Marketing Research - Final Quiz

Q89: What is an internal source for secondary data?

Accounting data, sales report, factory shipments

Q103: The marketing problem should have a/an _______ orientation.

Action

Q18: List one advantage and one disadvantage of communication methods

Advantages: Speed, cost (relative to observation), and versatility Disadvantages: unwillingness to provide information to sensitive questions, inability to provide information due to forgetting, honest error, reactive nature of the questioning process

Q9: List two types of internal secondary data

Annual/ financial reports, sales reports, marketing transaction data, survey data, shipment logs, inventory lists, etc.

Q91: what question does validity of research design seek to answer?

Are we measuring what we think we are measuring?

Q5: What are the two types of marketing research broken out by customer type?

B2C and B2B

Q20: List three potential uses of the insights generated from a focus group

Better understanding of a problem: uncover basic customer needs an attitude: pre-test ads: generate new product concepts: understand product positioning: generate new creative advertising ideas: help design questionnaires

Q17: Which type of primary data is fast and versatile but suffers from forgetting, sensitivity, and questioning biases?

Communication

Q104: The research hypotheses should have a/an _______ orientation.

Data

Q93: What qualitative research technique is best for yielding rich data on beliefs and attitudes?

Depth Interviews

Q11: List two disadvantages of primary data observation

Difficult to generalize; Hawthorne effect

Q77: List two strengths of using Cross-Tabs

Easy and simple to communicate, variables have to be just nominally scaled, no assumptions about the nature of relationship

Q46: List the three types of dominant dimensions that typically emerge in a SDS

Evaluative, potency, and activity

Q95: Focus groups are good to use for what kind of research?

Exploratory

Q1: What are the three types of research design?

Exploratory, Descriptive, Causal/Experimental

Q8: Syndicated data is a type of primary data, TRUE or FALSE

FALSE. secondary

Q21: A focus group should last 2-4 hours, TRUE or FALSE

FALSE; should last 1-2 hours

Q85: In a report, conclusions should be presented after the appendices, TRUE or FALSE

False, appendices should come after conclusions

Q90: exploratory research formally establishes cause-effect relationships, true or false?

False, causal research

Q25: Descriptive research is used before exploratory research, TRUE OR FALSE

False, it is used after

Q84: In a report, analysis should follow conclusions, TRUE or FALSE

False, it should precede conclusions

Q38: Face-to-face is the best survey method for sensitive questions, TRUE or FALSE?

False, mail is best

Q14: The collection process for primary data is easy, TRUE or FALSE?

False, the process is tedious compared to secondary data

Q83: Statistic tests should not be shown in the analysis outputs, TRUE or FALSE

False, they should be known

Q100: Exploratory research design describes the Who, when, where, how much of consumer behavior, TRUE or FALSE

False; it identifies motivations underlying their behavior

Q42: A nominal scale is used for ordered information, TRUE or FALSE?

False; nominal is used for categorical information

Q23: What is the most commonly used primary data collection instrument for exploratory research?

Focus group

Q10: List two advantages of primary data observation

Gets the unarticulated truth; covers the gap between expressed and behaved

Q92: What question does reliability of a research design seek to answer?

How accurately are we measuring what we intend to measure?

Q43: Which measurement scale allows us to see differences information (e.g., satisfaction)?

Interval

Q78: What does regression analysis offer about relationships between variables?

It provides the direction and magnitude of relationships

Q79: In regression analysis, how can we tell that the model is operationally significant?

Look at the adjusted R squared

Q98: Which survey method should take the shortest amount of time---personal interview or mail survey?

Mail survey

Q31: Which survey method has the worst response rate?

Mail surveys

Q29: What are the four common modes of survey methods?

Mail surveys; internet surveys; phone surveys; face-to-face personal interviews

Q88: What is an external source for primary data?

Market research firms, advertising agencies

Q45: What is the measure of average/central tendency for a ratio scale?

Mean

Q44: What is the measure of average/central tendency for an ordinal scale?

Median

Q39: List the four types of measurement scales

Nominal, ordinal, interval, ratio

Q47: SDS is used to obtain an attitude toward a/an ___________

Object

Q40: Which type of measurement scale allows us to determine the order of preference for brands?

