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27 Cards in this Set
- Front
- Back
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With the recent explosion of information technologies, companies are finding it difficult to generate marketing information in great quantities.
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False |
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The real value of marketing research lies in the customer insights that it provides.
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True |
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Personal interviews can be used to collect large amounts of information at a low cost per respondent.
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False |
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The most obvious advantages that Internet-based survey research offers over mail and personal interviewing approaches are high speed and low costs.
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True |
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________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
A) Product marketing B) Strategic planning C) Marketing research D) Market segmentation |
C) Marketing research
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Which of the following is true with regard to marketing research?
A) The marketing research process depends primarily on sophisticated internal databases. B) The marketing research process requires assessing macroeconomic forces. C) Marketing research gives marketers insights into customer motivations. D) Marketing research is a simple two-step process. |
C) Marketing research gives marketers insights into customer motivations.
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Which of the following is the first stepin the marketing research process?
A) developing a marketing information system B) defining the problem and objectives of the study C) developing the research plan D) implementing the research plan E) interpreting and reporting the findings |
B) defining the problem and objectives of the study
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Which of the following is the final step of the marketing research process?
A) developing the research plan B) implementing the research plan C) interpreting and reporting the findings D) selecting a research agency E) defining the research objectives |
C) interpreting and reporting the findings
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The research plan ________.
A) provides comprehensive marketing intelligence about competitors B) outlines sources of existing data and spells out the specific research approaches C) does not include sampling plans D) does not include contact methods E) precedes the definition of research objectives |
B) outlines sources of existing data and spells out the specific research approaches
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Secondary data consist of ________.
A) information collected for the specific purpose at hand B) data that does not age C) information that already exists somewhere, having been collected for another purpose D) information collected from conducting personal, in-depth interviews E) data that is unreliable and unsuitable for the purpose of making marketing decisions |
C) information that already exists somewhere, having been collected for another purpose
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Primary data consist of ________.
A) data that does not age B) data obtained from the public domain C) information collected for the specificpurpose at hand D) information that already exists somewhere, having been collected for another purpose E) information that is the least expensive and the easiest to obtain |
C) information collected for the specific purpose at hand
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Information collected from Internet search engines is an example of ________ data.
A) primary B) secondary C) low-level |
B) secondary
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Which of the following is a valid source of secondary data?
A) personal letters and correspondence B) Internet search engines C) direct surveys D) interviews |
B) Internet search engines
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Which of the following is true about secondary data?
A) It is always current and, unlike primary data, it does not have to be updated. B) Unlike primary data, it can be obtained by using direct surveys and questionnaires by the company. C) It can be obtained more quickly and at a lower cost than primary data. D) It requires more effort compared to gathering primary data. |
C) It can be obtained more quickly and at a lower cost than primary data.
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Which of the following is a disadvantage of using secondary data?
A) Secondary data is generally not appropriate for consumer products. B) Collecting secondary data is time consuming. C) Few sources exist for secondary data. D) Gathering secondary data is costly. E) Relevant secondary data can be difficult to locate. |
E) Relevant secondary data can be difficult to locate.
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________ involves gathering primary data by asking people questions about their knowledge, attitudes, preferences, or buying behavior. It is the most widely used method for primary data collection.
A) Experimental research B) Observation C) Ethnographic research D) Survey research |
D) Survey research
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Which of the following is most likely an advantage of survey research?
A) The flexibility of survey research is high; it can be used to obtain many different kinds of information in many different situations. B) The chances of getting dishonest feedback are almost negligible with survey research. C) The attitudes and motives of the customers can be easily determined through survey research. D)The data gathered in survey research is impartial and free from bias as the surveys are done in-person to evaluate consumer behavior. |
A) The flexibility of survey research is high; it can be used to obtain many different kinds of information in many different situations.
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Which of the following is true with regard to mail questionnaires?
A) The response rate of mail questionnaires is often very low. B) Mail questionnaires are highly flexible. C) The researcher has maximum control over the mail questionnaire sample. D) Mail questionnaires are unsuitable for collecting large amounts of information about respondents. E)Respondents always provide honest answers to personal questions on mail questionnaires. |
A) The response rate of mail questionnaires is often very low.
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Maria Ramirez is conducting research to determine consumers' personal grooming habits. Because of the personal nature of many of the survey questions, Maria wants to select the contact method that is most likely to encourage respondents to answer honestly and that will allow her to easily collect large amounts of data. Which of the following is best suited to meet Maria's requirements?
A) mail questionnaires B) telephone interviews C) individual interviews D) focus group interviews |
A) mail questionnaires
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Which of the following contact methods is the most cost-effective?
A) telephone interviews B) individual interviews C) online surveys D) group interviews |
C) online surveys
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Which of the following is an advantage of telephone interviews?
A) They are more cost-effective than mail questionnaires. B) Interviewer bias is absent. C) The quantity of data collected is greater compared to personal interviewing. D)The speed with which data is collected is high. |
D) The speed with which data is collected is high
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Which form of marketing research involves talking with people in their homes or offices, on the street, or in shopping malls?
A) individual interviewing B) focus-group interviewing C) telephone interviewing D)mail questionnaires |
A) individual interviewing
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________ consists of inviting 6 to 10 people to meet with a trained moderator to talk about a product, service, or organization.
A) Telephone interviewing B) Individual interviewing C) A mail questionnaire D) An online survey E) Focus group interviewing |
E) Focus group interviewing
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Which of the following is true about Internet-based survey research?
A) The effectiveness of Internet-based survey research is invariably affected by the interviewer's bias. B) Internet-based survey research is less flexible compared to mail questionnaires. C) Internet-based survey research is characterized by high speed and low costs. D) Typically, the quantity of data gathered in Internet-based survey research is low. E) The response rate of Internet-based survey research is lower than that of mail questionnaires. |
C) Internet-based survey research is characterized by high speed and low costs.
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A(n) ________ is a segment of the population selected for marketing research to represent the population as a whole.
A) focus group B) primary group C) sample D) secondary group |
C) sample
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While creating research questionnaires, researchers must particularly AVOID the use of ________.
A) biased phrasing B) simple language C) closed-end questions D) logical question arrangement E) open-ended questions |
A) biased phrasing
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After a research instrument is selected, the next step in the marketing research process is to ________.
A) select a sampling method B) interpret the research findings C) implement the research plan D) evaluate alternatives E) select a research approach |
C) implement the research plan
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