36) In ________ research, the objective is to gather preliminary

CHAPTER 5: MARKETING information that will help define the problem and suggest
RESEARCH hypotheses.
A) exploratory
B) statistical
31) ________ is the systematic design, collection, analysis, and
C) causal
reporting of data relevant to a specific marketing situation
D) analytic
facing an organization.
E) descriptive
A) Product marketing
Answer: A
B) Strategic planning
C) Marketing research
37) Akira Takano, a marketing manager, is about to test the
D) Market segmentation
hypothesis that the sale of a particular product will increase
E) Causal research
exponentially if there is a $5 drop in the selling price of the
Answer: C
product. Akira is involved in ________ research.
A) exploratory
32) Which of the following is true with regard to marketing
B) descriptive
research?
C) causal
A) The marketing research process depends primarily on
D) constructive
sophisticated internal databases.
E) ethnographic
B) The marketing research process requires assessing
Answer: C
macroeconomic forces.
38) Which of the following types of research would be best
C) Marketing research gives marketers insights into customer
suited for understanding the attitudes
motivations.
of consumers who buy a particular brand of soft drink?
D) Marketing research eliminates the need for a SWOT analysis.
A) internal research
E) Marketing research is a simple two-step process.
B) descriptive research
Answer: C
C) causal research
D) exploratory research
33) Which of the following is the first step in the marketing
E) demographic research
research process?
Answer: B
A) developing a marketing information system
B) defining the problem and objectives of the study
39) Beth Williams works for a marketing research company in
C) developing the research plan
Chicago. Her current research involves finding the market
D) implementing the research plan
potential for a client's new line of sports apparel. Given her
E) interpreting and reporting the findings
objective, which of the following types of research is the most
Answer: B
suitable for Beth?
A) causal research
B) constructive research
34) Which of the following is the final step of the marketing C) statistical research
research process? D) descriptive research
A) developing the research plan E) exploratory research
B) implementing the research plan Answer: D
C) interpreting and reporting the findings
D) selecting a research agency 40) The research plan ________.
E) defining the research objectives A) provides comprehensive marketing intelligence about
Answer: C competitors
B) outlines sources of existing data and spells out the specific
35) The objective of causal research is to ________. research approaches
A) test hypotheses about cause-and-effect relationships C) does not include sampling plans
B) gather preliminary information that will help suggest D) does not include contact methods
hypotheses E) precedes the definition of research objectives
C) describe things, such as the market potential for a product Answer: B
D) assign a cause to a seemingly random event
E) predict the effect of a random event on unrelated entities
Answer: A
 suppliers.
41) Secondary data consist of ________. E) Secondary data eliminates the need for primary data in most
A) information collected for the specific purpose at hand cases.
B) data that does not age Answer: C
C) information that already exists somewhere, having been
collected for another purpose 47) Which of the following is true about secondary data?
D) information collected from conducting personal, in-depth A) It is always current and, unlike primary data, it does not have to
interviews be updated.
E) data that is unreliable and unsuitable for the purpose of making B) Unlike primary data, it can be obtained by using direct surveys
marketing decisions and questionnaires by the
Answer: C company.
C) It cannot provide extra information a company is looking for.
42) Primary data consist of ________. D) It can be obtained more quickly and at a lower cost than
A) data that does not age primary data.
B) data obtained from the public domain E) It requires more effort compared to gathering primary data.
C) information collected for the specific purpose at hand Answer: D
D) information that already exists somewhere, having been
collected for another purpose 48) Which of the following is a disadvantage of using
E) information that is the least expensive and the easiest to obtain secondary data?
Answer: C A) Secondary data is generally not appropriate for consumer
products.
43) Information collected from Internet search engines is an B) Collecting secondary data is time consuming.
example of ________ data. C) Few sources exist for secondary data.
A) primary D) Gathering secondary data is costly.
B) secondary E) Relevant secondary data can be difficult to locate.
C) binary Answer: E
D) low-level
E) disposable 49) A company sent a trained observer to watch and interact
Answer: B with consumers in their natural environments in order to gain
deeper insights on consumer needs. This is an example of
44) Commercial online databases are rich sources for obtaining ________.
________. A) viral marketing
A) primary data B) survey research
B) secondary data C) ethnographic research
C) customer insights D) experimental research
D) low-level data E) niche marketing
E) binary data Answer: C
Answer: B
. 50) ________ involves gathering primary data by closely
examining relevant people, actions, and situations.
45) Which of the following is a valid source of secondary data? A) Observational research
A) personal letters and correspondence B) Survey research
B) Internet search engines C) Telephone interviewing
C) ethnographic research D) Causal research
D) direct surveys E) Group interviewing
E) interviews Answer: A
Answer: B
51) ________, a form of observational research, involves
46) Which of the following is true with regard to gathering sending observers to watch and interact
secondary data? with consumers in their natural environments.
A) Gathering secondary data involves costly fees to government A) Group interviewing
agencies. B) Ethnographic research
B) Commercial online databases contain primary rather than C) Survey research
secondary data. D) Experimental research
C) Internet search engines can be useful sources of relevant E) Causal research
secondary data. Answer: B
D) It is illegal for firms to purchase secondary data from outside
 57) Which of the following is true about survey research?
52) Which of the following is true of ethnographic research? A) It involves sending observers to watch and interact with
A) It is a type of experimental research that involves evaluating consumers in their natural environments.
group responses. B) It is best suited for gathering causal information.
B) It involves sending observers to watch and interact with C) It involves selecting matched groups of subjects, giving them
consumers in their natural different treatments, controlling
environments. related factors, and checking for differences in group responses.
C) It is a traditional quantitative research approach. D) The level of flexibility in survey research is lower than most
D) Information used in this mode of research is mainly derived other research methodologies.
from secondary data sources. E) Survey research is the most widely used method for primary
E) It is a form of survey research. data collection.
Answer: B Answer: E

