Basic Marketing Research 9th Edition

Chapter 1 – The Role of Marketing Research I. Learning Objectives: Upon completing this chapter, the student should be able to: II. 1. Define marketing research. The process of gathering and interpreting data for use in developing, implementing, and monitoring the firm’s marketing plans. 2. Discuss different kinds of firms that conduct marketing research. ▪ Producers of Products and Services • e.g., Goodyear, Pillsbury,

Chapter 10 – Collecting Data by Observation I. Learning Objectives: Upon completing this chapter, the student should be able to: 1. Describe the two basic means of obtaining primary data. Observation involves scrutinizing the situation of interest and recording relevant facts, actions, or behaviors. Communication involves questioning respondents to secure the desired information, using a data collection instrument called

Chapter 11 – Collecting Data by Communication I. Learning Objectives: Upon completing this chapter, the student should be able to: 1. Explain the concept of structure as it relates to questionnaires. The degree of structure in a questionnaire is the degree of standardization imposed on it. Highly structured questionnaires have predetermined questions and permitted responses. Response categories are

Chapter 12 – Asking Good Questions I. Learning Objectives: Upon completing this chapter, the student should be able to: II. 1. Define the term measurement as it is used in marketing research. Measurement is rules for assigning numbers to objects. 2. List the four scales (levels) of measurement. • Nominal • Ordinal • Interval • Ratio 3. Name some widely used attitude scaling techniques in marketing research. The Likert scale,

Chapter 13 – Designing the Data Collection Form for Communication Data I. Learning Objectives: Upon completing this chapter, the student should be able to: 1. Define telescoping error and recall loss and explain how they affect a respondent's ability to answer questions accurately. Telescoping error is people’s tendency to remember an event as having occurred more recently than

Chapter 14 – Developing the Sampling Plan I. Learning Objectives: Upon completing this chapter, the student should be able to: II. 1. Explain the difference between a parameter and a statistic. A parameter is a characteristic of the population. A statistic is a characteristic of a sample. Statistics are used to estimate parameters. 2. Explain the difference between a probability

Chapter 15 – Data Collection: Types of Error and Response Rate Calculation I. Learning Objectives: Upon completing this chapter, the student should be able to: II. 1. Describe the five types of error that can enter a study. 1. Sampling errors – occur due to working with a subset of the population instead of the population itself. 2. Noncoverage errors –

Chapter 16 – Data Analysis: Preliminary Steps I. Learning Objectives: Upon completing this chapter, the student should be able to: II. 1. Explain the purpose of the editing process. The purpose of editing is to detect and correct obvious errors in the data collection process. 2. Define what coding is. It is the technical procedure by which data are categorized. 3. Describe the

Chapter 17 – Analysis and Interpretation: Individual Variables Independently I. Learning Objectives: Upon completing this chapter, the student should be able to: II. 1. Distinguish between univariate and multivariate analyses. Univariate analyses are conducted on individual variables. Multivariate analyses are conducted on multiple variables. 2. Describe frequency analysis. A frequency analysis, or one-way tabulation, is a univariate technique that involves counting the

Chapter 18 – Analysis and Interpretation: Multiple Variables Simultaneously I. Learning Objectives: Upon completing this chapter, the student should be able to: II. 1. Discuss why a researcher might conduct a multivariate analysis. Multivariate analysis often provides a much deeper understanding of the data. 2. Explain the purpose and importance of cross tabulation. Cross tabulation is the most commonly used

Chapter 19 – The Oral Research Presentation I. Learning Objectives: Upon completing this chapter, the student should be able to: II. 1. Discuss two fundamental rules for making good oral presentations. • Know your stuff • Know your audience 2. Explain how the time allotted for an oral presentation should be organized. Honor the time limit set for the meeting. Use no more

Chapter 2 – The Research Process and Ethical Concerns I. Learning Objectives: Upon completing this chapter, the student should be able to: 1. Outline the marketing research process. There are four general stages in the marketing research process: a. Problem definition b. Data collection Data sources include: 1. Existing data from internal sources 2. Existing data from external sources 3. Primary (i.e.,

Chapter 20 – The Written Research Report I. Learning Objectives: Upon completing this chapter, the student should be able to: II. 1. Discuss three writing standards that a report should meet if it is to communicate effectively with readers. • Completeness • Accuracy • Clarity 2. Outline the main elements that make up a standard research report. • Title page • Table of Contents • Executive Summary • Introduction •

