Mar4613 - Marketing Research - Test 2

Front 1

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

a. representativeness, isolation, and cost
b. representativeness, existing company presence, control of promotion
c. representativeness, isolation, and control of distribution and promotion
d. representativeness, cost, and control of competitor's intelligence

Back 1

c. representativeness, isolation, and control of distribution and promotion

Front 2

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

a. it is not as accurate as full scale test markets
b. the distribution network may or may not properly represent the firm's actual
distribution system
c. it is often very time consuming and expensive
d. all of the above

Back 2

a. it is not as accurate as full scale test markets

Front 3

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. all of the above

Back 3

d. all of the above

Front 4

What is the purpose of a market tracking study?

a. to measure some variable of interest, such as market share or unit sales over time
b. to determine if consumers switched brands from one time period to the next
c. to determine the relationship between several variables
d. to search for and interpret existing information relevant to the research problem

Back 4

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

Front 5

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

a. cross-sectional
b. longitudinal
c. sample surveys
d. case analysis

Back 5

b. longitudinal

Front 6

How would you best describe the information needs for managers whose share is being taken by a competitor?

a. they need to learn how consumers view their brand
b. they need to learn how consumer view their competitor's brand
c. they need to learn how consumers will react to a new marketing strategy
d. they need to learn whether their brand is overpriced or not
e. they need to learn how consumers view their brand compared to the competitor

Back 6

e. they need to learn how consumers view their brand compared to the competitor

-Most likely, the reason customers are switching lies in the competing brands advantages.

Front 7

What is the most important information needed here? "Should we shift the budget for TV advertising?"

a. How much are our competitors spending on TV advertising?
b. How much does TV advertising contribute to sales and profit of our product?
c. What is the most efficient way to spend TV ad dollars?
d. To what extent does our target consumer watch TV?
e. How effective is our current TV advertising?

Back 7

d. To what extent does our target consumer watch TV?

How much is spent on TV depends on how many target customers watch it.

Front 8

Researchers at Costanza Co. have developed a hair restorer for bald men that can be
formulated into three fragrances. They can only commercialize one, but they don’t know which one to pursue first. What type of study should they do?

a. use an experiment
b. use focus groups or interviews
c. do telephone surveys
d. use census data
e. conduct longitudinal studies

Back 8

a. use an experiment

They must make a choice. Which one is best? An experiment can suggest it.

Front 9

The Fargmann Company managers have observed that product returns are increasing over time. What data could they look for to help them understand this problem?

a. Sales data as dollar volume
b. Transportation costs
c. Accuracy of order fulfillment (shipping and billing)
d. Price terms and allowances
e. Scanner data

Back 9

c. Accuracy of order fulfillment (shipping and billing)

customers are returning what they receive. Most likely they are being shipped the wrong stuff.

Front 10

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?

a. basic data
b. primary data
c. complex data
d. secondary data

Back 10

d. secondary data

Front 11

Which of the following would NOT be considered an application of secondary data?

a. predicting very broad changes in a culture’s “way of life”
b. selecting a street address for a new car wash
c. determining the likelihood of customers purchasing a brand new product
d. determining population growth rates in different geographical areas

Back 11

c. determining the likelihood of customers purchasing a brand new product

Front 12

A boat manufacturer wishes to locate cities that may offer good market potential for their
yachts. They need cities with average incomes exceeding $75,000. However, the secondary information source they find has the income category of $50,000 and over. This represents:

a. a mismatch of the units of measurement
b. differing class definitions of the data
c. dated data
d. data having high credibility

Back 12

b. differing class definitions of the data

Front 13

In your text, your authors discuss how the disposable diaper industry
conducted research which demonstrated that disposable diapers were
no more harmful to the environment that cloth diapers. The cloth diaper industry found just the opposite. The point of this example is:

a. research studies are always objective and are conducted to provide the truth
b. when evaluating research studies, you should understand that some studies are conducted with a clear purpose in mind to “prove” some position or advance some
special interest
c. chambers of commerce have always been able to clear up discrepancies between
research studies
d. if you are really concerned about the environment, don’t wear any type of diaper

Back 13

b. when evaluating research studies, you should understand that some studies are
conducted with a clear purpose in mind to “prove” some position or advance some
special interest

Front 14

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

a. select the one source that has been in business the longest
b. evaluate the information from each source and select the source that best suits your
needs for reliable and valid information
c. if there is conflicting information, you should probably abandon the project; you will
never have objective results upon which to base your decision
d. the researcher should call the client/manager and ask which source is desired

Back 14

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

Front 15

Which secondary data source provides printed information on several dozen lifestyle
categories such as Avid Book Readers, Own a Cat, etc.

