Question 30

A retailer determines the value of a downtown retail site through monitoring pedestrian traffic counts.This illustrates which data collection technique?

A)survey
B)observation
C)experimentation
D)simulation

Question 31

A respondent is always told the real purpose of a study in _____.

A)a mail survey
B)an experiment
C)observation
D)a nondisguised survey

Question 32

Attitudes cannot be studied through which primary data collection technique?

A)observation
B)mail survey
C)telephone survey
D)personal survey

Question 33

A form of research in which present behavior or the results of past behavior are viewed and recorded is _____.

A)a survey
B)experimentation
C)observation
D)simulation

Question 34

Participation by incorrect respondents is a major problem in which survey?

A)telephone survey
B)personal survey
C)mail survey
D)observation

Question 35

One or more factors are manipulated under controlled conditions in which research technique?

A)questionnaire
B)observation
C)experiment
D)secondary data analysis

Question 36

A store's image can be studied using _____.

A)observation
B)extrapolation
C)sales data
D)the semantic differential

Question 37

The survey technique with the fastest response is a(n)_____.

A)telephone survey
B)mail survey
C)experiment
D)personal survey

Question 38

Data are consolidated in one location but available locally in _____.

A)electronic data interchange
B)data warehousing
C)data-base management
D)data mining

Question 39

Interviewer bias is minimized in which survey form?

A)telephone survey
B)mail survey
C)personal survey
D)semantic differential

Question 40

In a survey,_____.

A)information is systematically gathered from respondents by communicating with them
B)the respondent is always told the real purpose of the study
C)past behavior is observed and recorded
D)a computer manipulates retailing factors on paper

Question 41

A retailer is concerned about measuring the impact of Sunday store openings in generating additional sales (beyond the current Monday through Saturday openings).Which stage of the marketing research process is the retailer involved in?

A)generating primary data
B)examining secondary data
C)making recommendations
D)problem definition

Question 42

A retailer has a data base of past sales by size distribution.This data base is used as a guide in ordering decisions.The data base is an example of _____.

A)external secondary data
B)internal secondary data
C)a survey
D)primary data

Question 43

The major distinction between primary and secondary data is that secondary data _____.

A)are less costly
B)have been previously gathered for other purposes
C)have been generated by commercial research houses
D)are conducted at fixed time periods

Question 44

Which problem definition topic is most likely to require primary data collection?

A)to determine the percent of females living in Florida
B)to determine a retailer's image based upon fashion leadership and pricing variables
C)to determine the growth in the service economy in terms of employment
D)to analyze the percent of adult females that work on a full-time basis

Question 45

A retailer seeks to determine the quality of sales personnel presentations.An appropriate primary data collection technique is _____.

A)observation
B)a mail survey
C)an experiment
D)simulation

Question 46

The proportion of a store's sales made to shoppers who live more than 15 miles from a store (outshoppers)can be most reliably studied using _____.

A)a telephone survey
B)observation
C)a personal survey
D)customer billing data

Question 47

A firm can determine information about inventory movement,sales by different personnel,and sales volume through an analysis of _____.

A)store observation reports
B)customer billings
C)inventory records
D)written reports

Question 48

The use of point-of-sale cash register-based data in conducting a study of fast-selling merchandise illustrates _____.

A)external secondary data
B)internal secondary data
C)an experiment
D)observation

Question 49

A research technique based on actual situations that does not require respondent cooperation is _____.

A)a mail survey
B)simulation
C)experimentation
D)observation

Question 50

A retailer needs to determine its customers' attitudes in conjunction with a legal court case.The retailer should utilize _____.

A)a nonprobability sample
B)observation
C)a probability sample
D)an experiment

Question 51

The distinction between internal and external secondary data is based on the _____.

A)focus of the data (company or industry)
B)firm collecting the data (government or commercial research house)
C)cost of data collection
D)source of the data (within or outside the firm)

Question 52

Respondent bias is minimized in which data collection technique?

