Marketing Test

Which type of questions suggest respondents give a socially desirable answer?

Loaded question

___ refers to studying how well consumers interact with and can navigate a company's website, for instance.

UI research

__refers to studying the users with a products, services, or customer interaction.

UX research

True or false: indirect competitors are organizations offering similar products and services to the same target market using similar price points and distribution methods

false

True or false: memberships sold and amount of subscribers to a service dog do not count as sales data; only revenue is considered sales data.

false

True or false: researchers must obtain permission to observe subjects in all observational research studies.

false

True or false: so-called "field experts" should not be used when conducting environmental scanning since theit affinity for the topic could bias results.

false

True or fasle: market research should always be conducted regardless of the level of risk.

false

True or fasle: research plans are only used when a compnay hires a research consulting firm

false

How is feedback from a home use test typically obtained?

follow up survey

Which of the following is not an advantage to hiring an external research consultancy versus conducting research in-house?

generally cheaper

Efforts related to collecting dta on the social media engagement of the target consumer is considered___.

social media monitoring

Long surveys broken up into a series of smaller surveys and dispersed over time are referred to as

stackable surveys

Demographics are

statistics that describe target consumers' attributes

Each of the following is a part of the research plan, except

study conclusions

A__ is a slogan or statement that represents a company's offerings

tagline

In observational research, the following can be recorded, except __.

thoughts and opinions

The following factors can help decide whether or not to engage in market research activities, except__

time needed to gather research, cost vs benefit of having the findings, the risk of the business decision

Overall measures are used for each of the following purposes, except__.

to gauge overall sentiment, for correlation analysis, for tracking results over time

__ act as a hybrid between focus groups and the in-depth interview.

triads

True of false: primary data can be either quantitative or qualitative

true

True or false: A?B testing is a type of experiment commonly used in digital advertising to test ad variations

true

True or false: a balanced scale means there are equal positive-learnign and equal negative-learnign options

true

True or false: multiple methodologies cna be deployed during the course os a single research project.

true

True or false: mystery shop tools should follow the training and protocol guidelines provides by the company to customer service staff.

true

True or false: one of the main reasons to monitor consumer trends is to aid in developing new product new product ideas and customer service enhancements

true

When a company compares an outcome value such as sales, revenue, or market share against the same outcome value of another organization, it is considered ___.

External benchmark

Topics fit for this method are typically the msot complex and/or personal in nature.

dyads

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

Each of the following is true about open-ended questions, except that they___

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

The effort to gauge online sentiment is considered___.

social media listening

This method includes two participants; topics are typically moderately complex and or/personal in natue

dyads

Market research can be used to hep address which of the following business questions?

-should a current product or service be altered or eliminated? -What should be the creative focus of a new advertising campaign? -Should the organization expand to new markets? -What product or service should be developed next?

Types of industry trends market researchers may monitor include the following excerpt__

All of these may be monitored

Each of the following is a focus of market research except___

Assessing employee performance

The following are good uses of focus group methodology, except__.

Assuring the target population feels the same way as participants

Secondary research can be sued to gather information about the following topics except__.

Current level of employee satisfaction

Each of the following is an advantage of observational research, except that it__

Examines the "how", not the "why"

True or false: if the cost of the research effort exceeds the estimated benefit of the decision, research is more likely warranted?

False

True or fasle: home use tests involved participant recruited in a public place to take part in concsumer research studies in controlled environments.

False, central location tests

Directly after respondents review an advertising concept, it is best practice in an advertsins concept survey to __.

Gather first impressions using open-ended questions

Secondary research might typically come into play in the following situations, except when

Gathering customer satisfaction results regarding a recent product launch

Which of the following requires respondents to test products that require extended time for typical use or makes sense to test in natural environments?

Home use test

"Rate your overall satisfaction and ease of using out product" is an example of which type of question development mistake?

leading question

Who conducts market research

On-staff research experts, an external research firm a mix of on-staff and external resources

Sales data often collected in the following forms, except___.

Revenue, memerbships solds, number of subscriptions, amount of services performed, and sales leads

Which type of survey typically gathers ratings on all touchpoints respondents encounter?

