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Exam 4: Market Research Essentials

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Question 21

Multiple Choice

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The manager of an automotive after-market specialties firm is interested in collecting secondary data. He is concerned with the future of the industry and his competition. He would like to find industry research reports along with industry and company analysis of his competitors. His best sources of this information would be ________.

A) independent online databases
B) research studies
C) CRM systems
D) online focus groups
E) sales force automation systems

F) B) and D)
G) B) and C)

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Question 22

Multiple Choice

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For managers, the key section of the market research report that presents a synopsis of the analysis and essential findings is the ________.

A) nature of data
B) executive summary
C) sampling plan
D) information content
E) research design

F) A) and D)
G) None of the above

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Question 23

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In evaluating internal and external information sources, companies need to consider not only what information is important but also the source of the data.

A continuing process of identifying, collecting, analyzing, accumulating, and dispensing critical data to marketing decision makers is known as ________.

Burger Bistro recently experienced a decline in hamburger sales after salmonella was discovered during a health inspection at one of the restaurants. The marketing manager was interested in how other restaurants had dealt with similar situations. Which of the following types of data would be the most appropriate way to find answers related to this marketing problem?

Primary data are collected specifically for the research question at hand.

The marketing manager of Low Cost Retailer wants to conduct descriptive research to gather information on what customers purchase, when they purchase, and how often they purchase certain products. For this purpose, the marketing manager should use ________.

Open-ended questions allow respondents to express themselves freely, which tends to result in more detailed responses that are useful for exploratory research.

Juan Martinez, a researcher for ABC Research Group, is working on crafting a survey for a client. He is concentrating on framing the questions, selecting response choices, refining the wording, and determining how many questions to ask. In the context of establishing the research design, Juan is focusing on the ________.

Managers are typically aware of all the information in their own company.

Market information systems serve as an information bank where important data are stored until it is needed.

The recent controversy over the age of Chinese Olympic gymnasts because of differing ages on their passports and in government files exemplifies the difficulty with the ________ of secondary data in global markets.

________ sampling uses a specific set of procedures to identify individuals from the population to be included in the research.

Market research can be a useful tool helping senior managers identify and deal with the real issue.

Which of the following is TRUE of collecting data for market research in global markets?

A manufacturer of food products is looking at entering several new markets in developing countries. Before it does this, the company wants to collect data on item and flavor preferences in these markets. It sends out a survey that has been accurately translated into the local language, but it still receives inconsistent results. In talking with a consulting firm, the manufacturer is informed that several of these countries have extremely high illiteracy rates and the survey answers may be only random guesses by the respondents. Which of the following problems associated with collecting primary data in global markets does this scenario exemplify?

The manager of Big Brand Clothing wants to determine what items consumers are looking for this Christmas so that he can plan his orders. He decides to collect data for the purpose by stationing employees outside the store on a particular Saturday with a list of questions to ask willing shoppers to answer as they pass by. In this case, the manager is using a ________ sampling method to select respondents.

Brand X diapers, a national brand, has been declining in absolute level of sales for the last four consecutive months. The product manager asks the market research department to do a study to determine why sales have declined. The most appropriate research type would be ________.

In the market research process, once the management research deliverable has been identified, the next step is to ________.

The owner of Joe's Pool Hall found some secondary data online that measured consumer reactions to certain amenities in bars and nightclubs. However, he is concerned about how these data were collected and from whom it was collected. This represents the concerns associated with the ________ of secondary data.