MKTG 5360 Final
1. All of the following are important aspects of the marketing research process EXCEPT:
determining research design
making results publicly available to your competition analyzing the data
problem discovery and definition: making results publicly available to your com- petition
2. Purchasing data from a company such as NPD Group, Inc. on consumption of frozen pizza in the
U.S. is an example of which objective for secondary data analysis?
data mining database
marketing fact-finding
model building: fact-finding
3. In terms of marketing research, the important a decision is strategi- cally to the
organization, the likely that research will be undertaken.
All of the answers given are correct less; more
more; less
more; more: more; more
4. When you receive an e-mail telling you about a sale on a product and are provided with a link
where you can make a purchase, this is an example of:
none of the choices listed is correct push
technology
pull technology
interactive technology: push technology
5. Which type of research is being conducted when a researcher conducts an experiment to answer
the question, "Will consumers purchase more of our brand if we change the price?"
causal research
exploratory research pilot
study research
descriptive research: causal research
, MKTG 5360 Final
6. A is the result of a statistical fluctuation that occurs because of chance
variations in the elements/people selected for a sample
systematic error random
sampling error sample
selection error
chance error: random sampling error
7. Which type of research tries merely to expand knowledge or to learn more about a marketing
concept and is not intended to solve a particular marketing problem?
basic research
the scientific method total quality
management
performance-monitoring research: basic research
8. Stephanie was asked to look at two pictures of two different women, one women is at work, the
other is sitting on the beach. She was then asked which she thought would be the best one to use for
branding a travel agency. Stephanie was participating in a(n):
focus blog focus
interview
thematic apperception test
aptitude test: thematic apperception test
9. You are asked to fill out a survey for the National Rifle Association, because you have very strong
feelings regarding this organization (you either HATE guns or LOVE guns), it is likely that you will
commit:
social desirability bias
auspices bias
non-response bias extremity bias:
auspices bias
10.Lance has noticed that companies that advertise a lot seem to have higher sales than those that
do not. His use of secondary data to help specify this trend is an example of:
model building data
conversion
, MKTG 5360 Final
validation
reliability: model building
11.Which of the following is not an example of non-response error?
refusals
all are examples of non-response not-at-
homes
administrative error: administrative error
12.Which of the following is not an example of administrative error (errors that we as researchers
make)?
sample selection error data
processing error
all listed are examples of administrative error
interviewer cheating: all listed are examples of administrative error
13.Which of the following statements about surveys are false?
The person who answers question is called a respondent all the statements
are true
A survey is a method of primary data collection
Surveys can obtain information about attitudes and demographic information-
: all the statements are true
14.When a marketing manager decides not to do research because a decision needs to be made
before the results of the study can be analyzed, this is
an example of which aspect in the determination of the need for marketing research?
time constraints nature of
the decision availability of
the data
cost considerations: time constraints
15.Research that addresses research objectives through empirical assess- ments that involve
numerical measurement and analysis approaches is called:
extensive marketing research
qualitative research quantitative
research
grounded marketing research: quantitative research
, MKTG 5360 Final
16.Companies, such as Kraft and Procter & Gamble, conduct research to clarify ambiguous
situations or discover ideas that may be potential business opportunities. In these types of situations,
these companies have little to no information going in. What type of marketing research is this?
inferential causal
descriptive
exploratory: exploratory
17.Which of the following is not a common method of generating primary data?
observations
experimentation
all listed are ways of generating primary data surveys: all listed are
ways of generating primary data
18.Betsy and eleven other women are participating in a research study that is an unstructured, free-
flowing interview. The researcher asked the group their feelings about hair care products in general
and asked them to discuss them freely. Betsy is participating is a:
depth interview
none of the options listed a case
study
focus group interview: focus group interview
19.Which of the following is NOT part of the definition of marketing research?
