marketing research final

which of the following is a recommended component of a survey invitation?

- what makes respondent qualified - researcher credentials - survey due date

true or false: data that makes up the slices of a pie chart can equal more than 100%

false

true or false: even with large differences between segmented results, the p-value may not show significance if the sample size is low

false

true or false: finding the linear equation based on past sales data allowed the researcher to determine multiple predictor variables

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: in market research, it is always best to collect the highest sample size possible regardless of cost or timing

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 and amount of subscribers to a service do not count as sales data; only revenue is considered sales data

false

true or false: potential respondents should not be contacted a second time to remind them to participate in a survey since it violates code

false

true or false: research plans are only used when a company hires a research consulting form

false

true or false: researchers must obtain permission to observe subjects in all observation research studies

false

true or false: so-called 'field experts' should not be used when conducting enviormental scanning since their affinity for the topic could bias results

false

true or false: survey developed software tools generally cannot be used to provide summarized reports and descriptive stats

false

true or false: the closer the correlation coefficient is to 1 or -1, the weaker the relationship

false

true or false: the closer the correlation coefficient is to zero, the stronger the relationship between variables

false

true or false: trending data over time does not require the survey question to be worded the same for each iteration

false

directly after respondent review an advertising concept, it is best practice in an adversing concept survey to

gather first impressions using open ended questions

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

the funnel approach

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

there is no specific research objective

overall measures are used for each of the following purposes

- tracking results overtime - overall sentiment - correlation analysis

used to test differences of interval variables between three or more groups

Analysis of variance

cross tabulations allow researchers to examine

Differences between segments

focus groups are

a primary qualitative method

causal research

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

which is the best definition of a target market population for a potential new product?

an estimate of those who may be interested in purchasing the product

research question

are detailed and tactical in natures and help fleshing out the overarching research objectives

mean scores can be displayed

as bar chairs and in tables

measurement type that result in values that can be counted as part of distinct groups

categorical

three types of research are exploratory, descriptive, and

causal

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

The research objective

declares the purpose of conducting research

sources of external secondary research include each of the following, except

existing customer survey results

internal secondary data research involves

existing research gathered within a researchers own company

true or false: For a brand perception survey, it is important to divulge the company sponsoring the survey

false

true or false: by identifying the research objective and corresponding research questions, researchers can directly map each project to a definitive methodology

false

the type of question screens out respondents who are not qualified to answer a follow-up

filter

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

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 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

which type of question suggests respondent give a socially desirable answer?

loaded question

the sum of the values divided by the number of responses

mean

which of the following types of analysis would be used to examine a group of factors in order to determine which combination best predicts future sales.

multiple linear regression

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

mystery shopping

Fastest method of survey data collection

online survey

this term refers to inserting text into a survey based on information from the sample list or based on responses to prior questions in the survey

piping

when testing for significance among three or more groups, it may be difficult to determine where the significant differences are in a dataset.

post hoc test

surveys are mostly

quantitative

data that have not yet been aggregated or summarized

raw data

top-box scores

report the percentage of the highest value on a rating scale

which sample source involves potential respondents option in to participate in research studies?

research panels

non-response of bias occurs when potential respondents feel strongly about a survey topic and are, therefore, more likely to participate

self selection bias

this method is good for surveys that require time and thought when recording responses

snail mail survey

this technique refers to alerting potential respondents ahead of time that they will be invited to participate

softening the list

the further the data points from the mean, the higher this measure of spread

standard deviation

a sampling technique where the sample is split into mutually exclusive groups proportionate to the population and then simple random sampling is employed within those groups

stratified random sampling

each is part of the research plan, except

study conclusions

used to test difference of continuous variables (mean scores) between two groups>

t-test

surveys that benefit from a guided approach that allow for prompting and probing are best deployed with what method

telephone

artifacts refer to

the clothes, accessories, and belongings of subjects

what is the purpose of hypothesis testing

to see if differences or relationships in a dataset are strong enough to be projected to the population

a line chart is best used to

trend the same variable over time

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 company to customer service staff

