The Role Of Research In Marketing Full Test Bank Chapter 5 - Applied Marketing 2e | Complete Test Bank by Daniel Padgett. DOCX document preview.
Applied Marketing, 2e (Padgett)
Chapter 5 The Role of Research in Marketing
1) Good information, used appropriately, is the key to using company resources efficiently to maximize profit.
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
2) As costs and skills needed for good research are beyond what small business can afford or use, marketing research is limited to large businesses.
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
3) The distinction between market research and marketing research includes the different processes in collection and methods that are used in each.
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
4) Ricardo was establishing the desired outcome of the research project on what flavors would be best for the new iced tea product. This is a typical decision made in the Develop the Research Plan stage of the research process.
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Communication
Standard 2: Bloom's || Comprehension
5) Exploratory research goal demands a qualitative research type.
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design-Types of Market Research
Standard 1: AACSB || Communication
Standard 2: Bloom's || Comprehension
6) Causal research demands a qualitative research type.
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design-Types of Market Research
Standard 1: AACSB || Communication
Standard 2: Bloom's || Comprehension
7) Descriptive research demands a quantitative research type.
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design-Types of Market Research
Standard 1: AACSB || Communication
Standard 2: Bloom's || Comprehension
8) Firms will often hire outside professional researchers when analyzing qualitative data because of the technical difficulties of analyzing the data collected and ensure the firm's researchers do not overlook key insights.
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Knowledge
9) Technological scanning is a promising technique, but data analytics and data mining are still useful only for small data sets.
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Knowledge
10) The field studies approach in quantitative analysis is an ideal way to test real-time marketing approaches by testing unlimited numbers of variables at the same time.
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Knowledge
11) Using qualitative approaches or quantitative approaches, but not both, allows the researcher to achieve greater depth and potential insights to address the research objectives and do so more effectively and efficiently.
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Knowledge
12) When analyzing qualitative data, one major problem is interpreting what the researcher read, heard and saw.
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Knowledge
13) Marketing research should not be considered a single, one-time event, so creating a useful decision support system requires an ongoing, systematic approach to research.
Learning Objective: 5.4 Identify and describe the practical considerations when conducting research in marketing.
Section Reference: Practical Considerations for Conducting Marketing Research
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Knowledge
14) Descriptive research demands a qualitative research type.
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design-Types of Market Research
Standard 1: AACSB || Communication
Standard 2: Bloom's || Analysis
15) A new small grocer in town conducts market research for the first five years to help put them on a path of which organic health foods the store will carry. The grocer stops market research after the product line is established. This is how market research should be conducted.
Learning Objective: 5.4 Identify and describe the practical considerations when conducting research in marketing.
Section Reference: Methods—Practical Considerations for Conducting Marketing Research
Standard 1: AACSB || Communication
Standard 2: Bloom's || Analysis
16) When conducting market research, it is good to start with what you know, not what you want to know.
Learning Objective: 5.4 Identify and describe the practical considerations when conducting research in marketing.
Section Reference: Methods—Practical Considerations for Conducting Marketing Research
Standard 1: AACSB || Communication
Standard 2: Bloom's || Analysis
17) Which term best fits a systematic approach to collecting information to help managers make decisions?
A) Decision support system
B) Causal goals
C) Focus group
D) Field study
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process- Decision Support Systems
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
18) Which term best fits a general term that covers external research investigating one of the three components of the market—customers, competitors, or the company?
A) Market research
B) Decision support system
C) Marketing research
D) Field Study
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process- Market Research versus Marketing Research
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
19) Which term best fits, research focused on assessing the effectiveness of a specific marketing tool or tactic?
A) Marketing research
B) Market research
C) Decision support system
D) Field Study
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process- Market Research versus Marketing Research
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
20) How many steps are in the research process?
A) 6
B) 2
C) 3
D) 4
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process- The Research Process
Standard 1: AACSB || Communication
Standard 2: Bloom's || Comprehension
21) Which of the following is a way companies can choose to collect customer information?
A) Purchase records
B) Sales behavior
C) Customer decision making
D) Analytic evaluation
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
22) Which of the following is NOT a characteristic of effective decision support systems?
A) Information collected must be unbiased.
B) Information is collected systematically.
C) Information collected must be relevant.
D) Information systems need to be flexible.
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
23) Market research focuses on examining which of the following?
A) Competitors and company
B) Company and conditions
C) Consumers and conditions
D) Customers and communities
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
24) The key purpose of marketing research is to
A) test marketing activities to determine what works and what doesn't.
B) examine trends affecting consumers and their behavior.
C) test new products.
D) test the effectiveness of advertisements on audiences.
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
25) What is the final step in the marketing research process?
A) Create an action plan
B) Create a budget
C) Create a marketing plan
D) Create a timeline for implementation
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
26) Which of the following is a key decision that needs to be made when developing a research plan?
A) Determine the type of search that will be conducted.
B) Decide on who will conduct the survey.
C) Design questionnaires that meet test validity.
D) Develop analytical tools to evaluate data.
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
27) Which of the following terms is defined as the investigation of a company, its customers, or its competitors?
A) Market research
B) Marketing research
C) Field study
D) Data mining
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
28) What is the last step in the research process?
A) Analyze the data.
B) Prepare and present findings.
C) Outline follow up and create an action plan.
D) Develop a research plan.
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
29) Because his firm collected sales reports, purchase records and customer information, Steve was able to make better marketing decisions, which led to consistently better marketing plans. Steve was able to use effectively the firm's
A) accounting information system.
B) internal wiki.
C) decision support system.
D) big data protocol.
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Communication
Standard 2: Bloom's || Application
30) Julia was frustrated that she could not get the information she needed for the new marketing campaign. There was plenty of information relevant to the new campaign, but the problem she faced was that the information
A) did not contain pricing history.
B) could not be manipulated for the analysis she needed.
C) went back too far in the company's history.
D) did not have enough data on social media usage.
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Communication
Standard 2: Bloom's || Application
31) Earl was able to discover several clues to the customers' purchasing behaviors by using the firm's decision support system. He was talking to the Chief Marketing Officer and described all of the system's useful characteristics EXCEPT which of the following?
