marketing research final

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A data gathering technique that is comprised of samples of respondents whose television viewing behavior is automatically recorded by electronic devices is referred to as \________

media panels

According to the text, \________ are data routinely collected by supermarkets and other outlets with electronic checkouts.

volume-tracking data

According to the text, \________ are used primarily because of their lower cost compared to random sampling.

panel surveys

According to the text, a basic rule of research is to " \________."

examine secondary data first

According to the text, \________ are the primary means of obtaining information about consumers' motives, attitudes, and preferences.

surveys

According to the text, surveys are used primarily for all of the following purposes EXCEPT:

in-depth interviews

All of the following are typical sources of internal secondary data EXCEPT:

focus groups

Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients are called \________.

syndicated services/sources

Compared to the collection cost of primary data, secondary data is \________.

less expensive

For which of the following types of syndicated services do electronic devices automatically record behavior that supplement a diary?

media panels

Household purchases are recorded through electronic scanners in supermarkets for which of the following syndicated services?

scanner volume-tracking data

Information gathered from social media is used to \________.

all of them such as (understand the market, answer clients' concerns, connect to consumers and potential participants, and conduct online research)

Psychographics refers to \________.

quantified psychological profiles of individuals

Published external sources may be broadly classified as \________.

syndicated data and business/non-government data or government data

Which of the following describes information services offered by marketing research organizations that provide information from a common database to firms that subscribe to the service?

syndicated services

A focus group typically consists of how many participants?

eight to twelve

A projective technique in which respondents are asked to play the role or assume the behavior of someone else is called \________.

role playing

\________ is one type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious given the nature of the interview.

a direct approach

\________ is an unstructured, exploratory research methodology based on small samples, which provides insights and understanding of the problem setting.

qualitative research

\________ is an interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner.

a focus group

\________ is a research methodology that seeks to quantify the data and, typically, applies some form of statistical analysis.

Quantitative

\________ are unstructured, direct, personal interviews in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations, beliefs, attitudes, and feelings on a topic.

depth interviews

Which of the following types of research seeks conclusive evidence, which is based on large, representative samples and typically applies some form of statistical analysis?

quantitative research

Which of the following statements is NOT an advantage of online focus groups?

Only people that have and know how to use a computer can participate.

Whenever a new marketing research problem is addressed, \________ research must be preceded by appropriate \________ research.

quantitative; qualitative

Which of the following describes the projective technique in which respondents are provided with part of a story and required to give the conclusion in their own words?

story completion

Which of the following describes the projective technique in which the respondent is presented with a stimulus and asked to respond with the first thing that comes to mind?

association technique

A projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them is called \________.

sentence completion

According to the text, the typical duration of a focus group is \________.

one to three hours

Cartoon characters are shown n a specific situation related to the problem in which of the following projective techniques?

cartoon tests

In which of the following projective techniques is the respondent presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation?

expressive technique

In which of the following projective techniques is the respondent presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation?

third-person technique

Qualitative research procedures are classified as either \________ or \________.

direct; indirect

A projective technique in which respondents are presented with a list of words, one at a time, is called \________.

word association

An unstructured and indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern is called the \________.

projective technique

\________ is the extent to which a cause, X, and an effect, Y, occur together or vary together in the way predicted by the hypothesis under consideration.

Concomitant variation

\________ variables are variables that are manipulated by the researcher and whose effects are measured and compared.

Independent

\________ takes place when the occurrence of X increases the probability of the occurrence of Y.

Causality

\________ refers to whether the manipulation of the independent variables or treatments actually caused the observed effects on the dependent variables.

Internal validity

\________ refers to whether the cause-and-effect relationships found in the experiment remain the same when replicated in a larger population.

External validity

\________ refers to an extraneous variable attributable to the improper assignment of test units to treatment conditions.

Selection bias

\________ refers to an extraneous variable attributable to changes in the test units themselves that occur with the passage of time.

Maturation

\________ are distinguished by the fact that the researcher can randomly assign test units to experimental groups and also randomly assign treatments to experimental groups.

True experimental designs

Which of the following refers to the improper assignment of test units to treatment conditions?

selection bias

Which of the conditions must be satisfied in order to justify the inference of a causal relationship between two variables?

i. Concomitant variation

ii. Time order of occurrence of variables

iii. Absence of other possible causal factors

iv. Sterile measurement environment

(i), (ii) and (iii)

According to the text, a(n) \________ is the group exposed to the manipulated independent variable.

experimental group

According to the text, experiments can be described in terms of all of the following EXCEPT:

interdependent variables.

An effect in which a prior measurement affects the test unit's response to the independent variable is called \________.

interactive testing effect

Designs that apply part of the procedures of true experimentation, while lacking full experimental control are called \________.

quasi-experimental designs

Individuals, organizations, or other entities whose responses to independent variables or treatments are being studied are called \________.

test units

The process of manipulating one or more independent variables and measuring their effect on one or more dependent variables while controlling for the extraneous variables is called a(n) \________.

experiment

Variables that measure the effect of the independent variables on the test units are called \________.

dependent variables

Variables, other than the independent variables that influence the response of the test units are called \________.

extraneous variables

A \________ involves measurement of behavior, attitudes, or perceptions in the environment in which they occur.

field environment

A \________ is an artificial setting for experimentation in which the researcher constructs the desired conditions.

laboratory environment

The generation of a continuum upon which measured objects are located is called \________.

scaling

Paired comparison scaling is useful when the number of brands under consideration is limited to no more than \________.

five

Common examples of ordinal scales include all of the following EXCEPT:

social security numbers.

A(n) \________ is the highest level of measurement and allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences.

ratio scale

A(n) \________ is one of two types of scaling techniques in which each stimulus object is scaled independently of the others.

noncomparative scale

A(n) \________ is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.

interval scale

A scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one-to-one correspondence between the numbers and the objects is called a(n) \________.

nominal scale

A comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion is called \________.

rank order scaling

A comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion is called \________.

paired comparison scaling

A \________ is one of the two types of scaling techniques in which there is direct comparison of stimulus objects with one another.

comparative scale