CS 201 Quizes

What must you do to improve the reliability of a measure? a. Decrease random error b. Decrease systematic error c. Increase systematic error d. Increase random error

a. Decrease random error

What type of observation involves watching the actual activity? a. Direct b. Remote c. Discreet d. Indirect

a. Direct

In which observation method are the people being observed unaware that they are being observed? a. Disguised b. Unstructured c. Contrived setting d. Mechanical

a. Disguised

What type of itemized-rating scale might be best for use measuring the attitude of children who may not be able to read or comprehend attribute descriptions? a. Graphic-ratings scale b. Comparative-ratings scale c. Likert scale d. Semantic-differential scale

a. Graphic-ratings scale

Which method of observation is ideal if concerns exist about interference from outside influences while making the observations? a. Laboratory setting b. Natural setting c. Disguised d. Undisguised

a. Laboratory setting

Why is it important for the researcher to be actively involved in problem formulation? a. Because researchers have a better understanding of the problem than the manager does b. Because researchers bring a new perspective to the problem/opportunity situation c. Because managers are focused on root causes, not symptoms, of the problem d. All of the above are correct.

b. Because researchers bring a new perspective to the problem/opportunity situation

When a company needs precise answers about the effects of various proposed marketing actions on important outcomes, what type of research should be used? a. Descriptive research b. Causal research c. Exploratory research d. Secondary research

b. Causal research

Which of the following examples represents a strategy-oriented decision problem for a restaurant owner? a. Providing information about the overall awareness level of the restaurant in a target market b. Determining the effectiveness of two proposed advertising campaigns for the restaurant c. Understanding consumer perceptions of competing restaurants d. Providing information about customer satisfaction with the restaurant

b. Determining the effectiveness of two proposed advertising campaigns for the restaurant

What kind of measure works well when just an overall, summary judgment of how consumers feel about a company is needed? a. Composite measure b. Global measure c. Comprehensive measure d. Singular measure

b. Global measure

What is the primary advantage of a focus group over other exploratory techniques? a. It overcomes the subjects' reluctance to discuss their feelings or provide truthful answers. b. It features group interaction, allowing participants to hear and respond to others' ideas. c. Selected participants usually form a heterogeneous group. d. It involves detached and prolonged observation of consumers' emotional responses, cognitions, and behaviors.

b. It features group interaction, allowing participants to hear and respond to others' ideas.

Which of the following statements about primary data is true? a. It should be generated even when information can be obtained from the company's internal or external sources. b. It is time-consuming to generate primary data. c. It is inexpensive to generate primary data. d. It is not new-to-the-world data.

b. It is time-consuming to generate primary data.

What is the role in a focus group that is most critical to its success? a. Facilitator b. Moderator c. Coordinator d. Monitor

b. Moderator

Using census and other data, as Nielsen's PRIZM does, to classify residential neighborhoods into homogeneous groups with names such as "The Cosmopolitans," "Boomtown Singles," and others is an example of what? a. Demographication b. Segmentation c. Stratification d. Stereotyping

b. Segmentation

One of the quickest and least costly ways of conducting exploratory research is a. case analyses. b. projective methods. c. depth interviews. d. literature search.

d. literature search.

All of the following statements describe attributes of successful marketing researchers except which one? a. They tend to identify and lead the direction of individual studies and overall programs. b. They simply respond to explicit requests for information. c. They realize research is done primarily to help managers make better marketing decisions. d. They are proactive rather than reactive.

b. They simply respond to explicit requests for information.

