MKT 439 Final Exam Review

A frequency - determination question allows the respondent to provide multiple answers to a single question.

False

The purpose of exploratory research is to provide conclusive evidence for a particular marketing action.

False

The terms data and information are synonomous

False

"What is your gender?" is a ( ) question.

Fixed - alternative

In which type of sampling does every element in the population have a known, nonzero probability of selection?

Probability sampling

An example of over-adjustment or over-coverage would be if the sample of 300 movie-goers in question 54 included those who were exiting the theatre and took the survey,though they saw a different movie. This is a problem that could have been corrected with more effective pre-screening.

True

An experiment is a carefully controlled study in which the researcher manipulates a proposed cause and observes any corresponding change in the proposed effect.

True

A marketing manager decides not to engage in research because a decision must be made before the results of the study can be analyzed. Which factor is the determinant of the need for the marketing research in this case?

Time constraints

Applied marketing research is conducted to address a specific marketing decision for a specific firm or organization

True

For a questionnaire to fulfill a researcher's purposes, the questions must meet the basic criteria of relevance and accuracy.

True

Marketing research attempts to provide accurate information in order to reduce uncertainty and risk in decision-making.

True

Systematic errors typically result from the nature of a study's design and execution.

True

Total Survey Error is the sum of sampling frame error, non-response error, sampling error and measurement error.

True

Asking respondents to remember something without providing any clues to help them remember is called ____.

Unaided recall

Which of the following assures respondents that they cannot be identified or linked to their response in any way?

anonymity

When AT&T hires a research agency to conduct research tailored to its unique needs, AT&T is being provided with ____. a. custom research b. syndicated research c. limited research d. commercial research

custom research

A credit card company uses information about each customer's age, gender, income, and past credit history to find patterns that make customers a poor credit risk. This company is using ____.

customer discovery

Facts or recorded measures of certain phenomena (things or events) are known as ____.

data

Shawn is interested in average monthly sales for automobiles in Memphis, TN. He found information on the Internet that gives annual automobile sales by cities, so he took the annual sales for Memphis and divided it by twelve to get a monthly average for that city. This is an example of ____.

data transformation

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, ____ has occurred.

deliberate falsifacation

All of the following are examples of exploratory research techniques EXCEPT: a. previous research b. pilot studies c. case studies d. experimentation

experimentation

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 the ____.

index of retail saturation

When an individual understands what the researcher wants him or her to do and agrees to the research study, the individual has given ____.

informed consent

When an interviewer unintentionally and mistakenly checks the wrong response on a checklist during an interview, ____ has occurred.

interviewer error

"Should Dillard's keep its excellent department store credit card program? ____ Yes ____ No" is an example of ____.

making an assumption

Which term refers to the application of principles of conduct to business behavior as related to the exchange environment? a. moral relativism b. moral idealism c. marketing idealism d. marketing ethics

marketing ethics

The application of the scientific method in searching for the truth about marketing phenomena is known as

marketing research

Dichotomous and multiple - choice alternatives in a fixed - alternative question should not overlap among categories. That is, the categories should be....?

mutually exclusive

A trial run of a survey with a group of respondents who are representative of the target group for the survey is called a ____.

pretest

An indirect method of questioning in which a research participant ascribes his or her feelings and beliefs to a third party is called a(n) ____.

projective technique

A marketing manager conducts a market test but has already decided to ignore the results if they do not support a national launch of the product. This is an example of ____.

psuedo research study

Kodetra is interpreting consumers' blog postings on the Internet. Which term best describes the type of research that Kodetra is conducting?

qualitative marketing research

Systematic error is divided into ____.

respondent error and administrative error

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

A sampling procedure that assures each element in the population of an equal chance of being included in the sample is called ____.

simple random sampling

When Subway Sandwiches uses secondary data to determine the best location for its franchise outlets, they are engaged in ____.

site analysis

When J.D. Power and Associates sell the results of its research studies on new-car satisfaction to multiple automobile producers, J.D. Power is acting as a ____.

syndicated service

When a research study is not conducted according to the plan in the proposal for the research study, what kind of error has occurred?

systematic error

Which type of sampling error is primarily due to the nature of a study's design and the correctness of study execution?

systematic sampling error

Which technique recommends asking general questions before specific questions in order to obtain unbiased responses?

