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Exam 2: Marketing Research: Process and Systems for Decision Making

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Question 41

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An advantage of projective techniques is that:

A) it is the least expensive method of data collection.
B) it can identify important motives underlying consumer choices.
C) it can minimize the need for trained and experienced interviewers.
D) it is the most easy to administer of all research techniques.

E) A) and C)
F) C) and D)

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Question 42

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One advantage of internet surveys is:

A)  that they are accurate and free from respondents' self-selection bias.
B)  that responses do not need to be checked for duplication.
C)  the ease of generating sample frames.
D) that real-time data processing is possible.

E) None of the above
F) B) and D)

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Question 43

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Starks Inc.,a fast food chain in Los Angeles,is planning to open a joint in Mexico City.Prior to opening the joint,they have decided to conduct market research to assess and understand the market.The process will involve recruiting representatives in the city who will ask consumers a set of structured questions in person.Which of the following research methods is Starks Inc.using?

"Whims and Fancies" recently released a line of their home linen products at ten select retail stores in the state.The marketing team aims to sell the products on this small-scale basis to estimate consumer acceptance before releasing them across all stores where their products are sold.This approach to marketing a product is called _____.

 A marketing research study using a ______ involves discussions among a small number of consumers led by an interviewer and is designed to generate insights and ideas about products and brands.

Which of the following is a drawback of projective techniques as a tool to collect data in marketing research?

During which stage of the research process does a market researcher decide whether primary or secondary data are needed for the research process?

An advantage of mail surveys is the ease it provides in the area of _____.

 What is the closest observation one can make about the statement: "Marketing research can examine the effects of a change in any element of the marketing mix on customer perception and behavior?" 

 Which of the following steps in the research process determines why a particular research study is undertaken?

Which of the following is a benefit of observation as a method of data collection?

 Which of the following best describes primary data? 

 Which of the following is a disadvantage of personal (in-depth) interviews? 

 Which of the following statements about marketing research is true? 

Which of the following steps of the research process involves locating data or preparing observational forms or questionnaires,if the research involves collecting primary data?

If a market researcher is analyzing the current situation involving the problem to be researched,he is most likely to be working on the _____ stage.

 The major goal of _____ is to measure new product sales on a limited basis where competitive retaliation and other factors are allowed to operate freely. 

 Qualitative research typically involves _____. 

 Warner Implants,a pioneer in the industry for medical implants,was voted as one of the fifty most influential companies of the century in 1999.The following year,Warner Implants completed 50 years and on that occasion,the company launched a revolutionary cardiac implant.As a part of its promotional strategy,the marketing team at Warner Implants undertook extensive interviews with a few long-term customers individually.The interviews aimed at understanding the meaning their implants brought to the lives of their consumers.This scenario illustrates the use of _____ as a mode of research.

Which of the following marketing research methods allows respondents to answer surveys at their convenience and facilitates evaluation of visual stimuli?