Marketing Research Exam 1
________ is the error due to the particular sample selected being an imperfect representation of the population of interest. It may be defined as the variation between the true mean value for the sample and the true mean value of the population. Select one: a. Random sampling error b. Non-response error c. Non-sampling error d. Response error
a. Random sampling error
Ethical issues arise if the process of defining the problem and developing an approach is compromised by the personal agendas of the client (DM) or the researcher. Which of these statements concerning ethics in marketing research is not true? Select one: a. The researcher is ethically bound to offer the most expensive set of services to each client. b. The DM has the obligation to be candid and disclose to the researcher all the relevant information that will enable a proper definition of the marketing research problem. c. The problem definition process is adversely affected when the DM has hidden objectives such as gaining a promotion. d. The researcher is ethically bound to define the problem so as to further the best interest of the client, rather than the interest of the research firm.
a. The researcher is ethically bound to offer the most expensive set of services to each client.
A descriptive design requires a clear specification of the who, what, when, where, why, and way (the six Ws) of the research. Select one: a. True b. False
a. True
A primary method of observation using the Internet is to count the number of times a Web page is visited. Select one: a. True b. False
a. True
A research design is a framework or blueprint for conducting the marketing research project. Select one: a. True b. False
a. True
Chrysler's Personal Information Centers collect data from car owners on all aspects of buying a car. These PICs give the company the ability to engage in customized marketing. Chrysler is using internal secondary data in its database marketing efforts. Select one: a. True b. False
a. True
Cohort analysis is a type of multiple cross-sectional design that consists of a series of surveys conducted at appropriate time intervals, where the cohort serves as the basic unit of analysis. Select one: a. True b. False
a. True
Data published anonymously or in a form that attempts to hide the details of the data collection methodology and process should be viewed with suspicion. Select one: a. True b. False
a. True
Ethical issues also arise if the users of secondary data are unduly critical of the data that do not support their interests and viewpoints. Select one: a. True b. False
a. True
Expectations about objectivity among bloggers and other social media users are lower. Select one: a. True b. False
a. True
Focus groups can be misused and abused by considering the results as conclusive. Select one: a. True b. False
a. True
If a firm lacks the resources to implement the findings arising from marketing research, spending the resources to conduct the research may not be warranted. Select one: a. True b. False
a. True
It is possible to identify industry experts, and an analysis of their social media sites can provide insights into their thinking as it relates to problem at hand. Select one: a. True b. False
a. True
Mail panels can be used to obtain information from the same respondents repeatedly. Select one: a. True b. False
a. True
Marketing research suppliers can be classified as internal or external. Select one: a. True b. False
a. True
Only audio and visual stimuli can be tested via online focus groups. Select one: a. True b. False
a. True
Private online communities can play the role of extended focus groups. Select one: a. True b. False
a. True
Quantitative research seeks to quantify the data and, typically, applies some form of statistical analysis. Select one: a. True b. False
a. True
Quick-Track® is a syndicated market research project conducted quarterly to track key consumer behavioral and attitudinal measures for all major fast food and pizza chains in individual markets. Select one: a. True b. False
a. True
Response latency is used as a measure of the relative preference for various alternatives. Select one: a. True b. False
a. True
Secondary data may be measured in units that may not be appropriate for the current problem. Select one: a. True b. False
a. True
Social media represent the true voice of the consumer. Select one: a. True b. False
a. True
Telephones offer access to geographically dispersed respondents and hard to reach areas. Select one: a. True b. False
a. True
The main purpose of focus groups is to gain insights by listening to a group of people from the appropriate target market talk about issues of interest to the researcher. Select one: a. True b. False
a. True
Verbal, graphical, and mathematical models depict the same phenomenon or theoretical framework in different ways. Select one: a. True b. False
a. True
With the use of social media such as blogs, Facebook, or Twitter, researchers can update consumers on the research that has been ongoing and the actions that have been taken. Select one: a. True b. False
a. True
Which of the following is not a budgeting and scheduling approach for managing a project? Select one: a. critical evaluation and review technique (CERT) b. graphical evaluation and review technique (GERT) c. program evaluation and review technique (PERT) d. critical path method (CPM)
a. critical evaluation and review technique (CERT)
In a study the researcher was investigating attitudes toward airlines among male middle managers. Each airline attribute, such as wide-body aircrafts, was probed (why do you like to travel in wide-body aircrafts?) to determine why it was important (I can get more work done) and then that reason was probed (I accomplish more), and so on (I feel good about myself). The depth interview techniques used in the study is called ________. Select one: a. laddering b. symbolic analysis c. hidden issue questioning d. none of the above
a. laddering
In ________, respondents are asked to play the role or assume the behavior of someone else. Select one: a. role playing b. third-party technique c. sentence completion d. cartoon test
a. role playing
Which statement is not true about natural observation? Select one: a. The observed phenomenon will more accurately reflect the true phenomenon. b. A test kitchen set up in a shopping mall would be used in a natural observation. c. A disadvantage of natural observation is the cost of waiting for the phenomenon to occur. d. A disadvantage is the difficulty of measuring the phenomenon in a natural setting.
b. A test kitchen set up in a shopping mall would be used in a natural observation.
