Q&A Hero

Q: When a greenhouse plant grower sells plants to nursery retailers, is selling _____ products. a. specialty b. consumer c. convenience d. business e. unsought

Q: Which of the following is NOT an example of a product's tangible feature? a. brand equity b. packaging c. color d. weight e. size

Q: Why is creation of a product the starting point for the marketing mix? a. The production department must know what to produce first. b. Production strategy is the first of the four Ps listed in the marketing mix. c. Determination of the price, promotional campaign, and distribution network cannot begin until the product has been specified. d. Product development takes the longest amount of time to complete. e. Actually, the product does not have to be the starting point--promotional strategies are often the starting point.

Q: The _____ is the starting point in creating a marketing mix. a. price b. product c. distribution channel d. promotional media e. production line

Q: A _____ is everything, both favorable and unfavorable, that a person receives in an exchange. It can be tangible, intangible, a service, an idea, or a combination of these things. a. brand equity b. quality c. warranty d. transaction e. product

Q: All sales have an implied warranty under the Uniform Commercial Code.

Q: A warranty does not confirm the quality or performance of a good or service.

Q: Cultural traits can make a package design successful in one country and a failure in another.

Q: A company that wants to market its product globally has only two branding strategies available: either use the brand name everywhere or develop a new brand name for each different market.

Q: Due to the time required to scan them, universal product codes (UPCs) are typically placed on merchandise that would be classified as shopping products.

Q: The nutrition label on a package is an example of persuasive labeling.

Q: The most important functions of packaging are to contain and protect products, promote products, facilitate product storage, and facilitate recycling.

Q: Trademark protection only lasts for five years.

Q: When the manufacturer of French's classic yellow mustard introduced French's Dijon mustard, French's Honey mustard, and French's Sweet Onion mustard, it was an example of cobranding.

Q: Retailers love national brands because overhead is low and there are no marketing costs, and they bring higher margins than private brands.

Q: Sam likes Michelin tires. If he needs new tires and Michelin's are not on sale, he is willing to pay a higher price for Michelin rather than buy some other brand. Sam is brand loyal to Michelin.

Q: Brand names such as Kleenex, UPS, Sony, Chevrolet, and Kellogg's are likely to have less brand equity than brand names like Viking, Zojirishi, Schimano, and Thule.

Q: Branding has three main purposes: product identification, repeat sales, and new-product sales.

Q: Isaac Golding, owner of a tutoring service, has developed a design for his firm that includes an owl wearing large spectacles and carrying a satchel crammed full of books and papers. He plans to use this design on all communications the firm sends out. This design is called the firm's brand name.

Q: What is competitive intelligence? Discuss how it is used and provide an example.

Q: When a manager is faced with alternative solutions to a problem, he or she should NOT immediately call for marketing research. The first decision to make is whether to conduct marketing research at all. Name and briefly discuss two situations in which it is best NOT to conduct marketing research.

Q: What is scanner-based research? What two companies currently provide most of the scanner data?

Q: Name and describe the two types of online focus groups. How do they compare to in-person focus groups?

Q: Discuss the advantages of Internet surveys.

Q: Any time a sample is used in marketing research, there will be two major types of errors, measurement error and sampling error. Briefly describe these two sources of error. Then name and define one other possible source of error.

Q: Compare and contrast probability samples and nonprobability samples. List the types of samples for each.

Q: Explain how researchers conduct an experiment and discuss the characteristic of a good experiment. Why is it impossible to conduct a perfect experiment?

Q: Discuss the four types of observation research and give an example of how each is used in marketing research.

Q: What are three advantages and three disadvantages inherent in the use of a mail survey? Distinguish between a mail survey and a mail panel.

Q: Describe survey research and explain how it differs from observation research. Name six popular forms of survey research.

Q: Discuss two advantages and two disadvantages of using primary data.

Q: Discuss two advantages and two disadvantages of using secondary data.

Q: Compare and contrast primary and secondary data and discuss how each is collected.

Q: What are secondary data? List four major sources of secondary data and discuss why most research efforts rely on secondary data and usually collect secondary data before primary data are collected.

Q: List in order the seven steps of the marketing research process.

Q: Marketing research is important to management because it helps managers in several ways. Discuss three major benefits of marketing research to managers.

Q: What is marketing research? Name and briefly describe the three functional roles of marketing research.

Q: Define a marketing decision support system (DSS). Name and briefly describe the four characteristics of a true DSS.

Q: NARRBEGIN: Callaway Golf Co.Callaway Golf Co.Callaway Golf Co. has long been a leader in women's golf equipment, but it wanted to expand its lead in this growing sector of the market. While Callaway's technical people knew what could be done with design, they did not know exactly what women wanted in their clubs. Callaway management decided what it needed to do was to bring the technicians and women golfer together. Beginning about three years ago Callaway sent a team of researchers, designers, and golf pros out to visit with 40 women golfers of various abilities in locations from California to Florida. In selecting the golfers to study Callaway decided to focus on women that were just beginning to play and experienced, competitive golfers that wanted to own the latest equipment. Callaway management felt that these two extreme groups of golfers had been overlooked by golf club manufacturers. Further, Callaway felt that if they could learn enough about these two groups they would also learn enough to serve the rest of the women golfer market. Basically the research team observed the women playing golf and listened to their comments and concerns. The information gathered by this research team was built into every aspect of the design of a new golf club, including the feel of the club, the length of the club shaft and size of the club head, and the weight of the club. When prototypes of the new clubs were completed they were sent to the women golfers to get their feedback. That feedback was then used to refine the club design. This process went on until the women said the new clubs worked. The entire process from original prototype to final product took a little less than one year.NARRENDRefer to Callaway Golf. The Internet would be an excellent means for Callaway Golf to conduct follow-up research because of all the following reasons, EXCEPT:a. error-free resultsb. reduced costsc. personalized questionsd. improved respondent participatione. contact with hard-to-reach groups

Q: NARRBEGIN: Callaway Golf Co.Callaway Golf Co.Callaway Golf Co. has long been a leader in women's golf equipment, but it wanted to expand its lead in this growing sector of the market. While Callaway's technical people knew what could be done with design, they did not know exactly what women wanted in their clubs. Callaway management decided what it needed to do was to bring the technicians and women golfer together. Beginning about three years ago Callaway sent a team of researchers, designers, and golf pros out to visit with 40 women golfers of various abilities in locations from California to Florida. In selecting the golfers to study Callaway decided to focus on women that were just beginning to play and experienced, competitive golfers that wanted to own the latest equipment. Callaway management felt that these two extreme groups of golfers had been overlooked by golf club manufacturers. Further, Callaway felt that if they could learn enough about these two groups they would also learn enough to serve the rest of the women golfer market. Basically the research team observed the women playing golf and listened to their comments and concerns. The information gathered by this research team was built into every aspect of the design of a new golf club, including the feel of the club, the length of the club shaft and size of the club head, and the weight of the club. When prototypes of the new clubs were completed they were sent to the women golfers to get their feedback. That feedback was then used to refine the club design. This process went on until the women said the new clubs worked. The entire process from original prototype to final product took a little less than one year.NARRENDRefer to Callaway Golf. Callaway used its contacts at golf courses around the country to find the 40 women for its study. The 40 women would most likely be called a _____ sample.a. systematicb. conveniencec. clusterd. stratifiede. random

Q: NARRBEGIN: Callaway Golf Co.Callaway Golf Co.Callaway Golf Co. has long been a leader in women's golf equipment, but it wanted to expand its lead in this growing sector of the market. While Callaway's technical people knew what could be done with design, they did not know exactly what women wanted in their clubs. Callaway management decided what it needed to do was to bring the technicians and women golfer together. Beginning about three years ago Callaway sent a team of researchers, designers, and golf pros out to visit with 40 women golfers of various abilities in locations from California to Florida. In selecting the golfers to study Callaway decided to focus on women that were just beginning to play and experienced, competitive golfers that wanted to own the latest equipment. Callaway management felt that these two extreme groups of golfers had been overlooked by golf club manufacturers. Further, Callaway felt that if they could learn enough about these two groups they would also learn enough to serve the rest of the women golfer market. Basically the research team observed the women playing golf and listened to their comments and concerns. The information gathered by this research team was built into every aspect of the design of a new golf club, including the feel of the club, the length of the club shaft and size of the club head, and the weight of the club. When prototypes of the new clubs were completed they were sent to the women golfers to get their feedback. That feedback was then used to refine the club design. This process went on until the women said the new clubs worked. The entire process from original prototype to final product took a little less than one year.NARRENDRefer to Callaway Golf. An experimental approach to evaluating the quality of the new Callaway golf clubs would be to have the women golfers to play two rounds of golf, one with their own clubs and one with the new Callaway clubs. The golfers results for the two rounds could then be compared to help determine which clubs were the best. What is normally the most difficult aspect of conducting experimental research?a. the cost of the experimentb. controlling sampling errorc. holding variables constantd. controlling measurement errore. the questionnaire nature of the data

Q: NARRBEGIN: Callaway Golf Co.Callaway Golf Co.Callaway Golf Co. has long been a leader in women's golf equipment, but it wanted to expand its lead in this growing sector of the market. While Callaway's technical people knew what could be done with design, they did not know exactly what women wanted in their clubs. Callaway management decided what it needed to do was to bring the technicians and women golfer together. Beginning about three years ago Callaway sent a team of researchers, designers, and golf pros out to visit with 40 women golfers of various abilities in locations from California to Florida. In selecting the golfers to study Callaway decided to focus on women that were just beginning to play and experienced, competitive golfers that wanted to own the latest equipment. Callaway management felt that these two extreme groups of golfers had been overlooked by golf club manufacturers. Further, Callaway felt that if they could learn enough about these two groups they would also learn enough to serve the rest of the women golfer market. Basically the research team observed the women playing golf and listened to their comments and concerns. The information gathered by this research team was built into every aspect of the design of a new golf club, including the feel of the club, the length of the club shaft and size of the club head, and the weight of the club. When prototypes of the new clubs were completed they were sent to the women golfers to get their feedback. That feedback was then used to refine the club design. This process went on until the women said the new clubs worked. The entire process from original prototype to final product took a little less than one year.NARRENDRefer to Callaway Golf. When Callaway researchers asked questions like "Now that you have played with the new club, how likely would you say you would be to buy it?" they asked golfers to respond on the following scale:1 = would definitely not buy it2 = would probably not buy it3 = might or might not buy it4 = would probably buy it5 = would definitely buy itWhat type of Question is this?a. scaled-responseb. limited-responsec. dichotomousd. open-endede. multiple-answer

Q: NARRBEGIN: Callaway Golf Co.Callaway Golf Co.Callaway Golf Co. has long been a leader in women's golf equipment, but it wanted to expand its lead in this growing sector of the market. While Callaway's technical people knew what could be done with design, they did not know exactly what women wanted in their clubs. Callaway management decided what it needed to do was to bring the technicians and women golfer together. Beginning about three years ago Callaway sent a team of researchers, designers, and golf pros out to visit with 40 women golfers of various abilities in locations from California to Florida. In selecting the golfers to study Callaway decided to focus on women that were just beginning to play and experienced, competitive golfers that wanted to own the latest equipment. Callaway management felt that these two extreme groups of golfers had been overlooked by golf club manufacturers. Further, Callaway felt that if they could learn enough about these two groups they would also learn enough to serve the rest of the women golfer market. Basically the research team observed the women playing golf and listened to their comments and concerns. The information gathered by this research team was built into every aspect of the design of a new golf club, including the feel of the club, the length of the club shaft and size of the club head, and the weight of the club. When prototypes of the new clubs were completed they were sent to the women golfers to get their feedback. That feedback was then used to refine the club design. This process went on until the women said the new clubs worked. The entire process from original prototype to final product took a little less than one year.NARRENDRefer to Callaway Golf. When Callaway researchers asked questions like "What bothers you the most about your irons?" what type of questions were they asking?a. scaled-responseb. close-endedc. dichotomousd. open-endede. multiple-answer

