MKTG 3711 Final exam Study Guide

A subset of the population is: A) A sample. B) A sample unit. C) A subpopulation. D) A population.

A sample.

________ should only be used when the researcher knows a fair amount about the problem. A) Exploratory research B) Descriptive research C) Formal research D) Causal research

Causal research

A major retailer uses shoppers to observe and record sales clerks' assistance, courtesy, and efficiency. This is an example of what type of observational research? A) Covert observational research B) Structured observational research C) Invented observational research D) Direct observational research

Covert observational research

A questionnaire is the vehicle used to present the questions the researcher desires respondents to answer. Of the following, which is not one of the functions a questionnaire fulfills? A) Creates basis for statistical significance B) Standardizes those questions and the response categories C) Speeds up the process of data analysis D) Translates research objectives

Creates basis for statistical significance

Which of the following is NOT an example of secondary data? A) Census data B) Export data C) Economic trends data D) Data from a custom survey

Data from a custom survey

A marketing researcher would use what type of research to find out how many customers there are, what brands they buy and in what quantities, which advertisements they recall, what are their attitudes toward the company, and who is the competition? A) Descriptive research B) Exploratory research C) Causal research D) Case study analysis

Descriptive research

To successfully minimize product and service failures companies should: A) Develop better project management systems. B) Motivate employees to reduce high failure rates. C) Focus on defining the best set of product dimensions to match core competencies. D) Determine how to create, communicate, and deliver value by "hearing the voice" of the consumer.

Determine how to create, communicate, and deliver value by "hearing the voice" of the consumer.

Which of the following should NOT be a consideration when choosing a survey method? A) The budget B) Easiest method for the researcher C) Deadline D) Type of target respondent

Easiest method for the researcher

Self-administered surveys have several important advantages. Which of the following is NOT one of these important advantages? A) Reduced cost B) Respondent control C) Reduced interview evaluation apprehension D) Enhanced monitoring ability

Enhanced monitoring ability

The marketing research process begins when a managerial problem or opportunity exists that demands action, but there is not enough information to know how to respond to the problem. This sets into motion a series of tasks that ultimately leads to: A) Acknowledging the need for research. B) Setting the research budget. C) Establishing research objectives. D) Determining the research plan.

Establishing research objectives.

The marketing research process contains multiple steps. The first step of the process is: A) Establishing the need for marketing research. B) Defining the problem. C) Establishing the research objectives. D) Determining methods of accessing data.

Establishing the need for marketing research.

The difference between basic research and applied research is that applied research is conducted to: A) Understand the basic desires and motives of consumers. B) Expand our knowledge to solve a specific problem. C) Expand our knowledge, rather than solve a specific problem. D) Determine the most basic desired features in new products.

Expand our knowledge to solve a specific problem.

The term "research design" refers to the research approach used to meet the research objectives. Three widely recognized research designs are: A) Exploratory, structured, and causal. B) Formal research, descriptive, and causal. C) Exploratory, descriptive, and causal. D) Descriptive, casual, and exploratory.

Exploratory, descriptive, and causal.

________ are small groups of people brought together and guided through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem. A) Experimental groups B) Focus groups C) Observation groups D) Control groups

Focus groups

When managers must make decisions and they have inadequate information, this signals the need: A) To define the problem. B) For marketing research. C) To establish research objectives. D) To establish research design.

For marketing research.

Marketing research can also be used to do which of the following? A) Generate, refine, and evaluate a potential marketing action B) Generate, modify, and evaluate a potential marketing action C) Hypothesize, refine, and evaluate a potential marketing action D) Generate, refine, and execute a potential marketing action

Generate, refine, and evaluate a potential marketing action

Which type of qualitative method seeks unrestricted comments or opinions and asks questions that will help the marketing researcher better understand the various dimensions of these opinions as well as the reasons for them? A) Focus groups B) Mail surveys C) In-depth interviews D) Online panels

In-depth interviews

Which of the following is NOT an advantage of using survey methods? A) Standardardization B) Insensitivity to subgroup differences C) Ease of administration D) Suitability to tabulation and statistical analysis

Insensitivity to subgroup differences

Tracking studies are studies that involve the monitoring of the same variables of interest, such as market share or unit sales, over time. These types of studies are an example of: A) Cross-sectional studies. B) Multi-directional studies. C) Longitudinal studies. D) Discontinuous studies.

Longitudinal studies.

Online surveys have major advantages, which include: A) Easy-to-obtain email addresses, less expensive, and increased speed. B) Real time access to data and availability of many respondents. C) Low cost, speed, and sample representativeness. D) Low cost, speed, and real-time access to data.

