Question 1

Media that consumers generate themselves and share among themselves is called:

Accepted Answer

This is the definition of consumer generated media (CGM).

Question 2

Critics of behavioral targeting say that it is akin to:

Accepted Answer

Behavioral targeting has been likened to "conversational eavesdropping analysis."

Question 3

What is the moderator's role in online focus groups?

Accepted Answer

One of the most difficult jobs of the moderator is to control the discussion.

Question 4

Which of the following is a form of observation marketing research that uses data mining coupled with identifying Web surfers by their IP addresses?

Accepted Answer

With behavioral targeting,researchers can determine pages visited,time at each page,and the number and type of searches made.

Question 5

All of the following are advantages associated with the use of Internet surveys EXCEPT:

Accepted Answer

Measurement error occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process,so it can still occur when using the Internet to deliver the survey.

Question 6

Several types of analysis are common to marketing research.Which one is the simplest?

Accepted Answer

One-way frequency counts note how many respondents answered a question a certain way.This provides a general picture of the results of the study.

Question 7

A _____ specializes in arranging interviews for data collection on a subcontract basis.It may also provide focus group facilities,mall intercept locations,and kitchen facilities to prepare test food products.

Accepted Answer

Marketing research field service firms collect most primary data.

Question 8

_____ provides market researchers with user-friendly virtual interview rooms,recruiting,and technical support for conducting virtual qualitative research.

Accepted Answer

By using Channel M2,the moderator and client can see and hear every respondent.

Question 9

A carefully selected group of consumers who agree to participate in an ongoing online dialogue with a particular corporation is known as a(n):

Accepted Answer

This describes a Web community.

Question 10

_____ permit the analyst to relate the responses to one question to the responses to one or more other questions when assessing marketing research data.

Accepted Answer

For example,with cross-tabulation the researcher can compare how males and females answered a question.

Question 11

For what kind of research would a marketer use Channel M2?

Accepted Answer

Channel M2 provides market researchers with user-friendly virtual interview rooms,recruiting,and technical support for conducting virtual qualitative research,such as online focus groups,efficiently and effectively.

Question 12

A(n)_____ is a software system specifically designed for Web questionnaire construction and deliver;it consists of an integrated questionnaire designer,Web server,database,and data delivery program designed for use by nonprogrammers.

Accepted Answer

This is the description of Web survey systems described in the text.

Question 13

In a survey for her marketing class,Allicia interviewed 80 randomly selected men and asked them their opinions of women with tans.Her initial results showed that the men overwhelmingly believed tans were a health risk.When she conducted the same survey again using the same methodology,she discovered that 50 percent of the surveyed population in the second group found women with tans sexy.This is most likely an example of a _____ error.

Accepted Answer

A random error occurs when the results of two surveys conducted in the same manner differ.

Question 14

CGM originates from all of the following EXCEPT:

Accepted Answer

Consumer generated media (CGM)is media that consumers generate and share among themselves.All of the choices are examples of CGM except experiments.

Question 15

All of the following statements explain the success of Internet marketing research EXCEPT:

Accepted Answer

The researcher must still design the research.

Question 16

All of the following are advantages associated with online focus groups EXCEPT:

Accepted Answer

Online focus groups offer a broad geographic scope.

Question 17

If a researcher wanted to look at responses to vacation home ownership questions as they relate to age and occupation of the respondent,the analysis approach he or she would use is:

Accepted Answer

Cross-tabulations permit the analyst to relate the responses to one question to the responses to one or more other questions.

Question 18

Kent has gathered data concerning people's preferences for traditional breakfast foods.He has learned that 30 percent of the population prefer eggs in the morning,50 percent of the population prefers something sweet for breakfast like a doughnut,and an overwhelming 86 percent prefer food that they can eat while they drive to work.What method of analyzing the data has Kent used?

Accepted Answer

One-way frequency tables record the responses to a question.

Question 19

What is the last step of the marketing research process?

Accepted Answer

The final step is to follow up to determine why management did or did not carry out the recommendations in the report.

Question 20

When the Boston Symphony Orchestra wanted to determine how to make classical music appeal to younger concertgoers,it hired AMN to conduct a survey.AMN is most likely an example of a:

Accepted Answer

Field service firms specialize in interviewing respondents on a subcontracted basis.

Quiz 9: Decision Support Systems and Marketing Research