USE FOR Marketing 360 Test!!!!!!!!
Interviewer cheating
filling in fake answers or falsifying questionnaires by an interviewer (curb-stoning).
Sample selection error
improper sample design or sampling procedure execution
Data-processing error
incorrect data entry, incorrect computer programming, or other procedural errors during data analysis.
Interviewer error
mistakes made by interviewers failing to record survey responses correctly.
The _____ is a master plan that specifies the methods and procedures for collecting and analyzing the needed information.
research design
Random
All of the following are advantages of survey research EXCEPT:
Testing and Revising Stage
All of the following are stages in the total quality management process EXCEPT:
Nonresponse error
Barbara received a phone call asking her to participate in a survey. She told the interviewer that she was too busy and could not participate. This is an example of:
This type of research is conducted without a specific decision in mind and does not usually address the needs of a specific organization. It simply attempts to expand the limits of marketing knowledge in general and is not aimed at solving a particular pragmatic problem.
Basic research
Social Desirability Bias
Bias in responses caused by respondents' desire, either conscious or unconscious, to gain prestige or appear in a different social role
Like all business activity, marketing research continues to change. One of the reasons that is responsible the change in _____.
Communication technologies
Which of the following is a characteristic of valuable information?
Completeness
Ron has noticed that when the economy is strong, sales at his retail clothing store rise. This is an example of ____.
Concomitant variation
_____ teams are composed of individuals from various functional areas such as engineering, production, finance, and marketing who share a common purpose.
Cross-functional
When AT&T hires a research agency to conduct research among business users regarding mobile technology needs, this is called ____.
Custom research
Cross-Sectional Study
Data collected at a single point in time represent a:
LEXIS-NEXIS is a company that puts together consortia of data sources into packages that are offered to municipal, corporate, and university libraries for a fee. LEXIS-NEXIS is an example of a:
Data wholesaler
The session in which research subjects are fully informed and provided a chance to ask any question that they may have about the experiment is called a _____.
Debriefing session
All fo the following are stages in the research process EXCEPT _____.
Demonstrating causality
When Pottery Barn conducted research to determine which products its should offer to customers over the Internet, this was an example of which type of research?
Distribution research
When Wal-Mart is attempting to decide where to locate its regional warehouses in order to minimize travel time from its warehouses to its stores, this is an example of which type of research?
Distribution research
This step in the marketing research process includes checking the data collection forms for omissions, legibility and consistency in classification as well as coding.
Editing and coding
Melanie is using the Internet to gather information designed to detect changes in her company's external operating environment. What is Melanie performing?
Environmental scanning
Sampling Error
Error arising because of inadequacies of the actual respondents to represent the population of interest
Systematic Error
Error resulting from some imperfect aspect of the research design that causes respondent error or from a mistake in the execution of the research
This type of research is undertaken to discover and define the decisions themselves and is used to transform an ambiguous problem into well-defined ones that yield specific research objectives.
Exploratory research
Disadvantages of Surveys
Results are no better than the quality of the sample and answers obtained Errors lead to misleading results
When the data from an empirical study are consistent with a research hypothesis, we say that the hypothesis is ____.
Supported
The most common way to generate primary data is marketing research is by means of ____.
Surveys
a. number of questions<====- b. method of communication c. time frame in which data are gathered d. degrees of structure and disguise in the questionnaire
Surveys are classified based on all of the following EXCEPT:
Survey Objectives
Surveys attempt to describe what is happening, what people believe, what they are like, or to learn the reasons for a particular marketing activity.
Over the past two years, food prices have been increasing. This is an example of a(n) ____.
Symptom
Respondent error and administered error
Systematic error is divided into which two general categories?
Non-sampling Errors
Systematic errors are also called:
Interviewer Bias
The presence of the interviewer influences respondents' answers
Nonresponse Error
The statistical differences between a survey that includes only those who responded and a perfect survey that would also include those who failed to respond
Acquiescence bias
The tendency for respondents to agree with most questions in a survey is known as:
Extremity Bias
The tendency of some Individuals to use extremes when responding to questions
Unconscious Misrepresentation
When a respondent is consciously trying to be truthful and cooperative, response bias can arise from the question format, the question content, or some other stimulus that affects their response to a question
Deliberate Falsification
When a respondent tells an interviewer that his annual income last year was $50,000 (because he is embarrassed to admit that it was $25,000), this is an example of:
Interviewer Bias
When a respondent tells the interviewer that he reads The Wall Street Journal on a daily basis so that he can impress the interviewer, this is an example of:
Unstructured question
When an interviewer asks a respondent: "Why do you shop at Macy's department store?", this is an example of a(n)
Structured question
When an interviewer asks the respondent to state which of six salary categories represents his gross income the previous year, this is an example of a(n):
Interviewer error
When an interviewer fails to write the respondent's answer to a question verbatim because the respondent talks faster than the interviewer can write, this is an example of:
Interviewer error
When an interviewer unintentionally and mistakenly checks the wrong response on a checklist during an interview, this is an example of:
Durability
Which dimension of quality is being studied for a Harley motorcycle when a survey asks them to record the number of years that they have owned that particular Harley
Reliability
Which dimension of quality is being studied for a Honda lawnmower when customers are asked to rate its ability to start on the first or second try?
Total quality management
Which of the following is a business strategy that emphasizes market-driven quality as a top priority?
Consumer panel
Which of the following is a type of longitudinal study that gathers data from the same sample of individuals or households that record their purchases over time?
Response bias
Which of the following occurs when respondents tend to answer questions with a certain slant?
Curb-Stoning
Which term is sometimes used to refer to interviewers filling in responses for respondents that do not really exist?
