MKTG 632 - Marketing Research

What type of research is used when we want to generate general ideas and insights, but not quantitative results? A.Exploratory research. B.Research using secondary data. C.Research using primary data. D.Lab experiment research. E.Research by data collection with questionnaire.

A.Exploratory research.

Marketing research firms that collect certain information on a regular basis which they then sell to interested clients are involved in what kind of research? A.Syndicated B.Consulting C.Institutional D.Project based E.Copyrighted

A.Syndicated

"Do you feel the government should be forced to stop picking our pockets with excessive taxes?" The main problem with the question as a measurement instrument is that it is A.leading. B.asking confidential information and threatens the privacy of the respondents. C.double-barreled. D.an example of order response bias E.too complex.

A.leading.

Strategy-oriented decision problems are aimed squarely at: A.Large organizations. B.Tactical situations. C.Complex problems. D.Making decisions. E.Discovering underlying causes.

D.Making decisions.

When we report confidence interval, we are reporting uncertainty caused by which common error in marketing research? For example, suppose that you read a poll report that says Clinton has %46 of the votes ±3%. ±3% is the uncertainty caused by which type of error? A.Non-response bias B.Selection bias C.Measurement error D.Sampling error E.Administrative error

D.Sampling error

When we report confidence interval, we are reporting uncertainty caused by which common error in marketing research? For example, suppose that you read a poll report that says with 95% confidence Elizabeth Warren has %19 of the votes ±4%. ±4% is the uncertainty caused by which type of error? A.Non-response bias B.Selection bias C.Measurement error D.Sampling error E.Administrative error

D.Sampling error (confidence interval)

Primary data should always be collected, even if the information can be obtained from the company's internal sources or from external sources. Select one: True False

False

The basic purpose of marketing research is to help develop new products. Select one: True False

False

What is the role of marketing research in marketing strategy?

Gathering, analyzing & interpreting information systematically & objectively on 3C's to make better decisions on S.T.P. & 4P's

What are STPs?

In marketing, segmenting, targeting and positioning is a broad framework that summarizes and simplifies the process of market segmentation.

What type of research is used when the problem to be solved is broad or vague? Select one: a. Exploratory research b. Secondary research c. Quantitative research using large sample sizes d. Primary research

a. Exploratory research

The key feature that distinguishes focus groups from depth interviews is: Select one: a. Group interaction b. The usefulness of the results c. The time required to do one d. The presence of a researcher

a. Group interaction

The marketing manager at Widgets R Us became aware that a competitor was conducting an extensive customer survey. Somewhat alarmed, this manager directed the marketing staff to construct and administer a customer survey immediately. What phase of the Marketing Research Process has this manager likely skipped? Select one: a. Problem Formulation b. Information Reporting c. Data Collection d. Data Analysis e. Research Configuration

a. Problem Formulation

Gathering data from every member of a population is called: Select one: a. census b. population coverage c. sampling survey d. sampling frame e. definitive survey

a. census

Consider the question "Do you feel the government should be forced to stop picking our pockets with excessive taxes and return a portion of the taxes collected to taxpayers?" What are the problem(s) with this question as a measurement instrument? Select one or more: a. it is double-barreled b. it is asking confidential information and threatens the privacy of the respondents c. It is an example of order response bias d. it is leading

a. it is double-barreled d. it is leading

An oral report that includes a graphical presentation should be used Select one: a. to hide the limitations of statistical analysis used b. to vividly present the research findings. c. only if graphs serve the purpose better than text or tables. d. to interpret results. e. as often as possible as it is the best method.

c. only if graphs serve the purpose better than text or tables.

Which methods are the best for quick data collections? Select one: a. Ethnographic studies and observation-based method b. Mail survey and paper-based surveys c. Telephone interview and paper-based surveys d. Online surveys and telephone interview e. Face-to-face interview and mail survey

d. Online surveys and telephone interview

Which data collection method usually requires the least amount of time and resources? Select one: a. paper-based surveys b. personal interviews c. telephone interviews d. online surveys e. ethnographic marketing research (EMR)

d. online surveys

In broad terms, there are the following approaches through which marketing research can gather marketing intelligence. (1) _____ approach: collecting data to address specific problems (2) _____ approach: putting systems in place that provide data on an ongoing basis.

