MKT301

12. (p. 61) Consumer panels, as a commercial data collection method: A. use a rigorous data collection approach. B. cost higher than primary data collection methods. C. primarily measure media consumption habits as opposed to product or brand consumption. D. measure product and brand movement directly at the point of sale. E. generate information on effectiveness of shelf space and POP displays.

A

A null hypothesis is notated as A. H0 B. H1 C. N0 D. N1 E. N0H1

A

A researcher collected data by conducting surveys in two cities - Los Angeles and New York. After the primary data had been collected, and before moving to the next step of data analysis, the researcher must perform all of the following activities, EXCEPT: A. interpret data to create knowledge. B. assign numerical descriptors to all response categories. C. enter data from the Los Angeles survey into the database. D. enter data from the New York survey into the database. E. examine data for coding and data-entry error.

A

A researcher prefers using scholarly sources instead of popular resources. All of the following are reasonable justification for doing so, EXCEPT: A. scholarly sources are more current than popular sources. B. scholarly sources provide access to new findings and information whereas popular sources report secondhand findings. C. scholarly sources go through the rigorous process of peer review. D. scholarly sources are written in more appropriate technical language. E. scholarly sources can be tracked using Web-based bookmarking tools.

A

After conducting her first in-depth interview, Amanda summarizes her initial thoughts and in particular, writes down themes and ideas that may be used later in coding transcripts. This process is referred to as: A. memoing. B. debriefing. C. netnography. D. ethnography. E. memography.

A

Alex is an accomplished quantitative researcher. At one point, he discovered that he was simultaneously working on four different projects whereas his colleague who specialized in qualitative research was working on only one project. The objectives of all these studies are listed below. Which of the following studies was Alex's friend working on? A. To uncover deep underlying motives behind people's buying behaviors. B. To make accurate predictions about relationships between market forces and purchase behavior. C. To validate the relationship between advertising expenses and sales volume. D. To make generalizable observations about a target population's buying behavior. E. To test a hypothesis linking coupon value to brand preference.

A

All of the following are considered unethical behaviors by the respondents, EXCEPT: A. refusing to fill in the questionnaire. B. willfully giving a wrong answer. C. claiming to be 25 years old when she is actually 49. D. randomly circling responses without reading the questions. E. filling out surveys with the prospect of earning money.

A

All of the following are guidelines provided by the Marketing Research Association (MRA), EXCEPT: A. prohibiting clickstream tracking. B. posting a privacy policy to explain how data is used. C. prohibiting market researchers from de-anonymizing data. D. discontinuing follow-up e-mails if requested by respondents. E. removing identifying information from the data file.

A

At which stage of the research process is the Iceberg principle generally applicable? A. Determination of the research problem B. Selection of the appropriate research design C. Execution of the research design D. Communication of the research results E. Interpretation of data to create knowledge

A

Frugging means: A. claiming that a survey is for research purposes and then asking for a sale or donation. B. fully explaining to respondents any deception that was used during research. C. using the data collection personnel to fill out surveys for fake respondents. D. combining different publicly available information, usually unethically, to determine consumers' identities, especially on the Internet. E. conducting research below professional standards.

A

In which of the following situations is deal proneness treated as a dependent variable in a relationship? A. Deal proneness is predicted by a person's household income B. Deal proneness results in greater price sensitivity C. As deal proneness goes up, a person tends to spend more time in comparison shopping D. Deal proneness does not depend on a person's age E. There is a relationship between deal proneness and brand loyalty

A

Purposive sampling means: A. selecting sample members to study because they possess attributes important to understanding the research topic. B. selecting sample members so that groups can be compared. C. selecting sample members based on earlier interviews. D. selecting particular types of participants to help researchers better understand the research topic. E. selecting sample participants who are spontaneous on discussion on a particular topic or concept.

A

Symphony, a market research firm has formed a team to study a problem. In order to familiarize with the overall complexity of the problem, the market research team decides to gather and synthesize background information including events and factors that led to the current problem. This research team is engaged in doing a(n): A. situation analysis. B. symptomatic analysis. C. unit of analysis. D. pre-screening analysis. E. screen-test analysis.

A

The main purpose of an executive dashboard is to: A. share summary information on key performance indicators with the decision-makers. B. share all information about executives working in the company. C. share information relating to current marketing research projects. D. share business results with the customers. E. share summary information on key performance indicators with all employees.

A

To more effectively communicate relationships and variables: A. researchers must follow conceptualization. B. researchers must follow constructs and relationships. C. researchers must use the North American Industry Classification System (NAICS). D. researchers must use the Editors and Publishers Market Guide. E. researchers must use the Community Source Book of Zip Code Demographics.

A

Which of the following helps generate insights that will help define the problem situation confronting the researcher? A. Exploratory research B. Descriptive research C. Causal research D. Assessment research E. Pilot research

A

Which of the following statements about hypotheses is false? A. If the null hypothesis is rejected, we conclude that the variables are not related. B. Researchers always test the null hypothesis. C. The alternative hypothesis states that there is a relationship between variables. D. A null hypothesis refers to a population parameter. E. A null hypothesis is developed so that its rejection leads to an acceptance of the alternative hypothesis.

A

Which of these activities is NOT part of market situation analysis? A. Deciding new product opportunities. B. Collecting information on the electronic items market. C. Analyzing purchase patterns of people visiting a store. D. Collecting information on brand preferences for college students. E. Researching on why the competitor's products sell better.

A

A client wants to know the best form of advertising for his online job portal. He appoints a researcher to provide him with all details. The researcher intends to do a literature review, which will help meet all of the following objectives, EXCEPT: A. provide background information about the current study. B. research hypotheses to obtain answers to specific research questions. C. clarify thinking about the research problem. D. help define important constructs of interest to the study. E. know about another job portal which used Facebook effectively to increase page hits.

B

A focus group is: A. an interview technique with the main objective of finding out how a subject would respond to a certain statement. B. a formalized process of bringing a small selected group of people together for an interactive and spontaneous discussion on one particular topic or concept. C. a detailed outline of the topics, questions, and sub-questions used by the moderator to lead the focus group session. D. the interactive procedure between the researcher and moderator discussing the subjects' comments and/or responses to the topics that outlined the focus group session. E. the systematic procedure of taking individual responses and grouping them into larger theme categories or patterns of expressions.

B

A literature review has all of the following objectives, EXCEPT: A. provide background information about the current study. B. test a study's hypotheses using secondary data from reliable sources. C. clarify thinking about the research problem. D. help define important constructs of interest to the study. E. reveal whether information already exists to answer research questions.

B

A market researcher is conducting a product portfolio analysis. This process would help the marketing manager do all of the following, EXCEPT: A. changing or deleting product lines. B. determining retail channels for the company's product portfolio. C. examining if customers are satisfied with the company's offerings. D. brand repositioning and new product introductions. E. determining service quality.

B

A parameter is: A. the true value of the null hypothesis. B. the true value of a variable. C. an estimate of a variable, as determined through a sample. D. is an estimate of the population parameter. E. the measure of statistical accuracy as assessed by the level of significance under normal distribution.

B

A scientific research procedure should include all the following characteristics except being: A. logical. B. subjective. C. systematic. D. reliable. E. valid.

B

All of the following are true about conceptualization, EXCEPT: A. it helps identify the variables for your research. B. it is called a Maven model. C. it specifies hypotheses and relationships. D. it prepares a visual representation of the relationships under study. E. it displays the hypothesized relationships using a box and arrows diagram.

B

An in-depth interview: A. is an extended contact with a natural setting, but without participation by the researcher. B. asks a subject a set of semi-structured questions in a face-to-face setting. C. has a higher likelihood of participants responding in a socially desirable manner. D. is a formalized process of bringing a small group together for discussion on a particular topic. E. is also called memoing.

