Which of the following is one of the key disadvantages of online market research?

Which of the following is one of the key disadvantages of online market
Online research is expensive.
Online research is time consuming.
People tend to be dishonest online.
Online research lacks versatility.
Samples can be small and skewed.
5 points
1. Which of the following is an advantage of online research?
Samples are generally representative of the target population.
Members of online panels and communities tend to have low turnover.
Online research is relatively free of technological problems and
People tend to be honest and thoughtful online.
Online research is slow but gather detailed information.
5 points
1. ________ approach uses concepts and tools from anthropology and other social
science disciplines to provide deep cultural understanding of how people live
and work.
Cognitive research
Inductive research
Archaeological research
Ethnographic research
Deductive research
5 points
1. Which of the following refers to the set of measures that help firms to
quantify, compare, and interpret their marketing performance?
marketing diagnostics
marketing information systems
marketing simulation
marketing intelligence
marketing metrics
5 points
1. Which of the following is an internal marketing metric that companies need
to monitor?
market share
consumer satisfaction
relative perceived quality
total number of customers
relative employee satisfaction
5 points
1. Which of the following is considered to be the most versatile of all the
contact methods?
mail questionnaires
telephone interviews
personal interviews
online interviews
field trials
5 points
1. An item in a questionnaire states that “most politicians cannot be
trusted.” Respondents are required to provide their answers by choosing
any one of the following options: 1) Strongly disagree, 2) Disagree, 3) Neither
agree nor disagree, 4) Agree, 5) Strongly agree. This is an example of a
semantic differential
word association question
Thematic Appreciation Test (TAT)
Likert scale
dichotomous question
5 points
1. A(n) ________ is a gathering of 6 to 10 people carefully selected by
researchers based on certain demographic, psychographic, or other
considerations and brought together to discuss various topics of interest at
target group
pilot group
focus group
customer base
ethnographic group
5 points
1. Before Sandra opened her florist shop she read all she could about the
floral industry. She also consulted several published research reports to
understand growth patterns in the local area with particular interest in the
location of florists throughout the city. This ________ helped her to decide on
the location of her store.
primary data
secondary data
primitive data
tertiary information
licensed information
5 points
1. A question that respondents can answer in an almost unlimited number of ways
is called a ________.
structured question
closed-end question
completely unstructured question
dichotomous question
multiple choice question
5 points
1. The question “What is your opinion of the measures taken by the government
to control inflation?” is an example of a ________ question.
semantic differential
word association
completely unstructured
story completion
5 points
1. Why must the researchers avoid generalizing from focus-group participants to
the whole market?
Participants’ responses are not reliable.
Most of the participants are likely to be ignorant about the topic of
The size of the group is too small and the sample is not drawn randomly.
Most of the participants are likely to exhibit similar tastes and preferences.
The participants usually come from diverse backgrounds.
5 points
1. After collecting the relevant information, the next step in the marketing
research process is to ________.
develop the research plan
define the problem and research objectives
present the project report
make the final decision
analyze the acquired data
5 points
1. Which of the following is an advantage of personal interviews?
It is a relatively inexpensive method of gathering information.
The possibility of interviewer bias is minimized.
Participants can choose to respond at their own convenience.
It facilitates anonymous responses.
Interviewers can record additional observation about the respondent such as
body language.
5 points
1. ________ attached to television sets in participating homes now record when
the set is on and to which channel it is tuned.
GPS systems
5 points
1. Primary data can be collected in several ways. Installing CCTV cameras in a
retail store whereby consumers’ actions can be recorded is an example of
focus group research
survey research
observational research
behavioral research
experimental research
5 points
1. ________ requires people to create a collage from magazine photos or
drawings to depict their perceptions.
Brand personification
Projective technique
Metaphor Elicitation Technique
5 points
1. ________ allow respondents to answer in their own words and often reveal
more about how people think.
Open-end questions
Dichotomous questions
Likert scale questions
Multiple choice questions
Semantic differential questions
5 points
1. After computing averages and measures of dispersion for the major variables
and applying advanced statistical techniques and decision models in the hope of
discovering additional findings from the gathered information, the researchers
define the problem, the decision alternatives, and the research objectives
present findings relevant to the major marketing decisions facing management
evaluate the costs associated with data collected
analyze the appropriateness of the data sources used
develop the research plan
5 points
1. As the marketing manager of Cominform Pvt. Ltd., a manufacturer of health
drinks, you have selected 10 individuals who match the profile of your target
customer, to participate in a discussion on changing lifestyle trends related
to health. You have also hired a skilled moderator to facilitate the discussion
and ensure that everyone participates and stays focused on the topic. The
moderator provides questions and probes based on the “script”
prepared by you. The discussions are also recorded for further analysis. Which
of the following methods of acquiring primary data is being used in this
observational research
behavioral data
focus groups

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