Marketing Research

A marketing researcher would use what type of research to find out how many customers there are, what brands they buy and in what quantities, which advertisements they recall, what are their attitudes toward the company, and who is the competition? a. Descriptive research b. Exploratory research c. Causal research d. Case study analysis

A

An actual number of purchases in a certain time period, dollars spent, miles traveled, number of children in the household, or years of college education are examples of: a. Ratio scale. b. Ordinal scale. c. Nominal scale. d. Interval scale.

A

An important step in the problem definition process involves ________, which is the quantity and quality of evidence a manager possesses for each of his or her assumptions. a. assessing the existing information state b. explaining the existing information state c. assessing research objectives d. assessing marketing actions

A

Consumers wanted increasingly large TV screens to hang on their walls, so Samsung developed an ultra-thin, LED, large-screen TV. This is an example of using market research to identify market opportunities and problems. A.True B.False

A

In order to create the right strategies for decision-making, managers must have objective, accurate, and timely: a. Information. b. Reports about customers' wants and needs. c. Evidence of the number and sizes of market segments. d. Reports about the competition's products.

A

Marketing research is defined as a process that reports information that can be used to solve a marketing problem, such as determining price or identifying the most effective advertising media. A. True B. False

A

Marketing research is part of marketing. A.True B.False

A

Marketing research provides managers with new information to help them make decisions. A. True B. False

A

Modern marketing thought holds that firms should: a. Collaborate with and learn from customers. b. Separate product-orientation from service-orientation. c. Focus on service-orientation at the expense of product-orientation. d. Collaborate with and learn from competitors.

A

Questionnaire organization is a critical concern because the questionnaire's arrangement and the ease with which respondents complete the questions have potential to affect: a. The quality of the information that is gathered. b. The volume of invalid responses. c. The turnaround time for completion. d. The type of statistical analysis.

A

Questions must be phrased properly to ________ and therefore can be used to solve the problem. a. generate answers that satisfy the research objectives b. generate responses that satisfy the sampling plan c. promote respondent bias d. elicit the answers the client is seeking

A

Research design types include: a. Exploratory, descriptive, and causal. b. Exploratory, exploitive, and casual. c. Deductive, descriptive, and causal. d. Exploratory, causal, and prescriptive.

A

The most important step in the marketing research process is: a. Defining the problem. b. Determining the need for marketing research. c. Determining the research objectives. d. Defining the research plan.

A

The process of designing questions and response formats to measure the subjective properties of an object is known as: a. Scale development. b. Property development. c. Non-scale development. d. Objective scale development.

A

The term "coding" means: a. Placing numbers on the questionnaire to facilitate data entry after the survey has been conducted. b. Predetermining the responses, which makes report writing easier because the report may be started early. c. Conducting a dry run of the survey to see which questions "work." d. Analytical processes for scaled-response questions only.

A

________ is sometimes used interchangeably with the term construct. a. Variable b. Measurement c. Function d. Dependent

A

Beginning with the research objectives, the researcher identifies the ________ and decides what type of measure to use for each one. a. research targets b. properties of constructs of interest c. wording for each question d. quality measures

B

Qualtrics®, SurveyMonkey ®, SnapSurveys ®, SmartSurvey ®, KeySurvey ® are examples of: a. Survey implementation software. b. Computer-assisted questionnaire design software. c. Data collection software. d. Data analysis software.

B

The choice of the type of research design depends largely on: a. Budget restrictions. b. Objectives of the research. c. Whether the research is domestic or international. d. Type of analytics required.

B

The research design is a ________ that specifies the methods that will be used to collect and analyze the information needed for a research project. a. methodology b. master plan c. generalized roadmap d. proposed guide

B

What is the definition of marketing research? a. The process of designing experiments that provides decision makers with causal information. b. The process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem. c. The process of analyzing existing information so decision makers can make better decisions. d. The process of analyzing secondary information and providing executives with timely reports to solve a marketing problem.

B

What term describes how each sample element is to be drawn from the total population? a. Sample size b. Sample plan c. Sample frame d. Sampling unit

B

When a researcher is attempting to measure attitudes, opinions, evaluations, beliefs, impressions, perceptions, feelings, and intentions on a continuum, the researcher is using a type of: a. ratio scale. b. interval scale. c. ordinal scale. d. nominal scale.

B

________ need to be very clear, since they will determine the methods used and the content of the measurement instrument. a. Research instruments b. Research objectives c. Research approaches d. Research design plans

B

"Now, I would like to ask you a few questions about your TV viewing habits" is an example of a(n): a. warm-up question. b. introductory question. c. transition question. d. classification question.

