True & False chap 1 => 6

a

Frugging leads to consumers turning down legitimate research inquiries because they do not want to be solicited. a. True b. False

b

Given the non-linear nature of marketing research, it is not a very systematic process. a. True b. False

a

Groupthink is most likely when participants do not have a previously well-formed opinion on issues discussed in the group. a. True b. False

a

One can use literature review to identify appropriate sampling approaches that have been successful in studying similar topics. a. True b. False

a

Online focus groups can be conducted relatively quickly because of the ease of participation and because the focus group transcript is produced automatically during the group. a. True b. False

a

Online surveys eliminate the effects of question order on responses on account of the ability to randomize the order of questions. a. True b. False

a

Optical scanning methods helps retailers select the kind of merchandise to stock and what factors may influence purchase decisions. a. True b. False

a

Projective techniques encourage participants to freely project beliefs and feelings into a situation or stimulus provided by the researcher. a. True b. False

a

Test marketing is the most common type of field experiment. a. True b. False

b

The research proposal and the final research report are the same. a. True b. False

a

Use of more than 10 groups in a focus group study seldom uncovers new information on the same topic. a. True b. False

b

A chocolate manufacturing company wanted to interrogate children of the age group 5 - 10. So as to get more respondents, the researchers gave incentives to the parents and forced the children to answer their questions. This is not necessarily unethical. a. True b. False

b

A disadvantage of the random digit dialing is that it cannot be used to select a random sample (as many people have unlisted numbers). a. True b. False

b

A major advantage of focus groups is the phenomenon of groupthink—where participants can build on each others comments. a. True b. False

a

A moderator's guide should include follow-up questions to help the moderator elicit more information. a. True b. False

a

A null hypothesis refers to a population parameter, not a sample statistic. a. True b. False

a

A research proposal should present a brief profile of the researchers and their qualifications. a. True b. False

b

Consumer panels provide unbiased data unlike Store audits. a. True b. False

a

Consumer panels, store audits, and optical-scanner technology are methods to collect syndicated data. a. True b. False

a

Customer knowledge information is a unique type of internal secondary data. a. True b. False

a

Customer satisfaction research is designed to assess strength and weaknesses in a firm's marketing mix. a. True b. False

b

A census is less time-consuming and less costly than a sample a. True b. False

a

A research focusing on obtaining customer characteristics, product benefits, and brand preferences is termed as benefit and lifestyle studies, and is used in market segmentation research. a. True b. False

a

A researcher did not interview the required number of people, thinking about the travel expenses he could save on, and faked the answers by making up 'observed' responses through his experience and scaling. This is called curbstoning. a. True b. False

b

A typical executive dashboard displays several KPIs. KPI stands for Key Parameters of Interest. a. True b. False

b

According to the Iceberg principle, given the submerged (hidden) nature of a large part of a problem, it is not possible to include those portions of the problem in the problem definition and research design. a. True b. False

b

Advances in gatekeeper technologies help marketers to easily reach respondents. a. True b. False

b

An alternative hypothesis is typically represented by Ha. a. True b. False

a

Collecting more data lowers response rates. a. True b. False

b

If a researcher wants to know why an individual purchased one brand over the other brands, observation techniques alone will provide the answer. a. True b. False

b

If a respondent does not want the researcher to find out the truth, it is ethical for the respondent to lie on a survey. a. True b. False

b

If it is hypothesized that customer satisfaction depends on service quality, then service quality is the dependent variable in this relationship. a. True b. False

b

If one is short of time, one should opt for quantitative research as it can generally be completed in a shorter time period compared to qualitative research. a. True b. False

b

If one wants to use sources that include reports that have gone through a review process by peers, one should refer to popular sources. a. True b. False

a

If the research objective is to determine whether differences exist between groups, it is appropriate to use descriptive research designs. a. True b. False

b

Image assessment surveys are an example of causal research designs. a. True b. False

b

In low incidence situations, personal interview surveys should be adopted. a. True b. False

a

In most cases, research should be conducted only when the expected value of the information to be obtained exceeds the cost of the research. a. True b. False

b

In order to do a situation analysis, a marketing researcher must depend solely on the information provided by the client. a. True b. False

b

In person-administered surveys, the possibility of the interviewer recording incorrect responses is very low. a. True b. False

b

In-depth interviewing increases the likelihood of participants responding in a socially desirable manner. a. True b. False

a

Internal data sources can be highly effective in helping decision makers plan new-product introductions or new distribution outlets. a. True b. False

a

Internal validity refers to the extent to which the research design accurately identifies causal relationships. a. True b. False

a

It is possible for a variable to be an independent variable in one relationship and a dependent variable in another relationship. a. True b. False

a

It's acceptable to collect information on consumer preferences using Cookies, while at the same time maintaining consumer privacy with respect to identity. a. True b. False

b

Market segmentation, market targeting, and positioning are all part of the marketing strategy design. a. True b. False

b

Marketing research plays a critical role in developing competitive intelligence. a. True b. False

a

Nonprobability sampling plans limit the generalizability of the research findings. a. True b. False

b

Observational research can collect information about attitudes, intentions, motivations, and past behavior, which are usually invisible in the questioning approach. a. True b. False

