334 Exam 2
Which term is used by the marketing research industry to refer to diverse types of data offered by a single company? a. primary data b. single-source data c. compound data d. integrated data
b
Systematic errors are also called ____. a. random sampling error b. interviewer error c. nonresponse error d. nonsampling errors
d
When a researcher claims that the results of a test market in Indianapolis, Indiana will hold in a national rollout of the new product, this researcher is claiming ____. a. internal validity b. the repeated measures effect c. constant error d. external validity
d
Which type of data cannot be purchased (legally and ethically) from commercial sources? a. demographic and census updates b. market-share data c. consumer attitudes and public opinions d. proprietary research and development data
d
All of the following are qualitative research orientations EXCEPT ____. a. phenomenology b. grounded theory c. case studies d. regression analysis
D
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) ____. a. case study b. experiential survey c. laddering interview d. projective technique
D
Which term refers to an alternative explanation beyond the experimental variables for any observed differences in the dependent variables? a. confound b. interaction c. randomization d. repeated measures
A
Which type of bias occurs when respondents tend to answer questions with a certain slant? a. interviewer bias b. self-selection bias c. self-preservation bias d. response bias
d
People who are unwilling to participate in a research project are referred to as ____. a. refusals b. deviations c. no contacts d. random errors
a
Secondary data that are owned and controlled by the organization are best called ____. a. first order data b. proprietary data c. exclusive data d. valid data
b
Obtaining secondary data is typically ____ and ____ expensive than obtaining primary data. a. faster; more b. slower; more c. faster; less d. slower; less
c
Asking a group of households to record their consumption of certain products over a two-year period is an example of ____. a. model building b. database marketing c. data transformation d. diary panel data
d
Ethnography is a qualitative research orientation originating in ____. a. marketing b. psychology c. anthropology d. sociology
C
Having observers record the brand names of items found in the kitchen pantries of consumer panel members involves the observation of ____. a. physical actions b. verbal behavior c. physical objects d. pictorial records
C
Qualitative research ____. a. tests specific research hypotheses b. typically has a large number of participants c. yields objective data d. has an unstructured approach to data collection
D
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 ____. a. depth interview b. concept test c. focus interview d. hermeneutic analysis
a
All of the following are advantages of Internet surveys EXCEPT ____. a. random sampling b. speed c. visual appeal d. accurate real-time data capture
a
In case studies, _____ are identified by the frequency with which the same term (or a synonym) arises in the narrative description. a. themes b. threats c. links d. ladders
a
Many companies use powerful computers to dig through volumes of data to discover patterns about their customers and products. This activity is called data ____. a. mining b. snooping c. surveying d. discovery
a
Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called ____. a. quantitative marketing research b. qualitative marketing research c. extensive marketing research d. grounded marketing research
a
Which survey research method is typically the most expensive? a. door-to-door personal interview b. mall intercept personal interview c. telephone interview d. mail survey
a
Which term is sometimes used to refer to interviewers filling in responses for respondents that do not really exist? a. curb-stoning b. auspices bias c. self-selection d. mere-measurement effect
a
Tracking monthly sales trends over the past year is best described as an example of ____. a. model building b. fact-finding c. database marketing d. environmental scanning
b
Which survey method offers the least geographic flexibility? a. telephone interview b. door-to-door personal interview c. Internet survey d. mail survey
b
People who provide answers to survey questions are often called ____. a. researchers b. clients c. respondents d. users
c
Which approach to probing asks respondents to compare differences between brands at different levels? a. interrogating b. elaborating c. linking d. laddering
D
When the researcher must extract meaning from open-ended responses, the results are: a. subjective b. objective c. primary d. secondary
a
A set of high school students who take the ACT in their junior year perform better on that exam during their senior year because they know better how to take the exam due to what they experienced on the first exam. This is an example of a(n) ____. a. mortality effect b. testing effect c. history effect d. instrumentation effect
b
A trial run of a survey with a group of respondents who are representative of the target group for the survey is called a ____. a. callback b. pretest c. drop-off method d. dry run
b
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 ____. a. picture completion b. picture frustration c. scenario test d. projective picture
b
All of the following are typically advantages of Internet survey research EXCEPT that it is ____. a. relatively low in cost b. representative of the population c. efficient in gathering large amounts of data d. accurate means of collecting information
b
