Specific Test Questions

Question 1

What is Marketing Research (2 definitions)

Answer 1

1. The application of the scientific method in searching for the truth about marketing phenomena.
2. The function that links the consumer, customer, and public to the marketer through information

Question 2

Marketing research can serve to strike the right balance between ________ and ________ value for a market segment.

Answer 2

utilitarian; hedonic

Question 3

Researchers in Marketing Research should be personally _______ and free of _______ attempting to find the truth.

Answer 3

detached; bias

Question 4

conducted to address a specific marketing decision for a specific firm or organization

Answer 4

Applied marketing research

(done for a specific organization or to answer a specific question)

Question 5

conducted without a specific decision in mind and usually does not address the needs of a specific organization.

Answer 5

Basic/general marketing research

(not done for a specific company to answer a specific question. Is just educational research.)

Question 6

All marketing research uses the ________ ________.

Answer 6

scientific method

(all research should go by the scientific method)

Question 7

Race, age, and gender are _________.

Answer 7

demographic

Question 8

What three things are included in geodemography?

Answer 8

1. Demography (race, age, and gender)
2. Geography (info about where someone may live)
3. Sociology (cultural/social norms, behavior, lifestyle)

Question 9

What are the 2 purposes of exploratory research?

Answer 9

1. Clarify ambiguous situations
2. Discover ideas that may be potential business opportunities

(remember root word = explore)

Question 10

What are the 3 types of marketing research?

Answer 10

1. Exploratory
2. Descriptive
3. Causal

Question 11

What are the 6 stages of the research process (def know this)?

Answer 11

1. Defining Research Objectives (figuring out what your problem is)
2. Research Design (how you plan to go about getting this information; ex: can use surveys_
3. Sampling (a smaller amount of the big thing ex: taking 500 graduate students for a sample instead of the total 100,000 graduate students)
4. Data Collection
5. Data Analysis
6. Conclusions and Reporting (def know this last step)

Question 12

Elements involved in the drawing conclusions stage:
- Are determined from _____ _____
- Speak directly to the ______ ______
- What _______ and other _____ of the research are interested in
- Presented in a ______ report and in ______ or ______ presentations

Answer 12

• data analysis
• research questions
• managers; users
• formal; oral; electronic

Question 13

a written statement of the research design emphasizing what the research will accomplish.

Answer 13

research proposal

Question 14

T or F: A research proposal helps get management and the research team on the same page before a major research project begins.

Answer 14

True

Question 15

What are the key elements of the research design (written in the research proposal)?
1. ______ and ______ for collecting and analyzing
2. Determine the _______ of information (where you’re getting this info from)
3. The _______ _______ (survey, experiment, etc.)
4. The ________ method
5. _______ and _____ (ex: how long will this research take? How long will it take to collect it, analyze it? How much will this cost?)

Answer 15

1. methods; procedures
2. sources
3. design technique
4. sampling
5. schedule; cost

Question 16

an independent research firm contracted by the company that actually will benefit from the research.

Answer 16

Outside agency

Question 17

research performed by employees of the company that will benefit from the research.

Answer 17

In-house research

Question 18

Numerous research studies that come together to address multiple, related research questions.

Answer 18

research program

Question 19

A single study addressing one or a small number of research objectives.

Answer 19

research project

Question 20

A small-scale study in which the results are only preliminary and intended only to assist in the design of a subsequent study; A small-scale research project that collects data from respondents similar to those to be used in the full study.

Answer 20

pre-test (ex: a sample)

(sometimes referred to as a pilot study)

Question 21

T or F: You always do a pre-test with research.

Answer 21

True
(we aren’t doing this in class because of time)

Question 22

If you’re testing a hypothesis, how many possible outcomes can you have?

Answer 22

2
(can either be confirmed or not confirmed). Know this.

Question 23

Why are pre-tests (or pilot studies) done?

Answer 23

To refine measures and reduce the risk that the full study design contains a fatal flaw that will render its results useless
(often are useful in fine-tuning research objectives.)

Question 24

A pilot study sometimes includes a ______ ______.

Answer 24

focus group

Question 25

takes many forms and includes studies designed to evaluate and develop new products and to learn how to adapt existing product lines

Answer 25

product research

Question 26

exposes potential customers to a new product idea to judge the acceptance and feasibility of the concept; Is a frequently performed type of exploratory research representing many similar research procedures all having the same purpose; To screen new, revised, or repositioned ideas.

Answer 26

concept testing

Question 27

reveals a product prototype’s strengths and weaknesses or determines whether a finished product performs better than competing brands or according to expectations

Answer 27

product testing

Question 28

Investigates the effectiveness of advertising, premiums, coupons, sampling, discounts, public relations, and other sales promotions.

