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MKT 6301-Chapter 3

QuestionAnswer
1) Which of the following best links the consumer and the marketer through information that can be used to identify marketing opportunities and problems? Answer: marketing research
2) Which of the following is most likely to be a part of the mission of a market research department? Answer: gather, analyze, and interpret information
3) Which of the following is a major function of marketing research? Answer: scan for opportunities and threats
4) Marketing research is most commonly used to: Answer: refine new product concepts.
5) The first step in the marketing research process is: Answer: defining the problem.
6) Which of the following information sources already existed and were not developed for the particular problem at hand? Answer: secondary
7) Information sources that are generated for the particular problem being studied are best described as: Answer: primary sources.
8) Which of the following is an advantage of primary data collection? Answer: Data is tailored to the manager's needs.
9) Which of the following statements is true regarding secondary data sources? Answer: It is usually less expensive than primary data.
10) Which of the following is an example of an internal source of secondary data? Answer: a past marketing plan
11) Which of the following is an external secondary data source? Answer: trade publications
12) Which of the following best describes a research methodology that usually involves a small group of participants taken from the population, produces information that does not lead directly to a decision but is valuable as input for further research? Answer: qualitative research
13) Which type of research typically involves statistically analyzing data in order to provide descriptive results to explicitly test a hypothesis? Answer: quantitative research
14) Which of the following is a type of qualitative research? Answer: phenomenological research
15) Which of the following types of qualitative research generates hypothesis for further research, often quantitative? Answer: exploratory research
16) Which of the following types of qualitative research explores the reasoning behind customer purchase behavior? Answer: clinical research
17) Which of the following types of qualitative research elicits information related to how customers use products in everyday life? Answer: phenomenological research
18) ________ techniques including in-depth interviews and other techniques such as metaphors are mostly used in clinical research. Answer: Psychoanalytic
19) Which of the following statements is true regarding a focus group? Answer: It usually involves a professional moderator.
20) The most popular use of focus groups is for ________ research, a basic understanding of how customers use the product or service in question. Answer: phenomenological
21) The most common misuse of focus groups is attempting to use them to: Answer: draw general conclusions.
22) Which of the following is specifically related only to the Zaltman metaphor elicitation technique (ZMET) focus groups? Answer: It involves usage of images to describe feelings.
23) Measuring the dilation of a person's pupil to measure attention to an advertisement is a technique used in: Answer: observational research.
24) Which of the following involves an in-depth study of consumer consumption through interviews and observing behavior, and requires people with a variety of skills beyond marketing research, including anthropology? Answer: ethnographic research
25) A major portion of many research budgets is devoted to ________ research, performed by administering questionnaires to people. Answer: survey
26) Which –of the following are the two possible responses to a questionnaire? Answer: open-ended and fixed
27) Which of the following best describes the entire population of the target group? Answer: universe
28) If you are marketing a computer software product used in local area networks, which of the following would best describe the population or universe of the study? Answer: network managers
29) Which of the following statements is true regarding a convenience sample? Answer: Some members of the population have a zero probability of being chosen.
30) Which of the following is the most expensive method of collecting data? Answer: personal interviews
31) Which of the following methods is characterized by low levels of control in the data collection process? Answer: mail surveys
32) Which of the following states that the people who did not respond to a study may feel differently about the issue being surveyed than those who did? Answer: nonresponse bias
33) Personal interactions with survey respondents could lead to answers that would not be given otherwise. This gives rise to the potential for: Answer: interviewer bias.
34) Which of the following approaches to collecting data is the most flexible? Answer: personal interviews
35) Which of the following is a serious problem with survey research when people who choose to respond to the survey may be significantly different from those who do not? Answer: nonresponse bias
36) Which of the following methods of collecting data has the highest response rate? Answer: personal interviews
37) Which of the following is the least expensive method of collecting data? Answer: mail survey
38) Which of the following refers to surveys that are taken at fixed time intervals in order to monitor advertising awareness, product usage, or strategy-related measures such as product positioning over time? Answer: tracking studies
39) A(n) ________ is a set of customers who are enlisted to give responses to questions or to provide data repeatedly over a period of time. Answer: panel
40) Which of the following statements explains a panel dropout? Answer: Panel members may not remain on the panel.
41) Which of the following best describes the main benefit of a panel? Answer: the ability to observe changes in behavior caused by changes in marketing variables or other factors
42) Conventional surveys and focus groups are called ________ because they provide a slice of life at one point in time. Answer: cross-sectional data
43) Which of the following is the most important problem associated with a panel? Answer: panel dropout
44) Panel conditioning refers to a problem where: Answer: being on a panel changes a member's behavior.
45) In a marketing experiment, a marketing variable which is of central interest is called a(n) ________ because different levels or values of the variable are controlled by the researcher. Answer: manipulation
46) Which of the following best describes the degree to which experimental results can be generalized to the real world or, more generally, to the target population? Answer: external validity
47) A scanner panel is related to the purchase of: Answer: groceries.
48) Which of the following best describes the degree to which experimental results are actually caused by the experimental manipulation? Answer: internal validity
49) Which of the following statements is true of a laboratory experiment? Answer: It has low external validity.
