Marketing Research Test 1

Carol was invited to participate in a research study along with ten other consumers to discuss their experiences using cleaning products. The group was asked to discuss their experiences and were encouraged to feed on each other's comments. What is this type of study called? a. multivariate research b. literature review c. pretest d. focus group interview

d. focus group interview

The typical consumer in zip code 63119 is a senior citizen with several children over the age of 25, has a college degree, and is retired. What type of information has been provided in this example? a. TQM b. performance monitoring c. the marketing concept d. geo-demographic

d. geo-demographic

Marketing Research

The application of the scientific method in searching for the truth about marketing phenomena is known as _________.

When a researcher compares secondary data from one source with data from another source, the researcher is doing a(n) ____. a. data transformation b. cross-check c. data mining d. data enhancement

b. cross-check

Which type of bias occurs when a respondent wishes to create a favorable impression or save face in the presence of an interviewer? a. random sampling bias b. social desirability bias c. administrative bias d. interviewer cheating

b. social desirability bias

The practice of using databases to promote one-to-one relationships with customers and create precisely targeted promotions is called ____. a. zoned marketing b. target marketing c. database marketing d. electronic marketing

c. database marketing

Which type of marketing research address who, what, when, where, why, and how questions? a. causal research b. exploratory research c. descriptive research d. proscriptive research

c. descriptive research

_____ means that the researcher alters the level of the experimental variable in specific increments. a. Causality b. Testing c. Analyzing d. Manipulation

d. maniplulation

People who cannot be contacted or who refuse to participate are called ____. a. random errors b. biased respondents c. sample selection errors d. nonrespondents

d. nonrespondents

Obtaining secondary data is typically ____ and ____ expensive than obtaining primary data. a. faster; more b. slower; more c. faster; less d. slower; less

c. faster; less

People who provide answers to survey questions are often called ____. a. researchers b. clients c. respondents d. users

c. respondents

The idea that information involved in a research will not be shared with others is known as ____. a. consent b. privacy c. anonymity d. confidentiality

d. confidentiality

Asking a group of households to record their consumption of certain products over a two-year period is an example of ____. a. model building b. database marketing c. data transformation d. diary panel data

d. diary panel data

When an individual understands what the researcher wants him or her to do and agrees to the research study, the individual has given ____. a. a privacy wavier b. informed consent c. implicit consent d. a confidentiality waiver

informed consent

Secondary data that are owned and controlled by the organization are best called ____. a. first order data b. proprietary data c. exclusive data d. valid data

b. proprietary data

A small microchip used to communicate with data systems is called a(n) ____. a. RFID b. URL c. NFC d. HIPAA

a. RFID

A Web site designer is interested in how people look at a Web site. Specifically, she would like to know where they look first when a page comes up. Which mechanical device would be appropriate for determining? a. pupilometer b. MRI c. eye-tracking monitor d. psychogalvanometer

c. eye-tracking monitor

An example of behavioral tracking is ____. a. product sales histories b. test market results c. supermarket scanner data d. survey findings

c. supermarket scanner data

The tendency for respondents to agree with most questions in a survey is known as ____. a. auspices bias b. interviewer bias c. extremity bias d. acquiescence bias

d. acquiescence bias

Which type of marketing research is conducted to address a specific marketing decision for a specific firm or organization? a. basic b. qualitative c. quantitative d. applied

d. applied

Which measure represents the percentage of people who are exposed to an Internet advertisement and actually click on the corresponding hyperlink that takes them to a company's Web site? a. conversion transaction rate (CTR) b. page views c. cost per click (CPC) d. click-through rate (CTR)

d. click-through rate (CTR)

