Marketing Research Self Quiz Questions

We could say that there is ________ between a cause and an effect if the cause is necessary and sufficient to bring about the effect.

absolute causality

Which is a key question in understanding how a firm provides value to its customers?

How does our brand touch consumers?

One of the key ways in which researchers contribute to decision-making includes

Identifying useful decision statements and related research questions

All of the following are types of marketing research EXCEPT __________. a. fundamental research b. causal research c. exploratory research d. descriptive research

a. foundamental research

Which measure represents the percentage of people who are exposed to an Internet advertisement and actually click on the corresponding hyperlink that takes them to a company's Web site?

click-through rate (CTR)

Which process seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward competing products?

diagnostic analysis

A national toy store chain studies traffic and population density patterns in order to select sites for future stores. They are performing a _________ research?

distribution research

Cargill conducts research to clarify ambiguous situations or discover ideas that may be potential business opportunities. What type of marketing research is this?

exploratory

In terms of marketing research, the ________ a decision is strategically to the organization, the _________ likely that research will be undertaken.

more important; more

Sam is a market researcher at AC Nielson. His main job is to record how consumers walk inside some supermarket chain stores. Sam's job involves ____.

observation

In direct observation, the distortion of measurement resulting from the cognitive behavior of the observer is called ____.

observer bias

What is the last stage of the marketing research process?

formulating conclusions and preparign a report

The two types of marketing research based on the specificty of purpose are __________.

basic and applied

The Target department store records the sales activities of its retail outlets in order to detect any changes in dollar sales. Which type of research is being used?

performance-monitoring research

When the data from an empirical study are consistent with a hypothesis, we say that the hypothesis is:

supported

All of the following measure physiological reactions EXCEPT ____ a.eye-tracking monitors b.television monitor c.pupilometers d.neurological device

television monitor

Which step comes last in developing a marketing strategy?

analyzing firm performance

All of the following are a part of data analysis, EXCEPT a. application of reasoning b. application of summarizing c. application of computation d. application of theorizing

application of theorizing

A marketing manager decides not to engage in research because she has already had all relevant data. Which factor is the determinant of the need for marketing research in this case?

availability of the data

Which type of research is being conducted when a researcher conducts an experiment to answer the question, "Will consumers purchase more of our brand if we lower the prices of our products?"

causal research

Observations from smartphones might reveal all of the following EXCEPT a. camera surveillance. b. what types of websites a person likes. c. when the customer may be unhappy with their smartphone service provider. d. when people are happy based on their message content

camera surveillance

A critical piece of causality is __________.

concomitant variation, temporal sequence, or non-spurious association

___ is an observation method in which the researchers create an artificial environment rather than a natural setting to test a hypothesis.

contrived observation

Walmart uses cables across the road in front of its stores to measure the traffic density near the stores. This observation method is _____.

mechanical observation

AT&T has discovered an 80% recognition of its logo with consumers who typically spend at least $75/month on long-distance and wireless services. Which type of research was likely used to find this information?

promotion research

All marketing research involves the use of the ____________?

scientific method

Which approach focuses on using knowledge and evidece to reach objective conclusions about the real world?

scientific method

Which is the following information is better collected through direct observation? a. shoppers' expressive behavior b. consumers' inner emotions c. consumers' intentions d. shoppers' attitudes

shoppers' expressive behavior

All of the following are nonverbal communication behaviors EXCEPT for ___. a. body language b. gestures c. voice message d. personal space

voice message

____ is an observation method by which a researcher uses an audio-adapted computer equipment to measure abnormal frequ encies in the consumers' voice caused by changes in the autonomic nervous system.

voice-pitch analysis