BUS2 138 - Marketing Research: Exam 1

Best Buy is expanding internationally, but the managers are concerned that they need to better understand a foreign market before entering it. The company has conducted research in-house in the United States, but it really doesn't have the capacity to conduct this type of research in other countries. Which is the best reason for hiring an outside agency for this purpose? an outside agency often can be more objective an outside agency may have local expertise allowing it to specialize in a foreign market an outside agency can usually conduct research more quickly than doing it in-house an outside agency is often more economical

an outside agency may have local expertise allowing it to specialize in a foreign market

Campbell's Soup is considering launching a new gumbo product and is testing different recipes with consumers before full commercialization. What type of research is Campbell's using to determine which soup consumers will like the best?

applied marketing research

a marketing professor is examining the relationship between age and shoplifiting behavior. The research is not being conducted for any specific retailer, but rather it is intended to better understand and predict this behavior. The professor is conducting which type of marketing research?

basic marketing research

which type of research tries to verify a theory or to learn more about a marketing concept and is not intended to solve a particular marketing problem?

basic research

Which type of research allows decision makers to make causal inferences?

causal research

which type of research is being conducted when a researcher conducts an experiment to answer the question, "will consumers purchase more of our brand if we change the package design?"

causal research

Buying new-car purchase data by zip code from the Polk Company is an example of which type of secondary data?

commercial source

Ron has noticed that when the economy is strong, sales at his retail clothing store rise. This is an example of _______.

concomitant variation

One night a research participant has is that information involved in the research will not be shared with others, which is known as ...

confidentiality

the practice of using databases to promote one-to-one relationships with customers and create precisely targeted promotions is called...

database marketing

The session in which research subjects are fully informed and provided a chance to ask any questions that they may have about the experiment is call a:

debriefing session

The first stage of the marketing research process is ____.

defining the research objectives

All of the following are stages in the research process EXCEPT: formulating conclusions and preparing a report analyzing data planning a sample demonstrating causality

demonstrating causality

When McDonald's studies traffic patterns and population density patterns in order to select sites for future restaurants, this is an example of which type of research?

distribution research

when wal-mart is attempting to decide where to locate its regional warehouses in order to minimize travel time from its warehouses to its stores, this is an example of which type of research?

distribution research

when a researcher collects data to test the hypothesis that consumers will be more satisfied if a business offers compensation after the consumer complains, we say that _______ testing is being conducted.

empirical

When marketing manager reads publications like The Wall Street Journal and BloombergBusinesswekk to try to determine changes in consumer behavior, this is a form of ...

environmental scanning

A statement such as: "Consumers with more favorable attitudes toward an advertisement will exhibit more favorable attitudes toward the brand advertised" is an example of a _______.

hypothesis

All of the following are important aspects of the marketing research process except: idea and theory development gathering information making results publicly available analyzing data

making results publicly available

An employee who pretends to be a customer in order to observe the sales behavior of a clerk at a cosmetics counter in a department store is called a(n) ______.

mystery shopper

all of the following are a type of product research except ______. concept testing pricing analysis brand-name evaluation product testing

pricing analysis

research that attempts to determine which critical attributes of the product consumers use to perceive the value of the product is an example of which type of research?

pricing research

When Cheetos snack food conducted research in China to determine which flavors consumers would find appealing, this was an example of which type of research?

product research

Secondary data owned and controlled by the organization is referred to as ...

proprietary data

Caleb's job at a marketing research firm is to provide technical assistance with questionnaire design. Which of the following best describes Caleb's job title?

research assistant

which of the following refers to the way researchers go about using knowledge and evidence to reach objective conclusions about the real world?

scientific method

All of the following are types of marketing research EXCEPT: exploratory causal descriptive selective

selective

When Subway Sandwiches uses secondary data to determine the best location for its franchise outlets, this is an example of ...

site analysis

When J.D. Power and Associates sell the results of its research studies on new-car satisfaction to automobile producers, J.D. Powers is acting as a ...

syndicated service

A formal, logical explanation of some events that includes descriptions of how things relate ot one another is called a(n) ______.

theory