An objective (unbiased) process The
gathering of information
All are part of the definition of marketing research
A step by step process: All are part of the definition of marketing research
20.Carol was invited to participate in a research study along with ten other consumers to discuss
their experiences using cleaning products. The group was asked to discuss their experiences and
were encouraged to feed off of each other's comments. What is this type of study called?
literature review
pretest
1. All of the following are important aspects of the marketing research process EXCEPT:
determining research design
making results publicly available to your competition analyzing the data
problem discovery and definition: making results publicly available to your com- petition
2. Purchasing data from a company such as NPD Group, Inc. on consumption of frozen pizza in the
U.S. is an example of which objective for secondary data analysis?
data mining database
marketing fact-finding
model building: fact-finding
3. In terms of marketing research, the important a decision is strategi- cally to the
organization, the likely that research will be undertaken.
All of the answers given are correct less; more
more; less
more; more: more; more
4. When you receive an e-mail telling you about a sale on a product and are provided with a link
where you can make a purchase, this is an example of:
none of the choices listed is correct push
technology
pull technology
interactive technology: push technology
5. Which type of research is being conducted when a researcher conducts an experiment to answer
the question, "Will consumers purchase more of our brand if we change the price?"
causal research
exploratory research pilot
study research
descriptive research: causal research
, MKTG 5360 Final
6. A is the result of a statistical fluctuation that occurs because of chance
variations in the elements/people selected for a sample
systematic error random
sampling error sample
selection error
chance error: random sampling error
7. Which type of research tries merely to expand knowledge or to learn more about a marketing
concept and is not intended to solve a particular marketing problem?
basic research
the scientific method total quality
management
performance-monitoring research: basic research
8. Stephanie was asked to look at two pictures of two different women, one women is at work, the
other is sitting on the beach. She was then asked which she thought would be the best one to use for
branding a travel agency. Stephanie was participating in a(n):
focus blog focus
interview
thematic apperception test
aptitude test: thematic apperception test
9. You are asked to fill out a survey for the National Rifle Association, because you have very strong
feelings regarding this organization (you either HATE guns or LOVE guns), it is likely that you will
commit:
social desirability bias
auspices bias
non-response bias extremity bias:
auspices bias
10.Lance has noticed that companies that advertise a lot seem to have higher sales than those that
do not. His use of secondary data to help specify this trend is an example of:
model building data
conversion
, MKTG 5360 Final
validation
reliability: model building
11.Which of the following is not an example of non-response error?
refusals
all are examples of non-response not-at-
homes
administrative error: administrative error
12.Which of the following is not an example of administrative error (errors that we as researchers
make)?
sample selection error data
processing error
all listed are examples of administrative error
interviewer cheating: all listed are examples of administrative error
13.Which of the following statements about surveys are false?
The person who answers question is called a respondent all the statements
are true
A survey is a method of primary data collection
Surveys can obtain information about attitudes and demographic information-
: all the statements are true
14.When a marketing manager decides not to do research because a decision needs to be made
before the results of the study can be analyzed, this is
an example of which aspect in the determination of the need for marketing research?
time constraints nature of
the decision availability of
the data
cost considerations: time constraints
15.Research that addresses research objectives through empirical assess- ments that involve
numerical measurement and analysis approaches is called:
extensive marketing research
qualitative research quantitative
research
grounded marketing research: quantitative research
, MKTG 5360 Final
16.Companies, such as Kraft and Procter & Gamble, conduct research to clarify ambiguous
situations or discover ideas that may be potential business opportunities. In these types of situations,
these companies have little to no information going in. What type of marketing research is this?
inferential causal
descriptive
exploratory: exploratory
17.Which of the following is not a common method of generating primary data?
observations
experimentation
all listed are ways of generating primary data surveys: all listed are
ways of generating primary data
18.Betsy and eleven other women are participating in a research study that is an unstructured, free-
flowing interview. The researcher asked the group their feelings about hair care products in general
and asked them to discuss them freely. Betsy is participating is a:
depth interview
none of the options listed a case
study
focus group interview: focus group interview
19.Which of the following is NOT part of the definition of marketing research?
An objective (unbiased) process The
gathering of information
All are part of the definition of marketing research
A step by step process: All are part of the definition of marketing research
20.Carol was invited to participate in a research study along with ten other consumers to discuss
their experiences using cleaning products. The group was asked to discuss their experiences and
were encouraged to feed off of each other's comments. What is this type of study called?
literature review
pretest
