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Exam 15: Marketing Research Tools

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Question 51

True/False

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Marketing research is quite rigid--there are only a couple of ways to do it.

A) True
B) False

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Question 52

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You are a customer taking a survey. It lists two brands and asks you to rate how similar they are. What type of survey are you taking?

A) a focus group application survey
B) a survey based on multidimensional scaling
C) a survey based on attributes
D) a conjoint analysis survey

E) B) and C)
F) A) and B)

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Question 53

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In cluster analysis, how high the mean is on performance of an attribute translates to how far to the left the attribute will be plotted.

To plot points on a chart in cluster analysis, you use the modes that are calculated for each dimension.

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

Todd is present at a focus group session. His role is to keep the discussion going. He tries to address all the planned discussion items, tries to bring out the quieter group members, and tries to control the overbearing group members. Todd is the focus group moderator.

It would be a waste of money to hire a market researcher to help with cluster analysis.

Focus groups are typically used as a(n) technique.

Imagine you are new on the job, and you are about to begin creating a market research survey that will provide insights about your company's customers. An experienced colleague offers you a bit of advice. Which of the following statements is bad advice?

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