B116 - Ch.4 Flashcards
Which of the following statements about exploratory research is correct?
Select one:
a.
It uses formal analysis to define the problem.
b.
It requires personal interviews for primary data gathering.
c.
Secondary sources are not useful at this stage.
d.
It helps define the precise nature of the problem.
e.
Factors are manipulated under controlled conditions.
d.
It helps define the precise nature of the problem.
Based on research conducted in many other geographic regions, a brand manager knows that the company’s brand is most often purchased by college and university students. The company is looking to expand geographically. When working to determine the size of the market in a Canadian geographic region in which the brand is not currently available, what should the brand manager do next?
Select one:
a.
search for colleges and universities online
b.
access secondary research
c.
hold focus groups on campuses
d.
conduct online surveys through colleges and universities
e.
conduct quantitative surveys on campuses
b.
access secondary research
External data sources include government, business and academic directories, reports, handbooks, and industry journals.
Select one:
True
False
True
What is the most important thing you can do to increase the likelihood that the company president will implement your research findings?
Select one:
a.
Make written copies of the findings available during the oral presentation.
b.
Avoid discussing any surprising information until you have your final report complete.
c.
Involve him or her in the research design.
d.
Use good charts and illustrations in your presentation.
e.
Make the presentation more subjective and less factual.
c.
Involve him or her in the research design.
Consumer personal interests can be expressed in the way they surf the internet.
Select one:
True
False
True
A survey of eating habits asked respondents to rate products on a scale of 1 to 5. This is fixed-response questioning.
Select one:
True
False
True
According to research conducted by the Marketing Research and Intelligence Association, high refusal rates for telephone interviews are due to
Select one:
a.
mugging.
b.
funnelling.
c.
fundraising.
d.
the Do Not Call List.
e.
consumer apathy.
a.
mugging.
What is the major drawback of using a focus group for collecting research data on customers’ purchase motives?
Select one:
a.
The moderator must be relied on to stimulate a reasonable discussion.
b.
Focus groups are poor at ascertaining psychological motives.
c.
This research format is invalid.
d.
The data may not be reliable because of the small sample size.
e.
The cost is excessive compared with quantitative research.
d.
The data may not be reliable because of the small sample size.
What is the best definition of hypothesis in marketing research?
Select one:
a.
scientific premise
b.
predicted outcome
c.
research objective
d.
primary objective
e.
problem definition
b.
predicted outcome
Procter & Gamble has gone as far as to place video cameras into households to examine behaviour as consumers go about their daily routines. What would that be called?
Select one:
a.
experimental research
b.
marketing research
c.
observation research
d.
single dwelling research
e.
video research
c.
observation research
What operational functions will a good customer relationship management program include?
Select one:
a.
new product development
b.
inventory management
c.
customer satisfaction measures
d.
shipping and receiving automation
e.
planning marketing campaigns
e.
planning marketing campaigns
“Male university professors between the ages of 30 and 55 living in Canada” is a description of a research population.
Select one:
True
False
True
Research problems can be defined through funnelling.
Select one:
True
False
True
A goal of data mining is to produce lower marketing costs and increased efficiency by identifying prospects most likely to buy.
Select one:
True
False
True
Which of the following has provided Shoppers Drug Mart with sufficient customer information to communicate directly with its most loyal shoppers and reduce its use of mass-distributed flyers?
Select one:
a.
secondary market research
b.
online surveys
c.
mass customization
d.
cross-tabulation
e.
database management
e.
database management
Which one of the following best represents the goal of data mining?
Select one:
a.
identify cross-selling opportunities
b.
determine more effective marketing strategies
c.
identify important cross-tabulations
d.
identify mugging opportunities
e.
locate informational nuggets within the database
b.
determine more effective marketing strategies
What kind of survey should Procter & Gamble use if they want to be less invasive in collecting information?
Select one:
a.
online survey
b.
personal interviews
c.
mail survey
d.
group interviews
e.
telephone survey
a.
online survey
What is meant by reliability of data?
Select one:
a.
the quality of the researcher
b.
the size of the population sample
c.
reliability of interviewees involved in the research study
d.
ability to achieve similar results when research is replicated under similar conditions
e.
a research procedure’s ability to measure what it was supposed to measure
d.
ability to achieve similar results when research is replicated under similar conditions
Involving the client in the development and design of the research study will usually complicate and slow the research process.
Select one:
True
False
False
Database management systems like DSS are intended to make sense of internal secondary data.
Select one:
True
False
False
