Marketing Research & Analysis Flashcards

A marketer wants to determine whether a new ad campaign caused an increase in sales. Which research design is most appropriate?

Answer: Causal (experimental) research

Causal research uses experimental designs to establish cause-and-effect relationships by manipulating one variable while controlling others.

What is the main advantage of using an online survey over a mail survey in marketing research?

Answer: Faster data collection and lower cost

Online surveys provide speed of deployment and data collection along with significantly lower costs compared to mail surveys, though both have sampling limitations.

Which type of research design surveys the same respondents at multiple points in time to track changes?

Answer: Longitudinal (panel) study

A longitudinal or panel study follows the same group of respondents over time, enabling researchers to track attitude or behavior changes.

A researcher notices that respondents tend to give more favorable answers when they know they are being observed. This is known as:

Answer: Social desirability bias

Social desirability bias occurs when respondents answer in ways they believe are more socially acceptable or favorable rather than truthfully.

In conjoint analysis, what are respondents typically asked to do?

Answer: Rank or rate product profiles that vary on multiple attributes simultaneously

Conjoint analysis presents respondents with product profiles combining multiple attributes and asks them to rank or rate these profiles to determine attribute importance and trade-offs.

What is syndicated research in marketing?

Answer: Standardized research sold to multiple clients by a research firm

Syndicated research is collected and sold by research firms (like Nielsen or IRI) to multiple clients, making it cost-efficient but not customized to one buyer.

Which statistical technique is most appropriate for identifying underlying dimensions that explain correlations among a large set of survey variables?

Answer: Factor analysis

Factor analysis reduces a large number of correlated variables into a smaller set of underlying factors or dimensions that explain the observed patterns.