Chapter 4 Multiple-choice questions

Marketing research:

is used to obtain information for management to make more informed decision making.

is the collection and analysis of data from a sample or census of individuals or organizations.

includes all forms of market, opinion, and social research such as consumer and industrial surveys.

is work undertaken to determine either structural characteristics of the industry of concern.

Marketing research, by presenting pertinent information in a useful format:

provides managers with a means to judge worker performance.

aids marketing decision makers in analysing data and in suggesting possible actions for strategic marketing direction.

provides sufficient information about a situation after it occurs to be able to follow its path of occurrence.

provides consumers with information concerning why the product or service is useful to them.

A marketing research firm contracts with clients to conduct a complete marketing research project from data collection, analysis and reporting. It is a__________ firm.

consultant

field agency

full-service agency

tabulation agency

Marketers usually decide whether to conduct marketing research study internally or through an outside organization based on certain criteria. Which of the following criterion is not used?

Whether the study offers value for money.

The agency's reputation.

The likelihood that the research design will provide insights into the management problem.

The size of the agency.

Market testing studies use __________ to carry out controlled experiments in specific country regions, where specific adverts can be shown, before exposing the 'new feature' (offering, campaign, distribution, etc.) to a full national or even international launch.

test markets.

data mining.

analytical information.

storyboards.

Once the agency has discussed the brief with the client, the agency provides a detailed outline of how they intend to investigate the problem. This document is called the ____________:

research brief.

research proposal.

research question.

research programme.

Introducing a new product into a chosen area and then observing its degree of success is the marketing research technique known as:

laboratory experimentation.

concept testing.

observational technique.

market testing.

When little is known about the problem, research seeking to discover the cause of a problem by discussing the problem with informed sources and examining pre-existing data is undertaken. This type of research is:

situation analysis.

information investigation.

exploratory research.

bottom-line analysis.

Which of the following is not one of the categories of research design?

Exploratory research.

Descriptive research.

Causal research.

Desk research.

Which technique is used to collect data that has been previously collected for a purpose other than the current research situation?

Primary research.

Secondary research.

Primary and secondary.

Primary and desk research.

If we were interested in determining whether an increase in temperature prompts the sale of Coca-Cola to increase we might use this type of research design: ___________.

Causal.

Descriptive.

Exploratory.

Exploratory or descriptive.

Information collected for the first time specifically for a marketing research study is called:

secondary research.

primary research.

soft research.

experimental research.

Secondary data has two important advantages over primary data. It is:

capable of compensating for rapid environmental changes and technical improvements.

always available and complete.

seldom obsolete and usually fits the dimensions of your problem.

generally cheaper to gather than primary data and takes less time to find.

In qualitative research, samples are often selected using which sampling method?

Convenience

Simple random

Systematic

Quota

______________ uses experimental research designs using convenience sampling methods and statistical data analysis procedures.

Ethnographic study.

Consumer juries.

Causal research.

Focus-groups.

A probability sample constructed so that randomly selected sub-samples of different groups are represented in the total sample is called a:

stratified sample.

convenience sample.

quota sample.

cluster sample.

The degree to which the meaning of one language is represented in another after translation.

Translation equivalence.

Measurement equivalence.

Sampling equivalence.

Survey equivalence.

What is the term used to describe how consistent or stable the ratings generated by a scale are?

Replication.

Pre-code.

Reliability.

Convenience.

The use of the researcher's or an expert's subjective judgement to determine whether an instrument is measuring what it is designed to measure is referred to as:

face validity.

reliability.

control group.

focus group.

Two types of panel are used in online research (Miles, 2004). This type of panel provides samples for survey-style information; it is made up of targets especially invited by email to take part, with a link to a web survey.

Mystery shopping.

Survey.

Semiotic Non-probability.

Focus group.

Quiz Content