MARK 4311- Test one Practice Questions

The four levels of measurement in order, beginning at the most basic is:

(1) Nominal/Categorical, (2) Ordinal, (3) Interval, and (4) Ratio

When a scale can elicit the same or similar responses from the same respondent every time, it is said to be _____.

reliable

What term describes how each sample element is to be drawn from the total population?

sample plan

_____ measures allow specificity about differences.

scale

The first formal section of a survey is the

screener

This section excludes those who do not meet study qualifications.

screener

Creating the proper mix of product/service, price, promotion, and distribution (placement) for a market begins with:

selecting the global market strategies and targets.

A _____ scale is useful for developing brand profiles.

semantic differential

A _____ scale uses bipolar adjectives to access various properties of the object of interest.

semantic differential

A _______ involves participants providing their own words to complete incomplete sentences.

sentence completion

____ logic dictates whether to ask questions based on previous answers

skip

Implementation of new strategies initiates a new stage of growth during _____________.

strategy development & implication

______ observation means behaviors of interest are identified prior to observations.

structured

Opinions are a/an _____ property.

subjective

_____ properties are generally measured on intensity using a Likert scale.

subjective

_____ properties are mental constructs, ideas, or perceptions.

subjective

To measure agree/disagree, it is best to use a/an _____ interval scale.

symmetric

The dependent variable is:

the measured outcome

Each of the following is a reason NOT to conduct marketing research, EXCEPT:

the problem has not been well defined

Market research is:

the process used to define the size, location, and/or makeup of the market for a product or service

What is the purpose of causal research?

to answer why

What is the purpose of exploratory research?

to clarify problems and hypothesis

What is the purpose of descriptive research?

to determine who what when where how

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

This section is where we address project objectives.

topic exploration

A well-constructed research objective will:

all of the above

Drivers of the evolution and growth of marketing research include:

all of the above

Secondary data can be used for:

all of the above

When is marketing research not needed?

all of the above

Which is a characteristic of laboratory experiments?

all of the above

Which is an example of an online method?

all of the above

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?

all of the above

To measure acceptance/acceptability, it is best to use a/an _____ interval scale.

asymmetric

To measure frequency, it is best to use a/an _____ interval scale.

asymmetric

To measure importance, it is best to use a/an _____ interval scale.

asymmetric

A difference between MROCs and other online methods is that longitudinal perspectives are allowed.

true

A disadvantage of online methods is there is no interaction with products.

true

A disadvantage of syndicated data is you have no strategic advantage over your competitors.

true

A limitation of observations is that only a small number of subjects can be observed.

true

About 60% of marketing research firms have less than 5 employees.

true

An advantage of observations is they have better accuracy.

true

External data are obtained through published sources, public records, and data aggregators.

true

Field experiments have high external validity.

true

In a cross-sectional study, the two samples are different.

true

Internal databases are inexpensive and obtained quickly.

true

Internal databases can enhance existing primary data.

true

Internal databases may be outdated and not credible.

true

Marketing Strategy involves designing the proper "mix" of product/service, price, promotion, distribution system to meet consumers' needs.

true

Marketing research is intended to link the customer to the marketer by providing information to support marketing decisions.

true

Observations have subjective interpretations.

true

Online methods allow for geographical flexibility.

true

Social media data can track trends.

true

Social media data may not be representative.

true

Syndicated and packaged data are both offered for sale.

true

The employment trend shows an increase in an employees and then a tapering off over the next few years.

true

The focus of market research is on defining the ideal / optimal / legitimate / eligible space.

true

The logical growth cycle of new businesses is: (1) Introduction, (2) Growth/Expansion, (3) Stabilization, (4) Strategy Development & Implementation, and (5) Future?

true

When following the marketing research process, you must design data collection forms and determine the sample plan and size before collecting data.

true

When following the marketing research process, you must establish research objectives before determining research design.

true

A research proposal is a legally binding contract between the client and researcher.

true `

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

______ observation means all behaviors of interest are observed.

unstructured

When a scale measures what it intends to measure, it is said to be _____.

