MKTG 352 - EXAM 1 QUESTIONS WITH
CORRECT ANSWERS
Marketing research defined
(by practitioners (AMA)): - ANSWER - Links the organization to its markets
through gathering information.
- Information facilitates the identification of market opportunities, as well as the
development of marketing actions
- Enables monitoring market performance and improved understanding of
marketing as a process.
Marketing Research as a Process - ANSWER - Designing methods to collect info
- Managing the collection process
- Analyzing and Interpreting results
- Communicating findings to clients and decision makers
Characteristics of "Good" Research - ANSWER - Use of multiple methods, and
valid methods
- Concern for cost/benefit
- Anticipation of how research findings
to be used/relevance
- Creative designs
Marketing Research Used For: - ANSWER - Planning - e.g., new product sales,
growth opportunities
- Problem solving - e.g., declining image, evaluate alternatives
- Control - e.g., product life cycle studies, evaluation of sales force
Marketing Research Environments - ANSWER Internal parties (within firm)
- MR department
- Management, strategic planning (users of MR)
- R&D (users of MR)
External Parties
- Syndicated research suppliers (e.g., AC Nielsen, retail data from scanner
methods for many brands)
- Standardized research suppliers
(e.g., Burke Marketing Research, day after advertising recall: % of people who
remember the ad the day after it was shown)
- Customized research services (e.g., tailored services for clients)
Ethics - ANSWER study of moral conduct
,Unethical Behavior - ANSWER - Research Firm: Lying to respondents (this
survey will take 10 minutes to complete: but it actually takes 20 min)
- Respondent: Inappropriate respondent behavior (circling random answers in
surveys)
- Client: Misinterpreting Results (saying their product is evaluated more
favorably when statistically it is not significantly better)
"Bad/unethical" research will: - ANSWER - Lessen willingness to participate
among potential study participants and clients
- Increase likelihood of legislative restrictions
- Lessen the public's confidence in research
Ethical issues research firm must consider when administering studies to
respondents: - ANSWER 1) No forced compliance
2) Confidentiality/anonymity
3) Debriefed (should be notified about misleading info used in study)
4) Faked sponsorship
5) Invasion of privacy
6) Intrusiveness
Ethical issues research firms must consider when presenting results to clients: -
ANSWER 1) Maintain confidentiality of information
2) Provide unbiased designs
3) Honest, objective feedback
Ethical issues research firms must consider for the General Public: - ANSWER 1)
Pseudo polls (unreliable sampling, not using random samples)
2) "Sugging" - using research as a door-opener for selling
3) Misrepresentation of results
Emerging Trends in MR - ANSWER 1) Increased emphasis on secondary data
collection methods.
2) Movement toward technology-based data management (e.g., CRM).
3) Combining both quantitative and qualitative research methods.
4) A broader international, multicultural client base.
5) Social media research (SMR), Web-based research
Using Website Data - ANSWER - With online retailing becoming popular,
companies are interested in their clients browsing behavior
- Browsing behavior also allows for targeted ads on websites
Social Media Research (SMR) Promises - ANSWER 1) Reduces reliance on
sample volunteers
2) Large samples
3) Fresh opinions pushed outward, listened to
, 4) Consumers choose time and space for providing opinions
5) Tracking brand sentiment
Social Media Research (SMR) Prominent Concerns - ANSWER 1) Lack of
validation
2) Fear that SMR will replace traditional methods
(e.g., focus groups, surveys)
3) Validity of text analysis systems
5) May well not include some target groups
6) Demographic, segmentation variables most often missing
Scale Measurement - ANSWER The process of assigning descriptors to
represent the range of possible responses to a question about a particular
object or construct
scale points - ANSWER Designated degrees of intensity assigned to the
responses in a given questioning or observation method
Four Basic Scale Levels - ANSWER 1) Nominal
2) Ordinal
3) Interval
4) Ratio
Nominal Scale - ANSWER - The type of scale in which the questions require
respondents to provide only some type of descriptor as the raw response
- Respondents provide some type of descriptor
- Labels only, no arithmetic properties
- Example: "What brand of toothpaste are you using?"
Ordinal Scale - ANSWER - A scale that allows a respondent to express relative
magnitude between the answers to a question
- Respondents express relative magnitude, rank-order data
- Implies more or less, but not how much more or less
- Example: "Rank the following brands of toothpaste as to 1st choice, 2nd
choice, etc."
Interval Scale - ANSWER - A scale that demonstrates absolute differences
between each scale point
- Like ordinal scale, BUT numbers in scale are meaningful and represent equal
increments
- Example: "Rate each brand of toothpaste on a 1-7 scale."
