Market Research Final
A decision support system requires databases but not software. Select one: True False
False
A search-engine optimizer mines data from in-store point-of-sale data recordings. Select one: True False
False
An Institutional Review Board (IRB) is a committee that carefully reviews a proposed research design to try to make sure the proposed research will satisfy the research objectives. Select one: True False
False
Depth interviews are less expensive than focus group interviews, especially if several depth interviews are conducted. Select one: True False
False
Global information systems allow management to track the whereabouts of delivery personnel. Select one: True False
False
In online focus group sessions, the moderator's ability to probe is greater than it is in a face-to-face focus group session. Select one: True False
False
Marketing research is restricted to the promotion aspect of the marketing mix. Select one: True False
False
Qualitative research is cheaper than quantitative research. Select one: True False
False
A market opportunity is a situation that makes some potential competitive advantage possible. Select one: True False
True
A marketing researcher who reports on the age, gender, income, and education of consumers in a particular city is describing geo-demographic information. Select one: True False
True
A sample of respondents is a subset of the population of interest to the researcher. Select one: True False
True
Applied marketing research is conducted to address a specific marketing decision for a specific firm or organization. Select one: True False
True
Data, information, and intelligence all have the potential to create value to a firm through better decision making. Select one: True False
True
In its simplest form, a research hypothesis is a "guess" about the outcome of a research study. Select one: True False
True
Marketing research can help prevent the commercialization of products that are not consumer-oriented. Select one: True False
True
Marketing research involves more than conducting surveys. Select one: True False
True
One advantage of conducting research in-house is cheaper costs. Select one: True False
True
One of the major advantages of observation studies is that they record actual behavior rather than relying on reports of behavior from respondents. Select one: True False
True
Properly defining a problem can be more difficult than solving it. Select one: True False
True
The goal of a CRM system is to describe customer relationships so that managers can access information themselves. Select one: True False
True
The purpose of exploratory research is to refine and narrow the scope of the research topic. Select one: True False
True
Parties that furnish information on the World Wide Web are called ____. Select one: a. browsers b. search engines c. content providers d. Intranets
c. content providers
Over the past two years, home values have been decreasing. This is an example of a(n): Select one: a. causal inference b. descriptive hypothesis c. ambiguous situation d. symptom
d. symptom
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. availability of the data b. cost considerations c. nature of the decision d. time constraints
d. time constraints
An organization's salesforce frequently provides important marketing intelligence information. Select one: True False
True
Claire believes she is a moral person, but she also believes that it is acceptable to tell a lie in certain situations. Which term best reflects Claire's beliefs? Select one: a. idealism b. relativism c. conformism d. situationalism
b. relativism
Phenomenology refers to the documented history of a particular person, group, organization, or event. Select one: True False
False
Small research firms typically only have a director of marketing research and a research analyst. Select one: True False
False
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. deceptive research b. advocacy research c. push poll d. confidentiality research
b. advocacy research
Schwinn studies its most successful retailer in depth in order to determine some better ideas for displaying bicycles in its retail stores. As such, the company is engaging in ____. Select one: a. an experiment b. a test market c. a case study d. causal research
c. a case study
Rob provides leadership in research efforts and integrates all staff-level research activities in the firm in which he is employed. Rob's job title is most likely a ____. Select one: a. research analyst b. manager of decision support systems c. research associate d. director of marketing research
d. director of marketing research
Ethnography is a qualitative research orientation originating in ____. Select one: a. sociology b. psychology c. marketing d. anthropology
d. anthropology
All of the following are a type of product research EXCEPT ____. Select one: a. product testing b. concept testing c. brand-name evaluation d. pricing analysis
d. pricing analysis
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. product research b. pricing research c. promotion research d. distribution research
d. distribution research
Concept testing is a form of pricing research. Select one: True False
False
Observation plays a key role in ethnography. Select one: True False
True
A small microchip used to communicate with data systems is called a(n) ____. Select one: a. HIPAA b. RFID c. URL d. NFC
b. RFID
Unobtrusive methods of data gathering are those in which the subjects do not have to be disturbed for data to be collected. Select one: True False
True
An example of behavioral tracking is ____. Select one: a. supermarket scanner data b. test market results c. product sales histories d. survey findings
a. supermarket scanner data
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 philosophy b. research program c. research project d. research integration
b. research program
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. a URL b. electronic data interchange c. pull technology d. push technology
d. push technology
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. behavioral tracking c. scanner data d. Web tracking
d. Web tracking
A company that develops a unique methodology for investigating a specific business specialty area is called a(n) ____. Select one: a. cross-functional team b. advocacy research organization c. standardized research service d. research generalist company
c. standardized research service