A) The information was wide-ranging and had been collected at a detailed level.
B) The system had information that was relevant to the analyses and projections he needed.
C) The system was flexible enough for him to examine the data in several different ways to discover insights.
D) The systems analysts and IT areas were there to help him dig through the data.
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Communication
Standard 2: Bloom's || Application
32) Joanne had to make a presentation to the senior management of her firm to get approval for an internal research area. To make the case as strongly as possible, she wanted to be precise and distinguish market research from marketing research. Which of the following would be considered marketing research instead of market research?
A) Information about the success of past campaigns
B) Information about former and current customers
C) Information about what competitors have been doing
D) Information about the firm itself
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Communication
Standard 2: Bloom's || Application
33) Robert had just received approval to develop research he could use to support the new campaign. His first task was to
A) ensure his budget was large enough to do a good job.
B) consider the efficient and effective ways to collect the data.
C) define the problem in clear and specific terms.
D) plan the most effective way to present the findings to facilitate management's decision making.
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Communication
Standard 2: Bloom's || Application
34) Is a market or marketing research project applicable to short-term projects and questions?
A) Yes. The first two steps–defining the problem and developing a research plan can be bypassed.
B) No. The length and complexity of the process make it unsuitable for short-term projects.
C) Yes. The research will still need to go through the six steps in the research process.
D) No. There are better ways to find the answers to projects that are short.
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Communication
Standard 2: Bloom's || Application
35) Beth, the senior marketing associate in her firm, had worked as a facilitator and was pleased at how the senior managers had worked together to define the research objective and develop the research plan. Given the success, who should be included in the next phases?
A) The is time for Beth to take over and let the other people wait for the results.
B) The same people who defined the problem and developed the project should stay with the project to ensure continuity all the ways through.
C) The same people who defined the problem and development the project should add technical expertise to the group.
D) Beth should use technical experts–internal or experts–to take over at this point.
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Communication
Standard 2: Bloom's || Application
36) Which of the following in NOT a good reason to retain outside agencies to collect data?
A) Outside agencies have expertise not usually found in many corporate marketing departments.
B) Outside agencies can provide objective and often more credible research.
C) Outside agencies can usually provide expertise in more than one technique or approach.
D) Outside agencies use considerable experience to help define the problem and plan the research project.
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Communication
Standard 2: Bloom's || Application
37) Like many marketing students, Tim prefers to avoid the numbers-driven areas he feels are more appropriate for accounting and finance students. When working with the research planning process, Tim found
A) his assumptions and perspectives were justified and correct.
B) analyzing data in the research process is heavily dependent on numerical literacy.
C) number-crunching is not as important as designing the research.
D) learning how to manage people who could do the calculations was more than enough to know about math, statistics, etc.
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Communication
Standard 2: Bloom's || Application
38) Caitlin has been managing a research project for her firm, and the outside agency completed the collecting and analyzing the data, and the firm's principals asked her how she would like the findings presented. How should Caitlin respond?
A) To save money, Caitlin should ask for the raw data and analyses tables, and prepare the reports and recommendations herself.
B) Caitlin knows the firm has done an excellent job, and she wants them to highlight the technical details and data so senior management can appreciate the ground-breaking work that was done.
C) Caitlin will direct the outside agency to the problem definition and research plan and ask the firm to draft recommendations based on them.
D) Caitlin should ask the outside firm to present best-practices recommendations to her firm's management as the next and final step.
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Communication
Standard 2: Bloom's || Application
39) Ideally, at the end of the process, the managers
A) will see their original opinions confirmed by the research findings.
B) will be able to make actions plans framed by the research findings.
C) will see how the research findings can lead immediately to other research before decisions are made.
D) will take the recommendations and findings into consideration if additional action is needed.
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Communication
Standard 2: Bloom's || Application
40) After a carefully followed research process, Allen's senior management failed to act. They agreed that the research findings were realistic, but what they felt—and that Allen should have known—is that the suggestions in the findings
A) were not future oriented.
B) were not cost effective.
C) were not based on state-of-the-art research methods.
D) did not address privacy concerns and other ethical issues.
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Communication
Standard 2: Bloom's || Application
41) What kind of information do marketers need to make decisions?
A) Manageable
B) Timely
C) Relevant
D) All are correct
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process- Decision Support Systems
Standard 1: AACSB || Communication
Standard 2: Bloom's || Application
42) Which of the following is considered a problem?
A) The price of product A is too high.
B) Target is selling less of product A.
C) Consumers are buying product B, which is very similar to A.
D) All of the above
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process-The Research Process-Define the Problem
Standard 1: AACSB || Communication
Standard 2: Bloom's || Application
43) Which of the following is NOT considered a problem but symptoms of a problem?
A) Consumers are going to stores other than Target to buy product A.
B) Target is selling less of product A.
C) Consumers are buying product B, which is very similar to A.
D) All of these
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process-The Research Process-Define the Problem
Standard 1: AACSB || Communication
Standard 2: Bloom's || Application
44) Which of the following statements accurately describes a decision support system?
A) Computers collect data from various sources, analyze the information, and generate solutions to solve specific managerial problems.
B) Computers provide company-specific product and service information to high-value customers.
C) Computer simulations allow companies to input customer information and assess outcomes of potential marketing decisions.
D) Computers collect and analyze data, which aids decision making at managerial levels.
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
45) What is the primary difference between market research and marketing research?
A) The research process
B) The research topic
C) The necessary investment
D) The level of managerial involvement
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
46) Which of the following is an example of a market research issue?
A) How an increase in the price of French fries affects profits for McDonald's
B) Which product placement has the most impact on sales of OPI nail polish
C) What image customers have of Tesla automobiles
D) Where customers are most likely to purchase Tide laundry pods
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
47) Which of the following statements most accurately describes the research process?
A) Using outside specialists early in the research process can prevent managers from focusing on symptoms instead of actual problems.
B) Research follow-up must involve actionable steps.
C) The type of analysis required depends on the type of data collected.
D) When reporting their findings, outside companies should avoid making recommendations or problem solving.
