Research Methodology
Which statement is not true about natural observation?
A test kitchen set up in a shopping mall would be used in a natural observation.
In order to determine customer needs and to implement marketing strategies and programs aimed at satisfying those needs, marketing managers need information about _______
All of the above
Observational methods may be ________ or ________
All of the above
When choosing a scaling technique, which of the following factors should be considered?
All of the above
When conducting international marketing research, focus group moderators should not only be trained in focus group methodology but should also be familiar with the ________ of the country.
All of the above
Which of the tasks below might be conducted by the researcher during the "problem definition" and the "development of an approach to the problem" steps of the marketing research process
All of the above
To identify the management problem, the researcher must possess considerable skill in interacting with the DM. Which of the following is a factor that might complicate this interaction?
All of the above are correct
Which statement is true concerning defining the marketing research problem?
All of the above are correct
Marketing managers need the information provided by marketing research for many reasons. Which of the following is not a reason to need information provided by marketing research?
All of true above are reasons to need information provided by marketing research.
Which of the following statements about secondary data is true?
Both B and C are true
Which of the following is a methodological application of focus groups?
Both B and D are correct
The interaction between the DM and the researcher should be characterized by the seven Cs. Which of the following is not one of the seven Cs.
Causality
_____________is research designed to assist the decision maker in determining, evaluating and selecting the best course of action to take in a given situation.
Conclusive research
When trying to determine which research design is best to choose, it is best to begin with exploratory research if the objective of the research is to
Conduct an annual customer satisfaction survey
________________________ is a type of research design involving a fixed sample of population elements that is measured repeatedly. The sample remains the same over time thus providing a series of pictures which, when viewed together portray a vivid illustration of the situation and the changes that are taking place over time.
Cross-sectional research design
The emphasis in marketing is on the identification and satisfaction of ________
Customer needs
_________ are the most important qualitative research procedure
Depth interviews
__________________ is a type of conclusive research that has as its major objective the description of something, usually market characteristics or functions.
Descriptive
Each phase of the marketing research process is important. If I'm the first phase of the process the problem is identified, what is done after that but before data is collected.
Determine what information is needed, identify relevant information sources, and evaluate data collection methods.
_______ is the first step in developing a multi- item scale. ____ is the last step
Develop a theory; Prepare a final scale
A focus group interview conducted by two moderators where the moderators deliberately take opposite positions on the issues to be discussed is called a
Dueling-moderator group
A construct is the theory being measured
False
All the primary scales and all the comparative scales that have been discussed in the book can be easily implemented in social media with the exception of ratio scales
False
Analysis of available secondary data is non-essential step in the problem definition process.
False
Examination of available primary data is a prerequisite to the collection of secondary data
False
In non-comparative scales, the scaling of each object is dependent on the others in the stimulus set
False
It is easy to evaluate the accuracy of secondary data because the researcher did participate in the research
False
Marketing managers continually make decisions based on assumed causal relationships. Because these assumptions may be justifiable, the validity of the causal relationships need not be examined via formal research.
False
Online focus groups participants don't have the potential to be distracted by external stimuli.
False
Reliability refers to the extent to which a scale produces valid results if repeated measures are made
False
Resources permitting, one should conduct additional focus groups until the participants can anticipate what will be said.
False
Secondary data may be classified as either internal or extant.
False
The collection of survey data through social media sites can be automated, but does not allow the researcher to customize reach to various segments of consumers.
False
The semantic differential is a five-point rating scale with endpoints associated with bipolar labels that have semantic meaning
False
There are three primary scales of measurement: nominal, ordinal, and ratio
False
_________ is the degree to which a study based on a sample applies to a universe of generalizations.
Generalizability
________ refers to an extraneous variable involving changes in the measuring instrument or in the observers or scores themselves
Instrumentation
___________ is a measure of accuracy of an experiment. It measures whether the manipulation of the independent variables, or treatments, actually caused the effects on the dependent variable (s).
Internal validity
_________ is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured
Interval scale
Which of the following statements is not true about exploratory research?
It is a pre-planned and structured design.
Validity can be assessed by examining all of the following except
Item validity
A major advantage of ___________ over the cross-sectional design is the ability to detect change as a result of repeated measurement of the same variables on the same sample.
Longitudinal design
_____ refers to the an effect of testing occurring when a prior observation affects a latter observation
Main testing effect
__________ is the assignment of numbers or other symbols to characteristics of objects to certain pre-specified rules
Measurement
Consider a scale from 1 to 100 for locating consumers according to the characteristic "attitude towards department stores. " Each respondent is assigned a number from 1 to 100 indicating the degree of (un) favorableness, with 1= extremely unfavorable and 100 = extremely favorable. _______ is the actual assignment of a number from 1 to 100 to each respondent. __________ is the process of placing the respondents on a continuum with respect to their attitude toward department stores.
