MKTG Research Final

Which of the following is Marketing Research used for?

 

A. To create the P & L for a product 

C. To generate, refine, and evaluate marketing actions

F. A, B and C

E. B, C and D

D. To monitor marketing performance

B. To identify and define marketing problems

E, B, C and D

Match the following terms with their definitions

Terms:

• Information

• Data

• Insights

• Implications

Definitions:

• raw facts

• what you learn

• organized facts

• what you should do

organized facts

raw facts

what you learn

what you should do

What is the main function that marketing research should support?

A. In store signage 

B. The sales strategy 

C. The advertising campaign

D. The marketing plan

The marketing plan

Which of these are the three main types of research design?  Select three answers.

• Secondary

• Descriptive

• Syndicated

• Causal

• Exploratory

Descriptive, Causal, Exploratory

Of the following things that came out of the Dairy Pure milk study, which is an insight and which is an implication?

1. Consumers preferred two milk labels because they communicate the idea of a local dairy.         

2. Communicating local is key, because it insinuates many other important attributes, including pure, clean, taste and quality.

3.  We should go as far as we can on communicating local, whether it’s the location of the dairy, how many miles the milk travels, making the dairy name prominent, etc.

1. Insight

2. Insight

3. Implication

The distinction between primary and secondary data is defined by

• The type of data collected

• Whether or not it was collected specifically for the research project

• The method of collection

Whether or not it was collected specifically for the research project

Where are you in the marketing research process when you are editing and coding the data?

• Problem Discovery and Definition

• Planning the Research Design

• Data Processing and Analytics

• Sampling

Data Processing and Analytics

What type of research design is good for the innovation function in marketing?

• Exploratory

• Descriptive

• Quantitative

• Causal

Exploratory

Dairy Pure is putting their new milk label in a test market in Nashville to make sure consumers can find the brand with the new label.  They are conducting which type of research:

• Secondary

• Descriptive

• Syndicated

• Exploratory

• Causal

Causal

A causal research design is typically concerned with:

E. A and D

B. The discovery of ideas and insights

A. The frequency with which something occurs

D. Predicting what will happen in the real world

C. Identifying the best positioning

Predicting what will happen in the real world

What are the different ways marketing researchers can frame up a research problem?  (Select all of the correct answers) 

• Certainty or Ambiguity

• Obvious and Not-so-Obvious

• Product Life Cycle or Performance Related

• Exploratory, Descriptive and Causal

• Market Opportunity or Market Problem

Certainty or Ambiguity, Obvious and Not-so-Obvious, Market Opportunity or Market Problem

You're conducting research for a specific brand, to answer a specific research question they have.  What type of research is this?

• Basic

• Exploratory

• Descriptive

• Applied

Applied

Which of the following are examples of secondary data (as contrasted with primary data)?

C. Results of a survey used to evaluate advertisement effectiveness for a new product.

B. Consumer attitudes as measured by an attitude questionnaire designed and used by a researcher investigating a model of consumer behavior.

A. Housing data (tenure, race of occupants, year built, etc.) as reported in the Journal of Marketing and later used by a researcher working on a project for a construction company.

Consumer attitudes as measured by an attitude questionnaire designed and used by a researcher investigating a model of consumer behavior.

Marketing Research is a link between 

• Data and the marketing department

• The consumer and data

• The consumer and marketer

• The consumer and the researcher

The consumer and marketer

Where are you in the marketing research process when you are deciding whether to do a survey or experiment?

• Data Process and Analysis

• Planning the Research Design

• Problem Discovery and Definition

• Sampling

Planning the Research Design

You typically make the decision of what type of research to do, based on

b and d

b) How much analysis you need to do on the back-end

c) How accessible your target audience is

a and d

a) The risk vs reward of either doing research or not doing research

d) Where your product is, in the product life cycle

a, b and d

a and d

You’re presenting the results of your survey/research project, and your presentation includes the data tables, great looking charts, and that’s all.  What are you leaving out for your audience?

