MKT 421
Give me an example of a demographic question
Gender
Isn't it true that most students will drink whether or not they get the alcohol on campus? This question is:
Leading
Most students drink beer, like Pabst Blue Ribbon, on weeknights. This question is:
Leading/Loaded
Which of the following considerations influences the worth of a marketing research project?
Management's attitudes toward the research The cost versus the benefits of the research The potential usefulness of the results The resources available for implementation of the results
Did you claim a tax deduction for a charitable contribution in the last year? ___Yes ____No
Nominal
Which charities/nonprofit organizations did you make monetary donations to in the last year?
Nominal
Number of children in household under 18?
Ratio
Where do demographic questions go in a survey?
The end
A case study can be an in-depth examination of
a salesperson
Cover Letters should contain the following information except
A detailed description of what the team hopes to find out from the data
Transforming data responses into a form that is suitable for data analysis is known as
coding
An example, from class, of UNsuccessful Marketing research is
coke, smokeless cigarettes
If the response choices, when taken together, provide for every possible answer a respondent might give, we say that the response choices are
collectively exhaustive
Which of the following best describes basic research?
Basic research is conducted to generate or create knowledge.
How many days in the last year did you have trouble finding parking on campus?
Burdensome
What operating system is running on your current home computer? This question is:
Complex
One reason why Non-respondents are a problem with research studies?
Creates a bias for who answered and who didn't
Asking people in the mall at 10:00 a.m. on a Saturday Morning to fill out a survey about their Tequila preferences probably constitutes a problem in
Defining the sample
When a respondent's answer must fit one and only one response category, we say that the choices are
mutually exclusive
When the response choices for a question do not overlap, we say that the response choices are:
mutually exclusive
The following are all exploratory research methods Except:
Focus Groups In-depth Interviews Experience Surveys Case Studies
I love beer. StronglyDisagree Disagree Neutral Agree StronglyAgree
Interval
An example, from class, of successful Marketing research is:
McDonalds
The zip code for your home address:
Nominal
The fact that research results show that the gym is the #1 amenity at hotels although only 11% of people ever use the gym is an indication of _____ in the research.
Nonresponse Bias
Annual Household Income: ___Under $24,999 ___$25,000-$49,999 ___$50,000-$74,999 ___$75,000-$99,999 ___$100,000-$124,999 ___Over $125,000
Ordinal
Please rank how important each of the following is to you in your decision to purchase a car, with a "1" meaning most important, a "2" meaning second most important and so on... ______Price ______Brand Name ______Safety Features ______Appearance ______Gas Mileage
Ordinal
About how much money did you donate to charity/non-profit organizations last year? $__________
Ratio
Sensitive Questions, or questions that ask about confidential or embarrassing issues
Should be in the middle of your survey
Which of the following can be used for exploratory research?
Talking with knowledgeable individuals Focus group interviews Case studies Observational studies
What is the Loaded word in the following Question: Would you support closing the disgusting movie theater on Highway 5?
disgusting
The process of examining the collected responses and taking whatever corrective action is necessary to ensure that the data are of high quality is known as
editing
_______ scales do not give a "neutral" category option to respondents
forced-choice scales
______results from some imperfect aspect of the research design or from a mistake in the execution of the research
systematic error
The philosophy of customer orientation that urges firms to uncover customer needs first and then to coordinate their activities to satisfy these needs is known as
the marketing concept
The trained researcher who leads the discussion in a focus group interview is known as
the moderator
A fast food chain studies traffic patterns and population density patterns in order to select sites for future restaurants. Which type of research is being performed?
Distribution Research
Students and Faculty appreciate a beautiful campus. (Strongly Disagree----------Strongly Agree)
Double-barreled
A researcher wants to speak one on one to the Information Systems Managers at a few large corporations about the process by which network servers are purchased by the IS department. This method is called a(n)
Experience Survey
All of the following are examples of an observational study EXCEPT:
a consumer responding to a questionnaire about advertising
All of the following are examples of an observational study
a mystery shopper pretending to be a customer in a McDonald's outlet a cable laid across the street that records the number of cars that pass a certain intersection scanning and recording bar codes of products purchased
Administering a questionnaire to a limited number of potential respondents in order to determine design flaws in the questionnaire is known as:
pretesting
Data obtained from direct contact with your consumers is known as
primary data
