Quiz 3
Which type of panel asks panel members the same questions on each panel measurement?
Continuous
The advantage of mobile ethnography is that it can ________ that a researcher might miss, with respondents viewed as the experts of their own lives.
uncover authentic behavior and feelings
Packaged services provide each client with:
A marketing research process that is used to generate information.
Which of the following statements reflect a potential disadvantage of using a simulated test market?
A simulated test market is not as accurate as full-scale test marketing.
Showing a line drawing of a situation in which one of the characters is making a statement, and asking the participant how the other character in the drawing would respond is using which type of projective technique?
Cartoon or balloon test
An outside research firm guarantees distribution of a product that pre-specified types and numbers of distributors. This is an example of what type of test market?
Controlled test markets
The types of descriptive research study that measure a population at only one point in time is:
Cross-sectional studies.
Like syndicated data, packaged information has several advantages. Of the following, which is NOT a key advantage of packaged information?
Customization of various portions of the project
Knowledge of research design is important in:
Developing the research for the corporate strategic plan.
Which type of panel varies questions from one panel measurement to the next?
Discontinuous panels
Professors Kotler and Keller describe several ways companies use their databases as part of data mining. Of the following, which is NOT a way companies primarily use their databases?
Discover illegal customer activities
Researchers need to use multiple methods of evaluating secondary data. Which one of the following is NOT a method of evaluating secondary data?
Evaluate the availability of the data
The use of social media data for marketing research also has quite a few disadvantages. Which of the following is NOT considered one of those disadvantages?
Even though much of the material on social media is shallow or useless, it is always relevant
________ is flexible in that it allows the researcher to investigate whatever sources he or she identifies and to the extent he or she feels is necessary to gain an understanding of the problem at hand.
Exploratory
Research design types include:
Exploratory, descriptive, and causal.
A "mystery shopper" who is hired by a retail store chain to record and report on sales clerks' assistance and courtesy uses overt observation.
False
A company providing a packaged service usually knows the idiosyncrasies of a particular industry; therefore, there is less of a burden on the client to ensure that the packaged service fits the intended situation.
False
A researcher has no legal or ethical issues or obligation to notify a client when designing a study in which data are collected for multiple clients.
False
Commercial firms, government agencies, or community service organizations conducting surveys, recording transactions, or conducting business activities are creating a written records of activities. This type of data represents primary data.
False
Companies use their external databases for purposes of direct marketing and to strengthen relationships with customers, which is referred to as customer relationship marketing (CRM).
False
Data translation software helps managers make sense out of seemingly senseless masses of information contained in databases.
False
Descriptive research allows the researcher to define the problem more precisely and to generate hypotheses for the upcoming study.
False
Ethnographic research is a term borrowed from archaeology to describe a detailed, descriptive study of a group and its behavior, characteristics, culture, and so on.
False
Every problem and research objective may not be unique. There are not usually enough similarities among problems and objectives to allow researchers to make some decisions in advance about the best research design to use to resolve the problem.
False
Exploratory research does not allow the researcher to investigate whatever sources he or she identifies to gain an understanding of the problem at hand.
False
Firms are interested in using data from discontinuous panels because they can gain insight into changes in consumers' attitudes and behaviors.
False
Given the large amounts of data available, researchers need to be more tactical than strategic about their use.
False
It is generally believed that the best focus groups are composed of participants who share heterogeneous characteristics.
False
Marketing research online communities allow unique perspectives of consumers' lives by providing live examples of how social influences work and allowing researchers a greater understanding of community dynamics.
False
Mobile ethnography can be especially useful for documenting public behavior, such as waking up in the morning or administrating medical treatments.
False
People cannot recall accurately how many times they looked at their wristwatch while waiting in a long line to buy a ticket to a best-selling movie or which brands of cookies they looked at while grocery shopping. This is an example of public behavior observation.
False
Quantitative research uses undetermined structured questions with undetermined structured response options. It is also normally characterized by undetermined samples sizes.
False
Syndicated data are a form of external primary data that are supplied from a common database to subscribers for a long-term service fee.
False
The choice of the most appropriate design depends largely on the objectives, the budget, and client preferences associated with the research.
False
The disadvantages of marketing research online communities are that they are relatively expensive and cannot be assembled quickly.
False
Unlike the U.S. Census, the American Community Survey does not benefit from "high marks" of reliability.
False
Unstructured, informal research that is undertaken to gain background information about the general nature of the research problem is called causal research.