Which method of observation should be avoided if concerns exist about people behaving differently under observation? a. Mechanical b. Undisguised c. Unstructured d. Natural setting

b. Undisguised

Which of the following is probably the best source of data for a marketer doing research on the U.S. labor force? a. A trade association b. A marketing research company c. A federal government agency d. A university's bureau of business research

c. A federal government agency

Which aspect of control refers to resource issues such as time and cost of an approach? a. Resource control b. Information control c. Administrative control d. Sampling control

c. Administrative control

Which systems approach makes the most sense for a manager in a dynamic marketing environment that needs data at irregular intervals? a. A systems approach does not make sense for a manager under these conditions. b. Marketing information system (MIS) c. Decision support system (DSS) d. Marketing Dashboard

c. Decision support system (DSS)

The stage of marketing research in which error can enter the process is a. problem definition. b. data capture. c. Error can enter during any stage. d. data analysis.

c. Error can enter during any stage.

What method does a researcher use to work toward establishing possible causal relationships? a. Depth interviews b. Projective methods c. Experiments d. Geodemography

c. Experiments

What type of study or experiment should be conducted when a higher degree of external validity is required? a. Laboratory b. Internal c. Field d. External

c. Field

What is the first step to getting started on a search for secondary data on a topic? a. Begin searching for secondary data. b. Use an authority to help identify sources of secondary data. c. Identify what you want to know and what you already know. d. Develop a list of key terms and authors.

c. Identify what you want to know and what you already know.

Which statement about an exploratory study is true? a. It is appropriate for a problem that is well-known and understood. b. It consumes the bulk of the research budget. c. It is flexible regarding methods used for gaining insight. d. It is almost always relatively large in scale.

c. It is flexible regarding methods used for gaining insight.

What approach seeks to systematically collect organizational knowledge and make it accessible to others? a. Enterprise resource planning b. Human resources management c. Knowledge management d. Customer relationship management

c. Knowledge management

Which of the following statements about highly structured questions is NOT true? a. They are relatively simple to administer. b. Analysis is usually easy. c. Open-ended responses must be interpreted. d. Data coding is greatly simplified.

c. Open-ended responses must be interpreted.

What source of secondary data might be useful for a company seeking to understand the type of people who use its products? a. U.S. Census Bureau data b. Cost data from accounting c. Product registration card data d. An online survey of people who have purchased the products

c. Product registration card data

The first thing that must occur for research to be properly designed: a. Primary research data must be collected. b. Secondary research must be analyzed. c. The problem or opportunity must be precisely defined. d. A research request agreement must be put in place.

c. The problem or opportunity must be precisely defined.

Which of the following statements about the ethical reasoning frameworks is true? a. It's easy to apply these frameworks to marketing research decisions. b. It's optional to use one or more of these ethical reasoning frameworks. c. These frameworks will not always lead to the same conclusion about the ethics of research. d. All of these statements about ethical reasoning frameworks are true.

c. These frameworks will not always lead to the same conclusion about the ethics of research.

A request-for-proposal (RFP) is a document a manager would use for what research-related purpose? a. To hire staff for an in-house research department b. To get authorization from upper management to conduct research c. To ask research providers for proposals and cost estimates for a research project d. To share proposed actions or steps recommended by research

c. To ask research providers for proposals and cost estimates for a research project

The most critical error in research work is a. coding error. b. editing error. c. total error. d. sampling error.

c. total error.

Why is it important for business people, who are increasingly exposed to research results, to study marketing research? a. So they won't take research results at face value b. So they will know how to ask the right questions about the research c. So they can determine the validity of the results d. All of the above

d. All of the above

How can a company avoid the trap of researching the wrong problem? a. Meet with the client to get as much information about the problem/opportunity. b. Delay research until the problem is properly defined. c. Conduct exploratory research to pin down the issues. d. All of the above are correct.

d. All of the above are correct.

Evidence that the research that collected secondary data was done properly involves understanding what details about the data collection process? a. Definitions b. Data collection forms c. Method of sampling d. All of the above provide evidence that research was done properly.

d. All of the above provide evidence that research was done properly.

Which of the following are advantages of using higher levels of structure in an observational study? a. Reduced potential for bias b. Increased reliability of observations c. Simplified and less costly coding and analysis of data d. All of these are advantages of higher levels of structure in an observational study.

d. All of these are advantages of higher levels of structure in an observational study.

