market research exam 1
According to the text, the typical focus group costs the client about ________.
$6,000 -8,000
Which of the following practices might be unethical?
(a) the use of secondary data alone when the research requires primary data collection and (c) the unnecessary collection of expensive primary data when the research problem can be addressed based on secondary sources alone
Which of the following statements is an advantage of online focus groups?
A and B (A) The researcher can reach segments that are usually hard to survey.B) Researchers can re-contact group participants at a later date.)
_______ is one type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious given the nature of the interview.
A direct approach
Advantages of Internet surveys over e-mail surveys include which of the following?
A) Graphs, images, animations, and links to other Web pages may be integrated into or around the survey.B) It is possible to validate responses as they are entered.C) Skip patterns can be programmed and performed automatically.D) All of the above are correct.
A list of the disadvantages of telephone interviewing would include which of the following?
A) Questioning is restricted to the spoken word.B) Interviewers cannot use physical stimuli such as visual illustrations or product demonstrations.C) Personal rapport and commitment are difficult to establish.D) Respondents are less tolerant of lengthy interviews.E) all of the aboveAnswer: E
Which of the following are mentioned in the text as steps to take to prepare for a career in marketing research?
A) acquire computer and Internet skillsB) acquire written communication skillsC) take courses in statistics and quantitative methodsD) develop verbal communication skillsE) all of the above
The researcher can determine what information should be obtained by focusing on ________.
A) the components of the problemB) research questionsC) hypothesesD) ALL OF THE ABOVE
________ is a body of knowledge that tries to understand and predict consumers' reactions based on an individual's specific characteristics.
Buyer behavior
All of the following are examples of topics typically addressed by problem-solving research EXCEPT ________.
C and D (market potential, market share)
_______ is a type of conclusive research whose major objective is to obtain evidence regarding cause-and-effect relationships.
Causal research
Which of the following is true about secondary data?
Cost of collecting the data is low.
Which of the following is NOT an advantage of online focus groups?
Costs are equivalent to traditional focus groups.
________ is marketing that involves using powerful computers with advanced statistical and other software to analyze large databases to discover hidden patterns in the data.
Data mining
________ are unstructured, direct, personal interviews in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations, beliefs, attitudes, and feelings on a topic.
Depth interviews
_______ assumes that the researcher has prior knowledge about the problem situation.
Descriptive research
Which of the following is NOT an issue that would be addressed in a management decision problem?
Determine the impact on sales and profits of various levels of price changes.
_______ is conducted on a small and nonrepresentative sample, so the findings should be regarded as tentative and should be used as building blocks for further research.
Exploratory research
________ is research conducted to gain ideas and insight into the problem confronting the management or the researcher.
Exploratory research
________ is very versatile and can be used at any point in a study.
Exploratory research
________ is data that originates outside of the client organization.
External data
Outside marketing research companies hired to supply marketing research data are called ________.
External suppliers
Which of the following marketing research firms does NOT offer customized services?
Field Work Chicago, Inc.
________ are the most important qualitative research procedure.
Focus groups
Which of the following is NOT an advantage of using focus groups in marketing research?
Focus groups are easy to moderate.
discuss the characteristics of full-service marketing research suppliers and describe three types of these full service suppliers. Include a description of the various services offered by each type of supplier to support your answer.
Full-service marketing research suppliers offer the entire range of marketing research services, from problem definition to report preparation and presentation. The services of these suppliers can be further broken down into syndicated services, customized services, and Internet services. a.Syndicated services —these companies collect and sell common pools of data designed to serve information needs that a number of clients share.Surveys, panels, scanners, and audits are the main means by which these data are collected .b.Customized services —these companies offer a variety of marketing research services customized to suit a client's needs. Each research project is designed to meet the unique needs of the client. c.Internet services —these services are offered by several marketing research firms including some who have specialized in conducting marketing research on the Internet and/or social media, for example, Harris interactive.
________ are visual and pictorially represent the theory.
Graphical models
________ are statements about proposed relationships rather than merely questions to be answered.
Hypotheses
________ provide secondary data derived from industrial and organizational sources that are intended for industrial or institutional use.
Industrial Firms/Organizations
The method of interviewing that is one of the most popular in the United States for collecting survey data is the ________.