False
When considering the use of geodemographic information, researchers should be aware that it is limited to only pre-defined geographical boundaries such as cities, counties, or state definitions.
False
Wearables turn people into walking, talking trails of data. The generated data from wearables can be particularly valuable to which industry?
Healthcare and fitness industries
A motion-sensitive camera might be placed in people's kitchens to observe the behavior of family members as they inspect the contents of their refrigerator, prepare breakfast, unpack groceries, and conduct the many other routine activities that occur in kitchens. This is an example of:
In situ observational research.
Level of advertising expenditure, type of advertising appeal (humor, prestige), display location, placement of website ads, method of compensating salespersons, price, and type of product are examples of:
Independent variables.
When a sales manager examines records of sales calls to determine how frequently salespeople make cold calls, he or she is using what type of observational research?
Indirect
Which of the following is NOT one of the four general ways of organizing observations?
Mandatory versus voluntary
The Arizona Republic newspaper has used online focus groups for brainstorming, and the outcomes of these sessions are then used to devise online surveys. This is an example of:
Mixed methods research.
________ is the name for the ethnographic study of online activities.
Netnography
Techniques in which phenomena of interest involving people, objects, and/or activities are systematically observed and documented is:
Observational research
Geodemographics is the term used to describe the classification of geographic areas in terms of the socioeconomic characteristics of their inhabitants. The term geodemographics is associated with what type of research application?
Packaged information
Manufacturers interested in prevailing attitudes about pollution and government regulation would be an application of what type of research?
Packaged information research
________ are information that is collected without overt consumer activity.
Passive data
Exploratory research is unstructured research, which means it does not have a:
Predetermined set of procedures.
With a sentence-completion test, respondents are given incomplete sentences and asked to complete them in their own words. This is used as part of what type of qualitative technique?
Projective techniques
________ involve situations in which participants are placed in simulated activities in the hopes that they will divulge things about themselves that they might not reveal under direct questioning.
Projective techniques
What type of qualitative method involves placing a person in a decision-making situation and asks him or her to verbalize everything he or she considers when making a decision?
Protocol analysis
Executives often use trade journals and industry publications as sources of information for innovation, trends, and news about customers, potential customers, competitors, and more. This is form of:
Qualitative data analysis.
What are the focus group company principals often referred to as?
Qualitative research consultants
The purpose of ________ research is specific and is used when the manager and researcher have agreed on the precise information that is needed.
Quantitative
Research involving the administration of a set of structured questions with predetermined response options to a large number of respondents is:
Quantitative research.
What objective would a company have by using a focus group to refresh the marketing team's understanding of what customers really feel or think about a product or service?
Reveal consumer needs, motives, perceptions, and attitudes
Which of the following is NOT an example of external secondary data?
Salesforce.com sales data
________ is the process of searching for and interpreting existing information relevant to the research topic.
Secondary data analysis
There are several distinct advantages of using secondary data. Which is NOT an advantage?
Secondary data may be obtained in any form desired.
Research design should be:
Selected after thoroughly considering the problem and research objectives.
________ is the ratio of positive to negative comments posted about products and brands on the web.
Sentiment
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
There are some disadvantages associated with secondary data. Which of the following is NOT listed in the text as a disadvantage?
Source and origin of data are not identified.
Syndicated data has several advantages. Of the following, which is NOT a key advantage of syndicated data?
The client has control over which data are to be collected.
Why is the ACS a major secondary data resource for marketing researchers?
The data have the U.S. Census Bureau's "high marks" for reliable data and<i> </i>will be current,
Online focus groups have the following disadvantages over traditional focus groups EXCEPT for which of the following?
Transcripts cannot be captured in real time
A database refers to a collection of data and information describing items of interest, and consists of records and subcomponents of fields.
True
Causal research should only be used when a fair amount is known about the problem and when looking for causal relationships among variables associated with the problem or research objectives.
True
Competitors get the opportunity to examine product prototypes and to see the planned marketing strategy for the new product via the test market.
True
Determining the sales potential for a new product or service is the only use of test markets.
True
Firms supplying syndicated data follow standard research formats that enable them to collect the same data over time.
True
Focus groups are a unique research method because they permit marketing managers to see and hear the market.
True
Focus groups represent a useful technique for gathering information from a limited sample of respondents.
True
In the marketing research industry, ethical issues may arise in the potential for researchers to take advantage of clients in the research design process including recommending a costlier design than needed.
True
Knowledge of research design is important in developing an appropriate study to approach a problem or opportunity.
True
Laboratory experiments allow the researcher to control the effects of extraneous variables, which is the primary advantage of laboratory experiments.
