Marketing Research Exam 1

________ is one of the three general steps that should be followed when analyzing qualitative data. In this step, the researcher develops a visual interpretation of the data with the use of such tools as a diagram, chart or matrix. a. Data display b. Conclusion drawing and verification c. Data reduction d. Data determination

a. Data display

________ is a type of problem identification research. a. Market characteristics research b. Distribution research c. Pricing research d. Promotion research

a. Market characteristics research

A research design is a framework or blueprint for conducting the marketing research project. a. True b. False

a. True

As compared to primary data, secondary data are collected rapidly and easily, at a relatively low cost, and in a short time. a. True b. False

a. True

Budgeting and scheduling management tools help ensure that the marketing research project is completed within the available resources. 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. a. True b. False

a. True

Conclusive research is typically more formal and structured than exploratory research. a. True b. False

a. True

Electronic surveys can be conducted by e-mail or administered on the Internet or the Web. a. True b. False

a. True

Ethical issues arise when the interests of the stakeholders are in conflict and when one or more of the stakeholders are lacking in their responsibilities. a. True b. False

a. True

Laddering requires interviewers to be trained in specific probing techniques in order to develop a meaningful "mental map" of the consumer's view toward a target product. a. True b. False

a. True

Longitudinal data enable researchers to examine changes in the behavior of individual units and to link behavioral changes to marketing variables, such as changes in advertising, packaging, pricing, and distribution. a. True b. False

a. True

Mail panels can be used to obtain information from the same respondents repeatedly. a. True b. False

a. True

Past information and forecasts of trends with respect to sales, market share, profitability, technology, population, demographics, and lifestyle can help the researcher understand the underlying marketing research problem. a. True b. False

a. True

Private sources update census data at a detailed geographic level for between-census years. a. True b. False

a. True

Projective techniques are different from focus groups and depth interview techniques in that projective techniques attempt to disguise the purpose of the research. a. True b. False

a. True

Quantitative research seeks to quantify the data and, typically, applies some form of statistical analysis. a. True b. False

a. True

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. a. True b. False

a. True

Secondary data can help you develop an approach to the problem, answer certain research questions and test some hypotheses, and interpret primary data more insightfully. a. True b. False

a. True

Surveys are the primary means of obtaining information about consumers' motives, attitudes, and preferences. a. True b. False

a. True

The cost of online focus groups is much less than for traditional focus groups. Firms are able to keep costs between one-fifth and one-half the cost of traditional focus groups. a. True b. False

a. True

The insights gained from exploratory research might be verified or quantified by conclusive research. a. True b. False

a. True

The objective of exploratory research is to explore or search through a problem or situation to provide insights and understanding (Table 3.2 in the text). a. True b. False

a. True

The pantry audit is a type of audit where the researcher inventories the brands, quantities, and package sizes of products in a consumer's home. a. True b. False

a. True

The potential for non-response bias increases as the response rate decreases. a. True b. False

a. True

The second part of the marketing research problem definition is specific components. The specific components focus on the key aspects of the problem and provide clear guidelines on how to proceed further. a. True b. False

a. True

To understand the background of a marketing research problem, the researcher must understand the client's firm and industry. a. True b. False

a. True

Typical information obtained from the screening questionnaire includes product familiarity and knowledge, usage behavior, attitudes toward and participation in focus groups, and standard demographic characteristics. a. True b. False

a. True

Verbal, graphical, and mathematical models depict the same phenomenon or theoretical framework in different ways. a. True b. False

a. True

In instances where the resources are too limited to allow a high-quality project, the firm should be advised not to undertake formal marketing research. a. True b. False

a. True b. False

According to the problem definition and approach development process as shown in Figure 2.1 in the text, the tasks involved in problem definition consist of all of the following except ________. a. analysis of secondary data b. interviews with industry experts c. analysis of project costs d. discussions with the decision makers

a. analysis of secondary data

The " Milk Life" campaign sponsored by the California Milk Processor Board and mentioned in your text, used an understanding of ________ to identify the real causes that led to the decline in milk consumption. a. buyer behavior b. objectives c. the economic environment d. the legal environment

a. buyer behavior

Which personal interviewing method utilizes help screens and courteous error messages? a. computer-assisted personal interview (CAPI) b. e-mail c. mall intercept d. in-home

a. computer-assisted personal interview (CAPI)

