Can You Pass This Marketing Exam? Quiz

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Can You Pass This Marketing Exam? Quiz - Quiz


Marketing is an activity that businesses take to ensure they produce needed products that stand out and ensure that they get new clients. There are different ways of marketing, with the most common being the use of advertisements. What ways to gather information before one settles on a marketing strategy or target audience? Do take the quiz and polish your understanding of marketing!


Questions and Answers
  • 1. 

    Despite the data glut that marketing managers receive, they frequently complain that they lack ________.

    • A.

      A) enough information of the right kind

    • B.

      B) accurate information

    • C.

      C) reliable information

    • D.

      D) timely information

    • E.

      E) valid information

    Correct Answer
    A. A) enough information of the right kind
    Explanation
    Marketing managers often receive a large amount of data, but they frequently complain that they lack enough information of the right kind. This suggests that although they have access to a lot of information, it may not be relevant or useful for their specific needs. They require specific and relevant information to make informed decisions and develop effective marketing strategies.

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  • 2. 

    Which of the following statements is NOT true regarding information collected for marketers?

    • A.

      A) Many managers lack information of the right kind.

    • B.

      B) Managers have enough of the right information.

    • C.

      C) Many managers are burdened by data overload.

    • D.

      D) Most managers need better information.

    • E.

      E) Most managers do not need more information.

    Correct Answer
    B. B) Managers have enough of the right information.
  • 3. 

    A marketing information system (MIS) consists of people and procedures to assess information needs, ________, and help decision-makers analyze and use the information.

    • A.

      A) question the needed information

    • B.

      B) experiment to develop information

    • C.

      C) test market the information

    • D.

      D) critique the needed information

    • E.

      E) develop the needed information

    Correct Answer
    E. E) develop the needed information
    Explanation
    A marketing information system (MIS) consists of people and procedures to assess information needs and help decision-makers analyze and use the information. In order to fulfill these needs, the MIS must develop the needed information. This involves gathering, organizing, and analyzing data to generate relevant and actionable insights for decision-making. By developing the needed information, the MIS ensures that decision-makers have access to accurate and timely data to support their strategic and operational decisions.

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  • 4. 

    A good MIS balances the information users would ________ against what they really ________ and what is ________.

    • A.

      A) need; can afford; useful

    • B.

      B) use; have to use; available

    • C.

      C) like; can afford; needed

    • D.

      D) need; like; feasible

    • E.

      E) like to have; need; feasible to offer

    Correct Answer
    E. E) like to have; need; feasible to offer
    Explanation
    A good MIS balances the information users would like to have against what they need and what is feasible to offer. This means that the system takes into consideration the preferences and desires of the users, while also considering their actual needs and what is realistically possible to provide. This ensures that the MIS provides valuable and relevant information to the users, without compromising on feasibility and practicality.

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  • 5. 

    Marketers must weigh carefully the costs of additional information against the ________ resulting from it.

    • A.

      A) organization

    • B.

      B) benefits

    • C.

      C) creativity

    • D.

      D) cost

    • E.

      E) ethical issues

    Correct Answer
    B. B) benefits
    Explanation
    Marketers need to consider the costs of obtaining additional information and compare them to the benefits they will gain from it. This means evaluating whether the advantages and positive outcomes that can be achieved through gathering more information outweigh the expenses and efforts involved in acquiring it. By carefully weighing these factors, marketers can make informed decisions about the value and impact of gathering additional information for their organization.

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  • 6. 

    Four common sources of internal data include the accounting department, operations, the sales force, and the ________.

    • A.

      A) competition

    • B.

      B) Web

    • C.

      C) stockholders

    • D.

      D) marketing department

    • E.

      E) owners

    Correct Answer
    D. D) marketing department
    Explanation
    The correct answer is D) marketing department. Internal data refers to the information that is generated within an organization. In this context, the accounting department, operations, the sales force, and the marketing department are all examples of internal sources of data. These departments within the organization collect and generate data that is relevant to their specific functions and can be used for analysis and decision-making purposes. Therefore, the marketing department is a valid and common source of internal data.

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  • 7. 

    Marketing information from which type of database usually can be accessed more quickly and cheaply than other information sources?

    • A.

      A) Dun & Bradstreet's

    • B.

      B) internal

    • C.

      C) Hoover's

    • D.

      D) LexisNexis

    • E.

