MKT Research 1-7 (TRUE/FALSE) - Flashcards

Q: Which of the following statements best illustrates the service-dominant logic for marketing philosophy?

Marketing decision makers should know their firms\' core competencies

Q: One of the implications of the service-dominant logic for marketing philosophy is that:

to practice marketing well in today\'s environment requires access to more and better information than in the past.

Q: A marketing strategy consists of selecting a segment of the market as the company\'s target market and designing the proper:

\"mix\" of product/service, price, promotion, and distribution for that market.

question

Which of the following statements best illustrates the service-dominant logic for marketing philosophy?

answer

Marketing decision makers should know their firms' core competencies

question

One of the implications of the service-dominant logic for marketing philosophy is that:

answer

to practice marketing well in today's environment requires access to more and better information than in the past.

question

Companies which successfully minimize product and service failures:

answer

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

question

The marketing concept is an important philosophy for marketing managers because it dictates

answer

day-to-day decisions that managers will make

question

The key reason that the marketing concept has been recognized as the "right philosophy" is that it

answer

always focuses on the consumer.

question

Several examples of product failures were presented in your textbook. The key reason given for the failure of the firm, Cell Zones, to establish cell phone privacy in public settings with soundproof booths was that:

answer

the company did not understand that the public was transitioning to the use of smart phones to text messages.

question

A marketing strategy consists of selecting a segment of the market as the company's target market and designing the proper:

answer

"mix" of product/service, price, promotion, and distribution for that market.

question

In order to develop the "right strategy" to succeed in business, managers must make the right decisions; and in order to make the right decisions, they must have objective, accurate, and timely

answer

information

question

Which of the following is the best definition of marketing research? Marketing research is:

answer

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

question

Based on the AMA's definition of marketing research, which of the following is NOT one of the uses of marketing research?

answer

to solve general, not specific, marketing problems

question

Which of the following refers to applying marketing research to a specific geographical marketing area?

answer

market research

question

Which of the following statements best reflects the purpose of marketing research

answer

to link the consumer to the marketer by providing information that can be used in making marketing decisions

question

Marketing research conducted on the popular TV program, Seinfeld, starring Jerry Seinfeld, was used to illustrate:

answer

when marketing research predicts a failure, yet there is success.

question

Which of the following best illustrates the use of marketing research to monitor marketing performance?

answer

tracking variables that monitor how well products are performing in the marketplace

question

The difference between basic research and applied research is that basic research is conducted to

answer

expand our knowledge, rather than solve a specific problem.

question

Barnes & Noble managers were prompted to ________ when presented with marketing research which indicated that its competitor, Amazon, had developed the Kindle to begin selling books online

answer

generate, refine, and evaluate potential marketing actions

question

Which of the following is NOT one of the components of the marketing information system? A) internal reports B) marketing intelligence C) marketing decision support D) consumer information support system E) marketing research system

answer

consumer information support system

question

The information system that gathers information generated by internal reports such as orders, billing, receivables, inventory levels, and so on is called the:

answer

internal reports system.

question

Which of the following marketing information system components gathers information about events and happenings "outside" of the firm?

answer

marketing intelligence

question

Which of the following marketing information system components provides studies conducted for specific situations facing the company?

answer

market research system

question

Which of the following marketing information system components is NOT continuous?

answer

marketing research system

question

Determining the value consumers perceive in new products is a primary objective of:

answer

pricing research

question

Akron's Children's Hospital hired research firm, Marcus Thomas, LLC, to determine the most effective communication messages to use in a new ad campaign being developed by the hospital. This was an effort in

answer

promotion research

question

________ satisfies the need for companies to identify and test new products to replace products which are at the end of their product life cycles

answer

product research

question

Understanding the forces which motivate dealers to move greater quantities of product is inherent in the process of:

answer

distribution rsearch

question

A kitchen appliance company has seen domestic markets become saturated over the past decade. Seeking new avenues of growth, in what way can the firm's decision makers use market research to find a sizable international market segment to pursue?

answer

target market selection

question

It has yet to be proven if social media can effectively serve as a venue for firms to collaborate with consumers

answer

false

question

Marketing is a part of, or a subcategory of, marketing research.

answer

false

question

The service-dominant logic for marketing philosophy suggests that marketing decision makers will need less information in the future.

answer

false

question

Frito-Lay Lemonade is an example of a product extension which likely failed because of poor marketing research information

answer

True

question

When a firm is "consumer -oriented" or "market-driven," it follows the marketing concept business philosophy

answer

True

question

Marketing strategy is defined as a planned design to reach the largest portion of the market by leveraging the benefits of both low marketing costs and promotion using the mass media to reach the largest audience.

answer

false

question

Once objective, accurate, and timely information is provided to managers to allow them to implement the correct strategy, there is no future need for information

answer

false

question

Marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem

answer

true

question

The American Marketing Association's definition of marketing stresses that the function of marketing should be to create sales which generate high profits for the firm.

answer

false

question

The definition of marketing research provided by the American Marketing Association stresses the 11-step process of marketing research.

answer

false

question

Marketing research is synonymous with market research

answer

false

question

The purpose of marketing research is to link the consumer to the marketers by providing information that can be used in making marketing decisions.

answer

true

question

Marketing research provides information collected only on consumers. Information collected on other entities such as employees, members of distribution channels, or competitors would NOT be considered marketing research.

answer

false

question

Marketing research is infallible

answer

false

question

One of the uses of marketing research is to identify market opportunities; however, the identification of problems is not a use of marketing research, but rather a use of the firm's internal auditing system.

answer

false

question

When marketing research is used to "improve marketing as a process" instead of trying to solve a specific problem, we classify this research as applied research.

answer

false

question

The use of marketing research to monitor marketing performance takes place prior to implementing marketing strategies.

answer

false

question

Hershey's can monitor the sales of its candy bars as well as the sales of its competitors' brands through the use of tracking research studies.

answer

true

question

When marketing research is used to improve marketing as a process, the research information is often published in journals such as The Journal of Marketing Research and Marketing Research.

answer

true

question

Applied research addresses specific problems, and this type of research represents the vast majority of marketing research studies.

answer

true

question

Some marketing research studies are designed to find out what consumers' problems are and to assess the suitability of different proposed methods of resolving those problems.

answer

true

question

Using marketing research to select new target markets not only involves determining the size of various market segments, but also determining if the market segment is growing or shrinking.

answer

true

question

A marketing information system is a structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

answer

true

question

The marketing intelligence system gathers information generated by internal reports, which includes order billing, receivables, inventory levels, stockouts, and so on.

answer

false

question

A marketing decision support system is defined as collected data that may be accessed and analyzed using tools and techniques that assist managers in decision making.

answer

true

question

Everyday, information about pertinent developments in the environment is gathered through internal report systems.

answer

false

question

The marketing research system gathers information for a specific situation facing the company, and it is unlikely that the other components of an MIS have the information needed for the specific situation.

answer

true

question

Marketing research is not needed if there is an adequate decision support system in place.

answer

false

question

Marketing research projects, like the other MIS components, are continuous, running 24/7.

answer

false

question

Marketing has been defined as a function and set of processes for creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders. Marketing managers must have information in order to determine values desired by customers and how to build customer relationships. This explanation shows:

answer

why marketing research is a part of marketing; that is, marketing research provides information to allow marketing managers to understand values desired by customers.

question

Tim, a marketing manager, disagreed with other company managers. Tim believed that the company should not just try to make a better product or try to sell more of the product. Tim believed that the company should try to identify and satisfy consumer wants and needs. Tim's philosophy may best be described as

answer

the marketing concept philosophy.

question

Allison is the CEO of a large consumer products company. She asks the marketing research department to gather information to help her determine target markets having the most potential from among several market segments. She also asks the research department to give her an assessment as to the best product, price, distribution, and promotion to appeal to the various market segments. Allison is collecting information to help her implement a

answer

marketing strategy

question

Rachel would like to create a new department within her firm. She wishes that her firm could provide information that will help link consumers outside the firm to individuals in the firm. The individuals inside the firm would make decisions used to identify marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and perhaps improve the understanding of marketing as a process. Rachel should name this department:

answer

the marketing research department.

question

Abe would like to identify a location for a new unit of his franchised fast-food restaurant chain. He orders an evaluation of several city blocks from a marketing research firm. The research firm will determine the population, population growth, income, and other important demographic information for the defined geographical area. The research company will be performing:

answer

market research

question

Marketing research studies predicted that hair styling mousse, answering machines, the Jerry Seinfeld TV program, Seinfeld, and other products and services would fail. Yet, these products and services were all successful. This illustrates that marketing research:

answer

does not always make accurate predictions

question

Wrangler® developed several different proposed advertisements. They then used marketing research to test consumers' preferences for the different promotional messages expressed in the various ads. This is an example of which use of marketing research?

answer

generating, defining, and evaluating potential marketing actions

question

Professors at Texas A&M University conducted research to determine the best way to measure customer satisfaction with services. Their method was published in the Journal of Marketing and may be used by any firm wishing to measure their own customers' satisfaction levels. This would be an example of:

answer

basic research

question

Bob is a salesperson with the Acme Corporation. Bob has just made a large sale, and he accesses Acme's marketing information system in order to determine if the company has enough existing inventory to fill the large order. Bob is accessing which component of Acme's MIS?

answer

internal reports

question

Andrea Livingston arrives at her desk at Western Utility Corporation, a provider of electrical power. She accesses her Lexis-Nexis computer program, which provides her with articles containing information related to the utilities industry. She discovers that a new breakthrough has occurred in solar panel technology, and this report was published during the evening in a newspaper in Europe. She immediately takes this information to her research and development department. Andrea is accessing which component of the MIS of Western Utility Corporation?

answer

marketing intelligence

question

Doss is vice president of marketing research for General Mills. The chefs at General Mills bring three new cookie recipes to Doss. Doss wants to know which of these three cookie recipes would be most preferred by consumers. Which component of General Mills' MIS would Doss use in order to provide him with this information?

answer

marketing research

question

Which of the following professional organizations is devoted to improving the quality of the marketing research industry and to ensuring the future of the marketing research profession?

answer

MRA (Marketing Research Association)

question

The marketing research industry has a certification program for marketing researchers, and this certification program is hosted by:

answer

Marketing Research Association.

question

What did the Marketing Research Association do in 2005 that changed the credentialing of marketing research professionals?

answer

They created the Professional Researcher Certification program.

question

Who, among the following, is given credit for conducting the first continuous and organized marketing research and is also recognized today as the "Father of Marketing Research

answer

Charles Coolidge Parlin

question

What was the significance of the years following the Industrial Revolution to the marketing research industry?

answer

Companies were separated from their customers, and there was a need to understand faraway markets

question

In terms of the evolution of the marketing research industry, what was the significance of the era which ranged from about 1940 to 1960?

answer

Focus groups, statistical analysis, and the computer became part of the marketing researchers' tool kit, greatly aiding them in their research efforts.

question

Which of the following best explains the role of marketing research by the 1960s?

answer

Marketing research gained acceptance in organizations and was recognized as being needed for survival.

question

An annual publication that lists the top 25 global marketing research firms in the world is known as

answer

the Honomichl Global Top 25.

