QUIZ ANSWERS
Which of the following was presented as an example of a company failing because they misunderstood their market or failed to adapt to a changing market?
- Blockbuster, who maintained that a large product catalog was the key to customer loyalty. - Kodak, who failed to embrace digital technology. - Circuit City, who failed to appreciate the value of customer service. - Schlitz, who did not appreciate (or understand) consumer taste preferences.
Place the following steps in the research process in the correct order.
1. Define the problem 2. Determine research design 3. Design data collection forms 4. Determine the sample plan and size 5. Analyze data
What percentage (roughly) of marketing research firms consist of fewer than five employees?
60%
About what percentage of the GLOBAL marketing research revenue is controlled by the top 10 firms?
80%
As part of the research process, researchers develop a goal-oriented statement or question that specifies what information is needed to solve a problem. This is called:
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Creating the proper mix of product/service, price, promotion, and distribution (placement) for a market begins with:
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Data referring to information that is developed or gathered by the researcher specifically for the research project at hand is called:
???
Each of the following research methods is appropriate and in the correct order for a company operating with a shopper/consumer orientation., EXCEPT... - Marketing Research - Target Market Research - Product Research - Distribution Research - Pricing/Promotion Research
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Match an application of marketing research on the left with a stage of corporate life in which it might be appropriately applied on the right...
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Match the client resource/tool from the Marketing Information System (MIS) on the left with the associated application on the right...
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The Marketing Concept is a business philosophy that credits success with...
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What is the document that the marketing researcher pledges to deliver as a RESULT of the marketing research process?
???
When a survey displays or asks questions that are appropriate based on the respondent's prior answers, this is known as
???
Which of the following is true of cross-sectional studies but not of longitudinal studies? - Respondents are interviewed (surveyed) only one time. - Measures of the dependent variable are taken more than once. - Respondents are interviewed multiple times. - Researchers can make definitive statements about brand switching. - Studies can be conducted over long periods of time (months to years).
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All of the following are advantages of packaged information EXCEPT: - Experience of the firm offering the service - Reduced cost of research - Speed of research service - Availability of benchmarks - Ability to customize data for specific projects
Ability to customize data for specific projects
What is the pre-designation of some quantity of a measured attribute or characteristic that must be achieved for a predetermined action to take place?
Action standard
Which of the following factors contributed to the growth of marketing research? - Improvements in transportation technology - Investments in infrastructure (roads, bridges) - Advancements in manufacturing - Expansion of markets - All of the above
All of the above
Online focus groups have the following advantages over traditional focus groups EXCEPT for which of the following? - No physical setup necessary - Clients can observe/follow along from their desks - Participants can be in different geographic locations - Body language visible and apparent - Transcripts captured in real time
Body language visible and apparent
Firm type of IRI
CPG Retail
Firm type of J.D. Power
CSat, Quality
________ should only be used when the researcher knows a fair amount about the problem.
Causal research
Connecting with the largest audience
Crafts and Decor
Firm type of GfK
Custom Research
Which of the following is NOT a form of secondary data? - Customer satisfaction ratings - Sales records - Customer expenditures - Medical diagnoses and prescriptions written by physicians - Traffic flow in a retail shopping environment
Customer satisfaction ratings
The most important step in the marketing research process is:
Defining the problem
A marketing researcher would use what type of research to find out how many customers there are, what brands they buy and in what quantities, which advertisements they recall, what are their attitudes toward the company, and who is the competition?
Descriptive research
Firm type of comScore
Digital Analytics
Which of the following is NOT a type of research firm or research model described in this module? - Boutique Firm - Full-Service Firm - Limited-Service Firm - Partner Networks - Do-It-Yourself Firm
Do-It-Yourself Firm
The less we know about a market or subject, the more likely it is that a researcher should use:
Exploratory research.
Which of the following is considered the legacy of Ernest Dichter? - Public Polling - Media Ratings - Random Probability Sampling - Focus Groups - Research Methodology & Standards
Focus Groups
The key difference between the Fortune 500 and Forbes Brand Value list is...
Fortune is based primarily on company revenue; Forbes is based primarily on company reputation.
If you were a client researcher considering a project that would likely involve both qualitative and quantitative components (multiple types of research), which of the following companies would you likely want to contact? - Boutique Firm - Full-Service Firm - Limited-Service Firm - Client Company - Do-It-Yourself Firm
Full-Service Firm
A motion-sensitive camera might be placed in people's kitchens to observe the behavior of family members as they inspect the contents of their refrigerator, prepare breakfast, unpack groceries, and conduct the many other routine activities that occur in kitchens. This is an example of:
In situ observational research.
There appears to have been a repeating five-year employment trend over the past ten years. If that trend continues, then employment numbers for 2016 should....
Increase slightly compared to 2015
The two basic types of studies categorized as descriptive research include:
Longitudinal studies and cross-sectional studies.
If you were a client researcher tasked with defining the size, location, and/or makeup of the market for a product or service, you would seek to execute...
Market Research
"The activity of, and actors tasked with, delivering offerings that have value for a specified target market" is the formal definition of...
Marketing
Firm type of Neilsen
Media, psychographics
The Arizona Republic newspaper has used online focus groups for brainstorming, and the outcomes of these sessions are then used to devise online surveys. This is an example of:
Mixed methods research.
Networking connection
Race, religion, type of dwelling, gender, brand last purchased, and buyer/nonbuyer are examples of:
Nominal measures.
The choice of the type of research design depends largely on:
Objectives of the research.
Each of the following research methods is appropriate and in the correct order for a company operating with a product orientation., EXCEPT... - Product Research - Pricing/Promotion Research - Target Market Research - Package Research - Distribution Research
Package Research
________ involve situations in which participants are placed in simulated activities in the hopes that they will divulge things about themselves that they might not reveal under direct questioning.
