MKT research exam 2
which of the following has advanced significantly and opened new, efficient ways for marketing researchers to collect data?
Computer and telecommunications technology
_____ Is NOT one of the important advantages associated with self-administered surveys
Enhanced monitoring ability
Which of the following does not characterize an advantage of panel companies?
Less costly than other sources
covert observational research
Listening in on a customer service call with a customer
The "man-on-the-street" interview is closest to which data collection mode?
Mall-intercept interview
because of technological advances and a general reluctance worldwide to take part in surveys, ____ have become a viable and popular means of data collection
Panel companies
which of the following recruits large numbers of potential respondents who agree to take part in surveys for compensation?
Panel companies
_____ are NOT among the four methods of data collection
Proxy-assisted surveys
Mental constructs
Researchers often desire to measure subjective properties, which cannot be directly observed because they are___ such as a persons attitude or intentions
Ordinally scaled
Respondent is asked to indicate his or her first second third and fourth choices of hotels, this is
_____ is NOT an advantage of computer-assisted surveys
Technical skill requirement
Quantitative
The purpose of ___ research is specific and is used when the manager and researcher have agreed on the precise info that is needed
demographic and buyer behavior
What characteristics of a focus group participant should be judged against the target market profile?
indirect
What type of observational research is a sales manager using when she examines records of sales calls to determine how frequently salespeople make cold calls?
Qualitative Research
Which of the following correctly describes collecting, analyzing, and interpreting data by observing what people do and say?
Quantitative Research
Which of the following describes research involving the administration of a set of structured questions with predetermined response options to a large number of respondents?
mixed methods research
Which of the following is also known as pluralistic or hybrid research?
Direct observational research
Which type of research did a Swiss chocolate maker use to study the behavior of "chocoholics?"
Mandatory versus voluntary
____ is NOT one of the four general ways of organizing observations
Question library
a feature of computer assisted questionnaire design software that provides "standard" questions on constructs that researchers often measure
_______ is an advantage of person-administered surveys
adaptability
Lifestyle inventory
alternatively known as psychographics
Display logic
asks questions that are appropriate based on the respondents prior answers
properties of constructs of interest
beginning with the research objectives, the researcher identifies the ____ and decides what type of measure to use for each one
____ uses numbers associated with question response options to facilitate data analysis after survey has been conducted
coding
NOT one of the functions a questionnaire fulfills
creates the basis for statistical significance
Incidence rate
describes the percentage of the population that possesses some characteristic necessary to be included in the research
ethnographic research is detailed,_______ of a group and its behavior, characteristics and culture
descriptive study
measurements
determination of a description or amount of some property of an object
A group self-administered survey entails administering a questionnaire to respondents in groups rather than individually____
for convenience and to gain economies of scale
Which of the following requires interviewers to "navigate around gatekeepers"?
in office interviewing
_____ is a. qualitative technique that examines consumer motivations and hidden concerns
in-depth interviews (IDIs)
what are some of the main advantages of online communities
inexpensiveness and flexibility
_____ is NOT an advantage of using survey methods
insensitivity to subgroup differences
Which of the following best describes the major advantages of online surveys
low cost, speed, and real-time access to data
popular and growing trend in marketing research is the use of_____ to gain insights, with 60% of marketing research prof in a 2017 survey claiming that their firm has used this research technique.
market research online communities
_____ or hybrid surveys use multiple data collection modes
mixed-mode surveys
qualitative research consultants
name of a Focus group company principals
name for the ethnographic study of online activities
netnography
Objective properties
physically verifiable characteristics such as age, gender, or number of bottles purchased
define coding
placing numbers on the questionnaire to facilitate data entry after the survey has been conducted
involves conducting a dry run of the survey on a small representative set of respondents to reveal questionnaire errors before the survey is launched?
pre-test
which is the most accurate regarding parameters of the pretest of a questionnaire?
pretest participants should representative of the target population under study
situational factors
process of data collection may be shaped or affected by
Scaled-response questions
questions requiring some degree of mental activity such as evaluating choices, voicing opinions etc
the _____ by consumers underlies a troublesome data collection dilemma faced by marketing researchers all over the globe
rapid adoption of sophisticated personal communication system
Stapel Scale
relies not on bipolar terms but on positive and negative numbers, typically ranging from +5 to -5. The scale may or may not have a neutral zero.
The Likert scale
researchers use this scale since the underlying belief is that knowledge of consumers lifestyles as opposed to just demographics offers direction for marketing decisions
Define Likert scale
respondents indicate their degree or agreement or disagreement
subjective properties
scale development is the process of designing questions and response formats to measure the ______ of an object
A researcher must consider ___ in selecting a data collection mode
speed, cost, resulting data quality and other considerations
____ is NOT an advantage of person-administered surveys
suitability
Compared to observation or other qualitative methods, ________ allows the collection of significant amounts of data in a systematic, economical, and efficient manner, and they typically involve large sample sizes.
survey methods
reflects the qualitative nature of this research method
the focus group report
Flow
the sequencing of questions or blocks of questions, including any instructions, on the questionnaire pertains to question __
Another variation of the self-administered survey is the drop-off survey, which must me self-explanatory because
the surveys are left with respondents, who fill them out without assistance
Nominal measures
this includes race, religion, type of dwelling, brand last purchased, and buyer/nonbuyer
Rising nonresponse rates have caused marketing researchers to rethink the use of:
traditional data collection methods
mobile ethnography can______ a researcher might miss, with respondents viewed as the experts of their own lives
uncover authentic behavior and feelings
gain some insight into basic consumer needs and attitudes
using a focus group to stay abreast of the words and phrases consumers use when describing products helps marketers understand the consumers vocabulary and also
coding is a straight forward process EXCEPT in which of the following situations?
when there are questions for which there may be multiple responses