chapter 8

Which two of the following should be systematically analyzed when you evaluate the results of research-driven marketing actions? evaluate the information technology evaluate the sales forecasting methods evaluate the decision process evaluate the decision

evaluate the decision process evaluate the decision

A test market is an example of a(n) ______. panel sensitivity analysis experiment observation

experiment

Data can be defined as ______. generalizations of results from a small group to a larger population parcels of information collected specifically by asking people personal or mechanical observations for the purpose of research facts and figures related to the research problem

facts and figures related to the research problem

The approaches that can be used to collect data to solve all or part of a problem are known as ______. constraints concepts patterns methods

methods

The two main data collection ________ are observing people and asking them questions. methods concepts constraints measures of success

methods

Researchers collect ________ data by either observing people or asking them questions. secondary mechanical internal primary

primary

When a researcher needs information that is very specific to the problem being studied, she will probably resort to using _____________ data, despite its cost and time-consuming nature.

primary

Through the use of data ______ marketers are more effective in presenting the results of marketing research analysis. clouds warehouses visualization enterprises

visualization

What is a mechanical method for collecting observational data? J.D. Powers' syndicated information about automobile customer satisfaction Kraft's ethnographic study about consumers in their own homes Nielson's "people meter" attached to televisions to measure TV ratings 3M's focus groups to learn about dissatisfaction with steel wool pads

Nielson's "people meter" attached to televisions to measure TV ratings

Marketing research begins with ______. analyzing marketing data defining a marketing problem identifying the relevant audience systematically collecting information

defining a marketing problem

In which technique does a researcher ask lengthy, free-flowing questions to probe for underlying ideas and feelings? observation focus group depth interview mall intercept interview

depth interview

_______ research generally involves trying to find the frequency with which something occurs or the extent of a relationship between two factors. causal descriptive exploratory secondary

descriptive

Which of these are part of the development of a marketing research plan? (Select all that apply) determining how to collect data investigating secondary data specifying constraints setting the research objectives

determining how to collect data specifying constraints

Analyzing data and presenting the findings are the two parts of which step in the marketing research approach? define the problem develop findings collect relevant information take marketing actions

develop findings

When a consultant prepared marketing dashboards showing sales data for different household types over a four-year period for Tony's pizza, this was completed during which step of the marketing research approach? take marketing actions collect relevant information define the problem develop findings

develop findings

__________ technology includes all of the computing resources that collect, store, and analyze a company's data.

Information

3 main types of marketing research

1. Exploratory Research 2. Descriptive Research 3. Causal Research

5 step systematic marketing research approach

1. define the problem 2. develop the research plan 3. collect relevant information 4. develop findings 5. take marketing actions

two key elements in defining a problem

1. setting the research objectives 2. identifying possible marketing actions

Which two are characteristics of a dichotomous question on a questionnaire? A "Yes" or "No" question is an example. It is a type of closed-end or fixed alternative question. It is a type of Likert scale. This type of question allows a respondent to answer in his or her own words.

A "Yes" or "No" question is an example. It is a type of closed-end or fixed alternative question.

Which of the following are desirable to have when delivering marketing research findings to a manager? (Check all that apply.) Inclusion of all raw data as an appendix Condensed findings in about one page Multiple interpretations from which to choose Clear and understandable results

Condensed findings in about one page Clear and understandable results

________ is the extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions. Data scaling Information scaling Sensitivity analysis Data mining

Data mining

likert scale

Dell provides products that are reliableStrongly agree ------ Strongly disagree

dichotomous

Dell provides products that are reliable___Yes ____No

semantic differential scale

Describe the extent to which Dell provides products that are....Reliable ------- Unreliable

_________ research provides ideas about a relatively vague problem or question. Survey Secondary Exploratory Descriptive

Exploratory

________ is the process of defining a marketing problem and opportunity, systematically collecting and analyzing data, and recommending actions. Marketing research Marketing strategy Strategic market analysis Marketing management

Marketing research

Why are marketing researchers turning to online surveys to collect primary data? Researchers can do a better job of clarifying answers with additional probing with this method. Consumers have increasing privacy and security concerns. The biases of other methods are eliminated with this one. Most consumers now have an Internet connection and an e-mail account.

