Marketing Research Final

A subset of the population is:

A sample.

________ should only be used when the researcher knows a fair amount about the problem.

Causal research

A major retailer uses shoppers to observe and record sales clerks' assistance, courtesy, and efficiency. This is an example of what type of observational research?

Covert observational research

A questionnaire is the vehicle used to present the questions the researcher desires respondents to answer. Of the following, which is not one of the functions a questionnaire fulfills?

Creates basis for statistical significance

Which of the following is NOT an example of secondary data?

Data from a custom survey

A marketing researcher would use what type of research to find out how many customers there are, what brands they buy and in what quantities, which advertisements they recall, what are their attitudes toward the company, and who is the competition?

Descriptive research

To successfully minimize product and service failures companies should:

Determine how to create, communicate, and deliver value by "hearing the voice" of the consumer.

Which of the following should NOT be a consideration when choosing a survey method?

Easiest method for the researcher

Self-administered surveys have several important advantages. Which of the following is NOT one of these important advantages?

Enhanced monitoring ability

The marketing research process begins when a managerial problem or opportunity exists that demands action, but there is not enough information to know how to respond to the problem. This sets into motion a series of tasks that ultimately leads to:

Establishing research objectives.

The marketing research process contains multiple steps. The first step of the process is:

Establishing the need for marketing research.

The difference between basic research and applied research is that applied research is conducted to:

Expand our knowledge to solve a specific problem.

The term "research design" refers to the research approach used to meet the research objectives. Three widely recognized research designs are:

Exploratory, descriptive, and causal.

_______ are small groups of people brought together and guided through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem.

Focus groups

When managers must make decisions and they have inadequate information, this signals the need:

For marketing research.

Marketing research can also be used to do which of the following?

Generate, refine, and evaluate a potential marketing action

Which type of qualitative method seeks unrestricted comments or opinions and asks questions that will help the marketing researcher better understand the various dimensions of these opinions as well as the reasons for them?

In-depth interviews

Which of the following is NOT an advantage of using survey methods?

Insensitivity to subgroup differences

Tracking studies are studies that involve the monitoring of the same variables of interest, such as market share or unit sales, over time. These types of studies are an example of:

Longitudinal studies.

Online surveys have major advantages, which include:

Low cost, speed, and real-time access to data.

A disadvantage of the mall-intercept survey is:

Mall shoppers may not be representative of the target market population.

Which of the following is NOT one of the four general ways of organizing observations?

Mandatory versus voluntary

Which of the following is a short definition of marketing?

Meeting needs profitably

_______ is the name for the ethnographic study of online activities.

Netnography

______ involves the study of an individual's involuntary responses to marketing stimuli, including eye movement, heart rate, skin conductance, breathing, brain activity (using functional magnetic resonance imaging [fMRI]), and brain waves (electroencephalography [EEG]).

Neuromarketing

After many years of relative stability in marketing research methods, the industry is undergoing great change due to:

New sources of data and technology.

Race, religion, type of dwelling, gender, brand last purchased, and buyer/nonbuyer are examples of:

Nominal measures.

All errors in a survey except those attributable to the sample plan and sample size are termed:

Nonsampling error.

The choice of the type of research design depends largely on:

Objectives of the research.

Techniques in which phenomena of interest involving people, objects, and/or activities are systematically observed and documented is:

Observational research.

If a respondent needs to observe a short video or moving graphic, which method of data collection would be the most appropriate?

Online surveys

When an interviewer reads questions, either face-to-face or over the telephone, to the respondent and records his or her answers without the use of a computer this is what type of data collection?

Person-administered survey

Members of the population that represent probability samples are those:

Persons who have an unknown chance of being included in the sample.

Exploratory research is unstructured research, which means it does not have a:

Predetermined set of procedures.

Simple random sampling is an appealing sampling method simply because it embodies the requirements necessary to obtain a:

Probability sample.

A retailer wants to understand the consequences of an increase in sales by baby boomers and a decrease in sales by millennials during the past 12 months. This is an example of:

Problem statement

The success of a marketing research project depends on properly pinpointing a problem to formulate the:

Problem statement.

With a sentence-completion test, respondents are given incomplete sentences and asked to complete them in their own words. This is used as part of what type of qualitative technique?

Projective techniques

Collecting, analyzing, and interpreting data by observing what people do and say is:

Qualitative research.

Research involving the administration of a set of structured questions with predetermined response options to a large number of respondents is:

Quantitative research.

Which of the following does NOT represent the maintenance of marketing research integrity?

Research companies may withhold damaging client data.

________ need to be very clear, since they will determine the methods used and the content of the measurement instrument.

Research objectives

Two serious ethical issues in marketing research are deception and invasion of privacy. Which of the following is NOT an example of deception or invasion of privacy?

Respondents participate in a focus group and are compensated for their opinions.

There are two good reasons a marketing researcher should have a basic understanding of sample size determination. One of those reasons is:

Sample size bias

_______ is the process of searching for and interpreting existing information relevant to the research topic.

Secondary data analysis

Data that have been gathered by another source other than the researcher or for some other purpose than the research project is:

Secondary data.

Research design should be:

Selected after thoroughly considering the problem and research objectives.

There are different types of probability sampling methods. Which of the following is NOT one of those types?

Simple targeted sample

Firms sometimes hire an outside marketing research company to conduct its research. This is referred to as:

Supply-side research.

Sometimes problems arise for which marketing research is not the best solution. Which of the following is NOT one of the major reasons that marketing may not be the best solution?

The company has revenue

What is the definition of marketing research?

The process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem

Questionnaire organization is a critical concern because the questionnaire's arrangement and the ease with which respondents complete the questions have potential to affect:

The quality of the information that is gathered.

What portion of the proposal indicates whether the research will be exploratory, descriptive, or causal?

The research objective

According to the American Marketing Association, which of the following is the primary use of marketing research?

To identify and define marketing opportunities and problems

Focus groups are one of the most widely used ________ methods to gain greater understanding of a current problem or to develop preliminary knowledge to guide in the design of descriptive or causal research.

case study analysis research

If a respondent is required to actually use a product in a realistic setting, ________ may be the only data collection method that will work.

in-home interviews

Because there is reluctance worldwide to take part in surveys and in combination with technological advances, ________ have become a viable and popular means of data collection.

panel companies

When the manager and researcher are in agreement about which symptom or symptoms are in need of attention, it is time to determine what could possibly cause the symptoms. A ________ should have identified these possible causes.

situation analysis

Compared to observation or other qualitative methods, ________ allow the collection of significant amounts of data in a systematic, economical, and efficient manner, and they typically involve large sample sizes.

survey methods