question

Which of the following reports a list of marketing research firms ranked in terms of revenues from U. S. operations only?

answer

the Honomichl Top 50

question

The largest marketing research firm in the world is

answer

Nielsen Holdings N.V. Co.

question

In discussing the structure of the marketing research industry, the authors define an internal supplier firm as one that:

answer

has its marketing research provided by an entity, such as a marketing research department, within the firm.

question

Owners/proprietors of small firms are more likely to take advantage of:

answer

do-it-yourself research

question

Which of the following types of marketing research firms would be considered "limited-service" firms?

answer

field services firms

question

External supplier firms may be either:

answer

full-service or limited-service firms.

question

Full-service supplier firms:

answer

have the ability to conduct the entire marketing research project.

question

Firms that collect information, store it on a common database, and make it available to multiple subscribers are called:

answer

syndicated data service firms

question

Firms that specialize in collecting data are called

answer

field services firms.

question

A research firm that uses only one technique, such as eye movement research or taste testing, would be called

answer

a limited-service supplier firm.

question

________ is (are) a key driver for revenues in the marketing research industry.

answer

Corporate profits

question

Current studies show that the health of the marketing research industry ________ that of the economy in general.

answer

significantly exceeds

question

Research revenues vary around the world, but ________ has the largest market share

answer

Europe

question

Which of the following is the fastest growing country, in terms of net growth revenue gains for market researchers from 2009 to 2010?

answer

Austria

question

As the marketing research industry evolves, traditionalists question whether the challenges posed by ________ threaten to render the industry obsolete.

answer

the explosion of technological tools and providers

question

The 2007 Confirmit industry survey of firms in several countries reported that the leading challenge facing the marketing research industry was

answer

falling response rates

question

The issue of ________ continues to be dominant in today's world of "scraping" websites to gather information.

answer

privacy

question

Some suggested remedies for some of the problems we see in the marketing research industry are

answer

certification and education.

question

For more than a decade, ________ has monitored industry trends, publishing an annual report on data provided to the industry in terms of what techniques are being used as well as what drives their use.

answer

Greenbook

question

Certification of marketing researchers means

answer

those certified have passed some standard(s) of performance.

question

Marketing researcher certification, PRC, stands for:

answer

Professional Researcher Certification.

question

Professional organizations try to prescribe ethical behavior for members by creating

answer

codes of ethical behavior

question

What does sugging refer to?

answer

selling under the guise of a survey

question

What does frugging refer to

answer

fundraising under the guise of a survey

question

Which of the issues below best illustrates researchers falsifying data in order to make the findings consistent with predetermined points of view?

answer

lack of research integrity

question

Requests for researchers to conduct a study among 8 to 12 year olds to understand how to persuade kids to demand more of their products (soft drinks and vending machine food) in schools demonstrates the need to:

answer

make improvements to ethical conduct in the industry.

question

Which of the following is true regarding what the authors have to say about the percentage of respondents willing to participate in research surveys?

answer

The percentage has been going down.

question

Deception, especially invasion of privacy, is a serious ethical issue in marketing research and occurs in research studies. Which of the following is an example of deception? 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) Potential respondents are told they will remain anonymous when they will not. D) all of the above E) none of the above

answer

D) all of the above

question

A common ethical code among major associations is to ensure that respondents understand that they may elect to not participate in a research request. This code falls into the category of:

answer

fair dealings with respondents.

question

A common ethical code among major associations is to ensure that researchers will not collect information for more than one client at the same time without explicit permission from the clients involved. This code falls into the category of:

answer

fair dealings with clients and subcontractors.

question

A common ethical code among major associations is to ensure that researchers will not misrepresent the impact of the sampling method and its impact on sample data. This code falls into the category of:

answer

maintaining research integrity.

question

A common ethical code among major associations is to ensure that research released for public information will contain information to ensure transparency. This code falls into the category of:

answer

concern for society.

question

The PRC has been quickly adopted by both clients and research professionals.

answer

true

question

Charles Coolidge Parlin is the current president of the Marketing Research Association and started the PRC certification program

answer

false

question

During the early days of the history of the United States, artisans and craftsmen were involved in barter exchange and understood their customers wants and needs. There was not much need for marketing research.

answer

true

question

By the 1960s, marketing research not only had gained acceptance in organizations, but was recognized as important to firms' survival.

answer

true

question

The Honomichl Global Top 25 is an annual listing of marketing research firms ordered in terms of revenue generated ONLY in the United States.

answer

false

question

World revenues for the marketing research industry are about $300 billion annually.

answer

false

question

The Honomichl Top 50 is an annual report listing the top 50 marketing research firms in terms of revenues earned in the United States.

answer

true

question

Research suppliers may be thought of as consisting of two groups: internal suppliers and external suppliers.

answer

true

question

General Mills has a research department that provides for the function of marketing research at the company. This is an example of what we mean by an external supplier firm.

answer

false

question

Marketing research firms classified as "market segment specialists" and "field services" firms are categorized as being full-service supplier firms.

answer

false

question

Internal supplier firms organize the research function by using either committees or by assigning individuals the responsibility. They do not have their own departments of marketing research.

answer

false

question

Very few of the largest firms (sales volumes in excess of $500 million) have their own marketing research departments, but they usually have at least one person responsible for conducting marketing research.

answer

false

question

The basic function of formal marketing research departments is to provide information to internal decision makers.

answer

true

question

External supplier firms may be classified into the two categories of full-service and field data service firms.

answer

false

question

In most cases, internal suppliers of marketing research also purchase research from external suppliers.

answer

true

question

In the marketing research industry, full-service supplier firms have the ability to define the problem, specify the research design, collect and analyze the data, and prepare the final report as part of their service.

answer

true

question

Syndicated data services companies provide customized information and services to individual clients

answer

false

question

Packaged services firms use a proprietary process to conduct a service such as test marketing or measuring customer or employee satisfaction.

answer

true

question

Customized service firms tailor research services to each client's specific needs.

answer

true

question

Many limited-service firms specialize in some form of online research.

answer

true

question

Examples of "online research services firms" include Toluna, Knowledge Networks, and Mindfield Internet Panels.

answer

true

question

Field service firms specialize in collecting data and are full-service firms.

answer

false

question

A firm specializing in developing samples for companies desiring to conduct marketing research would be an example of a limited-service firm.

answer

true

question

Companies that specialize in services such as eye movement research, mystery shopping, taste tests, fragrance tests, and so on are categorized as limited service, specialized research technique firms.

answer

true

question

Marketing researchers may be certified, and the certification is called the Professional Researchers Certification (PRC).

answer

true

question

In evaluations conducted on the performance of the marketing research industry, the conclusions have been consistent in saying that the industry is plagued with so many problems that it has not been able to operate at any level other than "unsatisfactory."

answer

false

question

Some critics believe that both marketing and marketing research have lost importance in organizations, and that marketing research no longer represents the "voice of the consumer."

answer

true

question

Some critics of the marketing research industry believe that the industry is too "tool" oriented, and often the problem is defined in terms of being compatible with an existing tool. Thus, researchers fail to consider focusing on the more complex strategic issues facing the firm

answer

true

question

Some critics of the marketing research industry believe that marketing research is done too quickly. Researchers need to slow down to improve the value of the research information they are providing clients.

answer

false

question

Several industry initiatives are directed at keeping the public informed about the value of research, the appropriateness of research methods, and the ethics the industry uses in collecting research information.

answer

true

question

Given the many problems facing the marketing research industry, suggestions for improvement have centered around certification and education.

answer

true

question

PRC, Professional Researcher Certification, is a designation that indicates the achievement of a minimal standard of performance.

answer

false

question

Once PRC certification is awarded to an individual, there is no requirement that the individual do anything else to maintain his/her certification.

answer

false

question

While there are many individual classes available for educating members of the marketing research profession, as of 2010, there are no masters programs offering a specialization in marketing research.

answer

false

question

The marketing research industry offers many educational opportunities for members of the industry. One highly regarded training program is offered through The Burke Institute.

answer

true

question

Ethics may be defined as a field of inquiry into determining what behaviors are deemed appropriate under certain circumstances as prescribed by codes of behavior that are set by the government.

answer

false

question

Although they abound in other areas, codes of ethical behavior have yet to be proposed in the marketing research industry.

answer

false

question

Although sugging is considered unethical, it is not illegal

answer

false

question

Although frugging is considered unethical, it is not illegal.

answer

true

question

Most industry codes of ethics are for the purpose of self-regulating professionals' behavior.

answer

true

question

One ethical issue that does not affect the marketing research industry is research integrity. Because marketing research objectively gathers and reports information, there is no issue with withholding, altering, or intentionally misinterpreting information.

answer

false

question

An ethical issue arises in the marketing research industry when researchers are asked to conduct marketing research on topics such as: how to get more teens to smoke and how to develop Saturday a.m. TV ads, directed at children, whose purpose it is to increase sugar consumption.

answer

true

question

Although ethical issues abound in the conduct of marketing research, there is no evidence that any marketing research firms are being "proactive" and actually helping clients to determine how consumers may evaluate a client's proposed strategy in terms of ethical standards.

answer

false

question

Respondent cooperation rates have gone down in the marketing research industry

answer

true

question

An example of deception in marketing research is to observe shoppers in a supermarket without their permission.

answer

true

question

While you can go directly into marketing research after college, a graduate degree is highly desirable.

answer

true

question

In recent years, marketing researchers have come to view themselves as staff members who supply management with information, and information generated by their marketing research "tools." Marketing researchers, when confronted with a problem, determine which of their "tools" should be applied. This situation was discussed in your text and represents:

answer

a demise in the significance of research, in that the tools are too quickly applied instead of the researchers being involved in making strategy decisions for the firm.

question

of the following is the first step in the marketing research process?

answer

establishing the need for marketing research

question

Which of the following would serve as a good decision rule for managers in establishing the need for marketing research?

answer

comparing the value of the marketing research to the cost

question

Conducting a marketing research study is necessary when

answer

companies require additional information from the market for decision making.

question

A prescriptive research study:

answer

provides information that allows the manager to best remedy the dissatisfaction.

question

Jeff is the president of a bank. He wants to find out the satisfaction level of his customers in Dallas on certain dimensions such as friendliness of employees, convenience of location, and availability of loans. Jeff needs to conduct:

answer

descriptive research.

question

Which of the following is true regarding exploratory research A) It is highly structured. B) It is very formal. C) It describes the phenomena of interest. D) It attempts to uncover the factors that cause some event. E) It helps identify research priorities.

answer

It helps identify research priorities.

question

Which of the following is true regarding causal research?

answer

It attempts to uncover the factors that lead to some event.

question

Which of the following is true regarding secondary data

answer

It refers to data that has already been collected.

question

The most popular form of accessing data is

answer

online surveys

question

Questionnaires are:

answer

data collection forms used when there is direct interaction with respondents.

question

A ________ describes how each sample element is to be drawn from the total population

answer

sample plan

question

________ refers to the number of elements of the population that are used to make up the sample

answer

Sample size

question

________ is the process in which 10% of all respondents in a marketing research study are randomly selected, re-contacted, and asked if they took part in a research study.

