MARKETING FINAL
Ethnology is a qualitative research orientation originating in?
Anthropology
Which type of data cannot be purchased (legally and ethically) from commercial sources?
Demographic and census updates
Which term means that something has been examined against reality using data?
Empirical Testing
When ideas can be stated in researchable terms, we have reached the analysis stage of the scientific method
F
A statement such as: "Consumers with more favorable attitudes toward our advertising will exhibit more favorable attitudes toward our brand advertising" is an example of a(n
Hypothesis
Which survey research method offers the lowest degree of respondent anonymity?
Internet Survey
All of the following are producers of external secondary data EXCEPT?
Liabraries
Which survey research method is typically the most expensive?
Mall Intercept Personal Interview
All of the following are qualitative research orientations EXCEPT?
Regression Analysis
The number of questionnaires returned or completed divided by the number of eligible people who were asked to participate in the survey is called?
Response Rate
Qualitative research _______.
has an unstructured approach to data collection
Survey software can require someone to answer a question, but this too could be seen as unethical. How can the ethical issue best be resolved?
A "do not know" or "prefer not to answer" alternative can be included with the question
Which type of research is being conducted when a researcher conducts and experiment to answer the question, "Will consumers purchase more of our brand if we change the package design?
Casual Research
When a research agency conducts all telephone interviews from a single location where they can hire a staff of professional interviewers and supervise and control the quality of interviewing more effectively, ___ is being used.
Central Location Interviewing
Buying new-car purchase data by zip code from the Pol Company is an example of the use of a(n)?
Commercial Source
Consumers in focus group session are presented with a written description of a possible new product and are asked what they would be willing to pay for such a product. These consumers are participating in a(n)?
Concept Test
Which term is sometimes used to refer to interviewers filling in responses for respondents that do not really exist?
Curb-Stoning
When an interviewer fails to write the respondent's answer to a question verbatim because the respondent talks faster than the interviewer can write, _____ has occurred?
Interviewer Error
Which qualitative research orientation originated in philosophy and psychology?
Phenomenology
Which refers to any procedure that draws conclusions based on measurements of a portion of the population?
Sampling
Surveys in which the respondent takes the responsibility for reading and answering the questions are called?
Self Administered Questionnaires
When the researcher must extract meaning from open-ended responses, the results are?
Subjective
A data warehouse is the multitiered computer storehouse of current and historical data
T
A marketing researcher must be objective in order to provide accurate information
T
A marketing researcher who reports on the age, gender, income and education of consumers in a particular city is describing geo-demographic information
T
Applied Marketing research is conducted to address a specific marketing decision for a specific firm or organization
T
Data, information, and intelligence all have the potential to create value to a firm through better decision making
T
Environmental scanning entails all information gathering designed to detect changes in the external operating environment of the firm
T
Marketing Research involves more than conducting surveys
T
Modern Technology provides new ways of tracking human behavior
T
Scanner data refers to the accumulated records resulting from point of sale data recordings
T
The goal of a CRM system is to describe customer relationships so that managers can access information themselves
T
The marketing concept emphasizes a cross-functional approach to long-term profitability
T
The purpose of a decision support system is to store data and transform data into information that is easily accessible to marketing managers
T
The term "research" means "to search again"
T
John was called by a market researcher and asked a few questions about this television viewing habits. The researcher then asked him to go to a web site to complete a more comprehensive survey. This type of study that employs a combination of survey methods is called a _____?
Two Stage Surgery
Which situation is LEAST conductive for qualitative research?
When needing conclusive evidence to be drawn from Data
A trial run of a survey with a group of respondents who are representative of the target group for the survey is called a ___.
Pretest
Kodetra is interpreting consumers' blog postings on the internet. Which term best describes the type of research that Kodetra is conducting?
Qualitative Marketing Research
Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called?
Quantitative Marketing Research
Which process seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward competing products?
Diagnostic Research
Asking a group of households to record their consumption of certain products over a two-year period is an example of?
Diary Panel Data
Which survey method offers the least geographic flexibility?
Door-to-door Personal Interview
Research that is conducted to clarify the nature of a research problem is called ____ research?
Exploratory
Big Data is large quantities of data take from a single source
F
Input data can come from internal sources of the organization, but not from external sources
F
Keeping customers is less important than getting customers
F
Marketing Research is restricted to the promotion aspect of the marketing mix
F
Marketing research should not be used by non-profit organizations
F
Web tracking is illegal
F
