Question 1

Behavioral research is the most scientifically valid research.

Accepted Answer

While behavioral research is important and valuable, other forms of research such as physiological, neurological, and genetic research also play a crucial role in understanding human behavior. The most scientifically valid research involves utilizing a combination of different research methods and approaches to obtain a comprehensive understanding of a phenomenon.

Question 2

Researchers should generalize findings from focus group participants to the whole market.

Accepted Answer

Focus groups are typically small and unrepresentative samples of the larger market. Therefore, it is not appropriate to generalize findings from focus groups to the whole market. Instead, the results should be used as insights to further test or validate through more rigorous research methods such as surveys or experiments.

Question 3

After developing a research plan, a marketing researcher should define the problem and research objectives.

Accepted Answer

Defining the problem and research objectives is typically the first step in the research process, before developing a research plan.

Question 4

Safeway supermarket's scanner data shows that high-income people don't necessarily buy the more expensive brands. This is an example of survey research.

Accepted Answer

This is an example of observational research, as it involves analyzing data from actual purchases rather than collecting data through surveys or questionnaires.

Question 5

A dichotomous question is a question with three or more answers.

Accepted Answer

A dichotomous question is a question with two options or answers, not three or more.

Question 6

Keeping a survey short and simple and contacting customers no more than once a month are two keys to drawing people into the data collection effort.

Accepted Answer

Keeping a survey short and simple helps to prevent survey fatigue and increases the likelihood of participation. Contacting customers no more than once a month also helps to avoid annoyance and increases the chances of response.

Question 7

The goal of ethnographic research is to immerse the researcher into consumers' lives to uncover unarticulated desires that might not surface in any other form of research.

Accepted Answer

Ethnographic research involves observing and interacting with consumers in their natural environments to gain a deeper understanding of their behaviors, attitudes, and desires. The goal is to access hidden or unarticulated needs that may not be revealed through other forms of research such as surveys or focus groups.

Question 8

Visualization requires people to create a collage from magazine photos or drawings to depict their perceptions.

Accepted Answer

Visualization often involves creating a mental image or picture in one's mind, rather than using physical materials like magazine photos or drawings.

Question 9

The goal of exploratory research is to shed light on the real nature of the problem and to suggest possible solutions or new ideas.

Accepted Answer

Exploratory research is the initial stage in the research process where the researcher aims to gain a better understanding of the problem or topic. The goal of exploratory research is to generate ideas or hypotheses that can be further tested in future research. Therefore, it aims to shed light on the real nature of the problem and to suggest possible solutions or new ideas.

Question 10

A good example of collecting behavioral data would be when a store uses scanners to read barcodes on products selected by consumers.

Accepted Answer

Using scanners to read barcodes on products selected by consumers is a prime example of collecting behavioral data as it provides information on what products are being selected and purchased by consumers.

Question 11

When Bank of America followed female baby boomers at home and while they shopped to observe things the shoppers might not have been able to articulate, they were using ethnographic research.

Accepted Answer

Ethnographic research involves observing and studying human behavior in their natural settings, often through in-person observation and interviews. In this scenario, Bank of America was observing women in their homes and while shopping to gain deeper insights into their behavior and needs.

Question 12

Secondary data are data freshly gathered for a specific purpose or for a specific research project.

Accepted Answer

Secondary data are pre-existing data that have been collected for another purpose, such as government data or data from previous research studies.

Question 13

Qualitative research techniques are relatively structured measurement approaches that permit limited possible responses.

Accepted Answer

Qualitative research techniques are actually unstructured measurement approaches that allow for a variety of possible responses, rather than limited ones. Qualitative methods are primarily used for understanding and interpreting subjective experiences and perceptions, rather than trying to quantify them in a way that can be easily measured.

Question 14

James collected primary data when he distributed a survey to dorm residents to discover their attitudes and opinions on campus life.

Accepted Answer

James's survey is a method of collecting primary data because he is directly asking individuals for their attitudes and opinions. Primary data is original information collected through direct observation or communication from individuals.

Question 15

A questionnaire should contain sophisticated and uncommon words.

Accepted Answer

A questionnaire should be easy to understand for the target audience. Using sophisticated and uncommon words may lead to confusion and make it difficult for respondents to answer the questions accurately. Simple and clear language should be used instead.

Question 16

If a marketing researcher decides to use a Likert scale, the researcher has chosen a technique wherein the respondent reviews a statement that shows the amount of agreement/disagreement with some product, service, or concept.

Accepted Answer

This is a correct description of a Likert scale.

Question 17

A question that respondents can answer in an almost unlimited number of ways like "What is your opinion of Cracker Barrel?" is a completely unstructured question.

Accepted Answer

An unstructured question allows the respondent to answer in their own words or provide their own opinions without any specific guidelines or restrictions. The question about an opinion of Cracker Barrel does not have a set answer or specific response format, making it unstructured.

Question 18

A scale that describes the respondent's intention to buy a particular product is called a rating scale.

Accepted Answer

A scale that describes the respondent's intention to buy a particular product is typically called an intention-to-buy scale or purchase intention scale, not a rating scale. Rating scales are used to assess the degree of respondents' feelings or attitudes towards something, which can include a wide range of subjects, not limited to purchase intentions.

Question 19

Experiments call for selecting matched groups of subjects, subjecting them to different treatments, controlling extraneous variables, and checking whether observed response differences are statistically significant.

Accepted Answer

This is a correct description of key elements of an experimental design.

Question 20

Owing to its greater flexibility, a questionnaire is by far the most common instrument used to collect primary data.

Accepted Answer

A questionnaire is a widely used instrument to collect primary data due to its flexibility in terms of format, audience, and type of questions asked. Other instruments such as interviews or observations may have more restrictions or limitations.

Quiz 4: Conducting Marketing Research