______

Insights and Implications

What is the #1 hot topic, or key trend impacting Marketing Research today?

______

AI

Categorize the following as either a marketing objective or a research question

• How can DART optimize the marketing budget against the Corporate Commuter?        

• What share of total ridership do DART rail riders represent?

• What makes you choose Uber over taking the train or bus?

• What first comes to mind when you think of the DART brand?

• marketing objective

• marketing objective

• research question

• research question

1) Name the three types of research design, 2) give an example of a type of research study for each and 3) say what each type is best for?

1) Exploratory - example: focus group - best for innovation, news

2) Descriptive - example: online survey - best for awareness

3) Causal - example: test market - best for predicting

Which of these is NOT part of a research proposal?

• Recommended approach, or methodology

• The research objective

• Participant qualifications

• The research questions

• Insights and Implications

Insights and Implications

According to the Yale professor, which of the following are important skills for moderators to have?  (Select all that apply)

• A strong interviewing technique

• Respect for the participants

• Ability to express their opinion

• Empathy

• A strong interviewing technique

• Respect for the participants

What are the 5 key areas of insights that make up foundational insights for a brand?

1. Product

2. Brand

3. Consumer Segmentation

4. Positioning and Communication

5. Competitive Landscape

What type of research design does qualitative research fall under?

• Exploratory

• Open Ended

• Descriptive

• Causal

Exploratory

Which of the following is Marketing Research used for? (Select all that apply)

• To identify and define marketing problems

•  To generate, refine, and evaluate marketing actions

• To create the P & L for a product 

• To monitor marketing performance

• To identify and define marketing problems

•  To generate, refine, and evaluate marketing actions

• To monitor marketing performance

Exploratory Research Design is to qualitative studies, in the same way that

• Primary research is to quantitative studies

• Descriptive research design is to test markets

• Descriptive research design is to quantitative studies

• Causal research design is to longitudinal tests

Descriptive research design is to quantitative studies

In the Ellen Isaacs TED talk on ethnography, what type of machine were they observing people using?

________

Copy machine

Which of the following is NOT an example of usage data?

• How often a brand or product is used

• Which daypart occasions a restaurant is visited

• How much they know about the product

• How loyal a consumer is to the brand

How much they know about the product

Which of these is NOT an advantage of focus groups?

• Easy to get a representative sample of people

• Great for laddering, getting at core values and context (the why)

• Clients/teams get to watch and participate – feel ownership of the research

• Great for innovation, identifying new occasions and unmet needs Easy to get a representative sample of people

• Can be fast, depending on the subject matter

Easy to get a representative sample of people

What type of qualitative method is best if you need to have people from all over the country in your study, but you hate traveling?

• Ethnographic groups

• Focus groups

• Individual interviews

• Online panels

Online panels

You are the research manager at Frito-Lay and have to plan the research budget for the year.  Which of these new product introductions will require the most rigorous research?

• A new form of Doritos that's more like a cracker

• A new flavor of Lay’s potato chips

• A new recipe for Tostitos Restaurant Style salsa

• A co-branded Cheetos and Louisiana Hot Sauce flavor

A new form of Doritos that's more like a cracker

The first task in the research process is to

• Specify research objectives and confirm the information value

• Develop the sampling plan and sample size

• Determine measurement issues and scales

• Determine the research design and data sources

• Identify and clarify information needs

Identify and clarify information needs

Which of the following are examples of secondary data (as contrasted with primary data)?

• Consumer attitudes as measured by an attitude questionnaire designed and used by a researcher investigating a model of consumer behavior.

• Results of a survey used to evaluate advertisement effectiveness for a new product.

• Housing data (tenure, race of occupants, year built, etc.) as reported in the Journal of Marketing and later used by a researcher working on a project for a construction company.

Housing data (tenure, race of occupants, year built, etc.) as reported in the Journal of Marketing and later used by a researcher working on a project for a construction company.

