TEST BANK for Marketing Research for Marketers 1st Edition By Jon Callegher, Ted Langschmidt, Julie

Marketing Research for Marketers, 1e (Callegher) Chapter 1 Marketing Research Explained 1) Even if marketing research is conducted inadequately, some information is better than none at all.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 1.1 Explain why it is important for marketers to be competent in marketing research 2) You must pass a certification exam to become an MRP. Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 1.1 Explain why it is important for marketers to be competent in marketing research 3) There is a critical need in organizations for marketers who are competent in marketing research.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 1.1 Explain why it is important for marketers to be competent in marketing research 4) The long-term success of a company relies on having ongoing conversations with the target group.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 1.2 Provide a technical definition and a marketer's definition of marketing research 5) Marketing research conversations are sometimes irrational.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 1.3 Explain marketing research in terms of a conversation with members of a target group 6) Quantitative research is considered conclusive.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 1.4 Describe the difference between quantitative and qualitative marketing research

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7) Qualitative research is the best choice to determine the percentage of people who would purchase a new product.

Answer: FALSE Diff: 2 Type: TF Skill: Applied LO: 1.4 Describe the difference between quantitative and qualitative marketing research 8) Qualitative research questions are less structured.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 1.4 Describe the difference between quantitative and qualitative marketing research 9) The purpose of marketing research is to help organizations reduce their risk in making decisions.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 1.5 Explain the role of marketing research in business decision-making 10) In the field of market research, the term "sustainability" refers to making a company more environmentally friendly.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 1.5 Explain the role of marketing research in business decision-making 11) There is more marketing research activity happening than what the statistics show.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 1.6 Outline the role of professional associations in the marketing research industry 12) To become a member of ESOMAR, you need to complete a certification exam.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 1.6 Outline the role of professional associations in the marketing research industry 13) A market researcher should meet with their client to review the initial results of a project before the final report is completed.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 1.7 List the five qualities of a solid marketing research project

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14) Research participants often find it difficult to describe their thoughts and feelings.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 1.7 List the five qualities of a solid marketing research project 15) You should include the open-ended comments from respondents in all of your research reports.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 1.7 List the five qualities of a solid marketing research project 16) What is an MRP? A) a marketer that creates research requests B) someone that provides marketing research services C) someone employed in marketing, relationship management, or public relations D) a marketer that works with analytical tools Answer: B Diff: 1 Type: MC Skill: Recall LO: 1.1 Explain why it is important for marketers to be competent in marketing research 17) What does the term "systematic" refer to in regards to marketing research?

A) following rules to decrease errors B) utilizing technology to collect and analyze information C) ensuring MRPs are coordinating the research D) broadcasting information Answer: A Diff: 1 Type: MC Skill: Recall LO: 1.2 Provide a technical definition and a marketer's definition of marketing research 18) Which of the following items is part of the "technical" definition of research?

A) interpretation B) flexibility C) statistical D) mathematical Answer: A Diff: 1 Type: MC Skill: Recall LO: 1.2 Provide a technical definition and a marketer's definition of marketing research

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19) Which of the following items is part of the "marketer's" definition of research?

A) conversation B) broadcasting C) brief D) mathematical Answer: A Diff: 1 Type: MC Skill: Recall LO: 1.2 Provide a technical definition and a marketer's definition of marketing research 20) What does "marketing research as a conversation" refer to?

A) ensuring qualitative research is used B) being flexible in your approach to research C) ensuring the marketer and MRP work together D) asking good questions of your respondents Answer: D Diff: 1 Type: MC Skill: Recall LO: 1.2 Provide a technical definition and a marketer's definition of marketing research 21) Why did the move toward mass production drastically change the marketing research industry?

A) companies could afford to hire external agencies to complete their research B) companies started to care about the needs of their customers C) profitability became more important D) the distance between management and their customers increased Answer: D Diff: 1 Type: MC Skill: Recall LO: 1.3 Explain marketing research in terms of a conversation with members of a target group 22) Which of the following statements describes qualitative research?

A) includes a small number of respondents B) allows for mathematical analysis C) includes mainly closed-ended questions D) is chosen when you need accuracy Answer: A Diff: 1 Type: MC Skill: Recall LO: 1.4 Describe the difference between quantitative and qualitative marketing research

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23) Which of the following statements describes quantitative research?

A) includes a small number of respondents B) allows for mathematical analysis C) includes mainly open-ended questions D) is chosen when you need depth in the responses Answer: B Diff: 1 Type: MC Skill: Recall LO: 1.4 Describe the difference between quantitative and qualitative marketing research 24) Which of the following scenarios requires quantitative research?

A) finding out why respondents chose your brand B) determining the detailed steps of how the respondent uses your product C) understanding the subtleties of how respondents think about your brand versus the competition D) estimating the number of people that will buy your new product Answer: D Diff: 2 Type: MC Skill: Applied LO: 1.4 Describe the difference between quantitative and qualitative marketing research 25) Which of the following scenarios requires qualitative research?

A) determining the detailed steps of how the respondent makes a purchase decision B) finding out what percentage of people buy a competitive brand C) knowing how many customers consider themselves adventurous D) identifying the portion of the target market that is aware of your brand Answer: A Diff: 2 Type: MC Skill: Applied LO: 1.4 Describe the difference between quantitative and qualitative marketing research 26) Why do companies perform marketing research?

A) to increase the number of customers B) to learn more about the science of their product C) to make better decisions D) to reduce the risks associated with manufacturing techniques Answer: C Diff: 1 Type: MC Skill: Recall LO: 1.5 Explain the role of marketing research in business decision-making

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27) In which scenario will a company most likely require marketing research?

A) selecting the ideal target market B) identifying which materials are the easiest to manufacture C) building a reward system for managerial performance D) making any decision Answer: A Diff: 2 Type: MC Skill: Applied LO: 1.5 Explain the role of marketing research in business decision-making 28) If a company's dinner product does not taste good, what is their main problem?

A) They are limiting their audience.

B) They are not sustainable.

C) They will be successful in the long term, not the short term.

D) They are realistic.

Answer: B Diff: 2 Type: MC Skill: Applied LO: 1.5 Explain the role of marketing research in business decision-making 29) What is the main purpose of a professional association in marketing research?

A) to shut down companies that are not following the guidelines B) to provide mandatory licences for marketing research professionals C) to complete marketing research projects D) to provide codes of conduct Answer: D Diff: 1 Type: MC Skill: Recall LO: 1.6 Outline the role of professional associations in the marketing research industry 30) Which marketing research association is recognized around the globe?

A) ESOMAR B) CIRC C) MRIA D) CMRP Answer: A Diff: 1 Type: MC Skill: Recall LO: 1.6 Outline the role of professional associations in the marketing research industry

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31) Which quality of a solid marketing research project will help you choose the right data collection method for the problem at hand?

A) smart research design B) intelligent interpretation C) circulated knowledge D) the right combination of questions Answer: A Diff: 1 Type: MC Skill: Recall LO: 1.7 List the five qualities of a solid marketing research project 32) Which quality of a solid marketing research project will help respondents share their thoughts more completely?

A) smart research design B) customized reports C) circulated knowledge D) the right combination of questions Answer: D Diff: 1 Type: MC Skill: Recall LO: 1.7 List the five qualities of a solid marketing research project 33) Which quality of a solid marketing research project helps bring meaning to data?

A) intelligent interpretation B) customized reports C) circulated knowledge D) the right combination of questions Answer: A Diff: 1 Type: MC Skill: Recall LO: 1.7 List the five qualities of a solid marketing research project 34) Which quality of a solid marketing research project will help the researcher understand the level of detail to include in their analysis?

A) intelligent interpretation B) customized reports C) circulated knowledge D) smart research design Answer: B Diff: 1 Type: MC Skill: Recall LO: 1.7 List the five qualities of a solid marketing research project

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35) Which quality of a solid marketing research project is most often forgotten by marketing research companies?

A) intelligent interpretation B) customized reports C) circulated knowledge D) smart research design Answer: C Diff: 1 Type: MC Skill: Recall LO: 1.7 List the five qualities of a solid marketing research project 36) Compare the two definitions of marketing research (the "technical" and the "marketer's").

What are the main differences? How do they fit together?

Answer: - The marketer's definition highlights the continuous nature of research, whereas the technical definition begins and ends with a problem/opportunity.

- The technical definition focuses on the business, whereas the marketer's definition focuses on the customer.

- The technical definition is more task-based. However, every task identified in the technical definition is the process by which the marketer's definition (an ongoing conversation) is achieved.

Diff: 3 Type: ES Skill: Applied LO: 1.2 Provide a technical definition and a marketer's definition of marketing research 37) Your school wants to know more about the experience of students taking online classes.

They have not done any research on this topic yet. They want to understand students' in-depth perceptions and attitudes toward online tasks and why the respondents feel that way. They also want to know how students approach their online studies on a day-to-day basis, the order in which they complete all of their activities, and what works well and doesn't work well. Would you recommend quantitative or qualitative research? Why? Answer: - Qualitative research is the best approach for this scenario.

- The issues at hand require the respondent to provide open-ended responses about what they are feeling, why, and the subtleties of their behaviour.

- This is not a situation where we have closed-ended and structured response options.

Diff: 3 Type: ES Skill: Applied LO: 1.4 Describe the difference between quantitative and qualitative marketing research

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38) Explain how, even if you do not become a marketing researcher, it will be useful as a marketer to be knowledgeable about the five qualities of a successful marketing research project.

Answer: Any one reason from each quality: - Being knowledgeable about "smart research design" will help a marketer o articulate the problem/opportunity and objectives better. o evaluate the data collection methods in both primary and secondary research. o create a better marketing research brief.

- Being knowledgeable about "the right combination of questions" will help a marketer o assess the effectiveness of proposed questionnaires. o ask better questions during informal research. o judge the appropriateness of the questions used in secondary research sources.

- Being knowledgeable about "intelligent interpretation" will help a marketer o evaluate the effectiveness of analysis reports. o turn data into insightful information. o complete analysis on databases.

- Being knowledgeable about "customized reports" will help a marketer o suggest interesting combinations of variables to analyze. o easily request particular charts, tables, and analysis that will be effective. o create their own visuals based on data as needed.

- Being knowledgeable about "circulated knowledge" will help a marketer o mobilize the data through the company. o demand this stage be included as part of any marketing research project. o form a continued partnership with the researcher for future guidance Diff: 2 Type: ES Skill: Applied LO: 1.7 List the five qualities of a solid marketing research project

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Marketing Research for Marketers, 1e (Callegher) Chapter 2 The Marketing Research Process 1) Marketing research should have a consistent planning method, regardless of the type.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 2.1 Explain the seven steps in the marketing research process 2) Respondent behaviour is considered data.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 2.1 Explain the seven steps in the marketing research process 3) Exploratory research can be used on its own.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 2.1 Explain the seven steps in the marketing research process 4) The goal of exploratory research is to make conclusive business decisions.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 2.1 Explain the seven steps in the marketing research process 5) Descriptive research mainly contains open-ended questions.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 2.1 Explain the seven steps in the marketing research process 6) Descriptive research can be used to explore the results of exploratory research.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 2.1 Explain the seven steps in the marketing research process 7) Descriptive and causal research provide conclusive results.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 2.1 Explain the seven steps in the marketing research process

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8) The terms "exploratory" and "explanatory" research are interchangeable.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 2.1 Explain the seven steps in the marketing research process 9) The way that a company can capitalize on an opportunity is defined as a "problem" in marketing research.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 2.1 Explain the seven steps in the marketing research process 10) In the first step of the marketing research process, the MRP will draft rough questions for the respondents.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 2.1 Explain the seven steps in the marketing research process 11) The terms "analysis" and "interpretation" are interchangeable.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 2.1 Explain the seven steps in the marketing research process 12) "To hold three focus groups across North America with current customers" is an example of a marketing research objective.

Answer: FALSE Diff: 2 Type: TF Skill: Applied LO: 2.2 Creating marketing research objectives and research questions based on a management problem 13) Research questions (RQs) are developed at the "write the questionnaire" stage of a marketing research project.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 2.2 Creating marketing research objectives and research questions based on a management problem 14) Marketing research objectives are usually written by the MRP, not the marketer.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 2.3 Recognize the seven stages in the marketer's journey of working with an MRP 2-2 © 2021 Pearson Canada Inc.