      E) external

    Correct Answer
    B. B) internal
    Explanation
    Internal databases are usually accessed more quickly and cheaply than other information sources because they are created and maintained by the organization itself. These databases contain information that is specific to the organization, such as customer data, sales data, and marketing data. Since the organization has control over these databases, they can be easily accessed and updated as needed. In contrast, external databases like Dun & Bradstreet's, Hoover's, and LexisNexis may require subscriptions or fees to access, and the information may not be as tailored or relevant to the organization's specific needs.

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  • 8. 

    ________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.

    • A.

      A) Marketing data

    • B.

      B) Customer intelligence

    • C.

      C) Competitive intelligence

    • D.

      D) Marketing intelligence

    • E.

      E) Sales management

    Correct Answer
    D. D) Marketing intelligence
    Explanation
    Marketing intelligence refers to the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment. This involves gathering data and insights from various sources such as market research, industry reports, social media, and competitor analysis. By analyzing this information, organizations can make informed decisions and develop effective marketing strategies to stay competitive in the market.

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  • 9. 

    Which of the following statements regarding marketing intelligence is true?

    • A.

      A) All marketing intelligence is available for free.

    • B.

      B) Marketing intelligence relies upon publicly available information.

    • C.

      C) Marketing intelligence gathering is more focused on gaining insights into consumer activities than competitors' activities

    • D.

      D) Marketing intelligence relies upon privately held information.

    • E.

      E) The advantage of using competitive intelligence is negligible.

    Correct Answer
    B. B) Marketing intelligence relies upon publicly available information.
    Explanation
    Marketing intelligence refers to the process of collecting and analyzing information about the market, competitors, and consumers to make informed marketing decisions. It relies upon publicly available information such as market research reports, government data, industry publications, and social media insights. This information helps businesses understand market trends, consumer behavior, and competitor strategies. It is not necessarily free, as companies may need to invest in gathering and analyzing data from various sources. Therefore, option B is the correct statement.

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  • 10. 

    Which of the following is NOT considered a source of marketing intelligence?

    • A.

      A) activities of competitors

    • B.

      B) key customers

    • C.

      C) suppliers

    • D.

      D) causal research

    • E.

      E) resellers

    Correct Answer
    D. D) causal research
    Explanation
    Causal research is not considered a source of marketing intelligence because it is a type of research that focuses on understanding cause-and-effect relationships. It involves conducting experiments or studies to determine how changes in one variable can affect another. While causal research can provide valuable insights for decision-making, it is not a direct source of marketing intelligence like the activities of competitors, key customers, suppliers, and resellers, which provide information about market trends, consumer behavior, and competitor strategies.

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  • 11. 

    Which of the following is NOT a potential source for marketing intelligence?

    • A.

      A) talking with purchasing agents

    • B.

      B) purchasing competitors' products

    • C.

      C) monitoring competitors' sales

    • D.

      D) collecting primary data

    • E.

      E) looking through competitors' garbage

    Correct Answer
    D. D) collecting primary data
    Explanation
    Collecting primary data is not a potential source for marketing intelligence because primary data refers to the data that is collected firsthand by the researcher for a specific purpose. It involves conducting surveys, interviews, observations, or experiments to gather new and original information. Marketing intelligence, on the other hand, typically involves gathering information from external sources such as competitors, customers, and the market environment. Therefore, collecting primary data is not considered a potential source for marketing intelligence.

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  • 12. 

    Through which of these sources of information is a competitor LEAST likely to reveal intelligence information?

    • A.

      A) press releases

    • B.

      B) annual reports

    • C.

      C) internal marketing conferences

    • D.

      D) trade show exhibits

    • E.

      E) Web pages

    Correct Answer
    C. C) internal marketing conferences
    Explanation
    Internal marketing conferences are events where a company shares information and strategies with its employees. Competitors are least likely to have access to this source of information as it is meant for internal use only. Press releases, annual reports, trade show exhibits, and web pages are more accessible to competitors as they are public sources of information that can be easily obtained and analyzed.

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  • 13. 

    To combat marketing intelligence efforts by competitors, Unilever Corporation is now providing ________ to employees.

    • A.

      A) less information

    • B.

      B) privacy blocks

    • C.

      C) competitive intelligence training

    • D.

      D) protection

    • E.

