Test 2 Flashcards
A syndicated service is a marketing research suppliers that provides standardized info for many clients in return for a fee
True
Qualitative research is objective
False
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
False
Laddering is an approach to probing, asking respondents to compare differences between brands at different levels that produces distinctions at different levels
True
Confidentiality means that researcher will not share any individuals info with others
True
Comparing the sample demographics with the demographics of the target population provides one means of checking for potential response bias
True
Quantitative research is interested more in the qualities than quantities, often extending beyond the obvious
False
Managers should ask if the payoff will be worth the investment when deciding whether or not to make a decision without research
True
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
True
When secrecy is a major concern, it is best to use an outside research agency
False
Phenomenology refers to the documented history of a particular person, group, organization, or event
False
A response bias occurs when respondents tend to answer questions with a certain slant
True
A customer research provider specializes in only one particular research activity, such as field interviewing, data warehousing, or data processing
False
The presence of an interviewer typically decreases the response rate in comparison to what would be found with a mail survey
False
Surveys used in the telephone interviews should typically be written in conversational style
True
In online focus group sessions, the moderator’s ability to probe is greater than face-to-face focus group session
False
Concept testing is a type of exploratory research
True
The term survey is most often associated with quantitative research
True
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
True
When an interviewer is not able to write fast enough to record the respondent’s answers verbatim, the error called interviewer cheating has occurred
False
Which process seeks to diagnose reasons from market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward competing products
Diagnostic analysis
Research that addresses research objectives through empirical assessments that involve numerical numerical measurement and analysis approach is called
Quantitative marketing research
The only distinction between an Internet survey and an e-mail survey hosted on a web platform like Qualtrics is the way the researcher
Invites Respondents participation
All of the following are adv on Internet surveys EXCEPT
random sampling
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
central location interviewing
All of the following are typically adv of Internet survey research EXCEPT that it is
representation of the population
Which term describes a subset of data and info that actually has some explanatory power to enable effective decisions to be made
marketing intelligence
A company that develops a unique methodology for investigating a specific business specialty area is called
standardized research service
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
hermeneutics
which step comes last in developing a marketing strategy
Analyzing firm performance
all of the following are adv of in-house research EXCEPT
more objectivity
People who cannot be contacted or who refuse to participate are called
nonrespondents
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
sample selection erroe
Owen is a researcher who studies human experience based on the idea…
phenomenology
which survey research method is typically the most expensive
door-to-door personal interview
the application of computation, summarizing, and reasoning to understand the info gathered is research is called
Analysis
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
more objectively
Listening to conversation about the brand Twitter or Facebook in order to gather data is an example of
Social Listening
Clark was asked to complete a self- admin questionnaire posted on MySpace…
Internet survey
Qualitative research
has an unstructured approach to data collection
The example of Rite Aid drug stores testing …
Concept testing
__________ represents the way of studying cultures through methods that involve becoming highly active within that culture
Ethnography
A one-on-one inerview between a professional researcher and a research respondent is called __________
Depth Interview
__________ error results from some imperfect aspect of research design of from a mistake in the execution of the research
Sampling
__________ 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
Acquiescence
__________ is a situation in which one choose from alt courses of actions, each with different ethical implications
Ethical dilemma
__________ are the principles hat reflect the beliefs about what is ethical and what it unethical
moral standards
__________ ethics is the application of morals to behavior related to the exchange environment
marketing
___________ 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
Internet of Things
_________ are the commercial providers of marketing research services
Research suppliers
