marketing research quiz questions

Adolin wants to know what male consumers think about a current fashion style of suits. He recruits 24 people for focus groups: 8 white men, 8 black men, and 8 Hispanic men. Ideally, how should he create his focus groups? A. Conduct 3 focus groups of 8 individuals, one for each race/ethnicity of consumer B. Conduct 2 focus groups of 12 individuals, each having equal representation of consumer race/ethnicity C. Conduct 1 focus group with everyone D. Conduct 3 focus groups of 8 individuals, where consumers are randomly assigned to groups

A. Conduct 3 focus groups of 8 individuals, one for each race/ethnicity of consumer

Eshonai defines openness to new experiences as the extent to which people feel a need for variety, are motivated to experience new things, and critically engage with their experiences. She operationalizes openness to new experiences by asking, In general, how much do you like trying new things? on a 7-point scale where 1=Not at all and 7=Extremely. This operationalization suffers from a lack of A. Content validity B. Measurement level C. Reliability D. Face validity

A. Content validity

Lift and Wyndle approach a marketing research firm about conducting a study. Lift wants to test the hypothesis that eating Brand A energy bars helps athletes run faster, compared to eating Brand B energy bars or no energy bars. Wyndle wants to test the hypothesis that, on average, customers believe that Brand A energy bars give consumers more energy than Brand B does. They only have funds to conduct one study. What should the marketing research firm do? A. Decline to conduct marketing research until the decision makers can agree about the research goals B. Conduct exploratory research to better understand the problem C. Conduct a descriptive research study D. Conduct an experimental research study

A. Decline to conduct marketing research until the decision makers can agree about the research goals

Lift's coworker Wyndle wants to test the hypothesis that, on average, customers believe that Brand A energy bars give consumers more energy than Brand B does. He should test this hypothesis using: A. Descriptive research B. Experimental/causal research C. Secondary data research D. Exploratory (qualitative) research

A. Descriptive research

Keshe is the marketing manager for Brand Y. He is concerned that social media chatter about his music education nonprofit has decreased steadily over the past year, and is convinced that it is because the firm needs to hire a new social media manager. The CEO, however, won't approve the hire without research being done to show that a social media manager is needed. Keshe asks a research firm if it can do a study to persuade the CEO that Keshe is right and that Brand Y needs a social media manager. This request is: A. Ethically problematic due to management's lack of desire for objectivity and truthfulness B. Ethically problematic due to management's lack of respect for people's rights and privacy C. Ethically problematic due to management's desires to change the minds of respondents D. Not ethically problematic

A. Ethically problematic due to management's lack of desire for objectivity and truthfulness

Luke wants to conduct a survey to identify how students at his school feel, think about, and interact with their instructors. Which of the following types of information will Luke NOT be able to collect using this method? A. Exploratory information B. Attitudinal information C. Behavioral information D. Attributes of students

A. Exploratory information

Anakin is researching a recent downturn in employee trust of management. He finds his employees' lack of faith disturbing, and is concerned that these issues are sensitive and may result in respondent bias. To help obtain accurate results, Anakin should likely use a _____ mode. A. Mail B. Face to face C. Interviewer administered D. Telephone

A. Mail

Eshonai operationalizes whether or not individuals were born in the US by asking, In which country were you born? with a dropdown list of countries that individuals can select from. This operationalization is a _____ question. A. Nominal B. Ordinal C. Interval D. Ratio

A. Nominal

Vax wants to know his customers' purchase intentions for a new dagger-shaped letter opener. He asks how likely they would be to purchase the letter opener, with the following response options: Definitely would not purchase (1), (2), (3), Might or might not purchase (4), (5), (6), Definitely would purchase (7). Which of the following groups of labels accurately describes these response options? A. Partially labeled, bipolar B. Fully labeled, bipolar C. Partially labeled, unipolar D. Fully labeled, unipolar

A. Partially labeled, bipolar

Dalinar accesses a database run by his trade association that lists the top quality vendors for their field, based on product selection, pricing, timeliness of payment, and reported customer satisfaction. Dalinar wants to use this data to help him decide which vendor his firm should select. This data could best be described as: A. Secondary external data B. Secondary internal data C. Primary qualitative data D. Primary quantitative data

A. Secondary external data

In Adolin's female focus group, one individual keeps talking and won't let others get a word in. As a good moderator, Adolin should: A. Speak up and ask others in the focus group to share their opinion B. Speak up and change the topic being discussed C. Speak up and ask the talkative individual to leave D. Not interfere, just take notes on what is said

A. Speak up and ask others in the focus group to share their opinion

Which of the following does NOT need to be included in a survey's introduction? A. The hypothesis being tested in the survey B. The general topic of the survey C. The length of the survey D. The name of the company conducting the research

A. The hypothesis being tested in the survey

Grog Strongjaw steps on a scale, which shows that he weighs 250 pounds. He steps off, then steps back on, and it shows that he weighs 240 pounds. He steps off, then steps back on, and it shows that he weighs 260 pounds. Grog should conclude: A. The scale lacks measurement reliability B. The scale lacks measurement operationalization C. The scale lacks face validity D. His weight is changing very rapidly

A. The scale lacks measurement reliability

Which of the following is NOT a problem with online surveys? A. They are often very expensive B. You don't know who's answering C. They are usually nonprobability D. They may not accurately represent the target population

A. They are often very expensive

Jabba is answering a survey question that asks how many business deals he made in the past month. He thinks he remembers making 12 and marks that down. He actually made 15 business deals. This memory error will increase survey ______. A. Variance B. Bias C. Nonresponse error D. Sampling error

A. Variance

Which of the following incentives is likely to result in the highest response rates? A. A guaranteed $5 Amazon gift card if the respondent finishes the survey B. A $5 Amazon gift card given to the respondent prior to the survey C. Asking respondents nicely to respond D. A chance to win an iPad if the respondent finishes the survey

B. A $5 Amazon gift card given to the respondent prior to the survey

Which of the following is NOT a problem with using AI in research? A. AI may not be up to date B. AI cannot interpret statistical output C. AI can ignore important context and so mislead researchers D. AI can hallucinate and provide users with false information

B. AI cannot interpret statistical output

Gaz wants to know how his employees would compare the benefits of incentives his firm is considering: extra pay, time off, better medical benefits, free trainings, onsite child care, and free snacks. Which of the following is NOT a good way to collect this information? A. Ask employees to select which of two benefits they would choose, for each possible pairing B. Ask employees to rank each of the benefits in order from most to least preferred C. Ask employees to select their top three preferred benefits D. Ask employees how much they would like each of the benefits on a 5-point scale

B. Ask employees to rank each of the benefits in order from most to least preferred

In Adolin's male focus group, he shows a picture of three different styles of suits and asks focus group members to say what words come to mind when they see each picture. He builds up a series of descriptors for each suit that will help him build a profile of consumer perceptions regarding each suit style. This is an example of using: A. Projective techniques B. Association techniques C. Probing techniques D. Observation techniques

B. Association techniques

Which of the following is NOT a drawback of secondary research? A. Secondary research may not use desired methods B. Companies can often extrapolate what to do from others' similar situations C. Secondary research may be out of date D. Other research may not be specific enough

B. Companies can often extrapolate what to do from others' similar situations

Eshonai wants to understand how people's openness to new experiences and number of countries already visited impacts their willingness to vacation to a country they haven' t been to yet. She also wants to take into account whether they were born in the US or somewhere else. She defines openness to new experiences as, the extent to which people feel a need for variety, are motivated to experience new things, and critically engage with their experiences. Openness to new experiences is a(n): A. Operationalization B. Construct C. Direct Observable D. Indirect Observable

B. Construct

Adolin conducts follow-up interviews with each of his focus group participants. One participant says, "I just can't believe that anyone would be caught dead wearing that suit! It's so weird!" Adolin doesn't think the suit is weird at all. In fact, it is highly fashionable. Which of the following would be the best thing Adolin could say to the respondent? A. It isn't weird. It's highly fashionable! B. Could you tell me more about what makes the suit weird? C. No one else has said that. Why would you think that the suit is weird? D. Thank you for your opinion. Let's move on to the next question.