a

Observations conducted for a formal research study can either be structured or unstructured. a. True b. False

a

One of the advantages of direct observation is that it reduces recall errors. a. True b. False

a

People participating in scanner-based panels have to present a unique bar-coded card at the checkout register. a. True b. False

a

Quantitative methods are statistically projectable to the target population and relatively more reliable since every question is asked of all respondents in precisely the same way. a. True b. False

b

Quantitative research designs are occasionally associated with descriptive and causal research designs. a. True b. False

a

Questions examining causal relationships between variables are framed with the focus being on the specific impact one variable causes on another variable. a. True b. False

b

The ability to participate refers to the respondent's inclination or disposition. a. True b. False

b

The budget is usually the sole determinant of the survey method. a. True b. False

a

The end result of conceptualization is a visual display of hypothesized relationships. a. True b. False

b

The information research process is comprised of four phases and eleven steps. These phases and steps always proceed in a linear fashion (from step 1 to step 11). a. True b. False

b

The initial recognition of the existence of a problem or opportunity should be the primary responsibility of the researcher. a. True b. False

a

The nonparticipant observation method cannot be used to obtain information on attitudes, preferences, beliefs, emotions and similar information. a. True b. False

b

The optimal number of participants in a focus group interview should range from 20-30 people. a. True b. False

b

The process of identifying people or markets a company wants to serve is called positioning. a. True b. False

b

The question "What is the most effective way of communicating a price increase?" is considered while making a pricing decision. a. True b. False

b

The research report must be written in a technical, research-oriented fashion, so that the statistical sophistication of the analysis can be highlighted. a. True b. False

a

The richness of qualitative data can often supplement the facts gathered through other primary data collection techniques a. True b. False

a

The statement "If I increase my advertising budget by 15 percent, then overall sales volume should increase by 20 percent." is indicative of using the causal research method. a. True b. False

b

The three common approaches used by marketing researchers in the collection of macroenvironmental information are content analysis, small group experimental designs, and formal rating procedures. a. True b. False

a

The three most common research tasks of integrated marketing communications are advertising effectiveness studies, attitudinal research, and sales tracking. a. True b. False

a

There are two types of panel-based data sources: those reflecting actual purchases of products and services and those reflecting media habits. a. True b. False

a

There is a degree of subjectivity in all qualitative research analyses; this subjectivity is higher when projective techniques are used. a. True b. False

a

When CATI abilities are added to wireless web surveys, the result is called CAMI. a. True b. False

b

When conducting netnographic research, researchers tend to select forums with limited traffic and small number of discreet message posters so that each message can be analyzed in depth. a. True b. False

b

When modeling causal relationships, variables or constructs in relationships can only be dependent variables. a. True b. False

b

When reporting studies in a literature review, one should include only those studies that are consistent with each other. a. True b. False

a

When respondents provide wrong answers due to impaired memory then it is In-home interviewing may be completed through door-to-door canvassing of geographic areas. known as faulty recall. a. True b. False

a

When respondents provide wrong answers due to impaired memory then it is known as faulty recall. a. True b. False

a

While the cost of doing marketing research can be estimated accurately, determining the true value of the expected information remains difficult. a. True b. False

b

Wireless panels provide relatively large sample sizes. a. True b. False

a

Dashboards increase the likelihood of successful customer relationship management programs. a. True b. False

b

Measurement and scaling issues are relevant only in primary research. a. True b. False

a

Relationships can exist between variables as well as constructs. a. True b. False

a

Black-box methodologies are proprietary. a. True b. False

a

Bookmarking tools on scholarly sources help take notes about each of the sites and "tag" the links with your choice of search terms to make future retrieval of the source easy. a. True b. False

a

Causal research designs can be complex, expensive, and time-consuming. a. True b. False

a

Data becomes knowledge when someone, either the researcher or the decision-maker, interprets the data and attaches meaning. a. True b. False

b

Data collected using consumer panels cost higher than primary data collection methods. a. True b. False

a

Data from syndicated business services can be customized for a variety of industries. a. True b. False

b

Direct mail surveys make it easy to handle problems of vagueness in question/answer setups. a. True b. False

b

Errors that occur in survey research design are called nonresponse errors. a. True b. False

b

Experience with a particular research context normally hinders the process of conceptualizing relationship for future studies. a. True b. False

a

Experimental research is primarily a hypothesis-testing method. a. True b. False

a

External research suppliers are more objective and less subject to company politics and regulations than internal suppliers. a. True b. False

a

Researchers must use a representative sample of the population if they wish to generalize the findings. a. True b. False

a

Sample statistics are estimates of population parameters. a. True b. False

b

Sampling error can be reduced by decreasing the sample size. a. True b. False

a

Secondary data is also called "off-the-shelf" research studies. a. True b. False

b

Subject debriefing means claiming that a survey is for research purposes and then asking for a sale or donation. a. True b. False

a

Sugging is the practice of selling under the guise of research. a. True b. False

a

ZMET is a projective hypothesis that as part of its visual research technique requires the participant to construct a "mini-movie" that string together the images they have been discussing and describes how they feel about the topic of interest. a. True b. False