Marketing Research Questions

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Complete the attached Final Exam Review. All questions must be correct.

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MKG 497, Fall 18, FINAL Exam Review Questions 11/28/18 Essay Questions (30 pts) 1. Explain the three functions of marketing research. Give example for each. 2. Explain experience surveys, case analysis and focus group. GIVE EXAMPLE for each. 3. What are some of the disadvantages of secondary data? More specifically, what are the disadvantages of secondary data over primary data? 4. What are the advantages of online focus groups? 5. Explain validity and reliability in detail. Give example for each. 6. What types of error would be most likely in each of the following circumstances? a. telephone survey using only a telephone book b. having members of the Dallas Cowboys Cheerleading Squad administer mall intercept interviews c. asking respondents how much they spend on eating out in a year d. mail survey of physicians e. “Please indicate your annual household income.” $ _________________ 7. Comment on each problem you find in the short questionnaire that follows. Then revise the questionnaire so that it is reliable. Objective of the questionnaire: to determine respondent buyer intentions regarding the purchase of a new car. 1. Please indicate your income: _____________________ 2. When will buy your next car? ____________ 3. Age Category: ___0-18 4. How much will spend on your next car? ___________ 5. 6. ___19-24 ___35-44 ___45 & over List the types of cars you will consider in your next purchase: _______________________ _______________________ _______________________ What is the make and model of your present car? __________________ 8. There are four types of probability sampling methods. DEFINE each of them and give an EXAMPLE FOR EACH. 9. When researchers are wording a question, what kinds of principles should they keep in mind? Create an EXAMPLE for each criterion. Multiple Choice Questions (70 Pts) 1) Which of the following is not part of the definition of marketing? a. Planning and execution regarding the marketing mix b. Creating exchange c. Gauging production efficiency d. Satisfying consumer needs as well as organizational objectives e. All of the above are part of the definition of marketing. 2) The fact that cell phones now come in a vast array of designs and colors relates to which specific component of the marketing concept? a. Production orientation b. Systems orientation c. Goal orientation d. Consumer orientation e. None of the above 3) Which activity is included in marketing research? a. Surveys b. Market Saturation Point c. Retail Demographics d. Price Setting e. None of the above 4) Achieving a 15% rate of return on investment would identify with which of the following orientations? a. Production orientation b. Systems orientation c. Goal orientation d. Consumer orientation e. All are part of the requirements for adopting the marketing concept. 5) Which of the following is under control of the marketer? a. The external environment b. The marketing mix c. Economic conditions d. Political stability e. None of the above is under marketers’ control. 6) Which of the following is not done by marketing research? a. Specifying information to address a marketing issue b. Managing the data collection process c. Analyzing data from the collection process d. Based on the information deciding to terminate a product or service that is not meeting organizational goals e. All of the above are done by marketing research. 7) What is a wrong reason for doing marketing research? a. A manager wants proof for the decision he’s made. b. The market seems ripe for a change. c. Diversifying product offerings could be beneficial. d. Entering a foreign market means revisiting the marketing strategy. e. None of the above 8) The best way for a business to achieve brand loyalty is to measure and monitor ________. a. production output b. customer satisfaction c. continual improvement d. none of the above e. all of the above 9) Which of the following would not be characteristic of basic research? a. Determining the most attractive price for a new product b. Validating an existing theory c. Learning more about a concept d. Conducted by professors at larger “flagship-type” universities e. All are characteristic of basic research. 10) Which of the following might provide a good reason not to conduct marketing research? a. Insufficient time to conduct research b. No budget allocated for research c. Decision-making data already exists d. All of the above are reasons to conduct marketing research. e. All of the above are reasons not to conduct marketing research. 11) A marketing research firm is discussing the possibility of a major project for a real estate company. The research firm has already conducted extensive exploratory research for the project and has been compensated. For the subsequent survey, the top managers in the real estate firm cannot agree on exactly what the specific research objectives should be. What should the marketing research firm do? a. Decline the project b. Conduct more exploratory research c. Tell the top managers what the research objectives should be and do the project d. Agree to do the subsequent project for a lower cost e. None of the above 12) Most marketing research studies which aim to assist a company with its marketing function are categorized as ___________ research. a. pure b. applied c. basic d. evaluative e. none of the above 13) The recent emphasis on customer satisfaction research by many companies relies on the notion that customer satisfaction is closely linked with ___________. a. customer defection b. customer complaints c. customer loyalty d. value consciousness e. none of the above 14. The first step in the problem-definition process is: a. stating research objectives. b. recognizing that there is a problem or opportunity. c. determining if the needed information is already available. d. determining why the information is being sought. e. none of the above 15. Which of the following is not a form of exploratory research? a. secondary data analysis b. situation analysis c. pilot study d. experience survey e. All of the above are forms of exploratory research. 