Reference no: EM132279522
1. Black & Decker used previously collected data from earlier studies and conducted telephone surveys and field tests to help inform their positioning strategy for power tools. Which of the following did they use?
a) Primary data only
b) Secondary data only
c) Both primary and secondary data
d) Neither primary nor secondary data
e) Collaborator research methods
2. Based on the Core Reading, the availability of which of the following is “perhaps the most important new development in marketing intelligence of the last decade”?
a) Supermarket sales data by firms like A.C. Nielsen
b) Global market research information from Euromonitor International’s Passport service
c) Competitive information from companies such as Bloomberg, Compustat, and Hoover’s
d) Social media research information from firms such as Sysomos
e) Reports found on the Internet concerning specific research questions and topics
3. When collecting external secondary data, marketers should assess all of the following about the data EXCEPT:
a) the accuracy of the data
b) how the data have been analyzed and reported
c) the global impact of the data
d) the research methodology used to collect the data
e) when the data were collected.
4. Let’s say that a company conducts research by manipulating the environment in some way for a group of consumers or research participants and then examines the differences in outcomes between the group for which the environment was manipulated and a group for which the environment was not manipulated. What type of research has the company conducted?
a) External secondary research
b) Qualitative data research
c) Quantitative data research
d) Experimental research
e) Conjoint analysis
5. Which of the following describes an experimental laboratory setting in which a researcher controls all variables, thus allowing her to ascribe the measured results to the experimental manipulation?
a) External validity
b) Lower costs
c) Quicker results
d) Confidentiality
e) Internal validity
6. Which of the following is NOT a characteristic of in-depth interviews?
a) The interviewer uses a predetermined set of questions.
b) Interviews may last an hour or more
c) Such interviews require interviewer skills that keep the discussion on topic without unduly constraining the respondent.
d) The interviewer uses probing follow-up questions.
e) The objective is for the interviewer to engage the respondent in a conversation.
7. Assume that you work for a company that produces different types of flavored salty snacks for many different target markets (for example, flavored potato chips or flavored sunflower seeds). One part of your job is to explore regularly what flavors your potential customers might like. Taste preferences constantly change, and you may not always be aware of all the flavors people crave. With the above research objective in mind, which type of research would you most likely conduct on a regular basis?
a) Survey research b) Field experiments c) Depth interviews d) Focus groups e) Laboratory experiments
8. When marketers want to determine consumer preferences within a bundle of product attributes and how consumers value the different attributes, they should use which of the following market-research techniques?
a) Focus groups b) Depth interviewing c) Field experiments d) Secondary data e) Conjoint analysis
9. A technique that indicates visually how customers perceive a firm’s products in relation to those of its competitors when more than just two potentially relevant attributes exist is known as
a) perceptual mapping b) conjoint mapping c) conjoint analysis d) perceptual analysis e) empathetic design
10. True or false: Advances in technology, especially the Internet and social media, have changed not only how marketers ask questions of consumers but also the questions themselves.
a) True b) False
11. True or false: Internal validity is the researcher’s confidence that the results of an experiment can be extended from the laboratory to the real world.
a) True b) False
12. True or false: When conducting any type of research, but especially qualitative research, marketers should keep in mind that the mere act of observing can alter the behavior of the observed subject.
a) True b) False
13. You work for a major retailer and have been asked to develop a study to evaluate the organization of the retailer’s stores and how consumers shop in the stores. Which of the following types of research would be most appropriate for this task?
a) A survey mailed to known store customers b) A direct observation study c) Focus groups of store customers d) Depth interviews e) Conjoint analysis
14. You work for a large department store chain with customers spread across the United States. You want to conduct a survey of the chain’s customers, and you have decided to take a sample of customers and ask them to complete the survey. Which of the following statements about your survey sampling is INCORRECT?
a) Your sample will query a subset of the total population of interest. b) The discipline of statistics will help you determine how large your sample should be. c) Nonresponse from many customers selected to be in the sample can lead to survey error. d) Customers from two to three store locations near headquarters will be sufficient for your sample. e) Sampling is the only practical and cost-effective way to conduct your survey.