Marketing Research Final Exam
True or False: Potential respondents should not be contacted a second time to remind them to participate in a survey since it violates the Insights Association Code of Standards and Ethics for Marketing Research and Data Analytics.
False
Which type of question suggests respondents give a socially desirable answer? - Ambiguous question - Loaded question - Double-barreled question - Leading question
Loaded question
This section of a research report details exactly how the data were collected. - Respondent profile - Methodology - Detailed findings - Executive summary
Methodology
Each is a necessary component of a secondary research report, except ____. - the survey tool used - the research objective - a works cited page - conclusions and recommendations
the survey tool used
Used to test differences of interval variables (mean scores) among three or more groups. - Analysis of Variance (ANOVA) - Chi-square - T-Test - Correlation
Analysis of Variance (ANOVA)
New product development and brand perception surveys usually follow which type of question sequencing? - The funnel approach - The pathway approach - The screener approach - The random approach
The funnel approach
What makes environmental scanning different from other forms of secondary research? - The sources used are no the same - Data is limited to industry databases - Citations are not needed - There is no specific research objective
There is no specific research objective
True or False: A screening question is used to qualify potential respondents to take part in a study.
True
True or False: A small p-value (≤ 0.05) indicates strong evidence against the null hypothesis.
True
True or False: Anonymity can be achieved by sending a generic survey link to the sample without any identifying characteristics embedded.
True
True or False: Mystery shop tools should follow the training and protocol guidelines provided by the company to customer service staff.
True
True or False: Primary data can be either quantitative or qualitative
True
True or False: Secondary data can be either qualitative or quantitative
True
True or False: Secondary research can be exploratory
True
True or False: Secondary research is typically conducted before primary research.
True
True or False: Tables can be used to display large amounts of mean scores or percentages that otherwise might not fit in a bar chart.
True
True or False: When charting mean scores, it is important the scale on the chart is the same as the scale used on the survey.
True
True or False: Word clouds can be used to display qualitative data.
True
Geodemographic segmentation can be useful for each of the following, except ____. - for examining the viability of opening a new location - when identifying weaknesses of a current product - for how to attract and communicate with targeted clusters - in cases whether or not it makes sense to advertise in a particular area
when identifying weaknesses of a current product
True or False: Focus groups participants should never be segmented by usage level of the product category which they are about to discuss.
False
True or False: It is important to interject the researcher's opinions throughout the body of a secondary research report
False
Which of the following does a test statistic use to determine how powerful a difference or relationship is? - The point difference between scores - All of these - The spread of the data (variance) - The sample size
All of these
Who conducts market research? - an external research firm - all of these - on-staff research experts - a mix of on-staff and external resources
All of these
All of the following are disadvantages to secondary research, except that _____. - all of these are disadvantages - external secondary data may not be comparable to internal data - the quality and accuracy must be scrutinized - data could be outdated
All of these are disadvantages
Which of the following is a recommended component of a survey invitation? - All of these are recommended - What makes respondent qualified - Survey due date - Researcher's credentials
All of these are recommended
A focus group activity in which participants are asked to complete tasks involving a potential product or website while observers watch, listen, and takes notes. - Usability tests - Cartoons - Collages - Word association
Usability tests
This term refers to giving more or less power to data in underrepresented or overrepresented segments so that the data more closely matches the mix of the target population. - Powering - Compounding - Correlating - Weighting
Weighting
Overall measures are used for each of the following purposes, except ____. - all of these describe uses of overall measures - for correlation analysis - to gauge overall sentiment - for tracking results over time
all of these describe uses of overall measures
Research questions ____. - declare the purpose of conducting the research - are detailed and tactical in nature and help flesh out the overarching research objective - help flesh out the overarching research objective - are detailed and tactical in nature
are detailed and tactical in nature and help flesh out the overarching research objective
Mean scores can be displayed ______. - as bar charts and in tables - as bar charts - in tables - as pie charts