Most consumers now have an Internet connection and an e-mail account.

Why are marketing researchers turning to online surveys to collect primary data? Researchers can do a better job of clarifying answers with additional probing with this method. Most consumers now have an Internet connection and an e-mail account. Consumers have increasing privacy and security concerns. The biases of other methods are eliminated with this one.

Most consumers now have an Internet connection and an e-mail account.

________ are facts and figures that have already been recorded before the project at hand. Observational data Primary data External data Secondary data

Secondary data

What is the main advantage of primary data compared to secondary? Offers a guarantee of reliability Specific to the problem being studied Saves time in data collection Reduces cost of data collection

Specific to the problem being studied

What are characteristics of an experiment in research? (Select all that apply) They are used to identify changes in behavior over time. They test cause and effect. They require tightly controlled conditions. They involve manipulating variables to see the effect on another variable.

They test cause and effect. They require tightly controlled conditions. They involve manipulating variables to see the effect on another variable.

________ for forecasting relies on the assumption that underlying relationships in the past will continue into the future, resulting in its simplicity as a method but inaccuracy in times of change. The lost-horse method Trend extrapolation The direct method A salesforce survey

Trend extrapolation

Marketers that are interested in identifying the characteristics and trends among ultimate consumers such as age or ethnic background are likely to start with which source of data? questionnaire results neuromarketing studies U.S. Census Bureau reports in-depth interviews

U.S. Census Bureau reports

Telephone survey

Unhappy respondents can quickly end the interview

What is the best example of an ambiguous survey question? Was your ice cream order delivered to your table quickly? __ Yes __ No Since this is the best-selling ice cream available, would you recommend it to a friend? __ Yes __ No Would you buy this ice cream in your local grocery store? __ Yes __ No How much would you pay for 8 oz of this ice cream? __ $1.99 or less __ $2.00 to $2.99 __ $3.00 or more

Was your ice cream order delivered to your table quickly? __ Yes __ No

open-ended

What three things are important to you in a new computer?

decision

a conscious choice from among two or more alternatives

new-product concept

a picture or verbal description of a product or service the firm might offer for sale

A constraint in a decision is ______. a restriction placed on potential solutions to a problem a criterion or standard used in evaluating proposed solutions to the problem data that is collected easily and is found to be relevant to the task a specific, measurable goal the decision maker seeks to achieve with the research

a restriction placed on potential solutions to a problem

When two people answer "often" to a survey question but their "often" means different things, then this survey question would be considered to be ______. leading dominant obvious ambiguous

ambiguous

Historically, the most common way of collecting questionnaire data was through ______. personal observation an individual interview an ethnographic study a structured focus group

an individual interview

Which two of the following are included in developing findings as part of the marketing research approach? analyzing data evaluating decisions presenting findings implementing recommended actions

analyzing data presenting findings

What are the two methods that marketers use to collect primary data? purchasing data from syndicated sources searching company records asking people questions observing people

asking people questions observing people

Data mining is the extraction of hidden information from large databases to find statistical links ______. between consumer purchasing patterns and marketing actions between sales forecasts and actual sales revenue between the time to develop a product and time to market between marketing mix variables

between consumer purchasing patterns and marketing actions

In what three ways are observational data collected? by reading people's social media accounts by watching people in person by mechanical or electronic means through the use of data mining through neuromarketing methods

by watching people in person by mechanical or electronic means through neuromarketing methods

