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Marketing Research Midterm Review Flashcards | StudBud
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Marketing Research Midterm Review
Marketing Research Midterm Review
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Ch. 1 -11
Flashcards
33 cards
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Questions
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Answers
1
A technique for searching for statistical patterns in datasets is
data mining
projective methods
benchmarking
ethnography
2
Which type of primary data is concerned with anticipated or planned future behavior?
Personality/Lifestyle
Intentions.
Behavior
Awareness/Knowledge
3
Poor fit of secondary data is usually due to which of the following problems?
Age of the data
All of these are correct.
Different units of measurement
Different class definitions
4
When disguise has involved an active deception of consumers, it is necessary to
explain why the deception was necessary.
provide a general overview of the purpose of the project.
tell them that they have been misled.
All of these are correct.
5
Which of the following are NOT activities typically associated with "geodemographers"?
Performing detailed analysis of census data
Conducting primary research
Updating census data through statistical extrapolation
Tabulating census and other data for geographic areas
6
Which of the following are disadvantages of observation in a contrived setting?
Allows more objective measurements
External validity is threatened.
Internal validity is threatened.
Produces lower-cost research
7
In designing the sample, researchers must specify
the type of sampling plan to be used.
the sampling frame.
All of these are correct.
the size of the sample.
8
The three basic types of research are
exploratory, descriptive, and experimental.
experimental, descriptive, and causal.
exploratory, demonstrative, and causal.
exploratory, descriptive, and causal.
9
"How do you feel about the Apple, Inc.?" is an example of which type of question?
Structured
Open-ended
Close-ended
Fixed-alternative
10
Researchers typically use descriptive research for which of the following purposes?
All of these are correct.
To determine the proportion of people who behave in a certain way
To make specific predictions
To describe the characteristics of certain group
11
A discovery-oriented decision problem is best defined as a
written statement that describes the marketing problem.
decision problem that typically seeks to answer “what” or “why” questions.
All of these are correct.
restatement of the decision problem in research terms.
12
Questions that give the respondent no indication of the true purpose of the research project are known as
disguised questions.
confounded questions.
unstructured questions.
structured questions.
13
Which of the following is NOT one of the four dimensions of the framework for understanding Big Data?
Vastness
Variety
Volume
Velocity
14
Observational data have the advantage over communication data in which of the following categories?
Objectivity and accuracy
Objectivity and speed
Objectivity, cost, and speed
Cost and versatility
15
Applications of Big Data in the real world might include which of the following?
Dealing with negative word of mouth
Creating personalized promotions
All of these are valid applications of Big Data.
Improving customer retention rates
16
Which of the following is a lifestyle characteristic?
Attitudes
Home ownership
Interests
Social class
17
Data such as blogger reviews or social media comments is known as _____ data.
random
unstructured
collected
structured
18
Which of the following is an example of how standardized marketing information can be used?
Measuring product sales and market share
All of these are correct.
Measuring advertising exposure and effectiveness
Profiling customers
19
Which of the following sections would NOT appear in a research proposal?
Purpose and limits of the project
All of these would be in a research proposal.
Data sources and research methodology
Research results
20
Descriptive research is NOT productively used
to clarify concepts.
to develop a profile of the "average user".
to clarify concepts.
to make specific predictions.
21
The goal of exploratory research is
All of these are correct.
to cost-justify a larger marketing research project.
to find out if research can solve the problem under consideration.
understand what information is needed by managers 2 make important decision
22
Which of the following would NOT benefit from causal research?
Measuring customer satisfaction
Identifying which package design to use
Determining which version of a product to offer
Deciding which price to charge
23
Which of the following components is part of a Decision Support System (DSS)?
Data System
Dialog System
All of these are components of a DDS.
Model System
24
The largest producer of marketing facts is
non-profit organizations
the Federal Government
consumer product companies
polling organizations like Gallup
25
Which of the following is NOT a useful means of assessing the accuracy of secondary data?
The data collection methods
The source of the data
The cost of the data
The sponsor of the research
26
The three key decisions to make when collecting data by communication include which of the following?
Which method of questionnaire administration to use
All of these are correct.
The degree of structure to use
Whether to disguise the questionnaire
27
Which of the following is NOT a common marketing research job title?
Clerical Supervisor
Interviewer
Computer Operator
Senior Analyst
28
A famous case involved Coca-Cola introducing New Coke after much research. The failure of New Coke was largely due to
personality and presentation differences.
a narrow conception of the research.
poor problem definition.
late and occasional erroneous findings.
29
The two types of experiments that can be distinguished are
laboratory and survey.
laboratory and field.
scientific and field.
field and survey.
30
Which of the following is NOT a common activity of a marketing research department?
All of these are uncommon activities of the marketing research department.
Identifying the most effective type of ad from several alternatives
Establishing sales territory quotas
Determining the most efficient production sequences for a plant
31
Starch Readership Service collects data that is useful for assessing changes in which of the following aspects of an ad?
Copy
Layout
All of these are correct.
Use of color
32
Candidates for depth interviews could include
wholesalers and retailers.
All of these are candidates for depth interviews.
executives and managers of the company.
members of the target market.
33
A _______ brings together a small number of individuals to talk about a topic of interest to the researcher.
data mining
focus group
case analysis
depth interview
