Research Marketing Exam 1
Independent variable the kind of music played at retail stores, dependent variable the kind of products customers buy
A marketing research and studies the factors that influence the amount of sales made in retail stores. She hypothesizes that the kind of music played at stores has an impact on the kind of products customers buy.
Firms that spend more on research are more likely to earn higher profits
A marketing researcher wants to study the factors that increase profits for Bob companies. In this scenario which of the following would be in example of a hypothesis that suggest a positive relationship between the two variables?
null hypothesis
A statistical hypothesis that is tested for possible rejection under the assumption that it is true
Perceptual mapping
A technique that is often used to picture the relative position of products on two or more dimensions important to consumers in making the choice to purchase is known as
Perceptual mapping
A technique that is often used to picture the relative position of products or two or more dimensions important to consumers in making the choice to purchase is known as
Are organizational elements that reside within the firm
A typical feature of internal research providers of a firm is that they
Information technology proficiency, the capacity to understand and decipher secondary data, foreign language competency, and presentation and negotiation skills.
Based on the survey of marketing research executives, what are the most essential skills that executives expect to see in applicants for marketing research positions
Standardized research firms
BinocularStudies, a firm that carries out store audits for a variety of retail firms
Type of study
Bob a market researcher is preparing a research proposal he wants to mention that he will use exploratory techniques and collecting primary data for the study. In the context of the sections in a research proposal Bob is most likely to include this information under
Jamming
Felix Corp. is a cookware manufacturer It can ducks market testing for a new appliance JK quart a competitor of Felix reduces its prices doing the market test to prevent Felix from collecting accurate information in this scenario JK court is engaging in a practice called
Store audits
Formal examination and verification of how much of a particular product will brain has been sold at the retail level
Subject debriefing
Fully explaining to respondents any deception that was used during research
Subject debriefing
Fully explaining to respondents any deception that was used during research is termed
Decision makers and researchers must identify a measurable symptoms and discern them from the basic problem. Decision-makers and researchers must concur with the decision makers intention for the research. Decision-makers and researchers must comprehend the entire problem. Decision-makers in researchers must select the unit of analysis.
Identify the essential components that should be included in a problem definition process
Decision makers and researchers must select the unit of analysis, decision-makers and researchers must identify a measurable symptoms and discern them from the basic problem, decision-makers and researchers must concur with the decision-makers intention of the research decision makers and researchers must comprehend the entire problem
Identify the essential components that should be included in a problem definition process
Neo studies that assures that interviews are very short when in reality the interviews last an hour or more. Dellis research that uses fake sponsors.
Identify the examples of firms that abuse the respondents of a research study
They provide a chance to evaluate and explain casualty among market factors, they ring the decision makers capable of making if then statements about variables
Identify the features of casual research designs
They help researchers evaluate data quality. They help research is statistically test how Pat this is for important differences or correlations among variables. They help researchers test models of cause-and-effect relationships.
Identify the features of different data analysis procedures used by researchers
It provides valuable perspectives and ideas that may be used in research design and in interpretation of results
Identify the significance of literature review in marketing research
A highly structured questionnaire is provided to respondents who report detail behaviors at the time of occurrence, the data provided by respondents are tailored to meet the research requirements of clients
Identify the true statements about consumer panels as a form of syndicated data
They give information for decisions on new product introductions and product improvement
Identify the use of concept and product testing or test marketing
It helps establish the sample selection procedures, It helps determine the suitable sample size, it helps define the suitable target population, it helps identify the possible respondents.
Identify the uses of a sample plan in the information research process
It helps define the suitable target population, it helps identify the possible respondents, it helps determine the suitable sample size, and it helps establish the sample selection procedures
Identify the uses of a sampling plan in the information research process
Question or observe all the members of a defined target population
In a census, a researcher attempts to
Websites post a privacy policy to describe the ways in which data are used
In the context of Internet marketing research issues, the marketing research association suggest that
Dependent variable
In the context of developing a conceptual model a dependent variable is the construct researchers are seeking to explain.
Indicator variables
In the context of developing a conceptual model, constructs are always measured by one or more?
They use language that is less technical then scholarly sources, and contain information that is more up-to-date than scholarly sources
In the context of external sources of secondary data which of the following are benefits of popular source compared to scholarly sources?
Decision makers and researchers must ascertain the applicable variables
In the context of identifying and clarifying information needs for a research one of the essential components of the problem definition process is that
Gather information about customer characteristics, product benefits, and brand preferences
In the context of market segmentation research, the purpose of benefit and lifestyle studies is to
Ethnography
In the context of marketing research which of the following highlights problems and opportunities for marketers that are based on consumers actual behavior
Advertising effectiveness studies, attitudinal research, and sales tracking
In the context of promotional decisions, what are the most common research task in integrated marketing communications
Vital element in developing competitive intelligence
In the context of the changing view of the marketing research process research is increasingly being used as a
Redefining the problem into research questions
In the context of the information research process step two of determining a research problem involves
Chosen by companies on a study by steady basis help the companies gain greater flexibility
In the context of types of marketing research firms, external research suppliers
Iceberg principle
In the context of uncertainty the research purpose the iceberg principle holds that decision makers are aware of only 10% of the true business problem
Identifying the concepts to study and measuring the variables related to a research problem
In the information research process, examining measurement issues and scales involves
True
It is unethical for respondents to la to make money from participating in marketing research
Exploratory research
It produces insight that help define the problem situation converting a researcher what improves the understanding of consumer motivations, attitudes, and behaviors that are not easy to access using other research methods
Probability sampling
It provides every member of the define target population a no chance of being selected
Descriptive research
It usually means numeric rather than textual data in the marketing research industry
A research proposal
Katie, a researcher, submits a specific document to her professor the document serves as a written contract between Katie and her professor and list the activities that will be undertaken by Katy to develop the needed information, the researchers deliverables, how long it will take, and what it will cost. In this scenario Katie has most likely submit it
Unit of analysis
Kira a market researcher wants to study the relationship between shell good obesity and social economic status. She has to decide whether to collect data on income from individuals or from a husband and wife representing the household. In this scenario Kira has to determine
Media panels
Large samples of households that provide specific detailed data on media usage of behavior for an extended period of time
The iceberg principle states
Managers are aware of just a small portion of the true problem, and this small portion is generally the visible symptom of a bigger underlying problem
Cost benefit assessment
Marilyn Castillo is a marketing manager at Gordon corporation she debate whether or not to conduct a marketing research study before commercializing a problem after a brief analysis, she realizes that conducting the study will cost approximately 100,000. If she launches the product without conducting the study and the product fails her firm could suffer a loss of $2 million in this scenario she should do
Price, promotion, place, and product
Marketing research is applicable to problems involving the 4P's what are the 4P's of marketing
True statement about marketing research
Marketing research uses the social sciences the methods in theory. Marketing research is used to study consumers and potential consumers in detail, which includes their attitudes, behaviors, and media consumption.
Reliability and empathy, responsiveness, assurance, tangibles
Marketing researchers have learned from an important Siri, which comes from services marketing research, that some characteristics are important to consumers across a wide variety of services contexts what are those characteristics
Shopper marketing
Marketing to consumers play store research of the entire process consumers go through when making a purchase is known as
Conceptualization of a model
Means developing a model that shows variables and hypothesized relationships between variables.
Branded black box
Methodologies are defined as the methodologies offered by a research firm that is branded and does not provide information about how these methodologies work
Concept testing
Michael's corporation manufactures and purifiers. It comes up with an idea for a new range of alpha purifiers. Before launching the range of purifiers, Michael's corporation let some people try out the product and then collect feedback from them to identify any problems with it. Which of the following is best exemplified in this scenario
Standardize research firm
Michaels Inc. is a research firm that conducts store audits for a variety of retail stores. It follows an established, common approach in research design so the results of a study conducted for one client can be compared to norms from studies done for other clients. In the context of types of marketing research firms, Michaels Inc. is a
The cost incurred to reach thousand viewers
Nelsons data are used to calculate media efficiency measured as cost per thousand that is (CPM)
Internal secondary data
Nubark Ink., a retail company, attempted to Matt the success of its customer loyalty program that had been implemented the previous year. To do so, the company compile the surveys that customers field when they had enrolled in the program. The data compiled is called
Pretesting
Obtain information from people representative of those who will be question in an actual survey
Gatekeeper technologies
Protect one's privacy against intrusive marketing practices
Syndicated data
Provide customized data for companies such as market share, ad effectiveness, and sales tracking, which have been compiled according to some standardized procedure
Recognizing possible new product opportunities through research, designing products that elicit favorable consumer response, and creating a suitable marketing mix for new products.
Serraz Inc. start up company wants to engage in new product development. Arrange the steps that the company is most likely to take as part of this process in the correct order of occurrence
Syndicated businesses
Services provided by standardize research firms that include data made or develop from a common data pool or database
Syndicated business
Services provided by standardize research firms that include data made or develop from a common data pool or database of cod syndicated business services
The preparation and presentation of the final research report to management
Step 11 in the information research process involves
True
The data derived from a sample statistic will show that the three variables that are being researched are related or that the relationship is not large enough for the variables to be related.
