Ch. 3 Quiz Questions

Ron has noticed that when the economy is strong, sales at his retail clothing store rise. This is an example of _____. A. nonspurious variation B. diagnostic variation C. concomitant variation D. absolute variation

C

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?" A. descriptive research B. causal research C. pilot study research D. exploratory research

C

_____ research aims to clarify ambiguous situations or discover ideas that may amount to true business opportunities. A. Clarifying B. Preliminary C. Exploratory D. Descriptive

C

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

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

- Characteristics of the research design - Nature of the data gathered - Management's info requirements

Which of the following should a marketing researcher do in order to infer causality? A. establish a sequence of events B. recognize the presence of alternative plausible explanations for the results C. measure the concomitant variation between the cause and the effect D. all of these choices

D

When the data from an empirical study are consistent with a research hypothesis, we say that the hypothesis is _____. A. conclusive B. true C. confirmed D. supported

D

Which of the following is a research technique in which a sample is interviewed in some form or the behavior of respondents is observed and described in some way?

Survey

The goals that researchers intend to achieve by conducting research as referred to as _____.

Research objectives

When the data from the empirical study are consistent with a research hypothesis they say the hypothesis is

Supported

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

A

All of the following are examples of an observation study except: A. a consumer responding to a questionnaire about advertising B. A mystery shopper pretending to be a customer in Walmart C. A cable that lays across the street recording the number of cars that pas D. Scanning and recording barcodes of products bought

A

Carol was invited to participate in a research study along with ten other consumers to discuss her 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. focus group interview B. literature review C. pretest D. multivariate research

A

Companies, such as Kraft and Procter & Gamble, invite consumers to discuss ways to make their products better or to share ideas for new products that may be potential business opportunities. What type of marketing research is this? A. exploratory B. causal C. inferential D. descriptive

A

____ means that the researcher alters the level of the experimental variable in specific increments A. Manipulation B. Testing C. Analyzing D. Causality

A

A statement such as: "Consumers with more favorable attitudes toward an advertisement will exhibit more favorable attitudes toward the brand advertised" is an example of a _____. A. forward linkage B hypothesis C. backward linkage D. non-spurious association

B

All of the following are stages in the research process EXCEPT _____. A. planning a sample B. demonstrating causality C. formulating conclusions and preparing a report D. analyzing data

B

All of the following are types of marketing research EXCEPT _____.

Selective

When a researcher collects data to test the hypothesis that consumers will be more satisfied if a business offers compensation after the consumer complains, we say that _____ testing is being conducted

Empirical

The proposed cause which the researcher controls by manipulating its value in an experiment is referred to as a(n) _____.

Experimental variable

All of the following are examples of exploratory research techniques EXCEPT _____.

Experimentation

What type of research is being conducted to answer the question "would the target market be interested in this type of new product?"

Exploratory

When a researcher conducts numerous related studies that come together to address multiple, related research objectives, we refer to this as a research _____.

Program