a. NAICS
b. the BPI
c. the census
d. PRIZM
e. The Lifestyle Market Analyst

Back 15

e. The Lifestyle Market Analyst

Front 16

A type of secondary data in which the data collected and/or the process of collecting the data are standardized for all users is known as:

a. syndicated tapestry
b. standardized information
c. standardized tapestry
d. standardized processing of data

Back 16

b. standardized information

Front 17

The Nielsen TV Ratings and Arbitron radio ratings are examples of:

a. a syndicated data service
b. a customized segmentation system
c. a marketing research service for forestry products
d. a standardized service

Back 17

a. a syndicated data service

Front 18

A disadvantage of syndicated data is:

a. current data is not available
b. buyers have little control over what information is collected
c. it is regulated by the FTC, Syndicated Services Division
d. all of the above

Back 18

b. buyers have little control over what information is collected

Front 19

Which of the following is an area to which standardized information may be applied?

a. measuring consumer attitudes and opinion polls
b. defining market segments
c. conducting market tracking
d. all of the above

Back 19

d. all of the above

Front 20

The primary benefit of geodemography is:

a. demographic information may be detailed down to census blocks
b. demographic information is available on all standard geographical areas
c. demographic information is available on arbitrarily defined geographical areas
d. demographic forecasts may be made quickly but inaccurately

Back 20

c. demographic information is available on arbitrarily defined geographical areas

Front 21

Which of the following is most correct about how firms utilize geodemography?

a. they combine census data with their own survey data to analyze arbitrarily determined
geographical areas
b. they combine census data with their own survey data to analyze NON-arbitrarily
determined geographical areas
c. they combine arbitrarily determined census data with their own NON-arbitrarily
determined survey data to analyze large geographical areas
d. they combine census data with their own survey data to analyze geographical areas by
COUNTY only

Back 21

a. they combine census data with their own survey data to analyze arbitrarily determined
geographical areas

Front 22

Which of the following is the best description of research design?

a. a set of advance decisions that makes up the master plan specifying the methods and procedures for collecting and analyzing the needed information
b. a marketing term or concept involved in the marketing management problem that will be researched
c. it identifies what specific pieces of information are necessary to solve the problem at hand
d. a list from which sample elements are drawn from the sample, which contains all of the elements in the population being studied
e. the research design determines the actions necessary to meet the research standard

Back 22

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

Front 23

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

a. exploitive
b. exploratory
c. deductive
d. causal
e. standard

Back 23

b. exploratory

Front 24

Experience surveys are used in which of the following ways?

a. to gather information from persons thought to be knowledgeable on the issues relevant to the research problem
b. to search for and interpret existing information relevant to the research problem
c. to review the available information about a former situation(s) that has some similarities to the present research problem
d. to explore hidden consumer motives for buying goods and services by asking participants to project themselves into a situation and then respond to specific questions regarding the situation
e. to gather information from persons classified as "experientials" using VALS

Back 24

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

Front 25

In your textbook, Fieldwork's facilities were described as well as how they carry out their role as:

a. person-to-person interviewers in the field
b. field liaison between office and fieldworkers
c. OSHA consultants
d. a focus group company
e. an experimental design company

Back 25

d. a focus group company

Front 26

Under which of the following situations should focus groups be used?

a. a sales forecast is needed for a new robot lawn mower
b. Krispy Kreme wishes to predict the sales of a new coffee blend
c. an ad director wants to know what terms college students use to describe forms of night entertainment
d. Apple wishes to know how many new iPhones they will sell in the coming quarter
e. OnStar wishes to know how many of its systems Cadillac will install in the coming quarter

Back 26

c. an ad director wants to know what terms college students use to describe forms of night entertainment

Front 27

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

a. focus groups and case analysis
b. longitudinal studies and case analysis
c. longitudinal studies and cross-sectional studies
d. focus groups and cross-sectional studies
e. population research and cross-sectional research

Back 27

c. longitudinal studies and cross-sectional studies

Front 28

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

a. inquisitional panel
b. discontinuous panel
c. repeatability panel
d. population panel
e. continuous panel

Back 28

e. continuous panel

Front 29

Which of the following symbols represents the measurement of the complex variable:

a. O
b. X
c. C
d. M
e. None of the above

Back 29

e. None of the above

Front 30

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=BXOOA
e. None of the above

Back 30

e. None of the above

Front 31

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

a. electronic test markets
b. standard test markets
c. simulated test markets
d. field test markets
e. controlled test markets

Back 31

e. controlled test markets

Front 32

T/F

One advantage of research design is that it allows researchers to advise clients as to advantages and disadvantages with a chosen design early in the research process.

Back 32

True

Read the opening vignette written by Doss Struse.

Front 33

T/F

The four research designs are exploratory, exploitive, descriptive and longitudinal.

Back 33

False

Front 34

T/F

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

Back 34

False

Exploratory is best for this.

Front 35

T/F

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.

