Marketing Analysis (MKTG 4080) FINAL
All of the following would be examples of behaviors or results of behaviors that can be observed, except individuals shopping in a store reason for purchasing a particular product movement on a brand website comments made to a restaurant employee
reason for purchasing a particular product
Of the following reasons for not participating in a marketing research study, the one that has the greatest impact on non-response bias is individuals
refuse or decline to participate
The factors that have the largest impact on data precision or accuracy are the
research budget and time frame
Marketing research that examines the similarities and differences consumers seek in products and how those benefits fit a particular lifestyle is a(n)
* benefit and lifestyle study
A new survey method being used with mobile phones is the micro survey, which is a survey containing no more than _____ questions.
- NOT "10"
______ provide standardized information to a number of clients. Government agencies Bibliographic databases Libraries Syndicated sources
- NOT "Bibliographic databases"
All of the following are good syndicated sources for consumer data, except J.D. Powers and Associates Dun & Bradstreet NPD Group Experian Simmons
- NOT "NPD Group"
A key advantage to mobile qualitative research is ability to schedule text messages ability to gather data in real-time, the moment it occurs to reach young, tech-savvy consumers to develop mobile MROCs
- NOT "ability to schedule text messages"
Unstructured observation is better suited for ______ research. quantitative causal descriptive exploratory
- NOT "casual"
All of the following are advantages to asynchronous online focus groups, except body language of participants can be observed through video cams can be conducted asynchronous over several days clients can interject questions or probes during the focus group group think can be minimized
- NOT "clients can interject questions or probes during the focus group"
Companies can use data mining in all of the following ways, except create a profile of a firm's best customers determine which products customers tend to purchase together help a retailer with what products to stock and when it usually sells code internal data with geographic location and social media activity
- NOT "create a profile of a firm's best customers"
All of the following are summary metrics a brand can use to analyze web traffic, except comments/posts/shares click-throughs visit frequency depth of visit
- NOT "depth of visit"
Bria's company has been using a number of different digital marketing strategies. She wants to determine which of the digital strategies are the best for her company. The best secondary data source would be government sources internal company sales data digital marketing agencies syndicated sources
- NOT "digital marketing agencies"
A major disadvantage of using a natural setting for observation research is researchers do not interfere with customers distractions interfere with the observation researchers must wait until behavior occurs deciding where to conduct the research
- NOT "distractions interfere with the observation"
All of the following are sample design errors, except population specific error frame error response error selection error
- NOT "frame error"
Secondary data can be used in preparing a primary research study in the following ways, except aid in deciding best research design how to word questions best data mining techniques suggest potential sampling sources
- NOT "how to word questions"
Managers now want marketing researchers to be part of the solution, to provide input and direction into marketing decisions.
True
Marketing research is the systematic gathering and analysis of marketing-related data to produce information that can be used to make decisions.
True
Most experimental research is conducted in tightly controlled environments, such as laboratories.
True
Most of the information available through open sources of secondary data are free and available for companies to use.
True
Null hypotheses are stated in terms of equality, status quo, or no differences.
True
Probing questions in a focus group are designed to lead the discussion to deeper thinking and often asks responds why, what, how, or please explain.
True
Questions asked during the rapport building stage of the focus group should be general in nature and easy for everyone to answer.
True
Random errors in marketing research studies can be reduced by increasing sample size.
True
Research hypotheses are included in a research study only when the researcher has reason to suspect or conjecture an answer to a particular research question.
True
The first documented marketing research study was in 1879 by advertising agency N.W. Ayer to determine expected levels of grain production.
True
The picture sort projective technique can be used as part of a focus group or in-depth interview.
True
The primary reasons sample selection and data collection are shifting to independent companies are costs and time.
True
The research design is the plan that will be used to address the research problem, question, or hypotheses.
True
To create a representative sample of the U.S. population using telephone research, it is necessary to use both land line phones and mobile phones.
True
When developing study parameters for a focus group, most companies use multiple focus groups in order to gather input from different groups of individuals.
