BUS 360 Ch 10 quiz & hmwrk

Which organization/agency serves as a watchdog over the data mining of consumer information? a. Electronic Privacy Information Center b. American Marketing Association c. Federal Trade Commission d. U.S. Congress e. Federal Communications Commission

a. Electronic Privacy Information Center

A virtual game company created advertisements to post on its Facebook's page, using Facebook's targeting options to deliver those ads to the most appropriate customer segments. To make sure the communication is just right, the company produced alternate versions so it could identify which advertisement was most effective. This is an example of a. an experiment. b. a virtual community. c. panel research. d. scanner-based research. e. survey research.

a. an experiment.

The number of participants who discontinue use of a service, expressed as a percentage of the average number of total participants, is called a. churn rate. b. bounce rate. c. influence. d. syndication. e. hit rate.

a. churn rate.

Hector's market research team has defined its objectives and needs and designed the appropriate research process. What is the team's next step? a. collecting the data b. analyzing the data c. monitoring the research d. developing and implementing the action plan e. defining the objectives and research needs

a. collecting the data

Anton must decide whether to collect scanner research or panel research about his company's new product. The key difference between these is that scanner research typically focuses on a particular ________Blank, while panel research typically focuses on a particular ________Blank. a. product; person or household b. product; service c. person; household d. person; product e. service; product

a. product; person or household

What is the most popular type of quantitative primary collection method? a. survey research b. in-depth interviews c. social media research d. focus group interviews e. scanner-based research

a. survey research

Which organization provides the three guidelines that marketers should use for conducting marketing research? a. Federal Trade Commission b. American Marketing Association c. U.S. Congress d. Electronic Privacy Information Center e. Federal Communications Commission

b. American Marketing Association

________Blank is the use of a variety of statistical analysis tools in marketing research to uncover previously unknown patterns in data or relationships among variables. a. Experimental research b. Data mining c. Marketing research d. Data collection e. Data warehousing

b. Data mining

The first step in the market research process is to define the objectives and research needs. What was Nike's primary objective in conducting this research? a. Nike was interested in product expansion. b. Nike wanted to understand its female customers. c. Nike wanted to target children and young teens. d. Nike wanted to make more women purchase products for their families. e. Nike was interested in expanding internationally.

b. Nike wanted to understand its female customers.

Although often an inexpensive source, ________Blank are sometimes not adequate to meet the needs of the researcher, since they were acquired for some purpose other than the research question at hand. a. external primary data b. external secondary data c. internal primary data d. syndicated internal data e. tertiary data

b. external secondary data

As a result of ________Blank studies, a car company could record people's expressions during three different ads for its new electric vehicle to select the one with the most positive response. a. biometric marketing b. facial recognition c. physiomarketing d. brainwave mapping e. neuromarketing

b. facial recognition

Using an unstructured method of inquiry, ________Blank rely on a trained moderator guiding the conversation of a small group of individuals in an intensive discussion about a particular topic. a. in-depth interviews b. focus group interviews c. social media research d. survey research e. scanner-based research

b. focus group interviews

Your college might use ________Blank, even though it is a more expensive and time-consuming research method, to better understand how students perceive its sustainability efforts and what it could do better. a. social media b. in-depth interviews c. data mining d. online surveys e. observation

b. in-depth interviews

Barbara's manager has given her some relevant data to review before the start of their research project. These data are ________Blank data. a. primary b. secondary c. tertiary d. observational e. survey

b. secondary

Hae-Sook has joined the marketing department of an electronics retailer that will be exploring the market potential for a new product. What will be the first step in the marketing research process that Hae-Sook's team will undertake? a. collecting the data b. designing the research c. defining the objectives and research needs d. analyzing the data e. developing and implementing an action plan

c. defining the objectives and research needs

One of the most valuable sources firms have at their disposal is a rich cache of customer information and purchase history from their day-to-day operations, which is a type of a. external primary data. b. external secondary data. c. internal secondary data. d. syndicated external data. e. tertiary data.

c. internal secondary data.

