Mktg 302 Final

Describe "descriptive" research

Addresses who, what, where, when, why and how questions

A-A-Ron is using data that has been previously collected for some purpose other than the one at hand. This is ________ .

Archival data

Which experimental design involves manipulating a single independent variable to observe its effect on a single dependent variable?

Basic

What are the two types of marketing research based on their purpose?

Basic and applied

Which type of research will answer the question, "Will consumers purchase more if we change the package design?"

Causal research

What is a concept test?

Consumers in a focus group session are presented with a written description of a possible new product and are asked how they feel about it and what they would be willing to pay for such a product

Qualitative researchers are interested in all of the following EXCEPT: Counting Observing Listening Interpreting

Counting

What is the first stage of the marketing research process

Defining the research objectives

What type of information is being provided when age, zip, code, and income is shared?

Demographic

What type of research is a straightforward attempt to observe and record what naturally occurs?

Direct observation

Name at least 3 sections of a research report

Executive Summary Appendix Title page Table of Contents Body

What is the group receiving the treatment being studied called?

Experimental group

All of the following are examples of exploratory research techniques EXCEPT: pilot studies case studies experimentation previous research

Experimentation

A measurement scale in which respondents are asked to rank items based on their preferences is called a nominal scale. T/F

False

Data, intelligence, and information are all the same. T/F

False

Graphic aids like pictures and diagrams should never be used to make complex points. T/F

False

Open-ended questions are much simpler and less costly than fixed-alternative questions. T/F

False

Both ratio and interval scales both have an absolute zero. T/F

False Ratio scales have an absolute zero. This is what distinguishes a ratio scale from an interval scale because zero in a ratio scale has meaning in that it represents an absence of some concept.

What are systematic errors?

Systematic (non-sampling) errors result from non-sampling factors, primarily the nature of a study's design and the correctness of execution

How do you determine the range of a set of numbers?

The distance between the highest and lowest numbers

Define "confidentiality"

The idea that information involved in a research will not be shared with others

What is the primary tool for building responses to research questions?

The questionnaire

The determination of the need for marketing research centers on time constraints, the availability of data, and ______?

The value of the research information in relation to costs

What is the primary purpose of inferential statistics

To make a judgment about a population

Coding involves assigning some representative value to units of data having similar meaning. T/F

True

For a questionnaire to fulfill a researcher's purposes, questions must meet basic criteria of relevance and accuracy. T/F

True

In fixed-alternative questions, respondents are asked to choose from responses closest to their viewpoint. T/F

True

Open-ended response questions provide the respondent with flexibility and may allow for meaningful conclusions. T/F

True

All of the following are stages in the selection of a sample EXCEPT to ____. Analyze data select a sampling frame determine sample size conduct fieldwork

analyze data

What is CRM?

Houses and describes customer relationship history and makes available to sales and marketing managers for personalized and targeted actions.

When an individual understands what the researcher wants him or her to do and agrees to the research study, the individual has given ____.

Informed consent

Which type of bias is occurring when a respondent tries to impress the interviewer?

Interviewer bias

All of the following are advantages of secondary data EXCEPT: It is recently new data It is faster to acquire than primary data it requires no access to subjects it may provide information otherwise not accessible

It is recently new data

The process of describing some property of a phenomenon, usually by assigning numbers, in a reliable and valid way is called:

Measurement

A value that lies outside the normal range of the data is called a(n) ____.

Outlier

Which type of scale is regarded as the highest form of measurement?

Ratio

Which of the following is an indicator of a measure's internal consistency?

Reliability

The findings of the study should be presented in the____ section.

Results

The process of using a small number of people in the target market to make conclusions about the entire target market population is called:

Sampling

Which type of error occurs when potential respondents are improperly excluded before the sample is taken?

Sampling frame

All of the following are types of marketing research EXCEPT ____. Exploratory marketing Descriptive Marketing Selective Marketing Causal Marketing

Selective Marketing

The last portion to be written in a research report should be the ____.

Summary

All of the following are advantages of Internet surveys EXCEPT: speed visual appeal random sampling accurate real-time data

random sampling

All of the following are disadvantages of test-marketing EXCEPT? time cost loss of secrecy real world setting

real world setting

All marketing research involves the use of the ____

scientific method

Is qualitative research considered subjective or objective?

subjective

A researcher working for ____ would be considered a conflict of interest.

two competing firms

Which type of statistical analysis tests hypotheses involving only one variable?

univariate

When the subject is unaware of being observed in a shopping mall, the observation is said to be ____

unobtrusive

Which term refers to an alternative explanation beyond the experimental variables for any differences in the DVs?

confound

Nicole has created a table that summarizes the number of times a value occurs. She has created a ____ distributition

frequency

As sample size ____, random sampling error ____

increases, decreases

What is response bias?

is a bias that occurs when respondents either consciously or unconsciously answer questions with a certain slant that misrepresents the truth

The median is the _____ of a set of numbers

midpoint

When a third variable is included in an analysis and that third variable changes the relationship between the independent variable and the dependent variable in an important way, the third variable is called a(n) ____.

moderator variable

When a participant in an experiment receives a "fake" intervention (like a fake pill), she's receiving a:

placebo

Find the mean score of the following set of scores: 2, 5, 7, 4, 8.

5.2