Marketing Research Multiple Choice

At which stage of the research process is the Iceberg principle generally applicable? A. Determination of the research problem B. Selection of the appropriate research design C. Execution of the research design D. Communication of the research results E. Interpretation of data to create knowledge

A. Determination of the research problem

Which of the following helps generate insights that will help define the problem situation confronting the researcher? A. Exploratory research B. Descriptive research C. Causal research D. Assessment research E. Pilot research

A. Exploratory research

What type of a scale asks the respondent to state his/her agreement or disagreement with a series of statements about a specific brand in terms of a five-point scale ranging from strongly agree to strongly disagree?

A. Likert scale

Alex is an accomplished quantitative researcher. At one point, he discovered that he was simultaneously working on four different projects whereas his colleague who specialized in qualitative research was working on only one project. What seems most likely to be the objective of the study that Alex's friend was working on? A. To uncover deep underlying motives behind people's buying behaviors. B. To make accurate predictions about relationships between market forces and purchase behavior. C. To validate the relationship between advertising expenses and sales volume. D. To make generalizable observations about a target population's buying behavior. E. To test a hypothesis linking coupon value to brand preference.

A. To uncover deep underlying motives behind people's buying behaviors.

Which of the following questions most closely demonstrates an example of a leading question? A. "Do you smoke cigarettes? If not, proceed to the last section of this survey." B. "Should the government impose an additional tax on liquor and deprive people (who drink responsibly) the chance of enjoying an alcoholic beverage?" C. "What is your annual income? Please check one option below." D. "State, in years and months, your age."

B. "Should the government impose an additional tax on liquor and deprive people (who drink responsibly) the chance of enjoying an alcoholic beverage?"

A retailer is interested in studying the effect of in-store promotions on the amount of money people spend during a store visit. Which of the following will NOT be considered an extraneous variable for this study? A. The mood of the shoppers as they enter the store. B. The average amount of money spent by shoppers in the store. C. The number of kids under the age of two that accompany an adult shopper. D. The day of the week/month when the study is conducted. E. The air temperature outside the store.

B. The average amount of money spent by shoppers in the store.

When coding unstructured questions, the category codes should be _______________ and ______________.

B. collectively exhaustive; mutually exclusive

One-way tabulation (frequency distribution) can do all of the following, EXCEPT: A. determine the amount of non-response to individual questions in a questionnaire. B. tabulate responses to one question against those to another question. C. locate mistakes in data entry. D. detect outliers. E. construct one-way frequency tables.

B. tabulate responses to one question against those to another question.

Open-ended questions that respondents answer in their own words are called what?

B. unstructured questions

Which of the following statements about questionnaire design is incorrect? A. In the introduction section, one should include a general description of the study. B. One should ask the easy questions first before going to more specific questions. C. In a given section of the questionnaire, one should mix and match different measurement formats to keep the respondent's interest. D. Personal questions should be asked at the end of the survey. E. One should end the survey with a thank you statement.

C. In a given section of the questionnaire, one should mix and match different measurement formats to keep the respondent's interest.

In which of the following scenarios would you most strongly recommend using quantitative research? A. When the objective is to identify new ideas and thoughts for a product. B. When the objective is to understand hidden underlying psychological processes. C. When the objective is to validate and estimate strength of a relationship. D. When you have access to small samples.

C. When the objective is to validate and estimate strength of a relationship.

Rank-order rating scales: A. use a scale point format that allows the respondents to express some type of post-decision or behavior evaluative judgment about an object. B. are easy to use in traditional or computer-assisted telephone interviews, and are especially effective if the number of items being asked is more than six or seven. C. incorporate a scale point format that allows a respondent to compare their responses to each other by indicating their first preference, then their second preference, and so forth until all the desired responses are placed in some type of rank order either "highest to lowest" or "lowest to highest". D. require the respondents to allocate a given number of points among several attributes or features based on their importance to the individual.

C. incorporate a scale point format that allows a respondent to compare their responses to each other by indicating their first preference, then their second preference, and so forth until all the desired responses are placed in some type of rank order either "highest to lowest" or "lowest to highest".

According to the Iceberg principle:

C. mostly, managers are aware of just a small portion of the true problem; this small portion is generally the visible symptoms of the bigger underlying problem.

The best way to handle missing data is:

C. to leave the data space blank for missing data.

A researcher decides to assign a value of 1 if the respondent is male and a value of 2 if the respondent is a female. By assigning numbers to different genders, the researcher is engaged in the process of:

Coding

The process of converting information from a form/questionnaire is referred to as data preparation (this process takes place after the surveys are returned from the field). This process follows a four-step approach. Which of the following is the second step in this process?

Coding

A researcher is interested in finding out people's perception of their prices relative to those at Target. Given this objective, the researcher should use a:

Comparative rating scale.

Which of the following describes the projective technique that requires the respondent to complete an incomplete stimulus situation, such as "A person who wears Levi's jeans is..."?

Completion technique

How are conclusions different from recommendations?

Conclusions are descriptive statements generalizing the results, whereas recommendations are applications for strategic or tactical actions.

The process of converting information from a form/questionnaire is referred to as data preparation. This process follows a four-step approach. Which one of the following is the last step in this process?

