Deck 3: The Marketing Research Process

Question 1

Exploratory research is not intended to provide conclusive evidence from which to determine a particular course of action.

Answer 1

True

Question 2

Descriptive studies are conducted with a considerable understanding of the situation being studied.

Answer 2

True

Question 3

Negative consumer attitudes is an example of a symptom.

Answer 3

True

Question 4

The three types of marketing research are exploratory,descriptive,and causal.

Question 5

A research project refers to numerous related studies that come together to address issues about a single company.

Question 6

A directed search of published works,including periodicals and books,that discusses theory and presents empirical results that are relevant to the topic at hand is called a literature review.

Question 7

Statistics can be used to prove that a research hypothesis is true.

Question 8

Coding is the application of reasoning to understand the data that have been gathered.

Question 9

Researchers shouldn't draw conclusions from a sample.

Question 10

Exploratory research is typically conducted in the early stages of decision-making.

Question 11

Deliverables is the term used when describing the expected outcomes of basic research.

Question 12

Analysis involves checking the data collection forms for omissions,legibility,and consistency in classification.

Question 13

Unobtrusive methods of data gathering are those in which the subjects do not have to be disturbed for data to be collected.

Question 14

When a researcher varies price levels and examines the impact on sales,he is conducting an experiment.

Question 15

A mystery shopper acts like a customer while observing and recording data.

Question 16

In its simplest form,a research hypothesis is a "guess" about the outcome of a research study.

Question 17

Pilot studies are a formal research method that produce precise results.

Question 18

There is always one best research design for a marketing research study.

Question 19

Correlation is sufficient evidence to determine causality in experiments.

Question 20

The first stage in the research process is planning a research design.

Question 21

Which aspect of causality deals with the time order of events?

A) concomitant variation
B) temporal sequence
C) nonspurious association
D) parallel sequencing

Question 22

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

Question 23

_____ research aims to clarify ambiguous situations or discover ideas that may amount to true business opportunities.

A) Exploratory
B) Preliminary
C) Clarifying
D) Descriptive

Question 24

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

Question 25

_____ 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

Question 26

All of the following are types of marketing research EXCEPT _____.

A) exploratory
B) selective
C) descriptive
D) causal

Question 27

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

Question 28

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

Question 29

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

Question 30

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

Question 31

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

Question 32

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

Question 33

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

Question 34

_____ means that the researcher alters the level of the experimental variable in specific increments.

A) Causality
B) Testing
C) Analyzing
D) Manipulation

Question 35

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

Question 36

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

Question 37

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

Question 38

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

Question 39

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

Question 40

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

Question 41

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

Question 42

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

Question 43

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

Question 44

Which of the following means that something has been examined against reality using data?

A) causality
B) manipulation
C) empirical testing
D) spurious association

Question 45

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

Question 46

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

Question 47

All of the following are examples of exploratory research techniques EXCEPT _____.

A) previous research
B) pilot studies
C) case studies
D) experimentation

Question 48

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

Question 49

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

Question 50

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

Question 51

The most common way to generate primary data in marketing research is by means of _____.

A) experimentation
B) surveys
C) observation
D) focus groups

Question 52

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

Question 53

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

Question 54

In research conducted for a specific client,research objectives are often referred to as _____.

A) deliverables
B) outcomes
C) conclusions
D) action items

Question 55

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

Question 56

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

Question 57

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

Question 58

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

Question 59

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

Question 60

A _____ is a formal statement explaining some outcome.

A) theory
B) hypothesis
C) causal inference
D) symptom

Question 61

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)_____.

Question 62

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

Question 63

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

Question 64

The application of computation,summarizing,and reasoning to understand the gathered information is called _____.

A) data transformation
B) editing
C) coding
D) data analysis

Question 65

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

Question 66

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

Question 67

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

Question 68

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

Question 69

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

Question 70

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

Question 71

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

Question 72

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

Question 73

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

Question 74

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

Question 75

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

Question 76

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

Question 77

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.

Question 78

_____ research aims to clarify ambiguous situations.

Question 79

The second stage of the marketing research process is _____.

Question 80

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