Internet interview
________ is defined as the error due to the interviewer's failure to follow the correct interviewing procedures.
Interviewer bias
________ is a type of research design involving a fixed sample of population elements that is measured repeatedly.
Longitudinal design
Marketing research involves all of the following regarding information EXCEPT ________.
Manipulation
Which of the following statements is most TRUE about marketing research?
Marketing research is systematic.
Which of the following statements is most FALSE about marketing research?
Marketing research leads to automatic decisions.
According to the text, which of the following organizations was recognized as the largest global research firm based on global research revenues?
Nielsen
________ is the bias that arises when actual respondents differ from those who refuse to participate in ways that affect the survey results.
Nonresponse bias
Which of the following statements is NOTan advantage of online focus groups?
Only people that have and know how to use a computer can participate.
_______ collect data on the same set of variables at regular intervals, each time sampling from a new group of respondents.
Periodic surveys
________ is an observational research strategy in which human observers record the phenomenon being observed as it occurs.
Personal observation
________ tend to be less structured and to have smaller samples than large-scale surveys.
Pilot surveys
________ is data originated by the researcher for the specific purpose of addressing the research problem.
Primary data
________ is a comprehensive examination of a marketing problem to understand its origin and nature.
Problem audit
________ research is undertaken to help identify problems that are not necessarily apparent on the surface and yet exist or are likely to a rise in the future.
Problem-identification
discuss the differences between problem-identification research and problem-solving research. Include a description of situations in which each type of research would be most appropriate.
Problem-identification research involves going below the surface to identify the true underlying problem that the marketing manager is facing. It may be designed to estimate market potential, market share, brand or company image, market characteristics, sales analysis, short-range forecasting, long-range forecasting, or to uncover business trends. Problem identification is the more common of the two forms of research and is undertaken by virtually all marketing firms. This type of research is used to assess the environment and diagnose problems. Once a problem or opportunity has been identified, a firm undertakes problem-solving research to address the problem. Problem-solving research addresses many topics, including segmentation, product, pricing, promotion, and distribution. Problem-identification research and problem-solving research go hand in hand, and a given marketing research project may combine both types.
_______ refer to the psychological profiles of individuals and to psychologically based measures of lifestyle, such as brand loyalty and risk taking.
Psychographics
________ is a research methodology that seeks to quantify the data and, typically, applies some form of statistical analysis.
Quantitative research
The ________ is a framework or blueprint for conducting the marketing research project that specifies the procedures necessary to obtain the information needed to structure and/or solve the marketing research problem.
Research design
Which statement is NOT true about research design?
Research design is undertaken before developing the approach to the problem.
_______ are refined statements of the specific components of the problem.
Research questions
________ is the ability of the survey mode to reach the units specified in the sample effectively and efficiently.
Sample control
________ are data obtained by passing merchandise over a laser scanner that reads the UPC code from the packages.
Scanner data
________ are data collected for some purpose other than the problem at hand.
Secondary data
_______ is a natural extension of word association techniques, generating more detail about the individual's underlying feelings and beliefs.
Sentence completion techniques
which of the following is NOT an advantage of using depth interviews compared to using focus groups in marketing research?
Skilled depth interviewers are inexpensive and easy to find compared to focus group moderators.
list and discuss the six steps in the marketing research process.
Step 1: Defining the problem —the first step in any marketing research project is to define the problem. Researchers accomplish problem definition through discussions with the decision makers, interviews with industry experts, analysis of secondary data, and some qualitative research, such as focus groups.b.Step 2: Developing an approach to the problem —this includes formulating an analytical framework and models, research questions, and hypotheses. This process is guided by the same tasks performed to define the problem.c.Step 3: Formulating a research design —a research design is a framework or blueprint for conducting the marketing research project. It details the procedures needed to obtain the required information. A study may be designed to test hypotheses of interest or determine possible answers to the research questions, both of which contribute to decision making.d.Step 4: Doing fieldwork or collecting data —data collection is accomplished using a staff that operates in the field. Fieldwork involves personal, telephone, mail, or electronic interviewing. Proper selection, training, supervision, and evaluation of the field force are essential to ensure high-quality data collection.e.Step 5: Preparing and analyzing data —data preparation involves data-processing steps leading up to analysis. This includes the editing, coding, and transcribing of collected data. This entire process must then be verified for accuracy. The results are interpreted in order to find conclusions related to the marketing research problem.f.Step 6: Preparing and presenting the report —the entire project should be documented in a written report that addresses the specific research questions; describes the approach, the research design, data collection, and data analysis procedures; and presents the results and the major findings.
