marketing principles

A situation analysis should be conducted in which of the following circumstances?

A client seeks help in properly defining the problem.

A subset of the population is:

A sample.

An example of basic research is:

A winery needs to understand more about exporting wine.

A respondent accesses an online questionnaire, registers responses to the questions, and typically clicks on a "Submit" button at the end of the questionnaire. These activities enable the software to:

Capture data in real-time.

An incident of adulterated milk in China in 2008 that led to the death of six infants and the illness of hundreds of thousands of other babies has been studied to prevent other disasters from occurring through supply chain management. What type of research technique does this describe?

Case analysis

An outside research firm guarantees distribution of a product that pre-specified types and numbers of distributors. This is an example of what type of test market?

Controlled test markets

A busy pedestrian area or a shopping mall, as the sample frame from which to intercept potential respondents, would represent what type of nonprobability sampling method?

Convenience sampling

A research company performing a mall intercept study would be an example of the use of what type of sampling method?

Convenience sampling

A questionnaire is the vehicle used to present the questions the researcher desires respondents to answer. Of the following, which is not one of the functions a questionnaire fulfills?

Creates basis for statistical significance

A manager considers which actions may resolve the problem. Actions such as price changes, product modification or improvement, promotion of any kind, and adjustments in channels of distribution are examples of:

Decision alternatives.

Action standards provide a path for:

Decision-making.

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

As part of the research process, researchers develop a goal-oriented statement or question that specifies what information is needed to solve a problem. This is called:

Establishing research objectives

A medical device company developing a cardiac device surveys well-known cardiac surgeons with subject matter knowledge about the problem the device company is trying to solve. This is an example of:

Experience research.

A small family-owned jeweler experiences more than a 20 percent decline in sales. The owners do not know what the problem is. The research design they should use is:

Exploratory.

A variable that exerts influence on the dependent variable but is not an independent variable is a(n):

Extraneous variable.

A research objective should specify:

From whom information is to be gathered.

Companies find and identify opportunities in varying ways. Which of the following does NOT represent a proactive way of finding and identifying opportunities?

Having an opportunity fall into the company's lap

Computer-administered surveys provide a variety of advantages. Which of the following is NOT one of those advantages?

High qualification rates of respondents

Identification of problems is challenging. What portion of an MIS system would make managers aware of promotions that are cannibalizing other products or indicate which geographical regions are responding or not responding to promotions?

Identification of problems is challenging. What portion of an MIS system would make managers aware of promotions that are cannibalizing other products or indicate which geographical regions are responding or not responding to promotions?

High gasoline prices and concerns about fossil emissions bothered consumers, so Toyota developed the Prius. This is an example of what use of marketing research?

Identifying marketing opportunities and problems

Completely automated telephone surveys (CATS) have been successfully used in all of the following situations EXCEPT for:

In-store product tests.

In order to create the right strategies for decision-making, managers must have objective, accurate, and timely:

Information.

For many years, the marketing concept has been recognized as the "right philosophy" because:

It always focuses on the consumer.

A disadvantage of the mall-intercept survey is

Mall shoppers may not be representative of the target market population.

As more and more respondents have access to the Internet, online surveys, a form of computer-administered surveys, are often combined with some other method, such as telephone surveying, a form of person-administered surveying. This is an example of what type of survey?

Mixed-mode survey

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

Chobani launched a campaign, called "The Break You Make," in 2015 to increase awareness of the Chobani Flip, an afternoon snack yogurt. Research determined that the campaign was very successful, with sales of Chobani Flip up 300% over the previous year. The main use of this type of research would be related to:

Promotion research.

A fine jeweler may require that the final sample is 75 percent female and 25 percent male because they understand that the customer base is primarily female with a smaller percentage of males. In this instance, a researcher would use which type of sampling method?

Quota sampling

An actual number of purchases in a certain time period, dollars spent, miles traveled, number of children in the household, or years of college education are examples of:

Ratio scale.

Identifying information sources and types is an important part of the research process because:

Research provides information to help solve problems.

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

Cluster sampling is desirable when:

Similar clusters can be easily identified.

A firm wants to test the marketing mix or product variables through the company's normal distribution channels. What type of test marketing should be used?

Standard test markets

A ________ is easily recognized, as it has numbers that range from a minus end to a corresponding plus end, with or without a zero as the midpoint.

Stapel scale

An application for a radio license with the FCC is due in six weeks, and a listenership study of other stations in the area must be conducted. Which would be the preferred method of data collection?

Telephone survey

According to the American Marketing Association, which of the following is the primary use of marketing research?

To identify and define marketing opportunities and problems

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

To link the consumer to the marketer

Inspecting some relevant characteristics of the sample (such as distribution of males and females, age ranges, etc.) to judge how well it matches the known distribution of these characteristics in the population is known as:

Validating the sample.

n ________, the selection of the place and, consequently, prospective respondents is subjective rather than objective.

convenience sampling

Brand-switching studies can be invaluable to brand managers because ________ that show changes in market shares between several brands can be misleading.

cross-sectional studies

A situation analysis is a form of ________ undertaken to gather background information and data that may be helpful in properly defining the problem decision.

exploratory research

Because one of the major reasons for conducting a test market is to achieve ________, the test-market city should be representative of the marketing territory in which the product will ultimately be distributed.

external validity

A group self-administered survey entails administering a questionnaire to respondents in groups rather than individually:

for convenience and to gain economies of scale.

Attention should be given to placing the questions developed ________ to ease respondent participation.

into a logical sequence

A ________ is a structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

marketing information system

A researcher seeks to ________, which is defined as the ability of a question's wording or format to influence respondents' answers.

minimize question bias

Because there is reluctance worldwide to take part in surveys and in combination with technological advances, ________ have become a viable and popular means of data collection.

panel companies

A ________ recruits large numbers of potential respondents who agree to take part in surveys for compensation.

panel company

A ________ involves conducting a dry run of the survey on a small, representative set of respondents to reveal questionnaire errors before the survey is launched.

pre-test

A tractable and more sophisticated application of simple random sampling is to use computer-generated numbers based on the concept of ________, which are numbers whose chance nature is assured.

random numbers

A ________ is a master source of sample units in the population.

sample frame

Because many marketing stimuli have meanings, mental associations, or connotations, the ________ works well when the marketing researcher is attempting to determine brand, store, or other images.

semantic differential scale

A specialized interval scale format that has sprung directly from the problem of translating a person's qualitative judgments into metric estimates is the:

semantic differential scale.

Compared to observation or other qualitative methods, ________ allow the collection of significant amounts of data in a systematic, economical, and efficient manner, and they typically involve large sample sizes.

survey methods

A procedure for ensuring that ________ is experimental design.

the change in the dependent variable may be solely attributed to the change in the independent variable

Another variation of the self-administered survey is the drop-off survey, which must be self-explanatory because:

the surveys are left with the respondents, who fill them out without assistance.

"Now, I would like to ask you a few questions about your TV viewing habits" is an example of a(n):

transition question.

A stratified sample may require the calculation of ________ to achieve accuracy.

weighted mean