Question 1

A moderator's major role in an online focus group is to:

Accepted Answer

A)  ​limit the discussion to closed-ended questions.
B)  type in questions online for all respondents to see.
C)  make sure that costs incurred for the survey remains relatively low.
D)  ​allow the respondents to control the pace of the discussion.E) B) and D)
F) All of the above

Question 2

Which of the following is a criticism of online panel providers?

Accepted Answer

A)  ​They lead to biased and misleading results as members receive incentives to join the panel.
B)  They require the presence of a moderator to control the discussion.
C)  They lead to incorrect results as panel members are not selected based on specific requirements.
D)  ​They require a lot of time as panel members discuss among themselves while offering suggestions.E) None of the above
F) B) and D)

Question 3

Marketing research is of little help to managers who want to improve the quality of decision making.

Accepted Answer

A) True 
 B)False

Question 4

Differentiate between the different types of questions that are used in questionnaires.

Accepted Answer

Answers will vary.All forms of survey re...

Question 5

The management of Vaikel Inc.,an automobile manufacturer,is conducting a survey to find out people's opinions about its latest car,Vaikel 6.0,and their level of satisfaction after using the car.It requests some customers who recently purchased Vaikel 6.0 to participate in the survey and asks them to log on to the company Web site at a given time.After they log on to the site,a moderator runs a discussion about the car and allows the customers to respond.In this case,Vaikel is using a(n) _____ to conduct the survey.

Accepted Answer

A)  ​online panel provider
B)  Web community research program
C)  online focus group
D)  ​Web survey systemE) B) and C)
F) C) and D)

Question 6

Gerrard,the CEO of a clothing company,decides to conduct a survey on the quality of the company's products.He instructs the survey team to interview the customers who visit the outlets during weekdays.The customers who will be interviewed can be considered a _____.

Accepted Answer

A)  ​convenience sample
B)  probability sample
C)  quota sample
D)  ​random sampleE) All of the above
F) B) and C)

Question 7

In the context of developing an effective customer relationship management system,the use of big data analytics is restricted to the collection of customer data.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is a difference between primary data and secondary data?

Accepted Answer

A)  ​Primary data are inexpensive and save time and money, while secondary data are expensive and more time consuming.
B)  Primary data can be maintained in secrecy, while secondary data are usually available to all interested parties for relatively small fees or free.
C)  Primary data result in a mismatch between a researcher's unique problem and the purpose for which the data was collected, while secondary data result in no such mismatch.
D)  ​Primary data are data that have been previously collected, while secondary data are data that have been collected for the first time.E) A) and D)
F) B) and D)

Question 9

Research questions cannot be answered with primary data.

Accepted Answer

A) True 
 B)False

Question 10

Cloyd's Supermarket,a popular retail store,sells a variety of products.In order to assess if it needs to make improvements to its service,the marketing research team sends out questionnaires to Cloyd's regular customers.The questionnaire has questions with blank spaces below.The customers have to write what they like best about shopping at Cloyd's and what new products or services they expect from Cloyd's.The questions included in the questionnaire are examples of _____.

Accepted Answer

A)  ​rhetorical questions
B)  open-ended questions
C)  scaled-response questions
D)  ​dichotomous questionsE) None of the above
F) B) and D)

Question 11

Which of the following is a secondary data collection method?

Accepted Answer

A)  Using annual reports​
B)  Conducting survey research
C)  Sending mail surveys
D)  ​Sending mail surveysE) B) and C)
F) A) and D)

Question 12

Caroline,the store manager at a jewelry store,conducts statewide market research and collects data on customer preferences toward various jewelry items.Based on her findings,she has to recommend the items customers are more likely to buy and the items the store should promote more so that profits can be maximized.In this case,Caroline will be performing the _____ of marketing research.

Accepted Answer

A)  ​prescriptive role
B)  prescriptive role
C)  descriptive role
D)  ​diagnostic roleE) A) and D)
F) B) and D)

Question 13

A _____ is a sample in which every element in the population has a known statistical likelihood of being selected.

Accepted Answer

A)  ​snowball sample
B)  probability sample
C)  judgment sample
D)  ​convenience sampleE) B) and D)
F) A) and C)

Question 14

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

Accepted Answer

A)  ​It overlooks the role of word of mouth advertising in the promotion process
B)  It helps managers to take advantage of opportunities in the market.
C)  It excludes the external environment that affects sales
D)  ​It results in inaccurate forecast as the market place keeps changing.E) A) and D)
F) None of the above

Question 15

Marketing research helps managers understand the marketing environment with the aid of big data analytics.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is a strategy that should be followed by a company to initiate the customer relationship management cycle?

Accepted Answer

A)  ​Leveraging customer information to all areas of a business
B)  Identifying its profitable and unprofitable customers
C)  Transforming customer data into information that can be used to make managerial decisions
D)  ​Collecting detailed information about the products and services its customers are usingE) A) and D)
F) None of the above

Question 17

Competitive intelligence was derived from military intelligence.

