Which of the following is a disadvantage of central-location telephone interviews?

Which of the following is a disadvantage of central-location telephone interviews?

a. They have increasing costs due to respondent refusals to participate.
b. They tend to be slow, requiring the longest timespans per interview.
c. The federal "Do Not Call" law prevents people from being contacted for survey research.
d. The federal "Do Not Call" law prevents people from being contacted for survey research.


Answer: a. They have increasing costs due to respondent refusals to participate.

A small group of about seven to ten participants who participate in a group discussion led by a moderator is known as a _________.

A small group of about seven to ten participants who participate in a group discussion led by a moderator is known as a _________.

a. target market
b. market segment
c. focus group
d. control group


Answer: c. focus group

In a ________ , the population is divided into mutually exclusive groups and then random samples are drawn from each group.

In a ________ , the population is divided into mutually exclusive groups and then random samples are drawn from each group.

a. convenience sample
b. judgment sample
c. snowball sample
d. stratified sample


Answer: d. stratified sample

The ________ specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed.

The ________ specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed.

a. secondary data set
b. research design
c. marketing research problem
d. management decision problem


Answer: b. research design

________ is defined as the systematic process of recording the behavioral patterns of people, objects, and occurrences without questioning them.

________ is defined as the systematic process of recording the behavioral patterns of people, objects, and occurrences without questioning them.

a. Observational research
b. Survey research
c. Controlled experimental research
d. Secondary research


Answer: a. Observational research

The management decision problem differs from the marketing research problem in that it:

The management decision problem differs from the marketing research problem in that it:

a. determines what information is needed.
b. is action oriented.
c. tends to be much narrower than marketing research problems.
d. tends to be much narrower than marketing research problems.


Answer: b. is action oriented.

Cleo is gathering information about where camera sales have been strongest and who has been buying the cameras. Which marketing research role is Cleo performing?

Cleo is gathering information about where camera sales have been strongest and who has been buying the cameras. Which marketing research role is Cleo performing?

a. Predictive
b. Interpretive
c. Descriptive
d. Diagnostic

Answer: D

Harvey's Supermarkets invited eight of its customers to its corporate offices. There the customers were videotaped while they explained their criteria for value. This type of primary research is called a(n) _________.

Harvey's Supermarkets invited eight of its customers to its corporate offices. There the customers were videotaped while they explained their criteria for value. This type of primary research is called a(n) _________.

a. executive interview
b. mall intercept interview
c. observation group
d. focus group


Answer: d. focus group

The method of gathering primary data in which a researcher interacts with people to obtain facts, opinions, and attitudes is known as _________.

The method of gathering primary data in which a researcher interacts with people to obtain facts, opinions, and attitudes is known as _________.

a. ethnographic research
b. survey research
c. observational research
d. ethnographic research


Answer: b. survey research

The field of marketing that studies the body's responses to marketing stimuli is known as _________.

The field of marketing that studies the body's responses to marketing stimuli is known as _________.

a. direct-response marketing
b. neuromarketing
c. telemarketing
d. direct-response marketing


Answer: b. neuromarketing

The population of interest from which a sample will be drawn is known as a _________.

The population of interest from which a sample will be drawn is known as a _________.

a. demographic
b. universe
c. focus group
d. demographic


Answer: b. universe

In a ________ , the population is divided into mutually exclusive groups and then random samples are drawn from each group.

In a ________ , the population is divided into mutually exclusive groups and then random samples are drawn from each group.

a. convenience sample
b. snowball sample
c. stratified sample
d. judgment sample


Answer: c. stratified sample

Which of the following is true about online focus groups?

Which of the following is true about online focus groups?

a. Participants pull out due to time conflicts as online focus groups are conducted over the course of days
b it is easier to get feed back...
c. The lack of a moderator encourages respondents to talk more freely.
d. Certain groups, such as business travelers, are difficult to recruit using online focus groups.


Answer: b

"Have you eaten pizza at least once in the past 30 days?" is an example of a(n):

"Have you eaten pizza at least once in the past 30 days?" is an example of a(n):

a. leading question.
b. scaled-response question.
c. closed-ended question.
d. multi-factored question.


Answer: c. closed-ended question.

Which of the following is true about conducting internet surveys?

Which of the following is true about conducting internet surveys?

a. They limit the ability to ask questions that are relevant to the respondent.
b. They have poor response rates.
c. They make it easier to connect with hard-to-reach groups.
d. They are more cost intensive than telephone surveys.


Answer: c. They make it easier to connect with hard-to-reach groups.

A sample in which every element in the population has a known statistical likelihood of being selected is called a _________.

A sample in which every element in the population has a known statistical likelihood of being selected is called a _________.

a. judgment sample
b. probability sample
c. snowball sample
d. judgment sample


Answer: b. probability sample

The ________ role of marketing research includes explaining data, such as determining the impact on sales of a change in the design of the package.

The ________ role of marketing research includes explaining data, such as determining the impact on sales of a change in the design of the package.

a. descriptive
b. predictive
c. diagnostic
d. optimizing


Answer: c. diagnostic

A ________ error occurs when a sample somehow does not represent the target population.

A ________ error occurs when a sample somehow does not represent the target population.

a. random
b. frame
c. frame
d. measurement


Answer: a. random

Which of the following best defines secondary data?

Which of the following best defines secondary data?

a. It is data that has not been subjected to any processing or manipulation.
b. It is a set of data that describes or provides information about other data.
c. It is data that is qualitative in nature.
d. It is data previously collected for any purpose other than the one at hand.


Answer: d. It is data previously collected for any purpose other than the one at hand.

Which of the following is true of consumer-generated media (CGM)?

Which of the following is true of consumer-generated media (CGM)?

a. It comes from limited and static sources.
b. It can be influenced but not controlled by marketers.
c. It prevents intentional and unintentional copyright violations.
d. It is trusted less than traditional forms of promotion


Answer: b. It can be influenced but not controlled by marketers.