Question 1

After listening to a group of middle-aged women discuss their biggest concerns about the jeans they wore,a company designed a new line of comfortable women's jeans and touted them as "not your daughter's jeans." This is an example of research conducted to:

Accepted Answer

A)   improve the quality of their decision making.
B)   find out why a marketing plan failed.
C)   learn how to more efficiently retain customers.
D)   understand the ever-changing marketplace.
E)   do all of these.F) A) and B)
G) C) and D)

Question 2

Compare and contrast probability samples and nonprobability samples.List the types of samples for each.

Accepted Answer

PROBABILITY SAMPLES.If the sample must b...

Question 3

A pediatrician's office noticed that fewer parents are bringing their children in for their vaccinations and routine checkups.The office sent out a questionnaire to parents whose children are behind in their shots.The questionnaire included the question "Why are you reluctant to have your child vaccinated?" This would be an example of a(n) :

Accepted Answer

A)   dichotomous response
B)   sampling frame question
C)   scaled-response question
D)   closed-ended question
E)   open-ended questionF) A) and B)
G) A) and C)

Question 4

Post Properties is a company that manages apartments in various communities.It is concerned with a glut of apartments in Atlanta,Orlando,and Dallas.Its market researcher begins by examining the rental markets in the Southeast,the history of apartment buildings,local economies,competitive rents,and ownership--all information that was on hand and did not require any new research to locate.The market researcher looked at:

Accepted Answer

A)   a closed study.
B)   secondary data.
C)   primary data.
D)   a statistical analysis.
E)   priority databases.F) A) and B)
G) B) and E)

Question 5

In a(n) _____ sample,additional respondents are selected on the basis of referrals from the initial respondents.

Accepted Answer

A)   quota
B)   judgment
C)   piggyback
D)   probability
E)   snowballF) A) and E)
G) D) and E)

Question 6

Information collected for the first time for the purpose of solving a particular problem under investigation is called _____ data.

Accepted Answer

A)   primary
B)   secondary
C)   dichotomous
D)   observation
E)   convenienceF) D) and E)
G) C) and E)

Question 7

All of the following are types of probability samples EXCEPT:

Accepted Answer

A)   systematic samples
B)   quota samples
C)   cluster samples
D)   stratified samples
E)   random samplesF) A) and E)
G) A) and D) B

Question 8

The difference between a traditional focus group and an online focus group is that there is no moderator in the online group like there is in a traditional group.

Accepted Answer

A) True 
 B)False

Question 9

What is scanner-based research? What two companies currently provide most of the scanner data?

Accepted Answer

Scanner-based research is a system for g...

Question 10

Once customer data are analyzed and transformed into usable information,the information must be:

Accepted Answer

A)   implemented.
B)   evaluated.
C)   leveraged.
D)   stored.
E)   mined.F) A) and C)
G) A) and E)

Question 11

Fisher-Price employees were engaged in experimental research when they observed,from behind a mirror,children playing with soap bubbles and decided to build a toy lawn mower that spewed soap bubbles.

Accepted Answer

A) True 
 B)False

Question 12

Identify the four types of observation research and give an example of how each is used in marketing research.

Accepted Answer

The four types of observation research a...

Question 13

Radio One is the largest U.S.radio broadcasting company targeting black Americans today.Radio One staffers are constantly reviewing secondary information looking for any emerging trends in their target market.Potential disadvantages of this research approach include:

Accepted Answer

A)   the questionable quality of the data
B)   the high cost of collecting secondary data
C)   the length of time it takes to collect secondary data
D)   interviewer bias during the collection process
E)   the potential for sampling errorF) A) and D)
G) A) and C) A

Question 14

Computer-assisted personal interviewing and computer-assisted self-interviewing are computerized techniques for conducting:

Accepted Answer

A)   CLT interviews.
B)   mall intercept interviews.
C)   e-mail interviews.
D)   in-home interviews.
E)   focus groups.F) A) and B)
G) C) and E)

Question 15

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 again using the same methodology,she discovered that 50 percent of the surveyed population in the second group found women with tans sexy.This is most likely an example of a _____ error.

Accepted Answer

A)   representational
B)   random
C)   nonprobability
D)   frame
E)   reliabilityF) B) and C)
G) A) and D)

Question 16

A(n) _____ gathers its information from a single group of respondents by continuously monitoring the advertising,promotion,and pricing they are exposed to and the things they buy.This creates a huge database of marketing efforts and resultant consumer behavior.

Accepted Answer

A)   one-way mirror observation study
B)   television meter investigation
C)   laser scanner experiment
D)   CLT interview
E)   scanner-based research systemF) A) and D)
G) A) and E)

Question 17

What is a marketing research aggregator? Discuss the role of aggregator firms in marketing research.

Accepted Answer

A marketing research aggregator acquires,catalogs,reformats,segments,and resells reports already published by large and small marketing research firms.
The role of aggregator firms is growing because their databases of research reports are getting bigger and more comprehensive-and more useful-as marketing research firms get more comfortable using resellers as a sales market.Meanwhile,advances in Web technology are making the databases easier to search and deliveries speedier.
Aggregators are also indirectly tapping new markets for traditional research firms by slicing and repackaging research reports into narrower,more specialized sections for resale to small- and medium-sized clients that often cannot afford to commission their own studies.

Question 18

The best experiments are those in which:

Accepted Answer

A)   all variables are allowed to act freely.
B)   all variables are held constant except the ones being manipulated.
C)   all factors provide the desired results.
D)   the subjects are unpaid volunteers.
E)   two variables are held constant while all of the others are manipulated.F) A) and C)
G) A) and B)

Question 19

One type of sampling error is _____,which is created when the sample actually interviewed differs from the sample drawn.