answer

Validation

question

Research objectives

answer

state specifically what information must be produced to solve the problem

question

A research objective should specify

answer

from whom information is to be gathered.

question

John has been hired by a company to conduct a research study on the factors that affect the attrition of employees in that company. John wants to prepare research objectives that would be able to represent and include in their scope the true feelings of the employees, for which he interacts with a few random employees. John recognizes the concept of:

answer

frame of reference

question

If you define a problem incorrectly:

answer

the error cannot be overcome.

question

Jane is concerned about an error in the problem statement of a research study she has conducted for her company. The error

answer

cannot be corrected

question

A(n) ________ helps managers recognize failures to meet objectives

answer

control system

question

The annual sales of a company is below its sales objective. The problem the company is facing is a

answer

failure to meet an objective

question

A(n) ________ occurs when a gap exists between what did happen and what could have happened

answer

opportunity

question

Changes in the level of some key monitor that measures the achievement of an objective are called

answer

symptoms

question

Which of the following is true of symptoms

answer

Symptoms work as signals that alert us to a problem

question

Dexter learns of a breakthrough in solar panel technology from an online science magazine. Dexter collects as much secondary information as he can on the topic of interest and comes up with some very interesting solar panel application ideas that are presently not in use but can be introduced with the help of the breakthrough technology. Dexter considers hiring a marketing research firm. In the above scenario, Dexter has:

answer

identified an opportunity

question

When a researcher is called in after the management has defined the problem, the researcher should:

answer

bring in a fresh, unbiased view of the problem statement

question

Researchers should conduct a situation analysis when

answer

clients seek their help in properly defining the problem.

question

________ are routinely used in all business when a firm desires supplier firms to present proposals or bids.

answer

RFPs

question

Experience surveys, case analyses, pilot studies and focus groups are methods of conducting a(n):

answer

situation analysis

question

A(n) ________ should be made by a firm's management once the probable cause of a symptom is identified

answer

decision

question

Once a decision is made regarding the probable cause of a symptom, a firm's management should specify the

answer

decision alternatives

question

Once the decision alternatives for a problem are decided upon, a manager must try to determine the:

answer

consequences of the alternatives.

question

Market research becomes unnecessary when managers are:

answer

certain about the consequences of decision alternatives.

question

________ helps determine the best decision alternative when the consequences of the decision alternatives are unknown to the researcher

answer

Research on each decision alternative

question

________ are assertions that certain reactions will take place if certain decision alternatives are implemented.

answer

Assumptions

question

A researcher assesses an existing information state of a manager to

answer

assess the validity of the manager's assumptions.

question

Information gaps are discrepancies between

answer

the current information level and the desired level of information

question

Which of the following serves as the basis for marketing research objectives

answer

information gaps

question

________ are statements that are considered true for the purposes of argument or investigation.

answer

Hypotheses

question

A(n) ________ is an abstract idea inferred from specific instances that are thought to be related

answer

construct

question

An intention to purchase is an example of a

answer

construct.

question

The definition of a construct that describes the actions to be carried out in order for the construct to be measured empirically is known as a(n):

answer

operational definition

question

A(n) ________ is the predesignation of some quantity of a measured characteristic that must be achieved for a research objective in order for a predetermined action to take place.

answer

action standrd

question

The purpose of an action standard is to define:

answer

what action will be taken given the results of the research findings.

question

A marketing research proposal contains

answer

the timetable for a research project

question

Which of the following is a breach of ethics?

answer

using a company's research proposal for the purpose of competitive bidding

question

All research projects follow an orderly step-by-step process

answer

false

question

Company policies dictate whether or not marketing research will be used in decision making.

answer

true

question

Firms having cash-flow problems should preferably resort to marketing research.

answer

false

question

Managers should conduct marketing research if the cost of the research is less than the value expected from conducting the research

answer

true

question

There are three types of research designs: exploratory research, descriptive research, and causal research.

answer

true

question

Researchers should conduct marketing research only when they do not have the information for decision making.

answer

true

question

Exploratory research is used when a great deal of information is already known about the problem at hand

answer

false

question

The type of research study that describes factors such as consumer attitude, consumer behavior, or competitor strategies is referred to as descriptive research

answer

true

question

Causal research, undertaken to help recognize causes and effects, is usually carried out through experiments.

answer

TRUE

question

Primary information is the information that has already been collected for some other purpose

answer

false

question

Secondary information is collected by research companies and made available to clients who again sell the information to secondary markets

answer

false

question

A carwash franchiser wants to know how car owners in Austin, TX, would respond to a new promotional message she has just created. She would need to collect secondary data.

answer

false

question

The final research report is often the client's only record of the research project

answer

true

question

Problems are situations in which managers have to make choices among alternatives

answer

true

question

A problem statement gives information that helps a manager choose the correct decision alternative

answer

false

question

Research objectives should specify the unit of measurement used to gather the required information in a research study

answer

true

question

If you define a problem incorrectly, the error can be overcome through reconstruction

answer

false

question

When we have a gap between what did happen and what could have happened, we normally refer to the gap as an opportunity

answer

false

question

The two main sources of problems are failure to meet an objective and opportunities.

answer

true

question

Unless managers have a control system, they will not likely identify problems arising from failure to meet objectives

answer

true

question

A manager increasingly recognizes opportunities when an opportunity identification system is used

answer

true

question

Symptoms are not the problem but are "signals" that alert us to a problem.

answer

true

question

A problem may also be a perceived change in the behavior of some market factor that implies an emerging opportunity.

answer

false

question

Constructs are changes in the level of some key factor that measures the achievement of an objective.

answer

false

question

When managers have defined what they think the problem is and the decision that must be made to resolve it, the researcher has an obligation to help managers ensure they are defining the problem correctly.

answer

true

question

A situation analysis is a form of prescriptive research undertaken to gather background information and data pertinent to the problem area that may be helpful in properly defining the problem decision

answer

false

question

When ITBs or RFPs are used, there is little dialogue between researchers and managers in terms of defining the problem.

answer

false

question

RFPs and ITBs are used by companies to get feedback from marketing research firms on their research projects

answer

false

question

The primary method of conducting a situation analysis is to review both internal and external secondary data

answer

true

question

When a firm's management has not defined the problem in terms of a decision to be made, researchers should first undertake a situation analysis

answer

true

question

If only a partial list of causes is made, it is possible that the real cause will be overlooked, leading ultimately to an incorrect decision.

answer

true

question

Managers should conduct a marketing research study only if they know the consequence of a decision alternative with certainty

answer

false

question

Conclusions are assertions that certain conditions exist or that certain reactions will take place if the considered alternatives are implemented.

answer

false

question

Information state is a discrepancy between the current information level and the desired level of information at which the manager feels comfortable resolving the problem at hand.

answer

false

question

Brand preference, brand awareness, and brand recall are examples of constructs.

answer

true

question

Action standards specify what actions are to be taken during the initial stages of the marketing research process

answer

false

question

The research proposal should be viewed as proprietary information

answer

true

question

At Momentum Market Intelligence (MMI) a client experiences a 12% decline in market share. Since MMI knows "they don't know what the problem is," the research design they should use is

answer

exploratory.

question

Which of the following is true about research design?

answer

Research design should be selected after thoroughly considering the problem and research objectives

question

Which of the following is the best description of research design

answer

a set of advance decisions that makes up the master plan specifying the methods and procedures for collecting and analyzing the needed information

question

Which of the following best describes the significance of research design?

answer

Because research designs may be "matched" to different kinds of problems, the research design may serve as a blueprint for the researcher.

question

The various types of research design include

answer

exploratory, descriptive, and causal

question

Which of the following is an objective of research? A) to gain background information and to develop hypotheses B) to measure the state of a variable of interest (for example, level of brand loyalty) C) to test hypotheses that specify the relationships between two or more variables (for example, level of advertising and brand loyalty) D) all of the above E) none of the above

answer

D) all of the above

question

If the research objective is to gain background information, it is likely that the most appropriate research design would be:

answer

exploratory

question

Which of the following is most true about research designs A) They follow one another in a step-by-step fashion. B) It may be that only exploitive research design is appropriate for a given project. C) Exploitive designs must always follow competitive designs. D) All designs should include at least some exhaustive research. E) None of the above is true

answer

None of the above is true

question

Which of the following is NOT an area of ethical sensitivity in planning research design? A) recommending a more costly design than is needed B) designing a study in which data are collected for multiple clients C) misrepresenting sampling methods D) over- or under-estimating data collection costs E) All of the above are areas of ethical sensitivity in planning research design.

answer

E) All of the above are areas of ethical sensitivity in planning research design.

question

10) Researchers should inform clients as to how the proposed sample plan will result in a representative sample in order to avoid: A) recommending a more costly design than is needed. B) designing a study in which data are collected for multiple clients. C) misrepresenting sampling methods. D) A and C only. E) All of the above will be prevented by sharing this information with the client.

answer

A and C only

question

A researcher presenting secondary data as if it were primary data collected by the researcher is an egregious example of an ethical lapse in what area of sensitivity in planning research design?

answer

recommending a more costly design than is needed

question

What type of research is unstructured and informal

answer

exploratory

question

Ray Kroc, a milk shake machine salesman, noticed that one restaurant in California burned up many milk shake machines. He inferred that the restaurant was meeting the needs of the market better than other restaurants. His observation illustrates the use of:

answer

exploratory research

question

In which of the following situations should exploratory research be used

answer

to define terms

question

Which of the following is NOT a situation in which exploratory research should be used?

answer

to measure the relationships among variables

question

Appropriate methods for conducting exploratory research would include

answer

secondary data analysis

question

The process of searching for and interpreting EXISTING information relevant to the research problem can be described as:

answer

secondary data analysis.

question

Experience surveys are used in which of the following ways

answer

to gather information from persons thought to be knowledgeable on the issues relevant to the research problem

question

Which of the following is a type of exploratory research that refers to a review of available information about a former situation that has some similarities to the present research problem?

answer

case analysis

question

Small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem can be categorized under which type of research design?

answer

exploratory research

question

What type of research design does the text state should almost always be used in research studies?

answer

exploratory research

question

What type of research design should a marketing researcher use 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?

answer

descriptive research

question

Descriptive research studies are conducted to

answer

answer who, what, when, where, and how questions.

question

What are the two basic types of studies that are categorized as descriptive research?

answer

longitudinal studies and cross-sectional studies

question

What type of descriptive research study measures a population at only one point in time?

answer

cross-sectional studies

question

Longitudinal studies can be described as techniques that

answer

repeatedly measure the same sample units from the population over a period of time.

question

A panel of respondents is often used in which type of study?

answer

longitudinal

question

Knowledge Networks provides clients with access to a representative group of Latino households who have agreed to answer research questions sent to them by the research service. Knowledge Networks is performing a(n) ________ research study.

answer

panel

question

What type of panel asks the panel members the same questions on each panel measurement

answer

continuous panel

question

Of the following situations, which would be the most appropriate for using a discontinuous panel?

answer

to determine how consumers feel about two different product concepts by varying panel questions from one panel measurement to the next

question

What type of panel should be used in brand-switching studies?

answer

continuous panel

question

What is the purpose of a market-tracking study?

