Exam 2 Flashcards
Which of the following represents an application of secondary data?
A) Predicting broad changes in culture
B) Selecting a street location for a new car wash
C) Economic-trends forecasting
D) Corporate intelligence
E) All of the above
All of the above
Which of the following secondary information sources provides a baseline of data every 10 years? A) NAICS (decade report) B) baseline reports C) Survey of Buying Power D) census of the population E) Decennial Marketing Research Handbook
census of the population
Which of the following will now provide current data about communities every year instead of once every 10 years?
A) The American Community Survey
B) The Annual American Community Update Record
C) U.S. Census Annual Update Files
D) Annual Census Update
E) Census - Annual Release
The American Community Survey
The Nielsen TV ratings would be considered an example of: A) syndicated processing firms B) syndicated data services firms C) CRM firms D) Standardized processing firms E) packaged services firms
syndicated data services firms
\_\_\_\_\_ is an umbrella term which refers to the online posting of consumer opinions, comments, and personal experiences. A) Consumer-generated media (CGM) B) ChatBack C) Blogging D) Online information databases E) Buzz
Consumer-generated media (CGM)
T/F
CRM stands for Custom Reporting Methods and refers to a standardized process used by secondary data firms to report data
False
T/F
Internal secondary data refers to any information that is stored on a computer’s internal memory
False
T/F
There are so many uses of secondary data that it is rare for a marketing research project to be conducted without including some of this information. In fact, some projects may be based exclusively on secondary data.
True
T/F
It is never prudent to search secondary data until you have fully consulted the primary data you have collected
False
T/F
Procter and Gamble, owning the major market share for disposable diapers, published a research report showing that cloth diapers were as harmful to the environment as disposable diapers. This example illustrates why it is important to evaluate all secondary research and fully understand the true purpose of the research.
True
What is the recommended size of a "traditional" focus group? A) 6 to 12 B) 7 to 15 C) 5 to 10 D) 9 to 25 E) 2 to 20
6 to 12
The Acme Research firm decides to use a technique that requires a person to place herself in a decision-making setting and to verbalize everything she considers in making the decision. Which qualitative technique will she be using? A) role-playing activity B) in-depth interview C)probing question survey D) protocol analysis E) value salience analysis
Protocol analysis
Which type of research would likely be called "soft" research? A) Socratic research B) focus group research C) qualitative research D) quantitative research E) pluralistic research
Qualitative research
A device that determines the level of excitement by measuring the electrical activity in the respondent's skin is known as: A) an electrodermometer B) an exits-o-meter C) a stimuli gauge D) a galvanometer
an electrodermometer
Borrowed from anthropology, which type of research listed requires marketing researchers to directly observe, interview, and audio and video record consumers over time? A) ecological research B) role-playing research C) ethnographic research D) qualitative-immersion research E) quantitative-immersion research
ethnographic research
Which of the following qualitative techniques is characterized as a set of probing questions posed one-on-one to a subject by an interviewer so as to gain an idea of what the subject thinks about something or why he or she behaves in a certain way? A) probing question survey B) role-playing activity C) school teacher-probing D) protocol analysis E) in-depth interview
In-depth interview
Which type of research may begin with exploratory research and then go on to conduct a full-scale, representative survey? A) quantitative research B) Quant/qual research C) pluralistic research D) qualitative research E) focus group research
pluralistic research
With which type of observation technique do researchers observe tangible evidence of some event, such as measuring the amount of graffiti on buildings to indicate the potential crime in an area? A) archives B) overt C) physical traces D) covert E) invented
physical traces
Which type of research involves the use of structured questions where the response options have been predetermined and a large number of respondents are involved? A) Socratic research B) focus group research C) pluralistic research D) qualitative research E) quantitative research
quantitative research
Which of the following is a unique aspect of qualitative research?
A) involves quantifiable response collection
B) provides rich insights into consumer behavior
C) disengages respondents so that they may make their own decisions
D) enhances the ability to predict behavior of respondents
E) utilizes clear and precise methodology
provides rich insights into consumer behavior
Which of the following is an advantage to the use of survey methods?
