Market Research Ch. 1-5

Packaged services provide each client with:

A marketing research process that is used to generate information.

When a gap exists between what did happen and what could have happened, it is known as:

A symptom

What is the pre-designation of some quantity of a measured attribute or characteristic that must be achieved for a predetermined action to take place?

Action standard

Some studies are conducted to "prove" some position or to:

Advance the special interest of those conducting the study

________ is the person recognized as the "Father of Marketing Research." He is given credit for conducting the first continuous and organized market research

Charles Coolidge Parlin

Like syndicated data, packaged information has several advantages. Of the following, which is NOT a key advantage of packaged information?

Customization of various portions of the project

Collected data that may be accessed and analyzed using tools and techniques that assist managers in decision-making is the:

Decision support system

Sales, market share, customer satisfaction, sales force turnover, time spent on site, and unique net profits are examples of:

Dependent variables

A marketing researcher would use what type of research to find out how many customers there are, what brands they buy and in what quantities, which advertisements they recall, what are their attitudes toward the company, and who is the competition?

Descriptive research

Professors Kotler and Keller describe several ways companies use their databases as part of data mining. Of the following, which is NOT a way companies primarily use their databases?

Discover illegal customer activities

The use of social media data for marketing research also has quite a few disadvantages. Which of the following is NOT considered one of those disadvantages?

Even though much of the material on social media is shallow or useless, it is always relevant

The difference between basic research and applied research is that applied research is conducted to:

Expand our knowledge to solve a specific problem.

The term "research design" refers to the research approach used to meet the research objectives. Three widely recognized research designs are:

Exploratory, descriptive, and causal

A retailer may experience a decrease in sales over previous periods, a website begins losing traffic, or an advertising campaign does not reach its expected level of awareness. These situations are examples of:

Failure to meet objectives.

A company providing a packaged service usually knows the idiosyncrasies of a particular industry; therefore, there is less of a burden on the client to ensure that the packaged service fits the intended situation.

False

A researcher has no legal or ethical issues or obligation to notify a client when designing a study in which data are collected for multiple clients.

False

An important part of developing research objectives is speculating on what type of information should be measured.

False

Companies with policies regarding marketing research never show a preference for the type of research management prefers.

False

Descriptive research allows the researcher to define the problem more precisely and to generate hypotheses for the upcoming study.

False

Do-it-yourself (DIY) research, which has been called the "socialization" of marketing research, is considered one of the most important emerging trends for client-side marketing research departments.

False

Exploratory research does not allow the researcher to investigate whatever sources he or she identifies to gain an understanding of the problem at hand.

False

Firms are interested in using data from discontinuous panels because they can gain insight into changes in consumers' attitudes and behaviors.

False

Full-service supplier firms have the ability to define the problem, specify the research design, collect and analyze the data. However, the client prepares the final report.

False

Given the large amounts of data available, researchers need to be more tactical than strategic about their use.

False

If you want to change your GPA (independent variable), you must change certain dependent variables such as amount of time devoted to study, class attendance, reading your text, and listening while in class.

False

In almost all cases, the research process is made up of 11 definite and clearly defined steps.

False

Marketing professors at colleges and universities and other not-for- profit organizations, such as the Marketing Science Institute, often conduct applied research and publish their results in journals such as the Journal of Marketing Research or the Journal of Marketing.

False

Once a researcher knows the basic research design, a series of advance decisions may or may not be made to form a framework for the development of the research project.

False

One common category of objective is to measure the state of a variable of interest for sale, purchase, or investment (for example, level of brand loyalty).

False

One of the shortcomings of exploratory research is that it cannot help to define terms and concepts.

False

Only information collected on consumers is considered marketing research. Research collected on other groups or topics such as distribution channels, competitors, pricing, or products is not considered marketing research.

False

Outsourcing is the practice of obtaining services or ideas by asking for assistance from large groups of people, generally online communities.

False

Supplier-side departments may appear in organizational charts under a variety of names, such as consumer insights, but they serve the basic function of providing information to decision makers.

False

The American Marketing Association's definition of marketing research outlines a twelve-step approach to marketing research.

False

The alternative term to "Request for Proposal" is "Requirement to Bid."

False

The marketing mix is a business philosophy that holds that the key to achieving organizational goals consists of the company being more effective than competitors in creating, delivering, and communicating customer value to its chosen target markets.

False

The need for marketing research arises when managers must make decisions and they have adequate information.

False

The success of a marketing research project depends on properly pinpointing a problem to formulate the situation analysis.

False

The timing of social media monitoring usually does not vary. It is almost always focused on one period to solve a particular problem.

False

When firms make the right decisions, they produce products and services that their target markets perceive as having value. That value translates into sales, profits, and a negative ROI.

False

While associations have attempted to set professional rules, standards, and codes of ethical conduct, most have not been proactive in maintaining and updating these standards.

False

What does "frugging" refer to?

Fundraising under the guise of a survey

In medium-size and smaller firms, the responsibilities of those in the market research department are primarily:

Helping others in the firm know when to do research and in finding the right supplier firm to help conduct marketing research.

A great deal of marketing research is conducted to determine the size of various market segments. Not only are managers interested in knowing the size of a market segment but also:

If that segment is growing or shrinking and how well competitors are fulfilling the wants and needs of that segment.

Level of advertising expenditure, type of advertising appeal (humor, prestige), display location, placement of website ads, method of compensating salespersons, price, and type of product are examples of:

Independent variables

What is the main advantage of the ACS?

It provides data annually instead of once every 10 years.

The appeal of do-it-yourself research has to do with:

Its cost effectiveness and increasing availability of marketing research tools.

Which of the following is NOT a subsystem of a management information system?

Manufacturing information system

Geodemographics is the term used to describe the classification of geographic areas in terms of the socioeconomic characteristics of their inhabitants. The term geodemographics is associated with what type of research application?

Packaged information

Firms have strategies in many areas other than marketing. Financial strategy, production strategy, and technology strategy, for example, may be key components of a firm's overall strategic plan. Strategy is another name for:

Planning

A retailer wants to understand the consequences of an increase in sales by baby boomers and a decrease in sales by millennials during the past 12 months. This is an example of:

Problem Statement

Social media have a number of strengths as a source of marketing research data. Which of the following is NOT considered one of those strengths?

Relatively inexpensive to access data

Which of the following does NOT represent the maintenance of marketing research integrity?

Research companies may withhold damaging client data.

________ need to be very clear, since they will determine the methods used and the content of the measurement instrument.

Research objectives

Researchers realize that, when they are formulating their research objectives, the information requested of respondents must be worded using the:

Respondent's frame of reference

Which of the following is NOT an example of external secondary data?

Salesforce.com sales data

What term describes how each sample element is to be drawn from the total population?

Sample plan

The core of exploratory research is often an analysis of:

Secondary data

There are several distinct advantages of using secondary data. Which is NOT an advantage?

Secondary data may be obtained in any form desired.

If we think of actions as strategies, what actions are required to satisfy the wants and needs of a market?

Selecting a target market and designing a marketing mix

One of the fastest-growing areas of marketing research involves the organization and analysis of:

Social media data

The general manager of a jewelry store would like to allocate radio ad dollars to the three markets in which the store has locations. The manager's review of secondary data shows that retail sales of jewelry are available by radio market area. Allotting the radio budget based on the percentage of sales in a given market would be an excellent way to:

Solve the manager's problem and satisfy the research objective.

Marketing research can also be used to generate, refine, and evaluate a potential marketing action. In this context, actions may be thought of as:

Strategies, campaigns, programs, or tactics

What types of studies do descriptive research studies include?

Studies that need answers to who, what, when, where, and how questions

Firms sometimes hire an outside marketing research company to conduct its research. This is referred to as:

Supply-side research

Retailers who purchase Nielsen's tracking data for their category get up-to-date information about what brands are selling at which retailers at the SKU level, and learn what their competitors are selling. The tracking studies are examples of:

Syndicated services

Several firms flood a test market with sales promotions when they know a competitor is test-marketing a product. This is an example of:

Test market sabotage.

