Econ 3413 Test 2
E
A ________ is a centralized database that consolidates company-wide data from a variety of operational systems. A) syndicated service B) bibliography C) competitive intelligence system D) Standard Industry Classification (SIC) system E) data warehouse
D
A data gathering technique that is comprised of samples of respondents whose television viewing behavior is automatically recorded by electronic devices is referred to as ________. A) scanner panels/cable TV B) scanner panels C) purchase panels D) media panels
C
A focus group typically consists of how many participants? A) one to four B) five to eight C) eight to twelve D) thirteen to fifteen E) more than fifteen
E
A list of the disadvantages of telephone interviewing would include which of the following? A) Questioning is restricted to the spoken word. B) Interviewers cannot use physical stimuli such as visual illustrations or product demonstrations. C) Personal rapport and commitment are difficult to establish. D) Respondents are less tolerant of lengthy interviews. E) all of the above
D
A projective technique in which respondents are asked to play the role or assume the behavior of someone else is called ________. A) word association B) sentence completion C) story completion D) role playing E) evaluation technique
A
A projective technique in which respondents are presented with a list of words, one at a time, is called ________. A) word association B) sentence completion C) story completion D) role playing E) piecewise thought-listing
B
A projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them is called ________. A) word association B) sentence completion C) story completion D) role playing E) evaluation technique
C
A projective technique in which the respondent is presented with a list of words and asked to write the first word or phrase that comes to mind is called the ________. A) cartoon test B) completion technique C) word association D) third person technique E) laddering
C
A projective technique in which the respondent is shown a picture and required to construct a response in the form of a story, dialogue, or description of a picture is called the ________. A) association technique B) completion technique C) picture response technique D) third person technique E) laddering
C
A structured questionnaire is given to a sample of a population and is designed to elicit specific information from respondents when using the ________. A) focus group method B) exploratory method C) survey method D) sampling method E) motivation elicitation technique
A
A type of research design involving the one-time collection of information from any given sample of population elements is called ________. A) cross-sectional design B) longitudinal design C) horizontal design D) vertical design E) conditional design
D
A type of research design that has as its primary objective the provision of insights into and comprehension of the problem situation confronting the researcher is called ________. A) conclusive research B) descriptive research C) causal research D) exploratory research E) insight research
B
A(n) ________ consists of a sample of respondents, generally households that have agreed to provide information over an extended period. A) focus group B) panel C) hypothesis D) theory E) research mix
B
A(n) ________ is an interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner. A) experiment B) focus group C) quantitative survey D) depth interview E) moderator group
A
According to the text, ________ are the primary means of obtaining information about consumers' motives, attitudes, and preferences. A) surveys B) focus groups C) secondary research D) experiments E) in-depth interviews
D
According to the text, ________ is the largest source of secondary data in the United States. A) Nielsen B) Yahoo! C) Arbitron D) the U.S. government E) Microsoft
B
According to the text, a ________ provides a series of pictures, which track the changes that take place over time. A) cross-sectional design B) longitudinal design C) horizontal design D) vertical design E) photographic design
B
According to the text, a basic rule of research is to ________. A) examine primary data first B) examine secondary data first C) examine experimental data first D) examine virtual data first E) examine special data first
C
According to the text, the collection process of secondary data is ________ compared to the collection process of primary data. A) very involved B) the same C) rapid and easy D) not correlated E) long and involved
D
According to the text, the main method of causal research is a(n) ________. A) panel B) focus group C) survey D) experiment E) client project
C
According to the text, the typical duration of a focus group is ________. A) less than an hour B) two to four hours C) one to three hours D) three to five hours E) more than five hours
D
According to the text, the typical focus group costs the client about ________. A) $400 B) $2,000 C) $4,000 - 5,000 D) $6,000 - 8,000 E) $10,000
C
According to the text, what is an ethical responsibility of a research agency? A) To use all forms of data, as well as data obtained from any source — internal or external. B) Discussion about all issues surrounding the relevance and accuracy of the secondary data used with the client should be done only when required by law. C) After a detailed analysis of secondary data has been conducted, the researcher should reexamine the collection of primary data stipulated in the proposal. D) Privacy related to the client's issues is not as important as safe keeping of the client's databases. E) B and D are valid statements.