B. Could you tell me more about what makes the suit weird?

The process of analyzing big data that looks for relationships between large numbers of variables and models them is known as: A. AI processing B. Data mining C. Neural nets D. Data hacking

B. Data mining

The purpose of an IRB is to: A. Ensure that research conducted at an organization follows correct experimental procedures B. Ensure that research conducted at an organization follows ethical practices and does not harm its subjects C. Ensure that research conducted at an organization is important and worth doing D. Ensure that research conducted at an organization uses resources efficiently

B. Ensure that research conducted at an organization follows ethical practices and does not harm its subjects

Lira works for Voters for Truth, a political organization that attempts to expose corruption among political leaders. Lira is tasked with calling voters and asking them if they would participate in a research survey, and when voters agree to participate, asking questions such as, "Are you aware that incumbent John Smith is under Federal investigation for money laundering and improper use of campaign funds?" The results of this survey are not used for any decision-making purposes. This practice is: A. Ethically problematic due to management's lack of desire for objectivity and truthfulness B. Ethically problematic due to management's desires to change the minds of respondents C. Ethically problematic due to the need for research to maintain confidentiality and data security D. Not ethically problematic

B. Ethically problematic due to management's desires to change the minds of respondents

Brandon works for a research firm that is conducting a survey. He is instructed that if people refuse to participate, he should call back for up to five consecutive days to see if they have changed their minds. This practice is: A. Not ethically problematic B. Ethically problematic due to management's lack of respect for people's rights and privacy C. Ethically problematic due to management's desires to change the minds of respondents D. Ethically problematic due to management's lack of desire for objectivity and truthfulness

B. Ethically problematic due to management's lack of respect for people's rights and privacy

Oculus Rift, which makes high-tech VR headsets, wants to gain deep understanding into how its customers use its products. It wants to find out how customers think about and interact with their Oculus Rift in their daily lives, problems that customers have with using their products, and most common ways in which customers use the Oculus Rift. Oculus Rift should conduct: A. Focus groups B. Ethnography C. Survey research D. Experiments

B. Ethnography

Lift wants to test the hypothesis that eating Brand A energy bars helps athletes run faster, compared to eating Brand B energy bars or no energy bars. She should test this hypothesis using: A. Descriptive research B. Experimental/causal research C. Secondary data research D. Exploratory (qualitative) research

B. Experimental/causal research

Lirin runs a medical practice. In the past year, Lirin has seen a decline in patient visits of 30% in the past year. Lirin doesn't know what he needs to do to compete better. He wonders whether he should lower prices, offer more flexible scheduling, increase the type of services offered, or something else. What type of primary research should Lirin conduct first? A. Descriptive research B. Exploratory (qualitative) research C. Secondary data research D. Experimental/causal research

B. Exploratory (qualitative) research

Another researcher named Venli points out to Eshonai that there is a problem with her question about number of countries already visited: What about countries where individuals only spent a layover in the airport in between flights? The current question counts them toward the total number of countries an individual has visited, but that doesn't make sense based on what Eshonai is actually trying to measure. In short, Venli is questioning the _____ of Eshonai's operationalization. A. Reliability B. Face validity C. Measurement level D. Content validity

B. Face validity

...The survey asks: Have you ever eaten at Rock s Riches before? How much do you like this soup, on a scale from 1-7? How spicy is this soup? How likely would you be to order this soup if you were to eat at Rock s Riches? It also asks for respondents' age, gender, and race/ethnicity. Which of the following facets of the survey methods might lead to measurement error? A. If the target population of current customers is systematically different from people who stop to try a sample B. If people who take the survey feel pressured to answer a particular way because an interviewer is present C. If people who agree to answer the survey are systematically different in their liking of lentil soup than people who refuse to answer the survey D. If the specific sample of people who answers the survey happens to be different in their liking of lentil soup than the target population, just by chance

B. If people who take the survey feel pressured to answer a particular way because an interviewer is present

Mandi is asked to do a benchmarking study for her firm by identifying their firm's top three competitors, mapping out historical trends of sales and market share, and comparing their revenue and profit over the past three years. Mandi should likely use ________ to conduct this research. A. Survey research B. Industry reports C. Experimental research D. Data mining

B. Industry reports

Which of the following is TRUE about qualitative research? A. You can make numeric predictions from your data B. It's not statistically representative of your population C. It's easy to know you're right D. You can measure associations between variables