answer

to measure some variable of interest, such as market share or unit sales over time

question

What type of research design should a researcher use if he or she wishes to determine the effect of a change in price on the sales of a particular brand?

answer

casual

question

In an experiment, over which type of variable does a researcher have control and wish to manipulate?

answer

independent variable

question

When a variable exerts influence on the dependent variable but is not an independent variable, we refer to it as a(n):

answer

extraneous variable.

question

An experiment is defined as:

answer

manipulating an independent variable to see how it affects a dependent variable, while also controlling for the effects of additional extraneous variables.

question

An experimental design is a procedure for ensuring that:

answer

the change in the dependent variable may be solely attributed to the change in the independent variable

question

Which of the following symbols represents the measurement of the complex variable in an experimental design?

answer

E) none of the above answers is correct as there is no such thing as a "complex" variable

question

Which of the following experimental design symbols represents the measurement of the dependent variable? A) D B) X C) O D) C E) I

answer

O

question

Which of the following experimental design symbols represents the change or manipulation of the independent variable? A) I B) X C) D D) C E) M

answer

X

question

Which of the following research designs would be considered a quasi-experimental design as discussed in the textbook?

answer

after-only design

question

42) Which of the following designs represents the before-after with control group design? A) X - O - C B) E = I X O C) E = O X O D) X = E + X + O E) none of the above

answer

E) none of the above

question

In experimental designs an R stands for:

answer

B) random assignment of research subjects (e.g., stores) to groups (experimental and control).

question

How can it be determined if an experiment is valid? A) The observed change in the dependent variable is in fact due to the independent variable. B) The results of the experiment apply to the real world outside the experimental setting. C) The results do not account for the effects of extraneous variables. D) The results are reported in well-known news media. E) A and B are correct.

answer

. E) A and B are correct.

question

Internal validity is concerned with which of the following?

answer

the extent to which the change in the dependent variable was actually due to the independent variable

question

What type of experimental validity is concerned with the extent that the relationship observed between the independent and dependent variable during the experiment is generalizable to the real world

answer

external validity

question

What type of experiment involves manipulating the independent variable and measuring the dependent variable in an artificial setting contrived to control extraneous variables?

answer

laboratory experiments

question

When are laboratory experiments desirable?

answer

when the intent of the experiment is to achieve high levels of internal validity

question

What type of experiment involves manipulating the independent variable and measuring the dependent variable in a natural setting?

answer

field experiments

question

Which of the following is a potential use of test marketing? A) to test the sales potential for a new product B) to test variations in the marketing mix for a product C) to test the sales potential for a new service D) to test variations in the marketing mix for a service E) all of the above

answer

E) all of the above

question

What type of test marketing should be used when a firm wants to test the product and/or marketing mix variables through the company's normal distribution channels?

answer

standard test markets

question

What type of test markets are conducted by outside research firms who guarantee distribution of the product through prespecified types and numbers of distributors?

answer

controlled test markets

question

Of the following, which is a potential disadvantage of using a simulated test market?

answer

It is not as accurate as full-scale test markets.

question

Which of the following best represents the criteria discussed by the authors to be used in selection of a test market city?

answer

representativeness, isolation, and control of distribution and promotion

question

Which of the following best represents the disadvantages of conducting test markets as discussed by the authors?

answer

infallibility of results, cost, and exposure of product/service to competition and ethical issues

question

Marketing research projects vary widely; some are taste tests in "kitchen-like" labs while others may be confined to library research.

answer

TRUE

question

Research design is confined to predetermining how data are to be analyzed. It is primarily the responsibility of statisticians.

answer

false

question

Knowledge of research design is helpful because certain designs can be matched with certain problems and this provides a blueprint for the researcher.

answer

true

question

The choice of a research design depends largely upon the research objectives.

answer

true

question

Four types of research design are exploratory, exploitive, descriptive, and longitudinal.

answer

false

question

Research designs should always be carried out, one after another, in the following order: exploitive, descriptive, and longitudinal.

answer

false

question

It is an acceptable practice in research design to save on data collection costs by collecting data for multiple clients at the same time.

answer

false

question

Descriptive research is often carried out at the outset of research projects.

answer

false

question

Exploratory research is best utilized when little is known about the problem

answer

true

question

Descriptive or causal research are best used to help gain background information about the problem.

answer

false

question

Exploratory research can be used to help define terms such as "satisfaction with service."

answer

true

question

Causal research is best utilized to define terms

answer

false

question

Exploratory research is useful in clarifying hypotheses.

answer

true

question

One method of conducting exploratory research is through secondary data analysis

answer

true

question

Experience surveys are carried out in order to assess the experience levels of several marketing research firms in order to select the most appropriate firm to conduct the project

answer

false

question

Focus groups are small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem

answer

false

question

Descriptive research consists of exploratory research, primary research, and secondary research.

answer

false

question

Because descriptive research asks who, what, where, when, and how, it also provides conclusive answers to why.

answer

false

question

Sample surveys are descriptive, cross-sectional studies

answer

true

question

Dirt Devil conducted a one-time survey of consumers and asked them about their attitudes, preferences, and intentions regarding buying vacuum cleaners. This is an example of a cross-sectional study.

answer

true

question

Longitudinal studies are called such because they are very long, complex surveys. They have large sample sizes and require several months to complete the data analysis

answer

false

question

Several online research firms, such as Knowledge Networks and Nielsen, use panels as a means of conducting research.

answer

true

question

Discontinuous panels provide data that may be used for brand-switching studies

answer

false

question

Discontinuous panels are sometimes called omnibus panels

answer

true

question

The advantage of discontinuous panels is that they represent a large group — people, stores, or other entity making up the panel — that is agreeable to providing information.

answer

true

question

In the example of brand-switching data provided in the textbook (Famous Amos cookies), cross-sectional study analysis provided a less valid conclusion than did the longitudinal data analysis.

answer

true

question

Market-tracking studies track a variable of interest, such as market share over time, and represent a use of cross-sectional studies

answer

false

question

An experiment is defined as manipulating a dependent variable to see how it affects an independent variable while controlling for the effects of a complex variable.

answer

false

question

Independent variables are those which the experimenter has some control; in other words, independent variables may be manipulated by the experimenter

answer

true

question

Dependent variables are those over which the experimenter has total, direct control; they may be easily manipulated by experimenters

answer

false

question

Complex variables are those that have some effect upon the dependent variable, but are not independent variables.

answer

false

question

Experimental designs provide procedures for devising an experimental setting, such that a change in a dependent variable may be attributed solely to the change in the independent variable.

answer

true

question

Experimental designs provide procedures for devising an experimental setting, such that a change in an independent variable may be attributed solely to the change in the dependent variable while controlling for the effects of complex variables

answer

false

question

In experimental design nomenclature, an X represents the measurement of the dependent variable

answer

false

question

In experimental design nomenclature, an O represents the measurement of the dependent variable.

answer

true

question

In experimental design nomenclature, an E represents the experimental effect: that is, the change in the dependent variable occurring due to a change in the independent variable.

answer

true

question

A pretest refers to measuring the dependent variable prior to changing the independent variable

answer

true

question

Designs that do not control for the effects of extraneous variables are known as quasi-experimental designs

answer

true

question

The dependent variable is always manipulated in the experimental group but never in the control group.

answer

false

question

The before-after with control group design is a quasi-experimental design

answer

false

question

The reason for using randomization or matching in experimental designs is to achieve equivalency between experimental and control groups

answer

true

question

Internal validity, carried out through field experiments, measures the extent to which the relationship between independent, dependent, and complex variables holds up in the real world

answer

false

question

True experimental designs do not have to resort to relying on experimental and control groups

answer

false

question

If an experiment did not have a representative sample, this would be considered a threat to the experiment's external validity.

answer

true

question

If an experiment did not have equivalent experimental and control groups, this would be considered a threat to the experiment's external validity.

answer

false

question

The primary advantage of laboratory experiments is that they allow the researcher to control the effects of extraneous variables

answer

true

question

Although laboratory experiments allow for the control of extraneous variables, they cost more and take more time than do field experiments.

answer

true

question

The primary advantage of field experiments is that they are conducted in non-naturalistic settings, which allow for tightly controlling extraneous variables.

answer

false

question

Test marketing is the phrase commonly used to indicate an experiment, study, or test that is conducted in a field setting

answer

true

question

There is only one use of test markets: to determine the sales potential for a new product or service

answer

false

question

Electronic test markets require consumers, who are members of a panel, to carry identification cards

answer

true

question

Simulated test markets are conducted on computers without any consumer input

answer

false

question

Because all products eventually end up in the consumer market, there is no such thing as industrial test markets

answer

false

question

A city that is geographically isolated may be considered a good test market city

answer

true

question

Test markets do not yield infallible results. Sometimes test markets lead to the wrong decision.

answer

true

question

A firm selects a test market city that it believes will produce very favorable results because it knows the media will publicize the "success" of the new test product. This may be considered stupid, but it would not be considered unethical

answer

false

question

Dirt Devil vacuum cleaning company is interested in knowing if a proposed advertising message will be effective in generating interest in purchasing their portable vacuum cleaner. They contact marketing research firm, InsightExpress®, which has a service that tests proposed ad copy with consumers they have recruited to participate. Copies of the ad are prepared and are shown to several hundred consumers online. Consumers evaluate the ad, and the results are given to Dirt Devil. This is an example of which of the following?

answer

cross-sectional research

question

Your university decides it will create a panel of consumers in your local area. The purpose of the panel is to report the local population's attitudes, preferences, and intentions on a variety of local issues. In the first administration of the panel, the questions asked for voter preferences for an upcoming local election. In the second administration, questions submitted to the panel asked for their attitudes about the quality of the drinking water and air in your area. Which type of panel has your university created?

answer

discontinuous panel

question

Which type of data refers to information that is developed or gathered by the researcher specifically for the research project at hand

answer

Primary data

question

When it is determined that the research project will require primary data, secondary data should

answer

be consulted anyway

question

Which type of data refers to data that have been gathered by someone other than the researcher and/or for some other purpose than the research project at hand?

answer

Secondary data

question

Which of the following represents an application of secondary data A) predicting broad changes in culture B) selecting a street location for a new car wash C) economic-trends forecasting D) corporate intelligence E) All the answers

answer

E) All the answers

question

The most significant demographic group for decades has been the baby-boomer population, defined as

answer

those born between the years 1946 and 1964.

question

Which of the following would be classified as a part of internal secondary data

answer

internal database

question

Which of the following best represents a field within a database?

answer

Customer names within a record

question

Which of the following best describes CRM?

answer

Customer Relationship Management; the use of internal databases to strengthen customer relationships

question

Which of the following secondary data sources represents an ethical issue in terms of customer privacy issues?

answer

internal database

question

Micromarketing is possible due to

answer

Data mining and databases

question

External secondary data may be grouped into which three sources

answer

published, syndicated services data, and databases

question

________ services offer a wide variety of indexes, directories, and statistical and full-text files, all searched by the same search logic.

answer

Aggregator

question

Which of the following was NOT discussed in the text as an advantage of using secondary data?

answer

may be obtained in any form desired by the researcher

question

Which of the following was NOT discussed in the text as a disadvantage of using secondary data?

