51. XYZ luxury car company is interested in understanding why the majority of consumers who purchase

51.

XYZ luxury car company is interested in understanding why the
majority of consumers who purchase XYZ cars are retirees. The marketing
manager decides to conduct exploratory research and is considering talking to
different owners and nonowners. The best approach is to use ________ research
because it is less structured and may generate unanticipated insights into
the research problem.

A.

Quantitative

B.

Qualitative

C.

Survey

D.

Numerological

E.

Behavioral

52.

The marketing managers of Brand Z Shoes have clearly defined
their research problem as “If we increase our promotions expenditures,
by what percentage will it increase sales?” They have also decided that
they need primary data to answer this question, and to collect these data
they will use _______ research.

A.

Qualitative

B.

Mechanical

C.

Exploratory

D.

Quantitative

E.

Case-based

53.

Vegan Videos has decided to conduct exploratory research to
clarify its marketing-related research problem. It has decided that it needs
to collect primary data, but it has only one week to collect these
qualitative data from 20 customers and only 1 researcher. Vegan Videos should
use a(n) __________ technique to collect the data to meet its deadline.

A.

In-depth interview

B.

Experimental

C.

Questionnaire

D.

Survey

E.

Focus group

54.

The marketing managers of Sean’s Smoothies need to conduct some
exploratory research to help them develop a survey for some descriptive
research in the future. The best data collection technique for this research
would be ________ because the firm has time and is worried that talking to
multiple customers simultaneously may taint the results.

A.

Focus groups

B.

In-depth
interviews

C.

Experiments

D.

Surveys

E.

Observation

55.

The marketing manager for Joe’s Shoe-Mart has decided to conduct
descriptive research and knows that she needs primary data. Based on some
preliminary research of trade journals and interviews with customers, she
knows what questions she wants to ask. However, the customers she wants
information from are spread out over many stores in several states. The best
technique for her to collect these data would be _______.

A.

Interviews

B.

Observation

C.

Focus groups

D.

Experiments

E.

Surveys

56.

The marketing manager of Low Cost Retailer wants to gather
descriptive research about what customers buy, when they purchase, and how
often they purchase certain products. To gather this information he
implements a frequent shopper program to track the purchases of participating
customers. He is collecting ________ data to answer his research problems.

A.

Survey

B.

Qualitative

C.

Behavioral

D.

Observational

E.

Interview

57.

The manager of Gina’s Groceries wanted to see how customers
would react to some new displays. To collect this information she posted
employees where they could see the display and had them record how long
customers looked at it, whether they picked up the item, and if they took the
item with them. She is collecting _______ data to solve her research problem.

A.

Survey

B.

Qualitative

C.

Behavioral

D.

Observational

E.

Interview

58.

XYZ Market Research is testing how customers react to a proposed
advertising campaign for Go Fast Sports Cars. The researchers scan consumers’
brains using an fMRI machine while the consumers view a series of
advertisements so that they can monitor the blood flow in different areas of
the brain. XYZ is using _______ to collect the data needed to solve the
research problem.

A.

Mechanical
observation

B.

Mechanical devices

C.

Behavioral
measures

D.

Surveys

E.

Focus groups

59.

Juan Martinez, a researcher for ABC Research Group, is working
on crafting a survey for a client. He is concentrating on framing the
questions, selecting response choices, refining the wording, and determining
how many questions to ask. Juan is focusing on the _________ activity of the
research design process.

A.

Type of research

B.

Nature of data

C.

Nature of data
collection

D.

Information
content

E.

Sampling plan

60.

You are creating a survey for your company. The question you are
currently working on asks your business-to-business customers to describe the
ideal purchasing transaction. You are utilizing a(n) __________ question to
collect the desired information.

A.

Behavioral

B.

Open-ended

C.

Observational

D.

Closed-ended

E.

Probing

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