MKTG 379 Exam (copy)

Chapter 8: Sampling Techniques

Q: Results from a sample are called __.
A: A statistic

Q: _____ is expressed as a percent range indicating how much a statistic can fluctuate in the true population.
A: Margin of error

Q: _____ indicates how probable it is that if a study were replicated the same results would be found.
A: Confidence level

Q: True or False: In market research, it is always best to collect the highest sample size possible regardless of cost or timing.
A: False

Q: What is the lowest sample size that meets industry standards at a 95% confidence level?
A: Sample size=500; margin of error=4.4%

Q: Which type of sampling uses random selection to assure members of a population have an equal chance of being chosen?
A: Probability sampling

Q: What is the sampling technique where the sample is split into mutually exclusive groups before simple random sampling is used?
A: Stratified random sampling

Q: Which technique gathers samples in predefined groups (cells)?
A: Quota sampling

Q: Which sample source involves potential respondents opting in to participate in future research?
A: Research panels

Q: True or False: A screening question is used to qualify potential respondents to take part in a study.
A: True

Q: Which margin of error is better than the typical market research standard?
A: +/- 4.4%

Q: The following are inputs needed to determine sample size, except ___.
A: The amount of available respondents

Q: A high CPI or CPS usually indicates ___.
A: A harder to reach target market population

Q: True or False: There is a point of diminishing returns with large sample sizes and gains in confidence/margin of error.
A: True

Q: What is the best definition of a target market population for a new product?
A: An estimate of those who may be interested in purchasing the product

Q: True or False: A confidence level set at 99% means the population result would waver 1%.
A: False

Q: True or False: A margin of error set at 2% means the population result could vary 2% in either direction.
A: True

Q: What is the market research standard for confidence level and margin of error?
A: 95% confidence level and +/- 5% margin of error

Q: True or False: The sample size matters more than accurate representation of the population.
A: False

Q: In research reports, the target market population is denoted by , and the sample by .
A: N; n

census: study that includes every member of a population

confidence level: indicator of how confident researchers can be that if a study were replicated the same results would be returned

convenience sampling: technique where the sample is derived from those the researcher has the easiest access to

CPI/CPS: cost per interview / cost per survey

expert sampling: sample regarding a certain topic and derived from available experts in the field

incidence rate: the percentage of those in the population who possess the characteristics that make them eligible for a research study

margin of error: indicator expressed as a percent range that estimates how much a statistic can fluctuate when using it to describe the true population; also called confidence interval or sample error

non-probability sampling: sampling techniques that do not rely on random sampling of the target population but rather upon the researcher’s subjective judgment about how the sample should be structured—or upon access to the sample

parameter: data resulting from a study gathered from a census

probability sampling: sampling methods that use random selection to assure members of a population have equal probabilities of being chosen

professional respondents: those who routinely take part in research studies in part due to the incentives that can be earned

quota sampling: involves gathering sample in proportional relation to predefined groups (cells) in the target population

research panels: collected group of potential respondents who opt in to participate in future research studies

sample: subset of a population; can also refer to a list of potential respondents

simple random sampling: completely random method of selecting subjects

snowball sampling: research participants themselves suggest other members to participate in the study

statistic: data resulting from a study gathered from a sample

strata: mutually exclusive groups proportionate to the population; used within stratified random sampling technique

stratified random sampling: sampling technique where subjects are split into mutually exclusive groups (called strata) before simple random sampling is employed

systematic sampling: sampling method where researchers choose every “nth” record on a list

target market population: for sampling purposes, refers to the estimate of the total number of consumers who may be interested in or qualify for a product or service; also referred to as simply the population or target population

Chapter 7: Quantitative Primary Research Application

Q: For a brand perception survey, is it important to divulge the company sponsoring the survey?
A: False

Q: Which type of survey typically gathers ratings on all the touchpoints respondents encounter?
A: Customer satisfaction surveys

Q: Best practice immediately after reviewing an ad concept in a survey
A: Ask how clear the message is

Q: A/B testing is a type of experiment used in digital advertising to test ad variations.
A: True

Q: Which test requires extended time and natural environments for product testing?
A: Home use test