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
48) You are a brand manager for a soft drink company performing marketing research. Luckily, you have a large budget to work with. You want to know why you are losing market share to a new competitor. You gather your team and develop your research plan. What is your next step?
A) Create a decision support system to analyze data.
B) Turn the research process over to an outside company who will begin collecting relevant data.
C) Create an action plan.
D) Prepare findings from your research plan.
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
49) Market research and marketing research are similar because they use the same
A) research process.
B) research topic.
C) level of investment.
D) level of managerial involvement.
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
50) Sales of a once-popular detergent have been steadily decreasing. The marketing director is convinced it is a packaging issue, so she gathers a team and hires an outside firm to research the issue. Using the outside firm's final recommendations, product packaging is revamped, but sales continue to decline. What is the most likely reason the research process failed?
A) The data collection and analysis were outsourced, but should have been handled by the inside research team, who knew the product better.
B) The team did not define the problem, but focused on symptoms, which biased the research.
C) The marketing director did not do an adequate job of assessing the recommendations for implementation.
D) The outside researchers were not adequately trained in data analysis, thereby not providing the full benefit of the research.
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
51) Marie had been tasked with a new research project. The CMO had told her to find out why revenue targets weren't being met, and most importantly, keep it simple. Why was Marie troubled about using that as the definition of the problem?
A) She saw missing revenue targets as a symptom not the problem to research.
B) How she defined simple and how the CMO defined simple might not be the same.
C) She knew the CMO could be trying to find excuses for the failure instead of looking for a fact-based solution.
D) She felt a problem this broad could not be addressed by marketing research.
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Communication
Standard 2: Bloom's || Evaluation
52) Goal Post Brewing is a craft beer brewery located in Chicago where it has roughly 30% of the market share. Specifically, of the Chicago residents that frequent craft breweries, 30% of them are loyal to Goal Post. What kind of research would Goal Post most likely conduct and why?
A) Goal Post would probably conduct market research to determine if they could capture more market share by opening another location.
B) Goal Post would probably conduct Market Research to determine if there's a viable market in Chicago for opening a craft brewery.
C) Goal Post would probably conduct Marketing Research to perform a competitive analysis.
D) Goal Post would probably conduct Marketing Research to determine if their newest beer is generating more taproom sales.
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: Market Research versus Marketing Research
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
53) Devon manages a local hamburger restaurant. Over the years, his customers have reported that they appreciate the clean, family-oriented atmosphere, and the budget-friendly prices. Recently, business has slowed a little, which Devon thinks is due to a new nearby gourmet burger restaurant. To increase sales, Devon plans to add an upscale burger, which will be priced significantly higher than the current fare, to his menu. What is the best advice you can give Devon?
A) Devon should consider his customers' input as a form of marketing research and opt for more budget-friendly items on his menu instead of the pricier burger.
B) Devon should hire an outside firm to perform marketing research on local customers' dining interests.
C) Devon should use marketing research to investigate his customers' interest in the new burger's ingredients and in the price.
D) Devon should use marketing research in the form of a taste test of his new burger versus those of the gourmet restaurant.
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Reflective Thinking
Standard 2: Bloom's || Evaluation
54) Suppose you are a new marketing manager at a consumer products firm that produces the highly successful Minty! toothcare line. At your first meeting, you learn that the company had been planning to leverage the Minty! brand name on a line of microwaveable foods. Unfortunately, research revealed that customers negatively viewed the idea of toothpaste and food. Some managers argue that the company is too invested in the venture to eliminate it. What is the best response when asked your opinion on the venture?
A) Remind your colleagues that learning what not to do is just as valuable as learning what you should do. Suggest that the company trust its research and abandon the venture.
B) Suggest that the company perform additional marketing research by having customers taste test the food.
C) Agree with the managers pushing the rollout. Suggest that the company create a decision support system to collect and analyze sales data of the new products and of its competitors. Modifications can be made later.
D) Suggest changing the brand name of the product before the launch. Offer to become the brand manager. Since your company currently has no expertise in food sales, your career potential would be greatly enhanced.
Learning Objective: 5.1 List and describe the six steps in the market research process, and explain why research is important to marketing managers.
Section Reference: The Research Plan and Process
Standard 1: AACSB || Reflective Thinking
Standard 2: Bloom's || Evaluation
55) Which of the following is NOT a research goal?
A) Experimental
B) Exploratory
C) Descriptive
D) Causal
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
56) What two types of research are used by marketers?
A) Qualitative and quantitative
B) Exploratory and descriptive
C) Observational and experimental
D) Exploratory and analytical
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
57) Which question can be answered by combining qualitative and quantitative research?
A) What is most appealing to customers?
B) What advertising strategy works best for companies?
C) What approach helps build customer loyalty?
D) What metrics yield the best results for companies?
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
58) A company whose goal is to discover insights related to product opportunity ideally uses which type of research?
A) Exploratory
B) Descriptive
C) Secondary
D) Causal
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
59) Which type of research is used by marketers to count, classify, and measure things to answer descriptive marketing questions such as how much, how many, and how often?
A) Causal
B) Exploratory
C) Qualitative
D) Quantitative
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
60) What type of goal does research that seeks to discover ideas and insights related to a problem or opportunity have?
A) Exploratory goals
B) Descriptive goals
C) Causal goals
D) Research goals
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design-Market Research Goals
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
61) What type of research seeks to determine the effect of one variable on another?
A) Causal research
B) Descriptive research
C) Exploratory research
D) Market research
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design-Market Research Goals
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
62) Which type of research is used by marketers to gain a more in-depth, (quality), understanding of a marketing problem or opportunity?
A) Qualitative research
B) Quantitative research
C) Market research
D) Causal research
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design-Types of Market Research
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
63) What type of research answers questions about who, what, when, and where something happened?
A) Descriptive research
B) Exploratory research
C) Causal Research
D) Research
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design-Market Research Goals
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
64) Which type of research is used by marketers to count, classify, and measure things to answer descriptive marketing questions?
