Midterm 1 IBM 330 Market Research
Temporal Sequence
One of three criteria for causality;deals with the time order of events-the cause must occur before the effect.
which of the following should a marketing researcher do in order to infer causality?
Recognize the presence of alternative plausible explanations for the results, establish a sequence of events. Measure the concomitant variation between the cause and the effect
Which of the following means the same conclusion would be reached based on another researcher's interpretation of the research?
Replicable
Which of the following essentially answers the question, "What information is needed to address this situation?"
Research objectives
Over the past two years, home values have been decreasing. This is an example of a(n):
Symptom
Which of the following is FALSE regarding mobile phone interviews?
Telemarketing calls can be directed toward mobile phone numbers in the United States, but it is illegal to do so in Europe.
Marketing Research
The application of the scientific method in searching for the truth about marketing phenomena.
Total Quality Management (TQM)
The philosophy that everyone in the organization is concerned about quality, throughout all of the firm's activities, to better serve customer needs.
the scientific method
The way researchers go about using knowledge and evidence to reach objective conclusions about the real world
In case studies, _____ are identified by the frequency with which the same term (or a synonym) arises in the narrative description.
Themes
Which of the following is the most important question a researcher can ask when using a probing technique?
What has changed?
All of the following are situations that often call for qualitative research EXCEPT:
When conclusive evidence is desired
When a researcher determines what or who should provide the data and at what level of aggregation, he or she is determining the:
\unit of analysis
marketing concept
a central idea in modern marketing thinking that focuses on how the firm provides value to customers more than on the physical product or production process.
Which of the following has typically been shown to produce the highest response rates in mail surveys as an incentive for participation in the study?
a monetary incentive
market opportunity
a situation that makes some potential competitive advantage possible.
market problem
a situation that makes some significant negative consequence more likely.
The tendency for respondents to agree with most questions in a survey is known as:
acquiescence bias
integrated marketing communications
all promotional efforts should be coordinated to communicate a consistent image.
Causal Research
allows causal inferences to be made-- they identify cause-and-effect relationships
All of the following are ways to increase response rates for mail surveys EXCEPT:
always revealing the sponsor of the research
supply chain
another term for a channel of distribution, meaning the link between suppliers and customers.
_____ is conducted to address a specific marketing decision for a specific firm or organization
applied marketing research
which of the following are the two types of marketing research based on the specificity of its purpose
basic and applied
Which type of research is being conducted when a researcher conducts an experiment to answer the question, "Will consumers purchase more of our brand if we change the package design?"
causal research
Buying new-car purchase data by zip code from the Polk Company is an example of which type of secondary data?
commercial source
exploratory research
conducted to clarify ambiguous situations or discover ideas that may be potential business opportunities.
All of the following are types of variables EXCEPT:
constant
Which of the following is a type of longitudinal study that gathers data from the same sample of individuals or households that record their purchases over time?
consumer panel
Marketers of snack foods who consider the nutritional value that parents desire as well as the fun and experience that children want are demonstrating a(n):
customer orientation
The practice of using databases to promote one-to-one relationships with customers and create precisely targeted promotions is called:
database marketing
_____ is the process of developing and deciding among alternative ways of resolving a problem or choosing from among alternative opportunities.
decision making
Which of the following is the first stage of the marketing research process?
defining the research objective
When a respondent tells an interviewer that his annual income last year was $50,000 (because he is embarrassed to admit that it was $25,000), this is an example of:
deliberate falsification
descriptive research
describes characteristics of objects, people, groups, organizations, or environments; tries to "paint a picture" of a given situation.
Which of the following survey research methods is the most expensive?
door-to-door personal interview
Research that is conducted to clarify the nature of a research problem is called _____ research.
exploratory
What type of research is being conducted to answer the question: "Would this target market be interested in this type of new product?"
exploratory research
Tracking monthly sales trends over the past year is an example of which objective for secondary data analysis?
fact-finding
Obtaining secondary data is typically _____ and _____ expensive than obtaining primary data.
faster; less
When the typical consumer in zip code 63119 is a senior citizen with several children over the age of 25, has a college degree, and is retired, this is an example of what type of information?
geo-demographic
A statement such as: "If we increase price five percent, sales will likely drop eight percent or more," is an example of a:
hypothesis
Which of the following is the FIRST step of the problem definition process?
identify key symptoms in the situation
Which of the following is the first step in developing a marketing strategy?
identifying and evaluating market opportunities
In the statement: "Years of sales experience is an important variable in predicting unit sales performance." What type of variable is "years of experience"?
independent variable
Bath and Body Works is a retail chain of bath and home fragrance products. Before entering a new geographic area, the company develops an index consisting of a ratio of local market potential in dollars (demand) to local market retailing space in square feet. If this ratio is below a predetermined level, the site is not considered further. However, if this ratio is greater than that level, further site- selection analyses are performed. This index is called:
index of retail saturation
Systematic errors are also called:
interviewer error
All of the following are advantages of personal interviews EXCEPT:
interviewer influence
promotion research
investigates the effectiveness of advertising, premiums, coupons, sampling, discounts, public relations, and other sales promotions
pricing
involves finding the amount is monetary sacrifice that best represents the value customers perceive in a product after considering various market conditions.
