Marketing Research Final
1. Nestle is considering if they should enter the unknown, but fast-growing market of functional confectionary. If whether to enter that market or not is Nestlé's management decision problem, what is the research problem that needs to be addressed in order to make a decision? a. Determining how attractive the functional confectionary market is. b. Determining what aspects / dimensions define market attractiveness. c. Determining what specific market research techniques should be used in order to measure market attractiveness. d. All of them are research problem in this case.
A
1. Which of the following statements regarding the word association technique is false? a. In market research, the word association technique tries to understand the most deeply-rooted associations participants have with products or bands. That is why participants are given ample time to think about what that product or brand means to them. b. The data obtained by using the word association technique are classified into three categories: positive, negative and neutral associations. This process is subjective. c. An extension of the word association technique is the controlled test, in which participants are asked to come up with a specific type of association. None of the statements above are false
A
Which of the following is an example of descriptive research? a. A market size study that aims to quantify how large the demand for a certain product is. b. A study that aims to discover is the presence of radio commercials in supermarkets causes a significant sales increase in the advertised products. c. A depth interview that aims to understand the decision making process involved in choosing a vacation destination. d. All the above are examples of descriptive research
A
Which of the following market research studies is an example of a syndicated service? A.The Quick-track survey that the market research Company Sandelman & Associates periodically conducts on Americans' perceptions of the American fast food industry, and whose results are then sold on a subscription basis. B.The custom study that Boeing asked the market research company Harris Interactive in order to learn more about the aircraft preferences of international travellers C.Both are examples of syndicates services. D.Neither of them is an example of a syndicated service.
A
Which of the following statement regarding focus group recruitment criteria is false? a. It is important to include participants who are diverse in terms of demographics in the same focus group; otherwise the focus group will not include a large-enough variety of opinions and perspectives. b. In face-to-face focus groups, the number of participants should be limited to 8-12 in order to maximize group synergies. c. It is important to exclude participants who have participated in many focus groups in the past. d. None of the statements above are false.
A
Which of the following statements regarding the problem definition stage is FALSE? a. Management decision problems are always action-oriented, yes/no questions. b. In order to better understand a management decision problem, it is sometimes necessary to seek the assistance of industry experts. c. No primary data should be collected until all relevant, readily available sources of secondary data have been explored. d. None of the statements above are false.
A
1. In an online survey about beliefs and attitudes regarding Apple products, the following questions need to be asked to participants: how should the questions be ordered in the survey? i. Do you own any Apple products? ii. Please indicate you home address. iii. Please indicate you age. iv. Would you describe Apple products as classy? a. (owner/non-owner) - (classy/not classy) - (address) - (age) b. (owner/non-owner) - (classy/not classy) - (age) - (address) c. (age) - (address) - (owner/non-owner) - (classy/not classy) d. (classy/not-classy) - (owner/non-owner) - (address) - (age)
B
1. Which of the following statements regarding focus groups and depth interviews is false? a. As qualitative techniques, the results from both focus groups and depth interviews suffer from a general lack of representativeness. b. Compared to focus groups, depth interviews are much less cost-effective. c. Compared to focus groups, depth interviews provide a better environment in which to ask sensitive / controversial questions. All the statements above are true
B
The male deodorant brand Axe can be found in many retailers, including Spar. Let's assume that, in Spain, Axe's weighted distribution with Spar is equal to 68%. What does this figure mean? A.Axe products are present in 68% of Spanish-based Spar stores. B.Out of all the revenues from men's grooming products generated by Spanish-based Spar stores, 68% come from the stores that sell Axe. C.Out of all the revenues from men's grooming products generated by Spanish-based Spar stores, 68% come from Axe. D.None of the statements above are false
B
Which of the following statements regarding operationalization is false? a. Operationalization refers to specifying how the variables of interest in a research project are going to be measured. b. Operationalization concerns are addressed during the research design stage of the research project. c. The operationalization process is often informed by one or several theoretical frameworks. d. None of the statements above are false.