Samsung needs to invent their next phone, including what types of features it should have and how the shape might change.  They should do which type of research as part of their study:

• Descriptive

• Causal

• Exploratory

• Secondary

Exploratory

Match these types of marketing research studies with what part of the marketing mix they would support

Terms:

• A shopper marketing study

• A brand extension or repositioning study

• A full-scale test market

• An A/B test for your digital ad campaign

Marketing Mix:

• product

• price

• place

• promotion

• place

• product

• product

• promotion

If we were measuring customers’ age, income, gender, education, occupation, marital status, etc., we would be measuring:

• Awareness/Knowledge

• Usage

• Intentions

• Attitudes

• Demographics

• Personality/lifestyle

• Motivations

Demographics

Which of these make focus groups better?

• Give Lobby surveys

• Have people give their individual opinions first, before discussion

• Give homework assignments

• All of the above

• Screen people out who might have had a bad experience with the brand

All of the above

If we were measuring anticipated or planned future behavior, we would be measuring:

• Motivations

• Usage

• Personality/lifestyle

• Demographics

• Attitudes

• Awareness

• Intentions

Intentions

Which of the following is NOT an example of behavior data?

• Which home good stores a consumer shops

• How much a consumer spent at fast food restaurants in a week

• Why a consumer chooses to eat at one restaurant vs another

• How many consumers bought milk in Kroger this week

Why a consumer chooses to eat at one restaurant vs another

In a new concept test, when we ask a respondent how likely they are to buy something, we are measuring -

• Personality/lifestyle

• Usage

• Intentions

• Attitudes

Intentions

Usage occasion + motivation =

Need State

A person’s lifestyle + their core values influences which behavior the most

• Demographics

• Awareness

• Motivations

• Personality/lifestyle

• Intentions

• Attitudes

• Usage

Motivations

Which of the following is NOT an example of the communication method of obtaining primary data?

• Recording the amount of time a shopper stops in front of a point-of-purchase display

• Administering a questionnaire to shoppers in a supermarket

• Using a tape recorder to ask and gather shopper impressions of a new store layout design

• Asking shoppers which brand they noticed first in a shelf display

Recording the amount of time a shopper stops in front of a point-of-purchase display

Which situation is LEAST conducive for qualitative research?

• when needing conclusive evidence to be drawn from data

• when learning how consumers use a product in natural settings

• when developing difficult but actionable decision statements

• when needing a fresh approach to studying some problem

when needing conclusive evidence to be drawn from data

Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called ____.

• extensive marketing research

• quantitative marketing research

• grounded marketing research

• qualitative marketing research

quantitative marketing research

Which of these is an example of a macrotrend?

• People increasingly want glass or recyclable cardboard containers for everything

• More pet owners are switching to "real food" vs dry food

• Popularity of athleisure clothing from different brands

• Coffee drinkers are increasingly wanting flavored coffees over unflavored

People increasingly want glass or recyclable cardboard containers for everything

Qualitative research ____.

• yields objective data

• typically has a large number of participants

• has an unstructured approach to data collection

• tests specific research hypotheses

has an unstructured approach to data collection

Marketing research done regularly that tracks consumer perceptions of your brand, and so allows you to monitor your strategy is called - 

• Primary research

• Competitive tracking

• Brand tracking

• Foundational research

Brand tracking

Which of the following is driving the trends in Marketing Research?

• Consumer opinions

• Social media

• Culture

• Technology

Technology

Where are you in the marketing research process when you are editing and coding the data?

• Sampling

• Data Processing and Analytics

• Problem Discovery and Definition

• Planning the Research Design

Data Processing and Analytics

According to the Yale professor on focus groups, which combination of people should you avoid having in the same group, specifically because it might inhibit free exchange?