A credit card company uses information about each customer's age, gender, income, and past credit history to find patterns that make customers a poor credit risk. This company is using ____. a. single-source data b. data transformation c. customer discovery d. index of customer saturation
c
Which index describes the relationship between retail demand and supply? a. index of retail sales b. index of retail utilization c. index of retail saturation d. index of retail sites
c
Which qualitative research orientation extracts a theory from whatever emerges from an area of inquiry? a. phenomenology b. ethnography c. grounded theory d. case study
c
Which survey research method offers the lowest degree of respondent anonymity? a. telephone interview b. mail survey c. mall intercept interview d. Internet survey
c
All of the following are advantages of semi-structured interviews EXCEPT for the ____. a. ability to address more specific issues b. often easier interpretation of responses c. ability to administer questions without an interviewer d. high degree of scrutiny
D
As demonstrated in the use of Tree-House-Person (THP) diagrams -- 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) ____. a. case study b. experiential survey c. laddering interview d. projective technique
D
A(n) ____ network is a form of artificial intelligence in which a computer is programmed to mimic the way that people process information. a. cognitive b. neural c. schematic d. intelligent
b
All of the following are common reasons why secondary data do not adequately satisfy research needs EXCEPT ____. a. outdated information b. too expensive c. variation in definition of terms d. different units of measurement
b
All of the following are examples of internal secondary data EXCEPT: a. sales invoices b. U.S. Census data c. inventory levels d. back orders
b
Buying new-car purchase data by zip code from the Polk Company is an example of the use of a(n) ____. a. media source b. commercial source c. trade association source d. primary source
b
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) ____. a. interloper b. participant-observer c. moderator d. mystery shopper
b
In a research study, a potential respondent who is not at home at either the first or second attempt to reach this person by phone is classified as a(n) ____. a. sample bias b. no contact c. interviewee d. random sampling error
b
The question as to whether the independent variable was the sole cause of the change in the dependent variable is the basic issue in ____. a. a repeated measures study b. internal validity c. a matching study d. external validity
b
Monica is conducting an experiment in which all subjects see all of the ads she is testing. This type of experiment, in which an individual subject is exposed to more than one level of an experimental treatment, is called a ____ design. a. between-subjects b. repeated measures c. redundant manipulation d. randomization
b
Salespeople are tested one year after a sales training program and perform better on the exam, not because of the training program, but because they have gained one year's experience in sales. Which type of effect has occurred? a. selection effect b. maturation effect c. history effect d. cohort effect
b
When a hotel customer decides to fill out a customer satisfaction survey to complain about having to wait an hour for room service to deliver his dinner, ____ has occurred. a. random sampling error b. self-selection bias c. auspices bias d. social desirability bias
b
Data purchased from a company such as NPD Group, Inc. on the consumption of frozen pizza in the U.S. is most likely going to be used for ____. a. model building b. database marketing c. data mining d. fact-finding
d
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) ____. a. causal research study b. descriptive research study c. concept test d. case study
c
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. an experiment b. a test market c. a case study d. causal research
c
Clara is a market researcher who records shoppers' movement through a grocery store. What method of research is Clara using? a. survey b. assessment c. immersion d. observation
D
Which type of bias is occurring when a respondent tells the interviewer that he reads The Wall Street Journal on a daily basis so that he can impress the interviewer? a. interviewer bias b. auspices bias c. administrative bias d. acquiescence bias
A
Which term refers to the researcher's descriptions of what he or she actually observes and the text from which meaning is extracted? a. hermeneutics b. field notes c. discussion guides d. expositions
B
The tendency for respondents to agree with most questions in a survey is known as ____. a. auspices bias b. interviewer bias c. extremity bias d. acquiescence bias
D
Clark was asked to complete a self-administered questionnaire posted at MySurvey.com. What type of survey did Clark complete? a. Internet survey b. mixed-mode survey c. computer-assisted interactive survey d. networked survey
a
Research that is conducted to clarify the nature of a research problem is called _____ research. a. exploratory b. judgmental c. descriptive d. convenience
a
Which activity involves mining data to look for patterns identifying who is likely to be a valuable customer? a. customer discovery b. data dissection c. data profiling d. customer cloning
a
Which type of bias is occurring when a respondent tells the interviewer that he reads The Wall Street Journal on a daily basis so that he can impress the interviewer? a. interviewer bias b. auspices bias c. administrative bias d. acquiescence bias
a
