Marketing

A pet care company is creating survey questions to find out whether people would consider their company for overnight kennel services. The question that would most accurately provide data about what needs to be measured is _____.

"What arrangements do you have presently in place for overnight dog care?"

Nominal scale Ordinal scale Ratio scale Interval scale

#4 #2 #1 #3

Hal is creating a survey looking at vacuum cleaners. He will be using an ordinal scale. That most nearly means that the survey will use _____.

Numbers as a ranking system

Jorge has the job of setting up a computer program so it will determine whether there are any surveys that were not completed as they were supposed to be. The program will flag, for example, a survey that has responded to each of the 10 questions in exactly the same way. It sounds as though Jorge is working in the _____ stage of the process.

Coding

Codes assigned to responses during the coding phase are designed to be read by _____.

Computers

A respondent is ranking five car models based on his personal preference, and giving each type a percentage of 100. He is then asked to take those ranks and tell which car model he is most apt to buy next. It sounds as though he is completing a _____ scale.

Constant sum Purchase intent

A survey asks respondents to smell a baby lotion and compare it with other samples. They are then asked: "How would you rate Brand X baby lotion's scent in comparison with the other brands?" There is a scale with "The best" at one end and "The worst" at the other. Respondents draw a line through the scale at a point between the two extremes. This survey question is an example of _____.

Continuous rating scaling

Analysts are looking at data to figure out the best format for them to present it to their client, an accounting firm aiming to increase their business reach to young adults. They decide to first present data showing the percentage of young adults surveyed with incomes over the state average. It sounds as though the analysts are at the _____ step in the data analysis process.

Tabulation

A questionnaire should contain items that cover a wide variety of information so marketing researchers can maximize their results.

False

A survey respondent misunderstands that she was supposed to actually have purchased and tried a fruit juice product. She completes the survey anyway. Since the survey includes about 500 respondents, her responses won't skew the data.

False

Data was collected in a research study about fitness habits of women over 60. It is now being analyzed to ensure its reliability. That means they are making sure it measured that group's fitness habits, and not something else.

False

If goals for specific research are not clear at the start, they tend to become clear as the data is being processed and analyzed.

False

Since many surveys are now completed online, some steps of the five-step data process are obsolete.

False

Tammy is completing an online survey question that is presented as constant sum scaling. Her responses do not add up to 100, but the results will be analyzed anyway.

False

Common characteristics of a Likert scale survey item are _____.

Five Choices Measured Mathematically

A survey with some incomplete responses somehow slipped past the eyes of an analyst. It is now the machine cleaning phase. That means the survey's data will most likely be _____ by the computer.

Flagged

The Stapel scale is a version of the _____ scale.

Likert

Important considerations marketing researchers take into account when figuring out sample sizes for their studies are _____.

making sure it is appropriate to the study remembering each study is conducted differently

Perry is using a semantic differential scale as part of a survey he is creating. That means that respondents will be working mainly with _____.

opposite adjectives

A restaurant wants to offer a Valentine's Day dinner at a price that is 50 percent more than their typical weekend dinner prices. To find out whether people would actually pay this, they survey weekend customers. It is most likely the restaurant would use a _____ scale.

purchase intent

Mr. Wilson was selected to be part of a nationwide study of people who like to kayak. No one in his large kayak club is part of the research study. That is most likely because _____.

randomly selected

Participants in a research study are asked about how often each month they go to a movie theater. They can respond with (0-1); (2-4); (5-9); (10 or more). It sounds as though this system is a(n) _____ scale.

ratio

The main types of scales are nominal and _____ scales.

ratio ordinal interval numerical

A marketing research firm analyzes data about a new chocolate milk product and finds that they do not have enough of the right kind of information to draw conclusions about whether to recommend marketing it. This is most likely because the _____.

research goals were not clear

A costume rental company is trying to expand their selling season beyond just Halloween. They are considering adding online customer service to their web site, free shipping on return costumes, small stores in malls across the country, and personal shoppers for busy professionals. The first part of the process for this company should be _____.