• Women and men

• People from different countries

• Urban vs suburban residents

• Nurses and assistant nurses

Women and men

Qualitative research is different from Quantitative research because of "Researcher Independence".  Explain and give examples of how the researcher is involved or uninvolved in both qualitative and quantitative research. 

• The researcher is involved in qualitative research because of researcher indepenedence meaning it is up to their discretion to interpret the data at hand.

• Since each person/researcher is different, people often times could draw different insights from qualitative research which is why it is good to have more than on researcher looking at a specific source to make sure their are synergies.

• Researchers do not really have this level of independence qith quantitative research because it is focused around data and numbers specifically. Interpreting numbers is across the board so there isn't as much room for opinion when it comes to data, because the numbers never lie.

  • For example, if a researcher finds that there was a 30% increase in probiotic soda users in a year then no matter what, every researcher that would look at that would agree that there has been an increase in probiotic sodas.

What two types of research do shop alongs and in-home interviews combine?

Observation and communication

Focus Groups are done as pre-work to a large foundational studybecause they are useful for -

• Revealing how people talk about an issue

• Characterizing cultural and social norms

• Exploring potentially sensitive topics

• Sharing and comparing

Revealing how people talk about an issue

What type of qualitative methods is best if you want to see how your tortilla brand is used at the dinner table, during a family dinner, and talk to the different family members about it?

• Shop alongs

• Online panels

• In-home interviews

• Focus groups

In-home interviews

In the context of marketing research, the iceberg principle states that

• 80 percent of the marketing research budget of a company is typically spent on solving 20 percent of the problems facing the company.

• A researcher must determine the types of data that will best answer each research question before redefining a problem into research questions.

• The decision maker sees the obvious measurable symptoms in while the researcher is exploring the real business / decision problems,

• Data become knowledge when someone, either a researcher or a decision maker, interprets the data and attaches meaning.

The decision maker sees the obvious measurable symptoms in while the researcher is exploring the real business / decision problems,

When thinking of when to use a Likert scale vs a summated, or rating scale, it's helpful to think about whether you're measuring ____ vs ______.

• feelings, opinions

• performance, attitudes

• attitudes, performance

• attitudes, behavior

attitudes, performance

Vocabulary test – match each of these definitions with the correct answer

Terms:

• Interval scales that include endpoints that are opposties

• A ratio scale that asks the respondent to allocate points among different measures

Definitions:

• Allocation scale

• Sematic differential

• Sematic differential

• Allocation scale

Match these four scales of measurement with the types of averages that can be calculated

Terms:

• Ratio

• Ordinal

• Nominal

• Interval

Definition:

• Geometric & harmonic means, mean, median, mode

• mode

• mean, median, AND mode

• Median and Mode

• Geometric & harmonic means, mean, median, mode

• Median and Mode

• Mode

• Mean, median, AND mode

The following is a Yes/No question about Cover Girl mascara. 

 

Did you purchase Cover Girl mascara? 1=Yes, 2=No

 

This is an example of the use of a ____

• Ordinal scale

• Nominal scale

• Ratio scale

• Interval scale

Nominal scale

What signifies a nominal scale?

c) The assigned numbers legitimately allow the comparison of the size of the differences among and between numbers

b) Numbers are assigned to data on the basis of some order

d) The zero is an absolute and therefore allows the comparison of absolute magnitudes of the numbers

a) You are classifying respondents into different groups

a) You are classifying respondents into different groups

Which of these is an example of a Likert scale?

a) Mark an X closest to either “Nature Nates is Inexpensive or “Nature Nates is Expensive”

b) How likely are you to purchase Nate’s Natures Honey in the next month? 1 – 5 where 1 = extremely unlikely and 5 = extremely likely

c) Yes – I’ll purchase Nature Nates next month, or No – I won’t purchase Nature Nates next month

b) How likely are you to purchase Nate’s Natures Honey in the next month? 1 – 5 where 1 = extremely unlikely and 5 = extremely likely

A more formal term for a survey emphasizing that respondents’ opinions presumably represent a sample of the larger target population’s opinion is called a ___________

Sample survey

Which of these scales should you use if you want to calculate the average ratings for each of the brands?