as bar charts and in tables
The following are good uses of focus group methodology, except ____. - assuring the target population feels the same way as participants - brainstorming solutions - guiding new product development - gauging new ideas
assuring the target population feels the same way as participants
The process of categorizing open-ended comments is referred to as ______. - coding - scatterplotting - mashing - percentaging
coding
The research objective ____. - should be positioned at the end of the proposal - is detailed and tactical in nature - declares the purpose of conducting the research - should be addressed only after a methodology is chosen
declares the purpose of conducting the research
Each of the following is an advantage of observational research, except that it _____. - examines the "how" not the "why" - provides unique insight into behaviors - can alleviate respondent bias - all of these are advantages to observational research
examines the "how" not the "why"
Sources of external secondary research include each of the following, except _____. - existing customer survey results - results of a survey conducted by a trade organization - industry databases - population statistics of a target market area
existing customer survey results
Internal secondary research involves _____. - original research conducted internally - existing research gathered outside of a researcher's company - original research conducted by an external firm - existing research gathered within a researcher's own company
existing research gathered within a researcher's own company
Each of the following is an advantage to secondary research, except that it _____. - does not require access to a sample of respondents or participants - can help guide subsequent primary research - is generally more accurate than conducting primary research - is typically inexpensive (often free)
is generally more accurate than conducting primary research
Exploratory research _____. - cannot be projected upon a larger population - aims to determine if changes in one variable impacts changes in another variable - describes demographic characteristics, psychographic behaviors, as well as opinions held by a market - is used to discover new ideas or brainstorm solutions
is used to discover new ideas or brainstorm solutions
Secondary research is typically _____ and ____ compared to primary research. - more accurate ; includes a more robust sample size - less costly ; quicker to obtain - more expensive ; slower to obtain - less accurate ; includes a smaller size
less costly ; quicker to obtain
Each of the following is part of the role of the moderator, except ______. - making sure to never deviate from the moderator's guide - engaging members who are not forthcoming - all of these are part of the moderator's role - building a rapport with participants
making sure to never deviate from the moderator's guide
In general, are response rates higher or lower for studies where potential respondents have an affiliation with the study's sponsor? - Higher - Lower - Equal
Higher
"Please rate our delightful service" is an example of which type of question development mistake? - Double-barreled question - Ambiguous question - Loaded question - Leading question
Leading question
The sum of the values divided by the number of responses. - Median - Mode - Mean - Range
Mean
Which type of question has no natural order to the response categories? - Interval - Categorical - Likert - Ordinal
Categorical
______ is expressed as a percent range indicating how much a statistic can fluctuate in the true population. - Confidence interval/margin of error - Confidence level - Systematic sampling - Standard deviation
Confidence interval/margin of error
_____ indicates how probable it is that if a study were replicated the same results would be found. - Confidence interval/margin of error - Confidence level - Systematic sampling - Standard deviation
Confidence level
Conducted in authentic situations and locations where observers record what naturally occurs as it happens. - Direct observation - Focus groups - Visible observation - Contrived observation
Direct observation
Secondary research is ... - external research - internal research - existing research - original research
Existing research
True or False: For a brand perception survey, it is important to divulge the company sponsoring the survey.
False
True or False: If the cost of the research effort exceeds the estimated benefit of the decision, research is most likely warranted.
False
True or False: In market research, it is always best to collect the highest sample size possible regardless of cost or timing.
False
True or False: Research plans are only used when a company hires a research consulting firm
False
True or False: Researchers must obtain permission to observe subjects in all observational research studies.
False
True or False: Survey development software tools generally cannot be used to provide summarized reports and descriptive statistics. Higher level data analysis tools, such as SPSS, R, or Minitab must be used.
False
True or False: Trending data over time does not require the survey question to be worded the same for each iteration.
