Marketing Canadian 4Th Edition Grewal Test Bank Full Chapter PDF

Marketing Canadian 4th Edition Grewal
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Chapter 07 - Marketing Research
Chapter 07
Marketing Research
Multiple Choice Questions
1. The term "marketing research" refers to:

A. a strategic way of developing a marketing plan by mixing the controllable elements.
B. an area of study concerned with managing the resources and activities of a firm.
C. a series of actions that help in enhancing the performance of firms.
D. a set of techniques for systematically collecting, recording, analyzing, and interpreting
useful data.
E. a procedure that a marketer follows when developing a market plan.
Marketing research is a key prerequisite to successful decision making; it consists of a set of

techniques and principles for systematically collecting, recording, analyzing, and interpreting
data that can aid decision makers involved in marketing goods, services, or ideas.
Accessibility: Keyboard Navigation

Blooms: Remember
Difficulty: Easy
Learning Objective: 07-01 Identify the five steps in the marketing research process.
Topic: 07-01 The Marketing Research Process
7-1
2. Political consultants have been using market research for decades to help their candidates
understand:
A. who makes up the voting public and how to reach them.
B. what ethical lapses they can get away with.
C. which consumers spend the most money.
D. what are the food habits of the public.
E. how to sell their votes.
Political parties have been slicing and dicing the voting public for decades to determine
relevant messages for different demographics. Politicians desperately want to understand who
makes up the voting public to determine how to reach them.

Blooms: Remember
Difficulty: Easy
3. Which of the following is NOT a step in the marketing research process?

A. Design the research plan
B. Define mission statement and objective
C. Analyze data
D. Collect data
E. Determine action plan
Define mission statement is not a step in marketing research process.

Blooms: Understand
Difficulty: Moderate
7-2
4. Which of the following is the first factor that managers consider before embarking on a
marketing research project?
A. The cost of undertaking the project
B. The usefulness of the project to a firm
C. The time limit of the project
D. The sample size to be used in the research
E. The questions to be used in a questionnaire
Managers consider several factors before embarking on a marketing research project. First,
will the research be useful? Marketing research can be very expensive, and if the results won't
be useful or management does not abide by the findings, it represents a waste of money.

Blooms: Remember
Difficulty: Easy
5. Assuming that a particular market research study will reduce uncertainty associated with
the proposed project, which of the following is the second question that needs to be addressed
before starting the study?
A. How will the results be presented?
B. Will observation research be considered intrusive?
C. Is top management committed to the study?
D. How will the questions be defined?
E. Who will manage the research?
Managers consider several factors before embarking on a marketing research project. First,
will the research be useful? Will it provide insights beyond what the managers already know
and reduce uncertainty associated with the project? Second, is top management committed to
the project and willing to abide by the results of the research?

Blooms: Understand
Difficulty: Easy
7-3
6. Which of the following statements best describes the market research process?
A. It ideally begins by collecting and analyzing data.
B. Research design takes place prior to formulating and identifying the research problem.
C. It is rigid in nature, and all companies have to follow the steps in the right sequence.
D. Research design begins immediately after data collection.
E. It usually ends with presenting an action plan.
In the final phase of the marketing research process, an analyst prepares the results and
presents them to decision makers, who undertake appropriate marketing actions and
strategies.

Blooms: Understand
7. The first step in a market research project is to:

A. design a research plan.
B. analyze data and develop insights.
C. define objectives and research needs.
D. present an action plan.
E. collect data.
Because research is both expensive and time consuming, it is important to establish in

advance exactly what problem needs to be solved. Correctly defining the problem is one of
the most important elements of the marketing research process.

Blooms: Remember
Difficulty: Easy
7-4
8. APR Consulting is an integrated marketing solutions company. When approached by

clients who want to market a new product, APR Consulting will ideally start the market
research process by:
A. identifying the target market and customer needs.
B. deciding how much time and money the clients are willing to spend.
C. defining the research problem and objectives.
D. defining the alternatives and uncertainties.
E. developing and implementing the research plan.
APR Consulting will ideally start the market research process by defining the research
problem and objectives. Because research is both expensive and time consuming, it is
important to establish in advance exactly what problem needs to be solved. Correctly defining
the problem is one of the most important elements of the marketing research process.

Blooms: Understand
Topic: 07-02 Step 1: Define the Research Problem and Objectives
9. As a marketing researcher, one should differentiate between a real problem and a symptom
of the real problem. Which one of the following is likely to be a symptom of the problem?
A. Change in customers' preferences
B. Change in size of the market
C. Customer preference of the new product features
D. Market share decline
E. New competitor entrance
Market share decline is a symptom of a real problem. A company may lose market due to bad
pricing, promotion, or product offering. The researcher job is to make sure to define the real
problem.

Blooms: Apply
Difficulty: Difficult
Topic: 07-02 Step 1: Define the Research Problem and Objectives
7-5
10. The term "secondary data" refers to the data that has been collected:
A. to address specific research needs.
B. from in-depth interviews and surveys.
C. prior to the start of the focal project.
D. from a particular focus group.
E. to address questions currently under investigation.
Secondary data are pieces of information that have been collected prior to the start of the focal
research project. Secondary data include both external and internal data sources.

Blooms: Remember
Topic: 07-03 Step 2: Design the Research Plan
11. Raw numbers or other factual information that, on their own, have limited value to
marketers can be termed as:
A. data.
B. samples.
C. information.
D. hypotheses.
E. observation.
To generate meaningful information, researchers analyze and make use of the collected data.
In this context, data can be defined as raw numbers or other factual information that, on their
own, have limited value to marketers.

Blooms: Remember
Difficulty: Easy
Topic: 07-04 Step 3: Collect Data
7-6
12. Data that has been organized, analyzed, interpreted, and converted into a useful form for
decision makers is called:
A. samples.
B. hypotheses.
C. information.
D. observation.
E. codes.
When the data are interpreted, they become information, which results from organizing,
analyzing, and interpreting the data, and putting it into a form that is useful to marketing
decision makers.

Blooms: Remember
Difficulty: Easy
Topic: 07-04 Step 3: Collect Data
13. Which of the following is a source of secondary data?

A. Focus groups
B. Surveys
C. In-person interviews
D. Census data
E. Experiments
A marketing research project often begins with a review of the relevant secondary data.
Secondary data might come from free or very inexpensive external sources such as census
data, information from trade associations, books, journal articles, and reports published in
magazines and newspapers.

Blooms: Understand
Learning Objective: 07-02 Describe the various secondary data sources.
Topic: 07-05 Step 4: Analyze Data and Develop Insights
7-7
14. Which of the following is an internal source of secondary data?

A. Government agencies
B. Syndicated services
C. Directories
D. Journal articles
E. Customer lists
Secondary sources can be accessed through internal sources, including the company's sales
invoices, customer lists, and other reports generated by the company itself.

Blooms: Understand
Difficulty: Easy
15. Commercial research firms such as Nielsen, Leger Marketing, and National Purchase
Diary Panel are sources of:
A. experimental data.
B. focus group data.
C. control group data.
D. syndicated data.
E. biased data.
Although secondary data is either free or inexpensive and can be quickly accessed, they may
not always be adequate to answer the research objective. Under these circumstances,
marketers may find it useful to purchase external secondary data called syndicated data,
which are data available for a fee from commercial research firms such as SymphonyIRI
Group, National Purchase Diary Panel, Nielsen, and Leger Marketing.

Blooms: Understand
7-8
16. Caroline needs to research information about income and age distribution in Fort
McMurray, an urban service area in Alberta. Which of the following would be the most useful
source of data for Caroline in terms of being easily accessible at a low cost?
A. Door-to-door surveys
B. Focus group interviews
C. Syndicated data
D. Sales invoices at public libraries
E. Census data
In terms of easy access at low cost, the source of secondary data that would be most useful to
Caroline would be census data. Census data is a source of secondary data that can be accessed
quickly and at a relatively low cost.