Data tabulation

Tazoo Inc. is known for its trendy and fashionable clothing accessories. In order to keep track of emerging trends and changing consumer preferences, Tazoo's marketing team, consisting of Anna, Bill, Cathy, Denver, and Eric, undertook marketing research surveys. Which of these is NOT part of the marketing research process? A. Cathy and Anna collected data from households with two or more kids in their locality. B. Bill designed a new method for data collection. C. Denver, the expert in statistical tools analyzed the data collected by Cathy and Anna. D. Eric, the team leader, implemented the actions based on the findings. E. Eric submitted the findings of the survey in the form of a written report to the management.

D. Eric, the team leader, implemented the actions based on the findings.

A marketing researcher is interested in examining the cause and effect relationship between advertising and sales increase. Which of the following is the most appropriate to address this research objective? A. Personal interview B. Focus group C. Internet survey D. Experiment E. Telephone survey

D. Experiment

If a researcher is looking for action statements that will help solve the problem at hand, which part of the research report should she look at?

D. Recommendations

Your survey contains several questions about healthy eating habits. Where should this lifestyle information be positioned in your survey?

D. before the demographics questions

On a survey, a customer comes across the following question: In a typical week, how often do you drink soda? (__Never; __Occasionally; __ Sometimes; __ Often; __ Regularly). This question is most likely an example of a(n):

D. question that uses ambiguous words.

A manager is interested in studying if there is a relationship between the gender of the order-taker and how much money the order-takers spent on the food ordered. In an experimental setting, the researcher gathers data in store A for two consecutive days (Monday and Tuesday), between 12:00 and 1:00 PM. On day 1, the order-taker is a female and on day 2, the order-taker is a male. In this situation, the dependent variable is:

D. the total dollar amount of orders taken on each day.

All of the following statements regarding data analysis and findings are true, EXCEPT: A. results must be logically arranged to correspond with each research objective or research question listed in the report. B. the researcher must summarize and present the analysis in a way that makes them easy to understand for nonspecialists. C. findings should always include a detailed presentation with supporting tables, figures, and graphs. D. when reporting results, writers should claim the results are "obvious," or "self-evident."

D. when reporting results, writers should claim the results are "obvious," or "self-evident.

Which of the following is a disadvantage of using social media monitoring as a research tool? A. It is still costly (a few thousands of dollars a month to monitor just a few well-chosen keywords) B. Many techniques of analyzing textual data are unproven, so the accuracy of information is unknown C. The sample of people interacting about the brand may not be representative of consumers' reactions in the target market. D.All of the above

D.All of the above

Quantitative research methods are characterized by what?

E. descriptive and casual designs.

A manufacturing firm in the Beverages sector wants data pertaining to its nutritious drink, Health-O. A relevant market analysis study would involve all of the following, EXCEPT: A. talking to dieticians and experts in the field of nutrition. B. analyzing information available on national databases. C. looking for "tweets" or "threads" in websites relating to health drinks and dieting, and analyzing them. D. taking a survey on the 'Significance of Health drinks in daily diet'. E. looking for information in an investor's business daily magazine.

E. looking for information in an investor's business daily magazine.

Suzanne is well-trained as a qualitative researcher. The area in which she is likely to be well trained is: A. construct development. B. hypothesis testing. C. questionnaire design. D. statistical data analysis. E. use of projective techniques.

E. use of projective techniques.

Jane is waiting for a research report to prepare for her 3:00 PM meeting. Instead of receiving the report that morning at 10:00 AM, she gets it 15 minutes before the start of the meeting. Given this short time, Jane can afford to read only one section of the report. Which of the following sections should she read to benefit the most from the report?

Executive summary

18. A question that gives the respondent a clue as to what the answer should be is called a(n) ______________.

Leading question

On a survey, a student comes across a question that asks, "To what extent did you find marketing and accounting courses useful?" What is wrong with this question?

Its double barreled.

When a market researcher has reported data, statistics, and information that are not consistent with the studies objectives, the researcher has fallen victim to which of the following problem areas?

Lack of relevance

What type of a scale asks the respondent to state his/her agreement or disagreement with a series of statements about a specific brand in terms of a five-point scale ranging from strongly agree to strongly disagree?

Likert scale

In situations where the respondents are expected to have no opinion, the accuracy of data may be improved by a(n) _________________.

Non-forced scale

A person is asked if he has traveled abroad in the last six months. He replies that he has not. The interviewer thanks him and decides not to include him in her sample. The question that she used to decide to not include him in the sample was most likely a(n)

Screening Question

What does a pie chart show?

Shows the relative proportion as a percent of the total proportion of the pie associated with the value of a specific variable.

"Do you live in a rented apartment? If not, please ignore question 10 and proceed." This is an example of a:

Skip question

While filling out a survey, a respondent comes across a question that asks for respondent's annual income. There are five answer options and each option includes a range (e.g., $20,000 to $40,000). What is this question format called?

Structured Question

A researcher prepares a two page questionnaire. On each page, there are questions related to the amount of beverages consumed by the respondent in a given week. Given below are the units of measurement used on pages 1 and 2 respectively. Which of the following combinations is recommended as appropriate for use in a questionnaire?

What ever the same is. the answer is liters, liters in this example

In a research study about retailers, Stephanie presented participants with several words, such as parking, shopping, location, quality, price, and asked them to respond to each with the first word that comes to mind. Stephanie used which type of projective technique?

Word association