D
According to the text, which of the following types of questions does NOT apply to survey research? A) questions regarding behavior B) questions regarding attitudes C) questions regarding lifestyle characteristics D) questions regarding observational research E) questions regarding motivations
E
All of the following are examples of advantages of using in-home interviewing to collect research data EXCEPT that ________. A) it enables the interviewer to provide clarifications to the respondent, allowing for complex questions B) it permits the use of physical stimuli and allows the interviewer to display or demonstrate the product C) it provides very good sample control since homes can be selected without generating a list of all the homes in a given area D) it allows for longer interviews E) it permits easy interviewer supervision and control as the interviewers are traveling door-to-door
A
All of the following are steps the moderator must take in order to increase the success rate of the focus group EXCEPT to ________. A) choose which participant will be the group leader B) state the rules of group interaction C) probe the respondents and provoke intense discussion in the relevant areas D) attempt to summarize the group's response to determine the extent of agreement E) establish rapport with the group
A
An effort to combine data from different sources by gathering integrated information on household and marketing variables applicable to the same set of respondents is called ________. A) single-source data B) dual-source data C) multiple-source data D) qualitative data E) cashier data
D
An overall indication of the dependability of the data may be obtained by examining all of the following EXCEPT the ________. A) expertise of the source B) reputation of the source C) trustworthiness of the source D) cost of the source E) source being the original source rather than an acquired source
A
An unstructured and indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern is called the ________. A) projective technique B) quantitative technique C) survey technique D) evaluation technique E) motivation elicitation
E
Cartoon characters are shown in a specific situation related to the problem in which of the following projective techniques? A) word association B) sentence completion C) story completion D) motivation elicitation E) cartoon tests
A
Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients are called ________. A) syndicated services /sources B) data processing services C) field services D) qualitative research services E) pooling services
C
Compared to the collection cost of primary data, secondary data is ________. A) more expensive B) approximately the same cost C) less expensive D) nonexistent E) more elusive
E
Comparisons between numerical data from different countries can be difficult because of all of the following EXCEPT ________. A) units of measurement might differ B) accuracy may vary across countries C) frequency of census data collection can differ D) differences in tax evasion rates affect reported business income E) language differs across countries
C
Descriptive research is a type of ________ that has as its major objective the description of something — usually market characteristics or functions. A) subjective research B) exploratory research C) conclusive research D) observational research E) supporting research
E
Disadvantages of focus groups include all of the following EXCEPT ________. A) tendency to regard findings as conclusive B) difficulty in moderating focus groups C) completely skilled moderators are rare D) coding, analysis, and interpretation are difficult E) respondents are generally spontaneous
E
Due to financial constraints, the lack of standardization in qualifications for focus group moderators can be minimized by ________. A) hiring moderators with at least 5 years of experience B) putting prospective moderators through company-specific training C) including video or voice recording devices in the focus group D) doing focus groups after the survey work on the project is completed E) preparing a detailed moderator discussion guide
D
For which of the following types of syndicated services do electronic devices automatically record behavior that supplement a diary? A) purchase panels B) audit services C) surveys D) media panels E) online surveys
D
If a company is interested in determining the in-store shelf exposure of their brand versus competitive brands, the most effective way to obtain this information is via ________. A) scanner data B) in-store intercepts where consumers were observed purchasing a product in a particular category C) telephone interviews with individuals who made a recent purchase in a particular category D) an audit E) panel data from individuals in the interested category
A
If the key variables have not been defined or are defined in a manner inconsistent with the researcher's definition, then the usefulness of the data is limited. This statement refers to the ________ criteria for evaluating secondary data. A) nature B) objective C) error/accuracy D) currency E) relevance
A
In addition to defining the problem and developing an approach, ________ is also appropriate when facing a situation of uncertainty. A) qualitative research B) quantitative research C) statistical research D) hypothetical research E) lead research
C
In contrast to ________ research, the findings of ________ research can be treated as conclusive and used to recommend a final course of action. A) quantitative; qualitative B) observational; qualitative C) qualitative; quantitative D) descriptive; observational E) partial; total
A
In contrast to ________ research, the findings of ________ research should be treated as tentative and are not used to recommend a final course of action. A) quantitative; qualitative B) observational; qualitative C) qualitative; quantitative D) descriptive; observational E) partial; total
D
In focus group reports, which of following is included? A) frequencies and percentages of respondent views B) all of the words spoken by the participants C) "instant interpretation" done with managers immediately after the last focus group has finished for the night D) analysis of facial expressions and body language E) plans for survey research
E
In which of the following projective techniques is the respondent presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation? A) association technique B) completion technique C) construction technique D) evaluation technique E) third person technique
E
Information gathered from social media is used to ________. A) understand the market B) answer clients' concerns C) connect to consumers and potential participants D) conduct online research E) all of the above
E
Informed consent is an ethical principle which ________. A) applies to the contracts between clients and research agencies B) applies primarily to syndicate firms C) deals with requests for social security numbers from respondents D) occurs when retailers don't take title to goods until they are purchased by customers E) requires researchers to avoid both uninformed and misinformed participation in marketing research projects
D
Interviews conducted by Procter & Gamble on Olay Beauty Bar, where the respondents actually washed their hands and face with the bar in a test area before responding to a survey falls under which of the following categories? A) traditional telephone interviews B) computer-assisted telephone interviewing C) personal in-home interviews D) mall-intercept personal interviews E) mail interviews
C
Large, representative samples are used to collect data that are analyzed with statistical techniques for which of the following types of research designs? A) subjective research B) exploratory research C) conclusive research D) observational research E) supporting research
E
Psychographics refers to ________. A) qualitative inventories of business personalities B) pictorial renderings of individuals' psychological traits C) psychological assessments of consumers' behavior D) graphic depictions of psychological testing results E) quantified psychological profiles of individuals
E
Purchase panel respondents like those on NPD's Online Panel provide detailed information on all of the following EXCEPT ________. A) brand and amount purchased B) price paid C) special deals used D) store where purchased E) All of the above are provided by those NPD respondents.