Identify and clarify information needs
The first task in the information research process is to
Determination of the research problem, selection of an appropriate research design, execution of the research design, and communication of the research results
The four phases of the information research process
False
The general consensus in marketing research industry is that secondary data collection methods continue to lose there significants
False
The general consensus in the marketing research industry is that secondary data collection methods continue to lose their significance.
Motive of shopper research
To assist manufacturers and retailers understand the entire process consumers experience in making a purchase
Create meaningful metrics to precisely measure the return on advertising dollars split and then obtain the data for those metrics
To make affective promotional decisions, marketers must
Asks for detail research proposals from many competing research suppliers without in intention of actually choosing a firm to conduct the research
Tower motors Inc. in automotive company searches for an external research supplier to conduct a marketing research project. Tower motors Inc. engages in in an ethical practice as a client that requires marketing research information if it
Alternative hypothesis
Usually suggest that to variables are related
Reduce research cost, Research method consistency, shared information across a firm, and capacity to generate actionable research results
What are the advantages of keeping the market research function of a firm internal
How does a product perform for a customer? How can a product be improved to exceed customer expectations?
What are the fundamental questions that product testing attempts to answer
Identifying in clarifying information needs, defining the research questions call and specifying research objectives and confirming the information value
What are the individual steps involved in the process of determining a research problem
They analyze the data gathered
What do researchers do instep none of the information research process
Giving dishonest answers or faking behavior
What is the primary unethical behavior of subjects all respondents in any research venture
It provides direction in research activities such as scale development and Sampling
What is the significance of determining a suitable unit of analysis for marketing research
Is a high a customer contact activity
What retailing research concentrate on database development using optical scanning at the point of purchase because retailing
They should ensure that the sample is representative
What should research ensure if predictions are to be made about a market phenomenon
False
When casual relationships are modeled, only dependent variables or constructs can form relationships with other variables
When someone interpret data and attaches meaning to it
When does data becomes knowledge
They provide information with a high level of specificity, they correctly report expenditures that are socially sensitive.
Which of the following are benefits associated with consumer panel data
They are written clearly and simply , they can be tested
Which of the following are characteristics of a good hypothesis
Purpose credibility accuracy and consistency
Which of the following are criteria used by researchers to evaluate the quality of secondary data sources
Management experience, exploratory research, and previous research findings.
Which of the following are factors that form the basis of theoretical statements that are a part of casual hypothesis
When the benefits of a formal research on our way but it's costs, when there are major shortages in resources
Which of the following are situations when marketing research may be considered dispensable
Questioning, observation
Which of the following are the approach is used for data collection
They execute all aspects of research, such as study design, questionnaire production, interviewing, data analysis, and report preparation. They function on a fee basis. They usually submit a research proposal to a client for evaluation and decision purposes.
Which of the following are true about a firms external research suppliers
Null hypothesis
Which of the following hypothesis is always tested by statisticians and market researchers?
Obtaining first drafts of questionnaires and using the information to perform the research project themselves
Which of the following illustrates in an ethical activity a research users
Not providing the promised incentive for completing interviews or questionnaires
Which of the following illustrates the abuse of respondents in marketing research
Asking consumers to indicate the ways in which a group a relevant brand or product is similar or dissimilar to each other
Which of the following is a part of perceptual mapping
It results in consumers rejecting legitimate research inquiries as they do not want to be solicited
Which of the following is a true statement about the practice of sugging or frugging as part of a research study
It may be the best approach for small populations
Which of the following is true of the census approach used for data collection
It is a challenging task that requires best judgment answers to be made for several questions
Which of the following is true of the evaluation of the value of information sort through research
It states that researchers must discontinue follow up emails if requested to by respondents
Which of the following is true of the guidelines developed by the marketing research association for Internet marketing research issues
The level of sales of a product or brand when compared to the level of sales of the products or brands, the efficiency of shelf space and point of purchase display, and sales at various price points and levels.
Which of the following or information that can be derived from store audit data
Seal Inc. that uses black box methodologies. Tara research that sells unwarranted research services
Which of the following research firms engage in an ethical business practices
GreyShore inc. That tapes respondents behavior in private with their consent
Which of the following research firms follows and ethical business practices
Enable researchers to collect a wider array of data
While collecting and preparing there a difference between questioning in observation is that questioning approaches
Determine the relevant variables for her study
While designing a study, a researcher is wondering if she should ask the respondents their age and gender. She is not sure if she will need that information later in the research process. She is trying to
Evaluate whether or not the data is out of date
While evaluating secondary data based on the accuracy criterion, researchers must
Decision makers
Who are primarily responsible for the initial recognition of an opportunity or a problem in marketing.