16. Large amounts of money, time, and effort are wasted because requests for marketing information were poorly formulated. The preceding could have been avoided if the researcher had: a. found out exactly why the information was being sought. b. stated his/her objectives more clearly. c. recognized the opportunity. d. determined whether the information already exists. e. all of the above 17. ___________ is preliminary research conducted to increase the understanding of a concept, to clarify the exact nature of the problem to be solved, or to identify important variables to be studied. a. Pilot study b. Experience survey c. Case analysis d. Exploratory research e. Situation analysis 18. Which of the following is not a form of exploratory research? a. secondary data analysis b. situation analysis c. pilot study d. experience survey e. All of the above are forms of exploratory research. 19. ________________ is a goal statement, defining specific information needed to solve the marketing research problem. a. Exploratory research b. Marketing research objective c. Management objective d. Managerial decision problem e. none of the above 20. Which of the following should be action oriented? a. objectives statement b. marketing research problem c. management decision problem d. statement of problem symptoms e. none of the above 21. A manager at a publishing house asks for a single question to be added to a research study because she’s curious about whether customers would be interested in a different genre of romance novels. You advise her that the information may be interesting, but it isn’t actionable. This is called: a. hypothesis b. case analysis c. nice to know syndrome d. the information already exists 22. Once the research project is completed, it is critical to determine if the ___________have been met. a. situation analyses b. pilot studies c. experience surveys d. research objectives e. all of the above 23. In a causal study of the effect of shelf placement on sales of a brand of cereal, which is the dependent variable? a. where the cereal was placed on the shelf b. sales of the cereal c. concomitant variation of the cereal d. none of the above 24. To test the effectiveness of changes in an advertising campaign, a marketing research firm decides to implement certain changes in Atlanta, other changes in Dallas, and no change to the ad campaign in Denver. With regard to the products in question, the purchasing propensities in the three cities are equal. What type of research design is the marketing research firm invoking? a. exploratory study design b. observational study design c. descriptive study design d. causal study design e. all of the above 25. A _____________ sample is characterized by every element in the population having a nonzero chance of being selected. a. nonrandom b. nonprobability c. probability d. (a) and (b) e. none of the above 26. Which of the following is not characteristic of secondary data? a. observation data collected for the project at hand b. might be relevant to the problem at hand c. gathered previously for another purpose d. (b) and (c) e. All are characteristic of secondary data. 27. Which of the following would not be a source of internally generated secondary data? a. reports to stockholders b. government documents c. product testing results d. annual reports e. all of the above are internally generated data 28. Which of the following is not a source of externally generated secondary data? a. syndicated marketing research data b. news media reports c. Web-based reports d. salesperson strategic intelligence reports e. All of the above are externally generated data. 29. American Express regularly stuffs its monthly statements with combinations of products depending upon customer characteristics. This data mining application is referred to as _______. a. customer retention b. customer abandonment c. market basket analysis d. customer acquisition 30. Database marketing has come under scrutiny based on the idea that it may infringe on consumers’ ___________. a. right to know b. right to choose c. right to privacy d. right to not be deceived 31. Charming Charlie’s, a lady’s accessory store, wants to increase brand awareness of the latest season’s colors. Their goal calls for increasing click through rate with their online advertising. The researcher needs to use________________ to achieve the company’s goals. a. behavioral targeting b. data mining c. database marketing d. none of the above 32. Which of the following would not be part of a database that would be ripe for data mining? a. electronic point-of-sale transactions b. inventory records c. online customer orders d. customer demographics e. All of the above could be part of the data mining process. 