B
Qualitative research procedures are classified as either ________. A) primary or secondary B) direct or indirect C) descriptive or exploratory D) theoretical or non-theoretical E) partial or total
E
Regarding supermarket loyalty cards, a shopper provides demographic and shopping-related information when applying for the cards. At check-out, the UPC-coded loyalty cards are swiped prior to scanning the items for purchase. Typically, databases gather the list of items that are scanned at check-out and match them to the shopper's records. A) Maintaining these databases reduces grocery-store profits by 11 percent each year. B) In 2004, Congress proposed legislation limiting loyalty card programs. C) The supermarkets' data from these loyalty programs cannot be sold to syndicated research firms. D) Forty percent of supermarkets have reported increased sales as a result of implementing their loyalty card programs. E) Most consumers are unaware that the supermarkets have all this information on them.
E
Relatively precise information at the retail and wholesale levels is an advantage of which of the following syndicated services? A) media panels B) surveys C) purchase panels D) movement exams E) audit services
B
Scanner data that provides information on purchases by brand, size, price, and flavor or formulation are called ________. A) segmenting data B) volume-tracking data C) secondary data D) modular data E) audiologs
C
Scanner data where panel members are identified by an ID card allowing each panel member's purchases to be stored with respect to the individual shopper are referred to as ________. A) scanner panels with cable TV B) volume tracking data C) scanner panels D) none of the above
A
Sentence completion can be extended to ________. A) paragraph completion B) word association C) cartoon test D) means-end chaining E) laddering
E
Syndicated sources can be classified based on units of measurement, such as ________ and ________. A) observations; insights B) surveys; interviews C) qualitative; quantitative D) secondary; primary E) households/consumer; institutions
B
The ________ is a framework or blueprint for conducting the marketing research project that specifies the procedures necessary to obtain the information needed to structure and/or solve the marketing research problem. A) problem definition B) research design C) fieldwork design D) data preparation and analysis E) research directive
B
The ________ is a projective technique in which the respondent is shown a picture and asked to tell a story describing it. A) association technique B) picture response technique C) construction technique D) expressive technique E) evaluation technique
A
The collection of product movement data for wholesalers and retailers is called a(n) ________. A) audit B) panel C) survey D) focus group E) movement exam
B
The distinctive models of living of a society or some of its segments refers to ________. A) geodemographics B) lifestyles C) psychometrics D) demographics E) usage segments
E
The main purpose of a(n) ________ is to gain insights on issues of interest to the researcher by listening to a group of people from the appropriate target market. A) depth interview B) quantitative survey C) experiment D) moderator group E) focus group
A
The method of interviewing that is one of the most popular in the United States for collecting survey data is the ________. A) Internet interview B) mail interview C) telephone interview D) mall intercept interview E) in-home personal interview
B
The percentage of the total attempted interviews that are completed is referred to as ________. A) sample control B) response rate C) social desirability D) interviewer bias E) cooperation rate
C
The type of qualitative research in which the purposes of the project are disguised from the respondents is called a(n) ________. A) direct approach B) panel C) indirect approach D) survey E) masked approach
False
True of false? Customized services make their money by collecting data and designing research products that fit the information needs of more than one organization.
True
True or false? "Lifestyles" refer to the distinctive models of living of a society or some of its segments.
False
True or false? A cause-and-effect study is a major type of descriptive study.
False
True or false? A characteristic of descriptive research is that it is often the front end of total research.
True
True or false? A company's blog, Facebook page, or Twitter account can generate rich internal secondary data.
False
True or false? A depth interview is conducted by a trained moderator among a small group of respondents in an unstructured and natural manner.
False
True or false? A depth interview is recognized as the most important qualitative research procedure.
True
True or false? A direct approach is one type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious given the nature of the interview.
False
True or false? A focus group is an example of a general business source of external secondary data.
True
True or false? A focus group should be homogeneous in terms of demographic and socioeconomic characteristics.
True
True or false? A focus group typically consists of eight to twelve participants.
True
True or false? A large and nationally representative sample of households who have agreed to periodically participate in mail questionnaires, product tests, and telephone surveys are called mail panels.
False
True or false? A limitation is that online surveys conducted through social media platforms do not encourage committed and credible feedback.
True
True or false? A panel consists of a sample of respondents, generally households that have agreed to provide information over an extended period.
True
True or false? A physical audit is a formal examination and verification of product movement carried out by examining physical records or analyzing inventory.
False
True or false? A prepaid incentive is sent to only those respondents who complete the survey.
False
True or false? A projective technique in which respondents are asked to play the role or assume the behavior of someone else is called sentence completion.
True
True or false? A projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them is called sentence completion
True
True or false? A projective technique, in which respondents are presented with a list of words, one at a time, is called word association.
True
True or false? A structured questionnaire is given to a sample of a population and is designed to elicit specific information from respondents when using the survey method.
False
True or false? A type of research design involving the one-time collection of information from any given sample of population elements is called longitudinal design.
False
True or false? A type of research design that has as its primary objective the provision of insights into and comprehension of the problem situation confronting the researcher is called conclusive research.
True
True or false? According to the text, a basic rule of research is to examine secondary data first.
True
True or false? According to the text, a longitudinal design provides a series of pictures, which track the changes that take place over time.