Blooms: Apply
Topic: 07-07 Secondary Data
17. If Bell Canada obtains purchase history of its current customers to send them promotions
for a new product, what data source Bell Canada uses?
A. Primary data
B. Internal secondary data
C. Survey research
D. External secondary data
E. Scanner data
Customer data has already collected and existed within the organization; therefore, Bell
Canada uses internal secondary data source.

Blooms: Apply
7-9
18. The type of quantitative research that uses data obtained from readings of UPC codes at
checkout counters is called:
A. panel data.
B. exploratory research.
C. survey research.
D. syndicated data.
E. scanner data.
Scanner data are obtained from scanner readings of UPC codes at checkout counters and used
in quantitative research.

Blooms: Understand
Difficulty: Easy
19. The data obtained from which of the following research techniques is likely to be acquired
by leading marketing research firms to help other firms assess the market activity?
A. Scanner research
B. Panel research
C. Survey research
D. Experimental research
E. Exploratory research
Scanner data are obtained from scanner readings of UPC codes at checkout counters and used
in quantitative research. Whenever you go into your local grocery store, your purchases are
rung up by using scanner systems. This information helps leading consumer packaged goods
firms assess what is happening in the marketplace.

Blooms: Understand
7-10
20. Which of the following types of quantitative research involves collecting information
from a group of consumers over time?
A. Scanner data
B. Experimental research
C. Panel data
D. Exploratory research
E. Survey research
Panel data are information collected from a group of consumers (the panel) over time. The
data collected from the panelists often include records of what they have purchased (i.e.,
secondary data), as well as their responses to survey questions that the client gives to the
panel to ask the panelists (i.e., primary data).

Blooms: Understand
Difficulty: Easy
21. Which of the following is an advantage of secondary data?

A. It addresses specific research needs.
B. It is highly specific as it is timely.
C. It saves time in data collection.
D. The sources used by this research are always relevant and original.
E. It is typically always adequate in meeting researchers' needs.
One of the advantages of secondary data is that it saves time in data collection because the
data is readily available. It also reduces data collection costs.

Blooms: Remember
Difficulty: Easy
Learning Objective: 07-03 Describe primary data collection techniques and summarize the differences between secondary data and primary
data.
7-11
22. A new startup was able to find answers to its marketing research questions from Statista
website. This is an example of _____.
A. Big data
B. Panel data
C. External secondary data
D. Internal secondary data
E. Observation
Statista is an external source and the data already existed. Therefore, it is an example of
external secondary data.

Blooms: Understand
data.
23. Netflix is able to analyze data from its millions of users and customize its
recommendations to them. This is an example of _____.
A. Primary data
B. Secondary data
C. Big data
D. Panel data
E. Observation
Big data refers to extremely large quantities of data that companies have access to get insight
from customers.

Blooms: Apply
data.
Topic: 07-08 Primary Data Collection Techniques
7-12
24. The data collected from which of the following sources can be considered as primary
data?
A. Magazines
B. Focus groups
C. Advertising Age
D. Department of Foreign Affairs and Trade
E. Canadian News Index
In many cases, the information researchers need is available only through primary data, or
data collected to address the specific research needs/questions currently under investigation.
Marketers collect primary data by using a variety of means, such as observing consumer
behaviour, conducting focus groups, or surveying customers by using the mail, telephone, in-
person interviews, or the Internet.

Blooms: Understand
Difficulty: Easy
data.
25. The field of marketing research has seen enormous changes in the last few years because
of all the following EXCEPT:
A. Computing ability readily available to manipulate data in real time
B. Access to in-house or available software to convert the data into valuable decision-making
insight
C. The increase in the amounts of data to which retailers, service providers, and
manufacturers have access.
D. The ease of collecting and storing data
E. Customers' willingness to participate in companies' surveys.
One of the challenges companies are facing is response rate. Most customers are not willing
to participate in surveys.

Blooms: Understand
data.
7-13
26. Which of the following is a major advantage of primary research?

A. It is cost effective.
B. It is readily available.
C. It hardly requires sophisticated training and experience to design the research.
D. It usually can be tailored to fit research questions.
E. It saves time in collecting data.
Primary data collection can help eliminate some of the problems inherent to secondary data. A
major advantage of primary research is that it can be tailored to fit the research questions.

Blooms: Understand
data.
27. Which of the following best describes primary research?

A. It reduces data collection costs.
B. It saves data collection time because the data is readily available.
C. It offers behavioural insights and answers specific questions.
D. The information obtained from this research may not be as timely as needed.
E. The information obtained from this research may not be relevant to a company's
information needs.
One of the advantages of primary research is that it offers behavioural insights generally not
available from secondary research. Primary research can be designed to answer very specific
questions, but it also tends to be more expensive and time consuming.

Blooms: Understand
data.
7-14
28. Which of the following could be seriously reduced due to an improper execution of the
important aspects of primary data collection?
A. Sample size and data analysis procedure
B. Problem definition or hypothesis and reliability
C. Reliability and central limit theorem
D. Reliability and validity
E. Hypothesis formulation and statistical analysis
Improper execution of any important aspects of primary data collection, such as types of
sampling plan, types of research instruments to use, best way to contact potential respondents
etc., could seriously reduce the reliability and validity of the research study.

Blooms: Remember
Difficulty: Easy
data.
29. The extent to which the same result is achieved when a study is repeated under identical
situations is called:
A. plausibility.
B. validity.
C. probability.
D. sustainability.
E. reliability.
Reliability is the extent to which a researcher will get the same result if the study is repeated
under identical situations.

Blooms: Remember
Difficulty: Easy
data.
7-15
30. The marketing team of a renowned car company wanted to gain information from its
customers regarding the performance of its new car. For this, the team designed a
questionnaire with questions relating to the car's performance and distributed it among the
company's customers. The data analysis of the survey showed that the customers were happy
with the mileage of the car. The team obtained the same results when they conducted the same
survey at all the company's outlets. This shows that the company's research study is:
A. fuzzy.
B. reliable.
C. flexible.
D. open-ended.
E. nonquantitative.
The company's research shows that it has reliability. Reliability is the extent to which a
researcher will get the same result if the study is repeated under identical situations.

Blooms: Apply
data.
31. The extent to which a study actually measures what it is supposed to measure is called:
A. reliability.
B. validity.
C. plausibility.
D. credibility.
E. sustainability.
Validity is the extent to which the study actually measures what it is supposed to measure.

Blooms: Remember
Difficulty: Easy
data.
7-16
32. Briggs, a fast-food chain, conducted a survey at one of its outlets regarding the taste,
price, and quality of its products. Briggs found that its customers were pleased with the taste
and quality but felt that prices were a little high. When the same survey was conducted across
its other outlets, it received different responses from customers. This shows that the survey
conducted by Briggs may lack:
A. validity.
B. plausibility.
C. reliability.
D. flexibility.
E. rigidity.
The survey conducted by Briggs shows that it lacks reliability. Reliability is the extent to
which one will get the same result if the study is repeated under identical situations.

Blooms: Understand
data.
33. A segment or subset of the population that adequately represents the entire population of
interest is known as a(n):
A. hypothesis.
B. observation.
C. element.
D. case.
E. sample.
A sample refers to a segment or subset of the population that adequately represents the entire
population of interest.

Blooms: Remember
Difficulty: Easy
data.
7-17
34. A popular shoe brand for boys that targets the age group of 12 to 15 years wanted to
conduct a survey regarding the comfort of its recently launched shoes. For the survey, it
selected a group of 250 boys from various schools in San Francisco. This selected group of
boys is called a(n):
A. syndication.
B. element.
C. sample.
D. case.
E. hypothesis.
The group of selected boys represent the sample for the survey. Often, it is too difficult,
impractical, or costly to study the entire group of consumers, so marketers usually select a
sample, a segment, or subset of the population that adequately represents the entire population
of interest.

