Chapter 9 Flashcards by Moon Le

Marketing research is of little help to managers who want to improve the quality of decision making

How well did you know this?

Not at all

Perfectly

Marketing research helps managers gauge the perceived value of their goods and services, as well as the level of customer satisfaction

How well did you know this?

Not at all

Perfectly

Marketing research deteriorates the quality of decision making.

How well did you know this?

Not at all

Perfectly

Mobile research provides immediate feedback when a consumer makes a decision to purchase, consumes a product, or experiences some form of promotion.

How well did you know this?

Not at all

Perfectly

Noncomputer sources are not valuable in gathering competitive intelligence (CI).

How well did you know this?

Not at all

Perfectly

An automobile manufacturing company wanted to come up with a new model that targets female drivers with ages between 18 and 30. What type of data source should they use during the product development stage?
a. Competitive intelligence b. Marketing research c. Market intelligence d. Industry research

How well did you know this?

Not at all

Perfectly

Which of the following is not a component of marketing research? a. Data analysis b. Develop marketing concept c. Collect primary data d. Conduct a survey

How well did you know this?

Not at all

Perfectly

The purpose of ___________ is to try to gather and analyze a specific, well-defined set of data that meet the project’s need. a. observation research b. experimental research c. cause-effect research d. marketing research

How well did you know this?

Not at all

Perfectly

What is competitive market intelligence?
a) A one-time data collection process
b) An ongoing process without specific data requirements
c) A process focused solely on customer needs
d) An occasional analysis of competitor pricing

How well did you know this?

Not at all

Perfectly

Why is competitive market intelligence considered an ongoing process?
a) Because it only requires specific data
b) Because customer needs and wants change over time
c) Because competitors rarely change their offerings
d) Because it is only collected by third-party companies

How well did you know this?

Not at all

Perfectly

What is one reason why competitive market intelligence is important?
a) To ignore changes in customer needs
b) To maintain stagnant market offerings
c) To understand how competitors are adapting to changing market demands
d) To solely rely on sales representatives for market insights

How well did you know this?

Not at all

Perfectly

Who typically collects competitive market intelligence?
a) Only the marketing department
b) Only the product development team
c) Sales representatives or third-party companies
d) Only senior management

How well did you know this?

Not at all

Perfectly

Which of the following is NOT a characteristic of competitive market intelligence?
a) An ongoing process
b) Specific data requirements
c) Collected by sales reps or third-party companies
d) Changes in market offerings

How well did you know this?

Not at all

Perfectly

What is a Decision Support System (DSS)?
a) A static system for storing data
b) An interactive, computer-based system for decision-making
c) A system primarily used for marketing research
d) A system that only analyzes small datasets

How well did you know this?

Not at all

Perfectly

What is the key differentiating factor of competitive market intelligence
a. It is an ongoing process without any specific data need requirements
b. It is essential a marketing plan
c. It involves short term research
d. It is not used within the operations sector of a business
e. It is used to analyze competitors within an industry

How well did you know this?

Not at all

Perfectly

What is a Decision Support System (DSS)?
a. Software that shows data from competitors
b. Technology that manages company stock and inventory
c. An interactive, computer-based information system that can be used to make decisions
d. An element of marketing involving price adjustment
e. A network of computers owned by an entity used to do business

How well did you know this?

Not at all

Perfectly

What is the primary aim of marketing research?
a) To increase production efficiency
b) To determine the viability of a new service or product
c) To lower operational costs
d) To streamline internal communication

How well did you know this?

Not at all

Perfectly

Why is marketing research important for businesses?
a) To compete with competitors
b) To increase shareholder dividends
c) To discover the target market and gather consumer feedback
d) To reduce employee turnover

How well did you know this?

Not at all

Perfectly

Which step in the marketing research process involves collecting opinions and feedback from consumers?
a) Analyzing secondary data
b) Addressing sampling procedures
c) Collecting primary data
d) Presenting the findings

How well did you know this?

Not at all

Perfectly

What is the initial step in the marketing research process?
a) Collecting primary data
b) Analyzing the collected data
c) Identifying and formulating the research problem
d) Addressing sampling procedures

How well did you know this?