Clara is a market researcher who records shoppers' movement through a grocery store. What method of research is Clara using? a. survey b. assessment c. immersion d. observation

d. observation

Asking consumers what they think about a possible brand name for a new product is an example of which type of research? a. product research b. promotion research c. product testing d. concept testing

a. product research

A researcher gave Juanita a bar-coded card that she gives to the checkout clerk at the grocery store. The code number is linked to purchase information recorded by the scanner. Juanita is participating in a(n) ____. a. scanner-based consumer panel b. obtrusive observation study c. phenomenological study d. ethnographic study

a. scanner-based consumer panel

Ethnography is a qualitative research orientation originating in ____. a. marketing b. psychology c. anthropology d. sociology

c. anthropology

All of the following measure physiological reactions EXCEPT ____. a. eye-tracking monitors b. pupilometers c. at-home scanning systems d. voce-pitch analysis

c. at-home scanning systems

An important aspect of the marketing concept is a(n) ____. a. single-functional perspective b. emphasis on short-term profitability c. consumer orientation d. producer chain

c. consumer orientation

Which type of research is being conducted when a researcher conducts an experiment to answer the question, "Will consumers purchase more of our brand if we change the package design?" a. causal research b. exploratory research c. pilot study research d. descriptive research

a. causal research

When you visit Web sites, most likely, a small computer file that records your Web usage history is created. This small computer file is called a(n) ____. a. electronic data exchange b. cookie c. URL d. intranet

b. cookie

A food company tests a new product by having one group of subjects taste their own product first and then taste a competitor's product second, while a second group of experimental subjects tastes the competitor's product first followed by the company's own product. Which type of experimental design is being used? a. reversed b. counterbalanced c. confounded d. validated

b. counterbalanced

When the data from an empirical study are consistent with a hypothesis, we say that the hypothesis is: a. Rejected b. Conclusive c. Supported d. True

c. supported

Who provides data access directly to the end consumer for a fee? a. content providers b. data wholesalers c. search engine sites d. data retailers

d. data retailers

A researcher is conducting an experiment in which one group of people is exposed to one advertisement and another group is exposed to another advertisement. Specifically, he is examining the effect of headline font sizes on consumers' attitude toward the brand advertised. What type of market research is this? a. descriptive b. predictive c. causal d. exploratory

c. casual

Marketers of snack foods who consider the nutritional value that parents desire as well as the fun and experience that children want are demonstrating a(n) ____. a. emphasis on short-term profits b. cross-functional perspective c. customer orientation d. product orientation

c. customer orientation

A researcher working for ____ would be considered a conflict of interest. a. a for-profit firm b. a non-profit firm and a for-profit firm c. more than two firms d. two competing firms

two competing firms

When the researcher must extract meaning from open-ended responses, the results are: a. subjective b. objective c. primary d. secondary

a. subjective

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 ____. a. case study b. grounded research study c. depth interview d. focus group interview

d. focus group interview

Which activity is LEAST important in the marketing research process? a. searching for and collecting information b. developing theories c. analyzing data d. making results publicly available

d. making results publicly available

When the subject is unaware of being observed in a shopping mall, the observation is said to be ____. a. contrived b. indirect c. participatory d. unobtrusive

d. unobtrusive

Facts or recorded measures of certain phenomena (things or events) are known as ____. a. data b. information c. market intelligence d. knowledge

a. data

What type of research is being conducted to answer the question: "Would this target market be interested in this type of new product?" a. causal research b. exploratory research c.situation analysis research d.descriptive research

b. exploratory research

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 ____. a. data mining b. data division c. data transformation d. data validation

c. data transformation

Which term refers to an organized collection of computer hardware, software, data, and personnel designed to capture, store, update, manipulate, analyze, and immediately display information about worldwide business activities? a. Internet b. Intranet c. global information system d. global positioning satellite system

c. global information system

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. a. nonresponse error b. auspices bias c. interviewer cheating d. deliberate falsification

d. deliberate falsification

Cindy provides leadership in research efforts and integrates all staff-level research activities in the firm in which she is employed. Cindy's job title is most likely a ____. a. research analyst b. research associate c. manager of decision support systems d. director of marketing research

d. director of marketing research

Companies, such as Kraft and Procter & Gamble, conduct research to clarify ambiguous situations or discover ideas that may be potential business opportunities. What type of marketing research is this? a. inferential b. causal c. descriptive d. exploratory

