Multiple Choice Answers

The North American Industry Classification System (NAICS) codes:
A. indexes major market research reports for a variety of domestic and international industries, markets, and institutions.
B. provides an index of publications available to researchers up to the current month and year.
C. are the statistical foundation for most of the information available on U.S. population and economic activities.
D. are designed to promote uniformity in data reporting by federal and state government sources and private business.

Consumer panels, as a commercial data collection method:
A. use a rigorous data collection approach.
B. cost higher than primary data collection methods.
C. primarily measure media consumption habits as opposed to product or brand consumption.
D. measure product and brand movement directly at the point of sale.

John is getting ready to conduct a store audit. He makes a list of key variables measured in a store audit. Which of the following is NOT one of them?
A. Beginning and ending inventory levels
B. Sales receipts
C. Point-of-purchase displays
D. Consumer attitudes toward store displays


Harris is a market researcher for Toyota, and is currently using Literature Review to collect information on the number of people normally caught for drunk driving so as to help Toyota plan for the sales of their new Anti-Drunk Driving gadget. Which of the following will NOT help Harris?
A. Doing a desk research by browsing the Internet for such statistics.
B. Doing a desk research by reading an article on the working mechanism of the gadget.
C. Collecting external secondary data from the City Traffic Police records.
D. Doing a field research by talking to car owners.

Which of the following is true about information gathering?
A. Customer knowledge information is feedback you obtain from your sales representatives about customer behavior.
B. More data implies more analysis and thus delay in taking sound decisions.
C. Blogs and online polls are used to collect customer knowledge information.
D. Data from electronic customer councils are indicative of less customer engagement.

A literature review has all of the following objectives, EXCEPT:
A. provide background information about the current study.
B. test a study’s hypotheses using secondary data from reliable sources.
C. clarify thinking about the research problem.
D. help define important constructs of interest to the study.

Accuracy is one of the criteria to evaluate secondary data. While using this criterion:
A. researchers need not worry about what is actually measured.
B. the researcher must evaluate the overall procedure for collecting the data.
C. researchers must keep in mind that the data were collected to answer a different set of research questions than the ones at hand.
D. the data must be carefully evaluated on how it relates to the current research objective.

John is trying to determine if secondary research will add value in given situations or not. He lists the following five situations. In which of these situations, secondary research is likely to be the least helpful?
A. Use existing customer base to identify significant characteristics of potential customers
B. Determine the level of customer satisfaction with the company’s new product
C. Identify problems or requirements of specific customer groups
D. Provide internal support data for the company

Jane is interested in finding out information on product returns for her firm. Which of the following reports is most likely to contain this information?
A. Sales Invoice
B. Accounts Receivables Reports
C. Journal Voucher
D. Accounts Payable Reports

In a Google Scholar search, an article is listed as “Cited by 44” next to it. This indicates that:
A. the article’s bibliography has 44 citations included in it.
B. the article has been viewed by 44 other visitors to the web site.
C. the article has 44 comments and reviews available online.
D. the article is referenced by 44 other documents available on the web.