      E) a code of ethics

    Correct Answer
    C. C) competitive intelligence training
    Explanation
    Unilever Corporation is providing competitive intelligence training to employees in order to combat marketing intelligence efforts by competitors. This training will equip employees with the necessary skills and knowledge to gather and analyze information about competitors, enabling Unilever to stay ahead in the market. By providing this training, Unilever aims to enhance its employees' ability to gather and interpret competitive intelligence, ultimately giving the company a competitive edge in the industry.

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  • 14. 

    Which of the following is an example of a free online database that a company could access in order to develop marketing intelligence?

    • A.

      A) ProQuest

    • B.

      B) Dialog

    • C.

      C) System for Electronic Document Analysis and Retrieval (SEDAR)

    • D.

      D) LexisNexis

    • E.

      E) Hoover's

    Correct Answer
    C. C) System for Electronic Document Analysis and Retrieval (SEDAR)
  • 15. 

    ________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

    • A.

      A) The marketing information system

    • B.

      B) Marketing intelligence

    • C.

      C) Marketing research

    • D.

      D) Causal research

    • E.

      E) Competitive intelligence

    Correct Answer
    C. C) Marketing research
    Explanation
    Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. It involves gathering information about customers, competitors, and market trends to make informed business decisions. Marketing research helps organizations understand consumer behavior, identify market opportunities, and evaluate the effectiveness of marketing strategies. It provides valuable insights that enable companies to develop successful marketing campaigns, launch new products, and improve overall business performance.

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  • 16. 

    What is the first step in the marketing research process?

    • A.

      A) developing a marketing information system

    • B.

      B) developing the research plan for collecting information

    • C.

      C) implementing the research plan

    • D.

      D) hiring an outside research specialist

    • E.

      E) defining the problem and research objectives

    Correct Answer
    E. E) defining the problem and research objectives
    Explanation
    The first step in the marketing research process is defining the problem and research objectives. This involves identifying the specific issue or question that needs to be addressed through the research and establishing the goals and objectives that the research aims to achieve. By clearly defining the problem and research objectives, marketers can ensure that the research is focused and targeted towards providing relevant insights and solutions. This step is crucial as it lays the foundation for the entire research process and helps in guiding the subsequent steps of developing a research plan, implementing the plan, and analyzing the collected data.

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  • 17. 

    Which step in the four-step marketing research process has been left out of the following list: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings?

    • A.

      A) choosing the research agency

    • B.

      B) developing the research plan

    • C.

      C) choosing the research method

    • D.

      D) developing the research budget

    • E.

      E) comparing and contrasting primary and secondary data

    Correct Answer
    B. B) developing the research plan
    Explanation
    The correct answer is B) developing the research plan. This step involves determining the specific approach and methods that will be used to gather data and answer the research objectives. It includes decisions on the type of research to be conducted, the target population, the data collection methods, and the timeline for the research project. This step is crucial as it lays the foundation for the entire research process and guides the subsequent steps of implementing the plan and interpreting the findings.

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  • 18. 

    Causal research is used to ________.

    • A.

      A) gather preliminary information that will help define problems

    • B.

      B) uncover information at the outset in an unstructured way

    • C.

      C) describe marketing problems or situations

    • D.

      D) test hypotheses about cause-and-effect relationships

    • E.

      E) quantify observations that produce insights unobtainable through other forms of research

    Correct Answer
    D. D) test hypotheses about cause-and-effect relationships
    Explanation
    Causal research is used to test hypotheses about cause-and-effect relationships. This means that it is used to investigate whether changes in one variable lead to changes in another variable. By conducting experiments or using statistical analysis, causal research helps to determine whether there is a causal relationship between variables. This type of research is important in understanding the impact of certain factors on outcomes and can be used to inform decision-making and develop strategies based on the identified cause-and-effect relationships.

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  • 19. 

    Managers often start with ________ research and later follow with ________ research.

    • A.

      A) exploratory; causal

    • B.

      B) causal; exploratory

    • C.

      C) descriptive; causal

    • D.

      D) descriptive; exploratory

    • E.

      E) causal; descriptive

    Correct Answer
    A. A) exploratory; causal
    Explanation
    Managers often start with exploratory research to gain a better understanding of a problem or phenomenon. This type of research helps to identify and define the problem, explore potential causes and solutions, and generate hypotheses. Once the initial exploration is done, managers can then move on to causal research, which aims to establish cause-and-effect relationships and test hypotheses. Causal research involves conducting experiments or using statistical analysis to determine whether there is a causal relationship between variables. Therefore, starting with exploratory research and then moving on to causal research is a logical and systematic approach for managers to gain insights and make informed decisions.