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15) The marketer should meet with the MRP to discuss the initial results before the final report is created.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 2.3 Recognize the seven stages in the marketer's journey of working with an MRP 16) Why would you prioritize exploratory research?

A) to assist in the development of a hypothesis B) to enable the creation of a final report that contains bar and line charts C) to see how a business decision will affect business outcomes D) to make conclusions Answer: A Diff: 2 Type: MC Skill: Applied LO: 2.1 Explain the seven steps in the marketing research process 17) Why would you prioritize descriptive research?

A) to assist in the development of the hypothesis B) to enable the creation of a final report that has bar and line charts C) to see how a business decision will change business outcomes D) to get the answers to many open-ended questions Answer: B Diff: 2 Type: MC Skill: Applied LO: 2.1 Explain the seven steps in the marketing research process 18) Why would you prioritize causal research?

A) to assist in the development of the hypothesis B) to describe the attitudes of your target population C) to see how a business decision will change business outcomes D) to get the answers to many open-ended questions Answer: C Diff: 2 Type: MC Skill: Applied LO: 2.1 Explain the seven steps in the marketing research process

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19) Your company's sales are decreasing and you have no idea why. To get a better understanding of the situation generally, which type of marketing research would you prioritize?

A) exploratory B) descriptive C) causal D) productivity Answer: A Diff: 3 Type: MC Skill: Applied LO: 2.1 Explain the seven steps in the marketing research process 20) Your company wants to know which segments of the market it has been successful with so far. To know more about the traits of these current customers, what type of marketing research would you prioritize?

A) exploratory B) descriptive C) causal D) database Answer: B Diff: 3 Type: MC Skill: Applied LO: 2.1 Explain the seven steps in the marketing research process 21) Your company is considering launching a new flavour. To determine if the total sales for the entire product line would increase after launch, what type of marketing research would you prioritize?

A) exploratory B) descriptive C) causal D) candid Answer: C Diff: 3 Type: MC Skill: Applied LO: 2.1 Explain the seven steps in the marketing research process 22) In which order would a market researcher complete these steps?

A) create the research design, identify the marketing research objectives, collect the data B) write the questionnaire, collect the data, create the research design C) write the questionnaire, create the research design, collect the data D) create the research design, write the questionnaire, collect the data Answer: D Diff: 1 Type: MC Skill: Recall LO: 2.1 Explain the seven steps in the marketing research process

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

23) "Do you also agree that we should add this product to our shelves?" is an example of A) a double-barrelled question.

B) a leading question.

C) an open-ended question.

D) a marketing research objective.

Answer: B Diff: 2 Type: MC Skill: Applied LO: 2.1 Explain the seven steps in the marketing research process 24) "On a scale of 1 to 10, how innovative and high-tech is Brand A?" is an example of A) a double-barrelled question.

B) a leading question.

C) an open-ended question.

D) a marketing research objective.

Answer: A Diff: 2 Type: MC Skill: Applied LO: 2.1 Explain the seven steps in the marketing research process 25) In which order should you organize these sections of a market research report?

A) findings, conclusions, recommendations B) findings, recommendations, conclusions C) conclusions, recommendations, findings D) conclusions, findings, recommendations Answer: C Diff: 2 Type: MC Skill: Recall LO: 2.1 Explain the seven steps in the marketing research process 26) The situation that a company needs to solve is known as a A) management problem.

B) marketing research objective.

C) hypothesis.

D) research question.

Answer: A Diff: 1 Type: MC Skill: Recall LO: 2.2 Creating marketing research objectives and research questions based on a management problem

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27) The overall desired outcome of the research is known as a A) management problem.

B) marketing research objective.

C) hypothesis.

D) research question.

Answer: B Diff: 1 Type: MC Skill: Recall LO: 2.2 Creating marketing research objectives and research questions based on a management problem 28) A statement that you are trying to prove or disprove with your research is a A) management problem.

B) marketing research objective.

C) hypothesis.

D) research question.

Answer: C Diff: 1 Type: MC Skill: Recall LO: 2.2 Creating marketing research objectives and research questions based on a management problem 29) "To identify which product should be launched" is an example of a A) mission statement.

B) marketing research objective.

C) hypothesis.

D) research question.

Answer: B Diff: 2 Type: MC Skill: Applied LO: 2.2 Creating marketing research objectives and research questions based on a management problem 30) "What is the purchase intent of product A versus B?" is an example of a A) management problem.

B) double-barrelled question.

C) hypothesis.

D) research question.

Answer: D Diff: 2 Type: MC Skill: Applied LO: 2.2 Creating marketing research objectives and research questions based on a management problem

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31) "To increase customer retention" is an example of a A) management problem.

B) marketing research objective.

C) hypothesis.

D) research question.

Answer: A Diff: 2 Type: MC Skill: Applied LO: 2.2 Creating marketing research objectives and research questions based on a management problem 32) "Millennials will prefer product A" is an example of a A) mission statement.

B) marketing research objective.

C) hypothesis.

D) research question.

Answer: C Diff: 2 Type: MC Skill: Applied LO: 2.2 Creating marketing research objectives and research questions based on a management problem 33) What does RFP stand for?

A) request for planning B) request for proposal C) research financial planning D) research for professionals Answer: B Diff: 1 Type: MC Skill: Recall LO: 2.3 Recognize the seven stages in the marketer's journey of working with an MRP 34) What does "workshopping" refer to in marketing research?

A) working with the internal team before requesting the services of an MRP B) meeting with the MRP before the initial results are presented C) a group of 8 to 12 respondents brainstorming and answering questions D) working with the MRP to extract greater meaning from the data Answer: D Diff: 1 Type: MC Skill: Recall LO: 2.3 Recognize the seven stages in the marketer's journey of working with an MRP

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35) Why is it important for marketers to understand analysis?

A) Marketers must perform the role of an MRP. B) Marketers need to be able to direct the type of analysis they want the MRP to conduct.

C) Analysis leads to data.

D) Analysis is more effective with infographics.

Answer: B Diff: 1 Type: MC Skill: Recall LO: 2.3 Recognize the seven stages in the marketer's journey of working with an MRP 36) Which stage of working with an MRP do you think is most important for the marketer to be knowledgeable about?

Answer: • In stage 1, the marketer must recognize the need for research and the services of an MRP. This would be the most important step for a marketer to be very knowledgeable about.

• Identifying business decisions that could benefit from further insight will help marketers make better decisions. Making better decisions will help the company be more successful.

• In all the other stages of the journey, the marketer may be able to leverage the experience of the MRP. However, in stage 1 the MRP is not involved yet, and cannot assist the marketer.

Diff: 2 Type: ES Skill: Applied LO: 2.3 Recognize the seven stages in the marketer's journey of working with an MRP 37) Your company is hoping to increase sales by offering a new colour of their product. Offering a new colour could expand your market, or it could just take away from the sales of your existing colours, so you really want to be sure before you invest in a significant launch campaign. You also need to know which colour to choose if you decide to go ahead.

Identify the management problem, the marketing research objective, and a research question.

Answer: • Management problem: To increase sales by potentially offering a new colour.

• Marketing research objective: To identify which colour, if any, should be introduced.

• Research question: Which segments of the market would purchase which colours?

Diff: 3 Type: ES Skill: Applied LO: 2.2 Creating marketing research objectives and research questions based on a management problem

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38) Your company is hoping to increase sales by offering a new colour of their product. Offering a new colour could expand your market, or it could just take away from the sales of your existing colours, so you really want to be sure before you invest in a significant launch campaign. You also need to know which colour to choose if you decide to go ahead. Explain whether you would prioritize exploratory, descriptive, or causal research?

Answer: • Causal research would be the right choice.

• You want to know if you were to launch a particular colour, what would the result be.

• Causal research helps a company determine the cause and effect between two variables.

Diff: 3 Type: ES Skill: Applied LO: 2.1 Explain the seven steps in the marketing research process

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Marketing Research for Marketers, 1e (Callegher) Chapter 3 Conducting Marketing Research Ethically 1) The marketing research industry is largely unregulated.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 3.1 State the importance of conducting marketing research ethically 2) If something is legal, it is also ethical.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 3.1 State the importance of conducting marketing research ethically 3) Marketers need to be aware of the consequences of unethical decisions by an MRP. Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 3.2 Describe the commoditization of marketing research 4) The existence of "guiding principles" indicate there is an authority with control over an industry.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 3.1 State the importance of conducting marketing research ethically 5) The ESOMAR code is recognized by countries outside of Europe.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 3.3 Outline the fundamental principles of the ESOMAR International Code on Market, Opinion and Social Research and Data Analytics 6) CRIC's code is a Canadianized version of the ESOMAR Code.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 3.3 Outline the fundamental principles of the ESOMAR International Code on Market, Opinion and Social Research and Data Analytics

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7) Members of ESOMAR and CRIC can be reprimanded for not following their respective code of ethics.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 3.3 Outline the fundamental principles of the ESOMAR International Code on Market, Opinion and Social Research and Data Analytics 8) According to the ESOMAR code, research respondents must be able to access the identity of the researcher.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 3.3 Outline the fundamental principles of the ESOMAR International Code on Market, Opinion and Social Research and Data Analytics 9) The MRP is expected to self-regulate.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 3.3 Outline the fundamental principles of the ESOMAR International Code on Market, Opinion and Social Research and Data Analytics 10) To conduct research, parental consent is required for individuals under the age of 18.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 3.4 Explain the three pillars of marketing research ethics 11) A survey attempting to uncover the most popular laundry detergent should not offer an incentive to the respondent that includes a particular laundry detergent.

Answer: TRUE Diff: 1 Type: TF Skill: Applied LO: 3.4 Explain the three pillars of marketing research ethics 12) CASL is the Canadian equivalent of ESOMAR. Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 3.4 Explain the three pillars of marketing research ethics 13) Commoditization of research helps protect the marketer from ethical issues.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 3.2 Describe the commoditization of marketing research 3-2 © 2021 Pearson Canada Inc.

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14) The ESOMAR code covers technological issues like the storage of personal data.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 3.3 Outline the fundamental principles of the ESOMAR International Code on Market, Opinion and Social Research and Data Analytics 15) The ESOMAR code indicates that you can reach out to past respondents without permission for quality control purposes.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 3.3 Outline the fundamental principles of the ESOMAR International Code on Market, Opinion and Social Research and Data Analytics 16) What does "the commoditization of research" refer to?

A) initiating the RFP process B) research suppliers sacrificing quality for efficiency C) marketers completing the tasks of an MRP D) maximizing profit margins by making decisions without any data Answer: B Diff: 1 Type: MC Skill: Recall LO: 3.2 Describe the commoditization of marketing research 17) Which of the following is NOT an example of the commoditization of research?

A) hiring accountants to analyze data because they are experienced in Excel B) sidestepping how different segments responded to your questions C) a marketer outsourcing their project to an MRP D) avoiding open-ended questions on a survey Answer: C Diff: 2 Type: MC Skill: Applied LO: 3.2 Describe the commoditization of marketing research 18) What are ethics?

A) laws B) guiding rules C) boards that oversee an industry D) principles that govern behaviour Answer: D Diff: 1 Type: MC Skill: Recall LO: 3.1 State the importance of conducting marketing research ethically

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

19) Which of the following is NOT a characteristic of ESOMAR? A) its members reside across the globe B) it can penalize its own members C) it aims to improve public confidence in the research industry D) it is a branch of the CRIC Answer: D Diff: 1 Type: MC Skill: Recall LO: 3.3 Outline the fundamental principles of the ESOMAR International Code on Market, Opinion and Social Research and Data Analytics 20) According to the fundamental principles outlined in the ESOMAR code, which of the following items is NOT something that is required to be shared with respondents?

A) purpose of the research B) the results of the research C) the information that will be collected D) if the data will be shared Answer: B Diff: 1 Type: MC Skill: Recall LO: 3.3 Outline the fundamental principles of the ESOMAR International Code on Market, Opinion and Social Research and Data Analytics 21) According to the ESOMAR code, what is the ethical issue in the following survey introduction? "Hello, my name is Jane Doe and I'm doing research on behalf of XYZ Research Company. Would you have time today to complete our survey? Your answers are completely confidential and will not be shared."