B

Data entry errors are typically caught in which stage of the research process? A. Step 7 (pretest the questionnaire) B. Step 8 (collect and prepare data) C. Step 9 (analyze data) D. Step 10 (interpret data) E. Step 6 (measuring the variables related to the research problem)

B

Harris is a market researcher for Toyota, and is currently using Literature Review to collect information on the number of people normally caught for drunk driving so as to help Toyota plan for the sales of their new Anti-Drunk Driving gadget. Which of the following will NOT help Harris? A. Doing a desk research by browsing the Internet for such statistics. B. Doing a desk research by reading an article on the working mechanism of the gadget. C. Collecting external secondary data from the City Traffic Police records. D. Doing a field research by talking to car owners. E. Obtaining customer knowledge information from car rental shops.

B

If a person visits a coffee shop for buying coffee, the size of the coffee cup he buys is a function of the time of the day he makes the purchase. In this case, the null hypothesis can be stated as: A. the person buying the coffee is independent of the size of the coffee cup. B. the size of the coffee cup purchased does not depend on the time when the purchase is made. C. the size of the coffee cup purchased depends on the time when the purchase is made. D. the earlier in the day the purchase is made, the bigger the size of the coffee cup purchased. E. the size of the coffee cup is dependant on the person buying the coffee.

B

In conducting an in-depth interview, the questions are arranged so as to ensure a logical flow from "general" to "specific" questions within topic areas. This activity is carried out in: A. step 1 of the in-depth interview. B. step 2 of the in-depth interview. C. step 3 of the in-depth interview. D. step 4 of the in-depth interview. E. step 5 of the in-depth interview.

B

It is common to do all of the following during the beginning of a focus group session, EXCEPT: A. participants are told that only one person should speak at a time. B. participants should try their best to give the right answers. C. participants are asked to briefly introduce themselves. D. participants are given some refreshments and an opportunity to engage in some small talk. E. participants are told that everyone's opinions are equally valued.

B

Jane is interested in finding out information on product returns for her firm. Which of the following reports is most likely to contain this information? A. Sales Invoice B. Accounts Receivables Reports C. Journal Voucher D. Challan Report E. Accounts Payable Reports

B

John is trying to determine if secondary research will add value in given situations or not. He lists the following five situations. In which of these situations, secondary research is likely to be the least helpful? A. Use existing customer base to identify significant characteristics of potential customers B. Determine the level of customer satisfaction with the company's new product C. Identify problems or requirements of specific customer groups D. Provide internal support data for the company E. Development of planning tools for successful strategic planning

B

Marilynn Castillo is a Marketing manager with a major firm. She is debating whether to conduct a marketing research study before commercializing a product. She believes that she will spend about $100,000 to conduct the study. If she launches the product without conducting the study and the product fails, her firm could suffer a loss of $2 million. One can say that Marilynn is doing: A. an assessment of the research problem. B. a cost-benefit assessment. C. an assessment of the research design. D. a time availability analysis for doing the research. E. market sensitivity analysis of her options.

B

Marsha is getting ready to screen participants for her focus group study. Which of the following criteria is she most likely to ignore while selecting and recruiting participants? A. Ask questions to identify candidates who might present a biased response. B. Ask questions to identify candidates if they will be available to participate in other focus groups conducted by her firm from time to time. C. Ask questions to make sure that the candidates met the demographic requirements. D. Ask questions to identify if the candidates are willing to discuss the issue at hand openly. E. Ask questions to check candidates' availability to meet at the scheduled time.

B

Sarla Mohini wants to use projective techniques in her research. Which of the following is NOT a disadvantage of using such techniques? A. The interpretation of data is very complex. B. It is tough to get to a participant's true thoughts using this technique. C. The interpretation of results is very subjective. D. Highly skilled (and expensive) researchers are required to conduct this research. E. The background and experience of a researcher can influence their interpretation of data.

B

The first task in the information research process is to: A. redefine the decision problems as research problems. B. identify and clarify management's information needs. C. determine the measurement issues and scales. D. determine the sample plan and sample size. E. establish research objectives and determine the value of the information.

