Marketing Research Quiz 1,3-6
for a 95% confidence level, z=
1.96
in the confidence interval formula for sample size, q=
100%-p
which of the following is a type of research design?
A, B, and C (casual, exploratory, descriptive).
A question that lists several responses (i.e. style, price, comfort, fit, construction, etc.) and asks the respondent to "check all that apply" appears to be a multiple-choice category question, but it is actually:
a dual-choice question
"how many times have you visited the library in the last month?" is an example of
a natural metric response format
what is the difference between the "problem" and the "research objective" in marketing research?
a problem is a situation that calls for managers to make a choice among alternatives; research objective totally dependent on the research budget.
to help managers properly define the problem, the researcher may conduct their own investigation to develop alternative problem definitions. this additional investigation may take the form of what is called:
a situation analysis.
"rate your satisfaction level on a scale from 1 to 10" is an example of:
a synthetic metric format
A scale on which all of the scale descriptors (i.e. "poor," "fair," "good") are assigned artificial numbers is called:
a synthetic metric format
if a researcher uses a(n) _____ questions format, there is a response probe in the forma of a follow-up question instructing the interviewer to ask for additional information
aided opern-ended
according to the "do's" of question wording, a question should be:
all of the above
which of the following is true regarding secondary data?
all of the above are true.
which of the following deals with the role of MIS?
all of the above.
which of the following is a potential use of test marketing?
all of the above.
which of the following would be a questions that we would try to answer with descriptive research?
all of the above.
which of the following would be considered to be qualitative research studies?
all of the above.
which of the following is true of "symptoms" as discussed in chapter 3 of your text?
all the above
which of the following should you look for in evaluating a study that is secondary data?
all the above.
a syndicated service data firm collects data in a standard format and makes it available to:
all who subscribe to the data.
the key reason that the marketing concept has been recognized as the "right philosophy" is that it:
always puts the customer first.
marketing research refers to________.
applying marketing research to a specific geographical marketing area.
establishing the need for marketing research:
arises when managers must make decisions and they have inadequate information.
a synthetic metric format uses:
artificial numbers to measure properties
a(n) _______ occurs when a respondent teaches a certain point, and then decided not to answer any more questions for the survey
break-off
which of the following formats provides response options to questions on the questionnaire?
categorical response format
a _________ is defined as an accounting of everyone in the population
census
One form of probability sampling is known as ________ sampling, in which the population is divided into subgroups, each of which may represent the entire population.
cluster
what does the phrase "hearing the voice of the consumer" mean?
companies have the information they need to effectively satisfy wants and needs in the marketplace.
to summarize findings for metric measures the researcher should:
compute an average such as a mean
which of the following is NOT one of the subsystems of the marketing information system?
consumer information support system.
which type of panel asks members the same questions on each panel measurement?
continuous panels
______ refers to the creation of a computer file that holds the raw data taken from all of the acceptable completed questionnaires
data entry
which of the following formats has only two response options?
dual-choice format
what does the p stand for in the confidence interval formula for sample size?
estimated percentage of the population
what type of research is instructed and informal?
exploratory
which of the following is most commonly unstructured, informal research that is undertaken to gain background information about the general nature of the research problem?
exploratory research.
the various types of research design include:
exploratory, descriptive, causal.
if the research objective helps to determine terms and concepts, it is likely that the most appropriate research design would be:
exploratory.
because knowledge is worthy just for the sake of knowledge, its okay for managers to conduct marketing research just "to know something."
false.
because marketing research studies are continuous they cannot be referred to as "projects"
false.
primary data refers to information that has already been collected.
false.
researchers can perform statistically analyses on qualitative data.
false.
secondary data, as implied by its name, should always be sought second.
false.
the marketing research proposal serves one main function: it states the problem.
false.
when everyone saw the music industry facing a terrible decline due to pirating of songs on the internet, apple saw an opportunity for iTunes. this example illustrates which use of marketing research?
identify market opportunities and problems.
