Question 1

Experimental research is best suited for gathering ________ information.

Accepted Answer

Experimental research is used to establish a cause and effect relationship between variables. It is best suited for gathering causal information, as it allows researchers to manipulate an independent variable and observe the effect on a dependent variable.

Question 2

Secondary data consists of information ________.

Accepted Answer

Secondary data refers to information that has already been collected by someone else, for a purpose other than the current research project. It can include sources such as government reports, news articles, and industry publications, among others. The key characteristic of secondary data is that it was not collected for the current research project, and so it may require validation and/or re-analysis for use in the current context.

Question 3

Which method could a marketing researcher use to obtain information that people are unwilling or unable to provide?

Accepted Answer

Observational research involves observing and recording behavior or actions of individuals in a natural setting. This method can provide information that people are unwilling or unable to provide through other methods such as surveys or interviews. For example, observing how customers interact with a product or display in a store can provide insights that may not be captured through self-reported data.

Question 4

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

Accepted Answer

Managers would most likely start with exploratory research to gain a general understanding of the problem or opportunity they are facing. Once they have a better understanding of the issue, they may then move on to causal research to determine which factors are causing the problem or opportunity.

Question 5

Ethnographic research ________.

Accepted Answer

Ethnographic research is conducted in the natural habitat or environment of the consumers. The goal is to observe and understand their behavior, attitudes, and beliefs in a real-life context, which can be difficult to achieve through traditional focus groups or secondary data sources. Ethnographic research is not limited to the service sector and can be used in any industry where an observation-based approach is necessary.

Question 6

Fredia Dyck has just discovered the major advantage of survey research. She reports to her supervisor that the advantage is its ________.

Accepted Answer

Survey research is flexible in terms of the type of questions that can be asked, the population being surveyed, the mode of delivery, and the timing of data collection. This flexibility allows researchers to customize their surveys to fit their specific needs and ensure that they collect the most relevant data.

Question 7

Your assistant wants to use secondary data exclusively for the current marketing research project. Which of the following statements is false regarding secondary data?

Accepted Answer

Secondary data is generally less expensive to obtain than primary data as it has already been collected by someone else.

Question 8

Which of the steps in the marketing research process includes the following: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings?

Accepted Answer

Defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings are steps involved in developing the research plan. Therefore, the correct choice is D. Developing the research budget, choosing the research agency, and choosing the research method are other steps in the marketing research process, but they are not relevant to the activities mentioned in the question. Comparing and contrasting primary and secondary data is a separate activity that may be part of the research plan development.

Question 9

Which of the following is one of the best advantages of conducting research using telephone interviews?

Accepted Answer

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

Question 10

Which of the following is true of ethnographic research?

Accepted Answer

Ethnographic research involves observing and studying people in their natural environment, which can reveal unconscious actions and unexpressed needs and feelings that may not come to light in traditional focus groups or surveys.

Answer: E 
 Ethnographic research can be a useful option when observation is not possible, such as in certain online or virtual settings.

Question 11

For secondary data to be useful to marketers, it must be relevant, current, unbiased, and ________.

Accepted Answer

For secondary data to be useful to marketers, it must be relevant, current, unbiased, and accurate. Inaccurate data can lead to incorrect decisions and waste of resources.

Question 12

A poor method for conducting survey research is ________.

Accepted Answer

Observation is not a suitable method for conducting survey research as it involves observing people's behavior without directly asking them their opinions or attitudes towards a specific topic. This method may not provide accurate information as the observer's interpretation of the behavior may not align with the participants' actual thoughts or beliefs. Instead, methods such as web, mail, telephone, and person-to-person interactions are better suited for conducting survey research as they allow for direct communication with participants and the collection of specific responses to predetermined questions.

Question 13

Which form of data below can usually be obtained more quickly and at a lower cost than the others?

Accepted Answer

Secondary data can usually be obtained more quickly and at a lower cost than primary data, survey research, experimental research, or observational research because it has already been collected and compiled by other sources.

Question 14

Information collected from online databases on the Internet is an example of ________ data.

Accepted Answer

Secondary data refers to the data that is collected by someone else and made available for others to use. Information collected from online databases on the Internet is an example of secondary data.

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.

Accepted Answer

Survey research is best suited for gathering descriptive information which involves describing characteristics or behaviors of a group of people or a phenomenon. It is also used to measure attitudes, opinions, beliefs, and perceptions of individuals or groups. However, survey research may not be ideal for causal or relational studies, which require manipulating variables to establish cause-and-effect relationships.

Question 16

ABC Company has decided to use mail questionnaires to collect data. Management recognizes this method has the following advantage.

Accepted Answer

Mail questionnaires help in eliminating interviewer bias or effects because there is no direct interaction between the interviewer and the respondent.

Question 17

In the second step of the marketing research process, research objectives should be translated into specific ________.

Accepted Answer

In the second step of the marketing research process, the research objectives are translated into specific information needs. This helps in determining what information is required to make informed decisions and address the research objectives effectively.

Question 18

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

Accepted Answer

Exploratory research seeks to gather information that will help define the problem and suggest hypotheses. This type of research is useful when the problem is not clearly defined or when the researcher needs more information before developing a specific research question. Descriptive research, on the other hand, is used to describe a phenomenon or explore relationships between variables, but it does not necessarily seek to define a problem or suggest hypotheses. Causal research is used to determine cause-and-effect relationships, and corrective research is conducted to fix a problem or improve performance.

Question 19

It is most accurate to say that secondary data are ________.

Accepted Answer

Secondary data may not always be usable because it may not be relevant to the research question or may be outdated. It is important for researchers to evaluate the quality and relevancy of secondary data before using it in their research.

Question 20

Causal research is used to ________.

Accepted Answer

Causal research aims to test hypotheses about cause-and-effect relationships between variables, while the other options focus on other purposes of research such as gathering preliminary information (B), exploring situations in an unstructured way (C), describing marketing problems (D), and obtaining insights (E).

Quiz 5: Managing Marketing Information to Gain Customer Insights