Market Research Chapters 1-9

Facts or recorded measures of certain phenomena (things or events) are known as ____.

Data

Who provides data access directly to the end consumer for a fee?

Data retailers

When the person administering experimental procedures influences the subjects' behavior or sways them to slant their answers to cooperate with him or her, ____ has occurred.

experimenter bias

Obtaining secondary data is typically ____ and ____ expensive than obtaining primary data.

faster; less

When an individual understands what the researcher wants him or her to do and agrees to the research study, the individual has given ____.

informed consent

Janna discovers a market segment that is underserved by competitors' products. For Janna's company, this segment represents a:

market opportunity

Secondary data that are owned and controlled by the organization are best called ____.

proprietary data

When another researcher would get the same result by conducting the same research procedures, the research is said to be ____.

replicable

All of the following are types of marketing research EXCEPT ____.

selective marketing

When a hotel customer decides to fill out a customer satisfaction survey to complain about having to wait an hour for room service to deliver his dinner, ____ has occurred.

self-selection bias

Respondents are presented with the statement: "People who watch football on television are __________," and asked to fill in the blank. This is an example of a ____.

sentence completion test

When the researcher must extract meaning from open-ended responses, the results are:

subjective

A researcher working for ____ would be considered a conflict of interest.

two competing firms

The tendency for respondents to agree with most questions in a survey is known as ____.

acquiescence bias

Which of the following assures respondents that they cannot be identified or linked to their response in any way?

anonymity

Ethnography is a qualitative research orientation originating in ____.

anthropology

Which type of marketing research is conducted to address a specific marketing decision for a specific firm or organization?

applied research

The two types of marketing research based on the specificity of purpose are ____.

basic and applied

The idea that information involved in a research will not be shared with others is known as ____.

confidentiality

Betsy and six other women are participating in a research study that is an unstructured, free-flowing interview. The researcher asked the group their feelings about hair care products in general and asked them to discuss these freely. Betsy is participating is ____.

focus group interview

Carol was invited to participate in a research study along with ten other consumers to discuss their experiences using cleaning products. The group was asked to discuss their experiences and were encouraged to feed on each other's comments. What is this type of study called?

focus group interview

Qualitative research ____.

has an unstructured approach to data collection

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.

human subjects review committee

All of the following are experimental design elements EXCEPT for the ____.

manipulation of the dependent variable

Many retailers mine the databases provided by checkout scanners to identify coinciding purchases or relationships between products purchased and other retail shopping information. This type of analysis is referred to as ____.

market-basket analysis

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

marketing

People who cannot be contacted or who refuse to participate are called ____.

nonrespondents

Clara is a market researcher who records shoppers' movement through a grocery store. What method of research is Clara using?

observation

Janice is participating in an experimental study of an herbal supplement that supposedly gives users more energy. Since starting the experiment, she has noticed that she has more energy, but in reality, she is just receiving a "blank" pill that does not contain the herbal supplement. What effect is Janice demonstrating?

placebo

An indirect method of questioning in which a research participant ascribes his or her feelings and beliefs to a third party is called a(n) ____.

projective technique

Kodetra is interpreting consumers' blog postings on the Internet. Which term best describes the type of research that Kodetra is conducting?

qualitative marketing research

Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called ____.

quantitative marketing research

All of the following are qualitative research orientations EXCEPT ____.

regression analaysis

Monica is conducting an experiment in which all subjects see all of the ads she is testing. This type of experiment, in which an individual subject is exposed to more than one level of an experimental treatment, is called a ____ design.

repeated measures

Commercial providers of marketing research services are called ____.

research suppliers

Systematic error is divided into ____.

respondent error and administrative error

People who provide answers to survey questions are often called ____.

respondents

The number of questionnaires returned or completed divided by the number of eligible people who were asked to participate in the survey is called ____.

response rate

When a research company pulls a random sample of people from a phone book and that sample does not include people with unlisted numbers or who do not have landline telephone service, we say that the sample contains ____.

sample selection error

A researcher gave Juanita a bar-coded card that she gives to the checkout clerk at the grocery store. The code number is linked to purchase information recorded by the scanner. Juanita is participating in a(n) ____.

scanner-based consumer panel

When the subject is unaware of being observed in a shopping mall, the observation is said to be ____.

unobtrusive

Procter & Gamble regularly monitors trends and information posted about their products and brands by consumers on several Web sites. Which source of data input does this represent?

web tracking

Which type of research is being conducted when a researcher conducts an experiment to answer the question, "Will consumers purchase more of our brand if we change the package design?"

causal research

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?

click-through-rate (CTR)

An important aspect of the marketing concept is a(n) ____.

consumer orientation

When a researcher analyzes commercials appearing during Saturday morning cartoons, the researcher is engaging in ____.

content analysis

When you visit Web sites, most likely, a small computer file that records your Web usage history is created. This small computer file is called a(n) ____.

cookie

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) ____.

