Ch9 Market Research Test

Polly owns a travel agency, but her clients are not booking vacations that involve flying during the health crisis of 2020. Polly wants to find out what travel arrangements would be appealing to her customers. Polly wants to put together travel packages that allow people to drive to their destinations. She has decided to use marketing research to see if her travel packages would be popular with her clientele. In this descriptive role of marketing research, Polly would _______.

• gather and present factual statements

• predict future changes in marketing requirements

• explain data

• address "what if" questions

Pepsi changed from glass bottles to plastic bottles and wanted to measure what the effect of a packaging change would be on sales. Pepsi used market research to test the impact on sales. Which of the following roles of marketing research is described in this example?

• Descriptive

• Diagnostic

• Predictive

• Analytic

The most important use of marketing research is that _______.

• it can help managers ensure that secondary data do not influence marketing decisions

• it helps managers eliminate the use of big data for data analysis

• it helps managers focus on quantity rather than quality of products

• it can help managers serve both current and future customers accurately and efficiently

Since marketing research is a main data source for management information systems, _______.

• it does not allow managers to explore alternatives

• the findings of marketing research become data for management decision making

• it cannot help managers serve future customers

• the findings of marketing research lead to inaccurate forecasts as the marketplace changes

_______ refers to determining what information is needed and how that information can be obtained efficiently and effectively.

• The management decision problem

• The marketing research objective

• Secondary data

• The marketing research problem

Which of the following defines the specific information needed to solve a marketing research problem that will provide insightful decision-making information?

• The marketing research problem

• The management decision problem

• The marketing research objective

• Secondary data

Shinn Company looks at the previously collected data over the last three years on consumer preferences in mouthwash and looks to social media to see what customers are saying about its products. This is an example of _______.

• secondary data

• primary data

• marketing research

• management research objective

Charles Marie is a children's clothing shop that specializes in the tween market. To learn what tweens really like in order to stock the shop correctly, Charles Marie refers to data collected from social media, emails, audio files, and YouTube videos. This is an example of the use of _______.

• secondary data

• primary data

• big data

• marketing data

Force Energy Drinks wanted to find out how its new flavors and new packaging were rated by its customers. After checking on different research methods Force Energy Drinks decided to conduct a study that can be sent out to thousands of potential respondents automatically, that will have a high response rate, and that can also keep costs low. This is an example of a(n) _______.

• in-home personal interview

• focus group

• mail survey

• online survey

Which of the following statements is true of online focus groups?

• They are cost effective.

• They have narrow geographic scope.

• They are difficult to access.

• They have low participation rates.