Question 1

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

Accepted Answer

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

Question 2

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?

Accepted Answer

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 3

Explain the purpose of a conjoint study.

Accepted Answer

Conjoint studies are used for questions ...

Question 4

What is NOT a job of a focus group moderator?

Accepted Answer

A)   screen focus group members
B)   keep the discussion going
C)   address all items on client's list
D)   bring out the quieter group members

Question 5

Shorter surveys enhance response rates.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is a study that is meant to show cause and effect?

Accepted Answer

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

Question 7

Interpret the following factor analysis data collected by researchers planning to start a nonprofit organization to sponsor college students.

Accepted Answer

We see that there are two very high corr...

Question 8

In a particular conjoint study, the variables "club," "upgrade" and "fee" are the predictors.Which model properly corresponds to this?

Accepted Answer

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

Question 9

Which is an approach in creating a perceptual map?

Accepted Answer

A)   attribute-based
B)   demographic-based
C)   focus group-based
D)   survey-based

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

The purpose of a focus group's moderator is keeping the group's conversation going while addressing the items on the client's list.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A)   They get paid.
B)   They are similar to the focus group members if the topic is sensitive.
C)   They control overbearing group members.
D)   They set aside a full day to lead the group.

Question 13

Explain how a focus group works.

Accepted Answer

Focus groups are exploratory, meaning th...

Question 14

Marketing research should focus solely on the customer.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A)   How important is 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 16

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

Accepted Answer

A) True 
 B)False

Question 17

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.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

Experiments have an advantage when it comes to __________ validity.

Accepted Answer

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

Question 20

The analytical techniques used on a big data set like scanner data are very different from the techniques used on small data sets.

Accepted Answer

A) True 
 B)False

Exam 15: Marketing Research Tools

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

Correct AnswerverifiedShow Answer

Which is an approach in creating a perceptual map?

Correct AnswerverifiedShow Answer

Experiments have an advantage when it comes to __________ validity.

Correct AnswerverifiedShow Answer

Interpret the following factor analysis data collected by researchers planning to start a nonprofit organization to sponsor college students.

Correct AnswerverifiedWe see that there are two very high corr...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

The purpose of a focus group's moderator is keeping the group's conversation going while addressing the items on the client's list.

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Explain how a focus group works.

Correct AnswerverifiedFocus groups are exploratory, meaning th...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Shorter surveys enhance response rates.

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

Marketing research should focus solely on the customer.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following is a study that is meant to show cause and effect?

Correct AnswerverifiedShow Answer

Explain the purpose of a conjoint study.

Correct AnswerverifiedConjoint studies are used for questions ...View AnswerShow Answer

In a particular conjoint study, the variables "club," "upgrade" and "fee" are the predictors.Which model properly corresponds to this?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

What is NOT a job of a focus group moderator?

Correct AnswerverifiedShow Answer

The analytical techniques used on a big data set like scanner data are very different from the techniques used on small data sets.

Correct AnswerverifiedShow Answer

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We see that there are two very high corr...
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Focus groups are exploratory, meaning th...
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Conjoint studies are used for questions ...
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