True
Garrett wants to identify various characteristics of market segments based on actual purchase at his company. The best secondary data source for Garrett to use is
combining the company's accounting and marketing databases
Advantages to using a company's internal data includes the following, except data is readily available data is easily accessible provides information about a firm's own customers contains data about competing firms
contains data about competing firms
Brad downloads data from his clients website and is studying how individuals came to the website and their movements around the website. Brad is using all of the following methods of observation research, except indirect observation disguised observation mechanical observation contrived setting
contrived setting
Issues in examining the accuracy of secondary data include the following, except data accessibility data collection process data analysis methods data results interpretations
data accessibility
Before the rise of online research, the advantages of telephone research were
data collection speed and low cost
When an individual provides false answers to a survey, purposely, it is
deliberate falsification
Structured observation works well with ______ research if researchers have specific objectives they wish to accomplish.
descriptive
Mystery shoppers are typically used to
evaluate customer service
With the cartoon projective technique test, respondents are asked to
fill in at least one or more character dialogue bubbles that are empty
All of the following are characteristics of the consultative stage of marketing research, except A. data collection and analysis became faster, cheaper, easier and more accurate B. marketing researchers are expected to be part of the solution, to provide directions into marketing decisions C. marketing researchers are to assist in developing marketing strategies and tactics D. in addition to providing insights, researchers are expected to be strategy consultants
- NOT "in addition to providing insights, researchers are expected to be strategy consultants"
Ben was distracted by the interviewer's accent when she spoke and accidentally provided several incorrect answers on the survey. This is an example of processing error measurement error interviewer error or bias measurement instrument error or bias
- NOT "measurement error"
Measurement error can be reduced by paying close attention to the following, except processing error measurement error interviewer error or bias measurement instrument error or bias
- NOT "measurement error"
All of the following are human observation techniques, except social media monitoring camera/one-way mirror mystery shoppers ethnographic research
- NOT "mystery shoppers"
Research studies where all variables are held constant except the one being studied is A. descriptive research B. observation research C. mystery shopping D. causal research
- NOT "observation research"
Maria took a survey online. One of the questions in the survey she did not understand, but the survey required an answer for her to continue so she just clicked on the first option. This is an example processing error measurement error interviewer error or bias measurement instrument error or bias
- NOT "processing error"
All of the following are constraint issue that impacts the research design, except time data collection method costs quality of information
- NOT "quality of information"
When using data provided by custom research firms, the primary concern is the data may be out of date costs are prohibitive quality of the data research methodology used
- NOT "quality of the data"
Typical components of an RFP include the following, except A. background for the research request B. research questions or objectives C. population for the study D. budget allocated for the study
- NOT "research questions or objectives"
A competitive analysis study examines the current marketing situation faced by a company or brand.
False
A key driver in the shift to using mobile phones for marketing research is it is less expensive than Internet-based research.
False
A mistake in the research process will result in random error.
False
Blogs and social media are an open access sources for secondary data, but the challenge is locating data that is free.
False
For causal research, the most common methods of collecting data are surveys and experiments.
False
In most cases, the research methodology details will be provided with published secondary data.
False
Individuals who are observed in public have the right to know they are being observed and any data collected during the observation can only be used with the participants signed consent.
False
It was during the "golden age of consumer research" that companies looked to marketing researchers to provide insights into what data meant.
False
One suggestion for improving mail surveys is to omit the pre-notification letter.
False
The primary syndicated provider of audience measurement data for both traditional media and online media is
Nielsen Media Research
In statistical reporting what type of chart would typically be used under these two conditions: discrete data and data that equals 100% or 1?
Pie Chart
Advances in telecommunications has changed the way brands and firms are influenced by word-of-mouth communications from customers.
True
An advantage to using personal interviews for survey research is that the interviewer is present to clarify any questions or instructions.
True
An advantage to using smartphones and tables for online research is that researchers can utilize voice and texting in addition to a web link to the survey.
