MKT 4620 Final Exam

When a group of experts agrees that a measuring instrument measures what it is intended to measure, we say that the instrument has ____ validity. a.face b.criterion c.test-retest d.equivalent-forms

a.face

A focus group discussion guide should include all of the following EXCEPT. a.focus group participant list b.focus group purpose c.focus group rules d.outline of topics or questions

a.focus group participant list

Salespeople are tested one year after a sales training program and perform better on the exam, not because of the training program, but because they have gained one year's experience in sales. Which type of effect has occurred? a.selection effect b.maturation effect c.history effect d.cohort effect

b.maturation effect

When Walgreen's uses cables across the road as "traffic counters" to determine the density of traffic near a possible retail store location, what type of observation is being used? a.contrived observation b.mechanical observation c.human observation d.content analysis

b.mechanical observation

A false experimental effect used to create the perception that some effect has been administered is called a ______________. a.Research outreach b.placebo c.Subject manipulation d.debriefing

b.placebo

John receives a real estate survey about the house he purchased nine months ago. The instructions state to only complete if your house purchase was in the last year. He does not complete the survey based on these instructions. This is called _________________ ? a.telescoping b.squishing c.faltering d.misredemption

b.squishing

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, ____ has occurred. a.nonresponse error b.auspices bias c.interviewer cheating d.deliberate falsification

d.deliberate falsification

Asking consumers what they think about a possible brand name for a new product is an example of which type of research? a.product research b.promotion research c.product testing d.concept testing

a. product research

The government defines a small firm as one with less than ________ employees. a.100 b.10 c.1000 d.50

a.100

What is another term for a fixed-alternative question? a.open-ended response b.closed c.branching d.concise

b.closed

Which characteristic is a key difference between ratio and interval scales? a.number of items b.absolute zero c.number of intervals d.nominal values

b.absolute zero

Which process seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward competing products? a.causal research b.diagnostic analysis c.concomitant research d.test-market

b.diagnostic analysis

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) ____. a.emphasis on short-term profits b.cross-functional perspective c.customer orientation d.product orientation

c. customer orientation

Using secondary data to study relationships between two variables is an example of ______________.

model building

Secondary data owned and controlled by a specific organization are called _____________ data.

proprietary

A(n) __________ assigns a value based on how much of the concept being measured is associated with an observation. a.index measure b.neutral measure c.limited measure d.discrete measure

a.index measure

Research sponsors have the obligation to respect the researcher's right to ____. a.not disguise selling as research b.informed consent c.allow conflicts of interest d.avoid coercion

a.not disguise selling as research

All of the following are advantages of Internet surveys EXCEPT ____. a.random sampling b.speed c.visual appeal d.accurate real-time data capture

a.random sampling

______________ subjects about the true purpose of a lab experiment following its conclusion is important for the ethical treatment of subjects. a.debriefing b.thanking c.testing d.confounding

a.debriefing

The ________ technique fits situations where more recent events carry greater influence. a.moving average forecasting b.dynamic forecasting c.static forecasting d.indexing

a.moving average forecasting

When the researcher has only one or a small number of research objectives that can be addressed in a single study, that study is referred to as a: a.research project b.research program c.research assessment d.research snapshot

a.research project

When Subway Sandwiches uses secondary data to determine the best location for its franchise outlets, they are engaged in ____. a.site analysis b.model building c.database marketing d.market tracking

a.site analysis

What are your favorite books" is a(n) ____ question. a.fixed-alternative b.branching c.open-ended response d.filter

c.open-ended response

When the data from an empirical study are consistent with a hypothesis, we say that the hypothesis is: a.Rejected b.Conclusive c.Supported d.True

c.Supported

A hair salon company is attempting to determine the effectiveness of mailing free samples of a new type of shampoo to residents in specific zip codes based on unit sales performance. Which type of research is being used? a.product research b.distribution research c.promotion research d.pricing research

c.promotion research

Using click-through rate as a measure of the amount of interest or attention a Web site is receiving can have disadvantages. Which of the following is NOT a flaw of this method? a.It measures clicks rather than unique visitors b.It likely makes some hits by mistake. c.It does not always convey the meaning behind the number of clicks. d.It does not adequately measure the number of times an ad is clicked on.

d.It does not adequately measure the number of times an ad is clicked on.

