month 4
問題一覧
1
Information collected specifically for the problem at hand is called Secondary Information.
False
2
Public sources like library are an awesome way of gathering free secondary information.
true
3
Which one of the following options is a key component of a marketing research questionnaire?
All of these
4
The quality of the data collection form does not determine the quality of the data gathered with it.
False
5
Preparing collected data for statistical analysis by organizing it into sub-segments is referred to as________
tabulation
6
Explaining the results of an analysis related to the management problem is called Sampling.
False
7
How can a researcher identify if a secondary resource is trustworthy or not?
All of these
8
What kind of secondary information can you find using data from publicly traded companies?
All of these
9
MRP is someone whose occupation involves providing marketing research services.
True
10
Information gathered using secondary research can be used to complement the primary research.
true
11
"To understand the colour preferences of our customers" is an example of a marketing research objective.
True
12
A lawn care business would like to know the opinions of their customers. The business sends a mail-based survey to their existing customer database. What is the term for the customer database?
sample frame
13
A research project aims to know the opinions of the students that attend College XYZ. The researchers went to the library for a day doing surveys. What is the term for the students in the library?
sample
14
__________is a master plan for a consistent and logical research project.
Research Design
15
Qualitative research is the best choice to determine the percentage of people who would purchase a new product.
False
16
The situation that a company needs to solve is known as a
management problem.
management problem
17
There is a critical need in organizations for marketers who are competent in marketing research.
True
18
What does "marketing research as a conversation" refer to?
asking good questions of your respondents
19
What is the term for the sampling method in which everyone in the population has an equal chance of being chosen?
probability sampling
20
The larger the sample size, the more likely the sample is representative.
true
21
Sampling errors are mistakes in the research design.
false
22
A restaurant supply company sells its products to businesses across the province and is using a paper-based business directory to complete some research. What type of sampling technique are they using if they contact every 12th business on the list?
systematic
23
A medical supply company wanted to know the opinions of seniors across the country. They set up a booth at a nearby senior centre and asked random people who walked by to complete the survey. What type of sampling technique is being used?
convenience
24
A summer camp organization wanted to send a survey to parents of children who attended one or more of their weekly camps. Unfortunately, they did not start collecting email addresses until halfway through the summer. If they use this email database for the research, what is the potential error that may occur?
frame error
25
You recently launched a new menu item in ABC fast food restaurants. In the first week, you placed researchers in various ABC restaurant line ups to overhear what people are saying about the new item. What type of research is identified in this scenario?
observation
26
Which of the following is NOT a step in analyzing qualitative data?
test for statistical significance
27
A local high school would like to complete research with its students. It has randomly selected five last-period classes to survey. In this scenario, what is the term for all of the students enrolled in the school?
population
28
A representative sample could be 100% female, depending on the population.
true
29
In which of the following resources would you find information about how many coupons were redeemed by your customers?
advertising metrics
30
Random sampling creates a biased sample.
false
31
Secondary research is often completed before other methods of research.
true
32
The two main questions answered by quantitative research are how and why?
false
33
Exploratory Research aims to narrow the focus of a problem and not about making conclusions
true
34
For a marketer interested in researching the behaviours of Canadian teens, the population for the study would equal the number of people that live in Canada.
False
35
Identify this type of question: "Are you the primary grocery shopper for your household?"
screening
36
When analyzing qualitative data, the researcher should decide which themes should be highlighted in the report.
true
37
Which of the following is a benefit of qualitative research?
depth of responses
38
Which of the following is an advantage of secondary data?
easy-to-access
39
Which of the following is NOT a moderator tip?
make the participants feel superior
40
You should review external data before internal data.
false
41
Coding in marketing research consists of getting your survey posted online.
False
42
Face-to-face surveys are considered quantitative research.
True
43
A transitional statement and termination statement are the same thing.
False
44
Reliability ensures that a respondent has the option to answer truthfully.
False
45
Surveys need to have at least 1,000 respondents to be considered quantitative.
False
46
You should tell the respondent why you are conducting the survey.
true
47
Questions about age and gender should be at the beginning of a survey, whenever possible.
false
48
What type of response could signal that the respondent is yea-saying?
pattern
49
Identify the type of data in the following question/scale.
"Do you own a car? ( ) Yes () No"
nominal
50
Identify this type of question: "Do you think Brand A is innovative and high-tech?"
()Y ()N
double-barreled
51
Which of the following is an issue of reliability in a questionnaire?
double-barreled questions
52
Identify the type of question identified below:
"My waitress was very prompt today.
