Chapters 5,6,7,8

Theresa, the manager of the local coffee shop, goes through the annual process of estimating annual sales figures for the upcoming year by looking at the store's previous year's sales and market sales. In addition, Theresa looks at economic trends and predictions by experts within the industry. What is the process/tool called that Theresa uses to predict sales? a. Sales forecasting b. Google analytics c. Data mining d. Index of retail saturation

a. Sales forecasting

Vola Data Inc. collects syndicated databases consisting of a variety of variables such as media usage, lifestyle variables, and demographic characteristics. Researchers and other companies can purchase these data for research projects. What type of data is Vola Data Inc. is collecting? a. Single-source data b. Open-source data c. Market-based data d. Internal data

a. Single-source data

_____________ is one of the most impactful trends in recent times that is often analyzed with qualitative research tools. a. Social networking b. Software c. Ethics d. Word cloud

a. Social networking

Researchers can observe the amount of time consumers wait in line before complaining about a long wait time to employees at the store. Here, researchers often utilize timing devises to facilitate the observation. This type of observation is called ________. a. Temporal pattern b. Physical distribution c. Physical movement d. Physical objects

a. Temporal pattern

The primary barriers to scientific decisions are: a. Time, money, affect b. Patience, knowledge, personnel c. Money, time, personnel d. Knowledge, money, affect

a. Time, money, affect

Research can conduct observations without the participant's awareness of being observed. These observations are referred to as ________. a. Unobtrusive b. Contrived c. Visible d. Primary

a. Unobtrusive

To minimize respondent error, researchers should administer _________ observation. a. Unobtrusive, hidden b. Visible c. Unobtrusive, visible d. Primary

a. Unobtrusive, hidden

___________ is a relatively new physiological measurement technique that gauges emotional reactions as reflected in physiological changes in a person's voice. a. Voice-pitch analysis b. Magnetic resonance imaging c. Pupilometer d. Psychogalvanometer

a. Voice-pitch analysis

Researchers need to carefully consider if secondary data can be utilized in their research study to satisfy their research need because: a. diverging units of measurement might have been used. b. lack of variation in definition of terms across research study and secondary data. c. data could be new. d. validity of data might be easily verifiable.

a. diverging units of measurement might have been used.

Lauren is analyzing various tweets to determine if a specific content of communication is evident. She is looking at words that are emphasized or omitted with regard to consumers perception of fair trade coffee consumption. What type of observation research is Lauren conduction? a. Scanner-based consumer panel b. Content analysis c. Response latency d. Conversation volume

b. Content analysis

_________ is an observation in which the investigator creates an artificial environment in order to test a hypothesis. a. Hidden observation b. Contrived observation c. Direct observation d. Visible observation

b. Contrived observation

One essential step in collecting secondary data is to ensure reliability and validity in the dataset. Therefore, Miguel has been comparing various publicly available databases on automobile sales trends to identify similarities and differences in the secondary datasets. This process is known as ____________. a. Validity-checks b. Cross-checks c. Secondary-checks d. Reliability-checks

b. Cross-checks

A researcher can rely on a variety of sources for internal secondary data listed below EXCEPT: a. Product returns b. Customer complaints on Twitter c. Salespeople call reports d. Service records

b. Customer complaints on Twitter

Customer relationship management (CRM) systems are often utilized in _____________ since it focuses on developing one-to-one relationships by targeting specific customers with individualized promotions. a. Model building b. Database marketing c. Market tracking d. Data mining

b. Database marketing

A one-on-one interview between a professional researcher and a research respondent is also called ________. a. Conversation b. Depth interview c. Focus group interview d. Laddering

b. Depth interview

One main disadvantage associated with all physiological measures is: a. All devices have low calibration issues. b. Devices assume physiological reactions predict cognitive responses. c. Low costs of using devices. d. Possibility to work in natural settings with all of the devices.

b. Devices assume physiological reactions predict cognitive responses.