Low cost, speed, and real-time access to data.

A disadvantage of the mall-intercept survey is: A) Difficult to obtain permission of mall management. B) Unreliability of mall-intercept interviewers. C) Mall shoppers may not be representative of the target market population. D) Interviewers in mall-intercept studies are often distracted by mall activities.

Mall shoppers may not be representative of the target market population.

Which of the following is NOT one of the four general ways of organizing observations? A) Direct versus indirect B) Mandatory versus voluntary C) Covert versus overt D) In situ versus invented

Mandatory versus voluntary

Which of the following is a short definition of marketing? A) Meeting needs profitably B) Meeting wants profitably C) Meeting consumer demands profitably D) Meeting business-to-business wants profitably

Meeting needs profitably

________ is the name for the ethnographic study of online activities. A) Onlineography B) Mobileorgraphy C) Netnography D) Digitalography

Netnography

________ involves the study of an individual's involuntary responses to marketing stimuli, including eye movement, heart rate, skin conductance, breathing, brain activity (using functional magnetic resonance imaging [fMRI]), and brain waves (electroencephalography [EEG]). A) Neuromarketing B) Neuroscience C) Cerebromarketing D) Stimulus marketing

Neuromarketing

After many years of relative stability in marketing research methods, the industry is undergoing great change due to: A) New sources of data and technology. B) Expanded focus on qualitative methods. C) Reluctance of clients to adopt new research methods. D) New uses of traditional research tools.

New sources of data and technology.

Race, religion, type of dwelling, gender, brand last purchased, and buyer/nonbuyer are examples of: A) Ordinal measures. B) Demographic measures. C) Nominal measures. D) Scale measures.

Nominal measures.

All errors in a survey except those attributable to the sample plan and sample size are termed: A) Nonsampling error. B) Sample risk. C) Continuity error. D) Transcript error.

Nonsampling error.

The choice of the type of research design depends largely on: A) Budget restrictions. B) Objectives of the research. C) Whether the research is domestic or international. D) Type of analytics required.

Objectives of the research.

Techniques in which phenomena of interest involving people, objects, and/or activities are systematically observed and documented is: A) Observational research. B) Behavioral research. C) Mixed methods research. D) Product research.

Observational research.

If a respondent needs to observe a short video or moving graphic, which method of data collection would be the most appropriate? A) In-person interview B) Focus group C) Online surveys D) Mall intercept

Online surveys

When an interviewer reads questions, either face-to-face or over the telephone, to the respondent and records his or her answers without the use of a computer this is what type of data collection? A) Computer-administered survey B) Self-administered survey C) Person-administered survey D) Computer assisted

Person-administered survey

Members of the population that represent probability samples are those: A) Persons who can be found for survey purposes. B) Persons who have a chance of being included in the sample. C) Persons who have an unknown chance of being included in the sample. D) Persons who are likely to have been sampled before.

Persons who have an unknown chance of being included in the sample.

Exploratory research is unstructured research, which means it does not have a: A) Predetermined set of procedures. B) Predetermined timetable for completion. C) Predetermined management approval. D) Predetermined budget.

Predetermined set of procedures.

Simple random sampling is an appealing sampling method simply because it embodies the requirements necessary to obtain a: A) Probability sample. B) Quota sample. C) Convenience sample. D) Nonprobability sample.

Probability sample.

A retailer wants to understand the consequences of an increase in sales by baby boomers and a decrease in sales by millennials during the past 12 months. This is an example of: A) Problem definition B) Problem statement C) Weighing alternatives D) Problem consequences

Problem statement

The success of a marketing research project depends on properly pinpointing a problem to formulate the: A) Research plan. B) Problem statement. C) Research methods. D) Research budget.

Problem statement.

With a sentence-completion test, respondents are given incomplete sentences and asked to complete them in their own words. This is used as part of what type of qualitative technique? A) Projective techniques B) Protocol analyses C) Focus groups D) In-depth interviews

Projective techniques

Collecting, analyzing, and interpreting data by observing what people do and say is: A) Quantitative research. B) Primary research. C) Qualitative research. D) Secondary research

Qualitative research.

Research involving the administration of a set of structured questions with predetermined response options to a large number of respondents is: A) Quantitative research. B) Primary research. C) Qualitative research. D) Secondary research.

Quantitative research.

Which of the following does NOT represent the maintenance of marketing research integrity? A) Data will never be falsified or omitted. B) Research results will be reported accurately and honestly. C) Research companies may withhold damaging client data. D) Researchers will not misrepresent the impact of the sampling method and its impact on sample data.