Ratio Scale - ANSWER - A scale that allows the researcher not only to identify
the absolute differences between each scale point but also to make
comparisons between the responses
- an interval scale with a fixed zero
CORRECT ANSWERS
Marketing research defined
(by practitioners (AMA)): - ANSWER - Links the organization to its markets
through gathering information.
- Information facilitates the identification of market opportunities, as well as the
development of marketing actions
- Enables monitoring market performance and improved understanding of
marketing as a process.
Marketing Research as a Process - ANSWER - Designing methods to collect info
- Managing the collection process
- Analyzing and Interpreting results
- Communicating findings to clients and decision makers
Characteristics of "Good" Research - ANSWER - Use of multiple methods, and
valid methods
- Concern for cost/benefit
- Anticipation of how research findings
to be used/relevance
- Creative designs
Marketing Research Used For: - ANSWER - Planning - e.g., new product sales,
growth opportunities
- Problem solving - e.g., declining image, evaluate alternatives
- Control - e.g., product life cycle studies, evaluation of sales force
Marketing Research Environments - ANSWER Internal parties (within firm)
- MR department
- Management, strategic planning (users of MR)
- R&D (users of MR)
External Parties
- Syndicated research suppliers (e.g., AC Nielsen, retail data from scanner
methods for many brands)
- Standardized research suppliers
(e.g., Burke Marketing Research, day after advertising recall: % of people who
remember the ad the day after it was shown)
- Customized research services (e.g., tailored services for clients)
Ethics - ANSWER study of moral conduct
,Unethical Behavior - ANSWER - Research Firm: Lying to respondents (this
survey will take 10 minutes to complete: but it actually takes 20 min)
- Respondent: Inappropriate respondent behavior (circling random answers in
surveys)
- Client: Misinterpreting Results (saying their product is evaluated more
favorably when statistically it is not significantly better)
"Bad/unethical" research will: - ANSWER - Lessen willingness to participate
among potential study participants and clients
- Increase likelihood of legislative restrictions
- Lessen the public's confidence in research
Ethical issues research firm must consider when administering studies to
respondents: - ANSWER 1) No forced compliance
2) Confidentiality/anonymity
3) Debriefed (should be notified about misleading info used in study)
4) Faked sponsorship
5) Invasion of privacy
6) Intrusiveness
Ethical issues research firms must consider when presenting results to clients: -
ANSWER 1) Maintain confidentiality of information
2) Provide unbiased designs
3) Honest, objective feedback
Ethical issues research firms must consider for the General Public: - ANSWER 1)
Pseudo polls (unreliable sampling, not using random samples)
2) "Sugging" - using research as a door-opener for selling
3) Misrepresentation of results
Emerging Trends in MR - ANSWER 1) Increased emphasis on secondary data
collection methods.
2) Movement toward technology-based data management (e.g., CRM).
3) Combining both quantitative and qualitative research methods.
4) A broader international, multicultural client base.
5) Social media research (SMR), Web-based research
Using Website Data - ANSWER - With online retailing becoming popular,
companies are interested in their clients browsing behavior
- Browsing behavior also allows for targeted ads on websites
Social Media Research (SMR) Promises - ANSWER 1) Reduces reliance on
sample volunteers
2) Large samples
3) Fresh opinions pushed outward, listened to
, 4) Consumers choose time and space for providing opinions
5) Tracking brand sentiment
Social Media Research (SMR) Prominent Concerns - ANSWER 1) Lack of
validation
2) Fear that SMR will replace traditional methods
(e.g., focus groups, surveys)
3) Validity of text analysis systems
5) May well not include some target groups
6) Demographic, segmentation variables most often missing
Scale Measurement - ANSWER The process of assigning descriptors to
represent the range of possible responses to a question about a particular
object or construct
scale points - ANSWER Designated degrees of intensity assigned to the
responses in a given questioning or observation method
Four Basic Scale Levels - ANSWER 1) Nominal
2) Ordinal
3) Interval
4) Ratio
Nominal Scale - ANSWER - The type of scale in which the questions require
respondents to provide only some type of descriptor as the raw response
- Respondents provide some type of descriptor
- Labels only, no arithmetic properties
- Example: "What brand of toothpaste are you using?"
Ordinal Scale - ANSWER - A scale that allows a respondent to express relative
magnitude between the answers to a question
- Respondents express relative magnitude, rank-order data
- Implies more or less, but not how much more or less
- Example: "Rank the following brands of toothpaste as to 1st choice, 2nd
choice, etc."
Interval Scale - ANSWER - A scale that demonstrates absolute differences
between each scale point
- Like ordinal scale, BUT numbers in scale are meaningful and represent equal
increments
- Example: "Rate each brand of toothpaste on a 1-7 scale."
Ratio Scale - ANSWER - A scale that allows the researcher not only to identify
the absolute differences between each scale point but also to make
comparisons between the responses
- an interval scale with a fixed zero