Social desirability bias
Which type of bias occurs when a respondent wishes to create a favorable impression or save face in the presence of an interviewer?
When a marketing manager is trying to decide whether a new product launch decision should be postponed until some additional marketing research can be conducted, which of the following questions should this manager ask himself or herself?
a. Is the purposed research expenditure the best use of the available funds? b. Will the info gained by marketing research improve the quality of the marketing decisions enough to warrant the expenditure? c. Will the payoff form the research be worth the dollar expenditures for research? ALL OF THESE CHOICES
Which of the following is a method of data collection that is used in surveys?
a. telephone b. mail c. Internet ALL OF THE ABOVE
Self-Selection Bias
A bias that occurs because people who feel strongly about a subject are more likely to respond to survey questions than people who feel indifferent about it
Respondent Error
A category of sample bias resulting from some respondent action or inaction such as nonresponse or response bias
Survey
A method of collecting primary data in which information is gathered by communicating with a representative sample of people
Sample Bias
A persistent tendency for the results of a sample to deviate in one direction from the true value of the population parameter
Conducting Personal Interviews
A personal interview is a form of direct communication in which an interviewer asks respondents questions face-to-face
a. telephone b. face-to-face interviews c. mail ^^All of dem bitches^^
A survey can collect information using which of the following techniques?
Sample Survey
A survey that emphasizes contacting respondents who are a representative sample of the target population
Acquiescence Bias
A tendency to agree with all or most questions
This is a type of telemarketing under the guise of research intended to "sell" a particular political position of point of view.
Push Poll
A job posing for a research firm advertised it was looking for someone who can use SPSS software to forecast sales. What is the position typically called in a research firm?
Forecast analyst
Advantages of Surveys
Gathering information via surveys is: Quick Inexpensive Efficient Accurate Can apply straightforward statistical tools to analyze data Flexible
Most universities require researchers to submit research proposals to a committee that carefully reviews them to make sure no harm can come to any research participant. What is this committee called?
Human subjects review committee
No contact
In a research study, a potential respondent who is not at home at either the first or second attempt to reach this person by phone is called a(n):
Benchmarking stage
In which stage of the total quality management process does research establish quantitative measures that can serve as points of comparison against which to evaluate future efforts?
The characteristic of data reflecting how pertinent these facts are to the situation at hand is called ___.
Relevance
Caleb's job at marketing research firm is to provide technical assistance with questionnaire design. Which of the following best describes Caleb's job title?
Research assistant
An organizations inventory figures are a good example of:
Internal records
Karl is searching "digital cameras" in Google to learn more about the brands available and prices for each. Karl is performing a(n)____.
Keyword search
Cohort Studies
Longitudinal studies that survey several different samples at different times are called:
Longitudinal study
Lori is participating in a research study in which she completes a questionnaire every year. She has been doing this for the past five years, and the purpose of the research is to study how consumers' attitudes and preferences toward various food products change as they age. This type of study in which respondents are questioned at multiple points in time is called a:
This term refers to quantitative ways of monitoring and measuring marketing performance so that a firm is able to determine whether the resources it invested in various marketing activities met their quantitative business goals.
Marketing Metrics
This type of strategic management orientation emphasizes a customer orientation, long-term profitability over short-term profits, cross-functional and an adaptation of the marketing concept.
Marketing orientation
An employee who pretends to be a customer in order to observe the sales behavior of a clerk at a cosmetics counter in department store is called a(n)
Mystery shopper
Researchers hired to go into airport flight lounges posing as members of the airline's frequent flyers program to see how well customers are treated are called _____.
Mystery shoppers
Deliberate Falsification
Occasionally people deliberately give false answers. Misrepresent answers to appear intelligent Conceal personal information Avoid embarrassment
Response Bias
Occurs when respondents either consciously or unconsciously answer questions with a certain slant that misrepresents the truth
Which of the following is NOT a problem a marketing research director typically faces?
Often does not have the tools available to conduct the research properly.
Non respondents
People who are not contacted or who refuse to cooperate are called:
Nonrespondents
People who are not contacted or who refuse to cooperate in the research
Refusals
People who are unwilling to participate in a research project are referred to as:
Respondents
People who verbally answer an interviewer's questions or provide answers to written questions
Mall-Intercept Interview
Personal interviews conducted in a shopping center or other public area
______ refers to the linking of computerized data sources to statistical tools that can search for predictive relationships and trends.
Predictive analytics
Which aspect of the marketing mix is represented by the value that a consumer places on a good when this consumer purchases that good?
Price
Studies designed to evaluate and developed new products and to learn how to adapt existing product lines is an example of which type of research?
Product research
When Cheetos snack food conducted research in China to determine which flavors consumers would find appealing, this was an example of which type of research?
Product research
Asking target market members to compare the performance of a prototype of a possible new product to performance of a competitor's product is an example of which type of research?
Product testing
In which type of technology does the consumer request information from a Web page and the browser then determines a response?
Pull technology
A formal, logical explanation of some events that includes descriptions of how things relate to one another is called a(n) ______.
Theory
Interactive Survey Approaches
Those that allow spontaneous two-way interaction between the interviewer and the respondent. Can be either personal or electronic
Noninteractive Media
Those that do not facilitate two-way communication and are largely a vehicle by which respondents give answers to static questions
Commitment and exploration stage
What is the first stage of the total quality management process?
Sample selection error
When a research company pulls a random sample of people from a phone book and that sample does not include people with unlisted numbers or who do not have landline telephone service, we say that the sample contains:
Systematic Error
When a research study is not conducted according to the plan in the proposal for the research study, what kind of error has occurred?
The applications of computation, summarizing, and reasoning to understand the gathered information is called ____.
data analysis
