Deck 9: Collecting Descriptive Primary Data

Question 1

The types of consumer panels in a longitudinal study are:

A) Continuous panels
B) True panels
C) Discontinuous panels
D) Omnibus panels
E) All of the above correctly refer to a type of consumer panel in longitudinal study.

Answer 1

E

Question 2

Demographic and socioeconomic characteristics

A) are easily gathered by researchers.
B) represent attributes of people.
C) are all easily verifiable.
D) define consumer personality types.
E) correlate highly with purchase intentions for specific brands.

Answer 2

B

Question 3

Callaway Golf Company conducted a one-time survey of golfers and asked them about their attitudes, preferences and intentions regarding buying custom clubs. This is an example of a(n)

A) cross-sectional study.
B) exploratory research.
C) causal research.
D) field experiment.
E) laboratory experiment.

Answer 3

A

Question 4

Respondent error can occur when a subject is asked to remember and report past behaviors. Which of the following helps eliminate this type of error?

A) Descriptive data
B) Causal data
C) Cross-sectional data
D) Panel data
E) Experimental data

Question 5

The main disadvantage of panels is that they

A) are potentially non-representative.
B) cannot be maintained for more than 12 months due to federal regulations.
C) allow only simple analysis of the data.
D) suffer more from interview bias than any other data collection method.
E) force researchers to use complex time series analysis.

Question 6

Which type of primary data is represented by characteristics such as age, education, occupation, marital status or gender?

A) Personality/Lifestyle
B) Awareness/Knowledge
C) Demographic/Socioeconomic
D) Attitudes
E) Behavior

Question 7

Which is probably the best format for collecting detailed demographic information?

A) Panels
B) Cross-section surveys
C) Time series analysis
D) Exploratory studies
E) None of the above

Question 8

The following statement best describes the sample used in which type of descriptive design? "We will use a carefully selected sample, selection being based on household size, income level, and television viewing patterns. We must also______________be concerned with the stability of the sample elements, in order to ensure repeated availability for measurement."

A) Advertising evaluation design
B) Longitudinal design
C) Viewership pattern design
D) Latitudinal design
E) Cross-sectional design

Question 9

A common use of demographic and socioeconomic data in marketing is

A) delineating market segments.
B) investigating intentions to purchase.
C) relating attitudes to opinions.
D) discovering motivations.
E) determining brand awareness.

Question 10

Of the following situations, which would be the most appropriate for using a discontinuous/omnibus panel?

A) To gain insights into changes in consumers' purchases and attitudes
B) To determine if members of the panel switched brands from one time period to the next
C) To determine how consumers feel about two different product packages by varying panel questions from one panel measurement to the next
D) To have a focus group moderator ask participants about their views on a new advertisement.
E) All of the above.

Question 11

Which of the following statements about panels is FALSE?

A) Panels typically allow the collection of more classification information than cross-sectional studies.
B) Panel data is more accurate than cross-sectional data because panel data tend to be free from errors associated with reporting past behavior.
C) Panels reduce interviewer-respondent bias because of a trust built up through repeated contacts between the two individuals.
D) Non-representativeness of panel members may be a major weakness of longitudinal designs.
E) All of the above statements about panels are true; none of the above are false.

Question 12

A longitudinal study is characterized by each of the following statements EXCEPT:

A) It involves a panel, which is a fixed sample of elements.
B) Elements may be stores, individuals or other entities.
C) The panel remains relatively constant through time.
D) Characteristics of the elements, or sample members, are measured only once.
E) Members may be added to replace dropouts or to keep the panel representative.

Question 13

Which of the following is NOT one of the basic types of descriptive studies?

A) Cross-sectional design
B) Longitudinal design
C) Time series design
D) Latitudinal design
E) Both C and D

Question 14

Which of the following statements is NOT valid?

A) Panel data is less vulnerable to the recall errors associated with reporting past behavior than cross-sectional data.
B) Panel data can be gathered via longer and more arduous interviews than cross-sectional data.
C) Panel data can provide more accurate and detailed classification information on sample members than other common means of data collection.
D) Panel data are particularly useful in the study of dual-career couples.
E) Panel data can be used to reveal changes in members' behavior.

Question 15

Which of the following is NOT a demographic or socioeconomic characteristic?

A) A feeling towards a brand
B) Marital status
C) Social class
D) Gender
E) Income

Question 16

True longitudinal analysis

A) is concerned with the determination of cause-and-effect relationships.
B) can be performed on any panel.
C) involves a one-time cross-sectional sample of elements from the population of interest.
D) is simply a fact-gathering study.
E) can only be performed using panels that rely on repeated measurements of the same variables.

Question 17

Which of the following statements about descriptive research is NOT true?

A) Descriptive research can be used to accomplish a wide variety of research objectives.
B) Descriptive data become more useful for solving problems only when the process is guided by one or more specific research problems.
C) Descriptive studies can be considered flexible.
D) A descriptive study design is very different from an exploratory study design
E) Descriptive studies require a clear specification of the who, what, where, why and how of the research.

Question 18

Researchers typically use descriptive research for which of the following purposes?

A) To describe the characteristics of certain group
B) To determine the proportion of people who behave in a certain way
C) To make specific predictions
D) All of the above
E) Both A and B

Question 19

The most important distinction between true panels and omnibus panels is

A) the sample design is different.
B) different types of information are collected.
C) time series analysis can be used only on true panel data.
D) omnibus panels can be used only for "in-house" research.
E) time series analysis can be used only on omnibus panel data.

Question 20

Which of the following statements about cross-sectional analysis is FALSE?