B. It's not statistically representative of your population

Hoid has conducted twenty in-depth interviews with parents of young children, investigating what is important to them when they choose books to read to their children. He now has 75 pages of transcribed interview text. What should he do first to draw meaning from these interviews? A. Prepare a presentation B. Look for themes in the transcribed data C. Code the transcribed interviews D. Identify important quotes to share with clients

B. Look for themes in the transcribed data

Response rates are defined as: A. Number of respondents sampled / Number of people in the sampling frame B. Number of completed surveys / Number of respondents sampled C. Number of respondents / Number of non-respondents D. Number of completed surveys / Number of surveys started

B. Number of completed surveys / Number of respondents sampled

Lirin runs a medical practice. In the past year, Lirin has seen a decline in patient visits of 30% in the past year. Lirin doesn't know what he needs to do to compete better. He wonders whether he should lower prices, offer more flexible scheduling, increase the type of services offered, or something else. Which of the following is a symptom of Lirin's problem? A. Customers are dissatisfied due to a lack of services offered B. Patient visits have declined by 30% C. Customers are dissatisfied due to high prices D. Customers are dissatisfied due to scheduling problems

B. Patient visits have declined by 30%

McCoy wants to understand why some high school students bully others online, when they know it's wrong and hurtful. In order to reduce social desirability effects and elicit true and potentially embarrassing answers, McCoy should probably use A. Association techniques B. Projective techniques C. Focus groups D. Secondary research

B. Projective techniques

Eshonai operationalizes interest in vacationing in a country people haven't been to by asking, Please imagine that you have won a free vacation to a location of your choice. How likely would you be to take this vacation in a country that you have never visited before? Answer options include, Definitely would NOT vacation in a country I've never visited, Probably would NOT vacation in a country I've never visited, Might or might not vacation in a country I've never visited, Probably would vacation in a country I've never visited, and Definitely would vacation in a country I've never visited. This is a: A. Semantic differential type scale B. Purchase intent type scale C. Likert type scale D. Constant sum type scale

B. Purchase intent type scale

Dalinar is in charge of vendor selection for his firm. He has three vendors to select from, each of whom the firm has worked with in the past. He also has 3-year-old evaluation data from his team regarding each vendor's historical quality, reliability, and easiness to work with. Dalinar wants to use this evaluation data to help him make a decision. This data could best be described as: A. Secondary external data B. Secondary internal data C. Primary qualitative data D. Primary quantitative data

B. Secondary internal data

Gaz wants to know how well his employees like their managers. He therefore asks on his survey, Please rate how much you like working for your current manager, where 1 is I hate working for this person and 5 is I love working for this person. He knows that people might not want to answer this question honestly if they think that their manager could find out what they said. In other words, this question is a: A. Screening question B. Sensitive question C. Demographic question D. Complex question

B. Sensitive question

Which of the following is not part of the data cleaning process? A. Matching data from different sources B. Testing how variables are statistically related to each other C. Correcting errors in the data D. Creating new variables

B. Testing how variables are statistically related to each other

Hoid has found four main themes in his interview data: parents choose books for young children based on 1) their aesthetics and material composition, 2) their educational content, 3) their length, and 4) whether or not the parents had read that book when they were a child. Which of the above themes could ONLY be coded for presence and NOT for quantity? A. Length B. Whether or not the parents read the book as a child C. Aesthetics and material composition D. Educational content

B. Whether or not the parents read the book as a child

Shallan is conducting research about the impact of putting different types of art on the walls of a store and whether it influences consumer purchase amounts. She conducts three experiments in different contexts to establish general effects of using modern art, photorealistic art, or plain painted walls, on consumer purchases. Shallan is conducting:

Basic research

Hoid's interviews include the following transcript segment: "I only buy board books for my two year old, since he's rough on paper books. He throws them around everywhere and tears the pages. Board books can stand up to being dragged around outside and carried by one page, you know? Beyond that, I like getting him books with pictures of animals. He really loves birds right now, so we have a number of bird books." Which theme is most present in this interview segment? A. Whether or not the parents read the book as a child B. Length C. Aesthetics and material composition D. Educational content

