MKTG 470 – MARKETING RESEARCH CH. 1

Which of the following is true of marketing research?

A.

It draws heavily on the social sciences both for methods and theory.

B.

It is exclusively used by large businesses.

C.

It solely relies on quantitative techniques.

D.

It solely relies on qualitative techniques.

E.

It involves management of the activities in a supply chain to maximize product value.

A.

It draws heavily on the social sciences both for methods and theory.

Test marketing _____.

A.
identifies two or more segments within the market for a particular company’s products

B.
provides information for decisions on product improvements and new-product introductions

C.
includes choosing and evaluating locations, channels, and distribution partners

D.
focuses on database development through optical scanning at the point of purchase

E.
involves understanding how one’s target consumers behave as shoppers, in different channels and formats, and leveraging this intelligence to the benefit of all stakeholders

B.
provides information for decisions on product improvements and new-product introductions
Zephyr Corp. manufactures air purifiers. It comes up with an idea for a new range of air purifiers called alpha purifiers. Before launching the range of purifiers, Zephyr lets some people try out the product and then collects feedback from them to identify any problems with it. Which of the following is best exemplified in this scenario?

A.
Curbstoning

B.
Concept testing

C.
Perceptual mapping

D.
Behavioral targeting

E.
Branded “black-box” methodology

B.
Concept testing
Which of the following is a technique that is used to picture the relative position of products on two or more product dimensions important to consumer purchase decisions?

A.
Retailing wheel

B.
Optical scanning

C.
Store image studies

D.
Perceptual mapping

E.
Behavioral targeting

D.
Perceptual mapping
Which of the following pertains to the creation of a perceptual map?

A.
Retailers focus on database development through optical scanning at the point of purchase.

B.
Marketers have to work on branding of both new and existing products.

C.
Marketing research considers the total performance of a promotional program as each effort often affects others in the promotional mix.

D.
Consumers have to indicate how similar or dissimilar a group of relevant brands or products is to each other.

E.
Consumer behavior activities embedded in a cultural context are studied by marketers using ethnographic research.

D.
Consumers have to indicate how similar or dissimilar a group of relevant brands or products is to each other.
6.
Apex Corp. asks its consumers to determine how they perceive the similarities and dissimilarities among relevant product attributes for a group of competing brands. In this case, Apex Corp. is most likely using the technique of _____.

A.

concept testing

B.

behavioral targeting

C.

perceptual mapping

D.

bivariate regression analysis

E.

analysis of variance (ANOVA)

C.

perceptual mapping

Research investigations that focus on topics such as trade area analysis, store image/perception, in-store traffic patterns, and location analysis are collectively called:

A.
perceptual mapping.

B.
positioning research.

C.
retailing research.

D.
test marketing.

E.
focus group research.

C.
retailing research.
A new supermarket, The Deluxe Mart, collates its sales data using scanners at the point of purchase. It uses this data to identify the products to stock and the type of content and media to use to attract customers. In this scenario, The Deluxe Mart is most likely using:

A.

perceptual mapping.

B.

test marketing.

C.

retailing research.

D.

logistical assessment.

E.

concept testing.

C.

retailing research.

Sally browses through different articles featured on Pop.com. She notices ads for skirts that she recently viewed on Trendz.com, an online apparel store, being displayed on Pop.com. In this scenario, Trendz.com is using the technique of _____.

A.
perceptual mapping

B.
test marketing

C.
behavioral targeting

D.
theoretical sampling

E.
concept positioning

C.
behavioral targeting
Marketing to consumers based on research of the entire process consumers go through when making a purchase is termed:

A.
shopper marketing.

B.
behavioral targeting.

C.
retailing research.

D.
test marketing.

E.
a benefit and lifestyle study.

A.
shopper marketing.
The three most common research tasks in integrated marketing communications are advertising effectiveness studies, sales tracking, and:

A.
in-store traffic patterns.

B.
attitudinal research.

C.
location analysis.

D.
trade area analysis.

E.
store image studies.

B.
attitudinal research.
Research depicts the typical Saturn dirt bike shopper as a middle-aged person with an income of $75,000 per annum. This is an example of:

A.
positioning research.

B.
retailing research.

C.
focus group research.

D.
market segmentation research.

E.
pricing strategy research.

D.
market segmentation research.
In the context of marketing research, which of the following highlights problems and opportunities for marketers that are based on consumers’ actual behavior?

