Question 1

What is NOT an example of primary data for an NFL team?

Accepted Answer

The answer of What is NOT an example of primary...

Question 2

Which of the following might be a typical question asked using a program strategy for marketing research?

Accepted Answer

All of the above questions are typical questions that may be asked in a program strategy for marketing research. The first question determines whether or not marketing research is necessary, the second question concerns frequency, and the third question references the type of research needed.

Question 3

What method of ethical reasoning focuses on society as the unit of analysis and stresses the consequences of an act on all those directly or indirectly affected by it?

Accepted Answer

The utility approach, also known as consequentialism, focuses on achieving the greatest overall benefit or "utility" for society as a whole. It emphasizes the consequences of an action and the impact it has on individuals, groups, and society. This approach assumes that there is a way to measure and compare the costs and benefits of different options, and that the best course of action is the one that maximizes overall utility or happiness.

Question 4

Which of the following situations could make use of exploratory research?

Accepted Answer

All of the given situations could benefit from exploratory research. Sony would need to explore existing technology and consumer needs to develop advanced HDTV imaging technology. Hillary Clinton would need to explore various demographic and voter behavior patterns across different states to allocate her campaign resources efficiently. The newly formed religious organization would need to explore different donation-seeking strategies that best resonate with potential donors. Proctor and Gamble would need to explore customer preferences and attitudes towards the different types of shavers to determine the best appeal to use for their product.

Question 5

Which approach(s)to ethical reasoning focuses on the individual as the unit of analysis and specifically on the rights to which every individual is entitled?

Accepted Answer

The rights approach to ethical reasoning focuses on the individual as the unit of analysis and specifically on the rights to which every individual is entitled. This approach emphasizes that individuals have certain fundamental rights that must be respected, and ethical decisions are based on protecting those rights. The other approaches, such as utility, strategy, or justice, may take into consideration other factors beyond individual rights. Therefore, the best choice for this question is A) The rights approach.

Question 6

A process by which numbers are assigned to each of the answers on a form,so they can be analyzed is called

Accepted Answer

The process described in the question is known as coding. This involves assigning a numerical code to each answer option on a form or questionnaire so that the responses can be easily analyzed and summarized using statistical software. Choices A, B, and C are not correct because they do not accurately describe this process. Choice D is somewhat related but incomplete - labeling could refer to assigning a name or description to a category or variable, but it does not necessarily involve assigning numerical codes.

Question 7

The appropriate research to determine the demographic characteristics of owners of boats in Florida would be

Accepted Answer

The answer of The appropriate research to determine the demographic...

Question 8

Data collected specifically for a study is called

Accepted Answer

Primary data is collected specifically for a study, while secondary data is already existing data collected for another purpose. Exploratory data refers to initial, preliminary data collected to explore and define research questions. Casual data is collected to determine cause-and-effect relationships. Descriptive data is used to describe characteristics of a population or phenomenon.

Question 9

When the list of all individuals who took the Graduate Management Admissions Test (GMAT)during the past year is used for selecting a simple random sample of students who took the GMAT,it is known as the

Accepted Answer

The list of all individuals who took the GMAT during the past year is the sampling frame, which is the list of all units in the population from which the sample is selected. Therefore, C is the correct answer. The precision level (A) and standard deviation (B) are not related to the sampling process. Sampling error (D) refers to the difference between a sample statistic and the population parameter, but it is not the correct term for the sampling frame. Population parameter (E) refers to the numerical characteristics of a population, but it is not the correct term for the sampling frame.

Question 10

Following the sequence of steps in the marketing research process,after designing the sample and collecting data,you would

Accepted Answer

After designing the sample and collecting data, the next step in the marketing research process is to analyze and interpret the data. This involves organizing the data, analyzing it using statistical techniques, and drawing conclusions based on the results. Once the data has been analyzed and interpreted, the researcher can move on to preparing the research report, which summarizes the findings and makes recommendations for action. Therefore, choice B is the best answer.