C. Aesthetics and material composition

Overall, researchers tend to classify nominal and ordinal data as _______ and interval and ratio data as ______. A. Discrete, Categorical B. Continuous, Categorical C. Categorical, Continuous D. Metric, Non-Metric

C. Categorical, Continuous

When a marketing research problem is more _______ it tends to call for descriptive or causal research, while marketing research problems that are more ________ can be answered better with exploratory research A. Behavioral, attitudinal B. Attitudinal, behavioral C. Certain, ambiguous D. Ambiguous, certain

C. Certain, ambiguous

Rlain collects two datasets. The first describes the perceptions of everyone in a particular company regarding a particular minority group at one point in time. The second describes how perceptions of a sample of individuals in the company towards the minority group change over the course of 5 years. The first dataset is ______, while the second is _____. A. Secondary data, primary data B. Longitudinal, cross-sectional C. Cross-sectional, longitudinal D. Primary data, secondary data

C. Cross-sectional, longitudinal

Brand X s marketing department has asked your firm to conduct research on how it can improve customer satisfaction. Ella, one of the marketing managers, thinks a study should focus on possible new product extensions, while Jules (the other marketing manager) believes research should identify problems in current customer relations. Your firm should: A. Do a survey B. Conduct focus groups and interviews C. Decline the research project at this time D. Run an experiment

C. Decline the research project at this time

Voters for Truth sends out a survey with the following questions: How important is it to you that candidates in this election not be corrupt? Are you aware that the organization 'Voters for Truth' is dedicated to exposing corruption among political leaders? Would you be willing to make a donation to 'Voters for Truth' to assist us in our important work of identifying corruption among election candidates? The results of this survey are not used for any decision-making purposes. This survey is: A. Ethically problematic due to the need for research to maintain confidentiality and data security B. Not ethically problematic C. Ethically problematic due to frugging D. Ethically problematic due to management's lack of desire for objectivity and truthfulness

C. Ethically problematic due to frugging

Lana has been hired to conduct a survey for Brand X and has agreed to charge $50/hour for her services. She finds out after she is hired that she was by far the least expensive option, and others with her expertise charge $100/hour for the same work! It takes Lana 10 hours to complete the survey for Brand X, but she bills them for 15 hours of work to lower the gap between her and her competitors. This practice is: A. Ethically problematic due to selling under the guise of research (sugging) B. Ethically problematic due to a lack of objectivity. C. Ethically problematic due to overbilling D. Not ethically problematic

C. Ethically problematic due to overbilling

Shawn conducts a survey of customers of Brand Z where he identifies customers' potential interest in a new type of computer. After the survey is completed, Brand Z asks for the contact information for all customers who indicated that they were very interested in the new computer so it can follow up with them to try to sell them the product. This request is: A. Not ethically problematic B. Ethically problematic due to selling under the guise of research (sugging) C. Ethically problematic due to the need for research to maintain confidentiality and data security D. Ethically problematic due to a lack of objectivity.

C. Ethically problematic due to the need for research to maintain confidentiality and data security

Having run statistical analysis of multiple different models, Dalinar finds that the model that includes being a pushy vendor as well as the vendor's product selection, pricing, timeliness of payment, and reported customer satisfaction, has the highest predictive power for length of relationship with his firm. In this step, he is: A. Testing a model B. Formatting and cleaning the data C. Identifying what model best fits the data D. Creating a model

C. Identifying what model best fits the data

...The survey asks: Have you ever eaten at Rock s Riches before? How much do you like this soup, on a scale from 1-7? How spicy is this soup? How likely would you be to order this soup if you were to eat at Rock s Riches? It also asks for respondents' age, gender, and race/ethnicity. Which of the following facets of the survey methods might lead to nonresponse error? A. If the target population of current customers is systematically different from people who stop to try a sample B. If people who take the survey feel pressured to answer a particular way because an interviewer is present C. If people who agree to answer the survey are systematically different in their liking of lentil soup than people who refuse to answer the survey D. If the specific sample of people who answers the survey happens to be different in their liking of lentil soup than the target population, just by chance

C. If people who agree to answer the survey are systematically different in their liking of lentil soup than people who refuse to answer the survey

