MKT 335 Exam 1

What is the main difference between secondary data and primary data? a. secondary data is already collected b. secondary data is generally not specific to our issue c. we control primary data collection d. primary data is collected specific to our issue e. all of the above

All the above

I am the best person to control for ethical concerns in conducting a research project. TRUE/FALSE

TRUE

One reason for collecting demographics and socio-economic characteristics is segmentation/targeting TRUE/FALSE

TRUE

One reason for collecting demographics and socio-economic characteristics is segmentation/targeting. TRUE/FALSE

TRUE

Qualitative research is described as broad, general, flexible, less structured. TRUE/FALSE

TRUE

The AOL example illustrated that as data becomes richer, it gets harder to keep it secure or private. TRUE/FALSE

TRUE

the optimal number of focus group participants is 8-12 TRUE/FALSE

TRUE

Why are push polls a big problems for marketing researchers?

They make people suspicious of all marketing research

All of the following are pieces of information a person should have so that they can make an informed decision about participating in research, except for: a. What the researcher's hypothesis is b. Why the data is being collected c. What data is being collected d. How the data will be shared

What the researcher's hypothesis is

All of the following are pieces of information a person should have so that they can make an informed decision about participating in research, except for: a. What the researcher's hypothesis is b. Why the data is being collected c. What data is being collected d. How the data will be shared

What the researcher's hypothesis is

Which of the following are recent trends Nielsen has observed with respect to TV viewing. (select all that apply) a. 85% of viewers are watching with a tablet or smartphone in hand b. increased live viewing c. decreased live viewing d. greater popcorn consumption

a. 85% of viewers are watching with a tablet or smartphone in hand b. increased live viewing

Which of the following are possible benefits for conducting in depth interviews a. can discuss more sensitive topics b. can speak to subject matter experts c. moderator has increased flexibility to guide discussion d. anyone can moderate an in depth interview e. in depth interviews require no structure

a. can discuss more sensitive topics b. can speak to subject matter experts c. moderator has increased flexibility to guide discussion

Which research techniques is an example of Descriptive research a. cross sectional surgery b. Nielsen Homescan Panel c. In depth interview d. synovate global opinion panel

a. cross sectional surgery b. Nielsen Homescan Panel

Which one of the following statements accurately describes cross-sectional research data? a. data we collect at one point in time b. is not the focus of this course c. usually contains rather rich and detailed demographic information d. typically less representative of the whole population

a. data we collect at one point in time

What insights did the Mommy Cam project generate? (select all correct answers) a. diapers are changed all over the place b. parents often only have one free hand c. diapers are leaky d. wipes are too expensive

a. diapers are changed all over the place b. parents often only have one free hand

Which of the following are advantages of administering a survey online (via e-mail) instead of on paper? (select all that apply) a. ease of data collection b. fewer coding errors c. high completion rate d. doesn't leave anyone out

a. ease of data collection b. fewer coding errors

What is NOT a key advantage of in depth interviews a. group think b. small sample size c. high cost per participant d. relatively slow data collection

a. group think

An example of lifestyle characteristics is

activities

Discontinuous research panels________________

ask different questions to the same group of people

Continuous research panels_____________.

ask the same questions repeatedly to the same people

continuous research panels

ask the same questions repeatedly to the same people

A Continuous longitudinal panel provides (fill in the blank from below) of consumer behaviors with changes over time. a. broader spectrum b. better representation c. specific set d. none of the above

b. better representation c. specific set

continuous longitude panel provide (fill in the blanks) of consumer behaviors with changes over time a. borader spectrum b. better representation n c. specific set d. none of the above

b. better representation n c. specific set

What is the first step in making more ethical choices?

establish values

The major types of Research Design approaches (inverted pyramid) are _______________(Check all the apply) a. exploratory b. qualitative c. descriptive d. quantitative e. casual

exploratory, descriptive, casual

in one word, qualitative research is all about

flexibility

One key limitation of qualitative research is

lack of depth

What is NOT an advantage of ethnography

low cost

What is not a key advantages of a longitudinal panel

low cost

what are three advantages of a cross sectional survey?

