Exam I

Which term refers to the application of principles of conduct to business behavior as related to the exchange environment?

Marketing Ethics

Research sponsors have the obligation to respect the researcher's right to ____.

Privacy

The data characteristic that refers to the degree to which data represent the true situation is known as ____.

Quality

When the data from an empirical study are consistent with a hypothesis, we say that the hypothesis is:

Supported

A research firm has been hired by an attorney to undertake research that will support his client's defense in a legal dispute. What type of research is the firm being asked to conduct?

advocacy research

Consumers in a focus group session are presented with a written description of a possible new product and are asked what they would be willing to pay for such a product. These consumers are participating in a(n) ____.

concept test

An important aspect of the marketing concept is a(n) ____.

consumer orientation, all of the above

Parties that furnish information on the World Wide Web are called ____.

content providers

All of the following are types of marketing research EXCEPT ____.

exploratory marketing Empirical Testing manipulation Types of Marketing Research: Exploratory Descriptive Causal

Which step comes first in developing a marketing strategy?

identifying and evaluating market opportunities

A network of interdependent institutions that perform the logistics necessary for consumption to occur is called a(n) ____.

marketing channel

Which qualitative research orientation originated in philosophy and psychology?

phenomenology

An indirect method of questioning in which a research participant ascribes his or her feelings and beliefs to a third party is called a(n) ____.

projective technique

A hair salon company is attempting to determine the effectiveness of mailing free samples of a new type of shampoo to residents in specific zip codes based on unit sales performance. Which type of research is being used?

promotion research

Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called ____

quantitative marketing research

A small microchip used to communicate with data systems is called a(n) ____.

radio-frequency-identification tags

When another researcher would get the same result by conducting the same research procedures, the research is said to be ____.

replicable

Commercial providers of marketing research services are called ____.

research suppliers

Which approach focuses on using knowledge and evidence to reach objective conclusions about the real world?

scientific method

An example of behavioral tracking is ____

supermarket scanner data

The two types of marketing research based on the specificity of purpose are ____.

basic and applied

Which agency offers syndicated research services?

JD Power

All of the following are advantages of in-house research EXCEPT ____.

more objectively

A research project refers to numerous related studies that come together to address issues about a single company.

False, A research program

Many research companies have a(n) ____ that carefully reviews a proposed research design to try to ensure that no harm can come to any research participant.

Human Subjects Review Committee

A statement such as: "Consumers with more favorable attitudes toward our advertising will exhibit more favorable attitudes toward the brand advertised" is an example of a(n):

Hypothesis

Managers at Procter & Gamble view marketing research at a strategic planning level. Therefore, the company conducts numerous related studies that come together to help in their product planning decisions. This is referred to as a:

Research Program

Which term refers to the researcher's descriptions of what he or she actually observes and the text from which meaning is extracted?

field notes

Which of the following is an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him- or herself?

hermeneutics

Schwinn studies its most successful retailer in depth in order to determine some better ideas for displaying bicycles in its retail stores. As such, the company is engaging in ____.

a case study

A marketing manager conducts a market test but has already decided to ignore the results if they do not support a national launch of the product. This is an example of ____.

a pseudo-research study

What is the first stage of the marketing research process?

defining the research objectives

Facts or recorded measures of certain phenomena (things or events) are known as ____.

Data

When you visit Web sites, most likely, a small computer file that records your Web usage history is created. This small computer file is called a(n) ____.

Cookie

When AT&T hires a research agency to conduct research tailored to its unique needs, AT&T is being provided with ____.

Custom Research

An organization's mailing list of current customers is an example of a ____.

Database

Which source of input data is represented when a company conducts marketing research to identify the characteristics of its customers?

proprietary marketing research

One advantage of focus group interviews is that they ____.

provide multiple perspectives

LexisNexis is a company that puts together consortia of data sources into packages that are offered to municipal, corporate, and university libraries for a fee. LexisNexis is an example of a data ____.

Data Wholesaler

Which term refers to an organized collection of computer hardware, software, data, and personnel designed to capture, store, update, manipulate, analyze, and immediately display information about worldwide business activities?

Data warehousing, global information system

_____ is the process of developing and selecting from alternative methods of resolving a problem or choosing from among alternative opportunities.

Decision making

Which type of marketing research address who, what, when, where, why, and how questions?

Descriptive Research

Which process seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward competing products?

Diagnostic Analysis

Companies, such as Kraft and Procter & Gamble, conduct research to clarify ambiguous situations or discover ideas that may be potential business opportunities. What type of marketing research is this?

Exploratory

A type of formal "continuous" group established as an online forum for the purpose of collecting qualitative data from participant comments is called a(n) ____.

Focus Blog

The application of the scientific method in searching for the truth about marketing phenomena is known as ____.

Marketing research

A fast food chain studies traffic patterns and population density patterns in order to select sites for future restaurants. Which type of research is being performed?

distribution research

The idea that information involved in a research will not be shared with others is known as ____.

Confidentiality

In terms of marketing research, the ____ a decision is strategically to the organization, the ____ likely that research will be undertaken.

More, more

Asking target market members to compare the performance of a prototype of a possible new product to the performance of a competitor's product is an example of which type of research?

Product Testing