Chapter 3 – Problem Formulation I. Learning Objectives: Upon completing this chapter, the student should be able to: 1. Specify the key steps in problem formulation. 1. Meet with the Client 2. Clarify the Problem/Opportunity 3. State the Manager’s Decision Problem 4. Develop a Full Range of Possible Research Problems 5. Select Research Problem(s) to be Addressed 6. Prepare and Submit a Research Request Agreement 2. Discuss two goals

Chapter 4 – Exploratory Research I. Learning Objectives: Upon completing this chapter, the student should be able to: 1. Describe the basic uses of exploratory research. • Formulate the manager’s decision problem • Developing hypotheses • Gaining familiarity with a phenomenon • Clarifying concepts 2. Specify the key characteristics of exploratory research. Small scale and very flexible studies used to generate ideas and insights. 3. Discuss the various

Chapter 5 – Decision Support Systems: Introduction I. Learning Objectives: Upon completing this chapter, the student should be able to: 1. Define the difference between secondary data and primary data. Secondary data are statistics not gathered for the immediate study, but for another purpose. Primary data is originated by the researcher for the purpose of the investigation at

Chapter 6 – Decision Support Systems: Working with “Big Data” I. Learning Objectives: Upon completing this chapter, the student should be able to: II. 1. Identify the three Vs of “big data.” • Volume – the sheer amount of data being collected. • Velocity – the pace of data flow, both into and out of a firm. • Variety – the combination

Chapter 7 – Using External Secondary Data I. Learning Objectives: Upon completing this chapter, the student should be able to: 1. Describe the process of searching for published external secondary data. • Identify the information need • Develop a list of key terms and names • Conduct an online search for the information • Compile the information obtained and refine the list of

Chapter 8 – Conducting Causal Research I. Learning Objectives: Upon completing this chapter, the student should be able to: II. 1. Discuss the three general types of primary data research. • Exploratory research • Descriptive research • Causal research 2. Clarify the difference between laboratory experiments and field experiments. Laboratory experiments involve a setting established by the researcher. Field experiments involve a natural setting. 3. Explain which of

Chapter 9 – Collecting Descriptive Primary Data I. Learning Objectives: Upon completing this chapter, the student should be able to: 1. Cite three major purposes of descriptive research. • Describe the characteristics of certain groups • Determine the proportion of people who behave in a certain way • Make specific predictions 2. List the six specifications of a descriptive study. Answers to (1) who,

1. One of the most important roles for the marketing function within any organization is a. streamlining manufacturing efficiency. b. developing new products. c. recruiting new employees. d. understanding customers and their needs. e. managing customer satisfaction. ANSWER: d RATIONALE: Understanding customers and their needs is vital for any marketing function. See 1-0: Introduction. POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: Multiple Response HAS VARIABLES: False LEARNING OBJECTIVES: 01.01 -

b. Optical scanner c. Galvanometer d. People meter e. Visual analyzer ANSWER: RATIONALE: POINTS: DIFFICULTY: REFERENCES: QUESTION TYPE: HAS VARIABLES: LEARNING OBJECTIVES: DATE CREATED: DATE MODIFIED: a This investigation should use an eye camera. See 10-1: Observation Research. 1 Easy Apply Multiple Choice False 10.07 - List several approaches to mechanical observation. 7/27/2017 6:53 AM 7/27/2017 6:54 AM 36. A researcher wants to determine which part of a particular magazine ad is noticed first

1. Which of the following is an example of the communication method of obtaining data? a. The researcher classifies people into social class strata by personally rating the furniture in their homes via on-site visits. b. A researcher infers people's reactions to a product display by noting how long they stand in front

a. Personal interviews b. E-mail surveys c. Fax surveys d. Mail surveys e. Phone interviews ANSWER: RATIONALE: a Personal interviews are the most versatile method. See 11-3: Methods of Administering Questionnaires. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 11.05 - Differentiate among the main methods of administering questionnaires. DATE CREATED: 7/28/2017 1:18 AM DATE MODIFIED: 7/28/2017 1:19 AM 35. Which of the following data collection methods is

1. The three key decisions to make when collecting data by communication include which of the following? a. The degree of structure to use b. Whether to disguise the questionnaire c. Which method of questionnaire administration to use d. All of these are correct. e. None of these are correct. ANSWER: d RATIONALE: All of these are key decisions

1. As defined in the text, measurement consists of a. the assignment of numbers (representing quantities of attributes) to objects or events according to rules. b. using a given scale to make comparisons. c. determining the frequency of a particular attribute. d. assigning numbers solely for identification purposes. e. numbers which can be assigned to

