Business Questions

Experimental research is best suited for gathering ________ information.A) exploratoryB) causalC) ethnographicD) interactiveE) descriptive

Which of the following is true of focus group discussions?A) They usually employ large samples.B) Consumers' facial expressions are hidden. C) Results can be easily generalized to an entire population.D) The quantitative data can be evaluated quickly and economically. E) Consumers are not always honest and open about their opinions.

In which of the following research methods does the sample size have little impact on costs?A) focus group interviewsB) personal interviewsC) mail surveysD) Internet-based surveysE) telephone surveys

A major advantage of a mail survey is that it ________.A) provides significant flexibility B) offers strong sample control C) generates high response ratesD) eliminates interviewer bias E) can be completed quickly

Which of the following methods should a marketing researcher use to obtain information that people are unwilling or unable to provide?A) observational researchB) focus groupsC) personal interviewsD) Internet-based surveysE) questionnaires

Kathy Jenkins is planning to conduct research on consumers' personal care routines. Since the questions are likely to be personal and sensitive, Kathy wants to select a contact method that will encourage respondents to answer honestly. Which of the following contact methods is most likely to serve Kathy's purpose?A) mail questionnairesB) telephone interviewsC) individual interviewsD) focus group interviewsE) online discussions

________ is a method of gathering primary data that involves asking people questions about their knowledge, attitudes, preferences, and buying behavior.A) Observational researchB) Archival researchC) Survey researchD) Experimental researchE) Causal research

Vernon Inc. would like to set the best price for a new product. The firm conducts an experimental study by selling the new product at two different prices in two different locations keeping other factors constant to see if a lower price results in better sales. This is most likely an example of ________ research.A) exploratoryB) descriptiveC) causalD) focus groupE) ethnographic

________ data consist of information collected for the specific purpose at hand.A) Primary B) Secondary C) DerivedD) ArchivalE) Historical

________ is best suited for descriptive research.A) An online discussionB) Ethnographic researchC) Netnography researchD) A surveyE) A focus group

Haley Computers Inc. has appointed a few employees to sift through customer conversations on online forums and social networking sites regarding products purchased from Haley. These employees are likely to be working as ________.A) information technology officers B) online Web designers C) quality control specialists D) corporate bloggers E) listening officers

Which of the following is the second step of the marketing research process? A) reporting the research findingsB) developing the research planC) implementing the research planD) defining the research problemE) defining the research objectives

Information collected from online databases on the Internet is an example of ________ data.A) primary B) secondary C) first-hand D) experimental E) ethnographic

Which of the following is an advantage of primary data?A) They are less expensive to obtain than secondary data.B) They can be obtained quicker than secondary data.C) They can be accessed from existing information.D) They are more relevant than secondary data.E) They are more reflective of past problems.

What is the last step in the marketing research process?A) developing a research planB) determining a research approachC) interpreting the findingsD) gathering internal data E) using behavioral targeting

The marketing manager of Appeal Inc. has noticed a sharp decrease in sales over the last two months. The manager decides to conduct marketing research to identify potential causes for the drop in sales. Which of the following should the manager do first?A) develop a research planB) determine a research approachC) define the problem and objectivesD) select a research agency to collect dataE) conduct exploratory and descriptive research

In most marketing research projects, what type of research is conducted first?A) causalB) descriptiveC) remedialD) correctiveE) exploratory

What is the first step in the marketing research process? A) developing a marketing information systemB) defining the problem and research objectivesC) developing a research plan for collecting informationD) implementing the research planE) interpreting data and providing a report

A company that sells personal care products sends a trained observer to watch potential buyers in their natural environments. This is an example of ________ research.A) quantitative B) online C) ethnographic D) experimental E) archival

Coolers Inc. has decided to launch a new energy drink that will have the fewest calories among its competitors. To understand the market potential for the new drink and the demographics and attitudes of consumers who are likely to buy the product, Coolers should most likely use ________. A) exploratory researchB) archival researchC) causal researchD) experimental research E) descriptive research