MARK. 4380 Marketing Research Exam 1

Observing a person's television viewing habits is an example of which type of observation?

physical actions

A researcher set two hypotheses, saying "H1: Consumer loyalty positively influences word-of-mouth" and "H2: Consumer attitude positively influence purchase intention." Identify dependent variables and independent variable in the statement.

IV: Consumer loyalty, DV:word-of-mouth

Red color reminds consumers of sweet tastes, while yellow is related to salty taste. Which method is not likely to provide such result?

Observation

Which is not a component of research design?

defining research objectives

Which of the following simply records a respondent's first cognitive reactions (top-of-mind) to some stimulus?

free-association techniques

A formal statement explaining some outcome is called a:

hypothesis

Qualitative marketing research addresses marketing objectives through techniques that allow the researcher to provide elaborate ______ of market phenomena _____ depending on ____ measurement.

interpretation, without, numerical

Which approach to probing asks respondents to compare differences between brands at different levels?

laddering

What is not the ways that researchers adopt for scientific method?

making subjective judgment

Which of the following is not one of the five basic functions of marketing research?

manipulation

Retailers, wholesalers, trucking companies and other interdependent institutions that perform the logistics necessary for consumption to occur make up the:

marketing channel

____ is the application of the scientific method in searching for the true about marketing phenomena

marketing research

Any co-variation between a cause and an effect that is true and not simply due to some other variable is said to be:

nonspurious

Which is the right process of applying the scientific method?

prior knowledge --> hypothesis --> testing --> conclusion

Which of the following is an indirect means of questioning enabling respondents to project beliefs and feelings onto a third party, an inanimate object, or test situation?

projective technique

Advertising, public relations, and sales promotions make up which element of the marketing mix?

promotion

Kodetra is interpreting consumers' blog postings on the internet. Which term best describes the type of research that Kodetra is conducting?

qualitative marketing research

Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called____.

quantitative marketing research

Which is not the case to use descriptive research?

to identify a cause and effects in marketing phenomena

If the observer or the mechanical device used to record is obvious to subjects, the observation is said to be ___.

visible

When General Mills conducts a test market to determine the appropriate price for a new brand of breakfast cereal, this is an example of:

applied marketing research

Researchers uncovered pottery that was used in ancient wedding ceremonies in Mayan cultures. This pottery is an example of a(n):

artifact

Exploratory research often adopts qualitative research. Which is not the reason for it?

because it is run in a small size

A researcher wanted to investigate the culture of Harley Davidson brand community. Which research orientation will be appropriate for the researcher?

ethnographic approach

Which qualitative research orientation does observation reflect?

ethnography

An interview that brings together six to twelve people in a loosely structured format is called a:

focus group interview

Observation in which the subject is unaware that observation is taking place is called ____ observation.

hidden

All of the following are directly observable phenomena EXCEPT____.

attitudes

When a researcher tests a hypothesis based on the dual-coding theory that including pictures in advertisements is more effective than just using words, which type of research is he conducting?

basic marketing research

When a researcher ensures that the empirical findings from a marketing research study he conducted in one country are valid in another, this is called?

cultural cross-validation

Kyle is a field researcher who has been instructed to write down the behaviors he sees shoppers performing as they examine the produce in a grocery store. This straightforward attempt to observe and record what naturally occurs is called:

direct observation

Brad si writing an outline for a focus group interview. He is including introductory comments what will inform the group about the purpose, rules to follow, and then some topics and questions to be addressed in the group session. Bras is writing a(n):

discussion guide

A researcher is investigating how the level of advertising expenditures is related to the number of units sold at the end of a four-month period. If the correlation between the two is 0.7, which of the following interprets the number incorrectly?

spending less on advertising results in a sales increase

In order to prove any cause-effect relationship, a researcher should provide evidence on three things. Which of the following is not one of the conditions?

spurious association

When the researcher must extract meaning from open-ended responses, the results are:

subjective

Which type of research allows causal inferences to be made?

causal research

Researchers at Carnation are asking customers to judge the acceptance and feasibility of an idea for a new brand of breakfast meal-replacement drink. What type of product research is Carnation conducting?

concept testing

John is counting how many times men are depicted in a fatherly role, such as playing with children or changing a diaper in television commercials. This systematic observation and quantitative description of how often men appear in this role is an example of:

content analysis

When an airline passenger (who is really an employee of the airline) complains loudly about his not being served a vegetarian meal so that he can note the behavior of the flight attendant in this type of situation, this is an example of what type of observation?

contrived

Observation in which the investigator creates an artificial environment in order to test a hypothesis is called ___.

contrived observation

List qualitative methods depending on how structured it is; from the least structured to the most structured.

conversation --> dimi-structured interview --> depth interview

Qualitative research approaches require the researcher to extract meaning from unstructured responses, which makes it-

researcher-dependent

John is measuring the amount of time it takes for people to make a choice between two options regarding what to select for lunch to infer the strength of their preferences for one alternative over the other. The recorded choice time is referred to as ___

response latency

The Hogan family participates in a panel in which their purchases are recorded when they check out at the grocery store. All Mrs. Hogan does is present her card to the checkout clerk who scans it when she scans all the items at the checkout. What type of panel is Mrs. Hogan a member of?

scanner-based consumer panel

A researcher collected Twitter text data from American Airline consumers in order to analyze how positively consumers feel about the company. This is a type of ___.

sentiment analysis

Which type of research is conducted to clarify ambiguous situations or discover ideas that may be potential business opportunities?

exploratory research

A researcher was trying to develop a marketing theory on brand loyalty. To do so, the researcher first collected data from loyal consumers and proposed some future research questions. This is a type of ___.

grounded theory

Which qualitative research orientation extracts a theory from whatever emerges from an area of inquiry?

grounded theory

Jennifer is interested in learning how store lighting and music influence consumers' mood while shopping, so she is searching published works in academic and applied journals to learn the theory and empirical results that are relevant to this topic. what is Jennifer conducting?

literature review

_____ is the systematic process of recording actual behavioral patterns of people, objects, and events as they happen.

observation

A researcher was observing a consumer who was squinting her eyes while reading a package label and recorded that the consumer looked disgusted with the product when, in reality, she forgot her reading glasses and was having trouble reading the information on the package. This distortion of measurement is called:

observer bias