A)mail survey
B)simulation
C)experimentation
D)observation

Question 53

A retailer can generate data on merchandise turnover,order lead time,and availability of goods by examining _____.

A)inventory records
B)sales figures
C)profit-and-loss statements
D)customer billings

Question 54

A major advantage to the use of primary (versus secondary)data in solving a retail research problem is primary data's _____.

A)speed of collection
B)source credibility
C)lower cost
D)currency

Question 55

An example of primary data is information gathered from _____.

A)Bureau of Census publications
B)competitors' annual reports
C)company inventory reports to determine sales by geographic area
D)observation by sales personnel on customer in-store behavior

Question 56

Which data collection technique cannot be used to study consumer attitudes?

A)mail questionnaires
B)telephone interviewing
C)observation
D)phone interviewing

Question 57

An appropriate research technique for use when a retailer wants to determine consumers' perceptions of its store image and wishes to minimize bias is _____.

A)simulation
B)a disguised survey
C)a nondisguised survey
D)observation

Question 58

A retailer seeks to conduct a survey that requires lengthy responses by respondents.Many questions are also difficult to understand.The retailer should utilize which survey technique?

A)observation
B)telephone survey
C)mail survey
D)personal survey

Question 59

Which survey technique minimizes interviewer bias?

A)mail survey
B)personal survey
C)telephone survey
D)nondisguised personal survey

Question 60

Precise problem definition is necessary to _____.

A)restrict data collection and analysis to meaningful material
B)assume that marketing research is continuous
C)avoid the use of intuition in problem/opportunity analysis
D)integrate marketing research and marketing information systems

Question 61

The use of virtual reality software to conduct research through a "virtual shopping environment" is a part of _____.

A)a survey
B)observation
C)an experiment
D)simulation

Question 62

Computers often form the foundation for a retail information system.

Question 63

A retailer seeks to study the impact of price on consumers' purchases.The most appropriate technique is _____.

A)an experiment
B)simulation
C)the semantic differential
D)observation

Question 64

Observation is most appropriately used in the study of which stage of the consumer decision process?

A)purchase
B)post-purchase behavior
C)information
D)stimulus

Question 65

Vendors can communicate shipping information with retailers through electronic data interchange (EDI).

Question 66

The use of a survey and observation under controlled conditions most closely resembles _____.

A)an experiment
B)simulation
C)a semantic differential
D)multidimensional scaling

Question 67

Micromarketing is an application of data mining.

Question 68

Primary data may be developed through surveys,observation,experiments,and simulation.

Question 69

A researcher notes the percentage of shoppers who pass by and who purchase detergents in a supermarket.The researcher is utilizing _____.

A)a personal survey
B)contrived observation
C)structured observation
D)mechanical observation

Question 70

A store seeks to determine the percent of consumers who pass by a given location,and the percent of these customers that purchase a given product.The most appropriate data collection technique is _____.

A)mail questionnaires
B)telephone interviewing
C)observation
D)phone interviewing

Question 71

Secondary data sources may be internal or external.

Question 72

Experiments generally utilize _____.

A)a semantic differential
B)mechanical observation
C)multidimensional scaling
D)a controlled environment

Question 73

The stages in the marketing research process must be done sequentially.

Question 74

The first stage in the problem definition process is examination of secondary data sources.

Question 75

Examples of the effective use of retail research are the continuation of past strategies and tactics and assuming that past trends will continue into the future.

Question 76

The use of a control group is a common aspect of which data collection technique?

A)a survey
B)an experiment
C)observation
D)simulation

Question 77

Which type of consumer behavior topic can be best studied using observation?

A)the store image of a new discounter
B)perceived risk related to sneaker purchasing behavior
C)consumer cognitive dissonance subsequent to the purchase of a new home
D)the average time spent in a convenience store

Question 78

Cause and effect can be best measured using _____.

A)a survey
B)an experiment
C)observation
D)simulation

Question 79

A retailer can track the results of a frequent shopper program through data-base management.

Question 80

Primary data need not be collected when secondary research is relevant,current,and reliable.