Pride; Marketing Core Concepts and Applications
Chapter 4 - Market research and information systems


1.
Which of the following is a framework for the day-to-day management and structuring of information gathered regularly from sources both inside and outside an organisation?
A.
Marketing information system
B.
Marketing decision support system
C.
Market research
D.
Marketing database
E.
Market research design


2.
Which of the following is a dichotomous question?
A.
What is your opinion of the new Bic disposable shaver?
B.
Rate the new Bic disposable shaver on a scale of 1 (dislike) to 5 (most favourable):
C.
Do you use disposable shavers?
D.
How do you rate disposable shavers?
E.
How many times per week do you shave?


3.
The first thing a marketer must think about when tackling a market research project is
A.
gathering data.
B.
developing a hypothesis.
C.
locating and defining the problem or research issue.
D.
interpreting research findings.
E.
how much the project will cost.


4.
If Strike-King Fishing Lures knows that its market share in Tasmania dropped 13 per cent in the first quarter of the year but does not know what might have contributed to this decline, it is in which stage of the market research process?
A.
Hypothesis development
B.
Symptom identification
C.
Data collection
D.
Problem definition
E.
Data interpretation


5.
If Shell notices that petrol sales for its super-premium SU2000 brand have increased 30 per cent in the past two months but cannot explain this good fortune, Shell is in the phase of the market research process.
A.
problem definition
B.
hypothesis development
C.
data interpretation
D.
favourable results
E.
data collection


6.
A marketing database can be described as a(n)
A.
collection of information arranged for easy access and retrieval.
B.
establishment where money is received for the financial aspects of marketing.
C.
pool of external sources of marketing information.
D.
subscription to syndicated data services.
E.
file of data useful in bank studies.


7.
Market researchers at Acme repeated a particular experiment several times and discovered that each time the results produced were nearly identical. This phenomenon would indicate that the results were
A.
valid.
B.
reliable.
C.
questionable.
D.
predictable.
E.
unusable.


8.
If Dominoes wants to determine the impact of different coupon offers on pizza unit sales, it needs to conduct
A.
stratified sampling.
B.
hypothesis development.
C.
causal research.
D.
descriptive research.
E.
exploratory research.


9.
Which of the following requires the use of a computer network?
A.
Personal interview
B.
Telephone survey
C.
Mail survey
D.
Online survey
E.
Focus group interview


10.
Which of the following is not a suspected cause of non-response to surveys?
A.
The use of incentives or premiums
B.
The fear of invasion of privacy
C.
Overly long questionnaires
D.
Time pressures
E.
Unethical selling practices


11.
A non-probability sample chosen on the basis of an interviewer's own judgement is called a(n)
A.
intuitive sample.
B.
quota sample.
C.
stratified sample.
D.
area sample.
E.
random sample.


12.
An example of a primary data source is
A.
the ANZ Internet job ads index.
B.
accounting records.
C.
the Survey of Buying Power.
D.
unpublished trade association data.
E.
a telephone interview.


13.
The results of a research design are most reliable when
A.
the research techniques produce almost identical data in repeated trials.
B.
they actually measure what they are supposed to measure, not something else.
C.
the source of the data is trustworthy.
D.
measurements provide data that can be used to test a hypothesis.
E.
a personal computer is used on-site to tabulate results.


14.
If David Jones wants to learn about consumers' attitudes towards catalogue purchases and conducts a survey to acquire this information, this study would collect
A.
causal data.
B.
descriptive data.
C.
experimental data.
D.
secondary data.
E.
primary data.