A) Quantitative research
B) Qualitative research
C) Causal research
D) Market research
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design-Types of Market Research
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
65) Alicia was thinking about how to grow her greeting card store, and she wondered if adding some gift lines or maybe candles might help increase sales. Her friend, Jessica, suggested using market research to help make the decision. What kind of research would be best for Alicia in this situation?
A) Retail focused
B) Exploratory
C) Descriptive
D) Causal
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
66) Which of the following is a major problem in causal research?
A) It is by far the most expensive type of research marketers use.
B) It can be difficult to identify and test all the reasons customers use to make decisions and act.
C) Its nature makes it difficult to obtain accurate and reliable information.
D) It is more appropriate for scientific or academic purposes that for practical marketing matters.
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
67) Jorge just purchased a furniture store from the previous owner who was retiring. Jorge needed an in-depth understanding of why customers were purchasing some of his furniture lines but not others. Which research type is most appropriate for him to use?
A) Qualitative
B) Quantitative
C) Intrinsic
D) Extrinsic
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
68) Brenda was a marketing intern and was asked to collect information on customers and potential customers from social media sites, blogs and other online resources. She thought she was just doing busy-work, but her attitude changed when she figured out that she was really doing
A) data mining.
B) qualitative research.
C) market scanning.
D) collection research.
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
69) Quantitative research would typically be used in which of the following situations?
A) Determining how to respond to a competitor's new product
B) Gathering customer preferences for a new flavored sport drink
C) Determining how purchase and price are related for a new pricing approach
D) Exploring why customers buy a fast-moving consumer good but do not buy again.
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
70) Steve was exploring complex questions about his company's products in the marketplace, and he has used qualitative research to get a sense of how important different factors might be as customers decided to which product to purchase. Now that he has narrowed the research down, he needs to why they were not buying by using which marketing research process?
A) Quantitative research
B) Qualitative research
C) Market sensing
D) In-depth interviews
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
71) If you had a successful car repair facility and needed to know more about how frequently your customers came in and whether you were meeting their servicing needs, what kind of research should you do or commission to help address this marketing issue?
A) Descriptive
B) Service focused
C) Determinant
D) Experimental
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
72) Panera Bread is handing out samples of a new sandwich prototype for their menu and asking for feedback. What kind of research is this?
A) Exploratory
B) Descriptive
C) Causal
D) All of these
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design-Market Research Goals/Exploratory Research
Standard 1: AACSB || Communication
Standard 2: Bloom's || Analysis
73) Panera Bread collecting data about when they serve the most customers in an effort to have the most staff on hand is an example of which type of research?
A) Descriptive
B) Exploratory
C) Causal
D) All of these
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design-Market Research Goals/Descriptive Research
Standard 1: AACSB || Communication
Standard 2: Bloom's || Analysis
74) Panera Bread collecting data to see if they sell more bagels during Pink Ribbon bagel month or when bagels are offered as an add on for $1 is considered which kind of research?
A) Descriptive
B) Exploratory
C) Causal
D) All of these
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design-Market Research Goals/Causal Research
Standard 1: AACSB || Communication
Standard 2: Bloom's || Analysis
75) What type of data collection methods could be used for exploratory research?
A) Observation
B) Surveys
C) Field Studies
D) None
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design-Types of Market Research
Standard 1: AACSB || Communication
Standard 2: Bloom's || Analysis
76) What type of data collection method could be used for descriptive research?
A) Surveys
B) Observations
C) Personal interviews
D) Focus groups
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design-Types of Market Research
Standard 1: AACSB || Communication
Standard 2: Bloom's || Analysis
77) What type of data collection methods could be used for qualitative research?
A) Surveys
B) Observations
C) Personal interviews
D) Focus groups
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design-Types of Market Research
Standard 1: AACSB || Communication
Standard 2: Bloom's || Analysis
78) If a marketer is collecting data using surveys what is his/her research goal?
A) Exploratory
B) Descriptive
C) Causal
D) Descriptive/casual
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design-Types of Market Research
Standard 1: AACSB || Communication
Standard 2: Bloom's || Analysis
79) If a marketer is collecting data using surveys and personal interviews what is his/her marketing goal?
A) Exploratory
B) Descriptive
C) Causal
D) None of these
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design-Types of Market Research
Standard 1: AACSB || Communication
Standard 2: Bloom's || Analysis
80) The owner of Fitness4U asked clients: "Why are you willing to pay more to go to a gym that offers scheduled classes with instructors?" This is an example of what type of research?
A) Qualitative
B) Quantitative
C) Causal
D) Descriptive
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design-Types of Market Research
Standard 1: AACSB || Communication
Standard 2: Bloom's || Application
81) The owner of Fitness4U asked clients: "How many classes taught by instructors do you attend each week here at the gym?" This is an example of which type of research?
A) Qualitative research
B) Quantitative research
C) Descriptive research
D) Causal research
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design-Types of Market Research
Standard 1: AACSB || Communication
Standard 2: Bloom's || Application
82) Budweiser engages in what type of research when developing a new seltzer they want to introduce to the market?
A) Exploratory
B) Experimental
C) Descriptive
D) Innovative
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
83) Motel 6's use of focus groups to help determine how the company could improve their marketing is an example of
A) qualitative research.
B) quantitative research.
C) experimental research.
D) observational research.
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
84) L.L.Bean uses which type of research to determine the type of customers exploiting its legendary return policy?
A) Descriptive
B) Ethnographic
C) Exploratory
D) Analytical
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
85) Before a research plan can be completed, which critical decision must be made?
A) Determine the type of research marketers will use.
B) Understand the analytical tools needed for research.
C) Prioritize the marketing plan objectives.
D) Decide on the budget needed to complete the project.
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
86) Exploratory research is best suited for which of the following scenarios?
A) Sports Illustrated wants to know how many women aged 18-35 years read its magazine.
B) Doritos managers seek information regarding the effects of a price increase on sales.
C) Mitchell's Salons wants to know what additional services customers would like to see offered.
D) Pepsi seeks information about whether customers prefer canned or fountain soda at fast-food restaurants.
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
87) Descriptive research is best suited for which of the following scenarios?
A) Google seeks information about what features users want to see included in its Maps app update.
B) Google wants to know the age range of its Maps app users.
