Question 1

Which of the following most accurately defines a probability sample?

Accepted Answer

A)   A sample in which every element in the population has a known statistical likelihood of being selected
B)   A sample arranged so that every element of the population has an equal chance of being selected as part of the sample
C)   Any sample in which little or no attempt is made to get a representative cross section of the population
D)   A sample using respondents who are convenient or readily accessible to the researcher-for example,employees,friends,or relativesE) None of the above
F) A) and D)

Question 2

Gerrard,a manager at Zincod Clothing,organizes a survey to study the quality of the company's products.He instructs the survey team to interview readily accessible customers who visit the outlets during weekdays.In the context of nonprobability samples,Zincod Clothing is most likely using a _____ for its survey.

Accepted Answer

A)   convenience sample
B)   cluster sample
C)   stratified sample
D)   random sampleE) A) and C)
F) B) and D)

Question 3

The main advantage of primary data is that it:

Accepted Answer

A)   is inexpensive to collect.
B)   can answer specific research questions that secondary data cannot answer.
C)   consists of data that iseasily available to any interested party.
D)   is already processed and analyzed.E) A) and D)
F) All of the above

Question 4

The most popular technique for gathering primary data is _____.

Accepted Answer

A)   survey research
B)   observation research
C)   ethnographic research
D)   experimental researchE) B) and C)
F) A) and C)

Question 5

______________ is a form of observation marketing research that combines a consumer's online activity with psychographic and demographic profiles compiled in databases.

Accepted Answer

A)   Behavioral targeting
B)   Observation targeting
C)   Ethnographic research
D)   Survey researchE) A) and B)
F) All of the above

Question 6

The most important use of marketing research is that

Accepted Answer

A)   it can help managers serve both current and future customers accurately and efficiently.
B)   it helps managers eliminate the use of big data for data analysis.
C)   it helps managers focus on quantity rather than quality of products.
D)   it can help managers ensure that secondary data do not influence marketing decisions.E) A) and B)
F) A) and C)

Question 7

Often,secondary data sources give detailed information that would enable a researcher to assess their quality or relevance.

Accepted Answer

A) True 
 B)False

Question 8

_____ is a system for gathering information from respondents by continuously monitoring the advertising,promotion,and pricing they are exposed to and the things they buy.

Accepted Answer

A)   Online research communities
B)   An online focus group
C)   Scanner-based research
D)   A Web survey systemE) A) and B)
F) C) and D)

Question 9

________________ is a form of nonprobability sample using respondents who are convenient or readily accessible to the researcher-for example,employees,friends,or relatives.

Accepted Answer

A)   A random sample
B)   A convenience sample
C)   A probability sample
D)   A measurement sampleE) B) and C)
F) A) and B)

Question 10

Which of the following refers to the study of human behavior in its natural context,and involves observation of behavior and physical setting?

Accepted Answer

A)   Historical research
B)   Survey research
C)   Observation research
D)   Ethnographic researchE) C) and D)
F) A) and B)

Question 11

Noncomputer sources are not valuable in gathering competitive intelligence (CI).

Accepted Answer

A) True 
 B)False

Question 12

Which of the following traditional forms of survey research is the most expensive?

Accepted Answer

A)   Executive interviews
B)   Mall intercept interviews
C)   Trade show interviews
D)   Telephone InterviewssE) B) and D)
F) A) and B)

Question 13

A(n) ______________ consists of 7 to 10 people who participate in a group discussion led by a moderator.

Accepted Answer

A)   focus group
B)   interview group
C)   research group
D)   secondary data groupE) None of the above
F) B) and C)

Question 14

When developing marketing research projects,the research design specifies

Accepted Answer

A)   how and when data will be gathered.
B)   which management decision problem needs to be solved.
C)   what modifications should be made to the approved project budget.
D)   how strategic planning is to be done.E) B) and D)
F) B) and C)

Question 15

Which of the following refers to a survey research method that involves interviewing people in the common areas of shopping malls?

Accepted Answer

A)   An executive interview
B)   A computer-assisted self-interview
C)   A computer-assisted personal interview
D)   An intercept interviewE) A) and D)
F) All of the above

Question 16

The CRM system sends customer information to all areas of a business because the customer interacts with all aspects of the business.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following indicates a research method that relies on four types of observation: people watching people,people watching an activity,machines watching people,and machines watching an activity?

Accepted Answer

A)   Survey research
B)   Observation research
C)   Mall intercept interviews
D)   In-home personal interviewsE) A) and C)
F) B) and C)

Question 18

____________ is a type of survey that usually involves interviewing business people at their offices concerning industrial products or services.

Accepted Answer

A)   An executive interview
B)   A mall intercept interview
C)   A computer-assisted self-interviewing
D)   A computer-assisted personal interviewingE) A) and B)
F) A) and C)

Question 19

The process of planning,collecting,and analyzing data relevant to a marketing decision is called ___________.

