Marketing Research Review Sheet

Less randomness and more difficulty in obtaining a sample size are disadvantages of

• personal interview surveys.

• telephone surveys.

• mail surveys.

• social media.

• online experimentation.

Answer explanation

Personal interview surveys require more effort and time to conduct, leading to less randomness in sample selection and making it difficult to obtain a sufficient sample size compared to other methods.

Which of the following uses tools and methods—including software to track, store, and analyze data—to measure and interpret the effectiveness of a firm’s marketing activities?

• Marketing information system

• Marketing database

• Customer relationship management

• U.S. Census databases

• Marketing analytics

Answer explanation

Marketing analytics uses tools and methods, including software, to track, store, and analyze data, allowing firms to measure and interpret the effectiveness of their marketing activities.

Failing to conduct research can help companies maintain a competitive advantage.

• True

• False

Answer explanation

Failing to conduct research can lead to a lack of understanding of market trends and customer needs, ultimately harming a company's competitive advantage. Therefore, the statement is false.

When working as a summer intern for a local retail store, Brianna was sent to the library to look up data on population forecasts for the city of Seattle. The population information she found would be considered

• primary data

• secondary data

• information data from syndicated research services

• secondhand data

• a primary database

Answer explanation

The population information Brianna found is considered secondary data because it was collected by someone else and is being used for a different purpose than originally intended.

A valid study

• portrays the population being studied.

• results in a causal relationship between the independent and dependent variables.

• uses random sampling.

• verifies expected results.

• measures what it is supposed to.

Answer explanation

A valid study must accurately measure what it intends to assess. This ensures the results are reliable and relevant, making 'measures what it is supposed to' the correct choice.

The observation method of research systematically examines and records secondary data information about the physical conditions, events, and overt behavior of respondents.

• True

• False

Answer explanation

The statement is false because the observation method primarily involves direct observation of behavior and events, rather than examining secondary data. It focuses on firsthand data collection.

Primary data are best described as the

• first batch of data collected for a specific study.

• data that are necessary for a correct decision.

• data that are observed, recorded, or collected directly from subjects.

• data that are compiled for some purpose other than the study in question.

• data that are collected inside and outside the organization for some purpose other than the current investigation.

Answer explanation

Primary data are defined as data collected directly from subjects through observation or recording, making the correct choice "data that are observed, recorded, or collected directly from subjects."

_____ data yields information that can be communicated through numbers or metrics.

• Exploratory

• Qualitative

• Quantitative

• Conclusive

• Experimental

Answer explanation

Quantitative data is numerical and can be measured, allowing for analysis through metrics. This distinguishes it from qualitative data, which is descriptive and not easily quantified.

According to the text, ____ interpretation focuses on what is typical or what deviates from the average.

• statistical

• descriptive

• exploratory

• secondary

• primary

Answer explanation

The correct choice is 'statistical' because it specifically deals with analyzing data to identify what is typical or what deviates from the average, which aligns with the focus described in the question.

The first step in drawing conclusions from most research is to rank the data according to importance.

• True

• False

Answer explanation

The statement is false because the first step in drawing conclusions from research is typically to analyze and interpret the data, not to rank it by importance.