Blooms: Understand
Difficulty: Easy
data.
7-18
35. Kids ‘N' Toys, a popular toy company, is conducting marketing research to gauge the
response to its new doll before introducing it to the market on a large scale. The target market
for this doll consists of girls between the ages of four and eight. To conduct the study, Kids
‘N' Toys randomly selected 100 girls in this age group from various schools in the country
and studied their response. The process of selecting the group of girls from various schools
for the study is known as:
A. syndication.
B. sampling.
C. hypothesizing.
D. validation.
E. analyzing.
A sample refers to a segment or subset of the population that adequately represents the entire
population of interest. In this case, the process of selecting 100 girls in order to study their
response is known as sampling.

Blooms: Apply
data.
36. A local coffee shop spend $1,000 in advertising on Facebook with no success. Alex, the
marketing manager, believes the company send a wrong message to the audience. He believes
the message should have focused on quality of coffee rather than price. Alex statements are
examples of:
A. Problem definition
B. Research objectives
C. Data analysis
D. Action plan
E. Hypotheses
Hypothesis is a statement predicting a particular relationship among multiple variables. Alex

statements here are hypotheses to be tested and confirmed.

Blooms: Apply
data.
7-19
37. Which of the following involves gathering qualitative data about initial reactions to a new
or existing product or service, opinions about different competitive offerings, or reactions to
marketing stimuli?
A. Panel research
C. Survey groups
D. Scanner research
E. Focus groups
In focus groups, a small group of persons (usually 8 to 12) comes together for an in-depth
discussion about a particular topic. In particular, focus groups gather qualitative data about
initial reactions to a new or existing product or service, opinions about different competitive
offerings, or reactions to marketing stimuli, like a new ad campaign or point-of-purchase
display materials.

Blooms: Understand
Difficulty: Easy
data.
Topic: 07-09 Qualitative Research Methods
7-20
38. Natalie is the marketing director of One Dollar stores, a retail chain in Canada. From the
recent sales reports, Natalie notices that sales had increased in some stores and decreased in
others. She is unable to predict the reason for this variation in sales. The method of research
that Natalie is likely to employ to gain a better understanding of the variation and to clearly
define its cause will be:
A. qualitative research.
B. panel research.
C. quantitative research.
D. conclusive research.
E. scanner research.
Natalie is likely to employ qualitative research. Exploratory in nature, qualitative research

attempts to begin to understand the phenomenon of interest; it also provides initial
information that helps the researcher more clearly formulate the research problem or
objectives.

Blooms: Apply
data.
39. Which one of the following is NOT a pros of using Social Media in Research?
A. Very current feedback
B. A statistically representative sample
C. Large accessible sample
D. Large amount of information provided on social media.
E. Consumers freely offer opinions and insights
One of the cons of using social media is marketing research is "not a statistically
representative sample".

Blooms: Understand
data.
7-21
40. If marketing researchers are ready to move beyond preliminary insights, they are ready to
engage in:
A. quantitative research.
B. in-depth interviews.
C. syndicated marketing surveys.
D. exploratory research.
E. structured questionnaire analysis.
If a firm is ready to move beyond preliminary insights gained from qualitative research, it is
likely ready to engage in quantitative research, which provides the information needed to
confirm those insights and that managers can use to pursue appropriate courses of action.

Blooms: Remember
Difficulty: Easy
data.
Topic: 07-10 Quantitative Research Methods
41. A statement or proposition predicting a particular relationship among multiple variables is

called the:
A. scanner data.
B. syndicated data.
C. hypothesis.
D. sample.
E. questionnaire.
Quantitative research enables researchers to test their prediction or hypothesis, which is a

statement or proposition predicting a particular relationship among multiple variables.

Blooms: Remember
Difficulty: Easy
data.
7-22
42. A type of qualitative research method that entails examining purchase and consumption
behaviours through personal or video camera scrutiny is:
A. projective technique.
B. social media.
C. observation.
D. participative analysis.
E. in-depth interview.
The observation research method entails examining purchase and consumption behaviours
through personal means or the use of technology, such as video camera or other tracking
devices.

Blooms: Remember
Difficulty: Easy
data.
43. Which of the following qualitative research methods is particularly useful when customers
are unable to articulate their experiences?
A. In-depth interviews
B. Observation
C. Focus groups
D. Projective technique
E. Social media
The observation research method entails examining purchase and consumption behaviours
through personal means or the use of technology, such as video camera or other tracking
devices. When consumers are unable to articulate their experiences, observation research
becomes particularly useful.

Blooms: Understand
data.
7-23
44. A company that manufactures bicycles for kids wants to monitor the reactions of kids
when they are taken to the bicycle store. This is done through a closed-circuit camera installed
in the bicycle store. Which of the following research methods is being employed by the
company?
C. Projective technique
D. Observation
E. Focus groups
In this case, the observation research method is being employed by the company. The
observation research method entails examining purchase and consumption behaviours through
personal means or the use of technology, such as video camera or other tracking devices.
When consumers are unable to articulate their experiences, observation research becomes
particularly useful.

Blooms: Apply
data.
7-24
45. A store manager at George, a retail chain, wants to monitor the response of customers to
new products launched in George's recently renovated retail store on Yonge Street. He
appoints a few staff members to monitor the customers while they are in the store. The
research method being used by the manager is:
A. in-depth interviews.
B. survey research.
C. observation.
D. projective technique.
E. panel research.
In this case, the observation research method is being used by the manager. The observation
research method entails examining purchase and consumption behaviours through personal
means or the use of technology, such as video camera or other tracking devices. When
consumers are unable to articulate their experiences, observation research becomes
particularly useful.

Blooms: Apply
data.
46. An observational method that studies people in their daily lives and activities in their
homes, work, and communities is called:
A. focusing.
B. hypothesizing.
C. sampling.
D. panel research.
E. ethnography.
Ethnography is an observational method that studies people in their daily lives and activities
in their homes, work, and communities. It is often used to determine how consumers might
use a product.

Blooms: Remember
Difficulty: Easy
data.
7-25
47. A research technique in which trained researchers ask questions, listen to and record the
answers, and then pose additional questions to clarify or expand on a particular issue is called
a(n):
A. in-depth interview.
B. focus group.
C. survey research.
E. experimental research.
In an in-depth interview, trained researchers ask questions, listen to and record the answers,
and then pose additional questions to clarify or expand on a particular issue.

Blooms: Remember
Difficulty: Easy
data.
48. Which of the following is a benefit of using in-depth interviews as a research method?
A. They are useful when consumers are unable to articulate their experiences.
B. They can provide an historical context for the phenomenon of interest.
C. They are the most cost-effective method for reaching a large sample of consumers.
D. They yield quantitative data that can be analyzed using sophisticated statistical analysis.
E. They are relatively inexpensive compared to other primary research methods.
In-depth interviews have quite a few benefits. They can provide an historical context for the
phenomenon of interest, particularly when they include industry experts or experienced
consumers.

Blooms: Understand
data.
7-26
49. Which of the following research techniques is the most helpful in providing insights about
how people feel about a product or service at an individual level?
A. Focus groups
B. In-depth interviews
C. Observation
D. Survey research
E. Social media
In-depth interviews have quite a few benefits. They can provide an historical context for the
phenomenon of interest, particularly when they include industry experts or experienced
consumers. They also can communicate how people really feel about a product or service at
the individual level, a level that rarely emerges from other methods that use group
discussions.

Blooms: Understand
data.
50. Randall wants to do an online survey of factors that influence the textbook selection
process of college professors. Since Randall is unsure of how to go about this, which of the
following could he use that would help him most in conducting the survey?
B. International surveys
C. Experimental research
D. Observation
E. Primary data mining
In this case, in-depth interviews would be most useful to Randall in conducting the survey. In
an in-depth interview, trained researchers ask questions, listen to and record the answers, and
then pose additional questions to clarify or expand on a particular issue.

