Marketing Research (Test 1)

To verify that empirical findings from one culture also exist and behave similarly in another culture is referred to as __________

Culturally cross-validate

A researcher can rely on a variety of sources for internal secondary data listed below EXCEPT:

Customer complaints on Twitter

Which strategic management orientation relies heavily on marketing research involving consumer attitudes, beliefs, and desires?

Customer oriented

The process of developing and deciding among alternative ways of resolving a problem or choosing from among alternative opportunities is referred to as ____________

Decision making

Researchers who compile research reports for consulting clients use the term ___________ to describe research objectives in terms of how the research project will address research questions.

Deliverables

A one-on-one interview between a professional researcher and a research respondent is also called _____

Depth interview

Systems Inc. is scheduled to launch its new software application in the next two weeks. Tim would like to hire a marketing research company to study the market situation prior to the launch. The market research company needs four weeks to complete the research project and deliver comprehensive results. Therefore, Tim decides against hiring the research company and goes ahead with the scheduled launch without further research. What factor is the determinant of the need for marketing research in Tim' situation?

Time constraints

In comparison to qualitative research, quantitative research involves all of the following EXCEPT

Exploratory research designs

______ are facts observed, recorded, and stored by an entity outside of the researcher's organization

External data

Identifying Web traffic, tracking trends, and compiling consumption patterns are all examples of ________

Fact-finding

A researcher has invited a group of five participants to discuss their current shopping preferences when going grocery shopping. By preparing an outline of questions to encourage a dialogue among participants, the researcher hopes to uncover some new and valuable insights about grocery shopping preferences. The researcher administered a ___________.

Focus group interview

Focus group interviews have multiple advantages, such as:

Gain multiple perspectives simultaneously

Which of the following is true regarding global marketing research:

Global business first requires an understanding of the nature of the particular markets.

The external secondary data source that is the leader in making secondary data available on the Internet is _____

Government

The final sampling decision a researcher must make is:

How to select sampling units?

Researchers formulate theory driven formal statements that explain specific outcomes referred to as _____________

Hypothesis

Researchers must often decide what type of research to use for a particular research project. While many different factors might influence this decision, the general rule states: The _________ specific the research objective, the __________ likely qualitative research will be used.

Less; more

Step four of the Market Research Process involves the collection of data. What is the primary goal during this step?

Minimize error

The second general objective of secondary research is _____________, which involves the specification of relationships between variables and the development of analytics.

Model building

Marketing research generally follows six steps as part of the marketing research process. After planning a research design, a researcher's next step in the research process is:

Plan a sample

What type of research often uses test markets to address the question how consumers will respond to new product offered to different price points?

Pricing research

The primary barriers to scientific decisions are:

Time, money, affect

Which of the answer choices is not one of the potential external secondary data sources researchers can draw from in their research studies?

Service records

Managers need to carefully monitor ________ as indicators of potential __________ which could negatively impact firm performance.

Symptoms; market problems

Marketing research involves the application of the scientific method while studying a marketing phenomenon. The inclusion of the scientific method in the marketing research process emphasizes:

The generated results should be objective.

Which of the following statement about theory is NOT TRUE?

Theory is only relevant to basic marketing research

Numerous advantages are associated with utilizing secondary data in research studies EXCEPT:

US based data

25. Why do businesses continue to express a greater demand for single-source data?

Websites turn companies into global business with global consumers.

In addition to discovering new insights, another major goal of qualitative marketing research is

discover meanings

Researchers need to carefully consider if secondary data can be utilized in their research study to satisfy their research need because:

diverging units of measurement might have been used.

All of the following questions are relevant to marketing managers in determining if marketing research is needed EXCEPT:

s there sufficient time to start the research before decisions will have to be made?

Considering that marketing is a behavioral science, which one of the degrees of causality is marketing researchers least likely to establish?

Absolute

____________ marketing research is relatively specific and focuses on solving a particular issue of one single company

Applied

Marketing researchers contribute to decision making in several key ways EXCEPT:

Assess how well a marketing reality describes marketing theory

Considering that the scientific method is applicable to basic and applied marketing research, the results of these research studies should always:

. Expand knowledge base for the marketing discipline and facilitate decision making

__________ is the proposed cause that the researcher controls by altering its value.

. Experimental variable

A company selling healthy snacks is interested in finding out if their current name is appropriate for their new line of high-protein cookies. The CEO of the company has hired a marketing research firm to conduct a study to answer this specific research question. What type of research will the marketing research firm implement?