C) Cheerios wants to know how surprise prizes affect purchasing choices.
D) Cheerios seeks information about the effects of its new product packaging on sales.
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
88) Causal research is best suited for which of the following scenarios?
A) Breyers wants to know the effect of outdoor temperatures on ice cream purchases.
B) Daniels Financial Services wants to know what additional services its customers would like.
C) Jenny's Coiffures wants to know how satisfied customers are with her services.
D) Cap'n Crunch wants to know whether parents or children drive cereal choices more.
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
89) Which of the following statements most accurately describes the link between research goal and research type?
A) Research with exploratory goals can be conducted with either qualitative or quantitative methods.
B) Research with descriptive goals is most typically undertaken with qualitative methods.
C) Research with causal goals is undertaken with quantitative methods.
D) Research with causal goals can be conducted with either qualitative or quantitative methods.
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
90) Which of the following statements most accurately describes the link between research plan and research design?
A) Once the research plan is completed, managers determine the research goals, which then dictate the type of information needed.
B) Once the research plan is completed, managers determine the type of information needed, which then dictates the research goals.
C) Before a research plan can be completed, managers determine the type of information needed, which then dictates the research goals.
D) Before a research plan can be completed, managers must determine research goals, which then dictate the type of information needed.
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
91) Taco Bell engages in which type of research when it wants to understand the effects of its social media presence on sales of new products?
A) Exploratory
B) Descriptive
C) Causal
D) Ethnographic
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
92) Why is highly-structured research and analysis preferred for causal research goals?
A) Highly-structured research and analysis are the preconditions for discovery.
B) As there are so many possible variables in marketing situations, a more complex and highly-structured approach yields better results.
C) Less structured approaches can be used, but they end up being far more expensive.
D) Causal research goals require sophisticated techniques that are beyond the capacity of all but professionals who can construct the highly structured research and analysis.
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Evaluation
93) You are in a small company, covering the marketing responsibilities as well as other duties. The owner has come to you asking about whether customers would like a new product that has yet to be built, and he said, "Just do a survey so we can get the results as soon as possible." What is your BEST response?
A) The product hasn't even been built yet, so it's premature for marketing research.
B) Marketing research should not be done by small businesses if they don't have the expertise on staff.
C) The question about possibly liking a product is better addressed in qualitative research not a survey.
D) Doing a marketing research survey isn't budgeted, so what additional funds could be allocated for the project.
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Synthesis
94) Goal Post Brewing Company asked their bartenders to talk with customers over the course of a weekend on which beers they'd like to see Goal Post offer in the future. Based on feedback from the bartenders, Goal Post introduced a new, more expensive beer in their taproom a week later. Then, Goal Post monitored the total sales once the new beer was introduced to determine if customers were willing to pay more money for the new beer relative to their existing beer. What was the sequence of research goals and types that Goal Post followed?
A) Exploratory and qualitative, then, causal and quantitative
B) Descriptive and qualitative, then, exploratory and quantitative
C) Descriptive and quantitative, then, exploratory and qualitative
D) Causal and quantitative, then, descriptive and qualitative
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Market Research Goals-Types of Market Research
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Evaluation
95) West Coasters (an amusement park) noticed a decline in food sales while overall park attendance remained steady. West Coasters initially reacted by lowering food prices. The result of lower prices was even lower total food sales, a lower average food order, but the same amount of food orders. Which of the following is most correct?
A) West Coasters had a causal research goal and used an experiment to collect data. As a result, the price of food does not appear to be the cause of the decline in total food sales.
B) West Coasters had a descriptive research goal and used observation to collect data. As a result, the price of food does appear to be the cause of the decline in total food sales.
C) West Coasters had an exploratory research goal and used a field study to collect data. As a result, the price of food does appear to be the cause of the decline in total food sales.
D) None of the answers are correct.
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.; 5.3 List and describe the common options for data collection and analysis and the relationships between the two.
Section Reference: Market Research Goals-Types of Market Research; Research Design-Research Implementation-Data Sources
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Evaluation
96) Based on your reading, which of the following statements most accurately describes a conclusion that can be drawn about exploratory research?
A) It is often used as a precursor to additional research studies.
B) It is used most often by small, upstart companies to replace more time-consuming methodology.
C) It is the most critical and valuable of all research goals.
D) It is the least critical and valuable of all research goals.
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design
Standard 1: AACSB || Reflective Thinking
Standard 2: Bloom's || Evaluation
97) You are a brand manager at a multinational consumer products firm. There is a potential new product in your shampoo line, called Suds & Suds, that contains beer, which studies show repairs damaged hair and adds volume and shine. Prior marketing research has shown that customers are interested in organic products. What is your best course of action?
A) Use marketing research to investigate how customers react to beer ingredients in their shampoo. Further research should test the beer association in the product name.
B) Use marketing research to test the validity of the product claims–that beer benefits hair. Detail the findings in future Suds & Suds advertisements.
C) Use marketing research to determine how many people use beer as part of their haircare regimen. Conduct additional research to determine the number who are aware of the benefits of beer in haircare.
D) Use the prior marketing research as secondary data and launch the product as part of a new organic line of shampoos.
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Research Design
Standard 1: AACSB || Reflective Thinking
Standard 2: Bloom's || Evaluation
98) Which term best describes data that already exists, collected for another purpose that can be used to address a research problem?
A) Secondary data
B) Primary data
C) Causal data
D) Market data
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Design-Research Implementation-Data Sources
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
99) Which term BEST describes methods used to watch what customers do and record patterns of interest?
A) Observation
B) Ethnography
C) Data Collection
D) Research
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Design-Research Implementation-Data Collection and Analysis Methods
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
100) Which term best describes information newly collected specifically for research purposes?
A) Primary data
B) Secondary data
C) Causal data
D) Market data
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Design-Research Implementation-Data Sources
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
101) Which term best fits a qualitative data collection method that is borrowed from anthropology, studies behavior in a natural context?
A) Ethnography
B) Observation
C) Data Collection
D) Research
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Design-Research Implementation-Data Sources
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
102) A major advantage of primary data is that it provides
A) relevance.
B) accuracy.
C) reliability.