Measurement; Scaling
A(n) is a scale whose numbers serve only as labels or tags for identifying and classifying objects with strict one-to-one correspondence between the numbers and the objects
Nominal scale
_____________ are the errors that can be attributed to sources other than sampling, and they can be random or nonrandom.
Non-sampling error
A researcher developed scales a 7-point scale with anchor descriptor of "horrible" and " good." This researcher has created an ethical violation in the area of ___________.
None of the above
Using the set of symbols commonly used in marketing research to denote experimental designs, which symbol below represents the process of observation or measurement of the dependent variable on the test units or group of units?
O
___________ is a ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristics is possessed. Thus it is possible to determine whether an object has more or less of a characteristic than some other object
Ordinal scale
___________ is a comparative scaling technique in which respondents are required to allocate a constant sum of units such as a point, dollars, chits, stickers, or chips among a set of stimulus objects with respect to some criterion.
Paired comparison
The marketing research proposal consists of many sections. The ___________ section is normally a statement of the problem, including the specific components.
Problem definition/ objective of the research
________ is an unstructured, exploratory research methodology based on small samples, which provides insights and understanding of the problem setting.
Qualitative research
Whenever a new marketing research problem is being addressed, ________ research must be preceded by appropriate ________ research.
Quantitative; qualitative
Using the set of symbols commonly used in marketing research to denote experimental designs, which symbol below represents the random assignment of test units or groups to separate treatments?
R
The ________ is the highest scale. It allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences. It is also meaningful to compute ratios of scale values.
Ratio scale
________ is a framework or blueprint for conducting the marketing research project. It specified the details of the procedures necessary for obtaining the information needed to structure and/or solve marketing research problems.
Research design
_____________ is a type of non-sampling error arising from respondents who do respond but give inaccurate answers or their answers are mis-recorded or mis-analyzed. It may be defined as the variation between the true mean value of the variable in the net sample and the observed mean value obtained in the marketing research project.
Response error
The condition that must be satisfied before making causal inferences include all of the following except
Role of evidence
_________ is the generation of continuum upon which measured objects are located
Scaling
Which of the following is not a disadvantage of secondary data?
Secondary data may be expensive and time consuming
_______ refers to an extraneous variable attributable to the improper assignment of test units to treatment conditions.
Selection bias
Experimental design is the set of experimental procedures specifying the test units and sampling procedures and all of the following except
Specifying the plan for data analysis
A _____________ is a test market in which the product is sold through regular distribution channels.
Standard test market
__________ means that the factor or variable being investigated should be the only possible causal explanation
The absence of other possible causal factors
___________ is a problem that entails determining what information is needed and how it can be obtained in the most feasible way.
The marketing research problem
___________ is defined as the official layout of the planned marketing research activity for management. It described the research problem, the approach, the research design, data collection methods, data analysis methods, and reporting methods.
The marketing research proposal
Which of the following statements refer to the objective criteria when evaluating secondary data?
The objective will determine the relevance of the data. Reconfigure the data to increase their usefulness, if possible.
When considering ___________, accumulated evidence from several investigations increases our confidence that a causal relationship exists.
The role of evidence
___________ is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project
Total error
"The DM and the researcher must interact continually rather than sporadically" is an explanation of one of the 7 Cs known as continuity
True
A disadvantage of focus groups is that the unstructured nature of the responses makes coding, analysis, and interpretation difficult.
True
A non comparative scale is one of two scaling techniques in which each stimulus object is being scaled independent of the other objects in the stimulus set.
True
A research design is a framework or blueprint for conducting the marketing research project
True
An experiment is formed when the researcher manipulates one or more dependent variables and measures their effect on one or more independent variables, while controlling for the effect of extraneous variables
True
Based on the elections of former presidents, Bush, Obama, and Trump, the use of internet surveys to predict political elections has begun to lose credibility.
True
Before collecting external secondary data, it is useful to analyze internal secondary data.
True
Constant sum scale data are sometimes treated as metric
True
Ethical issues arise when the interests of the stakeholders are in conflict and when one or more of the stakeholders are lacking in their responsibilities.
True
Experimentation is becoming increasingly important in marketing research's but there are limitations of time, cost and administration of an experiment
True
Extraneous variables are all variables other than the independent variables that affect the response of the test units.
True
Focus groups can be misused and abused by considering the results as conclusive
True
Graphical models are analytical models that provide a visual picture of the relationships between variables.
True
Hypotheses go beyond research questions because they are statements of relationships or propositions rather than merely questions to which answers are sought.
True
In an itemized rating scale, the respondents are provided with a scale that has a number or brief description associated with each category.
True
In constant sum scaling, respondents allocate a constant sum of units, such as points, dollars or chips among a set of stimulus objects with respect to some criterion
True
Information obtained from the DM, industry experts and secondary data may not be sufficient to define the research problem.