Q: What kind of research helps assess consumer awareness, familiarity, and key brand attributes?
A: Brand perception research

Q: Statistical analysis used to understand how customers value combinations of features/price
A: Conjoint

Q: Pre-test or small sample of the target market
A: Field test

Q: NPS stands for __ in customer satisfaction research.
A: Net Promoter Score

Q: Owned brand attribute is a key brand attribute well known and respected
A: True

Q: Term for when an instrument measures what it's supposed to
A: Validity

Q: Studies about optimal features, pricing, and market entry acceptance
A: NPD (New Product Development) studies

Q: Aided awareness vs. unaided awareness in brand perception
A: True

Q: Asking if survey questions were uncomfortable is part of __
A: Pretesting survey instruments

Q: True or False: You can’t compare satisfaction results by business unit or location.
A: False

Q: Analyzing customer feedback across multiple satisfaction tools for improvement
A: VoC research (Voice of the Customer)

Q: To trend survey results over time, the same question must be asked with the same scale.
A: True

Q: Comparing study results to other organizations
A: Benchmarking

Q: Studies examining cause-effect (causality) between variables
A: Experiments

Q: Main purpose of a community perception study
A: Understand the local reputation of the business

A/B testing: an experiment where two different advertisements are tested online to determine which variant is more successful
action indicators: a set of questions that quantify the likelihood a respondent might take action after seeing an ad
advertising concept research: studies that gauge the effectiveness of singular ads or campaigns before full production; also called message testing
aided awareness: survey questions using a predefined brand/product list to measure awareness
brand: the identity of all products and services a company provides
business-to-business customers (B2B): firms that transact with other businesses for operational use or resale
business-to-consumer customers (B2C): individuals or households that purchase goods/services for personal use
community: general population near a company's operations, relevant in business and marketing contexts
conjoint analysis: statistical analysis to understand how customers value combinations of features and pricing

data repository: a database storing research results over time for benchmarking and comparisons
key brand attributes: qualities/features a product or company is known for or aims to be known for
mall intercepts: a central location method using mall participants for on-site research
new product development (NPD): research into features, pricing, and acceptance of a potential new market entry
net promoter score (NPS): a business metric derived from customer satisfaction scores that predicts loyalty and growth
owned brand attribute: a key trait a company is widely recognized for in its industry
pre/post study: compares data collected before and after an intervention
pre-test: survey run with a small target sample to check clarity; also called field test
product taste test: study where food products are tested onsite for consumer appeal
reliability: indicator of a measurement tool's consistency

 trending: tracking and comparing data points over time

unaided awareness: asks respondents to freely list brands/products they recall to measure “top-of-mind” recognition
validity: the extent to which a measurement instrument captures what it intends to
voice of the customer (VoC) research: feedback analysis regarding customer experiences and expectations; often involves aggregating results across satisfaction surveys

Chapter 6: Quantitative Primary Research Design

Q: True or False: A balanced scale means equal positive-leaning and negative-leaning options.
A: True

Q: To gather comparison ratings of items in a survey, it's important to __.
A: Use a consistent scale

Q: What is a value that can be expressed numerically and placed in logical order with equal distance between data points?
A: Interval

Q: What are long surveys broken into smaller surveys over time called?
A: Stackable surveys

Q: What are large surveys broken into smaller surveys across multiple platforms called?
A: Multi-channel surveys

Q: If the __ is heavier at points on a scale, it may bias respondent selection.
A: Visual weight

Q: What is the process of categorizing open-ended responses into themes called?
A: Coding

Q: What type of interval scale offers a range from one extreme to another?
A: Likert

Q: True or False: Screener questions won’t help determine survey qualification.
A: False

Q: “Rate overall satisfaction and ease of use” is an example of what question mistake?
A: Double-barreled question

Q: True or False: Randomizing response options can help reduce bias.
A: True

Q: Surveys are mostly __.
A: Quantitative

Q: What type of question suggests a socially desirable answer?
A: Leading question

Q: “Please rate our delightful service” is an example of which mistake?
A: Leading question

Q: Overall measures are used for all purposes below, except __.
A: Should be used in place of closed-ended questions