53) Observation is best suited for ________ research. 58) Juanita Petino, a nutritionist, decided to test the effects of
A) exploratory two breakfast cereals, Kinglo and Loopy, on different
B) constructive consumer groups. For the purpose of her study, she divided 20
C) experimental volunteers into two groups and asked the members of one
D) descriptive group to have Kinglo cereal and the members of the other
E) survey group to have Loopy cereal for breakfast. She decided to
Answer: A compare the responses of the volunteers after a week to gain
deeper insights into consumer attitude. In this instance,
54) While looking for ideas on how to craft a user-friendly Juanita is using ________.
dishwasher, the designers of a dishwasher-manufacturing A) niche marketing
company spent 10 days observing people as they used their B) experimental research
dishwashers in their homes. In this instance, the designers were C) product differentiation
conducting a(n) ________. D) ethnographic research
A) survey research E) viral marketing
B) experimental research Answer: B
C) quantitative marketing research
D) ethnographic research 59) Which of the following is most likely an advantage of
E) causal research survey research?
Answer: D A) The flexibility of survey research is high; it can be used to
obtain many different kinds of information in many different
55) ________ research involves observing customers in a situations.
natural context on the Internet. B) Survey research allows researchers to observe respondents
A) Causal closely in their natural environments.
B) Netnography C) The chances of getting dishonest feedback are almost negligible
C) Survey with survey research.
D) Ethnographic D) The attitudes and motives of the customers can be easily
E) Geomarketing determined through survey research.
Answer: B E) The data gathered in survey research is impartial and free from
bias as the surveys are done in-person to evaluate consumer
behavior.
56) ________ involves gathering primary data by asking people Answer: A
questions about their
knowledge, attitudes, preferences, or buying behavior. It is the 60) ________ refers to gathering primary data by selecting
most widely used method for matched groups of subjects, giving them different treatments,
primary data collection. controlling related factors, and checking for differences in
A) Experimental research group
B) Causal research responses.
C) Ethnographic research A) Experimental research
D) Survey research B) Constructive research
E) Exploratory research C) Observational research
Answer: D D) Survey research
E) Descriptive research
Answer: A
61) Experimental research is best suited for gathering E) group interviews
________ information. Answer: D
A) exploratory
B) causal 66) Loft Industries sells roof trusses to contractors and
C) random builders and is currently looking for honest feedback on its
D) unstructured services. However, in the past, most of its efforts to procure
E) descriptive feedback from customers did not yield any meaningful data.
Answer: B According to the marketing managers of Loft Industries,
feedback was more polite than honest. Which of the following
62) Kinger Burgers came out with a new hamburger and, contact methods should Loft Industries most likely use to
before including it into its main menu, released it in two maximize its chances of receiving honest and impersonal
different cities with two different prices. The marketers at feedback?
Kinger Burgers then analyzed the different levels of purchase A) online focus groups
made at these two different places, planning to use the B) telephone interviews
information to help them set a nationwide price for the new C) mail questionnaires
offering. This is an example of D) group interviews
________. E) personal interviews
A) ethnographic research Answer: C
B) descriptive research
C) DIY research 67) Which of the following is an advantage of telephone
D) experimental research interviews?
E) survey research A) They are more cost-effective than mail questionnaires.
Answer: D B) Interviewer bias is absent.
C) The quantity of data collected is greater compared to personal
63) Which of the following is true with regard to mail interviewing.
questionnaires? D) The speed with which data is collected is high.
A) The response rate of mail questionnaires is often very low. E) Response rates tend to be higher than those of mail
B) Mail questionnaires are highly flexible. questionnaires.
C) The researcher has maximum control over the mail Answer: D
questionnaire sample.
D) Mail questionnaires are unsuitable for collecting large amounts 68) Which form of marketing research involves talking with
of information about people in their homes or offices, on the street, or in shopping
respondents. malls?
E) Respondents always provide honest answers to personal A) individual interviewing
questions on mail questionnaires. B) focus-group interviewing
Answer: A C) telephone interviewing
D) mail questionnaires
64) Maria Ramirez is conducting research to determine E) observational research
consumers' personal grooming habits. Because of the personal Answer: A
nature of many of the survey questions, Maria wants to select
the contact method that is most likely to encourage 69) ________ consists of inviting 6 to 10 people to meet with a
respondents to answer honestly and that will allow her to easily trained moderator to talk about a product, service, or
collect large amounts of data. Which of the following is best organization.
suited to meet Maria's requirements? A) Telephone interviewing
A) mail questionnaires B) Individual interviewing
B) telephone interviews C) A mail questionnaire
C) individual interviews D) An online survey
D) focus group interviews E) Focus group interviewing
E) immersion group discussions Answer: E
Answer: A