Back 35

False

Front 36

T/F

Focus groups should be composed of large (in excess of 300) numbers of persons so as to achieve high levels of internal validity.

Back 36

False

6 to 12 is better.

Front 37

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?

a. basic data
b. primary data
c. complex data
d. secondary data
e. standardized data

Back 37

d. secondary data

Front 38

If it had not been for _______ _________, Elvis Presley would probably have had a normal life driving a truck in Memphis, TN.

a. Baby Boomers
b. Gen Xers
c. Gen Yers
d. Hound Dogs
e. Peavey Speakers

Back 38

a. Baby Boomers

Front 39

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

a. anything outside the company laboratory
b. a database record
c. a data mine
d. records within customer names
e. customer names within a record

Back 39

e. customer names within a record

Front 40

External data may be grouped into which three sources:

a. published, syndicated services data, and databases
b. published, non-published data and other
c. syndicated services data, external data, and complex data
d. published external, published internal, syndicated data
e. non published external, published internal and non published internal

Back 40

a. published, syndicated services data, and databases

Front 41

If you wanted to locate periodicals on a subject you would find them in:

a. a browser
b. a library catalog
c. an index
d. an encyclopedia
e. an internal database

Back 41

c. an index

Front 42

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

a. may be obtained quickly
b. may be obtained in all forms desired by the researcher
c. it is relatively inexpensive
d. it is usually available
e. it sometimes enhances primary data

Back 42

b. may be obtained in all forms desired by the researcher

Front 43

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

a. What was the purpose of the study?
b. Who collected the information?
c. How readily available is the information to the public?
d. How consistent is the information with other information?
e. What information was collected?

Back 43

c. How readily available is the information to the public?

Front 44

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

a. select the one source that has been in business the longest
b. evaluate the information from each source and select the source that best suits your needs for reliable and valid information
c. if there is conflicting information you should probably abandon the project; you will never have objective results upon which to base your decision
d. the researcher should call the client/manager and ask which source is desired
e. select the source reporting information that is most likely to please the client

Back 44

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

Front 45

Which of the following is true regarding government publications?

a. you can find most government information on-line
b. only government employees have access to them
c. most of the publications would be considered primary research by the researcher accessing them
d. they are too costly and only the larger organizations can afford them
e. b and c

Back 45

a. you can find most government information on-line

Front 46

In the Survey of Buying Power, EBI stands for:

a. Exclusive Buying Index (for higher priced goods)
b. Electronic Buying Index (for electronic goods and services)
c. Essential Buying Income
d. Effective Buying Income
e. Efficient Business Investment

Back 46

d. Effective Buying Income

Front 47

T/F

When an estimate of the future trend of an industry is needed, secondary data is pointless because primary data is needed.

Back 47

False

Read the beginning of the chapter about American Marksman.

Front 48

T/F

Internet2 will make today's Internet usage seem primitive.

Back 48

True

Front 49

T/F

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

Back 49

True

Yes...and records contain fields.

Front 50

T/F

Proctor & Gamble, owning the major market share for disposable diapers, published a research report showing that cloth diapers were at least as harmful to the environment as disposable diapers. This example illustrates why it is important to evaluate all secondary research in terms of really understanding the true purpose of the research.

Back 50

True

Remember, just because you find information doesn't mean it is objective.

Front 51

T/F

NAICS stands for Northern Alliance of Information Compiled Sources.

Back 51

False

North American Industrial Classification System.

Front 52

Standardized services differ from syndicated data services in that in the former each client is provided with:

a. data shared from a common database
b. the same service as a result of a common process
c. no data is used
d. intermittent service
e. a different service from a customized database

Back 52

b. the same service as a result of a common process

Front 53

A prearranged test market would be an example of:

a. an experiment
b. a syndicated data service firm's service
c. a standardized service
d. geodemography
e. a laboratory experiment

Back 53

c. a standardized service

Front 54

A disadvantage of syndicated data is:

a. current data are not available
b. buyers have little control over what information is collected
c. it is regulated by the FTC, Syndicated Services Division
d. data are used for sugging and frugging
e. costs of collecting the data are not shared

Back 54

b. buyers have little control over what information is collected

Front 55

Which of the following is an area to which standardized information may be applied?

a. measuring consumer attitudes and opinion polls
b. defining market segments
c. conducting market tracking
d. monitoring media usage and effectiveness
e. all of the above

Back 55

e. all of the above

Front 56

Which of the following would be best for profiling members of the industrial market?

a. The Maritz Poll
b. Dun's Market Identifiers (DMI)
c. Business-to-Business Profilers, Inc
d. Audits & Surveys
e. ParisB2BTracker.com

Back 56

b. Dun's Market Identifiers (DMI)