To establish causality, what condition(s) must be met? a. There must be consistent variation between the cause and the effect. b. The time order of the cause and effect must be correct. c. Other explanations must be eliminated. d. All of these conditions must be met to establish causality.

d. All of these conditions must be met to establish causality.

What decision must you make when collecting data using communication? a. The degree of structure to use b. Whether to disguise the questionnaire c. Which method to use d. All of these decisions must be made when using communication to collect data.

d. All of these decisions must be made when using communication to collect data.

What is true about a ratio scale? a. It is the most powerful scale. b. It includes the properties possessed by less powerful scales. c. It can be used to compare intervals, rank objects by magnitude, or use numbers to identify objects. d. All of these statements about a ratio scale are true.

d. All of these statements about a ratio scale are true.

Which statement or statements about single-source data are true? a. Marketing researchers have tried for decades to create systems that tie customer data together. b. Much of the single-source data in industry is tightly controlled by retailers. c. It isn't possible to have single-source data that is complete about every customer. d. All of these statements about single-source data are true.

d. All of these statements about single-source data are true.

What is true about the use of disguise when administering a questionnaire? a. It amounts to a conscious effort to deceive the respondent. b. When used, respondents should be given a debriefing after the task. c. The amount of disguise and debriefing necessary is a judgment call on the researcher's part. d. All of these statements about the use of disguise are true.

d. All of these statements about the use of disguise are true.

What differentiates a decision problem from a research problem? a. A research problem is a restatement of the decision problem, from the researcher's perspective. b. A research problem states specifically what research can be done to provide answers. c. A decision problem takes the manager's perspective. d. All of these statements are correct.

d. All of these statements are correct.

Which type of research is ideal for gathering primary data to compare attitudes toward a brand of energy drink between different ethnic groups? a. Secondary research b. Causal research c. Exploratory research d. Descriptive research

d. Descriptive research

What research approach might a business use to determine where to locate a new franchise that is close to an existing set of customers? a. Geotargeting b. Geofencing c. Geospatial d. Geodemography

d. Geodemography

Managers who study and understand marketing research will know which of the following statements about the research process are NOT true? a. The process is detailed, time consuming, and requires a lot of thought and effort. b. No research is perfect and managers must take this into account when making decisions. c. The process of gathering data and generating information is full of opportunities for errors to slip into the results. d. Marketing research is inexpensive to an organization and can therefore be undertaken on trivial issues.

d. Marketing research is inexpensive to an organization and can therefore be undertaken on trivial issues.

Which method of collecting primary data via communication allows the sequence of questions to be changed by the researcher? a. Online surveys b. Paper-based surveys c. The sequence of questions can be changed with all of these methods. d. Personal interviews

d. Personal interviews

Which of the following is NOT a type of response error? a. Constant error b. Random error c. Systematic error d. Syntax error

d. Syntax error

How does the Nielsen company use the data it collects from people meters? a. To measure exposure to, and readership of, print media b. To measure how many products are sold because of television advertising c. To decide which television shows to cancel or renew d. To estimate the size and nature of the audience for individual television programs

d. To estimate the size and nature of the audience for individual television programs

The growth in the need for marketing research is creating demand for individuals who can a. analyze and interpret information. b. collect and interpret information. c. collect and analyze information. d. collect, analyze, and interpret information.

d. collect, analyze, and interpret information.

Secondary data is typically more accurate when a. the data collection process is not disclosed. b. it comes from an anonymous, external source. c. it has been collected in support of an advocacy research effort. d. it comes from the primary source that originated the data.

d. it comes from the primary source that originated the data.

Data mining is an exploratory research technique that is defined as a. making detached and prolonged observations of consumer emotional responses, cognitions, and behaviors. b. Data mining is not an exploratory research technique. c. studying selected examples of the phenomenon about which insights are needed. d. searching for statistical patterns in datasets.

d. searching for statistical patterns in datasets.