B
Which of the following statements regarding projective techniques is false? a. It is generally complex to analyse the data from projective techniques. Trained psychologists are often required to do so. b. The "completion techniques" are one of the several types of projective techniques that exists. Examples of completion techniques include the picture response technique and he cartoon test technique. c. Some projective techniques can be used to obtain sensitive information from participants this is done by putting participants at ease via creating some psychological distance between the participant and the sensitive question. None of the statement above are false
B
Which of the following statements regarding structures vs. unstructured questions is false? a. Unstructured questions are better at capturing participants' actual opinions. b. Unstructured questions should only be used in exploratory research such as focus groups or depth interviews, c. The answers from unstructured questions are much more laborious to code and analyse. Additionally, the analysis is more subjective. d. None of the statements above are false.
B
Which of the following statements regarding traditional focus groups and online focus groups is true? a. Compared to traditional focus groups, online focus groups can afford a higher number of participants because, since all comments have to be typed, no information gets lost no matter how many people participate. b. Compared to traditional focus groups, online focus groups are less expensive. c. Thanks to the presence of emoticons, non-verbal communication in online focus groups is as good as in traditional focus groups. d. All the statements above are true.
B
1. Which of the following statements regarding depth interviews is false? a. The goal of a depth interview is to understand participants' underlying motivations, attitudes or feelings about a certain topic. b. Symbolic analysis is an advanced probing technique in which participants are asked to imagine how they life would be without a certain product, in order to understand the true meaning of that product for the participant. c. Hidden issue questioning is an advances probing technique in which the line of questioning proceeds from product characteristics to user characteristics. d. All the statements above are true.
C
1. Which of the following statements regarding scaling techniques is false? a. The constant sum scale measures both preference direction and preference strength. If the attribute "price" is assigned 20 points out of 100 and the attribute "package" s assigned 10 points, this means that price is twice as important for that participant. b. Out of all the comparative scaling techniques, the one that could most easily be administered over the phone is the paired comparison scale. c. The main application of the paired comparison technique is to measure purchase intentions.
C
1. Which of the following statements regarding survey administration methods is true? a. "by mail" and "online" are the preferred administration methods for surveys featuring sensitive or controversial questions. b. Online surveys are the fastest way to collect data. Another advantage is that they also offer excellent control over the data collection environment. c. A major limitation of all telephone surveys is that they are very hard on the interviewer: he needs to handle the survey's skip patterns all by himself, be on the lookout for any potential non-valid answers participants give etc. d. None of the statements above are true.
C
Based on what we saw in class, which of the following questions is properly formulated? a. Do you think that audi cars are both sporty and classy? Yes / no b. Why do you shop at sears? Open-ended c. What do you like about sears as compared to other stores? Open-ended d. All of them are properly formulated.
C
UPF wants to include the following question in a survey aimed at UPF students: "I am satisfied with the selection of online databases that the UPF library puts at my disposal for free" (possible answers: yes / no). the people preparing the survey are worried that some uninformed students (those who didn't know that UPF was offering freed access to a selection of databases) may still answer the question. This is problematic because their answers would bias the results. What would you recommend to minimize this problem? a. Including a third possible answer to the question: "Don't know" b. Preceding the question with filter question such as "have you ever used the databases provided by the UPF library before?" c. Both d. Neither
C
Which of the following is not a goal of conclusive research? a. Helping managers make decisions. b. Using large sample sizes in order to generalize the insights from exploratory research. c. Using large sample sizes in order to gain a better understanding of any counterintuitive result obtained when conducting exploratory research. d. None of the statements above are goals of conclusive research.
C
Which of the following scales is not a comparative scaling technique? a. Paired comparison b. Rank order c. Likert d. All of them are
C
Which of the following statements regarding research design errors is true? a. Accidentally measuring brand personality when what you really wanted to measure was the related (but more general) concept of brand identity is an example of "surrogate information error". b. Using an outdated telephone directory in order to reach you population of interest is an example of "population definition error". c. An interviewer paraphrasing a question that explicitly required using the wording specified in the questionnaire is an example of "questioning error". d. All the statements above are true.
