Question 1

A company wanting to export its products to Australia and New Zealand consults the Australian and New Zealand government databases to determine per capita consumption of its products and whether its products are produced locally or imported.
A)primary internal data
B)secondary data
C)data mining
D)projective data
E)primary external data

Accepted Answer

The information consulted by the company is already available in government databases, hence it is secondary data.

Question 2

Ideally,marketing research is an ongoing process.

Accepted Answer

Marketing research is an ongoing process that should be constantly carried out to help businesses stay current with changes in the market and consumer behavior. It involves gathering and analyzing information related to customer needs, preferences, and buying habits to identify opportunities for growth and improvement. A regular and continuous commitment to marketing research helps businesses adapt to changing market conditions, remain competitive, and keep up with consumer trends.

Question 3

Most exploratory research is ________ in nature,meaning that it is ________.
A)quantitative; statistical
B)qualitative; non-numeric
C)rigorous; totally foolproof
D)experimental; of questionable value

Accepted Answer

Exploratory research is usually qualitative in nature, meaning that it aims to gather non-numeric data through methods such as observation, interviews, and focus groups. It is not typically statistical or quantitative. Rigor and reliability are important factors in any research, but exploratory research may not always be totally foolproof as it is the preliminary stage of research where hypotheses and ideas are generated. It is also not experimental in nature, as it does not involve manipulating variables to test a hypothesis.

Question 4

An internet company wanting to determine what information to add to its website to attract more visitors could look at research studies investigating web surfers' primary online activities.
A)primary external data
B)secondary data
C)project data
D)primary internal data
E)data mining

Accepted Answer

Secondary data is data that has already been collected by another source and can be used by the company to inform their website content decisions. In this scenario, the research studies investigating web surfers' primary online activities would be considered secondary data.

Question 5

The first step in the marketing research process is defining the research problem.What is meant by the word 'problem'?

Accepted Answer

The answer of The first step in the marketing research...

Question 6

The National Coffee Association conducts a yearly study reporting the coffee consumption habits of selected consumer segments.
A)primary data
B)secondary data
C)cookies
D)data mining
E)back-translation

Accepted Answer

The study conducted by the National Coffee Association is an already existing source of data that is being utilized for this research. Therefore, it is considered secondary data.

Question 7

The Consumer Research Bureau collects data from 25,000 consumers who complete monthly logs detailing their purchases of a broad range of consumer products.
A)primary data
B)secondary data
C)cookies
D)data mining
E)back-translation

Accepted Answer

The answer of The Consumer Research Bureau collects data from...

Question 8

A company wants to add a new flavour to its existing line of flavoured bottled water.
A)primary
B)data mining
C)external
D)secondary
E)exponential data

Accepted Answer

Primary data is collected directly from the source for a specific purpose, such as consumer preferences for a new product flavor.

Question 9

Cadbury's conducts an annual survey of members of its 'Chocolate Lovers Club' to get ideas for new flavours and opinions as to current products.
A)probability data
B)ethnographic data
C)secondary data
D)experimental data
E)primary data

Accepted Answer

The survey conducted by Cadbury's is collecting data directly from members of their 'Chocolate Lovers Club', making it an example of primary data.

Question 10

A group of investors wants to headquarter a sporting team in a community of 100,000.
A)exponential data
B)primary data
C)data mining
D)secondary internal data
E)secondary external data

Accepted Answer

The investors would need to gather primary data by conducting market research in the community to determine if there is enough demand and support for a new sports team. This would involve surveys, interviews, and other forms of data collection directly from the target audience.

Question 11

Primary data is information collected directly from respondents to specifically address the question at hand.

Accepted Answer

That is correct. Primary data is collected firsthand from respondents for a specific purpose, as opposed to secondary data which is already collected and available for analysis.

Question 12

Marketers use ________ to generate topics for future studies,ideas for new strategies,and to better understand the source of current problems.
A)projective data
B)exploratory research
C)descriptive research
D)experiential research
E)ethnographies

Accepted Answer

Exploratory research is a type of research conducted to gain insights into the nature of the problem. Its purpose is to generate ideas and hypotheses for future studies, understand the source of current problems, and develop new strategies. Marketers use exploratory research to explore new markets, gain insights into consumer behavior, and identify emerging trends. Projective data, descriptive research, experiential research, and ethnographies are all types of research methods that can be used in combination with exploratory research to gain a better understanding of consumer behavior and preferences.