Decisions related to the ________ portion of the mail interview package involve sponsorship, personalization, and type of appeal (Table 6.1 in the text). a. cover letter b. questionnaire c. incentive d. outgoing envelope

a. cover letter

The CRM system used by Chrysler is an example of ________. a. database marketing b. directory databases c. audits d. none of the above

a. database marketing

Published external secondary data sources may be broadly classified as ________ or ________ sources (Figure 4.2 in the text). a. general business; government b. public business; government c. public business; federal d. general business; federal

a. general business; government

The information obtained through marketing research becomes an integral part of the firm' ________ and ________. 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)

Joan needs to determine which variables and relationships she should examine further as part of the research she is conducting for the Flager Truck Company. Joan is about to embark on what type of research? a. causal research b. exploratory research c. simple research d. descriptive research

b. exploratory research

Research designs may be broadly classified as ________ or ________ (Figure 3.1 in the text). a. exploratory; causal b. exploratory; conclusive c. conclusive; descriptive d. conclusive; causal

b. exploratory; conclusive

The use of physical stimuli is not limited in ________. a. traditional telephone interviews b. mall-intercept interviews c. e-mail surveys d. CATI

b. mall-intercept interviews

Based on Table 2.1 in the text, which statement is true about the management decision problem? a. It is information oriented. b. It focuses on the underlying causes. c. It asks what information is needed and how it should be obtained. d. It asks what the decision maker needs to do.

d. It asks what the decision maker needs to do.

The uses of retail and wholesale audit data include all of the following except ________. a. identifying shelf space allocation and inventory problems b. analyzing distribution problems c. developing sales potentials and forecasts d. establishing profiles of specific user groups

d. establishing profiles of specific user groups

It is possible to locate information on a particular topic in several different publications by using ________. a. statistical published data b. directories c. guides d. indexes

d. indexes

The problem audit provides a useful framework for interacting with the researcher and identifying the underlying causes of the problem. a. True b. False

b. False

The random digit dialing (rdd) technique is used to overcome the bias of business and recent numbers. a. True b. False

b. False

The researcher defines the mission and governance of a social media community. a. True b. False

b. False

When institutions are the unit of measurement, the data may be obtained from retailers, wholesalers, or households. a. True b. False

b. False

________ is a cross-sectional design in which one sample of respondents is drawn from the target population and information is obtained from this sample once. a. Single cross-sectional design b. Cohort analysis c. Multiple cross-sectional design d. None of the above

a. Single cross-sectional design

________ involves observation techniques where the researcher clearly defines the behaviors to be observed and the methods by which they will be measured. a. Structured observation b. Contrived observation c. Unstructured observation d. Natural observation

a. Structured observation

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? 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.

The management decision problem focuses on ________, while the marketing research problem focuses on ________. a. symptoms; underlying causes b. solutions; underlying causes c. symptoms; solutions d. none of the above

a. symptoms; underlying causes

Descriptive research is conducted for all of the following reasons except ________. a. to understand which variables are the cause and which variables are the effect of a phenomenon b. to determine the perceptions of product characteristics c. to describe the characteristics of relevant groups, such as consumers, salespeople, organizations, or market areas d. to determine the degree to which marketing variables are associated

a. to understand which variables are the cause and which variables are the effect of a phenomenon

It is recommended that at least ________ focus groups be conducted. a. two b. five c. four d. three

a. two

Which statement is not true about natural observation? 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.