15.
The University Bookstore selects two hundred of its more than eight thousand customers to participate in a study assessing the store's service quality. The organisation has established a(n) for use in its research.
A.
population
B.
field setting
C.
dependent grouping
D.
sample
E.
experiment


16.
Greg Bush of Quality Market Research tells student intern Rebecca Lee to go out and interview 10 men and 10 women. Greg is using sampling for this phase of the research.
A.
random
B.
stratified
C.
quota
D.
area
E.
probability


17.
A fault of the observation method of research is that
A.
direct contact between the researcher and the respondent is not allowed.
B.
only demographic information can be gathered.
C.
it eliminates the need to motivate respondents to state their true feelings.
D.
it tends to be descriptive, failing to provide insights into causal relationships.
E.
consumers often get upset and attack the researcher.


18.
If Canberra Timber seeks information about trends in new home building around the country and uses ABS reports to get this information, it is using
A.
tertiary data.
B.
primary data.
C.
secondary data.
D.
experimental data.
E.
descriptive data.


19.
A characteristic of telephone surveys is that they
A.
are well-liked by the public.
B.
make it hard to get respondents to cooperate.
C.
are a time-consuming survey method.
D.
permit the interviewer to gain rapport with respondents and to ask them probing questions.
E.
are inexpensive to conduct.


20.
If Adidas needs a study addressing the attitudes of retailers towards the availability of product literature in athletic shoes stores and needs the results in four working days, Adidas should use a(n) for this study.
A.
mail survey
B.
telephone survey
C.
shopping-mall intercept interview
D.
personal interview
E.
in-home interview


21.
The biggest disadvantage of mail surveys is that
A.
the sampling procedure is usually biased.
B.
there may be a low response rate.
C.
survey costs can be relatively low.
D.
they require a tremendous amount of time and resources.
E.
interviewer bias can be present.


22.
If Coles Myer planned to get together a small group of department store buyers to talk about their buying patterns and interests, the organisation would be planning a(n)
A.
experiment.
B.
shopping-mall intercept interview.
C.
personal interview.
D.
questionnaire.
E.
focus group interview.


23.
Which of the following statements about personal interviews is false?
A.
They offer the interviewer a chance to probe certain questions in depth.
B.
They enable the interviewer to develop lines of thought that were not anticipated.
C.
They give the interviewer an opportunity to judge socioeconomic characteristics.
D.
They allow follow-up questions about respondents.
E.
They do not lend themselves well to group situations.


24.
One common mistake in constructing questionnaires is
A.
developing the questionnaire after defining the specific objectives.
B.
asking questions that interest the researcher but do not provide useful information for determining whether to accept or reject a hypothesis.
C.
developing questions that are unbiased and objective.
D.
asking questions that achieve the research objective.
E.
asking questions that are boring.


25.
If Pizza Hut asks survey participants if they have purchased a home-delivered pizza in the last two weeks, this would be a(n)
A.
open-ended question.
B.
dichotomous question.
C.
summed-scale question.
D.
random question.
E.
multiple-choice question.


26.
Assume that Golden Fried Chicken is interested in studying the pricing expectations of its customers. If the study calls for the selection at random of one hundred people from each of three age groupings, which sampling technique is being used?
A.
Stratified
B.
Quota
C.
Random
D.
Experimental
E.
Non-probability


27.
All of the following are steps in the market research process except
A.
designing the research project.
B.
collecting data.
C.
interpreting research findings.
D.
surveying the population.
E.
locating and defining the problem or research issue.


28.
The difference between a reliable and a valid test technique is that a
A.
valid technique produces the same results repeatedly and a reliable one gives accurate results.
B.
valid technique produces the same results repeatedly and a reliable one produces the same results most of the time.
C.
reliable technique measures what you intend to measure and a valid one gives accurate results.
D.
valid technique produces the same results repeatedly and a reliable one measures what you intend to measure.
E.
reliable technique produces the same results repeatedly and a valid one measures what you intend to measure.


29.
Which of the following is the most flexible survey method?
A.
Telephone surveys
B.
Focus group interviews
C.
Personal interview surveys
D.
Mail surveys
E.
Observation


30.
Which of the following is not a primary source of data for market research?
A.
Survey
B.
Interview
C.
Questionnaire
D.
Observation
E.
Government census


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