Accepted Answer

A) True 
 B)False

Question 18

Unlike the marketing research problem,the management decision problem

Accepted Answer

A)  ​must be broadly defined if the research effort is to be successful
B)  provides insightful decision-making information
C)  focuses on problems that are much broader in scope​
D)  ​tends to be more information oriented than action orientedE) None of the above
F) A) and B)

Question 19

Correct.In this case,Caroline will be performing the predictive role of marketing research.The predictive role of marketing research is to address "what if" questions.See 9-1: The Role of Marketing Research

Accepted Answer

A)  ​prescriptive role
B)  predictive role
C)  descriptive role
D)  ​diagnostic roleE) None of the above
F) All of the above

Question 20

Discuss the benefits of Web community research in conducting online surveys.

Accepted Answer

Answers will vary.A Web community is a c...

Exam 9: Marketing Research

Correct.In this case,Caroline will be performing the predictive role of marketing research.The predictive role of marketing research is to address "what if" questions.See 9-1: The Role of Marketing Research

Correct Answer
verified

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

Correct Answer
verified

A _____ is a sample in which every element in the population has a known statistical likelihood of being selected.

Correct Answer
verified

Which of the following is a secondary data collection method?

Correct Answer
verified

In the context of developing an effective customer relationship management system,the use of big data analytics is restricted to the collection of customer data.

Correct Answer
verified

Which of the following is a criticism of online panel providers?

Correct Answer
verified

Discuss the benefits of Web community research in conducting online surveys.

Correct Answer
verified
Answers will vary.A Web community is a c...
View Answer

Gerrard,the CEO of a clothing company,decides to conduct a survey on the quality of the company's products.He instructs the survey team to interview the customers who visit the outlets during weekdays.The customers who will be interviewed can be considered a _____.

Correct Answer
verified

Unlike the marketing research problem,the management decision problem

Correct Answer
verified

A moderator's major role in an online focus group is to:

Correct Answer
verified

Research questions cannot be answered with primary data.

Correct Answer
verified

Correct Answer
verified

Which of the following is a difference between primary data and secondary data?

Correct Answer
verified

Marketing research helps managers understand the marketing environment with the aid of big data analytics.

Correct Answer
verified

Which of the following is a strategy that should be followed by a company to initiate the customer relationship management cycle?

Correct Answer
verified

Marketing research is of little help to managers who want to improve the quality of decision making.

Correct Answer
verified

Correct Answer
verified

Differentiate between the different types of questions that are used in questionnaires.

Correct Answer
verified
Answers will vary.All forms of survey re...
View Answer

Competitive intelligence was derived from military intelligence.

Correct Answer
verified

Correct Answer
verified

Exam 9: Marketing Research

Correct.In this case,Caroline will be performing the predictive role of marketing research.The predictive role of marketing research is to address "what if" questions.See 9-1: The Role of Marketing Research

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A _____ is a sample in which every element in the population has a known statistical likelihood of being selected.

Correct AnswerverifiedShow Answer

Which of the following is a secondary data collection method?

Correct AnswerverifiedShow Answer

In the context of developing an effective customer relationship management system,the use of big data analytics is restricted to the collection of customer data.

Correct AnswerverifiedShow Answer

Which of the following is a criticism of online panel providers?

Correct AnswerverifiedShow Answer

Discuss the benefits of Web community research in conducting online surveys.

Correct AnswerverifiedAnswers will vary.A Web community is a c...View AnswerShow Answer

Gerrard,the CEO of a clothing company,decides to conduct a survey on the quality of the company's products.He instructs the survey team to interview the customers who visit the outlets during weekdays.The customers who will be interviewed can be considered a _____.

Correct AnswerverifiedShow Answer

Unlike the marketing research problem,the management decision problem

Correct AnswerverifiedShow Answer

A moderator's major role in an online focus group is to:

Correct AnswerverifiedShow Answer

Research questions cannot be answered with primary data.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following is a difference between primary data and secondary data?

Correct AnswerverifiedShow Answer

Marketing research helps managers understand the marketing environment with the aid of big data analytics.

Correct AnswerverifiedShow Answer

Which of the following is a strategy that should be followed by a company to initiate the customer relationship management cycle?

Correct AnswerverifiedShow Answer

Marketing research is of little help to managers who want to improve the quality of decision making.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Differentiate between the different types of questions that are used in questionnaires.

Correct AnswerverifiedAnswers will vary.All forms of survey re...View AnswerShow Answer

Competitive intelligence was derived from military intelligence.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Answers will vary.A Web community is a c...
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

Correct Answer
verified

Correct Answer
verified
Answers will vary.All forms of survey re...
View Answer

Correct Answer
verified

Correct Answer
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