MKT Chapter 4 Quiz

A causal research design tracks the responses of the same sample of respondents over time. True/False

False

A researcher investigating the amount of food waste in the typical four-person family plans to sift through the garbage of a small sample of representative families. This method is an example of an unobtrusive survey. True/False

False

After conducting formal marketing research for your department, you summarize the data in an oral presentation to management. You are following normal marketing research steps. True/False

False

Descriptive research is typically expressed in qualitative terms. True/False

False

Exploratory research is typically large scale and more expensive than other research techniques. True/False

False

Mail questionnaires give researchers full flexibility in the types of questions they can ask as well as full control over the circumstances under which the respondents answer the questions. True/False

False

Representativeness is a problem when the researchers cannot be sure the consumer population they are studying even understands the questions. True/False

False

________ is the process of collecting, analyzing, and interpreting data about customers, competitors, and the business environment to improve marketing effectiveness.

Market research

A syndicated research report is an example of a secondary data source. True/False

True

ABC Interior Designs wants to collect research data about which areas of the store attract the most customer attention through video recording devices placed throughout the store. This is an example of mechanical observation. True/False

True

Cross-sectional design involves the systematic collection of responses to a consumer survey instrument from one or more samples of respondents at one point in time. True/False

True

Mall intercept studies are a commonly used type of face-to-face interview. True/False

True

Research design falls into the two broad categories of secondary research and primary research. True/False

True

Researchers carefully design experiments with independent and dependent variables to test predicted relationships among those variables. True/False

True

The focus group format can be used online. True/False

True

When research findings have external validity, the findings of the study can be generalized to the target market, not just the specific participants in the research. True/False

True

When researchers suspect that research subjects will alter their behavior if they know someone is watching, the researchers are likely to use unobtrusive observational methods. True/False

True

The first step in the market research process is to ________.

clearly understand the information needed by managers

Interpreted data is ________.

information

Data that have been collected for some other purpose than to answer the question at hand are called ________.

secondary data

Nielsen compiles ratings of television shows and then sells the information to other firms. Nielsen conducts ________.

syndicated research