answer

data may be collected too quickly, causing problems with the project schedule

question

Which of the following reporting units contain BOTH Metropolitan SAs and Micropolitan SAs

answer

Core Based Statistical Areas

question

Metropolitan SAs can best be described as:

answer

statistical reporting units with at least one urbanized area populated by 50,000 or more.

question

Micropolitan SAs can best be described as

answer

statistical reporting units with at least one urban cluster populated by more than 10,000 but less than 50,000, plus adjacent territory that has a high degree of social and economic integration.

question

A boat manufacturer wishes to use secondary data to locate cities that may offer good market potential for its yachts. It needs cities with average incomes exceeding $75,000. However, the secondary information source found the income category of $50,000 and over. This represents:

answer

differing class definitions of the data

question

Which of the following was NOT discussed as a method of evaluating secondary data?

answer

How readily available is the information to the public?

question

A study is released that shows that a majority of Americans want to keep the penny in circulation. It is learned that the study was conducted by the zinc industry (most pennies are made with zinc). This illustrates:

answer

there are ethical issues in secondary data; some secondary data are not objective.

question

When two or more secondary sources provide conflicting information, you should:

answer

evaluate the information from each source and select the source that best suits your needs for reliable and valid information

question

Which of the following secondary information sources provides a baseline of data every 10 years?

answer

census of the population

question

Online information about the U.S. Census may be found at:

answer

www.census.gov

question

________ is the tool used for searching data collected by the ACS.

answer

American Factfinder

question

Which of the following will now provide current data about communities every year instead of once every 10 years?

answer

The American Community Survey

question

A form of external, secondary data that is collected in a standard format and made available to subscribers is

answer

syndicated data.

question

Q Scores measures the appeal of different performers such as actors/actresses, announcers, sports celebrities, and so on. The ratings of different performers are made available to all subscribers, so a client firm may be in a better position to select a company spokesperson for their company. Q Scores is an example of

answer

syndicated data

question

Packaged services differ from syndicated data services. In the former, each client is provided with:

answer

the same service as a result of a common process

question

The Nielsen TV ratings would be considered an example of:

answer

syndicated data services firms.

question

A company offering a predetermined marketing research process to generate information to measure customer satisfaction would be an example of a(n):

answer

packaged services firm.

question

Esri's Tapestry Segmentation system, which profiles neighborhoods according to each client's customer demographics, is an example of a(n):

answer

packaged service

question

Which of the following is NOT the type of marketing decision for which packaged information is typically applied? A) measuring consumer attitudes and opinions B) market segmentation C) monitoring media usage and promotion effectiveness D) market tracking studies E) All of the above are applications of packaged information.

answer

E) All of the above are applications of packaged information.

question

Which item below is NOT a key advantage of syndicated data? A) the currency of the information B) the client has absolute control over which data are to be collected C) the shared costs D) high quality of the data E) data are quickly disseminated to users

answer

the client has absolute control over which data are to be collected

question

The key advantage of using a packaged services firm is:

answer

taking advantage of the experience of the research team offering the service.

question

Which of the following is a disadvantage of packaged services?

answer

The company providing the standardized service may not know the idiosyncrasies of the buyer firm's industry.

question

Which of the following is an area to which packaged information may be effectively applied? A) measuring consumer attitudes and opinion polls B) defining market segments C) conducting market tracking D) monitoring media usage and promotion effectiveness E) all of the above

answer

E) all of the above

question

The primary benefit of geodemography is that:

answer

demographic information is available on arbitrarily (i.e., area relevant to the application) defined geographical areas.

question

Packaged information services collect market tracking data at the household level by using

answer

panels of consumers who may use scanning devices, diaries, and home audits.

question

Consumers create a great deal of information through blogs, discussion boards, forums, user groups and the like. This information is valuable to companies and would be called:

answer

consumer generated media.

question

Nielsen's service that is designed to gather and report WOM or online "buzz" about companies and their products and services is known as:

answer

BuzzMetrics

question

Marketing researchers must evaluate secondary information to determine if it is reliable. This involves investigating all of the following, EXCEPT:

answer

the timing of the study.

question

Which of the following standardized information services firms is developing a device that will automatically record media (radio, TV, or web pages) to which a person is exposed?

answer

Arbitron

question

________ is a term which refers to online consumer word of mouth.

answer

Buzz

question

________ is an umbrella term which refers to the online posting of consumer opinions, comments, and personal experiences.

answer

Consumer-generated media (CGM)

question

It is never prudent to search secondary data until you have fully consulted the primary data you have collected

answer

False

question

Secondary data refers to information that is developed or gathered by the researcher specifically for the research project at hand.

answer

Flase

question

There are so many uses of secondary data that it is rare for a marketing research project to be conducted without including some of this information. In fact, some projects may be based exclusively on secondary data.

answer

True

question

A wealth of secondary data is available concerning the lifestyles and purchasing habits of demographic groups. Since the people in demographic groups tend to make similar purchases and have similar attitudes, this secondary data is heavily scrutinized by marketers.

answer

True

question

Internal secondary data refers to any information that is stored in the internal memory of a computer.

answer

False

question

A database refers to a collection of data and information describing items of interest. Each unit of information in a database is called a record.

answer

True

question

CRM stands for Custom Reporting Methods and refers to a standardized process used by secondary data firms to report data.

answer

False

question

External secondary data was classified in the textbook into three sources: published, nonpublished, and video

answer

False

question

Data mining is the name for software that is now available to help managers make sense out of seemingly senseless masses of information contained in databases

answer

True

question

Syndicated sources of secondary data cover a variety of general topics of interest to the public and are widely available in libraries

answer

False

question

Aggregator, or data bank, services offer a wide variety of indexes, directories, and statistical and full-text files, but they are all compiled using the same search logic.

answer

True

question

The textbook highlighted Target's successful micromarketing practices by explaining how the company increased sales of products used by new mothers and babies.

answer

True

question

One of the advantages of using secondary data is that it is usually available free of charge.

answer

False

question

An example of a disadvantage of secondary data not being reported in measurement units that match the researchers needs would be: income being reported before tax, household income instead of per capita, and after-tax income.

answer

True

question

Procter & Gamble, owning the major market share for disposable diapers, published a research report showing that cloth diapers were as harmful to the environment as disposable diapers. This example illustrates why it is important to evaluate all secondary research and fully understand the true purpose of the research.

answer

True

question

If two secondary sources of information report different information for what appears to be the same entity, a researcher should avoid using either information source at all costs.

answer

False

question

Core-based statistical areas (CBSAs) are economic reporting units used by the Census Bureau.

answer

False

question

The American Community Survey (ACS) may represent the most significant change in the availability of secondary data to be used for marketing research purposes in several decades.

answer

True

question

A great deal of "census" information is actually based upon statistical sampling

answer

True

question

Packaged information is a type of secondary data in which the data collected and/or the process of collecting the data are prepackaged for all users.

answer

True

question

Unlike syndicated data, the data from a packaged service will differ for each client

answer

True

question

Because firms subscribing to syndicated data share the costs of data collection and dissemination, the information comes to them at a lower cost than if they collected it themselves.

answer

True

question

Firms subscribing to syndicated data have substantial control over what information is collected and the format of the information (i.e., class definitions).

answer

False

question

Packaged services firms are marketing a process more than anything else. Examples include standardized methods of measuring customer satisfaction or providing a system for segmenting the market.

answer

True

question

A key advantage of a packaged service is the shared costs among many firms of the data that are collected

answer

False

question

Tracking consumer attitudes and opinions is not the kind of information that is available from standardized information firms

answer

False

question

Although useful information, geodemographic information is limited in that one must use only pre-defined geographical boundaries such as cities, counties, or state definitions.

answer

False

question

A researcher's use of secondary data often depends on whether the reporting unit matches the researcher's need

answer

True

question

Caution is especially in order with Internet sources because few quality standards are applied to most Internet sites.

answer

True

question

Tracking studies gather data from retail stores by using either scanner data or by conducting retail-store audits

answer

True

question

Whereas market tracking studies are done at the retail store level by either scanning data or auditing, there is no market tracking conducted within households.

answer

False

question

One method of collecting marketing tracking data at the household level is by providing panel members with wands or scanners that they use to scan the UPC codes on the products they purchase.

answer

True

question

Some methods used to gather marketing tracking data collected at the household level are by providing panel members with wands or scanners that they use to scan the UPC codes on the products they purchase, by asking them to keep diaries of their purchases, and by having auditors conduct audits in the consumers' household.

answer

True

question

The SKOPOS service RepliKator™ measures consumer reaction to radio messages.

answer

False

question

Because of increasing mobile connectivity, eWOM (or "buzz") has experienced an extremely fast growth rate around the world in the last few years.

answer

True

question

One advantage of the Gallup Poll is that the company has been tracking the same attitudes and opinions over many years, and business executives can track how these attitudes, such as attitudes toward private brands, are changing.

answer

True

question

Walt Lewis was interested in knowing how best to allocate territories in Texas to the new, 10-member sales force he hired. While the sales force was undergoing training, Walt sought some secondary data that would help him allocate sets of counties to the salespersons. He knew he had to be equitable and felt strongly that each set of counties should have a market potential about equal to all the other sets. He needed some quantifiable measure of the market potential for each county, and he didn't want to use any Census data because he felt like this was outdated. Which of the following sources of secondary data would you recommend that Walt use?

answer

Consult the most recent American Community Survey (ACS) in the geographic region.

question

Clay Holladay owns a chain of radio stations. The advertising time he sells to advertisers is directly related to the number of persons who are listening to each station in each radio market. Clay purchases estimates of the number of persons who listen to the different radio stations in each market from Arbitron, a marketing research firm. In every radio market Arbitron gathers the same data; the number of persons listening to every program on each station as well as their age and gender. Arbitron records this information in a database and they offer it to every person who wishes to subscribe to it for a fee. Arbitron is an example of a:

answer

syndicated data services firm

question

Tapestry Segmentation, an Esri service described in the text, applies a process of segmentation that identifies neighborhoods by major demographic and consumption patterns and then determines which of these neighborhood "segment types" represents the client's potential customers. Which of the following best illustrates how this service was explained in your text?

answer

The owner of a Nature's Beauty retail store has a loyalty club of 400 members who purchase regularly, and she wants to attract other prospective customers who match the club member demographic and lifestyle profile. By determining the distinguishing characteristics of the club members, the owner can identify the Tapestry Segmentation segments, i.e. "Metropolitans," "Metro Renters," etc. which will allow the owner to locate and establish communications with members of these segments.

question

What type of research involves collecting, analyzing, and interpreting data by obtaining free form, nonstandardized, or open-ended observations and statements of what people do and say.

answer

qualitative methods

question

Which of the following is a unique aspect of qualitative research

answer

provides rich insights into consumer behavior

question

Which type of research involves the use of structured questions where the response options have been predetermined and a large number of respondents are involved?

