Question 1

Data collection begins

Accepted Answer

Data collection should begin after completing the research design process to ensure that all necessary information is being collected in the most effective and efficient way possible. This helps to avoid collecting irrelevant or incomplete data, which can lead to inaccurate results and a wasted effort.

Question 2

Which of the following is true about quantitative research?

Accepted Answer

Quantitative research is often used to confirm insights and hypotheses generated through qualitative research, as it relies on collecting and analyzing numerical data to draw conclusions. It may involve primary data collection, but it can also use secondary data sources. However, the conclusions drawn from quantitative research are not always correct as data can be affected by various biases and limitations. Focus group interviews are a method of qualitative research, so option E is incorrect.

Question 3

Joe is reviewing secondary data his company collected about seasonal variations in consumer spending because he is thinking about developing a new product line.The advantages of using these data include

Accepted Answer

Using secondary data, such as the seasonal variations in consumer spending, can be quickly accessed at a relative low cost. This can provide valuable insights for Joe in developing a new product line. However, it is important to note that secondary data may not always be accurate or up-to-date, and should be used in conjunction with primary research.

Question 4

Once a marketing researcher is ready to move beyond preliminary insights to specific,informed questions,the researcher is ready to conduct

Accepted Answer

Quantitative research involves collecting and analyzing numerical data to uncover patterns and relationships. This type of research allows for specific, informed questions to be answered through statistical analysis, making it the appropriate choice for moving beyond preliminary insights. Data warehousing and syndicated marketing surveys are not research methods, but rather tools or resources that may be used in the research process. Qualitative research involves collecting non-numerical data through methods such as interviews or focus groups, which may not be as effective at answering specific, quantitative questions. Research design is a broader term that encompasses all aspects of planning and executing a research project.

Question 5

After reviewing the existing data on seasonal spending by his company's customers,Marvin decided he needed new information collected to address his research questions.Marvin will need __________ data to address the questions in his marketing research study.

Accepted Answer

Primary data refers to information that is collected specifically for the purpose of addressing a research question, whereas secondary data is pre-existing information. Since Marvin needs new information collected to address his research questions, he would need to collect primary data. Mined data is a type of secondary data that is obtained by analyzing existing data sources, syndicated data refers to data that is purchased from third-party sources, and warehoused data is pre-existing data that is stored in a database or data warehouse. None of these types of data would be appropriate for Marvin's needs, as he needs new data to address his research questions.

Question 6

Victor's custom auctioneering service provides online auction selling assistance.Victor plans to conduct marketing research to determine which auction site is best for his customers.His next step is to

Accepted Answer

The next step for Victor should be to identify the type of data he needs to conduct his marketing research. This will allow him to gather reliable and valid data that will lead to accurate conclusions about the best auction site for his customers. Once he knows the type of data he needs, he can then determine the best way to collect it and the appropriate statistical software to use. He can also decide on a presentation format and define his privacy policy once he has collected and analyzed the data. But first and foremost, he needs to know what kind of data he needs to make informed decisions.

Question 7

Commercial research firms such as IRI,the National Purchase Diary Panel,and Nielsen are sources of

Accepted Answer

Commercial research firms such as IRI, the National Purchase Diary Panel, and Nielsen provide syndicated data, which is a type of external secondary data that is available for purchase and shared among multiple clients. This type of data is a valuable source of market information that can be used by companies to understand industry trends, consumer behavior, and competitor performance.

Question 8

Quantitative research offers a means to confirm ideas through

Accepted Answer

Quantitative research uses surveys or experiments to collect numerical data that can be analyzed statistically. This data can be used to confirm or disprove hypotheses and test theories.

Question 9

Recently,the number of students enrolled in the marketing program dropped while enrollment in the psychology program increased.The chair of the marketing department will probably use __________ as a first step to gain a better understanding of why enrollments are changing.

Accepted Answer

Qualitative research is likely to be the best choice as it would provide an in-depth understanding of the reasons behind the enrollment shifts. It can involve techniques such as interviews or focus groups to gather insights into the perceptions and motivations of students when choosing their programs. The other options are less suitable for this purpose - experimental research involves manipulating variables to test hypotheses, data warehousing is focused on aggregating and managing large amounts of data, syndicated data refers to pre-existing data sets, and structured questionnaires may not allow for the exploration of more nuanced or complex factors that may be influencing student choices.

Question 10

A major disadvantage of primary data collection is

Accepted Answer

Collecting primary data typically requires more expertise and resources compared to using secondary data. This is because researchers need to design their study and methods of data collection from scratch, which can be more complex and time-consuming than accessing existing data sources. Therefore, primary data collection may not be a feasible option for all research projects, especially those with limited time or resources.

