You are about to test the hypothesis that sales of your product will increase at a very similar rate at either a $5 drop in unit price or a $7 drop in unit price. You are involved in what type of research?
(Points : 2) exploratory descriptive causal focus group ethnographic
2.
Of the following combinations, managers would be most likely to start with ________ research and later follow with ________ research.
(Points : 2) exploratory; causal descriptive; causal descriptive; exploratory causal; descriptive causal; exploratory
3.
Causal research is used to ________.
(Points : 2) test hypotheses about cause-and-effect relationships …show more content…
gather preliminary information that will help define problems find information at the outset of the research process in an unstructured way
describe marketing problems or situations quantify observations that produce insights unobtainable through other forms of research
4.
The real value of a company's marketing research and information system lies in the ________. (Points : 2) amount of data it generates variety of contact methods it uses
efficiency with which it completes studies quality of customer insights it provides marketing information system it follows
5. ________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. (Points : 2) The marketing information system Marketing research Exploratory research Observational research Causal research
6. Information collected from online databases on the Internet is an example of ________ data. (Points : 2) primary secondary observational experimental ethnographic …show more content…
7.
Which of the following is NOT a potential source for marketing intelligence?
(Points : 2) competitors' garbage
competitors' products competitors' sales data published in annual reports primary data discussions with purchasing agents
8.
Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings. However, if the sample size is small, a researcher would be most concerned about which of the following?
(Points : 2) finding a representative sample generalizing from the results administering the questions orchestrating cooperation among participants finding enough secondary data to support the findings
9.
What is a major drawback of probability sampling?
(Points : 2) It can be time consuming. Sampling error cannot be measured. The most difficult population from which to obtain information is chosen. Everyone has an equal chance of selection. Marketers must rely on the judgment of the researcher in respondent selection.
10.
When managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch to get reactions, they are using ________.
(Points : 2) informal surveys experiments observation direct marketing marketing intelligence
11.
Maryann Rose is conducting research to determine consumers' personal grooming habits. Because of the personal nature of the survey questions about this topic, Maryann wants to select the contact method that is most likely to encourage respondents to answer honestly. Which contact method should Maryann select?
(Points : 2) mail questionnaires telephone interviews individual
interviews
focus group interviews online panels
12. Tasoula Jeannopoulos has a limited budget for the market research she needs to conduct; however, the sample size for her research is quite large. Which of the following methods of contact would provide Tasoula with the most cost-effective way to reach a large sample of potential customers? (Points : 2) telephone surveys personal interviews Internet surveys mail surveys focus group interviews
13.
Wal-Mart sends a trained observer to watch and interact with customers as they shop in a Wal-Mart store. This is an example of ________.
(Points : 2) secondary research survey research ethnographic research experimental research descriptive research
14.
You have decided to use only closed-end questions on your survey. Which of the following questions would NOT be found on your survey?
(Points : 2) Do you like chocolate? What is your gender? Do you work full- or part-time? What do you like about your teacher?
In what month do you plant your garden?
15.
Which method could a marketing researcher use to obtain information that people are unwilling or unable to provide?
(Points : 2) observational research focus groups personal interviews Internet surveys questionnaires