Funnel technique

A formal, logical explanation of some events that includes descriptions of how things relate to one another is called a(n):

Theory

During a focus group interview, a moderator ensures that everyone gets a chance to speak as s/he facilitates the discussion.

True

Information extracted from research data may be used by decision makers to influence decisions about the 5 P's, ensuring value is delivered for customers and stakeholders.

True

Order bias may occur when broader questions are asked before specific questions are asked

True

The determination of the need for marketing research centers on time constraints, the availability of data, the nature of the decision to make, and the value of the research information related to costs.

True

3-M Corporation puts together teams of employees from various disciplines such as engineering, production, finance, and marketing who share a common purpose, such as new-product development. These types of teams are referred to as ____.

cross-functional teams

The cost of administering open-ended questions is much lower than that of administering fixed-alternative questions.

False

The first stage in the research process is to plan a research design.

False

The risk for interviewer bias using open ended questions in a one on one interview is quite minimal.

False

All of the following are advantages of in-house research EXCEPT ____. a. quick turnaround b. better internal collaboration c. more objectivity d. cheaper costs

more objectivity

All of the following are directly observable phenomena EXCEPT ____. a. attitudes b. verbal behavior c. spatial relations and locations d. neurological activity

neurological activity

"What is your favorite hobby, playing video games, or what?" is a ( ) question?

Leading

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

All of the following are types of marketing research EXCEPT ____. a. exploratory marketing b. selective marketing c. descriptive marketing d. causal marketing

Selective

The tendency for respondents to agree with most questions in a survey is known as ____.

acquiescence bias

Which term refers to the researcher's descriptions of what he or she actually observes and the text from which meaning is extracted?

field notes

Respondents are presented with the statement: "People who watch football on television are __________," and asked to fill in the blank. This is an example of a ____.

sentence completion test

Marketing research is not used by non-profit organizations

False

The question: "Have you ever received a speeding ticket? ____ Yes ____ No," is followed by a question: "When did you receive that ticket?" if the respondent answers yes to the first question. In this situation, the first question functions as a ____ question.

Filter

All of the following are errors associated with direct observation EXCEPT ____. a. subjectivity b. entrapment c. accuracy d. interpretation

entrapment

Obtaining secondary data is typically ____ and ____ expensive than obtaining primary data. a. faster; more b. slower; more c. faster; less d. slower; less

faster; less

Carol was invited to participate in a research study along with ten other consumers to discuss their experiences using cleaning products. The group was asked to discuss their experiences and were encouraged to feed on each other's comments. What is this type of study called?

Focus group interview

Measurement error is unrelated to the sample size and is associated instead with the design, interpretation and analysis of the survey.

True

A single element or group of elements that is eligible for selection via the sampling process is called a _____________.

sample unit

A researcher wants to study the members of the American Marketing Association and selects a sample from its membership list. The membership list is an example of a ____.

sampling frame

Which type of error occurs when potential respondents are improperly excluded before the sample is taken?

sampling frame error

When a hotel customer decides to fill out a customer satisfaction survey to complain about having to wait an hour for room service to deliver his dinner, ____ has occurred.

self-selection bias

A marketing vice-president tells the marketing department to schedule a test market in Dallas because he feels that this city is "typical" of the composition of the target market for a new product nationally. The vice president is asking for a(n) ____.

judgement sample

Three guidelines below help prevent the most common mistakes in designing questions. Which one is typically NOT used for this purpose?

Avoid questions asking for personal information (e.g. age, income). The ones you should avoid are complexity, leading questions, and double barreled questions.

