Question 1

Research that allows marketers to make causal inferences about relationships is called

Accepted Answer

Experimental research is designed to establish cause-and-effect relationships between variables by manipulating one variable and measuring its effect on another variable.

Question 2

To maintain the control needed to obtain accurate information,marketers approach marketing research as a process.Which of the following steps of that process focuses on uncovering the nature and boundaries of the marketing situation to be studied?

Accepted Answer

Locating and defining problems is the step that focuses on uncovering the nature and boundaries of the marketing situation to be studied. This step involves clearly articulating the research questions, objectives, and hypotheses, as well as identifying any constraints or limitations that may impact the research process. By defining the scope of the research project upfront, marketers can ensure that they are collecting the right data to inform their decision-making process.

Question 3

Suppose that marketers at Lever Bros.are trying to determine whether the use of free samples of Snuggle fabric softener was the reason for a sales increase in a particular store.The type of research conducted to answer this question is

Accepted Answer

The type of research that would best answer this question is experimental research because it would involve manipulating the independent variable (use of free samples) and observing the effect on the dependent variable (sales increase). This would allow the marketers to determine if there is a causal relationship between the two variables.

Question 4

The Gap wants to target an older crowd in order to increase its market share so it surveys men and women from ages 40 to 60 about how often and for what type of activities they wear casual clothing.This is an example of

Accepted Answer

This is an example of descriptive research, as the Gap is seeking to describe the behavior and preferences of a specific group of consumers (in this case, men and women ages 40 to 60). The Gap is not testing a hypothesis or manipulating variables, so this is not experimental research. Probability sampling is not mentioned in the scenario, and the focus is on understanding the behavior of a group rather than exploring a new topic, so options B and C are not the best choices. Reliability is not directly relevant to this scenario.

Question 5

Marketing researchers at Essex Co.repeated a particular experiment several times and discovered that the results produced each time were nearly identical.This phenomenon would indicate that the results were

Accepted Answer

The phenomenon of producing nearly identical results after repeating a particular experiment several times indicates that the results are reliable. This means that the experiment can be replicated multiple times with consistent results.

Question 6

Students from marketing research class collect data from three areas on campus.When they analyze their data the responses are very similar.The students can state they achieved which of the following?

Accepted Answer

Reliability refers to the consistency of a measure. If the responses are very similar across different areas, it suggests that the data collection method is reliable.

Question 7

Research that is conducted to clarify the characteristics of certain phenomena to solve a particular problem is called ____ research.

Accepted Answer

Descriptive research is focused on clarifying the characteristics of a particular phenomenon to solve a specific problem. This type of research aims to describe and analyze the features of a particular issue or topic without necessarily looking for links or causality between variables. It is often conducted through observation, surveys, and case studies, among other methods. Other types of research, such as exploratory, primary, secondary, and experimental, have different objectives and methodologies.

Question 8

A valid study

Accepted Answer

The answer of A valid study
...

Question 9

Jack Bateson knows his business has a problem because of an increasing number of consumer complaints received recently.He has decided how to make this problem a precise,researchable statement and should next move on to

Accepted Answer

Once Jack Bateson has formulated a precise, researchable statement about the consumer complaints, the next step is to design the research project. This involves determining the research question, selecting the appropriate research design, deciding on the sample and data collection methods, and planning how to analyze the data. Only then can the data be collected and analyzed, so options A, C, and D cannot be the correct choices. While taking corrective action may be necessary eventually, it is not the immediate next step.

Question 10

Research designed to verify insights through an objective procedure to help marketers to choose between several alternatives is called

Accepted Answer

The research described in the question is designed to provide conclusive evidence to help marketers choose between alternatives. Therefore, the correct choice is D – conclusive research.

Question 11

Avon believes that sales of one of its lipstick lines have fallen due to the introduction of a new lipstick line,but it wants to make this tentative hypothesis more specific before proceeding.Avon should conduct

Accepted Answer

Avon should conduct exploratory research to further investigate and gather more information on the possible reasons why the sales of their lipstick line have been affected. This type of research would allow them to gather qualitative data through techniques such as focus groups, surveys, and interviews to better understand consumer preferences, behaviors, and perceptions. Once they have gathered sufficient information, they can proceed with hypothesis testing and potentially experimental research to confirm or reject their hypothesis.