D) objectivity.
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
103) Companies might choose to not use secondary data because it is
A) outdated.
B) expensive.
C) biased.
D) not credible.
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
104) The most interpersonal way for marketers to capture information is
A) ethnography.
B) focus groups.
C) one-on-one meetings.
D) private surveys.
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
105) What is a major advantage of using personal interviews to gather qualitative data?
A) Modifying questions throughout the interview
B) Detecting signs of deception
C) Gathering information not available in surveys
D) Pre-determining interview questions to be asked
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
106) An effective alternative to the personal interview is
A) online customer feedback
B) telephone interviews
C) open-ended survey questions
D) cultivated customer relationship
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
107) RFID tags are an example of which type of data collection method?
A) Field studies
B) Technological scanning
C) Ethnography
D) Focus groups
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Communication
Standard 2: Bloom's || Comprehension
108) Which of the following is a qualitative research method?
A) Surveys
B) Experiments
C) Field studies
D) Observation
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Communication
Standard 2: Bloom's || Knowledge
109) Which of the following is a disadvantage of collecting primary data?
A) Length of time to collect information
B) Unreliable method of validating respondents
C) Cost required for collecting data
D) Validating the final statistical results
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
110) Which type of research provides non-numerical data?
A) Qualitative
B) Experimental
C) Exploratory
D) Observational
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Comprehension
111) Carly has discovered that getting customers and potential customers to talk with each other about their impression of the new products is invaluable. She tried developing individual responses, but they seemed one-sided and not very interesting. Carly favors which qualitative marketing research technique at this point?
A) Observation
B) Focus groups
C) Ethnography
D) Personal interviews
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
112) Patrick was the head of the operations area, and he was working with the marketing area on developing new products and processes. He complained to the marketing team about the time needed and cost of their marketing research proposal, and said he preferred to look online for the answers he needed. Even though he was correct that he could use secondary data because it already existed and might cost less, what key point was he missing?
A) The content may not be as relevant as it needs to be.
B) Secondary data can be expensive in acquiring the rights to use the data.
C) Online research is notoriously unreliable.
D) Data collected three years ago or more cannot be considered accurate with the changes in the market.
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
113) Thomas was puzzled about how to collect the qualitative data he needed. He had been assigned to uncover the product trends that will emerge over the next five to seven years, so his company could be seen as the innovator that could fill customers' needs before anyone else. He was considering personal interviews, even though they are time-consuming and expensive because personal interviews
A) are the most flexible of qualitative techniques and he could follow-up immediately on the respondent's comments.
B) allowed him to identify and meet the thought leaders in his industry to help build the firm's reputation.
C) could be analyzed without a great deal of effort once the data collection was completed.
D) required anonymity so he could ask questions he might not be able to ask in other techniques.
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
114) Amber is not sure that she is getting the right data about her customers. There seems to be a disconnect between what they say they will do and what they do. She is convinced she must try observation to see what customers do and discover the real patterns of their actions. She can use several new techniques to investigate her customers' behavior. Which of the following is NOT an emerging observation technique she should consider?
A) Using cookies to track what customers do on the firm's website
B) Using facial recognition to see who the customers are and how to link purchase behaviors
C) Using shopping carts equipped with GPS to track customers' movements through stores.
D) Building a new, flexible, real-time data collection and reporting system to track customer inquiries.
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
115) Eddie has been assigned a marketing research project to find out how customers feel about both his company and the company's competitors. He knows he needs to define the question and plan the research before doing anything before deciding on the specific research tools. At that point, which of the following tools would NOT be considered by Eddie?
A) Observation
B) Ethnography
C) Focus groups
D) Experiment
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
116) Rebecca was meeting with a number of colleagues from other firms at a marketing research conference, and she noticed they all had similar complaints about surveys. They all used them, but they all recognized their many shortfalls. If surveys are such a problem, why do firms use them?
A) Surveys help to build goodwill with potential customers, which leads to increased sales.
B) Surveys are fast, quick and easy, which provides limited results.
C) Surveys can be machine coded, which yields better results.
D) Surveys are well understood by respondents, which leads to more reliable results.
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
117) Sergio was the marketing researcher who seemed to have the best rapport with senior executives, and they found his research reports especially useful. The way Sergio built credibility and the secret to Sergio's success was
A) describing the whole research problem and the total data collected.
B) using the appropriate technical language.
C) demonstrating the software he used to analyze the data.
D) translating key concepts into simple charts and graphs.
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
118) Tricia was trying to make sense of the mountain of data in her data base. She had been talking about the analysis with a senior researcher who had been in the business for about three decades, and she realized she had which advantage in dealing with the data?
A) Advances in fields of logic have generated practical ways to approach large amounts of data.
B) The portability and synchronization of her laptop and smart phone allowed her to work at her own pace.
C) Software has been developed to help researchers find meaningful information with less effort.
D) Data collection has emerged as a frontier area of innovation to give her more robust options.
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
119) If data does not exists on the research topic, which type of data source should be used?
A) First
B) Second
C) Primary
D) Secondary
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation-data sources
Standard 1: AACSB || Communication
Standard 2: Bloom's || Application
120) If data does exist on the research topic, which type of data source should be used?
A) First
B) Second
C) Primary
D) Secondary
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation-data sources
Standard 1: AACSB || Communication
Standard 2: Bloom's || Application
121) Which is both a pro of primary data and a con of secondary data?
A) Relevance
B) Time
C) Cost
D) Process
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation-data sources
Standard 1: AACSB || Communication
Standard 2: Bloom's || Application
122) When customer patterns throughout a store are tracked and products are placed strategically based on high traffic areas, which data collect method is being used?
A) Observation
B) Ethnography
C) Personal interview
D) Focus group
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation-data collection and Analysis Methods-Data Collection and Analysis for Qualitative Research
Standard 1: AACSB || Communication
Standard 2: Bloom's || Application
123) When a new baby product company wants to collect information quickly on the baby shampoo that was just launched what is the best data collection method?
