BA 396 - Foundations of Marketing Research

Surveys filled out by consumers that include questions about their preferences for a variety of local restaurants and the customer's characteristics (e.g., demographics) are what type of research? a. exploratory b. descriptive c. causal d. selective e. exclusive

descriptive

For firms such as retailers, that have access to scanner data from cash registers/point of sale terminals, why is scanner data a useful input in their decision support system? a. response rates on surveys (primary data) have been dropping for a number of years b. this data can provide real-time information for the firm c. all of the above are correct d. none of the above are correct

all of the above are correct

all of the following are examples of internal secondary data EXCEPT: a. sales invoices b. US census data c. inventory levels d. back orders

US census data

all of the following are examples of observational studies EXCEPT: a. a mystery shopper pretending to be a customer in a McDonald's outlet b. an air hose laid across the street that records the number of cars that pass a certain intersection d. a consumer responding to a questionnaire about advertising

a consumer responding to a questionnaire about advertising

When the article, "Ethics and Clinical Research," was published in the New England Journal of Medicine, the author, Henry Beecher was ____________. a. a farmer living in rural Kansas b. a high-profile survey researcher c. the chief of anesthesiology at a Boston hospital d. a former patient of a clinical trial that believed he was injured by the trial

the chief of anesthesiology at a Boston hospital

Examining the rights and obligations of the participants in the research process, the primary obligation of the respondent is: a. getting an informed consent b. not to get a sales pitch disguised as research c. to be truthful d. do not plagiarize

to be truthful

Which situation is the WORST fit with qualitative research? a. when developing difficult but actionable decision statements b. when needing conclusive evidence to be drawn from data c. when learning how consumers use a product in natural settings d. when needing a fresh approach to studying some problem

when needing conclusive evidence to be drawn from data

The Belmont Report identified three principles to use when collecting data from human subjects. Which of the answers below is NOT a principle from the Belmont Report? a. justice b. balancing the risks to the participant with the benefits the participant may receive c. beneficence d. respect for persons

balancing the risks to the participant with the benefits the participant may receive

When planning a study, the researcher will look at the potential benefits to the subjects and the potential benefits to society and compare those to the potential risks faced by the subjects. This process falls under which of the principles from the Belmont Report? a. justice b. beneficence c. respect for persons d. justice and respect for persons

beneficence

A major department store is conducting research to determine which products it should offer to customers over the internet. This store is involved in which types or research? 1. pricing research 2. promotion research 3. product research 4. distribution research

distribution research

Which of the following are NOT a consideration when deciding if marketing research is needed? a. do we have the expertise in-house to do this research? b. is the data available? c. will be benefit of the research exceed the cost of the research? d. is the decision of considerable strategic or tactical importance?

do we have the expertise in-house to do this research?

research that is conducted to clarify the nature of a research problem is called ____ research. a. exploratory b. judgmental c. descriptive d. convenince

exploratory

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

faster; less

Bethany 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. Bethany is participating in a ____. a. case study b. grounded research study c. depth interview d. focus group interview

focus group interview

Bethany 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. Bethany is participating in a ____. a. case study b. grounded research study c. depth interview d. focus group interview

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. geo-demographic d. the marketing concept

geo-demographic

Which of the following would NOT be helpful in determining how reliable and valid secondary data might be? a. the purpose for which the data was collected b. details about the data collection and response rate c. how much was spent to do the research d. the reputation and expertise of the person/group that collected the data

how much was spent to do research

What step comes first in developing marketing strategy? a. analyzing firm performance b. identifying and evaluation market opportunities c. selecting target markets d. planning and implementing a marketing mix

identifying evaluating marketing opportunities

All of the following are advantages of secondary data EXEPT a. it is fairly recent data b. it is faster than acquiring primary data c. it requires no access to subjects d. it may provide information that is otherwise not accessible

it is fairly recent data

Janna discovers a market segment that is under served by competitors' products. For Jannas company this segment represents a... a. market threat b. market opportunity c. backward linkage d. test market

market opportunity

the application of the scientific method in searching for the truth about marketing phenomena is know as ______. a. profit valuation b. business analysis c. marketing research d. scientific metrics

marketing research

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

stakeholder orientation

which data collection method is most used in a descriptive study? a. pretest b. literature review c. focus group interview d. survey

survey

A critical piece of establishing causality is _____? a. diagnostic analysis b. manipulation c. temporal sequence d. deliverability

temporal sequence

"Beecher's Bombshell," the article published in the New England Journal of Medicine that started a national discussion of research ethics, was published in ____. a. 1956 b. 1961 c. 1966 d. 1971