___________ search driven by an Internet type search engine that focuses on data within an organization's internal network. a. Open-source innovation b. Enterprise search c. Database marketing d. Proprietary search

b. Enterprise search

The major categories of qualitative research include all of the following EXCEPT: a. Ethnography b. Essays c. Grounded theory d. Phenomenology

b. Essays

_____________ represents ways of studying cultures through methods that involve becoming highly active within that culture. a. Phenomenology b. Ethnography c. Case studies d. Grounded theory

b. Ethnography

_________________ are facts observed, recorded, and stored by an entity outside of the researcher's organization. a. Enterprise data b. External data c. Internal data d. Proprietary data

b. External data

Some of the advantages associated with direct observation include all of the following EXCEPT: a. Can obtain data more quickly. b. High flexibility. c. Often data can be easily collected. d. Most straightforward form of data collection.

b. High flexibility.

This approach to collecting data captures the dynamic exchange of two-way communication and requires an active audience. a. Static survey approach b. Interactive survey approach c. Nonstatic survey approach d. Noninteractive survey approach

b. Interactive survey approach

A form of artificial intelligence in which a computer mimics the way human brains process information and make decisions referred to as _______________. a. Artificial intelligence b. Neural networks c. Market-based analysis d. Google analytics

b. Neural networks

Keith is completing an online survey that includes static questions about consumer attitude for a researcher in Europe. What survey approach did the researcher implement? a. Static survey approach b. Noninteractive survey approach c. Interactive survey approach d. Two-way survey approach

b. Noninteractive survey approach

Which of the following is TRUE about direct observations? a. Observer interjects into the situation when necessary. b. Observer is passively involved. c. Observer manipulates the situation. d. Observer controls the situation to create a desirable outcome.

b. Observer is passively involved.

In an effort to create more user friendly software for self-serve cash registers, a major supermarket chain has teamed up with various software and communication companies to share access to data. These different companies have created ____________. a. Database marketing b. Open-source innovation c. Enterprise search d. Proprietary data

b. Open-source innovation

Personal interviews have some disadvantages that researchers have to account for in research studies. All of the following are disadvantages associated with personal interviews EXCEPT: a. Lack of anonymity of respondent b. Participation rate c. Interviewer influence d. Expenses

b. Participation rate

In contrast to descriptive and causal research designs, exploratory research designs do not heavily rely on _____________ since it involves assigning numeric values in an ordered and meaningful way. a. Computational data b. Quantitative data c. Concept testing d. Qualitative data

b. Quantitative data

Researchers who conduct survey research recruit _____________ to answer interviewer questions. a. Researchees b. Respondents c. Surveyers d. Response person

b. Respondents

Frank is measuring how long it takes people to decide between two hotel room options to infer the strength of their preferences for one option over the other. What is Frank measuring? a. Observer bias b. Response latency c. Response lag d. Response bias

b. Response latency

When a researcher uses data in their research study that have been previously collected for some purpose other than the one at hand the research relies on ___________. a. Bargain data b. Secondary data c. Cross-checks d. Data transformation

b. Secondary data

When a researcher surveys customer satisfaction levels after hotel visits, usually consumers who had a very positive or a very negative experience at the hotel tend to complete the survey. What bias does that behavior describe? a. Acquiescence bias b. Self-selection bias c. Nonresponse bias d. Incomplete bias

b. Self-selection bias

Which of the answer choices is not one of the potential external secondary data sources researchers can draw from in their research studies? a. Government b. Service records c. Library d. Consumer data

b. Service records

Diverse types of data offered by a single company that tends to be integrated on the basis of a common variable such as geographic area or store is called _________. a. Cross-cultural data b. Single-source data c. Global-source data d. Proprietary data

b. Single-source data

Grounded theory is a qualitative research orientation that originated in ________. a. Philosophy b. Sociology c. Anthropology d. Business research

b. Sociology

Numerous advantages are associated with utilizing secondary data in research studies EXCEPT: a. Ready availability b. US based data c. Fast to get d. Low cost

b. US based data

After completing a few surveys, Sophia notices that she keeps agreeing with the questions on the survey and providing consistent responses. What bias has Sophia introduced into her survey responses? a. Interviewer bias b. Extremity bias c. Acquiescence bias d. Social desirability bias

c. Acquiescence bias

Data processing error, interviewer cheating, and sample selection error are part of which error category? a. Response bias b. Sample bias c. Administrative error d. Nonresponse error

c. Administrative error

Ethnographers are particularly interested in examining __________ as part of their research project to find out more about peoples culture or behavior. a. Consumption patterns b. Inventories c. Artifacts d. Body language

c. Artifacts

Which international database contains a tremendous amount of data useful in a preliminary assessment of foreign market potential; for example, countries facts? a. Japan Management Association b. Recording Industry Association of America (RIAA) c. CIA's World Factbook d. NPD's National Eating Trends

c. CIA's World Factbook

Which of the following is NOT one of the main types of observations researchers can include in their research studies? a. Hidden b. Visible c. Clear d. Unobtrusive

c. Clear

As part of Jim's responsibilities as marketing analyst, he needs to consolidate Universal Product Codes (UPC) data from various regions and retailers his company receives with other purchase behavior, consumption pattern, and attitude data. These big datasets are part of the main revenue stream of the company. What type of external secondary data source is Jim's company selling to researchers or other companies? a. Periodicals b. Media source c. Commercial source d. Trade association

c. Commercial source

In preparation for the qualitative component of the next research project, Jason is creating an outline consisting of introductory comments to inform participants about the focus of the group, the rules during the session, and major topics as well as questions. Jason just prepared _____________. a. Field notes b. Free-association techniques c. Discussion guide d. Thematic apperception test

c. Discussion guide

Alex creates an online survey to assess online shopping preferences for groceries. He includes a require response restriction for all his survey questions, so respondents must provide an answer before being able to move forward to the next questions. Some researchers view this approach to survey design as unethical. What is one way Alex could avoid this unethical issue in designing his survey while still ensuring that his questions will get answers by respondents? a. The unethical issue cannot be resolved and questions should be removed. b. Let respondents skip questions. c. Include "prefer not to answer" or "do not know" options for questions. d. Ensure anonymity of respondents.

c. Include "prefer not to answer" or "do not know" options for questions.

One important approach through which participants express meaning in observations is via nonverbal behavior. As such, researchers need to carefully observe and record nonverbal cues. All of the following are nonverbal behaviors a researcher can observe EXCEPT: a. Facial expressions b. Personal space c. Intentions d. Manners

c. Intentions

Researchers often use scanner-based data to study consumer behavior due to advantageous associated with this mechanical observation technique. Which of the following is NOT one of the advantages associated with utilizing scanner-based data? a. Analytical software can be used to analyze it. b. It increases accuracy. c. It involves obtrusive observation. d. It measures actual purchase behavior.

c. It involves obtrusive observation.

Personal interviews offer many unique advantages to the researcher EXCEPT: a. Feedback opportunity b. Survey length c. Low participation rate d. Probing

c. Low participation rate

The systematic process of recording the behavioral patterns of people, objects, and occurrences as they take place is referred to as ___________ in marketing research. a. Shadowing b. Diagnostic research c. Observation d. Response latency

c. Observation

To better understand and study dog owners, David joints an online discussion board and group of dog owners. He is actively posting questions, engaging in conversations with other members, and establishing his online dog-owner persona. What type of qualitative research is David engaging in? a. Ethnography b. Grounded theory c. Phenomenology d. Case study

c. Phenomenology

Jim is testing his survey on a small group of respondents who represent his target group before his actual research study. What is Jim administering? a. Target survey b. Mixed-mode survey c. Pretest d. Click-through response rate

