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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
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
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
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
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.
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
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.
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
84. Which of the following conclusions, if provided by the market research, would be a
positive sign, meaning the company should invest in the new market?
A. Customer surveys indicate that current cars in the target market are all sedans and have a
high cost of ownership.
B. Customers are looking for more powerful cars.
C. Most drivers are predominantly in the age 25 to age 35 category, which is made up of
people who prefer fast cars.
D. Public transportation is very well connected, frequent, and dependable.
E. Government is looking at imposing higher taxes on personal transport.
If there are customer surveys that indicate that the current cars in the target market are all
sedans and have a high cost of ownership, then it would be considered as a positive sign to the
company to invest in the new market.

Blooms: Understand
85. If we assume that the research firm faltered in identifying the type of data required and
determining the research method to obtain the data, the firm would have faltered in which step
of the research process?
A. Defining the research problem and objectives
B. Collecting the data
C. Presenting the action plan
D. Designing the research project
E. Analyzing the data
After researchers have defined the problem to be addressed, the second step is to design the
market research plan. In this step, researchers identify the type of data needed and determine
the type of research necessary to collect it.

Blooms: Understand
7-46
86. If we assume that the research firm failed to correctly interpret the data obtained from the
research survey, then the firm would have failed to carry out which step of the research
process?
A. Collecting the data
B. Designing the project
C. Analyzing the data
D. Defining the research problem
E. Presenting the action plan
The research firm would have failed to analyze the data correctly if it had failed to interpret
the data.

Blooms: Understand
Difficulty: Easy
87. A leading cosmetics brand is planning to launch a new product in the market and is
conducting market research to determine the demands and needs of customers. The next step
that has to be taken by the firm after deciding on the objective of the research is to:
A. define the marketing problem.
B. present a report to the management regarding its decision.
C. determine the type of research necessary to collect appropriate data.
D. analyze the data that has been collected from the survey.
E. evaluate the results that the firm has observed.
After researchers have defined the problem to be addressed, the second step is to design the
market research plan. In this step, researchers identify the type of data needed and determine
the type of research necessary to collect it.

Blooms: Understand
Difficulty: Easy
7-47
88. The most important aspect of any market research project lies in:
A. correctly defining a research problem.
B. determining the type of data needed.
C. determining the sources necessary to collect data.
D. analyzing and interpreting the collected data.
E. presenting a detailed action plan.
The most important aspect of any market research project lies in correctly defining the
research problem.

Blooms: Remember
Difficulty: Easy
89. After defining the problems and objectives of his project, Marvin identifies the type of
data needed. He then focuses on determining the type of research necessary to collect the data.
Identify this step of the market research process.
A. Presentation of an action plan
B. Design of the plan
C. Data analysis
D. Collection of data
E. Defining the problem
Marvin's project is currently in the design phase of the research process. After researchers
have defined the problem to be addressed, the second step is to design the market research
plan. In this step, researchers identify the type of data needed and determine the type of
research necessary to collect it.

Blooms: Apply
7-48
90. Clientel Inc., a marketing research firm, is conducting a market research for a beverage
company. After reviewing the situation, Clientel decides that a statistical evaluation will yield
the best results. Which step of the research process is Clientel Inc. in?
A. Defining the problem
B. Designing the project
C. Collecting the data
D. Analyzing the data
E. Presenting the report
Clientel Inc. is in the fourth step of the research process that involves analyzing and
interpreting the collected data. Data analysis might be as simple as calculating the average
purchases of different customer segments or as complex as forecasting sales by market
segment by using elaborate statistical techniques.

Blooms: Apply
91. The research method that enables researchers to test their prediction or hypothesis is:
A. exploratory research.
B. secondary research.
C. in-depth interviews.
D. focus groups.
E. quantitative research.
Quantitative research enables researchers to test their prediction or hypothesis, which is a

statement or proposition predicting a particular relationship among multiple variables.

Blooms: Understand
data.
7-49
92. Which of the following research methods is informal and exploratory?

A. Experimental research
B. Qualitative research
C. Scanner research
D. Panel research
E. Survey 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. 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: Understand
data.
93. Which of the following exploratory research methods can be used to understand the
differences between consumers when they shop in retail stores?
B. Focus groups
D. Social media
E. Observation
devices.

Blooms: Apply
data.
7-50
94. A robotics company organizes a campaign for which it invites the CEOs of the top 10
snow-motorbike manufacturing companies to a discussion on how to streamline and increase
efficiency of their manufacturing lines through the use of robots. The group emphasizes that
by building a level of automation in the manufacturing process, there would be an
improvement in the production quality and speed. The research method being employed by
the group in this scenario is similar to which of the exploratory research methods mentioned
in the image?
A. Projective technique
B. In-depth interviews
C. Focus groups
D. Observation
E. Social media
topics of interest.

Blooms: Apply
data.
7-51
95. Which of the following quantitative research methods involves collecting information by
using a questionnaire?
A. Panel research
B. Scanner research
C. Observational research
D. Survey research
E. Focus groups
Survey research involves collecting information by using a questionnaire. 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.
96. Which of the following statements is true of the effect of social media in market
research?
A. It gives anonymity to participants that could encourage extreme opinions and comments.
B. It usually results in a high degree of interviewer bias.
C. It is hardly useful as people of only a particular age group use social media.
D. It usually fails in developing any online community for companies.
E. It reduces any risk of ethical issues.
One of the disadvantages of social media is that it gives anonymity to participants that could
encourage extreme opinions and comments.

Blooms: Understand
data.
7-52
97. Which of the following statements is NOT true of in-depth interviews?

A. They usually require larger sample compared to surveys.
B. They are relatively time consuming.
C. They could provide an historical context for a research subject.
D. They can communicate how people really feel about a product or service.
E. The results of in-depth interviews can be used to develop surveys.
In-depth interviews do not require large sample compared to surveys.

Blooms: Understand
data.
98. Which of the following statements best describes focus group interviews?
A. They are usually used less frequently than personal observations.
B. They are a type of quantitative research method used in capturing consumer attitudes and
preferences.
C. They are generally more cost effective than any other type of conclusive research methods.
D. They systematically manipulate one or more variables to determine which variable(s) have
a causal effect on another variable.
E. They usually require researchers to record the interactions of the interviews on a videotape
or audiotape for later analysis.
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: Understand
data.
7-53
True / False Questions
99. Donald is analyzing and interpreting data. In the process, he is converting the data into
information.
TRUE
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. However, 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: Understand
Difficulty: Easy
100. A marketing research report is effective when it is short, precise, and free of errors.
TRUE
To be effective, written reports must be short, interesting, methodical, precise, lucid, and free
of errors. Furthermore, the reports should use a style appropriate to the audience, be devoid of
technical jargon, and include recommendations that managers can actually implement.

