Research Methods Comms
A custom research provider specializes in only one particular research activity, such as field interviewing, data warehousing, or data processing
False
When the data from an empirical study are consistent with a hypothesis, we say that the hypothesis is:
Supported
An ethical dilemma refers to a situation in which one chooses from alternative courses of action, each with different ethical implications
True
Applied marketing research is conducted to address a specific marketing decision for a specific firm or organization.
True
Because participants do not have to be together in the same room at a research facility, the number of participants in online focus groups can be larger than in traditional focus groups.
True
Confidentiality means that researchers will not share any individual's information with others.
True
Environmental scanning entails all information gathering designed to detect changes in the external operating environment of the firm
True
To the extent that the owner of a device connected to the Internet is the user, true anonymity does not exist in the collection of this raw data.
True
Data collected in an open data partnership is ____.
available to the consumers from whom researchers gather the information
Which part of the decision support system addresses exchanges between the firm and its customers?
customer relationship management (CRM) system
The research process ends by _______________ from the data analysis.
drawing conclusions
Which aspect of the marketing mix is represented by the value that a consumer places on a good when the consumer purchases that good
price
Researchers have an obligation to respect the participant's right to ____.
privacy
Kodetra is interpreting consumers' blog postings on the Internet. Which term best describes the type of research that Kodetra is conducting?
qualitative marketing research
Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called ____.
quantitative marketing research
All of the following are qualitative research orientations EXCEPT ____.
regression analysis
Which is a characteristic of valuable data?
relevance
Caleb's job at a marketing research firm is to provide technical assistance with questionnaire design. Which title best describes Caleb's job?
research assistant
An example of behavioral tracking is ____.
supermarket scanner data
Concept testing is a form of pricing research
False
Web tracking is illegal
False
A sample of respondents is a subset of the population of interest to the researcher.
True
Data and information can be delivered to consumers or other end users via either primary technology or secondary technology.
False
In online focus group sessions, the moderator's ability to probe is greater than it is in a face-to-face focus group session.
False
Input data can come from internal sources of the organization, but not from external sources.
False
The grounded theory technique (GTT) presents subjects with an ambiguous picture in which consumers and products are the center of attention.
False
Which is a key question in understanding how a firm provides value to its customers?
How does our brand touch consumers?
The determination of the need for marketing research centers on time constraints, the availability of data, the nature of the decision to be made and
The value of the research information in relation to costs
Computerized qualitative analysis is now commonly used. Two commonly used programs are ATLAS.ti (discussed earlier) and NVivo.
True
Data have to be coded to become useful
True
In its simplest form, a research hypothesis is a "guess" about the outcome of a research study.
True
Marketing research has become increasingly global as more firms take advantage of markets that have few geographic boundaries
True
Marketing research involves more than conducting surveys
True
One key question that can be used to determine whether a research participant is being treated ethically as a result of an experimental procedure is "Can the research subject be easily returned to his or her initial state?"
True
Scanner data refers to the accumulated records resulting from point of sale data recordings
True
LexisNexis is a company that puts together consortia of data sources into packages that are offered to municipal, corporate, and university libraries for a fee. LexisNexis is an example of a data ____.
Wholesaler
A type of formal "continuous" group established as an online forum for the purpose of collecting qualitative data from participant comments is called a(n) ____.
focus blog
Which process seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward competing products?
diagnostic analysis
Rob provides leadership in research efforts and integrates all staff-level research activities in the firm in which he is employed. Rob's job title is most likely a ____.
director of marketing research
Evan has completed the fieldwork of collecting data, and now he is checking the data collection forms for omissions, legibility, and consistency in classification. What is Evan doing?
editing the data
CompuStat, which publishes financial data, such as income statements and balance sheets, is an example of which type of database
financial database
Harold is conducting marketing research to determine what consumer segment his company should serve with its services. Which function is this marketing research serving?
foundational
The typical consumer in zip code 63119 is a senior citizen with several children over the age of 25, has a college degree, and is retired. What type of information has been provided in this example?
geo-demographic
Qualitative research ____.
has an unstructured approach to data collection
Jennifer provides her team with a checklist of items for a creative mind during their brainstorming. All of the following are on the list EXCEPT
less is better
Jennifer is a member of the American Marketing Association. They provide a code of conduct when involved in business behavior for their members. This is an example of ________
marketing ethics
_____ is one of three criteria for causality and means any covariation between a cause and an effect is true.
nonspurious variation
The Target department store records the sales activities of its retail outlets in order to detect any changes in dollar sales. Which type of research is being used?
performance-monitoring research
A version of the TAT that uses a cartoon drawing in which the respondent suggests a dialog in which the characters might engage is called ____
picture frustration
Small research firms typically only have a director of marketing research and a research analyst.
False
_____ is the process of developing and selecting from alternative methods of resolving a problem or choosing from among alternative opportunities.
Decision making
Absolutism is a term that reflects the degree to which one rejects moral standards in favor of the acceptability of some action.
False
One reason for an organization to hire an outside research supplier is to acquire access to that organization's experience in critical situation
True
The manager of decision support systems supervises the collection and analysis of sales, inventory, and other periodic customer relationship management (CRM) data.
True
A directed search of published works (including periodicals and books) that discusses theory and presents empirical results relevant to the topic at hand is called a literature review.
