Question 1

Marvin is looking for data to help with a new marketing research study.When reviewing existing secondary data from a past research study,Marvin should pay careful attention to

Accepted Answer

A)   how the secondary data were collected.
B)   where the data were warehoused.
C)   whether or not the Census Bureau has certified the research.
D)   whether the data were transformed into information.
E)   how often primary data were substituted for secondary data.F) B) and C)
G) A) and E)

Question 2

With more than 200 million active customers and billions of pieces of shopping data,Amazon qualifies as a

Accepted Answer

A)   big data user.
B)   syndicated data user.
C)   mining data user.
D)   panel data user.
E)   survey data user.F) A) and E)
G) D) and E)

Question 3

When companies store information on customers' purchase histories in large computer files,this is known as data warehousing.

Accepted Answer

A) True 
 B)False

Question 4

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 marketing research primarily to

Accepted Answer

A)   provide a link between him and his production center.
B)   help him understand the needs of his customers.
C)   monitor his competitors.
D)   increase profits through the sale of syndicated data.
E)   decide how to price his new products.F) B) and D)
G) A) and E)

Question 5

The number of participants who discontinue their use of a service divided by the average number of total participants is called

Accepted Answer

A)   churn.
B)   customer retention.
C)   customer lifetime value.
D)   cancellation cost.
E)   customer loyalty.F) A) and B)
G) A) and C)

Question 6

When conducting a research study attempting to understand what features were most important to automobile consumers,Gary's Research Company used a questionnaire containing __________ questions,with a predetermined set of response options.

Accepted Answer

A)   structured
B)   in-depth interview
C)   open-ended
D)   free-form
E)   unstructuredF) A) and E)
G) C) and E)

Question 7

When a research team has gathered data for specific research needs,this is known as

Accepted Answer

A)   primary data.
B)   data mining.
C)   secondary data.
D)   data recovery.
E)   data modeling.F) D) and E)
G) A) and E)

Question 8

Firms that are engaged in sentiment mining are analyzing data collected from

Accepted Answer

A)   experiments.
B)   in-depth interviews.
C)   focus groups.
D)   social media sites.
E)   observations.F) A) and D)
G) A) and E)

Question 9

The purpose of __________ is that it provides information needed to confirm insights and hypotheses generated and helps managers pursue appropriate courses of action.

Accepted Answer

A)   primary data collection
B)   data mining
C)   qualitative research
D)   quantitative research
E)   statistical sourcingF) A) and E)
G) A) and D)

Question 10

Omar is responsible for marketing and marketing research for a midsized manufacturer of assemblies for the housing market.His boss has asked him to cut back expenses,especially in marketing research: "Why can't you just use information off the Internet? There's plenty out there." What is Omar's best response to try to get his boss to change his mind?

Accepted Answer

A)   "We can try, but if it's wrong it's not my fault."
B)   "Those are secondary data, and they may not be as timely, accurate, and relevant as what we need."
C)   "I'd rather not use any data at all than use secondary data."
D)   "This is a matter of principle. I quit."
E)   "You should never use any information from the Internet in marketing research."F) A) and C)
G) All of the above

Question 11

When survey data are analyzed in depth to determine consumer attitudes toward a product,this is an example of sentiment mining.

Accepted Answer

A) True 
 B)False

Question 12

When conducting a survey about choosing vacation destinations,Hillary will need to __________ in order to get reluctant respondents to provide honest information.

Accepted Answer

A)   choose only highly verbal consumers
B)   assure consumers that their individual responses will be kept confidential
C)   use only focus group interviews
D)   ask unstructured questions
E)   create an efficient data warehouseF) A) and B)
G) A) and C)

Question 13

When Betty decided to open up a tea shop in the center of town,she chose a group of customers who represent her customers of interest.This group is called a

Accepted Answer

A)   sample.
B)   focus group.
C)   target market.
D)   demographic.
E)   potential customer.F) B) and D)
G) C) and E)

Question 14

Fingerprints are an example of biometric data.

Accepted Answer

A) True 
 B)False

Question 15

Both major political parties have developed proprietary databases that contain vast information about voters,broken down by demographic and geographic information.This kind of information is

Accepted Answer

A)   primary data.
B)   secondary data.
C)   syndicated data.
D)   neuromarketing.
E)   qualitative research.F) C) and D)
G) A) and E)

Question 16

Data that have been collected prior to the start of the current research project are considered primary data.

Accepted Answer

A) True 
 B)False

Question 17

A major advantage of primary data collection is

Accepted Answer

A)   it can be easily accessed through syndicated databases.
B)   it offers behavioral insights generally not available from secondary research.
C)   it takes less time to collect than secondary data.
D)   it is general enough to meet many different researchers' needs.
E)   it is less expensive to collect than secondary data.F) A) and B)
G) A) and C)

Question 18

Social media monitoring,in-depth interviews,and focus groups are all __________ research methods.

