Marketing Research Exam 2

When a respondent tells an interviewer that his annual income last year was $50,000 because he is embarrassed to admit that it was $25,000, ____ has occurred.

deliberate falsification

A professional interviewer holds a 90-minute discussion with one member of the target market to find out why that respondent purchases a particular brand of clothing. This is an example of a ____.

depth interview

Asking a group of households to record their consumption of certain products over a two-year period is an example of ____.

diary panel data

The written set of guidelines that describes an outline of topics to be covered by a focus group moderator is called a(n) ____.

discussion guide

Which survey method offers the least geographic flexibility?

door-to-door personal interview

Which survey research method is typically the most expensive?

door-to-door personal interview

Obtaining secondary data is typically ____ and ____ expensive than obtaining primary data.

faster; less

Which term refers to the researcher's descriptions of what he or she actually observes and the text from which meaning is extracted?

field notes

Barbara received a phone call asking her to participate in a survey. She told the interviewer that she was too busy and would not participate. This is an example of ____.

nonresponse error

Observing the movement of a shopper in a supermarket is an example of what type of observation?

physical actions

Kodetra is interpreting consumers' blog postings on the Internet. Which term best describes the type of research that Kodetra is conducting?

qualitative marketing research

3.All of the following are advantages of Internet surveys EXCEPT ____.

random sampling

The number of questionnaires returned or completed divided by the number of eligible people who were asked to participate in the survey is called ____.

response rate

The population of a city is 230,000 and its annual per person expenditure on athletic shoes is $45. If there are 64,688 square feet of retail space used to sell athletic shoes in this city, its index of retail saturation is ____.

159.99

Survey software can require someone to answer a question but this too could be seen as unethical.

A "do not know" or "prefer not to answer" alternative can be included with the question.

Observing a person's television viewing habits is an example of which type of observation?

physical actions

Having observers record the brand names of items found in the kitchen pantries of consumer panel members involves the observation of ____.

physical objects

A version of the TAT that uses a cartoon drawing in which the respondent suggests a dialog in which the characters might engage is called ____.

picture frustration

A trial run of a survey with a group of respondents who are representative of the target group for the survey is called a ____.

pretest

Secondary data that are owned and controlled by the organization are best called ____.

proprietary data

Which type of data cannot be purchased (legally and ethically) from commercial sources?

proprietary research and development data

Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called ____.

quantitative marketing research

People who are unwilling to participate in a research project are referred to as ____.

refusals

When another researcher would get the same result by conducting the same research procedures, the research is said to be ____.

replicable

All of the following are typically advantages of Internet survey research EXCEPT that it is ____.

representative of the population

Surveys in which the respondent takes the responsibility for reading and answering questions are called ____.

self-administered questionnaires

Which term is used by the marketing research industry to refer to diverse types of data offered by a single company?

single-source data

When Subway Sandwiches uses secondary data to determine the best location for its franchise outlets, they are engaged in ____.

site analysis

Which type of bias occurs when a respondent wishes to create a favorable impression or save face in the presence of an interviewer?

social desirability bias

Measuring the distance visitors stand from a painting in a Van Gogh exhibit at the St. Louis Art Museum is an example of what type of observation?

spatial relations

When the researcher must extract meaning from open-ended responses, the results are:

subjective

When a research study is not conducted according to the plan in the proposal for the research study, what kind of error has occurred?

systematic error

One disadvantage of secondary data is that ____.

the user has no control over their reliability and validity

Stephanie is asked to look at a picture of a woman sitting on a deserted beach and to describe what was happening in the picture. She is then asked to tell what might happen next. Stephanie is participating in a(n) ____.

thematic apperception test

In case studies, _____ are identified by the frequency with which the same term (or a synonym) arises in the narrative description.

themes

All of the following are common reasons why secondary data do not adequately satisfy research needs EXCEPT ____.

too expensive

Clark was asked to complete a self-administered questionnaire posted at MySurvey.com. What type of survey did Clark complete?