Accepted Answer

A)   random error
B)   diagnostic error
C)   nonresponse error
D)   nonprobability error
E)   measurement errorF) C) and E)
G) D) and E)

Question 20

Marketing research should NOT be undertaken when:

Accepted Answer

A)   the perceived costs are greater than the projected benefits.
B)   there are no secondary data in existence to guide the project definition.
C)   it will take a long time to complete.
D)   the actual costs are less than the forecasted benefits.
E)   the perceived costs are the same as the forecasted benefits.F) B) and D)
G) A) and D)

Exam 17: Marketing Research

After listening to a group of middle-aged women discuss their biggest concerns about the jeans they wore,a company designed a new line of comfortable women's jeans and touted them as "not your daughter's jeans." This is an example of research conducted to:

Correct Answer
verified

Compare and contrast probability samples and nonprobability samples.List the types of samples for each.

Correct Answer
verified
PROBABILITY SAMPLES.If the sample must b...
View Answer

Correct Answer
verified

Correct Answer
verified

In a(n) _____ sample,additional respondents are selected on the basis of referrals from the initial respondents.

Correct Answer
verified

Information collected for the first time for the purpose of solving a particular problem under investigation is called _____ data.

Correct Answer
verified

All of the following are types of probability samples EXCEPT:

Correct Answer
verified
B

The difference between a traditional focus group and an online focus group is that there is no moderator in the online group like there is in a traditional group.

Correct Answer
verified

What is scanner-based research? What two companies currently provide most of the scanner data?

Correct Answer
verified
Scanner-based research is a system for g...
View Answer

Once customer data are analyzed and transformed into usable information,the information must be:

Correct Answer
verified

Fisher-Price employees were engaged in experimental research when they observed,from behind a mirror,children playing with soap bubbles and decided to build a toy lawn mower that spewed soap bubbles.

Correct Answer
verified

Identify the four types of observation research and give an example of how each is used in marketing research.

Correct Answer
verified
The four types of observation research a...
View Answer

Radio One is the largest U.S.radio broadcasting company targeting black Americans today.Radio One staffers are constantly reviewing secondary information looking for any emerging trends in their target market.Potential disadvantages of this research approach include:

Correct Answer
verified
A

Computer-assisted personal interviewing and computer-assisted self-interviewing are computerized techniques for conducting:

Correct Answer
verified

Correct Answer
verified

A(n) _____ gathers its information from a single group of respondents by continuously monitoring the advertising,promotion,and pricing they are exposed to and the things they buy.This creates a huge database of marketing efforts and resultant consumer behavior.

Correct Answer
verified

What is a marketing research aggregator? Discuss the role of aggregator firms in marketing research.

The best experiments are those in which:

Correct Answer
verified

One type of sampling error is _____,which is created when the sample actually interviewed differs from the sample drawn.

Correct Answer
verified

Marketing research should NOT be undertaken when:

Correct Answer
verified

Exam 17: Marketing Research

After listening to a group of middle-aged women discuss their biggest concerns about the jeans they wore,a company designed a new line of comfortable women's jeans and touted them as "not your daughter's jeans." This is an example of research conducted to:

Correct AnswerverifiedShow Answer

Compare and contrast probability samples and nonprobability samples.List the types of samples for each.

Correct AnswerverifiedPROBABILITY SAMPLES.If the sample must b...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In a(n) _____ sample,additional respondents are selected on the basis of referrals from the initial respondents.

Correct AnswerverifiedShow Answer

Information collected for the first time for the purpose of solving a particular problem under investigation is called _____ data.

Correct AnswerverifiedShow Answer

All of the following are types of probability samples EXCEPT:

Correct AnswerverifiedB

The difference between a traditional focus group and an online focus group is that there is no moderator in the online group like there is in a traditional group.

Correct AnswerverifiedShow Answer

What is scanner-based research? What two companies currently provide most of the scanner data?

Correct AnswerverifiedScanner-based research is a system for g...View AnswerShow Answer

Once customer data are analyzed and transformed into usable information,the information must be:

Correct AnswerverifiedShow Answer

Fisher-Price employees were engaged in experimental research when they observed,from behind a mirror,children playing with soap bubbles and decided to build a toy lawn mower that spewed soap bubbles.

Correct AnswerverifiedShow Answer

Identify the four types of observation research and give an example of how each is used in marketing research.

Correct AnswerverifiedThe four types of observation research a...View AnswerShow Answer

Radio One is the largest U.S.radio broadcasting company targeting black Americans today.Radio One staffers are constantly reviewing secondary information looking for any emerging trends in their target market.Potential disadvantages of this research approach include:

Correct AnswerverifiedA

Computer-assisted personal interviewing and computer-assisted self-interviewing are computerized techniques for conducting:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A(n) _____ gathers its information from a single group of respondents by continuously monitoring the advertising,promotion,and pricing they are exposed to and the things they buy.This creates a huge database of marketing efforts and resultant consumer behavior.

Correct AnswerverifiedShow Answer

What is a marketing research aggregator? Discuss the role of aggregator firms in marketing research.

The best experiments are those in which:

Correct AnswerverifiedShow Answer

One type of sampling error is _____,which is created when the sample actually interviewed differs from the sample drawn.

Correct AnswerverifiedShow Answer

Marketing research should NOT be undertaken when:

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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PROBABILITY SAMPLES.If the sample must b...
View Answer

Correct Answer
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B

Correct Answer
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Correct Answer
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Scanner-based research is a system for g...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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The four types of observation research a...
View Answer

Correct Answer
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A

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Correct Answer
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Correct Answer
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