ABC is a company which is involved in selling data that is designed to serve information needs of firms like PepsiCo and Coca-Cola. The data are primarily collected through surveys, purchase and media panels, and scanners. What kind of service does ABC provide in the marketing research industry?
Syndicated services
________ make their money by collecting data and designing research products that fit the information needs of more than one organization.
Syndicated services
Which of the following statements is NOT correct about computer-assisted telephone interviewing (CATI)?
The CATI software cannot perform skip patterns.
discuss the differences between a management decision problem and a marketing research problem.
The management decision problem asks what the decision maker needs to do, whereas the marketing research problem asks what information is needed and how can it best be obtained. The management decision problem is action-oriented, framed from the perspective of what should be done, and focuses on the symptoms not the underlying causes. It asks questions such as "How should the loss of market share be arrested? Should the market be segmented differently? Should a new problem be introduced? Should the promotional budget be increased?" In contrast, the marketing research problem is information-oriented. Research is directed at providing the information necessary to make a sound decision. The marketing research problem focuses on the underlying causes. Examples of this type of problem include the determination of the effectiveness of the current advertising campaign and the determination of the impact on sales and problems of various levels of price changes.
traditionally, marketing researchers were responsible for assessing information needs and providing the relevant information, whereas marketing decisions were made by the managers.Discuss why the roles of marketing managers and marketing researchers are changing.
These roles are changing and marketing researchers are becoming more involved in decision making, whereas marketing managers are becoming more involved with research. This trend can be attributed to better training of marketing managers, the Internet and other advances and a shift in the marketing research paradigm where more and more marketing research is being undertaken on an ongoing basis rather than in response to specific marketing problems or opportunities.
In a short essay, discuss the relationships among exploratory, descriptive, and causal research and provide some basic guidelines discussing the appropriate situation in which to apply each type of research design. Include a specific example of each research design type to support your answer.
When little is known about the problem situation, it is desirable to begin with exploratory research. For example, exploratory research is suitable for generating alternative courses of action, research questions, or hypotheses. Exploratory research can then be followed by descriptive or causal research. It is not necessary to begin every research design with exploratory research. If the researcher has a good understanding of the problem situation, descriptive or causal research maybe a more appropriate initial step. Annual consumer satisfaction surveys are an example of research that need not begin with or include an exploratory phrase. Exploratory research can be used at any point in a study. For example, when descriptive or causal research leads to results that are unexpected or difficult to interpret, the researcher may turn to exploratory research for insight. Exploratory and descriptive designs are frequently used in commercial marketing research, but causal research is not as popular.
In order to compare the national retailers' success in selling its brands of digital cameras with the national retailers' success in selling traditional camera equipment, the marketing manager for Sony decided to use the billing information Sony has for these national retailers. This information is fed into spreadsheets formatted in tabular form and updated continuously as accounts change. In doing so, the marketing manager for Sony utilized which one of the following?
a marketing information system
Which of the following is an example of a longitudinal design in a descriptive research project?
a panel that consists of households that provide purchasing information at specified intervals over an extended period
Information gathered from social media is used to ________.
a) understand the marketB) answer clients' concernsC) connect to consumers and potential participantsD) conduct online researchE) all of the above
discuss the differences between qualitative research and quantitative research.
a. Qualitative research provides insights and understanding of the problem setting. It explores the problem with few preconceived notions about the outcome of that exploration. In addition to defining the problem and developing an approach, qualitative research is also appropriate when facing a situation of uncertainty, such as when conclusive results differ from expectations. It can provide insight before or after the fact. Qualitative research is based on small, nonrepresentative samples, and the data are analyzed in a nonstatistical way.b.Quantitative research seeks to quantify the data. It seeks conclusive evidence, which is based on large, representative samples and typically applies some form of statistical analysis. In contrast to qualitative research, the findings of quantitative research can be treated as conclusive and used to recommend a final course of action. The approach to data collection can vary along a continuum from highly structured to completely unstructured. Qualitative or exploratory research lies at the unstructured end of this continuum, and quantitative research lies at the highly structured end.