Satisfaction surveys

Artifacts refer to__

The clothes, accessories, and belongings of subjects

What make environmental scanning different from other forms of secondary research?

There is no specific research objective

True or false: secondary research is typically conducted before primary research

True

In order to gather comparison ratings or comparison rating of items in a survey, it is important to __.

Use the same scale for each item being rated

A guided discussion with a small group of participants is referred to as__

a focus group

Focus groups are __

a primary qualitative method

Casual research___

aims to determine if changes in one variable impacts changes in another variable

All of the following are disadvantages to secondary research, expect that__

all of these are disadvantages

As in-depth, semi-structed, question and answer session with on to three particapnat is consdiered___

an interview

Research questions__

are detailed and tactical in nature and help flesh out the overarching research objective

Psychographic are

attitudes and behaviors of the target consumer

All of the following are reputable secondary sources, except

blogs

The three types of research are exploratory, descriptive, and ___

casual

Which type of questions has no natural order to the response categories?

categorical

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

Reporting real-time sales data can be accomplished through the use of a sales ___.

databases

A singel peice of information in research is referred to as

datum

The research objective __

declares the purpose of conducting the research

Data resulting from digital advertising is considered a part of ___.

digital marketing data

Conducted in authentic situations and locations where observers record what naturally occurs as iit happens.

direct observation

Sources of external secondary research include each of the following except___.

existing customer survey results

Secondary research is

existing research

Which if the following is used to examine cause and effect relationships?

experiments

True or False: For a brand perception survey, it is important ot divulge the company sponsoring the survey.

false

True or false: by identifying the research objective ans corrresponsfon research questions, researchers can directly map each project to a definitive methodology.

false

True or false: focus group ice breakers activities should not venture into the research topic so an 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: if data collected though secondary means do no fit the questions researchers are trying to answer, the data should not be used at all.

false

Organizations in the same industry that use different distribution methods, price points, and/or target a slightly different different market are considered__.

indirect competitors

A comparison value against past performance or performance of a standout business unit is considered an:

internal benchmark

Results from past studies internally are considered

internal secondary data

Sales and customer data are considered __

internal secondary data

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

"Please rate our delightful service" is an example of which type of question development mistake?

leading question

secondary research is typically __ and __ compared to primary research

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

The portion of a target consumer market a company controls or "owns" by wat of its products or services is referred to as__

market share

Large surveys broken into smaller surveys and distributed across multiple platforms are considered:

multi-channel surveys

This methodology involved researchers secretly acting as consumer in order to gather data on the customer experience

mystery shopping

This methodology is used forgiving insight into the real consumer deciosino making process, how to improve customer service interactionas, as well as retaul desighn layouts

observational research

Ethnographic market research includes each of the following data collection methods, except__.

online service

Primary research is

original research

Digital marketing data includes the following except__.

percent satisfied with service

A technique by focus group moderators to dig for deeper and more meaningful responses.

probing questions

Which type of data can be used to desrvive the opinions of a target market overall?

qualitative

Surveys are mostly__.

quantative

Research in which resulta are measuebal and can be counted is referred to as

quantitative

Surveys are mostly__.

quantitative

Internal secondary research involved existing

research gathered within a researcher's own company

True or false: product and pricing intelligence involves understanding competitors through monitoring their product and service offerings as well as associated pricing strategies.

true

True or false: sales by new versus returning customers is an important metric commonly tracked by organizations

true

True or false: secondary data can be either qualitciatuve or quantitative

true

True or false: secondary research can be exploratory

true

True or false: the primary role or market researchh is to reduce the risk in making business decisions

true

True or false: the terms "market research" and "marekting research" are often used interchangeably

true

True or fasle: a survey or ficus group conducted last year was considered primar research originally, but this year may be considered secondary research

true

True or fasle: geography is one way to segment customers

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

Studies focusing on the optimal features, pricing, and potential brand acceptance of a proposed market entry are __ studies.

validity

a __ strands as a promise by a company to a customer or market segment.

value proposition

If the __ is heavier at certain points of a scale, respondents will be more likely to select those optinos that they otherwise would have

visual weight

Geodemographic segmentation can be useful for each of the following, except

when identifying weaknesses of a current product