BUAD 302 Exam 1

How does marketing research help?

Data, information, action

In marketing, information reduces ________?

Uncertainty

What is the availability bias?

You pick whats easiest for you

Managers must make decisions to:

practice marketing, implement the marketing concepts and select & execute the the marketing strategy

Many decisions require ____________ and __________ is needed in order to supply that information

additional information, marketing research

__________ is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.

Marketing Research

__________ the "systematic gathering, recording, and analyzing of data with respect to a particular market, where 'market' refers to a specific group in a specific geographic area"

Market Research

True or False: Marketing research is a systematic process

True

A function that links an organization to its market through the gathering of information

Marketing Research

Marketing Research or Market Research: How do women shop?

Marketing Research

Marketing Research or Market Research: How do women at the University of Delaware pick this product?

Market Research

Roles of marketing research?

Descriptive, Diagnostic/ explanatory, predictive

80% of marketing research is _______.

Descriptive

True or False: Marketing Research methods are not diverse

False

True or False: Marketing research methods include both qualitative and quantitative techniques.

True

In the role of marketing research, what is described as descriptive?

Gathering statements and facts

What is the marketing mix?

Product

Place/ Distribution

promotion

price

Why must over time the marketing mix be altered?

Because of changes in the environment in which consumers and business exist, work, compete and make purchasing decisions

Decisions involving Product include:

Development, introduction, branding, positioning

Picturing the relative position of products on tow or more product dimensions important to consumer purchase decisions describes __________.

Perceptual Mapping

Place decisions include:

Location, channels, distribution partners, retailing research, behavioral research and shopper marketing

Focusing on trade areas analysis, store image, perception, in-store traffic patterns and location analysis describes_____________.

Retailing Research

_____________ displays ads at one website based on the user's previous surfing behavior.

Behavioral Targeting

___________ is marketing to consumers based on research of the entire process consumers go through when making a purchase.

Shopper marketing

Promotion decisions include:

Pricing new products, establishing price levels in test marketing, modifying prices for existing products, conjoint analysis

__________________ is used to measure preferences for product features, to learn how changes to price affect demand from products or service, and to forecast the likely acceptance of a product if brought to market.

Conjoint analysis

What analysis helps marketers learn how changes to price affect demand for products?

Conjoint analysis

What is one of the most widely - used quantitative methods in marketing research?

Conjoint analysis

What research focuses on data base development through optical scanning at the point of purchase?

Retailing research

Major focuses of a marketing research project include:

Creating customer profiles and understanding behavioral characteristics

Marketing research is about obtaining quality information for:

making better marketing decisions

What is phase 1 in the information research process?

Determine the research problem

What is phase 2 in the information research process?

Select the appropriate research design

What is phase 3 in the information research process?

Execute the research design

What is phase 4 in the information research process?

Communicate the research results

What are the 3 factors that form loyalty?

Attitudes and satisfaction

Customer behavior

surrounding context

What is an abstract idea or concept formed in a person's mind?

Construct

A ________ is a hypothetical variable made up of a set of component response or behaviors that are thought to be related.

Construct

___________ is an integrative process in which researchers determine what specific data should be collected for solving the defined research problem.

Construct Development

What is the first task to determining what characteristics should be measured to measure the concept?

Construct development

What is the second task in ensuring that the constructs are measured empirically?

Scale Measurement

What are the four basic scale levels in order?

Nominal

Ordinal

interval

ratio

Which scale is identified by labels?

Nominal

Which scale can only showcase their results by mode and frequency table?

Nominal

What is the most basic of the four scale levels?

Nominal

What scale is a scale in which a numerical value (if there is one) merely identifies a level?

Nominal

Which scale do you assign objects/ labels to categories?

Nominal

Which scale has the presence of absolute zero?

Ratio

Which scale can you order objects in terms of having less or more of some quality?

Ordinal

Which scale can you order object sin terms of having less or more of some quality but the distance between two are not meaningful?

Ordinal

Which scale would you use to measure income?

