Marketing Research 467 Exam 1.

C

According to the text, to avoid potential pitfalls in global market research related to ethical beliefs, companies: A) often engage local marketing research firms or international firms with experience in various countries B) contract nationals from the country where the research is to be conducted to provide valuable insights into the do's and don'ts of that country or culture *C) both of the above D) none of the above

D

According to the text, which of the following is not one of the three major types of research designs? A) Exploratory B) Descriptive C) Causal D) Predictive

B

. Case studies are classified as causal research. A) True B) False

A

According to a general rule of thumb in deciding question formats, ordinal scales are better than nominal scales A) True B) False

C

According to the text, SPSS allows user to perform: A) basic descriptive statistics B) non-parametric tests C) both of the above D) None of the above

B

According to the text, the three major types of research designs are Exploratory, Causal, and Predictive. A) True B) False

B

Casual research is often used in the first stage over a more comprehensive research study. A)True B)False

B

Market research is often not conducted with a specific purpose in mind. A) True B) False

D

Methods of descriptive research include: A) case studies B) focus groups, C) Both of the above D) none of the above

A

Methods of exploratory research include: A) pilot studies B) surveys C) Both of the above D) none of the above

C

Most____research designs involve experimentation A)Exploratory B)Descriptive C)Casual D)Predictive

A

Open ended questions pose the risk of interviewer bias A) True B) False

A

Position bias occurs when individuals simply check the first one that applies rather than take time to look at all of the possible choices in a long list of response items A)True B)False

A

Primary objective of conducting marketing research to support marketing decisions A)True B)False

B

Research hypotheses are always included. A) True B) False

A

Research hypotheses are: A) included only when the researcher has reason to conjecture B) always included C) specify the type of information needed in order to successfully fulfill the research D) all of the above

Sample aggregators

a firm that collects data through utilizing multiple sample companies. collects data using multiple sample companies. expedites data collection

Longitudinal

a study that asks the same questions at multiple points in time

Full service research firms

capable of conducting all types of research

Cross sectional

conducted at a single point in time and thus provide a snapshot of the subject or topic being studied at that particular time

Applied marketing research

designed to solve a specific problem, to investigate a particular marketing phenomenon, or to understand the results of previous decisions

Benefit and lifestyle studies

examine the similarities and differences consumers seek in products and how these benefits fit into particular lifestyles

Market analysis study

examines the current marketing situation faced by a company or brand and the identifies potential markets

Advertising effectiveness research

examines the effectiveness of advertising and marketing communications

Product testing studies

identify how a product fits the needs of consumers and what changes need to be made to the product to make it more attractive

Frame error

incomplete sample is selected: suppose a bank attempts to include everyone in their bank in a survey by using their list of people with a checking account. Result...not everyone accounted for

Exploratory research

involves a preliminary examination of a problem or situation to identify parameters to be studied further and in some cases to even define the problem itself

B

is a question in which respondents are instructed to check all response options that apply. A) multiple choice question B) multiple-response question C) Likert scale question D) noncomparative question

A

is a research process involving brain-image measurements through the tracking of brain activity. A) cognitive neuroscience B) spasmatic reasoning C) hierarchical values mapping D) catatonic exploration

C

is a research study where all variables are held constant except the one under study. A) observation research B) secondary data study C) experiment D) field experiment

A

is research in which the behaviors of those being studied or the results of their behaviors are observed by researchers. A) observation research B) secondary data study C) experiment D) field experiment

C

is the plan to address the research problem and/or hypothesis. A) research purpose B) research question C) research design D) research overview

Basic marketing research

more theoretical in nature and conducted to advance marketing knowledge in general or to verify a proposed marketing theory or concept

Primary research

new research studies specifically developed to help answer research questions being investigated

Interviewer error or bias

occurs when an interviewer influences a respondent to give erroneous answers, either intentionally or unintentionally.

Exploratory function

occurs when researchers have a limited understanding or no knowledge at all about a marketing situation or a particular outcome

Population specification error

occurs when the population is incorrectly identified

Non response bias

occurs when there is a difference between the responses of those who participate in a study and those who do not

Measurement instrument error or bias

occurs with the questionnaire itself - bad questionnaire

Descriptive function

refers to the gathering and presentation of information about a marketing phenomenon or situation

B

research answers the questions who, what, when, where and how in describing the characteristics of consumers, brands, and other marketing phenomena. A) exploratory B) descriptive C) predictive D) causal

A

research is often used in the first stage of a more comprehensive research study. A) Exploratory B) Descriptive C) Causal D) Predictive

Systematic error

results from a mistake or problem in the research design or the research process

A

results from chance variation between the subjects surveyed and the population, or group, they are chosen to represent A)Random Error B) Non-random error C)Systematic Error D)Systemic Error

A

set of questions or items used to generate data that meets specific research and survey objectives A) questionnaire B) scale C) construct D) proposition

Boutique firms

specialize in type of research or type of audience

B

specifies the type of information needed to fulfill the research purpose, and make managerial decisions. A) research purpose B) research question C) research design D) research overview

A

states an expected research outcome relevant to one or more variables that seems reasonable in light of existing information. A) research hypothesis B) null hypothesis C) alternative hypothesis D) None of the above

Quantitative research

structured data collection methods that provide results that can be converted to numbers and analyzed through statistical procedures

Research design

the plan that will be used to address the research problem, question, and/or hypothesis

Research purpose

to gain a better understanding of a situation or phenomenon, to investigate an opportunity, or to understand or address one or more problems that may be negatively impacting the firm

Pricing study

used to evaluate the elasticity of a brand's price and the impact pricing changes will have on demand

