40 terms

Marketing Research Final

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Marketing research
a. generates information in the firm's environment.
b. transmits information from the environment to the firm.
c. interprets feedback information.
d. makes decisions based upon information from the environment.
e. does a, b, and c.
e. does a, b, and c.
Although no general organizational form of marketing research departments exists, departments are commonly organized by
a. research techniques, such as statistical analysis, field interviewing or questionnaire design.
b. area of application, such as product line, brand, market segment or geographic area.
c. marketing function performed, such as field sales analysis, advertising research or product planning.
d. a and b.
e. a, b and c.
e. a, b and c.
Which of these following statements is true?
a. Consumer research about e-commerce requires different marketing research tools.
b. Marketing research about the Internet is best handled by companies that create Internet software.
c. Marketing research about the Internet is best handled by large companies that have access to large samples of consumers.
d. Consumers' Internet activities can be integrated with their purchase data.
e. Web-based surveys will help ensure a representative, global sample for marketing researchers.
d. Consumers' Internet activities can be integrated with their purchase data.
The feature that distinguishes MIS from a project approach to research is that
a. it can only be used by marketing managers.
b. information is collected on a regular basis.
c. it is used for a more limited set of problems.
d. the information is accurate.
e. the information is used in making marketing decisions.
b. information is collected on a regular basis.
Which of the following is TRUE?
a. A marketing information system is a set of procedures and methods for the regular planned collection, analysis, and presentation of information for use in making marketing decisions.
b. The primary difference between traditional marketing research and marketing intelligence is that the intelligence system is computer-based while the research project is a written survey.
c. The emphasis in traditional marketing research is on continuously monitoring normal business activities such as sales, market share, and product positioning through a series of recurring research steps.
d. The rapid growth of databases, on-line informational services, and DSS systems will eventually replace the traditional project approach to market research.
e. They are all false.
a. A marketing information system is a set of procedures and methods for the regular planned collection, analysis, and presentation of information for use in making marketing decisions.
An MIS needs analysis investigates
a. the form in which managers need information.
b. the types of information managers need.
c. the types of decisions managers make.
d. b and c.
e. a, b, and c.
e. a, b, and c.
The first step in designing a Marketing Information system is
a. determining which decision makers will use the system.
b. collecting as much data as possible.
c. selecting the computer hardware needed for the system.
d. hiring a special design team to put the system together.
e. identifying possible sources of the necessary data.
a. determining which decision makers will use the system.
A decision support system consists of
a. dialog systems.
b. model systems.
c. data systems.
d. b and c.
e. a, b, and c.
e. a, b, and c.
9. The customer information module of a DSS system typically includes all of the following EXCEPT
a. who uses the product.
b. where the customer buys the product.
c. unemployment information.
d. how often the customer buys the product.
e. when the customer uses the product.
c. unemployment information.
Information concerning the effects of last fall's advertising campaign on sales of the advertised product would normally be contained in which data system module?
a. customer information module
b. economic and demographic information module
c. product information module
d. industry information module
e. competitor information module
a. customer information module
Which of the following statements is false:
a. Data mining is different from data analysis.
b. Data mining is conducted on large numbers of consumers.
c. Data mining is conducted on large numbers of variables.
d. Data mining attempts to find "nuggets" of marketing information amidst data.
e. Data mining requires tremendous data storage system and fast data access.
a. Data mining is different from data analysis.
Which of the following is FALSE?
a. Program strategy specifies the types of studies that are to be conducted and for what purposes.
b. Project strategy deals with how a study should be conducted.
c. Program strategy is determined by a company's philosophy of how marketing research fits into its marketing plan.
d. Project strategy involves the design of the individual studies that a firm conducts to gather information.
e. A program strategy and a project strategy are identical.
e. A program strategy and a project strategy are identical.
Which of the following is TRUE?
a. The choice of a data-collection method for a specific issue reflects the firm's program strategy.
