market research final

open-ended

" why do you avoid buying clothes at Walmart?" Is an ____ question

Making Assumptions

"Should Macy's continue its excellent gift wrapping program", is under the category of questions avoid_________

Open ended response

"What are your favorite books?" is a ____ question

Random sampling

All of the following are advantages of Internet surveys except

Representative of the population

All of the following are typically advantages of internet Survey research except that it is

Unaided recall

Asking respondents to remember something without providing any clue is called

Internet survey

Clark was asked to complete a self administered questionnaire posted on my survey.com. What type of survey did Clark complete?

false

web tracking is illegal

Double barreled

Do you agree or disagree with the statement: The federal reserve bank and the largest US banks are responsible for the high for closures on home mortgages is an example of a ___ question

Systematic

Error that results from some imperfect aspect of the research design or from a mistake in the execution of the research

Nonrespondents

People who cannot be contacted or refused to participate are called

true

UPC refers to bar-coded information containing product information that can be read by optical scanners.

Door to door personal interview

Which survey research method is typically the most expensive

distribution research

a fast food chain studies traffic patterns and population density patterns in order to select sites for future restaurants. which type of research is being performed?

will the payoff from the research be worth the dollar expenditures for research?

a marketing manager is attempting to decide whether a new product launch decision should be postponed until some additional marketing research can be conducted. which question should this manager ask himself or herself?

true

a response bias occurs when respondents tend to answer questions with certain slant

supermarket scanner data

an example of behavioral tracking is ____

true

concept testing is a type of explanatory research

false

conditional casuality means the cause is necessary and sufficient to bring about the effect

true

descriptive research often helps describe market segmants.

mutually exclusive

dichotomous and multiple choice alternative questions should not have overal among categories. that is, the categories should be

false

fixed-alternative questions, require more interviewer skill to administer than open-ended response questions

false

global information systems allow management to track the whereabouts of delivery personnel.

MBA

in the opening case of chap 3, the degree program ____ is discussed.

Leading

"What is your favorite hobby, playing video games, of what?" Is an example of what type of question?

Loaded

"What most influences your opinion on controversial political issues?" Is a ____ question

Depth interview

A one on one interview between a professional researcher and a research respondent is called

Open ended question

A question that poses some problem or topic and asks respondents to answer in their own words is called

Accurate

A questionnaire that collects information that is valid is said to be

Phenomenology

Owen is a researcher who studies human experiences based on the idea that is inherently subjective and determined by the context in which people live. He focuses on how a person's behavior is shaped by the relationship he or she has with the physical environment, objects, people, and situation. Which qualitative research orientation is Owen using?

Central location interviewing

When a research agency conducts all telephone interviews from a single location, where can they hire a staff of professional interviewers and supervise and control the quality of interviewing more effectively, _____ is being used.

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

Loaded

Where do you rank academically in your high school graduation class?

Hermeneutics

Which of the following is an approach to understanding from phenomenology that relies on analysis of texts through which a person can tell a story about him or herself?

conditional

____ casuality means that a cause is necessary but not sufficient to bring about an effect.

stakeholders

____ orientation recognizes that multiple parties are affected by firm decisions.

Internet

_____ Survey is a self administered questionnaire posted on a website

data

______ are recorded facts or measures of certain phenomena

defining research objectives

___________ is the 1st stage in the research process.

hypothesis

a _____ is a formal statement explaining some specific outcome.

false

a search engine optimizer mines data from in-store point of sale data recordings

true

open-ended response questions provide the respondent with flexibilty and may allow for meaningful, interpretive conclusions.

invites respondent participation

the only distinction between an internet survey and an email survey hosted on a web platform like qualtrics is the way the researcher ______

false

the presence of an interviewer is not able to write fast enough to record the respondent's answers verbatim, the error called interviewer cheating has occurred.

false

the presence of an interviewer typically decreases the response rate in comparison to what would be found with a mail survey.

false

a question covering several issues at once is referred to as a leading question

true

the term survey is most often associated with quantitative reaserch

false

there is always one best research design for a marketing research study

false

timeliness means that the data is not more than a few years old.

price

which aspect of the marketing mix is represented by the value that a consumer places on a good when the consumer purchases that good?

