Data Analysis
In data preparation, the process of __________ assigns open-ended responses to specific numeric categories, so that the frequency of ideas, comments, and phrases can be assessed quantitatively.
a) editing
b) merging
c) coding
d) transcribing
c) coding
Syndicated research services...
a) Specialize in one or a few phases of the market research project
b) Serve information needs shared by a number of clients who each pay a subscription fee for this same data
c) Offer a variety of market research services customized to suit a client's specific needs
d) Are studies conducted for different clients and in a different way for each client
b) Serve information needs shared by a number of clients who each pay a subscription fee for this same data
As a research design, field experiments (causal designs) are __________ feasible in countries outside North America.
a) less
b) more
c) similarly
a) less
Effectively and thoroughly __________ personal data as soon as possible, is one of the best ways to adhere to data privacy and protection guidelines as well as protecting individuals from harm that may result from disclosure of their data.
a) sharing
b) depersonalizing
c) appending
d) copying
b) depersonalizing
__________ contains a very limited set of questions (10 or fewer).
a) An in-depth interview
b) A pretest
c) An omnibus survey
d) A micro-survey
e) A pilot study
d) A micro-survey
The most common way market researchers review and analyze their raw study data is with:
a) PowerPoint slides
b) Cross-tabulations (tables)
c) Regression models
d) Cluster analysis
e) Perceptual maps
b) Cross-tabulations (tables)
Each of the following are sources of secondary research data EXCEPT:
a) Information in the public domain provided by government or industry associations
b) Internal company data such as sales & customer databases
c) Conducting interviews with industry experts yourself
d) Primary research studies previously conducted
e) Syndicated research
c) Conducting interviews with industry experts yourself
Due to the exhaustive review of factors than can affect the study and the need to get advice from secondary data and local partners or experts, the __________ stage of a multi-national project can be one of the most demanding for global researcher.
a) planning & design
b) data collection
c) reporting / presenting
d) data preparation / analysis
a) planning & design
Ethical guidelines for market research apply to all of the following situations EXCEPT:
a) Google searches you conduct
b) Use of secondary data from individuals
c) Sharing research findings or data with another person/company
d) Passive data collection from individuals
e) Active data collection from individuals
a) Google searches you conduct
To encourage quality in responses, researchers should position studies to participants as more of a __________ rather than a ___________ .
a) social contract; reward for their time
b) reward for their time; social contract
a) social contract; reward for their time
Which of the following statements BEST describes why data is weighted?
a) Weighting makes the calculation of statistical significance easier.
b) Weighting increases the effective sample size thereby increasing the likelihood a result is statistically significant.
c) Weighting removes biases caused by non-response problems.
d) Weighting can make the data more representative of a target population.
e) Weighting improves the self-weighting nature of a sample design
d) Weighting can make the data more representative of a target population.
The basic structure of syndicated retail databases (from retail scanners of UPC codes) includes each of the following measures, EXCEPT:
a) The product that is purchased
b) Time period in which the product was purchased
c) Class of trade (type of store purchased from such as, supermarket, pharmacy, mass merchandiser, etc.)
d) Geography/market (or more detailed description) where the product is purchased
e) Attitudes about the product including satisfaction
e) Attitudes about the product including satisfaction
You are conducting focus groups in a country where there are strong cultural roles and expectations of behavior based on gender. Which of the following group designs would be MOST productive in this country?
a) Combine men and women equally within each group.
b) Have each group consist of predominantly one gender but have one or two members be of the opposite gender.
c) Conduct entirely separate groups for male and female participants.
c) Conduct entirely separate groups for male and female participants.
All of the following are essential to communicate to potential participants when seeking their informed consent to participate in research EXCEPT?
a) Explanation of how the data will be used / purpose of the study
b) Description of the method/kinds of activities that may be undertaken in the research (e.g., product testing)
c) Name and contact information for the organization conducting the study/data controller
d) Specific data to be collected
e) Who is sponsoring/paying for the research
e) Who is sponsoring/paying for the research
The majority of researchers currently view social media research as providing __________ data from __________.
a) quantitative; probability samples
b) quantitative; convenience samples
c) qualitative; representative samples
d) qualitative; convenience samples
d) qualitative; convenience samples
Which of the following statements is true?
a) Managerial and statistical significance are the same thing.
b) Everything that is statistically significant is managerially significant.
c) Findings that are not statistically significant may still be of managerial significance.
c) Findings that are not statistically significant may still be of managerial significance.