False
True or false? According to the text, despite their value, personal in-home interviews are being replaced by telephone interviews.
True
True or false? According to the text, surveys are the primary means of obtaining information about consumers' motives, attitudes, and preferences.
True
True or false? According to the text, the collection process of secondary data is rapid and easy compared to the collection process of primary data.
False
True or false? According to the text, the main method of causal research is a panel.
False
True or false? According to the text, the objective of exploratory research is to test specific hypotheses and examine specific relationships.
False
True or false? According to the text, the typical duration of a focus group is less than an hour.
False
True or false? According to the text, the typical focus group costs the client about $4,500.
False
True or false? According to the text, using telephone interviews to collect survey data is the least popular method of collecting survey data.
True
True or false? Accounting records, sales reports, and internal experts are typical sources of internal secondary data.
True
True or false? Advantages of using computer-assisted personal interviewing to collect research data include good response rates and low potential for interviewer bias.
False
True or false? An advantage of scanner volume-tracking data is being the most flexible way of obtaining data.
False
True or false? An advantage of using mail interviews to collect research data is the ability to control the interviewing environment.
True
True or false? An observational research strategy in which mechanical devices, rather than human observers, record the phenomenon being observed is called mechanical observation.
False
True or false? An overall indication of the dependability of the data may be obtained by examining the cost of the source.
True
True or false? An unstructured and indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern is called a projective technique.
True
True or false? Analysis of the comments, photos, videos, audio, and other stimuli posted voluntarily by consumers on their social media sites are traces of their behaviors. An analysis of these constitutes a form of observation known as trace analysis.
True
True or false? As compared to primary data, secondary data are collected rapidly and easily, at a relatively low cost, and in a short time.
True
True or false? Audits can help consumer product firms determine the size of the total market and distribution of sales by type of outlet and by different regions.
False
True or false? Availability is mentioned in the text as a primary criterion for evaluating secondary data.
False
True or false? CAPI interviewing is inappropriate for conducting B2B research at trade shows or conventions.
True
True or false? CRM databases can be analyzed in terms of a customer's activity over the life of the business relationship.
True
True or false? Cartoon characters are shown in a specific situation related to the problem in the cartoon test projective technique.
True
True or false? Causal research is a type of conclusive research whose major objective is to obtain evidence regarding cause-and-effect relationships.
True
True or false? Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients are called syndicated services or syndicated sources.
True
True or false? Compared to mail surveys, e-mail surveys offer time and cost advantages, especially in large surveys.
False
True or false? Compared to the collection cost of primary data, secondary data is more expensive.
True
True or false? Completion techniques are a natural extension of association techniques, generating more detail about the individual's underlying feelings and beliefs.
True
True or false? Conclusive research is based on the assumption that the researcher has an accurate understanding of the problem at hand.
False
True or false? Conclusive research is conducted on a small and nonrepresentative sample, so the findings should be regarded as tentative and should be used as building blocks for further research.
False
True or false? Conclusive research should be used when management realizes a problem exists but does not yet understand why.
False
True or false? Cross-sectional design is a type of research design involving a fixed sample of population elements that is measured repeatedly.
True
True or false? Data mining is marketing that involves using powerful computers with advanced statistical and other software to analyze large databases to discover hidden patterns in the data.
True
True or false? Depth interviews are described as loosely structured, one-on-one conversations with individuals drawn from the target audience.
False
True or false? Descriptive research is a type of exploratory research that has as its major objective the description of something — usually market characteristics or functions.
False
True or false? Disadvantages of using in-home interviewing to collect research data include the potential for interviewer bias and poor sample control.
False
True or false? Disadvantages of using telephone interviewing to collect research data include no use of physical stimuli and poor response rates.
True
True or false? Exploratory research is research conducted to gain ideas and insight into the problem confronting the management or the researcher.
False
True or false? Exploratory research is typically more formal and structured than conclusive research.
True
True or false? External data is data that originates outside of the client organization.
True
True or false? External sources may be broadly classified as general business/non-government data, government data, or syndicated data.
False
True or false? Focus groups are unstructured, direct, personal interviews in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations, beliefs, attitudes, and feelings on a topic.
False
True or false? GlaxoSmithKline Consumer Healthcare used the picture response technique in social media to closely define the customer base for its new line of Alli weight-loss products.
False
True or false? High interviewer bias is a primary disadvantage of using mail interviews to collect research data.
True
True or false? High social desirability and high cost are disadvantages of using computer-assisted personal interviewing to collect research data.
True
True or false? In CAPI, interviewer bias is reduced because the computer administers the interview.
True
True or false? In addition to defining the problem and developing an approach, qualitative research is also appropriate when facing a situation of uncertainty.
False
True or false? In contrast to quantitative research, the findings of qualitative research can be treated as conclusive and used to recommend a final course of action.
True
True or false? In cultural settings, such as the Far East where persons are hesitant to discuss their feelings in group situations, depth interviews should be used.
True
True or false? In the third-person technique, the respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation.
False
True or false? In-home interviewing permits easy interviewer supervision and control as the interviewers are traveling door-to-door.
