Market Research and Strategy Exam ONE

The type of exchange that occurs when one company's computer system is integrated with another companys' system is called _____.

EDI electronic data interchange

_____ is the bar-coded information that contains product information that can be read by optical scanners.

UPC

applied marketing research

_____ is conducted to address a specific marketing decision for a specific firm or organization.

promotion

_____ is the communication function of the firm responsible for informing and persuading buyers.

Which of the following data can be purchased from commercial sources?

advertising research market-share data consumer attitudes and public opinions

not a qualitative research orientation

anova

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

Ensuring that all promotional efforts, such as advertising, public relations, personal selling, and so forth, are coordinated to communicate a consistent image is the basic tenet underlying _____.

IMC

A network of interdependent institutions that perform the logistics necessary for consumption to occur is called a _____.

Marketing channel

Merck, a pharmaceutical company, places a tiny chip on drug packaging to track its product from the manufacturing plant to the consumer to ensure the product flows through the proper distribution channel and safety for consumers. The tiny chip is an application of which technology? Correct Answer

RFID

When Nike discovered an 80 percent recognition of its logo with consumers who typically spend at least $100 on athletic shoes, this was an example of which type of research?

promotion research

When Procter & Gamble attempts to determine the effectiveness of mailing free samples of a new type of shampoo to residents in specific zip codes on unit sales performance, it is engaged in which type of research?

promotion research

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

proprietary data

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

proprietary marketing research

In which type of technology does the consumer request information from a Web page and the browser then determines a response?

pull technology

When amazon.com recommends books for purchase when a customer who has ordered books from Amazon previously returns to the site, this is an example of _____.

push technology

Kodetra is interpreting consumers' blog postings on the Internet. Which of the following best describes the type of research Kodetra is conducting?

qualititive research

Which of the following means the same conclusion would be reached based on another researcher's interpretation of the research?

replicability

The _____ is a master plan that specifies the methods and procedures for collecting and analyzing the needed information.

research design

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

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

supported

The most common way to generate primary data in marketing research is by means of _____.

survey

Which of the following is a research technique in which a sample is interviewed in some form or the behavior of respondents is observed and described in some way?

survey

Over the past two years, food prices have been increasing. This is an example of a(n) _____.

symptom

Which of the following is a method of data collection that is used in surveys?

telephone, mail, internet

Which aspect of causality deals with the time order of events?

temporal sequence

Stephanie was asked to look at a picture of a woman sitting on a deserted beach and to describe what was happening in the picture. She was then asked to tell what might happen next. Stephanie was participating in a(n) _____.

thematic apperception test

When a marketing manager decides not to do research because a decision needs to be made before the results of the study can be analyzed, this is an example of which aspect in the determination of the need for marketing research?

time constraints

All of the following are situations that often call for qualitative research EXCEPT _____.

when conclusive evidence is desired

_____ represent(s) the documented history of a particular person, group, organization, or event.

case study

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

casual 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?"

casual research

Asking the decision maker to explain exactly what certain phrases or terms mean is which dimension of probing?

clarification

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

commercial source

All of the following are functions supported by marketing research EXCEPT _____.

compliance

When 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, this is an example of which of the following?

concept test

_____ is used to screen new, revised, or repositioned ideas.

concept testing

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

concomitant variation

Hank is a researcher who is discussing football fan behavior with a respondent. His approach is almost completely unstructured, and he enters into a discussion with few expectations. What he wants is for a respondent to tell him about his or her experience as a football fan. Hank will then try to derive meaning from the resulting dialog. Which qualitative research technique is Hank using?

conversation

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

A researcher is interested in knowing the median income of residents in the state of Ohio and has found several sources with this information. He is comparing the information from each source to verify the information. This researcher is performing a _____.

cross check

What is it called when a researcher compares secondary data from one source with data from another?

cross check

When a professional interviewer holds a 90-minute discussion with one member of the target market to find out why that respondent purchases a particular brand of clothing, this is an example of a _____.

depth interview

What type of research is being conducted to answer the question: "Can we describe the age, gender, and income of our typical purchaser?"

descriptive research

When Pottery Barn conducted research to determine which products it should offer to customers over the Internet, this was an example of which type of research?

distribution research

A computer-based system that helps decision makers confront problems through direct interaction with databases and systems is known as a(n) _____.

dss decision support system

Which of the following means that something has been examined against reality using data?

empirical testing

A researcher for Kraft is searching sales data from the corporation's Intranet. He's able to use a search engine similar to Google, but he is not searching the entire Internet. This type of search is called a(n) _____ search.

