MKG 350 CH 4 QUIZ

Which of the following does NOT represent criteria useful for selecting test-market cities?

Major U.S. Market

Research design should be:

Selected after thoroughly considering the problem and research objectives.

Competitors get the opportunity to examine product prototypes and to see the planned marketing strategy for the new product via the test market.

True

A marketing researcher would use what type of research to find out how many customers there are, what brands they buy and in what quantities, which advertisements they recall, what are their attitudes toward the company, and who is the competition?

Descriptive research

A medical device company developing a cardiac device surveys well-known cardiac surgeons with subject matter knowledge about the problem the device company is trying to solve. This is an example of:

Experience Research

If you want to change your GPA (independent variable), you must change certain dependent variables such as amount of time devoted to study, class attendance, reading your text, and listening while in class.

False, (dependent variable)

Tracking studies are studies that involve the monitoring of the same variables of interest, such as market share or unit sales, over time. These types of studies are an example of:

Longitudinal studies.

The core of exploratory research is often an analysis of:

Secondary data

A firm wants to test the marketing mix or product variables through the company's normal distribution channels. What type of test marketing should be used?

Standard test markets

A field experiment involves manipulating the independent variable and measuring the dependent variable in a natural setting.

True

Because longitudinal studies involve multiple measurements, they can be described as "movies" of the population, and are used by almost all small businesses that use marketing research.

True

Identification of the most useful data sources is another important step to social media data analysis.

True

Prior to important elections, many sample surveys ask likely voters: "If the election were held today, which candidate would you vote for?" This type of sample survey represents a cross-sectional study.

True

The choice of the most appropriate design depends largely on the objectives, the budget, and client preferences associated with the research.

True

The disadvantages of test marketing are infallibility, cost, exposure of the product or service to competition, and ethical issues.

True

There are common categories of objectives. One of these includes testing hypotheses that specify the relationships between two or more variables (for example, level of advertising and brand loyalty)

True

Wrongfully gaining respondent cooperation to reduce costs; misrepresenting sampling methods; using information obtained for a client in another research project; and over- or underestimating data collection costs would be questionable ethical practices.

True

Once the researcher knows the basic research design, ________ may be made to form a framework for the development of the research project.

a series of advance decisions

Because one of the major reasons for conducting a test market is to achieve ________, the test-market city should be representative of the marketing territory in which the product will ultimately be distributed.

internal validity

By providing access to the unfettered opinions of consumers, ________ offer an instant way to gain background information for a problem, to define terms, to clarify problems and hypotheses, and to establish research priorities.

social media platforms