Blooms: Understand
Difficulty: Easy
Topic: 07-06 Step 5: Determine Action Plan
7-54
101. Data obtained from reports published in magazines and newspapers is primary data.
FALSE
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
Difficulty: Easy
102. Some sources of external secondary data can be quickly accessed and at a relatively low
cost.
TRUE
Some sources of external secondary data can be accessed quickly and at a relatively low cost.
For example, Statistics Canada data on retail trade provides data about sales of different types
of retail establishments either free or inexpensively.

Blooms: Remember
Difficulty: Easy
103. A major advantage of primary research is that it can be tailored to fit research questions.
TRUE
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. A major advantage of primary research is that it can be
tailored to fit the research questions.

Blooms: Remember
Difficulty: Easy
data.
7-55
104. Collected data can be biased when a sample does not represent an entire population of
interest.
TRUE
Biased data results when, for example, the sample does not represent the entire population,
researchers inject their own biases by the way they ask questions or try to get respondents to
answer in specific ways, or the respondents may be the wrong people or provide answers they
think researchers want to hear.

Blooms: Understand
data.
105. Reliability is the extent to which a study measures what it is supposed to measure.
FALSE
Reliability is the extent to which you will get the same result if the study is repeated under
identical situations.

Blooms: Remember
data.
106. 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.
TRUE
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.

Blooms: Understand
data.
7-56
107. Ethnography is often used to determine how consumers might use a product.
TRUE
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.
108. In-depth interviews are particularly useful in providing historical context for a
phenomenon when they include industry experts or experienced consumers.
TRUE
consumers.

Blooms: Understand
Difficulty: Easy
data.
7-57
109. Qualitative research is the most cost-effective method for reaching a large sample of
consumers.
FALSE
behaviours, and knowledge about products and brands. It is generally more cost-effective than
other methods for reaching a large sample of consumers.

Blooms: Understand
data.
110. Qualitative research is clear, contains structured questions, and has well-defined data
sources.
FALSE
Quantitative research provides the information needed to confirm preliminary insights, which
managers can use to pursue appropriate courses of action. Quantitative research is clear,
usually contains structured questions, and has well-defined data sources.

Blooms: Understand
data.
7-58
111. Panel research is a type of qualitative research.

FALSE
Panel research is a type of quantitative research that involves collecting information from a
group of consumers (the panel) over time; data collected may be from a survey or a record of
purchases.

Blooms: Remember
data.
112. Structured questions are easier for respondents to answer.

TRUE
Structured questions are closed-ended questions for which a discrete set of response
alternatives is provided. Whereas, the unstructured questions are open-ended and respondents
need to spend more time completing the questions.

Blooms: Understand
data.
7-59
113. Experimental research is a type of qualitative research in which subjects are provided a
scenario and asked to express their thoughts and feelings about it.
FALSE

more variables to determine which variable(s) have a causal effect on another variable. 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: Understand
Difficulty: Easy
data.
114. Marketing research should be used only to produce unbiased, factual information.
TRUE
Marketing research should be used only to produce unbiased, factual information. A major
advantage of primary research is that it can be tailored to fit research questions.

Blooms: Understand
Difficulty: Easy
7-60
Short Answer Questions
115. What are the factors that have to be considered before starting a marketing research
project?
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? Related to both of
these questions is the value of the research. 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. Third, should the marketing research project be small or large? A project might
involve a simple analysis of data that the firm already has, or it could be an in-depth
assessment that costs hundreds of thousands of dollars and takes months to complete.

Blooms: Remember
116. Mention any two sources of secondary data and provide one example for each.
Student answers will vary.

Some of the sources of secondary data include the following:
• census data
• magazines and newspapers
• journal articles
• information from trade associations
• books
• the Internet

Blooms: Remember
Difficulty: Easy
7-61
117. What is syndicated data?
Syndicated data or external secondary data is the data available for a fee from commercial
research firms such as SymphonyIRI Group, National Purchase Diary Panel, Nielsen, and
Leger Marketing.

Blooms: Remember
Difficulty: Easy
118. Differentiate between primary data and secondary data. Discuss a situation that primary
data should be collected and a situation that primary data is required.
Primary data are those data collected to address the specific research needs/questions
currently under investigation. Secondary data, in contrast, are pieces of information that have
been collected prior to the start of the focal project. A marketing research project often begins
with a review of the relevant secondary data.

Blooms: Understand
data.
7-62
119. What is biased data? Many fast food restaurants measure customer satisfaction after
customer make a purchase. Explain how biased data could be an issue for fast food
restaurants.
Biased data results when the sample does not represent the entire population, researchers
inject their own biases by the way they ask questions or try to get respondents to answer in
specific ways, or the respondents may be the wrong people or provide answers they think
researchers want to hear.

Blooms: Understand
data.
120. What are the disadvantages of secondary research?
• The information may not be precisely relevant to information needs.

• The information may not be as timely as needed.
• The sources may not be original; therefore, usefulness is an issue.
• The methodologies for collecting data may not be relevant or may contain bias in the subject
matter.

Blooms: Remember
Difficulty: Easy
data.
7-63
121. What are the advantages of primary research?
• The information obtained is specific to the immediate data needs and topic at hand.
• The information obtained offers behavioural insights generally not available from secondary
research.

Blooms: Remember
Difficulty: Easy
data.
122. What is quantitative research?
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. For
marketing researchers, quantitative research offers a means to confirm implicit hunches
through surveys, formal studies such as specific experiments, scanner and panel data, or some
combination of these. Quantitative research also 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.
7-64
123. Explain the method of projective technique used for data collection in market research.
Provide one example.
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. For example, consumers
may be shown a cartoon that has a consumer looking at a shelf display in a supermarket with
a text box above the consumer. The respondents would write in their thoughts on the issue in
the text box. Thus, the cartoon allows respondents to visualize the situation and project their
thoughts or feelings by filling out the text box.