Not at all

Perfectly

What role does secondary data play in marketing research?
a) It is used to address sampling procedures
b) It serves as the primary source of data collection
c) It is collected after primary data
d) It provides existing information to inform primary data collection

How well did you know this?

Not at all

Perfectly

Which aspect of marketing research helps a company understand the needs of a specific project?
a) Collecting primary data
b) Presenting the findings systematically
c) Addressing sampling procedures
d) Identifying and formulating the research problem

How well did you know this?

Not at all

Perfectly

What does the marketing research process aim to discover about potential customers?
a) Their income levels
b) Their hobbies and interests
c) Their opinions and feedback on products or services
d) Their educational background

How well did you know this?

Not at all

Perfectly

What is the final step in the marketing research process?
a) Collecting primary data
b) Identifying and formulating the research problem
c) Presenting the findings systematically
d) Addressing sampling procedures

How well did you know this?

Not at all

Perfectly

What is the primary purpose of exploratory research?
a) To confirm hypotheses
b) To gather large samples
c) To conduct in-depth analysis
d) Initial investigation into a phenomenon

How well did you know this?

Not at all

Perfectly

What characterizes the nature of exploratory research?
a) Large sample sizes
b) Closed-ended questions
c) Open-ended exploration
d) Quantitative analysis

How well did you know this?

Not at all

Perfectly

Which of the following is a method commonly used in exploratory research?
a) Surveys
b) Randomized controlled trials
c) Focus groups
d) Meta-analysis

How well did you know this?

Not at all

Perfectly

What type of sample is typically used in exploratory research?
a) Random probability sample
b) Stratified sample
c) Convenience sample
d) Nonprobability sample

How well did you know this?

Not at all

Perfectly

Which method involves small, moderated discussion groups in exploratory research?
a) Surveys
b) Randomized controlled trials
c) Focus groups
d) Case studies

How well did you know this?

Not at all

Perfectly

What is the primary characteristic of the samples used in exploratory research?
a) Large and diverse
b) Probability-based
c) Small and nonprobability
d) Stratified and random

How well did you know this?

Not at all

Perfectly

Which method involves looking at existing information in exploratory research?
a) Focus groups
b) Secondary research
c) In-depth qualitative interviews
d) Quantitative analysis

How well did you know this?

Not at all

Perfectly

What distinguishes exploratory research from other types of research?
a) Its focus on confirmation of hypotheses
b) Its reliance on large sample sizes
c) Its open-ended nature
d) Its emphasis on quantitative analysis

How well did you know this?

Not at all

Perfectly

What is the primary characteristic of descriptive research?
a) Open-ended surveys
b) Small samples
c) Probability sampling
d) Closed-ended surveys

How well did you know this?

Not at all

Perfectly

What is the main objective of descriptive research?
a) To explore new phenomena
b) To give an overall picture of the current state of the marketplace
c) To confirm findings from experimental research
d) To conduct in-depth qualitative interviews

How well did you know this?

Not at all

Perfectly

Which method is commonly used in descriptive research?
a) Focus groups
b) Secondary research
c) Surveys
d) Meta-analysis

How well did you know this?

Not at all

Perfectly

What type of sampling is typically used in descriptive research?
a) Nonprobability sampling
b) Convenience sampling
c) Stratified sampling
d) Probability sampling

How well did you know this?

Not at all

Perfectly

Which of the following is an example of descriptive research?
a) Exploring new market trends
b) Conducting in-depth interviews
c) Market segment profiles
d) Investigating consumer motivation

How well did you know this?

Not at all

Perfectly

What is often the size of samples used in descriptive research?
a) Small
b) Large
c) Medium
d) Variable

How well did you know this?

Not at all

Perfectly

Which type of research is commonly used to study price elasticity and customer satisfaction?
a) Exploratory research
b) Experimental research
c) Descriptive research
d) Qualitative research

How well did you know this?

Not at all

Perfectly

Which of the following is not the typical data source for exploratory research?
a Secondary research
b Surveys
c Focus groups
d In-depth qualitative interviews

How well did you know this?

Not at all

Perfectly

What is the primary purpose of performance monitoring research?
a) To develop marketing plans
b) To assess the effectiveness of a marketing plan
c) To conduct exploratory research
d) To track competitors’ strategies

How well did you know this?

