Question 1

Interpret the following factor analysis data collected by researchers planning to start a nonprofit organization to sponsor college students.

Accepted Answer

We see that there are two very high correlations here: .93 and .91. The .93 is between questions 5 and 11. This means that people answered quite similarly on these two questions, so willingness to sponsor a kid is closely tied to the perception that education is important. The .91 is between questions 9 and 10 and means that people answered similarly about higher education being expensive and for the privileged, thus indicating that these two issues are closely linked. These researchers, then, could decide that those four questions are really getting at only two factors. This could lead them to consolidate their questions to save time and effort.

Question 2

Every marketing decision should be based on facts.

Accepted Answer

A) True 
 B)False  True

Question 3

Julia tells her colleague that she would love to see a picture of competing brands with descriptions of attributes and a sense of competitive strengths and weaknesses. Julia is referring to a perceptual map.

Accepted Answer

A) True 
 B)False

Question 4

Experiments have an advantage when it comes to validity.

Accepted Answer

A)   primary
B)   secondary
C)   external
D)   internal

Question 5

With respect to perceptual maps, the method known as MDS stands for .

Accepted Answer

A)   memory derived scaling
B)   multidimensional survey
C)   marketing digital survey
D)   multidimensional scaling

Question 6

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 .

Accepted Answer

A)   focus groups
B)   trade-offs evaluations
C)   a mix of observation and interviews
D)   impressions

Question 7

Identify three types of information that can be gathered from customer satisfaction surveys.

Accepted Answer

Three types of information that can be o...

Question 8

What type of statistical analysis must you do in a conjoint study?

Accepted Answer

A)   t-test
B)   ANOVA
C)   regression
D)   MANCOVA

Question 9

Perceptual maps are pictures of which of the following?

Accepted Answer

A)   competing brands
B)   attributes
C)   competing brands or attributes
D)   competing brands and attributes

Question 10

Every marketing decision should be based on .

Accepted Answer

A)   theories
B)   facts
C)   hypothesis
D)   opinions

Question 11

Exploratory studies are used to obtain large-scale statistics.

Accepted Answer

A) True 
 B)False

Question 12

Naturalistic observation has an advantage when it comes to validity.

Accepted Answer

A)   primary
B)   secondary
C)   external
D)   internal

Question 13

In an attribute based approach, a map created from attributes would involve customer .

Accepted Answer

A)   interviews
B)   promotions
C)   advertisements
D)   surveys

Question 14

Focus groups are typically used as exploratory techniques, meaning the researcher doesn't quite know yet what
questions to put on a survey.

Accepted Answer

A) True 
 B)False

Question 15

Describe the typical steps in the market research process.

Accepted Answer

The market research process begins with ...

Question 16

What is NOT a job of a focus group moderator?

Accepted Answer

A)   screen focus group members
B)   keep the discussion going
C)   address all items on clients list
D)   bring out the quieter group members

Question 17

A cluster analysis is used to identify segments, and it determines exactly which segment(s) to target.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is an exploratory study?

Accepted Answer

A)   interview
B)   scanner data
C)   survey
D)   experiment

Question 19

Positioning studies are used to get a sense of how customers view a company or brand in the marketplace.

Accepted Answer

A) True 
 B)False

Question 20

In an attribute-based map, customers make two kinds of ratings. Which is NOT a rating that is made?

Accepted Answer

A)   How important are 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. B

Exam 15: Marketing Research Tools

Interpret the following factor analysis data collected by researchers planning to start a nonprofit organization to sponsor college students.

Every marketing decision should be based on facts.

Correct Answer
verified
True

Julia tells her colleague that she would love to see a picture of competing brands with descriptions of attributes and a sense of competitive strengths and weaknesses. Julia is referring to a perceptual map.

Correct Answer
verified

Experiments have an advantage when it comes to validity.

Correct Answer
verified

With respect to perceptual maps, the method known as MDS stands for .

Correct Answer
verified

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 .

Correct Answer
verified

Identify three types of information that can be gathered from customer satisfaction surveys.

Correct Answer
verified
Three types of information that can be o...
View Answer

What type of statistical analysis must you do in a conjoint study?

Correct Answer
verified

Perceptual maps are pictures of which of the following?

Correct Answer
verified

Every marketing decision should be based on .

Correct Answer
verified

Exploratory studies are used to obtain large-scale statistics.

Correct Answer
verified

Naturalistic observation has an advantage when it comes to validity.

Correct Answer
verified

In an attribute based approach, a map created from attributes would involve customer .

Correct Answer
verified

Focus groups are typically used as exploratory techniques, meaning the researcher doesn't quite know yet what questions to put on a survey.

Correct Answer
verified

Describe the typical steps in the market research process.

Correct Answer
verified
The market research process begins with ...
View Answer

What is NOT a job of a focus group moderator?

Correct Answer
verified

A cluster analysis is used to identify segments, and it determines exactly which segment(s) to target.

Correct Answer
verified

Which of the following is an exploratory study?

Correct Answer
verified

Positioning studies are used to get a sense of how customers view a company or brand in the marketplace.

Correct Answer
verified

In an attribute-based map, customers make two kinds of ratings. Which is NOT a rating that is made?

Correct Answer
verified
B

Exam 15: Marketing Research Tools

Interpret the following factor analysis data collected by researchers planning to start a nonprofit organization to sponsor college students.

Every marketing decision should be based on facts.

Correct AnswerverifiedTrue

Julia tells her colleague that she would love to see a picture of competing brands with descriptions of attributes and a sense of competitive strengths and weaknesses. Julia is referring to a perceptual map.

Correct AnswerverifiedShow Answer

Experiments have an advantage when it comes to validity.

Correct AnswerverifiedShow Answer

With respect to perceptual maps, the method known as MDS stands for .

Correct AnswerverifiedShow Answer

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 .

Correct AnswerverifiedShow Answer

Identify three types of information that can be gathered from customer satisfaction surveys.

Correct AnswerverifiedThree types of information that can be o...View AnswerShow Answer

What type of statistical analysis must you do in a conjoint study?

Correct AnswerverifiedShow Answer

Perceptual maps are pictures of which of the following?

Correct AnswerverifiedShow Answer

Every marketing decision should be based on .

Correct AnswerverifiedShow Answer

Exploratory studies are used to obtain large-scale statistics.

Correct AnswerverifiedShow Answer

Naturalistic observation has an advantage when it comes to validity.

Correct AnswerverifiedShow Answer

In an attribute based approach, a map created from attributes would involve customer .

Correct AnswerverifiedShow Answer

Focus groups are typically used as exploratory techniques, meaning the researcher doesn't quite know yet what questions to put on a survey.

Correct AnswerverifiedShow Answer

Describe the typical steps in the market research process.

Correct AnswerverifiedThe market research process begins with ...View AnswerShow Answer

What is NOT a job of a focus group moderator?

Correct AnswerverifiedShow Answer

A cluster analysis is used to identify segments, and it determines exactly which segment(s) to target.

Correct AnswerverifiedShow Answer

Which of the following is an exploratory study?

Correct AnswerverifiedShow Answer

Positioning studies are used to get a sense of how customers view a company or brand in the marketplace.

Correct AnswerverifiedShow Answer

In an attribute-based map, customers make two kinds of ratings. Which is NOT a rating that is made?

Correct AnswerverifiedB

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True

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Three types of information that can be o...
View Answer

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Correct Answer
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Correct Answer
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Correct Answer
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The market research process begins with ...
View Answer

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Correct Answer
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B