PRA 245 Midterm

From the following select the market research standards for BOTH confidence level and confidence interval. 95% confidence level 85% confidence level +/-5% confidence interval +/- 3% confidence interval +/- 7% confidence interval 90% confidence level

95% confidence level +/-5% confidence interval

What is a blind study?

A blind study is a study in which participants are not informed or made aware of the sponsor of the study.

Examples of secondary research are: (select all that apply) An industry study A study commissioned by the client White Papers found online A trade publication study

An industry study White Papers found online A trade publication study

Select an example of a type of survey that tries to sample every person in the target population instead of only a sampling of that population. Data Base Survey Panel Census Quota

Census

Briefly, why should demographic questions be generally placed at the end of a survey?

Demographic questions should be placed at the end of a survey because they are not directly applicable to the results. However, they are still useful for the researcher to know because it may reveal additional information. Because it isn't necessary, survey takers can choose to skip this section at the end to avoid survey fatigue.

Which of the following is NOT an example of psychographics? Interests Opinions Activities Demographics

Demographics

The first step in research is to: Determine qualitative vs quantitative Find someone to conduct the research Determine the objectives Start writing questions for a survey

Determine the objectives

As briefly as possible and in your own words, what is the difference between direct and contrived observation?

Direct is in a real setting of what the observed person is interacting with. In contrived, the setting is made up to mimic the direct (real) setting.

The goal of Exploratory research is to: Discover new ideas Define demographics Discover behaviors

Discover new ideas

You are engaging in secondary research for your client. You find a qualitative study that fits your research objectives, is the same client and product category, and was conducted in 2010. Which are you more likely to do: Don't use this study and recommend conducting new primary research Use this study since it meets your objectives and brand needs.

Don't use this study and recommend conducting new primary research

Standard participant size for focus groups generally include: Eight to ten respondents Ten to twelve respondents Six to eight respondents Eight to twelve respondents

Eight to ten respondents

What is the first step in determining the sample size for a survey? Determine the brand reach Estimate the product likeability Estimate the population size Calculate the sales per person ratio

Estimate the population size

A discussion or moderator's guide is used to follow exactly and in order what is to be covered in the group. True False

False

A necessary first step when conducting secondary research is to verify the source is reliable and reputable. For example, Wikipedia is considered a reliable resource so information from it can lend credibility to your findings. True False

False

A participant may receive an initial screening email or phone call about potential focus groups. If you receive this, you can be assured of participating in the focus group. True False

False

A research question and a research objective are the same thing True False

False

During an unobtrusive observation, the person observing does not speak to the person they are observing, but that person does know they're being watched. True False

False

Examples of internal secondary research include sales figures, internal database data, industry articles, and case studies. True False

False

In market research, it's always advisable to collect the largest sample size as possible no matter the cost or timing involved. True False

False

It's important to determine what type of research to conduct before deciding what you want to learn or the objective. True False

False

Secondary research is conducted second. True False

False

Surveys can never include open-ended questions. True False

False

The length of a survey is not important as long as everything is covered and the respondent will be ok with the time it takes to complete. True False

False

When a business wants to conduct a brand perception study, it's important to reveal who is the sponsor of the survey. True False

False

When sourcing information in a report, just listing the title of the resource is enough. True False

False

When writing a report for secondary research findings, it's common to add your own opinion about findings. True False

False

List three examples of qualitative research

Focus group, Observational research, Man on the street

One approach to apply when thinking about question ordering in a survey is: Inverted Method Pie Method Tulip Method Funnel Method

Funnel Method

Which of the following are examples of demographic questions? [Select all that apply] Hobbies Geographic Location Income Education Level

Geographic Location Income Education Level

What resource is available to find focus group facilities in a city you may want to conduct qualitative research? GreenBook Directory Qualitative Research Directory BlackBook Directory Focus Group Facilities Directory

GreenBook Directory

You come across a statement in a blog post that has a piece of information that fits what you're trying to find out for your client. You want to use this piece of information. Under what circumstances can you feel confident in using it? I shouldn't use it under any circumstance since it's from a blog which is opinion based If I'm able to verify the source they've quoted from is reliable I can use it

If I'm able to verify the source they've quoted from is reliable I can use it

At an in-person focus group, the respondents and moderator are in a room and clients are often in an adjacent room behind a two-way mirror. Which of the following is true about unseen observers of qualitative research? It's necessary to reveal that there are some observers behind the glass It's not necessary to reveal if anyone is observing the groups

It's necessary to reveal that there are some observers behind the glass

Which of the following statements is true about Primary research: Is more accurate and includes a larger sample size It's usually more expensive and more time consuming It's usually less expensive and faster to get results Less reliable and has a smaller sample size

It's usually more expensive and more time consuming

The following is an example of which type of question mistake: "How would you rate our superb service?" Leading Complex Double Barreled Loaded

Leading

Quantitative research is: Observational and exploratory Measurable and projectable

Measurable and projectable

In research reports, what is the difference between "N" and "n"? N = sample and n = population N = product and n = sample N = population and n = product N = population and n = sample

N = population and n = sample

During secondary research, you find a quantitative study that can help you in researching a product targeted to adults ages 18+ who live in the Southwest Region. The study was conducted in the past year, is in the same category as your product, and has a sample size of 200 people. Can you use this study? Why or why not?

