Which of the following statements most closely reflect the role of secondary data in the

marketing research process?

a. Secondary data has been completely marginalized in importance in recent years because of

the advances in primary data collection methodologies.

b. Secondary data has lost some ground to primary data because of the advances in internet

technologies.

c. Secondary data continues to be about as important as primary data. There have been no

major changes in recent years.

d. Secondary data has gained in importance over primary data in recent years.

e. Secondary data has become indistinguishable from primary data because of the advances in

data collection and processing technologies.

2. Five managers are planning to get data. Their data collection approaches are outlined below.

Which of the five managers is planning to collect secondary data?

a. Jane has commissioned a survey to determine customer satisfaction with her products.

b. Amanda has asked a marketing research firm to conduct a telephone survey to collect data to

help answer her research questions.

c. Julie has asked her assistant to pull out a research report that she completed last year to

address a different problem.

d. Isabelle decides to do a quick and dirty survey of her friends and relatives to find out if

people have heard of their new product.

e. John collects information using an online survey of visitors to his company's web site

3. The buying power index is:

a. The measure of personal income less federal, state, and local taxes.

b. Data and reports that have been compiled according to some standardized procedure.

c. Large samples of households that provide certain data for an extended period of time.

d. The weighted average of population, retail sales, and effective buying income of an era.

e. None of the above

4.

Sales tracking research typically measures all of the following except:

a.

Annual sales

b.

Number of employees

c.

Number of sales calls required to close the sale

d.

Who sold the product

e.

Brand rating

5. NAICS codes are:

a. Data not gathered for the immediate study at hand but rather for some other purpose.

b. Data collected by outside agencies such as the federal government, trade associations, or

periodicals.

c. Data collected by the individual company for accounting or marketing activity purposes.

d. Numerical industrial listings designed to promote uniformity in data procedures for the U.S.

government.

e. None of the above

6. Mr. Edwards, a marketing manager at a global corporation, Collins Designs, had heard about

CRM and wanted to practice it. In order to do so, he would have to:

a. integrate customer information throughout the enterprise to maximize customer satisfaction.

b. to effective credit report management to reduce bad debts.

c. identify critical resources and manage them effectively.

d. do effective currency rate management to protect the firm from unexpected foreign exchange

fluctuations.

e. manage debt carefully so that the capital ratio stays healthy.

7. Lifetime value models:

a. Are directly related to changes in customer demand

b. Automatically become obsolete once they have been developed

c. Demonstrate that businesses should concentrate on qualified customers first

d. Demonstrate that businesses should concentrate on new customers first

e. None of the above

8. John's household participates in a consumer panel. John is a regular smoker. However, he

doesn't feel comfortable sharing the information regarding his smoking habit in his weekly panel

questionnaire. He routinely under-reports the number of cigarettes he smokes in a day. This

creates a problem for the panel data quality which is referred to as:

a. Sampling error

b. Social desirability bias

c. Response bias

d. Turnover bias

e. Restrictive reporting bias

9. Which of the following is an important component of the customer relationship management

process?

a. Acquire customer data based on interactions

b. Analyze data to determine profitable customer segments

c. Disseminate customer information throughout the business

d. Use technology to store customer data

e. All of the above

10. The use of real-time customer information to achieve a competitive advantage is known as:

a. Data mining

b. Directed data

c. Market intelligence

d. Granular data

e. A data silo

11. Angie, a marketing research assistant, was told by her boss that she needed granular data in

order to address the research question. What does granular data mean?

a. Data that is highly detailed

b. Data that is at a macro level

c. Data that is aggregated for easy analysis

d. Data that is more qualitative in nature

e. Data that is more quantitative in nature

12. Which one of the following about the relevancy of a database is false?

a. Improves the efficiency of market segment construction.

b. Increases the probability of repeat purchase behavior.

c. Improves financial accounting within a firm.

d. Enhances selling effectiveness.

e. Enhances media effectiveness.

13. Nick Anderson, a marketing manager with a small sports goods marketing firm, wants to

create and use a CRM database. Such a database can help him with all of the following

EXCEPT:

a. communicate information about an upcoming new product with his customers

b identify customers who are heavy buyers of sports goods marketed by his firm

c. identify key competitors in the marketplace who are most likely to introduce new products in

the near future

d. determine the lifetime value of his customers

e. divide his customers into different segments and develop each segment's profile

14. Research that a firm can utilize for achieving its performance objective at its lowest cost is

an example of:

a. The mystery shopper study

b. Cycle time research

c. Retailing research practices

d. Logistical assessment

e. Demand analysis

15. The software system of an MDSS should include all of the following except:

a. The design of the report should reflect the needs of the user

b. A way to report to the user within a few minutes

c. The ability to print highly specific reports

d. The system should be pre-written, and not customized

e. None of the above

16. Using infrared dye on questionnaires to trace respondents for the purpose of making a sales

call is an example of:

a. Curbstoning

b. Unethical pricing practices

c. Research companies never fulfilling promises

d. Respondent abuse

e. Unwarranted research services

17. Papi's burgers engage in marketing research in which trained professional shoppers visit

their retail stores to "shop" for various types of fast food. This type of study is an example of:

a. The mystery shopper study.

b. Competitor analysis.

c. Retailing research practices.

d. Distribution strategy.

e. Demand analysis.