A) The researcher is forcing the participation of the respondent.

B) The researcher did not ask for consent.

C) The researcher did not indicate that there would be no re-contact.

D) The purpose of the survey was not mentioned.

Answer: D Diff: 2 Type: MC Skill: Applied LO: 3.3 Outline the fundamental principles of the ESOMAR International Code on Market, Opinion and Social Research and Data Analytics 22) The three pillars of marketing research A) focus on the client, the respondent, and the public.

B) provide a checklist that each respondent should review.

C) are taken directly from the ESOMAR code articles.

D) focus on transparency, honesty, and objectivity.

Answer: A Diff: 1 Type: MC Skill: Recall LO: 3.4 Explain the three pillars of marketing research ethics 3-4 © 2021 Pearson Canada Inc.

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23) What is the ethical issue if an MRP owns shares in the company that it is doing research for?

A) conflict of interest B) biased analysis C) plagiarism D) informed consent Answer: A Diff: 1 Type: MC Skill: Applied LO: 3.4 Explain the three pillars of marketing research ethics 24) What is the ethical issue if an MRP ensures that the final report only includes good news for the client?

A) conflict of interest B) biased analysis C) plagiarism D) informed consent Answer: B Diff: 1 Type: MC Skill: Applied LO: 3.4 Explain the three pillars of marketing research ethics 25) What is the ethical issue if an MRP includes secondary research in their report, implying that it is primary research?

A) conflict of interest B) biased analysis C) plagiarism D) informed consent Answer: C Diff: 1 Type: MC Skill: Applied LO: 3.4 Explain the three pillars of marketing research ethics 26) What is the ethical issue if the MRP does not obtain permission from the parent when required?

A) confidentiality B) anonymity C) unnecessary research D) informed consent Answer: D Diff: 1 Type: MC Skill: Applied LO: 3.4 Explain the three pillars of marketing research ethics

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

27) What is the ethical issue if the MRP shares the names of the participants with the client's sales manager?

A) confidentiality B) anonymity C) unnecessary research D) informed consent Answer: A Diff: 2 Type: MC Skill: Applied LO: 3.4 Explain the three pillars of marketing research ethics 28) What is the ethical issue if the MRP completes primary research when they know there is secondary research that answers the research question?

A) withholding limitations B) obeying laws C) unnecessary research D) informed consent Answer: C Diff: 1 Type: MC Skill: Applied LO: 3.4 Explain the three pillars of marketing research ethics 29) What is the ethical issue if the MRP does not disclose that only 10 people completed their survey?

A) withholding limitations B) obeying laws C) unnecessary research D) informed consent Answer: A Diff: 1 Type: MC Skill: Applied LO: 3.4 Explain the three pillars of marketing research ethics 30) What is the ethical issue if the MRP does not investigate the legislation applicable for the regions in which they are conducting their research?

A) withholding limitations B) obeying laws C) unnecessary research D) informed consent Answer: B Diff: 1 Type: MC Skill: Applied LO: 3.4 Explain the three pillars of marketing research ethics

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

31) Which of the following dictates that you cannot email a respondent without consent?

A) ESOMAR B) CIRC C) CASL D) ICC Answer: C Diff: 2 Type: MC Skill: Recall LO: 3.4 Explain the three pillars of marketing research ethics 32) An advertisement indicated that "3 out of 4 doctors recommend our product." However, only doctors (400 in total) that had a working relationship with the company were asked to participate in the research. What is the ethical issue in this scenario?

A) sample size is too small B) the exact percentage is not indicated C) doctors should not be asked to participate in marketing research D) limitations are not stated Answer: D Diff: 2 Type: MC Skill: Applied LO: 3.4 Explain the three pillars of marketing research ethics 33) What should an ethical MRP do if they discovered an error in a research report that had already been posted online?

A) take the research report down B) issue a correction and explain the potential effects of the error on the results C) do nothing since the research project is over D) attach an addendum that indicates the errors Answer: B Diff: 1 Type: MC Skill: Recall LO: 3.4 Explain the three pillars of marketing research ethics 34) Which of the following actions will NOT earn the public's trust?

A) prioritizing results over legislation B) indicating any limitations of the research C) ensuring that the report is understandable for the audience D) confirming the answers to the research questions do not already exist Answer: A Diff: 2 Type: MC Skill: Recall LO: 3.4 Explain the three pillars of marketing research ethics

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

35) Which of the following actions will NOT earn the respondent's trust?

A) providing incentives for participation B) including no open-ended questions in a survey C) ensuring a good room temperature D) confirming the answers to the research questions do not already exist Answer: B Diff: 2 Type: MC Skill: Recall LO: 3.4 Explain the three pillars of marketing research ethics 36) Review the examples of commoditization of research from your textbook. Choose one and identify which of the three pillars of marketing research ethics could be affected by the example.

Explain your answer.

Answer: • Hiring entry level staff for higher level work such as analysis o Earning the marketing client's trust: The MRP should provide accurate and complete analysis and interpretation. o Earning the respondents' trust: Respondents expect a satisfactory and professional research experience. o Earning the public's trust: Experienced professionals will more likely clarify and visually display information in a clear way.

• OR Sub-contracting key elements of the research such as analysis o Earning the marketing client's trust: The MRP should provide accurate and complete analysis and interpretation. o Earning the respondents' trust: Confidentiality could be an issue. Respondents also expect a satisfactory and professional research experience that may not be guaranteed. o Earning the public's trust: Experienced professionals will more easily be able to clarify and visually display in a clear way.

• OR Avoiding open-ended questions: o Earning the marketing client's trust: The MRP should provide accurate and complete analysis and interpretation starting with asking the right questions and coding all of the results. o Earning the respondents' trust: Respondents want to be truly heard, and a lack of open-ended comments when warranted may be frustrating for them. o Earning the public's trust: Research that does not meet the research objectives would be considered unnecessary research.

Diff: 3 Type: ES Skill: Applied LO: 3.2 Describe the commoditization of marketing research

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

37) Article 12a of the ESOMAR Code states "Researchers and clients also should familiarise themselves with relevant local self-regulatory documents on research..." In your words, discuss the importance of this section.

Answer: • This section in the ESOMAR Code indicates that the local guidelines on how to conduct research are the responsibility of both the researcher and the client–which is often the marketer.

It is important for the marketer to be aware of the guidelines and ask the right questions of the MRP to ensure the research is being conducted ethically wherever they are conducting research.

Diff: 2 Type: ES Skill: Applied LO: 3.2 Describe the commoditization of marketing research 38) A research company, ResearchXYZ, approached all of the insurance providers in the country about doing a customer satisfaction study. If the insurance company paid a fee, they could be included in the research. ResearchXYZ would then send a satisfaction survey via email to all of the participating insurance companies' customers directly. After the survey results were analyzed by a sub-contracted company, a report was published. One of the headlines in the final report was "Insurance4U is Number 1 in Customer Satisfaction." Identify which pillars of marketing research ethics might be compromised in this scenario. Explain your answer.

Answer: • Pillar 1: Earning the marketing client's trust. o Conflict of Interest: The research company must disclose the insurance companies it is working with and confirm what information will be shared with all companies. o Objective Analysis: It would be preferable for the research company to complete the analysis themselves to ensure it is done correctly.

• Pillar 2: Earning the respondent's trust. o Confidentiality & CASL: The respondents must know who the results will be shared with. The insurance company should not provide their customer names to the research company and may only send emails to those who provided consent.

• Pillar 3: Earning the public's trust. o Stating the Limitations: The research should be clear about which companies are being compared when stating who is first.

Diff: 3 Type: ES Skill: Applied LO: 3.2 Describe the commoditization of marketing research

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Marketing Research for Marketers, 1e (Callegher) Chapter 4 Requesting and Designing Research 1) Conducting a survey is considered primary research.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 4.1 Distinguish among the different types of primary research suppliers 2) Specialized Service marketing research suppliers earn revenue from marketing clients and marketing research firms.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 4.1 Distinguish among the different types of primary research suppliers 3) Full-service marketing research suppliers are also called boutique firms.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 4.1 Distinguish among the different types of primary research suppliers 4) The background section of a research request should be included after the objective of the research.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 4.2 Prepare a detailed research request 5) The background section of a research request provides an overview of the research required.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 4.2 Prepare a detailed research request 6) It would be relevant to include the length of time a company has been in business in a research request.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 4.2 Prepare a detailed research request

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

7) "To understand the colour preferences of our customers" is an example of a marketing research objective.

Answer: TRUE Diff: 2 Type: TF Skill: Applied LO: 4.2 Prepare a detailed research request 8) A marketer suggesting a tactic to the MRP, such as a focus group, is appropriate in a research request.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 4.2 Prepare a detailed research request 9) The marketer creating sample survey questions in the research request is appropriate.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 4.2 Prepare a detailed research request 10) Friday is the most effective due date for deliverables from the MRP. Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 4.2 Prepare a detailed research request 11) Marketers divulging what is already known about the problem will help maximize their research dollars.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 4.2 Prepare a detailed research request 12) The background section of a research design document should be copied from the research request background.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 4.3 Explain the seven sections of a research design 13) A sample is a portion of the population.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 4.3 Explain the seven sections of a research design

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

14) A population is a complete group of individuals with one or more similarities.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 4.3 Explain the seven sections of a research design 15) The larger the sample, the less potential for errors.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 4.3 Explain the seven sections of a research design 16) Which of the following statements about primary research is FALSE? A) The research team collects the data themselves.

B) Primary research includes interpreting existing research reports.

C) The research is based on a specific problem or opportunity.

D) The project could include interviews.

Answer: B Diff: 1 Type: MC Skill: Recall LO: 4.1 Distinguish among the different types of primary research suppliers 17) Which of the following statements about secondary research is FALSE? A) Secondary research was once primary research.

B) Secondary research includes analysis and interpretation.

C) Secondary research is not relevant enough to meet a client's research objective.

D) The data was initially collected for a different purpose.

Answer: C Diff: 1 Type: MC Skill: Recall LO: 4.1 Distinguish among the different types of primary research suppliers 18) Which of the following types of research companies conduct a single survey, with multiple clients sharing the costs?

A) full service B) specialized service C) customized service D) syndicated research Answer: D Diff: 1 Type: MC Skill: Recall LO: 4.1 Distinguish among the different types of primary research suppliers

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

19) In what section of the research request would you identify the positioning of the product or service?

A) background B) objectives and role of the research C) target market and approach D) deliverables and timing Answer: A Diff: 1 Type: MC Skill: Recall LO: 4.2 Prepare a detailed research request 20) In what section of the research request would you identify the problem or opportunity?

A) background B) objectives and role of the research C) target market and approach D) deliverables and timing Answer: B Diff: 1 Type: MC Skill: Recall LO: 4.2 Prepare a detailed research request 21) In what section of the research request would you identify that you have a customer database to use for the research project?

A) background B) objectives and role of the research C) target market and approach D) deliverables and timing Answer: C Diff: 2 Type: MC Skill: Applied LO: 4.2 Prepare a detailed research request 22) What is a "stimulus" in a marketing research project?

A) the problem leading to the research project B) material revealed to the respondents C) the moderator D) the project budget Answer: B Diff: 1 Type: MC Skill: Recall LO: 4.2 Prepare a detailed research request

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

23) In what section of the research request would you identify the activities you would like completed by the MRP? A) Background B) Objectives and Role of This Research C) Target Market and Approach D) Deliverables and Timing Answer: D Diff: 1 Type: MC Skill: Recall LO: 4.2 Prepare a detailed research request 24) Which section is included in a research design report and not in a research request?

A) Background B) Objectives C) Limitations D) Budget Answer: C Diff: 1 Type: MC Skill: Recall LO: 4.3 Explain the seven sections of a research design 25) A research project aims to know the opinions of the students that attend College XYZ. The researchers went to the library for a day doing surveys. What is the term for the students in the library?