B

Which one of the following statements about focus groups is NOT true? A. It consists of 8 to 12 participants. B. If more than 12 participants do show up, all should be allowed to participate. C. It lasts for about 2 hours. D. The format of the discussion is semi-structured. E. Any size smaller than eight participants is not likely to generate synergy between participants.

B

A literature review can help a researcher with all of the following, EXCEPT: A. suggest research hypotheses. B. help clarify and define the research questions. C. collect primary data on key variables. D. identify scales to measure variables. E. identify methodologies to conduct the study.

C

A moderator's guide is: A. the interviewer's ability to articulate questions in a direct and clear manner. B. a note attached on the back of the name cards for each participant. C. a detailed outline of the topics, questions, and sub questions used by the moderator to lead the focus group session. D. the interactive procedure, of the researcher and the moderator, discussing the subjects' comments and/or responses to the topics that outlined the focus group session. E. the systematic procedure of taking individual responses and grouping them into larger theme categories or patterns of expressions.

C

A new supermarket, The Factory, has installed closed circuit cameras and TVs to find out the category of products and the specific brands favored by customers. This is done so that space allocated to different products can be revised. This is an example of: A. mystery shopper study. B. cycle time research. C. retailing research. D. logistical assessment. E. demand analysis.

C

A researcher finds that respondents will probably misinterpret the term "salient" used in a couple of survey questions. If the research is conducted in a scientific manner, this problem will most likely get caught at which stage of the research process? A. Step 2 - specification of research questions B. Step 4 - determine the research design C. Step 7 - pretest the questionnaire D. Step 9 - data analysis E. Step 10 - instrument problem identification

C

According to the Iceberg principle: A. one can often get blindsided by problems that could otherwise have been easily anticipated by proactive marketing research. B. problems are not readily "visible" until they become crises; marketing research can help identify problems in their early stages. C. mostly, managers are aware of just a small portion of the true problem; this small portion is generally the visible symptoms of the bigger underlying problem. D. 80 percent of marketing research budget is typically spent on solving 20 percent of all the problems facing a company. E. the importance of marketing research is often underestimated in organizations; what people see is a small "public" aspect of a much bigger support apparatus.

C

All of these are unethical activities on the part of the researcher, EXCEPT: A. padding expenses. B. deceiving respondents about the true purpose of the study. C. not fully informing subjects about certain aspects of the research. D. not telling subjects about the sponsorship of the research. E. overstating research findings.

E

Accuracy is one of the criteria to evaluate secondary data. While using this criterion, A. researchers need not worry about what is actually measured. B. the researcher must evaluate the overall procedure for collecting the data. C. researchers must keep in mind that the data were collected to answer a different set of research questions than the ones at hand. D. the data must be carefully evaluated on how it relates to the current research objective. E. the researcher must determine the underlying motivation or hidden agenda, if any.

C

Acme Corporation surveys its consumers to determine how they view the similarities and dissimilarities among relevant product attributes for a set of competing brands. This is an example of: A. pricing strategy research. B. distribution strategy research. C. positioning research. D. market segmentation research. E. retailing research.

C

Alternative hypothesis: A. is the value of a variable that is estimated from a sample. B. is the true value of a variable. C. states that there is a relationship between two variables. D. is the actual value of a variable, which can only be known by collecting data from every member of the relevant population. E. is notated as H0.

C

An advantage of focus groups includes all of the following, EXCEPT: A. spontaneous, unrestricted group interaction among members. B. eliciting wide-ranging participant responses. C. high reliability of the results. D. energetic atmosphere for focus group discussions. E. ability to bring together difficult groups who normally would not participate in a study.

C

Causal research is most appropriate when: A. generating insights to help define the problem situation confronting the researcher. B. improving the understanding of consumer motivations, attitudes, and behavior that are not easy to access using other research methods. C. it enables the decision maker to make "If-then" statements about the variables. D. using historical data structures of variables that have been previously collected and assembled for some research problem or opportunity situation other than the current situation. E. collecting quantitative data to answer research questions such as who, what, when, where, and how.