________ may be defined as the process of enhancing marketplace competitiveness through a greater understanding of a firm's competitors and the competitive environment. Select one: a. A decision support system b. Competitive intelligence c. A marketing information system d. Market intelligence
b. Competitive intelligence
A major difference between exploratory and descriptive research is that exploratory research is characterized by the prior formulation of specific hypotheses. Select one: a. True b. False
b. False
Computer assisted personal interviews tend to be the most expensive mode of data collection per completed response. Select one: a. True b. False
b. False
Content analysis could be profitably employed in the analysis of structured questions. Select one: a. True b. False
b. False
Financial, operating, and employment data are also collected by industry services' syndicated research firms for one in 10 North American Industry Classification System (NAICS) industrial categories. Select one: a. True b. False
b. False
In formulating a research design, the researcher should attempt to minimize a particular source of error, not just the total error. Select one: a. True b. False
b. False
In structured data collection, a formal questionnaire is prepared and the questions are asked in a prearranged order; thus the process is also direct. Direct means that the purpose of the project is not disclosed to the respondents. Select one: a. True b. False
b. False
Once a problem or opportunity has been identified, market potential research is undertaken to arrive at a solution. Select one: a. True b. False
b. False
Online focus group participants don't have the potential to be distracted by external stimuli. Select one: a. True b. False
b. False
Primary data are data that have already been collected for purposes other than the problem at hand. Select one: a. True b. False
b. False
Random sampling error has been found to be the major contributor to total error, whereas non-sampling error is relatively small in magnitude. Select one: a. True b. False
b. False
Scanner data have an obvious disadvantage over surveys and purchase panels, because they reflect purchasing behavior that is not subject to interviewing, recording, memory, or expert biases. Select one: a. True b. False
b. False
Social media can be appropriate for conducting exploratory and descriptive research but not causal research. Select one: a. True b. False
b. False
Social media sites may be popular with businesses but are not being used by nonprofit and government organizations. Select one: a. True b. False
b. False
Survey questionnaires may be administered in four major modes: (1) telephone interview, (2) personal interviews, (3) mall interviews, and (4) electronic interviews (Figure 6.1 in the text). Select one: a. True b. False
b. False
The cross-sectional study is the least used descriptive design in marketing research. Select one: a. True b. False
b. False
The findings of qualitative research should be regarded as conclusive and used to make generalizations to the population of interest. Select one: a. True b. False
b. False
The marketing research problem asks what the DM needs to do, whereas the management decision problem asks what information is needed and how it can best be obtained (Table 2.1 in the text). Select one: a. True b. False
b. False
The marketing research proposal contains the essence of the project and serves as a contract between the researcher and the respondent. Select one: a. True b. False
b. False
The various data-collection modes are mutually exclusive. Select one: a. True b. False
b. False
There are three main types of research designs employed in marketing research: exploratory, descriptive, and conclusive. Select one: a. True b. False
b. False
Unlike traditional focus groups, online focus group participation is by invitation only. Select one: a. True b. False
b. False
Use of a moderator's outline reduces some of the validity problems inherent in focus groups, such as those caused by different moderators not covering the same content areas in comparable ways. Select one: a. True b. False
b. False
When institutions are the unit of measurement, the data may be obtained from retailers, wholesalers, or households. Select one: a. True b. False
b. False
Sales & Marketing Management's annual Survey of Buying Power provides data to help you analyze each of your U.S. markets, whether they are cities, counties, metro areas, or states. What of the following information is also true of the Survey of Buying Power? Select one: a. It features a unique measure of spending power that takes population, EBI, and retail sales into account to determine a market's ability to buy. b. It features information on retail spending; and projections for future growth in these areas. c. It features statistics, rankings, and projections for every county and media market in the United States with demographic broken out by age, race, city, county, and state. d. All of the above are true.
b. It features information on retail spending; and projections for future growth in these areas.
