Question 1

Which of the following types of data would be the best choice for Wendy's fast food restaurants if the headquarters office wants to know how many hamburgers versus chicken sandwiches it has sold in past years?

Accepted Answer

A)   internal secondary data
B)   external secondary data
C)   survey responses
D)   focus group data
E)   primary dataF) A) and E)
G) B) and E)

Question 2

Randall wants to do an online survey of college professors about the factors that influence their textbook selection. He would like to use a structured survey but is not sure what responses to include for each question. Randall could use __________ to help him develop his survey.

Accepted Answer

A)   in-depth interviews
B)   experiments
C)   surveys
D)   observation
E)   primary data miningF) None of the above
G) D) and E)

Question 3

What is neuromarketing?

Accepted Answer

A)   The analysis of consumer comments on social media to understand consumers' thoughts and opinions.
B)   The use of psychological principles to design marketing research studies.
C)   The use of EEG scanners to measure consumers' brain waves.
D)   The use of neural networks to perform data mining and develop marketing insights.
E)   The use of in-depth interviews to map detailed networks of information storage in the brain.F) B) and D)
G) A) and D)

Question 4

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) B) and D)
G) A) and E)

Question 5

Which of the following data sources would NOT be considered external secondary data?

Accepted Answer

A)   U.S. census data
B)   syndicated data
C)   newspaper articles
D)   scanner data
E)   a surveyF) A) and D)
G) B) and C)

Question 6

McDonald's recently introduced a Favorites Under 400 Calorie Menu as part of an attempt to reverse the perception that McDonald's sells only unhealthy food. Suppose that McDonald's, as a follow-up, collects and analyzes social media posts from Facebook, Twitter, and similar sites, hoping to understand whether consumer perceptions are improving. This would be an example of

Accepted Answer

A)   quantitative research.
B)   an online focus group.
C)   sentiment mining.
D)   neuromarketing.
E)   an experiment.F) B) and C)
G) B) and E)

Question 7

Every month, Dr. Combahee takes her staff to lunch and asks them to share patients' comments and concerns. Dr. Combahee uses the lunches as an informal marketing research effort intended primarily to

Accepted Answer

A)   provide a link between herself and her profession.
B)   help her to understand the needs of her customers.
C)   monitor her competitors.
D)   decrease the uncertainty associated with decision making.
E)   improve profitability.F) A) and D)
G) A) and C)

Question 8

A marketing research project often begins with a review of the relevant __________ data.

Accepted Answer

A)   primary
B)   secondary
C)   quantitative
D)   unfocused
E)   structuredF) C) and D)
G) A) and C)

Question 9

Assuming that a market research study will answer important questions and reduce uncertainty associated with the proposed project, a major question that needs to be addressed before starting the study is:

Accepted Answer

A)   How will the results be presented?
B)   Will observational research be considered intrusive?
C)   Is top management committed to the study?
D)   How will the questions be defined?
E)   Who will manage the research?F) A) and D)
G) D) and E)

Question 10

During the research design step of the marketing research process, researchers identify the type of data needed and

Accepted Answer

A)   the statistical software to be used.
B)   the dates when data will be collected.
C)   the forum in which the data will be presented.
D)   the identities of research participants in the project.
E)   the type of research necessary to collect the data.F) D) and E)
G) A) and E)

Question 11

What are some of the problems with using secondary data?

Accepted Answer

Information may not be precisely relevan...

Question 12

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 13

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) A) and D)
G) A) and C)

Question 14

In what type of research situations would market researchers use in-depth interviews?

Accepted Answer

Though in-depth interviews take time and...

Question 15

Chesnee is analyzing census data, looking for demographic segments that she can target for her new insurance products. For Chesnee, what are the advantages of using census data?

Accepted Answer

Census data (a form ...

Question 16

Which of the following research methods would be best in helping a marketer understand how people feel about a product or service on an individual, detailed level?

Accepted Answer

A)   focus groups
B)   surveys
C)   social media monitoring
D)   primary data mining
E)   in-depth interviewsF) C) and E)
G) A) and E)

Question 17

Robert was extremely embarrassed. He was giving a presentation on the research findings to the senior executives of the company. The CEO of the company stopped him in the middle of the presentation and said, "This is not what I asked for or needed. This meeting is over. Reschedule the meeting when you're prepared." What do you suppose could have gone wrong, and what should Robert do?

Accepted Answer

There are two likely reasons for the CEO...