Eshonai operationalizes openness to new experiences by asking, In general, how much do you like trying new things? on a 7-point scale where 1=Not at all and 7=Extremely. This operationalization is a _____ question. A. Nominal B. Ordinal C. Interval D. Ratio

C. Interval

Venli tries rewriting Eshonai's openness to experience scales, and uses the following items: Please agree or disagree with each of the following statements, on a 7-point scale where 1=Strongly Disagree and 7=Strongly Agree: I actively seek out new experiences, I am motivated to try new things, I like my life to have lots of variety, I seek out ways to engage with the world, and I reflect on the experiences I have. This is a: A. Constant sum type question B. Unipolar scale C. Likert type scale D. Semantic differential type scale

C. Likert type scale

Han is doing research for The Falcons, a company that makes high-speed motorcycles. The Falcons does about one third of its business with customers who speak Chinese, Japanese, or Korean as their only or primary language. Han sends out a survey in English about customer satisfaction with The Falcons motorcycles to a random sample of their past customers. This decision is likely going to increase Han's: A. Population error B. Coverage error C. Nonresponse error D. Sampling error

C. Nonresponse error

Which of the following is NOT an ethical issue in descriptive research? A. Biased recruitment procedures B. Biased questions C. Not randomly assigning respondents to conditions D. Reporting good and not bad results

C. Not randomly assigning respondents to conditions

Grogu is taking a survey targeted at pet-owners who raise frogs. The instructions at the top of the page indicate that individuals should only answer questions 10-15 if they have purchased frog eggs and hatched them. Grogu has never purchased frog eggs, but does not see these instructions and does his best to answer questions 10-15 anyway. This would be best described as error due to the: A. Question B. Respondent C. Questionnaire D. Sample

C. Questionnaire

Gaz wants to make sure that only employees who have been at his firm at least 6 months take his survey, so he asks, How long have you been employed at this firm? Less than 6 months, 6 months to less than 1 year, 1 to 5 years, More than 5 years. This is a: A. Sensitive question B. Demographic question C. Screening question D. Introduction question

C. Screening question

Which of the following is NOT a type of secondary research? A. Industry reports B. Academic journal articles C. Survey data collected specifically for your project D. Scanner data collected by a research firm

C. Survey data collected specifically for your project

Keshe is concerned that social media chatter about his music education nonprofit has steadily decreased over the past year. He hires a marketing research firm and tells them he wants to find out how to improve his connectivity with his donor base. The fact that social media interactions have fallen is a(n) ______ of the problem that should be researched. A. Objective B. Cause C. Symptom D. Opportunity

C. Symptom

Eshonai operationalizes openness to new experiences by asking, In general, how much do you like trying new things? on a 7-point scale where 1=Not at all and 7=Extremely. This operationalization uses a _____ scale. A. Open-ended B. Semantic differential C. Unipolar D. Bipolar

C. Unipolar

Which of the following is an example of internal secondary data? A. Stock prices B. Your customers' social media posts C. Your firm's sales reports D. Governmental data

C. Your firm's sales reports

Scanlan wants to ask survey respondents about their favorite kind of music. Specifically, survey respondents who like country music best should be asked questions about their favorite country artists, respondents who like rap best should be asked about their favorite rappers, and respondents who like showtunes best should be asked about their favorite musicals. This survey will most likely need to use _______ to accomplish Scanlan s goal. A. Skip patterns B. Social exchange theory C. Transition language D. Branching

D. Branching

Dalinar accesses a CRM database that his firm has kept of all interactions with vendors over the past 10 years. After reviewing the variables present in the dataset and fixing some obvious errors in data entry, he creates a new variable that indicates whether or not any problems with the vendor were reported, and a variable for whether the vendor was pushy or not on the phone calls. Now that he has all the variables he needs, Dalinar should next engage in: A. Identifying what model best fits the data B. Testing a model C. Formatting and cleaning the data D. Creating a model

D. Creating a model

Adolin wants to know what female consumers think about a current fashion style of dresses. He conducts three focus groups of 10 women each. In two of the focus groups, the consumers generally like the new fashion style, and in the other focus group, they don't like it much. Adolin should conclude: A. The focus group that didn't like the new fashion style was not representative of the population B. He conducted his focus groups incorrectly C. About 2/3rds of female consumers like the new fashion style D. Descriptive research should be done to identify how many consumers like the fashion style