d. exploratory

A potential advantage of using an outside research supplier over an in-house research department is that it may be possible for the outside supplier to conduct the project ____. a. with more secrecy b. at a lower cost c. at a faster rate d. more objectively

d. more objectively

Janice is participating in an experimental study of an herbal supplement that supposedly gives users more energy. Since starting the experiment, she has noticed that she has more energy, but in reality, she is just receiving a "blank" pill that does not contain the herbal supplement. What effect is Janice demonstrating? a. false negative b. type I error c. type II error d. placebo

d. placebo

Qualitative research ____. a. tests specific research hypotheses b. typically has a large number of participants c. has an unstructured approach to data collection d. yields objective data

c. has an unstructured approach to data collection

When a researcher analyzes commercials appearing during Saturday morning cartoons, the researcher is engaging in ____. a. contrived analysis b. content analysis c. indirect analysis d. entrapment

b. content analysis

When the person administering experimental procedures influences the subjects' behavior or sways them to slant their answers to cooperate with him or her, ____ has occurred. a. experimenter bias b. response bias c. Type I error d. Type II error

a. experimenter bias

A firm focusing more on how to provide value to customers than on the physical product or production process is embracing a(n) ____ orientation. a. marketing b. quality c. external d. value

a. marketing

Systematic error is divided into ____. a. respondent error and administrative error b. random sampling error and administrative error c. response bias and interview error d. primary error and secondary error

a. respondent errors and administrative error

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 ____. a. sample selection error b. acquiescence bias c. social desirability error d. auspices bias

a. sample selection error

The two types of marketing research based on the specificity of purpose are ____. a. basic and applied b. scientific and non-scientific c. cross-sectional and qualitative d. quantitative and secondary

a. basic and applied

3-M Corporation puts together teams of employees from various disciplines such as engineering, production, finance, and marketing who share a common purpose, such as new-product development. These types of teams are referred to as ____. a. cross-functional teams b. syndicated teams c. synergistic teams d. focus groups

a. cross-functional teams

The manager of a shopping mall records the counties listed on the license plates on cars parked at the mall in order to determine where the shoppers come from. This is an example of ____ observation. a. direct b. indirect c. contrived d. mechanical

a. direct

Many research companies have a(n) ____ that carefully reviews a proposed research design to try to ensure that no harm can come to any research participant. a. human subjects review committee b. experimental design review committee c. ethical research review committee d. confidentiality review committee

a. human subjects review committee

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. a. random sampling error b. self-selection bias c. auspices bias d. social desirability bias

b. self-selection bias

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 ____. a. word association test b. sentence completion test c. case study d. concept test

b. sentence completion test

John is measuring the amount of time it takes for people to make a choice between two options regarding what to select for lunch to infer the strength of their preferences for one alternative over the other. John is measuring response ____. a. lag b. interval c. latency d. bias

c. latency

The data characteristic that refers to the degree to which data represent the true situation is known as ____. a. timeliness b. completeness c. quality d. relevance

c. quality

Which of the following assures respondents that they cannot be identified or linked to their response in any way? a. implicit consent b. anonymity c. confidentiality d. informed consent

b. anonymity

When another researcher would get the same result by conducting the same research procedures, the research is said to be ____. a. valid b. replicable c. homogeneous d. scrutinized

b. replicable

Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called ____. a. quantitative marketing research b. qualitative marketing research c. extensive marketing research d. grounded marketing research

a. quantitative marketing research

All of the following are advantages of Internet surveys EXCEPT ____. a. random sampling b. speed c. visual appeal d. accurate real-time data capture

a. random smaplin

Many companies use powerful computers to dig through volumes of data to discover patterns about their customers and products. This activity is called data ____. a. mining b. snooping c. surveying d. discovery

a. mining

All of the following are qualitative research orientations EXCEPT ____. a. ethnography b. focus group interview c. case studies d. regression analysis