In marketing research, an experiment is designed to test ______. how much data will be needed to sufficiently fulfill research objectives how internal sources of information compare to external ones for predicting market success how truthful respondents will be when answering questions cause and effect, often between marketing mix elements and sales outcomes

cause and effect, often between marketing mix elements and sales outcomes

Concepts and methods are key elements to consider when deciding how to ________ for marketing research. apply discovered knowledge collect data analyze data overcome challenges

collect data

cloud

collection of servers accessed through an Internet connection

Marketing researchers may develop a new-product ________, a picture or verbal description of a product or service the firm might offer for sale. constraint observation concept method

concept

two key elements to consider in deciding how to collect the date

concept and methods

In marketing, ________ are ideas about products and services, and they are a key to deciding how to collect research data. observations concepts constraints methods

concepts

Which two are key elements in deciding how to collect data for marketing research? measures of success concepts marketing actions methods

concepts methods

The second step in the marketing research approach involves developing the research plan. This includes specifying the ________ surrounding the research activity, and identifying the ________ needed for marketing decisions. data; people customers; research constraints; data objectives; people

constraints; data

measures of success

criteria or standards used in evaluating proposed solutions to the problem

A chart showing the results of data collection for frequency of fast food consumption by each of three head of household age groups is an example of a(n) ______. observational data set cross tabulation trend extrapolation data mine

cross tabulation

A(n) ________ is a method of presenting and analyzing data involving two or more variables to discover relationships in the data. data scale marketing tabulation storyboard cross tabulation

cross tabulation

Despite its limitations when used with small sets of data, ________ is probably used more frequently for marketing decisions than any other method of analyzing data. cross tabulation observation trend extrapolation data mining

cross tabulation

Facts and figures related to a problem are known as

data

Which characteristic is most important in identifying which data to collect for marketing research? data that can be obtained in the shortest period of time data that are inexpensive to obtain data that are relevant to decisions for marketing actions data that are simple to analyze with statistical tools

data that are relevant to decisions for marketing actions

Primary data can be described as ______. facts and figures that are newly collected for the project the most relevant pieces of information required by researchers the first pieces of information collected during a research project facts from credible third-party sources

facts and figures that are newly collected for the project

What two factors are likely to be a part of descriptive research? finding ideas pertaining to a vague problem running experiments and test marketing finding the extent of a relationship between two factors finding the frequency with which something occurs

finding the extent of a relationship between two factors finding the frequency with which something occurs

statistical inference

generalize the results from the sample to much larger groups of distributors, customers, or prospects to help decide on marketing actions

What are characteristics of open-ended questions? (Select all that apply) good for idea generation about product benefits and advertising most common for collecting personal information captures the "voice" of the respondent includes predetermined response options

good for idea generation about product benefits and advertising captures the "voice" of the respondent

Personal interview survey

high costs per respondent

concepts

ideas about products or services

The U.S. Census Bureau publishes reports that contain detailed information on American households, and marketers use this data to ______. identify factors that improve customer satisfaction understand observational information on consumers in their natural environment determine consumer awareness of their products identify characteristics and trends of ultimate consumers

identify characteristics and trends of ultimate consumers

As it pertains to the marketing research process, what are the two key elements of defining the problem? identifying possible marketing actions obtaining resources specifying the constraints setting the research objectives

identifying possible marketing actions setting the research objectives

Creation of an advertising campaign for Tony's Pizza that will appeal to 6- to 12-year-olds is best described as what part of the final step in the marketing research approach, to take marketing actions? make action recommendations evaluate the decision implement the action recommendations forecast the results

implement the action recommendations

_____________ technology includes all of the computing resources that collect, store, and analyze a company's data.

information

All of the computing resources that collect, store, and analyze data are collectively known as ______. big data information technology intelligent enterprises data visualization tools

information technology

Organizations may use ________ such as its own detailed sales breakdowns by product line as the starting point for a research project because the potential huge savings in time and cost savings. external primary data internal primary data external secondary data internal secondary data

internal secondary data

Organizations may use ________ such as its own detailed sales breakdowns by product line as the starting point for a research project because the potential huge savings in time and cost savings. external primary data internal secondary data internal primary data external secondary data

internal secondary data

descriptive research

involves trying to find the frequency with which something occurs or the extent of a relationship between two factors