A fast food chain studies traffic patterns and population density patterns in order to select sites for future restaurants. Which type of research is being performed? a.pricing research b.distribution research c.promotion research d.product research

b.distribution research

The only distinction between an Internet survey and an e-mail survey hosted on a Web platform like Qualtrics is the way the researcher ____ a.lays out the survey. b.invites respondent participation. c.incentivizes participants. d.analyzes the results

b.invites respondent participation.

A formal, logical explanation of some events that includes descriptions of how things relate to one another is called a(n): a.hypothesis b.theory c.causal statement d.empirical study

b.theory

When a researcher claims that the results of a test market in Indianapolis, Indiana will hold in a national rollout of the new product, this researcher is claiming ____. a.internal validity b.the repeated measures effect c.constant error d.external validity

d.external validity

____ definitions translate conceptual definitions into measurement scales. a.Summation b.Operational c.Assessment d.Matching

b.Operational

Caleb's job at a marketing research firm is to provide technical assistance with questionnaire design. Which title best describes Caleb's job? a.director of marketing research b.research assistant c.forecast analyst d.research generalist

b.research assistant

The management of a superstore chain is attempting to decide where to locate its regional warehouses in order to minimize travel time from its warehouses to its local sites. Which type of research would be most effective? a.product research b.pricing research c.distribution research d.promotion research

c. distribution research

The group receiving the treatment being studied is called the ____ a.primary group b.experimental group c.control group d.unit of analysis

c.control group

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? a.relationship marketing research b.total quality management research c.basic accounting research d.performance-monitoring research

d.performance-monitoring research

Using CRM systems to create one-to-one relationships with customers for specific promotions is an example of _________ marketing.

database

A firm focusing more on how to provide value to customers than on the physical product or production process is embracing a(n) ____ orientation. a.marketing b.quality c.external d.value

a. marketing

All of the following are producers of external secondary data EXCEPT ____. a.libraries b.trade associations c.government d.media

a.libraries

Which type of software allows answers from previous questions to be inserted into unfolding questions on Internet surveys? a.piping software b.interactive software c.error trapping software d.funneling software

a.piping software

Compared to open-ended response questions, fixed-alternative questions: a.require less interviewer skill b.take more time c.are more difficult for the respondent to answer d.take the same amount of time

a.require less interviewer skill

Jennifer is conducting marketing research to determine the best prices for her new line of clothing. Which function is this marketing research serving? a.testing b.issues c.foundational d.performance

a.testing

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

b.application of theorizing

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. What type of information has been provided in this example? A. TQM B. performance-monitoring C. geo-demographic D. the marketing concept

c. geo-demographic

All of the following measure physiological reactions EXCEPT ____ a.eye-tracking monitors b.pupilometers c.at-home scanning systems d.voice-pitch analysis

c.at-home scanning systems

In case studies, _____ are identified by the frequency with which the same term (or a synonym) arises in the narrative description. a.themes b.threats c.links d.ladders

a.themes

An airline passenger who is really an employee of the airline complains loudly about not being served a vegetarian meal so that he can note the responses of the flight attendant. This is an example of ____ observation. a.content b.indirect c.contrived d.response

c.contrived

All of the following are advantages of in-house research EXCEPT ____. a.quick turnaround b.better internal collaboration c.more objectivity d.cheaper costs

c.more objectivity

People who provide answers to survey questions are often called ____. a.researchers b.clients c.respondents d.users

c.respondents

Where do you rank academically in your high school graduation class? ___ 1st quarter ___ 2nd quarter ___ 3rd quarter ___ 4th quarter is a(n) _______________ question. a.leading b.simple-dichotomy c.loaded d.open-ended response

b.simple-dichotomy

Stephanie is asked to look at a picture of a woman sitting on a deserted beach and to describe what was happening in the picture. She is then asked to tell what might happen next. Stephanie is participating in a(n) ____. a.aptitude test b.focus interview c.thematic apperception test d.focus blog

c.thematic apperception test

Which is the final step in developing a marketing strategy?____. a.analyzing firm performance b.identifying and evaluating market opportunities c.selecting target markets d.planning and implementing a marketing mix

a. analyzing firm performance

When a marketing manager reads publications like The Wall Street Journal and Business Week to try to determine changes in consumer behavior, the manager is best described as engaging in ____. a.environmental scanning b.model building c.database marketing d.data mining

a.environmental scanning

Which of the following is a discrete measure? a.nominal scales b.sensitive scales c.ratio scales d.a scale with five values

a.nominal scales

A researcher measures the reliability of an instrument by administering the same scale or measure to the same respondents at two separate times. What type of reliability is being assessed? a.test-retest b.split-half c.equivalent-forms d.criterion

a.test-retest

What is a question that a researcher can ask to be more comfortable collecting observational data? a.Has the person been seen repeating behaviors? b.Has the person been adequately notified that their behavior is being observed? c.Has the person been paid to be observed? d.Is the person attempting to hide their behavior?

b.Has the person been adequately notified that their behavior is being observed?