valid

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

A construct is:

what information is needed

A _______ involves participants responding to presented words with the first word that comes to mind.

word association test

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

Questions should move from _____ to _____.

broad to specific

This section is where we learn about current behaviors and brand awareness, usage, and attitudes.

category assessment

Which type of research design is conducted later in the research process?

causal

A research proposal DOES NOT include:

company background

Secondary Data is gathered by the researcher specifically for the project at hand.

correct

____ observation means the subject is not aware of being watched.

covert

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:

creating the problem statments

A sample should be representative and reported with a margin of error in ___________ studies.

cross sectional

___________ are measures taken from a single sample at one point in time

cross sectional

Which is NOT a method of exploratory research?

cross sectionals

About what percentage of the U.S. marketing research revenue is controlled by the top 10 firms?

75%

about what percentage of the WORLDWIDE marketing research revenue is controlled by the top 10 firms?

80%

Question Selected Match LinkedIn D. Networking & Connecting Facebook E. Connecting with the largest audience Pinterest A. Crafts & Decor Google + C. Connecting with 25-34 Year Olds Instagram B. Sharing videos and photos

A. Crafts & Decor B. Sharing videos and photos C. Connecting with 25-34 Year Olds D. Networking & Connecting E. Connecting with the largest audience

Exploratory Research:

Collects information in an unstructured and informal manner

Which of the following is NOT a form of secondary data?

Customer satisfaction ratings

What is the document that the marketing researcher pledges to deliver as a result of the marketing research process?

Descriptive

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

The two basic types of studies categorized as descriptive research include:

E. Longitudinal studies and cross-sectional studies.

The less we know about a market or subject, the more likely it is that a researcher should use:

Exploratory research.

Select the correct match between person and their legacy.

George Gallup and Public Polling, Ernest Dichter/Robert Melton and Focus Groups

Marketing processes are most often improved during _____________.

Growth/Expansion and Strategy Development & Implementation

The introduction to a survey should include:

How long the survey should take What type of incentive they may expect Whether their response is anonymous or confidential

What questions should be asked when evaluating external secondary data?

How was the information attained? Who collected the information? What information was collected?

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.

Actions are most often generated, refined, and evaluated during _____________.

Introduction, Growth/Expansion, Strategy Development & Implementation, and Future

Opportunities and problems are most often identified during _____________.

Introduction, Strategy Development & Implementation, and Future

Descriptive Research:

Is a set of methods and procedures describing marketing variables

Diagnostic Research:

Is designed to determine sources of satisfaction and dissatisfaction

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.

Prescriptive Research:

Provides info that allows the manager to best remedy the dissatisfaction

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

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.

The most important step in the marketing research process is:

defining the problem

This section includes descriptor or classification questions that were not used in the screener.

demographics

_____ measures are methods of describing objects.

descriptive

The process for defining a problem include all the following except:

determine research objectives

______ observation means we can see the actual behaviors of interest.

direct

_____ logic specifies language or imagery based on previous answers

display

Which type of group is exposed to a change in the independent variable?

experimental

Which type of research design is conducted early in the research process?

exploratory

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

A focus group is a small group with people who have different interests, experiences, or opinions.

false

An advantage of online methods is participants do not lose interest.

false

Analyzing the data is the last step in the marketing research process.

false

Defining the problem is the first step in the marketing research process.

false

In a longitudinal study, the two samples are different.

false

Internal database reporting units are always compatible.

false

Moderators cannot communicate privately with participants in online methods.

false

Observations have a high chance for recall error.

false

Product development and marketing as a whole have shifted from a customer focus to a product focus.

false

Social media data always provides in depth content.

false

Social media data is expensive.

false

Which type of experiment has less control on variables that may affect the dependent variable?

field

Which type of experiment has situations that are more realistic?

field

Which of the following statements is true?

forbes ranked best on brand value

Awareness grows during _____________.

