CS 201: Exam 1 Ch.6-10

Using census and other data, as Nielsen's PRIZM does, to classify residential neighborhoods into homogeneous groups with names such as "The Cosmopolitans," "Boomtown Singles," and others is an example of what? a. Segmentation b. Demographication c. Stratification d. Stereotyping

a. Segmentation

What characteristic about sample surveys represents an advantage to using them? a. The ability to project results of the sample to the overall population b. The expense of using them c. The time required to adequately test a hypothesis d. All of these characteristics are advantages of using a sample survey.

a. The ability to project results of the sample to the overall population

When is a simulated test market a good choice over other types of test markets? a. When evaluating a product extension b. When a new product is a radical departure for the manufacturer c. When a company is entering a new territory d. When it's important to test the ability to get trade and distribution support for a new product

a. When evaluating a product extension

What type of study or experiment should be conducted when a higher degree of external validity is required? a. External b. Field c. Internal d. Laboratory

b. Field

What is the first step to getting started on a search for secondary data on a topic? a. Develop a list of key terms and authors. b. Identify what you want to know and what you already know. c. Use an authority to help identify sources of secondary data. d. Begin searching for secondary data.

b. Identify what you want to know and what you already know.

What is the fifth V of big data - value - most concerned with? a. Handling the high pace of data inflows and outflows b. Increasing existing or creating new revenue streams c. Developing accurate and trustworthy data sources and systems d. Integrating the highly variable sources of data

b. Increasing existing or creating new revenue streams

An automobile manufacturer whose research revealed a desire for status drove most new car purchases probably knows this from collecting what category of primary data? a. Attitudes b. Motivation c. Intentions d. Behavioral

b. Motivation

Which statement about panel data represents a disadvantage of using it? a. Panels are believed to be more accurate for measuring purchasing behavior. b. Panel data is nonrepresentative and/or nonrandom. c. Panels often record behavioral data as it occurs, placing less reliance on memory. d. None of these are disadvantages of using panel data.

b. Panel data is nonrepresentative and/or nonrandom.

Companies that wish to gain insights through big data analysis are likely to face which challenges? a. The lack of structured and unstructured data b. The lack of employees with analytical skills to turn data into information c. The lack of technology and tools for big data analysis d. All of these are challenges companies will face.

b. The lack of employees with analytical skills to turn data into information

What type of analysis might a government health agency use to predict the symptoms and spread of an influenza outbreak? a. Association rule learning b. Time series analysis c. Neural network analysis d. Regression analysis

b. Time series analysis

How does the Nielsen company use the data it collects from people meters? a. To measure exposure to, and readership of, print media b. To estimate the size and nature of the audience for individual television programs c. To decide which television shows to cancel or renew d. To measure how many products are sold because of television advertising

b. To estimate the size and nature of the audience for individual television programs

What is the first of several important decisions to make when collecting data through observation? a. Whether to use a natural or contrived setting for observation b. Whether to use structured or unstructured observation c. Whether to use disguised or undisguised observation d. Whether to use human or mechanical observation

b. Whether to use structured or unstructured observation

Which category of data is often more accurate and objective than other categories of data? a. Motivation b. Intentions c. Behavioral d. Awareness/knowledge

c. Behavioral

Which type of research is ideal for gathering primary data to compare attitudes toward a brand of energy drink between different ethnic groups? a. Secondary research b. Causal research c. Descriptive research d. Exploratory research

c. Descriptive research

What means of measuring sales to consumer households would you use if data from retailers was NOT available? a. Data captured by scanners at the point of sale b. Geodemography c. Diary panel of a representative group of individuals d. Data captured by people meters

c. Diary panel of a representative group of individuals

What type of observation involves watching the actual activity? a. Indirect b. Remote c. Direct d. Discreet

c. Direct

Which method of mechanical observation could tell a researcher which section of a store shelf captured consumers' attention most frequently? a. Galvanic skin response b. Facial coding c. Eye camera d. Voice pitch analysis

c. Eye camera

Advantage(s) of using the observation method of collecting data include(s) which of the following? a. It is often faster than communication methods. b. It is more versatile than communication methods. c. It does not depend on a respondent's memory. d. All of these advantages of using observation to collect data.

c. It does not depend on a respondent's memory.

Which method of observation is ideal if concerns exist about interference from outside influences while making the observations? a. Undisguised b. Disguised c. Laboratory setting d. Natural setting

c. Laboratory setting

Which of the following statements about "big data" is NOT true? a. Mistakes in data can breed mistakes in the information derived from analyzing data. b. Finding which combinations of data are most valuable is challenging. c. The sources of big data are highly invariable. d. Determining how to combine the variety of data types is challenging.

c. The sources of big data are highly invariable.