Nike wants to extend its current research to understanding techniques that it can use to keep women in the store longer. Through the company's survey research, Nike found that many women found it hard to shop in Niketown stores because there were many distractions. One method that market researchers can use is ________Blank of female shoppers in Niketown stores. a. education b. analysis c. observation d. projection e. exploration

c. observation

Marketing researchers should collect information about consumers only for the purpose of a. protecting national security. b. controlling access to confidential information. c. producing unbiased, factual information. d. selling under the guise of conducting marketing research. e. collecting research by convincing respondents it is part of a fund-raising effort.

c. producing unbiased, factual information.

The marketing team at Fun Time Fishing Equipment wants to statistically confirm its insights and hypotheses. It will use a. qualitative research. b. phone surveys. c. quantitative research. d. observation data. e. focus group research.

c. quantitative research.

Data gathered from trade journals, the Census Bureau, and specialized research firms is considered to be ________Blank data. a. irrelevant b. primary c. secondary d. costly e. timely

c. secondary

A survey question for which a discrete set of response alternatives or specific answers is provided for respondents is a type of ________Blank question. a. biased b. unstructured c. structured d. open-ended e. unethical

c. structured

A survey asks respondents, "What are the most important features you would look for in choosing a new automobile, and why?" What type of question is this? a. structured question b. closed-ended question c. unstructured question d. multiple-choice question e. biased question

c. unstructured question

Suppose CVS wanted to discover how often customers buying baby diapers also purchased baby wipes. Which technique would help answer this question? a. observation b. consumer surveys c. panel questioning d. data mining e. data warehousing

d. data mining

One of the primary purposes of the analyzing data and developing insights step of the marketing research process is to turn data into a. metrics. b. objectives. c. advertisements. d. information. e. action plans.

d. information.

One way that Nike can examine retention of its female consumers is to review their purchases over several timeframes. This is also called a. latitudinal research. b. positioning. c. scanning. d. panel research. e. targeting.

d. panel research.

Nike decided to use ________Blank data, even though it was more expensive and time consuming, because it offered insights into the company's unique problem. a. projective b. secondary c. tangential d. primary e. tertiary

d. primary

If a firm uses social media sites like Facebook, Twitter, and online blogs to collect consumer comments about companies and their products, it is engaged in a process known as a. secondary data mining. b. churn. c. biometric research. d. sentiment analysis. e. exploratory research.

d. sentiment analysis.

Nielsen purchases scanner data from retail transactions to track the sales of packaged consumer goods, gathered at the point of sale in retail stores of all types and sizes. Scanner data is an example of a. external primary data. b. internal primary data. c. internal secondary data. d. syndicated secondary data. e. tertiary data.

d. syndicated secondary data.

An online network of people who communicate about specific topics is referred to as a (an) a. virtual panel. b. social media panel. c. blog. d. virtual community. e. online community.

d. virtual community.

Which step in the marketing research process consists of identifying the type of data needed and choosing the method necessary to collect it? a. developing and implementing the action plan b. analyzing the data c. collecting the data d. defining the objectives and research needs e. designing the research

e. designing the research

A set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers who are marketing goods, services, or ideas is known as a. a SWOT analysis. b. the STP process. c. the marketing mix. d. market segmentation. e. marketing research.

e. marketing research.

When a company examines consumers' brain patterns to identify their responses to marketing communications, products, or services for the purpose of developing marketing tactics or strategies, this technique is referred to as a. data mining. b. response marketing. c. brain scanning. d. biometrics. e. neuromarketing.

e. neuromarketing.

A pharmaceutical company wants to conduct research to assess whether the new diabetes monitor it is developing is useful in people's everyday lives. It will most likely use ________Blank research. a. social media b. focus group c. exploratory d. quantitative e. observation

e. observation

When a dairy company purchases information about people's yogurt and milk buying behavior from National Purchase Diary Panel, it is acquiring a form of a. tertiary data. b. internal primary data. c. internal secondary data. d. external primary data. e. syndicated secondary data.

e. syndicated secondary data.