Which data collection technique to use

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Unlike management decision-makers, marketing researchers _____.
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Are not conscious with additional information
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Which of the following data collection techniques is used in exploratory research studies?
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Pilot Studies
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Kiara, a market researcher, wants to study the relationship between childhood obesity and socioeconomic status. She has to decide whether to collect data on income from individuals or from a husband and wife representing the household. In this scenario, Kiara has to determine the _____
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Unit of Analysis
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In the field of marketing research, analytics exclusively uses qualitative techniques to determine performance efficiency
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False
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Subject debriefing means claiming that a survey is for research purposes and then asking for a sale or donation
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False
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Which of the following illustrates an unethical activity of research users
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Obtaining first drafts of questionnaires and using the information to perform the research project themselves
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The iceberg principle helps researchers _____
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Distinguish between the symptoms and the cause of a problem
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The first task in the information research process is to ____
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Identify and clarify information needs
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The benefits of internal marketing research providers include research method consistency, shared information across the company, lower research costs, and ability to produce actionable research results
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True
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_____ specifies whether data should be collected about individuals, households, organizations, departments, geographical areas, or some combination.
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The Unit of Analysis
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As marketing research firms expand their geographic scope, many fundamental skill requirements will change and negotiation skills will be replaced by statistical skills.
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False
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One of the recent trends in the marketing research industry is a movement toward data analysis.
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False
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Marketing research plays a critical role in developing competitive intelligence.
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True
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Which of the following statements is true about the information research process?
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It is a systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making information.
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Exploratory research collects quantitative data to answer research questions such as who, what, when, where, and how
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False
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In a census, a researcher attempts to _____.
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Question or observe all the members of a defined target population
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Which of the following is ethical in marketing research practices?
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Subject Debriefing
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Apex Corp. asks its consumers to determine how they perceive the similarities and dissimilarities among relevant product attributes for a group of competing brands. In this case, Apex Corp. is most likely using the technique of _____.
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Perceptual Mapping
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The practice of data collection personnel filling out surveys for fake respondents is called _____
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Curbstoning
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Given the nonlinear nature of marketing research, it is not a very systematic process.
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False
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When compared with qualitative research methods, quantitative research methods, in general, can be completed relatively quickly.
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False
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_____ is collected by outside organizations such as federal and state governments, trade associations, nonprofit organizations, marketing research services, or academic researchers.
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External Secondary Data
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An in-depth interview involves
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asking a respondent a set of semistructured, probing questions in a face-to-face setting
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The objective of descriptive research is to
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collect information that provides answers to research questions
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Rather than focusing on one or a few cases in depth, case study research involves studying many cases superficially
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False
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A _____ is an observable item that is used as a measure on a questionnaire
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Variable
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Which of the following statements is true of qualitative research methods?
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Qualitative researchers usually collect detailed data from relatively small samples by asking questions.
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A(n) _____ hypothesis states that there is a relationship between two variables.
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Alternative
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Which of the following hypotheses is always tested by statisticians and market researchers?
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Null Hypothesis
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The optimal number of participants in face-to-face focus group interviews should range from 20 to 30 people.
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False
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A(n) _____ hypothesis is a statistical hypothesis that is tested for possible rejection under the assumption that it is true.
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Null
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____ are sources of internal secondary data.
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Sales Invoices
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Quantitative research is most likely to be used when:
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The objective is to validate relationships and test hypothesis
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A moderator's guide should include follow-up questions to help the moderator elicit more information
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True
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Internal secondary data is collected by organizations other than the company itself
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False
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Which of the following is true of quantitative research?
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It uses formal questions and predetermined response options in questionnaires administered to large numbers of respondents.
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Evaluating secondary data based on the purpose criterion involves _____
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ensuring the data is consistent with the research objectives at hand
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Syndicated data is the data available for free on various blogs and websites.
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False
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The major advantage of focus groups is that the reliability of the data collected is high unlike other qualitative methods
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False
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____ are sources of external secondary data.
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U.S. Census Reports
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