Marketing Research

Which of the following is an example of measuring constructs?

A marketing firm measures a restaurant's service quality.

Which of the following is selected so that various target group members, such as low-income and high-income consumers, are included or to compare groups? Multiple choice question.

A stratified purposive sample

Identify a true statement about in-depth interviewing. Participants are less likely to reveal detailed information as compared to quantitative methods. Participants are highly likely to respond in a socially desirable manner to impress others. An interviewer asks probing questions to elicit more comprehensive information on a topic. An interviewer discourages explanation of a participant's response in order to leave the response open to interpretation.

An interviewer asks probing questions to elicit more comprehensive information on a topic.

______ ______ _____ are collected by an individual company for accounting purposes or marketing activity reports.

Internal secondary data

Which of the following is a disadvantage of qualitative research? It has low reliability. It is more time-consuming than quantitative research. It costs more than quantitative research. It provides only superficial data.

It has low reliability.

Bias

Researchers should ascertain whether the organizations reporting the data collected have any underlying motivations or hidden agendas.

Identify the major advantages of in-depth interviewing over focus groups (3)

Rich detail that can be uncovered when concentrating on one participant at a time Less cross talk that may restrict some people from participating in a focus group Lower likelihood of participants responding in a manner that is socially desirable

Identify a disadvantage of focus group interviews. They are unable to elicit wide-ranging participant responses. Hard-to-reach informants are not represented in such interviews. The findings are not generalizable to the target population. They fail to foster an understanding of why consumers act in certain market situations.

The findings are not generalizable to the target population.

What are the main objectives of quantitative research? (4)

To obtain meaningful insights into relationships between market factors and behaviors To make accurate predictions about relationships between behaviors and market factors To test research hypotheses To validate relationships

Creating a conceptual model early in the research process________

aids researchers in developing and classifying their thoughts

The _________ _________usually suggests that two variables are related.

alternative hypothesis

Mark, a researcher, goes to a classroom to collect data for a research project. He gives 25 students the details of a link to a forum in which they have to discuss the topics posted by him over a period of five days. To collect data, Mark is using a method called

bulletin boards

A ______ relationship between two variables is when the two variables increase or decrease together.

positive

Purposed communities whose primary purpose is research are called

private communities

A feature of a hypothesis is that it ______.

suggests relationships between variables

A true statement about focus groups is that the most common problem that inexperienced moderators have is personal and political biases the first questions in selecting a sample ensure that potential respondents meet the demographic criteria the ideal number of group members in face-to-face focus group interviews is from 10 to 12 the best location to hold focus group discussions in most instances is a church or civic organization

the ideal number of group members in face-to-face focus group interviews is from 10 to 12

Store audits measure Blank______.

the movement of products and brands at the point of sale

A projective technique in which a participant is given a list of terms or short phrases, one at a time, and requested to respond with the first thought that comes to mind is called

word association test

A(n) ________ is an unobservable concept that is measured by a group of related variables.

construct

The systematic procedure of taking individual responses and grouping them into larger theme categories or patterns is called Blank______.

content analysis

To create meaningful findings from focus group discussions, qualitative researchers use

content analysis

An interactive procedure in which the researcher and moderator discuss the subjects' responses to the topics that outlined a focus group session is called _______ _______

debriefing Analysis

After conducting a focus group session, Jacob, a researcher, compares notes with Melissa, the moderator of the session, to discuss the responses of the participants to the session's topics. This procedure is called

debriefing analysis

An empirically testable though yet unproven statement developed in order to explain phenomena is called a(n)

hypothesis

Researchers using quantitative methodology focus on statistical analysis, and the _______ of numbers

interpretation

A statistical hypothesis that is tested for possible rejection under the assumption that it is true is called a(n)

null hypothesis

Good marketing blogs are written by high-profile practitioners and analysts and ______.

often suggest perspectives that are worth considering when designing a study

The true value of a variable is called a(n)

parameter

An ethnographic research technique that involves comprehensive observation of behavior in natural settings in order to completely experience cultural or subcultural contexts is called

participant observation

Which of the following are true of good hypotheses? (3)

They follow from research questions. They are written clearly and simply. They are testable.

Arrange the steps required to develop a descriptive hypothesis in the order of their occurrence. (3)

1. The research problem or opportunity should be reviewed 2. The questions that flow from the research problems should be framed 3. Possible answers to the research question should be answered

Arrange the types of questions used to select participants for a focus group in the order in which they are asked. (3)

1. questions that eliminate people who might report results to competitors or provide biased comments in the discussion 2. Questions that ensure potential participants meet he demographic criteria and be be present at the scheduled time 3. Open-ended questions that are used to asses how able and willing an individual might be to discuss a specific topic openly

In the context of syndicated data used in market research, identify the key variables measured in a store audit. (3)

Beginning and ending inventory levels Sales receipts Price levels

_________ ________ ________are collected by outside agencies such as the federal government, trade associations, or periodicals.