Front 57

The primary benefit of adding digits to the SIC through NAICS is:

a. it allows more information for less cost
b. it provides thousands of more specific types of firms instead of the broad categories available through SIC codes
c. it provides ready access to business information
d. it is more efficient
e. It allows the identification of wholesalers as well as retailers

Back 57

b. it provides thousands of more specific types of firms instead of the broad categories available through SIC codes

Front 58

The biggest advantage of GIS for retailers is

a. it's cheap
b. it analyzes everything in the world
c. it can ensure victory over the competition
d. it focuses attention on where the problems are and where the solution will come from
e. it allows precise sales forecasts

Back 58

d. it focuses attention on where the problems are and where the solution will come from

Front 59

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

a. video cameras, 35mm cameras, and tape recorders
b. scanning devices, diaries, and home audits
c. panels of auditors, diaries of store managers, and video cameras
d. tape recorders, mystery shoppers, lie-detectors
e. None of the above: data are not collected at the household level

Back 59

b. scanning devices, diaries, and home audits

Front 60

Which of the following standardized information services, a syndicated data service, provides readership scores by type of magazine ad which helps marketers determine the characteristics of "good" ads?

a. GOODAD/BADAD.com
b. Adreader.com
c. MagAd Norms
d. NTI
e. Adnorms

Back 60

e. Adnorms

Front 61

What kind of data are recorded continuously from a panel of respondents to measure their exposure to promotional materials (usually TV as well as in-store promotions) and subsequent buying behavior?

a. market tracking data
b. single-source data
c. UPC data
d. Nielsen TV Index data
e. Contin-Data

Back 61

b. single-source data

Front 62

T/F

The Maritz Poll measures public attitudes and opinions.

Back 62

True

Front 63

T/F

Syndicated data firms specialize in customizing data to fit every client's unique information needs.

Back 63

False

Front 64

T/F

Standardized services firms are marketing a process more than anything else. Examples include standardized methods of measuring customer satisfaction and standardized methods of conducting test markets.

Back 64

True

Front 65

T/F

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

Back 65

False

Front 66

T/F

Project Apollo is a joint venture between Arbitron and The Nielsen Company and advertisers to explore single-source data.

Back 66

True

Front 67

What are the three most general types of research designs?

Back 67

1. Exploratory
2. Descriptive
3. Causal

Front 68

What is the research objective for Exploratory research design?

Back 68

To gain background information, to define terms, to clarify problems and hypotheses, to establish research priorities

Front 69

What is the research objective for Descriptive research design?

Back 69

To describe and measure marketing phenomena at a point in time

Front 70

What is the research objective for Causal research design?

Back 70

To determine causality, to make “if-then” statements

Front 71

What is Test marketing?

Back 71

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

Front 72

What are the two main uses of test marketing?

Back 72

1. To test sales potential for a new product or service

2. To test variations in the marketing mix for a product or service

Front 73

What are disadvantages of Test Markets?

Back 73

-Time consuming
-Expensive
-Give away information
-Vulnerable to sabotage
-Not infallible and may be biased

Front 74

What is Secondary data?

Back 74

Data that were developed for some purpose other than helping to solve the problem at hand. It exists now

Front 75

What are the 2 big categories of Secondary data?

Back 75

1. Internal Sources
2. External Sources

Front 76

What are some suggested uses of Secondary data?

Back 76

1. News sources - keeping up with the world

2. Exploration hypothetical solutions to problems suggested by secondary data

Front 77

What are the advantages of secondary data?

Back 77

-quick and efficient
-inexpensive (relatively)
-can provide information not obtainable by average firm
-less subject to bias
-wide scope or width

Front 78

What are the disadvantages of secondary data?

Back 78

-may not be available
-may not be relevant or applicable ,units % categories -- time periods
-may not be accurate or its obsolete
-may not be sufficient - need to go to the original source
-may not be trustworthy - who collected it, why did they collect it, how did they collect it?

Front 79

What is Standardized Information?

Back 79

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

Front 80

What are the 2 broad classes of Standardized Information?

Back 80

-Standardized services
-Syndicated data

Front 81

What is Syndicated data?

Back 81

-are data that are collected in a standard format and made available to all subscribers.

Example: The Nielsen TV Ratings

Front 82

What are the advantages of Standardized Services?

Back 82

-Taking advantage of the experience of the research firm offering the service.
-Reduced cost.
-Speed of the research service

Front 83

What are the disadvantages of Standardized Services?

Back 83

-The ability to customize some projects is lost.
-The company providing the standardized service may not know a particular industry well

Front 84

What are advantages of Syndicated Data?

Back 84

-Shared costs
-Quality of the data collected is typically very high.
-Data are normally disseminated very quickly

Front 85

What are disadvantages of Syndicated Data?

Back 85

-Buyers have little control over what information is collected.
-Firms often must commit to long-term contracts.
-No strategic information advantage in purchasing syndicated data.