answer

quantitative research

question

Which type of research would likely be called "soft" research

answer

qualitative research

question

Which type of research would be most appropriate if the managers of the Tide brand at Procter & Gamble wanted some ideas as to different ways Tide laundry detergent could be improved

answer

qualitative research

question

In understanding the Hispanic market, researchers have found that they prefer to call themselves Latinos, and that there are vast differences between Latinos in California, Texas and Florida, the Caribbean, South America and Mexico. Your book describes this understanding of a market segment as stemming from which type of research

answer

Qualitative

question

Which type of research may begin with exploratory research and then go on to conduct a full-scale, representative survey

answer

Pluralistic

question

Frito-Lay brand managers want to know which of three proposed end-aisle displays work the best in terms of catching consumers' attention. They set up prototypes of the three displays in three supermarkets and visit each to observe consumers' head movements as they approach each display. Which observation technique would the managers be using?

answer

direct

question

Which of the following observation techniques involves observing historical records, such as records of sales calls or warehouse movements

answer

Archives

question

With which type of observation technique do researchers observe tangible evidence of some event, such as measuring the amount of graffiti on buildings to indicate the potential crime in an area?

answer

physical traces

question

When a "secret shopper" is used to report salespersons' level of customer assistance and courtesy, which type of observation is being used?

answer

Covert

question

An observation technique where the researcher identifies beforehand which behaviors are to be observed and recorded is known as

answer

structured observation

question

What type of observation method is used when human observation may be less accurate, too costly, or faulty

answer

Mechanical obsevation

question

Which of the following was NOT discussed in the textbook as an appropriate condition for the use of an observation study

answer

The behavior must be amenable to physiological measurement

question

Which of the following was NOT mentioned in the textbook as an advantage of observational data A) Subjects react in a natural manner. B) It is the only way to gather certain information (i.e. from children). C) Recall error is maximized. D) Sometimes observational data may be obtained at less cost. E) Sometimes observational data may be more accurate.

answer

Recall error is maximized

question

Which of the following was NOT mentioned in the textbook as a limitation of observational data? A) Typically, only a small number of subjects are studied. B) Recall error is maximized. C) Subjective interpretation of results is required on the part of the researcher. D) Underlying motives are left unexamined. E) Underlying attitudes are left unexamined.

answer

Recall error is maximized.

question

Which of the following refers to a small group of people brought together and guided by a moderator through an unstructured, spontaneous discussion about some topic

answer

Focus Groups

question

Which of the following is a characteristic of a nontraditional focus group? A) meet in a dedicated room B) use a one-way mirror for client viewing C) meet for about 2 hours D) have 6-12 persons E) may have 25 or even 50 respondents

answer

meet in a dedicated room

question

What is the recommended size of a "traditional" focus group

answer

6 to 12

question

Focus group participants are often interviewed by moderators, referred to as

answer

Qualitative Research Consultants

question

Which of the following is NOT an advantage of online focus groups over traditional focus groups A) No physical set up is necessary. B) Participants from anywhere in the world can participate. C) Participants are comfortable in their homes/offices. D) The moderator can exchange private messages with participants. E) Participants' "body language" may be observed

answer

E) Participants' "body language" may be observed

question

22) Which one of the following was NOT mentioned in the textbook as an advantage of focus groups? A) They generate fresh ideas. B) Hidden cameras record hidden motives. C) They allow clients to observe the group. D) They are generally versatile in that they can handle an unlimited number of topics. E) They allow access to special respondent groups such as lawyers or doctors.

answer

B) Hidden cameras record hidden motives.

question

One of the disadvantages of focus groups is that

answer

results must be subjectively interpreted

question

Which one of the following is NOT an objective of focus groups? A) generate ideas B) understand consumer vocabulary C) reveal consumer needs D) determine quantities of proposed new products/services that will be sold in a given market E) reveal consumer attitudes

answer

D) determine quantities of proposed new products/services that will be sold in a given market

question

Focus groups should NOT be used when:

answer

there is a need to predict the sales volume for a new product in a market territory

question

Which one of the following best represents the desired composition of a focus group

answer

homogeneous participants

question

Which of the following was NOT mentioned in the textbook as a method focus group companies use to reduce "no shows"? A) monetary incentives B) free products or gift certificates C) overrecruiting D) making callbacks on the day preceding the focus group to remind the participant E) using direct mail lists

answer

Using direct mail list

question

Often, a critical requirement for a focus group meeting place is

answer

round-table format allowing participants to see one another

question

Which of the following best represents the future of focus groups

answer

Because of their many advantages and the unique abilities added by online focus groups, the popularity of focus groups is increasing and they are being used on a worldwide basis.

question

Which of the following qualitative techniques is characterized as a set of probing questions posed one-on-one to a subject by an interviewer so as to gain an idea of what the subject thinks about something or why he or she behaves in a certain way?

answer

in-depth interview

question

In which technique below are consumers' values determined, followed by determining which product or service attributes would be viewed as a means of achieving a desired value? For example, it is determined that "good health" is highly valued and "soy products replacing beef" is viewed as a means of achieving "good health."

answer

laddering

question

The Acme Research firm decides to use a technique that requires a person to place herself in a decision-making setting and to verbalize everything she considers in making the decision. Which qualitative technique will she be using

answer

protocol analysis

question

Which situations are particularly relevant for the use of protocol analysis

answer

purchases involving a long time frame and several decision factors

question

Which type of qualitative research is most useful when it is thought that most respondents will be hesitant to relate their true opinions

answer

projective technique

question

A researcher for Lipton tea is interested in learning how teenagers think of iced tea, and she gives a sample of teens the following incomplete sentence: "Teens who drink tea instead of cola are..." and asks them to finish the sentence. This is an example of a(n):

answer

sentence completion test.

question

Borrowed from anthropology, which type of research listed requires marketing researchers to directly observe, interview, and audio and video record consumers over time

answer

ethnographic research

question

Which of the following qualitative techniques involves determining the amount of attention or interest by measuring the dilation of the pupil in the eye

answer

pupilometer

question

A device that determines the level of excitement by measuring the electrical activity in the respondent's skin is known as

answer

a galvanometer

question

Though they are often used, focus groups are NOT considered qualitative research

answer

False

question

Quantitative techniques deal with the "soft side" of marketing research

answer

False

question

Quantitative techniques often use structured questions having predetermined response options and are sometimes referred to as "survey research."

answer

True

question

Conducting a nationwide telephone survey of several thousand persons using a representative sampling plan would be an example of quantitative research

answer

True

question

A combination of qualitative and quantitative research is referred to as pluralistic research

answer

True

question

Pluralistic research is losing favor in the field of marketing research because of its extensive and exclusive use of "soft" research methods

answer

False

question

Photo-elicitation is a qualitative research technique demonstrated to understand the nuances of global markets.

answer

True

question

Observation techniques allow researchers to observe rather than communicate with a person to obtain information.

answer

True

question

Observing the trashcans of consumers to find out the extent of recycling would be an example of using an archive source of information.

answer

False

question

Using a device attached to a family's TV or recording a sales presentation in a laboratory are examples of overt observation techniques.

answer

True

question

Using a "secret shopper" to record and report how sales clerks assisted customers would be an example of covert observation.

answer

True

question

Nissan allegedly placed a Japanese observer in a couple's home, and the couple thought he was there as part of an educational exchange program. Rather, he was observing the couple's automobile buying behavior for Nissan. This example illustrates that there are ethical issues associated with observation studies

answer

True

question

A researcher is to observe supermarket meat-shopping behavior. She has carefully laid out an observation form that contains a list of all possible relevant behaviors. This is an example of structured observation

answer

True

question

Machines that count automobiles passing by are likely to be more accurate than humans counting the autos. This "traffic counting" machine would be an example of mechanical observation.

answer

True

question

"Faulty recall" occurs when actions or activities are so repetitive or automatic that the respondent cannot recall specifics about the behavior under question. It is a reason for not using an observation technique.

answer

False

question

One advantage of observation studies is that the subjects are not aware that they are being studied and therefore act in a natural manner

answer

True

question

One of the advantages of observational studies is that large numbers of persons may be observed; therefore, representativeness is increased.

answer

False

question

Observation studies have the advantage of allowing observation of consumers' motives, attitudes, and intentions

answer

False

question

Focus groups consist of dividing large groups (classes of college students, church groups, and so on) into several smaller groups. This allows each subgroup to focus on a separate issue such as price of the product, packaging of the product, usefulness of the product, and so on. Combining all the subgroup reports together affords clients greater "focus" on their products and services.

answer

False

question

Traditional focus groups have 6 to 12 participants and are conducted in a dedicated room with a one-way mirror for client viewing

answer

True

question

Rooms designed especially for focus groups are referred to as focus group facilities.

answer

True

question

Focus group moderators are sometimes called qualitative research consultants.

answer

True

question

Focus group reports must translate the qualitative statements of participants into categories and then report the degree of consensus apparent in the focus groups

answer

True

question

There is only one form of online focus group; focus group members meet in a focus group facility and the focus group is communicated via the Internet to clients who may be in remote locations.

answer

False

question

One of the disadvantages of focus groups is that they do not constitute representative samples of larger populations.

answer

True

question

Focus groups should be used when something must be predicted or forecast with precision.

answer

False

question

Focus groups should be composed of persons who are similar in terms of demographics and other relevant variables.

answer

True

question

A preferred seating arrangement in a focus group should allow each participant to see the leader of the focus group but not one another.

answer

False

question

Moderators of focus groups need not be hired until the focus groups are actually ready to begin.

answer

False

question

An in-depth interview has the advantages of allowing the interviewer to probe by asking many additional questions. This leads to rich, sometimes revealing responses

answer

True

question

In-depth interviews are especially useful when the researcher wants to understand decision making at the individual level and the respondent is not influenced by others, as they may be in a focus group.

answer

True

question

Laddering is a technique used with in-depth interviews which attempts to determine which product attributes are linked to values held by consumers.

answer

True

question

Protocol analysis involves placing people in decision-making situations and asking them to verbalize everything they consider when making a decision

answer

False

question

When the decision process is very short and recall may be faulty, protocol analysis may be useful to slow down the process.

answer

False

question

Protocol analysis is NOT useful when the buying takes place over a long period of time, such as buying a house.

answer

False

question

McDonald's conducts a study and finds that there is an increase in the number of consumers who value "healthy foods." These consumers link soy-based meat products with a healthy diet. McDonald's decides to reintroduce the McLean burger. This example illustrates the use of a qualitative research technique known as laddering.

answer

True

question

One way to get consumers to bypass their rational controls and strike up a meaningful dialogue in focus groups is through the use of projective techniques such as "Sort Me Up" or "Sort Me Straight."

answer

True

question

The sentence completion test is one in which respondents are given incomplete sentences and then asked to complete them in their own words.

answer

True

question

The picture test, a projective technique, is carried out by asking respondents to fill in "balloons" drawn above the heads of the actors

answer

Flase

question

In role playing, participants are asked to pretend they are a "third person," such as a friend or neighbor, and describe how the third person would react in a certain situation.

answer

True

question

In ethnographic research, marketing researchers act exactly as anthropologists, in that they enter into an "immersion" state with consumers and observe their behavior by living with them.

answer

False

question

Marketing researchers walking with seniors in their walking groups and listening to them discuss their hopes, fears, worries, health, family and friends would be an example of an application of ethnographic research.

