Deck 15: Marketing Research Tools

Question 1

To plot points on a chart in cluster analysis, you use the modes that are calculated for each dimension.

Answer 1

False

Question 2

Marketing research should focus solely on the customer.

Answer 2

False

Question 3

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

Answer 3

False

Question 4

Exploratory studies are used to obtain large-scale statistics.

Question 5

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

Question 6

Steve works for Volvo and is consulting a perceptual map that indicates that customers find comfort very important, but that they don't think Volvo is doing very well in this area. Given this information, improving comfort should be a priority for Steve and his coworkers.

Question 7

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

Question 8

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.

Question 9

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

Question 10

Data analysis can be used to address just about any marketing question.

Question 11

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 12

In cluster analysis, how high the mean is on performance of an attribute translates to how far to the left the attribute will be plotted.

Question 13

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

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.

Question 15

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

Question 16

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

Question 17

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

Question 18

Every marketing decision should be based on facts.

Question 19

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 are each of these attributes?

Question 20

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

Question 21

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

Question 22

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

Question 23

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

Question 24

ROMI stands for referral of multidimensional information.

Question 25

Customer satisfaction surveys should be long and detailed, so they provide marketers with the most detailed and actionable information possible.

Question 26

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

Question 27

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

Question 28

A focus group typically includes 8 to 10 customers.

Question 29

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

Question 30

Grocery stores often hire store and area auditors to integrate into the database information such as what the prices were for competing brands.

Question 31

A conjoint involves a regression analysis.

Question 32

Conjoint analysis is frequently used in new product design.

Question 33

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 34

Todd is present at a focus group session. His role is to keep the discussion going. He tries to address all the planned discussion items, tries to bring out the quieter group members, and tries to control the overbearing group members. Todd is the focus group moderator.

Question 35

Scanner data, combined with shopper demographics, provides useful data for marketing researchers seeking insights about customer purchase behavior.

Question 36

Strict ethical policies are followed by marketing researchers, such as keeping individual respondents' identities
and responses confidential.

Question 37

Qualitative studies can deliver large sample sizes and some certitude around numbers.

Question 38

Typically, focus group members are volunteers and are not paid.

Question 39

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 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

Every marketing decision should be based on .

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

Question 42

Marketing research is tremendously .

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

Question 43

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 product are doing worst are comfort and quality. Thy 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 attributes-based

Question 44

Which is NOT one of the 3 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 45

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

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.

Question 46

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 47

On an attributes-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 48

On an attributes-based perceptual map, the higher the mean on 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 49

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

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

Question 50

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, and (2) how important are 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 51

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 52

A cluster analysis helps identify .

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

Question 53

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 two years

Question 54

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 product are doing worst are comfort and quality. Thy 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 55

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 56

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 57

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 58

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

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

Question 59

Which of the following is an exploratory study?

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

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

Typically, a focus group should include customers.

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

Question 62

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

Question 63

Experiments have an advantage when it comes to validity.

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

Question 64

Imagine you are new on the job, and you are about to begin creating a market research survey that will provide insights about your company's customers. An experienced colleague offers you a bit of advice. Which of the following statements is bad advice?

A) Surveys should be relatively short.
B) Surveys should NOT be used for B2B customers.
C) Survey responses should be kept confidential.
D) Surveys can be administered by phone.

Question 65

Naturalistic observation has an advantage when it comes to validity.

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

Question 66

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

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

Question 67

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

A) They get paid.
B) They share opinions about advertisements.
C) They are consumers.
D) They set aside a full day to participate in the group.

Question 68

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

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

Question 69

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 70

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 71

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 72

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-offs evaluations
C) a mix of observation and interviews
D) impressions

Question 73

If you want to use a factor analysis and a cluster analysis to complement each other, which one should you do first?

A) factor analysis
B) cluster analysis
C) It makes no difference at all regardless of what questions you are trying to answer.
D) It depends on what questions you are trying to answer.

Question 74

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

Question 75

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 76

Conjoint studies are run to understand how consumers make .

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

Question 77

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

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

Question 78

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 clients list
D) bring out the quieter group members

Question 79

About how long does a focus group typically last?

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

Question 80

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