C
Which of the following statements regarding to counterbalancing technique is true? a. The goal of the counterbalancing technique is to increase the chances that participants answer sensitive questions. This is achieved by presenting the sensitive behaviour as more common than it actually is, thus counterbalancing participants' resistance to talk about it. b. The goal of the counterbalancing technique is to increase the chances that participants answer sensitive questions. This is achieved by legitimizing the reason why the sensitive question is asked, thus counterbalancing participants' suspicions that the researchers simply want to pry into their lives. c. The goal of the counterbalancing technique is to compensate for the fact that participants' answered are affected by the direction (positive negative) of a question/statement. This is achieved by creating both positive and negative versions of the same question/statement and dividing participants in two subgroups: each subgroups gets one, and only one, version of the question/statement. d. None of the statements above are true.
C
Charities have traditionally used sad TV commercials in order to incentivize people to donate. Let us assume that a certain charity wants tot test if putting people in a good mood is a more effective strategy to increase donations. The following experiment is organized: participants are invited to a laboratory and they are randomly assigned to two conditions: good mood condition and control condition. In the good mood condition, participants see a positive, inspirational charity commercial. In the control condition, participants see a sad charity commercial. Then participants from both groups are asked about their willingness to donate. Which of the following statements regarding this experiment is true? a. This experiment's dependent variable (dv) is the type of commercial that participants are assigned to. b. This experiment's independent variable (iv) is participants' willingness to donate. c. A possible confound in this experiment is participant's mood before the experiment starts. d. None of statements above are true.
C DEPENDENT: people donation, INDEPENDENT: commercial, CONFUND: mood
1. The table below illustrates the percentage of North Americans of a certain age that consume soft drinks in a typical day. Those results were obtained by conducting a Cohort analysis. Which if the following statements regarding this analysis is TRUE? a. The cohort analysis is an example of longitudinal research design. b. As it can be seen in the table, a total of 20-age cohort were used in this study. c. As it can be seen in the table, as people grow older soft drink consumption tends to increase. d. None of the statements above are true.
D
1. Which of the following statements regarding the survey administration methods is false? a. Regular mail surveys have a problem of low response rates. One way in which this problem can be reduced is by sending follow-up mails b. Mall-intercept surveys are more cost-effective than in-home surveys. c. Despite their name, computer -assisted personal interviews (CAPI) can in fact be conducted without the presence of an interviewer. None of the statements above are false
D
According to the theoretical frameworks that we saw in class, which statement about brand loyalty is false? a. Involvement is one of the factors that drive brand loyalty. b. Brand loyalty can be effectively assessed by looking at whether consumers repeatedly purchase the same brand or not. c. The quality of the alternatives makes becoming loyal to a specific brand harder. d. None of the statements above are false.
D
The scale depicted below is an example of... a. The paired comparison scale b. The likert scale c. The rank order scale d. None of the above
D
Which of the following statements regarding concept testing research is FALSE? A.The main goal of concept testing is to measure participants' purchase intentions towards the concept being tested. B.Concept testing is useful because it helps clarify the commercial viability of the concept being tested. C.Feedback questions (what did participant like the most / the least about the concept being tested) should always be asked during concept testing research. D.None of the statements above are false
D
Which of the following statements regarding cross-sectional and longitudinal research designs is true? a. Compared to cross-sectional studies, longitudinal studies are superior at detecting change over time. b. Compared to cross-sectional studies, longitudinal studies result in more accurate data. c. Compared to cross-sectional studies, longitudinal studies result in less representative data. d. All the statements above are true.
D
Which of the following statements regarding eye-tracking technology is FALSE? A.Eye-tracking technology relies on a camera to measure where a person is looking and for how long. B.Eye-tracking can be used to assess what parts of a commercial captured consumers' attention the most. C.Eye-tracking can be used to assess the visibility of a website's call-to-actions. D.None of the statements above are false
D
You are the dog food brand Royal Canin and you wish to know the proportion of professional Spanish dog breeders that recommend your brand. Rather than asking them all, you decide to take a sample. Which of the following statements is false? a. The lower your desired margin of error is, the higher the sample size will need to be. b. Even if there were 10.000 or even 100.000 professional Spanish dog breeders, the optimal sample size could remain in the hundreds as long as the population's variability was low enough. c. To calculate the optimal sample size in this case, the following formula should be used: (N = sample size, o= implied confidence level, P(1-p) = population's variability, MoE= margin of error). (formula) d. None of the statements above are false.
D