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Marketing Research 1 through 6 Flashcards | StudBud
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Marketing Research 1 through 6
Marketing Research 1 through 6
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Answers
1
Which of the following is not an example of a business's internal secondary data?
current projects being done by a researcher for the organization
Customer satisfaction survey results
journal articles by the business
past invoices
2
Your instructor spells his last name as Gilardi.
False
True
3
CRM stands for Customer Relationship Management
False
True
4
Which of the following is not a marketing trend in the 21st century?
the movement towards technology-related data management
narrowing the international client databases
movement from data collection towards data analysis
Increased emphasis on secondary data collection
5
Netnography is the deep researching of online communities.
False
True
6
Someone in a marketing research career typically makes more money than a salesperson
True
False
7
Segmentation Studies include
behavioral characteristics
customer profiles
lifestyles
All of the above
benefits
8
The Null hypothesis states there is a difference in values.
False
True
9
A focus group is a type of methodology for quantitative research.
False
True
10
Which of the following is not a means to evaluate Secondary Data?
Purpose
Accuracy
Credibility
Consistency
Bias
Observation
11
The most common type of emerging qualitative research is researching webcam interviews.
False
True
12
Which is not a common government report used as a secondary data resource?
Census of Codes
Census of Population
Census of Manufacturing
Federal Reserve Bulletin
13
Which of the following is not recognized in the typical Iceberg Principle assessment of a firm?
Unethical Treatment of customers
Low Quality products
Unhappy customers
Happy Customers
14
Concept and Product test marketing provide little information on possible product improvements.
False
True
15
Debriefing includes letting subjects in the research know if deception was used in the research.
False
True
16
Observation allows researchers to generalize their findings greatly.
True
False
17
A perceptual map for marketing has both an X and Y axis.
True
False
18
Groupthink is good in research.
True
False
19
Generalizable means survey results are projectible to the population under study.
True
False
20
Innovation researchers can be biased toward an innovation rather than impartial. Which term describes this criticism?
The Issue of Equality
The Pro-Innovation Bias
The Recall Problem
The Individual-Blame Bias
21
Marketing research is used to identify ____, marketing problems, marketing plans, and marketing performance.
research opportunities
sales opportunities
marketing opportunities
product opportunities
22
Marketing Research can help a company grow their customer base.
True
False
23
Which type of research collects data to determine cause-and-effect relationships between two or more variables?
descriptive research
all of the above
causal research
exploratory research
24
The American Marketing Association does not have a Code of Ethics.
True
False
25
Sales Revenue is one of the most common independent variables in marketing research.
True
False
26
Which has a primary emphasis on product innovation, research, and development?
Product Development
Market Development
Diversification
Market Penetration
27
If a researcher said they were conducting probing research, it typically would be quantitative in nature.
False
True
28
Response error in a survey means respondents don't respond accurately.
True
False
29
The dependent variable is the.....
Changed by the scientist
Result
Is known before the experiment
Stays the same
30
Collecting international data for marketing research is best done with marketing research firms in that country.
True
False
31
Which of the following types of research provide more generalizable results?
qualititave research
mixed methods research
quantitative research
32
Which of the following is typically not a dependent variable in marketing research?
Increase in Market Penetration
Advertising Expenditure
Sales
Market Share
33
Brainstorming about a research topic at the start of research project is good.
False
True
34
A researcher sends out 1000 surveys. They only get 200 back. This difference is typically due to
respondent error
a poor survey list
nonresponse error
everything but respondent error
35
Validity means the extent to which conclusions from a study are true and measure what is intended to be measured.
False
True
36
Using an online survey allows a great deal of convenience for both researchers and respondents.
False
True
37
Reliability means the extent to which the research results are consistent if the study is repeated.
False
True
38
Which of the following is not a Marketing Blog of Note?
Hootsuite
Sports Illustrated
Hubspot
MarketingProfs
39
Purposive research allows the researchers to select sample members with attributes related to the topic under research.
False
True
40
An example of secondary data is actively observing people showing courtesy.
False
True
41
Exploratory research generates insights and deepens the understanding of a marketing issue.
True
False
42
Sugging uses surveys as a means to make a sale or ask for a donation.
False
True
43
Branded Black-Box technologies provide information about the technology they use.
False
True
44
The first step in a practical research process is to identify the problem or opportunity.
True
False
45
A customized research firm provides data made from a common data pool.
False
True
46
Which of the following is a small number of members of a target population investigated by a researcher?
group
census
sample
mean
47
Mail surveys are more effective than online surveys for individuals with no internet or web access.
False
True
48
How is a control variable different than the dependent variable?
Control variables are the same as dependent variables.
Control Variables remain constant.
Control variables are the outcome.
Control variables are what the scientist is testing.
49
The Iceberg Principle states
90% of the problm is not initially understood by the decision maker
the decision maker is aware of only 10% of the problems
All of the above
the problem is often just a symptom
50
Which of the following is the most essential to all marketing research:
frequency
accuracy
primary data
secondary data
51
Which of the following is not part of the Marketing Mix Variables?
Product
Price
Patents
Place
52
Almost any research design that uses sampling will have some type of error in it.
True
False
53
Which of the following is a situation when marketing research may not be needed?
a clearance sale of outdated merchandise
the cost of the research outweighing the value of it
Inadequate resources to conduct the research (no money)
a lack of time to coduct research
selling old college football jerseys to alumni at a game
All of the above
54
What does an alternate hypothesis tell us?
There is a correlation.
There is no difference or correlation.
There is a difference.
There is a difference or a correlation.
55
Geofencing is
All of the above
Placed around a geographic location in the real world
can be used on areas as small as a store or as large as a zipcode
Virtual
56
A census involves a sample of the entire population in a study?
True
False
57
The first step in a focus group process is conducting discussion with particiaption.
True
False
58
Primary data is firsthand data collection.
True
False
59
Qualitative research provides more depth of explanation than quantitative research.
False
True
60
If you see n= in a marketing research study, it reflects the number of respondents in a marketing research study.
True
False
61
An example of Secondary Data in Marketing Research might be overall customer sales for the past five years.
True
False
62
An innovation entrepreneur may be challenged with high research and development costs.
False
True
63
Descriptive Research involves collecting quantitative data to answer research questions.
False
True
64
A quantitative survey satisfies the need for research in a qualitative project.
True
False
65
Content Analysis allows the researcher to review items and then sort them into larger thematic categories.
False
True
66
Geofencing is particulary useful with
no one
younger customers
older customers
everyone
67
Marketing Research is expanding its use of digital technology to collect data.
False
True
68
Primary data is collected by the initial researcher.
False
True
69
The first step in developing a sampling plan is to define the target population.
True
False
70
What is the DEPENDENT variable in social marketing?
Promotion
Desired Behavior Change
Sales Forecasts
Price
71
The null hypothesis is identified as Ho:
False
True