33. Market basket analysis is a common application of _______. a. b. c. d. 34. GIS systems blogs cookies data mining Which of the following is not a tool that is used in data mining? a. probability sampling b. qualitative analysis c. multivariate statistics d. descriptive statistics 35. Amazon populates weekly email recommendations and offers up customer recommendations when a customer logs in. How does this form of data mining help the client? a. purchasing habits dictate the only products a customer will buy b. privacy isn’t an issue if the customer shopped there before c. behavioral targeting is the only form of marketing for an online retailer d. focused promotion strategies are more effective 36. The difference between the sample value and the true value in the population under study is referred to as _______. a. sampling error b. random error c. measurement error d. chance variation e. none of the above 37 _____________ results from mistakes or problems in the research design. a. Systematic error b. Processing error c. Interviewer error d. Random error e. None of the above 38. When a researcher uses an incomplete sampling frame for a study, this is referred to as __________. a. surrogate information error b. selection error c. frame error d. none of the above 39. Which of the following is not a sampling design error? a. Selection error b. Population Specification Error c. Frame error d. Interviewer error e. All are sampling design errors 40. The fact that not every household has a published phone number can cause which type of error in telephone surveys? a. sample frame error b. random error c. population specification error d. surrogate information error e. none of the above 41. The fact that people in their twenties are more technology savvy than those over the age of forty should be taken into account when determining the population for a survey about new social media options to avoid________________. a. sample frame error b. random error c. population specification error d. surrogate information error e. none of the above 42. A researcher hired 20 interviewers to conduct door-to-door interviews in a particular city. In the process of verifying the responses for one of the interviewers, the researcher found that the interviewer surveyed consecutive houses in a particular subdivision, instead of selecting every third house. What kind of error has occurred here? a. selection error b. measurement error c. processing error d. interviewer error e. none of the above 43. A marketing researcher subcontracts the data collection process to a field services firm. After the data is collected, the researcher is editing the questionnaires, and finds a large number of mistakes. In many cases skip patterns were not followed, and difficult questions were often skipped. The researcher contacts several of the persons that did the interviewing and finds that they received little, and in some cases, no training or supervision. What kind of error is evident here? a. processing error b. interviewer error (bias) c. surrogate information error d. measurement instrument bias e. none of the above 44. In the pretesting of a questionnaire, a researcher finds that respondents perceive several of the questions as leading, and others as difficult to understand. If the researcher does not make the necessary revisions to the questionnaire, there will probably be a large amount of which of the following? a. processing error b. interviewer error c. surrogate information error d. measurement instrument bias e. none of the above 45. When survey respondents deliberately falsify their income this is known as which type of bias? 46. a. interviewer bias b. nonresponse bias c. measurement instrument bias d. response bias e. none of the above Which of the following is currently the least popular type of data collection? a. Internet surveys b. mall-intercept interviews c. door-to-door interviews d. telephone surveys 47. Which of the following is an example of a self-administered questionnaire? a. telephone survey b. door-to-door survey c. mail survey d. mall intercept e. none of the above 48. A ________________ has the advantage that a supervisor can monitor the process and excellent samples are obtained. The interviewer will also be able to explain and probe. a. Mall-intercept interview b. Call center telephone interview c. Self administered questionnaire d. Mail survey 49. Which of the following is not an advantage of online surveys? a. rapid deployment b. dramatically reduced costs c. representative sample d. high response rates e. All of the above are advantages of online surveys. 49. Which of the following is the biggest complaint about using online surveys? a. slow deployment b. lower response rates c. lack of representative sample d. lack of callback procedures e. all of the above 50. Which of the following is not characteristic of Internet email surveys? a. online self-administered interview b. significant interviewer bias c. medium to high risk concerning representativeness d. bulk email contact e. purchased list of non-profiled respondents 51. A researcher is launching an online survey and wants to focus on females who earn more than $75,000 per year. What type of Internet sample should they use? a. data capture of Web visitors b. screened Internet sample c. random web site intercepts d. unrestricted Internet sample e. none of the above 52. When beginning your research, why should you be wary of using a person’s personal page as a reference point? a. Personal pages have no publisher or domain owner vouching for their validity b. You must research the person whose page it is to validate their credentials c. You don’t know if the information is factual or opinion d. All of the above are why a personal page is not a good reference point 53. When evaluating a webpage which of the following domains would automatically seems a qualified resource for secondary research? a. .edu b. .mil c. .gov d. .us e. all of the above 54. Which of the following is a common complaint of online surveys? 55. 