. Product research

As internationalization of marketing __________, the demand of marketing research ____________.

. increases; increases

Carla is interested in studying how different types of music in a retail environment influence consumer purchase behavior. Carla is conducting what type of research?

Basic

The final section of a focus group discussion guide includes what type of question?

Bottom-line question

___________ indirect means of questioning enabling respondents to project beliefs and feelings onto a third party, an inanimate object, or a task situation.

Projective technique

Within the field of digital marketing, consumers are often creators of important data researchers use in marketing research projects. Examples of this consumer created data include:

a. Online product reviews. b. Likes on Instagram. c. Twitter posts. d. All of these are correct.

In relationship marketing, a sale is viewed as ________

the beginning of a customer relationship

Every month Felicity browses through Business Insider and Forbes to keep track of any new developments or trends in consumer behavior. While the articles are not research publications, it does help her to get a feel of what is going on in the industry. What behavior is Felicity engaging in?

Environmental scanning

The major categories of qualitative research include all of the following EXCEPT:

Essays

___________ represents ways of studying cultures through methods that involve becoming highly active within that culture.

Ethnography

The second step of developing and implementing a successful marketing strategy involves:

Evaluate market segments and determine target markets.

Which one of research designs is most suitable for new product development research projects?

Exploratory

A decision situation that includes many noticeable symptoms that all point towards a single problem is characterized as:

High certainty and problem-focused

All of the following key questions can provide meaningful information to the company EXCEPT?

How do consumers touch our brand>

What factor is NOT a determinant of the need for marketing research?

Inferiority of data

Loyalty programs, coupons, and premiums all belong to what type of research area?

Promotion research

Secondary data owned and controlled by a company is called ___________.

Proprietary data

Lucy has collected Twitter posts and compiled these posts in a large spreadsheet. She will analyze the posts as part of her research project to determine if men and women react differently to companies publicly apologizing on Twitter. Lucy has collected what type of data?

Qualitative data

In contrast to descriptive and causal research designs, exploratory research designs do not heavily rely on _____________ since it involves assigning numeric values in an ordered and meaningful way.

Quantitative data

__________ addresses research objectives through empirical assessments that involve numerical measurement and analytical approaches.

Quantitative research

When a researcher uses data in their research study that have been previously collected for some purpose other than the one at hand the research relies on __

Secondary data

Researchers often engage in probing during interviews to receive more elaborate explanations from participants. Some useful probing techniques include:

Contrast, pause, meaning

Which international database contains a tremendous amount of data useful in a preliminary assessment of foreign market potential; for example, countries facts?

CIA's World Factbook

One essential step in collecting secondary data is to ensure reliability and validity in the dataset. Therefore, Miguel has been comparing various publicly available databases on automobile sales trends to identify similarities and differences in the secondary datasets. This process is known as ____________.

Cross-checks

As part of Jim's responsibilities as marketing analyst, he needs to consolidate Universal Product Codes (UPC) data from various regions and retailers his company receives with other purchase behavior, consumption pattern, and attitude data. These big datasets are part of the main revenue stream of the company. What type of external secondary data source is Jim's company selling to researchers or other companies?

Commercial source

Mia is participating in an exploratory research study during which she tries out a new type of chocolate and then provides detailed comments about the product innovation. Mia participated in:

Concept testing

Diana has noticed that when the sun shines, she sells more yellow t-shirts in her clothing boutique. This exemplifies _________.

Concomitant variation

As a marketing manager, Megan carefully reviews all marketing tactics and tools to make sure that a consistent message is being communicated. Consistency across all marketing efforts is an essential goal of her company. What strategic orientation does Megan's company implement?

Consumer orientation

___________ is the application of computation, summarizing, and reasoning to understand the gathered information

Data analysis

Maggi is comparing advertising costs across different print media outlets. Some print media report average ad expenses per month, while others report expenses per year. To be able to better compare her different options, Maggi takes the annual expenses and divides them by twelve to get a monthly average. Maggi is conducting ______________.

Data transformation

Customer relationship management (CRM) systems are often utilized in _____________ since it focuses on developing one-to-one relationships by targeting specific customers with individualized promotions.

