Question 1

What is a major drawback of probability sampling?

Accepted Answer

Probability sampling can be more expensive and time-consuming compared to non-probability sampling methods because it often requires more resources to ensure a random and representative sample of the population.

Question 2

What are the two main types of research instruments used to collect primary data?

Accepted Answer

Questionnaires and mechanical devices are two main types of research instruments used to collect primary data, as they directly gather information from respondents or measure variables.

Question 3

Marketing information is only valuable when it is used to ________.

Accepted Answer

The answer of Marketing information is only valuable when it...

Question 4

Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings.However,if the sample size is too small,it is likely to be difficult to ________.

Accepted Answer

The answer of Focus group interviewing has become one of...

Question 5

Which of the following is good advice about creating research questionnaires for Mark Hammel,research specialist at New Wave Data,to follow?

Accepted Answer

Using care in the wording and ordering of questions ensures clarity, avoids bias, and maintains respondent engagement, which are crucial for obtaining reliable data.

Question 6

Beyond their advantage,web-based surveys also tend to be more interactive and engaging,easier to complete,and less intrusive than traditional phone or mail surveys.speed

Accepted Answer

Web-based surveys are advantageous in terms of both speed and cost. They can be distributed quickly and easily across the internet, reaching a wide audience in a short amount of time, and they are generally cheaper to conduct than traditional phone or mail surveys due to lower distribution and processing costs.

Question 7

Loft Industries sells roof trusses to contractors and builders and would like to conduct research to determine how customers assess customer service.Which of the following research instruments would be best for this firm?

Accepted Answer

Questionnaires are the most effective tool for gathering specific feedback on customer service experiences, as they can be tailored to ask about various aspects of service quality directly from the customers.

Question 8

The most common research instrument used is the ________

Accepted Answer

The answer of The most common research instrument used is...

Question 9

Marketing researchers usually draw conclusions about large groups of consumers by studying a small ________ of the total consumer population.

Accepted Answer

The answer of Marketing researchers usually draw conclusions about large...

Question 10

Which of the following is true about customer relationship management (CRM)?

Accepted Answer

CRM aims to maximize customer loyalty by increasing the efficiency of each customer touch point.

Question 11

Typically,customer information is buried deep in separate databases,plans,and records of many different company functions and departments.To overcome such problems,which of the following should you try?

Accepted Answer

The answer of Typically,customer information is buried deep in separate...

Question 12

Which form of marketing research is flexible,allows for explanation of difficult questions,and lends itself to showing products and advertisements?

Accepted Answer

Individual interviewing is flexible, allows for in-depth explanations of difficult questions, and can easily incorporate showing products and advertisements to participants.

Question 13

Which of the following is a disadvantage of web-based research?

Accepted Answer

Web-based research often lacks control over who the respondents are, making it difficult to ensure that the sample is representative of the target population. This can lead to biases in the research findings.

Question 14

You want to find out whether Americans between 21 and 40 years of age tend to vote Democratic and whether Americans between 41 and 70 tend to vote Republican.You will most likely use a ________ to collect your data.

Accepted Answer

The answer of You want to find out whether Americans...

Question 15

You generally need to ask three questions when developing a sampling plan.Which of the following questions is part of that process?

Accepted Answer

The question regarding how participants should be chosen directly relates to the sampling procedure, which is a fundamental aspect of developing a sampling plan. This involves deciding on the method for selecting sample members from the population, ensuring the sample is representative.

Question 16

Which of the following contact methods is generally the most flexible?

Accepted Answer

The answer of Which of the following contact methods is...

Question 17

Tasoula Jeannopoulos has a limited budget for the market research she needs to conduct; however,the sample size for her research is quite large.Which of the following methods of contact would provide Tasoula with the most cost-effective way to reach a large sample of potential customers?

Accepted Answer

Internet surveys are the most cost-effective method for reaching a large sample size when on a limited budget. They require less time and resources compared to options like telephone surveys, personal interviews, mail surveys, and focus group interviews.

Question 18

Behavioural targeting,the practice of ________,is being used by more and more companies.

Accepted Answer

The answer of Behavioural targeting,the practice of ________,is being used...

Question 19

Which of the following is a disadvantage of online focus groups?

Accepted Answer

Online focus groups can lack the depth of interaction and non-verbal cues that are present in in-person settings, making it harder to capture the full range of participant responses and dynamics.

Question 20

Del Monte has created an ________ called "I Love My Dog"; this online community allows company-selected dog enthusiasts to complete product-related polls,chat with product developers,and provide feedback about specific products.

Accepted Answer

The answer of Del Monte has created an ________ called...

Quiz 5: Managing Marketing Information to Gain Customer Insights