________ is a type of research design involving a fixed sample of population elements that is measured repeatedly. The sample remains the same over time thus providing a series of pictures which, when viewed together, portray a vivid illustration of the situation and the changes that are taking place over time. Select one: a. Exploratory research design b. Longitudinal research design c. Cross-sectional research design d. Causal research design
b. Longitudinal research design
Baby boomers are a large consumer target for many products and "show and tell" focus groups are being used by consumer researchers. Which of the following statements is not true about "show and tell" focus groups? Select one: a. Participants bring in three or four items that represent their ideal environment. b. Respondents' attitudes are uncovered by analyzing their responses to scenarios that are deliberately unstructured, vague, and ambiguous. c. They provide the needed insight into the core values boomers hold close to their hearts. d. Group discussion is centered on the items brought in for "show and tell."
b. Respondents' attitudes are uncovered by analyzing their responses to scenarios that are deliberately unstructured, vague, and ambiguous.
Which of the following is a disadvantage of audit services (Table 4.3 in the text)? Select one: a. data may not be representative; quality of data limited b. coverage may be incomplete; matching of data on the competitive activity may be difficult c. interviewer errors; respondent errors d. data is lacking in terms of content, quantity, and quality
b. coverage may be incomplete; matching of data on the competitive activity may be difficult
If there were a need to isolate key variables and relationships for further examination, it would be best to perform ________. Select one: a. conclusive research b. exploratory research c. causal research d. descriptive research
b. exploratory research
Research designs may be broadly classified as ________ or ________ (Figure 3.1 in the text). Select one: a. exploratory; causal b. exploratory; conclusive c. conclusive; descriptive d. conclusive; causal
b. exploratory; conclusive
The information obtained through marketing research becomes an integral part of the firm' ________ and ________. Select one: a. management information system (MIS); marketing information system (MIS) b. marketing information system (MIS); decision support system (DSS) c. decision support system (DSS); Competitive Support System (CIS) d. none of the above
b. marketing information system (MIS); decision support system (DSS)
In the department store project, license plate observations could be used to establish the primary trading area of a shopping mall. Observers record the license plate numbers of the automobiles in a parking lot. This is an example of ________. Select one: a. mechanical observation b. personal observation c. content analysis d. trace analysis
b. personal observation
The ________ is a broad statement of the general problem and identification of the specific components of the marketing research problem. Select one: a. management problem b. problem definition c. problem audit d. none of the above
b. problem definition
Which of the following statements is true about ethnographic research? Select one: a. It is the study of human behavior in its natural context and involves observation of behavior and setting along with depth interviews. b. Sometimes audio and visual recordings are obtained. c. Both A and B are correct. d. None are correct.
c. Both A and B are correct.
________ is research designed to assist the decision maker in determining, evaluating, and selecting the best course of action to take in a given situation. Select one: a. Exploratory research b. Problem-identification research c. Conclusive research d. Complex research
c. Conclusive research
________ is an unstructured, exploratory research methodology based on small samples intended to provide insight and understanding of the problem setting. Select one: a. Quantitative research b. Primary research c. Qualitative research d. Secondary research
c. Qualitative research
________ is a technique for conducting depth interviews in which the symbolic meaning of objects is analyzed by comparing them with their opposites. Select one: a. Laddering b. Hidden issue questioning c. Symbolic analysis d. None of the above
c. Symbolic analysis
Which of the following advantages is not a reason why data analysis bias is low for audits and content analysis? Select one: a. because the variables are precisely defined b. because statistical analysis is conducted c. because the phenomenon to be observed can be recorded continuously d. because the data are quantitative
c. because the phenomenon to be observed can be recorded continuously
A formal research design specifies the methods for selecting the sources of information and for collecting data from those sources. A ________ design requires a clear specification of the who, what, when, where, why, and way (the six Ws) of the research. Select one: a. causal b. exploratory c. descriptive d. none of the above
c. descriptive
A focus group interview conducted by two moderators where the moderators deliberately take opposite positions on the issues to be discussed is called a ________. Select one: a. dual-moderator group b. two-way focus group c. dueling-moderator group d. respondent-moderator group
c. dueling-moderator group
Table 6.2 in the text provides a comparative evaluation of survey methods. Mall intercept surveys allow for diversity of questions. Which two additional methods are also shown as high on the diversity of question criteria? Select one: a. in-home interviews; computer assisted telephone interviews (CATI) b. Internet; computer assisted telephone interviews (CATI) c. in-home interviews; computer assisted personal interviews (CAPI) d. computer assisted telephone interviews (CATI); mall-intercept interviews
c. in-home interviews; computer assisted personal interviews (CAPI)
Marketing research helps the marketing manager link the ________ with the ________ and the customer groups. Select one: a. marketing variables; marketing information system b. marketing information system; environment c. marketing variables; environment d. none of the above
