53. In an attribute-based map, customers make two kinds of ratings. Which is NOT a rating that is made?
a. How important is each of these attributes?
b. How many attributes does our company contain?
c. How does our company rate on a number of attributes?
d. None are ratings that are asked.
54. With respect to perceptual maps, the method known as MDS stands for
a. memory derived scaling.
b. multidimensional survey.
c. marketing digital survey.
d. multidimensional scaling.
55. Perceptual maps are pictures of which of the following?
a. competing brands
b. attributes
c. competing brands or attributes
56. On an attribute-based perceptual map, the higher the mean performance on an attribute translates to how
__________ the attribute will be plotted.
a. low
b. high
c. far to the right
d. far to the left
57. On an attribute-based perceptual map, how important the attribute is translates to how __________ the point
is plotted.
a. low
b. high
c. far to the right
d. far to the left
58. Rather than asking customers, “What’s important?” MDS starts by asking which of the following questions?
a. “How similar are these two brands?”
b. “Which brand is better?”
c. “Are any of these attributes important at all?”
d. “What makes this brand better than others?”
59. Bob at Bob’s Furniture is looking at a perceptual map about customers’ ideas about his products. The
attributes customers care most about are price and comfort. They care less about aesthetics and quality. The
attributes in which Bob’s products are doing worst are comfort and quality. They are doing best on price and
aesthetics. Which attribute should be Bob’s priority as he tries to improve?
a. price
b. comfort
c. aesthetics
d. quality
60. Bob at Bob’s Furniture is looking at the results of some research about customers’ ideas about his products.
He learns that the attributes customers care most about are price and comfort. They care less about aesthetics
and quality. The attributes on which Bob’s products are doing worst are comfort and quality. They are doing
best on price and aesthetics. What exactly is Bob looking at?
a. a conjoint analysis
b. a cluster analysis
c. a perceptual map based on MDS
d. a perceptual map that is attribute-based
61. You are a customer taking a survey. It lists two brands and asks you to rate how similar they are. What type
of survey are you taking?
a. a focus group application survey
b. a survey based on multidimensional scaling
c. a survey based on attributes
d. a conjoint analysis survey
62. Focus groups are typically used as a(n) __________ technique.
a. descriptive
b. random
c. exploratory
d. quantitative
63. Typically, a focus group should include __________ customers.
a. 2–4
b. 4–6
c. more than 15
d. 8–10
64. What is NOT a job of a focus group moderator?
a. screen focus group members
b. keep the discussion going
c. address all items on client’s list
d. bring out the quieter group members
65. Sam’s Sandwich Shack recently conducted two focus groups, each with 6 customers and a moderator. Sam
believes he gathered enough feedback from these focus groups to revamp his menu and to initiate some changes
to the level of service provided by his staff. What would you recommend to Sam?
a. Predicting how the marketplace will respond based on focus groups is not a great idea.
b. Focus groups are a great predictor of how the marketplace will respond.
c. He should conduct more customer focus groups, and then base his decisions on the focus group
discussions.
d. Focus groups are a waste of time, and provide little value.
66. ABC Products, Inc. wants to kick-off an ethnographic study to learn more about how its customers use and
interact with its best-selling product. Ethnographies involve
a. focus groups.
b. trade-off evaluations.
c. a mix of observation and interviews.
d. impressions.
67. About how long does a focus group typically last?
a. 30 minutes
b. 1.5 hours
c. 3 hours
d. 8 hours
68. Which of the following is NOT typically true about focus group moderators?
a. They get paid.
b. They are similar to the focus group members if the topic is sensitive.
c. They control overbearing group members.
d. They set aside a full day to lead the group.
69. What type of statistical analysis must you do in a conjoint study?
a. t-test
b. ANOVA
c. regression
d. MANCOVA
70. In a particular conjoint study, the variables “club,” “upgrade” and “fee” are the predictors. Which model
properly corresponds to this?
a. Rating = b0 + b1 Club + b2 Upgrade + b3 Fee + error
b. Rating = b0 + b1 Club × b2 Upgrade × b3 Fee – error
c. Rating = (b0 + b1 Club + b2 Upgrade + b3 Fee) / error
d. Rating = b0 – b1 Club + b2 Upgrade + b3 Fee – error
71. Conjoint studies are run to understand how consumers make
a. money.
b. trade-offs.
c. observations.
d. impressions.
72. What does ROMI stand for?
a. return on marketing investment
b. referral of multidimensional information
c. risk of manipulating investors
d. rise of multiple interactions
73. Scanners began in __________ to help inventory management, but it quickly became obvious that the
information obtained was far more valuable.
a. drug stores
b. grocery stores
c. shopping malls
d. clothing factories
74. If you’re not tweaking the environment but constantly monitoring it, then you’re using __________
observation.
a. experimental
b. naturalistic
c. circumstantial
d. causal
75. Experiments have an advantage when it comes to __________ validity.
a. primary
b. secondary
c. external
d. internal
76. Carlos wants to know what will happen if he increases the price of his most popular brand. Which of the
following options would you recommend to answer his question?
a. cluster analysis
b. conjoint
c. causal method
d. perception mapping
77. Field studies are conducted in the real world, so they are strong in __________ validity, but they tend not to
be as clean in terms of __________ validity.
a. external, internal
b. internal, external
c. primary, secondary
d. secondary, primary
78. A survey should contain questions that are
a. complex.
b. actionable.
c. detailed.
d. shared with others.
79. __________ examines the strong and weak correlations to identify underlying factors common to the
responses.
a. Conjoint analysis
b. Factor analysis
c. Cluster analysis
d. Meta-analysis
80. Which of the following industries uses the least B2B marketing research?
a. retail
b. health care products
c. banking
d. technology
81. Describe the typical steps in the market research process.
82. Interpret the following cluster analysis data collected by people thinking of starting a nonprofit organization.
83. Identify and describe the two approaches for creating a perceptual map.
84. Explain how a focus group works.
85. Explain the purpose of a conjoint study.
86. An airline is doing a conjoint study to examine what customers would like to see included in its loyalty
program. Here are the things it is wondering: Should there be access to an elite club at the large airports (yes or
no)? Do the customers value being high priority for upgrades (yes or no)? Should the loyalty program and these
benefits be free or available at a fee (e.g., $50 annually)? Explain what the airline can learn from the following
figure.
87. Explain what types of information can be obtained through scanner data.
88. Explain the difference between internal and external validity and identify what types of studies have
advantages for each one.
89. Identify three types of information that can be gathered from customer satisfaction surveys.
90. Interpret the following factor analysis data collected by researchers planning to start a nonprofit
organization to sponsor college students.