Which method of observation should be avoided if concerns exist about people behaving differently under observation? a. Unstructured b. Natural setting c. Undisguised d. Mechanical

c. Undisguised

Which broad type of data represents the greater challenge for integration and analysis as part of big data analysis? a. Structured b. Restructured c. Unstructured d. All types are equally challenging to integrate and analyze.

c. Unstructured

Which of the following are advantages of using higher levels of structure in an observational study? a. Reduced potential for bias b. Increased reliability of observations c. Simplified and less costly coding and analysis of data d. All of these are advantages of higher levels of structure in an observational study.

d. All of these are advantages of higher levels of structure in an observational study.

Which of the following are potential sources of unstructured data? a. Product reviews found on Amazon.com b. Instagram photos c. Text messages d. All of these are potential sources of unstructured data.

d. All of these are potential sources of unstructured data.

To establish causality, what condition(s) must be met? a. There must be consistent variation between the cause and the effect. b. The time order of the cause and effect must be correct. c. Other explanations must be eliminated. d. All of these conditions must be met to establish causality.

d. All of these conditions must be met to establish causality.

What factors drive the success of descriptive research studies? a. They may require exploratory research to clarify the problem and develop hypotheses. b. They must be guided by one or more specific research problems. c. They must have a clear specification of the who, what, when, where, why, and how of the research. d. All of these factors are conditions for successful descriptive research.

d. All of these factors are conditions for successful descriptive research.

Which statement or statements about single-source data are true? a. Marketing researchers have tried for decades to create systems that tie customer data together. b. Much of the single-source data in industry is tightly controlled by retailers. c. It isn't possible to have single-source data that is complete about every customer. d. All of these statements about single-source data are true.

d. All of these statements about single-source data are true.

What is true about market testing (or test marketing, as it is often called)? a. It involves the use of a controlled experiment. b. It is done in a limited, carefully selected section of the marketplace. c. It is often used to predict the sales or profit outcomes of a proposed marketing action. d. All of these statements are true.

d. All of these statements are true.

Which test of memory is useful for measuring awareness of an advertisement? a. Unaided recall b. Aided recall c. Recognition d. All of these tests are useful for measuring awareness of an advertisement.

d. All of these tests are useful for measuring awareness of an advertisement.

Why might omni-channel transactional data analysis be important to a retailer? a. Because it provides Voice of the Customer (VOC) data b. Because it lets you set up "geofences" to reach customers by location c. Because it lets you identify customers' paths to eventual purchase points d. All of the above are true.

d. Because it lets you identify customers' paths to eventual purchase points

When a company needs precise answers about the effects of various proposed marketing actions on important outcomes, what type of research should be used? a. Descriptive research b. Secondary research c. Exploratory research d. Causal research

d. Causal research

To gauge the effectiveness of a single advertising campaign that appears simultaneously across a wide spectrum of media, a marketing researcher would use what type of services? a. Mixed-platform b. Full-platform c. Multi-platform d. Cross-platform

d. Cross-platform

Which of the following research examples does NOT fit the definition of descriptive research? a. Developing a profile of the average customer b. Estimating the proportion of people within the vicinity of a store who will shop there c. Predicting the level of sales of a brand in future months or years d. Determining which of several sales promotions was the most effective

d. Determining which of several sales promotions was the most effective

In which observation method are the people being observed unaware that they are being observed? a. Mechanical b. Contrived setting c. Unstructured d. Disguised

d. Disguised

What method does a researcher use to work toward establishing possible causal relationships? a. Depth interviews b. Projective methods c. Geodemography d. Experiments

d. Experimetns

Which of the following statements about lab or field experiments is true? a. Only lab experiments involve dependent and independent variables. b. Field experiments involve creating situations with desired conditions. c. Lab experiments have relatively low degrees of internal validity. d. Field experiments involve real consumers.

d. Field experiments involve real consumers.

What research approach might a business use to determine where to locate a new franchise that is close to an existing set of customers? a. Geospatial b. Geofencing c. Geotargeting d. Geodemography

d. Geodemography

What can be measured using observation? a. Behavior b. Motivation c. Awareness d. Attitudes

a. Behavior

What descriptive analysis technique might a retailer use to analyze millions of transactions to understand the relationship between things in the shopping carts (market baskets) of consumers? a. Data mining b. Regression analysis c. Monte Carlo simulation d. None of these techniques are appropriate for market basket analysis.

a. Data mining

All of the following are categories of data that marketing researchers typically collect except for which one? a. Fears b. Attitudes c. Intentions d. Behavior

a. Fears

What use of standardized marketing information, such as the Dun and Bradstreet global commercial database, would enable isolating potential new customers with specific characteristics? a. Measuring advertising exposure or effectiveness b. Forecasting product adoption c. Measuring product sales and market share d. Profiling customers

d. Profiling customers

Which type of data, when analyzed, is useful for identifying "super-influencers" who can make or break a product, brand, or service? a. Omni-channel transaction data b. Mobile data c. Structured data d. Social data

d. Social data

What type of test market should a firm choose if it desires to test a new product by selling it through normal distribution channels? a. Controlled b. Simulated c. Virtual d. Standard

d. Standard

Which dimension of "big data" refers to the pace of data flow both into and out of a firm? a. Variety b. Volume c. Validity d. Velocity

d. Velocity