Marketing Research Ch1-4

Exploratory research _____. - cannot be projected upon a larger population - aims to determine if changes in one variable impacts changes in another variable - describes demographic characteristics, psychographic behaviors, as well as opinions held by a market - is used to discover new ideas or brainstorm solutions

is used to discover new ideas or brainstorm solutions

In observational research, the following can be recorded, except ______. - Body language - Verbal statements - Thoughts and opinions - Spatial behavior

thoughts and opinions

True or False: The primary role of market research is to reduce the risk in making business decisions.

true

Each of the following is part of the role of the moderator, except ______. - making sure to never deviate from the moderator's guide - engaging members who are not forthcoming - all of these are part of the moderator's role - building a rapport with participants

making sure to never deviate from the moderator's guide

Who conducts market research? - an external research firm - all of these - on-staff research experts - a mix of on-staff and external resources

All of these

All of the following are disadvantages to secondary research, except that _____. - all of these are disadvantages - external secondary data may not be comparable to internal data - the quality and accuracy must be scrutinized - data could be outdated

All of these are disadvantages

Each of the following is a focus of market research except ______. - Exploring emerging markets - Understanding the current market - Gathering assessments from stakeholder groups - Assessing employee performance

Assessing employee performance

Conducted in authentic situations and locations where observers record what naturally occurs as it happens. - Direct observation - Focus groups - Visible observation - Contrived observation

Direct observation

Secondary research is ... - external research - internal research - existing research - original research

Existing research

True or False: Focus groups participants should never be segmented by usage level of the product category which they are about to discuss.

False

True or False: If the cost of the research effort exceeds the estimated benefit of the decision, research is most likely warranted.

False

True or False: It is important to interject the researcher's opinions throughout the body of a secondary research report

False

True or False: Research plans are only used when a company hires a research consulting firm

False

True or False: Researchers must obtain permission to observe subjects in all observational research studies.

False

This methodology involves researchers secretly acting as consumers in order to gather data on the customer experience. - Observational research - Mystery shopping - Focus groups - Experiments

Mystery shopping

This methodology is used for giving insight into the real consumer decision making process, how to improve customer service interactions, as well as retail design/layouts - Focus groups - Surveys - Mystery shopping - Observational research

Observational research

A technique used by focus group moderators to dig for deeper and more meaningful responses. - Open-ened questions - Referring to participants by name - Clarifying questions - Probing questions

Probing questions

Demographics are ... - attitudes and behaviors of the target consumer - data collected from opinion research - the voice of the customer - statistics that describe target consumers' attributes

Statistics that describe target consumers' attributes

The following factors can help decide whether or not to engage in market research activities, except ______. - The product's current position in the product life cycle - The risk level of the business decision - The cost versus the benefit of having the findings - The time needed to gather research

The product's current position in the product life cycle

True or False: Secondary research can be exploratory

True

Focus groups are ____. - an internal secondary method - a primary quantitative method - an external secondary method - a primary qualitative method

a primary qualitative method

An in-depth, semi-structured, question-and-answer session with one to three participants is considered _______. - A focus group - An interview - Ethnographic research - Secondary research

an interview

Research questions ____. - declare the purpose of conducting the research - are detailed and tactical in nature and help flesh out the overarching research objective - help flesh out the overarching research objective - are detailed and tactical in nature

are detailed and tactical in nature and help flesh out the overarching research objective

The three types of research are exploratory, descriptive, and ______. - Statistical - Causal - Sample - Dual

causal

Topics fit for this method are typically the most complex and/or personal in nature: - Focus groups - One-on-one interviews - Dyads - Triads

dyads

A guided discussion with a small group of participants is referred to as ______. - Survey research - Quantitative research - A focus group - Observational research

focus group

How is feedback from a home use test typically obtained? - A follow-up survey - Secondary research methods - Experiments - Exploratory research

follow up survey

Ethnographic market research includes each of the following data collection methods, except ______. - Observation - Virtual and mobile - Online surveys -Passive tracking

online surveys; answer is diaries

Research in which results are measurable and can be counted is referred to as ______. - Primary research - Qualitative research - Quantitative research - Secondary research

quantitative

Which type of data can be used to describe the opinions of a target market overall? - Qualitative - Quantitative - Focus groups - Primary

quantitative

The effort to gauge online sentiment is considered _______. - Digital marketing data collection - Social media monitoring - Social media listening - Environmental scanning

social media listening

Efforts related to collecting data on the social media engagement of the target consumer is considered _______. - Digital marketing data collection - Social media monitoring - Social media listening - Environmental scanning

social media monitoring

Artifacts refer to _____. - observing posture and gestures - the clothes, accessories, and belongings of subjects - verbal interactions between subjects - the personal space between individuals

the clothes, accessories, and belongings of subjects

Each is a necessary component of a secondary research report, except ____. - the survey tool used - the research objective - a works cited page - conclusions and recommendations

the survey tool used

______ act as a hybrid between focus groups and the in-depth interview. - Focus groups - One-on-one interviews - Dyads - Triads

triads

True or False: Multiple methodologies can be deployed during the course of a single research project.

true

True or False: Sales by new versus returning customers is an important metric commonly tracked by organizations.

true

Primary research is ... - internal research - original research - external research - existing research

Original research

Each is part of the research plan, except ____. - research objective - cost/investment - study conclusions - study timeline

Study conclusions

True or False: Mystery shop tools should follow the training and protocol guidelines provided by the company to customer service staff.