_______ are offers to do something for the respondents in order to ________ the probability that the respondents will participate in the survey
incentive; increase
in an experiment, which type of variable does a researcher have control over and wish to manipulate?
independent variables.
secondary data refers to:
information collected for a purpose other than the study's original purpose.
differences between the current information state and the desired information state are known as:
information gaps.
which of the following is NOT true of a good research objective?
it should word questions used to gather the information in the researchers' frame of reference.
the ____ format asks respondents to indicate their degree of agreement or disagreement with a statement
likert scale
"Should people be allowed to protect themselves from harm by using mace as self-defense?" is an example of a(n) ________ question.
loaded
a panel of respondents is often used in which type of study?
longitudinal.
an experiment is defines as:
manipulating an independent variable to see how it affects a dependent variable, while also controlling for the effects of additional extraneous variables.
which of the following marketing information subsystems gathers information about events and happenings "outside" the firm?
marketing intelligence.
which of the following is the best definition for marketing?
marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
complete the following sentence with the answer that most completely answers the question. typical fields in a customer database include _________.
name, address, email address, products purchased and dates of purchase.
which sampling method is not based on fairness, equity or equal chance?
non-probability sampling
errors that pertain to anything in the research process except sample size are known as:
non-sampling errors
what are the basic question-response formats
open-ended, categorical and metric
the _________ is the entire group under study as specified by a research project
population
which type of data refers to information that is developed or gathered by the researcher specifically for the research project at hand?
primary data.
there are two major types of sample plans:
probability, non-probability
which of the following is NOT an advantage of a focus group?
produce quantifiable results suitable for statistical testing.
a(n) _______ is the vehicle used to pose questions that the researcher wants respondents to answer.
questionnaire
a(n) ______ is a set of advance decisions that makes up the master plan specifying the methods and procedures for collecting and analyzing the needed information.
research design.
the relationship between sample size and sample accuracy is that as sample size increases:
sample error decreases
the process of search for and interpreting existing information relevant to the research problem can be described as:
secondary data analysis.
which type of data refers to data that have been gathered by someone other than the researcher and/or for some other purpose than the research project at hand?
secondary data.
a _______ question is one whose answer affects which question will be asked next.
skip
which scale typically has numbers that range from a minute end (-3) to corresponding plus end (+3) and includes a 0 midpoint?
stapel scale
what is question bias?
the ability of a question's wording or format to influence respondents' answers
"metric" means"
the answer to a question is a number that expresses some quantity of the property being measured
which of the following is not true of secondary data, or information?
the are difficult to find because you must first petition the researcher to get the data.
which of the following formats provides more than two possible choices?
the multiple-choice category format
which of the following is the best definition of marketing research? marketing research is:
the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.
The question ""If you were looking for an automobile that would be used by the head of your household who is primarily responsible for driving your children to and from school, music lessons, and friends' houses, how much would you and your spouse discuss the safety features of one of the cars you took for a test drive?" violates which of the following "Do's" of question wording?
the question should be a grammatically simple sentence if possible
which of the following is the order in which research designs should be carried out?
there is no step-by-step fashion for which order to use research designs.
which of the following is true of longitudinal studies?
they repeatedly measure the same sample units of a population over a period of time.
when defining the problem it is important:
to define all possible causes.
what is the general purpose of projective techniques?
to explore hidden consumer motives for buying goods and services, by asking respondents to project themselves into a situation.
"now, I would like to ask you a few questions about your family's television viewing habits" is an example of a ________ statement.
transition
"making the sale" is not the end of marketing if marketers want repeat buying and positive word-of-mouth promotion of their products and services.
true.
a database refers to a collection of data and information describing items of interest and each unit of information in a database is called a record.
true.
causal research designs are called experiments.
true.
descriptive research designs describe something (or phenomena) about the population.
true.
exploratory research is often undertaken to help clearly define a problem
true.
most research project do not follow an orderly, sequential process.
true.
research objectives, when achieved, provide the information necessary to choose between decision alternatives.
true.
researchers can tabulate quantitative data.
true.
the purpose of marketing research is to link the consumer to the marketer by providing information that can be used in. making marketing decisions.
true.
when costs of doing research outweigh the value of the information generated by the research, research should not be performed.
true.
when information is not available, the researcher should consider conducting marketing research.
true.
if a researcher wanted the respondent to simply answer a question with no additional information, he or she would like use a(an):
unaided open-ended format
a confused or distracted respondent is an example of:
unintentional respondent error
which of the following should a researcher do to summarize finings for categorical measures?
use a percentage distribution (sometimes called a frequency distribution)
the yea-sayer has a persistent tendency to respond in the affirmative regardless of the question, and yea-saying implies that the responses are not ________..
valid
what are the two goals of scale development?
validity and reliability
in the sample size formula for a mean, the s stands for
variability
which of the following best describes research objectives?
when achieved, they provide the necessary information to solve the problem at hand.
