Question 1

Data collection begins:

Accepted Answer

A)   only after completing the research design process.
B)   after determining whether there are any objections.
C)   whenever the researcher wants to.
D)   after creating the presentation format.
E)   after analyzing the data.

Question 2

Briena is looking at the results of a syndicated study conducted two years ago.Briena is looking at primary data.

Accepted Answer

A) True 
 B)False

Question 3

In-depth interviews are expensive and time consuming.Why do market researchers sometimes use in-depth interviews in spite of these disadvantages?

Accepted Answer

They allow the researcher to gain backgr...

Question 4

Compared to offline surveys,online surveys benefit market researchers through all of the following EXCEPT:

Accepted Answer

A)   relatively high response rates.
B)   less lying by respondents.
C)   lower cost.
D)   faster data collection.
E)   all of these are benefits of online surveys.

Question 5

A marketing research project often begins with a review of the relevant __________ data.

Accepted Answer

A)   primary
B)   secondary
C)   conclusive
D)   unfocused
E)   structured

Question 6

Benefit-cost analysis in market research weighs:

Accepted Answer

A)   the benefits of answering questions against the cost of the research.
B)   the benefit of exploratory research against the cost of conclusive research.
C)   the benefit of primary data research against the cost of secondary data research.
D)   the benefit of a data warehouse against the cost of syndicated data.
E)   the benefit of internal secondary data against the cost of external secondary data.

Question 7

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 interview

Question 8

When presenting the results of marketing research to a client,it is acceptable to omit some research data that contradicts the client's expectations in order to improve the chances of being hired again.

Accepted Answer

A) True 
 B)False

Question 9

Marvin is looking for data to help him with a new market research study assigned to him.When reviewing existing secondary data from a past research study,Marvin should pay careful attention to:

Accepted Answer

A)   how the secondary data were collected.
B)   where the data were warehoused.
C)   whether or not the Census Bureau has certified the research.
D)   whether the data were transformed into information.
E)   how often primary data was substituted for secondary data.

Question 10

Marketing research includes all of the following except:

Accepted Answer

A)   collecting data.
B)   creating data.
C)   recording data.
D)   interpreting data.
E)   analyzing data.

Question 11

The AMA guidelines for marketing research:

Accepted Answer

A)   prohibit selling under the guise of conducting research.
B)   support research integrity.
C)   encourage fair treatment of clients.
D)   support the duty of researchers to respect the rights of subjects.
E)   all of these.

Question 12

What is the major advantage of primary data collection,compared to the use of secondary data?

Accepted Answer

It can be tailored t...

Question 13

Social media monitoring,in-depth interviews,and focus groups are all __________ research methods.

Accepted Answer

A)   conclusive
B)   data warehousing
C)   syndicated marketing
D)   exploratory
E)   structured

Question 14

Using __________,researchers ask questions,listen to and record responses,and ask additional questions based on initial responses.

Accepted Answer

A)   questionnaires
B)   experiments
C)   in-depth interviews
D)   primary data mining
E)   observation

Question 15

Randall is preparing a market research report based on analysis of recreational users of the Inland Waterway.When preparing the report,Randall will do all of the following EXCEPT:

Accepted Answer

A)   use language appropriate for the audience
B)   make the report as lengthy as possible.
C)   include an executive summary.
D)   include actionable recommendations.
E)   include an explanation of the research methodology.

Question 16

Quentin is in a group of eight to twelve people and is being asked questions by a trained moderator.Quentin is part of an in-depth interview group.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following research methods would be best in helping a marketer understand how people feel about a product or service on an individual,detailed level?

Accepted Answer

A)   Focus groups
B)   Surveys
C)   Social media monitoring
D)   Primary data mining
E)   In-depth interviews

Question 18

Because conclusive research is often quantitative in nature,it offers a means to confirm ideas through:

Accepted Answer

A)   surveys or experiments.
B)   in-depth interviews.
C)   qualitative data.
D)   exploratory research.
E)   informal analysis.

Question 19

In questionnaire design,a question such as,"When was the first time you went to a dentist?" 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.

Question 20

Leonard just bought his first bagel franchise.As part of the franchising agreement,Leonard receives a monthly report detailing the actions and results of other franchisees.Leonard can use this market research report to:

Accepted Answer

A)   provide a link between him and his environment.
B)   help him understand the needs of his customers.
C)   monitor the marketplace.
D)   decrease the uncertainty associated with decision making.
E)   all of these.

Exam 9: Marketing Research

Briena is looking at the results of a syndicated study conducted two years ago.Briena is looking at primary data.

Correct AnswerverifiedShow Answer

The AMA guidelines for marketing research:

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Data collection begins:

Correct AnswerverifiedShow Answer

Benefit-cost analysis in market research weighs:

Correct AnswerverifiedShow Answer

Because conclusive research is often quantitative in nature,it offers a means to confirm ideas through:

Correct AnswerverifiedShow Answer

What is the major advantage of primary data collection,compared to the use of secondary data?

Correct AnswerverifiedIt can be tailored t...View AnswerShow Answer

In questionnaire design,a question such as,"When was the first time you went to a dentist?" suffers from the problem of a question:

Correct AnswerverifiedShow Answer

In-depth interviews are expensive and time consuming.Why do market researchers sometimes use in-depth interviews in spite of these disadvantages?

Correct AnswerverifiedThey allow the researcher to gain backgr...View AnswerShow Answer

Leonard just bought his first bagel franchise.As part of the franchising agreement,Leonard receives a monthly report detailing the actions and results of other franchisees.Leonard can use this market research report to:

Correct AnswerverifiedShow Answer

A marketing research project often begins with a review of the relevant __________ data.

Correct AnswerverifiedShow Answer

Which of the following research methods would be best in helping a marketer understand how people feel about a product or service on an individual,detailed level?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Quentin is in a group of eight to twelve people and is being asked questions by a trained moderator.Quentin is part of an in-depth interview group.

Correct AnswerverifiedShow Answer

Using __________,researchers ask questions,listen to and record responses,and ask additional questions based on initial responses.

Correct AnswerverifiedShow Answer

Social media monitoring,in-depth interviews,and focus groups are all __________ research methods.

Correct AnswerverifiedShow Answer

Compared to offline surveys,online surveys benefit market researchers through all of the following EXCEPT:

Correct AnswerverifiedShow Answer

Randall is preparing a market research report based on analysis of recreational users of the Inland Waterway.When preparing the report,Randall will do all of the following EXCEPT:

Correct AnswerverifiedShow Answer

When presenting the results of marketing research to a client,it is acceptable to omit some research data that contradicts the client's expectations in order to improve the chances of being hired again.

Correct AnswerverifiedShow Answer

Marketing research includes all of the following except:

Correct AnswerverifiedShow Answer

Marvin is looking for data to help him with a new market research study assigned to him.When reviewing existing secondary data from a past research study,Marvin should pay careful attention to:

Correct AnswerverifiedShow Answer

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It can be tailored t...
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They allow the researcher to gain backgr...
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