65) Which of the following contact methods is the most cost-

effective?
A) telephone interviews
B) individual interviews
C) in-depth interviews
D) online surveys
 74) Jaime Gonzalez owns a small publishing company in Utah
70) Redrunners Inc., a manufacturer of sports merchandise, is and has a very restrictive budget for the market research he
gathering customer opinions about the firm's new sports shoe currently needs to conduct. He requires a large sample size for
line. A team of researchers in the company invited eight his research in order to arrive at insightful conclusions.
regular customers to talk about the new line of shoes, asking Additionally, he wants to have excellent control over his
why they chose to buy the shoe and what they disliked most sample. Keeping in mind his restrictive budget and other
about its design. A moderator was present to monitor the specifications, which of the following methods of contact would
discussion. Which of the following types of contact methods is you advise Jaime to use?
Redrunners using? A) telephone interviews
A) individual interviewing B) individual interviews
B) mail questionnaire C) online surveys
C) group interviewing D) mail questionnaires
D) mass survey E) focus group interviews
E) mall intercept Answer: C
Answer: C
75) Melissa Thomas leads the marketing research division at
71) Happy Pets, a company manufacturing pet foods and Tronics Inc., a manufacturing company based in Alabama. To
accessories, created a membership club for its regular improve future sales of the company's products, she has
customers called "I Love My Pet." This group consists of decided to collect customer opinions and feedback on the
animal lovers selected by the company to complete product- current products offered by her company. For this purpose,
related polls, chat with product developers, and provide Melissa is looking for a highly flexible contact method that can
feedback about specific products. Which of the following best be used to gather large amounts of data within the least
describes "I Love My Pet"? possible time. In this instance, which of the following
A) primary group contact methods is most likely to hold the highest appeal for
B) immersion group Melissa?
C) mob A) online surveys
D) dyad B) in-depth interviews
E) triad C) telephone interviews
Answer: B D) individual interviews
. E) mail questionnaires
72) Which of the following is most likely a disadvantage of Answer: A
focus group interviewing?
A) Focus group interviewing does not connect secondary data with 76) Jake Adams works for a marketing research firm and is
primary data. currently conducting research for a company that wants to
B) Focus group interviewing is less flexible compared to mail investigate multiple international markets for the possibility of
questionnaires. expansion. Internet-based survey research would be the most
C) Consumers in focus groups are always open and honest about attractive research option for Jake if his client
their real feelings, behaviors, and intentions in front of other ________.
people. A) places a high emphasis on speed
D) Focus group interviewing involves small samples to keep time B) requires a small sample size
and costs down, which makes it hard to generalize from the results. C) places a high emphasis on following intrusive research methods
E) The moderator in a focus group interview has poor control over D) wants to exercise full control over the online sample
the group of respondents. E) places a high emphasis on ethnographic research
Answer: D Answer: A