Shawn is interested in average monthly sales for automobiles in Memphis, TN. He found information on the Internet that gives annual automobile sales by cities, so he took the annual sales for Memphis and divided it by twelve to get a monthly average for that city. This is an example of ____. a. data mining b. data division c. data transformation d. data validation
C
Stephanie is asked to look at a picture of a woman sitting on a deserted beach and to describe what was happening in the picture. She is then asked to tell what might happen next. Stephanie is participating in a(n) ____. a. aptitude test b. focus interview c. thematic apperception test d. focus blog
C
Systematic error is divided into ____. a. respondent error and administrative error b. random sampling error and administrative error c. response bias and interview error d. primary error and secondary error
A
All of the following are producers of external secondary data EXCEPT ____. a. libraries b. trade associations c. government d. media
A
Kyle is conducting a sales forecast by adding up his company's sales over the past five years and then dividing that by five (the number of years). The forecasting technique he is using is called ____. a. moving average forecasting b. dynamic forecasting c. static forecasting d. indexing
a
The number of questionnaires returned or completed divided by the number of eligible people who were asked to participate in the survey is called ____. a. churn b. return ratio c. response rate d. success rate
c
When a research agency conducts all telephone interviews from a single location where they can hire a staff of professional interviewers and supervise and control the quality of interviewing more effectively, ____ is being used. a. central location interviewing b. single-mode interviewing c. synergistic interviewing d. quick-response interviewing
a
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) ____. a. thematic exploration b. laddering site c. focus blog d. real-time survey
C
When a research study is not conducted according to the plan in the proposal for the research study, what kind of error has occurred? a. random sampling error b. systematic error c. respondent error d. implementation error
b
Many retailers mine the databases provided by checkout scanners to identify coinciding purchases or relationships between products purchased and other retail shopping information. This type of analysis is referred to as ____. a. neural networking b. scandowns c. database marketing d. market-basket analysis
d
The practice of using databases to promote one-to-one relationships with customers and create precisely targeted promotions is called ____. a. zoned marketing b. target marketing c. database marketing d. electronic marketing
c
When an interviewer unintentionally and mistakenly checks the wrong response on a checklist during an interview, ____ has occurred. a. interviewer cheating b. auspices bias c. interviewer error d. social desirability bias
c
Bath and Body Works is a retail chain of bath and home fragrance products. Before entering a new geographic area, the company develops an index consisting of a ratio of local market potential in dollars (demand) to local market retailing space in square feet. If this ratio is below a predetermined level, the site is not considered further. However, if this ratio is greater than that level, further site-selection analyses are performed. This index is called the ____. a. index of retailers b. index of retail utilization c. index of retail sales d. index of retail saturation
d
Surveys in which the respondent takes the responsibility for reading and answering questions are called ____. a. self-administered questionnaires b. independent questionnaires c. stand-alone surveys d. interactive questionnaires
a
Which situation is LEAST conducive for qualitative research? a. when developing difficult but actionable decision statements b. when needing conclusive evidence to be drawn from data c. when learning how consumers use a product in natural settings d. when needing a fresh approach to studying some problem
b
When another researcher would get the same result by conducting the same research procedures, the research is said to be ____. a. valid b. replicable c. homogeneous d. scrutinized
b
Betsy and six other women are participating in a research study that is an unstructured, free-flowing interview. The researcher asked the group their feelings about hair care products in general and asked them to discuss these freely. Betsy is participating is ____. a. case study b. grounded research study c. depth interview d. focus group interview
d
John was called by a market researcher and asked a few questions about his television viewing habits. The researcher then asked him to go to a Web site to complete a more comprehensive survey. This type of study that employs a combination of survey methods is called a ____. a. two-stage survey b. pre- and posttest c. multi-media survey d. mixed-mode survey
d
When a researcher compares secondary data from one source with data from another source, the researcher is doing a(n) ____. a. data transformation b. cross-check c. data mining d. data enhancement
b
A researcher who is interested in new car sales discovers that the secondary data are in the form of statistics that include both car and light truck sales combined. What criterion have the data failed to meet? a. The data should be in the correct unit of measurement. b. The data should apply to the time period of interest. c. The data should be supplied by a reputable source. d. The data should show evidence of reliability and validity.
