Chapter 2 Marketing Research (352)

A(n) _______ is an unobservable concept that is measured by a group of related variables.

variable

The term ______ _______ refers to data not gathered for the immediate study at hand but for some other purpose.

Secondary Data

Large samples of households that provide specific, detailed data on media usage behavior for an extended period of time are called _____. A) consumer panels B) media panels C) target population D) focus groups

B

A feature of a hypothesis is that it _____. A) is a proven statement B) can only contain dependent variables C) is not empirically testable D) suggests relationships between variables

D

A null hypothesis states that _____. A) there is a positive relationship between variables B) variables have no actual value C) two variables are related D) there is no relationship between variables

D

Identify a true statement about syndicated data. A) They are standardized information that can be accessed easily at no cost. B) They intend to promote uniformity in data reporting procedures for the U.S. government. C) They are composed of information that are mostly derived from a company's past activities. D) They consist of tabulated reports that are made to fit a client's research needs.

D

Researchers find support for the alternative hypothesis only if the null hypothesis is accepted. True/False

False

When causal relationships are modeled, only dependent variables or constructs can form relationships with other variables. True/ False

False

Researchers can use a conceptual model to effectively share and discuss their thoughts about possible causal relationships with the rest of their research team. True/ False

True

The true value of a variable is called a(n) ________

parameter

Identify the aspects involved in conceptualization. (Check all that apply.) A) Creating a diagram that visually shows the relationships studied in a research B) Determining the value of a variable that is estimated from a sample C) Determining the variables involved in a research D) Rejecting or accepting the null hypothesis stated in the experiment E) Defining the hypotheses and relationships of a research

A, C, E

A company's human resource team wants to identify the factors that affect the productivity of the company's employees. In this scenario, which of the following is an example of a hypothesis that suggests a negative relationship between the variables? A) Employees who drink coffee have the same productivity as those who do not drink coffee. B) Employees who work longer hours tend to have low productivity. C) Employees who are closely supervised tend to have high productivity. D) Employees who listen to music are likely to have high productivity.

B

In the context of syndicated data used in market research, which of the following are benefits associated with consumer panel data? (Check all that apply.) A) They identify research methodologies that have been used to study similar topics. B) They accurately report expenditures that are socially sensitive. C) They provide information with a high level of specificity. D) They are reviewed by experts to ensure that the information provided is accurate.

B, C

In the context of syndicated data used in market research, identify the benefits associated with consumer panel data. (Check all that apply.) A) Panel-based data sources suggest perspectives of high-profile marketing analysts that are worth considering when designing a study. B) They primarily keep companies informed about consumers' media consumption habits. C) They are preferred by clients because of timeliness and rapid availability. D) The cost of panel data is lower than primary data collection methods.

C, D

The information recorded by Nielsen Media Research is used to calculate media efficiency measured as cost per thousand (CPM), that is, _____. A) the average costs incurred by firms per thousand minutes of unwatched advertisements B) the cost incurred by firms per thousand minutes of advertising C) the average cable costs incurred by a thousand viewers D) the costs incurred by a particular media to reach a thousand viewers

D

Which of the following is an example of measuring constructs? A) A marketing firm conducts a survey to find out how many women hold managerial positions. B) The human resource department of a retail store calculates the number of employees hired at all its branches. C) The sales department of a company calculates the total profits made in the previous year. D) A marketing firm measures a restaurant's service quality.

D

_______ _______ refer to theoretical statements about relationships between variables (Enter one word per blank).

causal hypothesis

_______ refers to the development of a model that shows variables and hypothesized or proposed relationships between variables.

conceptualization

Large samples of households that provide specific, detailed data on purchase behavior for an extended period of time are called _______ ________

consumer panels

A statistical hypothesis that is tested for possible rejection under the assumption that it is true is called a(n) ______ _______

null hypothesis

Which of the following is true of the North American Industry Classification System (NAICS) codes? A) Organizations report all activities based on the NAICS code assigned to their industry. B) Only public organizations follow the NAICS codes assigned to them. C) Data are collected from the NAICS codes so that they can be tailored and sold to different firms. D) The NAICS codes ensure that there is diversity in the information provided by federal, state, and private businesses.

