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Exam 2: Marketing Research: Process and Systems for Decision Making

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Question 31

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In the context of market research,which of the following is an advantage of using primary data for data collection?

A) They pertain only to a firm's research.
B) They are less expensive than other forms of data and are often free.
C) They are used to gain insight into international cultures and markets.
D) They are used to gather macroeconomic data.

E) B) and C)
F) All of the above

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Question 32

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A drawback of using Internet surveys as a data collection method in marketing research is that:

A) they take a long time to be executed.
B) they make real-time data processing impossible.
C) they pose difficulties in generating sample frames for probability sampling.
D) they create a high degree of perceived intrusion as respondents cannot answer the questions at their convenience.

E) B) and C)
F) C) and D)

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Question 33

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Which of the following marketing research data collection methods allows respondents to answer surveys at their convenience and facilitate the evaluation of visual stimuli?

Which of the following steps in the research process determines why a particular research study is undertaken?

During the _____ stage of the research process,it should be decided whether the company will do its own research or contract with a marketing research specialist.

Which of the following qualitative research methods is most likely to provide a better idea of the causal relationships among variables?

Which of the following is a disadvantage of the telephone survey as a research method?

Charles and Steve are business partners who want to start a publishing house.Both partners thoroughly research the market before proceeding with the planning.They believe that the research results guarantee that the new business will be successful.Which of the following will help Charles and Steve interpret their research results accurately?

A _____ is a complete statement of everything done in a research project and includes a write-up of each of the previous stages as well as the strategic recommendations from the research.

Rolly Inc. ,a candymaker and retailer,increases its candy prices by 10 percent in one of its stores while retaining existing prices in all its other stores.It then compares its sales in the test store to sales in its other stores.The information collected provides Rolly with evidence about the impact of price changes on its customers.The type of research used at Rolly Inc.best exemplifies _____.

An advantage of conducting marketing research through personal interviews is that:

Spark Inc. ,an online fashion brand,is scouting for locations to open its first brick-and-mortar store in New York.It assigns researchers to various commercial intersections in the city and asks them to make a brief study of the movement of people around these intersections.The information gathered from this research will help Spark pick the most viable location.This type of research is best classified as _____.

A research plan can be developed once:

Which of the following types of research involves the application of econometric or statistical techniques to secondary data,such as scanner data collected and stored in computer files from retail checkout counters?

Which of the following is a type of software required by marketing information systems?

An advantage of mail surveys is the ease they provide in the area of _____.

An advantage of using focus groups to conduct market research is that:

In marketing information systems,database management software:

Which of the following statements is true of a research plan?

A marketer of yo-yos wants to know how an increase in price will affect its sales.It uses a test store where it increases the price of the yo-yos by 15 percent and then studies its impact on sales.Comparing its sales in the test store with those in other stores provides information about the likely impact of a price change in the overall market.Identify the type of market research method most likely used in this scenario.