73) To overcome problems in focus group interviewing, some 77) Which of the following is true about Internet-based survey
companies employ small groups of consumers who interact research?
directly and informally with product designers without a focus A) The effectiveness of Internet-based survey research is
group moderator present. Such groups are known as invariably affected by the interviewer's bias.
________. B) Internet-based survey research is less flexible compared to mail
A) classes questionnaires.
B) consumer guilds C) Internet-based survey research is characterized by high speed
C) virtual communities and low costs.
D) immersion groups D) Typically, the quantity of data gathered in Internet-based survey
E) primary groups research is low.
Answer: D E) The response rate of Internet-based survey research is lower
than that of mail questionnaires.
Answer: C
78) Which of the following is a disadvantage of online focus 83) Which of the following refers to a nonprobability sample in
groups? which the researcher selects the easiest population members
A) Responses are not instantaneous. from which to obtain information?
B) Controlling the online sample is difficult. A) quota sample
C) Results take a long time to tabulate and analyze. B) judgment sample
D) Facility, technology, and travel costs are very high. C) convenience sample
E) Researchers are unable to view the sessions in real-time. D) stratified random sample
Answer: B E) simple random sample
Answer: C
79) A(n) ________ is a segment of the population selected for
marketing research to represent the population as a whole. 84) Which of the following refers to a nonprobability sample in
A) focus group which the researcher uses his or her evaluation techniques to
B) immersion group select population members who are good prospects for
C) primary group accurate information?
D) sample A) quota sample
E) secondary group B) judgment sample
Answer: D C) convenience sample
D) stratified random sample
80) For her current research project, Margaret Rogers wants E) simple random sample
to select a sample in which every member has a known and Answer: B
equal chance of selection. In other words, Margaret is looking
for a 85) Which of the following refers to a nonprobability sample in
________. which the researcher finds and interviews a prescribed number
A) simple random sample of people in each of several categories?
B) convenience sample A) quota sample
C) stratified random sample B) judgment sample
D) judgment sample C) convenience sample
E) quota sample D) stratified random sample
Answer: A E) simple random sample
Answer: A
81) In a simple random sample, ________. Skill: Concept
A) every member of the population has a known and equal chance Objective: LO 4.3: Outline the steps in the marketing research
of selection process.
B) the population is divided into mutually exclusive groups (such 86) In collecting primary data, marketing researchers have a
as blocks), and the researcher draws a sample of the groups to choice of two main research instruments, ________.
interview A) reference books and journals
C) the researcher selects the easiest population members from B) questionnaires and mechanical devices
which to obtain information C) social networks and internal databases
D) the population is divided into mutually exclusive groups and D) commercial online databases and search engines
random samples are drawn from each group E) open-source directories and blogs
E) the researcher finds and interviews a prescribed number of Answer: B
people in each of several categories
Answer: A 87) Which of the following is an example of an open-ended
question?
82) Which of the following refers to a probability sample in A) How is voting going to help the nation?
which the population is divided into mutually exclusive groups B) Do you like driving on the highway?
(such as blocks), and the researcher draws a sample of the C) How many children do you have?
groups to interview? D) Would you like to try a sample?
A) quota sample E) Are your friends in town?
B) judgment sample Answer: A
C) cluster sample
D) stratified random sample 88) Which of the following questions is an example of a closed-
E) simple random sample end question?
Answer: C A) Why do you think some people are more comfortable taking
risks than others?
B) How can I improve my presentation skills?
C) Why do you think a single vote makes a difference?
D) Would you like to try our new ice cream flavor? Chapter 3: Marketing Research
E) What is the best way to prevent weeds in a garden? 34) According to the text, marketing research has become
Answer: D ________.
A) global
89) While creating research questionnaires, researchers must B) real time
particularly AVOID the use of C) more integrative with marketing and product development
________. D) all of the above
A) biased phrasing
B) simple language 35) Marketing Research, as defined by the author, is
C) closed-end questions everything except ________.
D) logical question arrangement A) systematic
E) open-ended questions B) politically biased
Answer: A C) objective
D) useful for the purpose of improving decision-making
90) ________ refers to the measurement of brain activity to
learn how consumers feel and 38) ________ is undertaken to help identify problems that are
respond. perhaps not apparent on the
A) Biometrics surface and yet exist or are likely to arise in the future.
B) Demographics A) Problem identification research
C) Sampling B) Segmentation research
D) Neuromarketing C) Problem solving research
E) Psychographics D) Marketing information systems
Answer: D
39) ________ is a type of problem identification research.
91) After a research instrument is selected, the next step in the A) Distribution research
marketing research process is to B) Pricing research
________. C) Market characteristics research
A) select a sampling method D) Promotion research
B) interpret the research findings
C) implement the research plan 40) Which of the issues listed below would be addressed using
D) evaluate alternatives problem-solving research?
E) select a research approach A) the need to understand market potential
Answer: C B) the need to understand current cultural trends
C) the need to understand changes in consumer behavior
D) the need to determine where to locate retail outlets

