Question 1

________ is the process of selecting respondents for a survey.

Accepted Answer

Sampling is the process of selecting a subset of the population to participate in a survey. This subset, called the sample, is then used to represent the entire population and gather insights on their characteristics, opinions, and behaviors. Sampling is a critical step in the survey design process as it determines the accuracy and reliability of the results.

Question 2

________ is the extent to which research actually measures what it was intended to measure.

Accepted Answer

Validity refers to the accuracy and truthfulness of research findings. It ensures that the research measures what it claims to measure.

Question 3

RBC Royal Bank wanted to evaluate the financial value of its substantial personal customer base to determine which type of customers were the most valuable to the bank.To do this,the bank looked at revenues and expenses from each of its financial products,including loans and credit card usage.To identify and then analyze this information,the bank utilized the MIS analysis technique called ________.

Accepted Answer

The technique used by the bank to identify and analyze information on its customer base's financial value (revenues and expenses from different financial products) is data mining, which is an MIS analysis technique used to analyze large data sets to identify patterns and relationships. Data mining techniques can help organizations like RBC Royal Bank to identify key customer segments, target marketing efforts, and optimize product offerings.

Question 4

A catalog retailer studies about 3,500 variables over the lifetime of a customer's relationship.It has found that customers who change residences are three times more likely than customers who do not move as frequently to buy tables,fax machines,and decorative products but are no more likely to buy jewelry or footwear.By using data analysis to determine which promotion to target to customers who have recently moved,this catalog retailer has engaged in ________.

Accepted Answer

The answer of A catalog retailer studies about 3,500 variables...

Question 5

Children are difficult subjects for market researchers because they have poor recall and often do not understand the questions they are asked.This brings into question the ________ of the survey.

Accepted Answer

Reliability refers to the consistency and accuracy of a survey's results. Poor recall and comprehension among children can lead to inaccurate responses, which can negatively impact the reliability of the survey.

Question 6

Tabak catalog retailer studies about 3,500 variables over the lifetime of a customer's relationship.Through ________,it has found that customers who change residences are three times more likely than customers who do not move as frequently to buy tables,fax machines,and decorative products but are no more likely to buy jewelry or footwear.

Accepted Answer

Data mining refers to the process of analyzing large sets of data to discover patterns and relationships, which is exactly what Tabak is doing by studying 3,500 variables about customers. Additionally, the finding about customers who change residences being more likely to purchase certain products is a result of analyzing this data and identifying a pattern. Prospecting refers to seeking out new customers, sampling involves collecting a smaller representative sample of data to make inferences about a larger group, latitudinal research is not a term commonly used in marketing research, and customer acquisition refers to the process of gaining new customers, not analyzing data about existing ones.

Question 7

A survey questioned men and women to determine how each group felt about low-fat foods advertising on television.The results from male and female respondents were examined separately to see if their responses were different.The research results were analyzed using ________.

Accepted Answer

Cross-tabulation is a method of analyzing data by comparing the responses of different groups to two variables. In this case, the variables are gender and attitude towards low-fat food advertising on television. Cross-tabulation can provide insight into any differences in attitude between males and females towards low-fat food advertising. Ethnographic techniques and projective techniques are qualitative research methods and would not be appropriate for analyzing survey data. Single-source data methods and standard correlation calculations are statistical techniques that may be useful in analyzing survey data but are not specific to this scenario.

Question 8

To determine what type of information to add to its Web site in order to attract more visitors,an Internet company could look at a survey by the AOL/Roper Starch Cyberstudy,which showed the primary activities Americans are most likely to engage in when surfing the Internet.This study is an example of ________.

Accepted Answer

The survey conducted by the AOL/Roper Starch Cyberstudy is an external data source, meaning it was conducted by a third party and not by the Internet company itself. Furthermore, it is a secondary data source because the company is using data that has already been gathered and analyzed by another organization.

Question 9

What is a major drawback of probability sampling?

Accepted Answer

The answer of What is a major drawback of probability...

Question 10

Which of the following is true about a nonprobability sample?

Accepted Answer

A nonprobability sample is not randomly selected and therefore, personal judgment is utilized to determine who participates. Option A describes a specific type of nonprobability sampling that selects participants based on their willingness to participate. Option B describes a criterion for selecting a representative sample, which is not the case for nonprobability samples. Option D describes a type of probability sampling called a census, where every member of the population is included. Option E also describes a probability sampling method where each member has an equal chance of being included, but this is not the case for nonprobability samples.

Question 11

Disadvantages of ________ are that hackers can influence research and competitors can learn about marketing firms' plans.

Accepted Answer

Online research is vulnerable to hacking and potential data breaches, making it easier for hackers to influence the results. Additionally, competitors can potentially access a marketing firm's online research and learn about their plans and strategies.

Question 12

________ are a method for tracking what computer users do at various Web sites and which sites they visit.

Accepted Answer

Cookies are small files placed on a user's computer by a website, allowing the site to remember the user and track their online activity. This can be used for various purposes, including targeted advertising and user experience personalization.

Question 13

Which of the following groups currently oversees the development and maintenance of standards to protect the privacy of Internet users?

Accepted Answer

The answer of Which of the following groups currently oversees...

Question 14

The two main types of samples used by researchers are ________.

Accepted Answer

The two main types of samples used by researchers are probability and nonprobability. Probability samples are selected using random sampling techniques, which makes them representative of the larger population. Nonprobability samples are selected using nonrandom techniques, such as convenience sampling, and may not be representative of the larger population.

Question 15

Which of the following is true about a probability sample?

Accepted Answer

A probability sample is one in which every member of the population has some known chance of being included in the sample. This is often achieved through random sampling techniques such as stratified sampling or cluster sampling. The other answer choices (A, B, C, and D) are all examples of non-probability sampling methods.

Question 16

________ is the extent to which research measurement techniques are free of errors.

Accepted Answer

Reliability refers to the consistency and stability of research measures, and the extent to which they are free of errors. Validity, on the other hand, refers to the accuracy and truthfulness of research measures in capturing the intended concept or construct. Flexibility, responsiveness, and representativeness are not directly related to the quality of research measurement techniques in terms of measurement errors.

Question 17

Predictive technology used by e-marketers relies on which of the following?

Accepted Answer

Predictive technology used by e-marketers relies on tracking the shopping patterns of large numbers of people. This data is then analyzed to identify trends, preferences, and potential future behavior of consumers.

Question 18

A cosmetic company asked 293 women who were wearing their StayColor line of cosmetics to rub their cheeks against their shirts using "the pressure they use when caressing someone else's face." The company was conducting ________.

Accepted Answer

The cosmetic company was conducting custom research by asking a specific group of women who used their StayColor line of cosmetics to participate in a unique activity meant to gather specific insights about their product.

Question 19

In general,a research report will NOT include ________.

Accepted Answer

While a research report may contain an executive summary, a description of the research methodology, a discussion of the results, and a discussion of the limitations of the study, it is unlikely to include a situation analysis, which is typically a broader report that includes market trends, competitive analysis, and other factors that may impact the research being conducted.

Question 20

A ________ sample is a type of probability sample in which a researcher divides the population into segments that relate to the study's topic.

Accepted Answer

In a stratified sample, the population is divided into relevant segments, or strata, based on characteristics that relate to the study's topic. Then, random samples are taken from each stratum in proportion to its size in the population in order to create a representative sample overall.

Quiz 4: Marketing Research: Gather, analyze, and Use Information