Marketing Research & Analysis Ch. 3- Chaudhry

Which of the following determines the appropriate analytical technique for data analysis?

All of these choices: -characteristics of the research design -management's information requirements -nature of the data gathered

Which of the following is a method of data collection that is used in surveys?

All of these choices: -mail -Internet -telephone

Ron has noticed that when the economy is strong, sales at his retail clothing store rise. This is an example of _____.

concomitant variation

Which of the following means that something has been examined against reality using data?

empirical testing

The _____ is a master plan that specifies the methods and procedures for collecting and analyzing the needed information.

research design

A conclusion that when one thing happens, another specific thing will follow is known as a _____.

causal inference

The first stage of the marketing research process is _____.

defining the research objectives

What type of research is being conducted to answer the question: "Can we describe the age, gender, and income of our typical purchaser?"

descriptive research

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

manipulation

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

When a researcher collects data to test the hypothesis that consumers will be more satisfied if a business offers compensation after the consumer complains, we say that _____ testing is being conducted.

empirical

All of the following are examples of exploratory research techniques EXCEPT _____.

experimentation Exploratory research includes: -previous research -pilot studies -case studies

A statement such as: "Consumers with more favorable attitudes toward an advertisement will exhibit more favorable attitudes toward the brand advertised" is an example of a _____.

hypothesis

Before designing a research study on consumers' susceptibility to interpersonal influence, Cindy is searching for other studies that have addressed

literature review

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(n) _____.

mystery shopper

Which type of association is said to occur when any covariation between a cause and effect is indeed due to the cause and not simply due to some other variable?

nonspurious assocation

When the researcher has only one or a small number of research objectives that can be addressed in a single study, that study is referred to as a _____.

research project

This _____ is a written statement of the research design emphasizing what the research will accomplish.

research proposal

Which of the following involves any procedure that draws conclusions based on measurements of a portion of the entire population?

sampling

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

selective Marketing research includes: -Exploratory -Descriptive -Causal

_____ are observable cues that serve as a signal of a problem because they are caused by that problem.

symptoms

Which aspect of causality deals with the time order of events?

temporal sequence

A formal, logical explanation of some events that includes descriptions of how things relate to one another is called a(n) _____.

theory

When drivers are unaware that a machine is recording how many cars pass a certain intersection that is being considered for a site for a new Wendy's franchise, this is an example of a(n) _____.

unobtrusive method

_____ research aims to clarify ambiguous situations or discover ideas that may amount to true business opportunities.

Exploratory

Which of the following is a carefully controlled study in which the researcher manipulates a proposed cause and observes any corresponding change in the proposed effect?

experiment

The proposed cause which the researcher controls by manipulating its value in an experiment is referred to as a(n) _____.

experimental variable

A _____ is a formal statement explaining some outcome.

hypothesis

Which of the following is a research technique in which a sample is interviewed in some form or the behavior of respondents is observed and described in some way?

survey

The most common way to generate primary data in marking research is by means of _____.

surveys

Over the past two years, food prices have been increasing. This is an example of a(n) _____.

symptom

The application of computation, summarizing, and reasoning to understand the gathered information is called _____.

data analysis

Evan has completed the fieldwork of collecting data, and now he is checking the data collection forms for omissions, legibility, and consistency in classification. What is Evan doing?

editing the data