Question 18

Market research begins with

Accepted Answer

A)   designing the research project.
B)   analyzing data.
C)   defining objectives and research needs.
D)   presenting results.
E)   creating the data collection process.F) All of the above
G) C) and E)

Question 19

Joe is reviewing secondary data his company collected about seasonal variation in consumer spending because he is thinking about developing a new product line. The advantages of using these data are that

Accepted Answer

A)   they are new and can be used to project overall demand.
B)   they can be quickly accessed at a relatively low cost.
C)   they are historical data that can be used to accurately predict future trends.
D)   they have been collected for just the purpose Joe is using it for.
E)   their high cost can be justified by the results.F) A) and C)
G) A) and E)

Question 20

Each time you go to the grocery store and have your purchases scanned while using a loyalty or bonus reward card, you are contributing to a database that can help marketers determine all of the following EXCEPT

Accepted Answer

A)   what a typical shopping list looks like.
B)   whether changes in prices affect buying.
C)   marketplace trends.
D)   what kinds of promotions might be attractive to you.
E)   other stores where you buy similar products.F) B) and E)
G) None of the above

Exam 10: Marketing Research

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

Correct Answer
verified

During the research design step of the marketing research process, researchers identify the type of data needed and

Correct Answer
verified

Correct Answer
verified
There are two likely reasons for the CEO...
View Answer

Which of the following data sources would NOT be considered external secondary data?

Correct Answer
verified

Each time you go to the grocery store and have your purchases scanned while using a loyalty or bonus reward card, you are contributing to a database that can help marketers determine all of the following EXCEPT

Correct Answer
verified

What are some of the problems with using secondary data?

Correct Answer
verified
Information may not be precisely relevan...
View Answer

Joe is reviewing secondary data his company collected about seasonal variation in consumer spending because he is thinking about developing a new product line. The advantages of using these data are that

Correct Answer
verified

A marketing research project often begins with a review of the relevant __________ data.

Correct Answer
verified

Chesnee is analyzing census data, looking for demographic segments that she can target for her new insurance products. For Chesnee, what are the advantages of using census data?

Correct Answer
verified
Census data (a form ...
View Answer

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

Correct Answer
verified

In what type of research situations would market researchers use in-depth interviews?

Correct Answer
verified
Though in-depth interviews take time and...
View Answer

Which of the following types of data would be the best choice for Wendy's fast food restaurants if the headquarters office wants to know how many hamburgers versus chicken sandwiches it has sold in past years?

Correct Answer
verified

Correct Answer
verified

Assuming that a market research study will answer important questions and reduce uncertainty associated with the proposed project, a major question that needs to be addressed before starting the study is:

Correct Answer
verified

Market research begins with

Correct Answer
verified

Every month, Dr. Combahee takes her staff to lunch and asks them to share patients' comments and concerns. Dr. Combahee uses the lunches as an informal marketing research effort intended primarily to

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

Randall wants to do an online survey of college professors about the factors that influence their textbook selection. He would like to use a structured survey but is not sure what responses to include for each question. Randall could use __________ to help him develop his survey.

Correct Answer
verified

Which of the following research methods would be best in helping a marketer understand how people feel about a product or service on an individual, detailed level?

Correct Answer
verified

What is neuromarketing?

Correct Answer
verified

Exam 10: Marketing Research

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

Correct AnswerverifiedShow Answer

During the research design step of the marketing research process, researchers identify the type of data needed and

Correct AnswerverifiedShow Answer

Correct AnswerverifiedThere are two likely reasons for the CEO...View AnswerShow Answer

Which of the following data sources would NOT be considered external secondary data?

Correct AnswerverifiedShow Answer

Each time you go to the grocery store and have your purchases scanned while using a loyalty or bonus reward card, you are contributing to a database that can help marketers determine all of the following EXCEPT

Correct AnswerverifiedShow Answer

What are some of the problems with using secondary data?

Correct AnswerverifiedInformation may not be precisely relevan...View AnswerShow Answer

Joe is reviewing secondary data his company collected about seasonal variation in consumer spending because he is thinking about developing a new product line. The advantages of using these data are that

Correct AnswerverifiedShow Answer

A marketing research project often begins with a review of the relevant __________ data.

Correct AnswerverifiedShow Answer

Chesnee is analyzing census data, looking for demographic segments that she can target for her new insurance products. For Chesnee, what are the advantages of using census data?

Correct AnswerverifiedCensus data (a form ...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

In what type of research situations would market researchers use in-depth interviews?

Correct AnswerverifiedThough in-depth interviews take time and...View AnswerShow Answer

Which of the following types of data would be the best choice for Wendy's fast food restaurants if the headquarters office wants to know how many hamburgers versus chicken sandwiches it has sold in past years?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Assuming that a market research study will answer important questions and reduce uncertainty associated with the proposed project, a major question that needs to be addressed before starting the study is:

Correct AnswerverifiedShow Answer

Market research begins with

Correct AnswerverifiedShow Answer

Every month, Dr. Combahee takes her staff to lunch and asks them to share patients' comments and concerns. Dr. Combahee uses the lunches as an informal marketing research effort intended primarily to

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

Randall wants to do an online survey of college professors about the factors that influence their textbook selection. He would like to use a structured survey but is not sure what responses to include for each question. Randall could use __________ to help him develop his survey.

Correct AnswerverifiedShow Answer

Which of the following research methods would be best in helping a marketer understand how people feel about a product or service on an individual, detailed level?

Correct AnswerverifiedShow Answer

What is neuromarketing?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
There are two likely reasons for the CEO...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Information may not be precisely relevan...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Census data (a form ...
View Answer

Correct Answer
verified

Correct Answer
verified
Though in-depth interviews take time and...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified