Transcript Chapter 4 Review

Marketing: Real People, Real
Choices, 4e
Chapter 4
Clusters (potential target markets) of
customers developed from a database
containing the characteristics of these
customers, involves data mining.
1. True
2. False
Clusters (potential target markets) of
customers developed from a database
containing the characteristics of these
customers, involves data mining.
1. True
2. False
Research performed by firms that collect
data on a regular basis and sell the
reports to multiple firms is known as
1. syndicated research
2. custom research
3. marketing research
4. primary research
Research performed by firms that collect
data on a regular basis and sell the
reports to multiple firms is known as
1. syndicated research
2. custom research
3. marketing research
4. primary research
A detailed report containing
observations of people at grocery
stores is developed using
ethnography.
1. True
2. False
A detailed report containing
observations of people at grocery
stores is developed using
ethnography.
1. True
2. False
An MIS is used by managers to
motivate employees.
1. True
2. False
An MIS is used by managers to
motivate employees.
1. True
2. False
An intranet allows managers to
collaborate within the company.
1. True
2. False
An intranet allows managers to
collaborate within the company.
1. True
2. False
Companies usually sell their
products and services on the
intranet.
1. True
2. False
Companies usually sell their
products and services on the
intranet.
1. True
2. False
Information gathered by the
Census Bureau would be
considered primary data.
1. True
2. False
Information gathered by the
Census Bureau would be
considered primary data.
1. True
2. False
The role of marketing research is to
provide information to marketing
decision makers.
1. True
2. False
The role of marketing research is to
provide information to marketing
decision makers.
1. True
2. False
The accuracy with which research data was
collected is known as the ___________ of
research.
1. reliability
2. syndication
3. validity
4. representativeness
The accuracy with which research data was
collected is known as the ___________ of
research.
1. reliability
2. syndication
3. validity
4. representativeness
A research design determines how
primary information should be collected
and analyzed.
1. True
2. False
A research design determines how
primary information should be collected
and analyzed.
1. True
2. False
Surveys involve collecting primary data
by mail, telephone, and from
experiments.
1. True
2. False
Surveys involve collecting primary data
by mail, telephone, and from
experiments.
1. True
2. False
The degree to which a sample of consumers
represents the characteristics of the population
of consumers under study is known as its:
1. representativeness
2. experimentation
3. reliability
4. validity
The degree to which a sample of consumers
represents the characteristics of the population
of consumers under study is known as its:
1. representativeness
2. experimentation
3. reliability
4. validity
The Cremola Company would like to get a better
understanding of why sales are declining in their
“wheat bran” cereal segment. They would most likely
conduct market research with which type of objective
in mind?
1. causal
2. descriptive
3. situational
4. normative
5. exploratory
The Cremola Company would like to get a better
understanding of why sales are declining in their
“wheat bran” cereal segment. They would most likely
conduct market research with which type of objective
in mind?
1. causal
2. descriptive
3. situational
4. normative
5. exploratory
Information collected by government sources is
known as:
1. primary data
2. secondary data
3. tertiary data
4. syndicated data
5. universal data
Information collected by government sources is
known as:
1. primary data
2. secondary data
3. tertiary data
4. syndicated data
5. universal data
Data collected by a company for the specific
purpose of answering its research questions are
known as:
1. primary data
2. probability data
3. secondary data
4. syndicated data
5. representative data
Data collected by a company for the specific
purpose of answering its research questions are
known as:
1. primary data
2. probability data
3. secondary data
4. syndicated data
5. representative data
Informal interviews with 8 to 12 respondents
who discuss a topic in an open-ended
discussion under the guidance of a moderator
are known as a
1. focus group.
2. probability group.
3. non-probability group.
4. syndicated interview.
Informal interviews with 8 to 12 respondents
who discuss a topic in an open-ended
discussion under the guidance of a moderator
are known as a
1. focus group.
2. probability group.
3. non-probability group.
4. syndicated interview.
The process of selecting a representative sample of
respondents, developing a questionnaire, asking the
respondents questions, and analyzing the results is
known as a(n):
1. syndicated research study
2. random research study
3. survey
4. experiment
5. scanner system
The process of selecting a representative sample of
respondents, developing a questionnaire, asking the
respondents questions, and analyzing the results is
known as a(n):
1. syndicated research study
2. random research study
3. survey
4. experiment
5. scanner system
What type of research is frequently used as a
relatively inexpensive means of collecting data?
1. mail survey
2. personal interview
3. syndicated service
4. in-depth interview
5. scanner system
What type of research is frequently used as a
relatively inexpensive means of collecting data?
1. mail survey
2. personal interview
3. syndicated service
4. in-depth interview
5. scanner system
What type of research is likely to be the most
appropriate when a large amount of data needs
to be collected from each respondent and the
questioning is complicated?
1. syndicated service
2. projective technique
3. personal interview
4. telephone interview
5. mail survey
What type of research is likely to be the most
appropriate when a large amount of data needs
to be collected from each respondent and the
questioning is complicated?
1. syndicated service
2. projective technique
3. personal interview
4. telephone interview
5. mail survey
What type of research is likely to be the most
appropriate when visual stimuli need to be
presented to respondents?
1. mail survey
2. personal interview
3. projective technique
4. telephone interview
5. syndicated service
What type of research is likely to be the most
appropriate when visual stimuli need to be
presented to respondents?
1. mail survey
2. personal interview
3. projective technique
4. telephone interview
5. syndicated service
What type of research is likely to be the most
appropriate when the time required to obtain the
data is short, but the budget allows for
moderate costs?
1. mail survey
2. personal interview
3. projective technique
4. telephone interview
5. syndicated service
What type of research is likely to be the most
appropriate when the time required to obtain the
data is short, but the budget allows for
moderate costs?
1. mail survey
2. personal interview
3. projective technique
4. telephone interview
5. syndicated service
Research that attempts to test for cause and
effect under controlled conditions is known as:
1. projective
2. secondary data
3. experimentation
4. representative
Research that attempts to test for cause and
effect under controlled conditions is known as:
1. projective
2. secondary data
3. experimentation
4. representative
“Did a consumer buy a tube of Crest toothpaste
after seeing a Crest ad on TV?” can be
answered by using:
1. non-probability data
2. single-source data
3. depth data
4. factory shipment data
5. experimental data
“Did a consumer buy a tube of Crest toothpaste
after seeing a Crest ad on TV?” can be
answered by using:
1. non-probability data
2. single-source data
3. depth data
4. factory shipment data
5. experimental data