marketing 310 concept check 1
simulated test market
A study in which consumer ratings are obtained along with likely or actual purchase data often obtained in a simulated store environment
mail survey
A survey administered by mail to designated respondents with an accompanying cover letter. The respondents return the questionnaire by mail to the research organization
A researcher for Dannon yogurt is trying to determine who might be good candidates for depth interviews. Who might the researcher for Dannon consider for these depth interviews? A. Current customers B All of these candidates for depth interviews C. Wholesalers and retailers D. Executives and managers of the company E. Members of the target market
B
Methods that encourage respondents to reveal their own feelings, thoughts, and behaviors by shifting the focus away from the individual through the use of indirect tasks are called? A. Prolonged B. Projective C. Proactive D. Protective E. Pronounced
B
Apple is conducting marketing research on its latest iPhone. They choose to use ethnography in the research methodology. Ethnography is? A. an interview conducted among a small number of individuals simultaneously B. interviews with people knowledgeable about the general subject being investigated C. is the detailed observation of consumers during their ordinary daily lives using direct observations, interviews, and video and audio recording. D. relies on group discussion E. is a powerful analytic tool
C
A researcher at Nike is trying to determine if they should collect data by using a high structure approach. Which of the following would help Nike choose high structure? A. if replies are clear cut (easy for the respondent to understand) B. If replies are limited in number C. If measure reliability was critical D. All of the answers are correct E. If all possible replies are well known
D
Kraft Foods conducts many marketing research projects. In these projects, it must formulate a decision problem. Which of the following can be said of the manager's decision problem? A. it can be based on assumptions and "normal" thinking B. it is the least important aspect of the marketing research project C. there are many decision problems in a research project D. it is the problem facing the decision maker for which the research is intended to provide answers E. it is easy to formulate
D
personal interview
Direct, face-to-face conversation between a representative of the research organization, the interviewer, and a respondent or interviewee
Amazon decided to us disguised communication to gather data. This method: A. controls the amount of knowledge people have about a study in which they are participating B. is useful when knowing the purpose or sponsor is likely to bias respondents' answers C. is useful when recreating the natural environment is necessary D. may involve debriefing E. all the answers are correct
E
planned change
Proactive action on part of company (4p's)
Exploratory Research
Research conducted to gain ideas and insights to better define the problem or opportunity confronting a manager
standardized marketing information
Secondary data collected by companies that sell the data to multiple companies, allowing the costs of collecting, editing, coding, and analyzing them to be shared. The data are standardized so that they can be used by multiple companies rather than customized for a specific company.
Marketing research ethics
The principles, values, and standards of conduct followed by marketers
intentions
anticipated or planned future behavior
Ethnography or Ethnographic research is a type of ____________ A. Survey research B. Focus group C. Observation research D. Experimental research E. Analytical research
c.
sample survey
cross-sectional study in which the sample is selected to be representative of the target population and in which the emphasis is on the generation of summary statistics such as averages and percentages
lifestyle
how individuals live, what interests them, their values, and what they like
human observation
individuals are trained to systematically observe a phenomenon and to record on the observational form the specific events that take place
awareness or knowledge
insight into, or understanding of facts about, some object or phenomenon
case analyses
intensive study of selected examples of the phenomenon of interest
depth interviews
interviews with people knowledgeable about the general subject being investigated
projective methods
methods that encourage respondents to reveal their own feelings, thoughts, and behaviors by shifting the focus away from the individual through the use of indirect tasks
single-source data
one source for all of our data at the individual consumer or household leve
fixed-alternative questions
questions in which the responses are limited to stated alternatives
open-ended questions
questions to which the respondent replies in their own words
descriptive research
research in which the major emphasis is on describing characteristics of a group or the extent to which variables are related
contrived setting
subjects are observed in an environment that has been specially designed for recording their behavior
natural setting
subjects are observed in the environment where the behavior normally takes place
telephone interviews
telephone conversation between a representative of the research organization, the interviewer, and a respondent or interviewee
Marketing
the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
disguise
the amount of knowledge people have about a study in which they are participating
Geodemography
the availability of demographic, consumer behavior, and lifestyle data by arbitrary geographic boundaries that are typically quite small
structure
the degree of standardization used with the data collection instrument
Ethnography
the detailed observation of consumers during their ordinary daily lives using direct observations, interviews, and video and audio recordings
Benchmarking
using organizations that excel at some function as sources of ideas for improvement
behavior
what subjects have done or are doing at this moment
Amazon is looking for a methodology that has good flexibility allowing for visuals and complex material. They are okay with a low response rate. Which of the following is the best choice for Amazon? A. online surveys B. mail intercepts C. mail surveys D. personal interviews E. telephone interviews
A
General Mills develops a new cereal. They need to test and then launch the new product as soon as possible due to its unique and innovative nature that can easily be copied by a competitor. Which test market should they choose A. Simulated Test Market B. Continuous Test Market C. Latitudinal Test Market D. Cross Sectional Test Market E. Standard Test Market