A) Observation
B) Focus group
C) Ethnography
D) Personal interview
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation-data collection and Analysis Methods-Data Collection and Analysis for Qualitative Research
Standard 1: AACSB || Communication
Standard 2: Bloom's || Analysis
124) Which data collection method is being used when grocery stores track your regular purchases and send you coupons for those sales?
A) Data mining
B) Ethnography
C) Focus groups
D) Experiment
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation-data collection and Analysis Methods-Data Collection and Analysis for Quantitative Research
Standard 1: AACSB || Communication
Standard 2: Bloom's || Analysis
125) A company sends sales/promotions out via a mailer for one month straight and data is collected, the next month the company sends sales/promotions out via an email flyer and data is collected. During this time no other changes were made to the store. This is an example of a(n)
A) experiment.
B) field study.
C) study.
D) survey.
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation-data collection and Analysis Methods-Data Collection and Analysis for Quantitative Research
Standard 1: AACSB || Communication
Standard 2: Bloom's || Analysis
126) A science teacher demonstrates for children the difference amount of water can make on the growth of a plant. The teacher sets up three plants all of the same type planted in the same type of soil but gives each plant a different amount of water each day. This is an example of a(n)
A) Experiment
B) Field study
C) Study
D) Survey
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation-data collection and Analysis Methods-Data Collection and Analysis for Quantitative Research
Standard 1: AACSB || Communication
Standard 2: Bloom's || Analysis
127) What are the advantages of a company using secondary data?
A) Speed and cost
B) Accuracy and reliability
C) Clarity and simplicity
D) Relevance and reliability
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
128) An advantage of observational research is
A) identifying behavior patterns of the consumer.
B) acquiring authentic feedback.
C) gathering factual consumer demographic information.
D) reducing the cost and time required to gather information.
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
129) What is a disadvantage of survey sites, such as Survey Monkey and PollDaddy?
A) They can capture inaccurate data.
B) There is no customer privacy.
C) Data can be easily manipulated.
D) They are expensive to operate.
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
130) Which of the following statements most accurately describes data sources?
A) A key advantage of primary data is its low cost and speed of collection.
B) Secondary data is valued for its relevance.
C) Secondary data can come from within the company.
D) Companies tend to collect primary data first and supplement with secondary data.
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
131) You plan to purchase a bicycle and research different models on the company's website. Later, when you navigate to your favorite sports website, you find ads for the same bicycles. Which research method did the retailer use to determine which ads to send you?
A) Ethnography
B) Observation
C) Focus group
D) Technological scanning
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
132) Which of the following statements most accurately describes data collection for qualitative sources?
A) Focus groups are the most expensive research method.
B) Personal interviews tend toward inflexibility as the list of questions tends to be set.
C) Customer feedback online is a form of personal interview.
D) Data analysis can easily be performed by a marketing manager utilizing proper technology.
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
133) With My Starbucks Rewards, customers earn loyalty points by ordering and paying via the Starbucks app. Which of the following terms best describes this type of data collection?
A) Survey
B) Experiment
C) Field study
D) Technological scanning
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
134) Which of the following statements most accurately describes data collection for quantitative sources?
A) Surveys provide the cheapest and most useful results of all methods.
B) Field studies require the effective isolation of one variable.
C) The use of quantitative analysis in marketing research is declining.
D) The increase in data analytics companies has decreased the need for marketers with quantitative research skills.
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
135) To understand a customer's behaviors in a natural context, a technology firm asks a select group of customers to record short videos of themselves talking through their first interactions with a company product. Which of the following terms best describes this type of data collection?
A) Observation
B) Focus group
C) Ethnography
D) Personal interview
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
136) When Levi's uses information gathered from RFID tags to determine how denim colors affect product sales, it is using which type of research?
A) Exploratory
B) Descriptive
C) Qualitative
D) Quantitative
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
137) You were tasked with researching a problem within your company and found the answers you needed in the monthly reports from your sales representatives. Which term best describes your data source?
A) Qualitative
B) Quantitative
C) Primary
D) Secondary
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
138) Goal Post Brewing Company asked their bartenders to talk with customers over the course of a weekend on which beers they'd like to see Goal Post offer in the future. Based on feedback from the bartenders, Goal Post introduced a new, more expensive beer in their taproom a week later. Then, Goal Post monitored the total sales by glass once the new beer was introduced to determine if customers were willing to pay more money for the new beer relative to their existing beer. What was the sequence of data sources and data collection methods that Goal Post followed? Choose the BEST answer.
A) Primary and personal interviews, then, primary and technological scanning
B) Secondary and survey, then, primary and observation
C) Secondary and observation, then, primary and personal interview
D) Primary and focus group, then, secondary and personal interview
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Design-Research Implementation-Data Sources
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Evaluation
139) Goal Post Brewing Company asked their bartenders to talk with customers over the course of a weekend on which beers they'd like to see Goal Post offer in the future, and jot down their notes at the end of their shift. Based on feedback from the bartenders, Goal Post introduced a new, more expensive beer in their taproom a week later. Goal Post's approach to collecting market data was somewhat unique in that
A) they were able to utilize the personal interview collection method inexpensively.
B) they were able to utilize the personal interview collection method, which typically isn't done in the craft brewing industry.
C) they used a focus group collection method to collect secondary data.
D) they used a focus group collection method to collect primary data.
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Design-Research Implementation-Data Sources
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Evaluation
140) University X seeks information regarding the quality of its accounting curriculum. To collect data, Tomas, the department chair, has chosen 10 accounting majors from his morning senior seminar to participate in a focus group. Tomas reports very positive findings at the next University X meeting of department chairs. As the marketing chair, you suggest Tomas begin his research again. What is your best advice?
A) Tomas should consult secondary sources of data from university archives first and then supplement his findings with more primary, qualitative research.
B) Tomas should choose another 10 members for his focus group, being sure to include nontraditional students, nonaccounting majors, and those at lower grade levels. Further, Tomas should be replaced as moderator by someone experienced.
C) Tomas should create an online survey to be completed by all business majors at University X. Any additional information needed can be obtained with a few well-conducted personal interviews.
D) Tomas should double the size of his focus group to include nontraditional students, nonaccounting majors, and those at lower grade levels.