In a short essay, discuss the characteristics of the survey method of obtaining information and list at least three advantages and three disadvantages of survey research.Answer: The survey method of obtaining information is based on questioning respondents. Surveys are used when the research involves sampling a large number of people and asking them a series of questions. Surveys may be conducted in person, by telephone, through a mailed questionnaire, or electronically via the Internet.
a. The advantages of the survey method include ease, reliability, and simplicity. Questionnaires are relatively easy to administer. Using fixed-response questions reduces variability in the results that may be caused by differences in interviewers, and enhances reliability of the responses. It also simplifies coding, analysis, and interpretation of data. b.Disadvantages of the survey method are that respondents may be unable or unwilling to provide the desired information. Also, structured data collection involving a questionnaire with fixed-response choices may result in loss of validity for certain types of data, such as beliefs and feelings. Finally, properly wording questions is not easy.
interviews with industry experts, those individuals who are knowledgeable about the firm and the industry, may help formulate the marketing research problem. Which of the following statements is true about interviews with industry experts?
a. These experts may be found both inside and outside the firm.B) Typically, expert information is obtained by unstructured personal interviews without Administering a formal questionnaire.C)It is helpful to prepare a list of topics to be covered during the interview.D) All of the above are true.
Which of the following is a disadvantage of observational data?
a. attitudes, motivations and values can't be assessed.B) perceptual differences among observersC) Infrequent behaviors are too expensive to record.D) difficulty in observing behaviorsE) all of the above
Which of the survey methods listed below is preferable when using physical stimuli?
a. n-homeB) mall interceptC) CAPI
discuss the differences between exploratory and conclusive research.
a.Exploratory research is research conducted to explore the problem situation, that is, to gain ideas and insight into the problem confronting the management or the researcher. Exploratory research may be used when management realizes a problem exists but does not yet understand why. Because the information needs are only loosely defined at this stage, exploratory research must be flexible and unstructured. Exploratory research is conducted on a small and non-representative sample, so the findings should be regarded as tentative and should be used as building blocks for further research. b.Conclusive research is research designed to assist the decision maker in determining, evaluating, and selecting the best course of action in a given situation. Conclusive research is based on the assumption that the researcher has an accurate understanding of the problem at hand. The objective of conclusive research is to test specific hypotheses and examine specific relationships. Conclusive research is typically more formal and structured than exploratory research. The researcher specifies the detailed steps in the research to be conducted prior to initiating the project. Large, representative samples are used to collect data that are analyzed with statistical techniques.
discuss the characteristics of research questions and a hypothesis.
a.Research questions are refined statements of the specific components of the problem. A problem component may break into several research questions. Research questions are designed to ask the specific information required to address each problem component. Research questions that successfully address the problem components will provide valuable information for the decision maker. The formulation of the research questions should be guided, not only by the problem definition, but also by the analytical framework and the model adopted .b.A hypothesis is an unproven statement or proposition about a factor or phenomenon that is of interest to the researcher. It may be a tentative statement about the relationships discussed in the theoretical framework or represented in the analytic model. The hypothesis may also be stated as a possible answer to the research question. Hypotheses are statements about proposed relationships rather than merely questions to be answered. They reflect the researchers' expectation and can be test dempirically. Hypotheses also play the important role of suggesting variables to be included in the research design.
According to the text, what is an ethical responsibility of a research agency?
after a detailed analysis of secondary data has been conducted, the researcher should reexamine the collection of primary data stipulated in the proposal.
Purchase panel respondents like those on NPD's Online Panel provide detailed information on all of the following EXCEPT ________.
all of the above are provided by those NPD respondents.
an explicit specification of a set of variables and their interrelationships designed to represent some real system or process in whole or in part is called ________.
an analytical model
If a company is interested in determining the in-store shelf exposure of their brand versus competitive brands, the most effective way to obtain this information is via ________.
an audit
In focus group reports, which of following is included?
analysis of facial expressions and body language
according to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of all of the following EXCEPT ________.
analysis of project costs
according to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of all of the following EXCEPT ________.
analysis of project schedule
Which of the following is NOT a characteristic of a marketing research problem?
asks what the decision maker needs to do
The collection of product movement data for wholesalers and retailers is called a(n) ________.
audit
Relatively precise information at the retail and wholesale levels is an advantage of which of the following syndicated services?
audit services
Verification of product movement by examining physical records or performing inventory analysis are characteristics of which of the following types of syndicated services?
audits
Which of the following is NOT mentioned in the text as a primary criterion for evaluating secondary data?
