MKTG4360 Chapter 3 final

Evan has completed the fieldwork of collecting data, and now he is checking the data collection forms for omissions, legibility, and consistency in classification. What is Evan doing? a. analyzing the data b. editing the data c. coding the data d. reporting the results

B

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

What is the first stage of the marketing research process? a. planning a research design b. defining the research objectives c. analyzing the data d. planning a sample

B

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

When drivers are unaware that a machine is recording how many cars pass a certain intersection that is being considered for a site for a new Wendy's franchise, this is an example of a(n): a. obtrusive method b. unobtrusive method c. experiment d. exploratory research study

B

Which term means that something has been examined against reality using data? a. Causality b. manipulation c. empirical testing d. spurious association

C

All of the following are examples of exploratory research techniques EXCEPT: a. previous research b. pilot studies c. case studies d. experimentation

D

Juan has noticed that when the temperature rises, sales at his retail clothing store also rise. This is an example of ____. a. concomitant variation b. nonspurious variation c. diagnostic variation d. absolute variation

A

Over the past two years, home values have been decreasing. This is an example of a(n): a. symptom b. ambiguous situation c. descriptive hypothesis d. causal inference

A

When the researcher has only one or a small number of research objectives that can be addressed in a single study, that study is referred to as a: a. research project b. research program c. research assessment d. research snapshot

A

An employee who pretends to be a customer in order to observe the sales behavior of a clerk at a cosmetics counter in a department store is called a(n): a. secondary data researcher b. mystery shopper c. pilot researcher d. undercover researcher

B

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

D

A statement such as: "Consumers with more favorable attitudes toward our advertising will exhibit more favorable attitudes toward the brand advertised" is an example of a(n): a. Hypothesis b. backward linkage c. forward linkage d. non-spurious association

A

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

A

Which refers to any procedure that draws conclusions based on measurements of a portion of the entire population? a. sampling b. theorizing c. segmenting d. causal inference

A

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

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

B

Managers at Procter & Gamble view marketing research at a strategic planning level. Therefore, the company conducts numerous related studies that come together to help in their product planning decisions. This is referred to as a: a. research project b. research program c. research philosophy d. research integration

B

A formal, logical explanation of some events that includes descriptions of how things relate to one another is called a(n): a. Hypothesis b. Theory c. causal statement d. empirical study

B

Which of the following is the weakest form of causality, but is still a useful concept? a. absolute causality b. contributory causality c. conditional causality d. secondary causality

B

Which process seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward competing products? a. causal research b. diagnostic analysis c. concomitant research d. test-market

B

Which term refers to a research technique in which a sample is interviewed in some form or the behavior of respondents is observed and described in some way? a. experiment b. observation study c. survey d. personal interview

C

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

_____ is the process of developing and selecting from alternative methods of resolving a problem or choosing from among alternative opportunities. a. Marketing b. Marketing research c. Decision making d. Verification

C

All of the following are examples of an observational study EXCEPT: a. a mystery shopper pretending to be a customer in a McDonald's outlet b. a cable laid across the street that records the number of cars that pass a certain intersection c. scanning and recording bar codes of products purchased d. a consumer responding to a questionnaire about advertising

D

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

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

The application of computation, summarizing, and reasoning to understand the information gathered is research is called: a. experimentation b. coding c. theorizing d. analysis

D

A conclusion that, when one thing happens, another specific thing will follow is known as a ____. a. diagnostic analysis b. Manipulation c. causal inference d. Deliverable

C

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