An in-depth interview

is an extended contact with a natural setting, but without participation by the researcher.

is a formalized process of bringing a small group together for discussion on a particular topic.

involves asking a subject a set of semi-structured questions in a face-to-face setting.

has a higher likelihood of participants responding in a socially desirable manner.

Which method of sampling relies on the assumption that rare groups of people tend to form their own unique social circles?

Cluster sampling

Judgment sampling

Quota sampling

Snowball sampling

Which of the following is an advantage of person-administered survey methods?

They eliminate the possibility of the interviewer-respondent error

Interviewers can help ensure respondents are screened to represent the target population.

Overall cost of data collection using an interviewer is lower than other data collection methods

They ensure that there are no recording errors.

Test marketing _____.

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

identifies two or more segments within the market for a particular company's products

includes choosing and evaluating locations, channels, and distribution partners

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

A new supermarket, The Factory, has installed closed circuit cameras and TVs to find out the category of products and the specific brands favored by customers. This is done so that space allocated to different products can be revised. This is an example of:

retailing research.

perceptual mapping.

test marketing.

logistical assessment.

The first task in the information research process is to _____.

identify and clarify management's information needs

redefine the decision problems as research problems

determine the sample plan and sample size

determine the measurement issues and scales

In which stage of the sampling plan will random-digit dialing probably be considered?

Selecting the appropriate sampling method

Identifying the sampling frame

Selecting the data collection method

Defining the target population

The difference between stratified random sampling and cluster sampling is that in cluster sampling:

representativeness of the sample cannot be measured because sampling error estimates cannot be calculated

the researcher must be able to secure a complete listing of the potential sampling units that make up the defined target population.

the sampling units are divided into mutually exclusive and collectively exhaustive subpopulations.

a large number of respondents is interviewed in a relatively short time.

Which of the following is true about sampling errors?

They are caused by the size of the sample.

They cannot be measured directly.

They cannot be measured statistically.

They can be reduced by decreasing the sample volume.

Which of the following statements is true about the information research process?

A more appropriate name for the information research process is now the traditional marketing research process.

It narrows the applicability of the research process in solving organizational problems and creating opportunities.

It is a systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making information.

It is especially useful when costs outweigh the value of the research.

While evaluating secondary data, the accuracy criterion suggests that researchers must _____.

seek out multiple sources to check consistency of data

carefully evaluate the data on how it relates to the current research objective

evaluate the overall procedure for collecting the data

evaluate when the secondary data was collected

A _____ is an observable item that is used as a measure on a questionnaire.

variable

construct

hypothesis

relationship

_____ data is market research data that is collected, packaged, and sold to many different firms.

Syndicated

Government

Open source

Noncommercial

Services provided by standardized research firms that include data made or developed from a common data pool or database are called _____ services.

highly tailored

customized

debriefed

syndicated business

Which of the following is true of quantitative methods?

Quantitative analysis techniques cannot be applied to qualitative data.

It can be superior for studying topics that involve complex psychological motivations.

It enables researchers and clients to get closer to their customers and potential customers than does qualitative research.

It uses formal questions and predetermined response options in questionnaires administered to large numbers of respondents.

Which of the following is true of convenience sampling?

Using convenience samples to develop constructs and scales can be risky.

It is a time-consuming process when there are a large number of respondents.

The representativeness of the sample can be measured because sampling error estimates are not calculated.

It is commonly used in the later stages of research.

Major reasons for using government documents as secondary data sources is that they _____.

provide information about past sales of the company

include the number of previous citations

are detailed, complete, and consistent

are easily available in all marketing blogs

Which of the following illustrates abuse of respondents in marketing research?

Having friends and relatives fill out surveys

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

Not providing the promised incentive for completing interviews or questionnaires

Selling of unnecessary or unwarranted research services

Topic sensitivity is the:

level of preparation required to create an appropriate environment for the respondent.

respondent's inclination or disposition to share his/her thoughts

degree to which respondents share certain similarities

degree to which a specific survey question leads the respondent to give a socially acceptable response.

The iceberg principle provides information concerning the _____.

communication of the research results

selection of the appropriate research design

determination of the research problem

execution of the research design

Conducting a census is less time-consuming and less costly than sampling.

False

NA

True

NA

Which of the following is an advantage of using quantitative research over qualitative research?

Relatively quick data collection in most cases

Richness of the data

Cost-effective data collection

High reliability

When respondents provide wrong answers due to impaired memory, then it leads to a nonresponse error.

True

NA

False

NA

The purpose of theory is to generalize relationships between concepts in a way that is applicable to a wide variety of business and often other settings

False

NA

NA

True

In which of the following scenarios would you most strongly recommend using quantitative research?

When the objective is to identify new ideas and thoughts for a product

When the main goal is to uncover unanticipated findings and reactions

When the objective is to understand hidden underlying psychological processes

When the objective is to validate and estimate the strength of a relationship

A literature review can suggest research hypotheses to investigate.

True

False

NA

NA

The initial recognition of the existence of a problem or opportunity should be the primary responsibility of the researcher

NA

NA

True

False

Compared to person-administered surveys, self-administered surveys have:

higher response rates.

greater interviewer-respondent bias.

the advantage of respondent control.

higher cost per survey.

If one is short of time, one should opt for quantitative research as it can generally be completed in a shorter time period compared to qualitative research.

True

False

NA

NA

Which of the following helps generate insights that will help define the problem situation confronting the researcher?

Demographic research

Exploratory research

Descriptive research

Causal research