Tariq Marketing Research Final
Which type of panel asks panel members the same questions on each panel measurement? a. Continuous panels b. Discontinuous panels c. Multivariate panels d. Variable panels
a. Continuous panels
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: a. Experience research. b. Exploratory research. c. Descriptive research. d. Causal research.
a. Experience research.
What is the type of study in which one or more independent variables are manipulated to see how one or more dependent variables are affected, while also controlling the effects of additional extraneous variables? a. Experimental research study b. A procedural study c. Hypothetical research study d. An observational study
a. Experimental research study
The term "research design" refers to the research approach used to meet the research objectives. Three widely recognized research designs are: a. Exploratory, descriptive, and causal. b. Exploratory, structured, and causal. c. Descriptive, casual, and exploratory. d. Formal research, descriptive, and causal.
a. Exploratory, descriptive, and causal.
Applying marketing research to a specific geographical marketing area is referred to as: a. Market research. b. Geocentric research. c. Geographical zone research. d. Area marketing research.
a. Market research.
Data that are gathered without overt questioning or other types of interactions with consumers have become a new and valuable source of information. This type of data are called: a. Passive data. b. Interactive data. c. Social media data. d. Panel data.
a. Passive data.
________ is the process of searching for and interpreting existing information relevant to the research topic. a. Secondary data analysis b. Analytical data analysis c. Primary data analysis d. Interpretative data analysis
a. Secondary data analysis
Data referring to information that is developed or gathered by the researcher specifically for the research project at hand is called: a. Secondary data. b. Primary data. c. Proprietary data. d. Big data.
a. Secondary data.
According to the American Marketing Association (AMA), what is the function of marketing research? a. To link the consumer to the marketer b. To link consumers and customers c. To link consumers, customers, and markets d. To link the marketer to global markets
a. To link the consumer to the marketer
Which of the following is NOT a major source of online information allowing marketers to explore the many different types of research firms that operate worldwide? a. <i>Thomas Register®</i> b. <i>BlueBook</i> c. <i>Quirk's Researcher SourceBook™</i> d. <i>GreenBook</i>
b. <i>BlueBook</i>
What is the pre-designation of some quantity of a measured attribute or characteristic that must be achieved for a predetermined action to take place? a. Characteristic standard b. Action standard c. Achievement standard d. Attribute standard
b. Action standard
Online focus groups have the following advantages over traditional focus groups EXCEPT for which of the following? a. No physical setup necessary b. Body language visible and apparent c. Participants can be in different geographic locations d. Transcripts captured in real time
b. Body language visible and apparent
An incident of adulterated milk in China in 2008 that led to the death of six infants and the illness of hundreds of thousands of other babies has been studied to prevent other disasters from occurring through supply chain management. What type of research technique does this describe? a. Descriptive research b. Case analysis c. Experience research d. Exploratory analysis
b. Case analysis
________ is an example of internal secondary data. a. U.S. census data b. Corporate sales data c. Sales tax data d. Online information database
b. Corporate sales data
Which of the following is NOT an example of secondary data? a. Export data b. Data from a custom survey c. Economic trends data d. Census data
b. Data from a custom survey
Self-administered surveys have several important advantages. Which of the following is NOT one of these important advantages? a. Reduced interview evaluation apprehension b. Enhanced monitoring ability c. Respondent control d. Reduced cost
b. Enhanced monitoring ability
Researchers need to use multiple methods of evaluating secondary data. Which one of the following is NOT a method of evaluating secondary data? a. Evaluate how the information was gathered b. Evaluate the availability of the data c. Evaluate the source of collection of the data d. Evaluate the purpose of the study
b. Evaluate the availability of the data
When a data collection person willfully violates the data collection requirements set forth by the researcher, it is known as: a. Unintentional respondent error. b. Intentional fieldworker error. c. Unintentional fieldworker error. d. Intentional respondent error.
b. Intentional fieldworker error.
