MKTG351-GMU-Test1-Ch1-Ch5

Simulated test markets:

- provide protection from competitors - are good for assessing trial and repeat purchase behavior - are good for spotting weak products

Which of the following is a main reason for always using the primary source of secondary data?

- the primary source typically describes the process of data collection and analysis, while secondary sources typically do not. - secondary sources typically change units of measurement - primary sources are usually more accurate and complete

Which of the following is a limitation of individual depth interviews?

- typically much more expensive than groups - generally do not get the same degree of client involvement - physically exhausting for moderator, so it is difficult to cover as much ground in one day as it is with groups

Research problems might arise from:

- unanticipated change in the marketing environment - a firm's planned change of a marketing variable - customer complaint letters and salepeople's reports

Which of the following types of primary data can be measured by obersvation?

gender & present behavior

Which of the following is FALSE?

marketing research as an organizational function was adopted by most firms when they could no longer satisfy demand for their products

Which of the following is an example of the observation method of collecting primary data?

recording the amount of time a shopper stops in front of a point-of-purchase display

The amount of time the respondent deliberates before answering a question is called ___________________.

response latency

A difficulty inherent in the focus group research technique is:

results are often hard to interpret

Which of the following might NOT be considered a benefit of using secondary data?

secondary data fit the the problem under investigation better

A source of secondary data that presents data, often in abstracted form, secured from the originator of the data is known as a(n):

secondary source

which of the following is NOT an example of data collected by communication?

supermarket scanner data

Which of the following is FALSE?

test marketing is limited to determining the sales potential of a new product

Which of the following is TRUE?

the decision problem focuses on the problem or opportunity from the manager's perspective while the research problem focuses on the problem as viewed by the researcher

A causal research design is typically concerned with:

the determination of cause-and-effect relationships

The major emphasis in exploratory research is on:

the discovery of ideas and insights

The standard test market plays a vital role when:

- a firm wishes to test its ability to actually sell to the trade and get distribution for the product. - the capital investment is large - the firm is entering a new territory

Serendipity, or chance ideas, as a source of marketing research problems, might arise from:

- customer complaint letters - salesperson's call reports - comments in trade publications - customer calls to assistance centers

benefits of focus groups include:

- ideas that can "drop out of the blue" - snowballing ideas - more spontaneous responses than in one-on-one interviews

Secondary sources are not recommended for secondary data collection because:

- it is difficult to determine the quality of the data - primary sources are typically more accurate - errors in the transcription may have occurred - secondary sources are often incomplete

Which of the following is true about primary data?

- motive may refer to any inner state that channels behavior toward goals - general advantage of the questionnaire approach over the observational approach is its versatility or wide scope - a person's intention refers to her anticipated or planned future behavior

Which of the following is (are) secondary source(s) of secondary data?

A table showing "Prestige Ratings of Occupations in the US" published in a textbook but extracted from research monograph

Which of the following is FALSE?

Although secondary data provides a good starting point for a research project, it will always be necessary to collect primary data at some point

Which of the following does not constitute an advantage of secondary sources of information?

Complete fit with the problem

Observational research is often considered the best method of generating valid data as this method is completely error free

False

One of the advantages of the observation technique is that, unlike the communication technique, it captures the past and the future intentions of the consumer

False

Surveying viewers or even having them keep detailed diaries is far more reliable at measuring viewing behavior compared with people meters

False

Which of the following are examples of secondary data (as contrasted with primary data)?

Housing data (tenure, race of occupants, year built, etc.) as reported in the Journal of Marketing and later used by a researcher working on a project for a construction company

Which of the following is FALSE?

In general, the single most productive source document of external secondary data is the sales invoice

Which research design(s) is (are) typically guided by an initial hypothesis?

descriptive & causal

Disguised observation is a more accurate way of recording consumer behavior than undisguised observation

True

In the voice-pitch analysis method of observation, the more the voice pitch differs from the respondent's normal pitch, the greater the emotional intensity of the consumer's reaction to an advertisement.

True

Which of the following is NOT a demographic or socioeconomic characteristic?

a feeling toward a brand

Which of the following is an example of the communication method of obtaining data?

a researcher measures consumer attitudes by means of subjects' responses to a questionnaire

Which of the following is FALSE?

a study to gauge the properties of a material for its suitability to manufacture a particular product is market research

Which of the following is NOT an advantage of the communication method in comparison to the observation method of data collection?

accuracy

A research request agreement includes all of the following items EXCEPT:

an analysis of the results of the research process

________________ refers to an individual's overall evaluation of something

attitude

The basic rule that should be followed by all researchers when beginning the data collection process is to:

begin with secondary data, and then proceed if necessary to collect primary data

Scanner data are probably the most common type of _______________ data.

behavioral

Which of the following is FALSE?

benchmarking is more useful for learning about new products than existing products

An automobile dealer in Houston, after a very cold winter, found himself with a very large inventory. He experimented with offering a free trip to New York with every car sold. He recorded sales after the promotion. This is an example of:

casual research

A marketing professor uses his students as subjects in a blind taste test in order to test the hypotheses that there is a significant difference between three brands of gourmet coffee. He is trying to enhance and extend an existing academic model of consumer choice that is widely used in consumer behavior. This is an example of ___ research.

causal

Using different ads in different geographic areas and investigating which ad generated the highest sales is an example of ___ research design.

causal

One key to effectively using prior marketing research projects as secondary data sources is:

combining key learnings on related topics in order to arrive at synergistic learnings