b. A company's philosophy of how marketing research fits into its marketing plan determines its project strategy for marketing research.
c. The design of the individual studies themselves defines the firm's program strategy to research.
d. Project strategy should be dealt with before program strategy.
e. A program strategy specifies the types of studies to be conducted and for what purposes.
e. A program strategy specifies the types of studies to be conducted and for what purposes.
The most important step in the research process is
a. determining the research design.
b. designing data collection method and forms.
c. preparing the research report.
d. analyzing and interpreting the data.
e. formulating the problem.
e. formulating the problem.
After determining the research design the next step in the research process is
a. design sample and collect data.
b. design data collection method and forms.
c. formulate problem.
d. prepare the research proposal.
e. none of the above.
b. design data collection method and forms.
The sampling frame deals with
a. the list of population elements from which the sample will be selected.
b. the procedure used to select the sample from the population.
c. the number of population elements to be chosen as the sample.
d. the form of the sample to be chosen from the population elements.
e. none of the above are representative of a sampling frame.
a. the list of population elements from which the sample will be selected.
Data analysis generally involves a series of steps. In correct order, the first three of these steps are
a. tabulating, coding, and editing.
b. coding, tabulating, and editing.
c. editing, coding, and tabulating.
d. editing, tabulating, and coding.
e. coding, editing, and tabulating.
c. editing, coding, and tabulating. (ECT)
Research problems arise from
a. unanticipated change in the marketing environment in the form of competitor initiatives.
b. a firm's planned change of a marketing variable.
c. customer complaint letters.
d. a and c.
e. a, b and c.
e. a, b and c.
Which of the following is TRUE?
a. The decision problem is also the research problem.
b. The decision problem involves determining what information to provide and how that information can best be secured.
c. The key difference between the decision problem and the research problem is the decision problem focuses on what action needs to be taken while the research problem focuses on what information to provide and how that information can best be secured.
d. The key difference between the decision problem and the research problem is the research problem focuses on what action needs to be taken while the decision problem focuses on what information to provide and how that information can best be secured.
e. They are all true.
c. The key difference between the decision problem and the research problem is the decision problem focuses on what action needs to be taken while the research problem focuses on what information to provide and how that information can best be secured.
The descriptive study
a. usually takes the form of an experiment.
b. has its major emphasis on the discovery of insights and ideas.
c. is concerned with determining the frequency with which something occurs.
d. is concerned with the determination of a cause-and-effect relationship.
e. has as its main objective the establishment of priorities for future research.
c. is concerned with determining the frequency with which something occurs.
A causal research design is typically concerned with
a. the frequency with which something occurs.
b. the discovery of ideas and insights.
c. how two variables vary together.
d. the determination of cause-and-effect relationships.
e. establishing priorities when studying competing explanations of phenomenon.
d. the determination of cause-and-effect relationships.
Which of the following is capable of providing more convincing evidence of causal relationships?
a. an exploratory design
b. an experiment
c. turnover analysis
d. cross-sectional analysis
e. a descriptive design
b. an experiment
The experience survey is a procedure most appropriate for
a. exploratory studies.
b. descriptive studies.
c. laboratory experimentation.
d. field experimentation.
e. computer simulation.
a. exploratory studies.
Focus groups are useful for which of the following purposes
a. generating hypotheses.
b. generating information helpful in structuring questionnaires.
c. gathering background information on a product category.
d. a and c.
e. a, b, and c.
e. a, b, and c
Firms conducting a focus group
a. attempt to develop relatively homogeneous groups.
b. attempt to develop relatively heterogeneous groups.
c. heavily recruit previous focus group members.
d. a and c.
e. b and c.
a. attempt to develop relatively homogeneous groups.
Which of the following is TRUE?
a. The services of a skilled psychologist make the task of analyzing the responses from a depth interview very easy.
b. The open-ended question is particularly useful in descriptive research.
c. A projective technique involves the use of a stimulus that an individual is asked to describe, expand upon, or build a structure around.
d. The researcher can explore all areas of inquiry by direct questioning.
e. They are all false
c. A projective technique involves the use of a stimulus that an individual is asked to describe, expand upon, or build a structure around.
