Mid-Term Review - ( MARKET RESEARCH )

Discuss the purposes of exploratory, descriptive, and causal research and provide an example of a marketing problem/opportunity/question appropriate for each of the research approaches.

Exploratory - explores why something occurs when limited info. is available Descriptive - define/summarize event or population w/o explaining why it exists Causal -

For which of the following scenarios would survey research NOT be useful:

Leap Frog wants to see what product features toddlers aged 2 to 5 engage with most often in educational toys.

During an in-person survey, the interviewer asked respondents if they were a) single, b) married, or c) living with someone. This best demonstrates a ______________ error.

Measurement error

Maya is interested in using a survey method that would allow her to have the respondent fill out the survey close to the moment of shopping and decision-making. Which of the following methods is best suited for this purpose?

Mobile

In order to establish causality, three conditions must be met. ____________ means that any association must be authentic, not contrived or fabricated.

Nonspurious

Tracking industry unit sales over the past twelve months is a form of ____________________ tracking.

market study

Individuals that pretend to be customers while observing and recording data are called ____________________.

mystery shoppers

A small-scale exploratory research project that collects data from respondents similar to those that will be used in the full study is called a(n) ____________________ study.

pilot

Data obtained from primary research is called ______________ data.

primary data

A hair salon company is attempting to determine the effectiveness of mailing free samples of a new type of shampoo to residents in specific zip codes based on unit sales performance. Which type of research is being used?

promotion research

______________ is a type of internal data that is owned by a company and not released to the public.

proprietary

When original data are changed to a different format in order to make them consistent with a research objective, the data are said to have been ____________________.

transformed

A marketing researcher must be objective in order to provide accurate information. ( T or F )

true

As a general rule, no research project should be conducted without a search of secondary information sources? ( T or F )

true

Concept testing is a type of exploratory research. ( T or F )

true

When a respondent tells an interviewer that his annual income last year was $50,000 because he is embarrassed to admit that it was $25,000, ____ has occurred.

deliberate falsification

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

The focus of qualitative research is on producing "numbers" that can be used in statistical tests. ( T or F )

false

All of the following describe quantitative research EXCEPT:

Validates facts, estimates or predicted relationships

Schwinn studies its most successful retailer in depth in order to determine some better ideas for displaying bicycles in its retail stores. As such, the company is engaging in ____.

a case study

Carol was invited to participate in a research study along with ten other consumers to discuss their experiences using cleaning products. The group was asked to discuss their experiences and were encouraged to feed on each other's comments. What is this type of study called?

focus group interview

Compare and contrast basic and applied marketing research. Illustrate with an example of each.

Basic research - seeks answers to universal, theoretical questions; works to uncover specific knowledge; not develop solution ex. a study looking at how alcohol consumptions impact the brain Applied research - discovers answers to specific questions; find out new knowledge to solve problem ex. a study on how to treat patients w/ insomnia They both are working to seek answers to questions.

Toyota wants to determine if Hispanic consumers have a preference on language in digital ads. What type of research is most appropriate?

causal research

Natalie is provided with a stack of pictures. She is asked to assemble the picture in a way that represents her thoughts and feelings. Natalie is participating in

collage creation

Prior to the election, Joe Biden's campaign team conducted research to identify which potential female VP candidate resonated highest among Gen Yers. What is the population of interest for this study?

All Gen Yers eligle to vote

For the scenario below, identify the type of error that exists. The researcher in charge of programming the random digit dialer for a telephone survey forgets to enter two area codes for the population being studied.

Sample selection error

A research design that is intended to describe important characteristics of a population (e.g. age, gender, income) is called ____________________ research.

descriptive research

An organization is attempting to decide whether to add home delivery to its customer service options. Which type of research would be most effective?

distribution research

Suppose a major department store conducts research to determine which products it should offer to customers over the Internet. This store is involved in which type of research?

distribution research

Marketing research plays a more prominent role in product-oriented companies than in customer-oriented companies. ( T or F )

false

Phenomenology refers to the documented history of a particular person, group, organization, or event. ( T or F )

false

The grounded theory technique (GTT) presents subjects with an ambiguous picture in which consumers and products are the center of attention. ( T or F )

false

The procedures and techniques used by applied researchers and basic researchers differ substantially. ( T or F )

false

Which approach to probing asks respondents to compare differences between brands at different levels?

laddering

Cindy is an ethnographer who is trying to better understand how mothers take care of toddlers. Being a mother herself, she was able to join a mother's group and spent considerable time immersed within that culture. From this immersion, she is able to draw data from her observations. Cindy is referred to as a(n) ____.

participant-observer

Hermeneutics is an approach to understanding phenomenology that relies on analysis of texts in which a person tells a story about him- or herself. ( T or F )

true

Barbara started a survey and was confused by the question format and the question content. This is an example of ____.

unconscious misrepresentation