Question 11

A marketing research project often begins with a review of the relevant __________ data.

Accepted Answer

Secondary data is existing data that has already been collected by other sources, such as government agencies, industry associations, or academic researchers. Reviewing relevant secondary data is usually the first step in a marketing research project because it can provide insights into the problem or opportunity being studied, and can save time and money by avoiding the need to collect new primary data.

Question 12

Omar is responsible for marketing and marketing research for a midsized manufacturer of assemblies for the housing market.His boss has asked him to cut back expenses,especially in marketing research: "Why can't you just use information off the Internet? There's plenty out there." What is Omar's best response to try to get his boss to change his mind?

Accepted Answer

Omar's response B is the best option as it effectively communicates the limitations of secondary data found on the Internet. It also highlights the importance of timely, accurate, and relevant data, which might not be available on the web. Omar can further explain how primary research is necessary to ensure that the company doesn't make critical mistakes in decision making. Option A is not a suitable response as it sounds unprofessional and shirks blame if something goes wrong. Option C is too extreme, and Option D is not advisable as it can harm Omar's career. Option E is also not a suitable response as it implies that the web is not a source of useful information, which is incorrect.

Question 13

Marvin is looking for data to help with a new marketing research study.When reviewing existing secondary data from a past research study,Marvin should pay careful attention to

Accepted Answer

Marvin should pay careful attention to how the secondary data were collected as this will affect the validity and reliability of the data. He needs to ensure that the data were collected in a way that is relevant to his current research study and that the methodology used was sound.

Question 14

Jaleel is the marketing manager for a moderately well-known rock band.He wants to know more about industry trends including sales by different musical styles,online downloads,and concert attendance.Jaleel will most likely use __________ to gather this type of data.

Accepted Answer

Jaleel can use syndicated data to gather information on industry trends, including sales by different musical styles, online downloads, and concert attendance. Syndicated data is collected by research companies and can provide valuable insights into market trends and consumer behavior. This type of data is often used by businesses to inform their marketing and sales strategies. Focus groups, observation, sales invoices, and census data are less likely to provide the specific data Jaleel is looking for.

Question 15

During the research design step of the marketing research process,researchers identify the type of data needed and

Accepted Answer

During the research design step, researchers identify the type of research necessary to collect the data, such as exploratory, descriptive, or causal research. The other options are not typically determined during this step.

Question 16

A major advantage of primary data collection is

Accepted Answer

Primary data collection allows researchers to gather first-hand insights and information that is not available through secondary research. This can provide a deeper understanding of consumer behavior and help inform more targeted marketing strategies. Syndicated databases are a source of secondary data, and primary data collection can actually take longer and be more expensive than using existing secondary data. The generalizability and cost-effectiveness of primary data collection will depend on the specific research approach used.

Question 17

Caroline needs to find information about income and age distribution in Orange County,California.The best source of secondary research of use to Caroline is likely to be

Accepted Answer

The best source of information about income and age distribution in Orange County, California would be the U.S. Census data as it provides comprehensive and reliable demographic data for the entire country, including specific regions and counties. Door-to-door surveys and focus group interviews may not have a representative sample, and sales invoices at public libraries would not provide relevant data. Syndicated data may provide some useful insights, but their scope and accuracy may not be as extensive as the U.S. Census data.

Question 18

Bianca's discount home furnishings store is in a strip mall.She wants to know what other businesses in the strip mall her customers visit when they come to her store.To collect information for this objective,Bianca will most likely use

Accepted Answer

Observing her customers as they come to her store and noting the other businesses they visit in the strip mall would provide Bianca with the most accurate and firsthand information. Door-to-door surveys would be too time-consuming and may not provide a representative sample. Focus group interviews would be too expensive and may not attract a representative group. Sales invoices would only provide information about purchases made at Bianca's store, not other businesses in the strip mall. Census data would not be specific enough for Bianca's needs.

Question 19

When the marketing research problem is not clearly defined,a researcher will likely engage in __________ research.

Accepted Answer

When the marketing research problem is not clearly defined, a researcher is more likely to engage in qualitative research. This type of research helps to explore and understand the problem in depth through open-ended questions, interviews, or observations, rather than through numerical data.

Question 20

Company sales invoices,census data,and trade association statistics are examples of

Accepted Answer

Secondary data is data that has already been collected by someone else, therefore company sales invoices, census data, and trade association statistics are all examples of secondary data.

Quiz 10: Marketing Research