Marketing Research
A projective technique in which respondents are asked to play the role or assume the behavior of someone else is called
role-playing
_______ is the ability of the survey mode to reach the units specified in the sample effectively and efficiently
sample control
Which of the following statements is NOT correct about computer-assisted telephone interviewing (CATI)?
The CATI software cannot perform skip patterns
A type of research design involving the one-time collection of information from any given sample of population elements is called
cross-sectional design
The ________asks what information is needed and how can it best be obtained
marketing research problem
_______are refined statements of the specific comments of the problem
research questions
The percentage of the total attempted interviews that are completed is referred to as
response rate
____________________ research is undertaken to help identify problems that are not necessarily apparent the surface and yet exist or are likely to arise in the future
Problem-identification
Which of the following is NOT considered an uncontrollable environmental factor?
Promotion
_____________ are data collected for some purpose other than the problem at hand
Secondary data
_________is one type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious given the nature of the interview
a direct approach
Which of following is an example of a longitudinal design in a descriptive research project?
a panel that consists of households that provide purchasing information at a specified intervals over an extended
An explicit specification of a set of variables and their interrelationships designed to represent some real system or process in whole or in part is called
an analytical model
Which of the following is a disadvantage of observational data?
attitudes, motivations and values can't be assessed perceptual differences among observers infrequent behaviors are too expensive to record difficulty in observing observations
______________ is a body of knowledge that tries to understand and predict consumers' reactions based on an individual's specific characteristics
buyer behavior
Which of the following is NOT one of the major types of descriptive studies?
cause and effect qualitative studies
All of the following are considered to be controllable marketing variables EXCEPT
competition economy
Large, representative samples are used to collect data that are analyzed with statistical techniques for which of the following types of research designs?
conclusive research
__________research is typically more formal and structured than __________research
conclusive, exploratory
Which of the following is NOT an advantage of using the survey method?
cost
Which of the following is true about secondary data?
cost of collecting the data is low
Which of the following is NOT an advantage of depth interviews over traditional focus groups?
cost per respondent
Which of the following is NOT an advantage of online focus groups?
costs are equivalent to traditional focus groups
________ is marketing that involves using powerful computers with advanced statistical and other software to analyze large databases to discover hidden patterns in the data
data mining
The first step in any marketing research project is to
define the problem
_____________ an unstructured, direct, personal interviews in which a single responded is probed by a highly skilled interviewer to uncover underlying motivations, beliefs, attitudes, and feelings on a topic
depth interviews
___________is particularly useful whenever research questions relate to describing a marketing phenomenon, such as frequency of purchase, identifying relationships, or making predictions
descriptive research
Qualitative research procedures are classified as either ________
direct or indirect
Which of the following is NOT a classification of the projective techniques used in marketing research?
evaluation technique
According to the text, the main method of causal research is a(n)
experiment
A type of research design that has its primary objective the provision of insights into and comprehension of the problem situation confronting the researcher is called
exploratory research
When little is known about the situation, it is desirable to begin with
exploratory research
Which if the following types of research design should be used when management realizes a problem exists but does not yet understand why?
exploratory research
_______is research conducted to gain ideas and insight into the problem confronting the management or the researcher
exploratory research
Outside marketing research companies hired to supply marketing research data are called
external suppliers
A (n) _______is an interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner
focus group
Which of the following is NOT recognized as an advantage of using mail interviews to collect research data?
good control of environment
Advantages of Internet surveys over e-mail surveys include which of the following
graphs, images, animations, and links to other web pages may be integrated into or around the survey it is possible to validate responses as they are entered skip patterns can be programmed and performed atuomatically
Telephone interviewing is not popular mode of administering questionnaires in countries that
have a low rate of households with telephones
All of the following are recognized as disadvantages of using electronic interviewing to collect research data EXCEPT
high interviewer bias
Which of the following is NOT recognized as an advantage of using electronic interviewing to collect research data?
high sample control
The disadvantages of using mall intercept interviews to collect research data include all of the following except
higher interviewer bias
Syndicated sources can be classified based on units of measurement, such as ________ and _____
households/consumer; institutions
An unproved statement or proposition about a factor or phenomenon that is of interest to the researcher is called an
hypothesis
Which of the survey methods listed below is preferable when using physical stimuli?
in home mall intercept CAPI
Which of the following is NOT mentioned as a disadvantage of social media for conducting surveys?
inability to field more complex questions
The type of qualitative research in which the purposes of the project are disguised from the rest is called a(n)
indirect approach
Marketing research departments located within a firm are called
internal suppliers
____is defined as the error due to the interviewer's failure to follow the correct interviewing procedures
interviewer bias
All of the following are examples of advantages of using in-home interviewing to collect research data EXCEPT that
it permits easy interviewer supervision and control as the interviewers are traveling door to door
Which of the following is NOT an advantage of using telephone interviewing to collect research data?
large quantity of data can be collected
________ is a type of research design involving a fixed sample of population elements that is measured repeatedly
longitudinal design
Which of the following is NOT an advantage of using computer-assisted personal interviewing to collect research data?
low cost
Which of the following is NOT an advantage of using mall intercept interviews to collect research data?
low cost
Which of the following is NOT a disadvantage of electronic methods of data collection?
low social desirability
Which of the following methods of collecting survey data is the least popular in the United States?
mail interview
A large and nationally representative sample of households who have agreed to periodically participate in mail questionnaires, product tests, and telephone surveys are called
mail panels
Which of the following is NOT a category of personal interviewing methods?