Blooms: Remember
data.
124. What are the guidelines provided by the Canadian Marketing Association for conducting
marketing research?
• The Canadian Marketing Association prohibits selling or fundraising under the guise of
conducting research.
• The Canadian Marketing Association supports maintaining research integrity by avoiding
misrepresentation or the omission of pertinent research data.
• The Canadian Marketing Association encourages the fair treatment of clients and suppliers.

Blooms: Remember
7-65
125. Branson, a marketing research firm, has been hired to conduct marketing research for a
particular software company. Briefly describe the first two steps that Branson would take in
its marketing research process.
Branson would take the following two steps:
Step 1: Define the Research Problem and Objectives

Correctly defining the marketing problem is one of the most important elements of the
marketing research process. Once the research problem is defined, marketers must specify the
research objectives or questions to be answered. Marketing research efforts and resources can
be wasted if the research objectives are poorly defined. Thus, market researchers devote
considerable effort to defining the problem and trying to separate the symptoms of a problem
from the actual problem.
Step 2: Design the Research Project
The second step in the marketing research project involves design. In this step, researchers
identify the type of data needed and determine the type of research necessary to collect it. The
marketer must now decide whether the data required to make a decision should be obtained
from secondary sources or primary sources.

Blooms: Apply
7-66
126. Explain the final step in the market research process.
In the final phase of the marketing research process, an analyst prepares the results and
presents them to the appropriate decision makers, who undertake appropriate marketing
actions and strategies. A typical marketing research presentation includes an executive
summary, the body of the report (which discusses the research objectives, methodology used,
and detailed findings), the conclusions, the limitations, and appropriate supplemental tables,
figures, and appendices. To be effective, written reports must be short, interesting,
methodical, precise, lucid, and free of errors. Furthermore, the reports should use a style
appropriate to the audience, be devoid of technical jargon, and include recommendations that
managers can actually implement.

Blooms: Remember
127. What is syndicated data? List any three firms that provide syndicated data and the type of
data they offer.
Syndicated data is a type of external secondary data available for a fee from commercial
research firms such as the Bureau of Broadcasting Measurement, Nielsen, and Leger
Marketing.
Student answers will vary according to the firms they choose that provide syndicated data.
• Bureau of Broadcasting Measurement: Provides broadcast measurement and consumer

behaviour data, as well as intelligence to broadcasters, advertisers, and agencies on audience
behaviours during and after broadcasts.
• Leger Marketing: Provides polling services and marketing research on all aspects of
marketing, including loyalty, branding, media analysis, pricing, position, image enhancement,
customer satisfaction, focus groups, online panels, and surveys across many industries.
• Nielsen: With its market measurement services, the company tracks the sales of consumer
packaged goods, gathered at the point of sale in retail stores of all types and sizes.

Blooms: Remember
7-67
128. Robarts, a marketing research firm, is researching a problem that has not been clearly
defined. What type of research is Robarts conducting? Explain any one method that Robarts
could use for this research.
Robarts is conducting qualitative research. Qualitative research attempts to begin to

understand the phenomenon of interest; it also provides initial information when the problem
lacks clear definition.
Student answers about qualitative research methods will vary.
• In-depth interview: 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. 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. Finally, marketers can use the results of in-depth interviews to develop surveys.
In-depth interviews, however, are relatively expensive and time consuming.
• Focus group: A research technique in which 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. 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, such as a new ad campaign
or point-of-purchase display materials.

Blooms: Apply
data.
7-68
129. The Canadian Wireless Communication is a $50 billion industry. The number of
Canadian cell phone subscribers exceeds 30 million and 99% of the Canadian population has
access to wireless services. In 2014, the big three players of this industry Rogers, TELUS and
Bell have 37.3%, 31.6%, and 31.1% of market share respectively. These big three make up for
29.45 million subscribers and the remaining 1.25 million will be made up all new entrant and
small carries (WIND, Moblicity, Videotron, Shaw, or Public Mobile).
With the intense competition and slow growth of new subscribers, companies are trying to
improve their retention strategy. Assume you are hired by Bell Canada, who lost market share
to TELUS and new entrants in the last two years, as a marketing consultant to provide
guidance about current customers' plan preferences and competitors' practices. Explain how
you would design a marketing research project to obtain required information (make sure to
explain the marketing research process, including problem definitions, your formal research
design, sampling, data collection etc).
Students answer will vary. They need to define research problem and objectives, discuss the
design of research plan, indicate how to collect data, analyze the data, and determine the
action plan.
Students must discuss the sampling strategy and method of data collection (i.e. internal
secondary data, surveys).

Blooms: Apply
data.
7-69
130. Romney, a manufacturer of children's clothing, wants to launch an exclusive line of

shoes and accessories for children. Romney hires TrendSmart to conduct market research on
its behalf. TrendSmart is ready to move beyond preliminary insights and needs to confirm
these insights. Briefly describe any three methods TrendSmart can use to conduct this
research.
Student answers will vary.

TrendSmart is ready to move beyond preliminary insights gained from exploratory research
and is likely ready to engage in conclusive research, which provides the information needed to
confirm those insights and which managers can use to pursue appropriate courses of action.
For marketing researchers, because it is often quantitative in nature, conclusive research
offers a means to confirm implicit hunches through surveys; formal studies such as specific
experiments, and scanner and panel data; or some combination of these. Conclusive research
also enables researchers to test their prediction or hypothesis, which is a statement or
proposition predicting a particular relationship among multiple variables. TrendSmart could
use the three methods mentioned below.
• Experimental research: A type of quantitative research that systematically manipulates one

or more variables to determine which variable has a causal effect on another variable.
• Scanner research: A type of quantitative research that uses data obtained from scanner
readings of UPC codes at checkout counters. Whenever you go into your local grocery store,
your purchases are rung up by using scanner systems. The data from these purchases are
likely to be acquired by leading marketing research firms, such as SymphonyIRI Group or
Nielsen. They use this information to help leading consumer packaged goods firms assess
what is happening in the marketplace.
• Panel research: A type of quantitative research that involves collecting information from a
group of consumers (the panel) over time; data collected may be from a survey or a record of
purchases.

Blooms: Apply
data.
7-70
Another random document with
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Fig. 506.—Cydonia vulgaris.
Longitudinal section of fruit.
Fig. 507.—Longitudinal section of Pear flower.

2. Malus and Amelanchier (Aronia); carpels free on the ventral
edge; styles united. Malus communis (Apple) the fruit is “umbilicate”
at the base; no sclerenchymatous cells in the pulp; styles united at
the base (Fig. 504 D); leaf-stalk shorter than the blade. Sorbus
(Mountain-ash) differs only in having a 2–3-locular fruit with
extremely thin endocarp. Cymose inflorescences in umbellate
cymes. S. aucuparia has pinnate leaves, S. aria (White-beam) and other species
have simple leaves.—Amelanchier (the Service-tree) has a false divisional wall
springing from the dorsal suture, and more or less projecting into each of the loculi
of the ovary; Raphiolepis (Fig. 504 E) has racemes and a juicy berry; Eriobotrya
japonica (Loquat).
B. Cratægeæ. The endocarp is hard and bony (“drupes,”
generally with several, sometimes, however, with only 1–2 stones,
rarely one multilocular stone; only 1 seed in each of the loculi).—
Cratægus (Hawthorn, May). There are 1–5 stones in the spherical or
ovoid fruit. The disc, found on the apex of the fruit, inside the small,
withered calyx, is small (much less than the transverse section of the
fruit). Shrubs with thorns (branches) and moderately large flowers
borne in corymbs.—Mespilus (Medlar) differs from the last-named
only in having a large disc at the apex of the fruit, inside the large,
leaf-like sepals, i.e. almost equal to the greatest diameter of the fruit.
The flowers are solitary and terminal.—Cotoneaster is chiefly
distinguished from the others by its syncarps, the 2–5 carpels (and
stones) being free from one another, and only united to the
receptacle by a larger or smaller portion of their dorsal surface (Figs.
504 A, B). Small shrubs with leathery leaves, generally covered with
white, felted hairs on the lower surface, and with small flowers; the
fruit is red or black.
Pear, Apple, Mountain Ash and Hawthorn have protogynous flowers which
secrete honey, and are conspicuous to ensure insect pollination.—180 species; in
the northern temperate regions.—Pear and Apple are especially cultivated as fruit
trees in a number of varieties; the Paradise Apple (Pyrus baccata); especially in
southern countries also the Quince (from N. Persia and the Caucasian districts),
Medlar and Amelanchier vulgaris. Malus pumila (Caucasus, Altai) and M.
dasyphylla (Orient, S. Eur.) are regarded as primitive forms of the Apple-tree; M.
sylvestris, which grows wild in European forests, appears to have been less used.
The early Lake-dwellers in Switzerland had the apple-tree both wild and cultivated.
—The original form of the Pear is supposed to be Pyrus achras (Central Asia).—
Many of the species of Cratægus, some with double flowers, and Pyrus
(Chænomeles) japonica, with brilliant red flowers, are cultivated as ornamental
shrubs. Officinal: Quince pips, on account of the mucilaginous testa.—The fruits
contain free organic acids and sugar; prussic acid may be obtained from the
seeds. The wood of the Pear-tree is used in manufactures.
Family 21. Leguminosæ.

The most characteristic feature is, that the gynœceum is 1-locular
and formed of 1 carpel, the ventral suture of which is turned
posteriorly. The fruit, in most instances, is a pod (legume), which
opens generally along both sutures, the two valves twisting more or
less in opposite directions. In other instances it opens along one suture only,
or as a pyxidium (Red Clover), or it is indehiscent, in which case it is more or less
berry-like (e.g. the Tamarind, Carob-bean), or it is a drupe (e.g. the Tonquin-bean),
or a 1–few-seeded nut (e.g. Melilotus), or a lomentum, which divides transversely
into as many joints as there are seeds (Ornithopus, see Fig. 513).
The inflorescences belong to the centripetal type (i.e. indefinite);
cymes do not occur. The flowers are zygomorphic, with vertical plane
of symmetry, seldom regular; 5-merous with but a few exceptions, ☿,
and slightly perigynous. The following diagram is the most general
(Fig. 511): 5 sepals, with the unpaired sepal median and anterior, 5
petals, 5 + 5 stamens, all in alternating whorls, 1 carpel. The calyx is
most frequently gamosepalous, the gynœceum is narrowed down at
the base to a short stalk and, in the majority, is more or less bent.
The seed is most frequently kidney-shaped, with a smooth, hard and
shining testa, the hilum being very distinct. Endosperm is wanting, or
is reduced to a thin layer, which is of service when the seed swells
during germination. The vegetative parts have these features in
common, namely, the leaves are scattered, stipulate, and almost
always compound. Peculiar sleep-movements and sensitiveness are
found in some, chiefly in the Mimosas. Many, probably all,
Leguminosæ have small tubercles on their roots which are produced
by a kind of bacterium, and assist in the assimilation of free nitrogen.
Spontaneous movements are exhibited by Desmodium gyrans
(Telegraph-plant).
This family is closely allied to the Rosifloræ, with which it agrees in the
scattered leaves, the presence of stipules, the generally 5-merous and most
frequently perigynous flowers with eucyclic stamens, and the absence of
endosperm. Amygdalaceæ and Chrysobalanaceæ, with solitary carpels, approach
on one side to the Leguminosæ, among which genera with drupes are also found;
Mimosaceæ, with their many stamens, form a connecting link on the other side. In
this respect the Mimosa-genus Affonsea, and certain Cæsalpineæ and Swartzieæ,
are of special interest in having more than one carpel (syncarp), a condition which
is sometimes met with abnormally in other Leguminosæ, as well as in
Amygdalaceæ. About 7,000 species of the Leguminosæ are known.
Order 1. Cæsalpiniaceæ. These are leguminous plants with
straight embryo and a flower which is not papilionaceous and has
not the same æstivation (Figs. 508–510); but in reality there is not a
single characteristic which absolutely distinguishes them from the
Papilionaceæ.—The majority are arborescent; the leaves as a rule
are pinnate or bipinnate. The flower is 5-merous, most frequently
perigynous and slightly zygomorphic; the calyx is free or
gamosepalous, the corolla polypetalous with ascending imbricate
æstivation (i.e. the two lowest petals envelop the lateral ones, and
these again the posterior; Fig. 508); 10 free stamens; fruit various.
Figs. 508–510.—Cassia floribunda.
Fig. 508.—Floral diagram.

Fig. 509.—Flower.
Fig. 510.—The same in long. sect.

Cassia (Figs. 508–510) is the largest genus (about 200 species);
it has an almost hypogynous, zygomorphic flower with 5 free sepals
and petals; of the 10 stamens the 3 posterior are generally barren,
the others are of very unequal length and open at the apex by pores
(Fig. 509). In some (the Senna group) the fruit is a flat, short, thin,
dehiscing pod; in others (Cathartocarpus) it is round, long, woody or
fleshy, indehiscent, and divided internally by more or less fleshy
transverse walls into as many cells as there are seeds.—The
following also have dehiscent fruits: Bauhinia (often lianes,
tropical climbers with tendrils [stem-structures] and anomalous
stems), Copaifera, Hæmatoxylon (whose pod does not dehisce
along the suture, but laterally), Cercis (simple leaves; the corolla
resembles that of the Papilionaceæ, but the posterior petal is the
smallest, and is enveloped by the 2 lateral ones, which are
enveloped in their turn by the 2 anterior).—Fruit Indehiscent:
Tamarindus indica; the pod is almost round, often a little abstricted
between the seeds; the wall is formed by a thin, brittle external layer,
enclosing an acid pulp; well-developed septa are present, between
the seeds; the most internal layer is parchment-like. Calyx 4-merous
by the coalescence of 2 sepals. Only 3 fertile stamens.—Ceratonia
siliqua (Carob-bean, Locusts); the pod is long, compressed, with
thick sutures, and has a wall, the central part of which is more or less
leathery, fleshy and sweet; there are transverse septa between the
seeds, as in the Tamarind. Embryo greenish in endosperm. The
flower is without a corolla, 5 stamens.—Pterogyne (winged fruit), etc.
—Kramerieæ with Krameria is an anomalous group.
Distribution. 80 genera, with 740 species; almost exclusively in the Tropics.
The Carob-tree and Cercis grow in the Mediterranean basin. The largest and most
widely distributed genus is Cassia, which is found as trees, shrubs, and weeds in
all tropical countries. The order has many important uses to mankind. Medicinal:
the leaves and pods of Cassia acutifolia and angustifolia (officinal, Senna-leaves),
the fruit-pulp of the Cassia-sub-genus, Cathartocarpus. Rhatany root from
Krameria triandra (Peru, officinal). Balsam is extracted from a number of
Copaifera-species (Balsam of Copaiba) from S. Am. (officinal), and from
Hymenæa (Copal balsam), Trachylobium and others. Edible fruits are obtained
especially from the Carob-tree (from the East) and the Tamarind (officinal). The
heart-wood of several species of Cæsalpinia, such as C. brasiliensis (the
Pernambuco-tree), echinata (Red-tree), and sappan, yield dyes; Hæmatoxylon (H.
campechianum, Logwood), Copaifera bracteata (Amarant-tree).—Timber is
obtained from many (Melanoxylon and others). In Europe they are of little
importance as ornamental plants, these being confined principally to the species of
Gleditschia (G. triacantha, from N. Am.) and Cercis (the Judas-tree, C.
siliquastrum, S. Eur.), which are cultivated in gardens; but in tropical gardens
beautiful flowering species, e.g. of Cassia, Poinciana, Brownea, are found, and the
most beautiful of all ornamental plants, the Indian Amherstia nobilis.
Fig. 511.—Diagram of Faba

vulgaris: f the standard; v the wings;
k the keel.
Order 2. Papilionaceæ. The flower (Figs. 511, 512) is strongly
zygomorphic and somewhat perigynous (Fig. 512 B; most frequently
more on one side than the other). The calyx is gamosepalous and
persistent. The polypetalous corolla has descending imbricate
æstivation, the posterior, large leaf, the standard (Figs. 511 f; 512 B’,
e), covering in the bud the two lateral ones, the wings (Figs. 511 v;
512 B’, a), which again cover the two anterior; these are united in the
form of a boat, the keel (k and c); the wings and the two petals of the
keel are very unsymmetrical. That the keel is formed of two petals is
seen by its position (in front of one sepal) and by the two often more
or less free claws. The 10 (5 + 5) stamens (monadelphous) are
either all united into one bundle, or into two bundles (diadelphous),
the posterior one being free (Fig. 512 C). The ovules are curved and
also the embryo (Fig. 512 G), especially the hypocotyl, so that the
radicle assumes a position close to the edge of the thick, fleshy
cotyledons. Endosperm wanting; the cotyledons are very rich in
proteid reserve material. The forms of the fruit and exceptions are
described under the genera.
Fig. 512.—Pisum sativum: A entire flower; B in longitudinal section; C

gynœceum and stamens; D gynœceum; B’ corolla dissected, e standard, a, a
wings, c keel; D seed opened to show the cotyledons (c), the radicle (r), the
plumule (g); E fruit (legume); F seed.
Geocarpic fruits, i.e. those which penetrate the soil during their development
and ripen underground, are found in e.g. Arachis hypogæa (see page 472),
Trifolium subterraneum, Vicia amphicarpæa. Germination takes place in various
ways. In the majority the cotyledons are raised above the ground as green, leaf-
like bodies; in the Vicieæ they remain thick and white, and are always enclosed in
the testa, and are therefore never able to take part in the work of assimilation; in
species of Phaseolus, on the other hand, they are raised well above the ground
and become green, but remain however thick and fleshy.
1, 2. The two groups Podalyrieæ (the majority of the genera are Australian)
and Sophoreæ (Sophora, Edwardsia, etc.), represent the oldest type, as they
have 10 free stamens and so form the transition to the Cæsalpiniaceæ. Nearly all
are trees and shrubs.
3. Astragaleæ. Herbs or shrubs, less frequently trees, with