False
This type of question screens out respondents who are not qualified to answer a follow-up question. - Filter - Piping - Random - Exclusion
Filter
Which of the following is not an advantage to hiring an external research consultancy versus conducting research in-house? - generally cheaper - more likely to remain objective and unbiased - may have access to comparative data
Generally cheaper
Which type of question has response options placed in a clear order and the distance between the response options are assumed to be the same? - Ordinal - Likert - Categorical - Interval
Interval
This methodology involves researchers secretly acting as consumers in order to gather data on the customer experience. - Observational research - Mystery shopping - Focus groups - Experiments
Mystery shopping
This methodology is used for giving insight into the real consumer decision making process, how to improve customer service interactions, as well as retail design/layouts - Focus groups - Surveys - Mystery shopping - Observational research
Observational research
Fastest method of survey data collection. Results are instantly captured in a database and can be monitored for over or under representation of sample groups. - Online survey - Telephone interview - None of these - Snail mail survey
Online survey
Primary research is ... - internal research - original research - external research - existing research
Original research
Used to test interval variables (mean scores) when the data is represented in pairs. - Chi-square - T-Test - Paired t-test - Analysis of Variance (ANOVA)
Paired t-test
This term refers to inserting text into a survey based on information from the sample list or based on responses to prior questions in the survey. - Filter - Exclusion - Piping - Random
Piping
Which type of sampling technique uses random selection to assure members of a population have an equal chance of being chosen? - Non-probability sampling - Snowball sampling - Convenience sampling - Probability sampling
Probability sampling
A technique used by focus group moderators to dig for deeper and more meaningful responses. - Open-ened questions - Referring to participants by name - Clarifying questions - Probing questions
Probing questions
This section of a research report states the research objective the study was attempting to address. - Appendices - Purpose - Detailed findings - Executive summary
Purpose
This technique involves gathering sample in predefined groups (cells). The aim is to ensure there are enough data within each cell for individual analysis. - Stratified random sampling - Systematic sampling - Expert sampling - Quota sampling
Quota sampling
Which sample source involves potential respondents opting in to participate in research studies? - None of these - Broker lists - Research panels - Sample farms
Research panels
This section of a research report profiles the collected sample and demonstrates how representative it is of the target market population. - Executive summary - Appendix - Respondent profile - Detailed findings
Respondent profile
Which type of survey typically gathers ratings on all the touchpoints respondents encounter? - Satisfaction surveys - New product development surveys - None of these - Brand perception surveys
Satisfaction surveys
This type of bias occurs when potential respondents feel strongly about a survey topic and are, therefore, more likely to participate. - Self-selection bias - Deliberate falsification - Lazy respondents - Interviewer bias
Self-selection bias
This method is good for surveys that require time and thought when recording responses. - Online survey - Snail mail survey - Telephone interview - None of these
Snail mail survey
The further the data points from the mean, the higher this measure of spread. - Range - Top-box - Standard deviation - Mode
Standard deviation
Demographics are ... - attitudes and behaviors of the target consumer - data collected from opinion research - the voice of the customer - statistics that describe target consumers' attributes
Statistics that describe target consumers' attributes
A sampling technique where the sample is split into mutually exclusive groups proportionate to the population and then simple random sampling is employed within those groups. - Stratified random sampling - Systematic sampling - Expert sampling - Convenience sampling
Stratified random sampling
Each is part of the research plan, except ____. - research objective - cost/investment - study conclusions - study timeline
Study conclusions
Used to test differences of interval variables (mean scores) between two groups. - Analysis of Variance (ANOVA) - Correlation - Chi-square - T-Test
T-Test
Focus groups are ____. - an internal secondary method - a primary quantitative method - an external secondary method - a primary qualitative method
a primary qualitative method
Results from a sample are called _____. - a census - a parameter - a strata - a statistic
a statistic
Casual research ____. - describes demographic characteristics, psychographic behaviors, as well as opinions held by a market - aims to determine if changes in one variable impacts changes in another variable - is used to discover new ideas or brainstorm solutions - cannot be projected upon a larger population
aims to determine if changes in one variable impacts changes in another variable
Psychographics are ... - statistics that describe target consumers' attributes - the voice of the customer - attitudes and behaviors of the target consumer - data collected from the opinion research
attitudes and behaviors of the target consumer
All of the following are reputable secondary sources, except _____. - research vendors - trade associations - libraries - blogs
blogs
Non-response error bias includes self-selection bias, refusals, and ______. - lazy respondents - non-contacts - deliberate falsification - interviewer bias
non-contacts
Surveys are mostly ______. - neither qualitative or quantitative - qualitative - an equal mix of qualitative and quantitative - quantitative
quantitative
Each is a measure of central tendency, except ______. - mean - range - median - mode
range
When survey data is collected, it goes into a spreadsheet where each row represents a _______ and each column represents a/an _______. - survey question ; respondent - mean score ; percentage - respondent ; survey question - descriptive statistic ; inferential statistic
respondent ; survey question
Using the options below, which shows the lowest amount of surveys that could be collected while still meeting market research industry standards? Assume a 95% confidence level. - sample size=300; margin of error=5.7% - sample size=1,000; margin of error=3.1% - sample size=2,000; margin of error=2.2% - sample size=500; margin of error=4.4% - sample size=700; margin of error=3.7% -sample size=100; margin of error=9.8%
sample size=500; margin of error=4.4%
Each of the following is true about open-ended questions, except that they _____. - should be used in place of closed-ended questions where possible - require coding - should be developed to avoid yes/no responses - all of these are true about open-ended questions
should be used in place of closed-ended questions where possible
Artifacts refer to _____. - observing posture and gestures - the clothes, accessories, and belongings of subjects - verbal interactions between subjects - the personal space between individuals
the clothes, accessories, and belongings of subjects
