True/False
Indicate whether the sentence or statement is true or
false.
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1.
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Sample
size is not a function of population size; it is a function of population variance.
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2.
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The
difference between a sales orientation and a marketing orientation is selling what is produced versus
producing what will sell.
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3.
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Marketing research has very limited value in improving an organization’s
day-to-day success. Its real value lies in assisting with new product
launches.
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4.
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Applied
research attempts to answer specific questions whereas pure research attempts to discover new
information.
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Multiple Choice
Identify the letter of the choice that best
completes the statement or answers the question.
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1.
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The
make-up of a focus group should be: a. | heterogeneous. | b. | 8 to 10 people. | c. | no less than 12 people. | d. | all male or all female. | | |
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2.
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The
Travel Alberta study found that the top leisure activity for Albertans was a. | outdoor recreation trips. | b. | visiting resort towns and
attractions. | c. | trips to a warm
southern climate during Alberta’s winter months. | d. | visiting family and friends. | | |
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3.
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Which
of the following is not a recognized research technique? a. | A regenerative-holistic survey. | b. | A tracking study. | c. | A virtual focus group. | d. | An interpretive survey. | | |
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4.
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Qualitative surveys provide ________ data. a. | numerical | b. | objective | c. | subjective | d. | secondary | | |
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5.
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The
four main purposes of a questionnaire are to a. | collect relevant data, make data comparable, minimize bias,
motivate the respondent. | b. | provide a benchmark, define the market, help establish a
selling price, reveal competitive practices. | c. | confirm an existing market strategy, uncover potential new
markets, assist in developing advertising campaigns, let the customer know that you
care. | d. | increase market
share, generate ideas for product improvement, generate ideas for potential new products,
assist in developing advertising campaigns. | | |
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6.
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The
most accurate form of research sampling is a. | multi-phase. | b. | probability. | c. | non-probability. | d. | telephone. | | |
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7.
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Increased fragmentation and complexity of both tourism markets and the media has
resulted in a. | tourism marketers
having to spend significantly more money on advertising. | b. | tourism marketers increasing their Web presence and cutting
back on traditional media advertising. | c. | abandoning integrated marketing communication in favour of
highly specific advertising campaigns. | d. | the increased importance of branding and resort
positioning. | | |
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8.
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The
difference between “market research” and “marketing research” is
that a. | market research analyses the markets while
marketing research determines the price to charge for a product. | b. | marketing research is purely subjective while market
research is highly analytical. | c. | market research is more scientific and marketing research
is more of an art. | d. | researchers and managers often disagree as to whether or
not there is any difference. | | |
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9.
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Marketing research a. | is a critical resource for a marketing
orientation. | b. | can allow an
organization to use fewer resources to provide the goods and services it
sells. | c. | is what makes a
marketing orientation more efficient than a sales orientation. | d. | All of the above. | | |
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10.
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Research on consumers a. | can assist in testing customer loyalty and providing a
destination benchmark. | b. | is a form of applied research that may lead to the
discovery of new information. | c. | can help to identify existing, potential, and lapsed
consumers. | d. | must utilize
primary data if it is to be of any real value. | | |
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11.
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In any
research, it is critical that the information collected is relevant. In order to ensure that
this is the case, the researcher must a. | clearly identify and define the
problem. | b. | ensure that
respondents to research questionnaires are well-informed about the topic being
researched. | c. | be very familiar
with expectancy-disconfirmation theory. | d. | minimize the use of probability
sampling. | | |
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12.
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Competitor intelligence is a form of applied research which a. | examines secondary data such as a competitor’s annual
report. | b. | counts the number
of cars in a competitor’s parking lot. | c. | uses the competitor’s product and/or
service. | d. | All of the
above. | | |
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13.
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Expectancy-disconfirmation theory provides a framework for
understanding a. | whether
advertising is or is not having the desired impact. | b. | how well actual performance meets or fails to meet customer
expectations. | c. | the likelihood
that customers will buy your product or service again. | d. | the relationship between a customer’s income and how
much they will spend at your business. | | |
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14.
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Primary
research requires such activities as a. | gathering historical sales data and reviewing information
from sources such as Statistics Canada. | b. | mystery shopping and focus
groups. | c. | examining the
effectiveness of past advertising campaigns. | d. | All of the above are techniques for primary
research. | | |
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Matching
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a. | benchmarking | i. | factual survey | b. | focus group | j. | opinion survey | c. | competitor intelligence | k. | primary data | d. | consumer research | l. | projection techniques | e. | descriptive research | m. | qualitative research | f. | exploratory research | n. | quantitative research | g. | marketing information system
(MIS) | o. | repertory grid
technique | h. | marketing
research | p. | virtual focus groups | | | | |
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1.
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the way
in which an organization gathers, uses, and disseminates its research in the marketing
context
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2.
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the
systematic and objective search for and analysis of information relevant to the identification and
solution of any problem in the field of marketing
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3.
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one
type of applied research that focuses on the consumer
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4.
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keeping
track of competition by having a clear understanding of who the competition is and knowing how the
company is doing in comparison to the competitors
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5.
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information collected for the specific purpose at hand
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6.
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research methods and techniques that use and give rise to qualitative (subjective)
information
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7.
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research to which numerical (empirical) estimates can be attached
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8.
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structured research technique that requires respondents to select from a group of
three items
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9.
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called
“what if?” techniques, as they involve measures to get subjects to respond to hypothetical,
or projected, situations
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10.
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online
“chat” sessions, in which one to dozens of pre-recruited respondents type in responses to a
guided online discussion
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11.
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the
respondent is asked to express an opinion or make an evaluation or appraisal
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12.
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a
management technique that allows companies to compare how well they are performing relative to their
competitors
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13.
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type of
research in which the researcher acts as a facilitator to obtain views representative of a wider
population. A group usually comprises 8 to 10 people.
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14.
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to
gather information that will help define the problem and suggest hypotheses;
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15.
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to
gather information that will describe the size and composition of the market
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16.
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the
respondent is asked to state certain facts such as age or number of
children
Answers:
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