True

Casual research ____. - describes demographic characteristics, psychographic behaviors, as well as opinions held by a market - aims to determine if changes in one variable impacts changes in another variable - is used to discover new ideas or brainstorm solutions - cannot be projected upon a larger population

aims to determine if changes in one variable impacts changes in another variable

Market research can be used to help address which of the following business questions? - Should a current product or service be altered or eliminated? - Should the organization expand to new markets? - What should be the creative focus of a new advertising campaign? - What product or service should be developed next? - All of these

all of these

The following are good uses of focus group methodology, except ____. - assuring the target population feels the same way as participants - brainstorming solutions - guiding new product development - gauging new ideas

assuring the target population feels the same way as participants

Psychographics are ... - statistics that describe target consumers' attributes - the voice of the customer - attitudes and behaviors of the target consumer - data collected from the opinion research

attitudes and behaviors of the target consumer

All of the following are reputable secondary sources, except _____. - research vendors - trade associations - libraries - blogs

blogs

Which method is used to ask questions in real time as a product is being tested in order to capture authentic first impressions? - Home use tests - Central location tests - Observational research - Secondary research

central location tests

Secondary research can be used to gather information about the following topics except ______. - Population statistics - Industry and competitive data - Current level of employee satisfaction - Brand reputation

current level of employee satisfaction

Data collected on to whom products, services, or memberships are sold are considered ______. - Customer data - Sales data - Primary data - Infographic data

customer data

Each of the following is an advantage of observational research, except that it _____. - examines the "how" not the "why" - provides unique insight into behaviors - can alleviate respondent bias - all of these are advantages to observational research

examines the "how" not the "why"

Sources of external secondary research include each of the following, except _____. - existing customer survey results - results of a survey conducted by a trade organization - industry databases - population statistics of a target market area

existing customer survey results

Internal secondary research involves _____. - original research conducted internally - existing research gathered outside of a researcher's company - original research conducted by an external firm - existing research gathered within a researcher's own company

existing research gathered within a researcher's own company

Which of the following is used to examine cause and effect relationships between variables? - Focus groups - Ethnographic market research - Mystery shopping - Experiments

experiments

True or False: By identifying the research objective and corresponding research questions, researchers can directly map each project to a definitive methodology.

false

True or False: Focus group ice breaker activities should not venture into the research topic so as not to bias participants.

false

True or False: For observational studies performed in public spaces, subject permission does not need to be granted in order for the study to be considered ethical.

false

True or False: If data collected through secondary means do not fit the questions researchers are trying to answer, the data should not be used at all.

false

True or False: Memberships sold and amount of subscribers to a service do not count as sales data; only revenue is considered sales data.

false

True or False: So-called "field experts" should not be used when conducting environmental scanning since their affinity for the topic could bias results.

false

True or False: Home use tests involve participants recruited in a public place to take part in consumer research studies in controlled environments.

false; central location tests

Geodemographic segmentation can be useful for each of the following, except ____. - for examining the viability of opening a new location - when identifying weaknesses of a current product - for how to attract and communicate with targeted clusters - in cases whether or not it makes sense to advertise in a particular area

when identifying weaknesses of a current product

Which of the following is not an advantage to hiring an external research consultancy versus conducting research in-house? - generally cheaper - more likely to remain objective and unbiased - may have access to comparative data

Generally cheaper

What makes environmental scanning different from other forms of secondary research? - The sources used are no the same - Data is limited to industry databases - Citations are not needed - There is no specific research objective

There is no specific research objective

True or False: Primary data can be either quantitative or qualitative

True

True or False: Secondary data can be either qualitative or quantitative

True

True or False: Secondary research is typically conducted before primary research.

True

______ refers to studying how well consumers interact with and can navigate a company's website, for instance. - UI research - UX research - In-depth interviews - Triads

UI research

______ refers to studying the user experience with a product, service, or customer interaction. - UI research - UX research - In-depth interviews - Dyads

UX research

A focus group activity in which participants are asked to complete tasks involving a potential product or website while observers watch, listen, and takes notes. - Usability tests - Cartoons - Collages - Word association

Usability tests

What is a variable? - Descriptive data - Tests causal relationships - Data that does not change over time - Data that has a quantity that can vary

data that has a quantity that can vary

The research objective ____. - should be positioned at the end of the proposal - is detailed and tactical in nature - declares the purpose of conducting the research - should be addressed only after a methodology is chosen

declares the purpose of conducting the research

Data resulting from digital advertising is considered a part of _______. - Social media listening data - Social media monitoring data - Digital marketing data - Digital multimedia

digital marketing data

This method includes two participants; topics are typically moderately complex and/or personal in nature: - Focus groups - One-on-one interviews - Dyads - Triads

dyads

Secondary research might typically come into play in the following situations, except when ______. - Monitoring competitor and market trends - Gathering customer satisfaction results regarding a recent product launch - Examining outcomes to similar research questions posed in the past - Benchmarking against past internal performance

gathering customer satisfaction results regarding a recent product launch

Results from past studies conducted internally are considered _____. - Internal secondary research - External secondary research - Segmentation data - Primary data

internal secondary data

Sales and customer data are considered ______. - External secondary data - Internal secondary data - Primary data - External primary data

internal secondary data

Each of the following is an advantage to secondary research, except that it _____. - does not require access to a sample of respondents or participants - can help guide subsequent primary research - is generally more accurate than conducting primary research - is typically inexpensive (often free)

is generally more accurate than conducting primary research

Secondary research is typically _____ and ____ compared to primary research. - more accurate ; includes a more robust sample size - less costly ; quicker to obtain - more expensive ; slower to obtain - less accurate ; includes a smaller size

less costly ; quicker to obtain

Capturing authentic behaviors, reactions, and interactions involving a product, product concept, or service in a real-world setting is which type of methodology? - Focus groups - Ethnographic market research - Mystery shopping - Surveys

ethnographic market research

Participants providing vlogs, pictures, and essays detailing their feelings, opinions, and reactions are good examples of ______. - Diaries - Passive tracking - Observation - Virtual ethnography

virtual ethnography