Question 1

Which of the following is the largest social media website?

Accepted Answer

A) Facebook 
B) Twitter 
C) Google+ 
D) Pinterest 
E) Tumblr 
A) Facebook 
B) Twitter 
C) Google+ 
D) Pinterest 
E) Tumblr A

Question 2

Which company provides scanner based data to its clients?

Accepted Answer

A) Predictive Networks 
B) Virgin Entertainment 
C) IRI 
D) MRA 
E) none of these 
A) Predictive Networks 
B) Virgin Entertainment 
C) IRI 
D) MRA 
E) none of these C

Question 3

Ethnographic research is based on the field of anthropology.

Accepted Answer

A) True 
 B)False  True

Question 4

The customer service department of a large department store recently received a complaint about a store associate.The store associate's manager has been unable to detect any problems with the associate's performance.Then the service department received another complaint concerning the same associate.Which of the following would be the best approach to investigate the situation?

Accepted Answer

A) depth interview with associate 
B) mystery shoppers 
C) depth interview with customers 
D) close observation by the department manager 
E) one-way mirror observations 
A) depth interview with associate 
B) mystery shoppers 
C) depth interview with customers 
D) close observation by the department manager 
E) one-way mirror observations

Question 5

If a lot is already known about the behavior of interest,a structured observation approach will work best.

Accepted Answer

A) True 
 B)False

Question 6

A contrived observational environment would not:

Accepted Answer

A) allow the researcher to collect data faster. 
B) allow for more control over things that might distort the behavior being
Studied. 
C) result in lower project costs. 
D) provide a more realistic environment in which to observe the behavior in question. 
E) none of these 
A) allow the researcher to collect data faster. 
B) allow for more control over things that might distort the behavior being
Studied. 
C) result in lower project costs. 
D) provide a more realistic environment in which to observe the behavior in question. 
E) none of these

Question 7

Tracking helps answer which of the following questions?

Accepted Answer

A) "where?" 
B) "how much?" 
C) "how often?" 
D) all of these 
E) none of these 
A) "where?" 
B) "how much?" 
C) "how often?" 
D) all of these 
E) none of these

Question 8

Which of the following best describes a Level 2 mystery shopper?

Accepted Answer

A) shopper investigates communication skills as visit involves a home loan or
Auto purchase 
B) shopper makes quick purchase and evaluates transaction and image of the facility 
C) interaction might involve the possible purchase of a cell phone 
D) interaction might involve only a telephone call 
A) shopper investigates communication skills as visit involves a home loan or
Auto purchase 
B) shopper makes quick purchase and evaluates transaction and image of the facility 
C) interaction might involve the possible purchase of a cell phone 
D) interaction might involve only a telephone call

Question 9

One of the greatest advantages of social media research lies within tracking research that monitors brand sentiment over discrete units of time.

Accepted Answer

A) True 
 B)False

Question 10

A manufacturer of a new product is conducting a test market.Two of the test market objectives were trying to estimate total market sales and examining the consumer's in-store decision process.How would you collect data to support those two objectives?

Accepted Answer

To accomplish the market sales estimate,

Question 11

Facial Action Coding Service (FACS)is especially valuable when the client wants to evaluate rationally based advertising.

Accepted Answer

A) True 
 B)False

Question 12

Wal-Mart has a highly sophisticated system of recording data and being able to view results.For instance,Wal-Mart managers know from their scanner data that five pair of Wrangler Blue Jeans were sold from 10:00a.m.to 11:00a.m.on a certain day,and by what size.If the sales were made via credit card,Wal-Mart also knows "who," and has developed histories of what combinations of products its customers buy.The preceding is an observational situation involving which of the following?

Accepted Answer

A) people watching people 
B) people watching phenomena 
C) machines watching people 
D) machines watching phenomena 
E) All of these are observation situations. 
A) people watching people 
B) people watching phenomena 
C) machines watching people 
D) machines watching phenomena 
E) All of these are observation situations.

Question 13

The first step in conducting Ethnographic Research is___________________.

Accepted Answer

A) Assess the information at hand 
B) Find participants 
C) Seek answers 
D) Analyze information 
A) Assess the information at hand 
B) Find participants 
C) Seek answers 
D) Analyze information

Question 14

Which of the following is an example of machine observation?

Accepted Answer

A) mystery shoppers 
B) one-way observation mirrors 
C) people meters 
D) kiosks 
A) mystery shoppers 
B) one-way observation mirrors 
C) people meters 
D) kiosks

Question 15

Which of the following is not an advantage of computer-simulated shopping environments for observations?