availability
Which of the following is NOT a characteristic of descriptive research?
based on data that is collected using small, non-representative samples
Which of the following is NOT a characteristic of a marketing information system?
can improve decision making by using "what-if" analysis
Cartoon characters are shown in a specific situation related to the problem in which of the following projective techniques?
cartoon tests
Which of the following is NOT one of the major types of descriptive studies?
cause-and-effect qualitative studies
All of the following are steps the moderator must take in order to increase the success rate of the focus group EXCEPT to ________.
choose which participant will be the group leader
All of the following are steps involved in the data-preparation stage of collected data EXCEPT ________.
collecting
All of the following are considered to be controllable marketing variables EXCEPT
competition
Michael Dell of Dell Computers wants his company to take market share from Hewlett-Packard and Apple in the category of printers. As his marketing research director, which of the following would NOT be part of the tasks involved in formulating the marketing research problem to support Dell's strategic initiative in selling printers?
composing the research design
Descriptive research is a type of ________ that has as its major objective the description of something—usually market characteristics or functions.
conclusive research
Large, representative samples are used to collect data that are analyzed with statistical techniques for which of the following types of research designs?
conclusive research
_______ research is typically more formal and structured than ________ research.
conclusive; exploratory
To identify the underlying causes of the problem, the researcher should ________.
conduct a problem audit
An overall indication of the dependability of the data may be obtained by examining all of the following EXCEPT the ________.
cost of the source
Which of the following is NOT an advantage of depth interviews over traditional focus groups?
cost per respondent
A type of research design involving the one-time collection of information from any given sample of population elements is called ________.
cross-sectional design
A ________ is a centralized database that consolidates company-wide data from a variety of operational systems.
data warehouse
An information system that enables decision makers to interact directly with both databases and analysis models is called a(n) ________.
decision support system
The first step in any marketing research project is to ________
define the problem
Which of the following is described as loosely structured conversations with individuals drawn from the target audience?
depth interviews
________ is particularly useful whenever research questions relate to describing a market phenomenon, such as frequency of purchase, identifying relationships, or making predictions.
descriptive research
Which of the following is NOT a task a researcher must perform in formulating a research design?
determine how to make the research design error free
Qualitative research procedures are classified as either ________.
direct or indirect
according to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of ________.
discussions with the decision makers
If an outside agency was brought in to conduct work for a research project after the first three steps in the marketing research process were completed, which step would the agency conduct?
do fieldwork or collect data
Which of the following is NOT an advantage of using the survey method?
ease of use
All of the following are considered to be controllable marketing variables EXCEPT ________.
economy
A focus group typically consists of how many participants?
eight to twelve
The services of full-service suppliers can be categorized into all of the following types of services EXCEPT ________
environmental services
Which of the following is NOT a classification of the projective techniques used in marketing research?
evaluation technique
According to the text, a basic rule of research is to ________.
examine secondary data first
According to the text, the main method of causal research is a(n) ________.
experiment
A type of research design that has as its primary objective the provision of insights into and comprehension of the problem situation confronting the researcher is called ________.
exploratory research
When little is known about the problem situation, it is desirable to begin with ________.
exploratory research
Which of the following types of research design should be used when management realizes a problem exists but does not yet understand why?
exploratory research
Which of the following is NOT mentioned as a limitation of social media for conducting marketing research?
expressive bias
Marketing research departments located outside a firm and comprising the marketing research industry are called ________.
external suppliers
Companies whose primary service offering is their expertise in collecting data for research projects are called ________.
field services
A(n) ________ is an interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner.
focus group
Which of the following is recognized as the most important qualitative research procedure?
focus group
the main purpose of a(n) ________ is to gain insights on issues of interest to the researcher by listening to a group of people from the appropriate target market.
focus group
All of the following represent main methods used by syndicated services to collected data EXCEPT ________.
focus groups
Which of the following is NOT a characteristic of a management decision problem?
focused on the underlying causes
The marketing chief of Fossil is considering the introduction of a super functional, fashionable wristwatch for men and women priced at $99. For this, he decided on30 telephonic interviews from their customer database, 50 valid survey responses from individuals whose income is greater than $60,000 and 2 focus groups. To which of the six steps of the marketing research process do the actions of the marketing chief for Fossil fall into?
formulating the research design
Researchers enter the realm of the decision maker when they ________.