( ) Strongly disagree ( ) Disagree () Neutral () Agree ( ) Strongly agree*
likert
53
You cannot code open-ended responses.
False
54
Impressions are counted in online advertising only.
False
55
In which of the below scenarios would you most likely choose quantitativs research?
to determine if launching a new ladle will be successful
56
Which of the following is NOT an advantage of mobile surveys?
fewer open-ended questions
57
Validity ensures that a respondent undergtands the question.
false
58
Which of the following is NOT a benefit of having a reliable and valid questionnaire?
helps achieve a probability sample
59
Identify this type of question: "Why did you choose our product today?"
open-ended
60
Which of the following is NOT a use for social media analytics?
identifying statistically significant frequencies
61
Where would "Our brand has a large number of followers" be placed in a social media SWOT analysis?
strengths
62
Where would "Competitors have very few followers" be placed in a social media SWOT analysis?
opportunities
63
Which of the following is NOT part of a social media monitoring report?
sampling procedure
64
In which section of a social media monitoring report would you see a statement such as "The company should increase the frequency of its posts."
recommendations
65
Most marketing research reports are developed in software such as Microsoft PowerPoint versus software like Microsoft Word
true
66
It is important to be up front about the research limitations in your presentation.
true
67
If using an infographic to portray the results of a research project, it should be included within the overall marketing research report.
true
68
The commentary on a slide should be no longer than one sentence.
false
69
Base size refers to the value where the y-axis in your chart begins.
false
70
Where in a marketing research report would you find information on the sample size?
Methodology
71
Where in a marketing research report would you find information on why the researgh was conducted?
Background and Objectives
72
Where in a marketing research report would you find a copy of the survey used?
Appendices
73
What kind of chart shows horizontal bars that represent percentages of the total number of responses?
bar
74
When should the marketing research report be provided to the client?
after the presentation
75
Social media analysis can offer similar types of insight as qualitative research methods.
true
76
Number of followers is not very meaningful unless you apply a time period.
true
77
Sentiment tracks the number of positive, negative, and neutral comments of a brand.
true
78
Vanity metrics are considered the most relevant social media analytics.
false
79
SOV stands for "Shares, Opinions and Voice."
false
問題一覧
1
Information collected specifically for the problem at hand is called Secondary Information.
False
2
Public sources like library are an awesome way of gathering free secondary information.
true
3
Which one of the following options is a key component of a marketing research questionnaire?
All of these
4
The quality of the data collection form does not determine the quality of the data gathered with it.
False
5
Preparing collected data for statistical analysis by organizing it into sub-segments is referred to as________
tabulation
6
Explaining the results of an analysis related to the management problem is called Sampling.
False
7
How can a researcher identify if a secondary resource is trustworthy or not?
All of these
8
What kind of secondary information can you find using data from publicly traded companies?
All of these
9
MRP is someone whose occupation involves providing marketing research services.
True
10
Information gathered using secondary research can be used to complement the primary research.
true
11
"To understand the colour preferences of our customers" is an example of a marketing research objective.
True
12
A lawn care business would like to know the opinions of their customers. The business sends a mail-based survey to their existing customer database. What is the term for the customer database?
sample frame
13
A research project aims to know the opinions of the students that attend College XYZ. The researchers went to the library for a day doing surveys. What is the term for the students in the library?
sample
14
__________is a master plan for a consistent and logical research project.
Research Design
15
Qualitative research is the best choice to determine the percentage of people who would purchase a new product.
False
16
The situation that a company needs to solve is known as a
management problem.
management problem
17
There is a critical need in organizations for marketers who are competent in marketing research.
True
18
What does "marketing research as a conversation" refer to?
asking good questions of your respondents
19
What is the term for the sampling method in which everyone in the population has an equal chance of being chosen?
probability sampling
20
The larger the sample size, the more likely the sample is representative.
true
21
Sampling errors are mistakes in the research design.
false
22
A restaurant supply company sells its products to businesses across the province and is using a paper-based business directory to complete some research. What type of sampling technique are they using if they contact every 12th business on the list?
systematic
23
A medical supply company wanted to know the opinions of seniors across the country. They set up a booth at a nearby senior centre and asked random people who walked by to complete the survey. What type of sampling technique is being used?
convenience
24
A summer camp organization wanted to send a survey to parents of children who attended one or more of their weekly camps. Unfortunately, they did not start collecting email addresses until halfway through the summer. If they use this email database for the research, what is the potential error that may occur?