C

A small family-owned jeweler experiences more than a 20 percent decline in sales. The owners do not know what the problem is. The research design they should use is: a. Causal. b. Explanatory. c. Exploratory. d. Descriptive.

C

As environments change, what should be revised on an ongoing basis to produce the right strategy for the new environment? a. Market plan decisions b. Product development decisions c. Business decisions d. Financial decisions

C

Race, religion, type of dwelling, gender, brand last purchased, and buyer/nonbuyer are examples of: a. Ordinal measures. b. Demographic measures. c. Nominal measures. d. Scale measures.

C

The less we know about a market or subject, the more likely it is that a researcher should use: a. Causal research. b. Descriptive research. c. Exploratory research. d. Formal research.

C

The marketing research process begins when a managerial problem or opportunity exists that demands action, but there is not enough information to know how to respond to the problem. This sets into motion a series of tasks that ultimately leads to: a. Acknowledging the need for research. b. Setting the research budget. c. Establishing research objectives. d. Determining the research plan.

C

The scale that captures the intensity of feelings toward a statement's claim or assertion because respondents are asked how much they agree or disagree with the statement is: a. The Psychometric Scale. b. The Comparative Scale. c. The Likert Scale. d. The Multidimensional Scale.

C

The term "research design" refers to the research approach used to meet the research objectives. Three widely recognized research designs are: a. Exploratory, structured, and causal. b. Formal research, descriptive, and causal. c. Exploratory, descriptive, and causal. d. Descriptive, casual, and exploratory.

C

Which of the following is a short definition of marketing? a. Meeting consumer demands profitably b. Meeting wants profitably c. Meeting needs profitably d. Meeting business-to-business wants profitably

C

________ pertains to the sequencing of questions or blocks of questions, including any instructions, on the questionnaire. a. Question validity b. Question testing c. Question flow d. Question blocking

C

A ________ involves conducting a dry run of the survey on a small, representative set of respondents to reveal questionnaire errors before the survey is launched. a. field test b. market test c. response test d. pre-test

D

A ________ is easily recognized, as it has numbers that range from a minus end to a corresponding plus end, with or without a zero as the midpoint. a. Likert scale b. nominal scale c. semantic differential scale d. Stapel scale

D

A medical device company developing a cardiac device surveys well-known cardiac surgeons with subject matter knowledge about the problem the device company is trying to solve. This is an example of: a. Exploratory research. b. Descriptive research. c. Causal research. d. Experience research.

D

A situation analysis is a form of ________ undertaken to gather background information and data that may be helpful in properly defining the problem decision. a. causal research b. informal research c. descriptive research d. exploratory research

D

Computer-assisted questionnaire design software packages offer several advantages. Which of the following is NOT one of those advantages? a. Are easier, faster, and friendlier than using a word processor b. Provide significant functionality c. Facilitate data analysis d. Ensure unbiased questions

D

Data that have been gathered by another source other than the researcher or for some other purpose than the research project is: a. Primary data. b. Published data. c. Proprietary data. d. Secondary data.

D

Determining a description or amount of some property of an object is known as: a. Scale level. b. Attributes of properties. c. Subjective and objective property levels. d. Measurements.

D

If the answer is "Yes" to the question, "Did you order a Papa John's Pizza delivery for your family in the past month?" the respondent will be directed to several questions about Papa John's Pizza, but if the answer is "No," these questions will not be asked. This is an example of: a. Non-response logic. b. Display logic. c. Answer display logic. d. Skip logic.

D

If the respondent is asked to indicate his or her first, second, third, and fourth choices of hotels, the results are: a. Preferentially scaled. b. Nominally scaled. c. Differentially scaled. d. Ordinally scaled.

D

In order to avoid question bias situations, researchers should be aware of four "do not's." Which of the following is NOT among the four primary "do not's"? a. Should not be leading b. Should not be loaded c. Should not be overstated d. Should not exceed 30 characters

D

The first and one of the most critical elements of a proposal is: a. Research objective. b. Research method. c. Project cost. d. Problem statement.

D

To successfully minimize product and service failures companies should: a. Focus on defining the best set of product dimensions to match core competencies. b. Develop better project management systems. c. Motivate employees to reduce high failure rates. d. Determine how to create, communicate, and deliver value by "hearing the voice" of the consumer.

D

Which of the following is NOT an example of secondary data? a. Census data b. Export data c. Economic trends data d. Data from a custom survey

D

________ measures are rating scales for subjective properties where, for adjacent levels, the distance is normally defined as one scale unit. a. Ratio scales b. Ordinal scale c. Nominal scale d. Interval scale

D