give justification for a recommended course of action over others
Which of the following is NOT recognized as an advantage of using mail interviews to collect research data?
good control of environment
Which of the following models are used to isolate variables and to suggest directions of relationships but are not designed to provide numerical results?
graphical models
Telephone interviewing is not a popular mode of administering questionnaires in countries that ________.
have a low rate of households with telephones
Compare and contrast the exploratory, descriptive, and causal research designs.
he objective of exploratory design is to discover ideas and insights; of descriptive design is to describe market characteristics; of causal design to determine cause and effect of functions.The characteristics of exploratory design include flexibility, versatility, and that it is often used as the front end of total research design. The characteristics of descriptive design include its preplanned and structured design and that it is marked by the prior formulation of specific hypotheses. The characteristics of causal design include the fact that mediating variables must be controlled for and that one or more independent variables are manipulated.Methods using exploratory design include expert surveys, pilot surveys, secondary data (which is analyzed qualitatively), and qualitative research. Methods using descriptive design include secondary data (which is analyzed quantitatively), surveys, panels, and observational and other data. Methods using causal design include experiments.
.The disadvantages of using mail interviews to collect research data include all of the following EXCEPT ________.
high interviewer bias
All of the following are recognized as disadvantages of using electronic interviewing to collect research data EXCEPT ________.
high interviewer bias
Which of the following is NOT recognized as an advantage of using electronic interviewing to collect research data?
high sample control
syndicated sources can be classified based on units of measurement, such as ________ and ________.
households/consumer; institutions
An unproven statement or proposition about a factor or phenomenon that is of interest to the researcher is called a(n) ________.
hypothesis
an unproved statement or proposition about a factor or phenomenon that is of interest to the researcher is called a(n) ________.
hypothesis
Which of the following is NOT mentioned as a disadvantage of social media for conducting surveys?
inability to field more complex questions
The type of qualitative research in which the purposes of the project are disguised from the respondents is called a(n) ________.
indirect approach
Marketing research departments located within a firm are called ________.
internal suppliers
All of the following are examples of advantages of using in-home interviewing to collect research data EXCEPT that ________.
it permits easy interviewer supervision and control as the interviewers are traveling door-to-door
Which of the following is NOT one of the key qualifications of focus group moderators?
joviality
comparisons between numerical data from different countries can be difficult because of all of the following EXCEPT ________.
language differs across countries
Which of the following is NOT an advantage of using telephone interviewing to collect research data?
large quantity of data can be collected
Compared to the collection cost of primary data, secondary data is ________.
less expensive
the distinctive models of living of a society or some of its segments refers to ________.
lifestyles
According to the text, a ________ provides a series of pictures, which track the changes that take place over time.
longitudinal design
Which of the following is NOT an advantage of using computer-assisted personal interviewing to collect research data?
low cost
Which of the following is NOT an advantage of using mall intercept interviews to collect research data?
low cost
which of the following is NOT a disadvantage of electronic methods of data collection?
low social desirability
Which of the following methods of collecting survey data is the least popular in the United States?
mail interview
Which of the following is NOT a category of personal interviewing methods?
mail panel
A large and nationally representative sample of households who have agreed to periodically participate in mail questionnaires, product tests, and telephone surveys are called ________.
mail panels
Interviews conducted by Procter & Gamble on Olay Beauty Bar, where the respondents actually washed their hands and face with the bar in a test area before responding to a survey falls under which of the following categories?
mall-intercept personal interviews
The problem confronting the decision maker is typically referred to as the ________.
management decision problem
All of the following are examples of topics typically addressed by problem-solving research EXCEPT ________.
market share
A formalized set of procedures for generating, analyzing, storing, and distributing pertinent information to marketing decision makers on an ongoing basis is called a(n) ________.
marketing information system
According to the text, the ________ is information oriented.
marketing research problem
The ________ asks what information is needed and how can it best be obtained.
marketing research problem
Which of the following is nota disadvantage of secondary data?
may be expensive and time consuming
An observational research strategy in which mechanical devices, rather than human observers, record the phenomenon being observed is called ________.
mechanical observation
A data gathering technique that is comprised of samples of respondents whose television viewing behavior is automatically recorded by electronic devices is referred to as ________.
media panels
For which of the following types of syndicated services do electronic devices automatically record behavior that supplement a diary?
