marketing 415 exam 1

Suppose you were evaluating preferred attributes in an automobile. You are to distribute 100 points in terms of how important each attribute is to you, as follows: _______ styling _______ horsepower _______ towing capability _______ economy 100 points total This scale illustrates which kind of technique? a. Constant sum b. Purchase intent c. Rank order d. Semantic differential

A

When is it necessary to ask demographic questions near the beginning of a survey? a. screening for qualified respondents b. when it is essential that respondents don't skip these questions c. when they are sensitive in nature d. none of the above

A

Which of the following is not an advantage of depth interviews over focus groups? a. heightened group-dynamics effect b. group pressure is eliminated c. heightened attention of respondent d. no need for expensive focus group facility

A

Which of the following is the first step in the sampling design process? a. define the target population b. determine the sampling frame c. select sampling technique(s) d. determine the sample size

A

Which of the following is untrue about exploratory research? a. it is a large-scale study involving a formal questionnaire and rigorous sampling effort b. can be flexible in nature and include open-ended questions c. could involve reviewing secondary data d. help clarify a research problem

A

Which of the following types of questions would have the highest cost associated with its interpretation and data tabulation? a. open ended b. dichotomous c. multiple choice d. scaled response

A

In a questionnaire, the item "Do you think that the burger King Whopper is the most nutritious and best tasting fast food hamburgers" is:

A double-barreled question

Which of the following is NOT an example of a possible sampling frame? a. telephone book b. intercept of customers at a mall c. Database of previous customers d. Database of non-customers

B

_______________ is the testing of the questionnaire on a small sample of respondents for the purpose of improving the questionnaire by identifying and eliminating potential problems before using it in the actual survey. a. Precoding b. Pretesting c. Sampling d. Encoding

B

All of the following are the mentioned in the lecture as specific guidelines to follow to avoid problems in questionnaire wording EXCEPT: a. use simple words. b. avoid ambiguous words. c. use leading questions. d. avoid generalization and estimation

C

As discussed in the case "Microsoft Office: Gaining Insights into the Life of a College Student (B)", the research methods used by the research team include all but which of the following? a. in depth interviews b. focus groups c. survey research d. observation research

C

Suppose a researcher wants to discover the attitudes, feelings, and motivations of a heavy user of a product. Which of the following approaches would be best? a. quantitative research b. descriptive research c. qualitative research d. a large scale survey via a probability sample

C

Which of the following is incorrect concerning qualitative research? a. blends with quantitative research to provide a more thorough understanding b. involves open-ended questions c. may include extensive probing d. produces models of behavior that can be used to predict how market segments will react to marketing strategies

C

Which of the following is not a source of externally generated secondary data? a. syndicated marketing research data b. news media reports c. past transaction data of your customers d. Web-based reports

C

Which of the following sampling methods is the most statistically efficient? a. simple random b. systematic random c. stratified random d. cluster

C

Which of the following types of scales is least likely to produce interval or ratio scale data? a. itemized rating b. graphic rating c. paired comparison d. constant sum

C

Common examples of ordinal scaled include all of the following EXCEPT: a. quality rankings b. ranking of teams in a tournament c. educational levels d. social security numbers

D

Cross-sectional data are not sufficient to provide information on _______. a. attitudes towards a brand b. perceptions of a political speech c. market share for a brand d. brand loyalty

D

When using a _________, the respondent is typically asked to evaluate a brand, store, or some other object using a scale between bipolar adjectives, such as cold and warm. a. Likert scale b. pictorial rating scale c. balanced rating scale d. semantic differential

D

Which of the following is a primary disadvantage of observation research? a. data can't be gathered as fast as in survey research b. observational data is less accurate than survey data c. in house behavior cannot be observed d. only behavior can be examined; motives, attitudes and intentions cannot be learned

D

Which of the following is not an example of a projective test/technique? a. word association b. cartoon test c. picture interpretation d. ethnography

D

The most important step in the marketing research process is:

Formulating the problem

Indicate your level of agreement with the following statement: The President is doing a very good job. Strongly agree Agree Indifferent Disagree Strongly Disagree This scale used above illustrates which of the following scale?

Likert

My population interest is KU students. To select my sample, I did the following: I got a lot of all students alphabetically ordered who are currently registered in KU, and then selected every 100th name on the list. This type of sampling method is:

Systematic sampling

What do convenience, judgement, and quota samples have in common?

They can be classified as non probability samples

What percent of brand A buyers appear to be loyal? a. 25% b. 33% c. 10% d. 67%

b. 33% 100/300

A researcher wants to develop a questionnaire that asks users of the product different questions from those asked of non-users. What technique should s/he use to accomplish this?

branching

What is the probability that someone who bought brand B in May bought Brand C in June? a. 25.0% b. 12.5% c. 37.5% d. 6.8%

c. 37.5% 75/200

Which brands buyers appear to be the least loyal? a. Brand A b. Brand B c. Brand C d. they are all equally disloyal

c. Brand C

When a researcher attempts to collect data from all individuals in a population, this is referred to as taking a:

census

The data collected from the "Harvard Graduate Student Housing Survey" would be analyzed using which type of descriptive research?

cross-sectional

What was the market share for brand B during the month of May? a. 36% b. 27% c. 10% d. 18%

d. 18%

When a question has only two possibly choices, it is referred to as a ________ question.

dichotomous

In general, questions that are sensitive and may offend the respondent (such as the question about age or income) should be positioned at the _____ of the survey.

end

When a research firm conducts focus groups to test three potential ad concepts for its client, they are using what type of research?

evaluative

The main method of causal research is:

experimentation

If a market researcher does not have enough understanding to proceed with a large-scale structured research study, __________ research is needed.

exploratory

All of the following are typical sources of internal secondary data EXCEPT: a. accounting records b. sales reports c. customer transaction data d. focus groups

focus groups

The customer service department of a large department store recently received a complaint about a store associate. The store's associate's manager has been unable to detect any problems with the associate's performance. The the service department received another complaint concerning the same associate. Which of the following would be the best approach to investigate the situation? a. depth interview with associate b. mystery shoppers c. depth interview with customers d. close observation by the department manager

mystery shoppers

Ethnography or ethnographic research is a type of _______

observation research

When a grocery store monitors consumer shopping behavior by using pathtrackers, this is an example of:

observation research

Present the following picture to respondents and ask respondents to fill in the balloons in the picture is an example of a ________. (look at question #43)

projective technique

Suppose males and females differed markedly regarding the key questions in a given survey. Further, the population consists of 35% males and 65% females. The probability sampling technique, which secure the gender proportions mentioned above would be:

proportional stratified

The extent to which a scale produces consistent results if repeated measurements are made on the characteristic called _____________.

reliability

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 sold the marketing research problem.

research design

Data collected for some purpose other than the problem at hand is known as:

secondary data

A qualitative researcher is investigating a very sensitive subject, downloading music illegally. Which technique would be best for getting the subject to answer honestly?

third person techniques