Test 1- Marketing Research

A marketing researcher is interested in examining the cause and effect relationship advertising and sales increate. Which of the following is the most appropriate to address this research objective? A. personal interview B. Focus group C. internet survey D. experiment E. Telephone survey

experiment

Compared to lab experiments, field experiments are characterized by all of the following, EXCEPT: A. field experiments are more realistic B. field experiments are more controllable C. field experiments take longer to complete D. field experiments are more realistic to conduct E. field- experiments can allow your competitors to learn about your iniatives

field experiments are more controllable

A literature review can help a researcher with all of the following EXCEPT: A. Suggest research hypothesis B. help clarify and define research questions C. Collect primary data on key variables D. Identify scales to measure variables E. identify methodologies

collect primary data on key variables

Debriefing analysis is: A. a technique that encourages research participants to share emotional and subconscious relations to a particular group B. used by the researcher when discussing the ground rules with the focus groups participants C. A detailed outline of the topics, questions, and subquestions used by the moderator to lead the focus group session D. an interactive procedure, of the researcher and the moderator, discussing the subjects comments and/or responses to the topics that outlined focus group sessions E. a systematic procedure of taking individual responses and grouping them into larger theme categories or patterns of expression

. a technique that encourages research participants to share emotional and subconscious relations to a particular group

In which of the following situations is deal proneness treated as a dependent variable in a relationship? A. Deal proneness is predicted by a persons household income B. Deal proneness results in greater price sensibility C. As deal proneness goes up, a person tends to spend more time in comparison shopping D. Deal proneness does not depend on a persons age E. There is a relationship between deal proneness and brand loyalty

Deal proneness is predicted by a persons household income

John is trying to decide if secondary research will add value in given situations or not. He lists the following five situations. In which of these situations, secondary research is likely to be the least helpful? A. Use existing customer basis to identify significant characteristics of particular customers B. Identify problems or requirements of specific customer groups C. Determine the level of customer satisfaction with the companies new products D. provide internal support data for company E. Development of planning tools for successful strategic planning

Determine the level of customer satisfaction with the companies new products

Conceptualization of a model means: A. Developing a research hypothesis based on a literature review B. Developing a conceptual model of a geographical area from which the sample size will be drawn C. Developing a computer model to do statistical testing of hypothesised relationship D. Developing a conceptual model of a new product before it is tested in a lap setting E. Developing a model that shows variables and hypothesised relationships between them

Developing a model that shows variables and hypothesized relationships between them

Which of the following is an advantage of using quantitative research over qualitative research? A. Relatively quick data collection in most cases B. Economical data collection C. Richness of the data D. accuracy of recording marketplace behaviors E. High reliability

High reliability

Compared to person-administered surveys, self-administered surveys have all the following advantages EXCEPT: A. low cost per survey B. respondent control C. no interviewer-respondent bias D. high response rates E. anonymity in responses

High response rates

Bill mails 500 surveys to a representative group of respondents. Of these, 207 fill out the survey and mail it back to him. He realizes that those who responded were significantly more educated and had higher incomes than the general population. This is an illustration of: A. Response error B. Nonresponse error C. Sampling error D. Interest error E. Representation error

Nonresponse error

A researcher prefers using scholarly sources instead of popular resources. All of the following are reasonable justification for doing so, EXCEPT: A. Scholarly sources are more current than popular sources B. Scholarly sources provide access to new findings and information whereas popular sources report secondary findings C. Scholarly sources go through the rigorous process of peer review D.Scholarly sources are written in more appropriate technical language E. Scholarly sources can be tracked using web-based bookmarking tools

Scholarly sources are more current than popular sources

Which of the following is NOT a strength of observational techniques? A. it allows you to collect actual behavior data B. it is less susceptible to recall error C. it has very good generalizable to general populations D. it is generally less expensive and less time consuming then some other techniques E. it can help reduce potential response bias

it has very good generalizable to general populations

Sara Moore wants to use projective techniques in her research. Which of the following is NOT true about such techniques? A. the interpretation of data is very complex B. The interpretation of results is very subjective C. it is tough to get to a participants true thoughts using this technique D. Highly skilled and expensive researchers are required to conduct this research E. the background and experience of a researcher can influence their interpretation of data

it is tough to get to a participants true thoughts using this technique

A researcher decides to use in-depth interviews over focus groups for her research study. All of the following could have motivated this decision, EXCEPT: A. She wanted to cover richer details from each participant in the study B. she wanted to lower the likelihood of getting socially desirable responses from participants C. she wanted to create a simulation where participants didn't feel like they had to impress each other by their responses D. she wanted to hear from participants who may feel inhabited in the presence of others E. she wanted the participants to build upon each others responses

she wanted the participants to build upon each others responses

Data generalizability is: A. the degree to which data is an accurate portrait of a target population B. The degree to which a specific question or investigated issues leads the respondent to give a socially expected response C. Refers how hard the respondent needs to work to respond and the level of preparation required to create an environment for the respondent D. refers to the degree to which respondents share some similarities E. refers to the percentage of the general population that is the subject of the marketing research

the degree to which data is an accurate portrait of a target population

In which of the following situations is an exploratory research recommended? A. When a full- scale study is likely to cost more than an exploratory study B. When the researcher has greater expertise in conducting exploratory studies C. When the literature review fails to yield a reasonable conceptual model D. when the dependent variables are constructs E. when the independent variables are constructs

when the independent variables are constructs