media panels
the problem audit involves discussions with the decision maker on all of the following issues EXCEPT the________.
national culture as it's related to a country's trade barriers
If the key variables have not been defined or are defined in a manner inconsistent with the researcher's definition, then the usefulness of the data is limited. This statement refers to the ________ criteria for evaluating secondary data.
nature
Unbiased evidence that is supported by empirical findings is called ________.
objective evidence
the recording of behavioral patterns of people, objects, and events in a systematic manner to obtain information about the phenomenon of interest is called ________.
observation
Which of the following is NOT recognized as a classification for the various methods of collecting survey data?
observational interview
Which of the following is NOT a form of interviewing in the data collection stage of the research process?
observational interviewing
Which of the following actions is NOT a step a person would take to prepare for a career in marketing research?
obtain any type of work experience
According to the text, the typical duration of a focus group is ________.
one to three hours
When conducting exploratory research overseas in a country such as Saudi Arabia on the topic of attitudes toward household appliances, it would be most effective to conduct ________.
one-on-one depth interviews matching respondents and interviewers by gender
According to the text, the most common entry-level position in the marketing research industry for people with bachelor's degrees is ________.
operational supervisor
A(n) ________ consists of a sample of respondents, generally households that have agreed to provide information over an extended period.
panel
Which of the following types of general surveys measure the same group of respondents over time but not necessarily on the same variables?
panel surveys
Sentence completion can be extended to ________.
paragraph completion
Which of the following are the two types of general surveys?
periodic and panel
A projective technique in which the respondent is shown a picture and required to construct a response in the form of a story, dialogue, or description of a picture is called the ________.
picture response technique
The ________ is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.
picture response technique
Which of the following describes the projective technique in which respondents are shown a picture and asked to tell a story describing it?
picture response technique
All of the following are recognized as disadvantages of using computer-assisted personal interviewing to collect research data EXCEPT ________.
poor response rate
The disadvantages of using mall intercept interviews to collect research data include all of the following EXCEPT ________.
poor response rate
Which of the following disadvantages does NOT apply to using telephone interviewing to collect research data?
poor response rate
Which of the following disadvantages does NOT apply to using in-home interviewing to collect research data?
poor sample control
Which of the following types of incentives is included with the survey or questionnaire?
prepaid incentive
Due to financial constraints, the lack of standardization in qualifications for focus group moderators can be minimized by ________.
preparing a detailed moderator discussion guide
Problem-identification research is typically used to address all of the following topics EXCEPT ________.
pricing
Data originated by the researcher specifically to address the research problem are called ________.
primary data
Which of the following is NOT mentioned in the text as a method used to improve response rates?
prior notificationB) incentivesC) follow-upD) personalizationE) All of these methods are used to improve response rates.Answer: E
The ________provides a useful framework for interacting with the decision maker and identifying the underlying causes of the problem.
problem audit
Which of the following is NOT a step in the marketing research process?
problem correction
A statement of the management decision problem and a broad statement of marketing research problem and identification of the specific components is called ________.
problem definition
While every step in a marketing research project is important, ________ is the most important step.
problem definition
Which of the following classifications of marketing research involves going below the surface to identify the true underlying problem that the marketing manager is facing?
problem identification
According to the text, ________ is typically used to assess the environment and diagnose problems.
problem-identification research
Research undertaken to identify marketing problems is called ________.
problem-identification research
Which of the following is the more common of the forms of research and is undertaken by virtually all marketing firms?
problem-identification research
Research undertaken to help solve specific marketing problems is called ________.
problem-solving research
An unstructured and indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern is called the ________.
projective technique
A(n) ________ is sent to only those respondents who complete the survey.
promised incentive
Which of the following is NOT considered an uncontrollable environmental factor?
promotion
An unstructured, exploratory research methodology based on small samples intended to provide insight and understanding of the problem setting is called ________.
qualitative research
In addition to defining the problem and developing an approach, ________ is also appropriate when facing a situation of uncertainty.
qualitative research
Which of the following types of research explores a problem with few preconceived notions about the outcome of that exploration?
qualitative research
In contrast to ________ research, the findings of ________ research can be treated as conclusive and used to recommend a final course of action.
qualitative; quantitative
Psychographics refers to ________.
quantified psychological profiles of individuals
Which of the following types of research seeks conclusive evidence, which is based on large, representative samples and typically applies some form of statistical analysis?