answer

True

question

One of the disadvantages of physiological measurements is that even when the respondent reacts to a stimulus we can't tell if the response is positive or negative

answer

True

question

Physiological measurements are NOT useful when the subject matter is something sensitive and may embarrass persons to the point that they cannot articulate a truthful response.

answer

False

question

A study was conducted of online buyers to determine purchasing differences among buyer segments such as males and females. The research began with a series of focus groups followed by in-depth interviews. Finally, an online survey was conducted of several thousand online buyers. If you had to classify this research, which of the following would be most appropriate?

answer

Pluralistic

question

The tax revenue department of a small town located in a dry county decides to sift through collected garbage in the town to assess the amount of alcohol consumed. This is an example of:

answer

Physical Traces

question

Nissan Motor Corporation sent a Japanese researcher to stay at the home of a California couple as part of a student exchange program. However, the researcher was really spying on the couple to better understand automobile buying behavior. This illustrates that:

answer

observation raises ethical questions.

question

Sue Miller, brand manager for Zippo Cat Foods, wanted to gather some information from cat food buyers. She arranged to conduct several focus groups, each conducted online with as many as 25 to 50 participants. She also wanted to interact with the focus group participants. Sue would be using which type of focus group?

answer

Nontraditional

question

Earl Chestnut and Ann Arnold were considering conducting a focus group for their company's cookie brand, Oats N' Raisins. Their objective was to understand when and under what circumstances cookies are offered as a snack in households. Earl wanted to recruit 25 people representing the different groups of employers in the city, that is, a medical researcher, a longshoreman, a truck driver, someone from the legal community, and so on. Ann felt it would be better to have a more homogeneous group such as housewives with kids still in school. Which of the following should be chosen?

answer

Ann's homogeneous group

question

Jamie Sims developed a female public urinal that has the advantage of allowing women to use the restroom much faster. Jamie knows that waiting lines for women's rooms often are present in large, heavily used public facilities such as busy airports or spectator events. She has perfected her urinal and a major plumbing manufacturer is interested in producing and distributing the device. However, the manufacturer wants Jamie to provide some research evidence indicating how receptive women are to using the device. Jamie is concerned about how to conduct the research since the topic is socially sensitive. Given this situation, Jamie should use:

answer

qualitative, projective technique research.

question

Jerri Allen has trained for several months to conduct focus groups. She has just completed her first focus group as the moderator. Which factor should Jerri remember when reporting and using focus group results?

answer

Qualitative statements must be categorized, and assessments must be made as to the representativeness of the focus group participants.

question

Billy Neighbors decides to use a qualitative research technique called laddering. Which of the following would best describe how laddering could be used by Billy's Pork processing company?

answer

determining values important to consumers (i.e., good health); the routes consumers take to achieve those values (i.e., exercise, eating good foods, rest); and which specific product attributes (i.e., eat white meats) are used as a means of achieving the end desired value (i.e., good health)

question

Wisconsin Research Associates is asked to help name a new product that is a new type of nonfat cheese. Several names are suggested: SkinnyCheese, CheeseSmart, LoFaCheez, and SansCholes. What would be the most appropriate qualitative technique to determine the meanings of these names to customers?

answer

word association test

question

) Surveys involve interviews with a large number of respondents using a predesigned questionnaire.

answer

T

question

One of the advantages of surveys is that they can tap the "unseen" — motives, interests, attitudes, and intentions

answer

T

question

Surveys allow for large samples, which are suitable for tabulation and statistical analysis.

answer

T

question

The three major ways to collect data are: have a person ask the questions, have a computer assist or conduct the questioning, or allow the respondents themselves to complete the survey.

answer

T

question

One of the advantages of the person-administered survey is that the interviewer is able to respond to questions asked by respondents.

answer

T

question

One of the disadvantages of computer-administered surveys is that they cannot depict pictures, video, or other graphics to the respondent.

answer

F

question

Real-time capture of data is available only through the use of in-home interviewing, provided the researcher has a modem and may transmit the survey results to a computer shortly after the interview.

answer

F

question

Interview evaluation refers to the fact that some people become anxious about the possible reactions the interviewer may have to their answers to survey questions.

answer

T

question

Surveys conducted without the presence of an agent — human or computer — are referred to as self-administered surveys

answer

T

question

Whereas self-administered surveys are faster than personal or computer-assisted surveys, they have the highest cost.

answer

F

question

Self-administered surveys eliminate interview evaluation apprehension.

answer

T

question

Self-administered surveys place a very high premium on proper questionnaire design

answer

T

question

Mixed-mode surveys are also referred to as "hybrid surveys."

answer

T

question

While mobile research is just arriving on the scene, it is an exciting approach that best fits the mobile lifestyle of mature consumers.

answer

F

question

It is believed that conducting an interview in the respondent's home improves the quality of the data and facilitates the rapport between interviewer and interviewee.

answer

F

question

All malls allow for as many research firms who wish to intercept shoppers because it attracts more customers.

answer

F

question

Because shopping malls usually draw customers from a large area, they excel in terms of providing representative samples

answer

F

question

A disadvantage of in-office interviews is that interviewers must be at a certain place at an exact time

answer

T

question

An advantage of in-office interviews is that they have low costs.

answer

F

question

Telephone surveys have the potential to provide a high-quality sample

answer

T

question

Telephone surveys, although yielding high-quality samples, do not have fast turnaround times. This is why they are rarely used for political polling.

answer

F

question

Telephone surveys may be preferable to face-to-face surveys when the topics being addressed are sensitive

answer

T

question

The data-collection landscape of China is the same as that in Western and European countries.

answer

F

question

"Paper-and-pencil" questionnaires are those administered by mall interviewers.

answer

F

question

Traditional telephone interviewing offers opportunities for interviewer cheating.

answer

T

question

Two variations of computer-administered telephone interview systems are (1) using a human interviewer and (2) using a computer, sometimes with a synthesized or recorded voice.

answer

T

question

Central location telephone interviewing offers good control of interviewers.

answer

T

question

The CATI approach has many benefits, but it does not eliminate the need for editing completed questionnaires.

answer

F

question

With CATI systems, tabulations may be run at any time during the study and, as a result, questions may be added or deleted from the study.

answer

T

question

Most CATI systems are programmed to make wrong answers impossible.

answer

T

question

A CATI is a form of person-administered interview.

answer

F

question

CAPI stands for computer-assisted personal interviewing.

answer

T

question

With a CATS system, interviews are conducted entirely by computers.

answer

T

question

Online surveys are making profound changes in the marketing research landscape.

answer

T

question

One of the disadvantages of online surveys is that they may lack sample representativeness.

answer

T

question

Drop-off surveys are especially appropriate for local market research undertakings in

answer

T

question

Self-selection bias is very strong in in-home interviewing.

answer

F

question

Mail surveys suffer from low response rates

answer

T

question

Company policies or procedures must prohibit the practice of multiple screening or interviewing of a single respondent during any one interview to adhere to ethical marketing research practices.

answer

T

question

Key factors influencing the choice of a survey data collection method include the researchers' time and budget.

answer

T

question

Incidence rate is the percentage of the population that possesses some characteristic necessary to be included in the survey.

answer

T

question

The only practical way to do research with Millennials, who are a prime target for many companies, is with some online-based data collection method.

answer

T

question

We attempt to measure the properties — sometimes called attributes or qualities — of objects.

answer

T

question

Subjective properties are observable and tangible

answer

F

question

A scale that is simply "yes" or "no" is said to have origin.

answer

F

question

The terms "greater than" or "less than" are most commonly used in ordinal scale measurement techniques

answer

T

question

When the distances between scale descriptors are absolute and known, the scale is referred to as an assumed interval scale.

answer

F

question

Categorical scales represent scales that are either nominal or ordinal

answer

T

question

When a scale has a "true zero" point, it is a nominal scale.

answer

F

question

Ratio scales are easy for respondents to understand as they are in dollars, times, years, or some other familiar denomination.

answer

T

question

Scale development is a process used by marketing researchers to adapt rating scale formats which facilitate consistent translation of unobservable constructs.

answer

T

question

Because every research project is different, it is wise to develop a new and novel scale format to suit the particular needs of the existing situation.

answer

F

question

A scale that asks consumers the extent to which they agree or disagree with the statement that Levi's 501s are good looking is a modified Likert scale

answer

T

question

The lifestyle inventory is a special application of the modified Likert scale. It measures activities, interests, and opinions using the Likert question form.

answer

T

question

A consumer likes the restaurant Red Lobster and answers "Very Satisfied" to a survey about many dimensions of the restaurant without really paying attention to each specific dimension, such as price, product quality, atmosphere, and so on. This is an example of what is known as the halo effect

answer

T

question

One of the appealing aspects of the semantic differential scale is that the researcher may compute averages and plot them on the scale. This creates a "profile" of the object being measured — store, brand, and so on.

answer

T

question

Different cultures tend to respond differently to scales, and a scale developed in Western culture may not be automatically transferred to other cultures

answer

T

question

All scale measures must have a middle, neutral response option

answer

F

question

A valuable byproduct of using the same scale in global marketing research is that cultural response biases can be identified and adjustments can be made.

answer

T

question

A valid measure is one in which a respondent answers in the same or in a very similar manner to

answer

F

question

A reliable measure is one that is truthful

answer

F

question

A measure can be reliable but invalid.

answer

T

question

A respondent has an income of less than $10,000 but states he earns more than $100,000 during an interview. This is an example of low-reliability.

answer

F

question

Face validity simply means that the measurement "looks like" it's measuring what it is intended to measure.

answer

T

question

One of the functions of the questionnaire is that it serves as the tool for standardizing questions and response choices so that every respondent responds to identical stimuli.

answer

T

question

Research has demonstrated that questionnaire design is so important that it directly affects the quality of the data collected.

answer

T

question

Questionnaire design is really a process of several interrelated steps.

answer

T

question

Question bias is defined as wording questions in such a way that they influence the responses. Researchers should try to maximize question bias in order to achieve the results desired by clients

answer

F

question

To maintain objectivity, clients should not be involved in the questionnaire design process. Once the research objectives are defined, it is up to the researcher to next provide the final

answer

F

question

Gaining the client's approval signature for the questionnaire design is not done until after the pretest

answer

F

question

Question development refers to the practice of selecting appropriate response formats and wording questions that are understandable, unambiguous, and unbiased.

answer

T

question

Even a single word can alter the responses to a question on a survey.

answer

T

question

Because there are many meanings for most words and phrases, questionnaire questions should be very long to properly define the words contained in the question.

answer

F

question

Using the word "always" in designing questions is helpful as it places a specific time parameter around an event.

answer

F

question

"Would you say you never think about the warranty when buying a major electronic device?" is a properly worded question for a marketing research questionnaire.

answer

F

question

To keep respondents from having to respond to long questionnaires and to reduce respondent fatigue, it is okay to introduce several topics in one question.

answer

F

question

There is nothing wrong with the following question: "As a BMW owner, you are satisfied with your car, aren't you?"

answer

F

question

There is nothing wrong with the following question: "Do you believe Nichols Seafood Restaurant has good prices and service?"

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F

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There is nothing wrong with the following question: "Should people be allowed to protect themselves from harm by using mace as a self-defense?"