C

Debriefing is conducted during which phase of the focus group interview? A. Planning the study B. Conducting the discussions C. Analyzing and reporting the results D. Identifying participants E. Writing the moderator's guide

C

In contrast to marketing researchers, management decision-makers are more focused on: A. scientific and technical analysis of emerging phenomenon. B. abstractions rather than concrete findings. C. market performance. D. proactive research. E. long-term strategic investigation of the marketplace.

C

In identifying and clarifying information needs, which of the following component provides direction for activities such as scale development and sampling? A. Determination of the correct unit of analysis. B. Conducting of a situation assessment. C. Determination of the relevant variables. D. Identification and separation of symptoms. E. Determination of the research purpose.

C

In which of the following situations is an exploratory research recommended? A. When a full-scale study is likely to cost more than an exploratory study B. When the researcher has greater expertise in conducting exploratory studies C. When the literature review fails to yield a reasonable conceptual model D. When the dependent variables are constructs E. When the independent variables are constructs

C

Information research process: A. helps understand the value of the research compared to the cost. B. gathers and synthesizes background information to familiarize the researcher with the overall complexity of the problem. C. is a systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making information. D. specifies whether data should be collected about individuals, households, organizations, departments, geographical areas, or some combination. E. serves as a written contract between the decision maker and the researcher.

C

John and Bill work for CompTech Solutions. Bill often comments that John is a typical "marketing researcher" whereas he (Bill) is a "management decision-maker." Assuming that Bill's characterization of John is correct, identify which of the following statements will most likely be false about John? A. John tends to be a scientific, technical, and an analytical thinker. B. John accepts prolonged investigations to ensure completeness. C. John is sensitive to the cost of obtaining additional information. D. John loves surprises. E. John advocates proactive inquiry into the ever-changing marketplace.

C

When designing a study, a researcher is wondering if she should ask respondents their age. She is not sure if she would need that information to do any analysis later in the research process. She is trying to: A. determine the correct unit of analysis for her study. B. conduct a situation assessment for her study. C. determine the relevant variables for her study. D. identify the symptoms and underlying problems for her study. E. confirm the information value.

C

Which of the following characteristics of observation describes the degree to which the researcher or trained observer actually observes the behavior or event as it occurs? A. Awareness B. Structure C. Directness D. Observing mechanism E. Reference

C

Which of the following hypothesis is always tested by researchers? A. Test hypothesis B. Alternative hypothesis C. Null hypothesis D. Statistical hypothesis E. Rejected hypothesis

C

Which of the following is NOT a pricing decision? A. How large is the demand potential at a given price? B. How sensitive is demand to changes in price levels? C. What is the most effective way of communicating a price increase? D. What are sales forecasts at various price levels? E. What should be the price for introducing a new product?

C

Which of the following is NOT a strength of observational techniques? A. It allows you to collect actual behavioral data. B. It is less susceptible to recall error. C. It has very good generalizability to general population. D. It is generally less expensive and less time consuming than some other techniques. E. It can help reduce potential response bias.

C

Which of the following is an advantage of using quantitative research over qualitative research? A. Relatively quick data collection in most cases B. Economical data collection C. High reliability D. Richness of the data E. Accuracy of recording marketplace behaviors

C

Which of the following is true about information gathering? A. Customer knowledge information is feedback you obtain from your sales representatives about customer behavior. B. More data implies more analysis and thus delay in taking sound decisions. C. Blogs and online polls are used to collect customer knowledge information. D. Data from electronic customer councils are indicative of less customer engagement. E. Data collection through electronic means is more expensive and time consuming.