True
True or false? Including a client as a co-researcher in focus-group settings without introducing the client as the sponsor of the research raises ethical problems.
True
True or false? Interviewer bias is defined as the error due to the interviewer not following the correct interviewing procedures.
False
True or false? Interviews with a large number of respondents using a predesigned questionnaire are called observations.
False
True or false? It is not possible to conduct depth interviews using social media.
False
True or false? Just being a part of different types of social media and analyzing what people are talking about cannot yield a basic understanding of customers.
True
True or false? Low sample control and low response rates are disadvantages of using electronic interviewing to collect research data.
True
True or false? Many social media sites today present an excellent platform for allowing researchers the widespread ability to disseminate questionnaires.
False
True or false? Observational interviews are recognized as a classification for the various methods of collecting survey data.
False
True or false? Often the amount of information generated while conducting qualitative research in social media can be rather limited.
True
True or false? Online focus groups take less time to set up and complete (turnaround time) than traditional focus groups.
False
True or false? Panel surveys collect data on the same set of variables at regular intervals, each time sampling from a new group of respondents.
True
True or false? Participant blogs and online research communities may be considered to be examples of e-ethnography or netnography.
True
True or false? Participant blogs are one way to conduct focus-group type research using social media.
True
True or false? People are more likely to respond and respond sooner to fax surveys than mail surveys.
False
True or false? Periodic surveys measure the same group of respondents over time but not necessarily on the same variables.
True
True or false? Personal observation is an observational research strategy in which human observers record the phenomenon being observed as it occurs.
False
True or false? Poor response rates and the potential for interviewer bias are disadvantages of using mall intercept interviews to collect research data.
False
True or false? Primary data represents any data that have already been collected for purposes other than the problem at hand.
True
True or false? Private online communities can play the role of extended focus groups.
True
True or false? Projective techniques are different from focus groups and depth interview techniques in that projective techniques attempt to disguise the purpose of the research.
False
True or false? Promised incentives are incentives that are included with the survey or questionnaire.
False
True or false? Psychometrics refers to the psychological profiles of individuals and to psychologically based measures of lifestyle, such as brand loyalty and risk taking.
True
True or false? Qualitative research explores a problem with few preconceived notions about the outcome of that exploration.
False
True or false? Qualitative research is a research methodology that seeks to quantify the data and, typically, applies some form of statistical analysis.
True
True or false? Qualitative research procedures are classified as either direct or indirect.
False
True or false? Quantitative research is an unstructured, exploratory research methodology based on small samples, which provides insight and understanding of the problem setting.
True
True or false? Quantitative research seeks conclusive evidence, which is based on large, representative samples and typically applies some form of statistical analysis.
False
True or false? Research designed to assist the decision maker in determining, evaluating, and selecting the best course of action in a given situation is called subjective research.
False
True or false? Response bias is the bias that arises when actual respondents differ from those who refuse to participate in ways that affect the survey results.
True
True or false? Sample control is the ability of the survey mode to reach the units specified in the sample effectively and efficiently.
True
True or false? Scanner data are data obtained by passing merchandise over a laser scanner that reads the UPC code from the packages.
True
True or false? Scanner data that provides information on purchases by brand, size, price, and flavor or formulation are called volume-tracking data.
True
True or false? Scanner panels collect scanner data wherein panel members are issued an ID card allowing panel members' purchases to be linked to their identities.
False
True or false? Secondary data is data originated by the researcher for the specific purpose of addressing the research problem.
False
True or false? Social media can be appropriate for conducting exploratory and descriptive research but not causal research.
False
True or false? Sugging is fund-raising under the guise of research.
False
True or false? Survey questionnaires may be administered in four major modes: (1) telephone interview, (2) personal interviews, (3) mall interviews, and (4) electronic interviews (Figure 5.4 in text).
True
True or false? Syndicated services or sources can be classified based on the unit of measurement.
False
True or false? The ability to collect a large quantity of data is an advantage of using telephone interviewing to collect research data.
True
True or false? The advantages of using electronic interviewing to collect research data include high speed and low cost.
True
True or false? The advantages of using in-home interviewing to collect research data include very good sample control and the ability to collect a large quantity of data.
True
True or false? The advantages of using mall intercept interviews to collect research data include good control of the environment and good response rates.
True
True or false? The association technique is the projective technique in which the respondent is presented with a stimulus and asked to respond with the first thing that comes to mind.
False
True or false? The collection of product movement data for wholesalers and retailers is called a focus group.
False
True or 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
True or false? The evaluation technique is a classification of a projective technique used in marketing research.
False
True or false? The evaluation technique is a popular form of qualitative research.
True
True or false? The main purpose of a focus group is to gain insights on issues of interest to the researcher by listening to a group of people from the appropriate target market.
False
True or false? The method of interview that is one of the most popular for collecting survey data is mail interviews.
True
True or false? The most popular primary data-collection method is the structured direct survey.
False
True or false? The objective of causal research is discovery of ideas and insights.
True
True or false? The percentage of the total attempted interviews that are completed is referred to as response rate.
True
True or false? The picture response technique is a projective technique in which the respondent is shown a picture and asked to tell a story describing it.
