Marketing Research Exam 1 (chapters 3 & 4)
Which of the following assures respondents that they cannot be identified or linked to their response in any way?
anonymity
A research firm has been hired by an attorney to undertake research that will support his client's defense in a legal dispute. What type of research is the firm being asked to conduct?
advocacy research
A research project that is rushed
almost certainly means cutting corners
A conclusion that, when one thing happens, another specific thing will follow is known as a
casual interference
Which type of research is being conducted when a researcher conducts an experiment to answer the question, "Will consumers purchase more of our brand if we change the package design?"
casual research
Rob provides leadership in research efforts and integrates all staff-level research activities in the firm in which he is employed. Rob's job title is most likely a
director of marketing research
Evan has completed the fieldwork of collecting data, and now he is checking the data collection forms for omissions, legibility, and consistency in classification. What is Evan doing?
editing the data
All of the following are examples of exploratory research techniques EXCEPT
experimentation
Companies, such as Kraft and Procter & Gamble, conduct research to clarify ambiguous situations or discover ideas that may be potential business opportunities. What type of marketing research is this?
exploratory
What type of research is being conducted to answer the question: "Would this target market be interested in this type of new product?"
exploratory research
Janna discovers a market segment that is underserved by competitors' products. For Janna's company, this segment represents a:
market opportunity
Which term refers to the application of principles of conduct to business behavior as related to the exchange environment?
marketing ethics
A potential advantage of using an outside research supplier over an in-house research department is that it may be possible for the outside supplier to conduct the project
more objectively
All of the following are advantages of in-house research EXCEPT
more objectivity
Researchers have an obligation to respect the participant's right to
privacy
Managers at Procter & Gamble view marketing research at a strategic planning level. Therefore, the company conducts numerous related studies that come together to help in their product planning decisions. This is referred to as a
research program
When the researcher has only one or a small number of research objectives that can be addressed in a single study, that study is referred to as a
research project
Commercial providers of marketing research services are called
research suppliers
When the data from an empirical study are consistent with a hypothesis, we say that the hypothesis is
supported
Do-not-call legislation does NOT restrict
telemarketing calls to consumers who register with a no-call list
A formal, logical explanation of some events that includes descriptions of how things relate to one another is called a(n)
theory
When drivers are unaware that a machine is recording how many cars pass a certain intersection that is being considered for a site for a new Wendy's franchise, this is an example of a(n)
unobtrusive method
Another term for the sponsoring client in research studies is the
user
What is the first stage of the marketing research process?
defining the research objectives
Which type of marketing research address who, what, when, where, why, and how questions?
descriptive research
Which process seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward competing products?
diagnostic research
Which term means that something has been examined against reality using data?
empirical testing
Many research companies have a(n) ____ that carefully reviews a proposed research design to try to ensure that no harm can come to any research participant
human subjects review commitee
Caleb's job at a marketing research firm is to provide technical assistance with questionnaire design. Which title best describes Caleb's job?
research assistant
Which of the following is the weakest form of causality, but is still a useful concept?
contributory causality
Mark is conducting research studies for two national rental car companies. Mark's action represents a potential
conflict of interest
Research sponsors have the obligation to respect the researcher's right to
not disguise selling as research
Janice is participating in an experimental study of an herbal supplement that supposedly gives users more energy. Since starting the experiment, she has noticed that she has more energy, but in reality, she is just receiving a "blank" pill that does not contain the herbal supplement. What effect is Janice demonstrating?
placebo
Which procedure refers to a small-scale study in which the results are only preliminary and intended only to assist in design of a subsequent study?
pretest
A marketing manager conducts a market test but has already decided to ignore the results if they do not support a national launch of the product. This is an example of
a pseudo-research study
Juan has noticed that when the temperature rises, sales at his retail clothing store also rise. This is an example of
concomitant variation
The idea that information involved in a research will not be shared with others is known as
confidentiality
All of the following are examples of an observational study EXCEPT
consumer responding to a questionnaire about advertising
3-M Corporation puts together teams of employees from various disciplines such as engineering, production, finance, and marketing who share a common purpose, such as new-product development. These types of teams are referred to as
cross-functional teams
When AT&T hires a research agency to conduct research tailored to its unique needs, AT&T is being provided with
custom research
The application of computation, summarizing, and reasoning to understand the information gathered is research is called
analysis
Carol was invited to participate in a research study along with ten other consumers to discuss their experiences using cleaning products. The group was asked to discuss their experiences and were encouraged to feed on each other's comments. What is this type of study called?
focus group interview
A statement such as: "Consumers with more favorable attitudes toward our advertising will exhibit more favorable attitudes toward the brand advertised" is an example of a(n)
hypothesis
When an individual understands what the researcher wants him or her to do and agrees to the research study, the individual has given
informed consent
_____ means that the researcher alters the level of the experimental variable in specific increments
manipulation
An employee who pretends to be a customer in order to observe the sales behavior of a clerk at a cosmetics counter in a department store is called a(n)
mystery shopper
A political candidate asks staff workers to phone registered voters of another party to ask a leading and negative question about his opposing candidate. This is a form of
push poll
Claire believes she is a moral person, but she also believes that it is acceptable to tell a lie in certain situations. Which term best reflects Claire's beliefs?
realitivism
Which refers to any procedure that draws conclusions based on measurements of a portion of the entire population?
sampling
Marketing research directors typically
spend more time in meeting and managing than actually conducting research
A company that develops a unique methodology for investigating a specific business specialty area is called a(n)
standard research service
Which term refers to a research technique in which a sample is interviewed in some form or the behavior of respondents is observed and described in some way?
survey
Over the past two years, home values have been decreasing. This is an example of a(n)
symptom
When J.D. Power and Associates sell the results of its research studies on new-car satisfaction to multiple automobile producers, J.D. Power is acting as a
syndicated service
A researcher working for ____ would be considered a conflict of interest
two competing firms
Which agency offers syndicated research services?
JD Power and Associates
The session in which research subjects are fully informed of the research purposes and provided a chance to ask any question that they may have about the experiment is called a(n)
debriefing session
_____ is the process of developing and selecting from alternative methods of resolving a problem or choosing from among alternative opportunities.
decision making
All of the following are types of marketing research EXCEPT
selective marketing
Which term reflects the degree to which one bases one's morality on moral standards?
idealism