Database marketing

__________ research addresses who, what, when, where, why, and how questions.

Descriptive

The three different types of research designs that can be implemented in the marketing research process are:

Descriptive, Exploratory, Causal

In preparation for the qualitative component of the next research project, Jason is creating an outline consisting of introductory comments to inform participants about the focus of the group, the rules during the session, and major topics as well as questions. Jason just prepared _____________.

Discussion guide

A company is trying to determine if a new retail location should be opened or an online platform should be designed to increase overall sales. To answer this type of research question the company needs to engage in _____________.

Distribution research

The sixth step in the marketing research process is _____________.

Drawing a conclusion and preparing a report

__________ search driven by an Internet type search engine that focuses on data within an organization's internal network.

Enterprise search

Researchers should consider all of these potential drawbacks of causal research prior to implementing this research design EXCEPT

It is time efficient and quickly administered

After conducting a research study, Sharon identifies consumers between the ages of 35 to 45 as an underserved market segment. This market segment represents a _________ for Sharon's company.

Market opportunity

_____________ is the observation and analysis of trends in industry volume and brand share over time.

Market tracking

A marketing manager asking the question "Is the decision of considerable strategic or tactical importance?" prior to conducting research is checking which of the determinants of the need for marketing research?

Nature of the decision

A form of artificial intelligence in which a computer mimics the way human brains process information and make decisions referred to as _________

Neural networks

Larry is working in the customer relationship department of a major furniture retailer. His job primarily involves responding to negative Twitter posts from dissatisfied customers and addressing these customer complaints. Sometimes Larry also comes across satisfied customer comments, which he likes or shares to keep track of. What type of strategic behavior is Larry engaging in?

Online sentiment analysis

In an effort to create more user friendly software for self-serve cash registers, a major supermarket chain has teamed up with various software and communication companies to share access to data. These different companies have created ____________.

Open-source innovation

To better understand and study dog owners, David joints an online discussion board and group of dog owners. He is actively posting questions, engaging in conversations with other members, and establishing his online dog-owner persona. What type of qualitative research is David engaging in?

Phenomenology

Liz is implementing a small-scale research project to test her research design and sampling approach to make sure her full study does not contain a fatal flaw. Liz is administering a __________.

Pilot study

_________ meaning the same conclusion would be reached based on another researcher's interpretation of the research or by independently duplicating the research procedures.

Replicable

Numerous research studies that come together to address multiple, related research questions are referred to as ___________

Research program

Jessica is using a single marketing research study to understand how the interior color of her store effects overall store sales. Jessica is administering:

Research project

One challenge associated with conducting qualitative research is the interpretation skill needed to analyze the data, which is called ____________

Researcher-dependent

A main advantage of case studies is:

Researchers can study an entire firm in depth.

One common issue in decision making is that causes of problems are often identified by _________ yet decisions are made by _______________

Researchers; upper management

Companies often engage in performance-monitoring research to gain feedback for the evaluation and control of marketing activities. What are the two most common forms of performance-monitoring research?

Sales and marketshare analysis

Theresa, the manager of the local coffee shop, goes through the annual process of estimating annual sales figures for the upcoming year by looking at the store's previous year's sales and market sales. In addition, Theresa looks at economic trends and predictions by experts within the industry. What is the process/tool called that Theresa uses to predict sales?

Sales forecasting

People who drink espresso coffee beverages are _________________________. Espresso coffee beverages taste _________________________________________. The above statements are examples of what qualitative research technique?

Sentence-completion

Diverse types of data offered by a single company that tends to be integrated on the basis of a common variable such as geographic area or store is called _________

Single-source data

Vola Data Inc. collects syndicated databases consisting of a variety of variables such as media usage, lifestyle variables, and demographic characteristics. Researchers and other companies can purchase these data for research projects. What type of data is Vola Data Inc. is collecting?

Single-source data

After a successful first two years of opening her own bakery, Nathalie is gathering data on various areas to identify the best location to open her second bakery. Nathalie is conducting ___________.

Site analysis

___________ is one of the most impactful trends in recent times that is often analyzed with qualitative research tools.

Social networking

Grounded theory is a qualitative research orientation that originated in ________.

Sociology

In comparison to quantitative research, qualitative research involves:

Subjective results

The most common method that researchers use to collect primary data is:

Survey

One way that the development of communication technologies has influenced how marketing researchers are conducting research is:

Using new devices like iPads to display images to respondents

Organizations develop strategic management orientations that guide decision making efforts and strategic positioning. These strategic management orientations can include all of the following EXCEPT:

Value oriented