As the study needs the researchers to talk to a particular type of participate
Why do marketing researchers remunerate focus group was survey participation
Because blogs often convey a writer's perspective rather than facts
Why should researches be cautious when using blogs as sources of secondary information
literature review
a comprehensive examination of available information that is related to your research topic
The north American industry classification system
(NAICS) Codes are designed to promote uniformity in data reporting by government sources and private businesses.
Respondents will not be harmed or disadvantage as the outcome of participating in a market research project
A central principle in ESOMAR's marketing research code of ethics as briefed by the marketing research society is that
Employees who work longer hours tend to have low productivity
A companies human resource team wants to identify the factors that affect the productivity of the companies employees. In this scenario, which of the following is an example of a hypothesis that suggests a negative relationship between the variables
Suggest relationships between variables
A feature of a hypothesis is that it
A conceptual model becomes a theoretical model when
A literature review or an exploratory research is sufficient to support the models pictured relationships between variables.
Marketing research
According to the American marketing Association the functions that links and organization to its market through the gathering of information
A broader international client base, expanded use of digital technology to acquire and retrieve information, and movement toward technology related data management.
According to the general consensus in the marketing research industry, what are the important trends that are becoming evident
Expanded use of digital technology to acquire and retrieve information, movement toward technology related data management, and a broader international client base
According to the general consensus in the marketing research industry, what are the important trends that are becoming evident
Stop sending follow-up emails if requested to by respondents
According to the marketing research association it is essential for Internet marketing research is to
Are inexpensive to obtain and are readily available
An advantage of the internal sources of secondary data is
Hypothesis
An empirically testable though yet unproven statement developed in order to explain phenomena
Construct
An unobservable concept that is measured by a group of related variables
True
And probability sample in, each member of a define target population has a normal chance of being selected
True
Any questionnaire pretest, respondents are asked to comment on concerns such as clarity of instructions and questions, sequence of the topics and questions, and other potentially confusing or difficult aspects in the questionnaire
External secondary data
Are collected by outside agencies such as the federal government, three associations, or periodicals.
US census report
Are sources of external secondary data
Sales invoices
Are sources of internal secondary data
Designing methods for gathering information, managing the process of collecting information, Examining and interpreting the outcomes of the information collection process, communicating the outcomes of the information collection process to decision-makers
Arrange the task of marketing research in the correct order of occurrence
Relationships
Associations between two or more variables
Understanding which variables result in the movement of a dependent variable
Casual research is most useful in
Frugging or sugging
Claiming that a survey is for research purposes and then asking for a sale or donation is known as
Internal secondary data
Collected by an individual company for accounting purposes or marketing activity reports
Consumer panels
Consist of large samples of households that have agreed to provide detailed data for an extended period of time.
Aids researchers in developing and classifying their thoughts
Creating a conceptual model early in the research process
True
Creating customer profiles and understanding behavioral characteristics of media focuses of any marketing research project
rocking chair interviewing
Curbstoning, which is a practice of data falsification in research is also known as
Situation analysis
Dan a hotel chain hires symphony Inc. a market research firm to analyze the customer reviews and identify ways to improve the brand image. To familiarize it self with the overall complexity of the problem the market research team from symphony decides together in synthesize background information including events in factors that led to the current problem at Dan's hotel chain. In this scenario symphony is conducting
Observation approach
Data about attitudes, intentions, motivations in past behavior are invisible in this approach
Behavioral targeting
Displays ads at one website based on the user's previous surfing behavior
Ensuring the data is consistent with the research objectives at hand
Evaluating secondary data based on the purpose criterion involves?
Casual design
Examination of measurement issues and scales is crucial in the research process for
Information overload Theory
Explains the reasons why consumers are much more likely to buy after sampling from a set of six versus 24 flavors
Adoption and diffusion theory
Explains the ways in which new products are developed and spread through the market and the characteristics of products and firm's that help or inhabit the development
Situation analysis
Gathers in synthesizes background information to familiarize researchers with the overall complexity of a specific business problem
Exploratory research
Helps generate insights that will help define the problem situation confronting a researcher
They challenge marketers to find innovative methods to reach respondents
How do advances in gate keeper technologies affect marketers
By establishing the purpose of research
How does problem definition begin in marketing research
Alternative
Hypothesis states that there is a relationship between two variables
They have tangible properties and are measured directly
Identify a feature of variables
They are generally known as marketing research suppliers
Identify a true statement about a firms external research suppliers
They are precise and prompt
Identify a unique benefit of store audits
Defining the hop pop this is and relationships of a research, determining the variables involved in a research, creating a diagram that visually shows the relationships study in a research
Identify the aspects involved in conceptualization
Market researchers will not let personal data they gain in a market research project to be used for anything other than market research, market researchers will respect the rights of respondents as private individuals , and market researchers will comply with all applicable national and international laws.
