GoConqr hat ein neues Design! Sag uns, wie es dir gefällt.

Kostenlos registrieren

Karteikarten

Marketing Research MC

Lauren Wilson Englisch 58 Karten

Karten in diesem Stapel (58)

  1. 1A Web site designer is interested in how people look at a Web site. Specifically, she would like to know where they look first when a page comes up. Which mechanical device would be appropriate for determining?eye-tracking monitor
  2. 2The manager of a shopping mall records the counties listed on the license plates on cars parked at the mall in order to determine where the shoppers come from. This is an example of ____ observation.​direct
  3. 3​All of the following are directly observable phenomena EXCEPT ____attitudes
  4. 4Observing the comments made by travelers waiting in a check-in line at the American Airlines ticket counter in Chicago is an example of what type of observation?​verbal behavior
  5. 5​Observing traffic patterns at a busy intersection with cameras is an example of what type of observation?​spatial relations and locations
  6. 6When a researcher analyzes commercials appearing during Saturday morning cartoons, the researcher is engaging in ____.content analysis
  7. 7​A researcher gave Juanita a bar-coded card that she gives to the checkout clerk at the grocery store. The code number is linked to purchase information recorded by the scanner. Juanita is participating in a(n) ____.​scanner-based consumer panel
  8. 8​Which type of analysis obtains data by observing and analyzing what is written and shown in advertisements, newspaper articles, blogs, and the like?​content analysis
  9. 9​Clara is a market researcher who records shoppers' movement through a grocery store. What method of research is Clara using?​observation
  10. 10When a change in the wording of questions, a change in interviewers, or a change in other procedures causes a change in the dependent variable, a(n) ____ effect has occurred.instrumentation
  11. 11In which experimental research design does each subject receive only one treatment combination?between-subjects design
  12. 12Experimental results that show that consumers purchased more when a store had bright blue lights than they did when the store had bright orange lights. However, when the lighting was low, there was no difference between blue and orange lights. This illustrates a(n) ____.interaction
  13. 13When the person administering experimental procedures influences the subjects' behavior or sways them to slant their answers to cooperate with him or her, ____ has occurred.experimenter bias
  14. 14The question as to whether the independent variable was the sole cause of the change in the dependent variable is the basic issue in ____.internal validity
  15. 15​Monica is conducting an experiment in which all subjects see all of the ads she is testing. This type of experiment, in which an individual subject is exposed to more than one level of an experimental treatment, is called a ____ design.repeated measures
  16. 16All of the following are experimental design elements EXCEPT for the ____.manipulation of dependent variable
  17. 17​A researcher can equally distribute the effects of extraneous variables to all conditions in an experiment by using ____.randomization
  18. 18When a researcher claims that the results of a test market in Indianapolis, Indiana will hold in a national rollout of the new product, this researcher is claiming ____.external validity
  19. 19The change in the dependent variable that occurs because members of one experimental group experienced different historical situations than members of other experimental groups is called a(n) ____.cohort effect
  20. 20The arithmetic average of a set of numbers is referred to as the _____.mean
  21. 21The ____ is a measure of dispersion.range
  22. 22The standard deviation of the sampling distribution is called the ____.standard error of the mean
  23. 23Suppose the price of MP3 players in Denver range from $59 to $179. Then, the range of these prices is ____.120
  24. 24Find the approximate standard deviation of the following set of scores: 3, 6, 2, 7, 8.2.59
  25. 25Which of the following eliminates the drawback of having the measure of dispersion in squared units rather than in the original measurement units?standard deviation
  26. 26Find the mean score of the following set of scores: 2, 5, 7, 4, 8.5.2
  27. 27Which of the following is not a measure of the central tendency of a set of scores?range
  28. 28Suppose a population mean is assumed to be 20 and the sample standard deviation is 5. Then, a score of 15 would have a Z-value of approximately ____.-1.00
  29. 29Which of the following is the symbol for the population standard deviation?​σ
  30. 30A hair salon company is attempting to determine the effectiveness of mailing free samples of a new type of shampoo to residents in specific zip codes based on unit sales performance. Which type of research is being used?promotion research
  31. 31A firm focusing more on how to provide value to customers than on the physical product or production process is embracing a(n) ____ orientation.marketing
