Question 1

What are the most important elements in the presentation of results?

Accepted Answer

Students should list the executive summa...

Question 2

Which of the following types of data would be the best choice for Wendy's fast food restaurants if the headquarters office wants to know how many hamburgers versus chicken sandwiches it has sold in past years?

Accepted Answer

A)   Internal secondary data
B)   External secondary data
C)   Survey responses
D)   Focus group data
E)   Observation dataF) B) and E)
G) All of the above

Question 3

Marketers often have a huge amount of information about their customers.What ethical issue should marketers include in their decisions regarding how to use this information?

Accepted Answer

They need to respect...

Question 4

What is neuromarketing?

Accepted Answer

A)   The analysis of consumer comments on social media in order to understand consumers' thoughts and opinions.
B)   The use of psychological principles to design marketing research studies.
C)   The use of EEG scanners to study consumers' brain waves.
D)   The use of neural networks to perform data mining and develop marketing insights.
E)   The use of in-depth interviews to map detailed networks of information storage in the brain.F) A) and E)
G) C) and E)

Question 5

Which of the following types of research would be considered quantitative research?

Accepted Answer

A)   Experimental research
B)   Observational research
C)   Focus group research
D)   Social media monitoring
E)   In-depth interviewsF) A) and E)
G) A) and D)

Question 6

A(n) __________ is a small group of people brought together for an intensive discussion of a topic.

Accepted Answer

A)   focus group
B)   social media site
C)   experiment
D)   data mining session
E)   in-depth interviewF) A) and E)
G) All of the above

Question 7

Why would a researcher want to change the sequence of steps in the marketing research process?

Accepted Answer

Taking a nonlinear approach ma...

Question 8

What kinds of internal information might be of value to a marketing researcher?

Accepted Answer

Students should discuss purcha...

Question 9

In questionnaire design,a question such as,"When will the technology exist to allow humans to live on Mars?" suffers from the problem of a question

Accepted Answer

A)   that is one-sided,presenting only one side of an issue.
B)   that respondents are reluctant to answer because the information is sensitive.
C)   that steers respondents to a particular response.
D)   that asks two questions at once.
E)   that is complex and something respondents may be unfamiliar with.F) B) and E)
G) A) and B)

Question 10

When companies store information on customers' purchase histories in large computer files,this is known as data warehousing.

Accepted Answer

A) True 
 B)False

Question 11

The manager of a company selling baby products asks you to conduct research into the question,"Is life expectancy getting longer in Kuwait?" The problem with this research objective is that

Accepted Answer

A)   it is irrelevant to the baby products company.
B)   it is already known and available on the U.S.Census website.
C)   it will lead to a set of unstructured questions.
D)   it is a research question that probably cannot be answered with any level of accuracy.
E)   it is a question related to another culture.F) A) and E)
G) A) and B)

Question 12

Market research begins with

Accepted Answer

A)   designing the research project.
B)   analyzing data.
C)   defining objectives and research needs.
D)   presenting results.
E)   creating the data collection process.F) A) and B)
G) B) and D)

Question 13

The number of customers who discontinue their use of a service divided by the average number of total participants is called

Accepted Answer

A)   churn.
B)   customer retention.
C)   customer lifetime value.
D)   cancellation cost.
E)   customer loyalty.F) A) and B)
G) B) and D)

Question 14

Which of the following statements best describes secondary data?

Accepted Answer

A)   Secondary data are pieces of information that have been collected prior to the start of the focal research project.
B)   Secondary data are those data collected to address specific research needs.
C)   Secondary data collection is always extremely time consuming and expensive.
D)   Secondary data will always meet the researchers' needs.
E)   None of theseF) A) and B)
G) A) and E)

Question 15

The terms "external secondary data" and "syndicated data" mean the same thing.

Accepted Answer

A) True 
 B)False

Question 16

McDonald's recently introduced a "Favorites Under 400 Calorie Menu," as part of an attempt to reverse the perception that McDonald's sells only unhealthy food.Suppose that McDonald's,as a follow-up,collects and analyzes social media posts from Facebook,Twitter,and similar sites,hoping to understand whether or not consumer perceptions are improving.This would be an example of

Accepted Answer

A)   quantitative research.
B)   an online focus group.
C)   sentiment mining.
D)   neuromarketing.
E)   an experiment.F) A) and C)
G) C) and E)

Question 17

The first question a market researcher should ask when considering a research study is

Accepted Answer

A)   Who will pay for it?
B)   Will the research be useful?
C)   When is the due date?
D)   What sample size will be needed?
E)   Should we use structured or unstructured questions?F) A) and E)
G) A) and B)

Question 18

In questionnaire design,a question such as,"Marketing is the best part of the business program,isn't it?" suffers from the problem of a question

Accepted Answer

A)   that respondents cannot easily or accurately answer.
B)   that respondents are reluctant to answer because the information is sensitive.
C)   that steers respondents to a particular response.
D)   that asks two questions at once.
E)   that is complex and something respondents may be unfamiliar with.F) B) and E)
G) B) and D)

Question 19

Frederica manages an upscale women's clothing store.She wants more information about her customers' general feelings about upcoming fall fashions.Frederica will most likely use __________ to gather this type of data.

