Marketing research test 2 M/C 1-20

Katie opened a women's clothing store in 2012. She would like to forecast her sales for 2013, but because she does not have historical data (previous to 2012) she did some secondary data research. She found that the National Retail federation is forecasting retailers to see a 3.4% increase in 2013 sales over 2012. If Katie's sales in 2012 were $785,000, how much will her forecasted sales be in 2013?

$811,690

A typical objective for secondary- dada research design is _____.

ALL OF THE ABOVE (model building, fact-finding,database marketing)

____ is a qualitative research orientation that represents studying cultures by becoming highly immersed within that culture.

Ethnography

____ are the researcher's descriptions of what actually happens in the field and are the text from which meaning is extracted.

Field notes

This a term used for a particular approach to probing (in qualitative research) in which respondents are asked to compare differences between brands as the attribute, benefit, and value (or motivation) level.

Laddering

Owen is a research who studies human experiences based on the idea that it is inherently subjective and determined by the context in which people live. Which qualitative research orientation is Owen using?

Phenomenology

Asking respondents to explain exactly what certain phrases or terms mean is which dimension of probing?

clarification

Which type of qualitative approach is informal and almost completely unstructured in which the researcher engages a respondent in a discussion of the relevant subject matter?

conversation

Hank is a researcher who is discussing football fan behavior with his 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 from the resulting dialog. Which qualitative research technique is Hank using?

depth interview

When a marketing manager reads publication like The wall street journal and Bloomberg businessweek to try to determine changes in consumer behavior, this is a form of ____.

environmental scanning

Stephanie was asked to look at a picture of a woman sitting on a deserted beach and to describe what was happening in the picture. She was then asked to tell what might happen next. Stephanie was participating in a(n) _____.

thematic apperception test

all of the following are common reasons why secondary data do not adequately satisfy research needs EXCEPT ____.

too expensive

Which of the following is a disadvantage of secondary data?

user has no control over their reliability and validity.

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

piggy back

____ is an interview technique that tries to draw deeper and more elaborate explanations from a

probing

When a respondent is asked to project her feelings onto a third party (e.g. "your neighbor down the street"), this is called a(n) _____.

projective technique

which type of data are not characterized by number and instead are textual, visual, or oral?

qualitative data

Research that addresses marketing objectives through techniques allowing the researchers to provide elaborate interpretations of market phenomena without depending on numerical measurements is called ____.

qualitative research

Qualitative research is considered to be ___ because the researcher must extract meaning from unstructured responses.

researcher-dependent

researcher-dependent results are ____

subjective