Market research

Descriptive research studies are conducted to:

answer who, what, when, where, and how questions.

Primary research is ______.

original research

Determining the value consumers perceive in new products is a primary objective of:

pricing research.

Each is part of the research plan, except ______.

study conclusions

Which of the following is the best definition of marketing research? Marketing research is:

the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.

In which of the following situations should exploratory research be used?

to define terms

Based on the AMA's definition of marketing research, which of the following is NOT one of the uses of marketing research?

to solve general, not specific, marketing problems

This methodology involves researchers secretly acting as consumers in order to gather data on the customer experience.

Mystery shopping

This methodology is used for giving insight into the real consumer decision making process, how to improve customer service interactions, as well as retail design/layouts.

Observational research

Who conducts market research?

On-staff research experts, mix of on-staff and external resources, and external research firm

True or False: Primary data can be either quantitative or qualitative.

True

True or False: Secondary research can be exploratory.

True

Causal research ______.

aims to determine if changes in one variable impacts changes in another variable

All of the following are disadvantages to secondary research, except that ______.

all of these are disadvantages

Consumers create a great deal of information through blogs, discussion boards, forums, user groups and the like. This information is valuable to companies and would be called:

consumer generated media

True or False: Secondary research is typically conducted before primary research.

true

Small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem can be categorized under which type of research design?

exploratory research

A research objective should specify:

from whom information is to be gathered.

Which of the following is an objective of research? a. all of the above b. to test hypotheses that specify the relationships between two or more variables (for example, level of advertising and brand loyalty) c. none of the above d. to gain background information and to develop hypotheses e. to measure the state of a variable of interest (for example, level of brand loyalty)

A. all of the above.

Which of the following is most true about research designs? a. None of the above is true. b. It may be that only exploitive research design is appropriate for a given project. c. They follow one another in a step-by-step fashion. d. Exploitive designs must always follow competitive designs. e. All designs should include at least some exhaustive research.

A. none of the above is true

If the research objective is to gain background information, it is likely that the most appropriate research design would be:

Exploratory

Research plans are only used when a company hires a research consulting firm.

False

True or False: If the cost of the research effort exceeds the estimated benefit of the decision, research is most likely warranted.

False

True or False: It is important to interject the researcher's opinions throughout the body of a secondary research report.

False

Each is a necessary component of a secondary research report, except ______. a. the research objective b. conclusions and recommendations c. a works cited page d. the survey tool used

Survey tool used

What makes environmental scanning different from other forms of secondary research?

There is no specific research objective

Secondary data can be either qualitative or quantitative.

True

Focus groups are ______.

a primary qualitative method

Research questions ______.

are detailed and tactical in nature and help flesh out the overarching research objective

Psychographics are ______.

attitudes and behaviors of the target consumer

Geodemographic segmentation can be useful for each of the following, except ______. a. for examining the viability of opening a new location b. when identifying weaknesses of a current product c. for how to attract and communicate with targeted clusters d. in cases whether or not it make sense to advertise in a particular area

b.

Which of the following secondary information sources provides a baseline of data every 10 years?

census of the population

Demographics are ______.

statistics that describe target consumers' attributes

The research objective ______.

declares the purpose of conducting the research

A boat manufacturer wishes to use secondary data to locate cities that may offer good market potential for its yachts. It needs cities with average incomes exceeding $75,000. However, the secondary information source found the income category of $50,000 and over. This represents:

differing class definitions of the data.

Sources of external secondary research include each of the following, except ______.

existing customer survey results

Secondary research is ______.

existing research

Internal secondary research involves ______.

existing research gathered within a researcher's own company

Which of the following is not an advantage to hiring an external research consultancy versus conducting research in-house?

generally cheaper

Which of the following secondary data sources represents an ethical issue in terms of customer privacy issues?

internal databases

Each of the following is an advantage to secondary research, except that it ______.

is generally more accurate than conducting primary research

Exploratory research ______.

is used to discover new ideas or brainstorm solutions

Secondary research is typically ______ and ______ compared to primary research.

less costly; quicker to obtain

A panel of respondents is often used in which type of study?

longitudinal

Abe would like to identify a location for a new unit of his franchised fast-food restaurant chain. He orders an evaluation of several city blocks from a marketing research firm. The research firm will determine the population, population growth, income, and other important demographic information for the defined geographical area. The research company will be performing:

market research.

Which of the following refers to applying marketing research to a specific geographical marketing area?

market research.

A researcher presenting secondary data as if it were primary data collected by the researcher is an egregious example of an ethical lapse in what area of sensitivity in planning research design?

recommending a more costly design than is needed

Appropriate methods for conducting exploratory research would include:

secondary data analysis.

External secondary data may be grouped into which three sources?

published, syndicated services data, and databases