Question 1

The notion of whether the research measured what was intended to be measured is referred to as:

Accepted Answer

Validity refers to the degree to which a research study measures what it claims or intends to measure. It is important for a study to have good validity in order to ensure that the results are accurate and meaningful. Objectivity refers to the lack of bias in a study, reliability refers to the consistency of results over time or across participants, and measurability refers to the ability to quantify and measure the variables of interest in a study. While all of these concepts are important in research, validity specifically addresses whether the research measured what was intended to be measured.

Question 2

While a university student, you need to complete a research project on the beverage consumption habits of Canadians. You head into your campus library, where you have special access to research reports compiled by Financial Post, Gartner, and Deloitte.
This data is called

Accepted Answer

The research reports from Financial Post, Gartner, and Deloitte are external sources of secondary data since they were not originally collected for the specific research project being conducted by the university student.

Question 3

According to research conducted by Canadian cultural anthropologists, Canadians place a high importance on personal relationships. This leads them to be extremely reluctant to buy through an impersonal medium like a telephone. For an insurance company that was hoping to sell insurance through telemarketers, this research would be an example of:

Accepted Answer

This research is not conducted by the insurance company but by external researchers, making it external secondary data.

Question 4

When Karsh & Hagan Advertising Agency uses information found in Nielsen Reports, published by the A.C. Nielsen Company, to plan television advertising schedules for its clients it is relying on________ data.

Accepted Answer

Nielsen Reports are already compiled data that has been collected and analyzed by a third party, which makes it secondary data.

Question 5

After defining the problem, the next step in the marketing research process is:

Accepted Answer

After defining the problem, the next step is to create a formal research design. This involves deciding on the research method, data collection methods, sample size, and data analysis techniques. Only then can the data collection and analysis process begin. Conclusions and report writing come after the evaluation of the results.

Question 6

Joe Carson, the owner of Carson Sailboats, is concerned about slumping sales. Sales so far this year are 40 percent below last year's sales. Joe is concerned. He starts doing some research on the Internet to see if there are any trends he can identify to explain the slump. He then talks to several other people in the industry to get their opinions. Joe is conducting ________research.

Accepted Answer

Joe is trying to gather information and explore potential explanations for the slump in sales, which suggests that he is conducting exploratory research. He is not yet trying to establish causality or test hypotheses, which would suggest causal research. Additionally, he is using both primary (Internet research) and secondary (talking to industry experts) sources, but the overall goal is to explore potential explanations rather than verify or confirm existing data, which suggests that he is conducting exploratory rather than secondary research. While this research may be preliminary in the sense that Joe has not yet arrived at a definitive conclusion, "preliminary research" is not a commonly used term in this context.

Question 7

When the Dairy Farmers of Canada conducted initial research on milk consumers, it discovered that many believed milk was too fattening and too high in cholesterol. The association felt that these beliefs might be related to the overall decline in milk consumption in Canada. To test this assumption, the association ran a television Advertising campaign to demonstrate that milk was a healthful product and essential to a person's diet. In its tracking studies, it found that the ad campaign did change Consumer attitudes toward milk, which, in turn, was related to a subsequent increase in milk consumption. This is an example of research, followed up by
________ research.

Accepted Answer

The initial research to understand consumer beliefs about milk was exploratory, aiming to uncover attitudes and perceptions. The follow-up research, involving an ad campaign and tracking its effect on attitudes and consumption, was causal, as it sought to establish the effect of changing perceptions on milk consumption.

Question 8

When a marketing researcher uses a collection of reports, financial statements, and surveys from different departments within her firm, she is using:

Accepted Answer

Internal secondary data is information that is collected by a company for its own use, such as financial statements, sales reports, and customer surveys. In this scenario, the marketing researcher is using data that has already been collected within her own firm, making it internal secondary data.

Question 9

The National Health Interview Survey is conducted annually by the Centers for Disease Control and Prevention. By examining information gathered from sampling, it was able to announce that 14.1 percent of all Americans lacked health care insurance In 2001. A health care organization doing research on patient non-payment would refer to this information as ________data.

Accepted Answer

The information obtained from the National Health Interview Survey is already collected and available for use, making it secondary data. Primary data would be collected by the health care organization through its own research methods. Observational data refers to data collected through direct observation, which is not the case here. Proprietary data refers to information that is owned by a specific organization and not publicly available.