Identify the central principles in ESOMAR's marketing research code of ethics as briefed by the marketing research society.
A literature review
Is a comprehensive examination of available information that is related to a research topic.
Pilot studies
Is a data collection technique used in exploratory research studies
Research proposal
Is a specific document that provides an overview of the proposed research methodology, and it serves as a written contract between decision makers in researchers
null hypothesis
Is a statistical hypothesis that is tested for possible rejection under the assumption that it is true
A good hypothesis
Is an educated guess about the answers to research questions
Hypothesis
Is an empirical testable yet unproven statement developed in order to explain phenomena.
Variable
Is an observable item that is used as a measure on a questionnaire.
construct
Is an unobservable concept that is measured by a group of related variables.
External secondary data
Is collected by outside organizations such as federal and state governments, trade associations, nonprofit organizations, marketing research services, or academic researchers
Deanonymization
Is defined as combining different publicly available information, usually on ethically, to determine consumers identities, especially on the Internet
primary data sources
Is information collected specifically for current research problem or opportunity
Syndicated data
Is market research data that is collected, package, and sold to many different firms.
Data interpretation
It comprises the integration of various aspects of research findings into conclusions that can help answer research questions
Questioning approach
It enables researchers together a wider range of data
Information research process
It is a systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making information.
Give truthful answers
It is generally expected in the research environment that when a subject or a respondent has freely consented to be part of a study, she or he will
Non probability sampling
It is incapable of measuring sampling error and thus limits the generalizability of the research findings
Casual research
It is most suitable when the research objectives include a requirement to understand which variables cause a dependent variable tomorrow
The north American industry classification system
Organizations report all activities based on the NAICS code assigned to their industry
Descriptive hypothesis
Possible answers to a specific applied research problem
Information research
Process is a systematic approach to collecting, analyzing, interpreting, and transforming data into decision making information
Casual hypothesis
Referred to theoretical statements about relationships between variables
Secondary data
Refers to data not gathered for the immediate study at hand but for some other purpose
Sample statistic
Refers to the value of a variable that is estimated from a sample
Retailing research
Research investigations that focus on topics such as trad area analysis, store image or perception, in-store traffic patterns, and location analysis are termed
Market segmentation research
Research the pics the typical dirtbike shop but has a middle aged person with an income of 75,000 per year this is an example of
Types of data, method of data collection, schedule, sampling method, and budget
Researchers must consider what as they determine an appropriate research design
Spot two or more segments within the market for a specific firms products
Researchers primarily use benefit and lifestyle studies to
Customized research firms
Researchnow, a firm that concentrate solely on sample development
False
Respondents or subjects in any research endeavor can be psychologically or physically harmed if the study involves deception
Behavioral targeting
Sally browses through different articles featured or pop.com she notices ads for skirts that she recently viewed on trendz.com an online apparel store being displayed on pop.com in this scenario trendz.com is using the technique of
Is involved in the practice of deanonymizing data
Sayor research is in Internet marketing research firm. According to the marketing research association Sayor research engages in in an ethical practice if it
The research objectives and information requirements
Selecting the most suitable research design is a function of
Concentrate on data collection task, data interpretation, and information management activities
The new sets of cultural issues confronted by a marketing decision makers as a result of global expansion affirmed compel research is to
Target population
The population from which a researcher wants to collect data
Descriptive Hypothesis steps
The research problem or opportunity should be reviewed. The questions that flow from the research problems should be framed. Possible answers to the research questions should be brainstormed .
Attitudinal research
The three most common research tasks in integrated Marketing communications I have a Tizon effectiveness studies, sales tracking, and
Parameter
The true value of a variable
Primary data sources
They are collected directly from first-hand sources to address the current research problem
Branded blackbox mythologies
They comprise proprietary scaling, sampling, sample correction, data collection methods, market segmentation, and specialized indexes
Syndicated data
They consist of tabulated reports that are made to fit a clients research needs
Secondary data sources
They include a companies data warehouse, public library and universities, or Internet websites.