imparipinnate leaves (without tendrils). The flowers are generally
borne in racemes or spikes. Stamens monadelphous or diadelphous.
—Astragalus (Milk-Vetch) has the legume incompletely divided
longitudinally into 2 loculi by a septum formed by the incurved dorsal
suture. Diadelphous.—Glycyrrhiza (Liquorice); Colutea (Bladder-
Senna) from S. Europe; Robinia (the false Acacia) with thorny
stipules; Indigofera (the Indigo plant); Amorpha (which has only one
petal, namely the standard, and the fruit a nut), Caragana, Wistaria
(a climbing shrub), Galega. Carmichælia australis, when old,
produces flat branches with scale-like leaves.
4. Vicieæ. Climbing herbs with paripinnate leaves, the midrib
ending in a point or frequently in a tendril, which generally is
branched, representing lateral veins without mesophyll; stamens
diadelphous; the cotyledons remain underground on germination.—
Vicia (Vetch) has a filamentous style, hairy towards the tip, and a
pod with many seeds; climbing by means of tendrils; the leaves have
many leaflets.—Faba (F. vulgaris, Horse-bean) is erect, without
tendrils; its pod is thick with spongy septa between the seeds.—
Ervum (Lentil) has a pod with only 1–2 seeds, and sweeping hairs
(stylar-brush) on the inner side of the style.—Pisum (Pea; Fig. 512)
has very large stipules, the bent style has a hollow groove on the
anterior side. P. sativum (Common Pea), P. arvense (Grey Pea).—
Lathyrus (Sweet Pea) generally has an angular, winged stem and
most frequently only a few pairs of leaflets. The style is flattened,
with sweeping hairs on the back. In L. aphaca the stipules alone are
developed into foliage-leaves, while the remainder of the leaf is modified into a
tendril.—Cicer has a nearly straight embryo and imparipinnate leaves
with dentate or incised leaflets. C. arietinus (Chick-pea).—Abrus
(precatorius, etc.); the seeds (“Crab’s eyes,” “Paternoster peas,” “Jequirity”) are
scarlet with a black spot round the hilum.
5. Phaseoleæ. Herbs, twining or erect, but not climbing by
tendrils; the leaves are imparipinnate, generally ternate, and bear
small, linear bodies resembling stipules at the base of the stalks of
the leaflets. The inflorescences are most frequently compound,
groups of few flowers being situated on short, nodose, lateral axes
borne on a longer stem. On germination the cotyledons are raised a
considerable distance above the ground, and become greenish, but
do not become leaf-like; in P. multiflorus they remain underground.
Stamens as in the Vetches.—Phaseolus (Kidney-bean): the keel with
the stamen and style is spirally twisted (to the right). Herbs, twining
to the left.—The “Calabar-bean” (Physostigma venenosum), Erythrina, Clitoria,
Glycine, Soja, Mucuna, Apios, Canavalia, Vigna, Dolichos, Cajanus, Rhynchosia,
etc.
6. Trifolieæ (Clovers). Herbs with ternate leaves, the leaflets
are often dentate with the veins prolonged into the teeth; stamens
diadelphous; fruit 1-locular, 1–few-seeded, pyxidium-like, irregularly
dehiscent, or more frequently a nut. The flowers are generally borne
in capitula, racemes, or spikes.—Trifolium (Clover). The corolla is
gamopetalous. The calyx persists, together with the corolla, round
the ripe fruit. The inflorescence is a spike, capitulum or capitate
umbel; the leaves are ternate, and have adnate stipules.—Medicago
(Medick). The corolla falls off after flowering; fruit curved like a sickle
or spirally twisted; it is a nut, and opens with difficulty. Leaves
ternate.—Melilotus (Melilot) has a small, spherical or lanceolate,
thick and wrinkled fruit, which as a rule is indehiscent. The
inflorescence is a raceme, often long, or a spike, sometimes a
capitulum. Leaves ternate.—Ononis (Rest-harrow) differs in having
monadelphous stamens and in being more shrub-like and bushy,
and in having a normal, 2-valved pod, by which characteristic it
approaches the Genisteæ. The flowers are generally rose-coloured,
solitary, or in few-flowered racemes in the leaf-axils. Thorns
(branches) are often present; the leaves are compound with only one
small leaflet (the terminal one), or ternate with adnate stipules.
7. Loteæ. Herbs with ternate or imparipinnate leaves, with entire
leaflets. In the latter case, when the lowest pair of leaflets is placed
quite close to the sheath, the stalk is wanting, and apparently a
trifoliate leaf with large stipules is developed. Flowers in an umbel or
capitulum. Stamens monadelphous or diadelphous, the filaments
(either all of them, or only the 5 sepal-stamens) are widened at the
top.—Lotus (Bird’s-foot-trefoil) has a long, round pod.—
Tetragonolobus.—Anthyllis (Lady’s-finger); the fruit is a nut, which is
distributed by the wind by means of the membranous, bladder-like
calyx, which completely encloses and falls off with it.
8. Genisteæ. The majority are shrubs or trees with apparently
simple leaves, i.e. compound leaves with only one leaflet (the
terminal leaflet), or ternate leaves; the stipules in most instances are
very small or are entirely wanting; stamens monadelphous.—Genista
(Dyer’s-weed) has apparently simple leaves; the branches often
terminate in a thorn. The strongly-winged stems in G. sagittalis are its most
important organs of assimilation. Bossiæa rufa has flat branches, its leaves being
reduced to small, pointed stipules.—Sarothamnus (Broom) has switch-like,
angular branches and often both the apparently simple and ternate
leaves on the same shoot; style spirally rolled.—Cytisus (Laburnum).
Ulex (Furze; in U. europæus, the seedlings bear a few foliage leaves, but the
leaves succeeding these are modified into thorns); Spartium; Crotalaria, etc.
—Lupinus (Lupin) is allied to this group; it has a thick, often
somewhat fleshy pod, and digitate leaves with adnate stipules.—
Retama.
9. Hedysareæ are especially recognised by having the ovary
divided by transverse septa into as many cells as there are seeds,
the fruit thus becomes a lomentum, dehiscing transversely into nut-
like joints (Fig. 513).—Ornithopus (Bird’s-foot); Coronilla;
Hippocrepis; Onobrychis (Sainfoin) has a fruit with only 1 joint (i.e. a
1-seeded nut); Desmodium; Alhagi; Hedysarum, etc.—Arachis
hypogæa (Earth-nut) has a pod which is abstricted between the
seeds, and is indehiscent, but is not multilocular nor a true
lomentum; it is reticulately wrinkled externally, and ripens
underground; the basal part of the ovary is prolonged after flowering,
attaining a length of several inches, and buries the young fruit in the
soil. The embryo is straight.—Desmodium gyrans is well-known for its motile
leaflets.
Fig. 513.—Hedysarum
coronarium.
10. Dalbergieæ. 25 genera; especially in Tropical America; the majority are
trees, a few shrubs or lianes; the leaves are simple or imparipinnate. The fruit is
indehiscent in all; in some it is a winged, in others a wingless nut (Machærium,
Dalbergia, Centrolobium, etc.), in others, again, a drupe, e.g. in Dipteryx (Tonquin-
bean) and Andira. In some genera the embryo is straight.
Pollination. Especially effected by Bees. The nectar is secreted by a ring or
disc-like portion round the base of the gynœceum or the inner surface of the
receptacle. The flower is constructed with a peculiar mechanism to ensure cross-
pollination by insects. The pollen is shed just before the flower opens, and is
retained in a pouch formed by the keel. An insect visiting the flower uses the wings
and keel for a landing-stage, and in attempting to reach the honey presses down
the wings and the keel which are locked together near the standard; the stylar-
brush by this means is forced through the apical opening of the keel and a little
pollen is thus swept out and deposited upon the abdomen of the visiting insect as
it presses against the apex of the keel; the insect thus carries away pollen and
may effect cross-pollination. In the different flowers this arrangement is modified in
various ways to promote pollination. 5000 species (319 genera); especially in the
Tropics, where many are important forest trees.—The following plants are used
for food: Pisum sativum (W. Asia?) and arvense (Italy); Phaseolus vulgaris
(Kidney-bean, American; Dolichos sinensis was known to the Greeks and Romans
under the name “φασηλος,” “phaseolus”), P. compressus (French-bean), etc.; Faba
vulgaris (Field-bean, Horse-bean; from the Old World); Ervum lens (Lentil, Eastern
Mediterranean); in tropical countries the oil-containing seeds of Arachis hypogæa.
—The following are fodder plants: Vicia sativa, Faba vulgaris, Onobrychis sativa
(Sainfoin), Medicago sativa (Lucerne), and lupulina (Medick), species of Trifolium,
Hedysarum coronarium. Officinal: “Liquorice root,” from Glycyrrhiza glabra (S.
Europe); “Red Sandalwood,” from Pterocarpus santalinus (Tropical E. Asia); Gum
Tragacanth, from Astragalus-species (E. Mediterranean); Balsam of Peru, from
Toluifera pereiræ, and Balsam of Tolu, from Toluifera balsamum. Calabar-beans,
from Physostigma venenosum; Kino, from Pterocarpus marsupium; the pith of
Andira araroba is used under the name of “Chrysarobin.”—Of use technically:
Genista tinctoria (yellow dye) and Indigofera-species (Indigo), the bast of
Crotalaria juncea (Sunn Hemp); the seeds of Dipteryx, which contain Coumarin,
and are highly scented, and Balsam of Myroxylon. Poisonous: the seeds of
Laburnum (Cytisus laburnum), various species of Lathyrus, and Abrus precatorius;
the latter contain two poisonous proteids, paraglobulin and albumose, which
resemble snake-poison in their effects. The following are ornamental plants:
Phaseolus multiflorus (Scarlet runner, from America), Robinia pseudacacia,
Amorpha, Colutea, Coronilla, Indigofera dosua, Wistaria polystachya, Cytisus
laburnum (Laburnum, S. Europe, Orient.) and other species.
Order 3. Mimosaceæ. The flowers are most frequently
hypogynous and regular, the æstivation of the corolla is valvate and,
in the majority of instances, that of the calyx also. The flower is 4-
merous, less frequently 5- or 3-merous.—The flowers are generally
small, but are always borne in compact, round capitula or spikes
(Fig. 514); they are hypogynous or perigynous. The calyx is
generally gamosepalous and the corolla gamopetalous, the latter
being frequently wanting. The stamens are equal or double the
number of the petals (Mimosa, etc., in M. pudica, e.g. S4, P4, A4,
G1) or (in Acacia, Inga, etc.) in a large, indefinite number, free or
monadelphous, often united to the corolla (Fig. 514 b). The colour of
the flower in most cases is due to the long and numerous stamens.
The fruit is various. The embryo is straight as in the Cæsalpiniaceæ.
Entada and many species of Mimosa have a flat, straight, or
somewhat sickle-like pod, which resembles the siliqua of the
Cruciferæ in that the sutures (in this instance, however, dorsal and
ventral suture) persist as a frame, but the intermediate portion
divides, as in the transversely divided siliqua, into as many nut-like
portions as there are seeds. Some species have a pod of enormous
dimensions. The seeds of Entada gigalobium are often carried from
the West Indies to the N. W. coasts of Europe by the Gulf Stream.—
The fruit of Acacia in some species is an ordinary pod, in others it is
transversely divided, or remains an undivided fruit, a nut.—This
order includes both trees and herbaceous plants, which are often
thorny; the leaves are usually bipinnate (Fig. 514) and are sensitive,
and also possess sleep-movements.—Many Australian Acacias
have compound leaves only when young, but when old have
phyllodia, i.e. leaf-like petioles without blades, placed vertically. A
large number have thorny stipules, which in some (Acacia
sphærocephala) attain an enormous size, and serve as a home for
ants, which in return protect their host-plant against the attacks of
other, leaf-cutting ants.
Fig. 514.—Acacia farnesiana: a inflorescence; b flower.
Other genera besides those mentioned are: Adenanthera,
Desmanthus, Parkia, Inga (with rather fleshy, indehiscent fruit),
Calliandra, etc.
1350 species (30 genera); none natives of Europe, their home being the Tropics
and sub-tropical regions, especially Australia and Africa.—Fossils in Tertiary.—
Gums are found in many species of Acacia, especially the African (Gum arabic)
and Australian, of which some are officinal. The bark, and also the fruits, contain a
large amount of tannic acid and are used as astringents and in tanning (“Bablah” is
the fruits of several species of Acacia). Catechu is a valuable tanning material
extracted from the wood of Acacia catechu (E. Ind). The flowers of Acacia
farnesiana (Fig. 514) are used in the manufacture of perfumes. With us they are
cultivated as ornamental plants, e.g. A. lophantha and many others, in
conservatories.
Family 22. Passiflorinæ.

