Marketing Research Chapters 1-5 Exam

brand perception survey

gather unbiased perceptions of an organization or brand

Secondary research might typically come into play in the following situations, except when ___

gathering customer satisfaction results regarding a recent product launch

Which of the following is not an advantage to hiring an external research consultancy vs conducting research in-house?

generally cheaper

A technique used by focus group moderators to dig for deeper and more meaningful responses.

probing questions

Surveys are mostly ___.

quantitative

Which type of data can be used to describe the opinions of a target market overall?

quantitative

Each of the following is true about open-ended questions, except that they ___.

should be used in place of closed-ended questions where possible

leading questions

slanted to imply preference to a particular response, thus biasing the result.

Demographics are ___

statistics that describe the target consumer's attributes

Each is a part of the research plan, except __.

study conclusions

loaded questions

suggest respondents give a socially desirable answer

What is thick data?

used to measure unquantifiable data in the terms of emotions and stories/actions

Partipans providing vlogs, pictures, and essays detailing their feelings, opinions and reactions are good examples of ___.

virtual ethnography

Artifacts refer to __.

the clothes, accessories, and belongings of subjects

examples of internal secondary research

- Past research studies conducted with similar research objective - Data mining from internal databases - Sales figures

True or False: By identifying the research objective and corresponding research questions, researchers can directly map each project to a definitive methodology.

False

True or False: Focus group ice breaker activities should not venture into the research topic so as not to bias participants.

False

True or False: Focus group participants should never be segmented by usage level of the product category which they are about to discuss.

False

True or False: For a brand perception survey, it is important to divulge the company sponsoring the survey.

False

True or False: IF the cost of the research effort exceeds the estimated benefit of the decision, research is most likely warranted

False

True or False: It is important to interject the reseracher's opinions throughout the body of a secondary research report.

False

True or False: Memberships sold and amount of subscribers to a service do not count as sales data; only revenue is considered sales data.

False

True or False: Research plans are only used when a company hires a research consulting firm.

False

True or False: Researchers must obtain permission to observe subjects in all observational research studies.

False

True or False: So-called "field experts" should not be used when conducting environmental scannign since their affinity for the topic could bias results.

False

True or False: A balance scale means that there are equal positive-leaning and equal negative-leaning options.

True

True or False: Multiple methodologies can be deployed during the course of a single research project.

True

True or False: Mystery shop tools should follow the training and protocol guidelines provided by the complan to customer service staff.

True

True or False: Primary data can be either qualitative or quantitative

True

True or False: Secondary data can be either qualitative or quantitative.

True

True or False: Secondary research can be exploratory.

True

True or False: Secondary research is typically conducted before primary research

True

True or False: The terms "market research" and "marketing research" are often used interchangeably

True

Research questions ___

are detailed and tactical in nature and help flesh out the overarching research objective

double barreled questions

are two questions in one. They can usually be recognized by the inclusion of "and" in the statement or by lists of several items. If the concepts were separated, different responses would likely be given.

The following are good uses of focus group methodology , except __.

assuring the target population feels the same way as participants

Psychographics are __

attitudes and behaviors of the target consumer

All of the following are reputable secondary sources, except __.

blogs

Conducted in authentic situations and locations where observers record what naturllay occurs as it happens.

direct observation

Capturing authentic behaviors, reactions, and interactions involving a product, product concept, or service in a real-world setting is which type of methodology?

ethnographic market research

This methodology is used for giving insight into the real consumer decision making process, how to improve customer service interactions, as well as retail design/layouts.

ethnographic market research

Each of the following is an advantage of observational research, except that it __.

examines the "how", not the "why"

Sources of external secondary research include each of the following, except __.

existing customer survey results

Secondary research is ___

existing research

Internal secondary research involves __.

existing research gathered within a researcher's own company

Overall measures are used for each of the following purposes, except __.

for tracking results over time, for correlation analysis, to guage overall sentiment

New product/service development survey

gain feedback about the direction a new product in development should take

Directly after respondents review an advertising concept, it is best to practice in an advertising concept survey to __.

gather first impressions using open ended questions

All of the following are disadvantages to secondary research, except that __.

