Marketing Research Exam 1

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

False

Demographics are...

statistics that describe target consumers' attributes

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

Nominal

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

Online surveys

Primary research is ___

Original research

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

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

True

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

True

True or false: A balance scale means 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: 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

True or false: mystery shop tools should follow the training and protocol guidelines provided by the company to customer service staff

True

True or false: secondary research can be exploratory

True

True or false: the terms "market research" and "marketing research" are often used interchangeably.

True

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

Usability test

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

Use the same scale for each item being rated

Casual research...

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

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

true

Internal secondary research involves...

existing research gathered within a researcher's own company

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

funnel approach

The following are good uses a focus group methodology except...

Assuring the target population feels the same way as participants

What is not a reputable secondary source?

Blogs

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

Categorical

Who conducts market research?

A mix of on-staff and external resources, On-staff research experts, and an external research firm.

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 are some disadvantages to a secondary research?

Data could be outdated, external secondary data may not be comparable to internal data, and the quality and accuracy must be scrutinized

What is a variable?

Data that has a quantity that can vary

Conducted an authentic situation and locations Web servers record but naturally occurs as it happens

Direct observation

Capturing authentic behaviors, reactions, and interactions involving 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 retain design/ layouts

Ethnographic market research

Each of the following is an advantage of observational research except...

Examine to the "how" not the "why"

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

False

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

False

True or false: Focus group icebreaker activity should not venture into the research topic so is not to bias participants

False

True or false: Focus group participants should never feel 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: it is important to interject the researchers opinions throughout the body of a secondary research report

False

True or false: memberships sold an amount of subscribers to a service do not count as sales data; only revenue is concerned sales data

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 to unconducting environmental scanning since their affinity for the topic could bias results

False

The following measures are used for each of the following purposes

For correlation analysis, to gauge overall sentiment, and for tracking results over time

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

Gather first impressions using open ended questions

Secondary research might typically come into play in the following situations except...

Gathering customer satisfaction results regarding a recent product launch

Sales and customer data are considered...

Internal secondary data

Which type of question has response options placed in a clear order in 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

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

Leading question

Which type of question suggest respondent give us socially desirable answer?

Loaded question

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

Making sure to never deviate from the moderators guide

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

Mastery shopping

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

Satisfaction surveys

Each of the following is true about open ended questions except...

Should be used in place of closed ended questions where possible

What is not part of the research plan?

Study conclusions

Artifacts referred to...

The clothes, accessories, and belongings of subjects

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

The product's current position in the product life cycle

Each is an necessary component of secondary research report, except...

The survey tool used

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

There is no specific research objective

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

Thoughts and opinions

Participants providing blogs, pictures and essays detailing their feelings, opinions, and reactions are good examples of

Virtual ethnography

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

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

Geodemographic segmentation can be used for each of the following except...

When identifying weakness of a current product

Focus groups are...

a primary qualitative method

Research questions...

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

Psychographics are...

attitudes and behaviors of the target consumer

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

casual

A single piece of info in research is referred to as...

datum

The research objective...

declares the purpose of conducting the research

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

existing customer survey results

Secondary research is ___

existing research

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

generally cheaper

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