18. Which of the following is NOT a common activity of a marketing research department:

a. assessing the impact of an advertising campaign

b. assessing the impact of a promotional program

c. determining the most efficient production sequences for a plant

d. monitoring the appropriateness of a firm's marketing strategy

e. none of the above

19. Assume that five years ago, a researcher had to contact 1000 people to get 100 people who

agreed to participate in the survey. Given the advances in gatekeeper technologies and recent

federal and state data privacy legislation, the same researcher today will have to contact roughly

how many people to get the same sample size?

a. 1,000

b. 900

c. 4,000

d. 8,000

e. 20,000

20. Assume that a researcher is in the third phase (execution of the research design) of the

research process. One of the things that she is likely to do in this stage is:

a. After analyzing her data, she will transform her data structures into information.

b. Pretest the questionnaire to get it ready for data collection.

c. Confirm research objectives and assess value of the information that she'll collect through

her research.

d. Prepare a final report that she will present to the top management.

e. All of the above

21. A researcher prepares a checklist of questions that she wants to answer before she

undertakes a research project that involves data collection from primary sources. Below are five

statements from her checklist. For each of these statements, the answer options are "yes" or

"no." She answers "yes" to all five statements. On the basis of this analysis, she decides NOT to

conduct the study. Which statement made her decide against conducting the study?

A. Is the problem of strategic importance?

b. Is existing secondary information adequate for solving the problem?

c. Is there sufficient time available to gather information?

d. Does the expected value of the information exceed the cost of the study?

e. Are there sufficient monetary and staff resources available to conduct the study?

22. In order to understand the overall problem situation, a researcher must separate the root

problems from observable symptoms. In the following set, pick out the variable that is likely to

be an observable symptom of other underlying problems (also included in the set below).

a. Market share has declined 10% over the last year.

b. Recent ad campaigns have been largely ineffective.

c. Recent recruits in the sales department have been poorly trained.

d. A new international competitor has entered the domestic market with lower prices.

e. Company's quality control standards have declined significantly in recent months.

23. Exploratory research focuses on:

a. Collecting either secondary or primary data and structures and interpreting those structures

in an unstructured format using some type of an informal set of procedures.

b. Using a set of scientifically-based methods to collect data and create data structures that are

used to identify, determine, and describe existing characteristics of a defined target population or

market structure under investigation.

c. Collecting raw data and creating data structures that will allow the decision maker to model

"cause and effect" relationships between two or more market variables under investigation.

d. Testing hypothesized interdependence between two or more variables.

e. None of the above.

24. A retailer wants to estimate the impact of advertising in the Sunday newspaper on her store

traffic. Specifically, she would like to know if advertising in the Sunday newspaper for five

weeks will increase her store traffic or not, and if yes, by what percentage? Which research

design is the most appropriate for her?

a. Descriptive research design

b. Exploratory research design

c. Causal research design

d. Observational research design

e. None of the above

25.

Which of the following is

not

a characteristic of qualitative research?

a.

hardware consists of computers, questionnaires and printouts

b.

is exploratory in nature

c.

questions are probing

d.

amount of information per respondent is substantial

e.

All of these are characteristics of qualitative research.

26. In order to develop a strong, positive relationship with its customers, the management of an

upscale hotel is interested in managing its customer interactions. All of the following qualify as

customer interactions with the firm EXCEPT:

a. A receptionist helping a guest with registration.

b. The driver of the free shuttle giving a ride to a guest to the airport (the shuttle is operated by

an independent operator on a contract basis for the hotel)

c. A customer filling out a reservation form on the hotel's web site.

d. A customer receives an appreciation letter from the hotel.

e. A customer hears about the hotel's exceptional customer service from another guest.

27.

Which of the following is not an advantage of depth interviews over focus groups?

a.

heightened group-dynamics effect

b.

group pressure is eliminated

c.

heightened attention of respondent

d.

no need for expensive focus group facility

e.

All of these are advantages of depth interviews over focus groups.\

28.

Online survey methods do not help reduce which of the following costs?

a.

training

b.

moderator

c.

management costs

d.

telecommunications

e.

participants

29.

A disadvantage of qualitative methods is the:

a.

Richness of the data

b.

Timeliness of the data

c.

Insights to building models

d.

Lack of generalizability

e.

Accuracy of recording marketplace behaviors

30.

If a change was made during the execution of the focus group study away from the

original plan of the manner in which the participants would be selected for the study, in

which section of the focus group research report should this change be presented?

a.

Results

b.

Findings

c

.

Limitations of the study

d.

Appendix

e.

Recommendations

31. Marketing research depicts the Harley-Davidson motorcycle shopper as a 46-year old male

with some college with an average annual income of $78,000. This is an example of:

a. Distribution strategy research

b. Pricing strategy research

c. Positioning research

d. Market segmentation research

e. Retailing research

32. A marketing research manager has been asked to create data structures. Which of the

following is the closest representation of a data structure?

a. A randomly selected subgroup of people or objects from the overall membership pool of a

defined target population.

b. A research design that clearly outlines the structure of a decision problem or opportunity.

c. A situation where market performance can be significantly improved by undertaking new

structural activities based on data analysis.

d. The output analysis results of combining a group of raw data using a quantitative or

qualitative analysis procedure.

e. The actual first hand responses that are obtained by asking questions or observing a

consumer's actions.

33.

Projective techniques are used to:

a.

obtain a deeper understanding of attitudes towards something

b.

reduce the length of a group discussion

c.

introduce the different participants

d.

screen videos of advertisements

e.

none of the above

True/False (1 point)

34.

Open-sourced panelists typically take longer than closed-source panelists to complete