Which technique covertly discovers and records the websites that consumers visit? a.cloud storage b.history sniffing c.RFID rags d.Boolean operators

b.history sniffing

Dichotomous and multiple-choice alternatives in fixed-alternative questions should not have overlap among categories. That is, the categories should be ____. a.exhaustive b.mutually exclusive c.positively worded d.balanced

b.mutually exclusive

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): a.secondary data researcher b.mystery shopper c.pilot researcher d.undercover researcher

b.mystery shopper

A respondent is given a list of four local shopping malls and asked to put them in order, from the one he most likes to shop at to the one he least likes to shop at. This is a(n) ____ task. a.rating b.ranking c.sorting d.semantic differential

b.ranking

Which type of bias occurs when a respondent wishes to create a favorable impression or save face in the presence of an interviewer? a.random sampling bias b.social desirability bias c.administrative bias d.interviewer cheating

b.social desirability bias

Which situation is LEAST conducive for qualitative research? a.when developing difficult but actionable decision statements b.when needing conclusive evidence to be drawn from data c.when learning how consumers use a product in natural settings d.when needing a fresh approach to studying some problem

b.when needing conclusive evidence to be drawn from data

LexisNexis is a company that puts together consortia of data sources into packages that are offered to municipal, corporate, and university libraries for a fee. LexisNexis is an example of a data ____. a.compiler b.wholesaler c.warehouse d.miner

b.wholesaler

Ethnography is a qualitative research orientation originating in ____. a.marketing b.psychology c.anthropology d.sociology

c.anthropology

Which type of scale is regarded as the highest form of measurement? a.nominal scale b.ordinal c.ratio d.interval

c.ratio

An Internet user sets up his computer so that it will send him regular news about his favorite professional football team. What application is in use? a.push technology b.pull technology c.smart agent software d.RFID

c.smart agent software

All of the following are examples of an observational study EXCEPT: a.a mystery shopper pretending to be a customer in a McDonald's outlet b.a cable laid across the street that records the number of cars that pass a certain intersection c.scanning and recording bar codes of products purchased d.a consumer responding to a questionnaire about advertising

d.a consumer responding to a questionnaire about advertising

When a researcher counts the number of African Americans who have appeared on the cover of Newsweek during the past decade, the researcher is engaging in ____ a.contrived analysis b.ethnic analysis c.indirect analysis d.content analysis

d.content analysis

Rob provides leadership in research efforts and integrates all staff-level research activities in the firm in which he is employed. Rob's job title is most likely a ____. a.research analyst b.research associate c.manager of decision support systems d.director of marketing research

d.director of marketing research

The research process ends by _______________ from the data analysis. a.developing a hypothesis b.coding the data c.developing the next study d.drawing conclusions

d.drawing conclusions

A network of interdependent institutions that perform the logistics necessary for consumption to occur is called a(n) ____. a.marketing channel b.distribution network c.supply channel d.distribution linkage

a. marketing channel

The team tasked with carefully reviewing proposed research designs to try to make sure that no harm can come to any research participant is called a ________________. a.Institutional Review Board b.Cross-functional team c.Research ethics committee d.Market research committee

a.Institutional Review Board

Which of the following is an example of directly observable phenomena? a.attitudes b.assessment c.verbal behavior d.feelings

a.attitudes

Juan has noticed that when the temperature rises, sales at his retail clothing store also rise. This is an example of ____. a.concomitant variation b.nonspurious variation c.diagnostic variation d.absolute variation

a.concomitant variation

In terms of marketing research, the ____ a decision is strategically to the organization, the ____ likely that research will be undertaken. a.less risky; less b.more important; more c.more important; less d.less risky; more

b. more important; more

Wal-Mart transmits information electronically each day to Wrangler jeans about unit sales of this product in its retail outlets so that Wrangler can replenish Wal-Mart's inventory on an as-needed basis. What term describes this function? a.cookies b.EDI c.pull technology d.data transference