A

Researchers must be cautious when using an internal source of secondary data because _____. A) the data can be expensive to access and may not be available when required B) the data are derived mostly from business activities conducted in the past C) the data are mostly ineffective when planning new-product introductions D) the data often exclude information required to analyze product performance

B

Identify the disadvantages of popular sources as an external source of secondary data. (Check all that apply.) A) Journalistic sources can be studied only if they are categorized properly. B) Findings reported in journalistic publications face less scrutiny than scholarly findings. C) Ideas conveyed in popular sources tend to involve secondhand reporting of information. D) Information reported in journalistic sources is less current than information reported in scholarly sources.

B, C

Identify the true statements about consumer panels as a form of syndicated data. (Check all that apply.) A) A structured questionnaire is given to respondents who comment on the distributive effectiveness of the products they use. B) A highly structured questionnaire is provided to respondents who report detailed behaviors at the time of occurrence. C) The data provided by respondents are scrutinized for accuracy before they are sold to clients. D) The data provided by respondents are tailored to meet the research requirements of clients.

B, D

Creating a conceptual model early in the research process _____. A) permits researchers to deduce the validity of a hypothesis by studying a sample population B) allows researchers to determine the actual value of a variable C) aids researchers in developing and classifying their thoughts D) helps researchers reject or accept a hypothesis

C

Good marketing blogs are written by high-profile practitioners and analysts and _____. A) always consist of information that is factual and proven B) often recommend ideas that are tailored to meet the requirements of a study being designed C) often suggest perspectives that are worth considering when designing a study D) always consist of information that has been investigated with the same level of care as done for scholarly publications

C

Nielsen Media Research collects data on television viewing habits through a device called a people meter. A feature of the people meter is that it _____. A) calculates the time individual viewers spend watching advertisements B) calculates the costs incurred by people for cable television subscriptions C) continuously monitors programs with offensive content D) continuously monitors and records when a television set is turned on

D

Nubark Inc., a retail company, attempted to map the success of its customer loyalty program that had been implemented the previous year. To do so, the company compiled the surveys that customers filled when they had enrolled in the program. The data it complied is an example of _____. A) experimental data B) tertiary data C) external secondary data D) internal secondary data

D

______ _______ _______ are collected by an individual company for accounting purposes or marketing activity reports.

internal secondary data

An association between two variables in which one increases while the other decreases is called a(n) _______ _______.

negative relationship

Identify a feature of variables. A) They have concrete properties and are measured directly. B) They are unobservable and vague. C) They cannot be altered or controlled by researchers. D) They are always measured by one or more constructs.

A

A(n) _______ _______ refers to the value of a variable that is estimated from a sample.

sample statistic

Identify a unique benefit of store audits. A) They are precise and prompt. B) The data produced act as a primary data source. C) The data produced tend to have more bias than in consumer panels. D) They are performed at the manufacturing level.

A

In the context of external sources of secondary data, which of the following are benefits of popular sources compared to scholarly sources? (Check all that apply.) A) They use language that is less technical than that in scholarly sources. B) They contain information that is more up to date than do scholarly sources. C) They refrain from secondhand reporting of information, unlike scholarly articles. D) They are more likely to be reviewed by peers before publication than scholarly sources are.

A, B

Which of the following are factors that form the basis of theoretical statements that are a part of causal hypotheses? (Check all that apply.) A) Management experience B) Exploratory research C) Speculative theories D) Technological advancements E) Previous research findings

A, B, E

Which of the following are true of good hypotheses? (Check all that apply.) A) They are written clearly and simply. B) They always suggest that two variables are related. C) They follow from research questions. D) They are testable. E) They include abstract, undefined constructs.

A, C, D

Which of the following are criteria used by researchers to evaluate the quality of information gained from secondary data sources? (Check all that apply.) A) Consistency B) Administrative costs C) Credibility D) Purpose E) Duality F) Accuracy

A, C, D, F

In the context of syndicated data used in market research, identify the key variables measured in a store audit. (Check all that apply.) A) Beginning and ending inventory levels B) Point-of-manufacturing receipts C) National advertising D) Price levels E) Sales receipts

A, D, E

Identify a true statement about a good hypothesis. A) It should always suggest positive relationships between variables. B) It is abstract and intricate. C) It is an educated guess about the answers to a research question. D) If it is a causal hypothesis, it must only have an independent variable in the statement.

