Question 1

Online focus groups allow access to individuals who otherwise might be difficult to recruit.

Accepted Answer

A) True 
 B)False

Question 2

Marketing research helps managers gauge the perceived value of their goods and services,as well as the level of customer satisfaction.

Accepted Answer

A) True 
 B)False  True

Question 3

The _____ of marketing research is to address "what if" questions.

Accepted Answer

A)   predictive function
B)   diagnostic function
C)   prescriptive function
D)   descriptive functionE) A) and D)
F) A) and C)

Question 4

Competitive intelligence (CI)helps managers assess their competitors and their vendors and become more efficient and effective competitors.
​

Accepted Answer

A) True 
 B)False  True

Question 5

Mobile research provides immediate feedback when a consumer makes a decision to purchase,consumes a product,or experiences some form of promotion.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following statements is true of sampling error?

Accepted Answer

A)   It occurs when the sample drawn from a population is the same as the target population.
B)   It occurs when the selected sample is an imperfect representation of the overall population.
C)   It occurs when a sample somehow does not represent the target population.
D)   It occurs when there is a measured difference between the information desired and the information provided.E) A) and B)
F) C) and D)

Question 7

A quota sample is a nonprobability sample in which the researcher finds a prescribed number of people in several categories.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following indicates the management uses of marketing research?

Accepted Answer

A)   It improves the quality of decision-making.
B)   It provides already existing data that pinpoints the kinds of people to approach and their locations.
C)   It can aid in formulating the problem statement.
D)   It creates a mismatch between the researcher's unique problem and the purpose for which the research were originally gathered.E) B) and C)
F) A) and C) A

Question 9

_____ is a research method that relies on people watching people,people watching an activity,machines watching people,and machines watching an activity.

Accepted Answer

A)   Historical research
B)   Survey research
C)   Observation research
D)   Applied researchE) B) and D)
F) All of the above

Question 10

A(n) _____ involves interviewing business people at their offices concerning industrial products or services,a process that is very expensive.

Accepted Answer

A)   sequential interview
B)   executive interview
C)   mall intercept interview
D)   trade show interviewE) B) and C)
F) B) and D)

Question 11

Which of the statements is true of management decision problems?

Accepted Answer

A)   They are far less general than marketing research problems.
B)   They must be narrowly focused if the research effort is to be successful.
C)   They tend to be much broader in scope than marketing research problems.
D)   They tend to be information oriented.E) None of the above
F) A) and B)

Question 12

Which of the following statements is true of nonprobability samples?

Accepted Answer

A)   In a nonprobability sample,the probability of selection of each sampling unit is not known.
B)   Nonprobability samples are expensive.
C)   In a nonprobability sample,every element has a known statistical likelihood of being selected.
D)   Nonprobability samples cannot be used in marketing research.E) A) and C)
F) A) and D)

Question 13

Which of the following is correct about social media monitoring?

Accepted Answer

A)   It is a form of observation marketing research that combines a consumer's online activity with psychographic and demographic profiles compiled in databases.
B)   It is the use of automated tools to monitor online buzz,chatter,and conversations.
C)   It is the study of human behavior in its natural context; involves observation of behavior and physical setting.
D)   It is a research method that relies on four types of observation: people watching people,people watching an activity,machines watching people,and machines watching an activity.E) B) and C)
F) All of the above

Question 14

_____________ refers to determining what information is needed and how that information can be obtained efficiently and effectively.

Accepted Answer

A)   The management decision problem
B)   The marketing research objective
C)   Secondary data
D)   The marketing research problemE) A) and C)
F) All of the above

Question 15

Which of the following indicates advantages of using secondary data?

Accepted Answer

A)   Secondary data save time and money.
B)   Secondary data can aid in formulating the problem statement.
C)   Secondary data can pinpoint the kinds of people to approach and their locations and serve as a basis of comparison for other data.
D)   All of these are correct.E) A) and B)
F) A) and C)

Question 16

In the ever-changing marketplace,which of the following statements is true of marketing research?

Accepted Answer

A)   It does not allow managers to explore alternatives.
B)   It helps managers take advantage of opportunities in the market.
C)   It cannot help managers serve future customers.
D)   It results in inaccurate forecasts as the market place keeps changing.E) A) and C)
F) A) and B)

Question 17

Which of the following is an advantage of online focus groups?

Accepted Answer

A)   Better participation rates
B)   Cost-effectiveness
C)   Broad geographic scope
D)   All of the aboveE) None of the above
F) C) and D)

Question 18

When conducting research with online research communities,all community interaction takes place on a custom-designed website.

Accepted Answer

A) True 
 B)False

Question 19

_____________ is a specific system for gathering information from a single group of respondents by continuously monitoring the advertising,promotion,and pricing they are exposed to and the things they buy.

Accepted Answer

A)   Scanner-based research
B)   Evidence-based research
C)   Observational research
D)   Marketing researchE) B) and C)
F) A) and B)

Question 20

Researchers posing as customers who gather observational data about a store are called ______________.

Accepted Answer

A)   mystery shoppers
B)   online shoppers
C)   observational shoppers
D)   online researchersE) B) and C)
F) C) and D)

Exam 9: Marketing Research

Online focus groups allow access to individuals who otherwise might be difficult to recruit.

Correct AnswerverifiedShow Answer

Marketing research helps managers gauge the perceived value of their goods and services,as well as the level of customer satisfaction.

Correct AnswerverifiedTrue

The _____ of marketing research is to address "what if" questions.

Correct AnswerverifiedShow Answer

Competitive intelligence (CI)helps managers assess their competitors and their vendors and become more efficient and effective competitors. ​

Correct AnswerverifiedTrue

Mobile research provides immediate feedback when a consumer makes a decision to purchase,consumes a product,or experiences some form of promotion.

Correct AnswerverifiedShow Answer

Which of the following statements is true of sampling error?

Correct AnswerverifiedShow Answer

A quota sample is a nonprobability sample in which the researcher finds a prescribed number of people in several categories.

Correct AnswerverifiedShow Answer

Which of the following indicates the management uses of marketing research?

Correct AnswerverifiedA

_____ is a research method that relies on people watching people,people watching an activity,machines watching people,and machines watching an activity.

Correct AnswerverifiedShow Answer

A(n) _____ involves interviewing business people at their offices concerning industrial products or services,a process that is very expensive.

Correct AnswerverifiedShow Answer

Which of the statements is true of management decision problems?

Correct AnswerverifiedShow Answer

Which of the following statements is true of nonprobability samples?

Correct AnswerverifiedShow Answer

Which of the following is correct about social media monitoring?

Correct AnswerverifiedShow Answer

_____________ refers to determining what information is needed and how that information can be obtained efficiently and effectively.

Correct AnswerverifiedShow Answer

Which of the following indicates advantages of using secondary data?

Correct AnswerverifiedShow Answer

In the ever-changing marketplace,which of the following statements is true of marketing research?

Correct AnswerverifiedShow Answer

Which of the following is an advantage of online focus groups?

Correct AnswerverifiedShow Answer

When conducting research with online research communities,all community interaction takes place on a custom-designed website.

Correct AnswerverifiedShow Answer

_____________ is a specific system for gathering information from a single group of respondents by continuously monitoring the advertising,promotion,and pricing they are exposed to and the things they buy.

Correct AnswerverifiedShow Answer

Researchers posing as customers who gather observational data about a store are called ______________.

Correct AnswerverifiedShow Answer

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True

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Competitive intelligence (CI)helps managers assess their competitors and their vendors and become more efficient and effective competitors.

Correct Answer
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True

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A

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