56 a. time of deployment b. lack of representative sample c. high cost d. none of the above Online surveys are ideal for: a. reaching a low incidence population. b. reaching a high incidence population. c. reaching senior citizens. d. a survey that requires extensive probing. What type of research has basically replaced computer-assisted telephone interviewing? a. Online survey research b. Productive Research c. Telephone Research d. Random Research 56. Ranking questions generally produces ___________ level of measurement. a. nominal b. ordinal c. interval d. ratio e. none of the above 57. Why is it hard for marketing researchers to measure attributes like brand loyalty? a. Everyone is different b. Brands do not inspire loyalty c. Difficult to devise rules to assess consumer attributes d. Purchase intent defines consumer loyalty e. None of the above 58. An example of nominal scale data would be which of the following? 59. 60. 61. 62. 63. a. preference data b. index numbers c. sex of the respondent d. unit sales e. none of the above Quality grades such as “good,” “better,” and “best” represent which of the following levels of measurement? a. nominal b. ordinal c. interval d. ratio e. none of the above In global marketing research, a study of beer in Spain requires a comparison with soft drinks. This is an example of______________. a. functional equivalence b. conceptual equivalence c. definitional equivalence d. valid equivalence e. none of the above A scale that gives you a different weight every time you step on suffers from poor: a. face validity. b. construct validity. c. split-half validity. d. Reliability. e. none of the above If a restaurant customer satisfaction questionnaire lacked a question concerning the quality of the food being served, we’d say the questionnaire lacked______ validity. a. content b. face c. construct d. criterion-related e. none of the above At the end of a trip aboard their cruise ships, Disney leaves questionnaires in the staterooms of passengers asking them to rate the cleanliness, service, and meal quality among other various attributes. The questionnaire uses a numerical rating system from very satisfied to very dissatisfied. What type of scale are they using? a. graphic rating scale 64. 65. 66. 67. 68. 69. b. itemized rating scale c. rank-order scale d. comparative scale Which step(s) in the measurement process must be completed before evaluating the reliability and validity of the scale? a. Identify the concept of interest. b. Develop a construct. c. Develop an operational definition. d. Create a measurement scale. e. all of the above _________________ asks a respondent to pick one of two objects from a set, based on some criteria. a. Constant sum scales b. Rank order scales c. Graphic rating scale d. Paired comparison scale ____________________ examines the strengths and weaknesses of a concept by having the respondent rank it between dichotomous pairs of words. a. Semantic differential scale b. Rank order scales c. Graphic rating scale d. Paired comparison scale __________________ requires the respondent to rate on a scale ranging from +5 to -5 how closely a descriptor adjective fits a given concept. a. Semantic differential scale b. Stapel scale c. Graphic rating scale d. Paired comparison scale This level of measurement would have the fewest possibilities regarding the types of statistical techniques that can be applied to its data. a. nominal b. ratio c. interval d. reliable e. ordinal In marketing research, this level of measurement is the preferred measure when measuring purchase likelihood and attitude assessment. a. nominal b. ratio c. interval d. reliable e. ordinal a. 70. What is the correct order for the role of a questionnaire? Questionnaire, recommendations, data analysis, findings, managerial action b. c. d. e. 72. 73. 74. 75. Questionnaire, findings, data analysis, managerial action, recommendations Questionnaire, findings, data analysis, recommendations, managerial action Questionnaire, data analysis, recommendations, findings, managerial action Questionnaire, data analysis, findings, recommendations, managerial action 71. Which of the following is not characteristic of the questionnaire? a. formalized schedule for collecting data b. a unique control device in the data collection process c. survey instrument d. set of questions designed to generate data for specific objectives e. all are characteristic of the questionnaire Skip patterns in questionnaires: a. Sequence questions based on how the respondent answered the previous question b. Should generally not be used c. Are made more difficult with on-line questionnaires d. Are no longer done in most surveys e. None of the above Going through each question to ensure that skip patterns are followed and that required questions are answered is: a. coding b. scaling c. editing d. closing e. none of the above Which of the following is not characteristic of open-ended questions? a. ease of coding and tabulation of results b. respondents get to reply in their own words c. answers based on respondent’s frame of reference d. can be used to interpret closed-ended questions e. all of the above are characteristic of open-ended questions “In the space below, please write down your three favorite flavors of ice cream” is an example of what type of question? 76. a. scaled response b. dichotomous c. open ended d. closed ended e. none of the above Probing is especially important when using: 77. a. Dichotomous questions b. Open-ended questions c. Closed ended questions d. Multiple choice questions e. none of the above “Can you name the three NBA basketball teams in the state of Texas?” is an example of what type of question? a. 78. scaled response b. dichotomous c. open ended d. closed ended e. none of the above Which of the following types of questions would have the highest cost associated with its interpretation and tabulation? 