Blooms: Understand
data.
7-27
51. The focus group is an exploratory research technique in which:

A. closed-ended questions for which a discrete set of response alternatives, or specific
answers, is provided for respondents to evaluate.
B. the research systematically manipulates one or more variables to determine which
variable(s) have a causal effect on another variable.
C. the researcher studies people in their daily lives and activities in their homes, work, and
communities.
D. a small group comes together for an in-depth discussion about a particular topic, with the
conversation guided by a trained moderator.
E. a set of questions is designed to gather information from respondents and thereby
accomplish the researchers' objectives.
discussion about a particular topic. Using an unstructured method of inquiry, a trained
moderator guides the conversation on the basis of a predetermined general outline of the
topics of interest.

Blooms: Remember
Difficulty: Easy
data.
7-28
52. Michelle has hired a market research company to gather a small group of soft-drink
consumers and obtain feedback on three new advertising slogans her firm is thinking of using.
Which of the following will the market research firm create in order to provide the
information requested by Michelle?
A. Industry surveys
B. International surveys
C. Focus groups
D. Observation centres
E. In-depth analyses
The market research firm will most likely deploy a focus group to cater to the request made
by Michelle. In particular, focus groups gather qualitative data about initial reactions to a new
or existing product or service, opinions about different competitive offerings, or reactions to
marketing stimuli, like a new ad campaign or point-of-purchase display materials.

Blooms: Apply
data.
53. A research technique in which a small group of persons comes together for an in-depth
discussion about a particular topic, with the conversation guided by a trained moderator using
an unstructured method of inquiry, is known as:
A. panel research.
B. survey research.
C. an in-depth interview.
D. a focus group.
E. projective technique.
discussion about a particular topic. Using an unstructured method of inquiry, a trained
moderator guides the conversation on the basis of a predetermined general outline of the
topics of interest.

Blooms: Remember
Difficulty: Easy
data.
7-29
54. Harold was developing a questionnaire to conduct an online survey regarding the factors
that influence textbook selection by professors for a particular course. Since he was unsure of
the possible responses for each question, he decided to confer with some professors at a local
university to decide on the responses that he could include in the questionnaire. Identify the
method of qualitative research that Harold used to decide on the responses.
A. In-depth interview
B. Panel research
C. Experimental research
D. Observation
E. Projective technique
In this case, Harold used an in-depth interview. In an in-depth interview, trained researchers
ask questions, listen to and record the answers, and then pose additional questions to clarify or
expand on a particular issue.

Blooms: Apply
data.
55. Zan hires a trained researcher to ask customers questions, listen to and record their
answers, and then pose additional questions and clarify or expand on a particular issue that
Zan is dealing with. Identify the research method used by Zan.
A. Experimental research.
B. Structured survey.
C. In-depth interview.
D. Primary data mining.
E. Observation.
In this case, Zan is using an in-depth interview. In an in-depth interview, trained researchers
ask questions, listen to and record the answers, and then pose additional questions to clarify or
expand on a particular issue.

Blooms: Apply
data.
7-30
56. Alex, the marketing manager of a soft-drink company, creates three advertising slogans
for a newly developed drink and wants to pick one of the slogans. He brings together a small
group of consumers, explains to them the idea behind the slogans, and asks for their feedback.
Identify the method of research employed by Alex.
A. Industry survey
B. International survey
C. Focus group
D. Observation centre
E. In-depth interview
The method of research employed by Alex in this scenario is a focus group. In focus groups, a
small group of persons (usually 8 to 12) comes together for an in-depth discussion about a
particular topic. Using an unstructured method of inquiry, a trained moderator guides the
conversation on the basis of a predetermined general outline of the topics of interest.
Researchers usually record the interactions on videotape or audiotape so they can carefully
comb through the interviews later to catch any patterns of verbal or nonverbal responses.

Blooms: Apply
data.
7-31
57. A marketing firm is trying to develop an ad for one of its clients. It selects a group of
people, shows them an unbranded visual that is under consideration for the ad, and asks them
to create a story around it. A moderator or interviewer encourages participants to go beyond
the literal and release some of the more elusive feelings and associations that the visual stirs
up in their imagination. In this scenario, which of the following is being used by the
marketing firm?
A. Observation
B. Projective technique
C. Survey research
D. Experimental research
E. Ethnography
The research method used is similar to that of a projective technique. A projective technique
is a type of qualitative research in which subjects are provided a scenario and asked to express
their thoughts and feelings about it.

Blooms: Apply
data.
58. Which of the following data collection methods helps firms to gather the most up-to-date
news about itself, its products and services, and its competitors?
B. Ethnography
C. Social media
D. Projective technique
E. Focus groups
Social media sites are a booming source of data for marketers. By staying abreast of a
continuous stream of information, companies can gather the most up-to-date news about their
company, products, and services, as well as their competitors.

Blooms: Remember
Difficulty: Easy
data.
7-32
59. Darren wants to know the customers' opinion on the existing products of his company. He
collects this information by bringing together a few of his important customers and having a
detailed discussion with them. Identify the method of research used by Darren.
A. experimental research.
B. structured survey.
C. focus group.
E. observation.
The method of research Darren is using is known as a focus group. In focus groups, a small
group of persons (usually 8 to 12) comes together for an in-depth discussion about a particular
topic. Using an unstructured method of inquiry, a trained moderator guides the conversation
on the basis of a predetermined general outline of the topics of interest. Researchers usually
record the interactions on videotape or audiotape so they can carefully comb through the
interviews later to catch any patterns of verbal or nonverbal responses.

Blooms: Apply
data.
60. Which of the following primary qualitative data collection techniques is most frequently
used?
A. Social media
B. Focus groups
D. Survey research
E. Ethnography
Generally, focus groups and in-depth interviews are used more frequently than personal
observations, especially ethnography.

Blooms: Understand
data.
7-33
61. What type of research methods are observation, in-depth interviews, and focus groups?
A. Conclusive
B. Quantitative
C. Secondary
D. Qualitative
E. Structured
Qualitative research is more informal than quantitative research methods and includes
observation, following social media sites, in-depth interviews, focus groups, and projective
techniques.

Blooms: Remember
Difficulty: Easy
data.
62. Which of the following research methods is the most popular type of quantitative research
method that uses a questionnaire to study consumers' attitudes, preferences, behaviours, and
knowledge about products and brands?
A. Survey research
C. Scanner research
D. Panel research
E. Focus groups
Arguably a survey is the most popular type of quantitative, primary data collection method
used in marketing research. It is widely used to study consumers' attitudes, preferences,
behaviours, and knowledge about products and brands.

Blooms: Understand
Difficulty: Easy
data.
7-34
63. Which of the following research methods is more cost effective when compared to other
research methods for reaching a large sample of consumers?
A. Panel research
C. Survey research
D. Scanner research
E. Focus group research
Arguably a survey is the most popular type of quantitative, primary data collection method
used in marketing research. It is widely used to study consumers' attitudes, preferences,
behaviours, and knowledge about products and brands.

Blooms: Understand
Difficulty: Easy
data.
64. A systematic means of collecting information from people that generally uses a
questionnaire is known as a:
A. survey.
B. hypothesis.
C. validation.
D. sample.
E. review.
A survey is a systematic means of collecting information from people that generally uses a
questionnaire.

Blooms: Remember
Difficulty: Easy
data.
7-35
65. A form that features a set of questions designed to gather information from respondents
and thereby accomplish the researchers' objectives is called a(n):
A. observation technique.
B. questionnaire.
C. hypothesis.
D. sample.
E. essay.
A survey is a systematic means of collecting information from people that generally uses a
questionnaire. A questionnaire is a form that features a set of questions designed to gather
information from respondents and thereby accomplish the researchers' objectives.