The flowers are most frequently regular, 5-merous in the three
most external whorls, eucyclic and perigynous or epigynous, less
frequently hypogynous. A characteristic feature is that the ovary is
tricarpellary, unilocular, and with 3 parietal placentæ which
sometimes meet in the central line (Cucurbitaceæ). The styles are
generally free and bifid. To all these characteristics, however, there
are exceptions. The Cucurbitaceæ are sometimes placed among the
Sympetalæ, close to the Campanulinæ, but they are not allied to the Sympetalæ,
from which they differ especially, for instance, in the structure of the ovule. The
position of the Begoniaceæ in this family is also open to doubt.
Fig. 515.—Passiflora cœrulea (reduced).
Order 1. Passifloraceæ (Passion-flowers). The majority are
herbs which climb by means of tendrils (modified branches) and
have scattered, stipulate leaves, often palminerved and lobed (Fig.
515). The flowers, which are often large and beautiful, are regular, ☿,
with S5, P5, A5, G3; the calyx and corolla are perigynous, and
immediately inside the corolla is the “corona,” consisting of
numerous, tapering, filamentous bodies, or sometimes united in
rings, most frequently petaloid and coloured; the stamens are raised
on a long, round internode above the cup-like receptacle;
immediately above these is the gynœceum with its 3 free styles and
capitate stigmas; the ovary is unilocular with 3 parietal placentæ.
Fruit most frequently a berry. The seeds have an aril.
210 species; especially in Tropical America. Several Passiflora-species are
ornamental plants, and the fruits of some species are edible.
Order 2. Papayaceæ. The best known representative is the
Papaw (Carica papaya), a Tropical American tree whose stem is
usually unbranched, and bears at its summit several large,
palmilobed leaves on long stalks. The stem and leaves have latex.
The large, Melon-like berries are edible, and for this reason it is
cultivated in the Tropics. Flowers unisexual, with slightly different
structure in the ♂-and ♀-flowers, besides intermediate forms. The ♂-
flower has a gamopetalous, the ♀ -flower a polypetalous corolla.—
The milky juice contains a substance with similar action to pepsine.
10 stamens. 5 carpels.
Order 3. Turneraceæ. 85 species; especially in America.
Order 4. Samydaceæ. 160 species; tropical.
Order 5. Loasaceæ. Herbaceous plants seldom shrubs,
sometimes climbing, and nearly always studded with stiff hairs, in
some instances stinging or hooked. The leaves are most frequently
palmilobed and without stipules. The flowers are regular, ☿,
polypetalous, entirely epigynous, with 4–5 sepals, petals and
stamens, or more frequently (by splitting) many stamens, those
which are placed before the sepals being generally barren and more
or less petaloid; carpels most frequently 3, united into an inferior,
unilocular ovary with 3 parietal placentæ, above which the receptacle
is generally more or less prolonged. Fruit a capsule; in Gronovia an
ovary with 1 ovule and fruit a nut.
115 species; principally from S. Am. A number of annuals are often grown in our
gardens: Bartonia aurea (California); Mentzelia; Cajophora; Gronovia.
Order 6. Datiscaceæ. 4 species, especially in the Tropics.—
Datisca cannabina (Asia Minor) resembles the Hemp in external
appearance. The flowers are diœcious, insignificant; ♂ -flowers: a
low, gamosepalous calyx, no corolla, and an indefinite number of
stamens; ♀ -flowers; epigynous; ovary unilocular with free, mostly
bifid, styles, and generally 3 parietal placentæ. In most cases the
ovary is not entirely closed at the top (as in Reseda).
Fig. 516.—Begonia rex (reduced).
Order 7. Begoniaceæ. This order principally comprises herbs or
under-shrubs with succulent stems (having scattered vascular
bundles in the pith); the leaves are arranged in two rows (a
divergence of 1/2) and are asymmetrical, as a rule more or less
obliquely cordate, or ovate with cordate base (Fig. 516); large,
caducous stipules are present. Inflorescences dichasial, or unipared
scorpioid cymes; the flowers are unisexual; the first ones (the oldest)
are ♂-flowers, while ♀-flowers are found especially on the younger
axes. The ♂ -flowers have most frequently 2 + 2 coloured perianth-
leaves, and many stamens collected into a head in the centre of the
flower; the ♀-flowers are epigynous with 5 coloured perianth-leaves
(placed spirally with a divergence of 2/5) and a trilocular ovary,
bearing 3 bifid styles and 3 wings (the wings usually of unequal
size); in the inner angle of each loculus there is one large projecting
placenta, or two plate-like placentæ (the bent back edges of the
carpels) studded with ovules. Fruit a capsule, with many extremely
small seeds.—Begonia.
420 species; almost all from the Tropics (Am., Asia).—Many species, with
varieties and hybrids, are ornamental plants in houses and conservatories, chiefly
on account of the form, colour and markings of their leaves; but also for their very
beautiful flowers. They reproduce easily by adventitious buds from leaves and
portions of leaves placed on damp soil; some have bulbils. Like the Oxalideæ they
contain an acid sap.
Fig. 517.—Ecballium agreste. Diagram of a ♂-and a ♀-flower.

