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MKT 3413 WU FULL ACTUAL EXAM 2 CURRENTLY TESTING 300+ QUESTIONS WITH
COMPLETE SOLUTIONS
________ research is typically more formal and structured than ________ research. Conclusive; exploratory Large, representative samples are used to collect data that are analyzed with statistical techniques for which of the following types of research designs? Conclusive research Descriptive research is a type of ________ that has as its major objective the description of something — usually market characteristics or functions. Conclusive research ________ is particularly useful whenever research questions relate to describing a market phenomenon, such as frequency of purchase, identifying relationships, or making predictions. Descriptive research Which of the following is NOT an example of a descriptive research goal? to determine the cause of a sales decrease
________ assumes that the researcher has prior knowledge about the problem situation. Descriptive research Which of the following is NOT a characteristic of descriptive research? based on data that is collected using small, nonrepresentative samples Which of the following is NOT one of the major types of descriptive studies? cause-and-effect qualitative studies A type of research design involving the one-time collection of information from any given sample of population elements is called ________. cross-sectional design ________ is a type of research design involving a fixed sample of population elements that is measured repeatedly. Longitudinal design According to the text, a ________ provides a series of pictures, which track the changes that take place over time. Longitudinal design
Exploratory research ________ is very versatile and can be used at any point in a study. Exploratory research Which of the following is NOT a task a researcher must perform in formulating a research design? Determine how to make the research design error free When conducting exploratory research overseas in a country such as Saudi Arabia on the topic of attitudes toward household appliances, it would be most effective to conduct ________. one-on-one depth interviews matching respondents and interviewers by gender ________ is data originated by the researcher for the specific purpose of addressing the research problem. Primary data Which of the following types of data represent any data that have already been collected for purposes other than the problem at hand? secondary data
According to the text, the collection process of secondary data is ________ compared to the collection process of primary data. rapid and easy Compared to the collection cost of primary data, secondary data is ________. less expensive Which of the following is not a disadvantage of secondary data? may be expensive and time consuming According to the text, a basic rule of research is to ________. examine secondary data first Which of the following is NOT mentioned in the text as a primary criterion for evaluating secondary data? availability If the key variables have not been defined or are defined in a manner inconsistent with the researcher's definition, then the usefulness of the data is limited. This statement refers to the
According to the text, ________ is the largest source of secondary data in the United States. the U.S. government Which of the following is true about census data? The data can be geographically categorized at various levels of detail. Which of the following describes information services offered by marketing research organizations that provide information from a common database to firms that subscribe to the service? syndicated services Comparisons between numerical data from different countries can be difficult because of all of the following EXCEPT ________. language differs across countries The research design is a framework or blueprint for conducting the marketing research project that specifies the procedures necessary to obtain the information needed to structure and/or solve the marketing research problem. TRUE
A type of research design that has as its primary objective the provision of insights into and comprehension of the problem situation confronting the researcher is called conclusive research. FALSE Exploratory research is research conducted to gain ideas and insight into the problem confronting the management or the researcher. TRUE Conclusive research should be used when management realizes a problem exists but does not yet understand why. FALSE Conclusive research is conducted on a small and nonrepresentative sample, so the findings should be regarded as tentative and should be used as building blocks for further research. FALSE Research designed to assist the decision-maker in determining, evaluating, and selecting the best course of action in a given situation is called subjective research. FALSE
A cause-and-effect study is a major type of descriptive study. FALSE A type of research design involving the one-time collection of information from any given sample of population elements is called longitudinal design. FALSE Cross-sectional design is a type of research design involving a fixed sample of population elements that is measured repeatedly. FALSE According to the text, a longitudinal design provides a series of pictures, which track the changes that take place over time. TRUE A panel consists of a sample of respondents, generally households that have agreed to provide information over an extended period. TRUE Causal research is a type of conclusive research whose major objective is to obtain evidence regarding cause-and-effect relationships. TRUE
According to the text, the main method of causal research is a panel. FALSE When little is known about the problem situation, it is desirable to begin with descriptive research. FALSE Social media can be appropriate for conducting exploratory and descriptive research but not causal research. FALSE Secondary data is data originated by the researcher for the specific purpose of addressing the research problem. FALSE Primary data represents any data that have already been collected for purposes other than the problem at hand. FALSE
Availability is mentioned in the text as a primary criterion for evaluating secondary data. FALSE An overall indication of the dependability of the data may be obtained by examining the cost of the source. FALSE External data is data that originates outside of the client organization. TRUE Accounting records, sales reports, and internal experts are typical sources of internal secondary data. TRUE Data mining is marketing that involves using powerful computers with advanced statistical and other software to analyze large databases to discover hidden patterns in the data. TRUE CRM databases can be analyzed in terms of a customer's activity over the life of the business relationship. TRUE
External sources may be broadly classified as general business/non-government data, government data, or syndicated data. TRUE A focus group is an example of a general business source of external secondary data. FALSE A company's blog, Facebook page, or Twitter account can generate rich internal secondary data. TRUE The posts from social media such as blogs or Facebook "fan pages" give an informative account of consumer perception and preference with regard to the problem at hand. TRUE Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients are called syndicated services or syndicated sources. TRUE
Audits can help consumer product firms determine the size of the total market and distribution of sales by type of outlet and by different regions. TRUE Psychometrics refers to the psychological profiles of individuals and to psychologically based measures of lifestyle, such as brand loyalty and risk taking. FALSE "Lifestyles" refer to the distinctive models of living of a society or some of its segments. TRUE According to the text, surveys are the primary means of obtaining information about consumer's; motives, attitudes, and preferences. TRUE Scanner data are data obtained by passing merchandise over a laser scanner that reads the UPC code from the packages. TRUE
Scanner data that provides information on purchases by brand, size, price, and flavor or formulation are called volume-tracking data. TRUE The three types of scanner data that are available are scanner panels, volume-tracking data, and scanner panels with cable TV. TRUE Scanner panels collect scanner data wherein panel members are issued an ID card allowing panel members'; purchases to be linked to their identities. TRUE The collection of product movement data for wholesalers and retailers is called a focus group. FALSE A physical audit is a formal examination and verification of product movement carried out by examining physical records or analyzing inventory. TRUE Syndicated services or sources can be classified based on the unit of measurement. TRUE
________ is conducted on a small and nonrepresentative sample, so the findings should be regarded as tentative and should be used as building blocks for further research. Exploratory research According to the text, what is an ethical responsibility of a research agency? After a detailed analysis of secondary data has been conducted, the researcher should reexamine the collection of primary data stipulated in the proposal. Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients are called ________. syndicated services /sources ________ make their money by collecting data and designing research products that fit the information needs of more than one organization. Syndicated services Which of the following are the two types of general surveys? periodic and panel Syndicated sources can be classified based on units of measurement, such as ________ and ________.
households/consumer; institutions ________ collect data on the same set of variables at regular intervals, each time sampling from a new group of respondents. Periodic surveys Which of the following types of general surveys measure the same group of respondents over time but not necessarily on the same variables? panel surveys For which of the following types of syndicated services do electronic devices automatically record behavior that supplement a diary? media panels Verification of product movement by examining physical records or performing inventory analysis are characteristics of which of the following types of syndicated services? audits Relatively precise information at the retail and wholesale levels is an advantage of which of the following syndicated services? audit services