1. Project 2. Systems

Research problems and managers' decision problems have distinct characteristics. Below you see a list of characteristics. Match the characteristic with the type of problem. It is usually stated as an active statement Answer 1 It is from decision makers' perspective Answer 2 It explains the specific (as much as possible) information to be gathered by the researchers Answer 3 It is from researchers' perspective Answer 4 It explains the question the answer to which can help managers make the decision or specifies a list of strategies or decision options. Answer 5 It is usually stated as a question Answer 6

1. Research problem 2. Manager's decision problem 3. Research problem 4. Research problem 5. Manager's decision problem 6. Manager's decision problem

What type of research design should be used to obtain conclusive answers to questions such as to what extent sales increase or decrease if we increase or decrease advertising, to what extent one ad garners greater attention compare to another, to what extent $0.50 coupons make more people buy a store brand? A.Exploratory B.Causal C.Descriptive D.Case Analysis E.All of the above.

B.Causal

What are the evidences of a causal relationship. A.Scientific measurement of cause and effect, high correlation of cause and effect, and high quality sampling method B.Timing of cause and effect, correlation of cause and effect, and elimination of other factors having correlation with the effect C.Timing order, negative correlation of cause and effect, and elimination of causal relationship between cause and effect D.Existence of case and effect, consistency of average cause and average effect, and generalizability of the insights E.Surveys method used, correlation of results, and simulation results

B.Timing of cause and effect, correlation of cause and effect, and elimination of other factors having correlation with the effect

A researcher developing a questionnaire becomes aware of an interesting additional relationship that could be investigated at very little cost and effort by adding an additional item to the questionnaire. He knows that this is not vital to his present research problems. He should A.investigate it, and share the results with the management if they are favorable. B.forget it. C.evaluate the cost. D.investigate it, as this is likely to reduce measurement error. E.investigate it, as this is likely to reduce sampling error.

B.forget it.

A day before elections, a local political candidate for mayor made a speech stressing several important points. To find out whether these points impacted the candidate's popularity, he needed to get the opinion of the voters. He would be advised to employ A.focus group interviews. B.telephone interviews. C.personal interview surveys. D.a mail survey. E.depth interviews.

B.telephone interviews.

A few days before an election, a local political candidate for mayor made a speech stressing several important points. Her campaign manager wants to before the actual election know what percentages of voters will vote for her. He would be advised to employ A.focus group interviews. B.telephone interviews. C.personal interview surveys. D.a mail survey. E.depth interviews.

B.telephone interviews.

A UX designer who want to improve a website has many different data collection methods to pick from. Which one is an example data collection by observation? A.using Qualtrics to survey website visitors. B.using Google Analytics to record number of visitors for each page C.personal interviews with the website users D.depth interviews with the website users. E.focus group to study a sample of typical internet users.

B.using Google Analytics to record number of visitors for each page

Once a problem has been carefully defined, research projects should begin with: A.A careful search for a marketing research agency. B.A comprehensive primary data collection effort. C.A careful search for existing secondary data. D.Interviewing the managers. E.Hiring a marketing research consultant.

C.A careful search for existing secondary data.

In a randomized experiment, measuring the effect before treatment is useful because it can A.Reduce the bias in the randomized experiment results B.Ensure that the random assignment is done properly C.Increase the statistical power of the experiment D.Ensure that all of the participants are affected by the treatment E.Increase external validity: our ability to generalize the result of experiment to other real world situations and contexts

C.Increase the statistical power of the experiment

Which one is an advantage of probabilistic sampling A.It is extremely low cost B.We can be sure what is the exact level of population parameters C.We can estimate an unbiased population parameters and reliable confidence intervals D.It can ensure that measurement errors are not a problem in the research E.It is the best way to ensure that the insights we get from confirmatory research and exploratory research is exactly the same

C.We can estimate an unbiased population parameters and reliable confidence intervals

"The range within which to population parameter is likely to fall based on the sample statistic" is known as the A.confidence frame. B.sampling interval. C.confidence interval. D.sampling frame. E.parameter interval.

C.confidence interval.

Causal research designs use ____ to establish possible causal relationships. A.focus groups B.interview design C.experimental design D.surveys E.simulations

C.experimental design

What is the research design used in A/B tests? A.exploratory design B.correlational design C.experimental design D.surveys design E.simulations design

C.experimental design

What are the 3C's of marketing strategy?

