Midterm 1 IBM 330 Market Research

Temporal Sequence

One of three criteria for causality;deals with the time order of events-the cause must occur before the effect.

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

Recognize the presence of alternative plausible explanations for the results, establish a sequence of events. Measure the concomitant variation between the cause and the effect

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

Replicable

Which of the following essentially answers the question, "What information is needed to address this situation?"

Research objectives

Over the past two years, home values have been decreasing. This is an example of a(n):

Symptom

Which of the following is FALSE regarding mobile phone interviews?

Telemarketing calls can be directed toward mobile phone numbers in the United States, but it is illegal to do so in Europe.

Marketing Research

The application of the scientific method in searching for the truth about marketing phenomena.

Total Quality Management (TQM)

The philosophy that everyone in the organization is concerned about quality, throughout all of the firm's activities, to better serve customer needs.

the scientific method

The way researchers go about using knowledge and evidence to reach objective conclusions about the real world

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

Themes

Which of the following is the most important question a researcher can ask when using a probing technique?

What has changed?

All of the following are situations that often call for qualitative research EXCEPT:

When conclusive evidence is desired

When a researcher determines what or who should provide the data and at what level of aggregation, he or she is determining the:

\unit of analysis

marketing concept

a central idea in modern marketing thinking that focuses on how the firm provides value to customers more than on the physical product or production process.

Which of the following has typically been shown to produce the highest response rates in mail surveys as an incentive for participation in the study?

a monetary incentive

market opportunity

a situation that makes some potential competitive advantage possible.

market problem

a situation that makes some significant negative consequence more likely.

The tendency for respondents to agree with most questions in a survey is known as:

acquiescence bias

integrated marketing communications

all promotional efforts should be coordinated to communicate a consistent image.

Causal Research

allows causal inferences to be made-- they identify cause-and-effect relationships

All of the following are ways to increase response rates for mail surveys EXCEPT:

always revealing the sponsor of the research

supply chain

another term for a channel of distribution, meaning the link between suppliers and customers.

_____ is conducted to address a specific marketing decision for a specific firm or organization

applied marketing research

which of the following are the two types of marketing research based on the specificity of its purpose

basic and applied

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 change the package design?"

causal research

Buying new-car purchase data by zip code from the Polk Company is an example of which type of secondary data?

commercial source

exploratory research

conducted to clarify ambiguous situations or discover ideas that may be potential business opportunities.

All of the following are types of variables EXCEPT:

constant

Which of the following is a type of longitudinal study that gathers data from the same sample of individuals or households that record their purchases over time?

consumer panel

Marketers of snack foods who consider the nutritional value that parents desire as well as the fun and experience that children want are demonstrating a(n):

customer orientation

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

database marketing

_____ is the process of developing and deciding among alternative ways of resolving a problem or choosing from among alternative opportunities.

decision making

Which of the following is the first stage of the marketing research process?

defining the research objective

When a respondent tells an interviewer that his annual income last year was $50,000 (because he is embarrassed to admit that it was $25,000), this is an example of:

deliberate falsification

descriptive research

describes characteristics of objects, people, groups, organizations, or environments; tries to "paint a picture" of a given situation.

Which of the following survey research methods is the most expensive?

door-to-door personal interview

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

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

Tracking monthly sales trends over the past year is an example of which objective for secondary data analysis?

fact-finding

Obtaining secondary data is typically _____ and _____ expensive than obtaining primary data.

faster; less

When the typical consumer in zip code 63119 is a senior citizen with several children over the age of 25, has a college degree, and is retired, this is an example of what type of information?

geo-demographic

A statement such as: "If we increase price five percent, sales will likely drop eight percent or more," is an example of a:

hypothesis

Which of the following is the FIRST step of the problem definition process?

identify key symptoms in the situation

Which of the following is the first step in developing a marketing strategy?

identifying and evaluating market opportunities

In the statement: "Years of sales experience is an important variable in predicting unit sales performance." What type of variable is "years of experience"?

independent variable

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:

index of retail saturation

Systematic errors are also called:

interviewer error

All of the following are advantages of personal interviews EXCEPT:

interviewer influence

promotion research

investigates the effectiveness of advertising, premiums, coupons, sampling, discounts, public relations, and other sales promotions

pricing

involves finding the amount is monetary sacrifice that best represents the value customers perceive in a product after considering various market conditions.