Blooms: Remember
Difficulty: Easy
data.
66. An open-ended question that allows respondents to answer in their own words is known as
a(n):
A. structured question.
B. hypothetical question.
C. unstructured question.
D. disorganized question.
E. indefinite question.
Unstructured questions are open-ended and allow respondents to answer in their own words.
An unstructured question like "What are the most important characteristics for choosing a
brand of shampoo?" yields an unstructured response.

Blooms: Remember
Difficulty: Easy
data.
7-36
67. Which of the following questions is open-ended?

A. What is your opinion on leadership in the country?
B. Should young children be allowed to eat fast-foods as part of their daily diet? Yes/No
C. Rate the appearance of the product on a scale of 1 to 10, with 10 being the most preferred
appearance.
D. Do you eat meat? Yes/No
E. What is your gender? Male/Female
The question type "What is your opinion on leadership in the country?" is an example of an
open-ended question. Unstructured questions are open-ended and allow respondents to answer
in their own words. An unstructured question like "What are the most important
characteristics for choosing a brand of shampoo?" yields an unstructured response.

Blooms: Understand
Difficulty: Easy
data.
68. A closed-ended question for which a discrete set of response alternatives, or specific
answers, is provided for respondents to evaluate is called a(n):
A. indefinite question.
B. structured question.
C. hypothetical question.
D. disorganized question.
E. unstructured question.
Structured questions thus are closed-ended questions for which a discrete set of response
alternatives, or specific answers, is provided for respondents to evaluate.

Blooms: Remember
Difficulty: Easy
data.
7-37
69. Joe has developed two Facebook advertisements for his restaurant and is not sure which
one to use. Which method of data collection should he use to answer his question?
A. Survey
B. In-depth interview
C. Experiment
D. Qualitative research
E. Panel data
Experimental research works best when a researcher is assessing a causal relationship. In this
example, Joe should run A/B test (i.e. experiment) to find out which ad creates more
impression or store traffic.

Blooms: Apply
data.
70. Which of the following is a structured question?

A. What comes to your mind when you see the given picture?
B. What is your opinion on the leadership of Elizabeth May?
C. What is your opinion on marriage?
D. How important do you think SAT scores are to a college student? Rate your answer on a
scale of 1 to 5, with 5 being extremely important.
E. What else did you like about the product?
alternatives, or specific answers, is provided for respondents to evaluate.

Blooms: Understand
data.
7-38
71. Qualtrics, a popular survey tool, is used in which of the following research methods?
B. Focus groups
D. Ethnography
E. Web surveys
Web surveys have steadily grown as a percentage of all quantitative surveys. Many online
survey tools let researchers quickly design a survey, launch it, download the data, and analyze
the data even as the survey is progressing, as well as at the end of the data collection.
SurveyMonkey and Qualtrics are two popular online survey tools with vastly different
capabilities, services, and pricing models.

Blooms: Remember
data.
72. Which of the following questions would be considered inappropriate for a questionnaire?
A. Do you take vitamins?
B. Should children be allowed to drink Coca-Cola in school?
C. When was the last time you went to the grocery store?
D. Do you dye your hair?
E. What brand of wristwatch do you typically wear?
The question type "Do you dye your hair" would be considered an inappropriate question in a
questionnaire. Sensitive questions should be avoided unless they are absolutely necessary.

Blooms: Understand
Difficulty: Easy
data.
7-39
73. Which among the following would be considered a good question for a questionnaire?
A. Use of intoxicating substances is a serious offence. Agree/disagree
B. What is your monthly income?
C. Please rate our service on a scale of 1 to 5, with 1 being bad and 5 being excellent.
D. How have teachers and students at your school responded to the new 45-minute lunch
period? Satisfied/Unsatisfied
E. Do you like the texture and flavour of our snack?
The question type "Please rate our service on a scale of 1 to 5, with 1 being bad and 5 being
excellent" would be considered a good question for a questionnaire. It is important to avoid
leading questions, which steer respondents to a particular response, irrespective of their true
beliefs.

Blooms: Understand
data.
74. A questionnaire containing which of the following questions would be considered a good
questionnaire?
A. Implicit questions
B. Structured questions
C. Sensitive questions
D. Leading questions
E. Complex questions
alternatives, or specific answers, is provided for respondents to evaluate. Implicit, sensitive,
and leading questions must be avoided.

Blooms: Remember
Difficulty: Easy
data.
7-40
75. A type of quantitative research that systematically manipulates one or more variables to
determine which variable has a causal effect on another variable is called:
A. scanner research.
B. survey research.
C. panel research.
D. experimental research.
E. exploratory research.
Experimental research is a type of quantitative research that systematically manipulates one or

more variables to determine which variable(s) have a causal effect on another variable.

Blooms: Remember
Difficulty: Easy
data.
76. Mardios Inc., a popular clothing company, is planning to introduce a new line of clothing
and would like to analyze customers' response to its pricing. In order to arrive at the optimum
price, the company divides the product line into two and varies the pricing for each in the
online store. Based on the sales of each set of products, Mardios Inc. then decides on the price
for its retail outlets. Which of the following research techniques would help Mardios Inc.
accomplish this objective?
A. Survey research
C. Panel research
D. Scanner research
E. Exploratory research
An experimental research would help Mardios Inc. accomplish its research objective.
Experimental research is a type of quantitative research that systematically manipulates one or
more variables to determine which variable(s) have a causal effect on another variable.

Blooms: Apply
data.
7-41
77. Qualitative research differs from quantitative research in that quantitative research is:
A. more tentative than final with its inferences.
B. often flexible and has no set procedure for data collection.
C. carried out for a general research purpose to generate preliminary insights.
D. well defined and usually has structured questions in a questionnaire.
E. nonconclusive—mainly interpretive and subjective based on content analysis.
Qualitative research differs from quantitative research in that quantitative research is well
defined and usually has structured questions in a questionnaire.

Blooms: Understand
data.
78. Which of the following statements best describes qualitative research?

A. It uses an objectively selected sample to permit generalization of findings.
B. It is clear, well defined, and usually has structured questions in a questionnaire.
C. It is typically interpretive and subjective based on content analysis.
D. It needs strong statistical analysis and interpretation of number skills.
E. It is generally rigid and has a well-laid-out procedure for data collection.
Qualitative research is typically nonquantitative—mainly interpretive and subjective based on

content analysis.

Blooms: Understand
data.
7-42
79. Which of the following statements best describes quantitative research?

A. The research purpose of this method is general and is used to generate preliminary insights.
B. The inferences obtained by this method are more tentative than final.
C. The data collection in this method is often flexible with no set procedure.
D. The sources used for data collection are not clear and well defined.
E. The data analysis in this method is formal and predictive based on statistical analysis.
The data analysis in quantitative research is formal and is usually descriptive or predictive
based on statistical analysis.

Blooms: Understand
data.
80. Tasmina has started her own business insurance software firm. She cannot afford a market
research firm to keep track of what her business rivals are doing. With her shoestring budget,
Tasmina's best option to research this problem would be:
A. consulting census data.
B. visiting competitors' websites.
C. using competitors' software.
D. asking the Chamber of Commerce for assistance.
E. checking SEC filings.
Tasmina's best option to research this problem would be visiting her competitors' websites.

Blooms: Understand
Learning Objective: 07-04 Outline ethical issues firms encounter when conducting marketing research.
Topic: 07-11 The Ethics of Using Customer Information
7-43
81. Which of the following acts implemented by the Canadian government governs the
collection, use, disclosure, and retention of personal information by certain parts of the private
sector?
A. The Privacy Act
B. The Personal Information Protection and Electronic Documents Act
C. The Embargo Act
D. The Data Protection Act
E. The CAN-SPAM Act
Consumers' anxiety has become so intense that the Canadian government has implemented
various regulations, such as the Privacy Act, that govern the collection, use, disclosure, and
retention of personal information by federal government institutions, and the Personal
Information Protection and Electronic Documents Act (PIPEDA), which governs the
collection, use, disclosure, and retention of personal information by certain parts of the private
sector.