True
Database marketing programs can use secondary data from commercial database marketing firms or from the company's own internal data.
True
Economics was a driving force behind research firms shifting from traditional methods of collecting data to using research panels and research databases.
True
For descriptive research, the most common methods of collecting data are surveys and observation.
True
Generally, it is less expensive to outsource marketing research than conduct the study in-house.
True
In composing interview questions for a focus group, probing questions should be developed in advance that may or may not be used in the actual focus interview.
True
In the past marketing research firms usually had several months to conduct a research study. Because of competitive pressure, that time frame is now typically 6 to 8 weeks.
True
Mailing a letter or postcard in advance will increase the response rate for telephone surveys.
True
Open access source of secondary data include the following, except government sources social media website analytics academic journal articles
academic journal articles
Marketing research that examines the effectiveness of advertising and marketing communications is a(n)
advertising effectiveness study
During the marketing research process, Brian was asked to make sure the results supported a geo-targeting campaign his boss wanted to launch. This is an example of
advocacy research
Which of the following is an example of the observation research?
giving children money to spend at a toy store and watching how they go about deciding which toy to purchase
Discrete data
have specific integer values without decimals
In selecting the sample for a research study, the most critical element is
how well the sample represents the population being studied
Secondary data are less costly than primary research for the following reasons, except
individuals do not need a research background to understand and use secondary data
The ultimate goal of marketing is to
influence actions
During the ______ stage of a focus group, basic rules of courtesy are explained, such as not interrupting when someone is talking and not criticizing someone's comments.
introduction
Before the 1990s and the rise in popularity of mobile phones, ______ research was the most popular method of conducting survey research.
land line telephone
The primary advantages of telephone research are
low costs and fast response time
Marketing research used to identify the most appropriate media to reach a specific target market is a(n)
media study
Typical components of a research proposal include the following, except cost and time schedule for study names of individuals doing the study data collection methodology sample size and method
names of individuals doing the study
Typical components of a research proposal include the following, except A. observation methods used B. background information C. research objectives or questions D. research design
observation methods used
An abbreviated study with a limited number of respondents designed to provide information to a researcher so he/she can create a larger study is called a(n)
pilot study
Marketing research that identifies how a product fits the needs of consumers and what changes need to be made in the product to make it more attractive to consumers is a(n)
product test study
Disadvantages of personal interviews include the following, except: interviewer bias higher costs questions cannot be clarified poor for sensitive topics
questions cannot be clarified
All of the following statements are true about using cameras or one-way mirrors for human observation, except security cameras at retail stores can be used for human observation researchers cannot record humans within a retail store without their permissions one-way mirrors are an effective means of observing children one-way mirrors and cameras can be used in situation where in-person observation may bias participant behaviors
researchers cannot record humans within a retail store without their permissions
All of the following are ethical responsibilities to research respondents, except
respondents have the right to be paid or receive some type of financial incentive
Types of syndicated sources of secondary data include the following, except search engine optimization sales tracking media audience measurement consumer data
search engine optimization
Custom research firms will sometimes publish the results of studies and make them available for free. The rationale for doing so is to
show the firm's research expertise and as a result solicit additional business
All of the following are primary methods of observation research, except human situational mechanical on-line
situational
Asking individuals a series of questions about a topic is
survey research
The most popular form of marketing research is
surveys
Marketing research that provides demographic, geographic, psychographics, and behavioral information about a specific target market is a(n)
target market analysis study
A marketing researcher should use focus groups instead of in-depth interviews under all of the following circumstances, except w the subject matter is highly sensitive exploring common trends is important teamwork is desired topics are broad and participants need help in generating or sharing ideas
the subject matter is highly sensitive
All of the following statements about the philosophy of science are true, except A. theories can be proven B. assumption that for a given event or activity, causes or antecedents can be identified C. events or activities can be empirically verified D. there are rational and logical explanations for activities and events
theories can be proven
The purpose of data analysis is to
turn raw data into meaningful information
All of the following are characteristics of quantitative research, except
unstructured