Accepted Answer

A) A realistic level of complexity and variety 
B) Researchers can set up and alter the tests very quickly 
C) Production costs are low 
D) High degree of flexibility 
E) All of these are advantages 
A) A realistic level of complexity and variety 
B) Researchers can set up and alter the tests very quickly 
C) Production costs are low 
D) High degree of flexibility 
E) All of these are advantages

Question 16

What is Ethnographic research and list at least 5 advantages of it in marketing research?

Accepted Answer

Ethnographic research deals with observi

Question 17

Today,the trend of television audience measurement and tracking has moved away from direct measurement from "set-top boxes" (STB)to people meters.

Accepted Answer

A) True 
 B)False

Question 18

Facebook inserts two tracking cookies into your browser an operating cookie and a browser cookie.

Accepted Answer

A) True 
 B)False

Question 19

Cost per impression is the cost to offer potential customers one opportunity to see an advertisement.

Accepted Answer

A) True 
 B)False

Question 20

Eye tracking devices cannot document which of the following?

Accepted Answer

A) Visibility 
B) Engagement 
C) Viewing patterns 
D) Communication hierarchy 
E) All of these can be documented 
A) Visibility 
B) Engagement 
C) Viewing patterns 
D) Communication hierarchy 
E) All of these can be documented

Which of the following is the largest social media website?

Which company provides scanner based data to its clients?

Ethnographic research is based on the field of anthropology.

If a lot is already known about the behavior of interest,a structured observation approach will work best.

A contrived observational environment would not:

Tracking helps answer which of the following questions?

Which of the following best describes a Level 2 mystery shopper?

One of the greatest advantages of social media research lies within tracking research that monitors brand sentiment over discrete units of time.

A manufacturer of a new product is conducting a test market.Two of the test market objectives were trying to estimate total market sales and examining the consumer's in-store decision process.How would you collect data to support those two objectives?

Facial Action Coding Service (FACS)is especially valuable when the client wants to evaluate rationally based advertising.

The first step in conducting Ethnographic Research is___________________.

Which of the following is an example of machine observation?

Which of the following is not an advantage of computer-simulated shopping environments for observations?

What is Ethnographic research and list at least 5 advantages of it in marketing research?

Today,the trend of television audience measurement and tracking has moved away from direct measurement from "set-top boxes" (STB)to people meters.

Facebook inserts two tracking cookies into your browser an operating cookie and a browser cookie.

Cost per impression is the cost to offer potential customers one opportunity to see an advertisement.

Eye tracking devices cannot document which of the following?

The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

Problem Definition and the Research Process

Secondary Data and Databases

Qualitative Research

Traditional Survey Research

Online Marketing Research-The Growth of Mobile and Social Media Research

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

Multivariate Data Analysis

Communicating the Research Results

Managing Marketing Research

Filters

Exam 8: Primary Data Collection: Observation

Which of the following is the largest social media website?

Which company provides scanner based data to its clients?

Ethnographic research is based on the field of anthropology.

If a lot is already known about the behavior of interest,a structured observation approach will work best.

A contrived observational environment would not:

Tracking helps answer which of the following questions?

Which of the following best describes a Level 2 mystery shopper?

One of the greatest advantages of social media research lies within tracking research that monitors brand sentiment over discrete units of time.

A manufacturer of a new product is conducting a test market.Two of the test market objectives were trying to estimate total market sales and examining the consumer's in-store decision process.How would you collect data to support those two objectives?

Facial Action Coding Service (FACS)is especially valuable when the client wants to evaluate rationally based advertising.

The first step in conducting Ethnographic Research is___________________.

Which of the following is an example of machine observation?

Which of the following is not an advantage of computer-simulated shopping environments for observations?

What is Ethnographic research and list at least 5 advantages of it in marketing research?

Today,the trend of television audience measurement and tracking has moved away from direct measurement from "set-top boxes" (STB)to people meters.

Facebook inserts two tracking cookies into your browser an operating cookie and a browser cookie.

Cost per impression is the cost to offer potential customers one opportunity to see an advertisement.

Eye tracking devices cannot document which of the following?

The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

Problem Definition and the Research Process

Secondary Data and Databases

Qualitative Research

Traditional Survey Research

Online Marketing Research-The Growth of Mobile and Social Media Research

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

Multivariate Data Analysis

Communicating the Research Results

Managing Marketing Research

Filters