A
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? a. conversation b. focus group c. depth interview d. case study
A
One advantage of focus group interviews is that they ____. a. provide multiple perspectives b. have a low degree of scrutiny c. are inexpensive and easy to run d. encourage discussion of sensitive topics
A
One disadvantage of secondary data is that ____. a. the user has no control over their reliability and validity b. the data cannot be converted c. it typically requires additional access to research respondents d. it takes more time to collect than primary data
A
The observation and analysis of trends in industry volume and brand share over time is called ____. a. market tracking b. model building c. data mining d. database marketing
A
The written set of guidelines that describes an outline of topics to be covered by a focus group moderator is called a(n) ____. a. discussion guide b. survey instrument c. thematic guide d. ethnographic structure
A
When Subway Sandwiches uses secondary data to determine the best location for its franchise outlets, they are engaged in ____. a. site analysis b. model building c. database marketing d. market tracking
A
When a marketing manager reads publications like The Wall Street Journal and Business Week to try to determine changes in consumer behavior, the manager is best described as engaging in ____. a. environmental scanning b. model building c. database marketing d. data mining
A
When a research company pulls a random sample of people from a phone book and that sample does not include people with unlisted numbers or who do not have landline telephone service, we say that the sample contains ____. a. sample selection error b. acquiescence bias c. social desirability error d. auspices bias
A
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? a. hermeneutics b. ethnography c. psychographics d. psychodynamics
A
Which qualitative research orientation originated in philosophy and psychology? a. phenomenology b. grounded theory c. ethnography d. anthropology
A
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? a. grounded theory b. phenomenology c. ethnography d. case study
B
Which type of bias occurs when a respondent wishes to create a favorable impression or save face in the presence of an interviewer? a. random sampling bias b. social desirability bias c. administrative bias d. interviewer cheating
B
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) ____. a. causal research study b. descriptive research study c. concept test d. case study
C
Every year, Westview Marble goes through the process of estimating sales for the upcoming year by looking at the company's previous years' sales and market sales along with economic trends and predictions by experts. This process of predicting sales totals over a specific time period is called ____. a. model building b. trend analysis c. sales forecasting d. market potential estimation
C
Caroline is participating in an experimental study in which she is taking an herbal supplement and the researcher measures her perceived energy levels for several weeks. Although she doesn't know it, the supplement she is given in the study does not contain the herb of interest. However, Caroline feels as though she has more energy than before, and she attributes it to the herbal supplement. This effect is called a(n) ____. a. maturation effect b. false positive c. counterbalancing effect d. placebo effect
D
Kodetra is interpreting consumers' blog postings on the Internet. Which term best describes the type of research that Kodetra is conducting? a. independent marketing research b. dependent marketing research c. quantitative marketing research d. qualitative marketing research
D
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 ____. a. data transformation b. validation c. reliability d. model building
D
Respondents are presented with the statement: "People who watch football on television are __________," and asked to fill in the blank. This is an example of a ____. a. word association test b. concept test c. case study d. sentence completion test
D
When a respondent tells an interviewer that his annual income last year was $50,000 because he is embarrassed to admit that it was $25,000, ____ has occurred. a. nonresponse error b. auspices bias c. interviewer cheating d. deliberate falsification
D
Which measure represents the percentage of people who are exposed to an Internet advertisement and actually click on the corresponding hyperlink that takes them to a company's Web site? a. conversion transaction rate (CTR) b. page views c. cost per click (CPC) d. click-through rate (CTR)
D
People who cannot be contacted or who refuse to participate are called ____. a. random errors b. biased respondents c. sample selection errors d. nonrespondents
d
Barbara received a phone call asking her to participate in a survey. She told the interviewer that she was too busy and would not participate. This is an example of ____. a. random sampling error b. administrative error c. nonresponse error d. interviewer error
c