79. a. Open ended b. dichotomous c. multiple choice d. scaled response e. cost would be equal for all When a question has only two possible choices, it is referred to as a _____________question. 80. a. dichotomous b. qualitative c. multiple choice d. scaled-response e. none of the above Biasing the respondent could be present in which of the following? 81. a. “we are conducting a study concerning the high quality of First National Bank services” b. “Do you shop at a lower class store like Wal-Mart?” c. “how satisfied are you with McDonald’s food quality and location?” d. (a) and (b) e. all of the above Which of the following would not be good practice regarding question sequencing? 82. a. general questions at the end b. general questions at the beginning c. sensitive questions at the end d. questions requiring work in the middle e. none of the above Questions that are sensitive and may embarrass the respondent should be positioned at the ___________ of the survey. 83. a. beginning b. middle c. end d. should not be asked at all e. none of the above The pretest of a questionnaire would not be done for _____________. 84. a. getting the respondent’s reaction to the questionnaire b. checking for the appropriateness of the sample of respondents c. checking for misinterpretations by respondents d. checking for potentially biasing questions e. all of the above would be part of a pretest Which of the following is a reason for increased costs of survey research? 85. a. premature termination of the interview b. adding a security screener c. trying to reach a qualified respondent d. none of the above are reasons for increased costs of survey research e. all of the above are reasons for increased costs of survey research Of the following, what is the most important consideration when choosing a sample? a. size of the sample b. size of the population c. how well the sample represents the population d. how well the population represents the sample e. survey objectives 86. When a researcher attempts to collect data from all individuals in a population, this is referred to as taking a: a. census b. stratified random sample c. quota sample d. simple random sample e. systematic quota sample 87. The first step in the development of a sampling plan is: a. determine sample size b. select a sampling method c. choose a data collection method d. define the population of interest e. deciding which statistical techniques are appropriate 88. The _____________ is a list of the members or elements from which units to be sampled are selected. a. population b. sample frame c. sample source d. universe e. none of the above 89. Under what kind of sampling procedure must the researcher adhere closely to precise selection procedures to ensure that the results are projectable to the population under study? a. Non-probability b. non-random c. probability d. quota e. none of the above 90. What is the main reason for the growing popularity of non-probability samples? e. 91. 92. 93. a. sampling error can be computed b. representative of population c. lower cost than probability samples d. less non-response bias than other types of sampling they are more accurate than probability samples Issues such as acceptable error, levels of confidence, and statistical inferences about a population would be associated with which of the following? a. probability sample b. snowball sample c. quota sample d. all of the above e. none of the above The type of error which results from the fact that samples are not perfectly representative of the populations from which they are drawn is known as: a. measurement error b. systematic error c. sampling error d. non-sampling error e. selection error If the researcher is expecting different responses between males and females in a study, which type of sample might be most useful? a. judgment b. snowball c. stratified random d. systematic random e. 94. none of the above If a researcher offers beer drinkers an extra incentive to recruit their friends who also drink beer to participate in the study, s/he is using a (n) ________sample. a. b. c. d. e. cluster systematic stratified snowball none of the above
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Running head: FINAL EXAM PREVIEW QUESTIONS

Final exam preview questions
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Final exam preview questions
1. Explain the three functions of marketing research. Give example for each
The three major functions of marketing research are diagnostic, descriptive and predictive
functions. Example of descriptive function is the gathering and presenting of factual statement.
Under diagnostic function, explanation of target market data and actions form as an example
while association answer and questions is an example of the predictive function of market
research.
2. Explain experience surveys, case analysis, and focus group. GIVE EXAMPLE for each.
Experience surveys are surveys carried out on people with knowledge of a particular subject.
Experience surveys serve as great tools for helping in gathering information directly from
customers. Customer satisfaction survey is an example of an experience survey. A complete
understanding of the customer is achieved. A focus group, on the other hand, is a group of
selected participants who have been chosen to contribute openly to questions for research about a
new product or update so that the results from the participants can be generalized. Examples of
focus groups are mini-focus group, two way Focus Group and client involvement focus groups.
A case analysis is the ...


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