1. Blogs are a source of consumer-generated media.

2. One advantage of Internet surveys is dramatically reduced costs.

3. Marketing research has one use for management: It improves the quality of decision making.

4. A true marketing decision support system is interactive, flexible, discovery-oriented, and accessible.

5. Historically, marketing research has been practiced since the late 1800s.

6. Stuart Marketing Research is gathering information on the way people wrap gifts specifically for a large manufacturer of gift wrap paper that is considering introducing reusable wrapping paper with Velcro fasteners. The information gathered would be an example of primary data.

7. Martina was interested in how students perceive the health service provided by her university. To collect data on this issue, she interviewed the students in her evening class. Martina has used a random sampling procedure.

8. Once adequate amounts of data have been collected, the researcher should present the report.

9. Conferences and professional courses led by rival executives are great places to gather competitive intelligence.

10. Channel M2 provides market researchers with user-friendly virtual interview rooms, recruiting, and technical support for conducing virtual qualitative research.

11. Scanner-based research is a system of gathering information from a group of respondents by continuously monitoring the promotions panel members are exposed to and their subsequent purchase behavior.

12. Measurement error occurs when a sample somehow does not represent the target population.

13. Competitive intelligence allows managers to predict changes in business relationships, identify marketplace opportunities, and discover new or potential competitors.

14. Fisher-Price employees were engaged in experimental research when they observed, from behind a mirror, children playing with soap bubbles and decided to build a toy lawn mower that spewed soap bubbles.

15. In a probability sample, every element in the population has a known statistical likelihood of being selected.

16. Because online surveys are still in their infancy, there are limited methods of conducting online surveys.

17. The most popular technique for gathering primary data is by observation.

18. Los Hermanos Cafe has successfully operated seven restaurants in the same community for 20 years. Management plans to introduce an egg and cheese breakfast burrito to three restaurants after having success with this product in its other four diners. Since management knows this market so well, Los Hermanos Cafe doesn't need to conduct research before introducing the new product in its remaining restaurants.

19. The three roles of marketing research are persuasive, reminder, and informative.

20. A marketing decision support system (DSS) is an interactive, flexible computerized information system that bypasses information-processing specialists and gives managers access to useful information from their own desks.

21. A marketing research company has hired Anu to evaluate the quality of service in a chain of local restaurants. Anu enters the restaurant posing as a customer. She pretends she has an allergy to gluten, a common component of baked goods. She asks if the menu can accommodate this special need and reports back to the research company about the level of service she received. Anu is working as a mystery shopper.

22. The difference between a traditional focus group and an online focus group is that there is no moderator in the online group like there is in a traditional group.

23. Ethnographic research is a form of experimental research because it is conducted without any preconceptions.

24. The best experiments are those in which one factor is held constant and the other factors of interest are deliberately manipulated.

25. The first step in the marketing research process is to identify and formulate the problem/opportunity.