Blooms: Remember
82. The Canadian Marketing Association:

A. is not concerned with the data collection done by federal government institutions.
B. governs the collection, use, and retention of personal data by the private sector.
C. is not concerned with the way clients and suppliers are treated during market research.
D. supports maintaining research integrity by avoiding misrepresentation or omission of
pertinent research data.
E. supports selling or fundraising under the guise of conducting research.
The Canadian Marketing Association, for example, provides three guidelines for conducting
marketing research: (1) it prohibits selling or fundraising under the guise of conducting
research, (2) it supports maintaining research integrity by avoiding misrepresentation or the
omission of pertinent research data, and (3) it encourages the fair treatment of clients and
suppliers.

Blooms: Remember
7-44
83. Which of the following is an ethical practice in marketing research?

A. A pharmaceutical company not providing developing countries with drugs for HIV and
AIDS
B. A company excluding potential customers from a survey and selecting a desired group
C. A company sharing customer data collected through surveys with third parties
D. A company prohibiting selling and fundraising under the guise of conducting research
E. A company ignoring parts of a study and presenting only the desired results in a report
A company prohibiting selling and fundraising under the guise of conducting research is an
example of an ethical practice in marketing research.

Blooms: Understand
Jetson Motors, a car company that manufactures hatchback cars, wants to enter a developing
market in which it has no previous experience selling cars. Its cars are hugely popular in its
parent country and are known for their fuel economy and low maintenance. Jetson Motors
employs a market research firm to conduct a survey to identify the requirements of a customer
and also various other factors that influence the sales of hatchback cars. After the research
firm submits the results, Jetson Motors introduces its cars to the new market. However, at the
end of the year, the sales reports indicate that the sales of the new car did not match the sales
of its main competitor, indicating that the result of the market research was misleading.
7-45
Another random document with
no related content on Scribd:
The Project Gutenberg eBook of An introduction
to the study of fishes
This ebook is for the use of anyone anywhere in the United
States and most other parts of the world at no cost and with
almost no restrictions whatsoever. You may copy it, give it away
or re-use it under the terms of the Project Gutenberg License
included with this ebook or online at www.gutenberg.org. If you
are not located in the United States, you will have to check the
laws of the country where you are located before using this
eBook.
Title: An introduction to the study of fishes
Author: Albert C. L. G. Günther
Release date: November 7, 2023 [eBook #72060]
Language: English
Original publication: Edinburgh: Adam and Charles Black, 1880
Credits: Peter Becker, Karin Spence and the Online Distributed

Proofreading Team at https://www.pgdp.net (This file
was produced from images generously made available
by The Internet Archive)
*** START OF THE PROJECT GUTENBERG EBOOK AN

INTRODUCTION TO THE STUDY OF FISHES ***
AN INTRODUCTION
TO THE
STUDY OF FISHES
BY
ALBERT C. L. G. GÜNTHER
M.A. M.D. Ph.D. F.R.S.
KEEPER OF THE ZOOLOGICAL DEPARTMENT IN THE BRITISH MUSEUM
Carpit aquas pinnis.
EDINBURGH
ADAM AND CHARLES BLACK
1880
[All rights reserved.]

Printed by R. & R. Clark, Edinburgh.
PREFACE.
The scope of the present work is to give in a concise form an

