Chapter 1 : Marketing Research for Managerial Decisions
Identify the central principles in ESOMAR's marketing research code of ethics. (Check all that apply.)
- Market researchers will respect the rights of respondents as private individuals.- Market researchers will comply with all applicable national and international laws.- Market researchers will not let personal data they collect in a market research project be used for anything other than market research.
Marketing researchers have learned from an important theory, which comes from services marketing research, that some characteristics are important to consumers across a wide variety of services contexts. What are those characteristics? (Check all that apply.)
- Tangibles - Reliability and empathy - Assurance - Responsiveness
Based on a survey of marketing research executives, what are the most essential skills that executives expect to see in applicants for marketing research positions?
- The capacity to understand and decipher secondary data- Presentation and negotiation skills- Foreign-language competency- Information technology proficiency
Which of the following are true of external marketing research suppliers of a company? (Check all that apply.)
- They execute all aspects of research, such as study design, questionnaire production, interviewing, data analysis, and report preparation. - They function on a fee basis and usually submit a research proposal to the company for evaluation and decision purposes.
What are the fundamental questions that product testing attempts to answer? (Check all that apply.)
-How does a product perform for a customer? -How can a product be improved to exceed customer expectations?
What are the uses of information gathered through marketing research? (Check all that apply.)
-It helps an organization identify and define market-driven opportunities and problems. -It helps an organization develop and evaluate marketing actions.
Identify the true statements about marketing research. (Check all that apply.)
-Marketing research uses the social sciences for methods and theory. -Marketing research is used to study consumers and potential consumers in detail, which includes their attitudes, behaviors, and media consumption.
_______________,_________________ involves displaying ads at one website based on a user's previous surfing behavior.
Behavioral targeting
In the context of the growing complexity of marketing research, which of the following terms describes the large and complex datasets that information technology allows organizations to collect and store?
Big Data
_________________,_______________,________________methodologies are defined as the methodologies offered by a research firm that is branded and does not provide information about how these methodologies work.
Branded "black-box"
In the context of the growing complexity of marketing research, a(n) ______________, _____________________, _________________ (CRM) system manages important customer information such as customer interactions throughout all touchpoints and purchase behavior.
Customer relationship management
Match the types of marketing research firms (in the left column) with their examples (in the right column).
Customized research firms - ResearchNow, a firm that concentrates solely on sample development Standardized research firms -BinocularStudies, a firm that carries out store audits for a variety of retail firms
Match the types of marketing research firms (in the left column) with their descriptions (in the right column
Customized research firms-They provide specialized, highly tailored services to clients and many of these firms focus their activities on one specific area. Standardized research firms - They provide general services and follow an established, common approach in research design so that results of a study conducted for one client can be compared to norms.
Identify an example of abuse of respondents in marketing research.
Cygnus Research reneges on its promise to pay $50 to respondents after they complete the questionnaires.
_____ is defined as combining different publicly available information, usually unethically, to determine consumers' identities, especially on the Internet.
Deanonymizing data
Subject debriefing means claiming that a survey is for research purposes and then asking for a sale or donation.
False
The Marketing Research Association (MRA) guidelines prohibit clickstream tracking.
False
True or false: The general consensus in the marketing research industry is that secondary data collection methods are losing their significance.
False
A typical feature of internal research providers of a firm is that they _____.
are organizational elements that reside within the firm
Much retailing research concentrates on database development using optical scanning at the point of purchase because retailing
is a high customer-contact activity
Sayor Research is an Internet marketing research firm. According to the Marketing Research Association (MRA), Sayor Research engages in an unethical practice if it _____.
is involved in the practice of deanonymizing data
According to the Bureau of Labor Statistics, it is important for a market and survey researcher to be _____.
meticulous, patient, and persistent
What is the primary unethical behavior of subjects or respondents in any research venture?
Giving dishonest answers or faking behavior
In the context of promotional decisions, what are the most common research tasks in integrated marketing communications? (Check all that apply.)
-Sales tracking -Advertising effectiveness studies -Attitudinal research
Arrange the tasks of marketing research in the correct order of occurrence. (Place the first task at the top.)
1. Designing methods for gathering information 2. Managing the process of collecting information 3. Examining and interpreting the outcomes of the information collection process 4. Communicating the outcomes of the information collection process to decision makers
Serraz Inc., a start-up company, wants to engage in new product development. Arrange the steps that the company is most likely to take as part of this process in the correct order of occurrence.
1. Recognizing possible new product opportunities through research.2. Designing products that elicit favorable consumer response3. Creating a suitable marketing mix for new products
Which of the following are generally considered to be the important trends that are becoming evident in the marketing research industry? (Check all that apply.)
- A broader international client base- Expanded use of digital technology to acquire and retrieve information- Movement toward technology-related data management
What are the advantages of keeping the marketing research function of a firm internal?
- Capacity to generate actionable research results- Research method consistency- Shared information across a firm- Reduced research costs
Which of the following illustrate the abuse of respondents in marketing research? (Check all that apply.)
- Dellis Research uses fake sponsors for a study. - Neo Studies assures a respondent that the interview will last only a few minutes when in reality it lasts an hour.