A lost-horse forecast is what type of sales forecasting technique? surveys of knowledgeable groups statistical methods nonrational methods judgments of the decision maker

judgments of the decision maker

Starting with the last known value of the item being forecast, listing the factors that could affect the forecast, and assessing whether they have a positive or negative impact are steps in which type of forecasting? trend extrapolation direct lost-horse sales force survey

lost-horse

online survey

many surveys not delivered to recipients due to "spam blockers"

Criteria or standards used in evaluating proposed solutions to the problem are known as ______. marketing actions research plans measures of success exploratory research

measures of success

A meter installed on a computer that records Internet user behavior by tracking actual mouse clicks would be what type of method for collecting observational data? mechanical personal neuromarketing questionnaire

mechanical

One limitation that should be considered for cross tabulations is that they may be ______. unable to provide clues as to relationships in the collected data too technical for many people to understand very expensive and time consuming to prepare misleading if based on too few observations

misleading if based on too few observations

Which two are examples of personal methods for collecting observational data? mystery shoppers who check a company's customer service a customer satisfaction survey administered online after checkout is completed ethnographic studies of consumers in their natural environment focus groups to ask customers for ideas about products

mystery shoppers who check a company's customer service ethnographic studies of consumers in their natural environment

Using brain scanning to analyze the buying processes of consumers and thereby improve Campbell Soup labels is known as ______. subliminal perception neuromarketing ethnographic research secondary research

neuromarketing

Research ________ are specific, measurable goals the decision maker seeks to achieve in conducting the marketing research. measures of success constraints objectives strategies

objectives

Neuromarketing is a form of ________ data. syndicated personal secondary observational

observational

two main data collection methods

observing people and asking them questions

Because it has the ability to reach wide audiences, the costs are relatively minimal, and the turnaround time from data collection to report presentation is much quicker than other methods, many researchers choose to collect survey data through which method? focus groups personal interviews online surveys mail surveys

online surveys

What type of question allows respondents to express opinions, ideas, or behaviors in their own words? semantic differential scale question open-ended question fixed alternative question dichotomous question

open-ended question

intelligent enterprise

organizations that successfully use a combination of data, technology, and analytics to convert the data into useful information that will answer marketing questions and lead to effective marketing actions

A(n) ________ is a sample of consumers or stores from which researchers take a series of measurements over time. panel scan observation depth interview

panel

When Procter & Gamble researchers watched women do their laundry, clean the floor, and put on makeup, they were using _____ methods of collecting observational data. neuromarketing questionnaire personal mechanical

personal

artifical intelligence

platforms which undertake reasoning and common sense tasks to allow computers to "behave" intelligently

A constraint in a decision is a restriction placed on ______. the manner in which to collect data the amount of data needed for a marketing action the number of people needed to execute a decision potential solutions to the problem at hand

potential solutions to the problem at hand

Facts and figures that are newly collected for the project are referred to as ________ data

primary

Primary data differ from secondary because ______. primary data are newly collected while secondary data were previously collected for another purpose primary data provide answers for research objectives while secondary data are just 'nice to know' primary data are collected by observing people and secondary data are collected by asking them primary data are collected during the first round of research while secondary data are only collected when the original research was inadequate

primary data are newly collected while secondary data were previously collected for another purpose

exploratory research

provides ideas about a vague problem or question

Facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors are known as _______ data. questionnaire secondary observational neuromarketing

questionnaire

Individual interviews as well as online and mail surveys generate ______ data. neuromarketing questionnaire secondary observational

questionnaire

What are the two primary advantages of online surveys? relatively minimal cost to conduct quick turnaround time from data collection to report absence of bias from customers with extreme views absence of bias from respondents participating multiple times

relatively minimal cost to conduct quick turnaround time from data collection to report

constraints

restrictions placed on potential solutions to a problem

The total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts is known as a ______. cross tabulation sales forecast purchase prediction sensitivity analysis

sales forecast

Because sales people are in frequent contact with customers and are likely to understand their likes and dislikes, organizations use ________ forecasting, despite that it may sometimes be unreliable. trend extrapolation salesforce survey direct lost-horse

salesforce survey

Special methods vital to marketing are

sampling and statistical inference

Internal ________ data may come from a company's own information on sales, while the external form may come from a source like the U.S. Census. primary secondary questionnaire observational

secondary

Marketers will use ________ data like that obtained from the U.S. Census when possible because of time and cost savings. tertiary observational primary secondary

secondary

sampling

selecting a group of distributors, customers, or prospects, asking them questions, and treating their answers as typical of all those in whom they are interested