Q: What is true about open-ended questions, except:
A: Should be used in place of closed-ended questions where possible

Q: Which type of question has no natural order to response categories?
A: Nominal

Q: Which question type has responses in a clear order and equal spacing?
A: Interval

Q: What sequencing method is used in NPD and brand perception surveys?
A: The funnel approach

Q: What measurement type results in values grouped into distinct categories?
A: Categorical

anchored Likert Scale: a Likert scale that only displays labels on either end of the scale
branching questions: identifying questions placed before a sequence of questions that only applies to a subset of respondents
categorical measurement: measure with values that can be counted as part of distinct groups; types are nominal and ordinal
closed-ended questions: fixed-alternative questions with a predefined set of responses
coding: the process of categorizing open-ended response data into themes
complex question: survey question with confusing language, multiple stipulations, or generally taxing to the respondent
continuous measurement: numeric scales placed in logical order; types are interval and ratio
double barreled questions: two or more survey questions in one; often includes “and” or lists of several items
funnel approach: survey ordering technique used to gather top-of-mind responses before more specific questions
interval: continuous measurement with equal spacing; values assumed to be evenly distanced

leading questions: questions slanted to imply a preferred response, biasing the results
Likert Scale: an interval scale showing a range of options from one extreme to another
loaded questions: questions that suggest socially desirable responses
matrix question: rating scale shown across the top of a grid; items to be rated are listed on the side
multi-channel surveys: surveys focused on one objective, distributed across platforms to reach various segments
nominal: categorical measurement with no natural order
order bias: respondent behavior influenced by the order of response options or questions
ordinal: categorical measurement with a clear, ranked order
overall measures: survey questions evaluating the overall subject sentiment; often averaged into scores or percentages
pathway approach: survey technique organizing questions in the order that experiences occur

pseudo research: studies designed to promote a specific outcome, often biased and unethical
ratio: continuous measurement with a meaningful zero point; values spaced equally
screener questions: questions asked before the main survey to determine respondent eligibility
stackable surveys: surveys split into smaller parts and delivered over time
visual weight: design term in market research where scale strength or focal emphasis affects respondent choices

Chapter 5: Qualitative Primary Research: Design and Application

Q: The following are good uses of focus group methodology, except __.
A: Assuring the target population feels the same way as participants

Q: True or False: Focus group participants should never be segmented by usage level of the product category.
A: False

Q: A focus group activity in which participants complete tasks while observers take notes.
A: Usability tests

Q: A technique used by moderators to dig for deeper and more meaningful responses.
A: Probing questions

Q: Each of the following is part of the moderator's role, except __.
A: All of these are part of the moderator's role

Q: Each of the following is an advantage of observational research, except that it __.
A: All of these are advantages to observational research

Q: Observational research conducted in natural settings where observers watch as it happens.
A: Direct observation

Q: Artifacts refer to __.
A: The clothes, accessories, and belongings of subjects

Q: True or False: Researchers must obtain permission to observe subjects in all observational research.
A: True

Q: True or False: Mystery shop tools should follow company training and protocol guidelines.
A: True

Q: Ethnographic market research includes all the following data collection methods, except __.
A: Online surveys

Q: True or False: Ice breaker activities in focus groups should not enter the research topic to avoid bias.
A: True

Q: In observational research, the following can be recorded, except __.
A: Thoughts and opinions

Q: Participants sharing vlogs, pictures, and essays about their experiences are examples of __.
A: Virtual ethnography

Q: True or False: For public observational studies, permission is not needed to be ethical.
A: False

Q: Topics fit for this method are typically the most complex and/or personal in nature.
A: One-on-one interviews

Q: Method with two participants; topics are moderately complex and/or personal.
A: Dyads

Q: __ act as a bridge between focus groups and in-depth interviews.
A: Triads

Q: __ refers to studying user experience with a product, service, or customer interaction.
A: UX research

Q: __ refers to how consumers interact with and navigate a company website.
A: UI research

artifacts: clothes, accessories, and belongings of subjects
biometric technology (in observational research): equipment that tracks participants’ physiological reactions to stimuli
blind study: participants are unaware of the study’s sponsor
cartoons: focus group activity where participants develop stories around pictures
clarifying questions: used to get more facts or greater understanding
collages: focus group activity using photos/objects to represent thoughts or feelings
contrived observation: artificial environments created by researchers for controlled behavioral study
customer journey mapping: mapping every customer touchpoint to better understand the journey
diaries: ethnographic research where participants record experiences over time, often by day of use
direct observation: observing behavior as it naturally happens in real settings

dyads: in-depth interviews with two participants
groupthink: tendency in groups to prioritize consensus over critical thinking
Hawthorne effect: when participants behave differently because they know they’re being observed
in-home observation: ethnographic research conducted inside participants’ homes
mobile ethnographies: collecting real-time experience data via mobile devices
moderator’s guide: discussion guide used by focus group moderators
netnography: ethnographic research of online communities and social interactions
observational research: collecting consumer behavior data through observation
one-on-one interviews: qualitative interviews with one participant
open-ended questions: questions designed to encourage detailed or conversational responses

passive tracking: using Wi-Fi or phone data to track behaviors in ethnography
probing questions: follow-up questions that seek deeper or more meaningful responses
qualitative primary research: original research gathering thoughts, opinions, and observations
round-robin: brainstorming where participants take turns presenting solutions
shopalong: observational research done in shopping environments
storytelling: focus group activity where participants make up a story about a product/service experience
surveillance technology (in observational research): using cameras or monitoring devices to observe behavior without being onsite
triads: in-depth group interviews with three participants
UI research: how well consumers interact with a company's user interface
unobtrusive observation: observer does not engage with participants, preserving natural behavior

usability test: participants complete tasks while being observed for feedback
UX research: studying how users interact with a product, service, or interface
virtual ethnographies: vlogs, essays, or digital content shared by participants about a product or service
visible observation: subjects know they are being observed
voting: focus group activity for prioritizing ideas through group feedback
wayfinding: research on optimal layout/design of spaces consumers interact with
word association: participants give first words that come to mind in response to a stimulus

Chapter 4: External Secondary Research

Q: Sources of external secondary research include each of the following, except __.
A: Existing customer survey results

Q: All of the following are reputable secondary sources, except __.
A: Blogs

Q: True or False: Secondary research can be exploratory.
A: True

Q: What makes environmental scanning different from other forms of secondary research?
A: There is no specific research objective

Q: True or False: "Field experts" should not be used in environmental scanning due to possible bias.
A: False

Q: Efforts to collect data on social media engagement are called __.
A: Social media monitoring

Q: Data from digital advertising is considered part of __.
A: Digital marketing data

Q: The effort to gauge online sentiment is considered __.
A: Social media listening

Q: True or False: If secondary data doesn’t fit the research question, it shouldn’t be used.
A: True

Q: Secondary research can gather info on the following topics, except __.
A: Current level of employee satisfaction

Q: True or False: Indirect competitors serve the same market using similar pricing and distribution.
A: False

Q: Organizations using different distribution or targeting methods are __.
A: Indirect competitors

Q: Market share refers to __.
A: The portion of the target market a company controls or owns

Q: Comparing a company's outcome metric to another company’s is known as __.
A: External benchmark

Q: True or False: Product and pricing intelligence includes monitoring competitors.
A: True

Q: A slogan or statement representing a company’s offerings is a __.
A: Tagline

Q: A __ stands as a promise by a company to a market segment.
A: Value proposition

Q: Digital marketing data includes the following except __.
A: Percent satisfied with service

Q: Types of industry trends researchers monitor include the following except __.
A: All of these may be monitored