A) sample B) target population C) stimuli D) panel Answer: A Diff: 2 Type: MC Skill: Applied LO: 4.3 Explain the seven sections of a research design 26) What does the term "generalizing" refer to in marketing research?

A) to conduct research with a standard group of individuals B) to create understandable survey questions C) to project the opinions of a sample onto the population D) to have an equal chance of being chosen for the research Answer: C Diff: 1 Type: MC Skill: Recall LO: 4.3 Explain the seven sections of a research design

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

27) What is the term for a sample that has the same attributes of the population?

A) representative sample B) probability sample C) non-probability sample D) generalizing sample Answer: A Diff: 1 Type: MC Skill: Recall LO: 4.3 Explain the seven sections of a research design 28) What is the term for the sampling method in which everyone in the population has an equal chance of being chosen?

A) representation sampling B) probability sampling C) non-probability sampling D) generalizing sampling Answer: B Diff: 1 Type: MC Skill: Recall LO: 4.3 Explain the seven sections of a research design 29) A research project aims to know the opinions of the students that attend College XYZ. The researchers went to the science lab for a day doing surveys. What type of sampling is this?

A) representative sampling B) probability sampling C) non-probability sampling D) generalizing sampling Answer: C Diff: 2 Type: MC Skill: Applied LO: 4.3 Explain the seven sections of a research design 30) A lawn care business would like to know the opinions of their customers. The business sends a mail-based survey to their existing customer database. What is the term for the customer database?

A) panel sample B) sample frame C) non-probability sample D) generalizing sample Answer: B Diff: 2 Type: MC Skill: Applied LO: 4.3 Explain the seven sections of a research design

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

31) In research, what is an online panel?

A) multiple experts debating answers to a question B) a customer database C) electronic population D) group of potential respondents managed by a research firm Answer: D Diff: 1 Type: MC Skill: Recall LO: 4.3 Explain the seven sections of a research design 32) The MRP details that they are conducting a focus group, in London, and providing a $50 gift card to each of their respondents. In what section of the research design document should this information be placed?

A) Background B) Budget C) Sampling Plan D) Methodology Answer: D Diff: 2 Type: MC Skill: Applied LO: 4.3 Explain the seven sections of a research design 33) The MRP details that they have concerns about reaching busy doctors as respondents. In which section of the research design document should this be placed?

A) Background B) Limitations C) Sampling Plan D) Methodology Answer: B Diff: 2 Type: MC Skill: Applied LO: 4.3 Explain the seven sections of a research design 34) What is a reason that a marketer would go through the RFP process?

A) the law may require them to B) to avoid research limitations C) to be able to generalize D) to get a larger sample size Answer: A Diff: 1 Type: MC Skill: Recall LO: 4.4 Outline the RFP process in marketing research

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

35) Which of the following is NOT part of the guidelines for an effective RFP process?

A) reach out to all potential suppliers B) provide a clear method of evaluation C) provide detailed information on the project D) get a second opinion Answer: A Diff: 1 Type: MC Skill: Recall LO: 4.4 Outline the RFP process in marketing research 36) Which of the following guidelines is suggested during the RFP process?

A) consider working with a specialist B) do not review stories from previous clients C) focus on the proposal details and not the process D) cast a wide net Answer: A Diff: 1 Type: MC Skill: Recall LO: 4.4 Outline the RFP process in marketing research 37) Compare the pros and cons of working with the four different types of marketing research suppliers.

Answer: • Full Service o Pro: All tactics easily accessible under one roof o Con: Possibly generalists • Specialized Service o Pro: Very skilled at what they do o Con: Limited services • Customized Service o Pro: High level of customer service and attention o Con: Limited staff, may be too busy for your project • Syndicated Research o Pro: Large sample size at a low cost o Con: Standardized questions Diff: 2 Type: ES Skill: Applied LO: 4.1 Distinguish among the different types of primary research suppliers

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

38) Indicate the reasons that a marketer might choose a non-probability sample.

Answer: • There may be a lack of time or budget to obtain a probability sample frame.

• A sample frame with the entire target population may not exist.

• It may not be necessary if they are looking for qualitative data.

• They would like to make a judgment-based sample to get the desired qualitative data.

Diff: 3 Type: ES Skill: Applied LO: 4.3 Explain the seven sections of a research design

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Marketing Research for Marketers, 1e (Callegher) Chapter 5 Secondary Research 1) Desk-research and secondary research are the same.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 5.1 State the role and value of secondary research 2) A management problem can be solved by secondary research alone.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 5.1 State the role and value of secondary research 3) Secondary research is often completed before other methods.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 5.1 State the role and value of secondary research 4) You should review external data before internal data.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 5.2 Distinguish between internal and external secondary data 5) Advertising metrics are considered external data.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 5.2 Distinguish between internal and external secondary data 6) Most whitepapers lack the proper citations.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 5.2 Distinguish between internal and external secondary data 7) MarketLine reports are accessed through Business Source.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 5.3 Utilize popular market and business databases from secondary research

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

8) GMID stands for Global Market Identification.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 5.3 Utilize popular market and business databases from secondary research 9) Public companies are required to publish their financial reports.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 5.3 Utilize popular market and business databases from secondary research 10) Identifying that the author of an article has a Ph.D. designation ensures that the resource is credible.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 5.4 Evaluate sources of secondary data for credibility and usefulness 11) Both primary and secondary research reports should note the sample size.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 5.4 Evaluate sources of secondary data for credibility and usefulness 12) Marketers should have a clear goal in mind when browsing secondary data.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 5.5 Track and cite secondary data 13) Marketers should keep track of all sources they review during secondary research, even if they do not utilize the information in their report.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 5.5 Track and cite secondary data 14) References and citations are the same.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 5.5 Track and cite secondary data

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

15) Identify a resource that provides data and reports that can be retrieved and manipulated.

A) database B) census C) sales records D) citation Answer: A Diff: 1 Type: MC Skill: Recall LO: 5.1 State the role and value of secondary research 16) If the target population for a research project is current customers, and all customers complete the survey, what has the company achieved?

A) database B) census C) sales records D) citation Answer: B Diff: 2 Type: MC Skill: Applied LO: 5.1 State the role and value of secondary research 17) Which of the following is an advantage of secondary data?

A) customized B) based on a census C) it explains the why D) easy-to-access Answer: D Diff: 1 Type: MC Skill: Recall LO: 5.1 State the role and value of secondary research 18) In which of the following resources would you find information about how many coupons were redeemed by your customers?

A) inventory records B) customer feedback C) journals D) advertising metrics Answer: D Diff: 1 Type: MC Skill: Recall LO: 5.2 Distinguish between internal and external secondary data

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

19) In which of the following resources would you find information that is peer-reviewed?

A) periodicals B) customer feedback C) journals D) whitepapers Answer: C Diff: 1 Type: MC Skill: Recall LO: 5.2 Distinguish between internal and external secondary data 20) If you wanted to gather lifestyle data on your customers based on their postal code, what resource would you choose?

A) Passport GMID B) Vivadata C) PRIZM5 D) Nielsen Retail Management Answer: C Diff: 1 Type: MC Skill: Recall LO: 5.3 Utilize popular market and business databases from secondary research 21) Your boss tasked you with finding out the revenue levels of your largest competitor. What resource would you choose?

A) Passport GMID B) Vivadata C) PRIZM5 D) Nielsen Retail Management Answer: A Diff: 2 Type: MC Skill: Applied LO: 5.3 Utilize popular market and business databases from secondary research 22) A marketer found a great tidbit about a deficiency in the competitors packaging, while doing research about the lifestyle of their customers. What is the issue if the marketer inserted this information just because it was exciting?

A) credibility B) usefulness C) citation D) PRIZM Answer: B Diff: 2 Type: MC Skill: Applied LO: 5.4 Evaluate sources of secondary data for credibility and usefulness

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

23) What is the issue if you use a 30-year old report regarding colour popularity?

A) credibility B) usefulness C) citation D) PRIZM Answer: B Diff: 2 Type: MC Skill: Applied LO: 5.4 Evaluate sources of secondary data for credibility and usefulness 24) Which of the following is NOT a best practice regarding tracking data?

A) state your purpose B) keep a tracking sheet C) utilize apps like Evernote D) start with a broad question to be answered Answer: D Diff: 1 Type: MC Skill: Recall LO: 5.5 Track and cite secondary data 25) An entrepreneur has secured a lease on a prime retail property in an up-and-coming city nearby. They have experience in a few different industries but have not decided what type of business they should open at this great location. Review the three reasons for conducting secondary research in this scenario. For each reason, identify an example of how secondary research could be used to help this entrepreneur.

Answer: 1. To address a management problem o Reviewing secondary data outlining the demographics of the type of customer in the local area would help determine what products or services may be needed.

2. To guide primary research planning o To determine a few potential new business ideas to present to the respondents, the researcher may look at cities with similar demographics and identify the types of businesses that are available in that area.

3. To complement primary research results o After the research has unveiled the best idea, reviewing secondary research regarding trends in that identified industry would help determine the longevity of the idea.

Diff: 3 Type: ES Skill: Applied LO: 5.1 State the role and value of secondary research

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

26) An international smartphone company needs to decide on the colour of their next device.

They determine that they should start with secondary-based trend research on general colours. In the past, they have been successful looking at both fashion and technology products. This information will assist the researchers in narrowing down the five colours to include as options in an upcoming survey. The survey will be quantitative and conducted next quarter. Create a clear statement of purpose for the research.

Answer: o To understand the product colours (in fashion and technology) desired by our international target market, in order to determine the top five colour options for the next device.

Diff: 2 Type: ES Skill: Applied LO: 5.5 Track and cite secondary data

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Marketing Research for Marketers, 1e (Callegher) Chapter 6 Sampling Basics 1) Random sampling creates a biased sample.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 6.1 Explain the role of sampling in marketing research 2) For a marketer interested in researching the behaviours of Canadian teens, the population for the study would equal the number of people that live in Canada.

Answer: FALSE Diff: 2 Type: TF Skill: Applied LO: 6.1 Explain the role of sampling in marketing research 3) A representative sample could be 100% female, depending on the population.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 6.1 Explain the role of sampling in marketing research 4) A non-probability sample is irrelevant.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 6.2 Distinguish among various probability sampling techniques 5) The larger the sample size, the more likely the sample is representative.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 6.2 Distinguish among various probability sampling techniques 6) The population is divided into groups in both cluster and stratified sampling techniques.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 6.2 Distinguish among various probability sampling techniques 7) Quota sampling is a probability sampling technique.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 6.3 Distinguish among various non-probability sampling techniques

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

8) Snowball sampling starts with creating groups within the research population.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 6.3 Distinguish among various non-probability sampling techniques 9) Convenience sampling is the technique that involves asking the research participants to help recruit additional respondents.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 6.3 Distinguish among various non-probability sampling techniques 10) Sampling error occurs when you do not complete a census.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 6.4 Identify errors that can occur in the sampling process 11) Interviewer error results when a respondent lies to impress the researcher.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 6.4 Identify errors that can occur in the sampling process 12) Sampling errors are mistakes in the research design.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 6.4 Identify errors that can occur in the sampling process 13) Only non-sampling errors can be calculated.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 6.4 Identify errors that can occur in the sampling process 14) Budget is a factor in determining sample size.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 6.5 Explain how to determine sample size in probability sampling

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

15) As the desired margin of error increases, the desired sample size decreases.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 6.5 Explain how to determine sample size in probability sampling 16) A local high school would like to complete research with its students. It has randomly selected five last-period classes to survey. In this scenario, what is the term for all of the students enrolled in the school?

A) population B) sample C) sampling frame D) sampling Answer: A Diff: 2 Type: MC Skill: Applied LO: 6.1 Explain the role of sampling in marketing research 17) A local high school would like to complete some research with its students. It has randomly selected 5 last-period classes to survey. In this scenario, what is the term for the students in the five selected classes?

A) population B) sample C) census D) sampling Answer: B Diff: 2 Type: MC Skill: Applied LO: 6.1 Explain the role of sampling in marketing research 18) Which of the following is an example of a sampling frame?