Question 12

Decreasing sales,increasing expenses,or decreasing profits

Accepted Answer

Decreasing sales, increasing expenses, or decreasing profits are all symptoms that can point to larger problems in a business. These issues can trigger the need for marketing research to identify the root causes and potential solutions. Therefore, it's important to carefully consider these symptoms before conducting research to ensure that the study addresses the underlying issues effectively.

Question 13

If Little Caesars wants to determine the impact of different coupon offers on pizza unit sales,it needs to conduct

Accepted Answer

Little Caesars needs to conduct experimental research to determine the impact of different coupon offers on pizza unit sales. Experimental research involves manipulating independent variables (coupon offers) and measuring its effect on dependent variables (pizza unit sales) while controlling for extraneous variables, which will enable Little Caesars to determine a cause-and-effect relationship between the coupon offers and pizza unit sales.

Question 14

If Staples believes that most of its sales are to businesses rather than consumers and that women are more likely to be making purchasing decisions,this would be a(n)____ that Staples could test through marketing research.

Accepted Answer

A hypothesis is a testable statement that can be investigated through marketing research. In this case, Staples can test the hypothesis that most of its sales are to businesses and women are more likely to be making purchasing decisions.

Question 15

Designing research procedures that produce reliable marketing data means that

Accepted Answer

Reliability in research means that the same results can be obtained by others using the same procedures. This emphasizes the importance of using standardized and consistent procedures to ensure that the data obtained is trustworthy and replicable. It does not necessarily mean that the results must support a specific hypothesis or cannot contradict previous research studies. Random sampling is important for generalizing results to a larger population, but it is not the only factor in producing reliable data.

Question 16

When marketing researchers try to manipulate an independent variable and measure the resulting changes in a dependent variable,they are engaging in

Accepted Answer

Experimentation is the only research method mentioned that involves manipulating an independent variable and observing the resulting changes in a dependent variable. Surveys, interviews, and observation are all observational methods that do not involve systematically manipulating a variable. Secondary data gathering involves using existing data sources, not conducting experiments.

Question 17

An informed guess or assumption about a certain problem or set of circumstances is known as

Accepted Answer

The definition provided perfectly fits the concept of a hypothesis. A description (A) is simply a statement of the facts and does not necessarily involve any guesswork or assumptions. Good research design (B) is a process of planning and conducting research, not a specific guess or assumption. D is incorrect because "reliable guess" is an oxymoron - a guess is by definition unreliable. E is closer to the correct answer, but "managerial intuition" implies a level of subjectivity that may not be justified in the absence of evidence or data analysis.

Question 18

An overall plan for obtaining the information needed to address a research problem or issue is called the

Accepted Answer

A research design is the overall plan or framework that includes various components such as data collection methods, sampling procedures, and analysis techniques needed to address the research problem. It outlines the steps that researchers will take to systematically investigate the issue or topic of interest. Therefore, it is the most comprehensive and appropriate answer option. B, C, D, and E are only components of the research design and do not encompass the entirety of the plan.

Question 19

____ that are either accepted or rejected become the primary conclusions of a marketing research study.

Accepted Answer

Hypotheses are statements that are tested in a research study to determine whether they are true or false. The hypotheses that are found to be either accepted or rejected become the primary conclusions of the study. Descriptions, issues, primary data, and samples are all important components of a marketing research study, but they do not become the primary conclusions of the study.

Question 20

When more information is needed about a problem and a tentative hypothesis needs to be made more specific,marketers usually conduct ____ research.

Accepted Answer

Exploratory research is conducted when more information is needed about a problem and a tentative hypothesis needs to be made more specific. It is used to gain a better understanding of a problem, identify alternative courses of action, and reduce initial uncertainty. Descriptive research is used to describe characteristics of a population or phenomenon being studied. Experimental research is used to test cause-and-effect relationships between variables. Analytical statistical research involves the analysis of data using statistical tools and techniques. Conclusive research is used to make decisions or draw conclusions about a specific problem or business situation.

Quiz 4: Information for Marketing Decisions