mail-panel
Interviews conducted by Procter & Gamble on Olay Beauty Bar, where the respondents actually washed their hands and face with the bar in a test area before responding to a survey falls under which of the following categories?
mall-intercept personal interviews
Marketing research involves all of the following regarding information EXCEPT
manipulation
All of the following examples of topics typically addressed by problem-solving research EXCEPT
market share
Which of the following is not a disadvantage of secondary data?
may be expensive and time consuming
An observational research strategy in which mechanical devices, rather than human observers record the phenomenon being observed is called
mechanical observation
_____is the bias that arises when actual respondents differ from those who refuse to participate in ways that affect the survey results
nonresponse bias
The recording of behavioral patterns of people, objects, and events in a systematic manner to obtain information about the phenomenon of interest is called
observation
Which of the following is NOT recognized as a classification for the various methods of collecting survey data?
observational interview
Which of the following statements is NOT an advantage of online focus groups?
only people that have and know how to use a computer can participate
A(n) _______ consists of a sample of respondents, generally households that have agreed to provide information over an extended period
panel
Which of the following types of general surveys measure the same group of respondents over time but not necessarily on the same variables?
panel surveys
__________ collect data on the same set variables at regular intervals, each time sampling from a new group of respondents
periodic surveys
______ is an observational research strategy in which human observers record the phenomenon being observed as it occurs
personal observation
A projective technique in which the respondent is shown a picture and required to construct a response in the form of a story, dialogue, or description of a picture is called the ___________
picture response technique
Which of the following describes the projective technique in which respondents are shown a picture and asked to tell a story describing it?
picture response technique
All of the following are recognized as disadvantages of using computer-assisted personal interviewing to collect research data EXCEPT
poor response rate
The disadvantages of using mall intercept interviews to collect research data include all of the following except
poor response rate
Which of the following disadvantages does NOT apply to using telephone interviewing to collect research data?
poor response rate
Which of the following disadvantages does NOT apply to using in-home interviewing to collect research data?
poor sample control
Which of the following represents an example of a secondary data source?
population census data
Which of the following types of incentives is included with the survey or questionaire?
prepaid incentive
Problem-identification research is typically used to address all of the following topics EXCEPT
pricing
Data originated by the researcher specifically to address the research problem are called
primary data
________is data originated by the researcher for the specific purpose of addressing the research problem
primary data
The ______________ provides a useful framework for interacting with the decision maker and identifying the underlying causes of the problem
problem audit
Which of the following is NOT a step in the marketing research process?
problem correction
An unstructured and indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern is called the
projective technique
A(n) ____________ is sent to only those respondents who complete the survey
promised incentive
An unstructured, exploratory research methodology based on small samples intended to provide insight and understanding of the problem setting is called
qualitative
Which of the following types of research explores a problem with few preconceived notions about the outcome of that exploration?
qualitative research
In contrast to __________research, the findings of __________research can be treated as conclusive and used to recommend a final course of action
qualitative; quantitative
Which of the following types of research seeks conclusive evidence, which is based in large, representative samples and typically applies some form of statistical analysis?
quantitative
Which of the following types of research seeks conclusive evidence, which is based on large, representative samples?
quantitative research
Whenever a new marketing research problem is addressed, __________ research must be preceded by appropriate _____________ research
quantitative, qualitative
A list of the disadvantages of telephone interviewing would include which of the following?
questioning is restricted to the spoken interviewers cannot use physical stimuli such as visual illustrations or product demonstrations
According to the text, which of the following typed of questions does NOT apply to survey research?
questions regarding observational research
Which of the following advantages does NOT apply to using in-home interviewing to collect research data?
relatively inexpensive
The _____________ is a framework or blueprint for conducting the marketing research project that specifies the procedures necessary to obtain the information needed to structure and/or solve the marketing research problem
research design
Which of the following types of data represent any data that have already been collected for purposes other than the problem at hand?
secondary data
_________ is a natural extension of word association techniques, generating more detail about the individual's underlying feelings and beliefs
sentence completion techniques
The tendency of respondents to give answers that may not be accurate but that may be desirable from a social standpoint is called
social desirability
Use of a formal questionnaire that presents questions in a prearranged order is called
structured data collection
Which of the following is NOT mentioned as a n advantage of social media for conducting surveys?
survey administration is easy to record
Which of the following is NOT an example of a source of secondary data?
survey data
A structured questionnaire is given to a sample of a population and is designed to elicit specific information from respondents when using the
survey method
According to the text, _______ are primary means of obtaining information about consumers' motives, attitudes, and preferences
surveys
Companies that collect and sell common pools of data designed to serve information needs that a number of clients share are called
syndicated services
Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients are called
syndicated services/sources
The method of interviewing that is one of the most popular in the United States for collecting survey data is the
telephone interview
Which if the following is a characteristic of a management decision problem?
tends to focus on symptoms
Which of the following is true about census data?
the data can be geographically categorized at various levels of detail
An_________________is a conceptual scheme based on foundation statements, which are assumed to be true.
theory
Limitations of e-mail surveys include all of the following EXCEPT
there is inherent self-selection bias
In which of the following projective techniques is the respondent presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation?
third person technique
Information gathered from social media is used to
understand the market answer clients' concerns connect to consumers and potential participants conduct online research
Which of the following is NOT a relative disadvantage of using personal observation method?
unsuitable in natural settings
A projective technique in which the respondent is presented with a list of words and asked to write the first word or phrase that comes to mind is called the
word association
Which of the following describes the projective technique in which the respondent is presented with a stimulus and asked to respond with the first thing that comes to mind?
word association technique