Deck 15: Marketing Research Tools

Question 1

Marketing research is quite rigid-there are only a couple of ways to do it.

Answer 1

False

Question 2

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

Answer 2

True

Question 3

Jon is training Lee, a recent graduate who joined the marketing department.Their topic of discussion is multidimensional scaling (MDS), with respect to positioning maps.Jon explains that with MDS, rather than asking customers what is important in a given product or service, MDS simply starts by asking how similar two products or services are for every pair of products or services under consideration in the mapping.Jon's explanation is consistent with current marketing practices used today.

Answer 3

True

Question 4

Marketing research should focus solely on the customer.

Question 5

Precision is an advantage of primary data.

Question 6

Exploratory studies are used to obtain large-scale statistics.

Question 7

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

Question 8

Clustering techniques can process no more than two variables at the same time.

Question 9

Perceptual maps are pictures of competing brands as well as attributes.

Question 10

It is quicker and cheaper to get primary data compared to secondary data.

Question 11

Marketing information should be gathered every two years in order for a company to be well informed and poised for action.

Question 12

It would be a waste of money to hire a market researcher to help with cluster analysis.

Question 13

Clustering methods form smaller groups of similar data.

Question 14

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.

Question 15

There are two approaches to creating a perceptual map: an attitude-based approach and a demographic approach.

Question 16

In the market research process, attempts to answer questions with secondary data should occur after you have already collected your own data.

Question 17

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

Question 18

Every marketing decision should be based on facts.

Question 19

To create a perceptual map based on attributes, customers complete a survey about the selected attributes.

Question 20

In the attribute-based approach, the customer makes two kinds of ratings: (1) How does our company rate on a number of attributes? and (2) How important is each of these attributes?

Question 21

Scanner data originated in retail grocery stores as an inventory management tool and quickly became even more valuable as a marketing tool.

Question 22

Ingrid was an observer to a focus group discussion.Before her work team discusses conclusions, Ingrid should write down her impressions.

Question 23

Studies conducted in the real world tend to have more internal validity than external validity.

Question 24

The purpose of a focus group's moderator is keeping the group's conversation going while addressing the items on the client's list.

Question 25

Qualitative studies can deliver large sample sizes and some certitude around numbers, while surveys offer a deep understanding of motivation.

Question 26

Conjoint analysis is frequently used in new product design.

Question 27

Strict ethical policies are followed by marketing researchers, such as keeping responses confidential.

Question 28

Moderators are usually paid to interpret a focus group session because they manipulated customers' responses.

Question 29

If you participate in a focus group you should expect to be there all day.

Question 30

ROMI stands for referral of multidimensional information.

Question 31

Scanner data can be linked to your buyer identification number to tie your current purchases to your past buying history.

Question 32

It is a good idea to follow up focus group, leads with a larger-scale survey.

Question 33

Betty is a product manager for a brand of baby food.She is curious about the impact on the brand if she decides to raise the price five percent.It would be possible for Betty to run a trial, or a field experiment, using scanner data to answer her question.

Question 34

Conjoint analyses will help uncover the attributes that are most valued by consumers and provide guidance as to the attribute values to combine for optimal product design.

Question 35

Factor analysis and cluster analysis do not complement each other very well.

Question 36

Conjoint methods are used frequently in studies of pricing and branding.

Question 37

Shorter surveys enhance response rates.

Question 38

The analytical techniques used on a big data set like scanner data are very different from the techniques used on small data sets.

Question 39

A conjoint study is run to understand how consumers make trade-offs, such as choosing between features and price.

Question 40

Because of the size of focus groups, predicting how the marketplace will respond as a function of these groups is a commonly accepted practice in marketing today.

Question 41

Which of the following is a study that is meant to show cause and effect?

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

Question 42

Marketing research is tremendously

A) rigid.
B) flexible.
C) confusing.
D) difficult.

Question 43

Which is NOT one of the steps in the marketing research process?

A) seeking customer relationship management databases
B) defining the market research problem
C) data collection and analysis
D) reporting of the results

Question 44

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

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

Question 45

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

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

Question 46

On an attribute-based perceptual map, how important the attribute is translates to how __________ the point is plotted.

A) low
B) high
C) far to the right
D) far to the left

Question 47

Perceptual maps are pictures of which of the following?

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

Question 48

__________ are used to understand customer perceptions of brands.

A) Clusters
B) Ads
C) Positioning studies
D) Strategic marketers

Question 49

Gary wants to create a perceptual map for positioning using the attribute-based approach.He comes to you for advice as to how he should get started on this.What is the first step you would advise Gary to undertake?

A) Determine the specific questions to be used for the two types of ratings: (1) How does our company rate on a number of attributes? (2) How important is each of these attributes?
B) Determine how similar pairs of two attributes are.
C) Plot the attributes in a two-dimensional space.
D) Determine the importance of the attributes.

Question 50

Bob at Bob's Furniture is looking at the results of some research about customers' ideas about his products.He learns that the attributes customers care most about are price and comfort.They care less about aesthetics and quality.The attributes on which Bob's products are doing worst are comfort and quality.They are doing best on price and aesthetics.What exactly is Bob looking at?