account of the principal facts relating to the structure, classification,
and life-history of Fishes. It is intended to meet the requirements of
those who are desirous of studying the elements of Ichthyology; to
serve as a book of reference to zoologists generally; and, finally, to
supply those who, like travellers, have frequent opportunities of
observing fishes, with a ready means of obtaining information. The
article on “Ichthyology,” prepared by the late Sir J. Richardson for the
eighth edition of the “Encyclopædia Britannica,” is the only
publication which has hitherto partly satisfied such requirements; and
when I undertook, some years ago, to revise, or rather rewrite that
article for the new edition of that work, it occurred to me that I might
at the same time prepare a Handbook of Ichthyology, whilst
reserving for the article an abstract so condensed as to be adapted
for the wants of the general reader.
From the general plan of the work I have only departed in those
chapters which deal with the Geographical Distribution of Fishes.
This is a subject which has never before been treated in a general
and comprehensive manner, and seemed to demand particular
attention. I have, therefore, thought it right to give nominal lists of the
Faunæ, and the other details of fact on which I have based my
conclusions, although all the necessary materials may be found in
my “Catalogue of Fishes.”
A few references only to the numerous sources which were
consulted on the subjects of Chapters 1–12, are inserted in the text;
more not required by the beginner; he is introduced to a merely
elementary knowledge of facts well known to the advanced student.
With regard to the illustrations, about twenty have been prepared
after originals published by Cuvier, J. Müller, Owen, Traquair,
Duméril, Cunningham, Hasse, Poey, Siebold, and Gegenbaur. A
similar number, representing extinct fishes, have been taken, with
the kind permission of the author, from Owen’s “Palæontology.” My
best thanks are due also to the Committee of Publications of the
Zoological Society, and to the Editors of the “Annals and Magazine
of Natural History,” and of the “Journal des Museum Godeffroy,” for
the loan of woodcuts illustrating some of my papers on South
American fishes and on larval forms. The remainder of the
illustrations (about three-fourths) are either original figures, or formed
part of the article on ‘Ichthyology’ in the former edition of the
“Encyclopædia Britannica.”
London, 3d October 1880.
CONTENTS.
INTRODUCTORY REMARKS.
PAGE
Fish defined—Ichthyology defined 1
CHAPTER I.
History and Literature 2
Aristotle, 2—Belon, 4—Salviani, 6—Rondelet, 6—Faunists and
Anatomists of the Seventeenth Century, 7—Ray and Willughby, 8—
Artedi, 9—Linnæus, 10—Gronow and Klein, 12—Pupils and
Successors of Linnæus, 12—Bloch, 13—Lacépède, 15—Anatomists
and Faunists preceding Cuvier, 16—Cuvier, 17—Agassiz, 20—J.
Müller, 22—Discovery of Ceratodus, 25—Recent publications on
Fishes, 26—Latest systematic works, 33.
CHAPTER II.
Topographical description of the External Parts of Fishes 35
Form of the body, 35—External parts of the head, 36—Trunk and Tail, 39
—Fins; their structure, position, and function, 40—Skin and Scales, 45.
CHAPTER III.
Terminology and Topography of the Skeleton 51
Axial portion, 51—Vertebra and its parts; terms defined, 51—Skull; bones
topographically enumerated, 53—Bones of the limbs, 59—Synonymic
list of bones, 59.
CHAPTER IV.
Modifications of the Skeleton 63
Branchiostoma, 63—Cyclostomes, 64—Chondropterygians, 66—
Holocephali, 70—Ganoids, 71—Dipnoi, 71—Chondrostei, 74—
Polypteroidei, 77—Lepidosteoidei, 80—Amioidei, 82—Teleostei, 83—
Classification of the bones of the Teleosteous skull according to the
vertebral doctrine, 85—their morphological classification, 86—Limb-
bones of Teleosteans, 92.
CHAPTER V.
Myology 93
General arrangement of the Muscles, 93—Electric organs, 94.
CHAPTER VI.
Neurology 96
Of Branchiostoma, 96—Spinal chord, 96—Brain, its size, 97—Brain of
Osseous fishes, 97—of Ganoids, 98—of Chondropterygians, 100—of
Cyclostomes, 101—Spino-cerebral nerves, 103—Spinal nerves, 107—
Sympathic system, 108.
CHAPTER VII.
The Organs of Sense 109
Smell, 109—Sight, 111—Hearing; connection of the ear with the air-
bladder, 116—Taste, 119—Touch, 120.
CHAPTER VIII.
The Organs of Nutrition and Digestion 121
Food and mode of feeding, 121—Buccal and abdominal cavities and their
openings, 123—Mouth and tongue, 123—Forms, texture, and
arrangement of teeth, 124—Intestinal tract, 127—Liver, 132—
Pancreas, 133—Spleen, 133.
CHAPTER IX.
Organs of Respiration 135
Respiration, 135—Structure and arrangement of the gills, 136—
Pseudobranchiæ, 140—Accessory respiratory organs, 142—Air-
bladder; its varieties, structure, and functions, 142.
CHAPTER X.
Organs of Circulation 150
CHAPTER XI.
Urinary Organs 155
CHAPTER XII.
Organs of Reproduction 157
Fishes are dioecious, 157—Hermaphroditism, 157—Oviparous and
viviparous fishes, 157—Generative organs of Branchiostoma, 157—of
Cyclostomes; their ova, 158—Female organs of Teleosteans and their
ova, 158—Instances of females taking care of their progeny, 160—
Male organs of Teleosteans, 162—Instances of males taking care of
their progeny, 163—Generative organs of Ganoids, 163—of
Chondropterygians and their ova, 166.
CHAPTER XIII.
Growth and Variation of Fishes 170
Changes of form of the body or certain parts, normally accompanying
growth, 170—Changes dependent on sexual development, 176—
Secondary sexual differences, 176—Mixogamous, polygamous, and
monogamous fishes, 177—Hybridism as a cause of variation, 178—
Regular and irregular growth of fishes, 178—Leptocephali not a normal
state of development, 179—Changes of colour of the muscles and
external parts; chromatophors, 182—Albinism, 183.
CHAPTER XIV.
Domesticated and Acclimatised Fishes, etc. 185
Domesticated fishes, 185—Acclimatisation of fishes, 185—Artificial
impregnation of ova, 186—Tenacity of life, 186—Reproduction of lost
parts, 188—Hybernation, 188—Useful fishes, 189—Poisonous fishes,
189—Poison-organs, 190.
CHAPTER XV.
Distribution of Fishes in time 193
Oldest fish-remains, 193—Devonian fishes, 194—Carboniferous, 196—
Permian, 197—Triassic, 197—Liassic, 198—Oolitic, 199—Cretaceous,
199—Tertiary, 200—Post-pliocene, 201.
CHAPTER XVI.
The Distribution of existing Fishes over the Earth’s Surface.—
General Remarks 202
Freshwater-, Marine-, and Brackish-water Fishes, 202—Changes of the
habitat of numerous fishes, active, 203—or dependent on geological
changes, 204—Agencies operating upon the distribution of Freshwater
and Marine fishes, 205.
CHAPTER XVII.
The Distribution of Freshwater Fishes 208
List of Freshwater Fishes, 208—Continuous and interrupted range of
distribution, 209—The ways of dispersal of Freshwater fishes, 211—A
wide range of a type is not necessarily proof of its antiquity, 212—Each
fauna is composed of ancient, autochthont, and immigrant species, 213
—Division of the globe into zoological regions; freshwater fishes have
been spread in circumpolar zones, 215—Cyprinidæ and Siluridæ, most
important families in recognising the zoo-geographical regions, 216—
Division of the faunæ of Freshwater fishes, 217—I. Equatorial Zone,
218—Indian Region, 220—African Region, 227—Tropical American or
Neotropical Region, 233—Tropical Pacific Region, 238—II. Northern
Zone, 240—Europe-Asiatic or Palæarctic Region, 243—North
American or Nearctic Region, 246—III. Southern Zone, with
Tasmanian, New Zealand, and Fuegian Sub-regions, 248.
CHAPTER XVIII.
The Fishes of the Brackish Water 251
CHAPTER XIX.
The Distribution of Marine Fishes 255
Shore-fishes, Pelagic, and Deep-sea fishes, 255—List of Shore-fishes,
257—Oceanic areæ as determined by Shore-fishes, 259—Distribution
of Shore-fishes compared with that of Freshwater-fishes, 260—I. Arctic
Ocean, 261—II. Northern Temperate Zone, 262—Temperate North-
Atlantic, 262—with British, 263—Mediterranean, 264—and North
American districts, 266—Temperate North-Pacific, 268—with
Kamtschatkan, 269—Japanese, 270—and Californian districts, 271—