• Interval

• Ordinal

• Nominal

• Sequential

Interval

Which of these scales should you use if you want to force a choice of which brands are the preferred choice over the others?

• Nominal

• Ordinal

• Interval

• Ratio

Ordinal

According to the Qualtrics artilcle, which of these is a potential limitation of Likert scales?

• They contain opposite end points

• They don't use numbers

• They don't force specific responses

• Previous questions can influence responses

Previous questions can influence responses

You’re creating a question to measure people’s attitudes about Buffalo Wild Wings Asian Zing sauce, and you predict that the respondents’ opinions may vary pretty widely on how much they like or dislike that sauce flavor. Which scale can you use?

• Give the sauce a score between zero and 5

• Yes or No, on whether or not you like Asian Zing sauce

• A scale of 1-10, where 1 = Extremely dislike and 10 = Extremely like

• A scale of 1-5, where 1 = Extremely dislike and 5 = Extremely like

A scale of 1-10, where 1 = Extremely dislike and 10 = Extremely like

According to Qualtrics, online surveys allow you to see "results on tap", meaning - 

• Data is easier to analyze

• You see real-time analysis

• Reports are automatic

• You get more responses, faster

You see real-time analysis

The following is a question about attitudes towards brands of mascara. 

 

What is your feeling toward each of the following mascara brands (1=Negative, 5=Positive)?

   Clinique                                 1                2                3                4                5

   Cover Girl                            1                2                3                4                5

   Estee Lauder                      1                2                3                4                5

   Maybelline                          1                2                3                4                5

 

This is an example of the use of a ____

• Nominal scale

• Interval scale

• Ratio scale

• Ordinal scale

Interval scale

What classifies an interval type of question?

a) You are classifying respondents into different groups

b) Numbers are assigned to data on the basis of some order

c) The assigned numbers legitimately allow the comparison of the size of the differences among and between numbers

d) The zero is an absolute and therefore allows the comparison of absolute magnitudes of the numbers

The assigned numbers legitimately allow the comparison of the size of the differences among and between numbers

From the Qualtrics article on What is a Survey, what is the first step in good research design?

• Write a questionnaire

• Identify your target audience

• Define your sample size

• Defining your research goals and questions

Defining your research goals and questions

You're creating a survey for Lululemon, and you want to make sure that no one from a competing company participates in the survey.  What type of question to you need to include?

• Brands used screener

• Employment screener

• Security screener

• Articulation screener

 

Security screener

What type of scale is the following?

 

What was your annual gross income (before taxes) last year?     $_____.

• Interval scale

• Nominal scale

• Ratio scale

• Ordinal scale

Ratio scale

When you are creating questions that help you include or exclude respondents, based on whether they fit within your participant qualifications, what type of questions are these?

• Discreet choice questions

• Multiple choice questions

• Screener questions

• Terminating questions

Screener questions

A researcher wants to get an overall measure of restaurant enthusiasm for respondents, so they create 3 questions that measure - 

-frequency of visiting restaurants

-variety of different restaurants visited

-amount spent eating out

 

They're creating what?

• A composite measure

• A construct

• An index

• A conglomerate measure

A construct

People who provide answers to survey questions are called ____.

• clients

• researchers

• respondents

• users

respondents

The written out form of your survey questions is called a

• question bank

• draft survey

• questionnaire

• pre-survey

questionnaire

The orderly arrangement of data in a summary format showing the number of responses to each response category is called ____.

• frequency distribution

• charts

• tabulation

• histogram

tabulation

Counting the number of responses to questions in a survey by hand is called ____.

• coding

• scoring

• tallying

• cross-checking

tallying

If you asked a "yes/no question" in your survey, will you be able to produce a frequency distribution with a mean and standard deviation as part of your report?