No, you cannot use this study because the sample size is too small. 200 people is are not representative of all adults who live in the entirety of the Southwest Region, and therefore the data is not applicable.

Which of the following types of sampling techniques has the disadvantage of not being projectable to the entire population? Stylus sampling Systemic sampling Non-probability sampling Probability sampling

Non-probability sampling

If your objective involves better understanding how consumers make decisions, the more likely methodology you would utilize is Observational Research Secret Shopper Focus Groups

Observational Research

Which type of sampling technique uses random selection to ensure members of a population segment have an equal chance of being chosen to participate in the survey? Stratified sampling Probability sampling Provost sampling Convenience sampling

Probability sampling

You are a client who is creating a new product extension to an existing product. You want to know how your target consumer will react in person and get some conversational feedback on what they think about it. Which research methodology between qualitative and quantitative should you choose and why? (Note this is easy to answer in just a few sentences, but be sure your response is clear as to the why)

Qualitative research is best to understand directional thinking and see people's live reactions since it involves direct face-to-face conversation. This method is much more conversational than quantitative which will provide the feedback I am looking for. This way, I can potentially allow them to interact with the product, see their reaction, and do a live question and answer segment.

Which sampling source allows for potential respondents to opt in to participate in research studies? Sample farms Group Response List Research panels Broker Lists

Research panels

Which one of the following is an example of causal research? A focus group about a new product A study to learn how someone uses a new vacuum design Research to learn about how a new flavor will impact sales of other flavors

Research to learn about how a new flavor will impact sales of other flavors

Using the chart below, which of the below choices shows the least amount of responses for a survey that could be collected while still meeting industry standards at a 95% confidence level? Sample size of 100 with margin or error of 9.8% Sample size of 700 with margin or error of 3.7% Sample size of 500 with margin or error of 4.4% Sample size of 1000 with margin of error of 3.3%

Sample size of 500 with margin or error of 4.4%

Environmental scanning is a type of Quantitative research Primary Research Secondary Research Qualitative research

Secondary Research

Two examples of quantitative research are: (Just list the example; don't need to define or describe it)

Survey, polls

You're a brand active on social media. You want to conduct a survey through your social media channel. Who are you more likely to get responses from using this methodology, current customers or prospective customers and why?

The brand would be more likely to get responses from current customers, since those would be the people who would be already following the social media accounts. Therefore, the majority of people who would even see the survey would already be aware of the brand and likely is already a current customer.

A research objective helps drive what type of research to conduct. True False

True

A screening or security question is used to determine if someone qualifies to participate in a survey. True False

True

Branching questions enable respondents to skip to an applicable question based on their answer to a previous question. True False

True

In observational research where you may want the person observed to not potentially act differently, it is legal and ethical to do so in public spaces, but they should be kept anonymous. True False

True

It's important for the moderator to convey that they are neutral in this process to respondents so they feel comfortable sharing all reactions to what is talked about and not feel inhibited about saying something negative True False

True

Sample size is important to a study as it conveys how many people need to be surveyed to be representative of the target market and determine the quota. It's also important to know as it can help determine the pricing of the survey cost. True False

True

Secondary research is a great way to begin to better understand the brand or a product category. Especially when it serves as exploratory research or as a phased approach to primary research. True False

True

When writing a survey question, a good rule of thumb is to write it to a 6th-grade reading level. True False

True

Two focus group activities that might be utilized in a group to help get respondents thinking about what the moderator is asking are __________ and __________.

Voting Cartoons Collages Conversations Storytelling Surveys Usability tests Word association

The moderator's guide usually begins with a warm-up question then moves to: broad questions to more focused ones around solving the objectives focused questions around solving the problem right away any questions which need to be asked in any order

broad questions to more focused ones around solving the objectives

In qualitative research it's common to hold it in a few key cities that are primarily determined by: geographic representation easiest locations for the client to travel to psychographic representation only large cities so you can find enough people

geographic representation

An important consideration of the Likert scale when selecting the range of response to include is that it provide an "other" response it offer 6 options it be direct it be balanced

it be balanced

The results from a census are called a parameter. The results from a survey are called a result statistic quota data point

statistic

In research, the term population refers to the population of the community the target the US the entire world

the target

Probing questions most often begin with... who, what, where how, who, what why, how, who what, why, how

what, why, how