Marketing Consumer Exam

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found out exactly why the information was being sought.

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Large amounts of money, time, and effort are wasted because requests for marketing information were poorly formulated. The preceding could have been avoided if the researcher had:

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Which of the following is a key question at the problem-definition stage?

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a. Why is the information being sought?

b. Does the information already exist?

c. Can the question really be answered?

d. Is there an understanding of the decision making environment?

e. All of these

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____________ is preliminary research conducted to increase the understanding of a concept, to clarify the exact nature of the problem to be solved, or to identify important variables to be studied.

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a. pilot study

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_______________ is a discussion with knowledgeable individuals, both inside and outside the organization, who may provide insights into a problem.

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b. Experience survey

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Ideally, who should define the problem in the marketing research process?

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d. Top Management

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What does the iceberg principle refer to?

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b. Research objectives are not often clearly defined.

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________________ is a goal statement, defining specific information needed to solve the marketing research problem.

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b. observation research

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According to a recent survey, what is the most desirable quality in a marketing researcher, from the client’s perspective?

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c. maintains client confidentiality

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Which of the following is not characteristic of secondary data?

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a. observation data collected for the project at hand

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Which of the following would be the least reliable source of secondary data? Data compiled by_______.

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d. city's Chamber of Commerce

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When comparing the collection of secondary data with primary data, secondary data relative to primary data:

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a. take less time to collect.

b. costs less to collect.

c. is more convenient.

d. all of these

e. none of these

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Which of the following is not an advantage of secondary data?

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c. Secondary data may provide the sample frame.

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Which of the following is not a limitation of secondary data?

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a. takes more time to collect than primary data

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Which of the following websites would include the most credible data?

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a. U.S. Census Bureau

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When you are not sure who gathered secondary data, its __________may be questionable.

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c. accuracy

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Big data offers a firm which of the following:

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a. broader insights

b. deeper insights

c. inactive insights

d. Both broader and deeper insights

e. None of theseFeedback

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In the new world of big data analytics, customer insights are delivered to people who run various business functions on a _________ basis.

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b. regular

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Which of the following questions can help improve with checking the accuracy of secondary data?

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a. Who gathered the data?

b. What was the purpose of the study?

c. What information was collected?

d. When was the information collected?

e. All of these would help.

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If the goal of the research was to discover the attitudes, feelings, and motivations of a heavy user of a product, then the preferred type of research would be _______.

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a. qualitative research

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A word association test is______________.

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e. A test in which the interviewer says a word and the respondent must mention the first thing that comes to mind.

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If the goal of the research was to provide a demographic and lifestyle profile of a heavy user of a product, then the preferred type of research would be _______.

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d. quantitative research

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Which of the following is not an advantage of qualitative research over quantitative research?

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b. results are projectable to the population under study

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The most common type of qualitative marketing research is _______.

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b. focus groups

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Which of the following is the primary reason or underlying rationale for conducting focus groups?

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e. interaction among group members

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A limitation of focus groups is:

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a. the lack of representation of the population of interest.

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Focus group facilities probably have which of the following?

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a. informal living room ambiance

b. one-way mirror

c. video and audio taping equipment

d. all of these

e. view room for clients

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During the focus group interview, it is imperative that the focus group moderator:

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a. remain completely objective.

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A qualitative researcher is investigating a very sensitive subject, downloading music illegally. Which technique would be best for getting the subject to answer honestly?

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e. third-person technique

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_____________ results from mistakes or problems in the research design.

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e. Systematic error

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Which of the following errors can be reduced only by increasing the sample size?

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d. random sampling error

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The fact that not every household has a published phone number can cause which type of error in telephone surveys?

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a. sample frame error

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This type of sample design error can occur even when the population is correctly specified and a proper sample frame is being used.

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b. selection error

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In the pretesting of a questionnaire, a researcher finds that respondents perceive several of the questions as leading, and others as difficult to understand. If the researcher does not make the necessary revisions to the questionnaire, there will probably be a large amount of which of the following?

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b. measurement instrument bias

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When the researcher achieves a very low response rate, he/she should be concerned with ______________.

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b. measurement instrument bias (error)

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When survey respondents deliberately falsify their income this is known as which type of bias?

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d. response bias

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Which of the following is currently the least popular type of data collection?

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c. door-to-door interviews

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Which of the following is an example of a self-administered questionnaire?

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b. mail survey

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To determine how the same group of respondents feels at different points of time, the researcher must use what kind of study?

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c. longitudinal

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____________ is preliminary research conducted to increase the understanding of a concept, to clarify the exact nature of the problem to be solved, or to identify important variables to be studied.

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d. Exploratory research