Question 1

Which of the following best describes primary data?

Accepted Answer

Primary data are data collected specifically for the research problem under investigation.

Question 2

In the past, marketing researchers were primarily engaged in the technical aspects of the research, but were not extensively involved in

Accepted Answer

At one time, marketing researchers were primarily engaged in the technical aspects of research, but were not heavily involved in the strategic use of research findings.

Question 3

Charles Walker wants to build a distribution center in Colorado. When you meet him for lunch, he shows you the marketing research that guarantees his new enterprise will be a success. What should you tell him to curb his unbridled optimism?

Accepted Answer

Even the most carefully executed research can be fraught with errors.

Question 4

Retail marketers are conducting research to estimate the traffic flow during peak hours at various intersections. This is to help determine the best locations for check-out stores. What type of research are they using?

Accepted Answer

Observational research involves watching people and recording relevant facts and behaviors.

Question 5

A systematic process for obtaining information to aid in decision making is called

Accepted Answer

Marketing research can be viewed as systematic processes for obtaining information to aid in decision making.

Question 6

Belinda Nunez wants to open a gallery in which she will feature young Hispanic artists. She was unsure if the new business would succeed until she read in the local newspaper that 55 percent of the community in which she will be operating the gallery is Hispanic. Which of the following statements could describe this situation?

Accepted Answer

Secondary data are those that have previously been collected for other purposes but can be used for the problem at hand.

Question 7

Since marketing research does not make decisions, why should an organization bother with it at all?

Accepted Answer

Although marketing research does not make decisions, it can reduce the risks associated with managing marketing strategies.

Question 8

The Five Ps of the research process include purpose of research, plan of research, performance of research, processing of research data and

Accepted Answer

The purpose of research, plan of research, performance of research, and processing of research data are all fundamental parts of the research process. However, the ultimate goal of research is to communicate the findings to others, which is achieved through the preparation of a research report. Therefore, option A is the best answer. Options B, C, and D do not accurately describe the final step of the research process.

Question 9

The process by which information about the environment is generated, analyzed, and interpreted for use in marketing decision making is called

Accepted Answer

Marketing research is the process by which information about the environment is generated, analyzed, and interpreted for use in marketing decision making.

Question 10

Identify the first step in the research process that determines why the research is needed and what it is to accomplish?

Accepted Answer

Purpose of research is the first step in the research process which determines explicitly why the research is needed and what it is to accomplish.

Question 11

What is the closest observation one can make about the statement: "Marketing research can examine the effects of a change in any element of the marketing mix on customer perception and behavior?"

Accepted Answer

Marketing research is vital for investigating the effects of various marketing strategies after they have been implemented.

Question 12

All of the following are true of market research except

Accepted Answer

Marketing research is the process by which information about the environment is generated, analyzed, and interpreted for use in marketing decision making. It cannot be overstated that marketing research is an aid to decision making and not a substitute for it.

Question 13

Which of the following does not pertain to marketing research?

Accepted Answer

It cannot be overstated that marketing research is an aid to decision making and not a substitute for it.

Question 14

All of the following are critical issues influencing the research plan, except

Accepted Answer

Three critical issues that influence the research plan are (1) whether primary or secondary data are needed, (2) whether qualitative or quantitative research is needed, and (3) whether the company will do its own research or contract with a marketing research specialist.

Question 15

Reading of Toledo, Inc. makes a streaked griddle that produces char-broiled looking meat without the grease flare-ups, smoke, or wasted energy. Sales have been down recently for its streaked griddle. Its marketing manager wonders if consumer health concerns about grilled meat causing cancer are responsible for the decrease in sales. The manager wants to conduct marketing research to see if the firm needs to modify the product or advertise more. The marketing manager

Accepted Answer

The first step in the research process is to determine explicitly why the research is needed and what it is to accomplish.

Question 16

The first step in the research process is to determine

Accepted Answer

The first step in the research process is to determine explicitly why the research is needed and what it is to accomplish.

Question 17

Which of the following statements about marketing research is true?

Accepted Answer

Marketing research is an aid to decision making and not a substitute.

Question 18

By the end of the first stage of the marketing research process, managers and researchers should agree on

Accepted Answer

At the end of the first stage, managers and researchers should agree on (1) the current situation involving the problem to be researched, (2) the nature of the problem, and (3) the specific question or questions the research is designed to investigate.

Question 19

Belinda Nunez wants to open a gallery in which she will feature young Hispanic artists. She was unsure if the new business would succeed until she read in the local newspaper that 55 percent of the community in which she will be operating the gallery is Hispanic. What type of research (data) has she used to aid her in decision making?

Accepted Answer

Secondary data are those that have previously been collected for other purposes but can be used for the problem at hand.

Question 20

What is the advantage of secondary data over primary data?

Accepted Answer

Secondary information has the advantage of usually being cheaper than primary data.

Quiz 2: Marketing Research : Process and Systems for Decision Making

Which of the following best describes primary data?

In the past, marketing researchers were primarily engaged in the technical aspects of the research, but were not extensively involved in

Charles Walker wants to build a distribution center in Colorado. When you meet him for lunch, he shows you the marketing research that guarantees his new enterprise will be a success. What should you tell him to curb his unbridled optimism?

Retail marketers are conducting research to estimate the traffic flow during peak hours at various intersections. This is to help determine the best locations for check-out stores. What type of research are they using?

A systematic process for obtaining information to aid in decision making is called

Since marketing research does not make decisions, why should an organization bother with it at all?

The Five Ps of the research process include purpose of research, plan of research, performance of research, processing of research data and

The process by which information about the environment is generated, analyzed, and interpreted for use in marketing decision making is called

Identify the first step in the research process that determines why the research is needed and what it is to accomplish?

What is the closest observation one can make about the statement: "Marketing research can examine the effects of a change in any element of the marketing mix on customer perception and behavior?"

All of the following are true of market research except

Which of the following does not pertain to marketing research?

All of the following are critical issues influencing the research plan, except

The first step in the research process is to determine

Which of the following statements about marketing research is true?

By the end of the first stage of the marketing research process, managers and researchers should agree on

What is the advantage of secondary data over primary data?