MKTG 3711 Test one

Any study that is conducted using an observational technique or unstructured questioning can be classified as ________, which is becoming increasingly popular in a number of research situations. A) quantitative research B) secondary research C) strategic research D) qualitative research

A

Nielsen Media Research uses a device that is attached to a television set to record when and to what station a set is tuned. The type of observational research that this represents is :A) Unstructured observational research. B) Overt observational research. C) Invented research D) Indirect research.

A

Techniques in which phenomena of interest involving people, objects, and/or activities are systematically observed and documented is: A) Observational research. B) Behavioral research. C) Mixed methods research. D) Product research.

A

After many years of relative stability in marketing research methods, the industry is undergoing great change due to: A) New sources of data and technology. B) Expanded focus on qualitative methods. C) Reluctance of clients to adopt new research methods. D) New uses of traditional research tools.

A, New sources of data and technology

What objective would a company have by using a focus group to refresh the marketing team's understanding of what customers really feel or think about a product or service? A) Understand consumer vocabulary B) Reveal consumer needs, motives, perceptions, and attitudes C) Idea generation D) Understand findings from quantitative studies

B

________ is an example of internal secondary data. A) U.S. census data B) Corporate sales data C) Online information database D) Sales tax data

B, corporate sales data

The choice of the type of research design depends largely on: A) Budget restrictions. B) Objectives of the research. C) Whether the research is domestic or international. D) Type of analytics required.

B, objectives of the research

There are several distinct advantages of using secondary data. Which is NOT an advantage? A) Secondary data can usually be obtained quickly. B) Secondary data may be obtained in any form desired. C) Secondary data are relatively inexpensive. D) Secondary data may achieve the research objective.

B, obtained in any form desired

Collecting, analyzing, and interpreting data by observing what people do and say is: A) Quantitative research. B) Primary research. C) Qualitative research. D) Secondary research.

C

Researchers often desire to measure ________, which cannot be directly observed because they are mental constructs such as a person's attitude or intentions. A) objective properties B) animate properties C) subjective properties D) inanimate properties

C

The scale that captures the intensity of feelings toward a statement's claim or assertion because respondents are asked how much they agree or disagree with the statement is: A) The Psychometric Scale. B) The Comparative Scale. C) The Likert Scale. D) The Multidimensional Scale.

C

Data referring to information that is developed or gathered by the researcher specifically for the research project at hand is called: A) Proprietary data. B) Secondary data. C) Primary data. D) Big data.

C Primary data

For many years, the marketing concept has been recognized as the "right philosophy" because: A) It is well established in marketing literature. B) It recognizes that profits are a result of sales volume. C) It always focuses on the consumer. D) It does not rely on high-pressure selling.

C, it always focuses on the consumer

Which of the following does NOT represent the maintenance of marketing research integrity? A) Data will never be falsified or omitted. B) Research results will be reported accurately and honestly. C) Research companies may withhold damaging client data. D) Researchers will not misrepresent the impact of the sampling method and its impact on sample data.

C, research companies may withhold damaging client data

The term used for research conducted within an organization is called: A) Internal research. B) Market-side research. C) Supplier-side research. D) Client-side research.

D, Client-side research

To successfully minimize product and service failures companies should: A) Develop better project management systems. B) Motivate employees to reduce high failure rates. C) Focus on defining the best set of product dimensions to match core competencies. D) Determine how to create, communicate, and deliver value by "hearing the voice" of the consumer.

D, Determine how to create, communicate, and deliver value by "hearing the voice" of the consumer.

What is the definition of marketing research? A) The process of analyzing secondary information and providing executives with timely reports to solve a marketing problem. B) The process of designing experiments that provides decision makers with causal information. C) The process of analyzing existing information so decision makers can make better decisions. D) The process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.

D, The process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.

The less we know about a market or subject, the more likely it is that a researcher should use: A) Causal research. B) Descriptive research. C) Exploratory research. D) Formal research.

c, Exploratory