Marketing

Q: Think of a marketing activity that can be studied through research and develop one hypothesis. Which type of marketing research is most appropriate for testing your hypothesis? Explain.

Q: Explain the difference between a research project and a research program.

Q: What is a theory and a hypothesis, and what role do they play in marketing research?

Q: Your marketing research company has been asked to help a business understand why their sales are decreasing. Describe the procedure you should follow to address this research request and the type of marketing research you would recommend.

Q: Explain how a researcher makes causal inferences.

Q: Compare and contrast exploratory, descriptive, and causal research. Which approach is the best?

Q: The overall series of marketing research projects is called a research ______.

Q: _____ is the application of computation, summarizing, and reasoning to understand the gathered information.

Q: Checking the data collection forms to correct omissions, illegibly written responses, and the consistency of answers is called ______.

Q: Any procedure that involves selecting a small number of people who are part of a larger population of people is called ______.

Q: A plan that specifies the methods and procedures that will be used for collecting and analyzing data in a research study is called a(n) ______.

Q: A formal statement explaining some outcome is called a(n) ______.

Q: A small-scale exploratory research project that collects data from respondents similar to those that will be used in the full study is called a(n) _____ study.

Q: Information from a marketing research study conducted by the company last year assessing consumers' attitudes toward the company's brands is an example of ______.

Q: In consulting, the term _____ is often used to describe the objectives to a research client.

Q: The second stage of the marketing research process is _____.

Q: A carefully controlled study in which the researcher manipulates a proposed cause and observes any corresponding change in the proposed effect is called a(n) _____.

Q: _____ association means any covariation between a cause and an effect is true and not simply due to some other variable.

Q: Research that is conducted to identify cause-and-effect relationships between variables is called ______ research.

Q: A research design that is intended to describe important characteristics of a population (e.g. age, gender, income) is called ______ research.

Q: _____ research aims to clarify ambiguous situations.

Q: Managers at Procter & Gamble view marketing research at a strategic planning level. Therefore, the company conducts numerous related studies that come together to help in their product planning decisions. This is referred to as a _____. a. research project b. research program c. research philosophy d. research integration

Q: When a researcher conducts numerous related studies that come together to address multiple, related research objectives, we refer to this as a research _____. a. agenda b. project c. program d. conglomeration

Q: When the researcher has only one or a small number of research objectives that can be addressed in a single study, that study is referred to as a _____. a. research project b. research program c. research assessment d. research snapshot

Q: Which of the following determines the appropriate analytical technique for data analysis? a. management's information requirements b. characteristics of the research design c. nature of the data gathered d. all of these choices

Q: The application of computation, summarizing, and reasoning to understand the gathered information is called _____. a. data transformation b. editing c. coding d. data analysis

Q: Evan has completed the fieldwork of collecting data, and now he is checking the data collection forms for omissions, legibility, and consistency in classification. What is Evan doing? a. analyzing the data b. editing the data c. coding the data d. reporting the results

Q: When drivers are unaware that a machine is recording how many cars pass a certain intersection that is being considered for a site for a new Wendy's franchise, this is an example of a(n) _____. a. obtrusive method b. unobtrusive method c. experiment d. exploratory research study

Q: Which of the following involves any procedure that draws conclusions based on measurements of a portion of the entire population? a. sampling b. theorizing c. segmenting d. causal inference

Q: An employee who pretends to be a customer in order to observe the sales behavior of a clerk at a cosmetics counter in a department store is called a(n) _____. a. secondary data researcher b. mystery shopper c. pilot researcher d. undercover researcher

Q: All of the following are examples of an observation study EXCEPT ____. a. a mystery shopper pretending to be a customer in a McDonald's outlet b. a cable laid across the street that records the number of cars that pass a certain intersection c. scanning and recording bar codes of products purchased d. a consumer responding to a questionnaire about advertising

Q: Which of the following is a method of data collection that is used in surveys? a. telephone b. mail c. the Internet d. all of these choices

Q: Which of the following is a research technique in which a sample is interviewed in some form or the behavior of respondents is observed and described in some way? a. experiment b. observation study c. survey d. personal interview

Q: The most common way to generate primary data in marketing research is by means of _____. a. experimentation b. surveys c. observation d. focus groups

Q: The _____ is a master plan that specifies the methods and procedures for collecting and analyzing the needed information. a. research design b. research objective c. research program d. sample plan

Q: When the data from an empirical study are consistent with a research hypothesis, we say that the hypothesis is _____. a. confirmed b. conclusive c. supported d. true

Q: When a researcher collects data to test the hypothesis that consumers will be more satisfied if a business offers compensation after the consumer complains, we say that _____ testing is being conducted. a. validation b. confirmation c. observational d. empirical

Q: Which of the following means that something has been examined against reality using data? a. causality b. manipulation c. empirical testing d. spurious association

Q: A statement such as: "Consumers with more favorable attitudes toward an advertisement will exhibit more favorable attitudes toward the brand advertised" is an example of a _____. a. hypothesis b. backward linkage c. forward linkage d. non-spurious association

Q: A _____ is a formal statement explaining some outcome. a. theory b. hypothesis c. causal inference d. symptom

Q: A formal, logical explanation of some events that includes descriptions of how things relate to one another is called a(n) _____. a. hypothesis b. theory c. causal statement d. empirical study