The two basic types of studies categorized as descriptive research include: a. Case analysis and experiments. b. Longitudinal studies and cross-sectional studies. c. Focus groups and case analysis. d. Longitudinal studies and case analysis.
b. Longitudinal studies and cross-sectional studies.
Which of the MIS systems uses both informal and formal information-gathering procedures? Informal information-gathering procedures involve activities such as scanning newspapers, magazines, and trade publications. a. External environment reports system b. Marketing intelligence system c. Consumer information support system d. Internal reports system
b. Marketing intelligence system
General Motors did research on what became the minivan-a small van suitable for families. The research did not convince them to produce it. Later, Chrysler introduced the Dodge Caravan and Plymouth Voyager minivans, which turned out to be among the most successful models in automotive history. This example most closely demonstrates that: a. Marketing research is not as reliable as management's intuition. b. Marketing research does not always provide management with the right answer. c. Management should question the methods used to conduct product market research. d. Marketing research does not provide correct answers most of the time.
b. Marketing research does not always provide management with the right answer.
________ involves the study of an individual's involuntary responses to marketing stimuli, including eye movement, heart rate, skin conductance, breathing, brain activity (using functional magnetic resonance imaging [fMRI]), and brain waves (electroencephalography [EEG]). a. Stimulus marketing b. Neuromarketing c. Neuroscience d. CerebroMarketing
b. Neuromarketing
Firms sometimes hire an outside marketing research company to conduct its research. This is referred to as: a. In-house research. b. Supply-side research. c. Client-side research. d. Do-it-yourself research.
b. Supply-side research.
Ethnographic research, an approach borrowed from anthropology, is defined as a detailed, ________ of a group and its behavior, characteristics, and culture. a. longitudinal study b. descriptive study c. cross-sectional study d. academic study
b. descriptive study
Packaged services provide each client with: a. Data provided periodically. b. Data collected in a standard format. c. A marketing research process that is used to generate information. d. Data from a common database.
c. A marketing research process that is used to generate information.
________ is the person recognized as the "Father of Marketing Research." He is given credit for conducting the first continuous and organized market research a. Jed Bartlet b. C. J. Craig c. Charles Coolidge Parlin d. Charlie Young
c. Charles Coolidge Parlin
________ is the operation in which the identification of code values are associated with the possible responses for each question on the questionnaire. a. Data code entry b. Dataset entry c. Data coding d. Data analysis
c. Data coding
Collected data that may be accessed and analyzed using tools and techniques that assist managers in decision-making is the: a. Consumer information support system. b. Marketing research system. c. Decision support system. d. Marketing intelligence system.
c. Decision support system.
A new use for a product is identified on social media, or those in a target market would like to have a service delivered to their doors. These would be examples of: a. Identification of a target market. b. Identification of a market. c. Identification of an opportunity. d. Identification of an alternative product.
c. Identification of an opportunity.
The best system that can tell a manager a great deal of information about what has happened in the past is the: a. Marketing intelligence system. b. Decision support system. c. Internal reporting system. d Marketing research system.
c. Internal reporting system.
Which of the following does NOT represent criteria useful for selecting test-market cities? a. Representativeness b. Ability to control distribution and promotion c. Major U.S. market d. Degree of isolation
c. Major U.S. market
Maritz Research's New Vehicle Customer Study includes data collected over several years, and in recent years it has studied hybrids. Its market analysts know why drivers purchase hybrids, what makes them satisfied, what their expectations are for gas mileage, and preferences for alternative fuels. The main use of this type of research would be related to: a. Distribution research. b. Promotion research. c. Product research. d. Pricing research.
c. Product research.
Factors such as people who are busy or have no interest in the survey, who are turned off by the interviewer's voice or approach, or who feel a topic may be overly sensitive result in: a. Respondent cheating. b. Respondent omissions. c. Respondent refusals to participate. d. Respondent break-offs.
c. Respondent refusals to participate.
