FiltersDone

Question type

Essay

Multiple Choice

Short Answer

True False

Matching

Exam 9: Marketing Research

Show Answer

Share

---

All types

Filters

Study FlashcardsPractice ExamLearn

Question 1

Multiple Choice

Review LaterAdd Note

Review Later

Quitman had no idea how consumers would respond to a survey about marketing of space travel to private customers.He decided to use a(n) ___________________ to allow respondents to answer in their own words.

A) structured survey
B) observational study
C) experiment
D) closed-ended survey
E) unstructured questionnaire

F) C) and D)
G) B) and E)

Correct Answer

verified

Show Answer

Question 2

Multiple Choice

Review LaterAdd Note

Review Later

The major disadvantages of primary data collection are that:

A) it can only be accessed through syndicated databases or unstructured data mines.
B) it cannot be tailored to meet specific research needs.
C) it takes more time to collect than secondary data and is more costly.
D) it is too general to meet researcher's and manager's needs.
E) all of these are disadvantages of primary research data.

F) B) and E)
G) A) and B)

Correct Answer

verified

C

Question 3

Essay

Review LaterAdd Note

How can developing a questionnaire be part art and part science?

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

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.

The CEO of a bank in Montana approaches the marketing director,explaining that the bank is considering expanding into Wyoming.The CEO asks the marketing director to design a research project to collect data to answer the question,"What percentage of Wyoming residents have an income greater than $100,000?" What is the problem with this research objective?

Henri started his own business insurance software firm.He has no budget for marketing research but wants to keep track of what his competitors are doing.Henri's best option,using a "shoestring budget," to research this problem would be:

Every month Dr.Combahee takes her staff to lunch and asks them to share patients' comments and concerns.Dr.Combahee is using the lunches as an informal marketing research effort intended primarily to:

When consumers are _________________,observation becomes particularly useful in understanding consumers' preferences.

In 2005,a new federal law allowed consumers once-a-year free access to their credit reports.Many consumers who accessed their credit reports were surprised by the amount of information collected.What can marketers and market researchers do to minimize consumers' privacy fears?

Chesnee is analyzing census data,looking for geodemographic segments that she can target for her new insurance products.For Chesnee,what are the advantages of using census data?

The AMA guidelines for marketing research:

After defining objectives and research needs,the next step in the marketing research process involves:

Paul subscribes to an Internet service that alerts him whenever other firms in his industry are quoted in the media.Paul is using this type of market research primarily to:

Marketing researchers should plan the project in some detail so that:

Marketing researchers have access to a great deal of information about consumers.What kinds of pressure might be brought to bear on a marketing researcher that might cause ethical dilemmas?

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

From charitable giving to medical records to Internet tracking,consumers are more anxious than ever about:

When conducting a descriptive research study attempting to understand what features were most important to automobile consumers,Gary's Research Company used a(n) ________________ questionnaire,containing closed-end questions,with a discrete set of response alternatives.

Marketing research includes all of the following except: