MKT Research 4620 Exam 2 MC

Pia Albinsson, Exam 2, Marketing Research, Appalchain State

Small groups of people brought together and guided through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem are known as ________.

focus groups

________, or viewing brain activity, may aid marketing researchers to better understand consumers' unconscious emotions.

Neuroimaging

________ involves showing a line drawing of a situation in which one of the characters is making a statement, and asking the participant how the other character in the drawing would respond.

A cartoon or balloon test

Mobile ethnography can ________ a researcher might miss, with respondents viewed as the experts of their own lives.

uncover authentic behavior and feelings

Using a focus group to refresh the marketing team's understanding of what customers really feel or think about a product or service helps ________.

reveal consumer needs, motives, perceptions, and attitudes

A baked goods company asked focus group participants to first privately taste and rate the flavor of the pastry on a number of characteristics and then discuss their reactions with other focus group participants. This is an example of ________.

conducting quantitative and qualitative research simultaneously

Which of the following best describes a research technique used to generate ideas, to learn the respondents' "vocabulary" when relating to a certain type of product, or to gain some insights into basic needs and attitudes?

focus groups

Which of the following describes the type of observational research in which no restriction is placed on what the observer notes and all behavior in the episode under study monitored?

unstructured observational research

________ involve(s) placing a person in a decision-making situation and asks him or her to verbalize everything he or she considers when making a decision.

protocol analysis

What is a key advantage of the emerging field of neuromarketing?

it may offer additional qualitative insights into consumer behavior

________ is(are) a qualitative research technique in which phenomena of interest involving people, objects, and/or activities are systematically observed and documented.

Observational research methods

________is NOT an appropriate condition for the use of an observational study.

Research involving behavior patterns over lengthy time periods

A web camera is placed in a daycare center playground area to observe how small children use the playground equipment. This is an example of ________.

in situ observational research.

________ are some of the main advantages of online communities.

Inexpensiveness and flexibility

When the research objective is to ________, focus groups may be an alternative.

explore or describe rather than predict

The purpose of ________ research is specific and is used when the manager and researcher have agreed on the precise information that is needed.

quantitative

The focus group phase of qualitative research may be used to gain a feel for ________ that will ultimately generate standardized information from a representative sample.

a specific survey

Using a focus group to stay abreast of the words and phrases consumers use when describing products helps marketers understand the consumer's vocabulary and also ________.

gain some insight into basic consumer needs and attitudes

The ________ of focus group participants should be judged against the target market profile to assess to what degree the groups represent the target market.

demographic and buyer behavior characteristics

Which type of qualitative technique uses a sentence completion test where respondents are given incomplete sentences and asked to complete them?

projective techniques

________ is a disadvantage of the mall-intercept survey.

Mall shoppers may not be representative of the target market population

Compared to observation or other qualitative methods, ________ allow the collection of significant amounts of data in a systematic, economical, and efficient manner, and they typically involve large sample sizes.

survey methods

Which of the following is NOT one of the advantages of computer-administered surveys

High qualification rates of respondents

________ is the survey technique generally believed to obtain response quality equal to telephone surveys.

online surveys

Which of the following requires interviewers to "navigate around gatekeepers"?

in-office interviewing

An application for a radio license with the FCC is due in six weeks, and a listenership study of other stations in the area must be conducted. Which would be the preferred method of data collection?

telephone survey

Another variation of the self-administered survey is the drop-off survey, which must be self-explanatory because ________.

the surveys are left with the respondents, who fill them out without assistance

The process of data collection may be shaped or affected by which of the following?

situational factors

________disadvantages include nonrandom samples, potentially overworked respondents, and cost.

panel comapnies’

While person-administered surveys were the industry mainstay, ________ have grown to a dominant position.

computer-assisted and computer-administered survey methods

Which of the following best describes the major advantages of online surveys?

Low cost, speed, and real-time access to data

Which of the following describes the percentage of the population that possesses some characteristic necessary to be included in the research?

incidence rate

Which of the following offers an affordable way for researchers to access low-incidence panel members who have been previously identified?

online panels

________do NOT require the researcher to watch the respondent complete the survey and ensure correct procedures are followed.

in-home interviews

_______ should NOT be a consideration when choosing a survey method?

easiest method for the researcher

Rising nonresponse rates have caused marketing researchers to rethink the use of ________.

traditional data collection methods

Which of the following is characterized by non-responsiveness and self-selection bias?

mail surveys

________ is NOT an advantage of person-administered surveys.

suitability

Sample representativeness, respondent validation, and difficulty in asking probing types of questions are drawbacks of ________.

online interviews

Because of technological advances and a general reluctance worldwide to take part in surveys, ________ have become a viable and popular means of data collection.

panel companies

Researchers should be aware of four "do nots." Which of the following is NOT among the four primary "do nots" to help avoid question bias?

should not exceed 30 characters

Which of the following technique is alternatively known as psychographics?

lifestyle inventory

If the answer is "Yes" to the question, "Did you order a Papa John's Pizza delivery for your family in the past month?" the respondent will be directed to several questions about Papa John's Pizza, but if the answer is "No," these questions will not be asked. This is an example of ________.

skip logic

Question evaluation is a judgment process, but there are four simple guidelines, or "dos," for question wording. Which of the following is NOT one of those guidelines?

easy to analyze

Of the following, which is NOT one of the functions a questionnaire fulfills?

Creates the basis for statistical significance.

Which of the following works well when the marketing researcher is attempting to determine brand, store, or other images?

Semantic differential scale

Which of the following describes a feature of computer-assisted questionnaire design software that provides "standard" questions on constructs that researchers often measure?

Question library

Coding is a straightforward process EXCEPT in which of the following situations?

When there are questions for which there may be multiple responses

________ is the scale in which respondents are asked to indicate their degree of agreement or disagreement on a symmetric agree-disagree scale for each of a series of statements.

The Likert scale

Questions used near the beginning of the survey to get the respondent's interest and demonstrate the ease of responding to the research request are known as ________.

warm-up questions

Questions requiring some degree of mental activity, such as evaluating choices, voicing opinions, recalling past experiences, indicating intentions, or responding to "what if" questions, are placed deeper in the survey are ________.

scaled-response questions

The sequencing of questions or blocks of questions, including any instructions, on the questionnaire pertains to question ________.

flow

Which of the following are physically verifiable characteristics such as age, income, number of bottles purchased, store last visited, and so on?

Objective properties

A statement such as: "Now, I would like to ask you a few questions about your TV viewing habits" is a ________.

transition statement

Questionnaire organization is a critical concern because the questionnaire's arrangement and the ease with which respondents complete the questions have potential to affect ________.

the quality of the information that is gathered

There are five functions that the questionnaire introduction accomplishes. ________ is NOT one of those functions.

The respondent's compensation

Which of the following involves conducting a dry run of the survey on a small, representative set of respondents to reveal questionnaire errors before the survey is launched?

Pre-test

Scale development is the process of designing questions and response formats to measure the ________ of an object.

subjective properties

Which of the following describes the process of scrutinizing the wording of a question to ensure that question bias is minimized and that the question is worded so that respondents understand it and can respond to it with relative ease?

Question evaluation

Which of the following describes rating scales for subjective properties where, for adjacent levels, the distance is normally defined as one scale unit?

Interval scale

The essence of a "known" probability rests in the ________ rather than in knowing the exact size of the population.

sampling method

________ sampling is the sampling method in which the size of the sample portions is determined by the researcher's belief about the relative size of each class of respondent in the population.

Quota

When a researcher uses ________ sampling, sample frame error occurs in the form of members of the population who are infrequent users or nonusers of that location.

convenience

________ involves inspecting some relevant characteristics of the sample (such as distribution of males and females, age ranges, etc.) to judge how well it matches the known distribution of these characteristics in the population.

Validating the sample

There are three types of online sampling methods. Of the following, which is NOT a type of online sampling method?

Blue ocean samples

________ use(s) purposive sampling rather than probability sampling.

Focus groups

With nonprobability methods, there is no way to determine the probability even if the population size is known because the ________.

selection technique is subjective

The greatest danger in cluster sampling is cluster specification error that occurs when the clusters are ________.

Not homogeneous

When is cluster sampling desirable?

When similar clusters can be easily identified

________ sampling is used as a means of ensuring that convenience samples will have the desired proportion of different respondent classes.

quota

Which of the following is much more efficient (uses less effort) than simple random sampling?

Systematic sampling

Using computer-generated numbers is a tractable and more sophisticated application of ________.

simple random sampling

________ is an appealing sampling method simply because it embodies the requirements necessary to obtain a probability sample.

Simple random sampling

________ sampling is the sampling method that is not based on chance or randomness but based on an inherently biased selection process.

Nonprobability

The flipping of a coin to decide heads or tails, lottery numbers selected by numbered balls, a roulette wheel in a casino, and a hand dealt in a poker game are examples of what type of random sampling?

Random device method

A definite sequence of steps which the researcher goes through to draw and ultimately arrive at the final sample describes a ________.

sample plan

A stratified sample may require the calculation of which of the following to achieve accuracy?

A weighted mean

Which of the following are appropriate when researchers have a detailed demographic profile of the population on which to base the sample?

Quota samples

Of the following, which is NOT true of nonprobability samples?

Can compute the chances of any one population member being selected into the sample

What type of nonprobability sample would be used when a researcher uses his or her judgment or that of some other knowledgeable person to identify who will be in the sample?

Purposive sampling

The control of unintentional respondent error takes various forms including all of the following EXCEPT ________.

careful selection of respondents

Determining the presence of "bad" respondents and to throw out the ones with severe problems is the purpose of ________.

raw data inspection

________ is one of the most important ways to control a wide variety of nonsampling errors on the part of both interviewers and respondents during the data collection stage of the marketing research process.

Stressing the importance of good questionnaire design in reducing these errors

________ is defined as the ratio of the number of completed interviews to the number of eligible units in the sample.

Response rate

Which of the following is the operation in which the identification of code values is associated with the possible responses for each question on the questionnaire?

data coding

Which of the following describes the type of interviewer error when the interviewer intentionally misrepresents the responding?

interviewing cheating

A data code book identifies all of the following EXCEPT ________.

the software analytic methodology

Which of the following is NOT one of the several types of potential nonresponse errors?

late completion

Most problems encountered with online surveys can usually be prevented by ________.

selecting options or requirements in the online questionnaire program

________ is NOT one of the options in addressing data quality issues.

Leaving the respondent's data row but correcting the answers

________ occurs when a fieldworker believes he or she knows how to administer a survey but instead does it incorrectly.

Interviewer misunderstanding

Skyrocketing nonresponse rates and the popularity of online surveys have prompted a number of firms to use ________.

Panel companies

The purpose of raw data inspection and analysis is to determine the presence of "bad" respondents and to throw out the ones with severe problems.

True

Which of the following is NOT one of the three types of unintentional interviewer errors?

Offering answers

Panel companies claim to provide representative samples of ________, including citizens of foreign countries.

diverse populations

The advantage of a code book that describes the data file is that any ________ can work on the dataset.

analyst

Which of the following represents errors made by both fieldworkers and respondents?

Intentional and unintentional errors

Researchers look for "break-offs" or ________ when inspecting raw data.

incomplete responses

________ includes all errors in a survey EXCEPT those attributable to the sample plan and sample size.

Nonsampling error

Factors such as people who are busy or have no interest in the survey, who are turned off by the interviewer's voice or approach, or who feel a topic may be overly sensitive result in ________.

respondent refusals to participate