Customer, Corporation, Competitors

A researcher uses probabilistic sampling, and reports that based on her results the average level of satisfaction in the scale of 0 to 10 is 6.7±0.3 with 95% confidence. Which statement is correct. A.The sample average satisfaction can be different from 6.7 B.The sample average satisfaction can be any number between 0 and 10 C.The population average satisfaction is definitely between 6.4 and 7.0. D.There is a 5 out of 100 chance that the population average satisfaction is not between 6.4 and 7.0 E.The sample is probabilistic, so we cannot reliably state that the population mean is between 6.4 to 7.0 with a probability of 95%

D.There is a 5 out of 100 chance that the population average satisfaction is not between 6.4 and 7.0

A researcher uses probabilistic sampling, and reports that based on her results the average level of satisfaction in the scale of 0 to 10 is 6.7±0.3 with 95% confidence. Assuming that she has done the calculation and reporting correctly, which statement is correct. A.The sample average satisfaction can be different from 6.7 B.The sample average satisfaction can be any number between 0 and 10 C.The population average satisfaction is definitely between 6.4 and 7.0. D.There is a 5% chance that the population average satisfaction is not between 6.4 and 7.0 E.The sample is probabilistic, so we cannot reliably state that the population mean is between 6.4 to 7.0 with a probability of 95%

D.There is a 5% chance that the population average satisfaction is not between 6.4 and 7.0

Which is most important in guaranteeing that the questionnaire has a high quality? A.use of state of the art questionnaire design software. B.being innovative in designing new questions. C.having questions in reverse order. D.pre-testing the questionnaire before using it for actual data collection E.using observation-based method before finalizing the questionnaire.

D.pre-testing the questionnaire before using it for actual data collection

Which of the followings can be best measured by observation based methods? A.customer satisfaction. B.brand awareness. C.advertising recall. D.purchase history. E.intention to purchase.

D.purchase history.

A researcher uses non-probabilistic sampling, and reports that based on her results the average level of satisfaction in the scale of 0 to 10 is 6.7±0.3 with 95% confidence. Assuming that she has done the calculation and reporting correctly, which statement is correct. A.The sample average satisfaction can be different from 6.7 B.The sample average satisfaction can be any number between 0 and 10 C.The population average satisfaction is definitely between 6.4 and 7.0. D.There is a 5% chance that the population average satisfaction is not between 6.4 and 7.0. E.The sample is non-probabilistic, so we cannot reliably state that the population mean is between 6.4 to 7.0 with a probability of 95%

E.The sample is non-probabilistic, so we cannot reliably state that the population mean is between 6.4 to 7.0 with a probability of 95%

A researcher uses non-probabilistic sampling, and reports that based on her results the average level of satisfaction in the scale of 0 to 10 is 6.7±0.3 with 95% confidence. Which statement is correct. A.The sample average satisfaction can be different from 6.7 B.The sample average satisfaction can be any number between 0 and 10 C.The population average satisfaction is definitely between 6.4 and 7.0. D.There is a 5 out of 100 chance that the population average satisfaction is not between 6.4 and 7.0 E.The sample is non-probabilistic, so we cannot reliably state that the population mean is between 6.4 to 7.0 with a probability of 95%

E.The sample is non-probabilistic, so we cannot reliably state that the population mean is between 6.4 to 7.0 with a probability of 95%

What are the two methods of collecting data?

Observation & Communication

What are the 4P's of marketing strategy?

Place, Product, Promotion, Price

Analysis for continuous variables:

The proper way to summarize the result in this situation is called descriptive statistics (reporting averages, standard deviation, etc.)

Analysis for categorical variables:

The proper way to summarize the result in this situation is called frequency-analysis (reporting counts and percentages)

What type of research design should be used to obtain conclusive answers to questions such as "to what extent $0.50 coupons make more people buy a store brand"? Select one: a. Exploratory b. Causal c. Literature search d. Ethnographic marketing research (EMR) e. Descriptive

b. Causal

Which of the following is NOT what exploratory research is used for? Select one: a. Increasing the researcher's familiarity with the problem b. Getting a definitive quantitative answers c. Clarifying the problem to be solved through research d. Better formulating the manager's decision problem e. Better formulating the researcher's problem

b. Getting a definitive quantitative answers

Which of the followings is an advantage of probabilistic sampling? Select one: a. It can ensure that measurement errors are not a problem in the research b. It allows us to estimate unbiased population parameters and reliable confidence intervals c. We can be sure what is the exact level of population parameters d. It is extremely low cost e. It is the best way to ensure that the insights we get from confirmatory research and exploratory research are exactly the same

b. It allows us to estimate unbiased population parameters and reliable confidence intervals

