Midterm Chapters 4-6

Stackable Surveys

Long surveys broken up into series of smaller surveys and dispersed over time are referred to as:

False

True or False: So-called "field experts" should not be used when conducting environmental scanning since their affinity for the topic could bias results.

False

True or false. Researchers must obtain permission to observe subjects, and all observational research studies.

False

True or false: Focus group ice breaker activities should not venture into the research topic so as not to bias participants.

False

True or false: focus group participant, should never be segmented by usage level of the product category, which they are about to discuss.

True

True or false: for observational studies performed in public spaces, subject permission does not need to be granted in order for the study to be considered ethical.

False

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: one of the main reasons to monitor consumer trends is to aid in developing new product ideas and customer service enhancements.

True

True or false: product and pricing intelligence involves understanding Competitors through monitoring their product and service offerings as well as associated pricing strategies.

These are all monitored Industry innovations, Supply chain trends, Regulations and policy

Types of industry trends market researchers may monitor include the following except ___.

Leading Question

"Please rate our delightful service" is an example of which type of question development mistake?

Double barreled question

"Rate your overall satisfaction and ease of using our product" is an example of which type of question development mistake?

Tagline

A ____ is a slogan or statement that represents a company's offerings

Value Proposition

A ____ stands as a promise by Company to a customer or market segment.

Useability Test

A focus group activity which participants are asked to complete tasks involving a potential product or website well observers watch listen, and take notes.

probing questions

A technique used by focus group moderators to dig for deeper and more meaningful responses.

Likert Scale

A type of interval scale that offers a range of options from one extreme to another

Blogs

All of the following are reputable secondary sources, except

The clothes, accessories, and belongings of subjects

Artefacts refer to __.

Direct observation

Conducted an authentic situation and locations where observers record what naturally occurs as it happens.

digital marketing data

Data resulting from digital advertising is considered a part of

Percent satisfied with service

Digital marketing data include the following, except

Examines the "how", not the "why"

Each of the following is an advantage of observational research, except that it ___.

Making sure to never deviate from the moderators guide.

Each of the following is part of the role of the moderator, except ___.

should be used in place of closed-ended questions where possible

Each of the following is true about open-ended questions, except that they

social media monitoring

Efforts related to collecting data on the social media engagement of the target consumer is considered

Online service

Ethnographic market research includes each of the following data collection methods, except ___.

False

If data collected through secondary means do not fit the questions researchers are trying to answer, the data should not be used at all.

visual weight

If the _____________ is heavier at certain points of a scale, respondents will be more likely to select those options than they otherwise would have.

Thoughts and opinions

In observational research, the following can be recorded, except __.

Use the same scale for each item being rated

In order to gather comparison ratings of items in a survey, it is important to ______.

multi-channel surveys

Large survey broken into smaller surveys and distributed across multiple platforms are considered:

The funnel approach

New product development and brand perception surveys usually follow which type of question sequencing?

Indirect Competitors

Organizations in the same industry that use different distribution methods, price points, and/or target a slightly different market are considered.

ALL OF THESE -to gauge overall sentiment -for correlation analysis -for tracking results over time

Overall measures are used for each of the following purposes, except ______.

Virtual Ethnography

Participants providing vlogs, pictures, and essays detailing their feelings, opinions, and reactions are good examples of __.

current level of employee satisfaction

Secondary research can be used to gather information about the following topics except

existing customer survey results

Sources of external secondary research include each of the following, except

Quantitative

Surveys are mostly ______.

social media listening

The effort to gauge online sentiment is considered

Assuring the target population feels the same way as participants

The following are good uses of focus group methodology, except __.

Market Share

The portion of a targeted consumer market a company controls or "owns" by way of its products or services is referred to as

Coding

The process of categorizing open-ended response data into themes is referred to as

Dyads

This method includes two participants; topics are typically moderately complex and/or personal in nature.

One-on-one interviews

Topics fit for this method are typically the most complex and/or personal in nature.

True

True or False: A balanced scale means there are equal positive-leaning and equal negative-leaning options.

True

True or False: Randomizing response options can help reduce order bias in a survey question

False

True or False: Screener questions will not help determine if a respondent qualifies for a survey topic

True

True or False: Secondary research can be exploratory

There is no specific research objective

What makes environmental scanning different from other forms of secondary research?

External Benchmark

When a company compares an outcome value such a Sales, revenue, or marketshare against the outcome value of another organization, it is considered a/an

Categorical

Which of the following is a measurement type that results in values that can be counted as part of distinct groups?

- continuous - ratio - interval

Which of the following is a value that can be expressed numerically and placed in a logical order with equal distance between each data point?

Categorical

Which type of question has no natural order to the response categories?

Interval

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?

Loaded Question

Which type of question suggests respondents give a socially desirable answer?

UX research

___ refers to studying the user experience with a product, service, or customer interaction.

Triads

______ act as a hybrid between focus groups and the in-depth interview.

UI research

______ refers to studying how well consumers interact with and can navigate a company's website, for instance.

False

indirect competitors are organizations offering similar products and services to the same target market, using similar price points and distribution methods