Today, market researchers require an expanded skill set in order to utilize secondary data (such as "Big Data"). One of these skills is "data curation" which refers to:
a) Making sure data is from reputable sources and that it is tracked through all of its potential uses
b) Making sure that the right data is assembled for the right question/business need
c) Management of the data for the organization/business and ensuring it is secure, usable, and accurate
b) Making sure that the right data is assembled for the right question/business need
Which BEST describes how a global researcher should account for different cultures using rating scales differently?
a) Ignore cultural differences when analyzing and reporting scale data
b) If Country X gives more favorable ratings to a product than Country Y, this means the concept will do better in Country X than in Country Y.
c) Toss out outliers in each country.
d) For comparison purposes, adjust by standardizing data (e.g., so that the mean is 0 and the standard deviation 1 across countries).
d) For comparison purposes, adjust by standardizing data (e.g., so that the mean is 0 and the standard deviation 1 across countries).
Given the explosion of digital data available, new services are emerging that can have serious ethical considerations. Among these are __________, which are rules-based algorithms that use profiles of individuals to make management decisions (e.g., granting of credit or employment offers).
a) automated phone dialers
b) river sampling methods
c) automated decision-making systems
d) management information systems
c) automated decision-making systems
Due to the emergence of Do-It-Yourself (DIY) research, the responsibilities of the professional researcher increasingly should include:
a) Recommending traditional market research instead of DIY options
b) Developing survey forms for non-researchers who do DIY research
c) Helping clients understand their research options and the quality/cost trade-offs
d) Recommending DIY options instead of traditional market research
c) Helping clients understand their research options and the quality/cost trade-offs
Frequency tables can be produced for which types of data?
a) Ratio, interval, and ordinal scale data only
b) Ratio, interval, ordinal, and nominal data
c) Ratio scale data only
d) Ratio and interval scale data only
b) Ratio, interval, ordinal, and nominal data
Household purchase panel data includes 4 fundamental measures. Which of the following is NOT one of these measures?
a) Repurchase intent: the likelihood an individual will purchase the product again in the future
b) Penetration: the number of percentage of households that buy a product
c) Purchase size: the amount of product purchased on a single shopping trip
d) Buying rate: the total amount of product purchased
e) Purchase frequency: the number of times the product is purchased
a) Repurchase intent: the likelihood an individual will purchase the product again in the future
This data protection legislation took effect in May, 2018. Its intention is to streamline data privacy laws across its member nations and to better protect citizens' personal data. It is an example of major legislation that can have a substantial impact on market research processes given its scope and since it includes many top markets where research is conducted. Identify this legislation:
a) European Union's GDPR
b) ESOMAR
c) Japan's JMRA
d) Australia's AMSRS
e) Canada's CRIC
a) European Union's GDPR
Researchers often inform participants that they will NOT be contacted as a result of participating in a study. However, there are exceptions to this that may require the researcher to recontact a participant. Which is an example of an appropriate exception in which a participant should be recontacted, according to ethical guidelines?
a) Regularly recontacting a participant to get them to take additional surveys
b) Recontacting a participant to see if their opinions of the product/service being studied has changed as a result of completing the survey
c) Recontacting a participant if the researcher feels the individual's health or safety may be at-risk or if required by law
d) All of the above
c) Recontacting a participant if the researcher feels the individual's health or safety may be at-risk or if required by law
__________ offers new opportunities for market researchers by harnessing the passive data collecting abilities of smartphones to OBSERVE participants' lives through images, audio, video, and data collected via apps.
a) Cellular AI research
b) Social listening research
c) Mobile ethnography
c) Mobile ethnography