A
Personal interviews: A. Can be conducted in lots of different locations B. tend to take the least amount of time C. Tend to be least expensive D. Have weak sampling control E. Have lower response rates
A
Typically, ____ experiments have greater internal validity, and ____ experiments have greater external validity. A. lab; field B. field; field C. The internal and external validities are usually the same for both types of experiments D. field; lab E. lab; lab
A
Walmart determines the observational method would be best to collect data. Which of the following is an example of the observation method of collecting primary data? A) recording how long a shopper looks at a Walmart private label detergent B) conducting a telephone survey to determine which brands of detergent are purchased by mothers with young children C) asking shoppers which brand they noticed first in a shelf display D) administering a questionnaire to shoppers in Walmart E) conducting a personal interview in order to record shopper's responses to a new store layout design
A
Which statement best describes the potential uses of descriptive research? A. descriptive research can be used to estimate proportions, describe characteristics, and make specific predictions B. descriptive research can be used to estimate proportions, generate beginning hypotheses, and describe characteristics C. descriptive research can be used to describe characteristics, estimate proportion, and manipulate independent variables D. descriptive research can be used to generate beginning hypotheses, manipulate independent variables, and make specific predictions E. descriptive research can be used to establish cause and effect, make specific predictions, and describe characteristics
A
strategy-oriented decision problem
A decision problem that typically seeks to answer "how" questions about a problem/opportunity. The focus is generally on selecting alternative courses of action
discovery-oriented decision problem
A decision problem that typically seeks to answer "what" or "why" questions about a problem/opportunity. The focus is generally on generating useful information
online survey
A method of administration that relies on the Web for completing the survey
When considering the different types of primary data collected in a descriptive research study, what is one of the most difficult tasks a marketing researcher faces? A. determining lifestyle characteristics B. accurately estimating demand for products and services C. collecting socioeconomic data D. collecting demographic data E. measuring awareness
B
Which of the following is most like a field experiment: A. consumers who have come into a special room to try a new Coca- Cola flavor are asked for feedback on their experience B. Consumers who are shopping at a new Barnes & Noble bookstore are asked for feedback on their experience C. Consumers who have used virtual reality headset to experience a new store layout for Wal-Mart are asked for feedback on their experience D. Consumers who have walked through a warehouse that has been converted to a mock (fake) Wal-Mart store are asked for feedback on their experience E. Consumers who have used a computer simulation to experience a new Apple store are asked for feedback on their experience
B
A general rule of marketing research data sources is? A. primary data should always be collected B. primary AND secondary data should always be used C. look for secondary prior to collecting primary data D. secondary data should only be used when it is impossible to collect primary data E. none of the answers are correct
C
Amazon's brand manager would like to design a descriptive research study to help better define the characteristics of their target markets, Generation Z. During a meeting with the marketing research team, the brand manager states that it might be better to stay flexible in the descriptive research study and a detailed discussion of the specifications of the research is unnecessary. The marketing manager says that this would be an incorrect use of descriptive research. Which of the following is the correct analysis of this situation: A. the brand manager is correct since causal research has not been done yet the research must stay flexible throughout both the exploratory phase and the descriptive study phase B. the brand manager is correct, descriptive research study is flexible and does not require clear specifications C. the marketing research team is correct. A descriptive research study is rigid and requires clear specification of who, what, when, where, why, and how before research begins D. the brand manager is correct because descriptive research is much like exploratory research in that it is flexible and can change throughout the process E. none of these responses are the correct analysis of the solution
C
During a meeting with marketing research to determine the decision problem for a research project, the brand manager for Starbucks states that the decision problem should be: "Why are store revenues so low and how should we introduce a new product?" The best response the marketing manager can give to the brand manager is: A. this is a good decision problem because the research project can now address two problems therefore leveraging research costs B. this is not a good decision problem because it should be more descriptive C. this is not a good decision problems because it contains two decision problems in the one question D. this is a good decision problem because it is both discovery and strategy oriented E. this is a good decision problem because it addresses both planned and unplanned changes
C
In causal research we look for evidence of causality by looking for A. Consistent variation B. Evidence that shows X occurs before Y C. All of these can indicate or show evidence of causality D. evidence of the extent to which X and Y occur together or vary together in the way predicted by the hypothesis E. Time order
C
Nike is conducting a marketing research study on their new running shoe. They decide to study select examples of the phenomenon about which insights are needed. What best describes what Nike is doing? A. Data Mining B. Focus Group C. Case Analysis D. Depth Interview E. Projective Method
C
Wal-Mart will conduct a standard test market. A standard test market: A. Is conducted by an outside service B. is the most secure C. is the slowest to compete D. is the least accurate E. has the least cost
C
What best describes the amount of knowledge that people have about a study in which they are participating? A) ethics B) structure C) disguise D) mystery E) debriefing
C
unplanned change
Competition, changes in demographics or lifestyles, etc.