Question 11

Which of the following is TRUE?

Accepted Answer

Total error is the most important type of research error because it encompasses all sources of error, including sampling error, and affects the validity of the research findings.

Question 12

If the research problem was defined as "what attributes do car buyers today prefer in our U.S.manufactured cars?" the most appropriate type of research would be

Accepted Answer

Descriptive research is the most appropriate type of research when the main goal is to describe a specific phenomenon or situation. In this case, the objective is to identify the attributes that car buyers prefer in U.S. manufactured cars, which is a descriptive research question. Exploratory research is used when the problem is not well-defined and the objective is to gain a better understanding of the situation. Causal research, on the other hand, aims to establish a cause-and-effect relationship between variables. Basic research is focused on gaining theoretical knowledge, while applied research involves the practical application of research findings.

Question 13

The utility approach holds that the correct course of action is one that

Accepted Answer

The utility approach, or utilitarianism, emphasizes actions that maximize overall happiness or "the greatest good" for the greatest number, and it often considers society as a whole in its analysis.

Question 14

You are product manager for Folgers coffee.With the popularity of Starbucks,you have notice sales of gourmet coffee rising.Unfortunately,sales of Folgers coffee has been declining for the last four years.You ask the marketing research department to do a study to determine some possible reasons as to why Folgers Coffee sales have declined.The most appropriate research would be

Accepted Answer

An exploratory study is appropriate to identify potential reasons for the decline in sales, as it allows for gathering insights and understanding the underlying issues before conducting more structured research.

Question 15

The concept that recognizes the possibility that errors occurring in specific stages of the research process may interact to influence the final results of the study is the concept of

Accepted Answer

Total error refers to the cumulative effect of all possible errors that can occur in a research study, including measurement error, sampling error, and other types of errors. This concept recognizes that errors in multiple stages of the research process may interact to influence the final results of the study. Option A, B, D, and E are not comprehensive or accurate enough to reflect this concept.

Question 16

The particular subset of the population chosen for study is known as a

Accepted Answer

The subset of the population chosen for study is known as a sample.

Question 17

Which approach(es)to ethical reasoning focus on the consequences of behavior?

Accepted Answer

The answer of Which approach(es)to ethical reasoning focus on the...

Question 18

The marketing manager of Flat Tire Brewing Inc.of Colorado states that he is very concerned with the continuing decline in sales of the company's major product,a dark lager beer.The manager has asked for assistance in finding the reasons for the sales decline.Since not much is know about the reasons for the sales decline,the most appropriate way to begin would be with

Accepted Answer

Since not much is known about the reasons for the sales decline, exploratory research would be the most appropriate way to begin. This type of research is used to gather preliminary information and gain insights into a problem or situation. The goal is to identify the key factors that may be contributing to the decline in sales, which can then be used to develop further research questions and hypotheses. Once these factors have been identified, further research can be conducted using more specific methods such as descriptive or causal research.

Question 19

American Express Travel Agency has seen the leisure portion of its business fall 25% percent in the last two years.The agency is worried that the needs of the leisure customer are changing as many are purchasing tickets off the Internet.If it decides to do some research,what should be the first step in the marketing research process?

Accepted Answer

The first step in the marketing research process should be to formulate the problem. This would involve identifying the specific issue that American Express Travel Agency is facing in terms of the changing needs of leisure customers and defining the research question that needs to be answered. Only after the problem has been formulated can the agency move on to planning the research design, specifying the sampling plan, collecting data, and analyzing the marketplace.

Question 20

The justice approach to ethical reasoning

Accepted Answer

The justice approach to ethical reasoning considers whether or not the costs and benefits of a proposed action are distributed fairly among individuals and groups, attempts to be fair to everyone involved, and focuses on the consequences of behaviors.

Quiz 3: Gathering Marketing Intelligence: The Project Approach