Ideas about possible research problems can come from: (Select all that apply) Select one or more: a. Copying the same set of research problems from the previous successful marketing research. b. The researcher's experience c. The client during the process of clarifying the problem. d. A predefined list of research problems available in research method handbooks that researchers can select from. e. Exploratory research

b. The researcher's experience c. The client during the process of clarifying the problem. e. Exploratory research x. Focus group x. Ethnographic marketing research (EMR) x. All of the above

What evidence is needed to establish a causal relationship? Select one or more: a. Consistent variation: the cause should be correlated with the effect b. Time order: the cause should happen before and at the same time as the effect c. Elimination of all confounding factors (all the other factors that affect the effect) as the reason for the correlation between cause and effect d. Time mismatch: cause and effect cannot happen at the same time e. Consistency of orders of magnitude: the average level of cause should be similar to the average level of the effect

b. Time order: the cause should happen before and at the same time as the effect a. Consistent variation: the cause should be correlated with the effect c. Elimination of all confounding factors (all the other factors that affect the effect) as the reason for the correlation between cause and effect

The research report writing standards are Select one: a. capable, adequate and competent. b. clarity, accuracy, and completeness. c. clarity, awareness, and complexity. d. cleverness, accuracy, and competency. e. convincing, accuracy, and candor.

b. clarity, accuracy, and completeness.

Which of the following choices is NOT an example of data gathering by communication? Select one: a. online survey b. mystery shopper surveys c. paper-based survey d. telephone interviews e. personal interviews

b. mystery shopper surveys

How many members does a typical focus group have? Select one: a. 1 to 2 b. 3 to 4 c. 8 to 12 d. 15 to 18 e. 20 or more

c. 8 to 12

The best way of avoiding the trap of researching the wrong problem is to: Select one: a. Research all possible problems b. Define the research problem broadly c. Delay research until the problem is properly defined

c. Delay research until the problem is properly defined

A researcher wants to learn new ideas about the motivations and emotions of customers when they decide to buy a car. Which method is the best for such research? Select one: a. Focus Group b. Ethnographic Studies c. Depth interview d. Nominal Group e. Customer Observation

c. Depth interview

Recently, a local grocery store has issued coupons to increase their customers. The marketing team wants to know how many people have used the coupon. They also want to have a breakdown of their results over different income levels. In this situation, what type of research design do you suggest? Select one: a. Exploratory b. Causal c. Descriptive d. A/B testing e. Field experiment

c. Descriptive

Spacely Sprockets, an aerospace manufacturer, commissioned a survey to determine whether the purchasers of its aircraft favored speed or fuel efficiency most. The survey results will influence which element of the marketing mix? Select one: a. Preference b. Promotion c. Product d. Place e. Price

c. Product

What is the name for the bias introduced in the communication-based research when participants respond inaccurately or falsely to questions? Select one: a. Non-response bias b. Human interaction bias c. Response bias d. Sampling bias e. Administrative bias

c. Response bias

What type of data was collected for another purpose, but can be used to address a current problem? Select one: a. Random data b. Auxiliary data c. Secondary data d. Tangential data e. Primary data

c. Secondary data

A large marketing research firm has a focus on the energy industry. It collects information about the industry and publishes quarterly reports that are distributed to clients of the firm. It is said that this research firm is engaging in what kind of marketing research? Select one: a. Private b. Customized c. Syndicated d. Commissioned e. Specific

c. Syndicated

A sampling frame is: Select one: a. a form of non-probabilistic sampling b. the list of population elements actually included in the sample c. a list of population elements from which the sample will be drawn. d. the main source of biased statistics e. used in both probabilistic and non-probabilistic sampling

c. a list of population elements from which the sample will be drawn.