Not at all

Perfectly

What does performance monitoring research track over time?
a) Product development
b) Customer preferences
c) Company/brand performance
d) Market trends

How well did you know this?

Not at all

Perfectly

What does the term “monitoring” imply in performance monitoring research?
a) Single-point analysis
b) Studies conducted occasionally
c) Studies conducted over time
d) Research conducted by competitors

How well did you know this?

Not at all

Perfectly

What are some indicators commonly used in performance monitoring research?
a) Employee satisfaction
b) Social media engagement
c) Sales, market share, customer satisfaction
d) Product innovation

How well did you know this?

Not at all

Perfectly

Which method involves compensating participants for sustained participation in performance monitoring research?
a) Focus groups
b) Surveys
c) Panels
d) Interviews

How well did you know this?

Not at all

Perfectly

What is the primary focus of performance monitoring research?
a) Developing new products
b) Tracking competitors’ activities
c) Assessing the effectiveness of marketing plans
d) Exploring consumer behaviors

How well did you know this?

Not at all

Perfectly

Which type of marketing research describes how an increase in advertising would cause an increase in sales?
a. Exploratory
b. Comprehensive
c. Performance monitoring
d. Secondary
e. Casual

How well did you know this?

Not at all

Perfectly

What are the different types of marketing research?
a Exploratory, descriptive, and competitive
b Exclusive, causal, and competitive
c Causal, experimental, and exhaustive
d Exploratory, descriptive, and causal

How well did you know this?

Not at all

Perfectly

Which of the following is false about casual research?
a It uses an experimental setting
b It aims at establishing causality that variable A causes variable B
c It uses controlled studies
d It is used to explore the research problem and provide insight

Data pulled from United States Census is an example of ___________.
a Primary data
b Secondary data
c Paid data
d Private data

In which step of the marketing research process do managers specify information needs to marketing researchers?
a) Exploratory research
b) Descriptive research
c) Identifying and formulating the research problem
d) Causal research

Why is it important to define the research problem and objectives in marketing research?
a) To limit the scope of the research
b) To guide researchers in collecting precise information
c) To ensure exploratory research is conducted
d) To prioritize secondary research

What is the primary purpose of exploratory research in the research problem identification process?
a) To test hypotheses
b) To discover ideas and insights to define the problem
c) To describe opinions and attitudes
d) To establish causal relationships

Which type of research is focused on describing or better defining opinions, attitudes, or behaviors?
a) Exploratory research
b) Descriptive research
c) Causal research
d) Experimental research

What is the main objective of causal research in the research problem identification process?
a) To identify information needs
b) To discover ideas and insights
c) To explain cause-and-effect relationships between variables
d) To describe opinions and attitudes

Which type of research involves testing cause-and-effect relationships between variables?
a) Exploratory research
b) Descriptive research
c) Causal research
d) Secondary research

What is the main goal of defining the research problem and objectives?
a) To limit the scope of the research
b) To prioritize secondary research
c) To guide researchers in collecting precise information
d) To conduct exploratory research

Which type of research is primarily concerned with discovering ideas and insights to help define the problem?
a) Exploratory research
b) Descriptive research
c) Causal research
d) Experimental research

What are advantages of collecting secondary data in marketing research?
a) Higher cost
b) Difficulty in collection
c) Free or lower cost, easier to collect, aids in formulating the problem statement and research methods
d) Less time-consuming

What is a disadvantage related to the accuracy and impartiality of secondary data?
a) Lack of relevancy
b) Lower cost
c) Quality control issues such as biased researchers or sources
d) Ease of collection

What potential problem arises with the timeliness of secondary data?
a) It is always current
b) It may not be timely
c) It is too easy to access
d) It is free of cost

What is one of the disadvantages of secondary data regarding relevancy?
a) It is always relevant
b) It is generated specifically for your problem/opportunity
c) It may not be generated for your problem/opportunity
d) It is timely

What is syndicated data in the context of buying research?
a) Data generated in-house
b) Data collected by the company itself
c) Data collected by a third-party company to be sold to companies in a particular field
d) Data available for free