Accepted Answer

A)   marketing research
B)   marketing research findings
C)   marketing plan
D)   marketing research objectiveE) C) and D)
F) A) and B)

Question 20

A sample is a method of gathering primary data in which the researcher alters one or more variables while observing the effects of those alterations on another variable.

Accepted Answer

A) True 
 B)False

Exam 9: Marketing Research

____________ is a type of survey that usually involves interviewing business people at their offices concerning industrial products or services.

Correct Answer
verified

The CRM system sends customer information to all areas of a business because the customer interacts with all aspects of the business.

Correct Answer
verified

When developing marketing research projects,the research design specifies

Correct Answer
verified

The most popular technique for gathering primary data is _____.

Correct Answer
verified

Which of the following most accurately defines a probability sample?

Correct Answer
verified

Which of the following indicates a research method that relies on four types of observation: people watching people,people watching an activity,machines watching people,and machines watching an activity?

Correct Answer
verified

The process of planning,collecting,and analyzing data relevant to a marketing decision is called ___________.

Correct Answer
verified

Often,secondary data sources give detailed information that would enable a researcher to assess their quality or relevance.

Correct Answer
verified

Noncomputer sources are not valuable in gathering competitive intelligence (CI).

Correct Answer
verified

The most important use of marketing research is that

Correct Answer
verified

The main advantage of primary data is that it:

Correct Answer
verified

_____ is a system for gathering information from respondents by continuously monitoring the advertising,promotion,and pricing they are exposed to and the things they buy.

Correct Answer
verified

______________ is a form of observation marketing research that combines a consumer's online activity with psychographic and demographic profiles compiled in databases.

Correct Answer
verified

Which of the following refers to a survey research method that involves interviewing people in the common areas of shopping malls?

Correct Answer
verified

A(n) ______________ consists of 7 to 10 people who participate in a group discussion led by a moderator.

Correct Answer
verified

________________ is a form of nonprobability sample using respondents who are convenient or readily accessible to the researcher-for example,employees,friends,or relatives.

Correct Answer
verified

A sample is a method of gathering primary data in which the researcher alters one or more variables while observing the effects of those alterations on another variable.

Correct Answer
verified

Which of the following traditional forms of survey research is the most expensive?

Correct Answer
verified

Correct Answer
verified

Which of the following refers to the study of human behavior in its natural context,and involves observation of behavior and physical setting?

Correct Answer
verified

Exam 9: Marketing Research

____________ is a type of survey that usually involves interviewing business people at their offices concerning industrial products or services.

Correct AnswerverifiedShow Answer

The CRM system sends customer information to all areas of a business because the customer interacts with all aspects of the business.

Correct AnswerverifiedShow Answer

When developing marketing research projects,the research design specifies

Correct AnswerverifiedShow Answer

The most popular technique for gathering primary data is _____.

Correct AnswerverifiedShow Answer

Which of the following most accurately defines a probability sample?

Correct AnswerverifiedShow Answer

Which of the following indicates a research method that relies on four types of observation: people watching people,people watching an activity,machines watching people,and machines watching an activity?

Correct AnswerverifiedShow Answer

The process of planning,collecting,and analyzing data relevant to a marketing decision is called ___________.

Correct AnswerverifiedShow Answer

Often,secondary data sources give detailed information that would enable a researcher to assess their quality or relevance.

Correct AnswerverifiedShow Answer

Noncomputer sources are not valuable in gathering competitive intelligence (CI).

Correct AnswerverifiedShow Answer

The most important use of marketing research is that

Correct AnswerverifiedShow Answer

The main advantage of primary data is that it:

Correct AnswerverifiedShow Answer

_____ is a system for gathering information from respondents by continuously monitoring the advertising,promotion,and pricing they are exposed to and the things they buy.

Correct AnswerverifiedShow Answer

______________ is a form of observation marketing research that combines a consumer's online activity with psychographic and demographic profiles compiled in databases.

Correct AnswerverifiedShow Answer

Which of the following refers to a survey research method that involves interviewing people in the common areas of shopping malls?

Correct AnswerverifiedShow Answer

A(n) ______________ consists of 7 to 10 people who participate in a group discussion led by a moderator.

Correct AnswerverifiedShow Answer

________________ is a form of nonprobability sample using respondents who are convenient or readily accessible to the researcher-for example,employees,friends,or relatives.

Correct AnswerverifiedShow Answer

A sample is a method of gathering primary data in which the researcher alters one or more variables while observing the effects of those alterations on another variable.

Correct AnswerverifiedShow Answer

Which of the following traditional forms of survey research is the most expensive?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following refers to the study of human behavior in its natural context,and involves observation of behavior and physical setting?

Correct AnswerverifiedShow Answer

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