Marketing Research Midterm

False

"Data" is the term used for both singular and multiple pieces of research information.

double-barreled questions

"Rate your satisfaction with your level of comfort and room temperature" is an example of which type of survey question development mistake?

Secondary research

A company's sales data is a good example of ______.

Contrived Observation

A study where researchers create artificial environments to observe behaviors under controlled conditions.

unobtrusive

An observational study where the observer does not interact with or make themselves known to research subjects.

A community that is no longer covered by daily or nondaily newspaper

Bonus Question: Address the question in 3-4 sentences for (2pts) Use the reverse page, if necessary. What is a "News Desert"?

Defines and illustrates social phenomena

Descriptive research ______

Internal secondary research

Existing research gathered by one's own company is ______.

Information gathered outside of a researchers company

External secondary research involves ______.

Primary qualitative method

Focus groups are a ______.

a scheme that uses population characteristics within geographic region

Geodemographic segmentation is best described as ______.

To understand takers background

If demographic questions don't help address the research objective, why are they included on surveys?

original research

Primary research is ______.

more expensive slower to obtain

Primary research is typically ______ and ______ compared to secondary research.

Qualitative Research

Research where thoughts, opinions, and observations are collected that cannot be expressed in numbers is ______.

Product Research

Researching various product features that could hypothetically be included in a new product design can be considered which type of research?

Existing customer survey results

Sources of internal secondary research include each of the following, except ______

Blind study

Studies are in which the sponsor is not disclosed to respondents.

Artifacts

The clothes, accessories and belongings of subjects in observational research.

Qualitative

This methodology can examine the "how" but cannot uncover the "why."

True

True or False: A secondary research source should not be considered if it doesn't help directly answer a question a researcher is trying to answer.

True

True or False: Ethnographic market research is a kind of study born out of anthropology.

False

True or False: Focus groups involve researchers secretly acting as consumers in order to gather data on the customer experience.

True

True or False: In a secondary research report, it is appropriate to suggest additional research studies to aid in gathering unanswered research questions.

True

True or False: In environmental scanning, there is no specific research objective.

True

True or False: In general, blogs are a reputable secondary source.

True

True or False: It is okay for a moderator to deviate from the moderator's guide in case the conversation could prove useful.

True

True or False: Most surveys are generally an equal mix of qualitative and quantitative components.

False

True or False: Observational research can be used to give insight into the consumer decision making process, how to improve customer service interactions, as well as retail design/layouts.

False

True or False: Primary data can only be quantitative.

True

True or False: Probability sampling uses random selection to assure members of a population have an equal chance of being chosen.

True

True or False: Psychographics are attitudes and behaviors of the target consumer.

False

True or False: Quota sampling is when the sample is split into groups proportionate to the population and then random sampling is employed within those groups.

False

True or False: Secondary research is typically conducted after primary research.

False

True or False: Since a focus group is qualitative, it's a good method to assure the target population feels the same way as participants.

True

True or False: Surveys are a primary quantitative method.

True

True or False: The confidence level indicates how probable it is that if a study were replicated the same results would be found.

True

True or False: Usability tests are a focus group activity in which participants are asked to complete tasks while observers watch, listen, and take notes.

snowball sampling

Using this technique, research participants themselves recruit other members to participate in the study.

ethnographic research

Virtual, mobile, diaries, and passive tracking are all part of __________.

Pre-testing survey

What is a way to help alleviate order bias in response options?

Reaching a sample of the people in the correct target market

What is the main factor that can make primary research costly?

To reduce the risk in making business decisions

What is the primary purpose of conducting market research?

99% and 2%

What is the standard confidence level and confidence interval (margin of error) for the market research industry?

Reliability

When a survey produces stable results over time, it can be considered...

Is generally less accurate than conducting primary research

Which of the following is not an advantage to secondary research?

Sample

Which term is used to describe a subset of the population?

Interval

Which type of question has response options that can be placed in a clear order but the distance between the options may not be the same?