Market research #1
A marketing manager conducts a market test but has already decided to ignore the results if they do not support a national launch of the product. This is an example of ____. Select one: a. a pseudo-research study b. a forecast analysis c. a pretest d. informed consen
a
All of the following are examples of exploratory research techniques EXCEPT: Select one: a. case studies b. pilot studies c. previous research d. experimentation
d
3-M Corporation puts together teams of employees from various disciplines such as engineering, production, finance, and marketing who share a common purpose, such as new-product development. These types of teams are referred to as ____. Select one: a. focus groups b. syndicated teams c. synergistic teams d. cross-functional teams
d
A researcher who is interested in new car sales discovers that the secondary data are in the form of statistics that include both car and light truck sales combined. What criterion have the data failed to meet? Select one: a. The data should show evidence of reliability and validity. b. The data should be supplied by a reputable source. c. The data should apply to the time period of interest. d. The data should be in the correct unit of measurement.
d
Tracking monthly sales trends over the past year is best described as an example of ____. Select one: a. model building b. fact-finding c. database marketing d. environmental scanning
b
A marketing manager decides 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? Select one: a. time constraints b. availability of the data c. nature of the decision d. cost considerations
a
All of the following are advantages of Internet surveys EXCEPT ____. Select one: a. random sampling b. speed c. accurate real-time data capture d. visual appeal
a
Barbara received a phone call asking her to participate in a survey. She told the interviewer that she was too busy and would not participate. This is an example of ____. Select one: a. nonresponse error b. interviewer error c. random sampling error d. administrative error
a
The session in which research subjects are fully informed of the research purposes and provided a chance to ask any question that they may have about the experiment is called a(n) ____. Select one: a. debriefing session b. post-hoc session c. wrap-up session d. placebo session
a
When Subway Sandwiches uses secondary data to determine the best location for its franchise outlets, they are engaged in ____. Select one: a. site analysis b. model building c. database marketing d. market tracking
a
When the researcher must extract meaning from open-ended responses, the results are: Select one: a. subjective b. secondary c. primary d. objective
a
Which survey research method offers the lowest degree of respondent anonymity? Select one: a. mall intercept interview b. telephone interview c. Internet survey d. mail survey
a
When AT&T hires a research agency to conduct research tailored to its unique needs, AT&T is being provided with ____. Select one: a. custom research b. syndicated research c. commercial research d. limited research
a
One advantage of focus group interviews is that they ____. Select one: a. encourage discussion of sensitive topics b. provide multiple perspectives c. have a low degree of scrutiny d. are inexpensive and easy to run
b
Procter & Gamble regularly monitors trends and information posted about their products and brands by consumers on several Web sites. Which source of data input does this represent? Select one: a. Internet records b. Web tracking c. behavioral tracking d. scanner data
b
The practice of using databases to promote one-to-one relationships with customers and create precisely targeted promotions is called ____. Select one: a. target marketing b. database marketing c. electronic marketing d. zoned marketing
b
A Web site address that Web browsers recognize is called a(n) ____. Select one: a. DSS b. EDI c. UPC d. URL
d
Research that is conducted to clarify the nature of a research problem is called _____ research. Select one: a. convenience b. judgmental c. descriptive d. exploratory
d
Researchers have an obligation to respect the participant's right to ____. Select one: a. open discussion b. responsible participation c. honest reporting d. privacy
d
Which step comes first in developing a marketing strategy? Select one: a. analyzing firm performance b. planning and implementing a marketing mix c. selecting target markets d. identifying and evaluating market opportunities
d
Which survey method offers the least geographic flexibility? Select one: a. mail survey b. telephone interview c. Internet survey d. door-to-door personal interview
d
A researcher working for ____ would be considered a conflict of interest. Select one: a. a for-profit firm b. a non-profit firm and a for-profit firm Incorrect c. two competing firms d. more than two firms
c
Marketing research directors typically ____. Select one: a. find that companies place great importance on marketing research b. have extensive opportunities to engage in research themselves c. spend more time in meetings and managing than actually conducting research d. can expect average salaries of over $250,000 a year
c
Which index describes the relationship between retail demand and supply? Select one: a. index of retail sales b. index of retail sites c. index of retail saturation d. index of retail utilization
c
A credit card company uses information about each customer's age, gender, income, and past credit history to find patterns that make customers a poor credit risk. This company is using ____. Select one: a. single-source data b. index of customer saturation c. data transformation d. customer discovery
d
The written set of guidelines that describes an outline of topics to be covered by a focus group moderator is called a(n) ____. Select one: a. ethnographic structure b. survey instrument c. thematic guide d. discussion guide