What method is used by causal research designs to establish possible causal relationships? Select one: a. simulations b. surveys c. experiments d. focus groups e. open-ended interviews

c. experiments

Comparing to using secondary data, generating primary data is generally a __________ process. Select one: a. less accurate b. more accurate c. time consuming, expensive d. time consuming, inexpensive e. quick, expensive

c. time consuming, expensive

A gym wants to determine what percentage of the people living close to the gym are aware of the gym and their services. What data collection method do you recommend? Select one: a. data collection by observation of people living in the neighborhood b. a survey using telephone interviews c. focus groups d. A paper-based survey sent through the mail to the people living in the area e. depth interviews of the people living in the neighborhood

d. A paper-based survey sent through the mail to the people living in the area

The primary reasons for studying marketing research include: Select one: a. Some may pursue a career in marketing research. b. Knowledge of the marketing research makes for a "smarter" consumer and citizen. c. Managers should know the benefits, limitations, and the process of marketing research use marketing research results. d. All of the above are reasons for studying marketing research.

d. All of the above are reasons for studying marketing research.

Which of the followings is possible using non-probabilistic sampling? Select one: a. Assign to every member of the population a known probability of being in the sample. b. Provide a reliable estimate for population parameter c. Estimate the sampling error accurately d. Perform the sampling at a relatively low cost e. Calculate a reliable confidence interval

d. Perform the sampling at a relatively low cost

Which of the following questions is NOT one of the major issues to consider when evaluating the general content of a question in a questionnaire? Select one: a. Do the participants remember the answer to the question? b. Is the question needed? c. Are the participants willing to share the answer to the question? d. Should we use open-ended or close-ended questions? e. Do the participants know the answer to the question?

d. Should we use open-ended or close-ended questions?

In making decisions about marketing research methods, which errors or biases should we strive to minimize? Select one: a. Sampling errors b. Administrative errors c. Non-response biases d. Total errors e. Measurement errors

d. Total errors

Which of the following types of organizations conduct marketing research? Select one: a. Producers of products and services b. Advertising agencies c. Marketing research companies d. Business consulting firms e. All of the above conduct marketing research.

e. All of the above conduct marketing research.

You are the product manager for Buckstars Coffee, a nationally distributed brand. Buckstars sales has been declining recently. The managers do not have a clear idea about what has caused the problem. You want to run a study and find out why sales has gone down. The most appropriate research method is: Select one: a. A causal study using lab experiments. b. A causal study using field experiment c. A descriptive study involving a field survey of actual and potential customers d. A causal study followed by a descriptive study e. An exploratory study

e. An exploratory study

What type of close-ended response type (scale) is used in the following question? To what extent do you agree or disagree with the following statement: The quality of service at Starbucks meets my expectations. (1) Strongly disagree (2) Disagree (3) Neither agree nor disagree (4) Agree (5) Strongly agree Select one: a. Constant sum scale b. Open-ended scale c. Agreement scale d. Graphic-rating scale e. Likert scale

e. Likert scale

The marketing manager at Widgets R Us became aware that a leading competitor was conducting an extensive customer survey. Somewhat alarmed, this manager directed the marketing staff to construct and administer a customer survey immediately. What important phase of the marketing research process has this manager likely skipped? Select one: a. Data Analysis b. Research Configuration c. Data Collection d. Information Reporting e. Problem Definition

e. Problem Definition

The difference in the two most common forms of oral/verbal reports is the order in which the ____ are presented. Select one: a. specific objectives and the purpose of the study b. purpose of the study and the specific objectives c. supporting evidence and the specific objectives d. purpose of the study and the conclusions e. conclusions and the supporting evidence

e. conclusions and the supporting evidence

When preparing an oral/verbal presentation, the first task of the presenter should be to Select one: a. test the sound system where the presentation will take place. b. decide on the organization of the presentation. c. develop graphical presentation aids. d. write the verbal portion of the presentation. e. determine who will be in the audience.

e. determine who will be in the audience.

Measurement consists of Select one: a. assigning numbers solely for identification purposes b. using a given scale to make comparisons c. determining the frequency of a particular attribute d. determining qualitative characteristics that can be assigned to the physical properties of objects e. the assignment of numbers to the attributes of objects or events

e. the assignment of numbers to the attributes of objects or events

3 main study designs

exploratory, descriptive, and causal

What is confidence level?

the minimum percentage of the times that we want to be correct in our decision about hypotheses. The researcher decides what is an appropriate confidence level. (Do not confuse it with confidence interval) We usually use levels such as 90%, 95%, or 99%.