A) primary grocery shoppers B) clusters C) customer database D) 50% female, 50% male Answer: C Diff: 2 Type: MC Skill: Applied LO: 6.1 Explain the role of sampling in marketing research

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

19) A local high school would like to complete some research with its students. What sampling technique is being used if the school randomly selected 5 last-period classes to survey?

A) random B) systematic C) stratified D) cluster Answer: D Diff: 2 Type: MC Skill: Applied LO: 6.2 Distinguish among various probability sampling techniques 20) A restaurant supply company sells its products to businesses across the province and is using a paper-based business directory to complete some research. What type of sampling technique are they using if they contact every 12th business on the list?

A) random B) systematic C) stratified D) cluster Answer: B Diff: 2 Type: MC Skill: Applied LO: 6.2 Distinguish among various probability sampling techniques 21) A medical supply company wanted to know the opinions of seniors across the country. They set up a booth at a nearby senior centre and asked random people that walked by to complete a survey. What type of sampling technique is being used?

A) random B) snowball C) quota D) convenience Answer: D Diff: 2 Type: MC Skill: Applied LO: 6.3 Distinguish among various non-probability sampling techniques 22) What type of sampling technique is a mall-intercept?

A) convenience B) probability C) snowball D) area Answer: A Diff: 1 Type: MC Skill: Recall LO: 6.3 Distinguish among various non-probability sampling techniques

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

23) A summer camp organization wanted to send a survey to parents of children who attended one or more of their weekly camps. Unfortunately, they did not start collecting email addresses until halfway through the summer. If they use this email database for the research, what is the potential error that may occur?

A) frame error B) population specific error C) selection error D) non-response error Answer: A Diff: 2 Type: MC Skill: Applied LO: 6.4 Identify errors that can occur in the sampling process 24) A summer camp organization sent a satisfaction survey to parents of children who attended one or more of their weekly camps. The survey indicated that a 5 meant "Very Satisfied", but the database was set up so that a 5 was coded as "Very Unsatisfied". What type of error has occurred?

A) interviewer error B) processing error C) frame error D) selection error Answer: B Diff: 2 Type: MC Skill: Applied LO: 6.4 Identify errors that can occur in the sampling process 25) What is your desired sample size in the following scenario? You do not know the size of your population or have any previous data on this subject. Your desired confidence level is 90% and margin of error is 4%. Round up your answer.

A) 426 B) 127 C) 1067 D) 601 Answer: A Diff: 2 Type: MC Skill: Applied LO: 6.5 Explain how to determine sample size in probability sampling

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

26) A local grocery store is interested in learning more about the demographics and behaviours of the people (not just current customers) that live in a 5-km radius around the store. You do not have a database of contact information for any consumers. a) Define the population for this research. b) Identify your sampling frame. c) Choose a sampling procedure and explain your answer.

Answer: a) The population for this study is people living within a 5-km radius around the store location. b) One choice of a sample frame is the homes located in the 5-km radius and a door-to-door survey. c) A good choice for sampling procedure for door-to-door would be cluster sampling. Grouping the geographic region into smaller regions and then randomly choosing which smaller areas to visit. This will save time and money by limiting the travel of the researchers.

Diff: 3 Type: ES Skill: Applied LO: 6.2 Distinguish among various probability sampling techniques 27) A developer is interested in determining the market for a potential new app. They would like to understand the purchase intent of all college students taking business in Canada. You are not sure of the population size. Choose the best confidence level for this scenario and justify your answer. Calculate your desired sample size if you were to choose a margin of error of 5%. Show your calculations.

Answer: • 95% confidence level, as this is the industry standard; this is also an important business decision, as there is likely a sizeable investment involved.

• z = 1.96, p = 50%, q = 50%, e = 5% • n = 385 Diff: 2 Type: ES Skill: Applied LO: 6.5 Explain how to determine sample size in probability sampling

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Marketing Research for Marketers, 1e (Callegher) Chapter 7 Qualitative Marketing Research and Analysis 1) Qualitative research results are most often exploratory in nature.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 7.1 Explain the role and value of qualitative research in marketing 2) The two main questions answered by quantitative research are how and why?

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 7.1 Explain the role and value of qualitative research in marketing 3) If performing both types of research, qualitative research should only be completed in advance of quantitative research, not afterwards.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 7.1 Explain the role and value of qualitative research in marketing 4) Observational research is more objective.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 7.2 Distinguish among various types of observational research and their marketing applications 5) You can gather motivation data through observation research.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 7.2 Distinguish among various types of observational research and their marketing applications 6) A simulation is considered a controlled environment.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 7.2 Distinguish among various types of observational research and their marketing applications

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

7) Body language is an important element in both observation and depth interview research.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 7.3 Explain how to conduct depth interviews and focus groups for marketing research purposes 8) Sensitive topics that require qualitative research are better covered in depth interviews.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 7.3 Explain how to conduct depth interviews and focus groups for marketing research purposes 9) Groupthink can lead to an honest and open focus group discussion.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 7.3 Explain how to conduct depth interviews and focus groups for marketing research purposes 10) A respondent writing an obituary for a product is part of the withdrawal projective technique.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 7.4 Use basic projective techniques for marketing research 11) The thematic apperception test is a more advanced version of the cartoon test.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 7.4 Use basic projective techniques for marketing research 12) Projective techniques should be avoided in research as it could result in bias results.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 7.4 Use basic projective techniques for marketing research 13) Coding in qualitative research is the same as identifying themes.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 7.5 Analyze and interpret qualitative data

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

14) NVivo is software used for quantitative analysis.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 7.5 Analyze and interpret qualitative data 15) When analyzing qualitative data, the researcher should decide which themes should be highlighted in the report.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 7.5 Analyze and interpret qualitative data 16) Which of the following statements describes qualitative research?

A) informal and semi-structured B) formal and semi-structured C) structured and personal D) structured and dynamic Answer: A Diff: 1 Type: MC Skill: Recall LO: 7.1 Explain the role and value of qualitative research in marketing 17) Which of the following is a benefit of qualitative research?

A) conclusive results B) subjective interpretation of the results C) depth of responses D) higher level of incentives Answer: C Diff: 1 Type: MC Skill: Recall LO: 7.1 Explain the role and value of qualitative research in marketing 18) You recently launched a new menu item in ABC fast food restaurants. In the first week, you placed researchers in various ABC restaurant line ups to overhear what people are saying about the new item. What type of research is identified in this scenario?

A) depth interview B) secondary C) test kitchen D) observation Answer: D Diff: 2 Type: MC Skill: Applied LO: 7.2 Distinguish among various types of observational research and their marketing applications

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

19) A researcher spends time with a family in their house while they prepare their meals for the day. They watch and ask questions as the day goes on. What type of research is identified in this scenario?

A) depth interview B) ethnography C) test kitchen D) simulation Answer: B Diff: 2 Type: MC Skill: Applied LO: 7.2 Distinguish among various types of observational research and their marketing applications 20) Which of the following is NOT an advantage of online focus groups?

A) enhanced group dynamics B) allows the client to collaborate C) international participation D) time efficient Answer: A Diff: 1 Type: MC Skill: Recall LO: 7.3 Explain how to conduct depth interviews and focus groups for marketing research purposes 21) Which of the following is NOT a moderator tip?

A) limit an overpowering participant B) ask participants to do some work before the session C) encourage different opinions D) make the participants feel superior Answer: D Diff: 1 Type: MC Skill: Recall LO: 7.3 Explain how to conduct depth interviews and focus groups for marketing research purposes 22) Which of the following scenarios is best for a focus group topic?

A) to determine the demographics of your customers B) to discuss the sanitization habits of your target market C) to come up with new product ideas D) to discuss best practices for choosing suppliers in a B2B setting Answer: C Diff: 2 Type: MC Skill: Applied LO: 7.3 Explain how to conduct depth interviews and focus groups for marketing research purposes

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

23) What is the purpose of a projective technique?

A) to uncover the truth that respondents may not reveal under direct questioning B) to assist when respondents do not want to go against the opinions of the focus group C) to help a respondent understand the interview question D) to ensure that the researcher eliminates their own biases in their report Answer: A Diff: 1 Type: MC Skill: Recall LO: 7.4 Use basic projective techniques for marketing research 24) A researcher asks a respondent to choose which lifestyle photo (among those provided to them) most represents a particular product. What is this technique called?

A) image association B) third person C) thematic apperception test D) photo sort Answer: D Diff: 2 Type: MC Skill: Applied LO: 7.4 Use basic projective techniques for marketing research 25) Which of the following is NOT a step in analyzing qualitative data?

A) coding B) interpret themes C) prioritize themes D) test for statistical significance Answer: D Diff: 1 Type: MC Skill: Recall LO: 7.5 Analyze and interpret qualitative data 26) You are the marketing manager for an organic beauty supply store. Sales are steady with your current product lines, but you are ready for more. You feel that introducing a new product sometime within the year would be a great idea. The only issue is you are not sure what to develop. Discuss the advantages of choosing qualitative or quantitative research. If you can do both, which would you conduct first?

Answer: • Quantitative data: conclusive results, accurate results, purchase behaviour data • Qualitative data: idea generation, brainstorming, depth of response, flexibility • Use qualitative data first to generate the ideas, and then quantitative research to validate the ideas.

Diff: 3 Type: ES Skill: Applied LO: 7.1 Explain the role and value of qualitative research in marketing

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

27) Analyze the following responses from a golf course customer survey that asked, "What would entice you to golf more often?". Summarize the most important theme. Be sure to include all three elements in a theme summary identified in the textbook.

1. "Would like the restaurant to offer breakfast menu because we like to play in the morning."

2. "When I'm retired I'll golf more."

3. "Improved carts."

4. "I just need more free time."

5. "They need to improve their service — as well as offering a slightly cheaper price."

6. "There needs to be some basic food available after the round. The GPS on the carts should be set ready to go for the first hole."

7. "A better luncheon menu would be an asset."

8. "The only thing would be serving Breakfast, again. They did have this service a while back."

9. "The distance from green to tee (on the back nine) is a challenge for us who like to walk."

10. "Specials for parents and kids to golf."

11. "Special deals i.e. lunch included."

12. "Restaurant open more often."

13. "Restaurant with more food choices."

14. "Regular dining hours so you can golf and then have something to eat for supper."

15. "More themed event nights."

16. "Better restaurant."

17. "Lower food costs. Add senior tees."

18. "It would be nice if the restaurant was open till 9 pm on Saturday nights in the summer."

19. "It would be lovely to have dinner there on Friday nights say from 5:00 until 8:00."

20. "It used to be very nice to dine with friends after a golf game. For example, the Nine and Dine events, special themed nights (Mexican, Italian, etc.) or simply being able to order wings later than 6 PM." Answer: • Theme Name: Open to dine!

• Commentary: There is a great desire for the restaurant in the club house to be open for all meals for post golf dining. This would entice people to golf at this location more often.

• Quotes: o "Regular dining hours so you can golf and then have something to eat…" o "It would be lovely to have dinner there on Friday nights." o "The only thing would be serving Breakfast, again."

Diff: 3 Type: ES Skill: Applied LO: 7.5 Analyze and interpret qualitative data

7-6 © 2021 Pearson Canada Inc.

Marketing Research for Marketers, 1e (Callegher) Chapter 8 Quantitative Marketing Research 1) Quantitative research supports qualitative research with numbers.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 8.1 Explain the role and value of quantitative research in marketing 2) Face-to-face surveys are considered quantitative research.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 8.1 Explain the role and value of quantitative research in marketing 3) Surveys need to have at least 1,000 respondents to be considered quantitative.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 8.1 Explain the role and value of quantitative research in marketing 4) Telephone surveys are the most popular type of survey employed.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 8.2 Distinguish among different types of survey research 5) A panel in marketing research is a group of experts responding verbally to the researcher's questions.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 8.2 Distinguish among different types of survey research 6) Cultivating a screened list is important to a panel company.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 8.2 Distinguish among different types of survey research 7) MROC stands for Marketing Research Observation Centre.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 8.2 Distinguish among different types of survey research

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

8) Market segmentation is a qualitative study.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 8.3 Distinguish among popular quantitative marketing research studies 9) U&A study stands for usage and awareness study.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 8.3 Distinguish among popular quantitative marketing research studies 10) Testing the before and after brand awareness (when launching a campaign) is called test marketing.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 8.3 Distinguish among popular quantitative marketing research studies 11) If a person PVRs a show and watches it at a later date, sometimes it is counted as a view and sometimes it is not.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 8.4 Explain the basics of media research 12) Frequency is the total number of views of an ad, as seen by the total population.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 8.4 Explain the basics of media research 13) Impressions are counted in online advertising only.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 8.4 Explain the basics of media research 14) If the frequency of an ad is 3, and the reach is 25%, then the GRP is 75.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 8.4 Explain the basics of media research

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

15) Pack tests and eye-tracking studies can both use virtual stores.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 8.3 Distinguish among popular quantitative marketing research studies 16) Which of the following statements describes quantitative research?