Projective techniques
Which of the following is considered the legacy of George Gallup? - Public Polling - Media Ratings - Random Probability Sampling - Focus Groups - Research Methodology & Standards
Public Polling
Collecting, analyzing, and interpreting data by observing what people do and say is:
Qualitative research.
Research involving the administration of a set of structured questions with predetermined response options to a large number of respondents is:
Quantitative research
________ pertains to the sequencing of questions or blocks of questions, including any instructions, on the questionnaire
Question flow
An actual number of purchases in a certain time period, dollars spent, miles traveled, number of children in the household, or years of college education are examples of:
Ratio scale.
The type of measure in which a respondent responds in the same or very similar manner to an identical or near-identical question is called:
Reliable measure
__________ need to be very clear, since they will determine the methods used and the content of the measurement instrument.
Research Objectives
What term describes how each sample element is to be drawn from the total population?
Sample plan
Packaged information (or data) is defined as...
Secondary data and/or the process of data collection in a prepackaged manner
There are several distinct advantages of using secondary data. Which is NOT an advantage? - Secondary data may enhance primary data. - Secondary data are relatively inexpensive. - Secondary data can usually be obtained quickly. - Secondary data may be obtained in any form desired. - Secondary data may achieve the research objective.
Secondary data may be obtained in any form desired.
________ is the ratio of positive to negative comments posted about products and brands on the web.
Sentiment
Action standards entail making important decisions before data collection, but also:
Set clear guidelines for action after data collection.
One of the fastest-growing areas of marketing research involves the organization and analysis of:
Social media data.
A ________ is easily recognized, as it has numbers that range from a minus end to a corresponding plus end, with or without a zero as the midpoint.
Stapel scale
Several firms flood a test market with sales promotions when they know a competitor is test-marketing a product. This is an example of:
Test market sabotage.
The scale that captures the intensity of feelings toward a statement's claim or assertion because respondents are asked how much they agree or disagree with the statement is:
The Likert Scale
Which, if any, of the following properties is typically considered subjective (as opposed to objective)? - The average number of guests in a dinner party at a restaurant. - The average favorability rating for a restaurant. - The average amount of a dinner entree at a restaurant. - The average length of time to be seated and served at a restaurant. - None of these are subjective.
The average favorability rating for a restaurant.
Which of the following is NOT a consideration in the design and execution of focus groups? - The moderator must create the correct atmosphere in the group - The setting must be comfortable and appropriate for the discussion. - Clients should be able to observe the group discussion, whether they are conducted in-person or online. - The conversation should be tightly structured, ensuring that participants answer all of the necessary questions in a consistent form using similar terms and descriptions. - The purpose is to gain information relevant to the problem rather than to answer a specific question.
The conversation should be tightly structured, ensuring that participants answer all of the necessary questions in a consistent form using similar terms and descriptions.
Each of the following is a reason NOT to conduct marketing research, EXCEPT: - The information is already available. - The timing is wrong to conduct marketing research. - Funds are not available for marketing research. - The problem has not been well-defined. - The benefits would not justify the costs of conducting the research.
The problem has not been well-defined.
Which of the following provides the best definition of marketing research?
The process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.
A measure that may be said to truly measure the construct it is intended to measure is called:
Valid measure
The umbrella term ________ is information that is available from more sources than ever before-from government statistics to sensor data to tracking studies.
big data
Google +
connecting with 25-34 year olds
overt observation allows the researcher to engage with the participant, possibly probing to understand thoughts and motivations driving, actions
covert observation minimizes the influence of the researcher, resulting in the capture of more natural behaviors in the context of interest
labratory experiment
experimental environment where the experimenter can exercise a high level of control at the cost of realism
field experiment
experimental environment where the experimenter sacrifices control for realism
Because one of the major reasons for conducting a test market is to achieve ________, the test-market city should be representative of the marketing territory in which the product will ultimately be distributed.
external validity
direct measurement, observing the actual behavior, increases confidence in assertions about behavioral drivers.
indirect measurement, observing the effects of behavior, increases confidence that the behaviors came about naturally (and not as a result of observation and measurement)
Causal Research
intended to assess drivers, obstacles, and barriers, and, specifically, to address "why" questions
Descriptive Research
intended to develop an understanding of what is happening in the market, specifically addressing who, what, where, when, and how
Prescriptive Research
intended to develop and/or evaluate potential solutions and, in many cases, to estimate the likely outcomes associated with those potential solutions
Diagnostic Research
intended to identify key factors in the model, to define those factors, and to assess their roles
Nielsen tracking studies are ________ that monitor a variable such as sales or market share over time.
longitudinal studies
A popular and growing trend in marketing research is the use of ________ to gain insights, with about half of marketing research professionals in a 2014 survey claiming that their firm has used this research technique.
marketing research online communities
A ________ 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
in person observation allows the researcher to see the entire scene and document all elements of the situation
remote observation minimizes the impact of the researcher on the situation., even though the participants know they are under observation
sharing videos and photos
experimental group
the group exposed to the independent variable
control group
the group that experiences normal conditions
dependent variable
the variable measured by the experimenter
The advantage of mobile ethnography is that it can ________ that a researcher might miss, with respondents viewed as the experts of their own lives.
uncover authentic behavior and feelings
in situ observation allows the researcher to observe participants in the actual situation of interest.
use of an invented situation allows the researcher to eliminate or reduce the impact of extraneous variables
Exploratory Research
usually conducted at the outset to gain background information, define terms, clarify problems/hypotheses, and/or establish research priorities
independent variable
variable that is manipulated by the experimenter
It is critical that the proposal ________ to be sure that the client and the research firm are in agreement about the goals of the projects.
very clearly defines the problem and states the research objectives