c. Pretest

__________ meaning the same conclusion would be reached based on another researcher's interpretation of the research or by independently duplicating the research procedures. a. Interpretive software b. Projective technique c. Replicable d. Word cloud

c. Replicable

One challenge associated with conducting qualitative research is the interpretation skill needed to analyze the data, which is called _____________. a. Interpretation-dependent b. Mixed-methods c. Researcher-dependent d. Researcher-independent

c. Researcher-dependent

_____________ is a survey emphasizing that respondents expressed answers presumably represent a sample of the larger target population's opinion. a. Systematic survey b. Respondent c. Sample survey d. Special survey

c. Sample survey

Researchers conducting survey research need to prevent inadequacies known as _________ of respondents to accurately represent the population of interest. a. Population parameter b. Sample mistake c. Sampling error d. Sample survey

c. Sampling error

People who drink espresso coffee beverages are _________________________. Espresso coffee beverages taste _________________________________________. The above statements are examples of what qualitative research technique? a. Social listening b. Field notes c. Sentence-completion d. Laddering

c. Sentence-completion

After a successful first two years of opening her own bakery, Nathalie is gathering data on various areas to identify the best location to open her second bakery. Nathalie is conducting ___________. a. Data mining b. Sales forecasting c. Site analysis d. Database marketing

c. Site analysis

___________ is especially significant for research addressing sensitive or personal topics. a. Extremity bias b. Self-selection bias c. Social desirability bias d. Administrative error

c. Social desirability bias

Kevin is studying how consumers react towards retail employees by manipulating how close the employees stand when they talk to the consumers in the store. He either observes this behavior by himself or with the help of a video camera i.e. he records it. Kevin is conducting what type of observation? a. Physical distribution b. Internet activity c. Spatial tensions and locations d. Physical objects

c. Spatial tensions and locations

____________ is a computerized mechanical observation used to obtain television ratings. Nielsen's People Meter technology best illustrates television (or more broadly, media) monitoring. a. Portable people meter b. Eye-tracking monitor c. Television monitoring d. Research TV

c. Television monitoring

Why do businesses continue to express a greater demand for single-source data? a. More private companies focus on local niche markets. b. Foreign government entities refuse to collect and share consumer data. c. Websites turn companies into global business with global consumers. d. The need for big data is declining.

c. Websites turn companies into global business with global consumers.

Eye-tracking monitoring is becoming increasingly popular among researchers to measure physiological reactions of consumers. What are some of the advantages associated with utilizing eye-tracking devices? a. Eye-tracking is extremely unobtrusive. b. Eye-tracking can be performed in lab and in retail settings. c. Eye-tracking data is extremely accurate. d. All of these answer choices are correct

d. All of these answer choices are correct

The things that people made and consumed within a culture that signal something meaningful about the behavior taking place at the time of consumption ___________. a. Inventories b. Body language c. Response latency d. Artifacts

d. Artifacts

The final section of a focus group discussion guide includes what type of question? a. Subsequent question b. General question c. Introductory idea question d. Bottom-line question

d. Bottom-line question

Mia is participating in an exploratory research study during which she tries out a new type of chocolate and then provides detailed comments about the product innovation. Mia participated in: a. Mixed-methods research b. Diagnostic research c. Quantitative research d. Concept testing

d. Concept testing

Maggi is comparing advertising costs across different print media outlets. Some print media report average ad expenses per month, while others report expenses per year. To be able to better compare her different options, Maggi takes the annual expenses and divides them by twelve to get a monthly average. Maggi is conducting ______________. a. Data changing b. Market tracking c. Data cross-checking d. Data transformation

d. Data transformation

A straightforward attempt to observe and record what naturally occurs; the investigator does not create an artificial situation is referred to as _____________. a. Hidden observation b. Contrived observation c. Spatial observation d. Direct observation