Research companies may withhold damaging client data.

________ need to be very clear, since they will determine the methods used and the content of the measurement instrument. A) Research instruments B) Research objectives C) Research approaches D) Research design plans

Research objectives

Two serious ethical issues in marketing research are deception and invasion of privacy. Which of the following is NOT an example of deception or invasion of privacy? A) Potential respondents are not told the true identity of the sponsor of the research. B) Potential respondents are viewed during a study without their permission. C) Respondents participate in a focus group and are compensated for their opinions. D) Potential respondents are told they will remain anonymous when they will not.

Respondents participate in a focus group and are compensated for their opinions.

There are two good reasons a marketing researcher should have a basic understanding of sample size determination. One of those reasons is: A) Bias toward sample sources. B) Sample size bias. C) Bias toward the use of offshore research resource. D) Bias regarding the use of panel companies.

Sample size bias.

________ is the process of searching for and interpreting existing information relevant to the research topic. A) Primary data analysis B) Secondary data analysis C) Interpretative data analysis D) Analytical data analysis

Secondary data analysis

Data that have been gathered by another source other than the researcher or for some other purpose than the research project is: A) Primary data. B) Published data. C) Proprietary data. D) Secondary data.

Secondary data.

Research design should be: A) Selected after thoroughly considering the problem and research objectives. B) Formulated after data analysis. C) The first consideration in a research project. D) Selected during the initial meeting with a client.

Selected after thoroughly considering the problem and research objectives.

There are different types of probability sampling methods. Which of the following is NOT one of those types? A) Simple random sample B) Simple targeted sample C) Systematic sampling D) Cluster sampling

Simple targeted sample

Firms sometimes hire an outside marketing research company to conduct its research. This is referred to as: A) In-house research. B) Supply-side research. C) Do-it-yourself research. D) Client-side research.

Supply-side research.

Sometimes problems arise for which marketing research is not the best solution. Which of the following is NOT one of the major reasons that marketing may not be the best solution? A) The information is already available B) The timing is wrong to conduct marketing research C) The company has revenue D) Costs outweigh the value of the marketing research

The company has revenue

What is the definition of marketing research? A) The process of analyzing secondary information and providing executives with timely reports to solve a marketing problem. B) The process of designing experiments that provides decision makers with causal information. C) The process of analyzing existing information so decision makers can make better decisions. D) The process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem

The process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem

Questionnaire organization is a critical concern because the questionnaire's arrangement and the ease with which respondents complete the questions have potential to affect: A) The quality of the information that is gathered. B) The volume of invalid responses. C) The turnaround time for completion. D) The type of statistical analysis.

The quality of the information that is gathered.

What portion of the proposal indicates whether the research will be exploratory, descriptive, or causal? A) The research objective B) The research method C) The problem statement D) The statement of deliverables

The research objective

According to the American Marketing Association, which of the following is the primary use of marketing research? A) To identify and define marketing opportunities and problems B) To solve general, not specific, marketing problems C) To generate, refine, and evaluate marketing actions D) To monitor marketing performance

To identify and define marketing opportunities and problems

Focus groups are one of the most widely used ________ methods to gain greater understanding of a current problem or to develop preliminary knowledge to guide in the design of descriptive or causal research. A) exploratory research B) case study analysis research C) experience research D) descriptive research

case study analysis research

If a respondent is required to actually use a product in a realistic setting, ________ may be the only data collection method that will work. A) in-home interviews B) mall intercepts C) focus groups D) online surveys

in-home interviews

When a researcher is attempting to measure attitudes, opinions, evaluations, beliefs, impressions, perceptions, feelings, and intentions on a continuum, the researcher is using a type of: A) ratio scale. B) interval scale. C) ordinal scale. D) nominal scale.

interval scale.

Because there is reluctance worldwide to take part in surveys and in combination with technological advances, ________ have become a viable and popular means of data collection. A) focus group companies B) mass media entertainment research companies C) panel companies D) social media research companies

panel companies

When the manager and researcher are in agreement about which symptom or symptoms are in need of attention, it is time to determine what could possibly cause the symptoms. A ________ should have identified these possible causes. A) competitive analysis B) situation analysis C) financial analysis D) product analysis

situation analysis

Compared to observation or other qualitative methods, ________ allow the collection of significant amounts of data in a systematic, economical, and efficient manner, and they typically involve large sample sizes. A) survey methods B) focus group methods C) neuromarketing methods D) mixed methods

survey methods