Q: True or False: Monitoring consumers helps with new product ideas and service enhancements.
A: True

aspirational organizations: organizations that share a similar target market but are more advanced in one or more areas
brand perception research: studies to assess consumer awareness, familiarity, and key brand attributes versus competitors; also called brand positioning research
consumers: those who qualify to consume a company’s products/services; also known as the target market or potential customers
digital marketing data: data from digital ad formats used to optimize messaging and creative content
direct competitors: organizations offering similar products/services to the same market with similar prices and distribution
environmental scanning: secondary research gathering info to detect early signs of environmental change
external benchmark: comparing a value to one from an external source
field experts: individuals with deep industry knowledge or access to peer networks, often contributing to environmental scans
indirect competitors: companies in the same industry using different methods, pricing, or targeting slightly different markets

market share: the portion of a market a company controls or “owns” through its products or services
messaging research: studying how competitors communicate with potential consumers
peer organizations: organizations similar in size, structure, or market
regulatory bodies: government agencies that oversee corporate or industry behavior
social media listening: gauging online sentiment toward a brand, product, or campaign
social media monitoring: collecting engagement data from social media regarding a brand/product
supply chain: the entire process of transforming supplies into a finished product and delivering it to consumers
syndicated data platforms: centralized data systems that gather and distribute information to subscribers
tagline: slogan or phrase representing a company’s offerings
value proposition: the communicated benefits and features of a product or service

Chapter 3: Internal Secondary Research

Q: Internal secondary research involves __.
A: Existing research gathered within a researcher's own company

Q: Each of the following is an advantage to secondary research, except that it __.
A: Is generally more accurate than conducting primary research

Q: All of the following are disadvantages to secondary research, except that __.
A: All of these are disadvantages

Q: Geodemographic segmentation can be useful for all of the following, except __.
A: When identifying weaknesses of a current product

Q: Sales and customer data are considered __.
A: Internal secondary data

Q: True or False: Memberships sold and subscriber count are not considered sales data.
A: False

Q: Data collected on to whom products, services, or memberships are sold are considered __.
A: Sales data

Q: Secondary research may come into play in the following situations, except when __.
A: Gathering customer satisfaction results regarding a recent product launch

Q: Results from past studies conducted internally are considered __.
A: Internal secondary research

Q: True or False: Sales by new vs. returning customers is an important metric tracked by organizations.
A: True

Q: True or False: A focus group conducted last year is now considered secondary research.
A: True

Q: A comparison value against past or standout performance is called an __.
A: Internal benchmark

Q: True or False: Geography is one way to segment customers.
A: True

Q: Real-time sales data reporting can be done through a sales __.
A: Dashboard

Q: Sales data is often collected in the following forms, except __.
A: Inventory in stock

Q: Tracking perfume sales vs. hair care sales is an example of collecting sales data by __.
A: Product line

Q: The following are common ways to collect sales data except __.
A: Usage behavior

Q: __ analysis is used to determine customer profitability and required product differentiation.
A: Segmentation

Q: True or False: Customers should only be segmented by demographics because psychographics are not quantitative.
A: False

Q: True or False: Internal secondary data may not be useful when researching new markets or attracting new customers.
A: True

customer data: data collected on who products, services, or memberships are sold to
external secondary research: information gathered outside of a researcher’s company
geodemographic segmentation: segmentation scheme using geographic population characteristics; segments are assigned to geographic clusters
internal benchmark: comparison value based on past internal performance or a standout business unit
internal secondary research: information gathered within a researcher’s own company
sales data: data on what and how many products, services, or memberships are sold
segmentation: analysis used to determine the most profitable customers and the need for product differentiation

Chapter 2: Defining the Research Objective

Q: The research objective __.
A: Declares the purpose of conducting the research

Q: Research questions __.
A: Help flesh out the overarching research objective

Q: Exploratory research __.
A: Is used to discover new ideas or brainstorm solutions

Q: Casual research __.
A: Aims to determine if changes in one variable impacts changes in another variable

Q: Focus groups are __.
A: A primary qualitative method

Q: True or False: Secondary data can be either qualitative or quantitative.
A: True

Q: This method gives insight into real consumer decision making, retail design, and service interactions.
A: Ethnographic market research

Q: This methodology involves researchers secretly acting as consumers to collect customer experience data.
A: Mystery shopping

Q: True or False: Research plans are only used when a company hires a research consulting firm.
A: False

Q: Each of the following is part of the research plan, except __.
A: Study conclusions

Q: Capturing authentic behaviors and reactions in a real-world setting is which type of methodology?
A: Ethnographic market research

Q: True or False: Identifying the research objective and questions helps map the project to a methodology.
A: True