All of the following are important aspects of the marketing research process EXCEPT

making results publicly available

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

A firm focusing more on how to provide value to customers than on the physical product or production process is embracing which orientation?

marketing orientation

When Subway Sandwiches uses secondary data to determine the best location for its franchise outlets, this 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 a(n):

mystery shopper

People who are not contacted or who refuse to cooperate are called:

nonrespondents

symptoms

observable cues that serve as a signal of a a problem because they are caused by that problem.

concomitant variation

one of three criteria for causality; occurs when 2 events "covary" meaning they vary systematically

decision making

the process of developing and deciding among alternative ways of resolving a problem or choosing from among alternative opportunities.

Which of the following is a disadvantage of secondary data?

user has no control over their reliability and validity

Which of the following is an important aspect of the marketing concept?

-a cross-functional perspective for the coordination of the organization's activities.-an emphasis on long-term profitability instead of dollar sales volume-a consumer orientation -all of the above

The cover letter for a mail survey should include:

-a description of the incentive for participating in the study -a comment on the postage-paid reply envelope to use to return the survey -a description of how the person was selected for the study

Which of the following is a possible unit of analysis in a research study?

-an individual customer-a sales region-a zip code area -all of the above

Which of the following data can be purchased from commercial sources?

-demographic and census updates -market-share data -consumer attitudes and public opinions

Which of the following is a good characteristic for a focus group moderator to possess?

-good listener -ability to make people feel comfortable so that they will talk in the group -ability to control discussion without being overbearing

Which of the following is an advantage of including a questionnaire in an e-mail?

-lower distribution costs than a mail survey -faster turnaround time than a mail survey -faster speed of distribution

A personal interview may be conducted in which of the following locations?

-respondent's home -shopping malls -telephone

A survey can collect information using which of the following techniques?

-telephone -face-to-face interviews -mail

Which of the following can be the target of survey research techniques?

-wholesalers -retailers -consumers

nonspurious association

1 of 3 criteria for causality; means any covariation between a cause and effect is true and not simply due to some other variable

Which of the following is the most common size of a focus group?

6-10 participants

Marketing Orientation

A company that practices the marketing concept >>> determining then satisfying consumer needs and wants at a profit

Relationship marketing

A focus on developing and maintaining long-term relationships with customers, suppliers, and distribution partners for mutual benefit

Customer Oriented

Describes a firm in which all decisions are made with a conscious awareness of their effect on the consumer

Production Oriented

Describes a firm that prioritizes efficiency and effectiveness of the production processes in making decisions.

All of the following are helpful hints that can be useful in the interview process when attempting to understand the situation EXCEPT

Develop hypotheses before conducting interviews

marketing channel

Individuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial users.

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

An interview technique that tries to draw deeper and more elaborate explanations from the discussion is called:

probing

Which of the following is an advantage of focus group interviews?

provide multiple perspectives

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

qualitative marketing research

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

quantitative marketing research

marketing metrics

quantitative ways of monitoring and measuring marketing performance

All of the following are advantages of survey research EXCEPT:

random

All of the following are advantages of Internet surveys EXCEPT:

random sampling

geo-demographics

refers to information describing the demographic profile of consumers in a particular geographic region

performance-monitoring research

refers to research that regularly, sometimes routinely, provides feedback for evaluation and control of marketing activity

Applied Marketing Research

research conducted to address a specific marketing decision for a specific firm or organization

Basic Marketing Research

research conducted without a specific decision in mind that usually does not address the needs of a specific organization. It attempts to expand the limits of marketing knowledge in general and is not aimed at solving a particular pragmatic problem.

The number of questionnaires returned or completed divided by the number of eligible people who were asked to participate in the survey is called:

response rate

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

When a research company pulls a random sample of people from a phone book and that sample does not include people with unlisted numbers or who do not have landline telephone service, we say that the sample contains:

sample selection error

which of the following refers to the way researchers go about using knowledge and evidence to reach objective conclusions about the real world?

scientific method

diagnostic analysis

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

All of the following are types of marketing research EXCEPT:

selective

When an interviewer asks the respondent to state which of six salary categories represents his gross income the previous year, this is an example of a(n):

structured question

The most common way to generate primary data in marketing research is by means of:

survey

promotion

the communication function of the firm responsible for informing and persuading buyers.

integrated marketing mix

the effects of various combinations of marketing-mix elements on important outcomes.

total value management

the management an monitoring the entire process by which consumers receive benefits from a company