True
True or false? The posts from social media such as blogs or Facebook "fan" pages give an informative account of consumer perception and preference with regard to the problem at hand.
True
True or false? The recording of behavioral patterns of people, objects, and events in a systematic manner to obtain information about the phenomenon of interest is called observation.
True
True or false? The research design is a framework or blueprint for conducting the marketing research project that specifies the procedures necessary to obtain the information needed to structure and/or solve the marketing research problem.
True
True or false? The research design specifications or the methodology used to collect secondary data should be examined to identify sources of bias.
False
True or false? The structured and direct form of questioning on social media has consumers willing to project their underlying thoughts, motivations, and feelings regarding the issues of concern.
True
True or false? The tendency of the respondents to give answers that may not be accurate but that may be desirable from a social standpoint is called social desirability.
True
True or false? The three types of scanner data that are available are scanner panels, volume-tracking data, and scanner panels with cable TV.
True
True or false? The type of qualitative research in which the purposes of the project are disguised from the respondents is called an indirect approach.
True
True or false? The value of secondary data is typically limited by their degree of fit with the current research problem and by concerns regarding data accuracy.
False
True or false? The word association technique requires the respondent to construct a response in the form of a story, dialogue, or description.
True
True or false? There are fewer people in an online group than in a face-to-face group.
False
True or false? Traditional focus groups are much less expensive to conduct than online focus groups.
True
True or false? Use of a formal questionnaire that presents questions in a prearranged order is called structured data collection.
True
True or false? Verifications of product movement by examining physical records or performing inventory analysis are characteristics of audits.
False
True or false? When little is known about the problem situation, it is desirable to begin with descriptive research.
False
True or false? Whenever a new marketing research problem is addressed, qualitative research must be preceded by appropriate quantitative research.
B
Use of a formal questionnaire that presents questions in a prearranged order is called ________. A) exploratory data collection B) structured data collection C) randomized data collection D) hypothetical data collection E) pre-arranged data collection
B
Verification of product movement by examining physical records or performing inventory analysis are characteristics of which of the following types of syndicated services? A) surveys B) audits C) purchase panels D) media panels E) movement exams
E
When conducting exploratory research overseas in a country such as Saudi Arabia on the topic of attitudes toward household appliances, it would be most effective to conduct ________. A) focus groups of husbands, wives, and children B) only secondary data collection C) focus groups composed of both males and females D) interviews with several in-country experts now living in the United States E) one-on-one depth interviews matching respondents and interviewers by gender
C
When little is known about the problem situation, it is desirable to begin with ________. A) causal research B) descriptive research C) exploratory research D) observational research E) conditional research
B
Whenever a new marketing research problem is addressed, ________ research must be preceded by appropriate ________ research. A) qualitative; quantitative B) quantitative; qualitative C) observational; qualitative D) descriptive; observational E) total; partial
A
Which of the following are the two types of general surveys? A) periodic and panel B) panel and shared C) shared and periodic D) cross-sectional and shared E) quasi and true
A
Which of the following describes information services offered by marketing research organizations that provide information from a common database to firms that subscribe to the service? A) syndicated services B) primary services C) secondary services D) modular services E) online services
B
Which of the following describes the projective technique in which respondents are shown a picture and asked to tell a story describing it? A) word association technique B) picture response technique C) cartoon test D) third person technique E) B and C
A
Which of the following describes the projective technique in which the respondent is presented with a stimulus and asked to respond with the first thing that comes to mind? A) word association technique B) sentence completion technique C) construction technique D) expressive technique E) evaluation technique
A
Which of the following is NOT a category of personal interviewing methods? A) mail panel B) in-home C) mall intercept D) computer-assisted E) All of the above are categories of personal interviewing.
A
Which of the following is NOT a characteristic of descriptive research? A) based on data that is collected using small, nonrepresentative samples B) based on a clear statement of the problem C) based on specific hypotheses D) based on specification of the information needed E) collection of data in a structured fashion
B
Which of the following is NOT a classification of the projective techniques used in marketing research? A) word association B) evaluation technique C) sentence completion D) picture response E) third person technique
B
Which of the following is NOT a task a researcher must perform in formulating a research design? A) specify the information needed B) determine how to make the research design error free C) specify the measurement and scaling procedures D) determine the sampling process and sample size E) develop a plan of analysis
E
Which of the following is NOT an advantage of depth interviews over traditional focus groups? A) richer discussion of sensitive topics B) deeper insights about underlying motives C) less social pressure to conform D) scheduling of respondents E) cost per respondent
E
Which of the following is NOT an advantage of online focus groups? A) Geographic distance is overcome for respondents. B) Client can observe from home or office. C) Respondents can be re-contacted easier. D) People are less inhibited in their responses. E) Costs are equivalent to traditional focus groups.
E
Which of the following is NOT an advantage of using depth interviews compared to using focus groups in marketing research? A) Depth interviews can uncover deeper insights than focus groups. B) Depth interviews result in a free exchange of information that may not be possible in focus groups. C) Depth interviews attribute the responses directly to the respondent, unlike focus groups, where it is often difficult to determine which respondent made a particular response. D) With probing, it is possible to get at the real issue when topics are complex. E) Skilled depth interviewers are inexpensive and easy to find compared to focus group moderators.