Q: The three types of research are exploratory, descriptive, and __.
A: Casual

Q: True or False: Multiple methodologies can be used during a single research project.
A: True

Q: What is a variable?
A: Data that has a quantity that can vary

Q: An in-depth, semi-structured session with 1–3 participants is called __.
A: An interview

Q: True or False: Home use tests are done in public spaces under controlled conditions.
A: False

Q: Which method is used to capture real-time, first impressions while testing a product?
A: Central location tests

Q: Which of the following examines cause and effect relationships?
A: Experiments

Q: How is feedback from a home use test typically obtained?
A: A follow-up survey

causal research: aims to determine if changes in one variable impact another; examines cause-and-effect relationships through experimentation
central location tests: participants recruited in public spaces to take part in studies in controlled settings
descriptive research: describes market traits like demographics or psychographics; answers who, what, where, when, and how
dual methodology studies: studies that use multiple methodologies to address one overarching research goal
ethnographic market research: studies lifestyle, attitudes, and social influences within consumer markets
experiments: examine cause-effect relationships between variables; used in causal research
exploratory research: used to clarify ambiguous topics; identifies new ideas or brainstorms solutions
home use tests: participants test a product at home over time
interviews: semi-structured sessions between an interviewer and 1–3 participants around a complex topic
mystery shopping: researchers pose as consumers to gather data on customer experience
observational research: collecting data by observing consumers interacting with a product/service
research methodologies: tools or methods used to help answer a research question
research objective: broad statement declaring the purpose of the research
research plan: formal document with research scope, methods, and data collection/analysis procedures
research proposal: research plan used as a contract between clients and research firms
research questions: specific, tactical questions designed to further explore the research objective
secondary research: collecting and analyzing existing data (internal or external sources)
survey: standardized question set that can be administered in-person, by phone, mail, or online
variable: data that has a quantity that can vary

Chapter 1: The Purpose of Marketing Research

Q: Demographics are __.
A: Statistics that describe target consumers’ attributes

Q: Psychographics are __.
A: Attitudes and behaviors of the target consumer

Q: Secondary research is typically __ and __ compared to primary research.
A: Less costly; quicker to obtain

Q: True or False: If the cost of the research effort exceeds the estimated benefit of the decision, research is most likely warranted.
A: False

Q: Who conducts market research?
A: All of these

Q: Which of the following is not an advantage to hiring an external research consultancy versus conducting in-house?
A: Generally cheaper

Q: True or False: Secondary research is typically conducted before primary research.
A: True

Q: Primary research is __.
A: Original research

Q: Secondary research is __.
A: Existing research

Q: True or False: Primary data can be either quantitative or qualitative.
A: True

Q: A single piece of information in research is referred to as __.
A: Data

Q: True or False: The terms "market research" and "marketing research" are often used interchangeably.
A: True

Q: The following factors can help decide whether to engage in market research activities, except __.
A: The risk level of the business decision

Q: Market research can help address which of the following business questions?
A: All of these

Q: Which type of data is used to describe the opinions of a target market overall?
A: Quantitative

Q: A guided discussion with a small group of participants is referred to as __.
A: A focus group

Q: True or False: Market research should always be conducted regardless of the level of risk.
A: False

Q: True or False: The primary role of market research is to reduce the risk in making business decisions.
A: True

Q: Research in which results are measurable and can be counted is referred to as __.
A: Quantitative research

Q: Each of the following is a focus of market research except __.
A: Assessing employee performance

datum: single piece of information; “data” is the plural of datum
demographics: statistics that describe population or sample attributes
focus group: guided discussion with a small group to gather feedback, opinions, and brainstorm
primary research: original research designed to address specific research questions or problems
psychographics: attitudes and behaviors held by a population or sample
qualitative data: data based on thoughts, feelings, visuals, or opinions; not numerically measured
quantitative data: numeric data such as percentages and averages; used to describe large samples reliably
sample: a subset of a population; in market research, often refers to the target market
secondary research: collecting and analyzing already existing data (internal or external sources)
target consumer / target market: consumers that fit the profile of those with need/desire for a product or service