D374 Market Research
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Free D374 Market Research Questions
The use of mystery shoppers is a form of
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survey.
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observation.
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secondary data.
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experimentation.
Explanation
Explanation:
The use of mystery shoppers is a form of observation. Mystery shoppers gather firsthand, observational data about customer service, store operations, and employee behavior without revealing their identity. This method allows companies to objectively assess the quality of service and operational standards from a customer’s perspective. Because it involves watching and recording actual behaviors rather than asking questions, it is classified as observational research rather than a survey or secondary data collection.
Correct Answer:
observation
Which of the following statements about straight rebuys is true?
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Straight rebuy vendor selections are likely to be made by a purchasing manager without consulting anyone else.
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Straight rebuy decisions are infrequent, but they typically take longer to make than new-task buying decisions.
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Straight rebuy decisions usually involve getting negotiated bids from suppliers.
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Straight rebuy decisions cannot be influenced by advertising.
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Straight rebuy decisions, as contrasted with modified rebuys, are more likely to involve multiple buying influences.
Explanation
Explanation:
Straight rebuy vendor selections are likely to be made by a purchasing manager without consulting anyone else. Straight rebuys are routine, low-risk purchases of products or services that an organization buys regularly with no modifications to specifications, quantities, or suppliers. Because the process is routine, it typically requires minimal decision-making and can be handled directly by the purchasing manager without involving multiple stakeholders. These purchases are often automated or streamlined, reducing the need for negotiation or extensive evaluation.
Correct Answer:
Straight rebuy vendor selections are likely to be made by a purchasing manager without consulting anyone else.
_________ is the learned values, perceptions, wants, and behavior from family and other important institutions.
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Culture
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Influence
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Motivation
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Belief
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Social contagion
Explanation
Explanation:
Culture is defined as the set of learned values, perceptions, wants, and behaviors that individuals acquire from family and other significant social institutions. It shapes how people perceive the world, interact with others, and make decisions, including their buying behavior. In marketing, understanding culture is crucial because it influences consumer preferences, purchasing patterns, and responses to advertising and promotional strategies. Culture provides the framework within which consumer behavior occurs.
Correct Answer:
Culture
Which of the following is the group of people you could possibly sample from, and whose difference from the population is called a "frame error"?
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Sampling individuals
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Confirmed enrollees
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Population
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Sampling frame
Explanation
Explanation:
The sampling frame is the group of people or elements from which a sample can actually be drawn. It should ideally represent the entire population, but differences between the sampling frame and the population can lead to a frame error. Frame errors occur when some members of the population are omitted or incorrectly included in the sampling frame, potentially biasing the research results. Properly defining and constructing the sampling frame is critical to ensure the sample accurately represents the target population.
Correct Answer:
Sampling frame
A probability sample is
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Only possible now that we have Internet-based marketing research systems
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A sample from the population in which every element has an equal chance of being selected, but the probability of selection is not known for every element
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A sample from the population in which every element has a known probability of being selected, whether or not those probabilities are equal for every element
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The data from secondary sources that has the highest probability of answering the research question
Explanation
Explanation:
A probability sample is a sample from the population in which every element has a known probability of being selected, whether or not those probabilities are equal. This allows researchers to apply statistical methods to make valid inferences about the population and estimate sampling errors. Probability sampling ensures representativeness, reduces bias, and supports generalizable conclusions. Techniques such as simple random sampling, stratified sampling, and cluster sampling are common examples.
Correct Answer:
A sample from the population in which every element has a known probability of being selected, whether or not those probabilities are equal for every element
Your company is in the final stages of deciding whether to launch a new product that you have been testing for the last six months. While the CEO of your company is very optimistic about the potential for the product, he is a skeptic by nature. He has asked you to conduct one last round of market research that will give him greater confidence in the product's prospects. Which of the following types of marketing research should you conduct to satisfy the CEO's concerns?
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Descriptive research
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Conclusive research
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Focus group research
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Exploratory research
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Experimental research
Explanation
Explanation:
Conclusive research is designed to provide definitive answers and guide decision-making with statistical confidence. In this scenario, the CEO seeks assurance regarding the product’s potential, which requires data that can support final business decisions. Conclusive research includes descriptive and causal research that quantifies market conditions, consumer preferences, and potential outcomes, providing reliable evidence to validate the product’s prospects. This contrasts with exploratory research or focus groups, which are more qualitative and intended to generate insights rather than make final decisions.
Correct Answer:
Conclusive research
Which of the following best describes a membership group that has a direct influence on an individual's behavior and decision-making?
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Reference group
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Aspirational group
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Membership group
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Dissociative group
Explanation
Explanation:
A reference group is a membership group that directly influences an individual’s behavior, attitudes, and decision-making. These groups provide norms, values, and opinions that members tend to follow, often affecting choices such as purchasing decisions. Membership groups can serve as reference points for social comparison, guidance, and conformity, making them influential in shaping preferences and actions. They differ from aspirational groups, which are admired but not currently joined, and dissociative groups, which individuals actively avoid emulating.
Correct Answer:
Reference group
Which of the following best describes aspirational groups in the context of consumer behavior?
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Groups that an individual currently belongs to and identifies with
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Groups that influence an individual's purchasing decisions through direct interaction
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Groups that an individual admires and aspires to join, impacting their preferences and behaviors
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Groups that consist of individuals who have no influence on consumer choices
Explanation
Explanation:
Aspirational groups are groups that an individual admires and aspires to join. They influence consumer behavior indirectly because individuals often make choices or adopt preferences that align with the values, status, or lifestyle associated with these groups. Unlike membership groups, which are groups the individual currently belongs to, aspirational groups affect aspirations and ideals, guiding decisions and preferences even without direct interaction. They play a significant role in shaping perceptions, purchasing behaviors, and brand preferences, as consumers often model themselves after the characteristics of these admired groups.
Correct Answer:
Groups that an individual admires and aspires to join, impacting their preferences and behaviors
Primary Data is...
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When you go and collect it yourself
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When you use someone else's work
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The first time you go and do your own research
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Research in primary schools
Explanation
Explanation:
Primary data refers to information that is collected firsthand by the researcher for a specific research purpose. This involves designing surveys, conducting interviews, observing behaviors, or running experiments directly to gather original data. It is distinct from secondary data, which involves using existing sources such as books, reports, or previously collected research. Primary data provides tailored, up-to-date information that is specific to the research objectives.
Correct Answer:
When you go and collect it yourself
Which of the following statements accurately describes conclusive research in marketing?
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It is primarily focused on generating hypotheses.
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It can be categorized as either exploratory or observational.
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It provides definitive answers to specific research questions.
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It is only applicable in qualitative research.
Explanation
Explanation:
Conclusive research provides definitive answers to specific research questions and is designed to test hypotheses or evaluate outcomes. It is typically structured, systematic, and often quantitative, providing measurable and reliable results that guide decision-making. Conclusive research can be descriptive (e.g., surveys, market analysis) or causal (e.g., experiments) and is used when marketers need concrete evidence to make informed decisions, unlike exploratory research, which seeks initial insights.
Correct Answer:
It provides definitive answers to specific research questions.
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