42) ________ is conceptualized as consisting of six steps which

include problem definition, developing an approach to the
problem, research design formulation, field work, data
preparation and analysis, and report generation and
presentation.
A) The marketing research process
B) Marketing information systems
C) Marketing research problem
D) A decision support system

43) Which of the tasks below might be conducted by the

researcher during the "problem definition" and the
"development of an approach to the problem" steps of the
marketing research process?
A) analysis of secondary data
B) interviews with industry experts
C) qualitative research
D) all of the above
45) The emphasis in marketing is on the identification and 5) Research undertaken to identify marketing problems is
satisfaction of ________. called ________.
A) business needs A) problem-solving research
B) marketing goals B) problem-manipulation research
C) market needs C) problem-identification research
D) customer needs D) problem-correction research
E) problem exception
46) In order to determine customer needs and to implement
marketing strategies and programs aimed at satisfying those All of the following are examples of topics typically addressed
needs, marketing managers need information about ________. by problem-solving research
A) customers EXCEPT ________.
B) competitors A) segmentation
C) other forces in the marketplace B) product
D) all of the above C) promotion
D) market share
47) Marketing managers need the information provided by E) pricing
marketing research for many reasons. Which of the following
is not a reason to need information provided by marketing 1. Which of the following is most suitable when there is little to
research? no insight in a certain problem or when there is no information
A) Firms have become national and international in scope. available on how similar problems or research issues have
B) Consumers have become more affluent and sophisticated. been solved in the past?
C) Competition has become more intense. *a. Exploratory research.
D) All of the above are reasons to need information provided by b. Descriptive research.
marketing research. c. Causal research.
d. Experimental research.
49) ________ may be defined as the process of enhancing
marketplace competitiveness through a greater understanding What cannot be seen as purpose of a causal study?
of a firm's competitors and the competitive environment. a. Understanding the dependent variable.
A) Market intelligence b. Predicting the dependent variable.
B) Competitive intelligence *c. Making sure that all relevant variables are included in the
C) A marketing information system study.
D) A decision support system d. Explaining variance in the dependent variable

51) The information obtained through marketing research The goal of a _____________ study, hence, is to offer to the
becomes an integral part of the firm'________ and ________. researcher a profile of the phenomena of interest from an
A) marketing information system (MIS); decision support system individual, organizational, industry-oriented, or other
(DSS) perspective.
B) management information system (MIS); marketing information a. Exploratory.
system (MIS) *b. Descriptive.
C) decision support system (DSS); Competitive Support System c. Causal.
(CIS) d. Experimental
D) none of the above
____________ studies are also necessary when some facts are
52) Which of the following is not a consideration when making known, but more information is needed for developing a viable
the decision to conduct marketing research? theoretical framework.
A) the consumer's attitude toward research *a. Exploratory.
B) the costs versus the benefits of research b. Descriptive.
C) the resources available to conduct the research c. Causal.
D) the resources available to implement the research findings d. Experimental

54) Research undertaken to help solve specific marketing

problems is called ________. Which of the following resources is most critical to the
A) problem-solving research execution of a customer relationship management program?
B) problem-manipulation research A. data
C) problem-identification research B. products
D) problem-correction research C. distribution systems
E) problem exception D. dashboards