The application of computation, summarizing, and reasoning to understand the information gathered is research is called: Select one: a. theorizing b. coding c. analysis d. experimentation
c. analysis
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. distribution research b. promotion research c. pricing research d. product research
a. distribution research
A party that maintains Web sites on the World Wide Web is called a content provider. Select one: True False
True
Facts or recorded measures of certain phenomena (things or events) are known as ____. Select one: a. knowledge b. data c. information d. market intelligence
b. data
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 pretest b. informed consent c. a pseudo-research study d. a forecast analysis
c. a pseudo-research study
A political candidate asks staff workers to phone registered voters of another party to ask a leading and negative question about his opposing candidate. This is a form of ____. Select one: a. advocacy research b. a cross-functional team c. a research supplier d. a push poll
d. a push poll
Managers should ask if the payoff will be worth the investment when deciding whether or not to make a decision without research. Select one: True False
True
Marketing research has become increasingly global as more firms take advantage of markets that have few geographic boundaries. Select one: True False
True
Proprietary marketing research refers to research projects conducted to study specific company problems. Select one: True False
True
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? Select one: a. editing the data b. reporting the results c. coding the data d. analyzing the data
a. editing the data
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. syndicated teams b. cross-functional teams c. focus groups d. synergistic teams
b. cross-functional teams
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 data from her observations. Cindy is referred to as a(n) ____. Select one: a. moderator b. interloper c. participant-observer d. mystery shopper
c. participant-observer
Studying cultures using methods that involve researchers becoming highly active within that culture is called ethnography. Select one: True False
True
The manager of decision support systems supervises the collection and analysis of sales, inventory, and other periodic customer relationship management (CRM) data. Select one: True False
True
A firm focusing more on how to provide value to customers than on the physical product or production process is embracing a(n) ____ orientation. Select one: a. marketing b. quality c. external d. value
a. marketing
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. mystery shopper b. secondary data researcher c. undercover researcher d. pilot researcher
a. mystery shopper
Janice is participating in an experimental study of an herbal supplement that supposedly gives users more energy. Since starting the experiment, she has noticed that she has more energy, but in reality, she is just receiving a "blank" pill that does not contain the herbal supplement. What effect is Janice demonstrating? Select one: a. placebo b. type I error c. false negative d. type II error
a. placebo
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. promotion research b. distribution research c. pricing research d. product research
a. promotion research
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. hermeneutic analysis b. depth interview c. focus interview d. concept test
b. depth interview
Betsy 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. Betsy is participating is ____. Select one: a. grounded research study b. focus group interview c. depth interview d. case study
b. focus group interview
Harold is conducting marketing research to determine what consumer segment his company should serve with its services. Which function is this marketing research serving? Select one: a. testing b. foundational c. issues d. performance
b. foundational
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. projective picture b. picture frustration c. scenario test d. picture completion
b. picture frustration
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. thematic apperception test c. focus interview d. focus blog
b. thematic apperception test
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? Select one: a. pricing research b. promotion research c. product research d. distribution research
c. product research
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. distribution research c. promotion research d. product research
c. promotion research
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. director of marketing research b. research generalist c. research assistant d. forecast analyst
c. research assistant
Janna discovers a market segment that is underserved by competitors' products. For Janna's company, this segment represents a: Select one: a. market opportunity b. market threat c. backward linkage d. test market
a. market opportunity
What is the first stage of the marketing research process? Select one: a. planning a sample b. analyzing the data c. defining the research objectives d. planning a research design
c. defining the research objectives
Mark is conducting research studies for two national rental car companies. Mark's action represents a potential ____. Select one: a. push poll b. illegal situation c. advocacy situation d. conflict of interest
d. conflict of interest
An ethical dilemma refers to a situation in which one chooses from alternative courses of action, each with different ethical implications. Select one: True False
True
Ethical questions about marketing research are really philosophical questions. Select one: True False
True
Focus groups are relatively fast and easy to execute. Select one: True False
True
Hermeneutics is an approach to understanding phenomenology that relies on analysis of texts in which a person tells a story about him- or herself. Select one: True False
True
Laddering is an approach to probing, asking respondents to compare differences between brands at different levels that produces distinctions at different levels. Select one: True False
True
Kodetra is interpreting consumers' blog postings on the Internet. Which term best describes the type of research that Kodetra is conducting? Select one: a. qualitative marketing research b. independent marketing research c. dependent marketing research d. quantitative marketing research
a. qualitative marketing research
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 information useful to customers? d. Is the proposed research expenditure minimal?