A) research focused on depth of response B) research conducted with a sample, where the researcher can project the results on the larger population C) a researcher spending a great deal of time with each respondent D) ongoing studies with the same group of respondents Answer: B Diff: 1 Type: MC Skill: Recall LO: 8.1 Explain the role and value of quantitative research in marketing 17) In which of the below scenarios would you most likely choose quantitative research?

A) to come up with new flavour ideas for your snack brand B) to see demonstrations of how your cooking product is used by your customers C) to determine if launching a new ladle will be successful D) to get more in-depth information after a survey shows some unexpected results Answer: C Diff: 2 Type: MC Skill: Applied LO: 8.1 Explain the role and value of quantitative research in marketing 18) Which of the following is true about quantitative research?

A) expensive and unreliable B) lack of control and intimacy C) there is less chance of misinterpretation D) there is less pressure on the MRP Answer: B Diff: 1 Type: MC Skill: Recall LO: 8.1 Explain the role and value of quantitative research in marketing 19) Which of the following is a disadvantage of specialty panels?

A) inefficiency B) lack of intimacy C) hard to reach panelists D) cost per panelist is high Answer: D Diff: 1 Type: MC Skill: Recall LO: 8.2 Distinguish among different types of survey research 8-3 © 2021 Pearson Canada Inc.

Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

20) What is an MROC? A) a group with similar interests that participate in various forms of research B) a facility which allows research viewing using two-way mirrors C) a large online survey panel D) an agency responsible for the conduct of researchers across Canada Answer: A Diff: 1 Type: MC Skill: Recall LO: 8.2 Distinguish among different types of survey research 21) Which of the following is NOT an advantage of mobile surveys?

A) fewer open-ended questions B) reaching respondents on their downtime C) push GPS information to MROCs D) camera usage Answer: A Diff: 1 Type: MC Skill: Recall LO: 8.2 Distinguish among different types of survey research 22) What is a study called that provides the respondent with multiple options of feature sets, in order to pinpoint the ideal attributes of a product?

A) U&A study B) conjoint analysis C) regression analysis D) test marketing Answer: B Diff: 1 Type: MC Skill: Recall LO: 8.2 Distinguish among different types of survey research 23) A restaurant asked customers to rate their satisfaction on a variety of items such as food quality, service levels, ambience, etc. They also asked customers to rate their overall satisfaction with the restaurant. What type of analysis is it, if they want to see which of the above items had the greatest effect on overall satisfaction?

A) U&A analysis B) conjoint analysis C) regression analysis D) test marketing analysis Answer: C Diff: 2 Type: MC Skill: Applied LO: 8.3 Distinguish among popular quantitative marketing research studies

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

24) What is the term for the number of viewers of a show, expressed in thousands?

A) media market B) population C) AMA D) sample Answer: C Diff: 1 Type: MC Skill: Recall LO: 8.4 Explain the basics of media research 25) What is the term for the set of people that could potentially see a spot?

A) media market B) population percentile C) AMA D) sample Answer: A Diff: 1 Type: MC Skill: Recall LO: 8.4 Explain the basics of media research 26) You have just become the marketing manager for an up-and-coming organic candle manufacturer that sells to retail stores. Upon joining the firm, you realize that there has been no research or advertising done to date, outside of a website and word of mouth. In order to take your sales even further, your company would like to sell directly to end users through the website. You decide to perform some primary quantitative research. Which quantitative study do you choose? Describe the research study.

Answer: • Market Segmentation: To understand the current purchasers of your product. Possibly through a DIY survey. The DIY survey could be distributed as a link to an online/mobile survey as part of a rebate offering on products sold in stores.

Diff: 3 Type: ES Skill: Applied LO: 8.3 Distinguish among popular quantitative marketing research studies

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

27) You ran an advertisement last quarter in Calgary and Edmonton targeting those aged 45 to 65 years old. There are approximately 550,000 people that live in these markets in this age group.

100,000 of these individuals actually see your ad. On average, the individuals see the ad 3 times. a. What is the media market? b. What is the frequency? c. What are the impressions? d. What is the Rch (000)? e. What is the Rch%? f. What is the GRP? Answer: a. Calgary/Edmonton b. 3 c. 300,000 d. 100,000 e. 18% f. 54 Diff: 3 Type: ES Skill: Applied LO: 8.4 Explain the basics of media research

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Marketing Research for Marketers, 1e (Callegher) Chapter 9 Questionnaire Design 1) Validity ensures that a respondent understands the question.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 9.1 Apply the concepts of the reliability and validity to questionnaire design 2) Reliability ensures that a respondent has the option to answer truthfully.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 9.1 Apply the concepts of the reliability and validity to questionnaire design 3) Validity applies to each question, and the entire survey.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 9.1 Apply the concepts of the reliability and validity to questionnaire design 4) You can observe quantifiable differences among ordinal and ratio data.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 9.2 Distinguish among nominal, ordinal, and interval/ratio 5) Ratio data is also referred to as a scale data.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 9.2 Distinguish among nominal, ordinal, and interval/ratio 6) Intervals that are not equidistant are considered ordinal data.

Answer: TRUE Diff: 2 Type: TF Skill: Recall LO: 9.2 Distinguish among nominal, ordinal, and interval/ratio 7) A matrix question improves the efficiency of a questionnaire.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 9.3 Create different types of marketing research survey questions

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

8) Using a constant sum question on a paper-based survey carries extra risk.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 9.3 Create different types of marketing research survey questions 9) Open-ended questions can save time in a research project overall.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 9.3 Create different types of marketing research survey questions 10) Programming instructions are only required for DIY surveys.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 9.4 Write programming instructions for a questionnaire 11) Programming instructions include items like "Select one" or "Select all that apply."

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 9.4 Write programming instructions for a questionnaire 12) Screening questions trigger your terminate statements.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 9.4 Write programming instructions for a questionnaire 13) You should tell the respondent why you are conducting the survey.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 9.5 Explain the dos and don'ts of questionnaire design 14) A transitional statement and termination statement are the same thing.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 9.5 Explain the dos and don'ts of questionnaire design 15) Questions about age and gender should be at the beginning of a survey, whenever possible.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 9.5 Explain the dos and don'ts of questionnaire design 9-2 © 2021 Pearson Canada Inc.

Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

16) Which of the following is an issue of reliability in a questionnaire?

A) not all members of the population had an equal chance of being chosen B) hiring junior researchers to perform advanced statistical analysis C) missing answer choices D) double-barrelled questions Answer: D Diff: 1 Type: MC Skill: Recall LO: 9.1 Apply the concepts of the reliability and validity to questionnaire design 17) Which of the following is NOT a benefit of having a reliable and valid questionnaire?

A) higher accuracy in answers B) higher response rate C) helps achieve research objectives D) helps achieve a probability sample Answer: D Diff: 1 Type: MC Skill: Recall LO: 9.1 Apply the concepts of the reliability and validity to questionnaire design 18) Identify the type of data in the following question/scale.

"Do you own a car? ( ) Yes ( ) No" A) nominal B) ordinal C) interval D) ratio Answer: A Diff: 2 Type: MC Skill: Applied LO: 9.2 Distinguish among nominal, ordinal, and interval/ratio 19) Identify the type of data in the following question/scale.

"What is your age? ( ) <20 ( ) 20-25 ( ) 26-44 ( ) 45+" A) nominal B) ordinal C) interval D) ratio Answer: B Diff: 3 Type: MC Skill: Applied LO: 9.2 Distinguish among nominal, ordinal, and interval/ratio

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

20) Identify this type of question: "Why did you choose our product today?"

A) open-ended B) leading C) screening D) single choice Answer: A Diff: 2 Type: MC Skill: Applied LO: 9.3 Create different types of marketing research survey questions 21) Identify the type of question identified below: "My waitress was very prompt today. ( ) Strongly disagree ( ) Disagree ( ) Neutral ( ) Agree ( ) Strongly agree" A) Likert scale B) ranking scale C) double-barrelled question D) matrix question Answer: A Diff: 2 Type: MC Skill: Applied LO: 9.3 Create different types of marketing research survey questions 22) Identify this type of question: "Are you the primary grocery shopper for your household?"

A) open-ended B) leading C) screening D) ranking Answer: C Diff: 2 Type: MC Skill: Applied LO: 9.4 Write programming instructions for a questionnaire 23) What triggers a respondent to pass over one question?

A) terminate statement B) Likert question C) screening question D) skip logic Answer: D Diff: 1 Type: MC Skill: Recall LO: 9.4 Write programming instructions for a questionnaire

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

24) Which of the following is NOT an issue in questionnaires?

A) terminate statements B) acronyms C) words like "rarely" D) leading questions Answer: A Diff: 1 Type: MC Skill: Recall LO: 9.5 Explain the dos and don'ts of questionnaire design 25) Identify this type of question: "Do you think Brand A is innovative and high-tech?" ()Y()N A) screening B) piping C) double-barrelled D) rating Answer: C Diff: 2 Type: MC Skill: Applied LO: 9.5 Explain the dos and don'ts of questionnaire design 26) Identify ways to improve the following questionnaire.

1. Do you have any dogs? ( ) Y ( ) N 2. What is your income? ________ 3. How many dogs do you have? ________ 4. Have you not sent your dog to daycare? ( ) Y ( ) N 5. On a scale of 1-10, how likely are you to regularly send your dog to daycare?

Answer: • Move income to the end of the survey • Combine questions 1 and 3, and terminate if they say none.

• Use a dropdown on question 3.

• Use a Likert scale on likelihood for question 5.

• Avoid the use of regularly.

• Avoid negative wording in question 4.

Diff: 3 Type: ES Skill: Applied LO: 9.5 Explain the dos and don'ts of questionnaire design

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

27) Add programming instructions to the following questionnaire.

1.

2.

3.

4.

Are you the primary grocery shopper in your household? ( ) Y ( ) N Does anyone in your family eat ice cream? ( ) Y ( ) N Why does your family not eat ice cream? ________ Please choose from the following list the brands of ice cream your have purchased in the last 3 months.

• Breyers • Chapman • Ben & Jerry's • Shaw's • None of the above Answer: [SCREENER QUESTION] Q1. Are you the primary grocery shopper in your household? [SINGLE CHOICE] 1.1 Yes 1.2 No [TERMINATE] [MAIN QUESTIONNAIRE] Q2. Does anyone in your family eat ice cream? [SINGLE CHOICE] 2.1 Yes 2.2 No IF 2.1, SKIP TO Q4 Q3. Why does your family not eat ice cream? [OPEN-END] Q4 Please choose from the following list the brands of ice cream you have purchased in the last 3 months. [MULTI-SELECT] 4.1 Breyers 4.2 Chapman 4.3 Ben & Jerry's 4.4 Shaw's 4.5 None of the above [LOCK] Diff: 2 Type: ES Skill: Applied LO: 9.4 Write programming instructions for a questionnaire

9-6 © 2021 Pearson Canada Inc.

Marketing Research for Marketers, 1e (Callegher) Chapter 10 Quantitative Data Analysis and Interpretation — Part 1 1) Coding in marketing research consists of getting your survey posted online.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 10.1 Enter, code, and clean data 2) You cannot code open-ended responses.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 10.1 Enter, code, and clean data 3) Dummy coding should be avoided when possible.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 10.1 Enter, code, and clean data 4) A patterned response is cause for investigation into the respondent's answers.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 10.1 Enter, code, and clean data 5) Before conducting analysis, the researcher needs to choose between generalizing the findings onto the population, or comparing groups for differences.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 10.2 Explain the role of descriptive statistics 6) A survey question asks respondents to rate their satisfaction on a 1 to 10 scale. When analyzing this data, the minimum and maximum descriptive statistics are already known, and will be 1 and 10 respectively.

