Question 1

What is neuromarketing?

Accepted Answer

A)   The analysis of consumer comments on social media in order 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) None of the above
G) B) and D)

Question 2

Martin has hired a marketing research company to bring together a small group of soft drink consumers and get feedback on the three new advertising slogans his firm is considering.The marketing research firm might conduct a(n) __________ to provide the information Martin has requested.

Accepted Answer

A)   industry survey
B)   experiment
C)   focus group
D)   observational study
E)   primary data mining analysisF) C) and D)
G) A) and E)

Question 3

How can developing a questionnaire be part art and part science?

Accepted Answer

Questions need to be carefully designed ...

Question 4

How might a book publisher use blogs in its marketing research efforts?

Accepted Answer

A)   as a place to report marketing research results to top management
B)   as a source of reviews of its latest releases
C)   as a location for holding online focus groups about its books
D)   as a location for conducting online experiments about book purchasing patterns
E)   as a substitute for large-scale surveys about future book topicsF) None of the above
G) C) and D)

Question 5

Assuming that a marketing 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) None of the above
G) C) and E)

Question 6

Using wireless EEG scanners to measure involuntary brain waves that occur when a consumer views a product is called neuromarketing.

Accepted Answer

A) True 
 B)False

Question 7

Supermarkets collect information about individual customers through their use of loyalty cards and then analyze the data to look for patterns in purchases.This is an example of

Accepted Answer

A)   data mining.
B)   data recovery.
C)   data entry.
D)   data analysis.
E)   data modeling.F) A) and D)
G) All of the above

Question 8

The manager of a company selling cellular phones in rural U.S.markets asks you to conduct survey research into the following question: What percentage of people in Kansas live in communities of less than 10,000 people? The problem with this research objective is that

Accepted Answer

A)   it is irrelevant to the cellular company.
B)   it is already known and available from the U.S.Census Bureau.
C)   it will lead to a set of unstructured questions.
D)   it is a research question that probably cannot be answered with any level of accuracy.
E)   it is too expensive to determine the answer.F) C) and E)
G) B) and E) B

Question 9

A major advantage of primary data collection is that it can be tailored to fit the pertinent research needs.

Accepted Answer

A) True 
 B)False

Question 10

Quantitative research offers a means to confirm ideas through

Accepted Answer

A)   surveys or experiments.
B)   in-depth interviews.
C)   data mining.
D)   qualitative research.
E)   informal analysis.F) A) and E)
G) C) and D)

Question 11

The marketing research process follows five steps,and researchers

Accepted Answer

A)   may not always go through them in the exact sequence if the situation changes or new information is discovered.
B)   should maintain the integrity of the process by following each step sequentially and thoroughly.
C)   often collect data before defining the research objectives.
D)   should be prepared to present the results before completing the analysis if they are under a great deal of pressure to meet a deadline.
E)   may follow the process by completing all steps at once instead of planning the process first.F) B) and E)
G) C) and D)

Question 12

A typical focus group has ________ members.

Accepted Answer

A)   2-4
B)   4-6
C)   6-8
D)   8-12
E)   12-15F) A) and B)
G) A) and E)

Question 13

In questionnaire design,a question such as "Do you like Wendy's hamburgers and fries?"

Accepted Answer

A)   is a question that respondents cannot easily or accurately answer.
B)   is a question that respondents are reluctant to answer because the information is sensitive.
C)   steers respondents to a particular response.
D)   asks two questions at once.
E)   is complex and something respondents may be unfamiliar with.F) C) and E)
G) B) and C)

Question 14

The first question a marketing researcher should ask before embarking on a research study is

Accepted Answer

A)   Who will pay for it?
B)   Will the research be useful?
C)   What is the due date?
D)   What sample size will be needed?
E)   Should we use structured or unstructured questions?F) A) and C)
G) A) and E)

Question 15

When consumers are __________,observation becomes particularly useful in understanding consumers' preferences.

Accepted Answer

A)   unwilling to participate in research
B)   confused by questionnaires
C)   unable to articulate their experiences
D)   interviewed too frequently
E)   highly educatedF) A) and B)
G) C) and D) C

Question 16

Which of the following is not one of the guidelines for developing a marketing research questionnaire?

Accepted Answer

A)   The layout should be professional and easy to follow.
B)   Questions should address only one issue at a time.
C)   Questions should be sequenced appropriately.
D)   Questions should use vocabulary respondents are familiar with.
E)   Sensitive questions should be asked first.F) C) and D)
G) C) and E)

Question 17

Malcolm is the campaign manager for a congressional candidate.He wants to know how voters across his district feel about recent sexual harassment scandals involving politicians.Malcolm will most likely use __________ to gather this type of data.

Accepted Answer

A)   surveys
B)   observation
C)   experiments
D)   voter registration data
E)   census dataF) A) and E)
G) A) and D)

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

George decided to open a health club.His girlfriend,Lydia,a marketing manager at a small company,tried to convince him to do some marketing research,but he said,"I know what I don't like about health clubs; that's all the information I need.Besides,I can't afford an expensive research project." He opened the club in a shopping center about 15 miles from his home.Six months later,his club had very few members and he was running out of cash.List some key types of primary and secondary data George could have collected before opening his club that might have helped him be more successful,keeping in mind his limited budget.

Accepted Answer

Answers will vary,but might include low-...