Order 8. Cucurbitaceæ. The flower is epigynous, and, as a rule,
is also provided with a leaf-like, cup- or bell-shaped receptacle
above the ovary, to which the perianth and stamens are attached;
the flowers are regular, unisexual, with rudiments of the other sex,
and 5-merous: sepals 5, narrow and pointed, with the median sepal
posterior (Fig. 517), petals 5, stamens 5, and carpels 3 (rarely 4–5);
the corolla is gamopetalous in the majority, polypetalous in some;
generally plicate-valvate in the bud. The anthers in the ♂-flowers are
extrorse, and monothecious, i.e. only one half of each of the anthers
of the 5 stamens is developed, the pollen-sac having frequently a
peculiar [**rtilde]-shaped curve (Fig. 518 A, B); the stamens are
either all united into a column (e.g. in Cucurbita), or they are united
in pairs, so that only one remains free (Figs. 517 A; 518 A); in the
latter case there appears to be one small stamen with a ~-shaped,
curved pollen-sac and two larger ones, each with two curved pollen-

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Multiple Choice Questions

1. The term "marketing research" refers to:

Marketing research is a key prerequisite to successful decision making; it consists of a set of

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3. Which of the following is NOT a step in the marketing research process?

Define mission statement is not a step in marketing research process.

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

Because research is both expensive and time consuming, it is important to establish in

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8. APR Consulting is an integrated marketing solutions company. When approached by

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13. Which of the following is a source of secondary data?

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14. Which of the following is an internal source of secondary data?

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21. Which of the following is an advantage of secondary data?

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26. Which of the following is a major advantage of primary research?

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27. Which of the following best describes primary research?

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Hypothesis is a statement predicting a particular relationship among multiple variables. Alex