Answer: FALSE Diff: 2 Type: TF Skill: Applied LO: 10.2 Explain the role of descriptive statistics 7) An inference is a generalization about the attributes of a population.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 10.2 Explain the role of descriptive statistics 10-1 © 2021 Pearson Canada Inc.

Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

8) "Do you have a swimming pool? Yes/No" is a categorical data question.

Answer: TRUE Diff: 2 Type: TF Skill: Applied LO: 10.3 Calculate and present descriptive statistics for categorical data 9) Frequency analysis is a count of how many respondents chose each answer.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 10.3 Calculate and present descriptive statistics for categorical data 10) PivotTables are great tools to calculate and display the mean, maximum, and mode in one place.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 10.3 Calculate and present descriptive statistics for categorical data 11) "Relative frequency" and "percentage distribution analysis" are the same.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 10.3 Calculate and present descriptive statistics for categorical data 12) A dataset can have more than one mode.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 10.4 Calculate and present descriptive statistics for numerical data 13) Descriptive analysis is the process of determining how to visually display your results in your report.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 10.4 Calculate and present descriptive statistics for numerical data 14) In a dataset that contains 1, 3, 5, 5, 8, 8, 1, and 1, the mean is 4.

Answer: TRUE Diff: 2 Type: TF Skill: Applied LO: 10.4 Calculate and present descriptive statistics for numerical data

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

15) In a dataset that contains 1, 3, 5, 5, 8, 8, 1, and 9, the median is 5.

Answer: TRUE Diff: 2 Type: TF Skill: Applied LO: 10.4 Calculate and present descriptive statistics for numerical data 16) What type of question is "Have you purchased hair conditioner in the past 6 months?

Yes/No"?

A) pre-coded B) open-ended C) dichotomous D) double-barrelled Answer: C Diff: 2 Type: MC Skill: Applied LO: 10.1 Enter, code, and clean data 17) What type of response could signal that the respondent is yea-saying?

A) neutral pattern B) patterned C) nonresponse D) incomplete Answer: B Diff: 1 Type: MC Skill: Recall LO: 10.1 Enter, code, and clean data 18) What tool helps make the researchers job easier after the codes are created?

A) algorithm B) semiotics C) code bookend D) automated coding Answer: D Diff: 1 Type: MC Skill: Recall LO: 10.1 Enter, code, and clean data 19) What tool produces a visual description of numbers?

A) descriptive statistic B) inference C) semiotics D) patterned data Answer: A Diff: 1 Type: MC Skill: Recall LO: 10.2 Explain the role of descriptive statistics 10-3 © 2021 Pearson Canada Inc.

Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

20) What is another term for "average"?

A) n B) mean C) standard deviation D) histogram Answer: B Diff: 1 Type: MC Skill: Recall LO: 10.2 Explain the role of descriptive statistics 21) What calculation is appropriate for categorical data?

A) pivot codes B) mean C) standard deviation D) mode Answer: D Diff: 1 Type: MC Skill: Recall LO: 10.3 Calculate and present descriptive statistics for categorical data 22) What calculation analyzes the variability of categorical data?

A) median B) standard deviation C) frequency distribution D) mode Answer: C Diff: 1 Type: MC Skill: Recall LO: 10.3 Calculate and present descriptive statistics for categorical data 23) How much of a dataset lies within two standard deviations of the mean?

A) 95% B) 85% C) 75% D) 65% Answer: A Diff: 1 Type: MC Skill: Recall LO: 10.4 Calculate and present descriptive statistics for numerical data

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

24) What does the midpoint represent on a normal curve?

A) mean and median B) median and mode C) mean and mode D) mean, median and mode Answer: D Diff: 1 Type: MC Skill: Recall LO: 10.4 Calculate and present descriptive statistics for numerical data 25) In a dataset that contains 1, 3, 5, 5, 8, 8, 1, and 1, what is the standard deviation?

A) 5 B) 4 C) 3 D) 1 Answer: C Diff: 2 Type: MC Skill: Applied LO: 10.4 Calculate and present descriptive statistics for numerical data 26) On a recent survey, the following question was asked: "What arena ice sport do you participate in the most? (Check one) ( ) Hockey ( ) Figure Skating ( ) Ringette ( ) Broomball" What descriptive statistics would a marketing researcher perform on the result of this question?

Explain why (and why not) for all of the statistics mentioned in this chapter.

Answer: • You cannot perform the following types of descriptive statistics on labels (categorical variables) as they are not numbers and/or have no order: Minimum, Maximum, Mean, Standard deviation, Median, Range • Mode: We would be able to identify the most popular answer • Frequency: We would be able to count how many people answered each sport as a percentage of the total responses.

• Relative Frequency: We would be able to indicate the percentage of the responses • n: We would be able to count how many responses we received.

Diff: 2 Type: ES Skill: Applied LO: 10.3 Calculate and present descriptive statistics for categorical data

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

27) On a recent survey, the following question was asked: "On a scale of 1—10, how likely are you to recommend our product?" The results were as follows.

Respondent 1 Respondent 2 Respondent 3 Respondent 4 Respondent 5 Respondent 6 Respondent 7 Respondent 8 Respondent 9 Respondent 10 Respondent 11 Respondent 12 Respondent 13 Respondent 14 Respondent 15

8 7 8 9 10 6 5 2 2 5 5 5 7 6 1

Calculate the mean, median, mode, standard deviation, range, minimum, maximum, and n.

Answer: Mean 5.7 Median 6 Mode 5 Standard Deviation 2.6 Range 9 Minimum 1 Maximum 10 n 15 Diff: 3 Type: ES Skill: Applied LO: 10.4 Calculate and present descriptive statistics for numerical data

10-6 © 2021 Pearson Canada Inc.

Marketing Research for Marketers, 1e (Callegher) Chapter 11 Quantitative Data Analysis and Interpretation — Part 2 1) The term census means government-related surveys.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 11.1 Understand parameter estimations and the three key components 2) A parameter is a characteristic of a population.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 11.1 Understand parameter estimations and the three key components 3) As sample size increases, the standard error increases.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 11.1 Understand parameter estimations and the three key components 4) Z-score and z-value are the same.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 11.2 Create a parameter hypothesis and test it 5) There are different formulas for calculating a z-score depending on whether your hypothesis is based on a mean or a percentage.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 11.2 Create a parameter hypothesis and test it 6) Cross tabulations can be performed on nominal data.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 11.3 Build a cross-tabulations table with nominal data 7) Cross-tabulation tables can be shown in percentages and means.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 11.3 Build a cross-tabulations table with nominal data

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

8) To show cross tabulations in Excel, you would create a pivot table.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 11.3 Build a cross-tabulations table with nominal data 9) The chi-square test of independence analyzes the relationship between two variables.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 11.4 Perform a chi-square test of independence on nominal data in a crosstab 10) Observed frequencies are always larger than the expected frequencies.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 11.4 Perform a chi-square test of independence on nominal data in a crosstab 11) Expected frequencies represent the result if there was NOT a relationship between the variables.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 11.4 Perform a chi-square test of independence on nominal data in a crosstab 12) An independent samples t-test analyzes the strength of a relationship between two variables.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 11.5 Perform an independent samples t-test 13) The test variable in an independent samples t-test needs to be an interval or ratio variable.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 11.5 Perform an independent samples t-test 14) A paired sample t-test analyzes the difference of two variables within the same group.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 11.6 Perform a paired sample t-test

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

15) You need to enter a zero in Excel when performing both the independent samples t-test and the paired sample t-test.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 11.6 Perform a paired sample t-test 16) What is the term for the "range in which the population parameter may fall"?

A) confidence level B) confidence interval C) standard error D) population parameter Answer: B Diff: 1 Type: MC Skill: Recall LO: 11.1 Understand parameter estimations and the three key components 17) The probability that the results of a sample survey are also reflective of the entire population.

A) confidence level B) confidence interval C) standard error D) population parameter Answer: A Diff: 1 Type: MC Skill: Recall LO: 11.1 Understand parameter estimations and the three key components 18) You hypothesized the mean amount people would spend on your product was $10. A survey of 300 respondents showed that on average, people would pay $8.95 for your product with a standard deviation of $0.55. What is the z-score?

A) 0.55 B) -33.07 C) 1.96 D) -1.70 Answer: B Diff: 2 Type: MC Skill: Applied LO: 11.2 Create a parameter hypothesis and test it

11-3 © 2021 Pearson Canada Inc.

Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

19) You hypothesized the percentage of people that would buy your new product was 25%. A survey of 350 respondents showed that 21% of people would buy your product. What is the zscore?

A) 0.25 B) 1.21 C) -1.83 D) -11.70 Answer: C Diff: 2 Type: MC Skill: Applied LO: 11.2 Create a parameter hypothesis and test it 20) What type of analysis do you perform to examine the relationship between two categorical variables?

A) correlation B) frequency C) mean D) cross tabulations Answer: D Diff: 1 Type: MC Skill: Recall LO: 11.3 Build a cross-tabulations table with nominal data 21) Review the following table. Please choose the correct statement below.

Live in the city Live outside of the city Totals

Row Percentage Table Customer Non-customer 15% 85% 18% 82% 16% 84%

A) 15% of customers live in the city B) 15% of those that live in the city are customers C) 16% of customers live outside of the city D) 82% of customers live outside of the city Answer: B Diff: 2 Type: MC Skill: Applied LO: 11.3 Build a cross-tabulations table with nominal data

11-4 © 2021 Pearson Canada Inc.

Totals 100% 100% 100%

Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

22) What p-value signifies that there IS a relationship between the variables?

A) >0.05 B) ≥0.05 C) <0.05 D) ≤0.05 Answer: D Diff: 1 Type: MC Skill: Recall LO: 11.4 Perform a chi-square test of independence on nominal data in a crosstab 23) What step needs to be completed before calculating the chi-square statistic in Excel?

A) Calculate the expected frequency.

B) Calculate the observed count by dividing all cells by the grand total.

C) Determine the z-score for a 95% confidence level.

D) Calculate the p-value.

Answer: A Diff: 1 Type: MC Skill: Recall LO: 11.4 Perform a chi-square test of independence on nominal data in a crosstab 24) What calculates the relation between two variables?

A) Test of differences B) Test of normality C) Test of likeliness D) Test of association Answer: D Diff: 1 Type: MC Skill: Recall LO: 11.5 Perform an independent samples t-test 25) You would like to know if your customers preferred your brand more after they saw an advertisement (versus before your customers saw the advertisement). What would be the most appropriate test?

A) Chi-square test of independence B) Cross tabulation C) Paired sample t-test D) Independent samples t-test Answer: C Diff: 2 Type: MC Skill: Applied LO: 11.6 Perform a paired sample t-test

11-5 © 2021 Pearson Canada Inc.

Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

26) Review the following survey. List all of the combinations of variables you would use to perform a cross-tabulation analysis. Do the same for an independent samples t-test and paired sample t-tests separately.

1. Is this your first visit to our restaurant? ( ) Y ( ) N 2. Did you try our daily special today? ( ) Y ( ) N 3. Did you order dessert today? ( ) Y ( ) N 4. On a scale of 1—10, please rate the quality of the food today.

5. On a scale of 1—10, please rate the quality of the service today.

6. Do you live in Bayfield? ( ) Y ( ) N Answer: • Cross tabulations: First Visit/Daily Special, First Visit/Dessert, First Visit/Bayfield, Daily Special/Dessert, Daily Special/Bayfield, Dessert/Bayfield • Independent Samples T-Test: First Visit/Food Quality, First Visit/Service Quality, Daily Special/Food Quality, Daily Special/Service Quality, Dessert/Food Quality, Dessert/Service Quality, Bayfield/Food Quality, Bayfield/Service Quality • Paired Sample T-Test: Food Quality/Service Quality Diff: 3 Type: ES Skill: Applied LO: 11.6 Perform a paired sample t-test 27) Perform a chi-square test of independence on the following cross tabulation. Is there a relationship between gender and whether they play in a golf league?