D. Descriptive research should be done to identify how many consumers like the fashion style

Kima is going through the measurement process to assess her organization's emergency readiness. She has decided what she wants to measure (emergency readiness) and has decided how to measure this idea in a survey (through a set of three 7-point scales). Next, she should engage in: A. Operationalization B. Construction C. Data collection D. Evaluation

D. Evaluation

...The survey asks: Have you ever eaten at Rock s Riches before? How much do you like this soup, on a scale from 1-7? How spicy is this soup? How likely would you be to order this soup if you were to eat at Rock s Riches? It also asks for respondents' age, gender, and race/ethnicity. Which of the following facets of the survey methods might lead to sampling error? A. If the target population of current customers is systematically different from people who stop to try a sample B. If people who take the survey feel pressured to answer a particular way because an interviewer is present C. If people who agree to answer the survey are systematically different in their liking of lentil soup than people who refuse to answer the survey D. If the specific sample of people who answers the survey happens to be different in their liking of lentil soup than the target population, just by chance

D. If the specific sample of people who answers the survey happens to be different in their liking of lentil soup than the target population, just by chance

...The survey asks: Have you ever eaten at Rock's Riches before? How much do you like this soup, on a scale from 1-7? How spicy is this soup? How likely would you be to order this soup if you were to eat at Rock's Riches? It also asks for respondents' age, gender, and race/ethnicity. Which of the following facets of the survey methods might lead to coverage error? A. If people who agree to answer the survey are systematically different in their liking of lentil soup than people who refuse to answer the survey B. If people who take the survey feel pressured to answer a particular way because an interviewer is present C. If the specific sample of people who answers the survey happens to be different in their liking of lentil soup than the target population, just by chance D. If the target population of current customers is systematically different from people who stop to try a sample

D. If the target population of current customers is systematically different from people who stop to try a sample

Eshonai wants to understand how people's openness to new experiences and number of countries already visited impacts their interest in vacationing in a country they haven't been to yet. She also wants to take into account whether they were born in the US or somewhere else. Number of countries already visited is a(n): A. Operationalization B. Construct C. Direct Observable D. Indirect Observable

D. Indirect Observable

Adolin wants to conduct qualitative research on how consumers perceive a new style of fashionable clothes. One thing he wants to understand in-depth is how individuals' perceptions of style and fashion interact with their sense of self and empowerment. He wants to gain deep understanding into why people buy or choose not to buy fashionable clothes, and what hidden motivations they might have in making these decisions. He should likely conduct: A. Short-term observation B. Ethnography C. Focus groups D. Interviews

D. Interviews

Please identify the problem(s) with the following survey question and response options: Please indicate your year in college: Freshman, Sophomore, Junior, Senior A. Is double barreled B. Not mutually exclusive C. Does not include directions in the question stem D. Not exhaustive

D. Not exhaustive

Eshonai operationalizes number of countries already visited by asking, How many countries outside the US have you visited for any length of time? She provides an open-ended answer box for respondents to write their answer. This operationalization is a _____ question. A. Nominal B. Ordinal C. Interval D. Ratio

D. Ratio

Which of the following best describes the research process shown by the Detective Funnel? A. Researchers form hypotheses, then test these hypotheses using qualitative and quantitative research methods. B. Researchers, like detectives, start with the facts of the marketing research problem, eliminate all possible solutions that will not work, and are thus left with the true and correct solution to the problem. C. Researchers use quantitative research to test their understanding of a problem, form hypotheses, then conduct qualitative research to better understand the results of their research and identify a solution for the problem. D. Researchers use qualitative research to expand their understanding of a problem, develop hypotheses once they understand the problem, then conduct quantitative research to test their hypotheses and identify a solution for the problem.

D. Researchers use qualitative research to expand their understanding of a problem, develop hypotheses once they understand the problem, then conduct quantitative research to test their hypotheses and identify a solution for the problem.