C

13. (p. 63) John is getting ready to conduct a store audit. He makes a list of key variables measured in a store audit. Which of the following is NOT one of them? A. Beginning and ending inventory levels B. Sales receipts C. Point-of-purchase displays D. Consumer attitudes toward store displays E. In-store promotions

D

A Marketing manager wants to do a market study before launching a new product. The research study will take three months to complete. Just two weeks before starting the study, she learns that their competitor is about to launch a product that will compete directly against her company's new product. Given this new development, she decides to cancel the research study and launch the product immediately. The reason for NOT conducting the study is: A. the problem can be resolved using existing information. B. the problem is not of strategic or tactical importance. C. adequate information is available in the company's internal records to resolve the problem. D. time constraints associated with the problem make it impossible to conduct the study. E. the cost of conducting the study outweighs the benefit of additional information.

D

A marketing researcher feels that her job is becoming more and more challenging. All of these factors could make the job of a marketing researcher more challenging, EXCEPT: A. people are using gatekeeper technologies more extensively. B. newer technologies are radically changing the way marketing research information is collected, processed, and distributed. C. the marketing researcher's firm has recently ventured into several foreign markets. D. advances in statistical software have made it difficult to do data analysis. E. marketing research is playing a more important role in strategy development.

D

A research report would include all the following, EXCEPT: A. discussing the type of research design with justification of choice. B. describing the incentive plans and justifications. C. including the study's limitation. D. the profile of all research company capabilities. E. description of the problem and research objectives.

D

An advantage of questioning over observation (as a way of collecting data) is that: A. questioning needs fewer researchers in the field. B. questioning allows for a large sample size. C. questioning is more scientific. D. questioning allows you to collect data on variables such as intentions and attitudes that are usually invisible. E. questioning generates data that are error free.

D

Customer satisfaction research: A. is used to evaluate competitors' strategies and future plans. B. is the desired perception that a company wants its target market to associate to relative to its product. C. helps determine the most efficient way of serving the targeted group. D. is designed to assess strengths and weaknesses in a firm's marketing mix. E. helps evaluate the effectiveness of cycle-time research.

D

Debriefing analysis is: A. a technique that encourages research participants to share emotional and subconscious reactions to a particular topic. B. used by the researcher when discussing the ground rules with the focus group participants. C. a detailed outline of the topics, questions, and sub questions used by the moderator to lead the focus group session. D. an interactive procedure, of the researcher and the moderator, discussing the subjects' comments and/or responses to the topics that outlined the focus group session. E. a systematic procedure of taking individual responses and grouping them into larger theme categories or patterns of expressions.

D

In which of the following scenarios would you most strongly recommend using quantitative research? A. When the objective is to identify new ideas and thoughts for a product. B. When you have very limited time to execute the study. C. When the objective is to understand hidden underlying psychological processes. D. When the objective is to validate and estimate strength of a relationship. E. When you have access to small samples.

D

Macroenvironmental trends influence the product market. A local bookstore is planning expansion. Which of the following macroenvironmental trend will not be a deciding factor in conducting a market analysis? A. Increased online purchasing. B. Price cuts by a supermarket selling books. C. Environmental agencies advocating reduced consumption of paper. D. A new government regulation mandating a 5% increase in bookstore employee wages. E. Book readers increasingly preferring digital or e-books.

D

Marketing research depicts the Harley-Davidson motorcycle shopper as a middle-aged, college educated individual with an average annual income of $78,000. This is an example of: A. market analysis. B. pricing strategy research. C. positioning research. D. market segmentation research. E. retailing research.

D

Marketing strategy design includes all of the following, EXCEPT: A. test marketing. B. positioning. C. concept and product testing. D. market opportunity assessment. E. target marketing.

D

Tazoo Inc. is known for its trendy and fashionable clothing accessories. In order to keep track of emerging trends and changing consumer preferences, Tazoo's marketing team, consisting of Anna, Bill, Cathy, Denver, and Eric, undertook marketing research surveys. Which of these is NOT part of the marketing research process? A. Cathy and Anna collected data from households with two or more kids in their locality. B. Bill designed a new method for data collection. C. Denver, the expert in statistical tools analyzed the data collected by Cathy and Anna. D. Eric, the team leader, implemented the actions based on the findings. E. Eric submitted the findings of the survey in the form of a written report to the management.