Q: Carol was invited to participate in a research study along with ten other consumers to discuss her experiences using cleaning products. The group was asked to discuss their experiences and were encouraged to feed on each other's comments. What is this type of study called? a. multivariate research b. literature review c. pretest d. focus group interview

Q: Which of the following refers to a small-scale study in which the results are only preliminary and intended only to assist in design of a subsequent study? a. pretest b. focus group c. primary test d. preliminary study

Q: The Small Business Development Center is conducting an email survey with 25 of its client small businesses to examine the use of mobile marketing applications. This is a precursor to a larger study in which the questionnaire will be sent nationwide to more than 1,000 similar small businesses. This initial small-scale project is known as a _____. a. testing study b. pilot study c. preliminary study d. test market

Q: Before designing a research study on consumers' susceptibility to interpersonal influence, Cindy is searching for other studies that have addressed similar issues. This search is called a(n) _____. a. pilot study b. experiment c. preliminary analysis d. literature review

Q: All of the following are examples of exploratory research techniques EXCEPT _____. a. previous research b. pilot studies c. case studies d. experimentation

Q: What type of research is being conducted to answer the question: "Would this target market be interested in this type of new product?" a. causal research b. exploratory research c. situation analysis research d. descriptive research

Q: The _____ is a written statement of the research design emphasizing what the research will accomplish. a. research report b. research proposal c. deliverable d. research objective

Q: In research conducted for a specific client, research objectives are often referred to as _____. a. deliverables b. outcomes c. conclusions d. action items

Q: The goals that researchers intend to achieve by conducting research as referred to as _____. a. results b. causal inferences c. research outcomes d. research objectives

Q: All of the following are stages in the research process EXCEPT _____. a. analyzing data b. formulating conclusions and preparing a report c. demonstrating causality d. planning a sample

Q: The first stage of the marketing research process is _____. a. planning a research design b. defining the research objectives c. analyzing the data d. planning a sample

Q: _____ means that the researcher alters the level of the experimental variable in specific increments. a. Causality b. Testing c. Analyzing d. Manipulation

Q: The proposed cause which the researcher controls by manipulating its value in an experiment is referred to as a(n) _____. a. experimental variable b. dependent variable c. endogenous variable d. concomitant variable

Q: The Food and Drug Administration is targeting salt in processed foods as a health hazard, and some experts believe the agency will require food manufacturers to limit the amount of salt in processed foods. However, the reduction will occur in phases, with salt content being reduced in steps so that consumers will be weaned off of salt gradually. Carefully controlled research studies are underway in which the salt levels are varied and consumers' reactions to the taste are measured. This research is an example of a(n) _____. a. exploratory study b. descriptive study c. experiment d. diagnostic analysis

Q: Which of the following is a carefully controlled study in which the researcher manipulates a proposed cause and observes any corresponding change in the proposed effect? a. survey b. unobtrusive observation c. diagnostic analysis d. experiment

Q: Which type of association is said to occur when any covariation between a cause and effect is indeed due to the cause and not simply due to some other variable? a. nonspurious association b. spurious association c. concomitant association d. temporal association

Q: Ron has noticed that when the economy is strong, sales at his retail clothing store rise. This is an example of _____. a. concomitant variation b. nonspurious variation c. diagnostic variation d. absolute variation

Q: Which aspect of causality deals with the time order of events? a. concomitant variation b. temporal sequence c. nonspurious association d. parallel sequencing

Q: Which of the following should a marketing researcher do in order to infer causality? a. recognize the presence of alternative plausible explanations for the results b. establish a sequence of events c. measure the concomitant variation between the cause and the effect d. all of these choices

Q: A conclusion that when one thing happens, another specific thing will follow is known as a _____. a. diagnostic analysis b. manipulation c. causal inference d. deliverable

Q: Which type of research allows decision makers to make causal inferences? a. exploratory research b. descriptive research c. causal research d. all of these choices

Q: Which type of research is being conducted when a researcher conducts an experiment to answer the question, "Will consumers purchase more of our brand if we change the package design?" a. causal research b. exploratory research c. pilot study research d. descriptive research

Q: Which of the following seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward competing products? a. causal research b. diagnostic analysis c. concomitant research d. test-market

Q: Which type of marketing research addresses who, what, when, where, why, and how questions? a. causal research b. exploratory research c. descriptive research d. proscriptive research

Q: What type of research is being conducted to answer the question: "Can we describe the age, gender, and income of our typical purchaser?" a. exploratory research b. focus group research c. descriptive research d. causal research

Q: Over the past two years, food prices have been increasing. This is an example of a(n) _____. a. symptom b. ambiguous situation c. descriptive hypothesis d. causal inference

Q: _____ are observable cues that serve as a signal of a problem because they are caused by that problem. a. Signs b. Descriptors c. Opportunities d. Symptoms

Q: Companies, such as Kraft and Procter & Gamble, invite consumers to discuss ways to make their products better or to share ideas for new products that may be potential business opportunities. What type of marketing research is this? a. inferential b. causal c. descriptive d. exploratory

Q: _____ research aims to clarify ambiguous situations or discover ideas that may amount to true business opportunities. a. Exploratory b. Preliminary c. Clarifying d. Descriptive

Q: All of the following are types of marketing research EXCEPT _____. a. exploratory b. selective c. descriptive d. causal

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