III. Equatorial Zone, 272—with Tropical Atlantic, 278—Indo-Pacific
Ocean, 278—and the Pacific Coasts of Tropical America, 279—IV.
Southern Temperate Zone, 281—with the Cape of Good Hope, 283—
South Australia and New Zealand, 283—Chile, 288—and Patagonia,
289—V. Antarctic Ocean, 289.
CHAPTER XX.
Distribution of Pelagic Fishes 292
CHAPTER XXI.
The Fishes of the Deep Sea 296
Deep-sea fishes a recent discovery, 296—Physical conditions affecting
these fishes, 297—Characteristics of Deep-sea fishes, 299—Their
vertical and horizontal distribution, 304—List of Deep-sea fishes, 305.
SYSTEMATIC AND DESCRIPTIVE PART.
First Sub-class—Palæichthyes.
PAGE
First Order—Chondropterygii 313
I. Plagiostomata 313
A. Selachoidei—Sharks 314
Families: Carchariidæ (Blue Shark, Tope, Hammerhead, Hound),
316—Lamnidæ (Porbeagle, Carcharodon, Fox-Shark, Basking-
Shark), 319—Rhinodontidæ, 323—Notidanidæ, 324—Scylliidæ
(Dog-fishes), 325— Hybodontidæ, 328—Cestraciontidæ (Port
Jackson Shark), 328—Spinacidæ (Spiny Dogs, Greenland
Shark), 330—Rhinidæ, 334—Pristiophoridæ, 335.
B. Batoidei—Rays 335
Families: Pristidæ (Saw-fishes), 336—Rhinobatidæ, 337—
Torpedinidæ (Electric Rays), 338—Rajidæ (Rays and Skates),
340—Trygonidæ (Sting Rays), 342—Myliobatidæ (Eagle Rays),
344.
II. Holocephala 348
Family: Chimæridæ, 348.
Second Order—Ganoidei 350
I. Placodermi 351
II. Acanthodini 355
III. Dipnoi 355
Families: Sirenidæ (Lepidosiren, Protopterus, Ceratodus), 355—
Ctenododipteridæ, 359—Phaneropleuridæ, 360.
IV. Chondrostei 360
Families: Acipenseridæ (Sturgeons), 360—Polyodontidæ, 362.
V. Polypteroidei 363
Families: Polypteridæ, 364—Saurodipteridæ, 365—
Coelacanthidæ, 365—Holoptychidæ, 365.
VI. Pycnodontoidei 366
Families: Pleurolepidæ, 366—Pycnodontidæ, 366.
VII. Lepidosteoidei 367
Families: Lepidosteidæ, 367—Sauridæ, 368—Stylodontidæ, 368
—Sphærodontidæ, 368—Aspidorhynchidæ, 369—
Palæoniscidæ, 369—Platysomidæ, 370.
VIII. Amioidei 370
Families: Caturidæ, 371—Leptolepidæ, 371—Amiidæ (Bow-fin),
371.
Second Sub-class—Teleostei.
First Order—Acanthopterygii 374
I. A. perciformes 374
Families: Percidæ (Freshwater-Perches, Bass, Sea-Perches,
Centrarchus), 375—Squamipinnes (Coral-Fishes), 397—
Mullidæ (Red-Mullets), 403—Sparidæ (Sea-breams), 405—
Hoplognathidæ, 410—Cirrhitidæ, 410—Scorpænidæ, 412—
Nandidæ, 418—Polycentridæ, 418—Teuthididæ, 418.
II. A. beryciformes 419
Family: Berycidæ, 420.
III. A. kurtiformes 424
Family: Kurtidæ, 424.
IV. A. polynemiformes 425
Family: Polynemidæ, 425.
V. A. sciæniformes 426
Family: Sciænidæ (Meagres), 426.
VI. A. xiphiiformes 431
Family: Xiphiidæ (Sword-fishes), 431.
VII. A. trichiuriformes 433
Families: Trichiuridæ (Scabbard-fishes, Hairtails), 433—
Palæorhynchidæ, 437.
VIII. A. cotto-scombriformes 438
Families: Acronuridæ (Surgeons), 438—Carangidæ (Horse-
Mackerels, Pilot-fish, Boar-fish), 440—Cyttidæ (John Dorey),
450—Stromateidæ, 452—Coryphænidæ (Dolphin, Sun-fish),
452—Nomeidæ, 455—Scombridæ (Mackerel, Tunny, Bonito,
Albacore, Sucking-fish), 456—Trachinidæ (Stare-gazer,
Weever, etc.), 462—Malacanthidæ, 467—Batrachidæ, 467—
Psychrolutidæ, 469—Pediculati (Angler, Antennarius, etc.), 469
—Cottidæ (Bull-heads, Gurnards), 476—Cataphracti (Flying
Gurnards), 480—Pegasidæ, 482.
IX. A. gobiiformes 483
Families: Discoboli (Lump-suckers), 483—Gobiidæ (Gobies,
Dragonets), 485.
X. A. blenniiformes 490
Families: Cepolidæ (Band-fishes), 490—Trichonotidæ, 490—
Heterolepidotidæ, 491—Blenniidæ (Wolf-fish, Blennies), 492—
Acanthoclinidæ, 498—Mastacembelidæ, 499.
XI. A. mugiliformes 499
Families: Sphyrænidæ (Barracudas), 499—Atherinidæ
(Atherines), 500—Mugilidæ (Mullets), 501.
XII. A. gastrosteiformes 504
Families: Gastrosteidæ (Sticklebacks), 504—Fistulariidæ (Flute-
mouths), 507.
XIII. A. centrisciformes 508
Family: Centriscidæ, 508.
XIV. A. gobiesociformes 510
Family: Gobiesocidæ, 512.
XV. A. channiformes 513
Family: Ophiocephalidæ, 513.
XVI. A. labyrinthibranchii 514
Families: Labyrinthici (Climbing Perch, Gourami), 514—
Luciocephalidæ, 519.
XVII. A. lophotiformes 519
Family: Lophotidæ, 519.
XVIII. A. tæniiformes 520
Family: Trachypteridæ (Ribbon-fishes), 520.
XIX. A. notacanthiformes 523
Family: Notacanthidæ, 523.
Second Order—Acanthopterygii Pharyngognathi 523
Families: Pomacentridæ (Coral-fishes), 524—Labridæ (Wrasses,
Parrot-wrasses), 525—Embiotocidæ, 533—Chromides, 534.
Third Order—Anacanthini 537
I. A. gadoidei 537
Families: Lycodidæ, 537—Gadidæ (Cod-fishes, Hake, Burbot,
Ling, Rockling, Torsk), 539—Ophidiidæ (Brotula, Fierasfer,
Sand-eel, Congrogadus), 546—Macruridæ, 551.
II. A. pleuronectoidei 553
Family: Pleuronectidæ (Flat-fishes), 553.
Fourth Order—Physostomi 559
Families: Siluridæ; their skeleton, 559—divided into eight subdivisions
and sixteen groups; Clariina, 563—Plotosina, 563—Silurina, 565—
Hypophthalmina, 566—Bagrina, 567—Amiurina, 567—Pimelodina, 568
—Ariina, 569—Doradina, 572—Rhinoglanina, 573—Malapterurina
(Electric Catfish), 574—Hypostomatina (Preñadillas, Loricaria, etc.),
575—Aspredinina, 580—Nematogenyina and Trichomycterina, 581—
Stegopholina, 581.
Families of Physostomi continued: Scopelidæ, 582—Cyprinidæ (Carps),
587—divided into fourteen groups, viz. Catostomina (Suckers), 588—
Cyprinina (Carp, Crucian Carp, Gold-fish, Barbels, Gudgeons), 589—
Rohteichthyina, 596—Leptobarbina, 597—Rasborina, 597—
Semiplotina, 598—Xenocypridina, 598—Leuciscina (White fish, Tench,
Dace, etc.), 598—Rhodeina, 601—Danionina, 601—
Hypophthalmichthyina, 602—Abramidina (Bream, Bleak), 602—
Homalopterina, 604—Cobitidina (Loaches), 604.
Families of Physostomi continued: Kneriidæ, 606—Characinidæ, 606—
Cyprinodontidæ, 613—Heteropygii (Blind Fish of the Mammoth Cave),
618—Umbridæ, 619—Scombresocidæ (Gar-pike, Saury, Half-beak,
Flying Fish), 619—Esocidæ (Pike), 623—Galaxiidæ, 624—Mormyridæ,
625—Sternoptychidæ, 627—Stomiatidæ, 629.
Families of Physostomi continued—Salmonidæ: Salmo, difficulty of
distinguishing species, 630; constant specific characters, 635—hybrids,
638—sexual development, 638—migratory species and their retention
in freshwater, 639—Growth of Salmonoids, 641—their domestication
and acclimatisation, 641—species enumerated, 642—Smelt and
Capelin, 646—Coregonus, 647—Grayling, 649—marine genera, 650.
Families of Physostomi continued: Percopsidæ, 651—Haplochitonidæ,
651—Gonorhynchidæ, 652—Hyodontidæ (Moon-eye), 653—
Pantodontidæ, 653—Osteoglossidæ, 653—Clupeidæ (Herrings,
Anchovies, Shads, Mossbanker, Menhaden, etc.), 655—
Bathythrissidæ, 663—Chirocentridæ, 663—Alepocephalidæ, 664—
Notopteridæ, 664—Halosauridæ, 665—Hoplopleuridæ, 665—
Gymnotidæ (Electric Eel), 666—Symbranchidæ, 668—Murænidæ
(Eels, Congers, Murænas, etc.), 669.
Fifth Order—Lophobranchii 678
Families: Solenostomidæ, 678—Syngnathidæ (Pipe-fishes, Sea-horses),
679.
Sixth Order—Plectognathi 683
Families: Sclerodermi (File-fishes, Coffer-fishes), 684—Gymnodontes
(Globe-fishes, Sun-fish), 686.
Third Sub-class—Cyclostomata.
Families: Petromyzontidæ (Lampreys), 691—Myxinidæ, 694.
Fourth Sub-class—Leptocardii.
Family: Cirrhostomi (Lancelets), 696.
APPENDIX.
Directions for Collecting and Preserving Fishes 697
Alphabetical Index 707
INTRODUCTORY REMARKS.
According to the views generally adopted at present, all those

Vertebrate animals are referred to the Class of Fishes, which living in
water, breathe air dissolved in water by means of gills or branchiæ;
whose heart consists of a single ventricle and single atrium; whose
limbs, if present, are modified into fins, supplemented by unpaired,
median fins; and whose skin is either naked, or covered with scales
or osseous plates or bucklers. With few exceptions fishes are
oviparous. However, there are not a few members of this Class
which show a modification of one or more of these characteristics, as
we shall see hereafter, and which, nevertheless, cannot be
separated from it. The distinction between the Class of Fishes and
that of Batrachians is very slight indeed.
The branch of Zoology which treats of the internal and external
structure of fishes, their mode of life, and their distribution in space
and time, is termed Ichthyology.[1]

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