d. regression analysis

Which procedure refers to a small-scale study in which the results are only preliminary and intended only to assist in the design of a subsequent study? a. pretest b. focus group c. Primary test d. preliminary study

a. pretest

Commercial providers of marketing research services are called ____. a. research suppliers b. research generalists c. research analysts d. research syndicators

a. research suppliers

Which type of research attempts to verify a theory or to learn more about a marketing concept, but is not intended to solve a particular marketing problem? a. performance-monitoring research b. basic research c. total quality management d. scientific method

b. basic research

The process that allows important day-to-day operational data to be stored and organized for simplified access is called ____. a. global information tracking b. data warehousing c. proprietary marketing d. keyword searching

b. data warehousing

Research projects involving experimental manipulations that are implemented in a natural environment are called ____. a. laboratory experiments b. field experiments c. primary experiments d. secondary experiments

b. field experiments

All of the following are types of marketing research EXCEPT ____. a. exploratory marketing b. selective marketing c. descriptive marketing d. causal marketing

b. selective marketing

Experimental results that show that consumers purchased more when a store had bright blue lights than they did when the store had bright orange lights. However, when the lighting was low, there was no difference between blue and orange lights. This illustrates a(n) ____. a. filter b. interaction c. confound d. synergy

b. interaction

The question as to whether the independent variable was the sole cause of the change in the dependent variable is the basic issue in ____. a. a repeated measures study b. internal validity c. a matching study d. external validity

b. internal validity

Janna discovers a market segment that is underserved by competitors' products. For Janna's company, this segment represents a: a. market threat b. market opportunity c. backward linkage d. test market

b. market opportunity

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 ____. a. model building b. sales forecasting c. trend analysis d. market potential estimation

b. sales forecasting

The number of questionnaires returned or completed divided by the number of eligible people who were asked to participate in the survey is called ____. a. churn b. return ratio c. response rate d. success rate

c. response rate

Monica is conducting an experiment in which all subjects see all of the ads she is testing. This type of experiment, in which an individual subject is exposed to more than one level of an experimental treatment, is called a ____ design. a. between-subjects b. repeated measures c. redundant manipulation d. randomization

b. repeated measures

An organization's mailing list of current customers is an example of a ____. a. cookie b. script c. database d. hyperlink

c. data base

Caroline is participating in an experimental study in which she is taking an herbal supplement and the researcher measures her perceived energy levels for several weeks. Although she doesn't know it, the supplement she is given in the study does not contain the herb of interest. However, Caroline feels as though she has more energy than before, and she attributes it to the herbal supplement. This effect is called a(n) ____. a. maturation effect b. false positive c. counterbalancing effect d. placebo effect

d. placebo effect

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) ____. a. case study b. experiential survey c. laddering interview d. projective technique

d. projective technique

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? a. The data should be in the correct unit of measurement. b. The data should apply to the time period of interest. c. The data should be supplied by a reputable source. d. The data should show evidence of reliability and validity.

a. The data should be in the correct unit of measurement.

All of the following are directly observable phenomena EXCEPT ____. a. attitudes b. verbal behavior c. spatial relations and locations d. neurological activity

a. attitudes

All of the following are experimental design elements EXCEPT for the ____. a. selection and assignment of subjects to treatments b. control over extraneous variables c. manipulation of the independent variable d. manipulation of the dependent variable

d. manipulation of the dependent variable

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 ____. a. neural networking b. scandowns c. database marketing d. market-basket analysis

d. market-basket analysis

Kodetra is interpreting consumers' blog postings on the Internet. Which term best describes the type of research that Kodetra is conducting? a. independent marketing research b. dependent marketing research c. quantitative marketing research d. qualitative marketing research

d. qualitative marketing research

A researcher can equally distribute the effects of extraneous variables to all conditions in an experiment by using ____. a. confounding b. split sampling c. repeated measures d. randomization

d. randomization

Procter & Gamble regularly monitors trends and information posted about their products and brands by consumers on several Web sites. Which source of data input does this represent? a. scanner data b. internet records c. behavioral tracking d. web tracking

d. web tracking