Exam 1

Name on disadvantage of in depth interviews

1. Expensive 2. Time consuming

Name one problem with secondary data

1. They may be dated 2. They may be irrelevant 3. The methods in the study were not used correctly 4. Bias due to the original researcher's purpose 5. the findings do not align with similar findings from other sources

Name an advantage of in depth interviews

1. ability to probe on interesting insights 2. ability to discuss sensitive topics in a private setting (as opposed to focus groups) 3. the interviewer can delve deep into a topic 4. They allow more candid discussion on the part of the interviewee. 5. They eliminate the negatives that group influences have in a focus group.

What are the stages of the research process in order?

1.Problem Formulation 2.Determine Research Design 3.Design Data-Collection: Method and Forms 4. Sampling and Data Collection 5. Analyze and Interpret Data 6. Prepare and Present the Research Report

What is a causal research design useful for?

A causal research design, as the name implies, is useful for demonstrating cause-and-effect relationships

All of the following help explain why experiments help provide evidence for cause and effect relationships except... A. Experiments provide concomitant variation B. Experiments can demonstrate the time sequences of variables C. Experiments identify one independent variable as the sole cause of the effect D. Experiments can rule out extraneous variables

C.

The university boxing club is hosting a national tournament here on campus. They will post different flyers in various buildings and investigate which flyer generated the most spectator attendance. This is an example of ________ research.

Causal. Here we are interested in what flyer CAUSED the most attendance, so to speak. When considering if a research problem is fitting for causal research, think if you could ask a question begining with "Why" since you will answer the question with "because". In this case, we can ask, why did spectators attend the event? We can answer, "because of x,y, and z flyers."

The major kind of evidence regarding causality that can be supplied through a descriptive research design is.. A. elimination of other possible causal factors B. Concomitant variation C.Time order sequence D.Demonstrating a relationship exists in natural settings

Concomitant variation. You may think of this as correlation. Descriptive studies can indeed prove evidence of concomitant variation (they CANNOT provide evidence of time order sequence or rule out extraneous variables)

Descriptive studies can be classified as: A. profile and prediction B. independent and dependent C. Cross-sectional and longitudinal D. pre-experimental and true experimental

Descriptive studies can be classified as cross- sectional (single point in time) and longitudinal (long-term studies)

Which research design is best suited to address the question "Are business students more sociable than engineering students?"

Descriptive. Here we are simply trying to establish a relationship between sociability and college major. We are not concerned with a causal direction about what came first and caused some subsequent effect.

Which research design is useful for determining where something usually occurs?

Descriptive. Here, one key word is "usually" relevant to frequency. Exploratory research may unveil where something occurs, but descriptive research will help illuminate where something typically occurs (consumer search, purchase, etc.)

What research design is useful to answer the general question "what's going on here?"

Exploratory, With descriptive or causal, you as the research should have a general idea of the phenomenon already

True or False: Marketing research is not useful for service providers, such as banks

False

True or False: Experiments have greater ability to supply evidence for causality because they generally take longer to complete than descriptive studies

False, Length of a study is not relevant to causality

True or False: The main characteristic of field experiments is that they deal with real consumers

False, all studies deal with real consumers, but the main characteristic of field experiments is that they deal with these consumers in realistic, natural settings

True or False: A research design should be strictly limited to either exploratory, descriptive, or causal

False, research designs may include more than one type of study

True or False: A decision problem is primarily concerned with what information is needed

False. A decision problem involves what needs to be done

True or False: Experimental designs can only provide evidence of concomitant variation

False. Experimental designs can provide evidence of concomitant variation, time order sequence, and rule out extraneous variables.

True or False: Exploratory research is usually sufficient for a marketing manager to make a marketplace decision

False. Exploratory research is insufficient to make an informed marketplace decision.

True or False: Each description problem corresponds with exactly one research problem

False. One decision problem may relate to multiple research problems. Remember, the decision problem involves what needs to be done, and the research problem involves what information is needed to address the decision problem and how this information will be obtained.

True or False: Researchers should begin with primary data and then proceed to collecting secondary data

False. Researchers should being with secondary data because it is exploratory, cheap and quick

If lab experiments are conducted in controlled settings, then field experiments are conducted in _____ settings

Field experiments are conducted in natural settings

Field experiments have more _____ validity, and lab experiments have more _____ validity.

Field experiments have more external validity and lab experiments have more internal validity

Define Marketing

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

What are the Ps in the Marketing Mix?

Price, Place, Production, Promotion, ?People?

In order to reasonably claim that X is the cause of Y, you must provide evidence of concomitant variation, time order sequence, and __________. A. a good research design B. internal and external validity C. Ruling out extraneous variables D. a large sample

Providing evidence of concomitant variation, time order sequence, and ruling out extraneous variables all serve to reasonably claim that X is a cause of Y. All three serve to establish internal validity.

For which of the following projects would secondary data be most useful? A. Reebok wants to determine if athletes will prefer a new type of knee pad B. Sprint wants to know how customers feel about reception in campus buildings C. Chick Fil A wants to determine market potential for Urbana-Champaign D. Zara wants to know if their consumers are willing to pay more for products manufactured with recycle materials

Secondary data would be most useful for Chick Fil A if they want to determine market potential for Urbana-Champaign. The other described studies can be investigated using descriptive research designs.

Name on projective technique

Some projective techniques are word association and sentence completion

What are the four basic considerations for collecting primary data? A. awareness, attitudes, intentions, behaviors B. cost, quality, versatility, speed C.Purpose, disguise, process, cost D. Structure, sample, setting, administration

The four basic considerations for collecting primary data are cost, quality, versatility, and speed

Several years ago, Walgreens found that decreasing shelf space actually increased sales per square feet. Though all they did was decrease the height of the shelves, they attribute this sales increase to enhanced signage effectiveness an improving customers' ability to navigate the store. If this was an experiment, what would the dependent variable be? A. Sales per sq ft B. shelf space (shelf height) C. in-store signage

The independent variable here is shelf space (shelf height) since this is the variable being manipulated by Walgreens.

What is the key feature to ethnography?

The key feature to enthnography is PROLONGED observation

What is the major difference between primary and secondary data? A. Primary Data is cheaper B. Primary data takes longer to collect C. Secondary data is more specific to your problem D. Secondary data is collected by someone other than you

The major difference between primary and secondary data is that secondary data is collected by someone other than you.

When a researcher tries to ensure that the changes observed in the effect variable are reproducible in other situations, the researcher is attempting to enhance the experiment's _________________. A. convergent validity B. external validity C. construct validity D. internal validity

The researcher is attempting to enhance the experiment's EXTERNAL VALIDITY. Think "external" as in "outside" as in "beyond" the boundaries of the experiment itself

One week, the Brew Lab placed two stand alone signs on the corners of its block. The firm measures how many customers came in and compared it to weeks where no signs were placed. What kind of experiments is this?

This is an example of a field experiment since it is conducted in a natural setting and the firm manipulates an independent variables (street signage: signs vs no signs)

True or False: Two features of lab experiments that help rule out alternative explanations are randomization and the use of a control group

True

True or False: Panel data is particularly susceptible to selection bias

True, Panel data is particularly susceptible to self-selection bias specifically since these people opt in to be a part of the panel

True or False: Descriptive studies can provide evidence of concomitant variation

True. They cannot provide evidence of time order sequence or rule out extraneous variables.

Define Marketing Research

marketing research links people to the firm through information