MKT 6301-Chapter 3
Quiz yourself by thinking what should be in
each of the black spaces below before clicking
on it to display the answer.
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| show | Answer: marketing research
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| 2) Which of the following is most likely to be a part of the mission of a market research department? | show 🗑
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| show | Answer: scan for opportunities and threats
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| 4) Marketing research is most commonly used to: | show 🗑
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| 5) The first step in the marketing research process is: | show 🗑
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| 6) Which of the following information sources already existed and were not developed for the particular problem at hand? | show 🗑
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| show | Answer: primary sources.
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| show | Answer: Data is tailored to the manager's needs.
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| 9) Which of the following statements is true regarding secondary data sources? | show 🗑
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| 10) Which of the following is an example of an internal source of secondary data? | show 🗑
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| 11) Which of the following is an external secondary data source? | show 🗑
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| show | Answer: qualitative research
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| show | Answer: quantitative research
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| 14) Which of the following is a type of qualitative research? | show 🗑
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| 15) Which of the following types of qualitative research generates hypothesis for further research, often quantitative? | show 🗑
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| 16) Which of the following types of qualitative research explores the reasoning behind customer purchase behavior? | show 🗑
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| 17) Which of the following types of qualitative research elicits information related to how customers use products in everyday life? | show 🗑
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| 18) ________ techniques including in-depth interviews and other techniques such as metaphors are mostly used in clinical research. | show 🗑
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| 19) Which of the following statements is true regarding a focus group? | show 🗑
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| 20) The most popular use of focus groups is for ________ research, a basic understanding of how customers use the product or service in question. | show 🗑
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| 21) The most common misuse of focus groups is attempting to use them to: | show 🗑
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| 22) Which of the following is specifically related only to the Zaltman metaphor elicitation technique (ZMET) focus groups? | show 🗑
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| 23) Measuring the dilation of a person's pupil to measure attention to an advertisement is a technique used in: | show 🗑
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| show | Answer: ethnographic research
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| 25) A major portion of many research budgets is devoted to ________ research, performed by administering questionnaires to people. | show 🗑
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| show | Answer: open-ended and fixed
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| 27) Which of the following best describes the entire population of the target group? | show 🗑
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| 28) If you are marketing a computer software product used in local area networks, which of the following would best describe the population or universe of the study? | show 🗑
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| show | Answer: Some members of the population have a zero probability of being chosen.
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| 30) Which of the following is the most expensive method of collecting data? | show 🗑
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| 31) Which of the following methods is characterized by low levels of control in the data collection process? | show 🗑
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| show | Answer: nonresponse bias
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| 33) Personal interactions with survey respondents could lead to answers that would not be given otherwise. This gives rise to the potential for: | show 🗑
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| show | Answer: personal interviews
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| show | Answer: nonresponse bias
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| 36) Which of the following methods of collecting data has the highest response rate? | show 🗑
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| 37) Which of the following is the least expensive method of collecting data? | show 🗑
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| 38) Which of the following refers to surveys that are taken at fixed time intervals in order to monitor advertising awareness, product usage, or strategy-related measures such as product positioning over time? | show 🗑
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| show | Answer: panel
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| show | Answer: Panel members may not remain on the panel.
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| 41) Which of the following best describes the main benefit of a panel? | show 🗑
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| show | Answer: cross-sectional data
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| show | Answer: panel dropout
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| show | Answer: being on a panel changes a member's behavior.
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| show | Answer: manipulation
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| 46) Which of the following best describes the degree to which experimental results can be generalized to the real world or, more generally, to the target population? | show 🗑
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| 47) A scanner panel is related to the purchase of: | show 🗑
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| 48) Which of the following best describes the degree to which experimental results are actually caused by the experimental manipulation? | show 🗑
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| 49) Which of the following statements is true of a laboratory experiment? | show 🗑
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| show | Answer: It has low internal validity.
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| 51) The maximum sales of a product category reasonably attainable under a given set of conditions within a specified period of time is known as: | show 🗑
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| 52) The amount of sales of a product category expected to be achieved under a set of conditions within a specified period of time is known as: | show 🗑
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| show | Answer: ceteris paribus.
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| 54) The amount of sales of a brand expected to be achieved under a set of conditions within a specified period of time is known as: | show 🗑
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| 55) Which of the following is one of the three steps in the general approach for estimating market potential? | show 🗑
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| show | Answer: the number of potential customers times the potential buying rate.
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| 57) Assume that a particular city in a country accounts for 10 percent of its population. Assume next that that city accounts for 6 percent of the sales of a product. What is the Category Development Index (CDI) of the product? | show 🗑
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| show | Answer: high CDI and low BDI
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| show | Answer: scenario planning
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| 60) Which judgmental method takes the most current sales and adds a judgmentally determined x percent, where x is the estimated percentage change in sales? | show 🗑
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| show | Answer: executive opinion method
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| show | Answer: delphi method
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| show | Answer: exponential smoothing
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| show | Answer: counting method
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| show | Answer: moving average
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| show | Answer: causal method.
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| 67) Which of the following forecasting methods uses certain macroeconomics variables to forecast changes in the economy, based on the fact that changes in these variables occur before changes in the economy? | show 🗑
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| show | Answer: econometric models
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| show | Answer: correlation
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| show | Answer: regression analysis
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| 71) One of the major functions of marketing research is monitoring current marketing programs. | show 🗑
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| 72) The first step of a market research program is to establish the problem to be addressed. | show 🗑
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| 73) Primary information sources are those that already exist. | show 🗑
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| 74) Marketing managers almost always consult primary sources before embarking on secondary data collection. | show 🗑
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| show | Answer: TRUE
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| show | Answer: TRUE
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| 77) A major problem marketing managers face with internal sources of information is getting it in a useful format. | show 🗑
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| show | Answer: FALSE
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| show | Answer: FALSE
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| 80) The least widely used qualitative research method is the focus group. | show 🗑
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| show | Answer: FALSE
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| show | Answer: TRUE
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| show | Answer: TRUE
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| show | Answer: TRUE
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| show | Answer: FALSE
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| 86) Panel conditioning refers to a problem that the panel members may not remain on the panel throughout the required time period. | show 🗑
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| 87) A panel is a set of customers who are enlisted to give responses to questions or to provide data repeatedly over a period of time. | show 🗑
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| 88) The general types of market research data and the set of techniques used in global market research vary from country to country. | show 🗑
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| 89) "Potential" is defined as the amount of sales expected to be achieved under a set of conditions within a specified period of time. | show 🗑
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| 90) "Ceteris paribus" means "all else remaining equal." | show 🗑
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| 91) The sales force method of forecasting is an example of a time-series method of forecasting. | show 🗑
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| show | Answer: TRUE
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| show | Answer: TRUE
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| show | Answer: FALSE
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| show | Answer: FALSE
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| 96) List and briefly describe the three major functions of marketing research. | show 🗑
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| show | Answer:
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| show | Answer:
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| show | Answer:
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| show | Answer:
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