Personality or lifestyle characteristics could include which of the following? A. income B. age C. awareness D. political opinions E. all of these could be included
D
Which of the following are fundamental sources of problems? A. poor management and unplanned change B. technological advancement and customer suggestions C. poor sales and ineffective advertising D. planned change and unplanned change E. ineffective advertising and change
D
A marketing researcher for General Mills finds what they think is a good article on trends in the industry. How should General mills judge the accuracy of this secondary data? A. consider the source of the data B. consider the primary source C. look for the evidence that the research was done properly D. look at the sponsor of the research that yielded the secondary data E. all of these answers can be ways to judge the accuracy of secondary data
E
Arbitron radio ratings A. measures advertising exposure and effectiveness in print B. measures advertising exposure and effectiveness over mobile devices C. measures advertising exposure and effectiveness on TV D. measures advertising exposure and effectiveness on the internet E. measures advertising exposure and effectiveness on the radio
E
Kraft would like to have one source for all of their data at the individual consumer level. What best describes what Kraft is looking for? A. geodemography B. consumer centric data C. standardized marketing information D. market centric data E. single-source data
E
Nielsen data is one example of standardized marketing information. How can standardized marketing information be used? A. measuring advertising effectiveness B. profiling customers C. measuring product sales and market share D. measuring advertising exposure E. all of the answers are correct
E
P&G, a major consumer products goods company, wants to investigate the awareness of their latest advertisement for Tide laundry detergent. Which of the following would give an indication for the highest levels of awareness? A. attitude survey question B. aided recall survey question C. self-actualization survey question D. recognition survey question E. unaided recall survey question
E
Samsung is developing a new galaxy phone. they conduct marketing research to determine what features of the phone are most important to their target consumer. What best describes why Samsung is conducting this research? A. marketing change B. financial change C. advertising change D. operational change E. planned change
E
Sony has decided to use a contrived observational setting their research to gain more internal validity. Which of the following would fit their requirement of a contrived observational setting: A. Customers shopping for TVs at Best Buy B. Customers shopping for TVs on the internet C. Customers using Sony TVs at home D. Customers shopping for TVs at Walmart E. Computer simulation of shopping for TVs a Best Buy
E
The brand manager for coca-cola meets with the marketing researcher assigned to the project. The purpose of the meeting is to clarify the problem facing the coca-cola brand manager. What step in the problem formulation process is the brand manager and marketing researcher in? A. step four B. step five C. step three D. step one E. step two
E
Marketing research
The process of gathering and interpreting data for use in developing, implementing, and monitoring the firm's marketing plans
causal research
Type of research in which the major emphasis is on determining cause-and-effect relationships
market testing (test markets)
a controlled experiment done in a limited but carefully selected sector of the marketplace
research request agreement
a document prepared by the researcher after meeting with the decision maker that summarizes the problem and the information that is needed to address it
discontinuous panel
a fixed sample of respondents who are measured repeatedly over time but on variables that change from measurement to measurement
continuous panel
a fixed sample of respondents who are measured repeatedly over time with respect to the same variables
nominal group
a group interview technique that initially limits respondent interaction while attempting to maximize input from individual group members
observation
a method of data collection in which the situation of interest is watched and the relevant facts, actions, or behaviors are recorded
communication
a method of data collection involving questioning respondents to secure the desired information using a data collecting instrument called a questionnaire
motivation
a need, a want, a drive, a wish, a desire, an impulse, or any inner state that energizes, activates, moves, directs or channels behavior towards goals
research problem
a restatement of the decision problem (whether it is discovery or strategy) in research terms
literature search
a search of statistics, trade journal articles, other articles, magazines, newspapers, books, and/or online sources for data or insight into the problem at hand
standard test market
a test market in which the company sells the product through its normal distribution channels
mechanical (electrical) observation
an electrical or mechanical device observes a phenomenon and records the events that take place
controlled test market
an entire test program conducted by an outside service in a market in which it can guarantee distribution
Attitudes
an individual's overall evaluation of something
focus group
an interview conducted among a small number of individuals simultaneously; the interview relies more on group discussion than on directed questions to generate data
longitudinal study
an investigation involving a fixed sample of elements that is measures repeatedly though time (this makes them non-random)
cross-sectional study
an investigation involving a sample of elements selected from the population of interest that are measured at a single point in time
Moderator Guidebook
an ordered list of the general (and specific) issues to be addresses during a focus group; the issues normally should move from general to specific
structured observation
method of observation in which the phenomena to be observed (typically behaviors) can be defined precisely along with the categories used to record the phenomena
unstructured observation
method of observation in which the researcher has a great deal of flexibility in terms of what to note and record
laboratory experiment
research investigation in which investigators create a situation with exact conditions in order to control some variables and manipulate others
field experiment
research study in a realistic situation in which one or more independent variables are manipulated by the experimenter under as carefully controlled conditions as the situation will permit
experiment
scientific investigation in which an investigator manipulates one or more independent variables and observes the degree to which the dependent variables change
external validity
the degree to which an outcome can be attributed to an experimental variable and not to other factors. lab experiments tend to have higher levels of internal validity
internal validity
the degree to which an outcome can be attributed to an experimental variable and not to other factors. lab experiments tend to have higher levels of internal validity
moderator
the individual that meets with focus group participants and guides the session
personality
the normal patterns fo behavior exhibited by an individual; the attributes, traits, and mannerism that distinguish one individual from another
decision problem
the problem facing the decision maker for which the research is intended to provide answers