Marketing Research Exam 1

Front 1

Which of the following is not an example of problem identification research? (1)

Back 1

c) establishing a product pricing policy

Front 2

Which of the following is an example of problem solving research? (1)

Back 2

e) all of the above are examples of problem solving

Front 3

with respect to the marketing research process: the framework or blueprint that defines the procedure necessary for obtaining the info required by the MR process occurs in ..(1)

Back 3

c) step 3 Research and Design Formulation

Front 4

the editing,coding,transcription and verification of data occurs in: (1)

Back 4

c) step 5: data preparation and analysis

Front 5

legal collection and analysis of information regarding the capabilities,vulnerabilities and intentions of business competitors is part of the process known as: (1)

Back 5

b) competitive intelligence

Front 6

a large in-house marketing research dept w/in a major company is known as what type of supplier in the marketing research industry? (1)

Back 6

a) internal supplier

Front 7

marketing research suppliers that collect info of known commercial value that they provide to multiple clients on a subscription basis are best known as: (1)

Back 7

b) syndicated services

Front 8

when contracting marketing info systems and decision support systems (dss), all of the following are true except (1)

Back 8

a) mis focus on unstructured problems,whereas DSS focus on structured problems

Front 9

(3) ______is a framework or blueprint for conducting the marketing research project

Back 9

b) research design

Front 10

(3)research designs may be broadly classified as __________or___________ (figure 3.1_

Back 10

c) exploratory ;conclusive

Front 11

(3) cross-sectional and longitudinal designs are types of ____

Back 11

c)descriptive research

Front 12

(3) joan needs to determine which variables and relationships she showed examine further as part of a research project she is conducting for Publix. Joan is about to embark on what type of research?

Back 12

a)exploratory research

Front 13

(3) which data collection method is used in caused research?

Back 13

a) experiments

Front 14

(3) _____ is the most used descriptive research design in marketing research

Back 14

c) cross-sectional design

Front 15

(3) a research study that administers a survey to MAR4613 students each FALL to collect information regarding bottled water consumption is an example of

Back 15

b) cohort analysis

Front 16

(3)a research study that administers a survey to the same group of marketing majors in each of their four upper division semesters to collect information regarding bottled water consumption is an example of

Back 16

c) longitudinal design

Front 17

(3)______is the variation between the true mean value of the pop. of the variable of interest and the observed mean value obtained in the marketing research project

Back 17

c) total error

Front 18

(3)____is the error due to the particular sample selected being an imperfect representation of the pop of interest. It may be defined as the variation between the true mean value (tmv for the sample and tmv in the pop. )

Back 18

a) random sampling error

Front 19

(8) in a survey of toothpaste purchases, each customers purchase is measured as 1= crest,2=colgate,3=repsodent,4=close up,and 5= sensdyne. The measures 1,2,3,4,5 are an example of ___scale data

Back 19

a) nominal

Front 20

in a survey of toothpaste characteristics,each customer rates the taste of each toothpaste on a scale of 1 to 5, where 1 = bitter and 5= sweet. The measures 1,2,3,4, and 5 are an example of _____ scale data

Back 20

c) interval

Front 21

(8) in a survey of toothpaste brands ,the average price of each toothpaste is measured . these measurements are an example of ___ scale data

Back 21

d) ratio

Front 22

(8)____are one of two types of scaling techniques; in particular, the type where there is a direct comparison of stimulus objects w/ one another

Back 22

b) comparative scales

Front 23

(8)which of the following is not an example of the comparative scaling method?

Back 23

b) likert- scale measurements collected on the attributes of each brand independently

Front 24

(8)___ is being used if respondents are given 100 attitude statements an individual cards and asked to place them into 11 piles ranging from "least highly agreed with " to " most highly agreed with "

Back 24

a) q- sort

Front 25

(8) if respondents are asked to allocate 100 points to attributes of bath soap in a way that reflects the importance they attach to each attribute,___ scaling is being used

Back 25

b) constant sum

Front 26

(8) ________ and________ scaling are both comparative in nature. Both result in ordinal data and might result in the respondent disliking the brand ranked first in an absolute sense.

Back 26

b) rank order; paired comparison

Front 27

the axiom that "if A is preferred to B and B is preferred to C, then A is preferred to C" ,is known as

Back 27

a) transitivity of preferences

Front 28

(4) As compared to primary data, secondary data are collected____

Back 28

a)rapidly and easily
b) at a relatively low cost
c) in a short time
d) all the above (this is the answer)

Front 29

(4) When evaluating secondary data, the ____________ criteria asks the question of " why were the data collected in the first place?"

Back 29

b) objective

Front 30

(4) ______ integrates sales and purchase behavior w/ customer demographic and psycho-graphic information in a computerized system

Back 30

a) database marketing

Front 31

____ are databases comprised of citation to article in journals,magazine,newspaper,marketing research studies, technical reports, gov't documents, and the like

Back 31

b) bibliographic databases

Front 32

(4) which of the following is a characteristic of purchase panels?

Back 32

b) households provide specific information regularly over an extended period of time and asked to record specific behaviors as they occur

Front 33

(4) which of the following is a characteristic of audit services?

Back 33

c) verification of product movement by examining physical records or performing inventory analysis

Front 34

(4) which of the following is not a source of scanner data?

Back 34

b) grocery panels

Front 35

(4) a data gathering technique that is comprised of samples of respondents whose tv viewing behavior is automatically recorded by electronic devices,supplementing the purchase information recorded online or in a diary is referred to as ______

Back 35

a) media panels

Front 36

(5) whenever a new marketing research problem is being addressed, ____ research is almost always preceded by _____ research

Back 36

d) quantitative; qualitative

Front 37

(5) an interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner is a(n) _____

Back 37

c) focus group

Front 38

(5) focus groups are a(n) ____ research procedure, whereas projective techniques are a ____ research procedure.

Back 38

d) direct; indirect

Front 39

(5)_____ are the most important and common qualitative research procedure.

Back 39

a) focus groups

Front 40

(5) a focus group interview conducted by two moderatiors where 1 moderator is responsible for the smooth flow of the session, and the 2nd ensures that specific issues are discussed is called a:

Back 40

c) dual-moderator focus group

Front 41

(5) a focus group interview conducted by two moderators where the moderators deliberately take opposite positions on the issues to be discussed is called a ____

Back 41

b) dueling moderator focus group

Front 42

(5) a ____ is an unstructured ,direct, and personal interview in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations, beliefs, attitudes; and feelings on a topic

Back 42

d) depth interview

Front 43

(5)In ____, an individual is presented w/ a stimulus and asked to respond w/ the first thing that comes to mind

Back 43

b) association techniques

Front 44

(5)The two main expressive techniques are ____ and ___

Back 44

d) 3rd person technique; role playing

Front 45

(5) ____ require a respondent to develop a response in the form of a story, dialogue, or description

Back 45

c) construction techniques