Question 10

Watch was a teen publication given out free to high school students, but the publication was unable to deliver the response rates to coupons or sample offers that its advertisers expected. After defining the problem, its publisher developed a formal research plan, gathered information from teen focus groups, analyzed the findings, and replaced Watch magazine with Fuel for boys and Verve for girls. How would a
Marketer describe the publisher's action?

Accepted Answer

The publisher took a systematic approach to marketing research by developing a formal research plan, gathering information from focus groups, and analyzing the findings. This approach led to the successful replacement of Watch magazine with new publications.

Question 11

Using data provided by the Canadian census to understand the demographics of a particular market is known as

Accepted Answer

Secondary data refers to information that has been collected by someone else for a different purpose, which applies to using Canadian census data for market research.

Question 12

Impiric is an integrated marketing solutions company. Whenever a client comes to it wondering why a product was not welcomed by its target audience or why customers have stopped buying another product, Impiric always suggests the marketing research process begins with:

Accepted Answer

Defining the problem is the first step in the marketing research process as it helps to identify the underlying problem that needs to be solved through research. Without a clear problem definition, the research process may not yield meaningful results. The other options (A, C, D) may be important in the research process but they should come after defining the problem.

Question 13

Which of the following is NOT a step in the marketing research process?

Accepted Answer

Taking marketing actions is not a step in the marketing research process, but rather the ultimate goal of conducting marketing research. The actual steps in the process are problem definition, formal research design, data collection and analysis, and interpretation and reporting of findings.

Question 14

The Prince Edward Island Tourism Board wanted to understand why there was such a large increase in visitors to PEI last year. They conducted preliminary research with visitors to get some ideas. After that, they ran a new ad campaign for several weeks, which asked interested viewers to call a 1-800 number for more information. They Carefully tracked the number of calls to this number. This is an example of ________ Research, followed up by _ ________ research.

Accepted Answer

The preliminary research conducted with visitors to get some ideas is an example of exploratory research. The new ad campaign with a 1-800 number and tracking the number of calls is an example of causal research, as it seeks to understand the effect of the ad campaign on the increase in visitors to PEI.

Question 15

A researcher stands at a traffic light and counts the number of cars that make left turns. These findings will be used to determine if an 'advanced green' needs to be installed. What form of research is being conducted?

Accepted Answer

This is primary data collection because the researcher is directly collecting data by observing the traffic at the intersection. External and internal secondary data refer to data that has already been collected by other sources, while observational data refers to the act of collecting data through observation.

Question 16

The retail mall owner told the marketing researcher, "We have the option of staying open late twice a week, or opening up an hour early every day. We need to know which will be most profitable since we cannot do both. The decision must be made in 11 weeks, and we only have $10,000 budgeted for this research project." In which
Stage of the marketing research process would this statement have been made?

Accepted Answer

The answer of The retail mall owner told the marketing...

Question 17

All of the following are examples of internal secondary data EXCEPT:

Accepted Answer

Nielsen ratings reports are external secondary data because they are generated by an outside organization. The other three choices are internal secondary data because they are generated by the organization itself.

Question 18

All of the below are considered basic techniques of exploratory research except:

Accepted Answer

Exploratory research is a type of research that aims to gain a preliminary understanding of a phenomenon or to generate insights for further investigation. The basic techniques of exploratory research include focus groups, secondary data analysis, and depth interviews. Primary research, on the other hand, involves directly collecting data from individuals or groups and is not typically considered a basic technique of exploratory research. Therefore, the correct answer is B.

Question 19

Each of the following is an example of external secondary data EXCEPT?

Accepted Answer

An organization's financial statements are considered internal data, not external secondary data. External secondary data refers to information that is collected and compiled by sources outside of the organization, such as government agencies, industry associations, and market research firms. Choices B, C, and D are all examples of external secondary data.

Question 20

A general rule of thumb among marketing researchers is to use________ first and then collect________ .

Accepted Answer

The general rule of thumb among marketing researchers is to use secondary data first and then collect primary data. Secondary data refers to information that has already been collected by someone else and is readily available, such as government reports, industry publications, or previous research studies. Using secondary data can help save time and resources, as well as provide a foundation for further research. Once secondary data has been reviewed, researchers can collect primary data, which is new information that is collected specifically for the current research project, such as surveys or experiments.

Quiz 8: Marketing Research: From Information to Action