Ratio

Which scale would you use to measure gender?

Nominal

Which scale can you measure the distance between adjacent points?

Interval

Which scale does the distance between rankings measurable but not necessarily equal?

Interval

Which scale is likert scale associated with?

Interval

Which scale would you use to measure temperature?

Interval

Which measurements are known as categorical scales?

Nominal and Ordinal

Which measurements are known as metric scales?

Interval and ratio

If you want to calculate an average, which scale(s) should you use?

Interval or ratio

The likert scale is also referred to as:

assumed interval scale

Why do researchers like using the paired comparison scale?

simulates what someone might pick when they are at a supermarket

The extent to which scales product consistent results if repeated measurements are made (reproducibility) describes:

Reliability

The extent that the scale measures what it intends to measure describes:

Validity

Systematic error refers to

Validity

Random error refers to

reliability

The ability of measurement device to measure a range of different levels refers to

Sensitivity

What is today's temperature: hot or cold? is an example of

Insensitive scale measurement

What is todays temperate? fill in the degrees, is an example of

Sensitive scale measurement

Scale: hair color of students?

Nominal

Scale: Age of students in a classroom

Ratio

Scale: On avg, how many cigs do you smoke in a day? (over one pack, half to one pack or less than half a pack)

Ordinal

Scale: Rankings of tennis players

Ordinal

Scale: Temperatures inside ten fridges

Interval

Scale: What is the level of education for the head of the household? (Some high school, high school graduate, some college, college graduate or higher)

Ordinal

A variable of interest, stated at an abstract level, usually defined as part of a formal statement of a psychological theory

Construct

A bank asks customers to evaluate the drive-thru service as good, average or poor. Which level of measurement is this classification?

Ordinal

If the measure is consistent over multiple occasions, it is said to be_______

Reliable

The accuracy with which the construct is measured.

Validity

The variable "student name" is measured on which scale measurement?

Nominal

A student evaluation of teaching effectiveness for a particular course asks students to respond to their level of agreement with several statements according to the scale 1= strongly agree, 2= agree, 3= neutral, 4= disagree, 5= strongly disagree. What type of scale is this?

Likert

A consumer confidence researcher asks several retailers to report the number of LCD televisions sold during a particular month. These numbers most likely represent what level of measurement?

Ratio

Which scales do you summarize your results with a percentage or frequency distribution?

Nominal or ordinal

Why is the level of measurement scale so important?

The scale affects what may or may not be said about the property being measured

Which kind of scale do midpoints not get labeled?

Semantic differential

Which kind of scale is anchored at each end by bipolar adjectives?

Semantic differential

Which kind of scale measures purchase, shopping or usual intent?

Behavioral intention

Which kind of scale usually doesn't have a neutral option?

Behavioral Intention

Which kind of scale do we usually use as a predictor of purchase or consumption?

Behavioral Intention

Which kind of scale is popular for self- administered surveys?

Likert

Which kind of scale requires a judgment without a reference to another object, person or concept?

Noncomparative

Which kind of scale is a pain chart with smiley faces considered?

Noncomparative

Which kind of scale is a format that requires a judgment comparing one object, person or concept again another on the scale?

Comparative

What is a disadvantage of the Likert Scale?

It is tricky to come up with specific statements

What does a good measurement scale have?

Reliability

Validity

Sensitivity

True or False: Response categories on all scales do not have to be mutually exclusive.

False

___________ attitude is an attitude in which people are not conscious of but which can assessed via the associations people hold in their minds between evaluative words and attitude objectives.

Implicit

___________________ is a reaction time task in which subjects categorize words and attitude objects on the left or right side of the screen

Implicit association test

Which method of assessing reliability use similar questionnaires, then compares the correlations of similar test items?

Equivalent form

Which method of assessing reliability use the same instrument with two different samples or sometimes split the sample into halves?

Internal Consistency

Which method of assessing validity does the scale provide adequate coverage of the topic under study?

Content validity