Mkt Research Quiz 1-6

Which of the following data can be purchased from commercial sources?

***1. all of these choices 2. market-share data 3. advertising research 4. consumer attitudes and public opinions

Which of the following is a disadvantage of focus groups?

***1. all of these choices 2. requires objective, sensitive, and effective moderators 3. may not be useful for discussing sensitive topics 4. high cost

_____ means that the researcher alters the level of the experimental variable in specific increments.

Manipulation

_____ is the application of the scientific method in searching for the truth about marketing phenomena.

Marketing Research

Which technology works like a WiFi system communicating with specific devices within a defined space like inside of a retail unit?

NFC

_____ is an interview technique that tries to draw deeper and more elaborate explanations from a respondent.

Probing

A Web site address that Web browsers recognize is called a(n) _____.

URL

Procter & Gamble regularly monitors trends and information posted about their products and brands by consumers on several Web sites. Which source of data input does this represent?

Web tracking

All of the following are examples of an observation study EXCEPT ____.

a consumer responding to a questionnaire about advertising

According to the concept of cross-functional activities, which of the following can affect the organization's marketing efforts?

all of these choices -the accounting department -the production department -the research & development department

Which type of research is being conducted when a researcher conducts an experiment to answer the question, "Will consumers purchase more of our brand if we change the package design?"

causal research

Buying new-car purchase data by zip code from the Polk Company is an example of which type of secondary data?

commercial source

All of the following are functions supported by marketing research EXCEPT _____.

compliance

Consumer research conducted in the United States indicates that many consumers consider the country of origin when purchasing products, and consumers tend to prefer products that are made in the U.S.A. To determine if consumers in other countries are partial to their own country's products, what must be done before the empirical findings from the research conducted among U.S. consumers also exist and behave similarly in another culture?

cultural cross-validation

Which of the following means that something has been examined against reality using data?

empirical testing

When a marketing manager reads publications like The Wall Street Journal and BloombergBusinessweek to try to determine changes in consumer behavior, this is a form of _____,

environmental scanning

The proposed cause which the researcher controls by manipulating its value in an experiment is referred to as a(n) _____.

experimental variable

Facts observed, recorded, and stored by an entity outside of the researcher's organization are called _____.

external data

Purchasing data from a company such as NPD Group, Inc. on consumption of soft drinks in the U.S. is an example of which objective for secondary data analysis?

fact-finding

Obtaining secondary data is typically ______ and ______ expensive than obtaining primary data.

faster; less

CompuStat, which publishes financial data, such as income statements and balance sheets, is an example of which type of database?

financial database

Carol was invited to participate in a research study along with ten other consumers to discuss her experiences using cleaning products. The group was asked to discuss their experiences and were encouraged to feed on each other's comments. What is this type of study called?

focus group interview

Which qualitative tool simply records a respondent's first cognitive reaction (top-of-mind) to some stimulus?

free-association techniques

Amie has an app on her iPhone that allows her to check in with her friends when she goes out. Her friends see this information on her Facebook page and on their phones. This type of technology is a(n) _____.

geolocation technology

Which qualitative research orientation extracts a theory from whatever emerges from an area of inquiry?

grounded theory

Which of the following is an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him- or herself?

hermeneutics

Lance has noticed that companies that advertise a lot seem to have higher sales than those that do not. His use of secondary data to help specify this relationship is an example of _____.

model building

An employee who pretends to be a customer in order to observe the sales behavior of a clerk at a cosmetics counter in a department store is called a(n) _____.

mystery shopper

Cindy is an ethnographer who is trying to better understand how mothers take care of toddlers. Being a mother herself, she was able to join a mother's group and spent considerable time immersed within that culture. From this immersion, she is able to draw data from her observations. Cindy is referred to as a(n) _____.

participant-observer

When Target stores monitors the sales activities of its retail stores in order to detect any indication of dollar sales changes, this is an example of which type of research?

performance-monitoring research

Which aspect of the marketing mix is represented by the value that a consumer places on a good when this consumer purchases that good?

price

All of the following are a type of product research EXCEPT _____.

pricing analysis

Asking consumers what they think about possible brand names for a new product is an example of which type of research?

product research

When Nike discovered an 80 percent recognition of its logo with consumers who typically spend at least $100 on athletic shoes, this was an example of which type of research?

promotion research

When Procter & Gamble attempts to determine the effectiveness of mailing free samples of a new type of shampoo to residents in specific zip codes on unit sales performance, it is engaged in which type of research?

promotion research

Which source of input data is represented when a company conducts marketing research to identify the characteristics of its customers?

proprietary marketing research

Which type of data are not characterized by numbers and instead are textual, visual, or oral?

qualitative data

Research that addresses marketing objectives through techniques allowing the researcher to provide elaborate interpretations of market phenomena without depending on numerical measurement is called _____.

qualitative research

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

researcher-dependent

When Subway Sandwiches uses secondary data to determine the best location for its franchise outlets, this is an example of _____.

site analysis

When the data from an empirical study are consistent with a research hypothesis, we say that the hypothesis is _____.

supported

Which aspect of causality deals with the time order of events?

temporal sequence

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

What is the distinguishing characteristic of grounded theory?

It does not begin with a theory but instead extracts one from whatever emerges from an area of inquiry.

Facts or recorded measures of certain phenomena (things or events) are known as _____.

data

LEXIS-NEXIS is a company that puts together consortia of data sources into packages that are offered to municipal, corporate, and university libraries for a fee. LEXIS-NEXIS is an example of a:

data wholesaler

A computer-based system that helps decision makers confront problems through direct interaction with databases and systems is known as a(n) _____.

decision support system (DSS)

All of the following are stages in the research process EXCEPT _____.

demonstrating causality

All of the following are important aspects of the marketing research process EXCEPT:

making results publicly available