lower cost, fewer issues with drop outs, easier to recruit participants

A key distinction between a cross sectional survey/ panel and a longitudinal panel is that a cross sectional survey is

more specific demographic information

what is NOT an advantage of virtual environments

no social desirability biases

What are 3 key advantages of a longitudinal panel

observe changes over time, gathered detailed demographics, better behavioral data

What 3 challenges exist with using Twitter as a focus group?

participants may not be representative, less control over the conversation, competition can observe conversion

What qualitative techniques combine elements of tradition focus groups and observations/enthogrphy?

play groups

in descriptive research we narrow our research by asking specific "about" questions that are

pre specified upon what we want to obtain responses

Formulating the "research issue" can be defined as establishing the _______________ or _______________ on which the research project will be focused.

problem or opportunity

Our class is designed around the _________ approach to marking research which is seen as a complement to the ongoing/information systems approach to marketing research.

project

two broad types of data collection methods presented include

secondary and primary

key limitation of qualitative research is

small sample size

What is a key advantage of the more restrictive questions that we tend to ask in descriptive research?

they allow us to compare responses between different groups of respondents

What characteristic LEAST describes descriptive research

Flexibility

The "New Coke" example demonstated how a flaw in the first step of the research process can lead to a complete failure. The first step of the research process is

Formulating the problem/research issue

Which one of the following four statements is NOT appropriate when safeguarding your data?

Give multiple soft copies of the data to your trusted friends for safekeeping

What is this figure referred to as?

Inverted Pyramid

The average length of an in-person Focus Group session (in industry practice) is _______________?

90-120 minutes

In conducting secondary research, Statista data is an example of which type of data source:

Consumer-Focused Business Data

Quantitative data is most commonly associated with what stage of research?

Descriptive

In past classes, student projects have had the most difficulty with what stage(s) of the project?

Determine Data Collection Methods and Design Data Collection Forms

In past classes, students projects have had the most difficulty with what stages of the project

Determine data collection methods and design data collection forms

One advantage of dis-continuous longitudinal panels for data collection is the ability to detect change. TRUE/FALSE

FALSE

The optimal number of focus group participants is 15-20 participants TRUE/FALSE

FALSE

descriptive research is broad, general, flexible, and unconstructed TRUE/FALSE

FALSE

In Social Media Tracking, which data type/source is often collected as Key Influencer measures?

Facebook, Blogs, Instagram, Twitter

What are key advantages of a longitudinal panel?

Observe change over time, gather detailed demographics, better behavioral data

Why are researcher degrees of freedom a problem?

Researchers can intentionally or accidentally introduce bias

Two broad types of data collection methods presented included: ___________________ and ________________.

Secondary and Primary

In the context of formulating a research issue, what does the iceberg principle illustrate?

Some things are easy to see, but there may be more going on beneath the surface

What are three possible benefits for conducting in depth interviews

can discuss more sensitive topics, can speak to subject matter experts, moderator has increased flexibility to guide discussion

Whats a key advantage of projective techniques?

can get a socially undesirable responses

what is a key advantage of projective techniques

can get a socially undesirable responses

what are two characteristics that describe secondary data?

collected from other objectives/issues/ helps researchers to better define

In conduction secondary research, statistic data is an example of which type of data source

consumer focused business data

in conducting secondary research, statistic data is an example of which type of data source

consumer focused business data

In the context of qualitative research, what is probing?

continuing to ask question to get the reasons behind an initial answer

A Loyalty Card Panel is an example of a __________________, ____________________ Panel

continuos, longitudinal

a loyalty card panel is an example of a _______,________ panel

continuous , longitudinal

In descriptive research we generally want "close-ended" questions, with a fixed set of possible responses in order to collect (Pick one) a. hard data b. preference between alternatives c. data that allows for comparative analysis d. all the above

d. all the above

which one of the following statements on longitudinal panel is incorrect a. can be used to understand people's attitude changes over time b. good at gathering detailed demographic information c. on going cooperation rates can be low d. participants are less willing to provide answers on longitudinal panels compared with those on cross sectional panels

d. participants are less willing to provide answers on longitudinal panels compared with those on cross sectional panels

quantitative data is most commonly associated with what stage of research?

descriptive