customer orientation

Research projects involving experimental manipulations that are implemented in a natural environment are called ____.

field experiments

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?

geo-deomographic

The question as to whether the independent variable was the sole cause of the change in the dependent variable is the basic issue in ____.

internal validity

Which activity is LEAST important in the marketing research process?

making results publicly available

_____ means that the researcher alters the level of the experimental variable in specific increments.

manipulation

The application of the scientific method in searching for the truth about marketing phenomena is known as ____.

marketing research

Many companies use powerful computers to dig through volumes of data to discover patterns about their customers and products. This activity is called data ____.

mining

A potential advantage of using an outside research supplier over an in-house research department is that it may be possible for the outside supplier to conduct the project ____.

more objectively

When a researcher compares secondary data from one source with data from another source, the researcher is doing a(n) ____.

cross-check

3-M Corporation puts together teams of employees from various disciplines such as engineering, production, finance, and marketing who share a common purpose, such as new-product development. These types of teams are referred to as ____.

cross-functional teams

A researcher can equally distribute the effects of extraneous variables to all conditions in an experiment by using ____.

randomization

Every year, Westview Marble goes through the process of estimating sales for the upcoming year by looking at the company's previous years' sales and market sales along with economic trends and predictions by experts. This process of predicting sales totals over a specific time period is called ____.

sales forecasting

All of the following measure physiological reactions EXCEPT ____.

at-home scanning systems

An example of behavioral tracking is ____.

supermarket scanner data

When the data from an empirical study are consistent with a hypothesis, we say that the hypothesis is:

supported

Companies, such as Kraft and Procter & Gamble, conduct research to clarify ambiguous situations or discover ideas that may be potential business opportunities. What type of marketing research is this?

exploratory research

A researcher is conducting an experiment in which one group of people is exposed to one advertisement and another group is exposed to another advertisement. Specifically, he is examining the effect of headline font sizes on consumers' attitude toward the brand advertised. What type of market research is this?

causal research

A food company tests a new product by having one group of subjects taste their own product first and then taste a competitor's product second, while a second group of experimental subjects tastes the competitor's product first followed by the company's own product. Which type of experimental design is being used?

counterbalanced

John is measuring the amount of time it takes for people to make a choice between two options regarding what to select for lunch to infer the strength of their preferences for one alternative over the other. John is measuring response ____.

latency

A small microchip used to communicate with data systems is called a(n) ____.

RFID

A researcher who is interested in new car sales discovers that the secondary data are in the form of statistics that include both car and light truck sales combined. What criterion have the data failed to meet?

The data should be in the correct unit of measurement

Shawn is interested in average monthly sales for automobiles in Memphis, TN. He found information on the Internet that gives annual automobile sales by cities, so he took the annual sales for Memphis and divided it by twelve to get a monthly average for that city. This is an example of ____.

data transformation

The process that allows important day-to-day operational data to be stored and organized for simplified access is called ____.

data warehousing

An organization's mailing list of current customers is an example of a ____.

database

The practice of using databases to promote one-to-one relationships with customers and create precisely targeted promotions is called ____.

database marketing

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.

deliberate falsification

Which type of marketing research address who, what, when, where, why, and how questions?

descriptive research

Asking a group of households to record their consumption of certain products over a two-year period is an example of ____.

diary panel data

The manager of a shopping mall records the counties listed on the license plates on cars parked at the mall in order to determine where the shoppers come from. This is an example of ____ observation.

direct

Cindy provides leadership in research efforts and integrates all staff-level research activities in the firm in which she is employed. Cindy's job title is most likely a ____.

director of marketing research

What type of research is being conducted to answer the question: "Would this target market be interested in this type of new product?"

exploratory research

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) ____.

placebo effect

Which procedure refers to a small-scale study in which the results are only preliminary and intended only to assist in the design of a subsequent study?

pretest

Asking consumers what they think about a possible brand name for a new product is an example of which type of research?

product research

The data characteristic that refers to the degree to which data represent the true situation is known as ____.

quality

All of the following are advantages of Internet surveys EXCEPT ____.

random sampling

Which type of bias occurs when a respondent wishes to create a favorable impression or save face in the presence of an interviewer?

social desirability bias

All of the following are directly observable phenomena EXCEPT ____.

attitudes

Which type of research attempts to verify a theory or to learn more about a marketing concept, but is not intended to solve a particular marketing problem?

basic research

A Web site designer is interested in how people look at a Web site. Specifically, she would like to know where they look first when a page comes up. Which mechanical device would be appropriate for determining?

eye-tracking monitor

Which term refers to an organized collection of computer hardware, software, data, and personnel designed to capture, store, update, manipulate, analyze, and immediately display information about worldwide business activities?

global information system

Experimental results that show that consumers purchased more when a store had bright blue lights than they did when the store had bright orange lights. However, when the lighting was low, there was no difference between blue and orange lights. This illustrates a(n) ____.

interaction