Marketing Research Exam 1 (chapters 5 & 6)

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

depth interview

Asking a group of households to record their consumption of certain products over a two-year period is an example of

diary panel data

Research that is conducted to clarify the nature of a research problem is called _____ research

exploratory

Obtaining secondary data is typically ____ and ____ expensive than obtaining primary data

faster; less

Which term refers to the researcher's descriptions of what he or she actually observes and the text from which meaning is extracted?

field notes

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)

focus blog

Qualitative research

has an unstructured approach to data collection

Kodetra is interpreting consumers' blog postings on the Internet. Which term best describes the type of research that Kodetra is conducting?

qualitative marketing research

Every year, Westview Marble goes through the process of estimating sales for the upcoming year by looking at the company's previous years' sales and market sales along with economic trends and predictions by experts. This process of predicting sales totals over a specific time period is called

sales forecasting

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)

thematic apperception test

Which activity involves mining data to look for patterns identifying who is likely to be a valuable customer?

customer discovery

The practice of using databases to promote one-to-one relationships with customers and create precisely targeted promotions is called

database marketing

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

index of retail saturation

Which situation is LEAST conducive for qualitative research?

when needing conclusive evidence to be drawn from data

Ethnography is a qualitative research orientation originating in

anthropology

When a researcher compares secondary data from one source with data from another source, the researcher is doing a(n)

cross-check

All of the following are examples of internal secondary data EXCEPT

U.S. Census Data

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

case study

Buying new-car purchase data by zip code from the Polk Company is an example of the use of a(n)

commercial source

The written set of guidelines that describes an outline of topics to be covered by a focus group moderator is called a(n)

discussion guide

When a marketing manager reads publications like The Wall Street Journal and Business Week to try to determine changes in consumer behavior, the manager is best described as engaging in

environmental scanning

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

fact-finding

Tracking monthly sales trends over the past year is best described as an example of

fact-finding

Which of the following is an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him- or herself?

hermeneutics

All of the following are advantages of semi-structured interviews EXCEPT for the

high degree of scrutiny

Which index describes the relationship between retail demand and supply?

index of retail saturation

All of the following are qualitative research orientations EXCEPT

regression analysis

All of the following are common reasons why secondary data do not adequately satisfy research needs EXCEPT

too expensive

All of the following are producers of external secondary data EXCEPT

libraries

The observation and analysis of trends in industry volume and brand share over time is called

market tracking

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

market-basket analysis

Many companies use powerful computers to dig through volumes of data to discover patterns about their customers and products. This activity is called data

mining

The population of a city is 230,000 and its annual per person expenditure on athletic shoes is $45. If there are 64,688 square feet of retail space used to sell athletic shoes in this city, its index of retail saturation is

159.99

Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called

quantitative marketing research

Shawn is interested in average monthly sales for automobiles in Memphis, TN. He found information on the Internet that gives annual automobile sales by cities, so he took the annual sales for Memphis and divided it by twelve to get a monthly average for that city. This is an example of

data transformation

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

focus group interview

Which qualitative research orientation originated in philosophy and psychology?

phenomenology

When another researcher would get the same result by conducting the same research procedures, the research is said to be

replicable

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)

concept test

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?

conversation

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

customer discovery

A(n) ____ network is a form of artificial intelligence in which a computer is programmed to mimic the way that people process information

neural

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)

participant-observer

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?

phenomenology

Respondents are presented with the statement: "People who watch football on television are __________," and asked to fill in the blank. This is an example of a ____

sentence completion test

Which term is used by the marketing research industry to refer to diverse types of data offered by a single company?

single-source data

When Subway Sandwiches uses secondary data to determine the best location for its franchise outlets, they are engaged in

site analysis

When the researcher must extract meaning from open-ended responses, the results are

subjective

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?

the data should be in the correct unit of measurement

One disadvantage of secondary data is that

the user has no control over their reliability and validity

In case studies, _____ are identified by the frequency with which the same term (or a synonym) arises in the narrative description

themes

Which qualitative research orientation extracts a theory from whatever emerges from an area of inquiry?

grounded theory

Which approach to probing asks respondents to compare differences between brands at different levels?

laddering

Lance has noticed that companies that advertise a lot seem to have higher sales than those that do not. His use of secondary data to help specify this relationship is an example of

model building

Kyle is conducting a sales forecast by adding up his company's sales over the past five years and then dividing that by five (the number of years). The forecasting technique he is using is called

moving average forecasting

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

picture frustration

An indirect method of questioning in which a research participant ascribes his or her feelings and beliefs to a third party is called a(n)

projective technique

Secondary data that are owned and controlled by the organization are best called

proprietary data

Which type of data cannot be purchased (legally and ethically) from commercial sources?

proprietary research and development data

One advantage of focus group interviews is that they

provide multiple perspectives