Why might a company opt to purchase syndicated data?
a) Because it is usually free
b) Because it is generally low quality
c) Because it is generally high quality and less expensive than trying to collect it on their own
d) Because it is difficult to collect

Companies have to pay to get the following type of high-quality data.
a Public data
b Primary data
c Syndicated data
d Private data

Which method of primary data collection involves observing and studying people in their natural environment?
a) Mystery Shoppers
b) Ethnography
c) Netnography
d) Group Interviews

Which method of primary data collection involves observing and analyzing online interactions within virtual communities?
a) Mystery Shoppers
b) Ethnography
c) Netnography
d) Telephone Surveys

What do mystery shoppers do in primary data collection?
a) Conduct in-home interviews
b) Evaluate the quality of service and customer experience
c) Analyze online interactions
d) Study people in their natural environment

What type of interview is conducted in an individual’s home in primary data collection?
a) Mystery Shoppers
b) Executive Interview
c) In-home Interview
d) Group Interview

Which type of survey is more expensive but provides faster responses?
a) Telephone
b) Mail
c) Personal
d) Online

What is a disadvantage of mail surveys in primary data collection?
a) Lower response rates
b) Cost-effectiveness
c) Real-time response monitoring
d) Completed in as little as a day

What is a characteristic of personal surveys in primary data collection?
a) Lower response rates
b) Structured questions
c) Completed in as little as a day
d) Flexibility in asking open-ended questions

Which method of primary data collection offers real-time response monitoring?
a) Telephone surveys
b) Mail surveys
c) Personal surveys
d) Online surveys

What is the aim of probability sampling?
a) To select subjects randomly
b) To save time and cost
c) To ensure the sample is not representative
d) To have the sample representative of the population

Which type of sampling chooses subjects purely randomly, similar to a lottery draw?
a) Stratified Sampling
b) Systematic Sampling
c) Simple Random Sampling
d) Cluster Area Sampling

In which type of sampling is the population divided into subgroups based on major differences?
a) Simple Random Sampling
b) Systematic Sampling
c) Stratified Sampling
d) Cluster Area Sampling

If a marketer wants to conduct personal interviews in a wide geographic, the most cost-effective way is to sample a few cities instead of traveling all over the region. This is an example of the use of ___________.
a Stratified sampling
b Systematic sampling
c Convenience sampling
d Cluster (area) sampling

which of the following best describes sampling that involves dividing the population into multiple strata or layers?
a. Geographic sampling
b. Stratified sampling
c. Cluster sampling
d. Systematic sampling
e. Randomized sampling

In nonprobability sampling, which method depends on the ease of access to subjects?
a) Judgment Sampling
b) Quota Sampling
c) Snowball Sampling
d) Convenience Sampling

What is the primary characteristic of judgment sampling?
a) Selection based on quotas
b) Selection based on specific expertise
c) Selection based on ease of access
d) Selection based on randomness

In quota sampling, how are subjects chosen from subpopulations?
a) Purely randomly
b) Based on specific expertise
c) Based on quotas
d) Based on convenience

What is the primary purpose of snowball sampling?
a) To select subjects randomly
b) To ensure the sample is not representative
c) To save time and cost
d) To include subjects difficult to trace

In which type of sampling do researchers ask participants for contacts of other potential participants?
a) Convenience Sampling
b) Judgment Sampling
c) Quota Sampling
d) Snowball Sampling

Which type of sampling is recognized for not producing representative samples?
a) Probability Sampling
b) Stratified Sampling
c) Nonprobability Sampling
d) Simple Random Sampling

A researcher is studying the relationship between stress and diet among college students. The researcher recruits students by sending out an e-mail blast, and then includes in the sample the first 100 male and 100 female students who volunteer to participate. What type of sampling did the researcher use?
a. Snowball Sampling
b. Stratified Sampling
c. Quota Sampling
d. Convenience Sampling

Which of following methods reflects a systematic sampling?
a.Choosing the same number of participants from different location
b.Choosing participants randomly from a list until the desired size is achieved
c.Choosing every Nth name from a list
d.Choosing participants who are readily available at an outpatient clinic