1966

a drug trial that includes a control group and an experimental group is what type of research? a. exploratory b. descriptive c. causal d. selective e. exclusive

causal

Many of the people that eat French fries, dip them in ketchup or put ketchup on them. For these individuals, French fries and ketchup are ________. You receive a letter in the mail inviting you to a retirement planning seminar that will be held at a local restaurant. The invitation states that you and a guest will receive a free dinner at the restaurant for attending the seminar. The free dinner is ________. a. complements: complementary b. complements: complimentary c. compliments: complementary d. compliments: complimentary

complements; complimentary

P&G is one of the largest CPG (consumer packaged goods) companies in the world. It is also one of the largest advertisers in the world. The full name of the company is correctly spelled as: a. proctor and gambel b. procter and gambel c. proctor and gamble d. procter and gamble e. none of the above

d. procter anf gamble

Many retailers mine the databases provided by checkout scanners to identify coinciding purchases (i.e., products that the consumer purchases at the same time) or relationships between products purchased and other retail shopping information. When very large datasets (i.e., hundreds of thousands of transactions) are analyzed, this is referred to as ________. a. neural networking b. scandowns c. database marketing d. data mining

data mining

Bath and Body Works is a retail chain of bath and home fragrance products. Before entering a new geographic area, the company develops an index consisting of a ratio of local market potential in dollars (demand) divided by the local market retailing space in square feet. If this ratio is below a predetermined level, the site is not considered further. However, if this ratio is greater than that level, further site-selection analyses are performed. This index is called the _____________. a. index of retailers b. index of retail utilization c. index of retail sales d. index of retail saturation

index of retail saturation

for a company using the _______ concept or orientation, a wide range of marketing research is necessary to be successful. a. pricing b. maketing c. product d. stakeholder

marketing

Which type of research attempts to determine the critical attributes of the product that consumers use to assess the value of the product? 1. pricing research 2. promotion research 3. product research 4. distribution research

pricing research

A producer of trail mix conducts research in China to determine which flavors consumers are likely to find appealing. Which type of research is being performed? 1. pricing research 2. promotion research 3. product research 4. distribution research

product research

secondary data that are owned and controlled by the organization are often called ______. a. first order data b. proprietary data c. exclusive data d. valid data e. inconspicuous data

proprietary data

The use of an informed consent document to let the potential study participant know how much time the study will take, what will happen during the study, and inform them of potential risks of participating is a response to which ethical principle of the Belmont report? a. beneficience b. justice c. respect for persons d. balancing the risks to the participant with the benefits the participant may receive

respect for persons

the story prof. Hal told about customer service for Capital One credit card holders from 15 to 20 years ago was to reinforce a. that customer service personnel, in every customer interaction, have to follow rigid guidelines b. that the profit from a customer's purchases should be part of a CRM system c. that capital ones most important customer service goal was to make all their customers happy d. all above are correct e. non above are correct

that the profit from a customers purchases should be part of a CRM system

All marketing research involves the use of ______? a. performance monitoring research b. basic research c. total quality management d. the scientific method

the scientific method

A marketing manager decided not to engage in research because a decision must be made before the results of the study can be analyzed. Which factor is the determinant of the need for marketing research in this case? a. nature of the decision b. time constraints c. availability of the data d. cost consideration

time constraints

A professional interviewer holds a 90-minute discussion with a member of the target market to determine their shopping behavior for apparel, and why that respondent purchases a particular brand of clothing. This is an example of a(n) ____. a. depth interview b. concept test c. focus interview d. hermeneutic analysis

depth interview

From the case discussion in class on Wednesday, one part of the situation analysis covered the market structure of the consumer market for banking services. Hal indicated that if 3-4 firms accounted for 70-80 percent or more of the market share, they would be an oligopoly. Recent data show that the top four banks account for a little less than 68 percent of the market share. While that is concentrated, Hal would classify the market as _______________. a. pure competition b. monopolistic competition c. an oligopoly d. a monopoly

monopolistic competition

in terms on marketing research the ____ a decision is strategically to the organization, it is ____ likely that research will be undertaken. a. more important; not clear how b. more important; more b. more important; less d. less risky; more

more important; more

Census data about consumers and households comes primarily from two surveys done by the Bureau of the Census. Comparing the two, data from the American Community Survey will typically be __________ than data from the Decennial Census. a. more relevant b. more timely c. higher quality d. lower quality

more timely

Cindy is an ethnographer who is trying to better understand how mothers take care of toddlers. Being a mother herself, she was able to join a mother's group and spent considerable time immersed within that culture. From this immersion, she is able to draw themes from her observations. Cindy is referred to as a(n) ____. a. interloper b. participant - observer c. moderator d. mystery shopper

participant - observer

The Decennial Census happens every ten years and the American Community Survey is an ongoing project. As a result, Decennial Census workers tend to be employed __________ and this can result in _____________ data being collected. a. short term or part-time; higher quality b. long term or full-term; higher quality c. short term or part-time; lower quality d. long term or full-time; lower quality e. none of the above

short term or part-time; lower quality