Question 1

Canadian Tire is introducing a new range of barbecues.It may throw in some freebies with the new barbecue models.The retail chain wants to know about changes in consumer behaviour to determine reactions to its new barbecue range and freebies over time.Which of the following techniques should Canadian Tire use to measure such changes over time?
A)test market
B)survey
C)experiment
D)observational research

Accepted Answer

Canadian Tire will use experiment research.Experiments are the third quantitative research approach used in market research.It involves measuring changes in consumer behaviour over time to determine reactions to new-product introductions or new promotional offers.

Question 2

A(n) _____ includes a large sample of respondents that voluntarily completes questionnaires on a regular basis so that researchers can assess changes in behaviour and attitudes.
A)syndicated study
B)survey panel
C)experiment
D)observational research

Accepted Answer

Formally, a survey panel includes a large sample of respondents that voluntarily completes questionnaires on a regular basis so that researchers can assess changes in behaviour and attitudes.

Question 3

Simulated test markets are:
A)contrived environments that mimic real-life situations.
B)large samples of respondents that voluntarily complete questionnaires on a regular basis.
C)hybrids of primary and secondary research conducted by a research company, spreading the cost across many clients to reduce the price.
D)obtained by watching how people behave, either in person or by using a machine to record events.

Accepted Answer

Experiments conducted in contrived environments that mimic real-life situations are known as simulated test markets.

Question 4

A(n) _____ includes the voluntary participation of respondents in routine surveys, allowing individual marketers to add a small number of questions to an existing survey to receive cost-effective data on their questions.
A)observational research
B)omnibus survey
C)syndicated study
D)test market

Accepted Answer

An omnibus survey includes the voluntary participation of respondents in routine surveys, allowing individual marketers to add a small number of questions to an existing survey to receive cost-effective data on their questions.

Question 5

Paul's research director has asked him to prepare a report.He needs to use a hybrid of primary and secondary research and spread the cost across many clients to reduce the price.Which of the following research techniques will Paul use?
A)test market
B)survey
C)syndicated study
D)observational research

Accepted Answer

Syndicated studies are a hybrid of primary and secondary research conducted by a research company, spreading the cost across many clients to reduce the price.

Question 6

Real-time in-field tests where the product/promotion is actually sold in a limited location and monitored for success during a specific time period are called _____ test markets.
A)simulated
B)on-field
C)in-market
D)contrived

Accepted Answer

In-market experiments can be conducted through real-time in-field tests where the product/promotion is actually sold in a limited location and monitored for success during a specific time period.

Question 7

Which of the following is true of an experiment?
A)It includes the voluntary participation of respondents in surveys, allowing individual marketers to add a small number of questions to an existing survey to receive cost-effective data on their questions.
B)It can be obtained by watching how people behave, either in person or by using a machine to record events.
C)It is a hybrid of primary and secondary research conducted by a research company, spreading the cost across many clients to reduce the price.
D)It involves changing a variable involved in a purchase to find out what happens.

Accepted Answer

A marketing experiment involves changing a variable involved in a purchase to find out what happens.

Question 8

_____ can be conducted through standardized methods in the form of a questionnaire and asked to a large representative sample to obtain accurate data.
A)Test market studies
B)Survey questions
C)Qualitative research
D)Observational research

Accepted Answer

Survey questions can be standardized in the form of a questionnaire and asked to a large representative sample to obtain accurate data .

Question 9

A researcher attempts to assess the changes in behaviour and attitudes towards credit card purchases.He distributes a questionnaire to a large sample of respondents who voluntarily complete it on a regular basis.This helps the researcher understand the pattern of credit card purchases over a period of time.This kind of large sample is known as a(n) _____.
A)test market
B)omnibus survey
C)experiment
D)survey panel

Accepted Answer

This is an example of a survey panel.A survey panel includes a large sample of respondents that voluntarily completes questionnaires on a regular basis so that researchers can assess changes in behaviour and attitudes.

Question 10

Pam is working on a project in which she needs to see how people react when they notice that their favourite cereal now comes in a bigger pack.She does this by standing in the cereal aisle at Safeway and watching the reaction of the shoppers.Which of the following research techniques is Pam using?
A)syndicated study
B)experimental research
C)observational research
D)focus group study

Accepted Answer

Pam is using observational research.Observational research is obtained by watching how people behave, either in person or by using a machine to record events.

Question 11

Survey questions can be standardized in the form of a(n) _____ and asked to a large representative sample to obtain accurate data.
A)experiment
B)questionnaire
C)bulletin board
D)in-depth interview

Accepted Answer

Survey questions can be standardized in the form of a questionnaire and asked to a large representative sample to obtain accurate data.

Question 12

Kyra needs to choose a research technique that is designed to be statistically accurate and less open to interpretation.Which of the following techniques should she choose?
A)focus groups
B)in-depth interviews
C)social listening
D)surveys

Accepted Answer

The main advantage of quantitative research is that it is designed to be statistically accurate and it is less open to interpretation.Survey is one of the quantitative research techniques.