________ interviewing uses a computerized questionnaire administered to respondents over the telephone. a. In-home b. Computer-assisted telephone interviews (CATI) c. Internet d. Traditional telephone

b. Computer-assisted telephone interviews (CATI)

Each phase of the marketing research process is important. If in the first phase of the process the problem is identified, what is done after that but before data is collected? a. Determine the solution to the problem, determine what information is needed, and identify relevant information sources b. Determine what information is needed, identify relevant information sources, and evaluate data collection methods c. Determine the solution to the problem, identify relevant information sources and evaluate data collection methods d. Determine what information is needed, evaluate data collection methods, and analyze the data

b. Determine what information is needed, identify relevant information sources, and evaluate data collection methods

"The number and geographical location of the buyers and non-buyers" is a factor that should be considered in the "objectives" component of the environmental context of the problem. a. True b. False

b. False

According to the text, the combination of research designs employed depends on the nature of the results desired. a. True b. False

b. False

An advantage of mobile marketing research is that surveys must be kept short and simple. a. True b. False

b. False

An indirect qualitative projective technique is best to use when conducting research to determine what milk drinkers prefer to eat with their milk. a. True b. False

b. False

Data collected with a specific objective in mind is always appropriate in another situation. a. True b. False

b. False

Depth interviews uncover less depth of insights than focus groups. a. True b. False

b. False

In cohort analysis, it is likely that many of the individuals studied at time one will also be in the sample at time two. a. True b. False

b. False

In the traditional mail interview, questionnaires are mailed to random potential respondents. a. True b. False

b. False

It is not possible to reconfigure the available data, for example, convert the units of measurements, so that the resulting data are more useful to the problem at hand. a. True b. False

b. False

Just being a part of different types of social media and analyzing what people are talking about cannot yield a basic understanding of customers. a. True b. False

b. False

Mail surveys, mail panels, e-mail, and Internet surveys require a large field force. a. True b. False

b. False

One advantage of focus groups is synergism which results because the participants' feelings are similar to those of other group members; they feel comfortable and therefore willing to express their ideas and feelings. a. True b. False

b. False

Qualitative research procedures are classified as either descriptive or causal. a. True b. False

b. False

Resources permitting, one should conduct additional focus groups until the participants can anticipate what will be said. a. True b. False

b. False

Satmetrix capitalizes on the need for "recent" marketing research by providing clients with data on a weekly basis. a. True b. False

b. False

Secondary data may be classified as either internal or extant. a. True b. False

b. False

The book advocates the use of social media to replace the traditional ways in which research is conducted. a. True b. False

b. False

The example given in the text stated that focus groups conducted in Saudi Arabia to determine attitude towards major appliances could be conducted the same as in the U.S. Men and women could participate jointly in the focus group. a. True b. False

b. False

The marketing research proposal does not include a reporting section because a separate final report of the research project findings is provided at the end of the project. a. True b. False

b. False

The objective of conclusive research is to better understand the problem. a. True b. False

b. False

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? 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.

The need for the researcher to understand the nature of what decision managers face and what they hope to learn from research is one of the reasons to conduct ________. a. qualitative research b. discussions with decision makers c. secondary data analysis d. interview with experts

b. discussions with decision makers

In the example given in your text, the Harley Davidson management decision problem and the marketing research problem were defined with the help of all of the following except ________. a. secondary data on motorcycle owners b. discussions with a committee of top management c. focus groups with motorcycle owners d. discussions with industry experts

b. discussions with a committee of top management

Based on the criteria for evaluating secondary data shown in Table 4.2 in the text, the data collected by Nielsen Media Research may be suspect because of all of the following criteria except ________. a. specification/methodology b. objective c. error/accuracy d. dependability

b. objective

According to Table 5.1 in the text, which of the following does not apply to qualitative research? a. a small number of nonrepresentative cases b. outcome is used to recommend a final course of action c. unstructured form of data collection d. non-statistical data analysis

b. outcome is used to recommend a final course of action

In a recent study, the population of the affluent households was defined in four different ways: (1) households with income of $50,000 or more; (2) the top 20 percent of households, as measured by income; (3) households with net worth over $250,000; and (4) households with spendable discretionary income 30 percent higher than that of comparable households. The number and characteristics of the affluent households varied depending upon the definition, underscoring the need to avoid ________. a. sampling frame error b. population definition error c. measurement error d. respondent selection error

