Question 1

_____ research depends on watching what people do.

Accepted Answer

Observation research is a method that relies on four types of observation: people watching people,people watching an activity,machines watching people,and machines watching an activity.

Question 2

Kimberly-Clark has outfitted consumers with mini video cameras mounted to visors to watch consumers doing chores and shopping.Using this research approach,known as _____ research,Kimberly-Clark learned that mothers had trouble using Huggies Baby Wash to bathe their infants.The problem was that the women liked to keep one hand on their infant at all times while the Baby Wash bottle required two hands to open dispense.

Accepted Answer

Ethnography,which is a form of observation research,is the study of human behavior in its natural context.

Question 3

Stan's job is to walk the streets of Japan and locate fads.According to Stan,"Japan is advanced.What will happen 10 years from now is already happening in Japan." What kind of research is Stan conducting?

Accepted Answer

He is watching what people do.

Question 4

In the survey used by an organization of mothers who swap toys,respondents were asked,"Would you be willing to pay a small fee in order to take advantage of this service? Circle YES or NO." This is a(n)_____ question.

Accepted Answer

Dichotomous questions ask questions that can be answered with "yes" or "no" or their equivalent.

Question 5

The best experiments are those in which:

Accepted Answer

An experiment is characterized by the researcher changing one or more variables while observing the effects of those changes on another variable.

Question 6

Dryel is a Procter & Gamble product that allows consumers to dry-clean their clothes in a dryer.Before launching the product,P&G researchers visited consumers' homes and watched as people they sorted laundry,creating piles of darks,whites,delicates,and items that would go to the dry cleaner because the people were unsure how to clean them.This was an example of _____ research.

Accepted Answer

Observation research is a method that relies on four types of observation: people watching people,people watching an activity,machines watching people,and machines watching an activity.

Question 7

All of the following are benefits and insights provided by mystery shopping EXCEPT:

Accepted Answer

Marketing a product or service involves more than just what the mystery shopper will learn.

Question 8

First Southern Community Bank has long tried to differentiate itself as,"your friendly,hometown bank." However,the bank president has been concerned about a number of recent customer service complaints.Which of the following approaches would probably be best to get a feel for how friendly her employees really are to customers?

Accepted Answer

Mystery shoppers are researchers posing as customers who gather observational data about a store.

Question 9

_____ research is the study of human behavior in its natural condition.It often proves that consumers do not do what they say they do,such as how they use a computer or what they watch on television.

Accepted Answer

This is the definition of ethnographic research.

Question 10

PetsMart,a large chain of pet shops,surveyed consumers and asked,"Do you ever buy holiday gifts for your pets?" Respondents checked "Yes" or "No" to answer this question.This is an example of a(n)_____ survey question.

Accepted Answer

There are only two possible answers--yes or no.

Question 11

When people are hired to record traffic patterns in a shopping mall,they are engaging in _____ research.

Accepted Answer

Research that does not rely on direct interaction with people is observation research.

Question 12

A(n)_____ is characterized by the researcher's altering one or more variables: such as price or package design--while observing the effects of those alterations on another variable (usually sales).

Accepted Answer

An experiment is a method a researcher can use to gather primary data and entails the researchers altering one or more variables while observing the effects of those alterations on another variable.

Question 13

The population from which a sample in a marketing research study will be drawn is referred to as the:

Accepted Answer

A sample is a subset of a larger population,also known as the universe.

Question 14

When marketing researchers for a local fitness club wanted to know consumers' intention to start a fitness program for a New Year's resolution,they used a(n)_____ with five possible answers ranging from "Most Likely" to "Least Likely" and asked that the respondent choose one.This is an example of a(n):

Accepted Answer

A scaled-response question is a closed-ended question designed to measure the intensity of a respondent's answer.

Question 15

Which type of survey question is a closed-ended question designed to measure the intensity of a respondent's answer?

Accepted Answer

This is the definition of a scaled-response question.

Question 16

Mystery shoppers engage in a form of:

Accepted Answer

This form of observational research is an example of people watching people or an activity.

Question 17

In a study whose purpose is to determine the market for a vitamin that is to be chewed like bubble gum,what is the first question to be answered before a sampling plan is selected?

Accepted Answer

The first step is the definition of the group from which the sample will be drawn.

Question 18

A survey by RoperASW asked consumers to check where they were most likely to look for information about a new book.Possible answers were book club catalogs,book reviews in newspapers,book reviews in magazines,television programs,friends,radio programs,local reading groups,or the Internet.What type of question was used in this survey?

Accepted Answer

Many-item type of closed questions are called multiple choice questions.

Question 19

Which of the following is the BEST example of an effective question on a mail survey?

Accepted Answer

The correct alternative is the only question that is not ambiguous,does not use difficult terminology,and asks only one question.

Question 20

A retailer of sporting goods equipment is interested in learning what peoples' attitudes,motivations,and feelings are about its product lines.All of the following are potential sources for this information EXCEPT:

Accepted Answer

Observation research focuses on what people do,not on their attitudes and feelings.

Quiz 9: Decision Support Systems and Marketing Research