In defining a problem, it is important to develop specific measures of success because these ultimately lead to ______. development of the research objectives selecting what type of research to use decisions about how to collect data specific marketing actions to be taken

specific marketing actions to be taken

data visualization

specific way of presenting results of marketing research analysis

research objectives

specific, measurable goals the decision maker seeks to achieve in conducting the marketing research

develop the research plan

specify constraints, identify data needed for marketing actions, determine how to collect data

A linear trend extrapolation is what type of sales forecasting technique? surveys of knowledgeable groups statistical methods nonrational methods judgments of the decision maker

statistical methods

A survey of buyers' intentions forecast is what type of sales forecasting technique? nonrational methods surveys of knowledgeable groups judgments of the decision maker statistical methods

surveys of knowledgeable groups

What are the three main sales forecasting techniques? surveys of knowledgeable groups cross tabulation neuromarketing techniques statistical methods judgments of the decision maker

surveys of knowledgeable groups statistical methods judgments of the decision maker

Monitoring how marketing decisions turn out is part of which step of the marketing research approach? develop findings take marketing actions present results to decision makers analyze all data

take marketing actions

The last step of the marketing research approach is to ______. identify strengths and weaknesses of findings present results to decision makers take marketing actions analyze all data

take marketing actions

The neuromarketing method of marketing research uses _______. trained shoppers to interact with customers to influence their purchases trained observers to watch consumers in their natural environment technologies used to study the brain to understand consumers video technology to allow consumers to interact with companies in real-time

technologies used to study the brain to understand consumers

A manufacturer of vegan burgers has a strong following in the Pacific Northwest. The company is thinking of offering its products nationwide. To gauge interest, it places its product in 3 cities to evaluate consumer reaction. This is known as a ______. syndicated market test market focus group panel

test market

Offering a product in a small geographic area to help evaluate potential marketing action is known as a(n) ______. test market mechanical observation syndicated market panel

test market

Offering a product in a small geographic area to help evaluate potential marketing action is known as a(n) ______. test market syndicated market panel mechanical observation

test market

In 1988, Walmart opened three experimental stand-alone supercenters to gauge consumer acceptance before deciding to open others, using what is known as a(n) open-ended analysis. sensitivity analysis. mechanical observation. test market.

test market.

Which is a characteristic of using the individual interview to collect data? very fast turnaround time from data collection to reporting the informality allows consumers to feel comfortable revealing information the data are inexpensive to collect the ability to probe with additional questions

the ability to probe with additional questions

methods

the approaches that can be used to collect data to solve all or part of a problem

marketing research

the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions

Market researchers may use panels for their research because ______. they need need data quickly because of a time-sensitive issue they want to know about consumers' behaviors over time they have a very limited research budget they need a very controlled environment to determine causal relationships

they want to know about consumers' behaviors over time

What are the two main reasons that marketers prefer to obtain secondary data first? privacy and security concerns reliability time savings low cost

time savings low cost

What is the goal of effective marketing research studies? to establish measurable research objectives to be able to clearly define the problem to present findings in a meaningful way to collect data that will lead to effective marketing actions

to collect data that will lead to effective marketing actions

What are research methods used to generate new ideas? (Select all that apply) trend hunting depth interviews experiments focus groups neuromarketing

trend hunting depth interviews focus groups

casual research

tries to determine the extent to which the change in one factor changes another one

mail survey

usually biased because those most likely to respond have had especially positive or negative experiences with the product or brand

Exploratory research provides ideas about a relatively ________ problem. defined complex obvious vague

vague