A: data could be outdated, the quality and accuracy must be scrutinized, external secondary data may not be comparable to internal data

Open ended questions: Benefits and Challenges

Benefits: test the knowledge of respondeents, respondent can tell how the research defines complex issues, allows respondents to state what they know and think Challenges: time consuming, lower response rates, difficult comparison, noise/irrelevant information, hard to analyze - Avoid yes/no questions - Keep simplistic - Don't use in place of closed ended questions - Survey real estate - Requires coding

"Please rate our delightful service" is an example of which type of question development mistake?

Leading question

Which type of question suggests respondents give a socially desirable answer?

Loaded question

Which type of survey typically gathers ratings on all the touchpoints respondents encounter?

Satisfaction surveys

What makes environmental scanning dfferent from other forms of secondary research?

There is no specific research objective

Focus groups are ___

a primary qualitative method

What are algorithms?

a process or set of rules to be followed in calculations or other problem-solving operations, especially by a computer.

Causal research ____

aims to determine if changes in one variable impacts changes in another variable

ambiguous questions

can be too vague, causing respondents to interpret a meaning of their own. While the questions below may seem clear, it's ambiguous because it doesn't specify the type of "knowledge" intended."

Measurement type that results in values that can be counted as part of distinct groups?

categorical

Which type of question has no natural order to the response categories?

categorical

The three types of research are exploratory, descriptive, and __.

causal

Values that can be expressed numerically and placed in a logical order with equal distance between each data point.

continuous, ratio, and interval

Data collected on to whom products, services, or memberships are sold are considered __.

customer data

What is a variable?

data that has a quantity that can vary

A single piece of information in research is referred to as ___

datum

The research objective ___

declares the purpose of conducting the research

Sales and customer data are considered __.

internal secondary data

Which type of question has response options placed in a clear order and the distance between the response options are assumed to be the same?

interval

Each of the following is an advantage to secondary research, except that it __.

is generally more accurate than conducting primary research

Exploratory research __

is used to discover new ideas or brainstorm solutions

Secondary research is typically ___ and ___ compared to primary research

less costly; quicker to obtain

Each of the following is part of the role of the moderator, except __.

making sure to never deviate from the moderator's guide

This methodology involves researchers secretly acting as consumers in order to gather data on the customer experience.

mystery shopping

Who conducts market research?

on staff research experts, a mix of on-staff and external resources, an external research firm

Ethnographic market research includes each of the following data collection methods, except __.

online surveys

Primary research is ___

original research

New product development and brand perception surveys usually follow which type of question sequencing?

the funnel approach

The following factors can help decide whether or not to engage in market research activities, except ____

the products current position in the product life cycle

Each is a necessary component of a secondary research report, except __.

the survey tool used

complex questions

those with multiple components and/or stipulations

In observational research, the following can be recorded, except __.

thoughts and opinions

advertising concept survey

to test advertising concepts prior to development and production

True or False: For observational studies performed in public spaces, subject permission does not need to be granted in order for the study to be considered ethical.

true

Market research can be used to help address which of the following business questions?

- Should a current product or service be altered or eliminated? - should the organization expand to new markets? - What should be the creative focus of a new advertising campaign? - What product or service should be developed next?

Focus group best practices

- Strive for representation - Segmenting groups - Group mix - Suggested group size - 8 to 10 participants - Inviting and confirming - Mix of target market demographics and psychographics; product usage behaviors

ethical issues with survey data or methods

- Subjects are enttitled personal or digital surveillance in settings where privacy is expected (homes, restrooms, dressing rooms, ect.) w/o permission - If researchers obtain permission from subjects allowing observation, may alter behavior → limitation - Observational studies = public spaces - Subject identities should be kept anonymous unless permission is granted - Confidentiality and informed consent

A focus group activity in which participants are asked to complete tasks involving a potentitl product or website while observers watch, listen, and take notes.

usability tests

In order to gather comparison ratings of items in a survey, it is important to ___.

use the same scale for each item being rated

satisfaction survey

used to gauge feedback on current products/services as well as understand level of engagement for employees/customers

Geodemographic segmentation can be useful for achieving of the following, except ____

when identifying weaknesses of a current product