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MKT 444 Exam 1 - Iowa State University

Terms in this set (49)

Basic source of secondary data can be from...
Internal or external sources
Internal database is a collection of related information developed from data outside the information
False
Compared to primary data, secondary data...
has relatively lower cost
One of the ways to verify the accuracy of the secondary data is to check if the information is consistent with other sources
True
A symbol or concept over which the research has some control and that is hypothesized to cause or influence the dependent variable
Independent variable
The key requirements to demonstrate causation are...
Correlation, appropriate order of occurrence, elimination of extraneous variables
Laboratory experiments are conducted in a controlled setting. It has greater external validity but lack of internal validity
False
The step in the marketing research process is...
The identification of the problem and making the research objectives
What does the iceberg principle refer to?
Symptoms are often mistaken for true problems in business
Exploratory research is a preliminary research conducted to increase understanding of a concept, to clarify the exact nature of the problem to be solved, or to identify important variables to be studied
True
One of the variables investigated in marketing is brand attitudes. Which description below describes brand attitudes?
The number of respondents and their intensity of feeling positive and negative toward a specific brand
_____ questions are those in which the respondents can reply in their own words
Open ended
Suppose that a personal interviewer asks a respondent during a taste test of a new cake product: "How did you like the taste and smoothness of the cake?" What is the flaw in this question?
This is a double-barreled question
Screening question(s) should be located in the middle of the survey to qualify respondents
False
Which of the following would not be characteristics of basic research?
Determining the most attractive price for a new product
Which of the following is not done by marketing research?
Based on the information deciding to terminate a product or service that is not meeting organizational goals
Which of the following is not part of the definition of marketing?
Gauging production efficiency
Determining what consumer attitudes are with regard to a particular product and its advertising would be part of the _____ function in marketing research
Descriptive
Most marketing research studies which aim to assist a company with its marketing function are categorized as ______ research
Applied
Which of the following would characterize an applied research effort?
All of these characterize an applied research effort
One of the unethical practices in marketing research is to not validate data
True
Which of the following would be the strongest reason for not conducting marketing research?
Small market yielding a small profit
What is the primary channel that will allow management to make timely decisions in the marketing process
Marketing Research
A producer of toys for small children asks a marketing research firm to conduct a survey to determine what percentage of the households in a region have children under 6 years of age. The marketing research firm should probably decline the project because of which of the following?
Decision-making information already exists
A marketing research firm is discussing the possibility of a major project for a real estate company. The research firm has already conducted extensive exploratory research for the project and has been compensated. For the subsequent survey, the top managers in the real estate firm cannot agree on exactly what the specific research objectives should be. What should the marketing research firm do?
Decline the project
Which of the following is not characteristic of secondary data
Observation data collected for the project at hand
All of the following are advantages of secondary data except:
It offers better accuracy than primary data research
When you are not sure who gathered secondary data, its _____ may be questionable
Accuracy
When computerized software of a company's customers is used to discover "buying patterns of customers" that are hidden in a database, this is known as...
Data mining
Which of the following is not a limitation of secondary data?
Takes more time to collect than primary data
Which of the following is not a source of externally generated secondary data?
Salesperson strategic intelligence reports
If the goal of the research was to discover the attitudes, feelings, and motivations of a heavy user of a product, then the preferred type of research would be ____
Qualitative research
A written outline that describes the topics to be covered in a focus group is called a(n) ______
Discussion guide
If a researcher wants to make a multi-million dollar decision as to whether to launch a new product s/he would be well advised to use...
A combination of qualitative and quantitative research
Focus groups are often followed up with ______
Quantitative research
Of the following, which is not an advantage of focus group research
Results can often be a substitute for a quantitative study
If the goal of the research was to provide a demographic and lifestyle profile of a heavy user of a product, then the preferred type of research would be ______
Quantitative research
Which of the following is not a limitation of qualitative research
Limited probing of respondents
Which of the following types of research is used most common to show causation
Experiment
In an experiment, which of the following variables would probably not be the dependent variable
Advertising
The "treatment" is also referred to as which of the following
Independent variable
Concomitant variation occurs when 2 variables are _______
Correlated
Which of the following is the main disadvantage of laboratory experiments?
The laboratory setting may not be a good representation of the real-world setting
In order to show that variable A causes variable B, A must occur:
Before B
Test markets are which of the following type of experiment?
Field experiment
What are the methods used to control extraneous factors?
All of these (randomization, design control, statistical control, physical control)
An experiment is designed to test how consumers go about choosing life insurance policies. If this experiment uses a sample of college students only, it would likely not have ______
External validity
This true experimental design involves random assignment of subjects to experimental and control groups, but no pre-measurement of the dependent variable
After only with control group
Which of the following is not a benefit of test marketing?
Exposure of the new product to the competition
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