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  • 20. 

    Your colleague is confused about using the marketing research process, as he knows that something is wrong but is not sure of the specific causes to investigate. He seems to be having problems with ________, which is often the hardest step to take.

    • A.

      A) obtaining marketing intelligence

    • B.

      B) determining a research approach

    • C.

      C) defining the problem and research objectives

    • D.

      D) selecting a research agency

    • E.

      E) developing the research plan

    Correct Answer
    C. C) defining the problem and research objectives
    Explanation
    In this scenario, the colleague is facing difficulties with defining the problem and research objectives. This step is often considered the hardest because it requires identifying and clearly stating the specific issue or question that needs to be addressed through the research process. Without a well-defined problem and research objectives, it becomes challenging to proceed with the subsequent steps of the marketing research process effectively.

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  • 21. 

    The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses.

    • A.

      A) exploratory

    • B.

      B) descriptive

    • C.

      C) primary

    • D.

      D) secondary

    • E.

      E) causal

    Correct Answer
    A. A) exploratory
    Explanation
    Exploratory research aims to gather preliminary information in order to define a problem and suggest possible hypotheses. This type of research is conducted when there is limited existing knowledge on a subject and the researcher wants to explore and gain insights into it. It helps in identifying new ideas, understanding complex phenomena, and formulating research questions. Exploratory research is often qualitative in nature and involves techniques such as interviews, focus groups, and observations.

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  • 22. 

    In the second step of the marketing research process, research objectives should be translated into specific ________.

    • A.

      A) marketing goals

    • B.

      B) dollar amounts

    • C.

      C) information needs

    • D.

      D) information sources

    • E.

      E) research methods

    Correct Answer
    C. C) information needs
    Explanation
    In the second step of the marketing research process, research objectives need to be translated into specific information needs. This means that the goals and objectives of the research must be broken down into the specific types of information that will be required to achieve those goals. This involves identifying the specific data and insights that will be necessary to answer the research questions and address the research objectives. By clearly defining the information needs, researchers can ensure that they collect the right data and conduct the appropriate analysis to meet their research goals.

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  • 23. 

    Secondary data consists of information ________.

    • A.

      A) that does not currently exist in an organized form

    • B.

      B) that already exists somewhere but is outdated

    • C.

      C) that researchers can only obtain through surveys and observation

    • D.

      D) used by competitors

    • E.

      E) that already exists but was collected for a different purpose

    Correct Answer
    E. E) that already exists but was collected for a different purpose
    Explanation
    Secondary data refers to information that already exists but was collected for a different purpose. This means that the data was originally gathered for a specific reason or research study, but it can be reused or repurposed for a different study or analysis. Secondary data can include sources such as government reports, academic studies, market research reports, and other existing datasets. Researchers can access and analyze this data to gain insights and draw conclusions without having to collect new data themselves.

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  • 24. 

    Information collected from online databases is an example of ________ data.

    • A.

      A) observational

    • B.

      B) experimental

    • C.

      C) primary

    • D.

      D) secondary

    • E.

      E) ethnographic

    Correct Answer
    D. D) secondary
    Explanation
    Information collected from online databases is considered secondary data because it is data that has been collected by someone else for a different purpose. Secondary data is collected from existing sources such as databases, research papers, or government reports. In this case, the information is already available in online databases and is being used by the person accessing it for their own research or analysis.

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  • 25. 

    Which form of data below can usually be obtained more quickly and at a lower cost than the others?

    • A.

      A) survey research

    • B.

      B) observational research

    • C.

      C) secondary

    • D.

      D) primary

    • E.

      E) experimental research

    Correct Answer
    C. C) secondary
    Explanation
    Secondary data refers to data that has already been collected by someone else for a different purpose. It can be obtained more quickly and at a lower cost because it does not require researchers to collect new data themselves. Instead, they can access existing data sources such as government reports, academic studies, or industry databases. This allows researchers to save time and resources by utilizing data that has already been collected and analyzed by others.

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  • 26. 

    Secondary data are ________.

    • A.

      A) always necessary to support primary data

    • B.

      B) never purchased from outside suppliers

    • C.

      C) not always very usable

    • D.

      D) collected mostly via surveys

    • E.