Accepted Answer

A)   quantitative
B)   data warehousing
C)   syndicated marketing
D)   qualitative
E)   structuredF) B) and C)
G) A) and C)

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

Which of the following types of research would be considered quantitative research?

Accepted Answer

A)   experimental research
B)   observational research
C)   focus group research
D)   social media monitoring
E)   in-depth interviewsF) C) and E)
G) B) and D)

Exam 10: Marketing Research

Marvin is looking for data to help with a new marketing research study.When reviewing existing secondary data from a past research study,Marvin should pay careful attention to

Correct Answer
verified

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 marketing research primarily to

Correct Answer
verified

A major advantage of primary data collection is

Correct Answer
verified

When survey data are analyzed in depth to determine consumer attitudes toward a product,this is an example of sentiment mining.

Correct Answer
verified

Fingerprints are an example of biometric data.

Correct Answer
verified

Data that have been collected prior to the start of the current research project are considered primary data.

Correct Answer
verified

Both major political parties have developed proprietary databases that contain vast information about voters,broken down by demographic and geographic information.This kind of information is

Correct Answer
verified

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

Correct Answer
verified

The purpose of __________ is that it provides information needed to confirm insights and hypotheses generated and helps managers pursue appropriate courses of action.

Correct Answer
verified

Which of the following types of research would be considered quantitative research?

Correct Answer
verified

Correct Answer
verified

When conducting a survey about choosing vacation destinations,Hillary will need to __________ in order to get reluctant respondents to provide honest information.

Correct Answer
verified

With more than 200 million active customers and billions of pieces of shopping data,Amazon qualifies as a

Correct Answer
verified

The number of participants who discontinue their use of a service divided by the average number of total participants is called

Correct Answer
verified

When companies store information on customers' purchase histories in large computer files,this is known as data warehousing.

Correct Answer
verified

When Betty decided to open up a tea shop in the center of town,she chose a group of customers who represent her customers of interest.This group is called a

Correct Answer
verified

When conducting a research study attempting to understand what features were most important to automobile consumers,Gary's Research Company used a questionnaire containing __________ questions,with a predetermined set of response options.

Correct Answer
verified

When a research team has gathered data for specific research needs,this is known as

Correct Answer
verified

Firms that are engaged in sentiment mining are analyzing data collected from

Correct Answer
verified

Social media monitoring,in-depth interviews,and focus groups are all __________ research methods.

Correct Answer
verified

Exam 10: Marketing Research

Marvin is looking for data to help with a new marketing research study.When reviewing existing secondary data from a past research study,Marvin should pay careful attention to

Correct AnswerverifiedShow Answer

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 marketing research primarily to

Correct AnswerverifiedShow Answer

A major advantage of primary data collection is

Correct AnswerverifiedShow Answer

When survey data are analyzed in depth to determine consumer attitudes toward a product,this is an example of sentiment mining.

Correct AnswerverifiedShow Answer

Fingerprints are an example of biometric data.

Correct AnswerverifiedShow Answer

Data that have been collected prior to the start of the current research project are considered primary data.

Correct AnswerverifiedShow Answer

Both major political parties have developed proprietary databases that contain vast information about voters,broken down by demographic and geographic information.This kind of information is

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The purpose of __________ is that it provides information needed to confirm insights and hypotheses generated and helps managers pursue appropriate courses of action.

Correct AnswerverifiedShow Answer

Which of the following types of research would be considered quantitative research?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

When conducting a survey about choosing vacation destinations,Hillary will need to __________ in order to get reluctant respondents to provide honest information.

Correct AnswerverifiedShow Answer

With more than 200 million active customers and billions of pieces of shopping data,Amazon qualifies as a

Correct AnswerverifiedShow Answer

The number of participants who discontinue their use of a service divided by the average number of total participants is called

Correct AnswerverifiedShow Answer

When companies store information on customers' purchase histories in large computer files,this is known as data warehousing.

Correct AnswerverifiedShow Answer

When Betty decided to open up a tea shop in the center of town,she chose a group of customers who represent her customers of interest.This group is called a

Correct AnswerverifiedShow Answer

When conducting a research study attempting to understand what features were most important to automobile consumers,Gary's Research Company used a questionnaire containing __________ questions,with a predetermined set of response options.

Correct AnswerverifiedShow Answer

When a research team has gathered data for specific research needs,this is known as

Correct AnswerverifiedShow Answer

Firms that are engaged in sentiment mining are analyzing data collected from

Correct AnswerverifiedShow Answer

Social media monitoring,in-depth interviews,and focus groups are all __________ research methods.

Correct AnswerverifiedShow Answer

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