B
Which of the following is NOT an advantage of using focus groups in marketing research? A) The richness of the comments, which come from real customers, makes this technique highly useful. B) Focus groups are easy to moderate. C) The comments of one person in a focus group can trigger unexpected reactions from others. D) The responses in a focus group are generally spontaneous and candid, and they provide rich insights. E) Ideas are more likely to arise out of the blue.
A
Which of the following is NOT an advantage of using telephone interviewing to collect research data? A) large quantity of data can be collected B) high sample control C) good control of the field force D) good response rate E) fast
A
Which of the following is NOT an advantage of using the survey method? A) ease of use B) reliability C) cost D) validity E) All are advantages.
B
Which of the following is NOT an example of a descriptive research goal? A) to develop a profile of a target market B) to determine the cause of a sales decrease C) to estimate the frequency of product use as a basis for sales forecasts D) to determine the degree to which marketing variables are associated E) to determine the relationship between product use and perception of product characteristics
D
Which of the following is NOT mentioned in the text as a primary criterion for evaluating secondary data? A) specifications B) error C) currency D) availability E) objective
A
Which of the following is NOT one of the key qualifications of focus group moderators? A) joviality B) skill C) experience D) knowledge of the discussion topic E) knowledge of the marketing research project
C
Which of the following is NOT one of the major types of descriptive studies? A) internally or externally focused sales studies B) consumer perception and behavior studies C) cause-and-effect qualitative studies D) market characteristic studies E) consumer behavior studies
C
Which of the following is NOT recognized as a classification for the various methods of collecting survey data? A) telephone interview B) mail interview C) observational interview D) electronic interview E) personal interview
E
Which of the following is a type of scanner data that is currently available? A) scanner panels B) modular data C) volume-tracking data D) scanner panels with cable TV E) A, C, and D
C
Which of the following is an example of a longitudinal design in a descriptive research project? A) surveys involving 600 mall intercepts in six major cities to determine the likes and dislikes of health food B) a variety of promotional offers displayed in stores, with each group of respondents seeing only one offer and the resulting brand sales would be monitored. C) a panel that consists of households that provide purchasing information at specified intervals over an extended period D) a cross-sectional study of the elderly held once at the end of the fiscal year E) all of the above
E
Which of the following is described as loosely structured conversations with individuals drawn from the target audience? A) experiments B) quantitative surveys C) panels D) conversation interviews E) depth interviews
C
Which of the following is not a disadvantage of secondary data? A) the objectives, nature, and methods used to collect the secondary data may not be appropriate to the present situation B) may lack in accuracy C) may be expensive and time consuming D) may not be completely current E) may lack relevance
A
Which of the following is recognized as the most important qualitative research procedure? A) focus group B) depth interview C) quantitative survey D) experiment E) projective technique
B
Which of the following is the best example in which to apply causal research? A) the Andrew Jergens Company periodically conducting surveys to measure consumer's perceptions, attitudes and use of soap bars and related personal care products B) to determine the relationship between sales promotion and advertising expenditures and sales of Mercedes C) to gain insights on why Nokia is losing market share in Asia D) to understand how consumers evaluate the Home Depot brand compared to competing brands E) one-on-one depth interviews matching respondents and interviewers by gender
B
Which of the following is true about census data? A) The information in census data is available in only one form. B) The data can be geographically categorized at various levels of detail. C) Census data does not need to be detailed as long as it is accurate. D) Integrating enhanced census data with internal company databases is a waste of secondary sources. E) all of the above
B
Which of the following methods of collecting survey data is the least popular in the United States? A) telephone interview B) mail interview C) observational interview D) electronic interview E) personal interview
D
Which of the following practices might be unethical? A) the use of secondary data alone when the research requires primary data collection B) The client is billed a fixed fee for the project. C) the unnecessary collection of expensive primary data when the research problem can be addressed based on secondary sources alone D) Both A and C are correct.
D
Which of the following statements is NOT an advantage of online focus groups? A) The researcher can reach segments that are usually hard to survey. B) Researchers can re-contact group participants at a later date. C) The cost of the online focus group is much less. D) Only people that have and know how to use a computer can participate. E) The researcher can include geographically dispersed participants.
C
Which of the following statements is NOT correct about computer-assisted telephone interviewing (CATI)? A) The computer checks the responses for appropriateness and consistency. B) Interviewing time is reduced, data quality is enhanced, and the laborious steps in the data-collection process, coding questionnaires and entering the data into the computer, are eliminated. C) The CATI software cannot perform skip patterns. D) Interim and update reports on data collection or results can be provided almost instantaneously.
