MAR 5625 - Marketing Research and Analytics - Chapter 3

All of the following are examples of an observational study EXCEPT:

A consumer responding to a questionnaire about advertising

Research that is conducted to identify cause-and-effect relationships between variables is called __________________ research.

Causal

A conclusion that, when one thing happens, another specific thing will follow is known as a ______________.

Causal inference

A directed search of published works (including periodicals and books) that discusses theory and presents empirical results relevant to the topic at hand is called a literature review.

True

A market opportunity is a situation that makes some potential competitive advantage possible.

True

One of the major advantages of observation studies is that they record actual behavior rather than relying on reports of behavior from respondents.

True

Properly defining a problem can be more difficult than solving it.

True

All of the following are types of marketing research EXCEPT___________.

Selective marketing

Over the past two years, home values have been decreasing. This is a(n):

Symptom

Which of the following is the weakest form of causality, but is still a useful concept?

Contributory causality

What is the first stage of the marketing research process?

Defining the research objectives

Evan has completed the fieldwork of collecting data, and now he is checking the data collection forms for omissions, legibility, and consistency in classification. What is Evan doing?

Editing the data

Which term means that something has been examined against reality using data?

Empirical testing

All of the following are examples of exploratory research techniques EXCEPT:

Experimentation

Companies, such as Kraft and Procter & Gamble, conduct research to clarify ambiguous situations or discover ideas that may be potential business opportunities. What type of marketing research is this?

Exploratory

Research is the process of developing and selecting from alternative ways of resolving a problem or choosing from among alternative opportunities.

False

A formal statement explaining some outcome is called a(n) _________________

Hypothesis

The overall series of marketing research projects is called a _____________

Research program

The application of computation, summarizing, and reasoning to understand the gathered information is called ____________________

Data analysis

________ is the process of developing and selecting from alternative methods of resolving a problem or choosing from among alternative opportunites.

Decision making

In consulting, the term ___________________ is often used to describe the objectives to a research client.

Deliverables

When two events occur at the same time, we say that they have ____________________ variation.

Concomitant

Checking the data collection forms to correct omissions, illegibly written responses, and the consistency of answers is called ________________

Editing

A research project refers to numerous related studies that come together to address issues about a single company.

False

A small-scale exploratory research project that collects data from respondents similar to those that will used in the full study is called a(n) ___________________ study.

Pilot

Which procedure refers to a small-scale study in which the results are only preliminary and intended only to assist in design of a subsequent study?

Pretest

Which refers to any procedure that draws conclusions based on measurements of a portion of the entire population?

Sampling

When the data from an empirical study are consistent with a hypothesis, we say that the hypothesis is:

Supported

A sample of respondents is a subset of the population of interest to the researcher.

True

Descriptive research often helps describe market segments.

True

The purpose of exploratory research is to refine and narrow the scope of the research topic.

True

The last stage of the marketing research process is ____________________.

Formulation the conclusions and preparing the report.

The application of computation, summarizing, and reasoning to understand the information gathered is research is called:

Analysis

Janna discovers a market segment that is underserved by competitors' products. For Janna's company, this segment represents a:

Market opportunity

Which type of research is being conducted when a researcher conducts an experiment to answer the question, "Will consumers purchase more of our brand if we change the package design?"

Causal research

Juan has noticed that when the temperature rises, sales at his retail clothing store also rise. This is an example of _________.

Concomitant variation

A research design that is intended to describe important characteristics of a population (e.g. age, gender, income) is called _______________ research.

Descriptive

Which type of marketing research address who, what, when, where, why, and how questions?

Descriptive research

Which process seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward competing products?

Diagnostic analysis

The initial stages of a research study that are intended to clarify the nature of the research problem are called _________________ research.

Exploratory

What type of research is being conducted to answer the question: "Would this target market be interested in this type of new product?"

Exploratory research

Absolute association means that any covariation between a cause and an effect is true and not simply due to some other variable.

False

Coding is the application of reasoning to understand the data that have been gathered.

False

Concomitant variation is sufficient evidence to determine causality in experiments.

False

Management is most interested in detailed reporting of the research design and statistical findings.

False

Pilot studies are a formal research method that produce precise results.

False

Statistics can be used to prove that a research hypothesis is true.

False

Terminal causality means the cause is necessary and sufficient to bring about the effect.

False

The first stage in the research process is to plan a research design.

False

The purpose of exploratory research is to provide conclusive evidence for a particular marketing action.

False

There is always one best research design for a marketing research study.

False

Managers at Procter & Gamble view marketing research at a strategic planning level. Therefore, the company conducts numerous related studies that come together to help in their product planning decisions. This is referred to as a:

Research program

When the researcher has only one of a small number of research objectives that can be addressed in a single study, that study is referred to as a:

Research project

Any procedure that involves selecting a small number of people who are part of a larger population of people is called _____________________

Sampling

Which term refers to a research technique in which a sample is interviewed in some form or the behavior of respondents is observed and described in some way?

Survey

Having an appropriate causal order, or _______________________, is a necessary criterion for causality.

Temporal sequence

_________ means that the researcher alters the level of the experimental variable in specific increments.

Manipulation

Carol was invited to participate in a research study along with ten other consumers to discuss their experiences using cleaning products. The group was asked to discuss their experiences and were encouraged to feed on each other's comments. What is this type of study called?

Focus group interview

A statement such as: "Consumers with more favorable attitudes towards our advertising will exhibit more favorable attitudes toward the brand advertised" is an example of a(n):

Hypothesis

A plan that specifies the methods and procedures that will be used for collecting and analyzing data in a research study is called a __________________.

Research design

An employee who pretends to be a customer in order to observe the sales behavior of a clerk at a cosmetics counter in a department store is called a(n):

Mystery shopper

When considering a study, researchers should search for ______________________ reports within the company's archives.

Previous research

A formal, logical explanation of some events that includes descriptions of how things relate to one another is called a(n):

Theory

An experiment is a carefully controlled study in which the researched manipulates a proposed cause and observes any corresponding change in the proposed effect.

True

Conditional causality means that a cause is necessary but not sufficient to bring about the effect.

True

Descriptive studies are conducted with a considerable understanding of the situation being studied.

True

Exploratory research is typically conducted in the early stages of decision-making.

True

In its simplest form, a research hypothesis is a "guess" about the outcome of a research study.

True

Unobtrusive methods of data gathering are those in which the subjects do not have to be disturbed for data to be collected.

True

When drivers are unaware that a machine is recording how many cars pass a certain intersection that is being considered for a site for a new Wendy's franchise, this is an example of a(n):

Unobtrusive method