b. Will the payoff from the research be worth the dollar expenditures for research?
Juan has noticed that when the temperature rises, sales at his retail clothing store also rise. This is an example of ____. Select one: a. absolute variation b. concomitant variation c. nonspurious variation d. diagnostic variation
b. concomitant variation
Hank, a researcher, is discussing football fan behavior with a respondent. His approach is almost completely unstructured, and he enters into a discussion with few expectations. Hank's primary goal is for a respondent to tell him about his or her experience as a football fan, after which he will try to derive meaning from the dialog. Which qualitative research technique is Hank using? Select one: a. case study b. depth interview c. conversation d. focus group
c. conversation
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. inferential b. descriptive c. exploratory d. causal
c. exploratory
An organization's inventory figures are a good example of ____. Select one: a. CRM b. cookies c. internal records d. external records
c. internal records
In terms of marketing research, the ____ a decision is strategically to the organization, the ____ likely that research will be undertaken. Select one: a. more important; less b. less risky; less c. more important; more d. less risky; more
c. more important; more
Anthropology represents a philosophical approach to studying human experiences based on the idea that human experience itself is inherently subjective. Select one: True False
False
Management is most interested in detailed reporting of the research design and statistical findings. Select one: True False
False
Managers should avoid conducting market research when the decision is of considerable strategic or tactical importance. Select one: True False
False
One way to describe marketing research is to categorize it based on the four possible functions that it serves in business: foundational, testing, issues, and validation. Select one: True False
False
Laurie finds the perfect sweater on Talbot's Web site during its season's clearance sale, but is unable to purchase it in her size. The following year, Talbot's sends Laurie an email notifying her of a similar sweater in the same style and color. Talbot's has linked computerized data sources to statistical tools to search for relationships that will produce more effective marketing communications, which is an example of ____. Select one: a. electronic data interchange b. pull technology c. predictive analytics d. Web tracking
c. predictive analytics
Melanie is using the Internet to gather information designed to detect changes in her company's external operating environment. What is Melanie performing? Select one: a. search engine marketing b. electronic data interchange c. behavioral tracking d. environmental scanning
d. environmental scanning
A type of formal "continuous" group established as an online forum for the purpose of collecting qualitative data from participant comments is called a(n) ____. Select one: a. real-time survey b. thematic exploration c. laddering site d. focus blog
d. focus blog
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? Select one: a. pretest b. literature review c. multivariate research d. focus group interview
d. focus group interview
Rushing into a research project may result in conducting a study that is not needed. Select one: True False
True
The first stage in the research process is to plan a research design. Select one: True False
False
The procedures and techniques used by applied researchers and basic researchers differ substantially. Select one: True False
False
There is always one best research design for a marketing research study. Select one: True False
False
Timeliness means that the data are not more than a few years old. Select one: True False
False
When secrecy is a major concern, it is best to use an outside research agency. Select one: True False
False
Implicit consent means that the individual understands what the researcher wants him or her to do and agrees to be a participant in the research study. Select one: True False
False
Pseudo-research is undertaken to support a specific claim in a legal action or to represent some advocacy group. Select one: True False
False