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Chapter 3 Multiple-Choice Questions
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Chapter 3 Multiple-Choice Questions
Marketing Research and Customer Insight
Quiz Content
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Marketing research:
is used to obtain information for management to make more informed decision making.
correct
incorrect
is the collection and analysis of data from a sample or census of individuals or organizations.
correct
incorrect
includes all forms of market, opinion, and social research such as consumer and industrial surveys.
correct
incorrect
is work undertaken to determine either structural characteristics of the industry of concern.
correct
incorrect
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Marketing research, by presenting pertinent information in a useful format:
provides managers with a means to judge worker performance.
correct
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aids marketing decision makers in analysing data and in suggesting possible actions for strategic marketing direction.
correct
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provides sufficient information about a situation after it occurs to be able to follow its path of occurrence.
correct
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provides consumers with information concerning why the product or service is useful to them.
correct
incorrect
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A marketing research firm contracts with clients to conduct a complete marketing research project from data collection, analysis and reporting. It is a__________ firm.
consultant
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incorrect
field agency
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full-service agency
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tabulation agency
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incorrect
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Marketers usually decide whether to conduct marketing research study internally or through an outside organization based on certain criteria. Which of the following criterion is
not
used?
Whether the study offers value for money.
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The agency's reputation.
correct
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The likelihood that the research design will provide insights into the management problem.
correct
incorrect
The size of the agency.
correct
incorrect
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Market testing studies use
__________
to carry out controlled experiments in specific country regions, where specific adverts can be shown, before exposing the 'new feature' (offering, campaign, distribution, etc.) to a full national or even international launch.
test markets.
correct
incorrect
data mining.
correct
incorrect
analytical information.
correct
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storyboards.
correct
incorrect
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Once the agency has discussed the brief with the client, the agency provides a detailed outline of how they intend to investigate the problem. This document is called the ____________:
research brief.
correct
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research proposal.
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research question.
correct
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research programme.
correct
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Introducing a new product into a chosen area and then observing its degree of success is the marketing research technique known as:
laboratory experimentation.
correct
incorrect
concept testing.
correct
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observational technique.
correct
incorrect
market testing.
correct
incorrect
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When little is known about the problem, research seeking to discover the cause of a problem by discussing the problem with informed sources and examining pre-existing data is undertaken. This type of research is:
situation analysis.
correct
incorrect
information investigation.
correct
incorrect
exploratory research.
correct
incorrect
bottom-line analysis.
correct
incorrect
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Which of the following is
not
one of the categories of research design?
Exploratory research.
correct
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Descriptive research.
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Causal research.
correct
incorrect
Desk research.
correct
incorrect
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Which technique is used to collect data that has been previously collected for a purpose other than the current research situation?
Primary research.
correct
incorrect
Secondary research.
correct
incorrect
Primary and secondary.
correct
incorrect
Primary and desk research.
correct
incorrect
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If we were interested in determining whether an increase in temperature prompts the sale of Coca-Cola to increase we might use this type of research design: ___________.
Causal.
correct
incorrect
Descriptive.
correct
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Exploratory.
correct
incorrect
Exploratory or descriptive.
correct
incorrect
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Information collected for the first time specifically for a marketing research study is called:
secondary research.
correct
incorrect
primary research.
correct
incorrect
soft research.
correct
incorrect
experimental research.
correct
incorrect
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Secondary data has two important advantages over primary data. It is:
capable of compensating for rapid environmental changes and technical improvements.
correct
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always available and complete.
correct
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seldom obsolete and usually fits the dimensions of your problem.
correct
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generally cheaper to gather than primary data and takes less time to find.
correct
incorrect
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In qualitative research, samples are often selected using which sampling method?
Convenience
correct
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Simple random
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Systematic
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Quota
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______________ uses experimental research designs using convenience sampling methods and statistical data analysis procedures.
Ethnographic study.
correct
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Consumer juries.
correct
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Causal research.
correct
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Focus-groups.
correct
incorrect
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A probability sample constructed so that randomly selected sub-samples of different groups are represented in the total sample is called a:
stratified sample.
correct
incorrect
convenience sample.
correct
incorrect
quota sample.
correct
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cluster sample.
correct
incorrect
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The degree to which the meaning of one language is represented in another after translation.
Translation equivalence.
correct
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Measurement equivalence.
correct
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Sampling equivalence.
correct
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Survey equivalence.
correct
incorrect
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What is the term used to describe how consistent or stable the ratings generated by a scale are?
Replication.
correct
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Pre-code.
correct
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Reliability.
correct
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Convenience.
correct
incorrect
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The use of the researcher's or an expert's subjective judgement to determine whether an instrument is measuring what it is designed to measure is referred to as:
face validity.
correct
incorrect
reliability.
correct
incorrect
control group.
correct
incorrect
focus group.
correct
incorrect
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Two types of panel are used in online research (Miles, 2004). This type of panel provides samples for survey-style information; it is made up of targets especially invited by email to take part, with a link to a web survey.
Mystery shopping.
correct
incorrect
Survey.
correct
incorrect
Semiotic Non-probability.
correct
incorrect
Focus group.
correct
incorrect
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