d
When you visit Web sites, most likely, a small computer file that records your Web usage history is created. This small computer file is called a(n) ____. Select one: a. intranet b. URL c. electronic data exchange d. cookie
d
Which term means that something has been examined against reality using data? Select one: a. causality b. empirical testing c. manipulation d. spurious association
b
An example of behavioral tracking is ____. Select one: a. product sales histories b. survey findings c. supermarket scanner data d. test market results
c
What type of research is being conducted to answer the question: "Would this target market be interested in this type of new product?" Select one: a. situation analysis research b. descriptive research c. exploratory research d. causal research
c
A hair salon company is attempting to determine the effectiveness of mailing free samples of a new type of shampoo to residents in specific zip codes based on unit sales performance. Which type of research is being used? Select one: a. pricing research b. distribution research c. product research d. promotion research
d
A professional interviewer holds a 90-minute discussion with one member of the target market to find out why that respondent purchases a particular brand of clothing. This is an example of a ____. Select one: a. focus interview b. concept test c. hermeneutic analysis d. depth interview
d
The idea that information involved in a research will not be shared with others is known as ____. Select one: a. consent b. privacy c. anonymity d. confidentiality
d
Which term refers to the researcher's descriptions of what he or she actually observes and the text from which meaning is extracted? Select one: a. hermeneutics b. expositions c. discussion guides d. field notes
d
AT&T has discovered an 80 percent recognition of its logo with consumers who typically spend at least $75 per month on long-distance and wireless services. Which type of research was likely used to find this information? Select one: a. product research b. promotion research c. distribution research d. pricing research
b
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): Select one: a. pilot researcher b. mystery shopper c. secondary data researcher d. undercover researcher
b
Another term for the sponsoring client in research studies is the ____. Select one: a. researcher b. user c. respondent d. subject
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): Select one: a. obtrusive method b. unobtrusive method c. exploratory research study d. experiment
b
Which of the following assures respondents that they cannot be identified or linked to their response in any way? Select one: a. implicit consent b. anonymity c. informed consent d. confidentiality
b
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?" Select one: a. pilot study research b. causal research c. exploratory research d. descriptive research
b
Research sponsors have the obligation to respect the researcher's right to ____. Select one: a. allow conflicts of interest b. not disguise selling as research c. informed consent d. avoid coercion
b
Which term refers to the researcher's descriptions of what he or she actually observes and the text from which meaning is extracted? Select one: a. expositions b. field notes c. hermeneutics d. discussion guides
b
Which type of research attempts to verify a theory or to learn more about a marketing concept, but is not intended to solve a particular marketing problem? Select one: a. performance-monitoring research b. scientific method c. basic research d. total quality management
c
Caleb's job at a marketing research firm is to provide technical assistance with questionnaire design. Which title best describes Caleb's job? Select one: a. research generalist b. director of marketing research c. research assistant d. forecast analyst
c
Many research companies have a(n) ____ that carefully reviews a proposed research design to try to ensure that no harm can come to any research participant. Select one: a. experimental design review committee b. ethical research review committee c. human subjects review committee d. confidentiality review committee
c
Many retailers mine the databases provided by checkout scanners to identify coinciding purchases or relationships between products purchased and other retail shopping information. This type of analysis is referred to as ____. Select one: a. neural networking b. market-basket analysis c. scandowns d. database marketing
b
Stephanie is asked to look at a picture of a woman sitting on a deserted beach and to describe what was happening in the picture. She is then asked to tell what might happen next. Stephanie is participating in a(n) ____. Select one: a. focus interview b. thematic apperception test c. focus blog d. aptitude test
b
When a researcher compares secondary data from one source with data from another source, the researcher is doing a(n) ____. Select one: a. data mining b. cross-check c. data enhancement d. data transformation
b
Amazon.com recommends books for purchase when a customer who has ordered books from Amazon previously returns to the site. This is an example of ____. Select one: a. electronic data interchange b. a URL c. push technology d. pull technology
c
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? Select one: a. TQM b. performance-monitoring c. the marketing concept d. geo-demographic
d
Which survey research method is typically the most expensive? Select one: a. mall intercept personal interview b. mail survey c. telephone interview d. door-to-door personal interview
d
Asking consumers what they think about a possible brand name for a new product is an example of which type of research? Select one: a. concept testing b. product research c. promotion research d. product testing
b
