market research final
open-ended
" why do you avoid buying clothes at Walmart?" Is an ____ question
Making Assumptions
"Should Macy's continue its excellent gift wrapping program", is under the category of questions avoid_________
Open ended response
"What are your favorite books?" is a ____ question
Random sampling
All of the following are advantages of Internet surveys except
Representative of the population
All of the following are typically advantages of internet Survey research except that it is
Unaided recall
Asking respondents to remember something without providing any clue is called
Internet survey
Clark was asked to complete a self administered questionnaire posted on my survey.com. What type of survey did Clark complete?
false
web tracking is illegal
Double barreled
Do you agree or disagree with the statement: The federal reserve bank and the largest US banks are responsible for the high for closures on home mortgages is an example of a ___ question
Systematic
Error that results from some imperfect aspect of the research design or from a mistake in the execution of the research
Nonrespondents
People who cannot be contacted or refused to participate are called
true
UPC refers to bar-coded information containing product information that can be read by optical scanners.
Door to door personal interview
Which survey research method is typically the most expensive
distribution research
a fast food chain studies traffic patterns and population density patterns in order to select sites for future restaurants. which type of research is being performed?
will the payoff from the research be worth the dollar expenditures for research?
a marketing manager is attempting to decide whether a new product launch decision should be postponed until some additional marketing research can be conducted. which question should this manager ask himself or herself?
true
a response bias occurs when respondents tend to answer questions with certain slant
supermarket scanner data
an example of behavioral tracking is ____
true
concept testing is a type of explanatory research
false
conditional casuality means the cause is necessary and sufficient to bring about the effect
true
descriptive research often helps describe market segmants.
mutually exclusive
dichotomous and multiple choice alternative questions should not have overal among categories. that is, the categories should be
false
fixed-alternative questions, require more interviewer skill to administer than open-ended response questions
false
global information systems allow management to track the whereabouts of delivery personnel.
MBA
in the opening case of chap 3, the degree program ____ is discussed.
Leading
"What is your favorite hobby, playing video games, of what?" Is an example of what type of question?
Loaded
"What most influences your opinion on controversial political issues?" Is a ____ question
Depth interview
A one on one interview between a professional researcher and a research respondent is called
Open ended question
A question that poses some problem or topic and asks respondents to answer in their own words is called
Accurate
A questionnaire that collects information that is valid is said to be
Phenomenology
Owen is a researcher who studies human experiences based on the idea that is inherently subjective and determined by the context in which people live. He focuses on how a person's behavior is shaped by the relationship he or she has with the physical environment, objects, people, and situation. Which qualitative research orientation is Owen using?
Central location interviewing
When a research agency conducts all telephone interviews from a single location, where can they hire a staff of professional interviewers and supervise and control the quality of interviewing more effectively, _____ is being used.
Sample selection error
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
Loaded
Where do you rank academically in your high school graduation class?
Hermeneutics
Which of the following is an approach to understanding from phenomenology that relies on analysis of texts through which a person can tell a story about him or herself?
conditional
____ casuality means that a cause is necessary but not sufficient to bring about an effect.
stakeholders
____ orientation recognizes that multiple parties are affected by firm decisions.
Internet
_____ Survey is a self administered questionnaire posted on a website
data
______ are recorded facts or measures of certain phenomena
defining research objectives
___________ is the 1st stage in the research process.
hypothesis
a _____ is a formal statement explaining some specific outcome.
false
a search engine optimizer mines data from in-store point of sale data recordings
true
open-ended response questions provide the respondent with flexibilty and may allow for meaningful, interpretive conclusions.
invites respondent participation
the only distinction between an internet survey and an email survey hosted on a web platform like qualtrics is the way the researcher ______
false
the presence of an interviewer is not able to write fast enough to record the respondent's answers verbatim, the error called interviewer cheating has occurred.
false
the presence of an interviewer typically decreases the response rate in comparison to what would be found with a mail survey.
false
a question covering several issues at once is referred to as a leading question
true
the term survey is most often associated with quantitative reaserch
false
there is always one best research design for a marketing research study
false
timeliness means that the data is not more than a few years old.
price
which aspect of the marketing mix is represented by the value that a consumer places on a good when the consumer purchases that good?
