Marketing Research Exam 1

T or F: Marketing research is restricted to the promotion aspect of the marketing mix

False

T or F: Secondary data can be bought and sold like other products

True

All of the following are qualitative research orientations except... a. regression analysis b. case studies c. phenomenology d. grounded theory

a. regression analysis

When a research study is not conducted according to the plan in the proposal for the research study, what kind of error has occurred? a. systematic error b. respondent error c. implementation error d. random sampling error

a. systematic error

A professional interviewer holds a 90-minute discussion with one member of the target market to find out why that respondent purchases a particular brand of clothing. This is an example of a ____. a. focus interview b. depth interview c. concept test d. hermeneutic analysis

b. depth interview

The two types of marketing research based on specificity of purpose are... a. quantitative and secondary b. cross-sectional and qualitative c. basic and applied d. scientific and non-scientific

c. basic and applied

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 these freely. Betsy is participating in a... a. grounded research study b. case study c. depth interview d. focus group interview

d. focus group interview

T or F: Research is the process of developing and selecting from alternative ways of resolving a problem or choosing from alternative opportunities.

False

A formal logical explanation of some events that includes descriptions of how things relate to one another is called a(n)... a. theory b. empirical study c. causal statement d. hypothesis

a. theory

Suppose a major department store conducts research to determine which products it should offer to customers over the internet. This store is involved in which type of research? a. distribution research b. promotion research c. pricing research d. product research

a. distribution research

Experimental results that show that consumers purchased more when a store had bright blue lights than they did when the store had bright orange lights. However, when the lighting was low, there was no difference between blue and orange lights. This illustrates a(n) ____. a. interaction b. confound c. filter d. main effect

a. interaction

An indirect method of questioning in which a research participant ascribes his or her feelings and beliefs to a third party is called a(n) ____. a. projective technique b. experiential survey c. laddering interview d. case study

a. projective technique

Obtaining secondary data is typically ___ and ___ expensive than obtaining primary data. a. slower; more b. faster; less c. faster; more d. slower; less

b. faster; less

All of the following are examples of internal secondary data except... a. U.S. Census data b. inventory levels c. back orders d. sales invoices

a. U.S. Census data

Demand characteristics can be reduced in a number of ways. Which strategy below is NOT one of these? a. administer multiple experimental treatment levels to each subject b. use a blind experimental administrator c. use an experimental disguise d. isolate experimental subjects

a. administer multiple experimental treatment levels to each subject

The group receiving the treatment being studied is called the... a. control group b. unit of analysis c. experimental group d. primary group

c. experimental group

Research projects involving experimental manipulations that are implemented in a natural environment are called... a. laboratory experiments b. primary experiments c. field experiments d. secondary experiments

c. field experiments

All of the following are experimental design elements except for the... a. selection and assignment of subjects to treatments b. control over extraneous variables c. manipulation of the dependent variable d. manipulation of the independent variable

c. manipulation of the dependent variable

John was called by a market researcher and asked a few questions about his television viewing habits. The researcher then asked him to go to a Web site to complete a more comprehensive survey. This type of study that employs a combination of survey methods is called a ____. a. multi-media survey b. two stage survey c. mixed mode survey d. pre and posttest

c. mixed-mode survey

Managers at Procter & Gamble view marketing research at a strategic planning level. Therefore, the company conducts numerous related studies that come together to help in their product planning decisions. This is referred to as a... a. research integration b. research project c. research program d. research philosophy

c. research program

Which step comes last in developing a marketing strategy? a. selecting target markets b. planning and implementing a marketing mix c. identifying and evaluating market opportunities d. analyzing firm performance

d. analyzing firm performance

A trial run of a survey with a group of respondents who are representative of the target group for the survey is called a... a. dry run b. drop-off method c. callback d. pretest

d. pretest

All of the following are a type of product research except... a. product testing b. brand-name evaluation c. concept testing d. pricing analysis

d. pricing analysis

A researcher who is interested in new car sales discovers that the secondary data are in the form of statistics that include both car and light truck sales combined. What criterion have the data failed to meet? a. the data should be supplied by a reputable source b. the data should show evidence of reliability and validity c. the data should apply to the time period of interest d. the data should be in the correct unit of measurement

d. the data should be in the correct unit of measurement

Schwinn studies its most successful retailer in depth in order to determine some better ideas for displaying bicycles in its retail stores. As such, the company is engaging in... a. causal research b. a test market c. a case study d. an experiment

c. a case study

Which type of bias occurs when a respondent wishes to create a favorable impression or save face in the presence of an interviewer? a. random sampling bias b. administrative bias c. social desirability bias d. interviewer cheating

c. social desirability bias

Companies such as Kraft and Procter & Gamble conduct research to clarify ambiguous situations or discover ideas that may be potential business opportunities. What type of marketing research is this? a. inferential b. causal c. descriptive d. exploratory

d. exploratory

What type of research is being conducted to answer the question: "Would this target market be interested in this type of new product?" a. descriptive research b. situation analysis research c. causal research d. exploratory research

d. exploratory research

Tracking monthly sales trends over the past year is best described as an example of... a. environmental scanning b. database marketing c. model building d. fact finding

d. fact finding