CompuStat, which publishes financial data, such as income statements and balance sheets, is an example of which type of database? Select one: a. video database b. financial database c. statistical database d. electronic interchange database
b
John was called by a market researcher and asked a few questions about his television viewing habits. The researcher then asked him to go to a Web site to complete a more comprehensive survey. This type of study that employs a combination of survey methods is called a ____. Select one: a. two-stage survey b. mixed-mode survey c. multi-media survey d. pre- and posttest
b
A version of the TAT that uses a cartoon drawing in which the respondent suggests a dialog in which the characters might engage is called ____. Select one: a. picture completion b. scenario test c. picture frustration d. projective picture
c
All of the following are qualitative research orientations EXCEPT ____. Select one: a. grounded theory b. phenomenology c. regression analysis d. case studies
c
Clark was asked to complete a self-administered questionnaire posted at MySurvey.com. What type of survey did Clark complete? Select one: a. mixed-mode survey b. computer-assisted interactive survey c. Internet survey d. networked survey
c
Secondary data that are owned and controlled by the organization are best called ____. Select one: a. first order data b. valid data c. proprietary data d. exclusive data
c
Surveys in which the respondent takes the responsibility for reading and answering questions are called ____. Select one: a. independent questionnaires b. interactive questionnaires c. self-administered questionnaires d. stand-alone surveys
c
When a researcher compares secondary data from one source with data from another source, the researcher is doing a(n) ____. Select one: a. data transformation b. data enhancement c. cross-check d. data mining
c
Which term refers to the application of principles of conduct to business behavior as related to the exchange environment? Select one: a. moral relativism b. marketing idealism c. marketing ethics d. moral idealism
c
Surveys in which the respondent takes the responsibility for reading and answering questions are called ____. Select one: a. interactive questionnaires b. stand-alone surveys c. independent questionnaires d. self-administered questionnaires
d
When a research agency conducts all telephone interviews from a single location where they can hire a staff of professional interviewers and supervise and control the quality of interviewing more effectively, ____ is being used. Select one: a. quick-response interviewing b. synergistic interviewing c. single-mode interviewing d. central location interviewing
d
All of the following are examples of an observational study EXCEPT: Select one: a. a consumer responding to a questionnaire about advertising b. a cable laid across the street that records the number of cars that pass a certain intersection c. a mystery shopper pretending to be a customer in a McDonald's outlet d. scanning and recording bar codes of products purchased
a
When a respondent tells an interviewer that his annual income last year was $50,000 because he is embarrassed to admit that it was $25,000, ____ has occurred. Select one: a. deliberate falsification b. auspices bias c. nonresponse error d. interviewer cheating
a
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? Select one: a. survey b. experiment c. observation study d. personal interview
a
Data purchased from a company such as NPD Group, Inc. on the consumption of frozen pizza in the U.S. is most likely going to be used for ____. Select one: a. fact-finding b. model building c. data mining d. database marketing
a
Do-not-call legislation does NOT restrict ____. Select one: a. telemarketing calls to consumers who register with a no-call list b. telemarketing calls to consumers with unlisted numbers c. business calls to new customers d. survey calls from non-profit organizations
a
All of the following are advantages of semi-structured interviews EXCEPT for the ____. Select one: a. ability to administer questions without an interviewer b. ability to address more specific issues c. high degree of scrutiny d. often easier interpretation of responses
c
In case studies, _____ are identified by the frequency with which the same term (or a synonym) arises in the narrative description. Select one: a. links b. themes c. ladders d. threats
b
Mark is conducting research studies for two national rental car companies. Mark's action represents a potential ____. Select one: a. conflict of interest b. push poll c. advocacy situation d. illegal situation
a
An example of behavioral tracking is ____. Select one: a. survey findings b. supermarket scanner data c. test market results d. product sales histories
b
A fast food chain studies traffic patterns and population density patterns in order to select sites for future restaurants. Which type of research is being performed? Select one: a. pricing research b. distribution research c. promotion research d. product research
b
A marketing manager is attempting to decide whether a new product launch decision should be postponed until some additional marketing research can be conducted. Which question should this manager ask himself or herself? Select one: a. Will the information gained by marketing research be interesting? b. Will the payoff from the research be worth the dollar expenditures for research? c. Is the proposed research expenditure minimal? d. Is the information useful to customers?
b
A researcher who is interested in new car sales discovers that the secondary data are in the form of statistics that include both car and light truck sales combined. What criterion have the data failed to meet? Select one: a. The data should be supplied by a reputable source. b. The data should be in the correct unit of measurement. c. The data should apply to the time period of interest. d. The data should show evidence of reliability and validity.