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: tables can be used to display large amounts of mean scores or percentages that otherwise might not fit in a bar chart

true

true or false: there is a point of diminishing returns when it comes to large sample sizes and gains achieved in confidence level and margin of error

true

true or false: when charting mean scores, it is important the scale on the chart is the same as the scale used on the survey

true

true or false: while incentives can help boost response rates they can skew results

true

true or false: word clouds can be used to display qualitative data

true

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

usability tests

in order to gather comparison rating of items in a survey it is important to

use the same scale for each item being rated

this term refers to giving more or less power to data in underrepresented or overrepresented segments so that data more closely matches the mix of the target population

weighting

a test used to compare two categorical sample promotions on a single characteristic

z-test

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

which type of survey typically gathers ratings on all the touchpoint respondents encounter?

satisfaction survey

the following are inputs needed in order to determine a proper sample size,

- desired margin of error - desired confidence level - target population estimate

geodemographic segmentation can be useful for each of the following,

- for examining the viability of opening a new location - in cases of whether or not it makes sense to advertise in a particular area - for how to attract and communicate with targeted clusters

the following are good uses of focus group methodology

- gauging new idea - guiding new product development - brainstorming solutions

all of the following are reputable secondary sources

- libraries - research vendors - trade associations

ethnographic market research includes each of the following data collection methods,

- observation - passive tracking - virtual and mobile

all of the following are disadvantages to secondary research

- population statistics of a target market area - existing customer survey results - results of a survey conducted by a trade organizations

each of the following is an advantage of observation research

- provides unique insights into behaviors - can alleviate respondent bias

in which scenario might a researcher recommend a snail mail survey

- significant time and though - specific geodemographcis - requires anonymity

which of the following does a test statistic use to determine how powerful a difference or relationship is

- spread - sample size - point difference

which margin of error is better than the typical market research standard>

+-4.4

each of the following is part of the role of the moderator

- building a rapport with participants - engaging members who are not forthcoming

which is considered an inferential test statistic

- chi square - z test - ANOVA

each is a necessary component of a secondary research report,

- conclusions and research - the research objectives - a works cited page

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

- continuous - interval -ratio

each of the following is true about open-ended questions

-should be developed to avoid yes/no responses - require coding

in observational research, the following can be recorded

-verbal statements - body language -spatial behavior

a high CPI or CPS usually indicates

A harder to reach target market population

when the data clusters around a central value, this is considered

a normal distribution/bell curve

results from a sample are called

a statistic

each of these pertains to online surveys, except

clarification of qualitative responses

the process of categorizing open ended comments is referred to as

coding

--- is expressed as a percent range indicating how much a statistic can fluctuate in the true population

confidence interval/margin of error

-- indicated how probable it is that if a study were replicated the same results would be found

confidence level

examines the strength in relationship between variables

correlation analysis

true or false:

descriptive statistics should not be used to make business decisions

conducted in authentic situations and locations where observers record what naturally occurs as it happens

direct observation

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

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

leading question

in general, are response rates higher or lower for studies where potential respondents have an affliction with the study's sponsors?

higher

the middle value in a distribution when the values are arranged in ascending or descending order

median

this section of a research report details exactly how the data were collected

methodology

the most commonly occurring vale in a distributions

mode

which types of question has no natural order to the response categories?

nominal

which mistake can cause a mean score to be erroneously inflated

not excluding "don't know" and "not applicable" responses from the analysis

used to test continuous variables when data is represented in pairs

paired-t test

which type of sampling technique uses random selection to assure members of a population have an equal chance of being chose

probability sampling

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

probing questions

this section of a research report states the research objective the study was attempting to address

purpose

this technique involves gathering sample in predefined groups (cells). the aim is to ensure there are enough data within each cell fro individual analysis

quota sampling

each is a measure of central tendency excerpt

range

the difference between the smallest value and the largest value in a dataset

range

this section of a research report profiles the collected sample and demonstrates how representatives it is of the target market population

respondent profile

when survey data us collected, it goes into a spreadsheet where each row represents a -- and each column represents a --

respondent; survey question

true or false: a screening question is used to qualify potential respondents to take part in a study

true

true or false: a small p value indicates strong evidence to a null hypothesis

true

true or false: anonymity can be achieved by sending a generic survey link to the sample without any identifying characteristics embedded

true

true or false: balance scale means there are equal positive leaning and equal negative leaning options

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: measures of spread provide information about how scattered or clustered values are in a dataset

true

participants providing clogs, pictures, and essays detailing their feelings, opinions and reactions are good examples of

virtual ethnography