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MKTG 442 LATEST EXAM 1 QUESTIONS AND ANSWERS
Which of the following correctly defines marketing research? - Answer The process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem
Maritz Research's New Vehicle Customer Study includes data collected over several years, and in recent years it has studied hybrids. Its market analysts know why drivers purchase hybrids, what makes them satisfied, what their expectations are for gas mileage, and preferences for alternative fuels. In which functional area would this type of research be useful? - Answer Product research
_____ is a process used to define the size, location, and/or makeup of the market for a product or service. - Answer Market research
Chobani launched a campaign, called "The Break You Make," in 2015 to increase awareness of the Chobani Flip, an afternoon snack yogurt. Research determined that the campaign was very successful, with sales of Chobani Flip up 300% over the previous year. The main use of this type of research would be related to ________. - Answer promotion research
General Motors did research on what became the minivan-a small van suitable for families. The research did not convince them to produce it. Later, Chrysler introduced the Dodge Caravan and Plymouth Voyager minivans, which turned out to be among the most successful models in automotive history. This example most closely demonstrates that ________. - Answer marketing research does not always provide management with the right answer
What type of research would a winery use that wants to know more about sales channels, product outlets, and even whether these channels are motivated? - Answer Distribution research
Which of the following is regarded as one of the most important emerging trends for
client-side marketing research departments? - Answer Do-it-yourself research applications
Which of the following best describes the reason do-it-yourself research holds such appeal? - Answer It is cost effective and there is an increasing availability of marketing research tools.
When research is conducted by an outside firm, the research is referred to as ________. - Answer supply-side research
What type of research firm specializes in one, or, at most, a few marketing research activities? - Answer A limited-service supplier firm
________ tell(s) the researcher exactly what needs to be gathered and analyzed to allow managers to make decisions related to a problem. - Answer Research objectives
When we think about an overall marketing research project, ________ is the most important step in the marketing research process. - Answer defining the problem
What type of research design should be used when a small family-owned jeweler experiences more than a 20 percent decline in sales and does NOT know the cause? - Answer Exploratory
The 2009 — 2010 recall of Toyota automobiles with acceleration pedals that were susceptible to sticking has been examined to develop best practices for companies to communicate product failures to their customers. What type of research technique does this describe? - Answer Case analysis
________ are the types of descriptive research studies that measure a population at only one point in time. - Answer Cross-sectional studies
When conducting ________, "if-then" statements become a researcher's way of manipulating variables of interest. - Answer causal research
whirlpool management ignored the marketing teams research findings, thus the whole marketing research was worthless. marketing team ignored which step of marketing research process before conducting research? - Answer establishing the need for marketing research
______research is a formalized process of hiring a small group of people together for an interactive , spontaneous discussion on one particular topic or concept. - Answer focus group
internal validity in causal research identifies that definitely the ____caused changes in the ____ - Answer independent variable, dependent variable
the marketing research process contains multiple steps. the first step of the process is - Answer est. the need for marketing research
focus groups are one of the most widely used___ methods to gain greater understanding of a current problem or to develop preliminary knowledge to guide the design of descriptive or causal research - Answer exploratory research
because one of the major reasons for conducting a text market in a city is to achieve____the test -market city should be representative of the marketing territory in which the product will ultimately be distributed - Answer external validity
when research is conducted by an outside firm, the research is referred to as - Answer supply-side research
...is a neuroscience tool which is used as contemporary marketing research tool for effective packaging, evaluating satisfaction, evaluating pricing, and in general, revealing customers' hidden responses. - Answer A and D
EEG
FMRI
A review of the literature prior to formulating research questions is. form of which type
of research methodology - Answer exploratory
if you'd like to know whether caffeine impacts college students' grades during final exams week, which type of research design works best for your research - Answer causal research design
a procedure for ensuring that____ is experimental design - Answer the change in the dependent variable may be solely attributed to the change in the independent variable
in an experiment the ____ is not exposed to the independent variable manipulation but provides a point of comparison when examining the effects of these manipulation on the dependent variable - Answer control group
after defining a research problem, and identifying possible relevant constructs information researchers formulate unproven research questions or solution in a testable format called - Answer hypothesis
a variable that exerts influence on the DV but is not an IV - Answer extraneous variable
which of the following statements is are correct - Answer both A and D
on social media there will be ongoing and real-time relationships between marketers and consumers
on social media, there is a big interactive relationship between consumers and marketers
the US government and especially the neural of the census is the major producer/ supplier of demographic data in the world. this data would be most accurately describes as___ data by the business firms who use it. - Answer secondary
pre-test, post test research design is an example of research design - Answer causal
A(n) ________ scale is used when a researcher is attempting to measure attitudes, opinions, evaluations, beliefs, impressions, perceptions, feelings, and intentions on a continuum. - Answer interval
Which of the following is NOT a type of probability sampling? - Answer simple TARGET sampling
Which of the following is desirable when the researcher is working with a "skewed" population divided into portions and wishes to achieve high statistical efficiency? - Answer stratified sampling
________ sampling is the sampling method that is not based on chance or randomness but based on an inherently biased selection process. - Answer Nonprobability
A fine jeweler may require that the final sample is 75 percent female and 25 percent male because they understand that the customer base is primarily female with a smaller percentage of males. In this instance, a researcher would use which type of sampling method? - Answer Quota sampling
When the selection of the place and, consequently, prospective respondents is subjective, rather than objective, it is called ________ sampling. - Answer convenience
A 90% confidence interval for the average salary of all CEOs in the electronics industry was constructed using the results of a random survey of 45 CEOs. The interval was ($139,048, $154,144). Give a practical interpretation of the interval. - Answer We are 90% confident that the mean salary of all CEOs in the electronics industry falls in the interval $139,048 to $154,144.