The service-oriented logic as a marketing philosophy implies:

That to successfully practice marketing in today's environment, marketers require more and better access to information.

One of the most compelling challenges for the marketing research industry is finding individuals who combine tech savviness and analytical skills with:

The ability to synthesize data and present it in a compelling way.

Syndicated data has several advantages. Of the following, which is NOT a key advantage of syndicated data?

The client has control over which data are to be collected.

Most reputable organizations that provide secondary data also provide detailed information on which of the following?

Their data collection methods

Which of the following is NOT a use for exploratory research?

To confirm hypotheses

According to the American Marketing Association (AMA), what is the function of marketing research?

To link the consumer to the marketer

One of the keys to successful proposals is:

To provide a comprehensive background of the problem and proposed methods.

Although costs for marketing research are readily estimated, it is much more difficult to estimate the value research is likely to add.

True

By the late 1950s and 1960s, marketing research was seen as indispensable for companies to track consumption changes in increasingly expanding markets.

True

Firms specializing in different types of industries, such as airline, sports, or pharmaceuticals would be examples of limited-service supplier firms.

True

IBIS World predicts that the number of employees in the marketing research industry will expand at an average annual rate of 2.1% through 2020, with wages predicted to increase at an average annual rate of 2.5%.

True

In a recent survey by Quirk's, fully half of marketing research clients stated that they have had trouble with research suppliers who "did not take time to understand our business."

True

Knowledge of the needed research design allows advance planning so that the project may be conducted in less time and typically at a cost savings due to efficiencies gained in preplanning.

True

Once the problem definition and research objectives development process have been formulated, it may be useful to determine action standards.

True

Organization of the data from social media should be flexible and allow for diverse forms of media.

True

Quirk's Marketing Research Media maintains a directory of colleges and universities that offer certificates, concentrations, programs, or degrees in marketing research.

True

Research proposals take many hours of work and thought. The details may contain proprietary details of proposed methods, approaches, and cost structures.

True

Several online information service companies, such as Lexis-Nexis, provide marketing intelligence. The use of Lexis-Nexis focuses on bringing in information generated outside the firm. This information would rest in the marketing intelligence system.

True

The Council of American Survey Research Organizations (CASRO). offers an online guide, "What Survey Participants Need to Know," to provide the public with information about the conduct and use of survey research.

True

The alternative term for continuous panels is omnibus panels.

True

The methodologies necessary to analyze the data from social media websites, the Internet of Things (IoT) and new kinds of syndicated data have the potential to provide valuable insights, but are not easy to develop and learn.

True

The process that provides procedures for devising an experimental setting-such that a change in a dependent variable may be attributed solely to the change in the independent variable-is called experimental design.

True

The research firm MSR Group conducted a rolling tracking study measuring drivers of bank customer satisfaction. The nationwide study allows banks to identify factors that determine advocates and loyal, at-risk, and critical customer relationships. This is an example of monitoring marketing performance.

True

There is an increasing demand that marketing researchers provide simple and straightforward reports that "tell a story" rather than give clients lengthy, complex documents.

True

Three professional organizations publish industry resources and provide a better understanding of the many different types of research firms and their specialties. The three organizations are GreenBook, MRA's Blue Book, and Quirk's.

True

When managers must make decisions and they have inadequate information, this signals the need for marketing research.

True

When the ratio of negative to positive comments on social media about the new Diet Pepsi was worse than is usually found with new products, PepsiCo conducted causal research to understand their consumers' behavior.

True

What is the term for any information that is created by users of online systems and intended to be shared with others?

User-generated data

________ is sometimes used interchangeably with the term construct.

Variable

The Internet of Things offers real promise for greater ________ and exciting applications for the future.

automation of marketing research

The role of the MIS is to ________ to the decision makers in a form and at a time when they can use it for decision making.

determine decision makers' information needs, acquire the needed information, and distribute that information

The ________ is defined as a set of procedures and sources used by managers to obtain everyday information about pertinent developments in the environment.

marketing intelligence system

Improving our understanding of ________ entails conducting research to expand our knowledge of marketing.

the marketing process