PRA 245 Quiz Answers Chapters 1-6
a technique used by focus group moderators to dig for deeper and more meaningful responses
probing questions
t/f the terms "market research" and "marketing research" are often used interchangeably
true
____ refers to studying how well consumers interact with and can navigate a company's website, for instance
UI research
_____ refers to studying the user experience with a product, service, or customer interaction
UX research
t/f a confidence level set at 99% would mean that the actual result in the population would waver 1% in either direction
false
t/f by identifying the research objective and corresponding research questions, researchers can directly map each project to a definitive methodology
false
t/f focus group ice breaker activities should not venture into the research topic so as not to bias participants
false
t/f focus group participants should never be segmented by usage level of the product category which they are about to discuss
false
t/f for a brand perception survey, it is important to divulge the company sponsoring the survey
false
t/f home use tests involve participants recruited in a public place to take part in consumer research studies in controlled environments
false
t/f if data collected through secondary means do not fit the questions researchers are trying to answer, the data should not be used at all
false
t/f in market research, it is always best to collect the highest sample size possible regardless of cost or timing
false
t/f market research should always be conducted regardless of the level of risk
false
t/f memberships sold and amount of subscribers to a service do not count as sales data; only revenue is considered sales data
false
t/f representation of the target market doesnt matter as long as the sample size hits the desired confidence level and margin of error
false
t/f research plans are only used when a company hires a research consulting firm
false
t/f researchers must obtain permission to observe subjects in all observational research studies
false
t/f so called "field experts" should not be used when conducting environmental scanning since their affinity for the topic could bias results
false
directly after respondents review an advertising concept, it is best practice in an advertising concept survey to
gather first impressions using open ended questions
secondary research might typically come into play in the following situations, except when
gathering customer satisfaction results regarding a recent product launch
which of the following is not an advantage to hiring an external research consultancy versus conducting research in-house?
generally cheaper
efforts related to collecting data on the social media engagement of the target consumer is considered
social media monitoring
a sampling technique where the sample is split into mutually exclusive groups proportionate to the population and then simple random sampling is employed within those groups
stratified random sampling
each of the following is part of the research plan, except
study conclusions
causal research
test hypotheses about cause-and-effect relationships
the following are inputs needed in order to determine a proper sample size except
the amount of available respondents
artifacts refer to
the clothes, accessories, and belongings of subjects
new product development and brand perception surveys usually follow which type of question sequencing
the funnel approach
the following factors can help decide whether or not to engage in market research activities, except
the product's current position in the product life cycle
what makes environmental scanning different from other forms of secondary research
there is no specific research objective
in observational research, the following can be recorded, except
thoughts and opinions
__ act as a hybrid between focus groups and the in depth interview
triads
/f sales by new versus returning customers is an important metric commonly tracked by organizations
true
t/f primary data can be either quantitative or qualitative
true
"please rate our delightful service" is an example of which type of question development mistake
leading question
long surveys broken up into a series of smaller surveys and dispersed over time are referred to as
stackable surveys
results from a sample are called
statistic
demographics are
statistics that describe target consumers' attributes
T/F secondary research is typically conducted before primary research
true
t.f A/B testing is a type of experiment commonly used in digital advertising to test ad variations
true
t/f a balanced scale means there are equal positive-leaning and equal negative-leaning options
true
surveys are mostly
quantitative
geodemographic segmentation can be useful for each or the following, except
when identifying weaknesses of a current product
this method includes two participants, topics are typically moderately complex and or personal in nature
dyads
Capturing authentic behaviors, reactions, and interactions involving a product, product concept, or service in a real-world setting is which type of methodology?
ethnographic market research
which type of survey typically gathers ratings on all the touchpoint respondents encounter
satisfaction surveys
each of the following is true about open ended questions, except that they
should be used in place of closed ended questions where possible
the effort to gauge online sentiment is considered
social media listneing
which margin of error is better than the typical market research standard?
+/- 4.4%
the market research standard for the standard for the confidence level and margin of error is
95% confidence level and =/- 5% margin of error
in the methodology of research reports, a target market population is denoted by ______ while the sample collected is denoted by _____
N; n
which of the following is a value that can be expressed numierically and placed in a logical order with equal distance between each data point
NOT CONTINUOUS
all of the following are disadvantages to secondary research, except that
`all of these are disadvantages
a guided discussion with a small group of participants is referred to as
a focus group
how is feedback from a home use test typically obtained?
a follow up survey
a high CPI or CPS usually indicated
a harder to reach target market population
focus groups are
a primary qualitative method
market research can be used to help address which of the following business questions?