growth/expansion

_____ observation means conducting the research in the actual location.

in sitsu

Below are the number of employees in the top 50 firms from 2010 - 2015. Using this data, what would you expect to happen to the number of employees in 2016? 2010: 36,562 2011: 38,305 2012: 36,951 2013: 35,826 2014: 33,995 2015: 34,400

increase slightly compared to 2015

______ observation means we can't see the behaviors, but we can see the results of those behaviors.

indirect

This level of measurement uses a consistent measurement scale to allow for judgements about how much more/less of a property one object possesses relative to another object.

interval

______ observation means the situation is not real, but is constructed to be as close to the real situation as possible.

inverted

"Marketing Concept" is _____________

knowledge of products' roles in a target lifestyle is the key to marketing success

_______ attempts to discover how product attributes are associated with consumer values.

ladering

A _____ scale is useful for construction of personas, customer types, and segments.

likert

A _____ scale uses a symmetric agree-disagree scale to measure intensity of agreement/disagreement.

likert

___________ studies are better able to capture changes or trends in the data

longitudinal

___________ studies are measures taken from the same sample multiple times over a specified period

longitudinal

Nielsen tracking studies are ________ that monitor a variable such as sales or market share over time.

longitudinal studies

The independent variable is:

manipulated to assess causality

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

Which term means: The activity of, and actors tasked with, delivering offerings that have value for a specified target market?

marketing

Which term means: The key to achieving organizational goals lies in being more effective than competitors in marketing to selected targets?

marketing concept

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

Which term refers to the process of collecting, analyzing, and interpreting information to make sound decisions and successfully manage the business?

marketing research

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

What is the document that the marketing researcher pledges to deliver as a result of the marketing research process?

marketing research report

Which term means: Selecting a target segment within the market?

marketing strategy

This level of measurement gives descriptive naming for classification, with examples such as gender or marital status.

nominal categorial

Age in years is a/an _____ property.

objective

Items purchased is a/an _____ property.

objective

_____ properties are physically verifiable.

objective

This level of measurement gives ranking order, with examples such as pain and preference rankings.

ordinal

______ observation means the subject is aware of being watched.

overt

ach of the following research methods is appropriate and in the correct order for a company operating with a product orientation., EXCEPT...

package research

Clients have some control over the topic of the research with:.

packaged data

_____ research is designed to capitalize on the advantages of each approach.

pluristic

Data referring to information that is developed or gathered by the researcher specifically for the research project at hand is called:

primary data.

A _______ involves placing a person in a decision-making situation with instructions to verbalize all considerations in a decision process.

protocol analysis

______ research is a combination of quantitative and qualitative research methods.

puluristic

"Product Orientation" is _____________

putting the right product at the right price in front of customers leads to success

_____ research collects, analyzes, and interprets data through observation.

qualitative

_____ research focuses on observed actions and statements in the environment of interest.

qualitative

______ research is generally conducted via an online survey with a large sample.

quantitative

______ research uses structured questions with predetermined response options.

quantitative

This level of measurement uses a true zero to allow for ratio statements.

ratio

the effect is

a change in the dependent variable that is attributed to the independent variable

There appears to be an employment trend that cycles every ____ years.

5 years

Match the experimental term with the appropriate description/definition. Question Selected Match Independent variable A. The variable manipulated by the experimenter Dependent variable B. The variable measured by the experimenter Experimental group C. The group exposed to the independent variable Control group D. The group that experiences normal conditions Laboratory experiment E. Experimental environment where the experimenter can exercise a high level of control at the cost of realism. Field experiment F. Experimental environment where the experimenter sacrifices control for realism.

A. The variable manipulated by the experimenter B. The variable measured by the experimenter C. The group exposed to the independent variable D. The group that experiences normal conditions E. Experimental environment where the experimenter can exercise a high level of control at the cost of realism. F. Experimental environment where the experimenter sacrifices control for realism.