quantitative research
Which of the following types of research seeks statistical evidence, based on large, representative samples?
quantitative research
In contrast to ________ research, the findings of ________ research should be treated as tentative and are not used to recommend a final course of action.
quantitative; qualitative
Whenever a new marketing research problem is addressed, ________ research must be preceded by appropriate ________ research.
quantitative; qualitative
According to the text, which of the following types of questions does NOT apply to survey research?
questions regarding observational research
according to the text, the collection process of secondary data is ________ compared to the collection process of primary data.
rapid and easy
Which of the following advantages does NOT apply to using in-home interviewing to collect research data?
relatively inexpensive
Informed consent is an ethical principle which ________.
requires researchers to avoid both uninformed and misinformed participation in marketing research projects
A hypothesis is a possible answer to a ________.
research question
Disadvantages of focus groups include all of the following EXCEPT ________.
respondents are generally spontaneousAnswer: E
The percentage of the total attempted interviews that are completed is referred to as ________.
response rate
A projective technique in which respondents are asked to play the role or assume the behavior of someone else is called ________.
role playing
scanner data where panel members are identified by an ID card allowing each panel member's purchases to be stored with respect to the individual shopper are referred to as ________.
scanner panels
Which of the following is a type of scanner data that is currently available?
scanner panels, volume-tracking data, scanner panels with cable TV`
According to the text, ________ are an economical and quick source of background information.
secondary data
Which of the following types of data represent any data that have already been collected for purposes other than the problem at hand?
secondary data
According to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of ________.
secondary data analysis
All of the following are examples of topics typically addressed by problem-solving research
segmentation, product, promotion, pricing
A projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them is called ________.
sentence completion
An effort to combine data from different sources by gathering integrated information on household and marketing variables applicable to the same set of respondents is called ________.
single-source data
according to the text, most of the research suppliers are ________.
small operations
The tendency of the respondents to give answers that may not be accurate but that may be desirable from a social standpoint is called ________.
social desirability
Use of a formal questionnaire that presents questions in a prearranged order is called ________.
structured data collection
Which of the following is NOT mentioned as an advantage of social media for conducting surveys?
survey administration is easy to control
Which of the following is NOT an example of a source of secondary data?
survey data
A structured questionnaire is given to a sample of a population and is designed to elicit specific information from respondents when using the ________.
survey method
According to the text, ________ are the primary means of obtaining information about consumers' motives, attitudes, and preferences.
surveys
Companies that collect and sell common pools of data designed to serve information needs that a number of clients share are called ________.
syndicated services
Which of the following describes information services offered by marketing research organizations that provide information from a common database to firms that subscribe to the service?
syndicated services
Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients are called ________.
syndicated services /sources
Which of the following is a characteristic of a management decision problem?
tends to focus on symptoms
According to the text, ________ is the largest source of secondary data in the United States.
the U.S. government
A marketing research project is warranted when ________.
the cost of the research is less than its eventual benefits
Which of the following is true about census data?
the data can be geographically categorized at various levels of detail.
Which of the following stakeholders is NOT mentioned as being directly affected by marketing research activities?
the government
The management decision problem is ________.
the problem confronting the decision maker
Define marketing research.
the systematic and objective identification, collection, analysis, dissemination, and use of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing.
A(n) ________ is a conceptual scheme based on foundation statements, which are assumed to be true.
theory
Limitations of e-mail surveys include all of the following EXCEPT ________.
there is inherent self-selection bias
in which of the following projective techniques is the respondent presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation?
third person technique
Which of the following is NOT an example of a descriptive research goal?
to determine the cause of a sales decrease
Which of the following is the best example in which to apply causal research?
to determine the relationship between sales promotion and advertising expenditures and sales of Mercedes
Which of the following is NOT a relative disadvantage of using personal observation methods?
unsuitable in natural settings
Scanner data that provides information on purchases by brand, size, price, and flavor or formulation are called ________.
volume-tracking data
The marketing research problem asks the question, ________.
what information is needed and how can it best be obtained
A projective technique in which respondents are presented with a list of words, one at a time, is called ________.
word association
A projective technique in which the respondent is presented with a list of words and asked to write the first word or phrase that comes to mind is called the ________.
word association
Which of the following describes the projective technique in which the respondent is presented with a stimulus and asked to respond with the first thing that comes to mind?
word association technique
