Chapter 9 Marketing Research
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  • Question 1
    30 seconds
    Q.

    The process of planning , collecting, and analyzing data relevant to a marketing decision .

    answer choices

    Marketing Research

    Secondary Data

    Marketing Research Problem

    Primary Data

  • Question 2
    30 seconds
    Q.

    A marketing research term describes A subset drawn from a larger population

    answer choices

    A sample

    A market plan

    Secondary data

    marketing research

  • Question 3
    30 seconds
    Q.

    Specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed

    answer choices

    Research Design

    Primary Data

    Survey Research

    Secondary Data

  • Question 4
    30 seconds
    Q.

    This system helps managers assess their competitors and vendors in order to become more competitive. The focus is on converting information into intelligence through analysis.

    answer choices

    Competitive Intelligence

    Primary Data

    Survey Research

    Research Design

  • Question 5
    30 seconds
    Q.

    This is a type of company that specializes in interviewing respondents on a subcontracted basis.

    Such companies frequently have offices in several cities, and can provide services such as focus group facilities and retail audits.

    answer choices

    Field Service Firm

    Random Error

    Sampling Error

    Following Up

  • Question 6
    30 seconds
    Q.

    is the first step of the marketing research process.

    answer choices

    Identify and formulate the problem/opportunity

    prepare and present report

    follow up

    specify the sampling procedures

  • Question 7
    30 seconds
    Q.

    what is the final step of the marketing research process, following the preparation and presentation of the research report

    answer choices

    Plan

    Develop

    Follow Up

    Collect Data

  • Question 8
    30 seconds
    Q.

    This step in the marketing research process occurs after the plan for the research design has been completed, but before data collectio

    answer choices

    Follow up

    Specify the sampling procedures

    Collect Primary Data

    Analyze the Data

  • Question 9
    30 seconds
    Q.

    This step in the marketing research process occurs after the collection of data has been completed, but before the preparation of presentation of the research report.

    answer choices

    analyze the data

    follow up

    specify the sampling procedures

    collect the data

  • Question 10
    30 seconds
    Q.

    Answer: This is the next step to be undertaken once a researcher has

    (1) defined the problem, (2) planned the research design, and (3) specified the sampling procedure.

    answer choices

    collect the data

    analyze the data

    follow up

    prepare report

  • Question 11
    30 seconds
    Q.

    This is the overall group to which the researcher wants to be able to generalize.

    answer choices

    Universe / Population

    Men

    Women

    High end

  • Question 12
    30 seconds
    Q.

    This is a non probability sample selected from members of the population that are easy to access for research. Example family , friends

    answer choices

    Convienience sample

    random sample

    probability sample

    Data Sample

  • Question 13
    30 seconds
    Q.

    It is a type of probability sample in which every element of the population has an equal chance of being selected as a part of the sample.

    answer choices

    Random Sample

    Convenience sample

    Data Sample

    Research Sample

  • Question 14
    30 seconds
    Q.

    Nonprobability samples are the basis of much marketing research because of this.

    answer choices

    lowers cost

    raises cost

  • Question 15
    30 seconds
    Q.

    a sample in which every element in the population has a known statistical likelihood of being selected

    answer choices

    Probability Sample

    Convenience Sample

    Random Sample

  • Question 16
    30 seconds
    Q.

    The type of question that encourages an answer phrased in the respondent’s own words.

    answer choices

    Open ended question

    Close ended question

    Executive interview

    focus group

  • Question 17
    30 seconds
    Q.

    A closed ended question designed to measure the intensity of a respondents answer .

    answer choices

    Closed ended question

    scaled response question

    open ended question

    focus group

  • Question 18
    30 seconds
    Q.

    Answer: This question type produces a “rich array of information based on the respondent’s frame of reference.”

    answer choices

    Focus group

    Open ended question

    Closed ended question

  • Question 19
    30 seconds
    Q.

    , this is NOT a form of observation research.

    answer choices

    -A traffic counting machine monitors traffic flow at a store entrance

    -A survey is handed to customers upon exiting a retail store

    -A video camera records what people do while shopping

  • Question 20
    30 seconds
    Q.

    A form of observational research, these researchers pose as customers to gather observations about a store and/or assess customer-employee interactions.

    answer choices

    Customer

    Mystery Shopper

    Sampling Error

    Info Scan

  • Question 21
    30 seconds
    Q.

    This category of error occurs when a sample does not represent the target population. Nonresponse error (the respondents differ from the sample) is an example.

    answer choices

    Sampling Error

    Frame Error

    Random Error

    Sample

  • Question 22
    30 seconds
    Q.

    Of the following, it is NOT one of the cited advantages of an Internet survey.

    answer choices

    25 to 40 percent lower costs

    Ease of random sampling

    Greater convenience for busy respondents

  • Question 23
    30 seconds
    Q.