Q: NARRBEGIN: Callaway Golf Co.Callaway Golf Co.Callaway Golf Co. has long been a leader in women's golf equipment, but it wanted to expand its lead in this growing sector of the market. While Callaway's technical people knew what could be done with design, they did not know exactly what women wanted in their clubs. Callaway management decided what it needed to do was to bring the technicians and women golfer together. Beginning about three years ago Callaway sent a team of researchers, designers, and golf pros out to visit with 40 women golfers of various abilities in locations from California to Florida. In selecting the golfers to study Callaway decided to focus on women that were just beginning to play and experienced, competitive golfers that wanted to own the latest equipment. Callaway management felt that these two extreme groups of golfers had been overlooked by golf club manufacturers. Further, Callaway felt that if they could learn enough about these two groups they would also learn enough to serve the rest of the women golfer market. Basically the research team observed the women playing golf and listened to their comments and concerns. The information gathered by this research team was built into every aspect of the design of a new golf club, including the feel of the club, the length of the club shaft and size of the club head, and the weight of the club. When prototypes of the new clubs were completed they were sent to the women golfers to get their feedback. That feedback was then used to refine the club design. This process went on until the women said the new clubs worked. The entire process from original prototype to final product took a little less than one year.NARRENDRefer to Callaway Golf. The type of research gathered by the Callaway Golf research team would be called:a. secondaryb. developmentalc. descriptived. subjectivee. focus group

Q: NARRBEGIN: University Research StudyUniversity Research StudyA regional state university is experiencing declining enrollments. The administration is concerned with this situation and asked a marketing research class to conduct a research study and to make recommendations. One thing the administration is interested in learning is the feasibility of offering all of their degrees online as well as through the traditional on-campus degree program. They do not know what the market potential would be for online degrees and potential students' attitudes and intentions toward getting an online degree from this university.NARRENDRefer to University Research Study. When the students presented the results of their study to the university administration, they discussed the differences in responses between male and female respondents. Which data analysis technique allowed them to get these results?a. one-way frequency countsb. frame analysisc. cross-tabulationsd. probability analysise. correlation analysis

Q: NARRBEGIN: University Research StudyUniversity Research StudyA regional state university is experiencing declining enrollments. The administration is concerned with this situation and asked a marketing research class to conduct a research study and to make recommendations. One thing the administration is interested in learning is the feasibility of offering all of their degrees online as well as through the traditional on-campus degree program. They do not know what the market potential would be for online degrees and potential students' attitudes and intentions toward getting an online degree from this university.NARRENDRefer to University Research Study. Because the students must finish the research project within a semester and do not have much money to conduct the research, which of the following would be the best, quickest, and least expensive method of collecting survey data?a. in-home personal interviewsb. mail surveysc. Internet surveysd. marketing research aggregatorse. mall intercept interviews

Q: NARRBEGIN: University Research StudyUniversity Research StudyA regional state university is experiencing declining enrollments. The administration is concerned with this situation and asked a marketing research class to conduct a research study and to make recommendations. One thing the administration is interested in learning is the feasibility of offering all of their degrees online as well as through the traditional on-campus degree program. They do not know what the market potential would be for online degrees and potential students' attitudes and intentions toward getting an online degree from this university.NARRENDRefer to University Research Study. In addition to understanding potential students' attitudes and intentions regarding online degree programs, the administration has also asked the students to gather data on another project regarding the public's attitude toward the university overall. Gathering data on two different projects using one questionnaire is called a(n) _____ study.a. piggybackb. dichotomousc. dual-purposed. compounde. synergistic

