Business Questions

What are the two main types of research instruments used to collect primary data?A) observation scales and personal interviewsB) questionnaires and mechanical devices C) focus groups and mechanical devicesD) focus groups and questionnairesE) personal interviews and online focus groups

Which of the following statements is true of international marketing research?A) International marketing research has declined over the past decade due to global economic decline.B) Conducting personal interviews in developing countries is generally less difficult and less expensive than doing so in developed nations.C) International researchers follow a different set of steps in marketing research than domestic researchers.D) Language translation in international marketing research typically increases costs and raises the risk of errors. E) International researchers benefit from useful secondary data that is available online, so primary data is typically unnecessary.

In CRM, ________ is the technique that helps researchers sift through mounds of detailed customer information and dig out interesting findings about customers. A) value marketingB) data miningC) test marketingD) neuromarketingE) serial processing

Which of the following is true of question formats in questionnaires?A) Closed-end questions allow respondents to answer in their own words.B) A scale question is an example of an open-end question.C) Open-end questions allow respondents to choose among the best answer options available.D) Closed-end questions are difficult to evaluate when compared to open-end questions.E) Open-end questions are useful in exploratory research to find out what people think.

After a research instrument is selected, the next step in the marketing research process is ________.A) selecting a sampling methodB) interpreting the findingsC) implementing the research planD) drawing conclusions from the findingsE) selecting a research approach

A market researcher wants to find the cause-and-effect relationship between using organic ingredients in food and the subsequent consumption by customers. He invites ten respondents to his research firm and asks them to taste two identical dishes. The dishes were prepared in a similar manner, but one has natural herbs for flavoring, and the other has artificial flavors. This is an example of ________. A) descriptive researchB) ethnographic researchC) experimental researchD) online researchE) exploratory research

________ are small groups of consumers who interact directly and informally with product designers without a moderator.A) Cross-functional groupsB) Ethnographic groupsC) Observational groupsD) Immersion groupsE) Traditional focus groups

Burger Town introduced a new hamburger and released it in two different cities at two different prices. Marketers of Burger Town then analyzed the sales records of their outlets at the two cities, determined the price that resulted in better profits, and used the information to set a nationwide price for their new offering. This is an example of ________.A) exploratory researchB) survey researchC) Netnography researchD) experimental research E) descriptive research

Which of the following contact methods is flexible, allows for explanation of difficult questions, and lends itself to demonstrating products?A) mail questionnairesB) telephone interviewsC) individual interviewsD) online questionnairesE) e-mail interviews

Which of the following is a quantitative Internet-based research approach? A) online surveyB) online focus groupC) online listeningD) behavioral targetingE) social tracking

Erica Jenson has a limited budget to conduct a market research. Which of the following research approaches would provide Erica with the most cost-effective way to reach a large number of respondents in a short period?A) telephone surveysB) personal interviewsC) Internet-based surveysD) mail surveys E) focus group interviews

Which of the following is a disadvantage of online focus groups?A) It requires participants to assemble at a central location.B) Determining the identity of people who constitute an online sample is difficult.C) When compared to other methods, it takes a longer time to tabulate and analyze the results.D) The cost of conducting online focus groups is greater than most other qualitative methods.E) It is difficult to access people and events across different time zones using online focus groups.

Which of the following is true about customer relationship management (CRM)?A) It eliminates the need for primary research.B) It minimizes the need for costly data mining. C) It relies on the use of exploratory and causal research. D) It consists of sophisticated software and analytical tools.E) It excludes data on existing customers to focus on potential customers.

Harmon, a nationwide department store, uses checkout scanners to record shoppers' purchases. Which term best describes Harmon's checkout scanners?A) nonprobability sampling tool B) mechanical instrumentC) neuromarketing tool D) touch point device E) CRM system

A firm has a huge amount of individual customer data saved in different databases. Which of the following can be used to integrate, analyze, and apply the available information effectively?A) online market research toolsB) integrated marketing systemsC) CRM systemsD) internal survey methodsE) quality assurance tools

Which of the following is a structured method of online research where marketers require direct responses from customers?A) online behavioral targetingB) social media trackingC) online listeningD) online surveysE) blog analysis

Which of the following is true of survey research?A) It is the most widely used method for gathering primary data.B) It is the most suitable method for establishing causal relationships.C) It is the best method to use when people are unwilling to answer questions.D) It is not suitable for collecting data for descriptive research.E) It is inflexible and cannot be used in many different situations.

Ethnographic research is ________.A) a standard analysis of publicly available information B) conducted in settings where people live and workC) an approach that provides only secondary dataD) most feasible when customers live in distant locationsE) used by marketers seeking quantitative data

Brooke's Boutique plans to launch a new clothing line. For this purpose, the firm first conducts a survey to understand its target audience and identify the demographics of potential buyers. It then conducts experimental research to test whether customers associate discounted prices with lower product quality. Which types of research has the boutique employed in this case? A) exploratory followed by causalB) exploratory followed by descriptiveC) descriptive followed by exploratoryD) descriptive followed by causalE) causal followed by descriptive

A(n) ________ is best suited for exploratory research.A) mail surveyB) questionnaireC) observationD) online surveyE) focus group