PRA 245 Quiz Answers Chapters 1-6

a technique used by focus group moderators to dig for deeper and more meaningful responses

probing questions

t/f the terms "market research" and "marketing research" are often used interchangeably

true

____ refers to studying how well consumers interact with and can navigate a company's website, for instance

UI research

_____ refers to studying the user experience with a product, service, or customer interaction

UX research

t/f a confidence level set at 99% would mean that the actual result in the population would waver 1% in either direction

false

t/f by identifying the research objective and corresponding research questions, researchers can directly map each project to a definitive methodology

false

t/f focus group ice breaker activities should not venture into the research topic so as not to bias participants

false

t/f focus group participants should never be segmented by usage level of the product category which they are about to discuss

false

t/f for a brand perception survey, it is important to divulge the company sponsoring the survey

false

t/f home use tests involve participants recruited in a public place to take part in consumer research studies in controlled environments

false

t/f if data collected through secondary means do not fit the questions researchers are trying to answer, the data should not be used at all

false

t/f in market research, it is always best to collect the highest sample size possible regardless of cost or timing

false

t/f market research should always be conducted regardless of the level of risk

false

t/f memberships sold and amount of subscribers to a service do not count as sales data; only revenue is considered sales data

false

t/f representation of the target market doesnt matter as long as the sample size hits the desired confidence level and margin of error

false

t/f research plans are only used when a company hires a research consulting firm

false

t/f researchers must obtain permission to observe subjects in all observational research studies

false

t/f so called "field experts" should not be used when conducting environmental scanning since their affinity for the topic could bias results

false

directly after respondents review an advertising concept, it is best practice in an advertising concept survey to

gather first impressions using open ended questions

secondary research might typically come into play in the following situations, except when

gathering customer satisfaction results regarding a recent product launch

which of the following is not an advantage to hiring an external research consultancy versus conducting research in-house?

generally cheaper

efforts related to collecting data on the social media engagement of the target consumer is considered

social media monitoring

a sampling technique where the sample is split into mutually exclusive groups proportionate to the population and then simple random sampling is employed within those groups

stratified random sampling

each of the following is part of the research plan, except

study conclusions

causal research

test hypotheses about cause-and-effect relationships

the following are inputs needed in order to determine a proper sample size except

the amount of available respondents

artifacts refer to

the clothes, accessories, and belongings of subjects

new product development and brand perception surveys usually follow which type of question sequencing

the funnel approach

the following factors can help decide whether or not to engage in market research activities, except

the product's current position in the product life cycle

what makes environmental scanning different from other forms of secondary research

there is no specific research objective

in observational research, the following can be recorded, except

thoughts and opinions

__ act as a hybrid between focus groups and the in depth interview

triads

/f sales by new versus returning customers is an important metric commonly tracked by organizations

true

t/f primary data can be either quantitative or qualitative

true

"please rate our delightful service" is an example of which type of question development mistake

leading question

long surveys broken up into a series of smaller surveys and dispersed over time are referred to as

stackable surveys

results from a sample are called

statistic

demographics are

statistics that describe target consumers' attributes

T/F secondary research is typically conducted before primary research

true

t.f A/B testing is a type of experiment commonly used in digital advertising to test ad variations

true

t/f a balanced scale means there are equal positive-leaning and equal negative-leaning options

true

surveys are mostly

quantitative

geodemographic segmentation can be useful for each or the following, except

when identifying weaknesses of a current product

this method includes two participants, topics are typically moderately complex and or personal in nature

dyads

Capturing authentic behaviors, reactions, and interactions involving a product, product concept, or service in a real-world setting is which type of methodology?

ethnographic market research

which type of survey typically gathers ratings on all the touchpoint respondents encounter

satisfaction surveys

each of the following is true about open ended questions, except that they

should be used in place of closed ended questions where possible

the effort to gauge online sentiment is considered

social media listneing

which margin of error is better than the typical market research standard?

+/- 4.4%

the market research standard for the standard for the confidence level and margin of error is

95% confidence level and =/- 5% margin of error

in the methodology of research reports, a target market population is denoted by ______ while the sample collected is denoted by _____

N; n

which of the following is a value that can be expressed numierically and placed in a logical order with equal distance between each data point

NOT CONTINUOUS

all of the following are disadvantages to secondary research, except that

`all of these are disadvantages

a guided discussion with a small group of participants is referred to as

a focus group

how is feedback from a home use test typically obtained?

a follow up survey

a high CPI or CPS usually indicated

a harder to reach target market population

focus groups are

a primary qualitative method

market research can be used to help address which of the following business questions?