The descriptive study:

concerned with determining the frequency with which something occurs

One-time survey of golfers and asked about their attitudes. This is an example of:

cross-sectional study

Once of the research problem is defined and clearly specified:

data collection takes place

The main purpose of marketing research brought about by planned change is to:

decide how to implement the change

A common use of demographic and socioeconomic data in marketing is:

delineating market segments

Proctor & Gamble, the manufacturer of Olay skin lotion, has traditionally targeted women over 30 years of age. This is an example of:

demographic segmentation

If we were measuring customers age, income, gender, education, occupation, marital status, etc. we would be measuring

demographic/socioeconomic characteristics

The management of Green Thumb Lawn Services is concerned about their choice of advertising media in the Houston area. They aren't sure if advertising is placed in the Houston Chronicle is reaching their target market. A research project is launched with the objective of determining the relationship between newspaper readership and use of Green Thumb's services. What type of research design is most appropriate for this project?

descriptive research

As VP of Marketing for a major pharmaceutical company, each year, you have to determine the projected sales for each of the sales territories for the next calendar year. Every year, you contact your sales managers and send them each a questionnaire to be completed. This is primarily a(n):

descriptive study

A Mexican restaurant owner often visits competitor's restaurants in order to gather visual information about menu selections, prices, ambiance, and service quality to benchmark against. What type of research is the owner performing?

exploratory

A literature search is a type of ___.

exploratory research

The manager of Capitol Brewing Inc. states that he is very concerned with the continuing decline in sales of the company's major product, a dark lager. The manager has asked for your assistance in finding the reasons for the sales decline. The most appropriate way to begin would be with:

exploratory research

The "analysis of selected cases" technique is an example of which type of research design?

exploratory research design

Which of the following is FALSE?

exploratory research investigates hypothesis

Experimentation conducted in a realistic environment is called a:

field experiment

The main purpose of discovery-oriented marketing research is to:

find out what is happening and why

The first step in searching for published sources of secondary data is to:

identify what you know and what you wish to know about your topic

Analysis of selected cases refers to:

intensive study of selected examples of the phenomenon of interest

A person's _________________ refer to the individual's anticipated or planned future behavior

intentions

Which of the following is a lifestyle characteristic?

interests

The descriptive study:

is concerned with determining the frequency with which something occurs.

The two types of experiments that can be distinguished are:

laboratory and field

Frito-Lay's division of snackers into two categories was based on the:

lifestyle analysis of the consumers

"We will use a carefully selected sample, selection based on household size, income level, ethnicity, education, and television viewing patterns. We are also concerned with the stability and repeated availability of the same participants over a few years so that we can conduct further studies using the same sample." This statement best describes the sample used in the ___ type of descriptive research design?

longitudinal study

Which of the following is TRUE?

many managers cannot clearly and precisely state the nature of the decision problem they want investigated

Which of the following is an advantage of the observational method of the communication method of gathering primary data?

objectivity

The use of supermarket scanners to find out which particular brand of baseball bats is bought by individuals in a particular age category can be termed as an instance of collecting information by ______________.

observation

A method of data collection in which the situation of interest is watched and the relevant facts, actions, or behaviors are recorded is called:

observations

Secondary data rarely fit perfectly the researcher's particular problem. The most important reason for the lack of fit is (are):

out-of-date statistics, differences in units of measurement, differences in class boundaries

The best predictor of future behavior is usually _________________.

past behavior

The two fundamental sources of marketing research problems are:

planned change and unplanned change

The distinction between primary and secondary data is defined by the:

purpose of the investigation

Which of the following is FALSE?

serendipity is synonymous with planned change

S.C Johnson has developed "Pledge wipes", an ingenious twist on their widely available wood cleaner Pledge. The marketing manager wishes to test market the new product, but he is hesitant to do so because other manufacturers of home cleaning products could easily duplicate SC Johnson's modification. He opts for test marketing by showing some consumers the new wipes and asking them to the the product's features. This is a(n):

simulated test market

A claimed advantage of the focus group interview is an interaction effect where a comment by one individual often triggers a chain of responses from the other participants. This is known as:

snowballing

Mrs. Fields Cookie Company had decided to test market a new brand of cookies. A major question the company hopes to answer with the test market project concerns customer acceptance of the product. Which method of test marketing would be most appropriate if it decides to distribute its new cookies through its normal channel of distribution?

standard test market

Bob's Cookie Company has decided to test market their new sugarless chocolate chip cookie. A major question the company hopes to answer with the test market project concerns distributor acceptance of this product. Which method of test marketing would be most appropriate in this situation?

standard test marketing

____________________ observation applies when the research problem has been defined precisely enough so that one can specify the behaviors to be observed as well as the categories used to record and analyze the situation

structured

Which of the following is FALSE?

the principal task of marketing research is to increase profit.

In a controlled test market all of the following are true, EXCEPT:

the product is distributed through normal distribution channels

Which of the following is TRUE?

the researcher should attempt to gather secondary data before initiating a search for primary data

In general, the one most productive source of internal secondary data for marketing research problems is:

the sales invoice

Which of the following phases of the information-management process is NOT part of the marketing research process?

the use of the analyzed information

The most important advantage(s) of secondary data is(are) that:

there could be possible cost and time savings

In which of the following situations would a discontinuous/omnibus panel be the most appropriate?

to determine how consumers feel about two different product package by varying panel questions from one panel measurement to the next

Personality refers to the:

traits and mannerisms of an individual

Which of the following statements is FALSE?

under normal circumstances, poor problem formulation can be rescued by more sophisticated statistical analyses

___________________ observation is more likely to be used in exploratory research than in descriptive or causal research

unstructured

The ability of a data collection technique to provide many types of primary data is known as _______________.

versatility

The ability of a data collection technique to provide many types of primary data is known as:

versatility

The process of tracking behavioral information via the Web is called:

web analytics