specify the concept of interest figure out what should be measured

Before actually distributing the survey to participants, the marketing research firm must complete ____.

step one: identifying and specifying the concept of interest step two: deciding exactly what should be measured step three: developing a measurement scale

A study is being developed to find out how clients feel about a haircutting salon offering manicures. If they do begin to offer manicures them, the shop will have to be renovated. Right now, they are still determining what steps they should take to arrive at a reasonable answer. That means they are at this point in the four-step measurement process: _____.

step two: deciding exactly what should be measured

A 300-member gardening club is planning a marketing research study before they raise annual dues from $25 a year to $35 a year. An appropriate sample size to e-mail a short survey to is close to _____.

150, 50% of the membership

A survey has 25 questions and 100 respondents. The questions ask about a lawn care product, and respondents are told to skip two questions, #3 and #4, that ask about their previous lawn care product use if these questions don't apply to them. Ten people skipped those two questions. The base number for a one-way frequency table for question #3 would be _____.

90

A marketing research firm is interviewing candidates for the position of field worker and are creating a list of the qualities they will be seeking. In an essay of approximately 250 words, play the role of the applicant and describe the most important qualities a field worker should bring to his or her new career should he or she be hired and why he or she is the best candidate.

A very important characteristic for a field worker is that they are friendly. Being open and talking easily with people will make them more responsive to survey questions. It is important that you can engage them and that they feel positively towards you. I personally love meeting and conversing with new people. I am considered very friendly by all the people who meet me. Another characteristic of a field worker that should be present in a new hire is a commanding personality. A field worker should not be dominating, but they should be able to draw attention. Being able to draw your respondent's interest in your questions is useful for someone in this career. You will often get better results if you have their attention and are able to clearly explain your questions. The last thing that I think is important is being able to tailor the questions to the individual. If a respondent feels like your questions are specific and relevant to them then they will be more likely to respond openly and honestly.

Homeowners in one area are given a survey to find out about improvements that may be made to the city. They use the numbers 1 through 5 to indicate what they are most interested in: a dog park, a pool, a senior citizen center, a preschool, a fishing area. Researchers add up the ranked items to figure out how many times each item got a certain rank. This is called _____.

Frequency

In at least 150 words, examine the four main types of data in marketing research. Describe each in detail and provide an example of how each might be used in a marketing campaign.

The first of the four main types of data that is used in marketing research is nominal scales. Nominal scales use words to relate the options to each other. The different options in this type of scale are of equal value, one is not more than another. This type of scale can be used to determine demographic information. For example, if a grocery store would like to find out which products people of a certain marital satus buys the most it could conduct a survey using a nominal scale. They could ask what the marital status is and list the options. In this, being single is not "worth" more or "higher" than being married or divorced. Then the survey could list different produce options. The next type is an ordinal scale. An ordinal scale uses numbers to rank and to give the different possiblities a certain position. This can be used to find the order of which products, services, or activities that a person enjoys. An exaple would be if a company was looking to see how relevant and important a new service would be to someone. Another type of scale is an interval scale. An interval scale has numerically equal distances that represent equal values of a characteristic, attitude, or item. This type of scale can be used to see how customers feel about products or services. Having a scale with numbers in order makes it easy to process and understand. The last type of scale is a ratio scale. A ratio scale has similar properties as an interval scale. The only difference is that ratio scales have a zero point and interval scales do not. This scale is used for things that you can put an exact number for. An example would be if a survey asked how many miles on average you drive for work, personal/pleasure, and then the total miles.

Interval scales are similar to ratio scales except ratio scales have a zero point.

True

Manual data entry is still conducted by marketing researchers.

True

The basic characteristics that can be found in all of the scales used in marketing research are _____

description order distance origin

During the final phase of data processing, _____.

the data is given a final check to ensure it is in a format that can be utilized the data is put into a form that is sensible the data is analyzed numerically