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F

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There is nothing wrong with the following question: "How much do you think you would pay for a pair of sunglasses that will protect your eyes from the sun's harmful ultraviolet rays, which are known to cause blindness?"

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F

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organization of a questionnaire can cause respondents to stop answering questions.

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T

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) In a mail survey, the introduction is normally provided in the "cover letter."

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T

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In a personal interview, the objective of the introduction should be to maximize the chance of eliciting the respondents' cooperation to take part in the survey.

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T

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One reason to disguise the true sponsor of a survey is to prevent alerting competitors to the survey

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T

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Under conditions of anonymity, the researcher assures the respondent that his name will never be associated with his responses.

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T

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Screening questions are used to screen out questions that are deemed to be too difficult or ambiguous for respondents.

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F

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Warm-up questions are simple and easy-to-answer questions that may or may not pertain to the research objectives.

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T

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Transition questions include "skip" questions that determine which question, or set of questions, will be asked next

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T

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Screening questions should be asked at the very end of the questionnaire.

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F

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Complicated and difficult-to-answer questions should be asked at the very beginning of the questionnaire before the respondent becomes fatigued.

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F

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In determining approaches to question organization on a questionnaire, the most important guiding principle to keep in mind is how researchers will later be able to analyze the questions.

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F

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Computer-assisted questionnaire design programs try to ease the researcher's task in designing questionnaires and often include "question libraries," which contain standard questions for constructs often measured in marketing research studies (such as importance, satisfaction, or usage).

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T

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Although computer-assisted questionnaire design programs allow for the development of questionnaires, only data analysis-dedicated software programs allow for the data to be analyzed

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F

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With display logic, the questionnaire displays or asks questions that are appropriate based on the respondent's prior answers.

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T

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Coding refers to placing numbers on the questionnaire to facilitate data entry after the survey is completed.

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T

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If a question has multiple possible answers, such as a question that asks a respondent to "indicate all that apply," it requires special consideration in terms of coding.

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T

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Pretests of questionnaires for a study on toy buying by young parents can be done on colleagues in the research firm, as long as the colleagues are objective and have not been involved in the development of the questionnaire.

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F

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Pretests should involve at least one hundred and preferably up to five hundred trial interviews.

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F

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Pretests should include as many interviews as possible

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F

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Sample size does not have to be "huge" in order to have reasonably accurate data. For example, samples that are 400 or less may provide reasonably accurate information.

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T

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The sample size is always related to how representative the sample is of the population

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F

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Instead of determining representativeness, the size of the sample affects the sample accuracy of the results.

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T

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Sample size has a direct bearing on how accurate the sample's findings are relative to the true values in the population.

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T

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Sample accuracy refers to how close a random sample's statistic is to another random sample statistic drawn on the same population. If the two samples result in the same, or nearly the same, data, then one has achieved sample accuracy.

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F

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Large sample size bias refers to a belief that sample size determines a sample's representativeness.

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T

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The only perfectly accurate sample is a census.

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T

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The size of a probability sample depends on the client's desired accuracy (acceptable sample error) balanced against the cost of data collection for that sample size.

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T

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The confidence interval approach to determining sample size applies the concepts of accuracy, variability, and confidence interval to create a "correct" sample size.

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T

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Sampling error is the difference between the sample findings and the findings that the client expected to have prior to the survey.

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F

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Nonsampling error pertains to all sources of error other than the sample selection method and sample size.

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T

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A random sample must be perfectly accurate to be considered a very good representation of the population

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F

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A graph of the relationship between accuracy and size of the sample shows that accuracy decreases as sample size increases.

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F

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A graph of the relationship between accuracy and size of the sample shows that accuracy increases dramatically up until sample sizes near 500. Thereafter, it takes much larger increases in sample size to gain increases in accuracy.

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T

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Sample error may only be determined after data have been collected. Even if we know the level of confidence, an estimate of variability (p∗q) and the sample size, n, we cannot compute the amount of sample error we can expect to experience.

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F

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Variability is defined as the amount of dissimilarity or similarity in respondents' answers to a particular question.

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T

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In a "Yes/No" question, 50 percent "Yes" and 50 percent "No" shows less variability than does 90 percent "Yes" and 10 percent "No."

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F

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The axiom, "You can take any finding in the survey, replicate the survey with the same probability sample size, and you will be very likely to find the same finding within the ± percent range of the original finding," is based on the idea of the confidence interval.

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T

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The basic concept of the central limit theorem is that all research findings are limited in their application simply because they are based upon a sample and not a census.

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F

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The most significant factor in calculating sample size (n) is the size of the population (N). For example, if you calculated that you needed a sample size of 300 in order to have an accurate sample for your hometown, it would take at least 10 times this amount, or about 3,000, in order to have an accurate sample representing the entire United States.

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F

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A probability sample size can be a very tiny percent of the population size and still be very accurate (have little sample error).

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T

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The only time that the population size is a consideration in sample size determination is in the case of a "small population."

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T

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Using the confidence interval formula for calculating sample size, the amount of variability believed to be in the population must be estimated.

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T

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Using the confidence interval formula for calculating sample size, the level of confidence desired to the estimate of the population values must be determined and is represented in the formula by the z value

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T

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The desired accuracy should NOT be considered in order to calculate the proper sample size. This is because accuracy cannot be determined until the data are collected and analyzed.

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F

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In sample size formulae, acceptable sample error is noted by "e

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T

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It is almost always up to the researcher to educate the manager on what might be acceptable or "standard" sample error.

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T

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In determining the level of confidence, any level of confidence is possible, but marketing researchers typically use between 60 percent and 100 percent , depending on the importance of the issue and how much the client has to spend on the research.

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F

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If you calculate sample size with an e of 3 percent, and then you decide to change e to 5 percent, the required sample size will go up.

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F

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With the 99% level of confidence, the corresponding z value is 2.58.

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T

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It is "true" to say that, in practice, you can estimate variability in the population by using one of three methods: (a) set pq to the most conservative amounts of 50 percent/50 percent, (b) estimate pq based upon prior research studies, or (c) conduct a pilot study.

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T

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There is a separate sample size formula for estimating a percentage of the population than for estimating a mean of the population.

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T

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Variability (standard deviation) of a population where a mean is being estimated may be estimated by dividing the range by 6.

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T

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Researchers should follow to the sample size formula closely when calculating sample size. No other consideration, such as the cost to the client, should be considered, as it will surely lower the accuracy of the study.

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F

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The arbitrary approach to sample size determination takes the desired level of accuracy into account.

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F

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The conventional approach to sample size determination follows some convention or number believed somehow to be the "correct" sample size.

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T

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It is important that marketing researchers try to educate managers/clients on the determinants of sample size as an ethical issue arises when the researcher benefits by using larger samples.

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T

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Generally, a small population situation is one in which the sample exceeds 5 percent of the total population size.

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T

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A finite multiplier is an adjustment factor that should be used when the sample size is small, relative to the population size.

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T

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It is inappropriate to apply sample size formulae when an unknown bias is introduced by a subjective sampling method (i.e., nonprobability).

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T

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When using nonprobability samples instead of probability samples, different formulas must be applied to determine the appropriate sample size that precisely balances desired accuracy, variability in the population, and level of confidence.

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F

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Information provided to clients cannot accurately represent likely outcomes and results compared to alternative available methodologies.

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F

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Marketing researchers make use of samples because obtaining information from every single person in a market is impractical

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T

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A population is defined as the entire group under study as specified by the objectives of the research project

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T

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A census is defined as a subset of the population that somehow represents that entire group.

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F

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The sample unit refers to the basic level of investigation; this could be a person, household, or supermarket.

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T

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Sampling error is defined as the difference between results obtained from a poll versus a sample survey

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F

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A sample frame is a master list of all the sample units in the population.

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T

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One of the reasons for taking a sample is that the typical researcher cannot analyze the huge amounts of data generated by a census.

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T

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Probability samples are those for which members of the population have a known chance of completing and actually turning in a survey. It has nothing to do with probability of being selected into the sample.

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F

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Nonprobability samples are those for which members of the population do not have a known chance of completing and turning in a survey. It has nothing to do with the probability of being selected into the sample.

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F

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With simple random sampling, the probability of being selected into the sample is found by dividing the population size by the sample size.

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F

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The blind draw method, or using a table of random numbers, is most appropriate for quota samples.

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F

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Random digit dialing is an example in which simple random sampling is employed quite successfully.

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T

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Plus-one dialing procedure is a popular variation of random digit dialing that increases the number of calls to additional sample members (hence "plus") who may participate in the survey.

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F

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Systematic sampling is one of the most prevalent types of sampling techniques used in place of simple random sampling and its use has been increasing

answer

F

question

The skip interval used in systematic sampling is computed by dividing the population list size by the sample size.

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T

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One of the differences between systematic sampling and simple random sampling is that the first one works its way through the entire population from beginning to end. The second one guarantees that the complete population will be covered, but without a systematic pattern.

answer

T

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In area sampling, the one-step approach is applied if the researcher believes that the various geographic areas (or clusters) are sufficiently identical.

answer

T

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In area sampling, the two-step approach is more costly than the one-step approach because more areas and time are involved.

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T

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In stratified sampling, the population is separated into different subgroups, and then samples are taken from all of the subgroups.

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T

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Stratified samples are most appropriate when the population is known to be "skewed

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T

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In stratified sampling, subgroups are referred to as clusters.

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F

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Stratified samples may use weighted means so that estimates of the overall sample may be made, as opposed to estimates from each stratum.

answer

T

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If the strata sample sizes are faithful to their relative sizes in the population, you have what is called a proportionate stratified sample design.

answer

T

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Mall-intercept companies often use convenience sampling to recruit respondents

answer

T

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If a researcher examined the trading area for a shopping mall and felt it was a good match with the desired population, the subsequent mall-intercept sample could be called a purposive sample.

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T

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Purposive samples require a judgment as to who should be in the sample.

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T

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A convenience sample may also be called an "exemplar sample."

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F

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Andy was a senior in college, majoring in marketing. He received a call to participate in a survey on behalf of a company that was targeting graduating seniors. At the end of the survey, Andy was asked for the name of a friend who was also a senior in marketing. This is an example of a referral sample.

answer

T

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Quota samples refer to samples obtained by bid

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F

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A research study conducted in India for Tata Motors found that the automobile manufacturer has a high vote of consumer satisfaction in total and across three owner age groups. However, the authors concluded that because the sample was a convenience sample taken in a specific city in India, this conclusion cannot be defended as more than 99.8% of Tata owners were omitted from the sample frame.

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T

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One of the problems with online survey samples is the mechanics of the sample selection process

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T

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A river sample is created via the use of banners, pop-ups, or other online devices that invite website visitors to take part in the survey.

answer

T

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When developing a sample plan, the last step in the process is to "draw the sample."

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F

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Samples may be validated only by obtaining samples from well-known, reputable sampling firms

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F

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The data taken from a sample reveals that 45 percent are males and 55 percent are females, and 10 percent of the sample members earn over $50,000 per year. Comparing these figures with known data, such as census data for the geographical area defined by the population, would be a way of validating the sample

answer

T

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