Market Research Exam Chapters: 5,6 & 8

The observation and analysis of trends in industry volume and brand share over time is called:

Market tracking

PRIZM by Claritas Corporation is an example of a:

Single-source database

What is a disadvantage of secondary data?

User has no control over their reliability and validity

When the respondent is presented with "People who watch football on television are _______?" and asked to fill in the blank, this is an example of a:

sentence completion test

A researcher who is interested in new car sales but who discovers that the secondary data are in the form of statistics that include both car and light truck sales (combined) has discovered that the data fail to meet which criterion?

Are the data in the correct unit of measurement

Systems that allow consumer panelists to preform their own scanning after taking home products, using handheld wands that read UPC systems are known as:

At-home scanning systems

Which of the following represents the percentage of people who are exposed to an internet advertisement who actually click on the corresponding hyperlink which takes them to a company's Web site?

Click-through rate (CTR)

Buying new-car purchase data by zip code from the Polk Company is an example of which type of secondary data?

Commercial source

Which of the following obtains data by observing and analyzing the contents of advertisements, newspaper articles, television programs, Web sites and the like?

Content analysis

Hank is a researcher who is discussing football fan behavior with a respondent. His approach is almost completely unstructured, and he enters into a discussion with few expectations. What he wants is for a respondent to tell him about his or her experience as a football fan. Hank will then try to derive meaning front he resulting dialog. Which qualitative research technique is Hank using?

Depth Interview

When a manager of a shopping mall records the counties listed on the license plates on cars parked at the mall in order to determine where the shoppers come from, this is an example of:

Direct observation

When a marketing manager reads publications like The wall Street Journal and Business Week to try to determine changes in consumer behavior, this is a form of:

Environmental scanning

The observation study that convinced Campbell's soup to advertise in Saturday Evening pOst was conducted by:

Examining the garbage from the rich people's homes and the garbage from the blue collar neighborhoods

Purchasing data from a company such as NPD Group, Inc. on consumption of frozen pizza in the U.S. is an example of which objective for secondary data analysis?

Fact-finding

Betsy and six other women are participating in a research study that is an unstructured, free-flowing interview. The researcher asked the group their feelings about hair care products in general and asked them to discuss them freely. betsy is participating in a(n):

Focus Group Interview

All of the following are producers of external secondary data except: libraries, trade associations, government, or media?

Libraries

Supposedly, you have been asked to create an inventory of the food brands and package sizes in a consumer's home. This is likely to be an example of:

Obervation of physical objects

Observing a person's television viewing habits is an example of which type of observation?

Physical actions

Having observers record the brand names of items found in a kitchen pantry of a consumer panel is an example of what type of observation?

Physical objects

In a focus group, discussion, when the comments of one member triggers a steam of comments from the other participants, this is called:

Piggyback

Which type of data are NOT characterized by number and instead are textual, visual or oral?

Qualitative Data

Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called:

Quantitative Marketing Research

Usually, the sample in qualitative research are:

Small

Researcher-dependent results are:

Subjective

Which is not an example of internal secondary data: sales invoices, the internet, inventory levels, or back orders?

The internet

Observing the comments made by travelers waiting in a check-in line at the American Airlines ticket counter in Chicago is an example of what type of observation?

Verbal behavior

Obtaining secondary data is typically ____ and ____ expensive than obtaining primary data.

faster; less

Good characteristics for a group moderator include:

good listener, ability to make people feel comfortable, ability to control the discussion with out being overbearing

The data collection approach for qualitative research:

is unstructured, free-form