Media studies

used to identify the most appropriate media to reach a specific target market

C

A request for research proposals (RFPs) typically include all of the following EXCEPT: A) research questions B) an overview of the research purpose, C) description of the researchers' experience D) description of the target audience for the study

A

A research ______ states an expected research outcome relevant to one or more variables that seems reasonable in light of existing information. A) hypothesis B) construct C) theory D) parameter

B

A research construct states an expected research outcome relevant to one or more variables that seems reasonable in light of existing information. A) True B) False

B

A spurious association means that the relationship is truly cause-and-effect. A) True B) False

D

A spurious association means that... A) the relationship is truly cause-and-effect B) there is a strong correlation between the two variables C) Both of the above D) none of the above

B

Advocacy research is: A) another term for advertising research B) designed to advocate or support a company's position C) done more by outside research agencies than with internal marketing research projects D) none of the above

A

An exploratory study might seek to define the marketing research problem A) True B) False

A

An exploratory study might seek to generate potential research hypotheses for testing. A) True B) False

D

An exploratory study might seek to: A) define the marketing research problem B) identify parameters or variables to be studied further C) generate potential research hypotheses for testing D) all of the above

B

As has already been stated, the purpose of marketing research is to help managers by removing all uncertainty. A) True B) False

C

Gallup polls that tend to measure voter reactions to issues and candidates through the weeks leading up to election are a type of____study A)Crosss-tabulation B)Cross-section C)Longitudinal D)Pilot

B

In a case study, a researcher may not know exactly what questions to ask. A) True B) False

C

In a pilot study... A) there is a limited number of respondents B) a researcher may not know exactly what questions to ask C) both of the above D) none of the above

D

In contrast to ________research, marketers who use ___________ research already have a good understanding of the marketing problem or situation. A) exploratory, depth interview B) depth interview, exploratory C) descriptive, exploratory D) exploratory, descriptive

C

In determining cause-and-effect, there must be: A) temporal sequence B) concomitant variation C) both of the above D) none of the above

A

In most cases, descriptive studies: A) use numbers which allows for statistical and mathematical relationships to be examined. B) can usually be used to prove causality. C) Both of the above D) none of the above

B

In most cases, exploratory studies use numbers that allows for statistical and mathematical relationships to be examined and can usually be used to prove causality. A) True B) False

Marketing Mix

Is the specific combination of product, pricing, promotional and distribution decisions (Place) made for the purpose of targeting a particular group of consumers

A

Sample design errors include specification error A)True B)False

A

Selection Error occurs when the sampling procedures are not followed or are not clearly defined. Example: selection of every 10th person, but don't like their appearance so selects the 11th person instead. It's no longer a random sample. A)True B)False

Hypothesis

States an expected research outcome relevant to one or more variables that seems reasonable in light of existing information.

B

The first step in the questionnaire design process is to choose which method will be used to analyze the data. A) True B) False

B

The goal of descriptive research includes helping researchers understand the situation and the problem being faced, as well as some possible solutions. A) True B) False

C

The goal of exploratory research includes helping researchers understand: A) the situation and the problem being faced B) some possible solutions C) Both of the above D) None of the above

A

The market analysis provides basic demographic, geographic, psychographic, and behavioral information about specific target markets A)True B)False

C

The research questions or objectives: A) outline the scope of the research project B) guide the development of the research design C) Both of the above D) none of the above

B

The sample selection process begins by designing the sample method. A) True B) False

A

The sample selection process begins by: A) defining the population B) determing cost constraints C) designing the sample method D) determining the size of the needed sample

A

The sampling plan: A) begins with a determination of the population to be studied B) describes the process by which the survey questions will be selected C) both of the above D) none of the above

Qualitative Research

Unstructured data collection methods that provide results that are subjectively interpreted

D

Which of the following is NOT true regarding qualitative research? A) it involves the use of small sample, B) it uses unstructured data collection methods, such as focus groups, personal interviews, case studies, and other techniques C) it is subjective and exploratory in nature D) its results should be interpreted as providing definitive answers

B

Which of the following is the first of the six key steps of the marketing research process: A) developing the research design B) defining the research problem C) determining the sampling plan D) designing the data collection procedures

B

While _____ research will normally provide a higher level of information, it tends to take longer and costs are higher. A)Exploratory B) Descriptive C) Causal D) Predictive

B

While exploratory research will normally provide a higher level of information, it tends to take longer and costs are higher than descriptive or causal research. A) True B) False

B

With the _________, researchers talk with a small group of individuals about a specific topic, exploring their thoughts and ideas in detail. A) case studies B) focus groups C) depth interview D) pilot study

B

With the pilot study, researchers talk with a small group of individuals about a specific topic, exploring their thoughts and ideas in detail. A) True B) False

temporal

____ Sequence is a condition for causality in which the cause precedes the effect

Concomitant

______variation is a condition for causality in which the two items thought to be linked in a causal relationship vary or change together and in the direction hypothesized

Predictive function

allows data to be used to predict or forecast the results of a marketing decision or consumer action

Descriptive research

answers the questions who, what, when, where, and how in describing the characteristics of consumers, brands, and other marketing phenomena

A

broadly specifies the situation, phenomena, opportunity, or problem to be investigated, and guides the creation of research questions and hypotheses.A) research purpose B) research question C) research design D) research overview

Diagnostic function

data analysis techniques are used to investigate relationships and phenomena within data that have been gathered through marketing research

Secondary data

data previously collected for purposes other than the current study at hand

Marketing research

defined as the systematic gathering and analysis of marketing-related data to produce information that can be used in decision making

Response error or bias

deliberate falsification. unconscious error, omission, or bias