MKT401 Ch 1 - 5 Test review

Question 1

Research shows that the typical Saturn dirt bike shopper middle-aged with an income of $75,000/yr. This is an example of

Accepted Answer

market segmentation research

Question 2

Which of the following is true about research based on a sample?

Accepted Answer

it takes a small # from a target population from which to collect data

Question 3

Test marketing ________.

Accepted Answer

provides info for decisions on product improvements & product introductions

Question 4

Which technique is used to picture the relative position of products on 2+ product dimensions important to consumers?

Accepted Answer

perceptual mapping

Question 5

Which of the following is a disadvantage of telephone interviews when compared with face-to-face survey methods?

Accepted Answer

They have high interview refusal rates.

Question 6

The 3 most common marketing research tasks are advertising effectiveness studies, sales tracking, and

Accepted Answer

attitudinal research

Question 7

Information becomes [?] when someone, e.g. the researcher or the decision maker, interprets the data & attaches meaning

Accepted Answer

knowledge

Question 8

While cookies are usually designed to keep identities private, they still nevertheless collect and use consumer data.

Accepted Answer

True

Question 9

[ ? ] is information collected specifically for a current research problem or opportunity.

Accepted Answer

Primary data

Question 10

When respondents give wrong answers due to impaired memory, it leads to a nonresponse error.

Accepted Answer

False

Question 11

An in-depth interview involves:

Accepted Answer

asking a set of semistructured, probing questions in a face-to-face setting

Question 12

Which of the following is an advantage of self-administered surveys?

Accepted Answer

They eliminate interviewer–respondent bias.

Question 13

Which is used to manage consumers’ data such as interactions throughout all touchpoints and purchase behavior?

Accepted Answer

customer relationship management systems

Question 14

In the context of a SWOT analysis, the strengths and weaknesses focus on the external factors of a business.

Accepted Answer

False

Question 15

_________ data are market research data that are collected, packaged, and sold to many different firms.

Accepted Answer

Syndicated

Question 16

Unlike descriptive research, causal research requires researchers to

Accepted Answer

collect data using experimental designs.

Question 17

_________blank is a comprehensive examination of available secondary information that is related to a research topic.

Accepted Answer

A literature review

Question 18

In experimental research, ___ is the extent to which a research design accurately identifies causal relationships

Accepted Answer

internal validity

Question 19

Which of the following is true about sampling errors?

Accepted Answer

They are caused by the size of the sample and the method of sampling used

Question 20

If the research objective is to determine if differences exist between groups, descriptive research designs are best.

Accepted Answer

True

Question 21

Which of the following pertains to geofencing?

Accepted Answer

It uses location-based applications to collect data from customers.

Question 22

Which of the following is a characteristic of management decision-makers?

Accepted Answer

Their dominant concern is market performance.

Question 23

In the context of focus groups, journaling tools make it possible for

Accepted Answer

participants to provide real-time feedback.

Question 24

Incidence rate is the

Accepted Answer

percentage of the general population that is the subject of market research

Question 25

Which of the following is a disadvantage of the mall-intercept interview method?

Accepted Answer

Mall patrons are not likely to be representative of the target population.

Question 26

Gatekeeper technologies are used to:

Accepted Answer

protect one&#x27;s privacy against intrusive marketing practices

Question 27

Which of the following is true of independent variables?

Accepted Answer

Their values are directly manipulated by a researcher.

Question 28

Caller ID and automated answering devices are gatekeeper technologies.

Accepted Answer

True

Question 29

Secondary data is information collected for a current research problem or opportunity.

Accepted Answer

False

Question 30

A _________ is an empirically testable though yet unproven statement developed in order to explain phenomena.

Accepted Answer

hypothesis

Question 31

_________ is the value of a variable that is estimated from a sample.

Accepted Answer

A sample statistic

Question 32

_________ obtains information from people representative of those who will be questioned in an actual survey.

Accepted Answer

Pretesting

Question 33

A _________ is an observable item that is used as a measure on a questionnaire.

Accepted Answer

variable

Question 34

The practice of data collection personnel filling out surveys for fake respondents is called ________.

Accepted Answer

curbstoning

Question 35

Image assessment surveys are an example of predictive research designs.

Accepted Answer

False

Question 36

Which of the following is true of a research proposal?

Accepted Answer

It provides a synopsis of the suggested research and methodology.

Question 37

In the context of data collection methods, which of the following statements is true of projective techniques?

Accepted Answer

They use indirect questioning methods.

Question 38

In the context of developing a conceptual model for research, constructs are always measured by one or more _________.

Accepted Answer

indicator variables

Question 39

Quantitative research is most likely to be used when the main goal of the study is to

Accepted Answer

validate relationships and test hypotheses.

Question 40

_______ consist of large samples of households that have agreed to provide detailed data for an extended period of time.

Accepted Answer

Consumer panels

Question 41

Black-box methodologies provide detailed information about how a methodology works and are not proprietary.

Accepted Answer

False

Question 42

Marketing to consumers based on research of the entire process consumers go through when making a purchase is termed

Accepted Answer

shopper marketing

Question 43

Allen is conducting a qualitative research. Which of the following is most likely to be the objective of his research?

Accepted Answer

to probe into subconscious consumer motivations

Question 44

When evaluating the accuracy of secondary data, researchers must _________.

Accepted Answer

evaluate whether or not the data are out of date

Question 45

One of the recent trends in the marketing research industry is movement away from a data interpretation environment.

Accepted Answer

False

Question 46

Content analysis is

Accepted Answer

taking individual responses and grouping them into larger theme categories

MKT401 Ch 1 - 5 Test review

Questions 46

MKT401 Ch 1 - 5 Test review

Questions 46