cookies
______ are small data files that record a user's web usage history
database
______ is a collection of raw data arranged logically and organized in a form that can be stored and processed by a computer
casual
________ marketing research seeks to identify cause-and-effect relationships to show that one event actually makes another happen
true
a marketing researcher who reports on the age, gender, income, and education of consumers in a particular city is describing geo-demographic information
true
a party that maintains web sites in the world wide web is called content provider.
true
a sample bias exists when the results of a sample show a persistent tendency to deviate in one direction from the true value of the population parameter.
concomitant variation
juan has noticed that when the temperature rises, sales at his retail clothing store also rise. this is an expample of _____
true
laddering is an approach to probing, asking respondents to compare differences between brands at different levels that produces distinctions at different levels.
false
phenomenology refers to the documented history of a particular person, group, organization or event
true
pretesting helps reveal errors while they can still be corrected easily
web tracking
proctor&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?
true
proprietary marketing research refers to research projects conducted to study specific company problems.
false
qualitative research is objective
true
qualitative research is subjective in the sense that the researcher must extract meaning from open-ended responses.
false
quantitative research is interested in qualities than quantities, often extending beyond the obvious.
false
research is the process of developing and selecting from alternative opportunities
Quantitative marketing Research
research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called
promotion
which communication function of a firm is resposible for informing and persuading buyers?
Diagnostic Analysis
which process seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward competing products?
analyzing firm performance
which step comes last in developing a marketing strategy?
market intelligence
which term describes a subset of data and information that actually has some explanatory power to enable effective decisions to be made?
pricing research
which type of research attempts to determine the critical attributes of the product that consumers use to perceive the value of the product?
Has an unstructured approach to data collection
Qualitative research
Predictive Analytics
laurie finds the perfect sweater on Talbot's web site during its season's clearence sale, but is unable to purchase it in size. the following year, talbot's sends laurie an email notifying her of a similar sweater in the same style and color. talbot's has linked computerized data sources to statistical tools to search for relationships that will produce more effective marketing communications, which is an example of ____
research program
managers at Proctor&gamble view marketing research at a strategic planning level. therefore, the company conducts numerous related studies that come together to help in their product planning decisions. This is referred to as a:
true
managers should ask if the payoff will be worth the investment when deciding whether or not to make a decision without research
false
marketing metrics involve qualitative ways of monitoring and measuring marketing performance
true
marketing research involves more than conducting surveys
identifying useful decisions statements and related research questions
one of the key ways in which researchers contribute to decision making includes
open source information
structured data openly shared between companies
true
surveys used in telephone interviews should typically be written in a conversational style
false
systematic research usually takes very little time to complate
true
text messages surveys have all the advantages of mobile phone surveys, including increased reach, but share the disadvantages in terms of reaching only US respondents who have opted in with expressed consent in some way
analysis
the application of computation, summarizing and reasoning to understand the information gathered is research is called ____
marketing research
the application of the scientific method in searching for the truth about market and marketing phenomena is called ____ _____
true
the marketing concept emphasizes a cross-functional approach to long-term profitability
acquiescence
Bias is the tendency for a respondent to maintain a consistent response style often tending to try to go along and agree with the viewpoint of a survey
Social listening
Listening to conversations about a brand on Twitter or Facebook in order to gather data is an example of
marketing research
The application of the scientific method in searching for the truth about marketing phenomena is known as _____
Concept testing
The example of Rite Aid drugstores testing a new store layout is part of the exploratory research design called
false
concomitant variation is sufficient evidence to determine casuality in experiments
true
in fixed-alternative questions, the researcher provides respondents with specific limited alternative responses and asks them to choose the one closest to their own viewpoint
true
in its simplest form, a research hypothesis is a "guess" about the outcome of a research study.
false
in online focus group sessions, the moderator's ability to probe is greater than it is face to face focus group session
Ethnography
Represents waysof studying culture through methods that involve becoming highly active within that culture
push technology
amazon.com recommends books for purchase when a customer who has ordered books from amazon previously returns to the site. this is an example of _____
mystery shopper
an employee who pretends to be a customer in order to observe the sales behavior of a clerk at a cosmetics counter in a department store is called a
true
an experiment is a carefully controlled study in which the researcher manipulates a proposed cause and observes any corresponding change in the proposed effect
exploratory
companies, such as Kraft and Proctor&Gamble, conducts research to clarify ambiguous situations or discover ideas that may be potential business opportunities. what type of marketing research is this?
true
comparing the sample demographics with the demographics of the target population provides one means of checking for potential response bias.