When a researcher uses students to participate in a study because he has easy access to them, what type of sampling procedure is being used?

convenience sampling

When a researcher compares secondary data from one source with data from another source, the researcher is doing a(n) ____.

cross-check

A survey was administered to 300 movie-goers as they left the theatre, after seeing the movie The Finest Hour. Survey results showed that 47% of the movie-goers believed this to be an excellent movie. The researcher will use this information to calculate the percentage range for movie goers believing this was an excellent movie, with a 95% confidence level. "p", or the proportion for calculating the confidence interval is equal to: a. .47 b. .53 c. .95 d. .05

.47

All of the following are examples of why marketing research is either not conducted or ignored; (3)

1. Marketing budget is not a priority 2. Key decision - makers override marketing research results with their own beliefs 3. Insufficient time to develop and implement a marketing research strategy

When "out of sight, out of mind" was translated into a foreign language back into english by a language expert in the foreign language, it became "invisible things are insane" This is an example of

Back translation

Which type of research attempts to verify a theory or to learn about a marketing concept, typically has more general application, but is not intended to solve a particular marketing problem?

Basic research

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

What type of question is the following? Which of the following services of the United Missouri Bank, besides your personal checking account, do you currently use? (check all that apply) ______ Savings account ______ Car loan ______ Home mortgage loan

Checklist question

"Do you agree or disagree with the statement: The Federal Reserve Bank and the large U.S. banks are responsible for the high foreclosures on home mortgages" is an example of a(n) ____ question.

Double - barreled

Asking target market members to compare the performance of a prototype of a possible new product to the performance of a competitor's product is an example of which type of research?

Product testing/ research

Compared to open-ended response questions, fixed-alternative questions:

Require less interviewer skill

Which refers to any procedure that draws conclusions based on measurements of a portion of the entire population?

Sampling

All of the following are examples of an observational study EXCEPT: a. a mystery shopper pretending to be a customer in a McDonald's outlet b. a cable laid across the street that records the number of cars that pass a certain intersection c. scanning and recording bar codes of products purchased d. a consumer responding to a questionnaire about advertising

a consumer responding to a questionnaire about advertising

The two types of marketing research based on the specificity of purpose are...?

basic and applied

A company decides to send an internet survey to all of its 127-member sales force to determine their morale. This is a _________________.

census

Juan has noticed that when the temperature rises, sales at his retail clothing store also rise. This is an example of ____.

concomitant variation

All of the following are common reasons why secondary data do not adequately satisfy research needs EXCEPT ____. a. outdated information b. too expensive c. variation in definition of terms d. different units of measurement

too expensive

When the subject is unaware of being observed in a shopping mall, the observation is said to be ____.

unobtrusive

Observing the comments made by travelers waiting in a check-in line at the American Airlines ticket counter in Chicago is an example of what type of observation?

verbal behavior

Quantitative research is especially useful when it is difficult to develop specific and actionable decision statements or research objectives.

False

Regardless of the means of data collection, the question format and question phrasing will typically be the same.

False

"Can you name five brands of tires?" is a ( ) question?

open - ended response

Clara is a market researcher who records shoppers' movement through a grocery store. What method of research is Clara using?

assessment

The practice of using databases to promote one-to- one relationships with customers and create precisely targeted promotions is called ____.

database marketing

When a researcher has made the decision to conduct a survey using a sample of the population, the FIRST step in the selection of the sample is to _______________.

define the target population

"In light of the current economic crisis, do you agree or disagree that the President of the United States is doing a good job of managing the economy?" is an example of what type of question.

loaded

When a marketing manager reads publications like The Wall Street Journal and Business Week to try to determine changes in consumer behavior, the manager is best described as engaging in ____.

environmental scanning

Cheesecake Factory decides to test three new market locations in Riverside, CA; Short Hills, NJ; and Indianapolis, IN. Cheesecake Factory ____________________ that revenue performance in both Riverside, CA and Short Hills, NJ will exceed that in Indianapolis.

hypothesizes

A respondent in a personal interview is asked questions about shopping at a specific department store in the shopping mall, and then is asked general questions about shopping at that mall. What type of mistake in design has been made?

Order bias