D

Which of the following is NOT a distribution decision? A. Increasing the number of outlets in a particular city. B. Working with a logistics partner to reduce order-to-delivery time. C. Conducting trade-area analysis and location analysis. D. Reducing promotion costs. E. Analyzing in-store traffic patterns.

D

Which of the following is NOT an example of target marketing? A. A detergent manufacturer sees the need to include a stain remover formula in its detergents. B. A company has grouped its customers according to age and gender. C. A car rental company extending into luxury car rentals has targeted car enthusiasts as its customers. D. A restaurant intending to find out the preferences of its competitor's customers. E. An insurance company focusing on risk-averse people to sell its policies.

D

Which of the following is an example of importance-performance analysis? A. Nike analyzing McDonald's success factors. B. A consultant researching on expenses of a company. C. HP working on improvement of its distribution channels. D. Blackberry analyzing iPhone's success factors. E. A firm analyzing its performance with respect to return on investment.

D

Which of the following is ethical in marketing research practices? A. Sugging. B. Frugging. C. Curbstoning. D. De-briefing. E. De-anonymizing.

D

Which of the following section in a research proposal discusses the method used to collect the needed data, including the various types of scales? A. Definition of the target population B. Sample design C. Data collection method D. Specific research instruments E. Definition of the sample size

D

Which of the following statements is true about marketing research firms? A. Standardized research firms offer brand name testing as their only service. B. Customized research firms include data made or developed from a common data pool or database. C. Syndicated business services offer all types of general services. D. A database established through optical scanner methods is an example of syndicated business services. E. Market research firms are susceptible to company regulations and politics.

D

While interviewing a respondent about reasons why she doesn't buy a particular brand of video games, an interviewer gets the following response, "This brand's games are not sophisticated." The interviewer asks, "What exactly do you mean by that statement? What makes a game sophisticated?" This exchange is an example of: A. a focus group moderation. B. ethnography. C. netnography. D. probing question. E. decision question.

D

A census refers to: A. a situation where marketing performance can be significantly improved by undertaking new activities. B. building complex models of cause-effect relationships. C. formalized research procedures that can be characterized as logical, objective, systematic, reliable, valid, impersonal, and on going in nature. D. raw data and structures that have yet to receive any type of meaningful interpretation. E. a researcher's decision that it is important to contact and question or observe all members of a target population.

E

A manufacturing firm in the Beverages sector wants data pertaining to its nutritious drink, Health-O. A relevant market analysis study would involve all of the following, EXCEPT: A. talking to dieticians and experts in the field of nutrition. B. analyzing information available on national databases. C. looking for "tweets" or "threads" in websites relating to health drinks and dieting, and analyzing them. D. taking a survey on the 'Significance of Health drinks in daily diet'. E. looking for information in an investor's business daily magazine.

E

A marketing firm launched a major advertising campaign to position their brand as superior to its competitors. After the campaign had run for six months, the marketing team wanted to use marketing research to determine if they had achieved their objective. Which of the functions of marketing research is carried out by the firm? A. Development of marketing actions B. Identification of market problems C. Refinement of marketing actions D. Identification of market-driven opportunities E. Evaluation of marketing actions

E

A researcher decides to use in-depth interviews over focus groups for her research study. All of the following could have motivated this decision, EXCEPT: A. she wanted to cover richer details from each participant in the study. B. she wanted to lower the likelihood of getting socially desirable responses from participants. C. she wanted to create a situation where participants didn't feel like they had to impress others by their responses. D. she wanted to hear from respondents who may feel inhibited in the presence of others. E. she wanted the participants to build upon each others' responses.

E

All of the following are true about a sample, EXCEPT: A. it is best suited when the target population is large. B. researchers use a representative sample of the population if they wish to generalize the findings. C. serves as the blueprint for defining the appropriate target population. D. sample size affects the accuracy and generalizability of research results. E. nonprobability sampling plans measure sampling error.