Internet survey

The tendency for respondents to agree with most questions in a survey is known as ____.

acquiescence bias

When a research agency conducts all telephone interviews from a single location where they can hire a staff of professional interviewers and supervise and control the quality of interviewing more effectively, ____ is being used.

central location interviewing

Buying new-car purchase data by zip code from the Polk Company is an example of the use of a(n) ____.

commercial source

Consumers in a focus group session are presented with a written description of a possible new product and are asked what they would be willing to pay for such a product. These consumers are participating in a(n) ____.

concept test

Which term is sometimes used to refer to interviewers filling in responses for respondents that do not really exist?

curb-stoning

Shawn is interested in average monthly sales for automobiles in Memphis, TN. He found information on the Internet that gives annual automobile sales by cities, so he took the annual sales for Memphis and divided it by twelve to get a monthly average for that city. This is an example of ____.

data transformation

When a marketing manager reads publications like The Wall Street Journal and Business Week to try to determine changes in consumer behavior, the manager is best described as engaging in ____.

environmental scanning

Research that is conducted to clarify the nature of a research problem is called _____ research.

exploratory

It is possible to directly observe ____.

expressive behavior

Data purchased from a company such as NPD Group, Inc. on the consumption of frozen pizza in the U.S. is most likely going to be used for ____.

fact-finding

Tracking monthly sales trends over the past year is best described as an example of ____.

fact-finding

Which qualitative research orientation extracts a theory from whatever emerges from an area of inquiry?

grounded theory

All of the following are advantages of semi-structured interviews EXCEPT for the ____.

high degree of scrutiny

Which index describes the relationship between retail demand and supply?

index of retail saturation

When an interviewer fails to write the respondent's answer to a question verbatim because the respondent talks faster than the interviewer can write, ____ has occurred.

interviewer error

All of the following are producers of external secondary data EXCEPT ____.

libraries

Which survey research method offers the lowest degree of respondent anonymity?

mall intercept interview

Many companies use powerful computers to dig through volumes of data to discover patterns about their customers and products. This activity is called data ____.

mining

John was called by a market researcher and asked a few questions about his television viewing habits. The researcher then asked him to go to a Web site to complete a more comprehensive survey. This type of study that employs a combination of survey methods is called a ____.

mixed-mode survey

Systematic errors are also called ____.

nonsampling errors

Cindy is an ethnographer who is trying to better understand how mothers take care of toddlers. Being a mother herself, she was able to join a mother's group and spent considerable time immersed within that culture. From this immersion, she is able to draw data from her observations. Cindy is referred to as a(n) ____.

participant-observer

Ethnography is a qualitative research orientation originating in ____.

anthropology

When a researcher compares secondary data from one source with data from another source, the researcher is doing a(n) ____.

cross-check

Which activity involves mining data to look for patterns identifying who is likely to be a valuable customer?

customer discovery

The practice of using databases to promote one-to-one relationships with customers and create precisely targeted promotions is called ____.

database marketing

A type of formal "continuous" group established as an online forum for the purpose of collecting qualitative data from participant comments is called a(n) ____.

focus blog

Qualitative research_____.

has an unstructured approach to data collection

The observation and analysis of trends in industry volume and brand share over time is called ____.

market tracking

Which situation is LEAST conducive for qualitative research?

when needing conclusive evidence to be drawn from data

All of the following are directly observable phenomena EXCEPT ____.

attitudes

An indirect method of questioning in which a research participant ascribes his or her feelings and beliefs to a third party is called a(n) ____.

projective technique

Schwinn studies its most successful retailer in depth in order to determine some better ideas for displaying bicycles in its retail stores. As such, the company is engaging in ____.

a case study

One advantage of focus group interviews is that they ____.

provide multiple perspectives

A credit card company uses information about each customer's age, gender, income, and past credit history to find patterns that make customers a poor credit risk. This company is using ____.

customer discovery

Which of the following is an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him- or herself?

hermeneutics

All of the following are qualitative research orientations EXCEPT ____.