Question 20

During a recent budget cutting session,the finance manager at Eastern Shore Bank proposed eliminating the marketing research budget.You are the marketing director.What general arguments would you use to defend expenditures on marketing research?

Accepted Answer

The three general benefits of marketing research are:
• It reduces uncertainty associated with decision making.Without marketing research,what information would be available for management to use in making major decisions?
• Marketing research provides a critical link between the bank and the banking environment.How would the bank keep track of and anticipate changes in the marketing environment?
• Marketing research is often used to monitor competitors.To survive and prosper,Eastern Shore Bank needs to know what competitors are doing.

Exam 10: Marketing Research

What is neuromarketing?

Correct Answer
verified

Martin has hired a marketing research company to bring together a small group of soft drink consumers and get feedback on the three new advertising slogans his firm is considering.The marketing research firm might conduct a(n) __________ to provide the information Martin has requested.

Correct Answer
verified

How can developing a questionnaire be part art and part science?

Correct Answer
verified
Questions need to be carefully designed ...
View Answer

How might a book publisher use blogs in its marketing research efforts?

Correct Answer
verified

Assuming that a marketing 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

Using wireless EEG scanners to measure involuntary brain waves that occur when a consumer views a product is called neuromarketing.

Correct Answer
verified

Supermarkets collect information about individual customers through their use of loyalty cards and then analyze the data to look for patterns in purchases.This is an example of

Correct Answer
verified

The manager of a company selling cellular phones in rural U.S.markets asks you to conduct survey research into the following question: What percentage of people in Kansas live in communities of less than 10,000 people? The problem with this research objective is that

Correct Answer
verified
B

A major advantage of primary data collection is that it can be tailored to fit the pertinent research needs.

Correct Answer
verified

Quantitative research offers a means to confirm ideas through

Correct Answer
verified

The marketing research process follows five steps,and researchers

Correct Answer
verified

A typical focus group has ________ members.

Correct Answer
verified

In questionnaire design,a question such as "Do you like Wendy's hamburgers and fries?"

Correct Answer
verified

The first question a marketing researcher should ask before embarking on a research study is

Correct Answer
verified

When consumers are __________,observation becomes particularly useful in understanding consumers' preferences.

Correct Answer
verified
C

Which of the following is not one of the guidelines for developing a marketing research questionnaire?

Correct Answer
verified

Malcolm is the campaign manager for a congressional candidate.He wants to know how voters across his district feel about recent sexual harassment scandals involving politicians.Malcolm will most likely use __________ to gather this type of data.

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified
Answers will vary,but might include low-...
View Answer

During a recent budget cutting session,the finance manager at Eastern Shore Bank proposed eliminating the marketing research budget.You are the marketing director.What general arguments would you use to defend expenditures on marketing research?

Exam 10: Marketing Research

What is neuromarketing?

Correct AnswerverifiedShow Answer

Martin has hired a marketing research company to bring together a small group of soft drink consumers and get feedback on the three new advertising slogans his firm is considering.The marketing research firm might conduct a(n) __________ to provide the information Martin has requested.

Correct AnswerverifiedShow Answer

How can developing a questionnaire be part art and part science?

Correct AnswerverifiedQuestions need to be carefully designed ...View AnswerShow Answer

How might a book publisher use blogs in its marketing research efforts?

Correct AnswerverifiedShow Answer

Assuming that a marketing 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

Using wireless EEG scanners to measure involuntary brain waves that occur when a consumer views a product is called neuromarketing.

Correct AnswerverifiedShow Answer

Supermarkets collect information about individual customers through their use of loyalty cards and then analyze the data to look for patterns in purchases.This is an example of

Correct AnswerverifiedShow Answer

The manager of a company selling cellular phones in rural U.S.markets asks you to conduct survey research into the following question: What percentage of people in Kansas live in communities of less than 10,000 people? The problem with this research objective is that

Correct AnswerverifiedB

A major advantage of primary data collection is that it can be tailored to fit the pertinent research needs.

Correct AnswerverifiedShow Answer

Quantitative research offers a means to confirm ideas through

Correct AnswerverifiedShow Answer

The marketing research process follows five steps,and researchers

Correct AnswerverifiedShow Answer

A typical focus group has ________ members.

Correct AnswerverifiedShow Answer

In questionnaire design,a question such as "Do you like Wendy's hamburgers and fries?"

Correct AnswerverifiedShow Answer

The first question a marketing researcher should ask before embarking on a research study is

Correct AnswerverifiedShow Answer

When consumers are __________,observation becomes particularly useful in understanding consumers' preferences.

Correct AnswerverifiedC

Which of the following is not one of the guidelines for developing a marketing research questionnaire?

Correct AnswerverifiedShow Answer

Malcolm is the campaign manager for a congressional candidate.He wants to know how voters across his district feel about recent sexual harassment scandals involving politicians.Malcolm will most likely use __________ to gather this type of data.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedAnswers will vary,but might include low-...View AnswerShow Answer

During a recent budget cutting session,the finance manager at Eastern Shore Bank proposed eliminating the marketing research budget.You are the marketing director.What general arguments would you use to defend expenditures on marketing research?

Correct Answer
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Correct Answer
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Correct Answer
verified
Questions need to be carefully designed ...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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B

Correct Answer
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C

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Correct Answer
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Correct Answer
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Answers will vary,but might include low-...
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