Answer 28

promotional research

Question 29

When to use an outside agency: 1. To get a _____ _______. 2. To have _________. 3. When ______ ______ is needed. 4. When ______ ______ is needed

Answer 29

1. fresh perspective 2. objectivity 3. special expertise 4. local expertise

Question 30

When to use in-house research: 1. When the project needs to be done _______ 2. When the project needs _______ _______ 3. To save _______ 4. If ________ is a major concern

Answer 30

1. quickly 2. employee collaboration 3. money 4. secrecy

Question 31

Marketing Research Firm Sizes: 1. Smalls firms → Government definition is how many employees? 2. Mid-sized firms → Government definition is how many employees? 3. Large firms → Government definition is how many employees?

Answer 31

1. less than 100 employees 2. 100-500 employees 3. More than 500 employees

Question 32

means that the individual understands what the researcher wants him or her to do and agrees to be a participant in the research study.

Answer 32

informed consent (everything has an informed consent. They have to sign off on it)

Question 33

is interested more in qualities than quantities, often extending beyond the obvious; It is about interpretations of phenomena, not the numbers; Research that addresses marketing objectives through techniques that allow the researcher to provide elaborate interpretations of market phenomena without depending on quantitative measurement; its focus is on discovering new insights and true inner meanings.

Answer 33

Qualitative marketing research (not about numbers)

Question 34

Qualitative research is _______-________.

Answer 34

researcher-dependent (Researchers must extract meaning from OPEN-ENDED responses, ex: text from a recorded interview or a collage representing the meaning of some experience)

Question 35

Addresses research objectives through empirical assessments that involve numerical measurement and statistical analysis.

Answer 35

Quantitative marketing research

Question 36

What are the 4 major categories of qualitative research?

Answer 36

1. Phenomenology 2. Ethnography 3. Grounded theory 4. Case studies

Question 37

Phenomenology originates in ________ and _______.

Answer 37

philosophy; psychology

Question 38

Ethnography originates in ________.

Answer 38

anthropology

Question 39

Grounded theory originates in ________.

Answer 39

sociology

Question 40

Case studies originates in _________ and in _______ ______.

Answer 40

psychology; business research

Question 41

What do ALL these things describe? - a philosophical approach to studying human experiences based on the idea that human experience itself is inherently subjective and determined by the context in which people live - Focuses on how relationships between a person and the physical environment, objects, people, or situations shape a person’s behavior - Seeks to describe, reflect upon, and interpret experiences

Answer 41

Phenomenology

Question 42

Phenomenology relies on ________ _______ tools: Respondents are asked to tell a story about some experience.

Answer 42

conversational interview

Question 43

an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him or herself; Extracts meaning by connecting text passages to one another or to themes expressed outside the story.

Answer 43

hermeneutics

Question 44

a text passage from a respondent’s story that is linked with a key theme from within the respondent’s story or provided by the researcher.

Answer 44

Hermeneutic unit

Question 45

represents ways of studying cultures through methods that involve becoming highly active within that culture. (active participant in whatever you are observing)

Answer 45

Ethnography

Question 46

an ethnographic research approach where the researcher becomes immersed within the culture that he or she is studying and draws data from his or her observations

Answer 46

participant-observation

Question 47

the application of ethnographic procedures to online phenomena

Answer 47

netnography

Question 48

___________ plays a key role in ethnography.

Answer 48

Observation

Question 49

represents an inductive investigation in which the researcher poses questions about information provided by respondents or taken from historical records; particularly applicable in highly dynamic situations involving rapid and significant change

Answer 49

Grounded Theory (Key questions asked by grounded theory researcher: What is happening here? How is it different?)

Question 50

are the documented history of a particular person, group, organization, or event. Themes are identified by the frequency with which the same term (or a synonym) arises in the narrative description

Answer 50

Case Studies

Question 51

Case studies are primarily applied to _________.

Answer 51

business

Question 52

What is the primary advantage of case studies?

Answer 52

the ability to study an entire organization in depth with meticulous attention to detail

Question 53

What are the 8 Common Qualitative Research Tools?

Answer 53

1. Focus Group Interviews 2. In Depth Interviews 3. (Basic) Conversations 4. Semi-Structured Interviews 5. Word Association/Sentence completion 6. Observation 7. Collages 8. Thematic Apperception/Cartoon Tests

Question 54

What are 3 key advantages to observational studies?

Answer 54

1. Can be inobtrusive 2. Can yield actual behavior patterns 3. Can gain insight into things that respondents cannot or will not verbalize

Question 55

Misuses of exploratory and qualitative research: when the same conclusion is reached based on another researcher’s interpretation of the research; if anyone can do your same research and get the same results;

Answer 55

replicability

Question 56

Go through Chapter 5 Brainscape to know about the qualitative research tools in depth.

Answer 56

Okay

Question 57

An unstructured, free-flowing interview with a small group (6-10 people) led by a moderator who encourages dialogue among respondents

Answer 57

focus group

Question 58

a one-on-one interview between a professional researcher and a research respondent conducted about some relevant business or social topic.

Answer 58

depth interview

Question 59

Who can use marketing research?

Answer 59

Businesses (Production-oriented companies, Product-oriented companies, Market-oriented companies, Stakeholder oriented companies)