External Secondary Data

Identify the types of secondary data. (2)

External data Internal data

An online research format in which participants agree to post regularly over a period of four to five days is called __________ __________

Bulletin Board

Jenny, a researcher, focuses on only a few people for her research. She conducts in-depth research on them by tracking their thoughts using multiple interviews conducted over several weeks. Which data collection method is Jenny using? Multiple choice question.

Case study research

What are the major types of research designs? (3)

Causal Exploratory Descriptive

_______ refers to the development of a model that shows variables and hypothesized or proposed relationships between variables.

Conceptualization

A(n) _______ is an unobservable concept that is measured by a group of related variables.

Construct

observation methods used in research (4)

Directness awareness structure observing mechinism

T/F: The goals/objectives for qualitative research include the validation of facts, estimates, and relationships.

False

True or false: Researchers find support for the alternative hypothesis only if the null hypothesis is accepted. True false question.

False

True or false: The difference between private communities and social media monitoring is that in private communities, the information is already available and is not created by interaction with researchers.

False

________ ________ ______ is a person who is well trained in the interpersonal communication skills and professional manners required for a focus group.

Focus Group Moderator

What are the roles of a focus group moderator? (3)

He or she is responsible for generating positive group dynamics. He or she must be able to activate and manage the direction of the group members' discussions over predetermined topics. He or she must be able to ask the right questions.

Identify a true statement about a parameter.

It is derived only when data is collected from every member of the relevant population.

Identify a true statement about groupthink. It occurs when researchers separate participants and ask them for their opinions individually without other group members. It is most likely when all participants discuss the topics of discussion before the meeting and present their ideas coherently during the meeting. It happens when each member of a group has his or her own independent opinion, which is not influenced by social pressure. It is most likely when group members do not have a previously well-formed opinion on topics discussed in the group.

It is most likely when group members do not have a previously well-formed opinion on topics discussed in the group.

Identify the true statements about focus group research. (2)

It is the most widely used qualitative research method in marketing. It is rooted in the behavioral sciences.

Which of the following are true of qualitative research? (2)

It is used to obtain preliminary insights into research problems. It is used to explore more deeply into areas that quantitative research may be too superficial to access.

Observing mechanism (2)

It refers to how the activities, behavior, or events are observed and recorded. ChoiceObservation can be done using technological devices or human observers.

Directness

It refers to the degree to which a trained observer or researcher actually observes the event or behavior as it occurs.

Awareness (2)

It refers to the degree to which people consciously know their behavior is being observed and recorded. Observation can be disguised or undisguised.

Structure

It refers to the degree to which the activities, behavior, or events to be observed are known to the researcher before doing the observations.

Identify a true statement about the first topic area introduced in the main session of a focus group discussion. It should be a briefing about the ground rules for the discussion. It should allow sociable small talk so that participants get to know each other. It should be complex and require critical thinking. It should be easy to talk about and interesting.

It should be easy to talk about and interesting.

Identify the ways in which a literature review is helpful to analysts who plan to conduct primary research. (3)

It suggests methodological approaches that have been successful in researching topics that are similar. It discloses whether information that addresses the issue of interest already exists. It offers contextual and background information for the current study.

In the context of qualitative data collection methods, identify the features of online focus groups. (3)

Low incidence populations are easier to reach online. Software can be used to slow down the responses of dominant group members and thus ensure that everyone gets a chance to participate. Responses tend to be more candid as there is less social pressure when participants are not face to face.

Consistency

Multiple sources of the same data must be sought to ensure that the data are not contradictory.

Identify the disadvantages of qualitative research. (2)

Need for well-trained interviewers or observers Small sample sizes

An association between two variables in which one increases while the other decreases is called a(n)

Negative Relationship

_______ _________refer to theoretical statements about relationships between variables.

Predictive Hypothesis

Which of the following are factors that form the basis of theoretical statements that are a part of causal hypotheses? (3)

Previous research findings Management experience Exploratory research

_______ _______ are an indirect method of questioning that enables a participant to project beliefs and feelings onto a third party, into a task situation, or onto an inanimate object.

Projective Techniques

Identify the true statements about projective techniques. (2)

Projective techniques were developed by clinical psychologists and can be used in conjunction with focus groups and in-depth interviews. Interpretation is very complex in projective techniques.