cookies

______ are small data files that record a user's web usage history

database

______ is a collection of raw data arranged logically and organized in a form that can be stored and processed by a computer

casual

________ marketing research seeks to identify cause-and-effect relationships to show that one event actually makes another happen

true

a marketing researcher who reports on the age, gender, income, and education of consumers in a particular city is describing geo-demographic information

true

a party that maintains web sites in the world wide web is called content provider.

true

a sample bias exists when the results of a sample show a persistent tendency to deviate in one direction from the true value of the population parameter.

concomitant variation

juan has noticed that when the temperature rises, sales at his retail clothing store also rise. this is an expample of _____

true

laddering is an approach to probing, asking respondents to compare differences between brands at different levels that produces distinctions at different levels.

false

phenomenology refers to the documented history of a particular person, group, organization or event

true

pretesting helps reveal errors while they can still be corrected easily

web tracking

proctor&gamble regularly monitors trends and information posted about their products and brands by consumers on several web sites. which source of data input does this represent?

true

proprietary marketing research refers to research projects conducted to study specific company problems.

false

qualitative research is objective

true

qualitative research is subjective in the sense that the researcher must extract meaning from open-ended responses.

false

quantitative research is interested in qualities than quantities, often extending beyond the obvious.

false

research is the process of developing and selecting from alternative opportunities

Quantitative marketing Research

research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called

promotion

which communication function of a firm is resposible for informing and persuading buyers?

Diagnostic Analysis

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

analyzing firm performance

which step comes last in developing a marketing strategy?

market intelligence

which term describes a subset of data and information that actually has some explanatory power to enable effective decisions to be made?

pricing research

which type of research attempts to determine the critical attributes of the product that consumers use to perceive the value of the product?

Has an unstructured approach to data collection

Qualitative research

Predictive Analytics

laurie finds the perfect sweater on Talbot's web site during its season's clearence sale, but is unable to purchase it in size. the following year, talbot's sends laurie an email notifying her of a similar sweater in the same style and color. talbot's has linked computerized data sources to statistical tools to search for relationships that will produce more effective marketing communications, which is an example of ____

research program

managers at Proctor&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:

true

managers should ask if the payoff will be worth the investment when deciding whether or not to make a decision without research

false

marketing metrics involve qualitative ways of monitoring and measuring marketing performance

true

marketing research involves more than conducting surveys

identifying useful decisions statements and related research questions

one of the key ways in which researchers contribute to decision making includes

open source information

structured data openly shared between companies

true

surveys used in telephone interviews should typically be written in a conversational style

false

systematic research usually takes very little time to complate

true

text messages surveys have all the advantages of mobile phone surveys, including increased reach, but share the disadvantages in terms of reaching only US respondents who have opted in with expressed consent in some way

analysis

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

marketing research

the application of the scientific method in searching for the truth about market and marketing phenomena is called ____ _____

true

the marketing concept emphasizes a cross-functional approach to long-term profitability

acquiescence

Bias is the tendency for a respondent to maintain a consistent response style often tending to try to go along and agree with the viewpoint of a survey

Social listening

Listening to conversations about a brand on Twitter or Facebook in order to gather data is an example of

marketing research

The application of the scientific method in searching for the truth about marketing phenomena is known as _____

Concept testing

The example of Rite Aid drugstores testing a new store layout is part of the exploratory research design called

false

concomitant variation is sufficient evidence to determine casuality in experiments

true

in fixed-alternative questions, the researcher provides respondents with specific limited alternative responses and asks them to choose the one closest to their own viewpoint

true

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

false

in online focus group sessions, the moderator's ability to probe is greater than it is face to face focus group session

Ethnography

Represents waysof studying culture through methods that involve becoming highly active within that culture

push technology

amazon.com recommends books for purchase when a customer who has ordered books from amazon previously returns to the site. this is an example of _____

mystery shopper

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

true

an experiment is a carefully controlled study in which the researcher manipulates a proposed cause and observes any corresponding change in the proposed effect

exploratory

companies, such as Kraft and Proctor&Gamble, conducts research to clarify ambiguous situations or discover ideas that may be potential business opportunities. what type of marketing research is this?

true

comparing the sample demographics with the demographics of the target population provides one means of checking for potential response bias.