Q: NARRBEGIN: University Research StudyUniversity Research StudyA regional state university is experiencing declining enrollments. The administration is concerned with this situation and asked a marketing research class to conduct a research study and to make recommendations. One thing the administration is interested in learning is the feasibility of offering all of their degrees online as well as through the traditional on-campus degree program. They do not know what the market potential would be for online degrees and potential students' attitudes and intentions toward getting an online degree from this university.NARRENDRefer to University Research Study. If the students analyze census data to determine demographic trends in the primary market area for the university, they are using _____ data.a. primaryb. secondaryc. proprietaryd. single-sourcee. representational

Q: NARRBEGIN: University Research StudyUniversity Research StudyA regional state university is experiencing declining enrollments. The administration is concerned with this situation and asked a marketing research class to conduct a research study and to make recommendations. One thing the administration is interested in learning is the feasibility of offering all of their degrees online as well as through the traditional on-campus degree program. They do not know what the market potential would be for online degrees and potential students' attitudes and intentions toward getting an online degree from this university.NARRENDRefer to University Research Study. Which role of marketing research is represented if the student researchers address "what if" questions, such as examining the outcomes if all the degree programs were available online?a. predictiveb. proscriptivec. descriptived. diagnostice. normative

Q: NARRBEGIN: Sav-More SupermarketsSav-More SupermarketsObservers of the supermarket industry see no letup in the use of checkout-counter-based target marketing. Sav-More supermarkets have installed an electronic marketing system in their stores. The system allows the stores to do more direct mail promotions by combining the current Sav-More's check cashing cards with the new Sav-More's Bonus Club frequent-shopper cards. The new system uses bar-code scanners and magnetic cards issued to shoppers to track all purchases. As with most customer databases, demographic information is gathered for subsequent offers to frequent-shopper club members, and psychographic information is tracked whenever customers use the magnetic strip cards to make purchases. Generally, marketing to these consumers achieves better results than free- standing insert (FSI) coupons.NARRENDRefer to Sav-More Supermarkets. Edisto decided to survey each customer who stops in front of the frozen orange juice section on Saturday. The type of sample Edisto used for his research project is called a _____ sample.a. simple randomb. piggybackc. probabilityd. stratifiede. convenience

Q: NARRBEGIN: Sav-More SupermarketsSav-More SupermarketsObservers of the supermarket industry see no letup in the use of checkout-counter-based target marketing. Sav-More supermarkets have installed an electronic marketing system in their stores. The system allows the stores to do more direct mail promotions by combining the current Sav-More's check cashing cards with the new Sav-More's Bonus Club frequent-shopper cards. The new system uses bar-code scanners and magnetic cards issued to shoppers to track all purchases. As with most customer databases, demographic information is gathered for subsequent offers to frequent-shopper club members, and psychographic information is tracked whenever customers use the magnetic strip cards to make purchases. Generally, marketing to these consumers achieves better results than free- standing insert (FSI) coupons.NARRENDRefer to Sav-More Supermarkets. Edisto decided the best way to determine what is causing the drop in orange juice sales was to conduct a survey among shoppers in the frozen food section of Sav-More. The data Edisto collected are called _____ data.a. single-sourceb. secondaryc. representationald. primarye. dichotomous

Q: NARRBEGIN: Sav-More SupermarketsSav-More SupermarketsObservers of the supermarket industry see no letup in the use of checkout-counter-based target marketing. Sav-More supermarkets have installed an electronic marketing system in their stores. The system allows the stores to do more direct mail promotions by combining the current Sav-More's check cashing cards with the new Sav-More's Bonus Club frequent-shopper cards. The new system uses bar-code scanners and magnetic cards issued to shoppers to track all purchases. As with most customer databases, demographic information is gathered for subsequent offers to frequent-shopper club members, and psychographic information is tracked whenever customers use the magnetic strip cards to make purchases. Generally, marketing to these consumers achieves better results than free- standing insert (FSI) coupons.NARRENDRefer to Sav-More Supermarkets. Al Edisto, Sav-More's frozen food manager, noticed sales of orange juice have fallen, and he wanted to set up a marketing research project to determine possible reasons for the decline. He first studied the data from the database system discussed above. These data are called _____ data.a. primaryb. single-sourcec. secondaryd. conventionale. representational