      E) expensive to obtain

    Correct Answer
    C. C) not always very usable
    Explanation
    Secondary data refers to data that has already been collected by someone else for a different purpose. While secondary data can provide valuable insights and save time and resources compared to collecting primary data, it is not always very usable. This is because secondary data may not be directly relevant to the research question or may be outdated or incomplete. Additionally, the quality and reliability of secondary data can vary, making it important to critically evaluate its usefulness for a particular study. Therefore, the correct answer is C) not always very usable.

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  • 27. 

    Your assistant wants to use secondary data exclusively for the current research project. You advise him that the use of secondary data has some potential problems. Which of the following is NOT one of them?

    • A.

      A) It may not exist.

    • B.

      B) It may not be relevant.

    • C.

      C) It is generally more expensive to obtain than primary data.

    • D.

      D) It may not be impartial.

    • E.

      E) It may not be current.

    Correct Answer
    C. C) It is generally more expensive to obtain than primary data.
    Explanation
    The use of secondary data has some potential problems, such as the data may not exist, may not be relevant, may not be impartial, and may not be current. However, it is not generally more expensive to obtain than primary data.

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  • 28. 

    For secondary data to be useful to marketers, it must be relevant, current, unbiased, and ________.

    • A.

      A) collected before secondary data

    • B.

      B) accurate

    • C.

      C) inexpensive

    • D.

      D) complete

    • E.

      E) experimental

    Correct Answer
    B. B) accurate
    Explanation
    Secondary data refers to data that has been collected by someone else for a different purpose. In order for this data to be useful to marketers, it must be accurate. Accuracy ensures that the information is reliable and can be trusted for decision-making purposes. Marketers rely on accurate secondary data to gain insights into consumer behavior, market trends, and other relevant information that can inform their marketing strategies. Without accuracy, the data may lead to incorrect conclusions and ineffective marketing efforts. Therefore, accuracy is a crucial characteristic of useful secondary data.

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  • 29. 

    Which method could a marketing researcher use to obtain information that people are unwilling or unable to provide?

    • A.

      A) survey

    • B.

      B) personal interviews

    • C.

      C) questionnaire

    • D.

      D) focus groups

    • E.

      E) observational

    Correct Answer
    E. E) observational
    Explanation
    Observational method is the most suitable approach for obtaining information that people are unwilling or unable to provide. In this method, the researcher directly observes and records the behavior of individuals or groups without relying on their self-reporting. This allows the researcher to gather data on sensitive or personal topics, or situations where individuals may not accurately recall or report their behavior. Observational method provides an objective and unbiased way of collecting information, making it an effective tool for marketing researchers to understand consumer behavior and preferences.

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  • 30. 

    Ethnographic research ________.

    • A.

      A) is gathered where people live and work

    • B.

      B) provides secondary data

    • C.

      C) is most popular in the service sector

    • D.

      D) provides data to marketers when observation is impossible

    • E.

      E) comes from traditional focus groups

    Correct Answer
    A. A) is gathered where people live and work
    Explanation
    Ethnographic research is a method of research that involves studying and understanding people's behaviors, beliefs, and cultural practices in their natural environment. It is conducted where people live and work, allowing researchers to observe and interact with individuals in their everyday lives. This approach provides a more comprehensive and accurate understanding of people's experiences and perspectives compared to other research methods.

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  • 31. 

    Survey research, though used to obtain many kinds of information in a variety of situations, is best suited for gathering ________ information.

    • A.

      A) creative

    • B.

      B) exploratory

    • C.

      C) causal

    • D.

      D) interpersonal

    • E.

      E) descriptive

    Correct Answer
    E. E) descriptive
    Explanation
    Survey research is a method that involves collecting data from a sample of individuals to gain insights and understanding about a particular topic. Descriptive information refers to factual and objective data that describes a situation or phenomenon. Therefore, survey research is best suited for gathering descriptive information as it allows researchers to collect data on a large scale and analyze it to provide a comprehensive description of the topic being studied. This type of information is valuable for understanding patterns, trends, and characteristics of a population or a specific group.

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  • 32. 

    Fredia Pellerano has just discovered the major advantage of survey research. She reports to her supervisor that the major advantage is its ________.

    • A.

      A) ease and speed to complete

    • B.

      B) interactive design

    • C.

      C) simplicity

    • D.

      D) duplicability

    • E.

