Marketing Research Final (Philip)
What research allows causal inferences to be made-they identify cause-and-effect about relationships?
Causal
________________ data is the fourth stage in the marketing research process
Collecting
Juan has noticed that when the temperature rises, sales at his retail clothing store also rise. This is an example of ____.
Concomittant variation
_________________ are small data files that record a user's web usage history.
Cookies
____________ are recorded facts or measures of certain phenomena.
Data
______________ is a collection of raw data arranged logically and organized in a form that can be stored and processed by a computer.
Database
Identifying target market demographics for a shopping center located in Omaha, Nebraska is whaty type of research?
Descriptive
What reserach describes characteristics of objects, people, groups, organizations, or environments?
Descriptive
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?
Distribution research
____________ _______________ is a situation in which one chooses from alternative courses of actions, each with different ethical implications.
Ethical Dilemma
_________________________ represents ways of studying cultures through methods that involve becoming highly active within that culture.
Ethnography
____________ research aims to clarify ambiguous situations or discover ideas that may amount to true business opportunities.
Exploratory
A census is any complete group whose members share some common set of characteristics.
False
A custom research provider specializes in only one particular research activity, such as field interviewing, data warehousing, or data processing.
False
A search-engine optimizer mines data from in-store point-of-sale data recordings.
False
An Institutional Review Board (IRB) is a committee that carefully reviews a proposed research design to try to make sure the proposed research will satisfy the research objectives.
False
Concomitant variation is sufficient evidence to determine causality in experiments.
False
Conditional causality means the cause is necessary and sufficient to bring about the effect.
False
Implicit consent means that the individual understands what the researcher wants him or her to do and agrees to be a participant in the research study.
False
In online focus group sessions, the moderator's ability to probe is greater than it is in a face-to-face focus group session.
False
Managers should avoid conducting market research when the decision is of considerable strategic or tactical importance.
False
Marketing metrics involve qualitative ways of monitoring and measuring marketing performance.
False
Phenomenology refers to the documented history of a particular person, group, organization, or event.
False
Qualitative research is objective.
False
Quantitative research is interested more in qualities than quantities, often extending beyond the obvious.
False
Research is the process of developing and selecting from alternative ways of resolving a problem or choosing from among alternative opportunities.
False
The presence of an interviewer typically decreases the response rate in comparison to what would be found with a mail survey.
False
There is always one best research design for a marketing research study.
False
When an interviewer is not able to write fast enough to record the respondent's answers verbatim, the error called interviewer cheating has occurred.
False
An individual member of a population is a sample.
Flase
Global information systems allow management to track the whereabouts of delivery personnel.
Flase
One of the key ways in which researchers contribute to decision making includes
Identifying useful decisions statements and related research questions
Which term describes a subset of data and information that actually has some explanatory power to enable effective decisions to be made?
Intellectual capital
_____________ ____ _______________ refers to the fact that common products like cars, appliances, etc., are connected to the
Internet Of Things
1 out of 1 points Clark was asked to complete a self-administered questionnaire posted at MySurvey.com. What type of survey did Clark complete?
Internet survey
Which term describes a subset of data and information that actually has some explanatory power to enable effective decisions to be made?
Market intelligence
____________ ethics is the application of morals to behavior related to the exchange environment.
Marketing
The application of the scientific method in searching for the truth about market and marketing phenomena is called ____________ ___________________.
Marketing research
____________ _________________ are the principles that reflect beliefs about what is ethical and what is unethical.
Moral Standards
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
All of the following are advantages of in-house research EXCEPT ____.
More objectivity
Structured data openly shared between companies is called ____.
Open source information
Laurie finds the perfect sweater on Talbot's Web site during its season's clearance sale, but is unable to purchase it in her 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 ____.
Predictive Analytics
Which aspect of the marketing mix is represented by the value that a consumer places on a good when the consumer purchases that good?
Price
Which communication function of a firm is responsible for informing and persuading buyers?
Promotion
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 ____.
Push technology
____________ _____________ are commercial providers of marketing research services.
Research Suppliers
_____________ involves any procedure that draws conclusions based on measurements of a portion of the entire population.
Sampling
_________________ error results from some imperfect aspect of the research design or from a mistake in the execution of the research.
Sampling
Listening to conversations about a brand on Twitter or Facebook in order to gather data is an example of ____.
Social listening
___________________ orientation recognizes that multiple parties are affected by firm decisions.
Stakeholder
1 out of 1 points A syndicated service is a marketing research supplier that provides standardized information for many clients in return for a fee.
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 on the World Wide Web is called a content provider. Selected Answer:
True
A response bias occurs when respondents tend to answer questions with a certain slant.
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.
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.
True
Comparing the sample demographics with the demographics of the target population provides one means of checking for potential response bias.
True
Concept testing is a type of exploratory research.
True
Confidentiality means that researchers will not share any individual's information with others.
True
In its simplest form, a research hypothesis is a "guess" about the outcome of a research study.
True
Laddering is an approach to probing, asking respondents to compare differences between brands at different levels that produces distinctions at different levels.
True
Managers should ask if the payoff will be worth the investment when deciding whether or not to make a decision without research
True
Managers should ask if the payoff will be worth the investment when deciding whether or not to make a decision without research.
True
Marketing research involves more than conducting surveys.
True
Proprietary marketing research refers to research projects conducted to study specific company problems.
True
Rushing into a research project may result in conducting a study that is not needed.
True
Surveys used in telephone interviews should typically be written in a conversational style.
True
The term survey is most often associated with quantitative research.
True
UPC refers to bar-coded information containing product information that can be read by optical scanners.
True
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
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?
Will the payoff from the research be worth the dollar expenditures for research?
Which step comes last in developing a marketing strategy?
analyzing firm performance
Establishing the relationship between advertising and sales in the beer industry is
causal
When a research agency conducts all telephone interviews from a single location where they can hire a staff of professional interviewers and supervise and control the quality of interviewing more effectively, ____ is being used.
central location interviewing
The example of Rite Aid drug stores testing a new store layout is part of the exploratory research design called ____________________________ __________________________.
concept testing
A one-on-one interview between a professional researcher and a research respondent is called __________________ _______________________.
depth interview
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?
descriptive
Which process seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward competing products?
diagnostic analysis
Which survey research method is typically the most expensive?
door-to-door personal interview
Conditional causality means the cause is necessary and sufficient to bring about the effect.
false
When secrecy is a major concern, it is best to use an outside research agency.
false
Qualitative research ____.
has an unstructured approach to data collection
Which of the following is an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him- or herself?
hermeneutics
The only distinction between an Internet survey and an e-mail survey hosted on a Web platform like Qualtrics is the way the researcher ____
invites respondent participation.
People who cannot be contacted or who refuse to participate are called ____.
nonrespondents
A market_______________________ is a situation that makes some potential competitive advantage possible.
opportunity
Owen is a researcher who studies human experiences based on the idea that it 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
phenomenology
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 advantages of Internet surveys EXCEPT ____.
random sampling
All of the following are typically advantages of internet survey research except that it is ______
representative of the population
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 company that develops a unique methodology for investigating a specific business specialty area is called a(n) ____.
standardized research service
An example of behavioral tracking is ____.
supermarket scanner data
Marketing research attempts to provide accurate information in order to reduce uncertainty in decision-making.
true
_____________ 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.
Acquiescence
The application of computation, summarizing, and reasoning to understand the information gathered is research is called:
Analysis
In the opening case of Chapter 1, the technology brand featured is _____________.
Apple