Which is the strongest form of sampling for quantitative studies?
a.Cluster Sampling
b.Convenience Sampling
c.Systematic Sampling
d.Simple Random Sampling

Which is a probability sampling method?
a. Systematic Sampling
b.Purposive Sampling
c.Convenience Sampling
d.Quota Sampling

Match the appropriate sampling design with the example sampling information from a study:
Marshall randomly selected 250 students from a large university to study their use of drugs and alcohol.
a.Probability sampling
b.Non-probability sampling

A nurse researcher recruits study participants by placing a recruitment poster at the entrance to a neurology clinic. What type of sampling did the researcher use?

a.Purposive Sampling
b.Quota Sampling
c.Stratified Sampling
d.Convenience Sampling

A researcher was studying nurses’ attitudes toward evidence-based practice and sent a questionnaire to a sample of nurses on a membership roster of a professional organization, using probability methods to select the members. What type of sampling did the researcher use?
a.Systematic Sampling
b.Simple Random Sampling
c.Cluster Sampling
d.Stratified Random Sampling

A researcher wants to find out what students think of the entertainment facilities on a university campus. He stands by the entrance to the university library and stops students as they pass by, asking a series of questions about the university entertainment facilities. He does this until he has asked the opinion of 100 students.
a.Convenience Sampling.
b.Stratified Random Sampling.
c.Simple Random Sampling.
d.Systematic Sampling.

A researcher wants to find out about participation in sport among undergraduate students from different subject areas studying at a particular university. It is important to the researcher that he is able to interview students from all subject areas as he wants to find out whether there is a connection between subject studied and participation in sport. He decides to arrange his sample by undergraduate subject and then, within each subject, choose students on a random basis.
a.Stratified Random Sampling.
b.Quota Sampling.
c.Systematic Sampling.
d.Simple Random Sampling.

Name the sampling technique of this research example

A researcher wants to find out how many children are absent from school in a given month. It is important to ensure that every school in the country has an equal chance of being chosen so that generalizations can be made. He obtains a list of every school, assigns each a number and, using an online random number generator, creates a list of schools to which he can send his questionnaire.
a.Simple Random Sampling.
c. Stratified Random Sampling.

Which of the following statements defines sampling?
a.It is the portion of the target population to which the researcher has reasonable access.
b.It is the subset of a population comprising those selected to participate in a study.
c.It is the process of selecting a portion of the population to represent the entire population.
Id.t is the number of people who participate in a study.

Which type of sampling is most vulnerable to bias?
a.Convenience Sampling
b.Stratified Sampling
c.Simple Random Sampling
d.Cluster Sampling

50 men and 50 women smokers who responded to a recruitment notice was recruited to a smoking cessation intervention or to a control group.

a.Probability sampling

b.Non-probability sampling

Kane sampled every 25th nurse on a roster of licensed nurses in Florida to study their use of personal digital assistants. The starting number of 12 was selected at random.

a.Probability sampling

b.Non-probability sampling

Marshall randomly selected 250 students from a large university to study their use of drugs and alcohol.

a.Probability sampling

b.Non-probability sampling

80 diabetic patients was approached at an outpatient clinic and were recruited into the research study.

a.Probability sampling.

b.Non-probability sampling.

What is one consequence of frame error in sampling?
a) Overestimation of population characteristics
b) Underestimation of population characteristics
c) Inclusion of all individuals in the target market
d) Exclusion of certain individuals from the target market

How can frame error be mitigated in sampling?
a) By using a sampling frame with minimal overlap with the population
b) By excluding individuals who are not part of the target market
c) By ensuring substantial overlap between the sampling frame and the population
d) By relying solely on unlisted individuals for sampling

Which of the following is an example of frame error in sampling?
a) Using a sampling frame with substantial overlap with the population
b) Utilizing a phone book as a sampling frame, excluding unlisted individuals
c) Randomly selecting individuals from the entire population
d) Collecting data from a representative sample of the target market

What is non-response error in sampling?
a) When respondents provide inaccurate information
b) When respondents refuse to participate, biasing sample estimates
c) When respondents provide biased responses intentionally
d) When respondents provide incomplete information