all of these
overall measures are used for each of the following purposes, except
all of these describe uses of overall measures
which is the best definition of a target market population or a potential new product
an estimate of those who may be interested in purchasing the product
an in depth, semi structured question and answer session with one to three participants is considered
an interview
research questions
are detailed and tactical in nature and help flesh out the overarching research objective
each of the following is a focus of market research except
assessing employee performance
the following are good uses of focus group methodology, except
assuring the target population feels the same way as participants
psychographics are
attitudes and behaviors of the target consumer
all of the following are reputable secondary sources, except
blogs
which of the following is a measurement type that results in values that can be counted as part of distinct groups
categorical
the three types of research are exploratory, descriptive, and
causal
which method is used to ask questions in real time as a product is being tested in order to capture authentic first impressions?
central location tests
______ is expressed as a percent range indicating how much a statistic can fluctuate in the true population
confidence interval/margin of error
________ indicated how probable it is that if a study were replicated the same results would be found
confidence level
secondary research can be used to gather information about the following topics except
current level of employee satisfaction
data collected on to whom products, services, or memberships are sold are considered
customer data
what is a variable?
data that has a quantity that can vary
a single piece of information in research is referred to as
datum
the research objective
declares the purpose of conducting the research
data resulting from digital advertising is considered a part of
digital marketing data
conducted in authentic situations and locations where observers record what naturally occurs as it happens
direct observation
this methodology is used for giving insight into the real consumer decision making process, how to improve customer service interactions, as well as retail design/layouts
ethnographic market research
each of the following is an advantage of observational research, except that it
examines the "how" and not the "why"
sources of external secondary research include each of the following, except
existing customer survey results
secondary research is
existing research
internal secondary research involves
existing research gathered within a researcher's own company
which of the following is used to examine cause and effect relationships
experiments
T/F if the cost of the research effort exceeds the estimated benefit of the decision, research is most likely warranted
false
which of the following requires respondents to test products that require extended time for typical use or makes sense to test in natural environments
home use test
who conducts market research?
in-house marketing research departments external marketing research firms advertising agencies syndicated data services, retailers academic research centers
sales and customer data are considered
internal secondary data
results from past studies conducted internally are considered
internal secondary research
which type of question has response options placed in a clear oder and the distance between the response options are assumed to be the same
interval
each of the following is an advantage to secondary research, except that it
is generally more accurate than conducting primary research
exploratory research
is used to discover new ideas or brainstorm solutions
secondary research is typically ____ and ______ compared to primary research
less costly; quicker to obtain
which type of question suggests respondents give a socially desirable answer
loaded question
each of the following is a part of the role of the moderator, except
making sure to never deviate from the moderator's guide
large surveys broken into smaller surveys and distributed across multiple platforms are considered
multiple channel surveys
This methodology involves researchers secretly acting as consumers in order to gather data on the customer experience.
mystery shopping
which type of question has no natural order to the response categories
nominal
topics fit for this method are typically the most complex and or personal in nature
one on one interviews
ethnographic market research includes each of the following data collection methods, except
online surveys
primary research is
original research
which type of sampling technique uses random selection to assure members of a population have an equal chance of being chosen
probability sampling
which type of data can be used to describe the opinions of a target market overall
quantitative
research in which results are measurable and can be counted is referred to as
quantitative research
this technique involves gathering samples in predefined groups (cells) the aim is to ensure there are enough data within each cell for individual analysis
quota sampling
which sample source involves potential respondents opting in to participate in research studies
research panels
Using the options below, which shows the lowest amount of surveys that could be collected while still meeting market research industry standards? Assume a 95% confidence level.
sample size = 500, margin of error - 4.4%
t/f a margin of error set at 2% would mean that the actual result in the population would waver 2% in either direction
true
t/f a screening question is used to qualify potential respondents to take part in a study
true
t/f for observational studies performed in public spaces, subject permission does not need to be granted in order for the study to be considered ethical
true
t/f multiple methodologies can be deployed during the course of a single research project
true
t/f mystery shop tools should follow the training and protocol guidelines provided by the company to customer service staff
true
t/f secondary data can be either qualitative or quantitative
true
t/f secondary research can be exploratory
true
t/f the primary role of market research is to reduce the risk in making business decisions
true
t/f there is a point of diminishing returns when it comes to large sample sizes and gains achieved in confidence level and margin of error
true
A focus group activity in which participants are asked to complete tasks involving a potential product or website while observers watch, listen, and takes notes.
usability tests
in order to gather comparison ratings of items in a survey, it is important to
use the same scale for each item being rated
participants providing vlogs, pictures, and essays detailing their feelings, opinions, and reactions are good examples of
virtual ethnography
if the _____ is heavier at certain points of a scale, respondents will be more likely to select those options than they otherwise would have
visual weight