All of the following are important aspects of the marketing research process EXCEPT
making results publicly available
Many retailers mine the databases provided by checkout scanners to identify coinciding purchases or relationships between products purchased and other retail shopping information. This type of analysis is referred to as:
market-basket analysis
A firm focusing more on how to provide value to customers than on the physical product or production process is embracing which orientation?
marketing orientation
When Subway Sandwiches uses secondary data to determine the best location for its franchise outlets, this is an example of:
model building
An employee who pretends to be a customer in order to observe the sales behavior of a clerk at a cosmetics counter in a department store is called a(n):
mystery shopper
People who are not contacted or who refuse to cooperate are called:
nonrespondents
symptoms
observable cues that serve as a signal of a a problem because they are caused by that problem.
concomitant variation
one of three criteria for causality; occurs when 2 events "covary" meaning they vary systematically
decision making
the process of developing and deciding among alternative ways of resolving a problem or choosing from among alternative opportunities.
Which of the following is a disadvantage of secondary data?
user has no control over their reliability and validity
Which of the following is an important aspect of the marketing concept?
-a cross-functional perspective for the coordination of the organization's activities.-an emphasis on long-term profitability instead of dollar sales volume-a consumer orientation -all of the above
The cover letter for a mail survey should include:
-a description of the incentive for participating in the study -a comment on the postage-paid reply envelope to use to return the survey -a description of how the person was selected for the study
Which of the following is a possible unit of analysis in a research study?
-an individual customer-a sales region-a zip code area -all of the above
Which of the following data can be purchased from commercial sources?
-demographic and census updates -market-share data -consumer attitudes and public opinions
Which of the following is a good characteristic for a focus group moderator to possess?
-good listener -ability to make people feel comfortable so that they will talk in the group -ability to control discussion without being overbearing
Which of the following is an advantage of including a questionnaire in an e-mail?
-lower distribution costs than a mail survey -faster turnaround time than a mail survey -faster speed of distribution
A personal interview may be conducted in which of the following locations?
-respondent's home -shopping malls -telephone
A survey can collect information using which of the following techniques?
-telephone -face-to-face interviews -mail
Which of the following can be the target of survey research techniques?
-wholesalers -retailers -consumers
nonspurious association
1 of 3 criteria for causality; means any covariation between a cause and effect is true and not simply due to some other variable
Which of the following is the most common size of a focus group?
6-10 participants
Marketing Orientation
A company that practices the marketing concept >>> determining then satisfying consumer needs and wants at a profit
Relationship marketing
A focus on developing and maintaining long-term relationships with customers, suppliers, and distribution partners for mutual benefit
Customer Oriented
Describes a firm in which all decisions are made with a conscious awareness of their effect on the consumer
Production Oriented
Describes a firm that prioritizes efficiency and effectiveness of the production processes in making decisions.
All of the following are helpful hints that can be useful in the interview process when attempting to understand the situation EXCEPT
Develop hypotheses before conducting interviews
marketing channel
Individuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial users.
Which of the following refers to a small-scale study in which the results are only preliminary and intended only to assist in design of a subsequent study?
pretest
An interview technique that tries to draw deeper and more elaborate explanations from the discussion is called:
probing
Which of the following is an advantage of focus group interviews?
provide multiple perspectives
Kodetra is interpreting consumers' blog postings on the Internet. Which of the following best describes the type of research Kodetra is conducting?
qualitative marketing research
Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called:
quantitative marketing research
marketing metrics
quantitative ways of monitoring and measuring marketing performance
All of the following are advantages of survey research EXCEPT:
random
All of the following are advantages of Internet surveys EXCEPT:
random sampling
geo-demographics
refers to information describing the demographic profile of consumers in a particular geographic region
performance-monitoring research
refers to research that regularly, sometimes routinely, provides feedback for evaluation and control of marketing activity
Applied Marketing Research
research conducted to address a specific marketing decision for a specific firm or organization
Basic Marketing Research
research conducted without a specific decision in mind that usually does not address the needs of a specific organization. It attempts to expand the limits of marketing knowledge in general and is not aimed at solving a particular pragmatic problem.
The number of questionnaires returned or completed divided by the number of eligible people who were asked to participate in the survey is called:
response rate
Every year, Westview Marble goes through the process of estimating sales for the upcoming year by looking at the company's previous years' sales and market sales along with economic trends and predictions by experts. This process of predicting sales totals over a specific time period is called:
sales forecasting
When a research company pulls a random sample of people from a phone book and that sample does not include people with unlisted numbers or who do not have landline telephone service, we say that the sample contains:
sample selection error
which of the following refers to the way researchers go about using knowledge and evidence to reach objective conclusions about the real world?
scientific method
diagnostic analysis
seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward competing products
All of the following are types of marketing research EXCEPT:
selective
When an interviewer asks the respondent to state which of six salary categories represents his gross income the previous year, this is an example of a(n):
structured question
The most common way to generate primary data in marketing research is by means of:
survey
promotion
the communication function of the firm responsible for informing and persuading buyers.
integrated marketing mix
the effects of various combinations of marketing-mix elements on important outcomes.
total value management
the management an monitoring the entire process by which consumers receive benefits from a company