How does non-response error affect sample estimates?
a) It increases the accuracy of sample estimates
b) It decreases the reliability of sample estimates
c) It has no impact on sample estimates
d) It improves the representation of the target population

What is a suggested method to mitigate non-response error in sampling?
a) Increasing the number of questions in the survey
b) Decreasing the sample size to improve response rates
c) Reducing cooperation from respondents to avoid bias
d) Increasing cooperation from respondents to decrease non-response rates

What is response error in survey research?
a) When respondents refuse to participate in the survey
b) When respondents provide inaccurate or biased answers
c) When survey questions are worded poorly and confusing
d) When respondents provide socially desirable answers intentionally

How can response error due to social desirability bias be minimized in survey research?
a) By incentivizing respondents to provide socially desirable answers
b) By encouraging respondents to be completely honest regardless of societal norms
c) By wording questions in a way that reduces ambiguity and confusion
d) By intentionally crafting questions to elicit biased responses from respondents

What is the primary challenge associated with random errors in sampling?
a) Predicting the exact magnitude of the errors
b) Eliminating all errors completely
c) Acknowledging that errors are inevitable
d) Ensuring complete accuracy in estimating population values

What role do subjective adjustments play in mitigating errors in sampling?
a) They guarantee the elimination of all errors
b) They provide a means to bring estimates closer to the population value
c) They introduce additional errors into the sampling process
d) They are unnecessary in the context of sampling errors

Why is it important for researchers to have a good understanding of errors in sampling?
a) To ignore the errors and focus solely on the sample data
b) To make subjective adjustments without considering the errors
c) To minimize the impact of errors on sample estimates
d) To intentionally introduce errors into the sampling process

How can the impact of random errors be minimized in sampling?
a) By intentionally selecting a sample that excludes certain population characteristics
b) By reducing the sample size to focus on specific population subgroups
c) By increasing the sample size to provide a more representative sample
d) By relying solely on convenience sampling to ensure ease of data collection

What is a common practice for many companies when it comes to data collection?
a) Maintaining their own in-house data collection teams
b) Outsourcing data collection to field service firms
c) Conducting data collection independently without any external assistance
d) Utilizing automated tools for data collection without human involvement

What role do field service firms play in data collection?
a) They analyze the collected data and generate insights for companies
b) They maintain databases of consumer information for future use
c) They provide raw data to companies after conducting data collection
d) They develop custom software for companies to collect their own data

Which of the following is true about data collection?
a. It is typically done very quickly
b. It is always done in house
c. It is typically inexpensive
d. It is sometimes contracted to field service firms
e. It involves using primary data sources only

What is the basic idea behind effective sampling
a. The sample should only include respondents that fit marketing scope
b. Sample size should be large
c. Respondents should represent the entire population of interest
d. Respondents should be chosen according to geographic location

How is raw data typically analyzed in the data analysis process?
a) By manually reviewing each data point individually
b) Using various statistical techniques and methods
c) By outsourcing the analysis to external consultants
d) By relying solely on qualitative methods

Who may be responsible for conducting data analysis?
a) Only external consultants hired by the company
b) Only internal teams within the company
c) Both field service firms and internal teams
d) Only individuals with advanced statistical training

Who is typically responsible for presenting the findings of a research project to the marketing management team?
a) External consultants hired by the company
b) Research team involved in the project
c) Marketing interns within the company
d) Field service firms conducting the research

Why is it important for the research team to present findings in a meaningful manner?
a) To confuse the management team with technical jargon
b) To ensure that only positive results are highlighted
c) To facilitate informed decision-making by the management team
d) To avoid presenting any limitations of the findings

Who holds the ultimate responsibility for acting on research findings and making marketing decisions?
a) Research team involved in the project
b) External stakeholders interested in the research outcomes
c) Marketing management team within the company
d) Field service firms conducting the research

What role does the research team play in providing managerial recommendations based on the research findings?
a) They have the sole responsibility for making managerial decisions.
b) They are not involved in providing recommendations to the management team.
c) They may provide recommendations, but the ultimate decision-making authority rests with the management team.
d) They are solely responsible for implementing the recommendations without input from the management team.

Brainscape's Knowledge GenomeTM

Chapter 9 Flashcards

Brainscape's Knowledge Genome^TM