b.EDI

Facts or recorded measures of certain phenomena (things or events) are known as ____. a.data b.information c.market intelligence d.knowledge

a.data

All of the following are disadvantages of test-marketing EXCEPT? a.time b.cost c.loss of secrecy d.real world setting

d.real world setting

Caroline is participating in an experimental study in which she is taking an herbal supplement and the researcher measures her perceived energy levels for several weeks. Although she doesn't know it, the supplement she is given in the study does not contain the herb of interest. However, Caroline feels as though she has more energy than before, and she attributes it to the herbal supplement. This effect is called a(n) ____ a.maturation effect b.false positive c.counterbalancing effect d.placebo effect

d.placebo effect

A researcher can equally distribute the effects of extraneous variables to all conditions in an experiment by using ____ a.confounding b.split sampling c.repeated measures d.randomization

d.randomization

____________ is an effort that involves allowing other firms real-time access to otherwise proprietary data within the enterprise.

open-source innovation

When an organization uses powerful computers to try to discover patterns of customer relationships for its products, this is known as ____________.

data mining

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? a.conversion transaction rate (CTR) b.page views c.cost per click (CPC) d.click-through rate (CTR)

d.click-through rate (CTR)

Jennifer is a member of the American Marketing Association. They provide a code of conduct when involved in business behavior for their members. This is an example of ________ a.moral relativism b.moral idealism c.marketing idealism d.marketing ethics

d.marketing ethics

John was called by a market researcher and asked a few questions about his television viewing habits. The researcher then asked him to go to a Web site to complete a more comprehensive survey. This type of study that employs a combination of survey methods is called a ____ a.two-stage survey b.pre- and posttest c.multi-media survey d.mixed-mode survey

d.mixed-mode survey

Which type of research attempts to determine the critical attributes of the product that consumers use to perceive the value of the product? a.product research b.distribution research c.promotion research d.pricing research

d.pricing research

Which type of bias occurs when respondents tend to answer questions with a certain slant? a.interviewer bias b.self-selection bias c.self-preservation bias d.response bias

d.response bias

Measuring the distance visitors stand from a painting in a Van Gogh exhibit at the St. Louis Art Museum is an example of what type of observation? a.verbal behavior b.temporal patterns c.expressive behavior d.spatial relations

d.spatial relations

Many research companies have a(n) ____ that carefully reviews a proposed research design to try to ensure that no harm can come to any research participant. a.human subjects review committee b.experimental design review committee c.ethical research review committee d.confidentiality review committee

a.human subjects review committee

John is using analytical tools to measure relevant data in order to better understand his company's marketing performance. This is called ________. a.marketing analytics b.data technology c.database mining d.web tracking

a.marketing analytics

Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called ____. a.quantitative marketing research b.qualitative marketing research c.extensive marketing research d.grounded marketing research

a.quantitative marketing research

The degree to which all information collected in a questionnaire addresses a research question that will help the decision maker address the current marketing problem is the extent to which the questionnaire is ____. a.relevant b.accuracy c.frequency d.counterbalanced

a.relevant

One disadvantage of secondary data is that ____. a.the user has no control over their reliability and validity b.the data cannot be converted c.it typically requires additional access to research respondents d.it takes more time to collect than primary data

a.the user has no control over their reliability and validity

Data collected in an open data partnership is ____. a.available only to the researchers gathering the information b.available to the consumers from whom researchers gather the information c.made publicly available on the Internet d.sold to the consumers from whom researchers gather the information

b.available to the consumers from whom researchers gather the information

Which experimental design involves manipulating a single independent variable to observe its effect on a single dependent variable? a.primary experimental design b.basic experimental design c.factorial experimental design d.counterbalanced experimental design

b.basic experimental design

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? a.grounded theory b.phenomenology c.ethnography d.case study

b.phenomenology

All of the following are typically advantages of Internet survey research EXCEPT that it is ____ a.relatively low in cost b.representative of the population c.efficient in gathering large amounts of data d.accurate means of collecting information

b.representative of the population

Do-not-call legislation does NOT restrict ____. a.telemarketing calls to consumers with unlisted numbers b.telemarketing calls to consumers who register with a no-call list c.business calls to new customers d.survey calls from non-profit organizations

b.telemarketing calls to consumers who register with a no-call list

All of the following are common reasons why secondary data do not adequately satisfy research needs EXCEPT ____. a.outdated information b.too expensive c.variation in definition of terms d.different units of measurement

b.too expensive