marketing research final
which of the following is a recommended component of a survey invitation?
- what makes respondent qualified - researcher credentials - survey due date
true or false: data that makes up the slices of a pie chart can equal more than 100%
false
true or false: even with large differences between segmented results, the p-value may not show significance if the sample size is low
false
true or false: finding the linear equation based on past sales data allowed the researcher to determine multiple predictor variables
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: focus group participants should never be segmented by usage level of the product category which they are about to discuss
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: it is important to interject the researchers opinions throughout the body of a secondary research report
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: potential respondents should not be contacted a second time to remind them to participate in a survey since it violates code
false
true or false: research plans are only used when a company hires a research consulting form
false
true or false: researchers must obtain permission to observe subjects in all observation research studies
false
true or false: so-called 'field experts' should not be used when conducting enviormental scanning since their affinity for the topic could bias results
false
true or false: survey developed software tools generally cannot be used to provide summarized reports and descriptive stats
false
true or false: the closer the correlation coefficient is to 1 or -1, the weaker the relationship
false
true or false: the closer the correlation coefficient is to zero, the stronger the relationship between variables
false
true or false: trending data over time does not require the survey question to be worded the same for each iteration
false
directly after respondent review an advertising concept, it is best practice in an adversing concept survey to
gather first impressions using open ended questions
new product development and brand perception surveys usually follow which type of question sequencing
the funnel approach
what makes environmental scanning different from other forms of secondary research?
there is no specific research objective
overall measures are used for each of the following purposes
- tracking results overtime - overall sentiment - correlation analysis
used to test differences of interval variables between three or more groups
Analysis of variance
cross tabulations allow researchers to examine
Differences between segments
focus groups are
a primary qualitative method
causal research
aims to determine if changes in one variable impacts changes in another variable
which is the best definition of a target market population for a potential new product?
an estimate of those who may be interested in purchasing the product
research question
are detailed and tactical in natures and help fleshing out the overarching research objectives
mean scores can be displayed
as bar chairs and in tables
measurement type that result in values that can be counted as part of distinct groups
categorical
three types of research are exploratory, descriptive, and
causal
data collected on to whom products, services, or memberships are sold are considered
customer data
what is a variable?
data that has a quantity that can vary
The research objective
declares the purpose of conducting research
sources of external secondary research include each of the following, except
existing customer survey results
internal secondary data research involves
existing research gathered within a researchers own company
true or false: For a brand perception survey, it is important to divulge the company sponsoring the survey
false
true or false: by identifying the research objective and corresponding research questions, researchers can directly map each project to a definitive methodology
false
the type of question screens out respondents who are not qualified to answer a follow-up
filter
secondary research might typically come into play in the following situations, except when
gathering customer satisfaction results regarding a recent product launch
sales and customer data are considered
internal secondary data
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
interval
each of the following is an advantage to secondary research, except that it
is generally more accurate than conducting primary research
exploratory research
is used to discover new ideas or brainstorm solutions
which type of question suggests respondent give a socially desirable answer?
loaded question
the sum of the values divided by the number of responses
mean
which of the following types of analysis would be used to examine a group of factors in order to determine which combination best predicts future sales.
multiple linear regression
this methodology involves researchers secretly acting as consumers in order to gather data on the customer experience
mystery shopping
Fastest method of survey data collection
online survey
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
piping
when testing for significance among three or more groups, it may be difficult to determine where the significant differences are in a dataset.
post hoc test
surveys are mostly
quantitative
data that have not yet been aggregated or summarized
raw data
top-box scores
report the percentage of the highest value on a rating scale
which sample source involves potential respondents option in to participate in research studies?
research panels
non-response of bias occurs when potential respondents feel strongly about a survey topic and are, therefore, more likely to participate
self selection bias
this method is good for surveys that require time and thought when recording responses
snail mail survey
this technique refers to alerting potential respondents ahead of time that they will be invited to participate
softening the list
the further the data points from the mean, the higher this measure of spread
standard deviation
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
each is part of the research plan, except
study conclusions
used to test difference of continuous variables (mean scores) between two groups>
t-test
surveys that benefit from a guided approach that allow for prompting and probing are best deployed with what method
telephone
artifacts refer to
the clothes, accessories, and belongings of subjects
what is the purpose of hypothesis testing
to see if differences or relationships in a dataset are strong enough to be projected to the population
a line chart is best used to
trend the same variable over time
true or false: multiple methodologies can be deployed during the course of a single research project
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: secondary data can be either qualitative or quantitative
true
true or false: secondary research can be exploratory
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: there is a point of diminishing returns when it comes to large sample sizes and gains achieved in confidence level and margin of error
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: while incentives can help boost response rates they can skew results
true
true or false: word clouds can be used to display qualitative data
true
a focus group activity in which participants are asked to complete tasks involving a potential product or website while observers watch, listen, and take notes
usability tests
in order to gather comparison rating of items in a survey it is important to
use the same scale for each item being rated
this term refers to giving more or less power to data in underrepresented or overrepresented segments so that data more closely matches the mix of the target population
weighting
a test used to compare two categorical sample promotions on a single characteristic
z-test
capturing authentic behaviors, reactions, and interactions involving a product, product concept or service in a real world setting is which type of methodology
ethnographic market research
which type of survey typically gathers ratings on all the touchpoint respondents encounter?