b. population definition error

According to Table 6.2 in the text, the comparative evaluation of survey methods, the percentage of the total attempted interviews that are completed refers to the ________ criteria. a. perceived anonymity b. response rate c. social desirability/sensitive information d. control of field force

b. response rate

Which of the following concerns are important when evaluating secondary data for international projects? a. The accuracy of secondary data may vary from country to country. b. Measurement units may not be equivalent across countries. c. Both A and B are correct. d. None of the above are correct.

c. Both A and B are correct.

________ is a technique for conducting depth interviews in which a line of questioning proceeds from product characteristics to user characteristics. a. Symbolic analysis b. Hidden issue questioning c. Laddering d. None of the above

c. Laddering

________ involves trained observers posing as consumers and shopping at company or competitor-owned stores to collect data about customer-employee interaction and other marketing variables. a. Structured observation b. Contrived observation c. Mystery shopping d. Personal observation

c. Mystery shopping

Which of the following advantages is the greatest advantage of observation methods? a. Coding, analysis, and interpretation of data are relatively simple. b. If the observed phenomenon occurs frequently or is of short duration, observational methods may be cheaper and faster than survey methods. c. Observational methods permit measurement of actual behavior rather than reports of intended or preferred behavior. d. The data obtained are reliable because the responses are limited to the alternatives stated.

c. Observational methods permit measurement of actual behavior rather than reports of intended or preferred behavior.

________ is an unstructured, exploratory research methodology based on small samples intended to provide insight and understanding of the problem setting. a. Quantitative research b. Primary research c. Qualitative research d. Secondary research

c. Qualitative research

________ is the problem confronting the decision maker. It asks what the decision maker needs to do. a. The marketing research problem b. The environmental context of the problem c. The management decision problem d. Problem definition

c. The management decision problem

Media consumption behavior and response to promotions, price sensitivity, and retail outlets patronized are factors that should be considered in the ________ component of the environmental context of the problem. a. legal environment b. objectives c. buyer behavior d. economic environment

c. buyer behavior

Which of the following is a disadvantage of surveys (Table 4.3 in the text)? a. coverage may be incomplete; matching of data on the competitive activity may be difficult b. data may not be representative; quality of data limited c. interviewer errors; respondent errors d. data is lacking in terms of content, quantity, and quality

c. interviewer errors; respondent errors

In a study the researcher was investigating attitudes toward airlines among male middle managers. Questions asked included, "What would it be like if you could no longer use airplanes?" Responses like, "Without planes, I would have to rely on e-mail, letters, and telephone calls" were received. This suggests that what airlines sell to the managers is face-to-face communication. The depth interview techniques used in the study is called ________. a. hidden issue questioning b. laddering c. symbolic analysis d. none of the above

c. symbolic analysis

As one of the seven Cs that characterize the interaction between the DM and the researcher, confidence is best defined as: ________. a. there should not be any hidden agendas, and an attitude of openness should prevail b. the interaction between the DM and the researcher should be creative rather than formulaic c. the interaction between the DM and the researcher should be guided by mutual trust d. marketing research is a team project in which both parties (DM and researcher) must cooperate

c. the interaction between the DM and the researcher should be guided by mutual trust

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 ________. a. to examine purchase and consumption behavior b. for market segmentation c. to evaluate advertising d. all of the above

c. to evaluate advertising

Table 6.2 in the text provides a comparative evaluation of survey methods. Which two methods are shown as low on the quantity of data criteria? a. Internet; mall intercept interviews b. in-home interviews; mall intercept interviews c. traditional telephone interviews; computer assisted telephone interviews (CATI) d. computer assisted telephone interviews (CATI); mall intercept interviews

c. traditional telephone interviews; computer assisted telephone interviews (CATI)

