MKT research exam 2

which of the following has advanced significantly and opened new, efficient ways for marketing researchers to collect data?

Computer and telecommunications technology

_____ Is NOT one of the important advantages associated with self-administered surveys

Enhanced monitoring ability

Which of the following does not characterize an advantage of panel companies?

Less costly than other sources

covert observational research

Listening in on a customer service call with a customer

The "man-on-the-street" interview is closest to which data collection mode?

Mall-intercept interview

because of technological advances and a general reluctance worldwide to take part in surveys, ____ have become a viable and popular means of data collection

Panel companies

which of the following recruits large numbers of potential respondents who agree to take part in surveys for compensation?

Panel companies

_____ are NOT among the four methods of data collection

Proxy-assisted surveys

Mental constructs

Researchers often desire to measure subjective properties, which cannot be directly observed because they are___ such as a persons attitude or intentions

Ordinally scaled

Respondent is asked to indicate his or her first second third and fourth choices of hotels, this is

_____ is NOT an advantage of computer-assisted surveys

Technical skill requirement

Quantitative

The purpose of ___ research is specific and is used when the manager and researcher have agreed on the precise info that is needed

demographic and buyer behavior

What characteristics of a focus group participant should be judged against the target market profile?

indirect

What type of observational research is a sales manager using when she examines records of sales calls to determine how frequently salespeople make cold calls?

Qualitative Research

Which of the following correctly describes collecting, analyzing, and interpreting data by observing what people do and say?

Quantitative Research

Which of the following describes research involving the administration of a set of structured questions with predetermined response options to a large number of respondents?

mixed methods research

Which of the following is also known as pluralistic or hybrid research?

Direct observational research

Which type of research did a Swiss chocolate maker use to study the behavior of "chocoholics?"

Mandatory versus voluntary

____ is NOT one of the four general ways of organizing observations

Question library

a feature of computer assisted questionnaire design software that provides "standard" questions on constructs that researchers often measure

_______ is an advantage of person-administered surveys

adaptability

Lifestyle inventory

alternatively known as psychographics

Display logic

asks questions that are appropriate based on the respondents prior answers

properties of constructs of interest

beginning with the research objectives, the researcher identifies the ____ and decides what type of measure to use for each one

____ uses numbers associated with question response options to facilitate data analysis after survey has been conducted

coding

NOT one of the functions a questionnaire fulfills

creates the basis for statistical significance

Incidence rate

describes the percentage of the population that possesses some characteristic necessary to be included in the research

ethnographic research is detailed,_______ of a group and its behavior, characteristics and culture

descriptive study

measurements

determination of a description or amount of some property of an object

A group self-administered survey entails administering a questionnaire to respondents in groups rather than individually____

for convenience and to gain economies of scale

Which of the following requires interviewers to "navigate around gatekeepers"?

in office interviewing

_____ is a. qualitative technique that examines consumer motivations and hidden concerns

in-depth interviews (IDIs)

what are some of the main advantages of online communities

inexpensiveness and flexibility

_____ is NOT an advantage of using survey methods

insensitivity to subgroup differences

Which of the following best describes the major advantages of online surveys

low cost, speed, and real-time access to data

popular and growing trend in marketing research is the use of_____ to gain insights, with 60% of marketing research prof in a 2017 survey claiming that their firm has used this research technique.

market research online communities

_____ or hybrid surveys use multiple data collection modes

mixed-mode surveys

qualitative research consultants

name of a Focus group company principals

name for the ethnographic study of online activities

netnography

Objective properties

physically verifiable characteristics such as age, gender, or number of bottles purchased

define coding

placing numbers on the questionnaire to facilitate data entry after the survey has been conducted

involves conducting a dry run of the survey on a small representative set of respondents to reveal questionnaire errors before the survey is launched?

pre-test

which is the most accurate regarding parameters of the pretest of a questionnaire?

pretest participants should representative of the target population under study

situational factors

process of data collection may be shaped or affected by

Scaled-response questions

questions requiring some degree of mental activity such as evaluating choices, voicing opinions etc

the _____ by consumers underlies a troublesome data collection dilemma faced by marketing researchers all over the globe

rapid adoption of sophisticated personal communication system

Stapel Scale

relies not on bipolar terms but on positive and negative numbers, typically ranging from +5 to -5. The scale may or may not have a neutral zero.

The Likert scale

researchers use this scale since the underlying belief is that knowledge of consumers lifestyles as opposed to just demographics offers direction for marketing decisions

Define Likert scale

respondents indicate their degree or agreement or disagreement

subjective properties

scale development is the process of designing questions and response formats to measure the ______ of an object

A researcher must consider ___ in selecting a data collection mode

speed, cost, resulting data quality and other considerations

____ is NOT an advantage of person-administered surveys

suitability

Compared to observation or other qualitative methods, ________ allows the collection of significant amounts of data in a systematic, economical, and efficient manner, and they typically involve large sample sizes.

survey methods

reflects the qualitative nature of this research method

the focus group report

Flow

the sequencing of questions or blocks of questions, including any instructions, on the questionnaire pertains to question __

Another variation of the self-administered survey is the drop-off survey, which must me self-explanatory because

the surveys are left with respondents, who fill them out without assistance

Nominal measures

this includes race, religion, type of dwelling, brand last purchased, and buyer/nonbuyer

Rising nonresponse rates have caused marketing researchers to rethink the use of:

traditional data collection methods

mobile ethnography can______ a researcher might miss, with respondents viewed as the experts of their own lives

uncover authentic behavior and feelings

gain some insight into basic consumer needs and attitudes

using a focus group to stay abreast of the words and phrases consumers use when describing products helps marketers understand the consumers vocabulary and also

coding is a straight forward process EXCEPT in which of the following situations?

when there are questions for which there may be multiple responses