Ordinal

Q30: Which survey method is the most expensive per respondent?

Personal interviews

Q87: What are two examples of charts to use to display summary stats?

Pie charts and bar graphs

Q28: List four things that should be avoided when designing a questionnaire

Potential answers Avoid leading/biasing questions Avoid implicit alternatives Avoid implicit assumptions Don't ask double barreled questions Don't ask questions needing estimates Don't have overlapping choices Avoid long questionnaires Don't mislead the respondent

Q2: What are the two types of data collection?

Primary, Secondary

Q4: The first step in the marketing research process is...

Problem formulation

Q94: What qualitative research technique is best for eliciting subconscious feelings or attitudes?

Projective Techniques

Q41: Which type of measurement scale allows us to determine the probability of purchase?

Ratio

Q76: List two potential drawbacks of using Cross-Tabs

Requires a minimum of five observations per cell; inefficient way to search for results; limitation on number of rows/columns; no direction or magnitude conclusions

Q6: What is the final step in the marketing research process?

Research report

Q16: Which type of data is more widespread, primary or secondary?

Secondary

Q34: List two advantage of focus groups for the sponsor

Serendipity, specialization, scientific scrutiny, structure, speed

Q13: List a type of primary data observation

Simple observation (ethnography), contrived observation, mechanical observation

Q75: List four types of dependence methods

Simple, multiple regression, discriminant analysis, logit analysis, conjoint analysis, ANOVA, canonical regression, multiple discriminant analysis, MANOVA

Q48: What connects the mean values on each attribute in a SDS?

Snake-plot

Q36: List two reasons why focus groups ideas fail

Socially acceptable response of participants; participant eager to please moderators; superficial thinking by participant; does not build trust among participants

Q33: List two advantages of focus groups for respondent interaction

Synergism, snowballing, stimulation security, spontaneity

Q80: In a regression analysis, how can we tell if the independent variables are significant?

T-test

Q61: what is the key result of the central limit theorem?

The distribution of sample means tends to a normal distribution as the sample size tends to infinity

Q22: List two projective techniques used in research

Third person techniques, word association method, role-playing, sentence/cartoon completion

Q12: The collection time is longer for primary data than for secondary data, TRUE OR FALSE?

True

Q15: Secondary data should be used when the collection purpose is general, TRUE or FALSE?

True

Q19: It is best to use exploratory research before descriptive research? TRUE or FALSE

True

Q24: Focus groups are cheaper than surveys, TRUE or FALSE

True

Q27: For a questionnaire design, you should pretest the questionnaire, TRUE OR FALSE?

True

Q32: Exploratory research assumes no a priori hypotheses, TRUE or FALSE?

True

Q35: An overwhelming majority of new products tested in focus groups fail in the first 6 months of introduction, TRUE or FALSE?

True

Q49: When designing a Likert scale, neutral items should be discarded, TRUE or FALSE?

True

Q74: Factor analysis is an interdependence method, TRUE or FALSE?

True

Q7: Marketing research is central to all business groups, TRUE or FALSE?

True

Q81: Cross-Tabs is one of the most widely used techniques, TRUE or FALSE?

True

Q86: The tables and figures in the appendices should stay in the same order of their discussion in the analysis write-up, TRUE or FALSE

True

Q82: When writing up a report, the executive summary should not exceed ______ pages.

Two pages

Q3: The three types of marketing research are...

Type of customer, type of information, and topic

Q26: What are two potential questions that brand switching/loyalty analysis can answer?

What are the brand market shares? What brand has the highest loyalty? What is the switching behavior among brands? What is the impact of a marketing actions/program?

Q37: List four questionnaire design "don'ts"

avoid leading/biasing questions; avoid implicit alternatives; avoid implicit assumptions; don't ask double barreled questions; don't ask questions needing estimates; don't have overlapping choices; avoid long questionnaires; don't mislead the respondent

Q97: Which survey method is most flexible-- personal interview, mail survey or telephone survey?

personal interview

Q96: List a potential bias that can result from using personal interviews

sample bias, interviewer bias, problematic personal questions