Question 13

The first step in the marketing research process is to establish a budget.

Accepted Answer

The first step in the marketing research process is to define the problem or research objective.

Question 14

A company's researcher spends time with individual consumers asking their opinions about their experiences with the company's products.
A)ethnographies
B)focus groups
C)projective techniques
D)case studies
E)consumer interviews

Accepted Answer

Consumer interviews involve direct interaction with individual consumers to gather their opinions and experiences with a company's products.

Question 15

Which of the following is not a form of exploratory research?
A)Ethnographies
B)Case studies
C)Focus groups
D)Mail surveys
E)Consumer interviews

Accepted Answer

Mail surveys are not a form of exploratory research as they are typically used in descriptive or causal research designs. Exploratory research focuses on gathering information to better understand a problem or phenomenon, while descriptive research seeks to describe characteristics or relationships, and causal research seeks to determine cause and effect relationships. Ethnographies, case studies, focus groups, consumer interviews, and other qualitative research methods are commonly used in exploratory research.

Question 16

Compare and contrast primary and secondary marketing research data.

Accepted Answer

The answer of Compare and contrast primary and secondary marketing...

Question 17

A research design specifies exactly what information marketers will collect and what type of study they will do.

Accepted Answer

A research design outlines the purpose of the study, the research questions, the methodology, the data collection techniques, and the analysis plan. It provides a framework for conducting the study in a systematic and organized way, guiding researchers on what data to collect and how to analyze it.

Question 18

Mercedes-Benz dealers reported that a common question from visitors to showrooms was,'May I actually sit in the car?' What marketing research 'problem' can be identified by this comment?

Accepted Answer

The answer of Mercedes-Benz dealers reported that a common question...

Question 19

A publicly available research report is an example of a primary data source.

Accepted Answer

A publicly available research report is an example of a secondary data source, as it is based on data that has already been collected and analyzed by others. Primary data sources involve collecting data firsthand through methods such as surveys, experiments, or observations.

Question 20

Mercedes-Benz asked current car owners their five favourite features of their current Mercedes.
A)primary data
B)secondary data
C)cookies
D)data mining
E)back-translation

Accepted Answer

Primary data refers to data collected directly from the source, in this case, current Mercedes car owners. The survey conducted by Mercedes to determine the favorite features of their existing customers is an example of primary data. Other choices such as secondary data, cookies, data mining or back-translation would not be appropriate in this context.

Quiz 4: Marketing Research: Gathering,analysing and Using Information

A company wanting to export its products to Australia and New Zealand consults the Australian and New Zealand government databases to determine per capita consumption of its products and whether its products are produced locally or imported.

Ideally,marketing research is an ongoing process.

Most exploratory research is in nature,meaning that it is .

An internet company wanting to determine what information to add to its website to attract more visitors could look at research studies investigating web surfers' primary online activities.

The first step in the marketing research process is defining the research problem.What is meant by the word 'problem'?

The National Coffee Association conducts a yearly study reporting the coffee consumption habits of selected consumer segments.

The Consumer Research Bureau collects data from 25,000 consumers who complete monthly logs detailing their purchases of a broad range of consumer products.

A company wants to add a new flavour to its existing line of flavoured bottled water.

Cadbury's conducts an annual survey of members of its 'Chocolate Lovers Club' to get ideas for new flavours and opinions as to current products.

A group of investors wants to headquarter a sporting team in a community of 100,000.

Primary data is information collected directly from respondents to specifically address the question at hand.

Marketers use ________ to generate topics for future studies,ideas for new strategies,and to better understand the source of current problems.

The first step in the marketing research process is to establish a budget.

A company's researcher spends time with individual consumers asking their opinions about their experiences with the company's products.

Which of the following is not a form of exploratory research?

Compare and contrast primary and secondary marketing research data.

A research design specifies exactly what information marketers will collect and what type of study they will do.

Mercedes-Benz dealers reported that a common question from visitors to showrooms was,'May I actually sit in the car?' What marketing research 'problem' can be identified by this comment?

A publicly available research report is an example of a primary data source.

Mercedes-Benz asked current car owners their five favourite features of their current Mercedes.