E
Which of the following statements is an advantage of online focus groups? A) The researcher can reach segments that are usually hard to survey. B) Researchers can re-contact group participants at a later date. C) The cost of the online focus group is much more. D) Only people that have and know how to use a computer can participate. E) A and B
B
Which of the following types of data represent any data that have already been collected for purposes other than the problem at hand? A) primary data B) secondary data C) experimental data D) virtual data E) special data
B
Which of the following types of general surveys measure the same group of respondents over time but not necessarily on the same variables? A) periodic surveys B) panel surveys C) shared surveys D) parallel surveys E) regular surveys
B
Which of the following types of research design should be used when management realizes a problem exists but does not yet understand why? A) conclusive research B) exploratory research C) descriptive research D) causal research E) expeditionary research
C
Which of the following types of research explores a problem with few preconceived notions about the outcome of that exploration? A) quantitative research B) experimental research C) qualitative research D) hypothetical research E) lead research
C
Which of the following types of research seeks conclusive evidence, which is based on large, representative samples and typically applies some form of statistical analysis? A) qualitative research B) lead research C) quantitative research D) hypothetical research E) total research
C
Which of the following types of research seeks statistical evidence, based on large, representative samples? A) qualitative research B) exploratory research C) quantitative research D) hypothetical research E) quasi-experimental research
C
Which statement is NOT true about research design? A) Research design is a framework for conducting the marketing research project. B) Research design specifies the measurement and scaling procedures. C) Research design is undertaken before developing the approach to the problem. D) Research design is undertaken after the marketing research problem is defined.
A
________ are data obtained by passing merchandise over a laser scanner that reads the UPC code from the packages. A) Scanner data B) Secondary data C) Qualitative data D) Modular data E) Cashier data
A
________ are the most important qualitative research procedure. A) Focus groups B) Depth interviews C) Projective techniques D) Association techniques
B
________ are unstructured, direct, personal interviews in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations, beliefs, attitudes, and feelings on a topic. A) Focus groups B) Depth interviews C) Quantitative surveys D) Experiments E) Probing interviews
B
________ assumes that the researcher has prior knowledge about the problem situation. A) Exploratory research B) Descriptive research C) Objective research D) Subjective research E) Lead research
A
________ collect data on the same set of variables at regular intervals, each time sampling from a new group of respondents. A) Periodic surveys B) Panel surveys C) Shared surveys D) Parallel surveys E) Regular surveys
B
________ is a natural extension of word association techniques, generating more detail about the individual's underlying feelings and beliefs. A) Evaluation techniques B) Sentence completion techniques C) Construction techniques D) Expressive techniques E) Detail techniques
A
________ is a research methodology that seeks to quantify the data and, typically, applies some form of statistical analysis. A) Quantitative research B) Qualitative research C) Experimental research D) Hypothetical research E) Thorough research
B
________ is a type of conclusive research whose major objective is to obtain evidence regarding cause-and-effect relationships. A) Descriptive research B) Causal research C) Exploratory research D) Subjective research E) Conditional research
B
________ is a type of research design involving a fixed sample of population elements that is measured repeatedly. A) Cross-sectional design B) Longitudinal design C) Horizontal design D) Vertical design E) Fixed design
B
________ is an unstructured, exploratory research methodology based on small samples, which provides insights and understanding of the problem setting. A) Quantitative research B) Qualitative research C) Experimental research D) Hypothetical research E) Statistical research
B
________ is conducted on a small and nonrepresentative sample, so the findings should be regarded as tentative and should be used as building blocks for further research. A) Causal research B) Exploratory research C) Conclusive research D) Descriptive research E) Focused research
A
________ is data originated by the researcher for the specific purpose of addressing the research problem. A) Primary data B) Secondary data C) Experimental data D) Virtual data E) Problem-focused data
B
________ is data that originates outside of the client organization. A) Internal data B) External data C) Modular data D) Secondary data E) Supporting data
A
________ is marketing that involves using powerful computers with advanced statistical and other software to analyze large databases to discover hidden patterns in the data. A) Data mining B) Mass marketing C) Parallel marketing D) Traditional marketing E) Competitive intelligence
A
________ is one type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious given the nature of the interview. A) A direct approach B) An indirect approach C) A panel D) A survey E) An informed approach
A
________ is particularly useful whenever research questions relate to describing a market phenomenon, such as frequency of purchase, identifying relationships, or making predictions. A) Descriptive research B) Exploratory research C) Causal research D) Subjective research E) Identifying research
A
________ is research conducted to gain ideas and insight into the problem confronting the management or the researcher. A) Exploratory research B) Conclusive research C) Descriptive research D) Causal research E) Directed research
E
________ is the ability of the survey mode to reach the units specified in the sample effectively and efficiently. A) Social desirability B) Interviewer bias C) Nonresponse bias D) Efficiency effect E) Sample control
C
________ is very versatile and can be used at any point in a study. A) Causal research B) Descriptive research C) Exploratory research D) Observational research E) Provisional research
B
________ make their money by collecting data and designing research products that fit the information needs of more than one organization. A) Data processing services B) Syndicated services C) Field services D) Qualitative research services E) Pooling services
A
________ provide secondary data derived from industrial and organizational sources that are intended for industrial or institutional use. A) Industrial Firms/Organizations B) Single-source services C) Customized services D) Retail services E) Movement services
B
________ refer to the psychological profiles of individuals and to psychologically based measures of lifestyle, such as brand loyalty and risk taking. A) Psychometrics B) Psychographics C) Demographics D) Geodemographics E) Ego-profiling
B
________ research is typically more formal and structured than ________ research. A) Exploratory; conclusive B) Conclusive; exploratory C) Exploratory; descriptive D) Subjective; observational E) Lead; supporting