b
In a research study, a potential respondent who is not at home at either the first or second attempt to reach this person by phone is classified as a(n) ____. Select one: a. sample bias b. no contact c. interviewee d. random sampling error
b
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) to 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 ____. Select one: a. index of retail saturation b. index of retail sales c. index of retail utilization d. index of retailers
a
LexisNexis is a company that puts together consortia of data sources into packages that are offered to municipal, corporate, and university libraries for a fee. LexisNexis is an example of a data ____. Select one: a. wholesaler b. compiler c. miner d. warehouse
a
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: Select one: a. research program b. research integration c. research philosophy d. research project
a
An organization's inventory figures are a good example of ____. Select one: a. cookies b. internal records c. CRM d. external records
b
A research firm has been hired by an attorney to undertake research that will support his client's defense in a legal dispute. What type of research is the firm being asked to conduct? Select one: a. push poll b. deceptive research c. confidentiality research d. advocacy research
d
AT&T has discovered an 80 percent recognition of its logo with consumers who typically spend at least $75 per month on long-distance and wireless services. Which type of research was likely used to find this information? Select one: a. pricing research b. product research c. distribution research d. promotion research
d
All of the following are a type of product research EXCEPT ____. Select one: a. brand-name evaluation b. product testing c. concept testing d. pricing analysis
d
All of the following are examples of internal secondary data EXCEPT: Select one: a. sales invoices b. inventory levels c. back orders d. U.S. Census data
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? Select one: a. descriptive b. causal c. inferential d. exploratory
d
Consumers in a focus group session are presented with a written description of a possible new product and are asked what they would be willing to pay for such a product. These consumers are participating in a(n) ____. Select one: a. causal research study b. case study c. descriptive research study d. concept test
d
Most companies use a private data network that uses Internet standards and technology, but only allows those individuals whom the organization deems as appropriate participants to access data. This is an example of a(n) ____. Select one: a. internal source b. content provider c. smart network d. Intranet
d
Stephanie is asked to look at a picture of a woman sitting on a deserted beach and to describe what was happening in the picture. She is then asked to tell what might happen next. Stephanie is participating in a(n) ____. Select one: a. aptitude test b. focus blog c. focus interview d. thematic apperception test
d
Owen is a researcher who studies human experiences based on the idea that it is inherently subjective and determined by the context in which people live. He focuses on how a person's behavior is shaped by the relationship he or she has with the physical environment, objects, people, and situation. Which qualitative research orientation is Owen using? Select one: a. ethnography b. grounded theory c. phenomenology d. case study
c
The management of a superstore chain is attempting to decide where to locate its regional warehouses in order to minimize travel time from its warehouses to its local sites. Which type of research would be most effective? Select one: a. product research b. promotion research c. distribution research d. pricing research
c
The observation and analysis of trends in industry volume and brand share over time is called ____. Select one: a. model building b. database marketing c. market tracking d. data mining
c
When an interviewer unintentionally and mistakenly checks the wrong response on a checklist during an interview, ____ has occurred. Select one: a. interviewer cheating b. social desirability bias c. interviewer error d. auspices bias
c
Which situation is LEAST conducive for qualitative research? Select one: a. when learning how consumers use a product in natural settings b. when developing difficult but actionable decision statements c. when needing conclusive evidence to be drawn from data d. when needing a fresh approach to studying some problem
c
When an individual understands what the researcher wants him or her to do and agrees to the research study, the individual has given ____. Select one: a. a confidentiality waiver b. implicit consent c. a privacy wavier d. informed consent
d
Which approach focuses on using knowledge and evidence to reach objective conclusions about the real world? Select one: a. production analysis b. integrated analysis c. qualitative method d. scientific method
d
Which approach focuses on using knowledge and evidence to reach objective conclusions about the real world? Select one: a. production analysis b. qualitative method c. integrated analysis d. scientific method
d
Which approach to probing asks respondents to compare differences between brands at different levels? Select one: a. linking b. interrogating c. elaborating d. laddering
d
Which type of bias is occurring when a respondent tells the interviewer that he reads The Wall Street Journal on a daily basis so that he can impress the interviewer? Select one: a. auspices bias b. acquiescence bias c. administrative bias d. interviewer bias
d
Which type of data cannot be purchased (legally and ethically) from commercial sources? Select one: a. demographic and census updates b. market-share data c. consumer attitudes and public opinions d. proprietary research and development data
d
Systematic error is divided into ____. Select one: a. primary error and secondary error b. random sampling error and administrative error c. response bias and interview error d. respondent error and administrative error
d