Question Selected Match Exploratory Research A. Usually conducted at the outset to gain background information, define terms, clarify problems/hypotheses, and/or establish research priorities Descriptive Research B. Intended to develop an understanding of what is happening in the market, specifically addressing who, what, where, when, and how. Causal Research C. Intended to assess drivers, obstacles, and barriers, and, specifically, to address "why" questions. Diagnostic Research D. Intended to idenitfy key factors in the model, to define those factors, and to assess their roles. Prescriptive Research E. Intended to develop and/or evaluate potential solutions and, in many cases, to estimate the likely outcomes associated with those potential solutions.

A. Usually conducted at the outset to gain background information, define terms, clarify problems/hypotheses, and/or establish research priorities B. Intended to develop an understanding of what is happening in the market, specifically addressing who, what, where, when, and how. C. Intended to assess drivers, obstacles, and barriers, and, specifically, to address "why" questions. D. Intended to idenitfy key factors in the model, to define those factors, and to assess their roles. E. Intended to develop and/or evaluate potential solutions and, in many cases, to estimate the likely outcomes associated with those potential solutions.

All of the following are advantages of packaged information EXCEPT:

Ability to customize data for specific projects

________ should only be used when the researcher knows a fair amount about the problem.

Causal research

Who is considered the "father of marketing research"?

Charles Coolidge Parlin

Place the following steps in the research process in the correct order.

Answers Selected Answer Analyze data 1. Define the problem. Define the problem. 2. Determine research design Determine research design 3. Design data collection form(s) Design data collection form(s) 4. Determine the sample plan and size Determine the sample plan and size 5. Analyze data

Causal Studies:

Attempt to uncover what factor or factors cause some event

The Marketing Concept is a business philosophy that credits success with...

Being more effective than your competitors in marketing to selected targets.

Online focus groups have the following advantages over traditional focus groups EXCEPT for which of the following?

Body language visible and apparent

According to the report of 2015 US revenue, what firm has the highest in revenue?

Nielson

The choice of the type of research design depends largely on:

Objectives of the research

An example of an action standard is:

Pet parents should be willing to spend $X on premium pet food for their beloved pets

Which order of operations is correct when using a Product Focused approach?

Product research Pricing/Promotion research Target market research Distribution 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

Each form of observation carries advantages and disadvantages. Below you will find forms of observation and their associated advantages. Match each form (and associated advantage) on the left with its counterpart (and associated advantage) on the right.

Question Selected Match In situ observation allows the researcher to observe participants in the actual situation of interest. A. Use of an invented situation allows the researcher to eliminate or reduce the impact of extraneous variables. In-person observation allows the researcher to see the entire scene and document all elements of the situation. B. Remote observation minimizes the impact of the researcher on the situation., even though the participants know they are under observation. Overt observation allows the researcher to engage with the participant, possibly probing to understand thoughts and motivations driving actions. C. Covert observation minimizes the influence of the researcher, resulting in the capture of more natural behaviors in the context of interest. Direct measurement, observing the actual behavior, increases confidence in assertions about behavioral drivers. D. Indirect measurement, observing the effects of behavior, increases confidence that the behaviors came about naturally (and not as a result of observation and measurement).

__________ need to be very clear, since they will determine the methods used and the content of the measurement instrument.

Research objectives

Which of the following is true of cross-sectional studies but not of longitudinal studies?

Respondents are interviewed (surveyed) only one time.

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 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 model is established during _____________.

Stabilization

Performance is most often monitored during _____________.

Stabilization, Strategy Development & Implementation, and Future

Which of the following statements is true?

Suppliers and vendors offer either full-service research functions or limited/specialized services., Client Researchers will utilize internal resources and DIY tools.

Which order of operations is correct when using a Customer Focused approach?

Target market research Product research Distribution research Pricing/Promotion research

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.

Which of the following is NOT a consideration in the design and execution of focus groups?

The conversation should be tightly structured, ensuring that participants answer all of the necessary questions in a consistent form using similar terms and descriptions.

Big Data is characterized by "the 3 V's". Which is NOT one of the 3 V's?

Validity

When should qualitative applications be used?

When discussion will provide clarity and/or insight into the nature of the relationship with the brand, product, or service When you want to gather instant, reactionary feedback on product/stimulus