Which descriptive study is the best known and most widely used?
a. the after-only with control group
b. the cross-sectional study
c. an omnibus panel
d. a longitudinal study
e. none of the above
b. the cross-sectional study
True longitudinal analysis
a. is concerned with the determination of cause-and-effect relationships.
b. can be performed on any panel.
c. involves a one-time cross-sectional sample of elements from the population of interest.
d. is simply a fact-gathering study.
e. can only be performed using panels that rely on repeated measurements of the same variables.
e. can only be performed using panels that rely on repeated measurements of the same variables.
Another name for a turnover table is
a. a cohort table.
b. a panel data matrix.
c. a brand loyalty matrix.
d. a brand switching matrix.
e. none of the above are names for a turnover table.
d. a brand switching matrix.
The main disadvantage of panels is that they
a. are nonrepresentative.
b. are expensive to maintain.
c. allow only simple analysis of the data.
d. suffer more from interview bias than any other data collection methods.
e. all of the above.
that they
a. are nonrepresentative.
A cross-sectional study
a. typically involves panels.
b. is a type of causal study.
c. is the least common design.
d. typically involves a sample of elements from the population of interest.
e. measures sample members repeatedly.
d. typically involves a sample of elements from the population of interest.
In a controlled experiment
a. all other explanations for the effect have been eliminated.
b. we can conclusively prove relationships.
c. only replication will increase our confidence in the resulting conclusions.
d. we substitute method knowledge for conceptual knowledge.
e. a and b are true.
c. only replication will increase our confidence in the resulting conclusions.
Laboratory experiments are primarily distinguished from field experiments by
a. their manipulation of variables.
b. their cost.
c. their validity.
d. their control.
e. their environments.
e. their environments.
When a researcher tries to ensure that the changes observed in the effect variable are reproducible in other situations, the researcher is attempting to enhance the experiment's
a. internal validity.
b. convergent validity.
c. external validity.
d. construct validity.
e. none of the above are correct.
c. external validity.
Which of the following is not an example of the testing effect?
a. Students take a test and score 84; two weeks later they take a different test and score 90.
b. A person is asked about her attitudes toward Ford automobiles; she then watches Ford commercials more closely than before.
c. After Dan is asked to be on a consumer panel that reports purchasing behavior, he changes his purchasing behavior.
d. While answering a questionnaire, Dawn tries to answer the last questions consistent with how she answered the first questions.
e. a through d are all examples of the testing effect.
a. Students take a test and score 84; two weeks later they take a different test and score 90.
If a subject forgets to show up to the second observation time period, the research project has experienced
a. selection bias.
b. experimental mortality.
c. maturation.
d. subject variation.
e. b and c.
b. experimental mortality.
Which of the following is TRUE?
a. In an experiment it is safe to assume that the people who did not respond were equal to the people who did.
b. The ability to control who will be exposed to the treatment variable is a feature that distinguishes true experiments from quasi-experiments.
c. True experimental designs eliminate all doubts in interpreting the results of the research.
d. b and c.
e. They are all false.
b. The ability to control who will be exposed to the treatment variable is a feature that distinguishes true experiments from quasi-experiments
The factor that makes the data from true experimental designs more valid than data from any pre-experimental designs is
a. matching.
b. randomization.
c. the absence of extraneous sources of error.
d. the fact that the results can always be generalized to the larger population.
e. the fact that each of the test units is measured before and after the introduction of the experimental stimulus.
b. randomization.
Consider the following design and assume no interactive testing effect is present:

(R) 01 X 02

(R) 03 04

The difference represented by (02 01) (04 03) estimates the EFFECT of
a. history.
b. maturation.
c. history, maturation and all other relevant sources jeopardizing internal validity.
d. experimental variable.
e. statistical regression.
d. experimental variable.
Which of the following is TRUE of test markets?
a. Simulated test markets are not useful for eliminating weak products before they go to a standard test market.
b. Electronic test markets, popular in the 1970's, are now a declining segment of the test market industry.
c. A prime advantage of simulated test markets is the protection from competitors that they provide.
d. In a standardized test market the entire test program is conducted by an outside service.
e. They are all false.
c. A prime advantage of simulated test markets is the protection from competitors that they provide
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