Test 2

Question 1

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

Answer 1

true

Question 2

Qualitative research is objective

Answer 2

false

Question 3

Implicit consent means 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 researchers will not share any individual’s information 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 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 (IRB) is a committee that carefully reviews a proposed research design to try
to make sure the proposed research will satisfy the 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 custom 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 telephone interviews should typically be written in a conversational style

Answer 15

true

Question 16

In online focus group sessions, the moderator’s ability to probe is greater than it is in a 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 a 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 for 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
measurement and analysis approaches 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 respondent participation

Question 24

All of the following are advantages of 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 professional interviewers and supervise and control the quality of interviewing more effectively, ____ is being used

Answer 25

central location interviewing

Question 26

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

Answer 26

representative of the population

Question 27

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

Answer 27

intellectual capital

Question 28

company that develops a unique methodology for investigating a specific business specialty area is called a(n) ___

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 him- or herself

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 advantages 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 and that sample does not include people with unlisted numbers or who do not have landline telephone service, we say that the sample contains ___

Answer 33

sample selection error

Question 34

Owen is a researcher who studies human experiences based on the idea that it is inherently subjective and determined by the context in which people live. He focuses on how a person’s behavior is shaped by the relationship he or she has with the physical environment, objects, people, and situation. Which qualitative research orientation is Owen using?

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 information gathered is research is called

Answer 36

analysis

Question 37

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

Answer 37

more objectivity

Question 38

Listening to conversations about a brand on 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-administered questionnaire posted at MySurvey.com. What type of survey did Clark complete?

Answer 39

internet survey

Question 40

Qualitative research ____

Answer 40

as an unstructured approach to data collection