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marketing research > Test 2 > Flashcards

Test 2 Flashcards

1
Q

A syndicated service is a marketing research suppliers that provides standardized info for many clients in return for a fee

A

True

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2
Q

Qualitative research is objective

A

False

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3
Q

Implicit consent mean that the individual understands what the researcher wants him or her to do and agrees to be a participant in the research study

A

False

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4
Q

Laddering is an approach to probing, asking respondents to compare differences between brands at different levels that produces distinctions at different levels

A

True

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5
Q

Confidentiality means that researcher will not share any individuals info with others

A

True

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6
Q

Comparing the sample demographics with the demographics of the target population provides one means of checking for potential response bias

A

True

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7
Q

Quantitative research is interested more in the qualities than quantities, often extending beyond the obvious

A

False

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8
Q

Managers should ask if the payoff will be worth the investment when deciding whether or not to make a decision without research

A

True

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9
Q

An Institutional Review Board (RB) is a committee that carefully reviews a proposed research design to try and make sure the proposed research will research objectives

A

True

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10
Q

When secrecy is a major concern, it is best to use an outside research agency

A

False

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11
Q

Phenomenology refers to the documented history of a particular person, group, organization, or event

A

False

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12
Q

A response bias occurs when respondents tend to answer questions with a certain slant

A

True

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13
Q

A customer research provider specializes in only one particular research activity, such as field interviewing, data warehousing, or data processing

A

False

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14
Q

The presence of an interviewer typically decreases the response rate in comparison to what would be found with a mail survey

A

False

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15
Q

Surveys used in the telephone interviews should typically be written in conversational style

A

True

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16
Q

In online focus group sessions, the moderator’s ability to probe is greater than face-to-face focus group session

A

False

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17
Q

Concept testing is a type of exploratory research

A

True

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18
Q

The term survey is most often associated with quantitative research

A

True

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19
Q

A sample bias exists when the results of a sample show persistent tendency to deviate in one direction from the true value of the population parameter

A

True

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20
Q

When an interviewer is not able to write fast enough to record the respondent’s answers verbatim, the error called interviewer cheating has occurred

A

False

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21
Q

Which process seeks to diagnose reasons from market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward competing products

A

Diagnostic analysis

22
Q

Research that addresses research objectives through empirical assessments that involve numerical numerical measurement and analysis approach is called

A

Quantitative marketing research

23
Q

The only distinction between an Internet survey and an e-mail survey hosted on a web platform like Qualtrics is the way the researcher

A

Invites Respondents participation

24
Q

All of the following are adv on Internet surveys EXCEPT

A

random sampling

25
Q

When a research agency conducts all telephone interviews from a single location where they can hire a staff of professionals; interviews and supervisors and control the quality of interviewing more effectively, __________ is being used

A

central location interviewing

26
Q

All of the following are typically adv of Internet survey research EXCEPT that it is

A

representation of the population

27
Q

Which term describes a subset of data and info that actually has some explanatory power to enable effective decisions to be made

A

marketing intelligence

28
Q

A company that develops a unique methodology for investigating a specific business specialty area is called

A

standardized research service

29
Q

which of the following is an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about himself

A

hermeneutics

30
Q

which step comes last in developing a marketing strategy

A

Analyzing firm performance

31
Q

all of the following are adv of in-house research EXCEPT

A

more objectivity

32
Q

People who cannot be contacted or who refuse to participate are called

A

nonrespondents

33
Q

when a research company pulls a random sample of people from a phone book with unlisted numbers or who do not have landline telephone service, we say that the sample contains

A

sample selection erroe

34
Q

Owen is a researcher who studies human experience based on the idea…

A

phenomenology

35
Q

which survey research method is typically the most expensive

A

door-to-door personal interview

36
Q

the application of computation, summarizing, and reasoning to understand the info gathered is research is called

A

Analysis

37
Q

A potential adv of using an outside research supplier over an in-house research department is that it may be possible for an outside supplier to conduct the project

A

more objectively

38
Q

Listening to conversation about the brand Twitter or Facebook in order to gather data is an example of

A

Social Listening

39
Q

Clark was asked to complete a self- admin questionnaire posted on MySpace…

A

Internet survey

40
Q

Qualitative research

A

has an unstructured approach to data collection

41
Q

The example of Rite Aid drug stores testing …

A

Concept testing

42
Q

__________ represents the way of studying cultures through methods that involve becoming highly active within that culture

A

Ethnography

43
Q

A one-on-one inerview between a professional researcher and a research respondent is called __________

A

Depth Interview

44
Q

__________ error results from some imperfect aspect of research design of from a mistake in the execution of the research

A

Sampling

45
Q

__________ Bias is the tendency for a respondent to maintain a consistent response style often tending to try to go along and agree with the viewpoint of a survey

A

Acquiescence

46
Q

__________ is a situation in which one choose from alt courses of actions, each with different ethical implications

A

Ethical dilemma

47
Q

__________ are the principles hat reflect the beliefs about what is ethical and what it unethical

A

moral standards

48
Q

__________ ethics is the application of morals to behavior related to the exchange environment

A

marketing

49
Q

___________ refers to the fact that com products like cars, appliances, etc are connected to the internet and provide large amounts of data for marketing research

A

Internet of Things

50
Q

_________ are the commercial providers of marketing research services

A

Research suppliers

marketing research (4 decks)

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