Marketing T1

All of the following are advantages of semi-structured interviews:

ability to address more specific issues, responses are usually easier to interpret than other qualitative approaches. and questions are administered without the presence of an interviewer

___ represent(s) the documented history of a particular person, group, organization, or event.

case studies

When Schwinn studies its most successful retailer in depth in order to determine some better ideas for displaying bikes in its retail stores, this is an example of ___.

case study

A conclusion that when one things happens, another specific thing will follow is known as a ___.

causal interference

Evan has completed the fieldwork of collecting data, and now he is checking the data collection forms for omissions, legibility, and consistency in classification. What is Evan doing?

editing the data

When a researcher collects data to test the hypothesis that consumers will be more satisfied if a business offers compensation after the consumer complains, we say that ___testing is being conducted.

empirical

A researcher for Kraft is searching sales data from the corporation's Intranet. He's able to use a search engine similar to Google, but he is not searching the entire Internet. This type of search is called a(n) ___ search.

enterprise

Which of the following should a marketing researcher do in order to infer causality?

establish a sequence of events, recognize the presence of alternative plausible explanations for the results, and measure the concomitant variation between the cause and effect

Which of the following is a carefully controlled study in which the researcher manipulates a proposed cause and observes any corresponding change in the proposed effect?

experiment

Companies, such as Kraft and Procter & Gamble, invite consumers to discuss ways to make their products better or share ideas for new products that may be potential business opportunities. What type of marketing research is this?

exploratory

What type of research is being conducted to answer the question: "Would this target market be interested in this type of new product?"

exploratory research

Purchasing data from a company such as NPD Group Inc. on consumption of soft drinks in the US is an example of which objective for secondary data analysis?

fact-finding

A typical objective for secondary-data research design is ___.

fact-finding, database marketing, and model building

A type of informal, "continuous" focus group established as an Internet blog for the purpose of collecting qualitative data from participants is referred to as a ___.

focus blog

All of the following are stages in the research process:

formulating conclusions and preparing a report, analyzing data, planning a sample

A ___ is a formal statement explaining some outcome.

hypothesis

A statement such as: "Consumers with more favorable attitudes toward an advertisement will exhibit more favorable attitudes toward the brand advertised" is an example of a ___.

hypothesis

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

An employee who pretends to be a customer in order to observe the sales behavior of a clerk at a cosmetics counter in a department store is called

mystery shopper

Which of the following is a form of artificial intelligence in which a computer is programmed to mimic the way that human brain process information?

neural network

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

In a focus group discussion, when the comments of one member triggers a stream of comments from the other participants, this is called ___

piggyback

Which of the following refers to a small-scale study in which the results are only preliminary and intended only to assist in design of a subsequent study?

pretest

When a respondent is asked to project her feelings onto a third party, this is called a(n):

projective technique

Which type of data are not characterized by numbers and instead are textual, visual, or oral?

qualitative

Which of the following means the same conclusion would be reached based on another researcher's interpretation of the research?

replicable

Managers at Procter & Gamble view marketing research at a strategic planning level. Therefore, the company conducts numerous related studies that come together to help in product planning decisions. This referred to as a ___.

research program

The ___ is a written statement of the research design emphasizing what the research will accomplish.

research proposal

The process of predicting sales totals over a specific time period is called ___.

sales forecasting

Which of the following involves any procedure that draws conclusions based on measurements of a portion of the entire population?

sampling

Which aspect of causality deals with the time order of events?

temporal sequence

What type of research is being conducted to answer the question: "Can we describe the age, gender, and income of our typical purchaser?"

descriptive research

All of the following are limitations of international secondary data EXCEPT:

data may be too expensive

Sherrie is interested in average monthly sales for smartphones in the US. She found information on the Internet that gives annual sales, so she took the annual sales and divided it by twelve to get a monthly average. This is an example of ___.

data transformation

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

database marketing

The first stage of the marketing research process is ___.

defining the research objectives

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

market tracking