Accepted Answer

A)   door-to-door surveys
B)   focus group interviews
C)   syndicated data
D)   sales invoices
E)   census dataF) D) and E)
G) A) and D)

Question 20

Academic researchers often jump at the opportunity to conduct a research study,curious to learn more and address unanswered questions for the sake of general knowledge.Business people tend to be more cautious before embarking on a marketing research study,recognizing that research is often

Accepted Answer

A)   beyond most managers' ability to comprehend.
B)   expensive and time consuming.
C)   an academic exercise of little real value.
D)   an impediment to decisive management.
E)   of little use in real marketing situations.F) All of the above
G) A) and E)

Exam 10: Marketing Research

Market research begins with

Correct Answer
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Why would a researcher want to change the sequence of steps in the marketing research process?

Correct Answer
verified
Taking a nonlinear approach ma...
View Answer

Which of the following types of research would be considered quantitative research?

Correct Answer
verified

The first question a market researcher should ask when considering a research study is

Correct Answer
verified

Marketers often have a huge amount of information about their customers.What ethical issue should marketers include in their decisions regarding how to use this information?

Correct Answer
verified
They need to respect...
View Answer

What is neuromarketing?

Correct Answer
verified

The number of customers who discontinue their use of a service divided by the average number of total participants is called

Correct Answer
verified

What kinds of internal information might be of value to a marketing researcher?

Correct Answer
verified
Students should discuss purcha...
View Answer

Academic researchers often jump at the opportunity to conduct a research study,curious to learn more and address unanswered questions for the sake of general knowledge.Business people tend to be more cautious before embarking on a marketing research study,recognizing that research is often

Correct Answer
verified

Which of the following statements best describes secondary data?

Correct Answer
verified

The terms "external secondary data" and "syndicated data" mean the same thing.

Correct Answer
verified

Correct Answer
verified

Frederica manages an upscale women's clothing store.She wants more information about her customers' general feelings about upcoming fall fashions.Frederica will most likely use __________ to gather this type of data.

Correct Answer
verified

When companies store information on customers' purchase histories in large computer files,this is known as data warehousing.

Correct Answer
verified

What are the most important elements in the presentation of results?

Correct Answer
verified
Students should list the executive summa...
View Answer

In questionnaire design,a question such as,"When will the technology exist to allow humans to live on Mars?" suffers from the problem of a question

Correct Answer
verified

In questionnaire design,a question such as,"Marketing is the best part of the business program,isn't it?" suffers from the problem of a question

Correct Answer
verified

Which of the following types of data would be the best choice for Wendy's fast food restaurants if the headquarters office wants to know how many hamburgers versus chicken sandwiches it has sold in past years?

Correct Answer
verified

A(n) __________ is a small group of people brought together for an intensive discussion of a topic.

Correct Answer
verified

The manager of a company selling baby products asks you to conduct research into the question,"Is life expectancy getting longer in Kuwait?" The problem with this research objective is that

Correct Answer
verified

Exam 10: Marketing Research

Market research begins with

Correct AnswerverifiedShow Answer

Why would a researcher want to change the sequence of steps in the marketing research process?

Correct AnswerverifiedTaking a nonlinear approach ma...View AnswerShow Answer

Which of the following types of research would be considered quantitative research?

Correct AnswerverifiedShow Answer

The first question a market researcher should ask when considering a research study is

Correct AnswerverifiedShow Answer

Marketers often have a huge amount of information about their customers.What ethical issue should marketers include in their decisions regarding how to use this information?

Correct AnswerverifiedThey need to respect...View AnswerShow Answer

What is neuromarketing?

Correct AnswerverifiedShow Answer

The number of customers who discontinue their use of a service divided by the average number of total participants is called

Correct AnswerverifiedShow Answer

What kinds of internal information might be of value to a marketing researcher?

Correct AnswerverifiedStudents should discuss purcha...View AnswerShow Answer

Academic researchers often jump at the opportunity to conduct a research study,curious to learn more and address unanswered questions for the sake of general knowledge.Business people tend to be more cautious before embarking on a marketing research study,recognizing that research is often

Correct AnswerverifiedShow Answer

Which of the following statements best describes secondary data?

Correct AnswerverifiedShow Answer

The terms "external secondary data" and "syndicated data" mean the same thing.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Frederica manages an upscale women's clothing store.She wants more information about her customers' general feelings about upcoming fall fashions.Frederica will most likely use __________ to gather this type of data.

Correct AnswerverifiedShow Answer

When companies store information on customers' purchase histories in large computer files,this is known as data warehousing.

Correct AnswerverifiedShow Answer

What are the most important elements in the presentation of results?

Correct AnswerverifiedStudents should list the executive summa...View AnswerShow Answer

In questionnaire design,a question such as,"When will the technology exist to allow humans to live on Mars?" suffers from the problem of a question

Correct AnswerverifiedShow Answer

In questionnaire design,a question such as,"Marketing is the best part of the business program,isn't it?" suffers from the problem of a question

Correct AnswerverifiedShow Answer

Which of the following types of data would be the best choice for Wendy's fast food restaurants if the headquarters office wants to know how many hamburgers versus chicken sandwiches it has sold in past years?

Correct AnswerverifiedShow Answer

A(n) __________ is a small group of people brought together for an intensive discussion of a topic.

Correct AnswerverifiedShow Answer

The manager of a company selling baby products asks you to conduct research into the question,"Is life expectancy getting longer in Kuwait?" The problem with this research objective is that

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
Taking a nonlinear approach ma...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
They need to respect...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Students should discuss purcha...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Students should list the executive summa...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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