True
An experiment is a carefully controlled study in which the researcher manipulates a proposed cause and observes any corresponding change in the proposed effect.
True
Data, information, and intelligence all have the potential to create value to a firm through better decision making.
True
The determination of the need for marketing research centers on time constraints, the availability of data, the nature of the decision to be made, and the value of the research information in relation to costs.
True
The purpose of a decision support system is to store data and transform data into information that is easily accessible to marketing managers.
True
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
Schwinn studies its most successful retailer in depth in order to determine some better ideas for displaying bicycles in its retail stores. As such, the company is engaging in ____.
a case study
What type of research is being conducted to answer the question: "Would this target market be interested in this type of new product?
Exploratory research
Which of the following assures respondents that they cannot be identified or linked to their response in any way?
Anonymity
Which step comes last in developing a marketing strategy?
analyzing firm performance
All of the following are a part of data analysis, EXCEPT
application of theorizing
Ginger is using data that has been previously collected for some purpose other than the one at hand. This is called ____________ data.
archival
Consumers in a focus group session are presented with a written description of a possible new product and are asked what they would be willing to pay for such a product. These consumers are participating in a(n) ____
concept test
Juan has noticed that when the temperature rises, sales at his retail clothing store also rise. This is an example of ____
concomitant variation
Hank, a researcher, is discussing football fan behavior with a respondent. His approach is almost completely unstructured, and he enters into a discussion with few expectations. Hank's primary goal is for a respondent to tell him about his or her experience as a football fan, after which he will try to derive meaning from the dialog. Which qualitative research technique is Hank using?
conversation
Facts or recorded measures of certain phenomena (things or events) are known as ____
data
The application of the scientific method in searching for the truth about marketing phenomena is known as ____.
marketing research
Which type of research attempts to determine the critical attributes of the product that consumers use to perceive the value of the product?
pricing research
A marketing manager decides not to engage in research because a decision must be made before the results of the study can be analyzed. Which factor is the determinant of the need for marketing research in this case?
time constraints
Which situation is LEAST conducive for qualitative research?
when needing conclusive evidence to be drawn from data
Asking consumers what they think about a possible brand name for a new product is an example of which type of research?
product research
All marketing research involves the use of the______________
scientific method
Do-not-call legislation does NOT restrict ____
telemarketing calls to consumers who register with a no-call list
A professional interviewer holds a 90-minute discussion with one member of the target market to find out why that respondent purchases a particular brand of clothing. This is an example of a ____.
Depth Interview
Absolute association means that any covariation between a cause and an effect is true and not simply due to some other variable.
False
An Institutional Review Board (IRB) is a committee that carefully reviews a proposed research design to try to make sure the proposed research will satisfy the research objectives.
False
Integrated marketing communication means send coordinated varying messages
False
Marketing metrics involve qualitative ways of monitoring and measuring marketing performance.
False
One way to describe marketing research is to categorize it based on the four possible functions that it serves in business: foundational, testing, issues, and validation.
False
Prospect theory represents an inductive investigation in which the researcher poses questions about information provided by respondents or taken from historical records.
False
Pseudo-research is undertaken to support a specific claim in a legal action or to represent some advocacy group.
False
Research is the process of developing and selecting from alternative ways of resolving a problem or choosing from among alternative opportunities.
False
The first stage in the research process is to plan a research design
False
All of the following are advantages of semi-structured interviews EXCEPT for the ____.
high degree of scrutiny
Which step comes first in developing a marketing strategy
identifying and evaluating market opportunities
In terms of marketing research, the ____ a decision is strategically to the organization, the ____ likely that research will be undertaken.
more important; more
Owen is a researcher who studies human experiences based on the idea that it is inherently subjective and determined by the context in which people live. He focuses on how a person's behavior is shaped by the relationship he or she has with the physical environment, objects, people, and situation. Which qualitative research orientation is Owen using?
phenomenology
Janice is participating in an experimental study of an herbal supplement that supposedly gives users more energy. Since starting the experiment, she has noticed that she has more energy, but in reality, she is just receiving a "blank" pill that does not contain the herbal supplement. What effect is Janice demonstrating?
placebo
Laurie finds the perfect sweater on Talbot's Web site during its season's clearance sale, but is unable to purchase it in her size. The following year, Talbot's sends Laurie an email notifying her of a similar sweater in the same style and color. Talbot's has linked computerized data sources to statistical tools to search for relationships that will produce more effective marketing communications, which is an example of ____.
predictive analytics
An indirect method of questioning in which a research participant ascribes his or her feelings and beliefs to a third party is called a(n) ____.
projective technique
Managers at Procter & Gamble view marketing research at a strategic planning level. Therefore, the company conducts numerous related studies that come together to help in their product planning decisions. This is referred to as a:
research program
When the researcher has only one or a small number of research objectives that can be addressed in a single study, that study is referred to as a:
research project
Researchers conducting an experiment can decide not to explain the actual experimental variables applied following the experiment's completion
False
Most companies use a private data network that uses Internet standards and technology, but only allows those individuals whom the organization deems as appropriate participants to access data. This is an example of a(n) ____.
Intranet
A digital market research specialist is responsible for examining the Internet and social networks to assist in jobs.
True
Descriptive research often helps describe market segments
True