E

All of the following explain netnography, EXCEPT: A. it draws on ethnographic techniques. B. it uses "found data" on the Internet. C. it requires deep engagement with particular communities. D. it requires researchers to ensure trustworthy interpretation of data. E. it requires researchers to collect data from traffic forums with larger numbers of common message posters.

E

Conceptualization of a model means: A. developing a research hypotheses based on a literature review. B. developing a conceptual model of the geographic area from which the sample would be drawn. C. developing a computer model to do statistical testing of hypothesized relationships. D. developing a conceptual model of a new product before it is tested in a lab setting. E. developing a model that shows variables and hypothesized relationships between them.

E

Constructs A. are an observable item used as a measure on a questionnaire. B. have concrete properties and are measured directly. C. are associations between two or more variables. D. are used to calculate media efficiency. E. are an unobservable concept measured by a group of related variables.

E

Content analysis is: A. the interviewer's ability to articulate questions in a direct and clear manner. B. a process of collecting both attitudinal and behavioral data from a subject that spans all time frames. C. a detailed outline of the topics, questions, and sub questions used by the moderator to lead the focus group session. D. the interactive procedure, of the researcher and moderator, discussing the subjects' comments and/or responses to the topics that outlined the focus group session. E. the systematic procedure of taking individual responses and grouping them into larger theme categories or patterns of expressions.

E

DC Tech is a market research firm without many clients. So, when a new client approached them, DC Tech decided to capture this new client. Which of their following actions is NOT necessarily unethical? A. It sold unnecessary research services to the client. B. It did not provide the promised incentives to the respondents and pocketed the money. C. After quoting a set price for a proposal, it billed "soft" costs separately. D. It stated a 15-minute interview as a two-minute survey to get respondents. E. It proposed branded "Black Box methodologies".

E

In a Google Scholar search, an article is listed as "Cited by 44" next to it. This indicates that: A. the article's bibliography has 44 citations included in it. B. the article has been viewed by 44 other visitors to the web site. C. the article has 44 comments and reviews available online. D. the article can be cited by 44 more individuals before it is withdrawn from the web site. E. the article is referenced by 44 other documents available on the web.

E

Market research studies that are unique to retailers include all of the following, EXCEPT: A. trade area analysis B. store image/perception studies C. in store traffic patterns D. location analysis E. customer satisfaction studies

E

Quantitative research methods are characterized by: A. small samples. B. unstructured questions. C. subjective analyses. D. preliminary insights. E. descriptive and casual designs.

E

Suzanne is well-trained as a qualitative researcher. The area in which she is likely to be well trained is: A. construct development. B. hypothesis testing. C. questionnaire design. D. statistical data analysis. E. use of projective techniques.

E

The North American Industry Classification System (NAICS) codes: A. indexes major market research reports for a variety of domestic and international industries, markets, and institutions. B. provides an index of publications available to researchers up to the current month and year. C. are the statistical foundation for most of the information available on U.S. population and economic activities. D. provides a detailed profile of economic activity within a given geographic area. E. are designed to promote uniformity in data reporting by federal and state government sources and private business.

E

When Cheetos became the first major brand of snack foods to be made and marketed in China, product taste tests revealed that the traditional cheese-flavored corn puffs did not appeal to Chinese consumers. This is an example of: A. pricing strategy research. B. perceptual mapping research. C. positioning research. D. competition analysis. E. new-product planning research.

E

Which of the data collection technique is used in exploratory research studies? A. Image assessment surveys B. Customer satisfaction surveys C. Narrative surveys D. Patronage behavior surveys E. Pilot studies

E

Which of the following statements is false about ethnography research? A. Behaviors are observed in a natural setting. B. The observer engages in participant observation. C. It seeks to understand how social and cultural influences affect people's behavior and experiences. D. It may involve triangulation among multiple sources of data. E. It is a quantitative data collection method.

E

Which step in the research process is important for descriptive and causal designs? A. Step 3 B. Step 5 C. Step 7 D. Step 4 E. Step 6

E