Marketing Research Final Exam

True or False: Potential respondents should not be contacted a second time to remind them to participate in a survey since it violates the Insights Association Code of Standards and Ethics for Marketing Research and Data Analytics.

False

Which type of question suggests respondents give a socially desirable answer? - Ambiguous question - Loaded question - Double-barreled question - Leading question

Loaded question

This section of a research report details exactly how the data were collected. - Respondent profile - Methodology - Detailed findings - Executive summary

Methodology

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

Used to test differences of interval variables (mean scores) among three or more groups. - Analysis of Variance (ANOVA) - Chi-square - T-Test - Correlation

Analysis of Variance (ANOVA)

New product development and brand perception surveys usually follow which type of question sequencing? - The funnel approach - The pathway approach - The screener approach - The random approach

The funnel approach

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: A screening question is used to qualify potential respondents to take part in a study.

True

True or False: A small p-value (≤ 0.05) indicates strong evidence against the null hypothesis.

True

True or False: Anonymity can be achieved by sending a generic survey link to the sample without any identifying characteristics embedded.

True

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

True

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 can be exploratory

True

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

True

True or False: Tables can be used to display large amounts of mean scores or percentages that otherwise might not fit in a bar chart.

True

True or False: When charting mean scores, it is important the scale on the chart is the same as the scale used on the survey.

True

True or False: Word clouds can be used to display qualitative data.

True

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

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

False

Which of the following does a test statistic use to determine how powerful a difference or relationship is? - The point difference between scores - All of these - The spread of the data (variance) - The sample size

All of these

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

Which of the following is a recommended component of a survey invitation? - All of these are recommended - What makes respondent qualified - Survey due date - Researcher's credentials

All of these are recommended

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

This term refers to giving more or less power to data in underrepresented or overrepresented segments so that the data more closely matches the mix of the target population. - Powering - Compounding - Correlating - Weighting

Weighting

Overall measures are used for each of the following purposes, except ____. - all of these describe uses of overall measures - for correlation analysis - to gauge overall sentiment - for tracking results over time

all of these describe uses of overall measures

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

Mean scores can be displayed ______. - as bar charts and in tables - as bar charts - in tables - as pie charts

as bar charts and in tables

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

The process of categorizing open-ended comments is referred to as ______. - coding - scatterplotting - mashing - percentaging

coding

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

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

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

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

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

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

In general, are response rates higher or lower for studies where potential respondents have an affiliation with the study's sponsor? - Higher - Lower - Equal

Higher

"Please rate our delightful service" is an example of which type of question development mistake? - Double-barreled question - Ambiguous question - Loaded question - Leading question

Leading question

The sum of the values divided by the number of responses. - Median - Mode - Mean - Range

Mean

Which type of question has no natural order to the response categories? - Interval - Categorical - Likert - Ordinal

Categorical

______ is expressed as a percent range indicating how much a statistic can fluctuate in the true population. - Confidence interval/margin of error - Confidence level - Systematic sampling - Standard deviation

Confidence interval/margin of error

_____ indicates how probable it is that if a study were replicated the same results would be found. - Confidence interval/margin of error - Confidence level - Systematic sampling - Standard deviation

Confidence level

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: For a brand perception survey, it is important to divulge the company sponsoring the survey.

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: In market research, it is always best to collect the highest sample size possible regardless of cost or timing.

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

True or False: Survey development software tools generally cannot be used to provide summarized reports and descriptive statistics. Higher level data analysis tools, such as SPSS, R, or Minitab must be used.

False

True or False: Trending data over time does not require the survey question to be worded the same for each iteration.

False

This type of question screens out respondents who are not qualified to answer a follow-up question. - Filter - Piping - Random - Exclusion

Filter

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

Which type of question has response options placed in a clear order and the distance between the response options are assumed to be the same? - Ordinal - Likert - Categorical - Interval

Interval

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

Fastest method of survey data collection. Results are instantly captured in a database and can be monitored for over or under representation of sample groups. - Online survey - Telephone interview - None of these - Snail mail survey

Online survey

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

Original research

Used to test interval variables (mean scores) when the data is represented in pairs. - Chi-square - T-Test - Paired t-test - Analysis of Variance (ANOVA)

Paired t-test

This term refers to inserting text into a survey based on information from the sample list or based on responses to prior questions in the survey. - Filter - Exclusion - Piping - Random

Piping

Which type of sampling technique uses random selection to assure members of a population have an equal chance of being chosen? - Non-probability sampling - Snowball sampling - Convenience sampling - Probability sampling

Probability sampling

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

This section of a research report states the research objective the study was attempting to address. - Appendices - Purpose - Detailed findings - Executive summary

Purpose

This technique involves gathering sample in predefined groups (cells). The aim is to ensure there are enough data within each cell for individual analysis. - Stratified random sampling - Systematic sampling - Expert sampling - Quota sampling

Quota sampling

Which sample source involves potential respondents opting in to participate in research studies? - None of these - Broker lists - Research panels - Sample farms

Research panels

This section of a research report profiles the collected sample and demonstrates how representative it is of the target market population. - Executive summary - Appendix - Respondent profile - Detailed findings

Respondent profile

Which type of survey typically gathers ratings on all the touchpoints respondents encounter? - Satisfaction surveys - New product development surveys - None of these - Brand perception surveys

Satisfaction surveys

This type of bias occurs when potential respondents feel strongly about a survey topic and are, therefore, more likely to participate. - Self-selection bias - Deliberate falsification - Lazy respondents - Interviewer bias

Self-selection bias

This method is good for surveys that require time and thought when recording responses. - Online survey - Snail mail survey - Telephone interview - None of these

Snail mail survey

The further the data points from the mean, the higher this measure of spread. - Range - Top-box - Standard deviation - Mode

Standard deviation

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

A sampling technique where the sample is split into mutually exclusive groups proportionate to the population and then simple random sampling is employed within those groups. - Stratified random sampling - Systematic sampling - Expert sampling - Convenience sampling

Stratified random sampling

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

Study conclusions

Used to test differences of interval variables (mean scores) between two groups. - Analysis of Variance (ANOVA) - Correlation - Chi-square - T-Test

T-Test

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

a primary qualitative method

Results from a sample are called _____. - a census - a parameter - a strata - a statistic

a statistic

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

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

Non-response error bias includes self-selection bias, refusals, and ______. - lazy respondents - non-contacts - deliberate falsification - interviewer bias

non-contacts

Surveys are mostly ______. - neither qualitative or quantitative - qualitative - an equal mix of qualitative and quantitative - quantitative

quantitative

Each is a measure of central tendency, except ______. - mean - range - median - mode

range

When survey data is collected, it goes into a spreadsheet where each row represents a _______ and each column represents a/an _______. - survey question ; respondent - mean score ; percentage - respondent ; survey question - descriptive statistic ; inferential statistic

respondent ; survey question

Using the options below, which shows the lowest amount of surveys that could be collected while still meeting market research industry standards? Assume a 95% confidence level. - sample size=300; margin of error=5.7% - sample size=1,000; margin of error=3.1% - sample size=2,000; margin of error=2.2% - sample size=500; margin of error=4.4% - sample size=700; margin of error=3.7% -sample size=100; margin of error=9.8%

sample size=500; margin of error=4.4%

Each of the following is true about open-ended questions, except that they _____. - should be used in place of closed-ended questions where possible - require coding - should be developed to avoid yes/no responses - all of these are true about open-ended questions

should be used in place of closed-ended questions where possible

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