Data that have been gathered by another source other than the researcher or for some other purpose than the research project is: a. Proprietary data. b. Published data. c. Secondary data. d. Primary data.
c. Secondary data.
Sometimes problems arise for which marketing research is not the best solution. Which of the following is NOT one of the major reasons that marketing research may not be the best solution? a. The information is already available b. The timing is wrong to conduct marketing research c. The company has revenue d. Costs outweigh the value of the marketing research
c. The company has revenue
To evaluate decision alternatives, managers must speculate as to the consequences of selecting each alternative. This process is called: a. Selecting an action. b. Planning actions. c. Weighing the alternatives. d. Choosing an alternative.
c. Weighing the alternatives.
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. a. case study analysis research b. experience research c. exploratory research d. descriptive research
c. exploratory research
The purpose of ________ is to determine the presence of "bad" respondents and to throw out the ones with severe problems. a. examination of correct answers b. examination of incorrect answers c. raw data inspection d. valid data inspection d. valid data inspection
c. raw data inspection
Over and above the expense associated with person-administered surveys, there are other disadvantages. Which of the following is NOT a disadvantage of person-administered surveys? a. Human error b. Interview evaluation c. Slow speed d. Adaptability
d. Adaptability
Which of the following does NOT represent an advantage of test marketing? a. Test marketing mix variable in a field setting b. Assists with sales forecasting c. Test product acceptability d. Competition can run a simultaneous field test
d. Competition can run a simultaneous field test
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? a. Exploratory research b. Case study analysis c. Causal research d. Descriptive research
d. Descriptive research
To successfully minimize product and service failures companies should: a. Develop better project management systems. b. Motivate employees to reduce high failure rates. c. Focus on defining the best set of product dimensions to match core competencies. d. Determine how to create, communicate, and deliver value by "hearing the voice" of the consumer.
d. Determine how to create, communicate, and deliver value by "hearing the voice" of the consumer.
The difference between basic research and applied research is that applied research is conducted to: a. Understand the basic desires and motives of consumers. b. Expand our knowledge, rather than solve a specific problem. c. Determine the most basic desired features in new products. d. Expand our knowledge to solve a specific problem.
d. Expand our knowledge to solve a specific problem.
A retailer may experience a decrease in sales over previous periods, a website begins losing traffic, or an advertising campaign does not reach its expected level of awareness. These situations are examples of: a. Failure to perform marketing planning. b. Failure to meet sales targets. c. Failure to perform marketing research. d. Failure to meet objectives.
d. Failure to meet objectives.
What does "frugging" refer to? a. Selling under the guise of a survey b. Collecting data through telephone interviews c. Surveying under the guise of selling d. Fundraising under the guise of a survey
d. Fundraising under the guise of a survey
________ designs are used to test hypotheses or measure the reaction of one variable to a change in another variable. a. More expensive b. More informal c. Less expensive d. More formal
d. More formal
There are some disadvantages associated with secondary data. Which of the following is NOT listed in the text as a disadvantage? a. Data are often reported in incompatible reporting units. b. Measurement units do not match researchers' needs. c. Class definitions are incompatible with the researchers' needs. d. Source and origin of data are not identified.
d. Source and origin of data are not identified.
Which of the following concerns internal validity? a. The measurement of extraneous variables that is internal to the experimental setting itself b. The representativeness of the sample test units c. The extent that the observed relationship between the independent variable and the dependent variable is generalizable to the real world d. The extent to which the change in the dependent variable was actually due to the independent variable
d. The extent to which the change in the dependent variable was actually due to the independent variable
Panel companies claim to provide samples of very specific ________ by inviting only those panel members who qualify on specific criteria to participate in any given survey. a. businesses b. non-consumer types c. interviewers d. consumer types
d. consumer types
A ________ is a structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. a. customer relationship management system b. sales information management system c. marketing relationship management system d. marketing information system
d. marketing information system