      E) flexibility

    Correct Answer
    E. E) flexibility
    Explanation
    Survey research offers the major advantage of flexibility. This means that surveys can be adapted and customized to suit the specific needs and requirements of the research study. Surveys can be designed to gather a wide range of information, from simple yes/no responses to more complex and detailed data. The flexibility of survey research allows researchers to collect data from a large number of participants, making it a versatile and efficient method for gathering information.

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  • 33. 

    Survey research is least likely to be conducted through which of the following?

    • A.

      A) observation

    • B.

      B) the telephone

    • C.

      C) the Web

    • D.

      D) in person

    • E.

      E) the mail

    Correct Answer
    A. A) observation
    Explanation
    Survey research typically involves collecting data through questionnaires or interviews, rather than direct observation. Observation involves directly observing and recording behaviors or events, which may not be suitable for gathering information on opinions, attitudes, or preferences. Therefore, observation is the least likely method for conducting survey research.

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  • 34. 

    Experimental research is best suited for gathering ________ information.

    • A.

      A) preferential

    • B.

      B) interactive

    • C.

      C) exploratory

    • D.

      D) descriptive

    • E.

      E) causal

    Correct Answer
    E. E) causal
    Explanation
    Experimental research is best suited for gathering causal information because it involves manipulating variables and observing the effects of these manipulations on the outcome. This type of research allows researchers to establish cause-and-effect relationships between variables by controlling for other factors that could influence the outcome. By randomly assigning participants to different conditions and manipulating independent variables, experimental research can determine whether a particular variable causes a specific outcome. This is in contrast to other types of research, such as descriptive or exploratory research, which focus on describing or exploring phenomena without establishing causal relationships.

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  • 35. 

    Observational research is best suited for gathering ________ information.

    • A.

      A) exploratory

    • B.

      B) causal

    • C.

      C) descriptive

    • D.

      D) interactive

    • E.

      E) preferential

    Correct Answer
    A. A) exploratory
    Explanation
    Observational research is best suited for gathering exploratory information because it allows researchers to observe and record natural behaviors and phenomena without intervening or manipulating variables. This type of research is often used to generate new ideas, hypotheses, or theories, and to gain a deeper understanding of a particular topic or phenomenon. By observing and documenting real-world behaviors and events, researchers can gather valuable insights and generate new knowledge that can be further explored and tested in future studies.

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  • 36. 

    Which of the following is true of ethnographic research?

    • A.

      A) It is conducted within traditional focus groups.

    • B.

      B) It provides greater insight into customer behaviour than interviews do.

    • C.

      C) It is most popular in the service sector.

    • D.

      D) It provides researchers with secondary data.

    • E.

      E) It is a research option when observation is not possible.

    Correct Answer
    B. B) It provides greater insight into customer behaviour than interviews do.
    Explanation
    Ethnographic research is a qualitative research method that involves observing and studying individuals or groups in their natural settings. It provides greater insight into customer behavior than interviews do because it allows researchers to observe and understand the context in which behavior occurs. Unlike interviews, which rely on self-reporting and may be influenced by social desirability bias, ethnographic research provides a more authentic and holistic understanding of customer behavior. This method is not limited to traditional focus groups, is not specific to the service sector, does not provide researchers with secondary data, and can be used as an alternative to observation when it is not possible.

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  • 37. 

    ABC Company has decided to use mail questionnaires to collect data. Management recognizes this method has all the following advantages EXCEPT which one?

    • A.

      A) can collect large amounts of information

    • B.

      B) has an average response rate

    • C.

      C) low cost per respondent

    • D.

      D) no interviewer to bias respondents' answers

    • E.

      E) may encourage more honest answers

    Correct Answer
    B. B) has an average response rate
    Explanation
    The given question asks for the advantage that is NOT associated with using mail questionnaires to collect data. The correct answer, B) has an average response rate, suggests that mail questionnaires do not have an average response rate as an advantage. This implies that mail questionnaires may have a higher or lower response rate compared to other methods of data collection. The other options, A) can collect large amounts of information, C) low cost per respondent, D) no interviewer to bias respondents' answers, and E) may encourage more honest answers, are all recognized advantages of using mail questionnaires.

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  • 38. 

    Which of the following contact methods has the poorest response rate?

    • A.

      A) telephone

    • B.

      B) online

    • C.

      C) personal

    • D.

      D) individual

    • E.