A.
Deanonymizing data

B.
Situation analysis

C.
Curbstoning

D.
Sugging

E.
Ethnography

E.
Ethnography
In the context of types of marketing research firms, external research suppliers:

A.
chosen by companies on a study-by-study basis help the companies gain greater flexibility.

B.
strictly perform only selected aspects of marketing research.

C.
are typically organizational units that reside within a company.

D.
provide research method consistency unlike internal research providers.

E.
are less objective in their approach and more subject to company politics and regulations than internal research providers.

A.
chosen by companies on a study-by-study basis help the companies gain greater flexibility.
Services provided by standardized research firms that include data made or developed from a common data pool or database are called _____ services.

A.
debriefed

B.
syndicated business

C.
customized

D.
highly tailored

E.
branded “black-box”

B.
syndicated business
Aura Inc. is a research firm that conducts store audits for a variety of retail stores. It follows an established, common approach in research design so the results of a study conducted for one client can be compared to norms from studies done for other clients. In the context of types of marketing research firms, Aura Inc. is a(n) _____.

A.
customized research firm

B.
internal research provider

C.
standardized research firm

D.
specialty market research firm

E.
brokerage firm

C.
standardized research firm
The practice of data collection personnel filling out surveys for fake respondents is called _____.

A.
sugging

B.
frugging

C.
curbstoning

D.
debriefing

E.
deanonymizing data

C.
curbstoning
In the context of marketing research, curbstoning occurs when:

A.
a researcher does not maintain respondent confidentiality.

B.
a researcher deanonymizes information on the Internet by combining different publicly available records available at social networks.

C.
a researcher’s trained interviewers or observers make up observed respondents’ behaviors.

D.
a researcher fully explains to respondents any deception that was used during research.

E.
e-tailers display ads at one website based on a user’s previous surfing behavior.

C.
a researcher’s trained interviewers or observers make up observed respondents’ behaviors.
Which of the following illustrates the abuse of respondents in marketing research?

A.

Selling unnecessary or unwarranted research services

B.

Not providing the promised incentive for completing interviews or questionnaires

C.

Having friends and relatives fill out surveys

D.

Not using the designated sample of respondents but rather anyone who is conveniently available to complete a survey

E.

Revealing one’s clients to respondents

B.

Not providing the promised incentive for completing interviews or questionnaires

The process of fully explaining to respondents any deception that was used during research is known as _____.

A.
the practice of sugging

B.
the practice of frugging

C.
rocking-chair interviewing

D.
subject debriefing

E.
deanonymizing data

D.
subject debriefing
Which of the following is ethical in marketing research practices?

A.
Sugging

B.
Frugging

C.
Rocking-chair interviewing

D.
Subject debriefing

E.
Deanonymizing data

D.
Subject debriefing
Frugging means:

A.
claiming that a survey is for research purposes and then asking for a sale or donation.

B.
fully explaining to respondents any deception that was used during research.

C.
using data collection personnel to fill out surveys for fake respondents.

D.
combining different publicly available information on the Internet to determine consumers’ identities.

E.
conducting research below professional standards.

A.
claiming that a survey is for research purposes and then asking for a sale or donation.
Which of the following is true of frugging?

A.
It occurs when research firms do not fully disclose how the methodology works.

B.
It creates a negative impact on the entire industry.

C.
It must be conducted at the end of any study involving deception.

D.
It occurs when anyone who is conveniently available completes a survey.

E.
It occurs when different publicly available information are combined to determine consumers’ identities.

B.
It creates a negative impact on the entire industry.
Which of the following is true of the guidelines developed by the Marketing Research Association (MRA) for Internet marketing research issues?

A.
It states that researchers must deanonymize data on the Internet by combining different publicly available records available at social networks.

B.
It encourages the use of digital technologies such as GPS as they do not result in privacy-related issues.

C.
It does not allow clickstream tracking.

D.
It prohibits the use of cookies.

E.
It states that researchers must discontinue follow-up e-mails if requested to by respondents.

E.
It states that researchers must discontinue follow-up e-mails if requested to by respondents.
Which of the following illustrates an unethical activity of research users?

A.
Decision makers requesting detailed research proposals from research providers

B.
Not using the designated sample of respondents but rather anyone who is conveniently available to complete a survey

C.
Obtaining first drafts of questionnaires and using the information to perform the research project themselves

D.
Prohibiting market researchers from deanonymizing data

E.
Not following up on the established callback procedures indicated in the research procedure

C.
Obtaining first drafts of questionnaires and using the information to perform the research project themselves