A) Cross-sectional designs are the best-known descriptive designs.
B) A quota sample can be used with a cross-sectional design.
C) Cross-sectional studies provide a snapshot of the variables of interest at a single point in time.
D) The sample of elements is typically selected to be representative of some known population.
E) All of the above statements about cross-sectional analysis are true.

Question 21

If we were measuring a customer's age, income, gender, education, occupation, marital status, etc. we would be measuring

A) attitudes/opinions.
B) psychological/lifestyle characteristics.
C) demographic/socioeconomic characteristics.
D) behavior and perceptions.
E) None of the above.

Question 22

Which of the following statements about measuring intentions is NOT true?

A) Consumers usually aren't very accurate about what they'll do in the future.
B) The problem is getting answers that have meaning in them.
C) It is more difficult to measure purchase intentions for new-to-the-world products.
D) The problem is getting people to answer questions about their intentions.
E) There is often a big difference between what people say they are going to do and what they actually do.

Question 23

While exploratory studies are rigid in nature, descriptive studies can be considered flexible.

Question 24

A motive is any inner state that directs or channels behavior toward goals.

Question 25

Which of the following is a life-style characteristic?

A) Social class
B) Interests
C) Attitudes
D) Home ownership
E) Age

Question 26

Which of the following is NOT a key dimension of behavior that should be measured by the researcher?

A) How much?
B) Where?
C) In what situation?
D) Who?
E) Why?

Question 27

One of the common indices used to measure the short-term success and impact of an ad is "day after recall."

Question 28

If a researcher is interested in investigating whether or not consumers like a new packaging method for a particular product, the researcher should focus on measuring

A) Motivation.
B) Intention.
C) Behavioral goals.
D) Attitude.
E) Personality.

Question 29

A person's ideas, convictions, or liking with respect to a particular object or idea are

A) Wants.
B) Attitudes.
C) Motives.
D) Needs.
E) Intentions.

Question 30

Proctor & Gamble, the makers of Oil of Olay skin lotion, have traditionally targeted women over 30 years of age. This is an example of

A) demographic segmentation.
B) benefit segmentation.
C) psychographic segmentation.
D) usage rate segmentation.
E) geodemographic segmentation.

Question 31

Which type of primary data is concerned with anticipated or planned future behavior?

A) Personality/Lifestyle
B) Awareness/Knowledge
C) Demographic/Socioeconomic
D) Intentions
E) Behavior

Question 32

Which type of primary data refers to what people do and do not know or believe about some product, brand, company or advertisement?

A) Personality/Lifestyle
B) Awareness/Knowledge
C) Demographic/Socioeconomic
D) Attitudes
E) Behavior

Question 33

Ferrari has segmented their market on the basis of income and lifestyle. Their target market has household income greater than $200,000 and enjoys spectator sports like NASCAR racing. These two segmentation variables are grouped under the broader classification(s) of

A) demographics.
B) psychographics.
C) geographic.
D) demographics and psychographics.
E) demographics and product usage.

Question 34

Purchase intentions

A) Are a very good indicator of an individual's future behavior.
B) May be better predictors of future behavior for large dollar expenditures.
C) Are a relatively good predictor of a family's purchase behavior.
D) Are studied often in marketing because they are very similar to attitudes.
E) Are better predictors of future behavior for small dollar expenditures.

Question 35

In assessing awareness, a marketer might be interested in knowledge of

A) the product itself.
B) where the product is available.
C) what the product is used for.
D) the price of the product.
E) All of the above.

Question 36

Which of the following pieces of information would NOT be relevant for the behavior "checklist?"

A) A consumer purchases product X once a week.
B) Product X is usually bought in supermarkets.
C) Product X is packaged in such a way as to allow for ease of handling and disposal.
D) Product X is purchased during the Christmas season.
E) Product X is purchased by teenagers.

Question 37

"Mission Possible" is a non-profit retail store that sells gift items made by artisans from over thirty different underdeveloped countries. This store provides employment to impoverished third world craftspeople and markets their handiwork at a fair price. The store defines its market segment as people who believe in helping others and who feel good about helping others whenever possible. The store uses______________segmentation.

A) demographic
B) psychographic
C) geodemographic
D) ethnic
E) geographic

Question 38

Which of the following statements is NOT true of motives?

A) Marketers have an interest in consumer motives because it is believed that motives are stable and thus offer a strong basis for predicting future behavior.
B) A motive might be considered an inner state that produces goal-oriented behavior.
C) For marketing purposes, motives and attitudes are essentially the same thing.
D) Marketers believe that an understanding of the motives behind a behavior might allow them to better influence future behavior.
E) All of the above statements are true of motives.

Question 39

Longitudinal designs are more common than cross-sectional designs.

Question 40

If a researcher is interested in investigating whether or not consumers like, are or not interested in a new package for Kellogg's Corn Flakes, the researcher should focus on measuring

A) motivation.
B) intention.
C) attitude.
D) personality.
E) demographics.

Question 41

Purchase intentions are most often used when studying the purchase of______________items.

Question 42

______________ variables are often used as a basis for market segmentation.

Question 43

The main advantage of panels is that they are representative and/or random.

Question 44

A method of data collection in which the situation of interest in watched and the relevant facts, actions, or behaviors are recorded is called _.

Question 45

The ability of a data collection technique to provide many types of primary data is known as
____________________.

Question 46

______________ are probably the best format for collecting detailed demographic information.

Question 47

Attitudes and opinions are best determined by observation.

Question 48

Estimating demand for products and services is very difficult.

Question 49

A person's______________refer to the individual's anticipated or planned future behavior.

Question 50

Verbal expressions of an attitude______________are called______________.

Question 51

______________ refers to an individual's overall evaluation of something.

Question 52

Discuss the two basic means of obtaining primary data.