c. marketing variables; environment
The most serious disadvantage of observation is ________. Select one: a. if the observed phenomenon occurs frequently or is of short duration, observational methods may be cheaper and faster than survey methods b. observational methods permit measurement of actual behavior rather than reports of intended or preferred behavior c. the reasons for the observed behavior may not be determined because little is known about the underlying motives, beliefs, attitudes, and preferences d. observational data is often time consuming and expensive and it is difficult to observe certain forms of behavior, such as personal activities
c. the reasons for the observed behavior may not be determined because little is known about the underlying motives, beliefs, attitudes, and preferences
G&R Research and Consulting) test ads using an at-home in-magazine context among widely dispersed samples. Test ads may naturally appear in the magazine or are inserted as tip-ins. It provides strong, validated measures of recall, persuasion, and ad reaction with responsive scheduling. The G&R is an example of surveys being used ________. Select one: a. to examine purchase and consumption behavior b. for market segmentation c. to evaluate advertising d. all of the above
c. to evaluate advertising
Which of the following is a characteristic of audit services (Table 4.3 in the text)? Select one: a. data banks on industrial establishment created through direct inquiries of companies, clipping services, and corporate reports b. household purchases recorded through electronic scanners in supermarkets c. verification of product movement by examining physical records or performing inventory analysis d. households provide specific information regularly over an extended period of time; respondents asked to record specific behaviors as they occur
c. verification of product movement by examining physical records or performing inventory analysis
Before defining the problem, the researcher must isolate and examine the impact of the self-reference criterion (SRC), or the unconscious reference to one's own cultural values. Which of the following steps does not help researchers account for environmental and cultural differences when defining the problem in an international marketing context? Select one: a. Isolate the self-reference criterion (SRC) influence on the problem and examine it carefully to see how it complicates the problem. b. Define the marketing research problem in terms of domestic environmental and cultural factors. This involves an identification of relevant American (domestic country) traits, economics, values, needs, or habits. c. Define the marketing research problem in terms of foreign environmental and cultural factors. Make no judgments. This involves an identification of the related traits, economics, values, needs, or habits in the proposed market culture. This task requires input from researchers familiar with the foreign environment. d. All of the above are correct.
d. All of the above are correct.
Which of the following statements is not true about the currency of secondary data? Select one: a. The value of secondary data is diminished as it becomes dated. b. The data may not be updated frequently enough for the problem at hand. c. The time lag between data collection and publication may be long. d. All of the above are correct.
d. All of the above are correct.
Which of the following statements about sample control is true? Select one: a. It is possible to identify specific user groups within a mail panel and to direct the survey to households with specific characteristics. b. Mailing lists for mail surveys are sometimes unavailable, outdated, or incomplete. c. It can be difficult to prevent respondents from completing an Internet survey multiple times. d. All of the above statements are true.
d. All of the above statements are true.
One of the findings of the Mall of Atlanta focus group research mentioned in the text was that respondents who go to the mall for entertainment try to hold costs to under $30, except for special occasions. The client reviewed this information and decided to design a mall experience package that would cost $29.95 The client has fallen victim to which disadvantage of focus groups? Select one: a. misuse b. misrepresentation c. messy d. Both A and B are correct.
d. Both A and B are correct.
________ is one of the three general steps that should be followed when analyzing qualitative data. In this step, the researcher considers the meaning of analyzed data and assesses its implications for the research question at hand. Select one: a. Data reduction b. Data determination c. Data display d. Conclusion drawing and verification
d. Conclusion drawing and verification
Which of the following tasks is not a component of research design? Select one: a. Construct and pretest a questionnaire (interviewing form) or an appropriate form for data collection. b. Design the exploratory, descriptive, and/or causal phases of the research. c. Specify the sampling process and sample size. d. Develop hypotheses.
d. Develop hypotheses.
Regarding supermarket loyalty cards, a shopper provides demographic and shopping-related information when applying for the cards. At check-out, the UPC-coded loyalty cards are swiped prior to scanning the items for purchase. Typically, databases gather the list of items that are scanned at check-out and match them to the shopper's records. Select one: a. The supermarkets' data from these loyalty programs cannot be sold to syndicated research firms. b. Maintaining these databases reduce grocery-store profits by 11 percent each year. c. In 2004, Congress proposed legislation limiting loyalty card programs. d. Most consumers are unaware that the supermarkets have all this information on them. e. Forty percent of supermarkets have reported increased sales as a result of implementing their loyalty card programs.
d. Most consumers are unaware that the supermarkets have all this information on them.