d. Direct observation

The external secondary data source that is the leader in making secondary data available on the Internet is ______________. a. Intranet b. Commercial sources c. Trade Association d. Government

d. Government

As sample size _______, the probability of introducing sampling error ___________. a. Increases; increases b. Decreases; decreases c. Decreases; increases d. Increases; decreases

d. Increases; decreases

Marketing researchers can distribute surveys in many ways including electronic questionnaires. Which of the following is not an electronic survey option? a. Social networking b. Display boards c. Website d. Inserts

d. Inserts

Observation research can introduce a number of ethical issues. Therefore, researchers should consider four ethical questions before conducting observation studies. Which one of the questions listed below is NOT one of the ethical questions researchers can use to guide them towards ethical observations? a. Can anonymity be assured in the observation setting? b. Has the person been notified that the behavior is being observed? c. Has the participant agreed to the observation? d. Is the behavior commonly performed in private where no one can see it?

d. Is the behavior commonly performed in private where no one can see it?

Researchers often engage in probing during interviews to receive more elaborate explanations from participants. Some useful probing techniques include: a. Contrast, pause, meaning b. Blocking, interrupting, anger c. Change, meaning, blocking d. Interrupting, pause, contrast

a. Contrast, pause, meaning

Researchers might engage in ___________, which includes assessing the number of posting related to a specific brand of a client. a. Conversation volume b. Online volume c. Click-through rate d. Content analysis

a. Conversation volume

This personal interview approach is quickly becoming a thing of the past partly due to security-conscious consumers. a. Door-to-door interview b. Mall intercept c. Central interview d. Telephone interview

a. Door-to-door interview

What are the main advantages associated with survey research? a. Economical, fast, accurate b. Accurate, expensive, slow c. Efficient, cheap, slow d. Quick, economical, inaccurate

a. Economical, fast, accurate

Every month Felicity browses through Business Insider and Forbes to keep track of any new developments or trends in consumer behavior. While the articles are not research publications, it does help her to get a feel of what is going on in the industry. What behavior is Felicity engaging in? a. Environmental scanning b. Model building c. Publication scanning d. Data mining

a. Environmental scanning

In comparison to qualitative research, quantitative research involves all of the following EXCEPT: a. Exploratory research designs b. Objective results c. Empirical analysis of data d. Results that apply to other situations

a. Exploratory research designs

A mechanical device used to observe eye movements; some eye monitors use infrared light beams to measure unconscious eye movements is called _________. a. Eye-tracking monitor b. Magnetic resonance imaging c. Pupilometer d. Psychogalvanometer

a. Eye-tracking monitor

Identifying Web traffic, tracking trends, and compiling consumption patterns are all examples of ___________. a. Fact-finding b. Database marketing c. Online tracking d. Model building

a. Fact-finding

A researcher has invited a group of five participants to discuss their current shopping preferences when going grocery shopping. By preparing an outline of questions to encourage a dialogue among participants, the researcher hopes to uncover some new and valuable insights about grocery shopping preferences. The researcher administered a ___________. a. Focus group interview b. Netnography c. Depth interview d. Observation

a. Focus group interview

Focus group interviews have multiple advantages, such as: a. Gain multiple perspectives simultaneously. b. Cannot generalize results. c. Challenging to research sensitive topics. d. Can be expensive.

a. Gain multiple perspectives simultaneously.

Researchers must often decide what type of research to use for a particular research project. While many different factors might influence this decision, the general rule states: The _________ specific the research objective, the __________ likely qualitative research will be used. a. Less; more b. More; more c. More; less d. Less; less

a. Less; more

_______________ is the observation and analysis of trends in industry volume and brand share over time. a. Market tracking b. Model building c. Model tracking d. Market trending

a. Market tracking

Respondent errors including nonresponse error and response bias are part of ________. a. Nonsampling Systematic Error b. Sample Bias c. Interviewer Bias d. Administrative Error