True
Laboratory experiments are desirable when the intent of the experiment is to achieve high levels of internal validity.
True
Micromarketing employs a differentiated marketing mix for specific customer segments, sometimes fine-tuned for the individual shopper.
True
Midas improved its service quality by having customers make videos of themselves as they made car service appointments. This is an example of using in situ observation.
True
Mobile ethnography is sometimes called mobile qualitative, or simply mobile qual.
True
Netnography is used to examine the online interactions of individuals and communities on the Internet, as well as the relationships between people and electronics.
True
Neuromarketing is the study of an individual's involuntary responses to marketing stimuli, including eye movement, heart rate, and skin conductance, breathing, and brain activity.
True
Packaged information is a special form of secondary data and consists of two broad classes, which include syndicated data and packaged services.
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
Projective techniques are appropriate in situations in which the researcher is convinced that respondents will be unable or unwilling to relate their true opinions.
True
Proper management of big data has the potential to increase productivity for companies significantly.
True
Secondary information is widespread and readily available; analyzing secondary data is almost always an important part of a marketing research project.
True
Social media platforms provide one of the best means to trace trends and track big themes including fears and aspirations that influence consumers
True
Studies may claim to provide information on a specific subject but, in fact, measure something quite different.
True
Test marketing allows for the most accurate method of forecasting future sales, and it allows firms the opportunity to pretest marketing-mix variables.
True
The American Community Survey is designed to help update Decennial Census data by collecting information on a small percentage of the population in all counties, American Indian Areas, Alaska Native Areas, and Hawaiian Home Lands on a rotating basis using a sample.
True
The term packaged services refers to a prepackaged marketing research process that is used to generate information for a particular user.
True
The type of research characterized by collecting, analyzing, and interpreting data by observing what people do or say is qualitative research.
True
There are common categories of objectives. One of these includes gaining background information and developing hypotheses.
True
Types of indirect observations include archives and physical traces.
True
Types of neuromarketing include neuroimaging, eye tracking, and facial coding.
True
toward private brands versus national brands, the quality of products made in America and elsewhere, and claims of health benefits. Data purchased for this purpose would be an application of " packaged information ".
True
Nielsen Media Research uses a device that is attached to a television set to record when and to what station a set is tuned. The type of observational research that this represents is:
Unstructured observational research.
Smartglasses (e.g., Google Glass), fitness trackers (e.g., Fitbit), and smart watches (e.g., Apple Watch) are examples of what?
Wearable technologies
If ________ is at hand, research that is representative of some population and that has some known margin of error (quantitative research) should be used.
a high-stakes decision
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
A focus group phase may be used to gain a feel for ________ that will ultimately generate standardized information from a representative sample.
a specific survey
Since research situations typically have at least some similarities to a past situation, executives may use ________ to review available information about one or more former situations to gain understanding of a current research problem with similar characteristics.
case analysis
When conducting ________, "if-then" statements become a researcher's way of manipulating variables of interest.
causal research
Brand-switching studies can be invaluable to brand managers because ________ that show changes in market shares between several brands can be misleading.
cross-sectional studies
Focus groups are one of the most widely used ________ methods to gain greater understanding of a current problem or to develop preliminary knowledge to guide in the design of descriptive or causal research.
exploratory research
When the research objective is to ________, focus groups may be an alternative.
explore and predict
One of the main advantages of online communities is that they are ________, allowing a wide variety of data to be collected, including posts, photos, and videos.
inexpensive and flexible
A popular and growing trend in marketing research is the use of ________ to gain insights, with about half of marketing research professionals in a 2014 survey claiming that their firm has used this research technique.
marketing research online communities
Instead of a client firm trying to "reinvent the wheel" by developing its own process for measuring customer satisfaction, the firm may elect to use a ________ to accomplish this aim.
packaged service
Any study that is conducted using an observational technique or unstructured questioning can be classified as ________, which is becoming increasingly popular in a number of research situations.
qualitative research
If Ray-Ban is developing a new "Astronaut" sunglasses model with superior ultraviolet-light filtration, space-age styling, and a cost of about $200, ________ might be used to fathom consumers' initial reactions.
role playing
In ________ no restriction is placed on what the observer notes. All behavior in the episode under study is monitored. The observer watches the situation and records what he or she deems interesting or relevant
unstructured observational research
In ________ no restriction is placed on what the observer notes. All behavior in the episode under study is monitored. The observer watches the situation and records what he or she deems interesting or relevant.
unstructured observational research