all of these

overall measures are used for each of the following purposes, except

all of these describe uses of overall measures

which is the best definition of a target market population or a potential new product

an estimate of those who may be interested in purchasing the product

an in depth, semi structured question and answer session with one to three participants is considered

an interview

research questions

are detailed and tactical in nature and help flesh out the overarching research objective

each of the following is a focus of market research except

assessing employee performance

the following are good uses of focus group methodology, except

assuring the target population feels the same way as participants

psychographics are

attitudes and behaviors of the target consumer

all of the following are reputable secondary sources, except

blogs

which of the following is a measurement type that results in values that can be counted as part of distinct groups

categorical

the three types of research are exploratory, descriptive, and

causal

which method is used to ask questions in real time as a product is being tested in order to capture authentic first impressions?

central location tests

______ is expressed as a percent range indicating how much a statistic can fluctuate in the true population

confidence interval/margin of error

________ indicated how probable it is that if a study were replicated the same results would be found

confidence level

secondary research can be used to gather information about the following topics except

current level of employee satisfaction

data collected on to whom products, services, or memberships are sold are considered

customer data

what is a variable?

data that has a quantity that can vary

a single piece of information in research is referred to as

datum

the research objective

declares the purpose of conducting the research

data resulting from digital advertising is considered a part of

digital marketing data

conducted in authentic situations and locations where observers record what naturally occurs as it happens

direct observation

this methodology is used for giving insight into the real consumer decision making process, how to improve customer service interactions, as well as retail design/layouts

ethnographic market research

each of the following is an advantage of observational research, except that it

examines the "how" and not the "why"

sources of external secondary research include each of the following, except

existing customer survey results

secondary research is

existing research

internal secondary research involves

existing research gathered within a researcher's own company

which of the following is used to examine cause and effect relationships

experiments

T/F if the cost of the research effort exceeds the estimated benefit of the decision, research is most likely warranted

false

which of the following requires respondents to test products that require extended time for typical use or makes sense to test in natural environments

home use test

who conducts market research?

in-house marketing research departments external marketing research firms advertising agencies syndicated data services, retailers academic research centers

sales and customer data are considered

internal secondary data

results from past studies conducted internally are considered

internal secondary research

which type of question has response options placed in a clear oder and the distance between the response options are assumed to be the same

interval

each of the following is an advantage to secondary research, except that it

is generally more accurate than conducting primary research

exploratory research

is used to discover new ideas or brainstorm solutions

secondary research is typically ____ and ______ compared to primary research

less costly; quicker to obtain

which type of question suggests respondents give a socially desirable answer

loaded question

each of the following is a part of the role of the moderator, except

making sure to never deviate from the moderator's guide

large surveys broken into smaller surveys and distributed across multiple platforms are considered

multiple channel surveys

This methodology involves researchers secretly acting as consumers in order to gather data on the customer experience.

mystery shopping

which type of question has no natural order to the response categories

nominal

topics fit for this method are typically the most complex and or personal in nature

one on one interviews

ethnographic market research includes each of the following data collection methods, except

online surveys

primary research is

original research

which type of sampling technique uses random selection to assure members of a population have an equal chance of being chosen

probability sampling

which type of data can be used to describe the opinions of a target market overall

quantitative

research in which results are measurable and can be counted is referred to as

quantitative research

this technique involves gathering samples in predefined groups (cells) the aim is to ensure there are enough data within each cell for individual analysis

quota sampling

which sample source involves potential respondents opting in to participate in research studies

research panels

Using the options below, which shows the lowest amount of surveys that could be collected while still meeting market research industry standards? Assume a 95% confidence level.

sample size = 500, margin of error - 4.4%

t/f a margin of error set at 2% would mean that the actual result in the population would waver 2% in either direction

true

t/f a screening question is used to qualify potential respondents to take part in a study

true

t/f for observational studies performed in public spaces, subject permission does not need to be granted in order for the study to be considered ethical

true

t/f multiple methodologies can be deployed during the course of a single research project

true

t/f mystery shop tools should follow the training and protocol guidelines provided by the company to customer service staff

true

t/f secondary data can be either qualitative or quantitative

true

t/f secondary research can be exploratory

true

t/f the primary role of market research is to reduce the risk in making business decisions

true

t/f there is a point of diminishing returns when it comes to large sample sizes and gains achieved in confidence level and margin of error

true

A focus group activity in which participants are asked to complete tasks involving a potential product or website while observers watch, listen, and takes notes.

usability tests

in order to gather comparison ratings of items in a survey, it is important to

use the same scale for each item being rated

participants providing vlogs, pictures, and essays detailing their feelings, opinions, and reactions are good examples of

virtual ethnography

if the _____ is heavier at certain points of a scale, respondents will be more likely to select those options than they otherwise would have

visual weight