C

Identify a true statement about a parameter. A) It is calculated by testing a small number of people from the target population from which a researcher wants to collect data. B) It gives a researcher an estimate of the sample statistics. C) It is derived only when data is collected from every member of the relevant population. D) It always leads to the acceptance of an alternative hypothesis.

C

Media panels primarily measure media consumption habits of people, while consumer panels measure product or brand consumption. True/ False

True

Possible answers to a specific applied research problem are called _______ _______.

descriptive hypothesis

A system that codes numerical industrial listings designed to promote uniformity in data reporting procedures for the U.S. government is called the _____. A) Standard Industrial Classification (SIC) System B) North American Industry Classification System (NAICS) C) International Standard Industrial Classification (ISIC) System D) Standard Occupational Classification (SOC) System

B

An advantage of the internal sources of secondary data is that they _____. A) help researchers stay abreast of the latest thinking related to their topic of interest B) are inexpensive to obtain and are readily available C) predict the future performance of an organization D) provide insightful commentary on practices that are currently discussed by experts

B

Good marketing blogs are written by high-profile practitioners and analysts and _____. A) always consist of information that has been investigated with the same level of care as done for scholarly publications B) often suggest perspectives that are worth considering when designing a study C) often recommend ideas that are tailored to meet the requirements of a study being designed D) always consist of information that is factual and proven

B

Identify a point researchers should consider when using blogs as a source of secondary information. A) They receive much more scrutiny than scholarly sources. B) Blogs often convey a writer's perspective rather than facts. C) Blogs are most credible when they are cited less often. D) They deal solely with business practices of the past.

B

Which of the following is an example of external secondary data? A) A company's sales department interviews its existing customers to find ways to improve its service. B) A company analyzes its marketing reports from the previous year to study the impact of advertising on its sales. C) A company uses surveys collected by nonprofit organizations to understand customer behavior. D) A company's marketing department compiles the income reports of all the departments within the company to calculate the company's profits.

C

Identify the types of secondary data. (Check all that apply.) A) Observational data B) Experimental data C) External data D) Internal data

C, D

An observable item that is used as a measure on a questionnaire is called a(n) _______.

Variable

Associations between two or more variables are called ________.

relationships

_______ _______ ______ are collected by outside agencies such as the federal government, trade associations, or periodicals.

external secondary data

An empirically testable though yet unproven statement developed in order to explain phenomena is called a(n) _______.

hypothesis

A(n) _______ _______ refers to an association between two variables in which they increase or decrease together.

positive relationship

Formal examination and verification of how much of a particular product or brand has been sold at the retail level are called _______ _______

store audits

_______ _______ provide customized data for companies, such as market share, ad effectiveness, and sales tracking, which have been compiled according to some standardized procedure.

syndicated data

The _______ _______ usually suggests that two variables are related.

alternative hypothesis

Identify the ways in which a literature review is helpful to analysts who plan to conduct primary research. (Check all that apply.) A) It suggests methodological approaches that have been successful in researching topics that are similar. B) It helps analysts develop new scales to measure variables and research methodologies. C) It discloses whether information that addresses the issue of interest already exists. D) It serves as a written contract between companies and analysts. E) It offers contextual and background information for the current study.

A, C, E

In the context of syndicated data used in market research, which of the following information can be derived from store audit data? (Check all that apply.) A) Sales at different price points and levels B) Effectiveness of national advertisements compared to door-to-door advertising C) Brand or product sales in relation to competition D) Indirect sales through online platforms E) Effectiveness of point-of-purchase (POP) displays and shelf space

A, C, E

Identify the true statements about a literature review. (Check all that apply.) A) It helps researchers develop new scales to measure variables and research methodologies. B) It helps clarify and define research questions and the research problem. C) It gives researchers access to primary information related to their topic of interest. D) It recommends research hypotheses that can be investigated. E) It helps researchers stay informed about the latest thinking related to their topic of interest.

B, D, E