      E) mail

    Correct Answer
    E. E) mail
    Explanation
    Mail has the poorest response rate among the given contact methods. This is because mail is often seen as less immediate and convenient compared to other methods like telephone or online communication. Additionally, mail can easily be overlooked or discarded, leading to a lower response rate. Personal contact and individual communication methods are more likely to receive a response as they involve direct interaction with the recipient.

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  • 39. 

    Which of the following has the highest rating for speed of data collection and compilation?

    • A.

      A) Internet surveys

    • B.

      B) personal interviews

    • C.

      C) open-ended questionnaires

    • D.

      D) mail surveys

    • E.

      E) ethnographic research

    Correct Answer
    A. A) Internet surveys
    Explanation
    Internet surveys have the highest rating for speed of data collection and compilation because they can reach a large number of respondents quickly and the data can be automatically collected and compiled electronically. Unlike personal interviews or mail surveys, which require time for scheduling and physical delivery, internet surveys can be accessed and completed by respondents at their convenience. Additionally, the data can be instantly compiled and analyzed, reducing the time needed for data processing.

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  • 40. 

    Which of the following is NOT a disadvantage of telephone interviews?

    • A.

      A) Under time pressures, some interviewers might cheat.

    • B.

      B) Potential respondents may refuse to participate.

    • C.

      C) Interviewer bias is introduced.

    • D.

      D) Interviewers can explain some questions and probe more deeply on others.

    • E.

      E) They are more expensive to conduct than mail questionnaires.

    Correct Answer
    D. D) Interviewers can explain some questions and probe more deeply on others.
  • 41. 

    Which of the following contact methods is generally the LEAST flexible?

    • A.

      A) mail

    • B.

      B) Internet surveys

    • C.

      C) telephone

    • D.

      D) online panels

    • E.

      E) personal

    Correct Answer
    A. A) mail
    Explanation
    Mail is generally the least flexible contact method because it involves physical delivery of communication, which can be time-consuming and subject to delays. It also lacks the real-time interaction and immediate response that other contact methods, such as telephone or Internet surveys, offer. Additionally, mail requires additional resources for printing, postage, and handling, making it less efficient and cost-effective compared to online contact methods.

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  • 42. 

    Which form of marketing research is flexible, allows for explanation of difficult questions, and lends itself to showing products and advertisements?

    • A.

      A) telephone surveys

    • B.

      B) observational research

    • C.

      C) individual interviewing

    • D.

      D) Internet surveys

    • E.

      E) ethnographic research

    Correct Answer
    C. C) individual interviewing
    Explanation
    Individual interviewing is a form of marketing research that is flexible and allows for the explanation of difficult questions. It provides an opportunity for in-depth discussions and allows the interviewer to probe further to gain a better understanding of the respondent's thoughts and opinions. Additionally, individual interviewing lends itself well to showing products and advertisements as the interviewer can physically present or display them during the interview, allowing for a more immersive and interactive experience for the respondent.

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  • 43. 

    A consumer is most likely to be paid a small fee for participating in which of the following?

    • A.

      A) an observational interview

    • B.

      B) a focus group interview

    • C.

      C) an Internet survey

    • D.

      D) a mail-in survey

    • E.

      E) a telephone interview

    Correct Answer
    B. B) a focus group interview
    Explanation
    A consumer is most likely to be paid a small fee for participating in a focus group interview. Focus group interviews typically involve a small group of individuals who are asked to provide their opinions and feedback on a specific product, service, or topic. These interviews often require more time and effort from participants compared to other methods such as internet surveys or mail-in surveys. To incentivize consumers to participate, they are often offered a small fee or compensation for their time and contribution.

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  • 44. 

    Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings. However, if the sample size is too small, it is likely to be difficult to ________.

    • A.

      A) find enough secondary data to support the findings

    • B.

      B) generalize from the results

    • C.

      C) encourage honest responses to questions

    • D.

      D) orchestrate cooperation among participants

    • E.

      E) find a representative sample

    Correct Answer
    B. B) generalize from the results
    Explanation
    If the sample size is too small in focus group interviewing, it is likely to be difficult to generalize from the results. This is because a small sample size may not accurately represent the larger population, leading to limited generalizability of the findings.

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  • 45. 

    Which of the following is a disadvantage of online focus groups?

    • A.

      A) The Internet format can restrict respondents' expressiveness.

    • B.

      B) Participants must be in a central location.