  32. 32The management of a superstore chain is attempting to decide where to locate its regional warehouses in order to minimize travel time from its warehouses to its local sites. Which type of research would be most effective?distribution research
  33. 33A producer of trail mix conducts research in China to determine which flavors consumers are likely to find appealing. Which type of research is being performed?product research
  34. 34The two types of marketing research based on the specificity of purpose are ____.basic and applied
  35. 35Which approach focuses on using knowledge and evidence to reach objective conclusions about the real world?scientific method
  36. 36Which type of research attempts to determine the critical attributes of the product that consumers use to perceive the value of the product?pricing research
  37. 37Suppose a major department store conducts research to determine which products it should offer to customers over the Internet. This store is involved in which type of research?distribution research
  38. 38Marketers of snack foods who consider the nutritional value that parents desire as well as the fun and experience that children want are demonstrating a(n) ____.customer orientation
  39. 39All of the following are a type of product research EXCEPT ____.pricing analysis
  40. 40Schwinn studies its most successful retailer in depth in order to determine some better ideas for displaying bicycles in its retail stores. As such, the company is engaging in ____.a case study
  41. 41All of the following are qualitative research orientations EXCEPT ____.regression analysis
  42. 42Hank, a researcher, is discussing football fan behavior with a respondent. His approach is almost completely unstructured, and he enters into a discussion with few expectations. Hank's primary goal is for a respondent to tell him about his or her experience as a football fan, after which he will try to derive meaning from the dialog. Which qualitative research technique is Hank using?conversation
  43. 43Which situation is LEAST conducive for qualitative research?when needing conclusive evidence to be drawn from data
  44. 44Ethnography is a qualitative research orientation originating in ____.anthropology
  45. 45Kodetra is interpreting consumers' blog postings on the Internet. Which term best describes the type of research that Kodetra is conducting?qualitative marketing research
  46. 46A professional interviewer holds a 90-minute discussion with one member of the target market to find out why that respondent purchases a particular brand of clothing. This is an example of a ____.depth interview
  47. 47A type of formal "continuous" group established as an online forum for the purpose of collecting qualitative data from participant comments is called a(n) ____.focus blog
  48. 48Cindy is an ethnographer who is trying to better understand how mothers take care of toddlers. Being a mother herself, she was able to join a mother's group and spent considerable time immersed within that culture. From this immersion, she is able to draw data from her observations. Cindy is referred to as a(n) ____.participant observer
  49. 49Consumers in a focus group session are presented with a written description of a possible new product and are asked what they would be willing to pay for such a product. These consumers are participating in a(n) ____.concept test
  50. 50Every year, Westview Marble goes through the process of estimating sales for the upcoming year by looking at the company's previous years' sales and market sales along with economic trends and predictions by experts. This process of predicting sales totals over a specific time period is called ____.sales forecasting
  51. 51When a marketing manager reads publications like The Wall Street Journal and Business Week to try to determine changes in consumer behavior, the manager is best described as engaging in ____.environmental scanning
  52. 52All of the following are examples of internal secondary data EXCEPT:US Census data
  53. 53All of the following are common reasons why secondary data do not adequately satisfy research needs EXCEPT ____.too expensive
  54. 54Which activity involves mining data to look for patterns identifying who is likely to be a valuable customer?customer discovery
  55. 55Which type of data cannot be purchased (legally and ethically) from commercial sources?proprietary research and development data
  56. 56Many retailers mine the databases provided by checkout scanners to identify coinciding purchases or relationships between products purchased and other retail shopping information. This type of analysis is referred to as ____.market-basket analysis
  57. 57All of the following are producers of external secondary data EXCEPT ____.libraries
  58. 58One disadvantage of secondary data is that rescaling and other transformations are not possible.false

Informationen

Beschreibung
Karteikarten am Marketing Research MC, erstellt von Lauren Wilson am 05/11/2019.
Erstellt von
Lauren Wilson
Aufrufe
3
Bewertung

Feedback

Worum geht es?

Wie gefällt dir das neue Design?

Dein Eindruck