ANSWER: RATIONALE: POINTS: DIFFICULTY: REFERENCES: QUESTION TYPE: HAS VARIABLES: DATE CREATED: DATE MODIFIED: d The most widely used attitude-scaling technique is the summated-ratings (Likert) scale. See 12-2: Measuring Attitudes and Other Unobservable Concepts. 1 Easy Remember Multiple Choice False 7/28/2017 5:30 AM 7/28/2017 5:32 AM 48. The attitude ratings scale with which we might use a snake diagram is a. the itemized-ratings scale. b. the semantic-differential scale. c. the graphic-ratings scale. d. the

1. The first step in designing a questionnaire is to a. determine the type of questionnaire and method of administration. b. specify what information will be sought. c. determine the content of individual questions. d. determine the form of response to each question. e. determine the wording of each question. ANSWER: b RATIONALE: The first step in designing a

DIFFICULTY: REFERENCES: QUESTION TYPE: HAS VARIABLES: LEARNING OBJECTIVES: DATE CREATED: DATE MODIFIED: Easy Apply Multiple Choice False 13.03 - List some of the primary rules researchers should keep in mind trying to develop bias-free questions. 7/31/2017 1:01 AM 7/31/2017 1:02 AM 48. The question in a restaurant survey, "What is your evaluation of the speed and courtesy of your waitperson?" is an example of a(n) a. unambiguous

1. Which of the following are valid population elements? a. People b. Businesses c. Financial transactions d. All of these could be used as population elements. e. None of these could be used as population elements. ANSWER: d RATIONALE: All of these are valid population elements. See 14-1: Defining the Target Population. POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 14.01 - Explain

RATIONALE: POINTS: DIFFICULTY: REFERENCES: QUESTION TYPE: HAS VARIABLES: LEARNING OBJECTIVES: DATE CREATED: DATE MODIFIED: This is an example of stratified sampling. See 14-3: Selecting a Sampling Procedure. 1 Easy Apply Multiple Choice False 14.04 - List the primary types of probability samples. 7/31/2017 5:34 AM 7/31/2017 5:36 AM 49. Which of the following are advantages of stratified over simple random sampling? a. Ensures adequate representation from each stratum of

a. Simple random sample b. Systematic sample c. Judgment sample d. Convenience sample e. Quota sample ANSWER: RATIONALE: POINTS: DIFFICULTY: REFERENCES: QUESTION TYPE: HAS VARIABLES: LEARNING OBJECTIVES: DATE CREATED: DATE MODIFIED: c This is an example of judgement sampling. See 14-3: Selecting a Sampling Procedure. 1 Easy Apply Multiple Choice False 14.03 - List the primary types of nonprobability samples. 7/31/2017 6:31 AM 7/31/2017 6:34 AM 75. If a newspaper editor asks a reporter to

1. Which of the following is NOT one of the steps that must happen before data can be analyzed? a. Editing the data b. Coding the data c. Interpreting the data d. Building the data file e. Cleaning the data ANSWER: c RATIONALE: All of these are steps that must happen before data can be analyzed except interpreting the data.

1. Data analysis hinges on which of the following considerations about the variable(s) to be analyzed? a. Will the variable be analyzed in isolation or in relationship to one or more other variables? b. What type of analysis is required by the project sponsor? c. What level of measurement was used to measure

include percentages along with the raw count for frequency analyses. See 17-1: Basic Univariate Statistics: Categorical Measures. POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 17.02 - Describe frequency analysis. DATE CREATED: 7/31/2017 8:21 AM DATE MODIFIED: 7/31/2017 8:25 AM 35. To calculate sampling error for a proportion, which of the following pieces of information is NOT needed? a. The z-score

DATE CREATED: DATE MODIFIED: and a paired sample t-test for means. 7/31/2017 8:23 AM 7/31/2017 8:25 AM 38. A research study involving the research question: "On the basis of a survey of husband-wife house-holds, is there a significant difference between the mean attitude score of husbands and that of wives toward our product?" will involve a test a.

1. The most used multivariate data analysis technique in applied marketing research is a. regression analysis. b. frequency analysis. c. paired sample t-test. d. cross tabulation. e. Cramer's V. ANSWER: d RATIONALE: The most used multivariate data analysis technique is cross tabulation. See 18-1: Cross Tabulation. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 18.01 - Discuss why a researcher might conduct a multivariate

1. Which of the following statements is NOT true with respect to the oral research presentation? a. Many listeners may not be able to understand the technical aspects of the research. b. A quality presentation can disguise poor research, to some extent. c. Quality research can improve a poor presentation. d. Many listeners may

