chapter 8 marketing connect

Which three are examples of using secondary data?

A hotel chain purchases syndicated panel data to identify demographic trends. A travel company uses the last five years of its sales invoices to determine package deals. A software company uses U.S. Census data to create customer profiles.

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

Causal

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

Descriptive

_________ research provides ideas about a relatively vague problem or question.

Exploratory

________ is the process of defining a marketing problem and opportunity, systematically collecting and analyzing data, and recommending actions.

Marketing research

What is a mechanical method for collecting observational data?

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

Why is accurately defining the problem an important task?

Research objectives that are too broad may not be researchable. Research objectives that are too narrow may lead to diminished results.

A firm has two new product ideas but only has resources to produce one of them. The firm's marketing department must determine which of the two products should be produced. Identify a constraint for the marketing team.

The team must reach a decision in 2 weeks.

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?

U.S. Census Bureau reports

A constraint in a decision is ______.

a restriction placed on potential solutions to a problem

In setting research objectives, marketers have to ______.

be clear on the purpose of the research

Concepts and methods are key elements to consider when deciding how to ________ for marketing research.

collect data

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

concept

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

concepts

For Fisher-Price's research on a toy telephone, the ________ were that the decision must be made in 10 weeks and no research budget would be available beyond that for collecting data in its nursery school.

constraints

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 is relevant to decisions for marketing actions

Setting the research objectives and identifying possible marketing actions are things that would be completed in which step in the marketing research approach?

define the problem

marketing research approach in the correct order

define the problem, develop the research plan, collect relevant information, develop findings, take marketing action

The five-step marketing research approach begins with ________ and ends with ________.

defining the problem; taking marketing actions

Which of these are part of the development of a marketing research plan?

determining how to collect data specifying constraints

The constraints on the activity, the data needed for decisions, and how to collect data are all determined in which step of the marketing research approach?

develop the research plan

Marketing input data relate to ______, while marketing outcome data relate to ______.

effort needed to make sales; results of the marketing efforts

Data can be defined as

facts and figures related to the research problem

Primary data can be described as ______.

facts and figures that are newly collected for the project

What two factors are likely to be a part of descriptive research?

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

Which activity is likely to be a part of causal research?

finding the extent that changing one factor will change another

The U.S. Census Bureau publishes reports that contain detailed information on American households, and marketers use this data to ______.

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 setting the research objectives

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.

internal secondary data

A disadvantage of secondary data is that ______.

it may not be specific enough

You are the owner of a hardware store. You are debating whether to offer a package promotion on lawn sprinklers and garden hoses. What form of internal secondary data would be helpful in making this decision?

looking at past customer sales to see if customers who purchased lawn sprinklers also purchased garden hoses

________ is the process of defining a marketing problem and opportunity, systematically collecting and analyzing data, and recommending actions

marketing research

Research objectives should be ______.

measurable specific

Criteria or standards used in evaluating proposed solutions to the problem are known as

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

Sampling and statistical inference are special ________ vital to marketing research

methods

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

methods

The two main data collection ________ are observing people and asking them questions.

methods

Which two are key elements in deciding how to collect data for marketing research?

methods concepts

Which two are examples of personal methods for collecting observational data?

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 __

neuromarketing

Marketing researchers spend a great deal of time defining a marketing problem precisely. What increases the probability of a successful marketing research effort?

objectives that are neither too broad nor too narrow

Neuromarketing is a form of ________ data.

observational

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

personal

Different observers reporting different conclusions when watching the same event may indicate unreliability in what type of data collection?

personal observation

A constraint in a decision is a restriction placed on

potential solutions to the problem at hand

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

primary

Observing people and asking them questions are the two principal ways to collect ________ data for a marketing study.

primary

Researchers collect ________ data by either observing people or asking them questions.

primary

Individual interviews as well as online and mail surveys generate ______ data.

questionnaire

Marketing research includes which of the following?

recommending action analyzing data collecting data

Select those items that are considered marketing input data.

salespeople's call reports marketing budget reports advertising expenditures

Among research methods vital to marketing are ________, a technique used to select a group of customers, distributors, or the like, and ________, a subsequent generalization of the results from this group to a larger population.

sampling; 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.

secondary

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

secondary

________ are facts and figures that have already been recorded before the project at hand.

secondary data

In defining a problem, it is important to develop specific measures of success because these ultimately lead to ____

specific marketing actions to be taken

In defining a problem, it is important to develop specific measures of success because these ultimately lead to ______.

specific marketing actions to be taken

Marketers can purchase a standard set of ________ data on a regular basis from providers like Nielsen Media Research (for TV ratings) or J.D. Power (for automobile quality and customer satisfaction).

syndicated

The U.S. Census is a great source for demographic data about consumers, but its biggest disadvantage is that

the data may be outdated since it is collected only every 5 or 10 years

What is the goal of effective marketing research studies?

to collect data that will lead to effective marketing actions

Marketing research is typically conducted for which two related reasons?

to improve marketing decisions to reduce risk

An organization may start a new marketing research study by examining internal secondary data like customer complaints primarily because ______.

using this information can result in time and cost savings

Exploratory research provides ideas about a relatively ________ problem.

vague