A sample of 40 people owned an average of 1.35 apple products. It is known from a previous study that the population standard deviation of apple product ownership is 0.63 products. Construct a 95% confidence interval. - Answer (1.15, 1.55)
With desired margin error of 1, and standard deviation of 2, and confidence level of 95 percent, what is the estimate of sample size you need for the research? - Answer 14
15
16
Consider that we have nominal data (responses are categorical) and the responses are "Yes" or "No" to the question: "The next time you order pizza, will you use Domino's?" Which of the following sets of responses shows the MOST variability? - Answer 55 percent say "Yes" and 45 percent say "No".
Which of the following describes a type of nonprobability sampling method when a researcher asks respondents for the names or identities of others like themselves who might qualify to take part in the survey? - Answer chain referral sampling
A mystery shopper who is hired by a retail store chain to record and report on sales clerks assistance and courtesy uses OVERT OBSERVATION - Answer False
Direct observation has been used by General Mills to understand how children eat breakfast leading to the launch of Go-gurt, a midmorning snack for schoolchildren - Answer True
Answers that involve yes-no, agree-disagree, or any other instance in which the descriptors CANNOT be differentiated except qualitatively, are examples of ORDINAL measures. - Answer False
With the LIKERT SCALE, it is best to use plain statements and let the respondent indicate the intensity of his or her feelings by using the agree-disagree response continuum position. - Answer True
In a SELF-ADMINISTERED SURVEY, the respondent completes the survey on his or her own with aid of a human or computer agent - Answer False
"Students scores on a biology test" is an example of which scale of measurement -
a sample of 20 cupcakes found the interval for calories to be (150,350). which is the correct interpretation of the 95% confidence interval? - Answer we are 95% confident that the true mean calorie content in all cupcakes is between 150 and 350.
which of the following is NOT one of the three types of unintentional interviewer errors?
It is important to minimize falsehoods and non-response tendencies on the part of respondents to control... - Answer intentional respondent errors
The scale that captures the intensity of feelings towards a statements claim or assertion because respondents are asked how much they AGREE OR DISAGREE with a statement is: - Answer the Likert scale
If the respondent is asked to indicate his or her first, second, third, and fourth choices of hotels the results are: - Answer ordinary scaled
Of the following which is becoming increasingly popular in a number of research situations and conducted using an observational technique or unstructured questioning? - Answer qualitative research
Which of the following is the study of an individuals's involuntary responses to marketing stimuli, including eye movement, heart rate, skin conductance, breathing, brain activity (using functional magnetic resonance imaging (fMRI) and brain waves (EEG)? - Answer neuromarketing
the sample is - Answer the 60 residents selected
The chance (probability) that the selected 60 residents of the neighborhood end up being the sample of residents selected is - Answer The same as for many other random set of 60 residents(because randomly selected)
The population of interest is - Answer ALL the residents in the suburb
A motion-sensitive camera is placed in people's kitchen WITH THEIR PERMISSION to observe the behavior of family memebers as they inspect the contents of their refrigerator, prepare breakfast, unpack groceries and conduct many other routine activities that occur in the kitchen. This is an example of: - Answer Overt observational research
Compared to observation or other qualitative methods, ... allow the collection of significant AMOUNTS OF DATA IN A SYSTEMATIC, ECONOMICAL, AND EFFICIENT MANNER AND THEY TYPICALLY INVOLVE LARGE SAMPLE SIZES. - Answer Survey methods
What scale requires polar opposite objectives - Answer Semantic differential scale
When proctor and Gamble is interested in improving its Ultra Tide Laundry detergent, it nay invite a group of age 30 to 45 year old women to brainstorm how Ultra Tide could perform better of how its packaging could be improved or to discuss other features of the detergent. What type of research method are they using? - Answer Qualitative