    Of the following, it is the purpose of a decision support system.

    answer choices

    Gathering a random sample

    Gathering competitive intelligence

    Gathering and manipulating marketing information

  • Question 24
    30 seconds
    Q.

    It is a system used to gather marketing information. It is an interactive, flexible, and computerized information system that enables managers to obtain and manipulate information.

    answer choices

    Decision support system

    Info Scan

    neurmarketing

    CGM

  • Question 25
    30 seconds
    Q.

    Of the following, this is NOT a characteristic of a decision support system.

    answer choices

    Accessible

    Flexible

    Inexpensive

    Interactive

  • Question 26
    30 seconds
    Q.

    Perhaps the fastest growing use of a decision support system, this involves the creation of a large computerized file of customers’ profiles and purchase patterns

    answer choices

    database marketing

    primary data

    secondary data

    research design

  • Question 27
    30 seconds
    Q.

    Of the following, it is the one that is NOT a characteristic of a decision support system.

    Allows for “what if” questions

    answer choices

    Accessible only to experienced users

    Can manipulate data in various ways

    Produces immediate results

    Allows for “what if” questions

  • Question 28
    30 seconds
    Q.

    It is the name given to data that is collected for the first time to answer a specific research question.

    answer choices

    Primary data

    Secondary Data

    sample

  • Question 29
    30 seconds
    Q.

    Examples of this type of data include U.S. Census data and internal sales records.

    answer choices

    Primary Data

    Secondary Data

    Sample

  • Question 30
    30 seconds
    Q.

    Between primary data and secondary data, it is the one that is typically less expensive to collect

    answer choices

    Primary

    Secondary

  • Question 31
    30 seconds
    Q.

    Between primary and secondary data, it is the type of data that would be produced if Acme administered a survey questionnaire to its customers to solve a particular problem.

    answer choices

    Primary

    Secondary

  • Question 32
    30 seconds
    Q.

    type of data obtained when one accesses databases on the Internet.

    answer choices

    Primary

    Secondary

  • Question 33
    30 seconds
    Q.

    Answer: Of the following, this data collection method tends to be very expensive because of interviewers’ travel time and mileage costs.

    answer choices

    In-home, personal interview

    Focus group

    Mail Survey

  • Question 34
    30 seconds
    Q.

    Answer: This method of data collection involves interviewing businesspeople at their offices regarding industrial products or services.

    answer choices

    executive interview

    mail survery

    research paper

  • Question 35
    30 seconds
    Q.

    Advantages of this type of data collection include relatively low cost, the elimination of interviewers and field supervisors, and centralized control. But it suffers from at least two significant limitations: slow and low response rates.

    answer choices

    Mail Survery

    At Home

    Executive interview

  • Question 36
    30 seconds
    Q.

    This interview method is typically the fastest way to collect data.

    answer choices

    The telephone interview

    Executive interview

    mail survey

  • Question 37
    30 seconds
    Q.

    Answer: systematic process of recording the behavioral patterns of people, objects, and occurrences without questioning them.”

    answer choices

    observational research

    close ended question

    open ended question

  • Question 38
    30 seconds
    Q.

    This type of focus group operates in an environment similar to that of a chat room.

    answer choices

    online focus group

    open ended group

    focus group

  • Question 39
    30 seconds
    Q.

    Answer: Alongside better participation rates, broad geographic scope, accessibility, and honesty, this is an advantage of online focus groups.

    answer choices

    cost effectiveness

    losing money

  • Question 40
    30 seconds
    Q.

    A company that acquires, catalogs, reformats, segments, and resells marketing research reports published by other marketing research firms.

    answer choices

    market research aggregator

    primary data

    seconday data

    market research

  • Question 41
    30 seconds
    Q.

    Of the following, it is NOT one of the main roles of marketing research cited in the text.

    answer choices

    Diagnostic

    Declarative

    Descriptive

  • Question 42
    30 seconds
    Q.

    It is the name given to a session with seven to ten members present. Discussions are led by a moderator, and may be monitored through a one-way mirror.

    answer choices

    focus group

    research design

    executive interview

  • Question 43
    30 seconds
    Q.

    a method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other question

    answer choices

    cross tabulation

    field service firm

    random error

    frame error

  • Question 44
    30 seconds
    Q.

    The following is an example of this type of error:

    A researcher wants to survey the very poor using a mail survey. She plans on using a purchased mailing list. However, her survey will miss homeless individuals who have no mail service.

    answer choices

    frame error

    random error

    field service error

    sampling error

  • Question 45
    30 seconds
    Q.

    Answer: Marketing research has three functions: a descriptive function, a diagnostic function, and this function.

    answer choices

    predictive function

    Sampling function

    opening function

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