A) unique answers for each respondent
B) very low cost
C) high response rates
D) standardization
E) nonsuitability to tabulation and statistical analysis
standardization
What is NOT a unique advantage of using person-administered surveys? A) rapport B) quality control C) speed D) feedback E) adaptability
Speed
Interview evaluation fear refers to:
A) an overall procedure for evaluating the quality of the entire interview process.
B) respondent anxieties caused by the presence of an interviewer.
C) an evaluation of the interviews by the client/manager.
D) interviewer anxieties caused by the interview procedure
E) an evaluation of the quality of the interviews by an editor
respondent anxieties caused by the presence of an interviewer
Which of the following data collection modes would be more appropriate for research on a product requiring demonstration that is targeted to the business-to-business market as opposed to the consumer market? A) detailed online survey with graphics B) business-to-business surveying C) drop-off survey D) in-office interview E) CATI
in-office interview
Typically, mail surveys attain response rates of: A) around 75% B) between 30 and 40% C) about 50% D) more than 80% E) less than 20%
Less than 20%
T/F
Surveys involve interviews with a large number of respondents using a predesigned questionnaire.
True
T/F
Surveys conducted without the presence of an agent - human or computer - are referred to as self-administered surveys.
True
Mixed-mode surveys are also referred to as “hybrid surveys”
True
Telephone surveys, although yielding high-quality samples, do not have fast turnaround times. This is why they are rarely used for political polling.
False
Online surveys are making profound changes in the marketing research landscape.
True
Which of the following is defined as determining if and how much of a property is possessed by an object? A) intensity determination B) subjective and objective properties C) measurement D) scale level E) attributes of properties
measurement
Which of the following refers to a scale having a true zero beginning point A) nominal B) ratio C) ordinal D) neutral E) interval
ratio
Which single characteristic is unique to a nominal type of measurement? A) origin B) order C) distance D) description E) numbers
description
If the distance between 2 - 3 and 6 - 7 on a scale are equal, the scale would likely be at least: A) ordinal B) equal C) ratio D) nominal E) interval
Interval
Which of the following scale types best defines a scale measure in which respondents are asked to indicate their degree of agreement or disagreement on a symmetric continuum for each of a series of statements? A) semantic differential scale B) lifestyle inventory C) nominal scale D) bipolar scale E) Likert scale
Likert scale
Which type of scale measure contains bipolar descriptors such as "hot-cold", "wet-dry", "convenient-inconvenient" and so on? A) graphic intensity B) agreement scale C) constant sum scale D) semantic differential scale E) lifestyle inventory
semantic differential scale
Some researchers believe that a mid-point, or neutral position, should NOT be included in a scale question because:
A) it creates a problem in trying to code the scale items
B) it creates a problem in terms of how you value the mid-point in the calculation of statistics
C) it violates the statistical assumption of symmetry
D) it creates an odd number
E) it allows respondents to dodge or hide their feelings
It allows respondents to dodge or hide their feelings
Validity is best illustrated by which of the following?
A) accuracy or truthfulness of the measurement
B) tendency to respond in the same manner to different questions
C) tendency to respond in the same manner to the same questions
D) the ability to repeat measurements
E) the extent to which the reliability coefficient approaches 1.0
accuracy or truthfulness of the measurement
Which of the following is an overstated question?
A) How much would you pay for a child’s swimsuit that has a built-in flotation device?
B) How much would you pay for a PDA that also provides Internet access?
C) How much would you pay for sunglasses that will protect your eyes?
D) How much would you pay for shoes with cushioning gel in them?
E) How much do you think you would pay for a car with features that would save your life and possibly the lives family members, if you were in a car accident?
How much do you think you would pay for a car with features that would save your life and possibly the lives of your family members, if you were in a car accident?
"Are you satisfied with the restaurant's food and service?" is an example of what kind of question? A) leading B) Double-barreled C) loaded D) focused E) overstated
double-barreled
