Midterm 1

Question 1

Stages of the marketing research process.

Answer 1

1. Problem definition.
2. Data collection.
3. Data analysis.
4. Information reporting.

Question 2

Three domains of ethical responsibility.

Answer 2

1. Participant relationship.
2. Client relationship.
3. Research team relationship.

Question 3

Three methods of ethical reasoning.

Answer 3

1. Utility - Do benefits exceed costs?
2. Rights - Are human rights respected?
3. Justice - Are benefits and costs fairly distributed?

Question 4

Respondent rights.

Answer 4

• Right to choose to participate.
• Right to safety.
• Right to be informed.
• Right to privacy.

Question 5

Steps in problem formulation.

Answer 5

1. Meet with the client.
2. Clarify the problem or opportunity.
3. State the manager’s decision problem.
4. Develop a full range of possible research problems.
5. Select the research problem(s).
6. Prepare a research request agreement.

Question 6

Discovery-oriented decision problem.

Answer 6

Answers the what or why questions about a problem or opportunity.

Question 7

Strategy-oriented decision problem.

Answer 7

Typically answers how questions needed to select a course of action.

Question 8

Decision problem versus research problem.

Answer 8

• Decision problem - States the basic problem or opportunity facing the manager.
• Research problems - Restatement of the decision problem in a way that it can potentially be solved through research.

Question 9

Types of research design.

Answer 9

1. Exploratory.
2. Descriptive.
3. Casal.

Question 10

Assessing the accuracy of secondary data.

Answer 10

• Primacy of souce - Why was the data collected when it was primary data?
• Sponsor of the research - Is the research likely to be advocacy research?
• Evidence of quality - How much detail is provided that the researchers did a competent job?

Question 11

Evidence of causality.

Answer 11

• Consistent variation.
• Time order.
• Elimination of other explanations.

Question 12

Laboratory experiment.

Answer 12

Uses a created situation in order to control some variables and manipulate others.

Question 13

Field experiment.

Answer 13

Uses a realistic experiment in which one or multiple independent variables are manipulated.

Question 14

Internal validity.

Answer 14

The degree to which an outcome can be attributed to the experimental variable. Lab experiments have higher levels internal validity.

Question 15

External validity.

Answer 15

The degree to which an outcome can be generalized and extended to other situations. Field experiments have higher levels of external validity.

Question 16

Types of test markets.

Answer 16

• Standard test market - Company sells product through normal distribution channels.
• Controlled test market - Third party uses its distribution for the test.
• Simulated test market - Uses a simulated store environment to produce sale and market share predictions.

Question 17

Two types of longitudinal panels.

Answer 17

1. Continuous panel - Fixed sample of people measured repeatedly over time for the same variables.
2. Discontinuous panel - Fixed sample of respondents who are measured on different variables over time.

Question 18

Cross-sectional study.

Answer 18

Single sample is selected, typically through a survey, to measure a target population.

Question 19

7 Types of primary data.

Answer 19

1. Demographic/ socioeconomic characteristics.
2. Personality/ lifestyle characteristics.
3. Attitudes.
4. Awareness/ knowledge.
5. Intentions.
6. Motivation.
7. Behaviour.

Question 20

Key issues for collecting information by observation.

Answer 20

• Degree of structure.
• Degree of disguise.
• Setting.
• Method of administration (human or mechanical).

Question 21

Key issues for collecting information by communication.

Answer 21

• Degree of structure.
• Degree of disguise.
• Method of administration (personal, phone, mail, online.)