Question 1

In terms of primary research, the research approach is defined as the method used to collect data.

Accepted Answer

In terms of primary research, the research approach is defined as the method used to collect data.

Question 2

Reliability is the extent to which data are likely to be free from random error and represent the population being studied.

Accepted Answer

Reliability is the extent to which data are likely to be free from random error and yield consistent results.

Question 3

Validity is the extent to which data collected are free from errors.

Accepted Answer

Validity is the extent to which data collected are free from bias.

Question 4

Quantitative research involves a small number of respondents answering open-ended questions.

Accepted Answer

Qualitative research involves a small number of respondents answering open-ended questions. Quantitative research is a structured type of research that involves either descriptive research approaches, such as survey research, or causal research approaches, such as experiments in which responses can be summarized or analyzed with numbers.

Question 5

In certain countries, such as France and Italy, there is a preference for qualitative data as a complement to quantitative data, whereas in other countries such as the United States and Germany, quantitative data are deemed as most valuable.

Accepted Answer

There are country differences in terms of the preference for quantitative or qualitative data. For example, in France and Italy, there is a preference for qualitative data as a complement to quantitative data, whereas in the United States and Germany, quantitative data are deemed as most valuable.

Question 6

Depth interviews are one-to-one attempts to discover consumer motivations, feelings, and attitudes toward an issue of concern to the study's sponsor.

Accepted Answer

Depth interviews are qualitative research methods used to explore in-depth insights into consumer motivations, feelings, and attitudes by engaging in one-on-one conversations.

Question 7

Depth interviews are very useful for complex behavioral or decision-making considerations or in an emotionally laden issue.

Accepted Answer

Depth interviews allow for detailed exploration of complex topics, providing insights into individual behaviors, decision-making processes, and emotional responses.

Question 8

Using interviewers to conduct qualitative research is very expensive and time consuming, but the data collected are normally more robust since the interviewer can further address issues that come up during the interview.

Accepted Answer

Interviewers can probe deeper into responses, clarify questions, and explore new topics that arise, leading to more comprehensive data.

Question 9

One approach used in observational research is naturalistic inquiry.

Accepted Answer

One approach used in observational research is naturalistic inquiry. Another is ethnography. Both are qualitative approaches. Garbology is an example of quantitative observational research approach.

Question 10

Physiological instruments are used as an observation method to measure the respondent's voluntary responses to stimuli.

Accepted Answer

Physiological instruments are used as an observation method to measure the respondent's involuntary (not voluntary) responses to stimuli.

Question 11

Some researchers believe that physiological instruments used in advertising research are more accurate than verbal or written responses where a respondent may give researchers the socially acceptable answer instead of an honest answer.

Accepted Answer

Physiological instruments can measure involuntary responses, potentially providing more objective data than self-reported answers, which may be influenced by social desirability bias.

Question 12

In terms of nonresponse rates, it is essential for valid research to contact non-respondents to identify their traits and compare it with individuals who responded to the research.

Accepted Answer

In terms of nonresponse rates, it is essential for valid research to ensure that non-respondents are similar to individuals who responded to the research on the key research variable.

Question 13

Marketing research is defined as

Accepted Answer

Marketing research involves the systematic process of designing, collecting, analyzing, and reporting data relevant to a specific marketing decision or problem.

Question 14

Marketing intelligence is defined as

Accepted Answer

Marketing intelligence involves gathering and analyzing information about the external environment to inform business decisions.

Question 15

Results obtained from monitoring developments in the firm's environment create the firm's

Accepted Answer

Marketing intelligence involves gathering and analyzing information about the firm's environment to inform decision-making and strategy.

Question 16

A study by A.C. Nielsen found that consumers are too tired to clean and prepare dinner, thus creating a market for semi-prepared foods, convenience products, and time-saving services. This is an example of

Accepted Answer

This study identifies a trend in consumer behavior and market characteristics, highlighting a demand for convenience products and services, which falls under research of industry, market characteristics, and market trends.

Question 17

Research examining consumer brand preferences, brand attitudes, and brand-related behaviors is

Accepted Answer

Buyer behavior research focuses on understanding consumer preferences, attitudes, and behaviors related to brands.

Question 18

Research by DuPont of 85,000 respondents evaluating DuPont Lycra brand found that 64% of the consumers perceived Lycra to be of better quality. This is an example of

Accepted Answer

This research focuses on understanding consumer perceptions and attitudes towards the Lycra brand, which falls under buyer behavior research.

Question 19

Brand awareness research is a component of

Accepted Answer

The answer of Brand awareness research is a component of
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Question 20

Brand awareness research

Accepted Answer

Brand awareness research focuses on understanding how well consumers recognize and are familiar with a brand, and how this recognition influences their purchasing decisions.

Quiz 7: Marketing Research

In terms of primary research, the research approach is defined as the method used to collect data.

Reliability is the extent to which data are likely to be free from random error and represent the population being studied.

Validity is the extent to which data collected are free from errors.

Quantitative research involves a small number of respondents answering open-ended questions.

In certain countries, such as France and Italy, there is a preference for qualitative data as a complement to quantitative data, whereas in other countries such as the United States and Germany, quantitative data are deemed as most valuable.

Depth interviews are one-to-one attempts to discover consumer motivations, feelings, and attitudes toward an issue of concern to the study's sponsor.

Depth interviews are very useful for complex behavioral or decision-making considerations or in an emotionally laden issue.

Using interviewers to conduct qualitative research is very expensive and time consuming, but the data collected are normally more robust since the interviewer can further address issues that come up during the interview.

One approach used in observational research is naturalistic inquiry.

Physiological instruments are used as an observation method to measure the respondent's voluntary responses to stimuli.

Some researchers believe that physiological instruments used in advertising research are more accurate than verbal or written responses where a respondent may give researchers the socially acceptable answer instead of an honest answer.

In terms of nonresponse rates, it is essential for valid research to contact non-respondents to identify their traits and compare it with individuals who responded to the research.

Marketing research is defined as

Marketing intelligence is defined as

Results obtained from monitoring developments in the firm's environment create the firm's

A study by A.C. Nielsen found that consumers are too tired to clean and prepare dinner, thus creating a market for semi-prepared foods, convenience products, and time-saving services. This is an example of

Research examining consumer brand preferences, brand attitudes, and brand-related behaviors is

Research by DuPont of 85,000 respondents evaluating DuPont Lycra brand found that 64% of the consumers perceived Lycra to be of better quality. This is an example of

Brand awareness research is a component of

Brand awareness research