marketing research true/false

A description of a construct at the theoretical level, stated in terms of unobservables is called the operational definition

false

If you contacted 1,000 participants and the response rate is 10%, then the number of complete surveys should be 10

false

In symbolic analysis, the interviewer step by step probes to the question of interest

false

In-depth-interviews are the most used qualitative research method in over 50% of the marketing research firms

false

Marketing research is a potential waste of resources for companies; instead of spending money on marketing research, managers might rely on their educated guesses

false

Surveys can be used to understand consumers' attitudes about products and services

false

Surveys cannot be used to collect information about consumer demographics and lifestyles

false

The cost of telephone interviews are typically higher than face to face interviews.

false

In order to answer "why" questions, one can use observation rather than questioning

false, asking is the best way to answer "why" questions

Intention or action component refers to a person's information about an object

false, cognitive or knowledge

Home audit approach and the mail diary method are the two ways to collect scanner data

false, consumer panel data

Selection bias, mortality, and testing effects bias the reliability of retail store audits

false, consumer panels

When conducting secondary research, you should first start with external sources, and then check the internal sources

false, internal first

Nominal level refers to both labeling and order

false, just labeling, ordinal is labeling and order

One of the main disadvantages of secondary data is its high cost

false, low cost is an advantage

Close-ended questions are more open to interviewer biases

false, open-ended

Among the standardized sources of data, retail store audits are the best source to understand the preferences of customers at an individual level

false, retail store audits do not let you see consumer preferences at an individual level, use consumer panels instead

The response rate in a self-administrated survey increases as the survey becomes longer

false, shorter

In a typical questionnaire, the questions related to demographics should be asked at the very beginning

false, the end

Qualitative methods can easily be used to replace surveys

false, they should be used to supplement them

In semi-structured or focused interviews, the respondent is given the maximum freedom to respond

false, this is true in in-depth interviews

One can conduct real time sales analysis by using retail store audits

false, to do this you would want a digitally enhanced tracker

A systematic process of recording behaviors without normally communicating with the people involved is called observation

true

All behaviors can be observed

true

All the discussed sources of standardized data might be used to understand the sales/shares of brands in the market

true

Asking more questions tend to decrease the response rates in questionnaires

true

Business intelligence is the bridge between end business users and information coming from different data sources

true

Causal research is the only research that can be used to prove that one variable causes another

true

Cognitive phenomena can't be observed

true

Data can be collected by either you or others in primary research

true

Descriptive research is used to describe an existing situation

true

Digitally enhanced trackers allow firms to understand its customers' non-purchase behavior over time

true

Experiments are the (almost) only ways to conduct causal research

true

Four advantages of surveys are their low cost, high accuracy, efficiency, and flexibility

true

If you do not have any contact information such as phone numbers, mailing, and email addresses, personal interviews become the feasible survey method

true

In causal research, hypotheses are very well-defined and very specific

true

In descriptive research, you ask questions like what, who, where, when, and how etc

true

In exploratory research, the methods are unstructured and mostly qualitative

true

In general, editing and coding is easier in close-ended questions compared to open-ended ones

true

In order to obtain meaningful results from a survey, one has to define the population of interest correctly

true

In telephone interviews, the interviewer must rely solely on verbal cues to judge the reaction and understanding of respondents

true

Intentions depend on buying habits and planning horizons

true

It is recommended to ask involving questions in the middle

true

Marketing intelligence is acquiring and analyzing marketing data to make better marketing decisions

true

Marketing research is the link between firm and market through information

true

Mental states used by individuals to structure their behaviors are called attitudes

true

One can use qualitative methods in order to get a better idea about things that can't be directly observed and/or measured

true

Surveys, interviews, focus groups, observations and/or experiments can be used to collect secondary data

true

The finding "50% of people in Oklahoma City drink beer once a week" is an example of descriptive research

true

The level of measurement increases from nominal level to the ratio level

true

The number of statistical/mathematical analysis that might be conducted become largest if one uses the ratio scale compared to all other three measurement scales

true

When the problem is ambiguous, you should use exploratory research. As you are aware of the problem, you should use descriptive research. When the problem is clearly defined, in order to find real causes of the problem, you should use causal research

true

When you have little prior knowledge of the problem at hand, you should use exploratory research

true

When direct questions fail, one might use projective techniques

true, projective techniques such as word association