Marketing Research Ch1-4
Exploratory research _____. - cannot be projected upon a larger population - aims to determine if changes in one variable impacts changes in another variable - describes demographic characteristics, psychographic behaviors, as well as opinions held by a market - is used to discover new ideas or brainstorm solutions
is used to discover new ideas or brainstorm solutions
In observational research, the following can be recorded, except ______. - Body language - Verbal statements - Thoughts and opinions - Spatial behavior
thoughts and opinions
True or False: The primary role of market research is to reduce the risk in making business decisions.
true
Each of the following is part of the role of the moderator, except ______. - making sure to never deviate from the moderator's guide - engaging members who are not forthcoming - all of these are part of the moderator's role - building a rapport with participants
making sure to never deviate from the moderator's guide
Secondary research is typically _____ and ____ compared to primary research. - more accurate ; includes a more robust sample size - less costly ; quicker to obtain - more expensive ; slower to obtain - less accurate ; includes a smaller size
less costly ; quicker to obtain
Who conducts market research? - an external research firm - all of these - on-staff research experts - a mix of on-staff and external resources
All of these
All of the following are disadvantages to secondary research, except that _____. - all of these are disadvantages - external secondary data may not be comparable to internal data - the quality and accuracy must be scrutinized - data could be outdated
All of these are disadvantages
Each of the following is a focus of market research except ______. - Exploring emerging markets - Understanding the current market - Gathering assessments from stakeholder groups - Assessing employee performance
Assessing employee performance
Conducted in authentic situations and locations where observers record what naturally occurs as it happens. - Direct observation - Focus groups - Visible observation - Contrived observation
Direct observation
Secondary research is ... - external research - internal research - existing research - original research
Existing research
True or False: Focus groups participants should never be segmented by usage level of the product category which they are about to discuss.
False
True or False: If the cost of the research effort exceeds the estimated benefit of the decision, research is most likely warranted.
False
True or False: It is important to interject the researcher's opinions throughout the body of a secondary research report
False
True or False: Research plans are only used when a company hires a research consulting firm
False
This methodology involves researchers secretly acting as consumers in order to gather data on the customer experience. - Observational research - Mystery shopping - Focus groups - Experiments
Mystery shopping
This methodology is used for giving insight into the real consumer decision making process, how to improve customer service interactions, as well as retail design/layouts - Focus groups - Surveys - Mystery shopping - Observational research
Observational research
A technique used by focus group moderators to dig for deeper and more meaningful responses. - Open-ened questions - Referring to participants by name - Clarifying questions - Probing questions
Probing questions
Demographics are ... - attitudes and behaviors of the target consumer - data collected from opinion research - the voice of the customer - statistics that describe target consumers' attributes
Statistics that describe target consumers' attributes
The following factors can help decide whether or not to engage in market research activities, except ______. - The product's current position in the product life cycle - The risk level of the business decision - The cost versus the benefit of having the findings - The time needed to gather research
The product's current position in the product life cycle
True or False: Secondary research can be exploratory
True
Focus groups are ____. - an internal secondary method - a primary quantitative method - an external secondary method - a primary qualitative method
a primary qualitative method
An in-depth, semi-structured, question-and-answer session with one to three participants is considered _______. - A focus group - An interview - Ethnographic research - Secondary research
an interview
Research questions ____. - declare the purpose of conducting the research - are detailed and tactical in nature and help flesh out the overarching research objective - help flesh out the overarching research objective - are detailed and tactical in nature
are detailed and tactical in nature and help flesh out the overarching research objective
The three types of research are exploratory, descriptive, and ______. - Statistical - Causal - Sample - Dual
causal
Topics fit for this method are typically the most complex and/or personal in nature: - Focus groups - One-on-one interviews - Dyads - Triads
dyads
A guided discussion with a small group of participants is referred to as ______. - Survey research - Quantitative research - A focus group - Observational research
focus group
How is feedback from a home use test typically obtained? - A follow-up survey - Secondary research methods - Experiments - Exploratory research
follow up survey
Ethnographic market research includes each of the following data collection methods, except ______. - Observation - Virtual and mobile - Online surveys -Passive tracking
online surveys; answer is diaries
Research in which results are measurable and can be counted is referred to as ______. - Primary research - Qualitative research - Quantitative research - Secondary research
quantitative
Which type of data can be used to describe the opinions of a target market overall? - Qualitative - Quantitative - Focus groups - Primary
quantitative
The effort to gauge online sentiment is considered _______. - Digital marketing data collection - Social media monitoring - Social media listening - Environmental scanning
social media listening
Efforts related to collecting data on the social media engagement of the target consumer is considered _______. - Digital marketing data collection - Social media monitoring - Social media listening - Environmental scanning
social media monitoring
Artifacts refer to _____. - observing posture and gestures - the clothes, accessories, and belongings of subjects - verbal interactions between subjects - the personal space between individuals
the clothes, accessories, and belongings of subjects
Each is a necessary component of a secondary research report, except ____. - the survey tool used - the research objective - a works cited page - conclusions and recommendations
the survey tool used
______ act as a hybrid between focus groups and the in-depth interview. - Focus groups - One-on-one interviews - Dyads - Triads
triads
True or False: Multiple methodologies can be deployed during the course of a single research project.
true
True or False: Sales by new versus returning customers is an important metric commonly tracked by organizations.
true
Primary research is ... - internal research - original research - external research - existing research
Original research
Each is part of the research plan, except ____. - research objective - cost/investment - study conclusions - study timeline
Study conclusions
True or False: Mystery shop tools should follow the training and protocol guidelines provided by the company to customer service staff.