enterprise

The Food and Drug Administration is targeting salt in processed foods as a health hazard, and some experts believe the agency will require food manufacturers to limit the amount of salt in processed foods. However, the reduction will occur in phases, with salt content being reduced in steps so that consumers will be weaned off of salt gradually. Carefully controlled research studies are underway in which the salt levels are varied and consumers' reactions to the taste are measured. This research is an example of a(n) _____.

experiment

All of the following are examples of exploratory research techniques EXCEPT _____.

experimentation

_____ research aims to clarify ambiguous situations or discover ideas that may amount to true business opportunities.

exploratory

are the researcher's descriptions of what actually happens in the field and are the text from which meaning is extracted.

field notes

compuStat, which publishes financial data, such as income statements and balance sheets, is an example of which type of database?

financial database

Harold is conducting marketing research to determine what consumer segment his company should serve with its services. Which function is this marketing research serving?

foundational

Which qualitative tool simply records a respondent's first cognitive reaction (top-of-mind) to some stimulus?

free association techniques

When the typical consumer in zip code 63119 is a senior citizen with several children over the age of 25, has a college degree, and is retired, this is an example of what type of information?

geo-demographic

Which qualitative research orientation extracts a theory from whatever emerges from an area of inquiry?

grounded theory

Which qualitative research orientation originated in sociology?

grounded theory

A text passage from a respondent's story that is linked with a key theme from within this story or provided by the researcher is called _____.

hermeneutic unit

The Federal Trade Commission is concerned over consumers' privacy after learning that behavioral tracking companies can covertly discover and record the websites that consumers visit. This activity is called _____.

history sniffing

Which of the following is the first step in developing a marketing strategy?

identifying and evaluating market opportunities

An organization's inventory figures are a good example of:

internal records

sampling

involves any procedure that draws conclusions based on measurements of a portion of the entire population

Before designing a research study on consumers' susceptibility to interpersonal influence, Cindy is searching for other studies that have addressed similar issues. This search is called a(n) _____.

literature review

Which of the following determines the appropriate analytical technique for data analysis?

management's information requirements characteristics of the research design nature of the data gathered

Some experts claim that the life cycle of technology products is approximately 18 months, meaning the industry changes that rapidly. This rate of change in environmental and competitive factors is an example of _____.

market dynamism

Pamela is testing the hypothesis that states consumers will think a laundry detergent packaged in a pastel-colored container will perceive the detergent to be more mild than one packaged in a neon-orange container. Pamela is conducting _____.

marketing research

_____ involves specifying relationships between two or more variables, perhaps extending to the development of descriptive or predictive equations.

model building

Kyle is conducting a sales forecast by adding up his company's sales over the past five years and then dividing that by five (the number of years). The forecasting technique he is using is called _____.

moving average

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

Cindy is an ethnographer who is trying to better understand how mothers take care of toddlers. Being a mother herself, she was able to join a mother's group and spent considerable time immersed within that culture. From this immersion, she is able to draw data from her observations. Cindy is referred to as a(n) _____.

participant observer

When Target stores monitors the sales activities of its retail stores in order to detect any indication of dollar sales changes, this is an example of which type of research?

performance-monitoring research

In a focus group discussion, when the comments of one member triggers a stream of comments from the other participants, this is called _____.

piggyback

The Small Business Development Center is conducting an email survey with 25 of its client small businesses to examine the use of mobile marketing applications. This is a precursor to a larger study in which the questionnaire will be sent nationwide to more than 1,000 similar small businesses. This initial small-scale project is known as a _____. Group of answer choices

pilot study

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

Asking consumers what they think about possible brand names for a new product is an example of which type of research?

product 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

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

According to the concept of cross-functional activities, which of the following can affect the organization's marketing efforts?

-research and development -accounting -production

If the population of a city is 230,000 and its annual per person expenditure on athletic shoes is $45, if there are 64,688 square feet of retail space used to sell athletic shoes in this city, its index of retail saturation is _____.

159.99

Consumer research conducted in the United States indicates that many consumers consider the country of origin when purchasing products, and consumers tend to prefer products that are made in the U.S.A. To determine if consumers in other countries are partial to their own country's products, what must be done before the empirical findings from the research conducted among U.S. consumers also exist and behave similarly in another culture?

cross cultural validation

Marketers of snack foods who consider the nutritional value that parents desire as well as the fun and experience that children want are demonstrating a(n) _____.

customer orientation

The application of computation, summarizing, and reasoning to understand the gathered information is called _____.

data analysis

Sherrie is interested in average monthly sales for smartphones in the United States. She found information on the Internet that gives annual sales, so she took the annual sales and divided it by twelve to get a monthly average. This is an example of _____.

data transformation