Gender Male Female Total Answer: Gender Male Female Total

Observed Frequency Table Do you play in the golf league at our course?

Yes No Total 116 13 129 41 19 60 157 32 189 Observed Frequency Table Do you play in the golf league at our course?

Yes No Total 107.2 21.8 129 49.8 10.2 60 157 32 189

• p-value = 0.000, therefore there is a relationship between gender and whether they play in the golf league.

Diff: 3 Type: ES Skill: Applied LO: 11.4 Perform a chi-square test of independence on nominal data in a crosstab

11-6 © 2021 Pearson Canada Inc.

Marketing Research for Marketers, 1e (Callegher) Chapter 12 Social Media Analytics 1) Group dynamics often heightens the emotions of a group.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 12.1 Explain the role of social media analytics in marketing research 2) Social media analysis focuses on metrics to your company's website.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 12.1 Explain the role of social media analytics in marketing research 3) Social media analysis can offer similar types of insight as qualitative research methods.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 12.1 Explain the role of social media analytics in marketing research 4) Non-response error is an issue in social media analytics.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 12.1 Explain the role of social media analytics in marketing research 5) A social media SWOT analysis is presented in a 4×4 matrix.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 12.2 Create a social media SWOT analysis for a brand 6) Consistency is imperative to the tracking of social media metrics.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 12.3 Distinguish among different types of social media metrics 7) Number of followers is not very meaningful unless you apply a time period.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 12.3 Distinguish among different types of social media metrics

12-1 © 2021 Pearson Canada Inc.

Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

8) "Unique" in social media means brand new content that has not previously been posted.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 12.3 Distinguish among different types of social media metrics 9) Sentiment tracks the number of positive, negative, and neutral comments of a brand.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 12.3 Distinguish among different types of social media metrics 10) Vanity metrics are considered the most relevant social media analytics.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 12.3 Distinguish among different types of social media metrics 11) SOV stands for "Shares, Opinions and Voice."

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 12.3 Distinguish among different types of social media metrics 12) "Referrals" are the same as "Shares."

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 12.3 Distinguish among different types of social media metrics 13) Social media monitoring reports tend to be shorter than a typical marketing research report.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 12.4 Prepare a social media monitoring report 14) An effective social media goal could be "Increase the number of likes."

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 12.4 Prepare a social media monitoring report

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

15) Stating how a particular metric is performing as related to the company's goals should be outlined in the Introduction and Goals section of the social media monitoring report.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 12.4 Prepare a social media monitoring report 16) It is suggested that additional explanation of certain metrics be included in the conclusion and recommendations section.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 12.4 Prepare a social media monitoring report 17) Which of the following is NOT a use for social media analytics?

A) discovering new vocabulary B) compare metrics to the competition C) monitoring the progress of a campaign D) identifying statistically significant frequencies Answer: D Diff: 1 Type: MC Skill: Recall LO: 12.1 Explain the role of social media analytics in marketing research 18) Which of the following social media SWOT items are external to the company?

A) weaknesses B) strengths C) opportunities D) trends Answer: C Diff: 1 Type: MC Skill: Recall LO: 12.2 Create a social media SWOT analysis for a brand 19) Where would "Our brand has a large number of followers" be placed in a social media SWOT analysis?

A) weaknesses B) strengths C) opportunities D) threats Answer: B Diff: 2 Type: MC Skill: Applied LO: 12.2 Create a social media SWOT analysis for a brand

12-3 © 2021 Pearson Canada Inc.

Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

20) Where would "Content is mainly product promotion-based" be placed in a social media SWOT analysis?

A) weaknesses B) strengths C) opportunities D) threats Answer: A Diff: 2 Type: MC Skill: Applied LO: 12.2 Create a social media SWOT analysis for a brand 21) Where would "Competitors have very few followers" be placed in a social media SWOT analysis?

A) weaknesses B) strengths C) opportunities D) threats Answer: C Diff: 2 Type: MC Skill: Applied LO: 12.2 Create a social media SWOT analysis for a brand 22) Where would "Social stigma around discussing our product category" be placed in a social media SWOT analysis?

A) weaknesses B) strengths C) opportunities D) threats Answer: D Diff: 2 Type: MC Skill: Applied LO: 12.2 Create a social media SWOT analysis for a brand 23) Which of the following is NOT considered a vanity metric?

A) number of followers B) number of comments C) brand mentions D) shares Answer: C Diff: 1 Type: MC Skill: Recall LO: 12.3 Distinguish among different types of social media metrics

12-4 © 2021 Pearson Canada Inc.

Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

24) Which of the following is NOT part of a social media monitoring report?

A) goals B) sampling procedure C) analytics and key findings D) recommendations Answer: B Diff: 1 Type: MC Skill: Recall LO: 12.4 Prepare a social media monitoring report 25) In which section of a social media monitoring report would you see a statement such as "The company should increase the frequency of its posts."

A) goals B) sampling procedure C) analytics and key findings D) recommendations Answer: D Diff: 2 Type: MC Skill: Applied LO: 12.4 Prepare a social media monitoring report 26) In which section of a social media monitoring report would you see a statement like "Positive sentiment increased by 5%."

A) goals B) sampling procedure C) analytics and key findings D) recommendations Answer: C Diff: 2 Type: MC Skill: Applied LO: 12.4 Prepare a social media monitoring report 27) You work for a company that builds houses. If you could only track one social media metric, which would you choose? Explain your answer.

Answer: • The student should not choose any vanity metrics.

• Sales likely do not occur on the website since it is such a complex purchase, so ROI is likely not possible to track.

• Conversions would be ideal to track in this case as it speaks to the bottom line. The most robust conversion may be appointments booked with a sales representative through the social media websites.

Diff: 3 Type: ES Skill: Applied LO: 12.3 Distinguish among different types of social media metrics

12-5 © 2021 Pearson Canada Inc.

Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

28) You are a marketing manager for Ten Tree (a sustainable clothing company). You would like to know how much your "tree planting with every purchase" initiative motivated consumers across the world to try your product. List the pros and cons of using social media monitoring instead of focus groups to get this answer.

Answer: • Pros: Not limited by geography, time and cost effective, no researcher interference or interviewer bias, less social desirability bias, larger number of data points • Cons: Language and interpretation issues, rely on the issue being talked about online, cannot ask direct questions and interact with the respondents to dig deeper, non-response error, biased sample Diff: 3 Type: ES Skill: Applied LO: 12.3 Distinguish among different types of social media metrics

12-6 © 2021 Pearson Canada Inc.

Marketing Research for Marketers, 1e (Callegher) Chapter 13 Communicating the Results 1) Findings should be the last part of the marketing research report (other than the appendix).

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 13.1 Write a marketing research report 2) Methodology should be the largest part of a marketing research report.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 13.1 Write a marketing research report 3) Most marketing research reports are developed in software such as Microsoft PowerPoint versus software like Microsoft Word.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 13.1 Write a marketing research report 4) A page should be added to the end of the document that includes a confidentiality statement.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 13.1 Write a marketing research report 5) The results of a "check all that apply" question is best displayed as a pie chart.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 13.2 Distinguish among common marketing research charts 6) The results of a question with up to 10 answer choices is best displayed as a pie chart.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 13.2 Distinguish among common marketing research charts 7) The percentages of each bar in a bar chart should always equal 100%.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 13.2 Distinguish among common marketing research charts

13-1 © 2021 Pearson Canada Inc.

Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

8) If using an infographic to portray the results of a research project, it should be included within the overall marketing research report.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 13.3 Design qualitative and quantitative marketing research findings slides 9) When creating a bar chart of an ordinal variable, you should reorder the bars from largest to smallest or vice versa.

Answer: FALSE Diff: 2 Type: TF Skill: Recall LO: 13.2 Distinguish among common marketing research charts 10) The commentary on a slide should be no longer than one sentence.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 13.3 Design qualitative and quantitative marketing research findings slides 11) Base size refers to the value where the y-axis in your chart begins.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 13.3 Design qualitative and quantitative marketing research findings slides 12) The findings section of a qualitative research report should include multiple charts.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 13.3 Design qualitative and quantitative marketing research findings slides 13) Storytelling is effective during marketing research presentations.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 13.4 Deliver a marketing research results presentation 14) It is important to be up front about the research limitations in your presentation.

Answer: TRUE Diff: 1 Type: TF Skill: Recall LO: 13.4 Deliver a marketing research results presentation

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

15) You should avoid the use of bulleted statements in your research presentation.

Answer: FALSE Diff: 1 Type: TF Skill: Recall LO: 13.4 Deliver a marketing research results presentation 16) Where in a marketing research report would you find information on the sample size?

A) Methodology B) Background and Objectives C) Findings D) Appendices Answer: A Diff: 1 Type: MC Skill: Recall LO: 13.1 Write a marketing research report 17) Where in a marketing research report would you find information on why the research was conducted?

A) Methodology B) Background and Objectives C) Findings D) Appendices Answer: B Diff: 1 Type: MC Skill: Recall LO: 13.1 Write a marketing research report 18) Where in a marketing research report would you find a bar chart of "how often people run"?

A) Methodology B) Conclusions C) Findings D) Appendices Answer: C Diff: 2 Type: MC Skill: Applied LO: 13.1 Write a marketing research report 19) Where in a marketing research report would you find a copy of the survey used?

A) Methodology B) Background and Objectives C) Findings D) Appendices Answer: D Diff: 1 Type: MC Skill: Recall LO: 13.1 Write a marketing research report 13-3 © 2021 Pearson Canada Inc.

Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

20) Which of the following is NOT a best-practice of creating info-graphics?

A) leave a lot of blank space B) use images instead of text C) use a lot of colour D) include a catchy title Answer: C Diff: 1 Type: MC Skill: Recall LO: 13.3 Design qualitative and quantitative marketing research findings slides 21) What kind of chart shows horizontal bars that represent percentages of the total number of responses?

A) bar B) column C) line D) stacked bar Answer: A Diff: 1 Type: MC Skill: Recall LO: 13.2 Distinguish among common marketing research charts 22) What kind of chart shows vertical bars that represent percentages of the total number of responses?

A) bar B) column C) line D) stacked bar Answer: B Diff: 1 Type: MC Skill: Recall LO: 13.2 Distinguish among common marketing research charts 23) What kind of chart results in every bar adding up to 100%?

A) bar B) column C) grouped bar D) stacked bar Answer: D Diff: 1 Type: MC Skill: Recall LO: 13.2 Distinguish among common marketing research charts

13-4 © 2021 Pearson Canada Inc.

Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e

24) When should the marketing research report be provided to the client?

A) before the day of the presentation B) immediately before the presentation C) during the presentation D) after the presentation Answer: D Diff: 1 Type: MC Skill: Recall LO: 13.4 Deliver a marketing research results presentation 25) What is the term for a graphic that shows the popularity of specific words?

A) word chart B) word cloud C) grouped chart D) commentary chart Answer: B Diff: 1 Type: MC Skill: Recall LO: 13.3 Design qualitative and quantitative marketing research findings slides 26) What chart would you suggest for the following survey question?

"What arena ice sport(s) do you participate in? (Check all that apply) () Hockey ( ) Figure Skating ( ) Ringette ( ) Broomball" Answer: • Bar chart or column chart. The total percentages may add up to more than 100% so a pie chart or stacked bar chart would not be appropriate.

Diff: 2 Type: ES Skill: Applied LO: 13.2 Distinguish among common marketing research charts 27) Would it be easier to create a qualitative or quantitative research report, after your analysis was already complete? Explain your answer.

Answer: • There are pros and cons to each, as long as they back up their response: o You need to put more creative effort into a qualitative research report in order to keep it visually stimulating. o The free-flowing nature of qualitative research may also provide additional challenges with structure and story telling. o There will be many charts with a lot of detail in quantitative research, so you need good attention to detail. o Making statistical analysis suitable for your audience and interesting could pose challenges as well. o Both require all of the same sections of a marketing research report.

Diff: 3 Type: ES Skill: Applied LO: 13.3 Design qualitative and quantitative marketing research findings slides 13-5 © 2021 Pearson Canada Inc.