________ is a type of non-sampling error arising from respondents who do respond but give inaccurate answers, or their answers are mis-recorded or mis-analyzed. It may be defined as the variation between the true mean value of the variable in the net sample and the observed mean value obtained in the marketing research project. Select one: a. Random sampling error b. Non-response error c. Non-sampling error d. Response error
d. Response error
Limitations of e-mail surveys include all of the following except ________. Select one: a. Questionnaires cannot utilize programmed skip patterns, logic checks, or randomization b. Skipping instructions (e.g., "If the answer to question 5 is yes, go to question 9") must appear explicitly, just as on paper c. Some e-mail software products limit the length of the body of an e-mail message d. There is inherent self-selection bias
d. There is inherent self-selection bias
Which statement is not true about online focus groups? Select one: a. The whole process is much faster than the traditional method. b. The general practice is for moderators to pose their questions in all capital letters and the respondents to respond using upper and lower case. c. The group interaction lasts for about an hour. d. To enter the online focus group, participants must supply the room name, user name, and password to the moderator via email.
d. To enter the online focus group, participants must supply the room name, user name, and password to the moderator via email.
________ is observation that involves a researcher monitoring all relevant phenomenon, without specifying the details in advance. Select one: a. Contrived observation b. Natural observation c. Structured observation d. Unstructured observation
d. Unstructured observation
A(n) ________ is a set of variables and their interrelationships designed to represent, in whole or in part, some real system or process. Select one: a. mathematical model b. verbal model c. graphical model d. all of the above
d. all of the above
In order to determine customer needs and to implement marketing strategies and programs aimed at satisfying those needs, marketing managers need information about ________. Select one: a. customers b. other forces in the marketplace c. competitors d. all of the above
d. all of the above
Surveys can be used for which of the following purposes? Select one: a. for market segmentation b. to evaluate advertising c. to examine purchase and consumption behavior d. all of the above
d. all of the above
When conducting international marketing research, focus group moderators should not only be trained in focus group methodology but should also be familiar with the ________ of the country. Select one: a. culture b. language c. patterns of social interaction d. all of the above
d. all of the above
Which of the tasks below might be conducted by the researcher during the "problem definition" and the "development of an approach to the problem" steps of the marketing research process? Select one: a. analysis of secondary data b. qualitative research c. interviews with industry experts d. all of the above
d. all of the above
Word association is the best known of the ________ techniques. Select one: a. construction b. expressive c. completion d. association
d. association
Jerry and the team working on the Roger Tire Company marketing research project are developing ways to test their hypothesis that drivers of larger trucks prefer dual belted radial tires. What type of research are they conducting? Select one: a. simple research b. causal research c. exploratory research d. descriptive research
d. descriptive research
The ________ 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. Select one: a. descriptive approach b. indirect approach c. focus group approach d. direct approach
d. direct approach
It is possible to locate information on a particular topic in several different publications by using ________. Select one: a. statistical published data b. directories c. guides d. indexes
d. indexes
Regulatory policies and norms within which organizations must operate, refer to the ________ factor of the environmental context of the problem. Select one: a. buyer behavior b. economic environment c. objectives d. legal environment
d. legal environment
The ability of the survey mode to reach the units specified in the sample effectively and efficiently refers to the ________. Select one: a. flexibility of data collection b. control of data collection environment c. diversity of questions that can be asked in a survey d. sample control
d. sample control
Information gathered from social media is used to ________. Select one: a. conduct online research b. connect to consumers and potential participants c. answer clients' concerns d. understand the market e. all of the above
e. all of the above
Which of the following marketing applications is not an example of trace analysis? Select one: a. A sample of 100 magazines were examined to determine how the portrayal of women in U.S. magazine advertisements has changed over the past 10 years. b. The magazines people donated to charity were used to determine people's favorite magazines. c. The age and condition of cars in a parking lot were used to assess the affluence of customers. d. The selective erosion of tiles in a museum indexed by the replacement rate was used to determine the relative popularity of exhibits.
a. A sample of 100 magazines were examined to determine how the portrayal of women in U.S. magazine advertisements has changed over the past 10 years.
Primary data should be the starting point in the search for external data. Select one: a. True b. False
b. False