True
Casual research ____. - describes demographic characteristics, psychographic behaviors, as well as opinions held by a market - aims to determine if changes in one variable impacts changes in another variable - is used to discover new ideas or brainstorm solutions - cannot be projected upon a larger population
aims to determine if changes in one variable impacts changes in another variable
Market research can be used to help address which of the following business questions? - Should a current product or service be altered or eliminated? - Should the organization expand to new markets? - What should be the creative focus of a new advertising campaign? - What product or service should be developed next? - All of these
all of these
The following are good uses of focus group methodology, except ____. - assuring the target population feels the same way as participants - brainstorming solutions - guiding new product development - gauging new ideas
assuring the target population feels the same way as participants
Psychographics are ... - statistics that describe target consumers' attributes - the voice of the customer - attitudes and behaviors of the target consumer - data collected from the opinion research
attitudes and behaviors of the target consumer
All of the following are reputable secondary sources, except _____. - research vendors - trade associations - libraries - blogs
blogs
Which method is used to ask questions in real time as a product is being tested in order to capture authentic first impressions? - Home use tests - Central location tests - Observational research - Secondary research
central location tests
Secondary research can be used to gather information about the following topics except ______. - Population statistics - Industry and competitive data - Current level of employee satisfaction - Brand reputation
current level of employee satisfaction
Data collected on to whom products, services, or memberships are sold are considered ______. - Customer data - Sales data - Primary data - Infographic data
customer data
Each of the following is an advantage of observational research, except that it _____. - examines the "how" not the "why" - provides unique insight into behaviors - can alleviate respondent bias - all of these are advantages to observational research
examines the "how" not the "why"
Sources of external secondary research include each of the following, except _____. - existing customer survey results - results of a survey conducted by a trade organization - industry databases - population statistics of a target market area
existing customer survey results
Geodemographic segmentation can be useful for each of the following, except ____. - for examining the viability of opening a new location - when identifying weaknesses of a current product - for how to attract and communicate with targeted clusters - in cases whether or not it makes sense to advertise in a particular area
when identifying weaknesses of a current product
Which of the following is not an advantage to hiring an external research consultancy versus conducting research in-house? - generally cheaper - more likely to remain objective and unbiased - may have access to comparative data
Generally cheaper
What makes environmental scanning different from other forms of secondary research? - The sources used are no the same - Data is limited to industry databases - Citations are not needed - There is no specific research objective
There is no specific research objective
True or False: Primary data can be either quantitative or qualitative
True
True or False: Secondary data can be either qualitative or quantitative
True
True or False: Secondary research is typically conducted before primary research.
True
______ refers to studying how well consumers interact with and can navigate a company's website, for instance. - UI research - UX research - In-depth interviews - Triads
UI research
______ refers to studying the user experience with a product, service, or customer interaction. - UI research - UX research - In-depth interviews - Dyads
UX research
A focus group activity in which participants are asked to complete tasks involving a potential product or website while observers watch, listen, and takes notes. - Usability tests - Cartoons - Collages - Word association
Usability tests
What is a variable? - Descriptive data - Tests causal relationships - Data that does not change over time - Data that has a quantity that can vary
data that has a quantity that can vary
The research objective ____. - should be positioned at the end of the proposal - is detailed and tactical in nature - declares the purpose of conducting the research - should be addressed only after a methodology is chosen
declares the purpose of conducting the research
Data resulting from digital advertising is considered a part of _______. - Social media listening data - Social media monitoring data - Digital marketing data - Digital multimedia
digital marketing data
This method includes two participants; topics are typically moderately complex and/or personal in nature: - Focus groups - One-on-one interviews - Dyads - Triads
dyads
Secondary research might typically come into play in the following situations, except when ______. - Monitoring competitor and market trends - Gathering customer satisfaction results regarding a recent product launch - Examining outcomes to similar research questions posed in the past - Benchmarking against past internal performance
gathering customer satisfaction results regarding a recent product launch
Results from past studies conducted internally are considered _____. - Internal secondary research - External secondary research - Segmentation data - Primary data
internal secondary data
Sales and customer data are considered ______. - External secondary data - Internal secondary data - Primary data - External primary data
internal secondary data
Capturing authentic behaviors, reactions, and interactions involving a product, product concept, or service in a real-world setting is which type of methodology? - Focus groups - Ethnographic market research - Mystery shopping - Surveys
ethnographic market research
Participants providing vlogs, pictures, and essays detailing their feelings, opinions, and reactions are good examples of ______. - Diaries - Passive tracking - Observation - Virtual ethnography
virtual ethnography
Which of the following is used to examine cause and effect relationships between variables? - Focus groups - Ethnographic market research - Mystery shopping - Experiments
experiments
True or False: By identifying the research objective and corresponding research questions, researchers can directly map each project to a definitive methodology.
false
True or False: Focus group ice breaker activities should not venture into the research topic so as not to bias participants.
false
True or False: For observational studies performed in public spaces, subject permission does not need to be granted in order for the study to be considered ethical.
false
True or False: If data collected through secondary means do not fit the questions researchers are trying to answer, the data should not be used at all.
false
Each of the following is an advantage to secondary research, except that it _____. - does not require access to a sample of respondents or participants - can help guide subsequent primary research - is generally more accurate than conducting primary research - is typically inexpensive (often free)
is generally more accurate than conducting primary research
Internal secondary research involves _____. - original research conducted internally - existing research gathered outside of a researcher's company - original research conducted by an external firm - existing research gathered within a researcher's own company
existing research gathered within a researcher's own company
True or False: Memberships sold and amount of subscribers to a service do not count as sales data; only revenue is considered sales data.
false
True or False: So-called "field experts" should not be used when conducting environmental scanning since their affinity for the topic could bias results.
false
True or False: Home use tests involve participants recruited in a public place to take part in consumer research studies in controlled environments.
false; central location tests
True or False: Researchers must obtain permission to observe subjects in all observational research studies.
False
