Introduction to Market Research Essay Example

Is conducted to address a specific marketing decision for a specific firm of organization  basic marketing research qualitative marketing research  Quantitative marketing research Applied marketing research. Which of the following refers the way researcher go about using knowledge and evidence to reach objective conclusion about the real world Qualitative method b) Quantitative method  Scientific method  Primary method. The characteristic of data reflecting how pertinent these particular facts are the situation at hand is called  Relevance  Timeliness  Completeness  Significance. Which of the following is a subset of data and info that actually has some explanatory power enabling effective decision to be made Knowledge  Intellectual capital  Market Intelligence Decision support system.

Which type of research is being conducted when a researcher conducts an experiment to answer the question? “Will consumer purchase more of our brand if we change the package design?

Causal research Exploratory research Pilot study research Descriptive research. Which of the following means that something has been examine against reality using data? ) Causality Manipulation Empirical testing  Spurious association.

A research organization that specialized in the studies about advertising effectiveness is an example of a(n)  Cross-functional team  Standardized research service Research generalist  Advocacy research organization 8. In a personal interview a respondent who replies “I don’t want to answer that question about my income last year. ” Is exercising which right in a research?  Right to privacy Right to be informed  Right to informed consent  Right to terminate the interview anytime 9. When a marketing manager conducts a test market but have already decided to ignore the result if they don’t support a nation launch of the product, is an example of Pseudo-research study A pretest  A forecast analysis  Informed consent.

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All of following are situation that often call for quantitative research, except a) When it is difficult to develop specific and actionable decision statement When conclusive evidence is desired When researchers want to learn how consumers use a product in natural settings  When a fresh approach to study some problem is needed . Which qualitative research orientation in philosophy and psychology? Phenomenology  Grounded theory Ethnography Anthropology. Which of the following is the most common size of a focus group?  She was then asked to tell what might happen next Stella was participating in a(n) Aptitude test  Focus interview  Thematic apperception test Focus blog. All of the following are common reason why secondary data don’t adequately satisfied research need, except Outdated information Too expensive Variation in definition of terms Different units of measurement 16. Secondary data that originate inside the organization are called First-order data  Internal and proprietary Exclusive data  Internal and valid data.

When a research study is not conducted according to the plan in the proposal for the research study what kind of error is divided has occurred? Random sampling error Systematic error – non random sampling error  Respondent error  Implementation error. Systematic error is divided into which to general categories? Respondent error and administrative error Random sampling error and administrative error  Response bias and interview error Primary error and secondary error. The tendency for respondents to agree with most question in a survey is known as  Auspices bias ) Interviewer bias Extremity bias Acquiescence bias. “Can you tell me more about what do you mean by that? ” it is an example of  A mall intercept  A self administered questionnaire.

A probe The drop off method. Which of the following survey method over the lowest degree of respondent’s anonymity? Telephone interview Mail survey  Mall intercept interview Internet service . Observing a person television viewing habit is an example of which type of observation? Verbal records Expressive behavior Physical actions Physical objects. All of the following can not be observed except Intentions Attitudes Physical behavior Feelings. Measuring the distances visitors stand from a painting in a VAN GOUGH exhibit at the same Louis Art Museum is an example of what type of observation? Verbal behavior Temporal patterns Expressive behavior Spatial relations. When a researcher analyze the content of advertisement appearing on cartoons on a Saturday morning in terms of the types of characters that appears in ads, this is an example of what type of observation a) Contrived analysis Content analysis Indirect analysis Entrapment. When an airline passenger (who is really an employee of the airlines) complain loudly about his not being serve a vegetarian.

Girls saw that he can note the behavior of the fight attendant in this type of situation, this is an example of what type of situation  Content analysis  Indirect Contrived Response latency . A researcher is conducting an experiment in which one group of people is exposed to an advertisement and another group is exposed to another advertisement. He is examining the effect of headline font size on consumers attitude towards the brands advertise. The participants in this experiment research are refereed to as  Respondents  Elements  Factorials Subjects. Categorical variable like a subject gender/ethnicity are known as which type of variable in experimental research?  Blocking variable  Covariates  Main variable  Confounds.

All of the following are experimental design issues expect  Select and design of subjects to treatments Control over extraneous variable  Manipulation of the independent variable  Manipulation of the dependent variable. Which of the following means that there is an alternative explanation beyond the experimental variables for any observe difference in the dependent variable?  Confound  Interaction  Randomization  Repeated measures. Which term refers to an experimental design element that unintentionally provides subject with hints about the research hypothesis?  Demand characteristic  Hawthorne effect  Testing effect  Confounding effect . Which experimental design involves manipulating a single independent variable to observe its effect on a single dependent variable? A primary experimental design Basic experimental design Factorial experimental design  Counterbalanced experimental design.

When sales people are tested one year after a sales training program and perform better on the exam, not because of the training program, but because they have gained one years experience in sales, this is an example of a  Selection effect  Maturation effect History effect  Cohort effect. The question ask to whether the independent variables was the sale cause of the change in the dependent variable is the basic issue in A reputed measures study  Interval validity. A matching study  External validity.  is the process of describing some property of a phenomenon, usually by assigning numbers, in a reliable and valid way  A research Analysis  Validation Measurement . Which type of scale is, at the most, a ranking scale? Radio  Interval Nominal (female, male) Ordinal (order) .

Which type of validity addresses the question, “does my measure correlate with measures of similar concepts or known quantitative?  Face validity Reliability validity Criterion validity  Discriminant validity. “I hate asparagus” is an example of which component of an attitude toward asparagus? Effective  Behavioral ) Cognitive  Perception. All of the following are disadvantages of open ended response question, except  Cost  Interviewer bias  The info provided by responses isn’t useful to decision makers  Articulate individuals give a large share of response. “What is your favorite hobby, playing video games or what? ” is an example of what type of question? Loaded b) Pivot  Filter  Leading. A single element or group elements that is eligible for selection via the sampling process is called a  Sampling panel  Sampling unit  Sampling error Sampling quota. As sample size, random sampling error Increases, increases  Decreases, decreases  Increases, Decreases Increases, remains unchanged.

In which type of sampling those every element in the population have a known nonzero probability of selection?  Absolute sampling Relative sampling Non probability sampling Probability sampling. If a researcher for Procter and gamble selects 5 states randomly, and then select 10 supermarkets chains which of there states to call for a phone survey for a test market of a new shampoo, what type of sampling procedure is being used? Systematic sample Sample random error Nonprobability sample Cluster sample. Measures computed from sample data are called  Sample statistic Population parameters Sample frequencies Normalized scores. Which type of errors occurs when the researcher concludes a relationship exist when in fact one does not exist? A researchers hypothesis that males and females differ when respect to attitude towards sport sponsorship.

To investigate this hypothesis that these 2 groups attitude differ, he will use the Bivariate test of differences Univariate test of differences  Multivariate test of differences Cluster analysis . Which test is appropriate comparing the score of  internal variables drawn from related populations? Anova  Relative t-test  Relative C2-test Pair-sample t-test . Which test should be used when comparing the means of 3 groups to see if they significantly different from one another  One-group t-test Anova test  Two group t-test Chi-square test . When a researcher is attempting to predict sales volume by using building permit, amount of advertising, and the income levels of residents the researcher is using  Univariate analysis A chi-square analysis  Multiple regressions analysis  Factor analysis