Q: NARRBEGIN: Sav-More SupermarketsSav-More SupermarketsObservers of the supermarket industry see no letup in the use of checkout-counter-based target marketing. Sav-More supermarkets have installed an electronic marketing system in their stores. The system allows the stores to do more direct mail promotions by combining the current Sav-More's check cashing cards with the new Sav-More's Bonus Club frequent-shopper cards. The new system uses bar-code scanners and magnetic cards issued to shoppers to track all purchases. As with most customer databases, demographic information is gathered for subsequent offers to frequent-shopper club members, and psychographic information is tracked whenever customers use the magnetic strip cards to make purchases. Generally, marketing to these consumers achieves better results than free- standing insert (FSI) coupons.NARRENDRefer to Sav-More Supermarkets. The creation of a large computerized file of customers' demographic and psychographic characteristics through the new Sav-More system is called:a. survey researchb. situation analysisc. database marketingd. observation researche. secondary data

Q: NARRBEGIN: Sav-More SupermarketsSav-More SupermarketsObservers of the supermarket industry see no letup in the use of checkout-counter-based target marketing. Sav-More supermarkets have installed an electronic marketing system in their stores. The system allows the stores to do more direct mail promotions by combining the current Sav-More's check cashing cards with the new Sav-More's Bonus Club frequent-shopper cards. The new system uses bar-code scanners and magnetic cards issued to shoppers to track all purchases. As with most customer databases, demographic information is gathered for subsequent offers to frequent-shopper club members, and psychographic information is tracked whenever customers use the magnetic strip cards to make purchases. Generally, marketing to these consumers achieves better results than free- standing insert (FSI) coupons.NARRENDRefer to Sav-More Supermarkets. The Sav-More management is continually provided with information to make better marketing decisions. These data are easily accessed and manipulated. This type of system is called a:a. marketing decision support systemb. competitive intelligence systemc. single-source systemd. marketing information systeme. marketing research system

Q: Which of the following is a source of competitive intelligence?a. a company's salespeopleb. government agenciesc. the Yellow Pagesd. periodicalse. all of these choices

Q: An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors is called: a. competitive research b. competitive intelligence c. industrial espionage d. an audit e. differential competitive advantage

Q: Competitive intelligence allows managers to do all of the following EXCEPT:a. predict changes in business relationshipsb. forecast a competitor's strategyc. become more efficient and effective competitorsd. guard against threatse. eliminate the need for marketing research

Q: Because some companies have been conducting market research for many years on particular markets they are interested in, they understand the characteristics of target customers. For this reason, marketing research should not be undertaken when: a. the actual costs are less than the forecasted benefits b. there are no secondary data in existence to guide the project definition c. it will take a long time to complete d. the research would be redundant and a waste of money e. the perceived costs are the same as the forecasted benefits

Q: Marketing research should not be undertaken when: a. the perceived costs are greater than the projected benefits b. there are no secondary data in existence to guide the project definition c. it will take a long time to complete d. the actual costs are less than the forecasted benefits e. the perceived costs are the same as the forecasted benefits

Q: _____ is a scanner-based, sales-tracking service for the consumer packaged-goods industry. It tracks retail sales, consumer purchasing information, and promotional activity for all bar-coded products. a. BehaviorScan b. Nielsen Data c. Scanner Plus d. InfoScan e. VideOCart

Q: IRI panel members shop with an ID card, which is presented at checkout in scanner-equipped grocery and drugstores, allowing IRI to electronically track each household's purchasing over time. This information on the household members is a product called: a. InfoScan b. VideOCart c. BehaviorScan d. Nielsen Data e. Scanner Plus

Q: A regional supermarket chain gathers monthly information from the same consumers. It continuously monitors the in-store promotions the consumers are exposed to and records their purchases. It uses the mail to send different promotions to different areas, and consumers complete diaries recording grocery purchases in return for a small fee. This is an example of: a. the use of a people meter b. a scanner-based research system c. an EDI study d. a CLT interview e. machinated observation