regression analysis

When a hotel customer decides to fill out a customer satisfaction survey to complain about having to wait an hour for room service to deliver his dinner, ____ has occurred.

self-selection bias

Observing the comments made by travelers waiting in a check-in line at the American Airlines ticket counter in Chicago is an example of what type of observation?

verbal behavior

Hank, a researcher, is discussing football fan behavior with a respondent. His approach is almost completely unstructured, and he enters into a discussion with few expectations. Hank's primary goal is for a respondent to tell him about his or her experience as a football fan, after which he will try to derive meaning from the dialog. Which qualitative research technique is Hank using?

conversation

Lance has noticed that companies that advertise a lot seem to have higher sales than those that do not. His use of secondary data to help specify this relationship is an example of ____.

model building

Kyle is conducting a sales forecast by adding up his company's sales over the past five years and then dividing that by five (the number of years). The forecasting technique he is using is called ____.

moving average forecasting

A researcher who is interested in new car sales discovers that the secondary data are in the form of statistics that include both car and light truck sales combined. What criterion have the data failed to meet?

The data should be in the correct unit of measurement

All of the following are examples of internal secondary data EXCEPT:

U.S. Census data

A(n) ____ network is a form of artificial intelligence in which a computer is programmed to mimic the way that people process information.

neural

In a research study, a potential respondent who is not at home at either the first or second attempt to reach this person by phone is classified as a(n) ____.

no contact

People who cannot be contacted or who refuse to participate are called ____.

nonrespondents

Clara is a market researcher who records shoppers' movement through a grocery store. What method of research is Clara using?

observation

Owen is a researcher who studies human experiences based on the idea that it is inherently subjective and determined by the context in which people live. He focuses on how a person's behavior is shaped by the relationship he or she has with the physical environment, objects, people, and situation. Which qualitative research orientation is Owen using?

phenomenology

Which qualitative research orientation originated in philosophy and psychology?

phenomenology

Systematic error is divided into ____.

respondent error and administrative error

People who provide answers to survey questions are often called ____.

respondents

Which type of bias occurs when respondents tend to answer questions with a certain slant?

response bias

Every year, Westview Marble goes through the process of estimating sales for the upcoming year by looking at the company's previous years' sales and market sales along with economic trends and predictions by experts. This process of predicting sales totals over a specific time period is called ____.

sales forecasting

When a research company pulls a random sample of people from a phone book and that sample does not include people with unlisted numbers or who do not have landline telephone service, we say that the sample contains ____.

sample selection error

Respondents are presented with the statement: "People who watch football on television are __________," and asked to fill in the blank. This is an example of a ____.

sentence completion test

Observing traffic patterns at a busy intersection with cameras is an example of what type of observation?

spatial relations and locations

Using a stopwatch to determine how long customers wait at a drive-through location at McDonald's is an example of what type of observation?

temporal pattern

Betsy and six other women are participating in a research study that is an unstructured, free-flowing interview. The researcher asked the group their feelings about hair care products in general and asked them to discuss these freely. Betsy is participating is ____.

focus group interview

Bath and Body Works is a retail chain of bath and home fragrance products. Before entering a new geographic area, the company develops an index consisting of a ratio of local market potential in dollars (demand) to local market retailing space in square feet. If this ratio is below a predetermined level, the site is not considered further. However, if this ratio is greater than that level, further site-selection analyses are performed. This index is called the ____.

index of retail saturation

Which type of bias is occurring when a respondent tells the interviewer that he reads The Wall Street Journal on a daily basis so that he can impress the interviewer?

interviewer bias

When an interviewer unintentionally and mistakenly checks the wrong response on a checklist during an interview, ____ has occurred.

interviewer error

Which approach to probing asks respondents to compare differences between brands at different levels?

laddering

Many retailers mine the databases provided by checkout scanners to identify coinciding purchases or relationships between products purchased and other retail shopping information. This type of analysis is referred to as ____.

market-basket analysis