Marketing Research Exam 1

________ are data obtained by passing merchandise over a laser scanner that reads the UPC code from the packages. Scanner data Secondary data Qualitative data Modular data Cashier data

scanner data

A focus group typically consists of four to six participants. True False

False

Should the present TV commercial be changed?

Management Decision

Should the price of the brand be increase?

Management Decision

Should a new product be introduced?

Management decision

Trent Eating Association (TEA) operates a chain of restaurants in eight communities of similar size and population. TEA currently has the image of a high-class restaurant chain serving excellent food at premium prices. Its president is wondering whether a 15 percent reduction in prices of all menu items would hurt or help sales revenues and profits.

Causal Research

________ is based on the assumption that the researcher has an accurate understanding of the problem at hand. Exploratory research Subjective research Directed research Observational research Conclusive research

Conclusive research

Saver's National Bank (SNB) has grown rapidly since its inception a few years ago, apparently due to the unique set of financial services it offers. Although pleased with the bank's performance thus far, SNB's management is worried about growing competition from a variety of financial institutions. To consolidate SNB's current market position, the bank's executives want to ascertain the demographic composition of customers and their perceptions about the bank's strengths and weaknesses.

Descriptive Research

________ is particularly useful whenever research questions relate to describing a market phenomenon, such as frequency of purchase, identifying relationships, or making predictions. Identifying research Descriptive research Causal research Exploratory research Subjective research

Descriptive research

Modern Office Designs, Inc. (MOD), manufactures a broad line of office equipment and supplies. Through its sales force, it sells its products to a variety of organizations. Despite a healthy growth in industry sales, MOD's own sales and profits have declined during the past two years, much to the concern of MOD executives.

Exploratory Research

________ is conducted on a small and nonrepresentative sample, so the findings should be regarded as tentative and should be used as building blocks for further research. Descriptive research Exploratory research Causal research Focused research Conclusive research

Exploratory Research

Income is the most important demographic characteristic in influencing store patronage.

Hypo

Positive store evaluations lead to store patronage

Hypo

The quality of Sears' brands is much higher for hardware than for apparel.

Hypo

________ is a type of research design involving a fixed sample of population elements that is measured repeatedly. Horizontal design Vertical design Cross-sectional design Longitudinal design Fixed design

Longitudinal design

To determine consumer preferences for the proposed new product and assess the probable market size

Marketing Research

To determine the price elasticity of demand and the impact on sales and profits of various levels of price changes

Marketing Research

How do shoppers evaluate the quality of Sears' brands of merchandise?

RQ

How is store patronage related to store evaluations?

RQ

Which demographic characteristic is the most important in influencing store patronage?

RQ

Focus groups allow research clients to observe the group discussion. True False

True

According to the text, the main method of causal research is a(n) ________. focus group client project experiment survey panel

experiment

Verification of product movement by examining physical records or performing inventory analysis are characteristics of which of the following types of syndicated services? surveys audits purchase panels media panels movement exams

audits

________ is a type of conclusive research whose major objective is to obtain evidence regarding cause-and-effect relationships. Conditional research Descriptive research Subjective research Causal research Exploratory research

causal research

The first step in any marketing research project is to ________. define the problem develop an approach to the problem formulate the research design correct the problem excise the problem

define the problem

________ are general business sources of external secondary data that provide brief descriptions of companies, organizations, or individuals. Guides Indexes and bibliographies Directories Nongovernmental statistical data Standard Industrial Classification (SIC) codes

directories

Purchase panels are used primarily for all of the following purposes EXCEPT: forecasting sales. establishing consumer profiles. evaluating test markets. forecasting market share establishing advertising rates.

establishing advertising rates

A focus group can be used to test and confirm hypotheses. true False

false

A focus group moderator should be an expert on the topic. True False

false

A focus group moderator should stick with the planned outline and should not improvise. True False

false

Within one focus group, participants should consist of people with different socioeconomic backgrounds so as to generate different perspectives. True False

false

All of the following are typical sources of internal secondary data EXCEPT: accounting records. sales reports. internal experts. focus groups. production or operation reports.

focus groups

The marketing chief of Fossil is considering the introduction of a super functional, fashionable wristwatch for men and women priced at $99. For this, he decided on 30 telephonic interviews from their customer database, 50 valid survey responses from individuals whose income is greater than $60,000 and 2 focus-groups. To which of the six steps of the marketing research process do the actions of the marketing chief for Fossil fall into? defining the problem developing an approach to the problem doing analysis doing fieldwork or collecting data formulating the research design

formulating the research design

________ are visual and pictorially represent the theory. Cartoons Mathematical models Technological models Verbal models Graphical models

graphical models

An unproved statement or proposition about a factor or phenomenon that is of interest to the researcher is called a(n) ________. theory relationship model hypothesis experiment

hypothesis

Compared to the collection cost of primary data, secondary data is ________. more expensive approximately the same cost less expensive nonexistent more elusive

less expensive

Marketing research involves all of the following regarding information EXCEPT: identification. collection. analysis. manipulation. dissemination.

manipulation

To evaluate the effectiveness of alternative TV commercials

marketing research

Problem-identification research is typically used to address all of the following topics EXCEPT: market share. short-range forecasting. long-range forecasting. pricing. market potential.

pricing

________ is data originated by the researcher for the specific purpose of addressing the research problem. Primary data Secondary data Experimental data Virtual data Problem-focused data

primary data

Which of the following is NOT a step in the marketing research process? problem definition problem correction research design formulation report generation and presentation data preparation and analysis

problem correction

________ research is undertaken to help identify problems that are not necessarily apparent on the surface and yet exist or are likely to arise in the future. Problem-solving Problem-identification Problem-manipulation Problem-correction Problem exception

problem identification

For which of the following types of syndicated services do households provide specific information regularly over an extended period of time? surveys purchase panels scanner volume-tracking data audit services regular surveys

purchase panels

Scanner data where panel members are identified by an ID card allowing each panel member's purchases to be stored with respect to the individual shopper are referred to as ________. scanner panels with cable TV volume tracking data scanner panels None of these

scanner panels

Which of the following is not a disadvantage of secondary data? the objectives, nature, and methods used to collect the secondary data may not be appropriate to the present situation. secondary data may be lacking in accuracy. secondary data collection may be expensive and time consuming. secondary data may not be completely current or dependable.

secondary data collection may be expensive and time consuming.

ABC is a company which is involved in selling data that is designed to serve information needs of firms like PepsiCo and Coca-Cola. The data are primarily collected through surveys, purchase and media panels and scanners. What kind of service does ABC provide in the marketing research industry? internet service data analysis service limited-service suppliers coding and data entry services syndicated services

syndicated services

Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients are called ________. syndicated services/sources data processing services field services qualitative research services pooling services

syndicated services/sources

Which of the following is NOT a common form of a model? verbal model mathematical model technological model verbal model and graphical model graphical model

technological model

According to the text, ________ is the largest source of secondary data in the United States. Nielsen Yahoo! Arbitron the U.S. government Microsoft

the U.S government

A marketing research project is warranted when ________. >the required information is already in the organization >the decision which the research addresses has already been made >the research will be used for gaining political ends >time or money are not available in adequate amounts >the cost of the research is less than its eventual benefits

the cost of the research is less than its eventual benefits

One of the disadvantages of focus groups is that participants may try to appear rational and hide emotional side. True False

true

The results of a focus group are usually subjectively interpreted. True False

true