frame error
25
You recently launched a new menu item in ABC fast food restaurants. In the first week, you placed researchers in various ABC restaurant line ups to overhear what people are saying about the new item. What type of research is identified in this scenario?
observation
26
Which of the following is NOT a step in analyzing qualitative data?
test for statistical significance
27
A local high school would like to complete research with its students. It has randomly selected five last-period classes to survey. In this scenario, what is the term for all of the students enrolled in the school?
population
28
A representative sample could be 100% female, depending on the population.
true
29
In which of the following resources would you find information about how many coupons were redeemed by your customers?
advertising metrics
30
Random sampling creates a biased sample.
false
31
Secondary research is often completed before other methods of research.
true
32
The two main questions answered by quantitative research are how and why?
false
33
Exploratory Research aims to narrow the focus of a problem and not about making conclusions
true
34
For a marketer interested in researching the behaviours of Canadian teens, the population for the study would equal the number of people that live in Canada.
False
35
Identify this type of question: "Are you the primary grocery shopper for your household?"
screening
36
When analyzing qualitative data, the researcher should decide which themes should be highlighted in the report.
true
37
Which of the following is a benefit of qualitative research?
depth of responses
38
Which of the following is an advantage of secondary data?
easy-to-access
39
Which of the following is NOT a moderator tip?
make the participants feel superior
40
You should review external data before internal data.
false
41
Coding in marketing research consists of getting your survey posted online.
False
42
Face-to-face surveys are considered quantitative research.
True
43
A transitional statement and termination statement are the same thing.
False
44
Reliability ensures that a respondent has the option to answer truthfully.
False
45
Surveys need to have at least 1,000 respondents to be considered quantitative.
False
46
You should tell the respondent why you are conducting the survey.
true
47
Questions about age and gender should be at the beginning of a survey, whenever possible.
false
48
What type of response could signal that the respondent is yea-saying?
pattern
49
Identify the type of data in the following question/scale.
"Do you own a car? ( ) Yes () No"
nominal
50
Identify this type of question: "Do you think Brand A is innovative and high-tech?"
()Y ()N
double-barreled
51
Which of the following is an issue of reliability in a questionnaire?
double-barreled questions
52
Identify the type of question identified below:
"My waitress was very prompt today.
( ) Strongly disagree ( ) Disagree () Neutral () Agree ( ) Strongly agree*
likert
53
You cannot code open-ended responses.
False
54
Impressions are counted in online advertising only.
False
55
In which of the below scenarios would you most likely choose quantitativs research?
to determine if launching a new ladle will be successful
56
Which of the following is NOT an advantage of mobile surveys?
fewer open-ended questions
57
Validity ensures that a respondent undergtands the question.
false
58
Which of the following is NOT a benefit of having a reliable and valid questionnaire?
helps achieve a probability sample
59
Identify this type of question: "Why did you choose our product today?"
open-ended
60
Which of the following is NOT a use for social media analytics?
identifying statistically significant frequencies
61
Where would "Our brand has a large number of followers" be placed in a social media SWOT analysis?
strengths
62
Where would "Competitors have very few followers" be placed in a social media SWOT analysis?
opportunities
63
Which of the following is NOT part of a social media monitoring report?
sampling procedure
64
In which section of a social media monitoring report would you see a statement such as "The company should increase the frequency of its posts."
recommendations
65
Most marketing research reports are developed in software such as Microsoft PowerPoint versus software like Microsoft Word
true
66
It is important to be up front about the research limitations in your presentation.
true
67
If using an infographic to portray the results of a research project, it should be included within the overall marketing research report.
true
68
The commentary on a slide should be no longer than one sentence.
false
69
Base size refers to the value where the y-axis in your chart begins.
false
70
Where in a marketing research report would you find information on the sample size?
Methodology
71
Where in a marketing research report would you find information on why the researgh was conducted?
Background and Objectives
72
Where in a marketing research report would you find a copy of the survey used?
Appendices
73
What kind of chart shows horizontal bars that represent percentages of the total number of responses?
bar
74
When should the marketing research report be provided to the client?
after the presentation
75
Social media analysis can offer similar types of insight as qualitative research methods.
true
76
Number of followers is not very meaningful unless you apply a time period.
true
77
Sentiment tracks the number of positive, negative, and neutral comments of a brand.
true
78
Vanity metrics are considered the most relevant social media analytics.
false
79
SOV stands for "Shares, Opinions and Voice."
false