True
Laddering requires interviewers to be trained in specific probing techniques in order to develop a meaningful "mental map" of the consumer's view toward a target product.
True
Marketing Research is the systematic and objective identification, collection, analysis, dissemination, and use of information for the purpose of assisting management in decision making related to the identification and solution of problems ( and opportunities) in marketing
True
Mobile marketing research can execute the principles of traditional research with reach, scale, and affordability
True
Noncomparative Scaling Techniques are comprised of continuous and itemized rating scales
True
Observing children playing with new toys is an example of unstructured observation
True
Past information and forecasts of trends with respect to sales, market share, profitability technology, population, demographics, and lifestyle can help the researcher understand the underlying marketing research problem.
True
Perfect validity requires that there be no measurement error, therefore: (Xo = XT, XR=0, XS =0)
True
Problem definition is the most important step in the marketing research project.
True
Qualitative Research may reveal the differences between the foreign and domestic markets.
True
Reliability can be defined as the extent to which measured are free from random error, XR
True
Secondary data may be measured in units that may not be appropriate for the current problem.
True
Syndicated sources also referred to as syndicated services, are companies that collect and sell common pools of data of known commercial value, designed to serve information needs shared by a number of clients
True
The Likert scale is a balanced rating scale with an odd number of categories and a neutral point.
True
The Marketing research problem asks what the DM needs to do, whereas the management decision problem asks what information is needed and how it can be best obtained.
True
The four basic scale characteristics are nominal, order, distance and origin
True
The most popular data-collection method is the structured direct survey.
True
The number of focus groups that should be conducted on a single subject depends upon (1) the nature of the issue, (2) the number of distinct market segments, (3) the number of new ideas generated by each successive group, and (4) time and cost.
True
The second part of the marketing problem definition is specific components. The specific components focus on the key aspects of the problem and provide clear guidelines on how to proceed further.
True
Typical information obtained from the screening questionnaire includes product familiarity and knowledge, usage behavior, attitudes toward and participation in focus groups, and standard demographic characteristics.
True
When we measure the perceptions, attitudes, and preferences of consumers, we are not measuring the object but some characteristics of it.
True
With the survey method of obtaining information respondents are asked a variety of questions regarding their behavior, intentions, attitudes, awareness, motivations, and demographic and lifestyle characteristics.
True
__________ is the extent to which differences in observed scale scores reflect true differences among objects on the characteristics being measured, rather than systematic or random errors.
Validity
Which of the following is a disadvantage of the survey method of data collection?
Wording questions properly is not easy.
Using the set of symbols commonly used in marketing research to denote experimental designs, which symbol below represents the exposure of a group to an independent variable, treatment, or event, the effects of which are to be determined?
X
Surveys can be used for which of the following purposes
all of the above
According to the problem definition and approach development process as shown in Figure 2.1. in the text, the tasks involved in problem definition consist of all of the following except
analysis of project costs
_________________ denotes a voluminous amount of structured, semi-structured, and unstructured data with the potential to be mined for information
big data
______ is not a qualitative research technique.
conclusive research
The need for the researcher to understand the nature of what decision managers face and what they hope to learn from research is one of the reasons to conduct
discussions with decision makers
Errors in the approach, research design, sampling, data collection, analysis and reporting stages of the project refer to the ________ criteria for evaluating secondary data.
error/ accuracy
If there were a need to isolate key variables and relationships for further examination, it would perform___________.
exploratory research
The primary objective of ________________ is to provide insights into, and an understanding of, the problem confronting the researcher.
exploratory research
Research designs maybe broadly classified _______ or _________ (Figure 3.1 in the text).
exploratory, conclusive
Marketing research helps the marketing manager link the ______ with the ______ and the customer groups.
marketing variables; environment
There are several reasons to use qualitative research. Which of the following is not a reason to use qualitative research?
none of the above
Secondary data are originated by a researcher for the specific components.
problem definition/ objectives of the research
If the experimental design called for the respondents to be randomly assigned to one of three experimental groups and for one of three versions of a test commercial to be randomly administered to each group, this design would be using _________.
randomization
The outputs of the approach development process should include all of the following components except
research answers
The variation between the population defined by the researcher and the population as implied by the sampling frame (list) used is
sampling frame error
Best Buy in Canada has "co- developed a rating system with Lithium Technologies, a leading provider of Social CRM solutions... to obtain feedback from customers on each other's comments and on the quality of information given by sales associates. The ratings are obtained using balanced, likert-type scales. " The reason Likert - type scales are used is due to their _________ and _____________.
simplicity and ease of administration online
The management decision problem focuses on _________, while the marketing research problems focuses on _________.
symptoms and underlying causes
The statement 'An effect cannot be produced by an event that occurs after the effect has taken place,' refers to _______
the time order of occurrence of variables
Descriptive research is conducted for all of the following reasons except
to understand which variables the cause and which variables are the effect of a phenomenon.