Which of the following are criteria used by researchers to evaluate the quality of information gained from secondary data sources? (6)

Purpose Accuracy Consistency Credibility Methodology Bias

_______ ______ are online social networks that may be specific to marketing research, or they may be broader brand communities, the primary objective of which is marketing.

Purposed Communities

Which of the following involves choosing sample members because they possess specific characteristics?

Purposive sampling

Which of the following are advantages of qualitative research? (2)

Qualitative techniques allow decision makers to obtain firsthand experiences with customers. Qualitative research methods often provide preliminary insights that are useful in developing ideas about how variables are related.

Associations between two or more variables are called

Relationships

In the context of syndicated data used in market research, which of the following information can be derived from store audit data? (3)

Sales at different price points and levels Effectiveness of point-of-purchase (POP) displays and shelf space Brand or product sales in relation to competition

Observational research based on analyzing conversations in social media is called ________ _________ ________

Social Media Monitoring

Purpose

The data collected must be consistent with the current research objectives.

Accuracy

The data collected must be up to date.

Methodology

The procedures used to collect data must be checked for flaws to ensure the validity of the data collected.

Credibility

The service quality, technical competence, reputation, and expertise of personnel representing the organization that reports the data collected should be evaluated

What are the advantages of focus group interviews? (4)

They allow the participation of clients. They bring out wide-ranging participant responses. Hard-to-reach informants are brought together in focus group interviews. They stimulate new thoughts, feelings, and ideas about a topic.

In the context of qualitative data collection methods, identify a true statement about online focus groups.

They are especially suitable for web-based advertising of products and services.

Identify the true statements about quantitative research methods. (3)

They are most often used with descriptive and causal research designs. Research problems are precise and well defined. They are often statistically projectible to the target population of interest.

Identify a unique benefit of store audits.

They are precise and prompt.

T/F: Weather characteristics make up an important variable sought after in secondary research.

True

True or false: In most instances, the best place to conduct a face-to-face focus group interview is a professional focus group facility.

True

True or false: Media panels primarily measure media consumption habits of people, while consumer panels measure product or brand consumption.

True

True or false: Probes or follow-up questions should be included in a moderator's guide to assist the moderator elicit additional information.

True

True or false: Researchers can use a conceptual model to effectively share and discuss their thoughts about possible causal relationships with the rest of their research team.

True

True or false: The data derived from a sample statistic will show that the two variables that are being researched are related or that the relationship is not large enough for the variables to be related.

True

True or false: The fundamental idea behind the focus group approach is that one individual's response will set off comments from other participants, thus creating synergy among group members.

True

True or false: When selecting and recruiting participants for a focus group, researchers should ensure that the participants typify the general makeup of the target population.

True

In the context of conducting in-depth interviews, what must researchers do before developing research questions?

Understand initial questions or problems

Which of the following is a visual research technique used in in-depth interviewing that encourages research subjects to share emotional and subconscious reactions to a particular topic?

Zaltman Metaphor Elicitation Technique (ZMET)

A form of qualitative data collection that records behavior in natural settings to understand how social and cultural influences affect individuals' behaviors and experiences is called

ethnography

A qualitative data collection method in which responses to open-ended questions are collected from a small group of participants who interactively and spontaneously discuss topics of interest to the researcher is called ________ ________ ________

focus group research

A phenomenon in which one or two members of a group state an opinion and other members of the group are unduly influenced is called

groupthink

In the planning phase of a focus group study, researchers must

have a distinct understanding of the objective of the study, a definition of the problem, and particular data requirements

Research that places heavy emphasis on using formal standard questions and predetermined response options in questionnaires or surveys administered to large numbers of respondents is known as _____ _____

quantitative research

Laura, a researcher, is using a projective technique to collect qualitative data. She gives the participants of the study a set of partial statements and asks them to fill the remainder of the statements in their own words. In this scenario, Laura uses ______.

sentence completion tests

Jill is conducting a study on the decision-making skills of middle managers of an organization. For this purpose, her initial focus group included middle managers of that organization. During her study, she found out that many decisions are influenced by lower level managers. She then decided to create a focus group with lower level managers, who were not initially considered for that study. In this scenario, Jill is using _____ to collect data.

theoretical sampling

Selecting sample members based on earlier interviews that indicate that specific types of participants will assist researchers better understand a research topic is called

theoretical sampling

A true statement about qualitative researchers is that they mostly use structured questions and administer tests to large numbers of respondents most often use qualitative research methods with descriptive and causal research designs seek to validate facts, estimates, and relationships through statistical analysis and interpretation of numbers try to understand research participants instead of fitting their answers into set categories

try to understand research participants instead of fitting their answers into set categories

An objective of quantitative research is to

validate facts, estimates, and relationships