Q: A(n) _____ gathers its information from one group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and what is subsequently purchased. This creates a huge database of marketing efforts and resultant consumer behavior. a. one-way mirror observation study b. television meter investigation c. laser scanner experiment d. CLT interview e. scanner-based research system

Q: Which of the following is a form of observation marketing research that uses data mining coupled with identifying Web surfers by their IP addresses? a. Web community b. behavioral tracking c. online focus group d. Channel M2 e. Web 2.0

Q: Media which consumers generate themselves and share among themselves is called: a. Web communities b. consumer generated media (CGM) c. Webinars d. unrestricted media e. consumer mediated media (CMM)

Q: A carefully selected group of consumers who agree to participate in an ongoing online dialogue with a particular corporation is known as a(n): a. Web community b. focus blog c. online focus group d. Webinar e. Web-based ethnographic group

Q: All of the following are advantages associated with online focus groups EXCEPT: a. speed b. cost-effectiveness c. narrow geographic scope d. accessibility e. honesty of respondents

Q: For what kind of research would a marketer use Channel M2? a. ethnographic research b. experiment research c. passive observation research d. dichotomous research e. Internet focus group

Q: _____ provides market researchers with user-friendly virtual interview rooms, recruiting, and technical support for conducting virtual qualitative research. a. Channel M2 b. Internet ethnography c. Subject-based visualization d. Broadband virtual setting e. Research visualization

Q: The two types of online focus groups are: a. field and laboratory b. diagnostic and predictive c. real-time and time-extended d. primary and secondary e. individual and panel

Q: What is the moderator's role in online focus groups? a. to limit discussion to closed-ended questions b. to provide freestyle screen dialogue including text, instructions, and probes c. to make sure costs remain relatively low d. to act as a data-mining engineer e. to let respondents control the discussion

Q: All of the following are advantages associated with the use of Internet surveys EXCEPT: a. decreased costs b. ability to contact hard-to-reach respondents c. reduced measurement error d. ability to get survey results much more rapidly e. ability to personalize the survey

Q: All of the following statements explain the success of Internet marketing research EXCEPT: a. It allows for faster and better decision making through more rapid access to business intelligence. b. It slashes labor- and time-intensive research activities and associated costs. c. Its use makes it much easier to conduct follow-up studies. d. It improves the ability to respond quickly to customer needs and market shifts. e. It relieves the researcher of having to determine the research design.

Q: What is the last step of the marketing research process? a. selecting sampling procedures b. bill the client c. analyze data d. follow-up e. prepare and present the report

Q: If a researcher wanted to look at responses to vacation home ownership questions as they relate to age and occupation of the respondent, the analysis approach he or she would use is: a. one-way frequency tables b. standard deviation measures c. cross-tabulations d. passive people meters e. scaled responses

Q: _____ permit the analyst to relate the responses to one question to the responses to one or more other questions when assessing marketing research data. a. One-way regression analysis b. Two-way regression analysis c. One-way frequency counts d. Cross-tabulations e. Content analysis

Q: Kent has gathered data concerning people's preferences for traditional breakfast foods. He has learned that 30 percent of the population prefer eggs in the morning, 50 percent of the population prefers something sweet for breakfast like a doughnut, and an overwhelming 86 percent prefer food that they can eat while they drive to work. What method of analyzing the data has Kent used? a. cross-tabulation b. standard deviation c. one-way frequency count d. single correlation e. linear regression

Q: Several types of analysis are common to marketing research. Which one is the simplest? a. one-way frequency counts b. statistical analyses c. cross-tabulations d. passive people meters e. scaled responses

Q: When the Boston Symphony Orchestra wanted to determine how to make classical music appeal to younger concertgoers, it hired AMN to conduct a survey. AMN is most likely an example of a: a. decision support company b. data-mining company c. field service firm d. knowledge portal e. marketing research diagnostics firm

Q: _____ specialize in arranging interviews for data collection on a subcontract basis. They also conduct focus groups, mall intercepts, retail audits, and other data-collection services. a. Research diagnostic firms b. Single-source researchers c. Marketing information organization companies d. Decision support companies e. Field service firms