Test 2

Question 1

A syndicated service is a marketing research suppliers that provides standardized info for many clients in return for a fee

Answer 1

True

Question 2

Qualitative research is objective

Answer 2

False

Question 3

Implicit consent mean that the individual understands what the researcher wants him or her to do and agrees to be a participant in the research study

Answer 3

False

Question 4

Laddering is an approach to probing, asking respondents to compare differences between brands at different levels that produces distinctions at different levels

Answer 4

True

Question 5

Confidentiality means that researcher will not share any individuals info with others

Answer 5

True

Question 6

Comparing the sample demographics with the demographics of the target population provides one means of checking for potential response bias

Answer 6

True

Question 7

Quantitative research is interested more in the qualities than quantities, often extending beyond the obvious

Answer 7

False

Question 8

Managers should ask if the payoff will be worth the investment when deciding whether or not to make a decision without research

Answer 8

True

Question 9

An Institutional Review Board (RB) is a committee that carefully reviews a proposed research design to try and make sure the proposed research will research objectives

Answer 9

True

Question 10

When secrecy is a major concern, it is best to use an outside research agency

Answer 10

False

Question 11

Phenomenology refers to the documented history of a particular person, group, organization, or event

Answer 11

False

Question 12

A response bias occurs when respondents tend to answer questions with a certain slant

Answer 12

True

Question 13

A customer research provider specializes in only one particular research activity, such as field interviewing, data warehousing, or data processing

Answer 13

False

Question 14

The presence of an interviewer typically decreases the response rate in comparison to what would be found with a mail survey

Answer 14

False

Question 15

Surveys used in the telephone interviews should typically be written in conversational style

Answer 15

True

Question 16

In online focus group sessions, the moderator’s ability to probe is greater than face-to-face focus group session

Answer 16

False

Question 17

Concept testing is a type of exploratory research

Answer 17

True

Question 18

The term survey is most often associated with quantitative research

Answer 18

True

Question 19

A sample bias exists when the results of a sample show persistent tendency to deviate in one direction from the true value of the population parameter

Answer 19

True

Question 20

When an interviewer is not able to write fast enough to record the respondent’s answers verbatim, the error called interviewer cheating has occurred

Answer 20

False

Question 21

Which process seeks to diagnose reasons from market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward competing products

Answer 21

Diagnostic analysis

Question 22

Research that addresses research objectives through empirical assessments that involve numerical numerical measurement and analysis approach is called

Answer 22

Quantitative marketing research

Question 23

The only distinction between an Internet survey and an e-mail survey hosted on a web platform like Qualtrics is the way the researcher

Answer 23

Invites Respondents participation

Question 24

All of the following are adv on Internet surveys EXCEPT

Answer 24

random sampling

Question 25

When a research agency conducts all telephone interviews from a single location where they can hire a staff of professionals; interviews and supervisors and control the quality of interviewing more effectively, __________ is being used

Answer 25

central location interviewing

Question 26

All of the following are typically adv of Internet survey research EXCEPT that it is

Answer 26

representation of the population

Question 27

Which term describes a subset of data and info that actually has some explanatory power to enable effective decisions to be made

Answer 27

marketing intelligence

Question 28

A company that develops a unique methodology for investigating a specific business specialty area is called

Answer 28

standardized research service

Question 29

which of the following is an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about himself

Answer 29

hermeneutics

Question 30

which step comes last in developing a marketing strategy

Answer 30

Analyzing firm performance

Question 31

all of the following are adv of in-house research EXCEPT

Answer 31

more objectivity

Question 32

People who cannot be contacted or who refuse to participate are called

Answer 32

nonrespondents

Question 33

when a research company pulls a random sample of people from a phone book with unlisted numbers or who do not have landline telephone service, we say that the sample contains

Answer 33

sample selection erroe

Question 34

Owen is a researcher who studies human experience based on the idea...

Answer 34

phenomenology

Question 35

which survey research method is typically the most expensive

Answer 35

door-to-door personal interview

Question 36

the application of computation, summarizing, and reasoning to understand the info gathered is research is called

Answer 36

Analysis

Question 37

A potential adv of using an outside research supplier over an in-house research department is that it may be possible for an outside supplier to conduct the project

Answer 37

more objectively

Question 38

Listening to conversation about the brand Twitter or Facebook in order to gather data is an example of

Answer 38

Social Listening

Question 39

Clark was asked to complete a self- admin questionnaire posted on MySpace...

Answer 39

Internet survey

Question 40

Qualitative research

Answer 40

has an unstructured approach to data collection

Question 41

The example of Rite Aid drug stores testing ...

Answer 41

Concept testing

Question 42

__________ represents the way of studying cultures through methods that involve becoming highly active within that culture

Answer 42

Ethnography

Question 43

A one-on-one inerview between a professional researcher and a research respondent is called __________

Answer 43

Depth Interview

Question 44

__________ error results from some imperfect aspect of research design of from a mistake in the execution of the research

Answer 44

Sampling

Question 45

__________ Bias is the tendency for a respondent to maintain a consistent response style often tending to try to go along and agree with the viewpoint of a survey

Answer 45

Acquiescence

Question 46

__________ is a situation in which one choose from alt courses of actions, each with different ethical implications

Answer 46

Ethical dilemma

Question 47

__________ are the principles hat reflect the beliefs about what is ethical and what it unethical

Answer 47

moral standards

Question 48

__________ ethics is the application of morals to behavior related to the exchange environment

Answer 48

marketing

Question 49

___________ refers to the fact that com products like cars, appliances, etc are connected to the internet and provide large amounts of data for marketing research

Answer 49

Internet of Things

Question 50

_________ are the commercial providers of marketing research services

Answer 50

Research suppliers