A) a conjoint analysis
B) a cluster analysis
C) a perceptual map based on MDS
D) a perceptual map that is attribute-based

Question 51

A cluster analysis helps identify

A) techniques.
B) segments.
C) prices.
D) competition.

Question 52

Josh is convinced that subgroups exist within his company's current customer base.Further, he believes that these different groups of customers opt to purchase his company's brand for different reasons, and he feels this information is critical if he is to effectively target these customers and potential customers like them.Which type of market research analysis should Josh look into conducting in order to address his concerns?

A) clustering
B) segmenting
C) positioning
D) customer lifetime value

Question 53

On an attribute-based perceptual map, the higher the mean performance on an attribute translates to how __________ the attribute will be plotted.

A) low
B) high
C) far to the right
D) far to the left

Question 54

Marketing information should be gathered __________ so the company can be in the know and poised for action.

A) quarterly
B) annually
C) constantly
D) every 2 years

Question 55

Rafael wants to conduct market research about his brand's STP.Which of the following market research tools is the most relevant?

A) surveys
B) cluster analysis
C) scanner data
D) conjoint

Question 56

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

A) How important is 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.

Question 57

Which of the following is an exploratory study?

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

Question 58

Bob at Bob's Furniture is looking at a perceptual map about customers' ideas about his products.The attributes customers care most about are price and comfort.They care less about aesthetics and quality.The attributes in which Bob's products are doing worst are comfort and quality.They are doing best on price and aesthetics.Which attribute should be Bob's priority as he tries to improve?

A) price
B) comfort
C) aesthetics
D) quality

Question 59

Rather than asking customers, "What's important?" MDS starts by asking which of the following questions?

A) "How similar are these two brands?"
B) "Which brand is better?"
C) "Are any of these attributes important at all?"
D) "What makes this brand better than others?"

Question 60

Which is an approach in creating a perceptual map?

A) attribute-based
B) demographic-based
C) focus group-based
D) survey-based

Question 61

You are a customer taking a survey.It lists two brands and asks you to rate how similar they are.What type of survey are you taking?

A) a focus group application survey
B) a survey based on multidimensional scaling
C) a survey based on attributes
D) a conjoint analysis survey

Question 62

Field studies are conducted in the real world, so they are strong in __________ validity, but they tend not to be as clean in terms of __________ validity.

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

Question 63

Which of the following industries uses the least B2B marketing research?

A) retail
B) health care products
C) banking
D) technology

Question 64

About how long does a focus group typically last?

A) 30 minutes
B) 1.5 hours
C) 3 hours
D) 8 hours

Question 65

Scanners began in __________ to help inventory management, but it quickly became obvious that the information obtained was far more valuable.

A) drug stores
B) grocery stores
C) shopping malls
D) clothing factories

Question 66

What is NOT a job of a focus group moderator?

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

Question 67

Focus groups are typically used as a(n) __________ technique.

A) descriptive
B) random
C) exploratory
D) quantitative

Question 68

What does ROMI stand for?

A) return on marketing investment
B) referral of multidimensional information
C) risk of manipulating investors
D) rise of multiple interactions

Question 69

A survey should contain questions that are

A) complex.
B) actionable.
C) detailed.
D) shared with others.

Question 70

Experiments have an advantage when it comes to __________ validity.

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

Question 71

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

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

Question 72

Sam's Sandwich Shack recently conducted two focus groups, each with 6 customers and a moderator.Sam believes he gathered enough feedback from these focus groups to revamp his menu and to initiate some changes to the level of service provided by his staff.What would you recommend to Sam?

A) Predicting how the marketplace will respond based on focus groups is not a great idea.
B) Focus groups are a great predictor of how the marketplace will respond.
C) He should conduct more customer focus groups, and then base his decisions on the focus group discussions.
D) Focus groups are a waste of time, and provide little value.

Question 73

If you're not tweaking the environment but constantly monitoring it, then you're using __________ observation.

A) experimental
B) naturalistic
C) circumstantial
D) causal

Question 74

Typically, a focus group should include __________ customers.

A) 2-4
B) 4-6
C) more than 15
D) 8-10

Question 75

Which of the following is NOT typically true about focus group moderators?

A) They get paid.
B) They are similar to the focus group members if the topic is sensitive.
C) They control overbearing group members.
D) They set aside a full day to lead the group.

Question 76

Conjoint studies are run to understand how consumers make

A) money.
B) trade-offs.
C) observations.
D) impressions.

Question 77

Carlos wants to know what will happen if he increases the price of his most popular brand.Which of the following options would you recommend to answer his question?

A) cluster analysis
B) conjoint
C) causal method
D) perception mapping

Question 78

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

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

Question 79

In a particular conjoint study, the variables "club," "upgrade" and "fee" are the predictors.Which model properly corresponds to this?

A) Rating = b₀ + b₁ Club + b₂ Upgrade + b₃ Fee + error
B) Rating = b₀ + b₁ Club × b₂ Upgrade × b₃ Fee - error
C) Rating = (b₀ + b₁ Club + b₂ Upgrade + b₃ Fee) / error
D) Rating = b₀ - b₁ Club + b₂ Upgrade + b₃ Fee - error

Question 80

__________ examines the strong and weak correlations to identify underlying factors common to the responses.

A) Conjoint analysis
B) Factor analysis
C) Cluster analysis
D) Meta-analysis