Competitive intelligence ________. a. is a continuous process involving the legal and ethical collection of information b. consists of integrated systems of hardware, communications networks, and software c. enables senior managers in companies to make informed decisions about everything d. A and C are both correct

d. A and C are both correct

In a depth interview, the interviewer should ________. a. ask questions in an informative manner b. not probe the respondent c. not accept brief "yes" or "no" answers d. A and C are both correct

d. A and C are both correct

Which of the following statements is true about cohort analysis? a. The term cohort analysis refers to any study in which there are measures of some characteristics of one or more cohorts at two or more points in time. b. It is unlikely that any of the individuals studied at time one will also be in the sample at time two. c. A cohort is a group of respondents who experience the same event within the same time interval. d. All are correct.

d. All are correct.

Advantages of Web surveys over e-mail surveys include which of the following? a. It is possible to validate responses as they are entered. b. Skip patterns can be programmed and performed automatically. c. Graphs, images, animations, and links to other Web pages may be integrated into or around the survey. d. All of the above are correct.

d. All of the above are correct.

Which of the following ethical issues is/are pertinent in developing an approach? a. The research firm has the ethical obligation to develop an appropriate approach. b. When a client solicits proposals, not with the intent of subcontracting the research, but with the intent of gaining the expertise of research firms without pay, an ethical breach has occurred. c. Proprietary models and approaches developed by a research firm are the property of that firm and should not be reused by the client in subsequent studies without the permission of the research firm. d. All of the issues are pertinent.

d. All of the issues are pertinent.

________ 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. a. Data reduction b. Data determination c. Data display d. Conclusion drawing and verification

d. Conclusion drawing and verification

________ is undertaken to help identify problems that are perhaps not apparent on the surface and yet exist or are likely to arise in the future. a. Problem solving research b. Segmentation research c. Marketing information systems d. Problem identification research

d. Problem identification research

Which of the following statements refer to the objective criteria when evaluating secondary data? a. Syndicated firms periodically update census data. b. Assess accuracy by comparing data from different sources. c. Data should be reliable and generalizable to the problem at hand. d. The objective will determine the relevance of the data. Reconfigure the data to increase their usefulness, if possible.

d. The objective will determine the relevance of the data. Reconfigure the data to increase their usefulness, if possible.

You are reviewing secondary data to help with a project concerning consumer preferences for television programs based on viewer income. Which of the following statements would not be of concern when considering the nature criteria for evaluating secondary data? a. The relationships examined should be taken into account. b. It is possible to reconfigure the available data so that the resulting data are more useful to the problem at hand. c. Secondary data may be measured in units that may not be appropriate for the current problem. d. The researcher must determine if the data are accurate enough for the purpose of the present study.

d. The researcher must determine if the data are accurate enough for the purpose of the present study.

________ is observation that involves a researcher monitoring all relevant phenomenon, without specifying the details in advance. a. Contrived observation b. Natural observation c. Structured observation d. Unstructured observation

d. Unstructured observation

In the process of developing an approach, research should be based on objective evidence and supported by theory. A theory ________. a. is incomplete b. serves as a foundation on which the researcher can organize and interpret the findings c. also plays a vital role in influencing the research procedures adopted in basic research d. all of the above

d. all of the above

The Real Research Mall of Atlanta focus group example in the text used focus groups to uncover ________. a. information on the brand value of the mall b. information on the mall visit experience c. information on mall brand identity versus other malls d. all of the above

d. all of the above

Which of the following is not a personal interview method? a. mall intercept b. computer-assisted personal interview (CAPI) c. in-home d. e-mail

d. e-mail

Errors in the approach, research design, sampling, data collection, analysis, and reporting stages of the project refer to the ________ criteria for evaluating secondary data. a. currency b. objective c. nature d. error/accuracy

d. error/accuracy

Exploratory research is used in all of the following cases except ________. a. when you must define the problem more precisely b. when you must identify relevant courses of action c. when you must gain additional insights before an approach can be developed d. selecting the course of action to take in a given situation

d. selecting the course of action to take in a given situation