a. Nonsampling Systematic Error

The second general objective of secondary research is _____________, which involves the specification of relationships between variables and the development of analytics. a. Market tracking b. Model tracking c. Environmental scanning d. Model building

d. Model building

Jeremy is conducting a research study including phone interviews. When he is calling respondents, some of them do not answer the phone or refuse to answer the survey questions. What error is Jeremy's research suffering from? a. Data processing error b. Administrative error c. Biased respondent error d. Nonresponse error

d. Nonresponse error

___________ indirect means of questioning enabling respondents to project beliefs and feelings onto a third party, an inanimate object, or a task situation. a. Picture frustration b. Sentence-completion c. Comprehension association d. Projective technique

d. Projective technique

Secondary data owned and controlled by a company is called ___________. a. Internal data b. Open-source data c. External data d. Proprietary data

d. Proprietary data

__________ addresses research objectives through empirical assessments that involve numerical measurement and analytical approaches. a. Mixed-methods research b. Qualitative research c. Open research d. Quantitative research

d. Quantitative research

A main advantage of case studies is: a. Success is highly dependent on one person. b. Often requires identification of themes. c. Often requires cooperation of firm studied. d. Researchers can study an entire firm in depth.

d. Researchers can study an entire firm in depth.

The number of questionnaires returned and completed divided by the number of sample members provided a chance to participate in the survey is called ____________. a. Cover letter b. Drop-off method c. Crowdsourcing d. Response rate

d. Response rate

In comparison to quantitative research, qualitative research involves: a. Hypotheses testing b. Structured data collection approach c. Large samples for generalizable results d. Subjective results

d. Subjective results

What is a major disadvantage of survey research? a. Researchers must pay a lot of money for survey research. b. It can take a long time to complete the research project with survey research. c. Data collected with surveys is often an inaccurate representation of the population. d. Surveys research can introduce different errors into the research.

d. Surveys research can introduce different errors into the research.

In addition to discovering new insights, another major goal of qualitative marketing research is: a. discover causal inferences. b. discover statistical results. c. discover measures. d. discover meanings.

d. discover meanings.

Which of the following statements are true about observations? a. Observations can be administered in exploratory, descriptive, and causal research designs. b. No technological advances exists that can assist researchers in conducting observations. c. Observations require interactions with people. d. Observations can only be used for qualitative, but not for quantitative research.

a. Observations can be administered in exploratory, descriptive, and causal research designs.

One error that can be introduced into direct observation studies is __________, which is a distortion of measurement resulting from the cognitive behavior or actions of a witnessing observer. a. Observer bias b. Research bias c. Contrived bias d. Direct bias

a. Observer bias

Rachel is planning a research project that includes personal interviews. Based on previous findings, she will collect the most quality data with the highest variance if her interviewers are: a. Older male interviewers interviewing older female respondents. b. Younger female interviewers interviewing older male respondents. c. Same age interviewers interviewing respondents. d. Younger male interviewers interviewing older female respondents.

a. Older male interviewers interviewing older female respondents.

An interactive face-to-face communication in which an interviewer asks a respondent to answer questions is referred to as ____________. a. Personal interview b. Sample survey c. Survey interview d. Population parameter

a. Personal interview

While a sample represents a portion of target population's opinion, a ____________ refers to some true value of a phenomenon within a population. a. Population parameter b. Sampling survey c. Sampling error d. Population error

a. Population parameter

Lucy has collected Twitter posts and compiled these posts in a large spreadsheet. She will analyze the posts as part of her research project to determine if men and women react differently to companies publicly apologizing on Twitter. Lucy has collected what type of data? a. Qualitative data b. Quantitative data c. Concept data d. Social data

a. Qualitative data

One advantage of personal interviews is that item nonresponse occurs less frequently. Which of the advantages of personal interviews reflects to item nonresponse? a. Questionnaire completeness b. Survey length c. High participation rate d. Visual aids

a. Questionnaire completeness