Question 13

Which of the following is true of the different type of surveys?
A)Mail surveys are a costly way to collect responses.
B)Telephone interviews are an easy way to conduct surveys.
C)Personal survey is a less costly method of conducting a survey.
D)Mail surveys are usually biased and have low response rates.

Accepted Answer

Mail surveys are less costly but have low response rates and are usually biased because those most likely to respond have had positive or negative experiences.

Question 14

Personal interviews, telephone interviews, and Internet surveys are all ways to conduct _____.
A)observational research
B)secondary research
C)surveys
D)experiments

Accepted Answer

Surveys can be conducted in person, through the mail, on the telephone, or through the Internet, with each method having limitations.

Question 15

A research agency conducts a routine survey to study the attitude of consumers toward smartphones.Respondents voluntarily participate in the survey, allowing the researchers to add a small number of questions to the existing survey to receive cost-effective data.This is an example of a(n) _____.
A)survey panel
B)omnibus survey
C)test market
D)experiment

Accepted Answer

An omnibus survey includes the voluntary participation of respondents in routine surveys, allowing individual marketers to add a small number of questions to an existing survey to receive cost-effective data on their questions.

Question 16

Freight Supermarkets has decided to install store scanners to capture data on consumer purchases.This is an example of _____.
A)a syndicated study
B)an omnibus survey
C)an experiment
D)observational research

Accepted Answer

Examples of observational research can be in the form of store scanner information, which captures data on consumer purchases.

Question 17

A(n) _____ is an in-market localized regional approach, or short-term online destination, used to test the success of promotional offers, new services, or new-product launches.
A)test market
B)survey
C)experiment
D)observational research

Accepted Answer

A test market is an in-market localized regional approach, or short-term online destination, used to test the success of promotional offers, new services, or new-product launches.

Question 18

A researcher examines the play patterns of children in a play area to determine the potential for new toys.This is an example of _____.
A)a survey
B)observational research
C)causal research
D)quantitative research

Accepted Answer

Observational research is obtained by watching how people behave, either in person or by using a machine to record events.

Question 19

_____ includes the voluntary participation of respondents in routine surveys, allowing individual marketers to add a small number of questions to an existing survey to receive cost-effective data on their questions.
A)Observational research
B)An omnibus survey
C)A syndicated study
D)A test market

Accepted Answer

An omnibus survey includes the voluntary participation of respondents in routine surveys, allowing individual marketers to add a small number of questions to an existing survey to receive cost-effective data on their questions.

Question 20

Which of the following is true of syndicated studies?
A)They are obtained only by watching how people behave, either in person or by using a machine to record events.
B)They can be standardized in the form of a questionnaire alone and asked to a large representative sample to obtain accurate data.
C)They refer to studies that always have a large sample of respondents that voluntarily completes questionnaires on a regular basis so that researchers can assess changes in behaviour and attitudes.
D)They are a hybrid of primary and secondary research conducted by a research company, spreading the cost across many clients to reduce the price.

Accepted Answer

Syndicated studies are a hybrid of primary and secondary research conducted by a research company, spreading the cost across many clients to reduce the price.

Quiz 4: Market Research Metrics and Analytics

A(n) _____ includes a large sample of respondents that voluntarily completes questionnaires on a regular basis so that researchers can assess changes in behaviour and attitudes.

Simulated test markets are:

A(n) _____ includes the voluntary participation of respondents in routine surveys, allowing individual marketers to add a small number of questions to an existing survey to receive cost-effective data on their questions.

Paul's research director has asked him to prepare a report.He needs to use a hybrid of primary and secondary research and spread the cost across many clients to reduce the price.Which of the following research techniques will Paul use?

Real-time in-field tests where the product/promotion is actually sold in a limited location and monitored for success during a specific time period are called _____ test markets.

Which of the following is true of an experiment?

_____ can be conducted through standardized methods in the form of a questionnaire and asked to a large representative sample to obtain accurate data.

Pam is working on a project in which she needs to see how people react when they notice that their favourite cereal now comes in a bigger pack.She does this by standing in the cereal aisle at Safeway and watching the reaction of the shoppers.Which of the following research techniques is Pam using?

Survey questions can be standardized in the form of a(n) _____ and asked to a large representative sample to obtain accurate data.

Kyra needs to choose a research technique that is designed to be statistically accurate and less open to interpretation.Which of the following techniques should she choose?

Which of the following is true of the different type of surveys?

Personal interviews, telephone interviews, and Internet surveys are all ways to conduct _____.

A research agency conducts a routine survey to study the attitude of consumers toward smartphones.Respondents voluntarily participate in the survey, allowing the researchers to add a small number of questions to the existing survey to receive cost-effective data.This is an example of a(n) _____.

Freight Supermarkets has decided to install store scanners to capture data on consumer purchases.This is an example of _____.

A(n) _____ is an in-market localized regional approach, or short-term online destination, used to test the success of promotional offers, new services, or new-product launches.

A researcher examines the play patterns of children in a play area to determine the potential for new toys.This is an example of _____.

_____ includes the voluntary participation of respondents in routine surveys, allowing individual marketers to add a small number of questions to an existing survey to receive cost-effective data on their questions.

Which of the following is true of syndicated studies?