Fett is conducting marketing research for an experimental science company. He conducts a survey of 500 randomly selected scientists in the firm's target market, working carefully to minimize every aspect of error possible. However, no matter how hard he works, Fett will always have ______ in his results. A. Nonresponse error B. Measurement error C. Coverage error D. Sampling error

D. Sampling error

Adolin wants to conduct qualitative research on how consumers perceive a new style of fashionable clothes. One thing he wants to know is what consumers are saying to each other about a new style of suit when they see it on a mannequin in the store. He should likely conduct: A. Ethnography B. Focus groups C. Interviews D. Short-term observation

D. Short-term observation

Dalinar accesses a CRM database that his firm has kept of all interactions with vendors over the past 10 years. Using a statistics program, he examines whether a model predicting length of relationship with his firm that includes the variable being a pushy vendor as well as the vendor's product selection, pricing, timeliness of payment, and reported customer satisfaction, has higher predictive power than a model that does not include this variable. In this step, he is: A. Creating a model B. Identifying what model best fits the data C. Creating a model D. Testing a model

D. Testing a model

Which of the following is NOT a good reason to use qualitative research? A. The researcher needs to develop theory B. The researcher needs to explore an issue C. The researcher needs detailed understanding about a context D. The researcher needs to test hypotheses about group differences

D. The researcher needs to test hypotheses about group differences

Which of the following is NOT a reason to conduct marketing research? A. To evaluate the effectiveness of marketing plans B. To understand the marketplace C. To determine the right price for a product D. To validate a decision that has already been made

D. To validate a decision that has already been made

Per class material, where should questions such as respondent health conditions which many respondents would rather not disclose be placed in the flow of a questionnaire? A. Toward the beginning, right after the screening questions B. At the end C. At the beginning D. Towards the end, right before the classification questions

D. Towards the end, right before the classification questions

What is the first step in the research process?

Defining research objectives

T/F: All research companies are subject to oversight by ethics committees.

False

T/F: Doing marketing research can give managers a guarantee that they will be making the right decision.

False

T/F: If we collect continuous data (e.g. purchase intent), we CANNOT turn it into categorical data later.

False

T/F: Interviewers should always use directive probing when asking respondents to follow up on their previous answers.

False

T/F: It is always misleading to remove outliers from descriptive data before reporting it.

False

T/F: Questions that are on a similar topic can be asked in any order without impacting the answers to future questions.

False

T/F: Secondary data is collected second in a research project - that is, it's data that you collect yourself after seeing what other people have already found.

False

T/F: Surveys with low response rates are by nature not representative of their target population.

False

T/F: The Total Survey Error framework aims to eliminate all error in a survey.

False

T/F: The most time-consuming part of data analytics is identifying the correct statistical model to use.

False

T/F: When conducting a focus group, it is easy to collect objective, non-biased information.

False

T/F: Researchers need to design surveys differently for internet, telephone, and mail modes.

True

T/F: When reporting results from exploratory research, researchers may choose to weigh certain responses more heavily than others.

True

T/F: Action-oriented research can be problematic if researchers let their end goals justify unethical means, such as experimenting on people without their consent or deceiving or manipulating participants to obtain a particular outcome.

True

T/F: Applied marketing research addresses a specific marketing decision for a specific firm or organization

True

T/F: Literature reviews are part of secondary research

True

Lirin runs a medical practice. In the past year, Lirin has seen a decline in patient visits of 30% in the past year. Lirin doesn't know what he needs to do to compete better. He wonders whether he should lower prices, offer more flexible scheduling, increase the type of services offered, or something else. Which of the following is a potential cause of Lirin's problem? A. Customers are dissatisfied due to a lack of services offered B. Patient visits have declined by 30% C. Customers are dissatisfied due to high prices D. Customers are dissatisfied due to scheduling problems

all correct: A. Customers are dissatisfied due to a lack of services offered C. Customers are dissatisfied due to high prices D. Customers are dissatisfied due to scheduling problems

Please identify the problem(s) with the following survey question: Your favorite color. A. Has biased wording B. Does not include directions in the question stem C. Does not use complete sentences D. Is double barreled

both B. Does not include directions in the question stem C. Does not use complete sentences

Please identify the problem(s) with the following survey question: How was the taste and appearance of your meal today? We expect that it was a 5/5! A. Does not use complete sentences B. Has biased wording C. Is double barreled D. Is too complex

both B. Has biased wording C. Is double barreled