Quiz 1 Marketing 444

Manipulation

......means that the researcher alters the level of the experimental variable in specific increments.

a. casual inference <======= b. diagnostic analysis c. manipulation d. deliverable

A conclusion that when one thing happens, another specific thing will follow is known as a:

A consumer responding to a questionnaire about advertising.

All of the following are examples of an observation study EXCEPT:

a. experimentation <=========== b. case studies c. pilot studies d. previous research

All of the following are examples of exploratory research techniques EXCEPT:

Selective

All of the following are types of marketing research EXCEPT:

market opportunity

Anna discovers a market segment that is underserved by competitors' products. For Janna's company, this segment represents a:

focus group interview

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?

a. exploratory <=========== b. casual c. descriptive d. inferential

Companies, such as Kraft and Procter & Gamble, conduct research to clarify ambiguous situations or discover ideas that may be potential business opportunities. What type of marketing research is this?

certainty

Which of the following means that the decision maker has all information needed to make an optimal decision?

Pretest

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?

Concomitant variation

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

Decision making

.........is the process of developing and deciding among alternative ways of resolving a problem or choosing from among alternative opportunities.

symptom

Over the past two years, home values have been decreasing. This is an example of a(n):

a. management's information requirements b. characteristics of the research design c. nature of the data gathered Answer: all of the Above^^

Which of the following determines the appropriate analytical technique for data analysis?

a. telephone b. mail c. the Internet d.all of the above <===========

Which of the following is a method of data collection that is used in surveys?

contributory causality

Which of the following is the weakest form of causality but is still a useful concept?

empirical testing

Which of the following means that something has been examined against reality using data?

a. causal research b. diagnostic analysis <========= c. test-market d.concomitant research

Which of the following seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward competing products?

a. recognize the presence of alternative plausible explanations for the results b. establish a sequence of events c. measure the concomitant variation between the cause and the effect Answer: all the above^^

Which of the following should a marketing researcher do in order to infer causality?

Descriptive Research

Which type of marketing research address who, what, when, where, why, and how questions?

Casual 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?"

Editing the data

Evan has completed the fieldwork of collecting data, and now he is checking the data collection forms for omissions, legibility, and consistency in classification. What is Evan doing?

a. opportunity-oriented research and conditions of low ambiguity. b. problem-focused decision making and conditions of low ambiguity. c. opportunity-oriented research and conditions of high ambiguity. d. problem-focused decision making and conditions of high ambiguity. <========

In which situation do symptoms exist, but are subtle and few, making problem identification difficult?

Forward Linkage

The idea that the objectives of a research study will determine the composition of the sample to be used in the study is an example of:

a. surveys <============ b. experimentation c. focus groups d. observation

The most common way to generate primary data in marketing research is by means of:

Codes

The rules for interpreting, categorizing, recording, and transferring the data to the data storage media are called:

Descriptive research

What type of research is being conducted to answer the question: "Can we describe the age, gender, and income of our typical purchaser?"

Unobtrusive Method

When drivers are unaware that a machine is recording how many cars pass a certain intersection that is being considered for a site for a new Wendy's franchise, this is an example of a(n):

Supported

When the data from an empirical study are consistent with a research hypothesis, we say that the hypothesis is:

a. forward linkage b. hypothesis <========== c. non-spurious association d. backward linkage

A statement such as: "Consumers with more favorable attitudes toward our advertising will exhibit more favorable attitudes toward the brand advertised" is an example of a: