Question 1

Which of the following is one of the best advantages of conducting research using telephone interviews?
control of sample
flexibility
speed of data collection
response rate
cost

Accepted Answer

The answer of Which of the following is one of...

Question 2

Fredia Dyck has just discovered the major advantage of survey research.She reports to her supervisor that the advantage is its ________.
flexibility
interactive design
ease to complete
understandability
simplicity

Accepted Answer

The answer of Fredia Dyck has just discovered the major...

Question 3

Which of the steps in the marketing research process should be included in the following list: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings?
developing the research budget
choosing the research agency
choosing the research method
developing the research plan
comparing and contrasting primary and secondary data

Accepted Answer

The answer of Which of the steps in the marketing...

Question 4

Ethnographic research ________.
comes from traditional focus groups
is gathered in consumers in their natural habitat (where people live and work)
provides secondary data
is most popular in the service sector
provides data to marketers when observation is impossible

Accepted Answer

The answer of Ethnographic research ________.
comes from traditional focus groups
is...

Question 5

ABC Company has decided to use mail questionnaires to collect data.Management recognizes this method has the following advantage.
flexibility
speed of data collection
control of interviewer effects
response rate
control of subject

Accepted Answer

The answer of ABC Company has decided to use mail...

Question 6

Which method could a marketing researcher use to obtain information that people are unwilling or unable to provide?
observational research
focus groups
personal interviews
Internet surveys
questionnaires

Accepted Answer

The answer of Which method could a marketing researcher use...

Question 7

Information collected from online databases on the Internet is an example of ________ data.
primary
secondary
observational
experimental
ethnographic

Accepted Answer

The answer of Information collected from online databases on the...

Question 8

Of the following combinations, managers would be most likely to start with ________ research and later follow with ________ research.
exploratory; causal
descriptive; causal
descriptive; exploratory
causal; descriptive
causal; exploratory

Accepted Answer

The answer of Of the following combinations, managers would be...

Question 9

Your assistant wants to use secondary data exclusively for the current marketing research project.You advise him that the use of secondary data has some potential problems.Which of the following is the least likely?
It may not exist.
It may not be relevant.
It may not be impartial.
It is generally more expensive to obtain than primary data.
It may not be current.

Accepted Answer

The answer of Your assistant wants to use secondary data...

Question 10

For secondary data to be useful to marketers, it must be relevant, current, unbiased, and ________.
complete
accurate
inexpensive
collected before secondary data
experimental

Accepted Answer

The answer of For secondary data to be useful to...

Question 11

It is most accurate to say that secondary data are ________.
collected mostly via surveys
expensive to obtain
not always relevant
never purchased from outside suppliers
always necessary to support primary data

Accepted Answer

The answer of It is most accurate to say that...

Question 12

The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses.
descriptive
exploratory
causal
corrective
descriptive and exploratory

Accepted Answer

The answer of The objective of ________ research is to...

Question 13

Experimental research is best suited for gathering ________ information.
exploratory
causal
attitudinal
interactive
descriptive

Accepted Answer

The answer of Experimental research is best suited for gathering...

Question 14

Which of the following is true of ethnographic research?
It is conducted within traditional focus groups.
It provides a window into customers' unconscious actions and unexpressed needs and feelings.
It provides researchers with secondary data.
It is most popular in the service sector.
It is a research option when observation is not possible.

Accepted Answer

The answer of Which of the following is true of...

Question 15

Survey research, though used to obtain many kinds of information in a variety of situations, is the approach best suited for gathering ________ information.
interpersonal
causal
attitudinal
descriptive
exploratory

Accepted Answer

The answer of Survey research, though used to obtain many...

Question 16

In the second step of the marketing research process, research objectives should be translated into specific ________.
marketing goals
information needs
dollar amounts
research methods
information sources

Accepted Answer

The answer of In the second step of the marketing...

Question 17

Causal research is used to ________.
test hypotheses about cause-and-effect relationships
gather preliminary information that will help define problems
find information at the outset of the research process in an unstructured way
describe marketing problems or situations
quantify observations that produce insights unobtainable through other forms of research

Accepted Answer

The answer of Causal research is used to ________.
test hypotheses...

Question 18

Secondary data consists of information ________.
that already exists somewhere but is outdated
that does not currently exist in an organized form
that already exists somewhere but was collected for another purpose
that is used by competitors
that the researcher can only obtain through surveys and observation

Accepted Answer

The answer of Secondary data consists of information ________.
that already...

Question 19

Which form of data below can usually be obtained more quickly and at a lower cost than the others?
primary
survey research
secondary
experimental research
observational research

Accepted Answer

The answer of Which form of data below can usually...

Question 20

Survey research is least likely to be conducted through which of the following?
the Web
the mail
the telephone
observation
person-to-person interactions

Accepted Answer

The answer of Survey research is least likely to be...

Quiz 5: Managing Marketing Information to Gain Customer Insights

Which of the following is one of the best advantages of conducting research using telephone interviews? control of sample flexibility speed of data collection response rate cost

Fredia Dyck has just discovered the major advantage of survey research.She reports to her supervisor that the advantage is its ________. flexibility interactive design ease to complete understandability simplicity

Ethnographic research ________. comes from traditional focus groups is gathered in consumers in their natural habitat (where people live and work) provides secondary data is most popular in the service sector provides data to marketers when observation is impossible

ABC Company has decided to use mail questionnaires to collect data.Management recognizes this method has the following advantage. flexibility speed of data collection control of interviewer effects response rate control of subject

Which method could a marketing researcher use to obtain information that people are unwilling or unable to provide? observational research focus groups personal interviews Internet surveys questionnaires

Information collected from online databases on the Internet is an example of ________ data. primary secondary observational experimental ethnographic

Of the following combinations, managers would be most likely to start with research and later follow with research. exploratory; causal descriptive; causal descriptive; exploratory causal; descriptive causal; exploratory

For secondary data to be useful to marketers, it must be relevant, current, unbiased, and ________. complete accurate inexpensive collected before secondary data experimental

It is most accurate to say that secondary data are ________. collected mostly via surveys expensive to obtain not always relevant never purchased from outside suppliers always necessary to support primary data

The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses. descriptive exploratory causal corrective descriptive and exploratory

Experimental research is best suited for gathering ________ information. exploratory causal attitudinal interactive descriptive

Survey research, though used to obtain many kinds of information in a variety of situations, is the approach best suited for gathering ________ information. interpersonal causal attitudinal descriptive exploratory

In the second step of the marketing research process, research objectives should be translated into specific ________. marketing goals information needs dollar amounts research methods information sources

Which form of data below can usually be obtained more quickly and at a lower cost than the others? primary survey research secondary experimental research observational research

Survey research is least likely to be conducted through which of the following? the Web the mail the telephone observation person-to-person interactions