Question 1

What do marketing researchers use the Internet for?

Accepted Answer

Marketing researchers use the Internet for collaboration between the client and the research supplier in the management of a research project, as it facilitates communication and project management.

Question 2

Tracey Dyer works for Recipher Marketing,a market research firm.She has determined over the past couple of years that Internet survey research has several advantages over traditional research methods.Which of the following is an advantage?

Accepted Answer

The answer of Tracey Dyer works for Recipher Marketing,a market...

Question 3

Several types of analysis are common to marketing research.Which one provides a general picture of the results of the study and is the simplest,noting how many respondents answered a question a certain way?

Accepted Answer

One-way frequency tables provide a simple and general picture of the results by showing how many respondents answered a question in a certain way. Scaled responses involve assigning numerical ratings to responses and require more complex analysis. Passive people meters are used to gather data on television viewing habits and are not relevant to all types of marketing research. Statistical analyses involve complex mathematical techniques to analyze data and are not as simple as one-way frequency tables.

Question 4

Which of the following gathers its information from one group of respondents by continuously monitoring the advertising,promotion,price they are exposed to,and what is subsequently purchased to create a huge database of marketing efforts and resultant consumer behaviour?

Accepted Answer

A scanner-based research system gathers data from purchases made by consumers by continuously monitoring the marketing efforts they are exposed to, such as advertising, promotion, and price. This creates a huge database of consumer behavior that can be analyzed by marketers. The other options listed are not specifically designed to gather this type of information.

Question 5

To determine how people reacted to the bombing of the World Trade Center,an Internet survey was conducted.Anyone who wanted to express his or her feelings about the event was allowed to participate.What type of sample did this survey use?

Accepted Answer

The survey allowed anyone who wanted to express their feelings about the event to participate, indicating an unrestricted internet sample where anyone with internet access could participate.

Question 6

What type of research continuously monitors consumer purchases linked to their exposure to various marketing mix inputs?

Accepted Answer

Scanner-based research continuously monitors consumer purchases and links them to various marketing mix inputs, such as advertising, pricing, and promotions. This type of research is commonly used in retail and consumer goods industries.

Question 7

Which type of Internet sample would be used by a consumer products company that already has a database from which to select its sample?

Accepted Answer

A recruited sample involves selecting participants from a pre-existing database or list, which matches the scenario described for the consumer products company.

Question 8

A researcher wants to determine what percentage of the population in southern Ontario would use a mass transit system if it were well maintained.He gets telephone books from every city with over 50,000 people and selects the fifteenth name in the middle column on every 100th page as his sample.He has made what type of error?

Accepted Answer

The researcher has made a frame error because the sampling frame (telephone books) may not accurately represent the entire population of southern Ontario, as not everyone may have a listed phone number, and it may exclude certain demographics.

Question 9

Which of the following is an advantage associated with the use of Internet surveys?

Accepted Answer

The answer of Which of the following is an advantage...

Question 10

According to the text,which of the following statements about preparing and presenting the market research report is true?

Accepted Answer

The text states that the report should begin with a clear, concise statement of the research project's objectives. Option A is not mentioned in the text and may not necessarily result in the best communication with all stakeholders. Option C goes against the purpose of conducting market research, which is to obtain empirical data to make informed decisions rather than rely on hunches or intuition. Option D is also not mentioned and may not be effective in communicating findings to stakeholders.

Question 11

Which of the following is an advantage associated with cyber focus groups?

Accepted Answer

Cyber focus groups can be conducted quickly as participants do not need to travel to a physical location.

Question 12

A regional supermarket chain gathers monthly information from the same consumers.It continuously monitors the in-store promotion the consumers are exposed to and records their purchases.It uses the mail to send different promotions to different areas,and consumers complete diaries recording grocery purchases in return for a small fee.What is this an example of?

Accepted Answer

The description matches a scanner-based research system where the regional supermarket chain gathers monthly information and continuously monitors in-store promotions and records purchases. The use of mail to send different promotions also suggests the use of a loyalty program to track customer behavior. The collection of data through diaries is also typical of scanner-based research systems.

Question 13

In a survey for her marketing class,Alicia interviewed 80 randomly selected men and asked them their opinions of women with tans.Her initial results showed that the men overwhelmingly believed tans were a health risk.When she conducted the same survey using the same methodology,she discovered that 50 percent of the surveyed population in the second group find women with tans sexy.This is most likely an example of what type of error?

Accepted Answer

Random error occurs due to chance variations in the sample, leading to different results in repeated surveys even when the methodology remains the same.

Question 14

If a researcher wanted to look at responses to pet ownership questions as they relate to age and educational level of respondent,what analysis approach would he or she use?

Accepted Answer

Cross-tabulations would allow the researcher to analyze the relationship between pet ownership responses and the age and educational level of respondents by creating a table that displays the frequency of responses for each combination of age and educational level. This would allow for easy comparison and identification of any patterns or trends. Scaled responses and standard deviation measures would not provide information about the relationship between age/education and pet ownership, and passive people meters are a method of collecting data rather than analyzing it.

Question 15

Which of the following statements explains the success of Internet marketing research?

Accepted Answer

Internet marketing research allows for faster and better decision making through more rapid access to business intelligence.

Question 16

What is the moderator's role in cyber focus groups?

Accepted Answer

The moderator's role in cyber focus groups is to provide freestyle screen dialogue including text, instructions, and probes. The moderator guides the discussion and ensures that it remains focused on the research objectives while allowing the respondents to participate in an open-ended discussion. They use a screen to present questions, stimuli, and stimuli-related probes rather than face-to-face conversation. The other options are not accurate descriptions of the moderator's role in cyber focus groups.

Question 17

What are the two types of on-line focus groups?

Accepted Answer

The two types of on-line focus groups are real-time and time-extended. Real-time focus groups take place in a chat room or virtual setting at a specific time, while time-extended focus groups take place over a longer period of time and allow participants to log in and contribute at their own pace. The other choices do not accurately represent the two types of on-line focus groups.

Question 18

Kent has gathered data concerning people's preferences for traditional breakfast foods.He has learned that 30 percent of the population prefer eggs in the morning,50 percent of the population prefer something sweet for breakfast like a doughnut,and an overwhelming 86 percent prefer food that they can eat while they drive to work.What method of analyzing the data has Kent used?

Accepted Answer

Kent has used the one-way frequency method of analyzing data, as he is simply reporting the percentage of the population that prefers each type of breakfast food, without comparing these preferences across different groups or looking at relationships between variables.

Question 19

Which of the following permit the analyst to relate the responses to one question to the response to one or more other questions when assessing marketing research data?

Accepted Answer

Cross-tabulations (also known as contingency tables) allow the analyst to examine the relationship between two or more variables by comparing their frequencies or percentages. This method helps in understanding how different groups of respondents have responded to different questions and identifying any patterns or associations between the variables. Correlation analyses measure the strength of the association between two continuous variables, while one-way frequency counts and standard deviation measures provide only basic information on individual variables.

Question 20

How might Internet samples be classified?

Accepted Answer

Internet samples can be classified as unrestricted, screened, and recruited based on how participants are selected and filtered for studies conducted online.

Quiz 7: Decision Support Systems and Marketing Research