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1
Marketers use marketing research to:
A)reduce uncertainty in operations and decision making.
B)build crucial links between the firm and the environment.
C)monitor the competition.
D)All of the above.
E)None of the above.
2
___________________ uses a variety of statistical analysis tools to uncover previously unknown patterns in data or relationships among data.
A)Data warehousing
B)Data mining
C)Data learning
D)Data channeling
E)Primary data research
3
Related to market research efforts, consumers are more anxious than ever about:
A)how firms can link and relate data
B)breaches of firms' computer systems and records.
C)being contacted with unwanted messages.
D)preserving their fundamental right to privacy.
E)All of the above.
4
The AMA guidelines for marketing research include all of the following EXCEPT:
A)prohibiting selling under the guise of conducting research.
B)supporting research integrity.
C)encouraging fair treatment of clients.
D)supporting the duty of researchers to respect the consumers' privacy.
E)supporting efforts to overcome consumers' concerns about privacy.
5
Among the most important issues marketers must address before beginning a marketing research project are whether the information will be useful and ______________________.
A)whether the research will advance knowledge in the field of marketing.
B)whether the researcher can get a grant to help defray the costs of research.
C)whether senior management is committed to the process and willing to abide by the results.
D)whether competitors have already begun a similar marketing research project.
E)whether an adequate sample can be drawn.
6
Syndicated data, U.S. Census data, internal company data and internet background research are all examples of ____________________.
A)qualitative data
B)quantitative data
C)ethically correct data
D)primary data
E)secondary data
7
The major advantage of ________ research data is it can be tailored to meet the specific marketing research needs.
A)syndicated
B)primary
C)secondary
D)academic
E)scientific
8
All of the following are true of conclusive research EXCEPT:
A)It provides information to confirm preliminary insights.
B)It is often quantitative in nature.
C)It includes observation, focus groups and projective techniques.
D)It can enable the researcher to test his or her predictions.
E)It can be experimental.
9
Jerry is designing an online survey questionnaire. When designing the questionnaire, Jerry should consider which of the following?
A)Use the kinds of questions that will lead the respondents to confirm his preliminary insights.
B)Use language respondents are familiar with.
C)"Scramble" the questions so the respondents won't know what is coming next.
D)Use a variety of formats to confuse the respondent.
E)Develop a kind of intimacy with the respondent by asking sensitive questions.
10
Compared to telephone and mail surveys, Internet–based surveys offer marketing researchers:
A)relatively high response rates.
B)results that can be processed and received quickly.
C)more honesty by respondents.
D)relatively lower costs
E)all of the above.
11
Once the Data Collection step is completed, the marketing researchers will typically:
A)go back to the design phase to ensure all the right questions were asked.
B)present the findings without adding his or her own analysis or interpretation to ensure the results are timely.
C)confirm with the senior management that they are satisfied with the process and results.
D)pass selected information about the respondents to the sales area for follow-up as soon as possible.
E)interpret the data, turning it into usable information.





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