• Yes

• It depends

•  No

No

If you asked a ranking question in your survey, such as "rank the following brands from your favorite to least favorite", will you be able to produce a frequency distribution with a mean and standard deviation as part of your report?

• It depends

• No

• Yes

No

Which of these statements about Descriptive Analysis is relevant when you're thinking about what kinds of charts you can produce with your data?

• Averages, medians, modes, variance, range and standard deviation typify descriptive statistics 

• The level of scale measurement influences the choice of descriptive statistics

• Sample descriptive statistics are used to make inferences about characteristics of the entire population of interest

The level of scale measurement influences the choice of descriptive statistics

When you’re ordering your survey questions to create the optimal flow, which of the following represents the best order of topics?

• Attributes that are  important followed by brand perceptions

• Future intentions followed by attribute importance

• New concepts followed by attributes that are important

• Attitudes followed by broad category usage

Attributes that are  important followed by brand perceptions

According to SAGO, what is the maximum length your survey should be to optimize respondent engagement?

• 25 minutes

• 20 minutes

• 15 minutes

• 10 minutes

20 minutes

According to SAGO, what are some best practices around using open-ended questions in a survey? SELECT ALL THAT APPLY

• Ask questions such as "Describe what features you like about this product"

• Ask questions such as "How do you feel about this product?"

• Make them the first question

• Make them the last question

• Limit to a maximum of 2-3

• Ask questions such as "Describe what features you like about this product"

• Make them the first question

• Limit to a maximum of 2-3

Which of these is NOT a best practice for focus groups with kids?

• Recruit kids the same age

• Screen the parents first

• Ask for their communication preferences

• Recruit kids within 2 years of each other

Recruit kids within 2 years of each other

You run a frequency distribution on your data and it shows that the answers were extremely polarizing. What kind of distribution is this?

• median split

• top and bottom box

• unimodal

• bimodal

bimodal

A combined frequency table displaying one variable in rows and another in columns is called a______

• double-tab

• table of means

• cross-tab

• stats tested table

cross-tab

Inferential statistics allow inferences about _____

• just the respondents in the survey

• a whole population from a sample

• just the sample population

• a whole population

a whole population from a sample

What is wrong with the following question - 

“How satisfied were you with the price and quality of service that you received?”

• It's double-barreled

• It's pejorative

• It's too long

• The scale is missing

It's double-barreled

What type of question is the following?

 

Name all of the brands of potato chips you can think of

 

• aided recall

• unaided recall

• brand reputation

• brand recognition

unaided recall

Why do we use articulation screening questions for online discussion boards?

• to assess a respondents opinion bias

• to assess a respondent’s proficiency in conveying ideas in writing

• to evaluating a respondent’s verbal articulation skills

• to assess a respondents willingness to participate

 

to assess a respondent’s proficiency in conveying ideas in writing

The portion of respondents who choose the most favorable response toward a company is represented by _____

• the top ranking

• the top box score

• the highest average

• he median

the top box score

A key benefit in producing a frequency distribution is to ______

find outliers

What is a survey?

a survey is a method of gathering information from a sample of people, traditionally with the intention of generalizing the results to a larger population.

What is a sample survey?

a more formal term for a survey emphasizing that respondents’ opinions presumably represent a sample of the larger target population’s opinion

What are the 7 steps in developing a questionnaire?

1. develop screener questions

2. outline the flow of your survey using your research questions

3. determine content of individual questions

4. determine form of response needed to each question

5. determine wording of each question

6. develop your invite message or script

7. pretest questionnaire and revise if necessary

What are participant qualifications?

• A list of parameters that define who you want to have in your study.

• They can include demographics, brand or category usage, geography and more.

What is an articulation screener question?

• used in recruiting for focus groups or other types of qualitative studies.

• They help ensure that your participants are willing to participate with articulate and creative discussion.

  • ex: If you were given a million dollars to write a book what would you write about and why would you write about that particular subject?