1. Which of the following is not one of the phases of the Marketing Research Process? a. Data Capture b. Research Configuration c. Information Reporting d. Problem Definition e. Data Analysis ANSWER: b RATIONALE: The four steps of the marketing research process are: Problem Definition, Data Capture, Data Analysis, and Information Reporting. See 2-1: The Marketing Research Process. POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING

REFERENCES: QUESTION TYPE: HAS VARIABLES: LEARNING OBJECTIVES: DATE CREATED: DATE MODIFIED: Remember Multiple Choice False 2.04 - Highlight the main differences between the utility, justice, and rights approaches to ethical reasoning. 7/20/2017 1:03 AM 7/20/2017 1:04 AM 30. The method of ethical reasoning that focuses on society as the unit of analysis and stresses the consequences of an act on all those directly or

a. Definitions of unfamiliar terms should be included in the introduction. b. The introduction should not state the specific objectives of the research. c. The report reader should be made familiar with the relationship between the research project and other related work. d. The body of the report is one of the hardest sections

1. Which of the following statements is TRUE? a. A research project is a failure if you can't communicate the results effectively. b. The written report has a huge impact on whether the information generated by the research is actually used. c. Reports are all that most executives will see of the project. d.

1. A famous case in the 1980s involved Coca-Cola introducing New Coke after much research. The failure of New Coke was largely due to a. a narrow conception of the research. b. uneven caliber of researchers. c. poor problem definition. d. late and occasional erroneous findings. e. personality and presentation differences. ANSWER: c RATIONALE: The release and imminent failure of

1. The general purpose of exploratory research is to gain _________ so that problems and opportunities can be more clearly defined. a. insights and ideas b. facts and figures c. buy-in and support d. definitive data e. tactical advantage ANSWER: a RATIONALE: Exploratory research is primarily used to gain insights and ideas so that problems and opportunities can be more clearly

HAS VARIABLES: LEARNING OBJECTIVES: DATE CREATED: DATE MODIFIED: False 5.04 - Identify the components of a decision support system. 7/25/2017 4:45 AM 7/25/2017 4:46 AM 28. What system relies most on the production of preformatted reports? a. Decision Support Systems b. Marketing Information System c. Research project d. Intelligence gathering system e. Marketing analysis system ANSWER: b RATIONALE: Due to the regular, standardized nature of Marketing Information

1. Which of the following is an example of secondary data? a. An online survey to gather demographic information on product purchasers b. Existing data compiled from product warranty registration cards c. Neither of these are correct. d. Both of these are correct. ANSWER: d RATIONALE: An example of secondary data is either existing data compiled from product warranty

1. Which of the following is NOT one of the four dimensions of the framework for understanding Big Data? a. Volume b. Vastness c. Velocity d. Variety e. All of these are dimensions of the framework. ANSWER: b RATIONALE: All of these are part of the dimensions of the framework except for vastness. See 6-1: The Four Vs: Volume, Velocity,

ANSWER: RATIONALE: POINTS: DIFFICULTY: REFERENCES: QUESTION TYPE: HAS VARIABLES: LEARNING OBJECTIVES: DATE CREATED: DATE MODIFIED: b This is an example of visualization. See 6-4: Big Data Analysis. 1 Easy Remember Multiple Choice False 6.04 Compare descriptive, predictive, and prescriptive analytical approaches. 7/26/2017 1:57 AM 7/26/2017 1:59 AM 28. The analysis that focuses on future-oriented, potential behaviors as opposed to classifying past behaviors is known as a. future analysis. b. predictive analysis. c. descriptive analysis. d.

1. The main disadvantage of data furnished by standardized marketing information services over user-collected primary data is standardized data a. may not always fit the specific needs of the user. b. is generally more costly than primary data. c. is generally less accurate than primary data. d. is hard to locate. e. is only available in

e. All of these are correct. ANSWER: e RATIONALE: All of these are typical examples of control problem associated with test marketing. See 84: Field Experiments in Marketing: Market Testing. POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 8.05 - List the three major considerations in test marketing. DATE CREATED: 7/27/2017 12:47 AM DATE MODIFIED: 9/20/2017 2:26 PM 37. Apex Manufacturing has developed

1. Unless a researcher is facing a straightforward, recurring issue for which data are already built into the company's decision support system, the odds are _______ that some form of _________ data is needed to provide solutions for marketing problems? a. low/primary b. low/secondary c. high/primary d. high/secondary e. None of these are correct. ANSWER: c RATIONALE: If the issue is

1. Researchers typically use descriptive research for which of the following purposes? a. To describe the characteristics of certain group b. To determine the proportion of people who behave in a certain way c. To make specific predictions d. All of these are correct. e. None of these are correct. ANSWER: d RATIONALE: All of these represent the three