MKT 497 exam II

Email surveys typically average _____ % response rates.

17

Response rate:

19.0

With _______, respondents assemble pictures that represent their thoughts and/or feelings.

Collages

_______ involve unstructured dialogue recorded by a researcher.

Conversations

______ is the process of changing the original form of the data to a format suitable to achieve the research objective.

Data transformation

The practice of using databases to promote one-on-one relationships with customers and create precisely targeted promotions is called _______.

Database marketing

A one-on-one probing interview between a trained researcher and a respondent is called a _______.

Depth interview

Your questionnaire takes about 15 minutes of your respondents time. You prefer to have as much geographic flexibility as you can. While item nonresponse is a concern, you are more concerned with keeping costs down. Which survey method should you use?

Email survey

Which type of bias is occurring when a respondent tells the interviewer that he reads the Wall Street Journal on a daily basis so that he can impress the interviewer?

Interviewer bias

What do we call a question that introduces the general topic of discussion in a focus group interview?

Introductory question

_______ is a particular approach that asks respondents to compare differences between brands at different levels.

Laddering

What test do we use to determine whether non-response bias is impacting our results?

Median split test

Many companies use powerful computers to dig through volumes of data to discover patterns about their customers and products. This activity is called data ______.

Mining

Which of the following focuses on how relationships between a person and the physical environment, objects, people, or situations shape a person's behavior?

Phenomenology

According to Dr. Thomas, what is the most effective method to increase your response rate?

Prepaid monetary

With which of the following is the researcher intimately involved with the subjects?

Qualitative research

People who are unwilling to participate in a research project are referred to as _____.

Refusals

_______ uses prompted or unprompted social media conversations to gather data.

Social listening

A disadvantage of secondary data is that ______.

The user of secondary data has no control over their reliability and validity

With secondary data, what represents data trustworthiness?

Validity

Which of the following measures purchase behavior as it occurs?

Volume-tracking data

A version of the TAT that uses a cartoon drawing in which the respondent suggests a dialog in which the characters might engage is called

picture frustration

Neural networks are a form of artificial intelligence in which a computer mimics the way human brains ______ and ______.

process information; make decisions

The most important disadvantage to secondary data is that it:

was collected for a purpose other than the purpose at hand

Effective response rate:

23.3

You have a questionnaire that requires at least 18 minutes of your respondents' time. While keeping cost down is a consideration, you want a representative sample of the US population. Which survey method should you use?

Mall survey

People who cannot be contacted or who refuse to participate are called ______.

Nonrespondents

What do we call a question that is a round-robin question and is designed to be answered rather quickly?

Opening question

_______ surveys measure the same group of respondents over time but not necessarily on the same variables.

Panel

What type of surveys collect data on the same set of variables at regular intervals, each time sampling from a new group of respondents?

Periodic

Using only the survey method to make your decision, if you want the best chance of avoiding including children in your sample, which survey method should you use?

Personal interview

Which survey method offers the least geographic flexibility?

Personal interview

Which survey format offers the lowest item non-response issues?

Personal interviews

Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called ______ marketing research.

Quantitative

When a research study has an error caused by the improper execution of the research task, this is called a ______.

Administration error

Research that is conducted to clarify the nature of a research problem is called ______ research.

exploratory

Obtaining secondary data is typically ____ and ____ expensive than obtaining primary data.

faster, less

Qualitative research ______.

has an unstructured approach to data collection

The observation and analysis of trends in industry volume and brand share over time is called ______.

market tracking

_______ track inventory flow, current inventory levels, and the impact of both promotional and pricing programs on inventory levels.

Retailer audits