Match the theories that are important to the field of marketing (in the left column) with their descriptions (in the right column)
Adoption and diffusion theory - development Explains the ways in which new products are developed and spread through the market and the characteristics of products and firms that help or inhibit the development Information overload theory - Explains the reasons why consumers are much more likely to buy after sampling from a set of 6 versus 24 flavors
Why do marketing researchers remunerate focus group or survey participants?
As the study needs the researchers to talk to a particular type of participant
Which of the following is a part of perceptual mapping?
Asking consumers to indicate the ways in which a group of relevant brands or products is similar or dissimilar to each other
Which of the following occurs when a researcher's trained interviewers or observers, rather than conducting interviews or observing respondents' actions as directed in the study, complete the interviews themselves or make up "observed" respondents' behaviors?
Curbstoning
Identify a true statement about marketing research.
It is a systematic process
Which of the following is a true statement about the practice of sugging or frugging as part of a research study?
It results in consumers rejecting legitimate research inquiries as they do not want to be solicited.
According to the American Marketing Association, the function that links an organization to its market through the gathering of information is known as _________________________, ________________________
Marketing (or Market) Research
Marketing research is applicable to problems involving the four Ps. What are the four Ps of marketing? (Check all that apply.)
Promotion Place Product Price
Research investigations that focus on topics such as trade area analysis, store image or perception, in-store traffic patterns, and location analysis are known as
Retailing research
Marketing to consumers based on research of the entire process consumers go through when making a purchase is known as _____.
Shopper marketing
In the context of marketing research, identify a true statement about a firm's external research suppliers.
They are generally known as marketing research suppliers.
Identify a true statement about branded "black-box" methodologies.
They comprise proprietary scaling, sampling, sample correction, data collection methods, market segmentation, and specialized indexes.
What is the motive of shopper research?
To assist manufacturers and retailers understand the entire process consumers experience in making a purchase
Frugging leads to consumers turning down legitimate research inquiries because they do not want to be solicited.
True
If a client is unable to get sufficient insight into a testing method's strengths and weaknesses prior to purchase from a marketing research supplier, the client can choose another supplier.
True
True or false: It is unethical for respondents to lie to make money from participating in marketing research.
True
A database set up through retail optical scanner methods is a prime example of _____.
a syndicated business service
TowerMotors Inc., an automotive company, searches for an external research provider to conduct marketing research. As a client who requires marketing research information, TowerMotors Inc. engages in an unethical practice if it _____.
asks for detailed research proposals from various competing research providers with no intention of actually choosing a firm to conduct the research
Melanie browses the online shopping website bellclothing.com for formal shirts. Later, when she logs into her account on a social media website, she sees display ads for a specific brand of formal shirts that are available on bellclothing.com. This scenario best illustrates the concept of _____.
behavioral targeting
According to the Marketing Research Association (MRA) guidelines for Internet marketing research issues, market researchers are prohibited from _____.
deanonymizing data
In the context of ethical issues in marketing research practices, the term " ____________________,__________________________" refers to a practice that involves combining different publicly available information, usually unethically, to determine consumers' identities, especially on the Internet.
deanonymizing data.
In the context of examining the performance of promotional programs, marketing researchers must _____.
develop meaningful metrics to measure the return on advertising dollars spent and then gather the data for those metrics
The process of identifying people or markets a company wants to serve is called positioning.
false
True or false: Respondents or subjects in any research endeavor can be psychologically or physically harmed if the study involves deception.
false
Claiming that a survey is for research purposes and then asking for a sale or donation is known as _____.
frugging or sugging
In the context of market segmentation research, the purpose of benefit and lifestyle studies is to _____.
gather information about customer characteristics, product benefits, and brand preferences
It is generally expected in the research environment that when a subject or a respondent has freely consented to be part of a study, she or he will _____.
give truthful answers
A technique often used to represent the relative position of products in two or more dimensiones important for consumers when making purchase choices is known as _____.
perceptual mapping
A textiles manufacturing company searches for an external research provider to conduct a research project as part of new product development. As a client who requires marketing research information, the company engages in an unethical practice if it _____.
promises additional projects to a prospective research provider to get a low price on the initial project and later reneges on the promise
A central principle in ESOMAR's marketing research code of ethics is that _____.
respondents will not be disadvantaged or harmed as the result of participating in a market research project
Curbstoning, which is a practice of data falsification in research, is also known as
rocking-chair interviewing
An important element of market segmentation research is benefit and lifestyle studies that analyze
similarities and differences in consumers' requirements
According to the Marketing Research Association (MRA), it is essential for Internet marketing researchers to _____.
stop sending follow-up e-mails if requested to by respondents
Fully explaining to respondents any deception that was used during research is termed
subject debriefing
services provided by standardized research firms that include data made or developed from a common data pool or database are known as ______________,___________________ services.
syndicated business services
Individuals who are logical and perceptive about human emotions will find marketing research to be a rewarding career.
true
Research firms are required to maintain client confidentiality.
true
The benefits of using internal marketing research providers include research method consistency, shared information across the company, lower research costs, and ability to produce actionable research results.
true
In the context of Internet marketing research issues, the Marketing Research Association (MRA) suggests that _____.
websites post a privacy policy to describe the ways in which data are used