satisfaction survey
the following are inputs needed in order to determine a proper sample size,
- desired margin of error - desired confidence level - target population estimate
geodemographic segmentation can be useful for each of the following,
- for examining the viability of opening a new location - in cases of whether or not it makes sense to advertise in a particular area - for how to attract and communicate with targeted clusters
the following are good uses of focus group methodology
- gauging new idea - guiding new product development - brainstorming solutions
all of the following are reputable secondary sources
- libraries - research vendors - trade associations
ethnographic market research includes each of the following data collection methods,
- observation - passive tracking - virtual and mobile
all of the following are disadvantages to secondary research
- population statistics of a target market area - existing customer survey results - results of a survey conducted by a trade organizations
each of the following is an advantage of observation research
- provides unique insights into behaviors - can alleviate respondent bias
in which scenario might a researcher recommend a snail mail survey
- significant time and though - specific geodemographcis - requires anonymity
which of the following does a test statistic use to determine how powerful a difference or relationship is
- spread - sample size - point difference
which margin of error is better than the typical market research standard>
+-4.4
each of the following is part of the role of the moderator
- building a rapport with participants - engaging members who are not forthcoming
which is considered an inferential test statistic
- chi square - z test - ANOVA
each is a necessary component of a secondary research report,
- conclusions and research - the research objectives - a works cited page
values that can be expressed numerically and placed in logical order with equal distance between each data point
- continuous - interval -ratio
each of the following is true about open-ended questions
-should be developed to avoid yes/no responses - require coding
in observational research, the following can be recorded
-verbal statements - body language -spatial behavior
a high CPI or CPS usually indicates
A harder to reach target market population
when the data clusters around a central value, this is considered
a normal distribution/bell curve
results from a sample are called
a statistic
each of these pertains to online surveys, except
clarification of qualitative responses
the process of categorizing open ended comments is referred to as
coding
--- is expressed as a percent range indicating how much a statistic can fluctuate in the true population
confidence interval/margin of error
-- indicated how probable it is that if a study were replicated the same results would be found
confidence level
examines the strength in relationship between variables
correlation analysis
true or false:
descriptive statistics should not be used to make business decisions
conducted in authentic situations and locations where observers record what naturally occurs as it happens
direct observation
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
ethnographic market research
"please rate our delightful service" is an example of which type of question development mistake?
leading question
in general, are response rates higher or lower for studies where potential respondents have an affliction with the study's sponsors?
higher
the middle value in a distribution when the values are arranged in ascending or descending order
median
this section of a research report details exactly how the data were collected
methodology
the most commonly occurring vale in a distributions
mode
which types of question has no natural order to the response categories?
nominal
which mistake can cause a mean score to be erroneously inflated
not excluding "don't know" and "not applicable" responses from the analysis
used to test continuous variables when data is represented in pairs
paired-t test
which type of sampling technique uses random selection to assure members of a population have an equal chance of being chose
probability sampling
a technique used by focus group moderators to dig for deeper and more meaningful responses
probing questions
this section of a research report states the research objective the study was attempting to address
purpose
this technique involves gathering sample in predefined groups (cells). the aim is to ensure there are enough data within each cell fro individual analysis
quota sampling
each is a measure of central tendency excerpt
range
the difference between the smallest value and the largest value in a dataset
range
this section of a research report profiles the collected sample and demonstrates how representatives it is of the target market population
respondent profile
when survey data us collected, it goes into a spreadsheet where each row represents a -- and each column represents a --
respondent; survey question
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 indicates strong evidence to a 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: balance scale means there are equal positive leaning and equal negative leaning options
true
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
true
true or false: measures of spread provide information about how scattered or clustered values are in a dataset
true
participants providing clogs, pictures, and essays detailing their feelings, opinions and reactions are good examples of
virtual ethnography