MKT410 Test 1
Which of the following would be considered a custom research firm?
Burke, Inc.
When a large packaged goods company, such as PepsiCo, wants to test market a new type of soda, what type of marketing research company is it likely to hire for this project?
Custom research
What type of manager is among the heaviest users of marketing research?
New product development manager
Google's Double Click is an example of what type of marketing research organization?
Online tracking
When a shopper at a shopping mall is asked if she is willing to participate in a marketing research project, this is an example of which of a potential respondent's ethical rights?
Right to choose
Information that has already been collected previously in another research study represents what type of data?
Secondary data
When an interviewer asks a respondent to state the first word that comes to mind when the interviewer says a possible brand name for a new product, this represents what type of projective test?
Word association test
Which of the following is NOT an example of a projective test? A Option A: word association B Option B: sentence completion C Option C: cartoon test D Option D: photo sorts E Option E: all of the choices are correct
all of the choices are correct
Who might use the services of a field service firm? custom research firms B Option B: syndicated research firms C Option C: ad agencies and corporations D Option D: none of the choices is correct E Option E: all of the choices are correct
all of the choices are correct
When a company uses the online search behavior of customers to develop online advertising aimed at specific customers based on their past online behavior, this is called
behavioral targeting
When a computer file of a company's customers and their buying patterns is used to create a marketing mix aimed at specific customers, this is an example of
data mining
All of the following are typical characteristics of qualitative research projects EXCEPT
detailed statistical analyses
All of the following are advantages of secondary data EXCEPT that it:
may have a lack of availability
The leader of a focus group discussion is called a(n):
moderator
The first step in problem definition is
recognizing a problem or opportunity
Greenfield Online manages a database of consumers who have agreed to fill out online surveys periodically. This data base of consumers is an example of a
research panel
When a research supplier purchases a list of 3,000 customers, it is contracting with what type of company?
sampling firm
There is always one best research design to be used in a marketing research study.
False
A one-hour structured interview between an interviewer and an interviewee is called a(n)
IDI
When a researcher says to a respondent: "I want you to imagine that a neighbor of yours who lives down the street from you just purchased a new Lexus automobile. How would you describe that neighbor?", what type of projective technique is being used?
Third-person technique
A management decision problem describes an action that needs to be taken.
True
A typical focus group discussion lasts about 90 minutes
True
Focus groups are the most popular type of qualitative research.
True
Marketing researchers need to distinguish between symptoms and problems.
True
Which of the following is the largest single spender on marketing research?
U.S. Government.
All of the following are examples of exploratory research EXCEPT
experiments
When a trained interviewer conducts a one-hour discussion with a group of eight people to find out their preference for three TV commercials that have been created by an ad agency for a company's new product, this is an example of a(n):
focus group
The last step in the problem definition process is
stating the research objectives
The Nielsen ratings, compiled by AC Nielsen Media Research, are an example of which type of research?
syndicated
All of the following are advantages of depth interviews over focus groups EXCEPT
the total cost of depth interviews can be higher than focus groups.