50) Which of the following statements is true regarding a field experiment? Answer: It has low internal validity.
51) The maximum sales of a product category reasonably attainable under a given set of conditions within a specified period of time is known as: Answer: market potential.
52) The amount of sales of a product category expected to be achieved under a set of conditions within a specified period of time is known as: Answer: sales forecast.
53) A term used by economists for "all else remaining equal" is: Answer: ceteris paribus.
54) The amount of sales of a brand expected to be achieved under a set of conditions within a specified period of time is known as: Answer: sales forecast.
55) Which of the following is one of the three steps in the general approach for estimating market potential? Answer: Estimate the potential purchasing or usage rates.
56) The estimate of market potential is best described as: Answer: the number of potential customers times the potential buying rate.
57) Assume that a particular city in a country accounts for 10 percent of its population. Assume next that that city accounts for 6 percent of the sales of a product. What is the Category Development Index (CDI) of the product? Answer: 60
58) Which of the following indicates that the category is selling better than the brand? Answer: high CDI and low BDI
59) Which of the following involves forecasting alternative outcomes based on different assumptions about different marketing variables? Answer: scenario planning
60) Which judgmental method takes the most current sales and adds a judgmentally determined x percent, where x is the estimated percentage change in sales? Answer: Naïve extrapolation
61) In the ________ of forecasting, the marketing manager might simply rely on his or her own opinion to predict sales, based on experience and other qualitative knowledge gained from reading trade publications and talking to industry representatives at trade shows. Answer: executive opinion method
62) Which of the following methods of forecasting sales is implemented by forming a jury of experts from a diverse population? Answer: delphi method
63) Which of the following is a time series method of sales forecasting? Answer: exponential smoothing
64) Market testing is an example of this type of sales forecasting method. Answer: counting method
65) Which of the following methods of sales forecasting uses the averages of historical sales figures to make a forecast? Answer: moving average
66) Regression analysis is an example of a: Answer: causal method.
67) Which of the following forecasting methods uses certain macroeconomics variables to forecast changes in the economy, based on the fact that changes in these variables occur before changes in the economy? Answer: leading indicators
68) Which of the following methods of sales forecasting is most likely to be used to predict the economic performance of a country? Answer: econometric models
69) Which of the following is a causal method of sales forecasting? Answer: correlation
70) Which of the following is a generalization of the time-series extrapolation model that includes independent variables other than time? Answer: regression analysis
71) One of the major functions of marketing research is monitoring current marketing programs. Answer: TRUE
72) The first step of a market research program is to establish the problem to be addressed. Answer: TRUE
73) Primary information sources are those that already exist. Answer: FALSE
74) Marketing managers almost always consult primary sources before embarking on secondary data collection. Answer: FALSE
75) Past marketing plans are good sources of internal secondary information. Answer: TRUE
76) Transaction information stored in accounting records is a good secondary source of research information. Answer: TRUE
77) A major problem marketing managers face with internal sources of information is getting it in a useful format. Answer: TRUE
78) Exploratory research is generally used to understand how customers use products in everyday life. Answer: FALSE
79) Clinical research is generally used to generate hypotheses for further research, often quantitative. Answer: FALSE
80) The least widely used qualitative research method is the focus group. Answer: FALSE
81) The focus group is the best known and most widely used quantitative research method. Answer: FALSE
82) In virtual shopping, the consumer can use the simulation to view (on a screen) shelves stocked with any kind of product. Answer: TRUE
83) In-depth study of consumer consumption through interviews and observing behavior is known as ethnographic research. Answer: TRUE
84) In a sampling context, universe means the entire population of the target group. Answer: TRUE
85) The most important problem associated with a panel is panel conditioning. Answer: FALSE
86) Panel conditioning refers to a problem that the panel members may not remain on the panel throughout the required time period. Answer: FALSE
87) A panel is a set of customers who are enlisted to give responses to questions or to provide data repeatedly over a period of time. Answer: TRUE
88) The general types of market research data and the set of techniques used in global market research vary from country to country. Answer: FALSE
89) "Potential" is defined as the amount of sales expected to be achieved under a set of conditions within a specified period of time. Answer: FALSE
90) "Ceteris paribus" means "all else remaining equal." Answer: TRUE
91) The sales force method of forecasting is an example of a time-series method of forecasting. Answer: FALSE
92) The Delphi method of forecasting is implemented by forming a jury of experts from a diverse population. Answer: TRUE
93) In the executive opinion method of forecasting, the marketing manager might simply rely on his or her own opinion to predict sales. Answer: TRUE
94) Econometric models are large-scale, multiple-equation regression models that are frequently used in product forecasting. Answer: FALSE
95) Regression analysis is a causal method of sales forecasting in which certain macroeconomics variables are used to forecast changes in an economy. Answer: FALSE
96) List and briefly describe the three major functions of marketing research. Answer:
96) List and briefly describe the three major functions of marketing research. Answer:
98) List and briefly describe the three types of qualitative research. Answer:
99) Discuss briefly global considerations in market research. Answer:
100) List and briefly describe the four different methods of forecasting available. Answer:
Created by: lonehorse
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