    • C.

      C) The cost of online focus groups is greater than that of most other qualitative research methods.

    • D.

      D) Results take longer to tabulate and analyze.

    • E.

      E) The format of focus groups can be varied.

    Correct Answer
    A. A) The Internet format can restrict respondents' expressiveness.
    Explanation
    Online focus groups can be a disadvantage because the Internet format can restrict respondents' expressiveness. In face-to-face focus groups, participants may feel more comfortable expressing their opinions and ideas openly and freely. However, in an online setting, respondents may feel limited in their ability to fully express themselves due to the lack of non-verbal cues and the potential for misinterpretation of written responses. This can result in less rich and nuanced data, potentially impacting the overall quality and depth of insights obtained from the focus group.

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  • 46. 

    Which of the following is NOT an advantage of Web-based research?

    • A.

      A) almost instantaneous results

    • B.

      B) speed

    • C.

      C) control over who respondents are

    • D.

      D) ease of administration

    • E.

      E) low costs

    Correct Answer
    C. C) control over who respondents are
    Explanation
    Control over who respondents are is not an advantage of web-based research because it is difficult to control or verify the identity of respondents online. Unlike traditional research methods, web-based research allows for a wider pool of participants, but it also makes it challenging to ensure that the desired target audience is being reached. Therefore, web-based research may lack the ability to specifically select and control the demographics and characteristics of the respondents.

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  • 47. 

    Del Monte has created an ________ called "I Love My Dog"; this online community allows company-selected dog enthusiasts to complete product-related polls, chat with product developers, and provide feedback about specific products.

    • A.

      A) online social network

    • B.

      B) online experiment

    • C.

      C) immersion group

    • D.

      D) Internet survey

    • E.

      E) expert panel

    Correct Answer
    A. A) online social network
    Explanation
    Del Monte has created an online social network called "I Love My Dog" where dog enthusiasts can interact with each other, participate in product-related polls, communicate with product developers, and share feedback about specific products. This platform serves as a community for company-selected dog enthusiasts to engage with the brand and provide valuable insights and opinions.

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  • 48. 

    Marketing researchers usually draw conclusions about large groups of consumers by studying a small ________ of the total consumer population.

    • A.

      A) target group

    • B.

      B) group

    • C.

      C) sample

    • D.

      D) population

    • E.

      E) audience

    Correct Answer
    C. C) sample
    Explanation
    Marketing researchers typically draw conclusions about large groups of consumers by studying a small sample of the total consumer population. By selecting a representative subset of the population, researchers can gather data and insights that can be generalized to the larger population. This allows them to make informed decisions and predictions about consumer behavior, preferences, and trends. A sample is a practical and cost-effective way to gather information and make inferences about a larger population without having to study every individual within that population.

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  • 49. 

    You generally need to ask three questions when developing a sampling plan. Which of the following questions is part of that process?

    • A.

      A) How should we contact the sample (sampling approach)?

    • B.

      B) How much should we pay the participants (sampling costing)?

    • C.

      C) How should participants be chosen (sampling procedure)?

    • D.

      D) Why should respondents by selected (sampling justification)?

    • E.

      E) Who should be left out of the sample (sampling exclusion)?

    Correct Answer
    C. C) How should participants be chosen (sampling procedure)?
    Explanation
    The correct answer is C) How should participants be chosen (sampling procedure)? When developing a sampling plan, it is essential to determine how participants should be chosen. This involves identifying the target population, selecting the appropriate sampling method (such as random sampling or stratified sampling), and determining the sample size. This question is crucial in ensuring that the sample is representative and unbiased, allowing for valid conclusions to be drawn from the data collected.

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  • 50. 

    What is a major drawback of probability sampling?

    • A.

      A) It can be time consuming.

    • B.

      B) Everyone has an equal chance of selection.

    • C.

      C) Marketers must rely on the judgment of the researcher in respondent selection.

    • D.

      D) The most difficult population from which to obtain information is chosen.

    • E.

      E) The sampling error cannot be measured.

    Correct Answer
    A. A) It can be time consuming.
    Explanation
    Probability sampling is a method of sampling where every individual in the population has an equal chance of being selected. While this method ensures fairness and reduces bias, it can also be time-consuming. This is because probability sampling requires identifying and reaching out to individuals from the population, which can be a time-intensive process. Therefore, the major drawback of probability sampling is that it can be time-consuming.

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