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Implementation
Standard 1: AACSB || Reflective Thinking
Standard 2: Bloom's || Evaluation
141) It seems like Megan's boss is never satisfied. Every time Megan produces the requested marketing research, he comes back with a research question that requires more research. He has said, "You can't be too careful. This is an important decision!" Which of the following is the most significant problem in overdoing research?
A) Megan's team can run out of both primary and secondary data by constantly using them.
B) Megan's team would rather leave this research and get on with the other marketing tasks ahead of them.
C) Having Megan's team overdo the research gets to be expensive and produces marginal results.
D) This is a common problem in marketing research, and Megan's boss is not out of line with modern business practice.
Learning Objective: 5.4 Identify and describe the practical considerations when conducting research in marketing.
Section Reference: Practical Considerations for Conducting Marketing Research
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Application
142) Marketing research should be viewed as
A) an investment.
B) a financial risk.
C) an opportunity to promote a brand.
D) a point of differentiation.
Learning Objective: 5.4 Identify and describe the practical considerations when conducting research in marketing.
Section Reference: Practical Considerations for Conducting Marketing Research
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
143) Which of the following statements most accurately details a practical consideration for conducting marketing research?
A) Due to tremendous requirements of time and money, companies should undertake marketing research only when warranted and guided by goals.
B) It is best to begin a research project with goals, but remain adaptable and follow the research where it leads.
C) Call reports from outside sales representatives have been replaced by decision support systems.
D) Researchers must be careful to avoid respondent fatigue, which could reduce accurate and useful information.
Learning Objective: 5.4 Identify and describe the practical considerations when conducting research in marketing.
Section Reference: Practical Considerations for Conducting Marketing Research
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Analysis
144) You are working in the marketing area of a large firm, and the CEO has just expressed her anger at the marketing research done by your area. She said, "This doesn't help me at all. How much money and time have we wasted? And, how did this happen? Aren't you supposed to be marketing professionals?" You and your team are trying to understand just what went wrong before going back to the CEO. Which of the following is NOT a possibility your team should consider?
A) The team could have started at the end and worked backwards to the beginning.
B) The team could have gotten a better definition of what the CEO wanted to know before beginning the research.
C) The team could have designed the research better in order to get better qualitative and quantitative information.
D) The team could have hired an outside agency to do the research instead of doing it themselves.
Learning Objective: 5.4 Identify and describe the practical considerations when conducting research in marketing.
Section Reference: Practical Considerations for Conducting Marketing Research
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Synthesis
145) Why would a company consider marketing research an investment instead of an expense?
A) Considering marketing research as an investment instead of an expense would mean more reported revenue.
B) Completed marketing research can be considered an asset that will help produce revenue in the future.
C) Marketing research, like all other marketing efforts, are valuable and should be measured and calculated.
D) Modern business practice values a return on investment (ROI) as a measure of effectiveness, and marketing research results must be considered as an investment to calculate ROI.
Learning Objective: 5.4 Identify and describe the practical considerations when conducting research in marketing.
Section Reference: Practical Considerations for Conducting Marketing Research
Standard 1: AACSB || Analytic
Standard 2: Bloom's || Synthesis
146) An automobile company hired a marketing research firm to help determine why sales have been steadily declining over the last three years. The outside firm made use of readily available demographic statistics, conducted focus groups and personal interviews with car buyers, and conducted various surveys. Their findings revealed that customers view their car brand as stuffy, and old fashioned–something only their parents' generation would drive. As the brand marketing manager, what is your best response to this scenario?
A) The research firm performed market research instead of marketing research. Hire a new firm and have the study completed again.
B) The research firm performed market research instead of marketing research. Use the same data, but hire a new company to analyze it and present recommendations.
C) Realize that this is a key lesson to be learned and develop an action plan to address your brand image and its effect on sales.
D) Request more quantitative studies to gather information on sales responses to various features and promotions.
Learning Objective: 5.4 Identify and describe the practical considerations when conducting research in marketing.
Section Reference: Practical Considerations for Conducting Marketing Research
Standard 1: AACSB || Reflective Thinking
Standard 2: Bloom's || Evaluation
147) You are the marketing manager for a fitness center with two locations in a small city. The owners would like to expand into a neighboring area, but want to perform some marketing research beforehand to better understand customers in that current market. You create an online survey covering everything you want to know, which ends up being 20 screens long and takes about 30 minutes to complete. Unfortunately, you are overwhelmed by the information you gather and are unsure how to proceed. What mistake did you make?
A) You performed quantitative research when qualitative research would have garnered better results.
B) You performed qualitative research when a combination of qualitative and quantitative research would have garnered the information needed.
C) Your opportunity was not well defined at the beginning of your marketing research process, which meant you collected data that did not meet your needs.
D) You designed the survey to ask for information you wanted, but did not necessarily need for the decision at hand. Customer fatigue may make your information suspect.
Learning Objective: 5.4 Identify and describe the practical considerations when conducting research in marketing.
Section Reference: Practical Considerations for Conducting Marketing Research
Standard 1: AACSB || Reflective Thinking
Standard 2: Bloom's || Evaluation
148) John comes from a small town in Ohio where there are very few, if any, casual dining options. He believes there's demand for more casual dining options and is considering opening a restaurant. What research goal John should consider, why it might be a good fit for his situation, and how he might implement it in a cost-effective way?
Learning Objective: 5.2 List and describe the different primary research objectives and research types in marketing.
Section Reference: Market Research Goals
Standard 1: AACSB || Reflective Thinking
Standard 2: Bloom's || Evaluation
149) Tide is conducting market research to assess a new detergent they're considering. As part of their research, Tide assembled focus groups and conducted personal interviews to collect data. Based on feedback and analysis from the focus groups and interviews, Tide brought the new detergent to market. Unfortunately, the new detergent was a failure and had to be pulled from shelves because it didn't generate enough sales. What are some issues in the data collection process the could've led to the product's failure?
Learning Objective: 5.3 List and describe the common options for data collection and analysis and the relationship between the two.
Section Reference: Research Design
Standard 1: AACSB || Reflective Thinking
Standard 2: Bloom's || Evaluation
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