Midterm 1

Best Buy is expanding internationally, but the managers are concerned that the need to better understand a foreign market before entering it. The company has conducted research in-house in the United States, but it doesn't really have the capacity to conduct this type of research in other countries. Which of the following is the best reason for hiring an outside agency for this purpose?

An outside agency may have local expertise allowing it to specialize in a foreign market

Sofia has noticed that when the economy is strong, sales at her retail store rise. This is an example of _______.

Concomitant variation

What do we call the telemarketing practices that are under the guise of research with an intention to promote a particular point of view?

Push Polls

When a marketing manager is trying to decide whether a new product launch decision should be postponed until some additional marketing research can be conducted, which of the following questions should this manager ask himself or herself?

Will the payoff from the research be worth the expenditures for research?Will the information gained by marketing research improve the quality of the marketing decision of the marketing decision enough to warrant the expenditure?Is the proposed research expenditure the best use of the available funds?

A formal, logical explanation of some events that includes descriptions of how things relate to one another is called a(n) ______.

theory

Which of the following are two types of marketing research based on the specificity of its purpose?

basic and applied

Which term is used to refer to the entity for whom research services are being performed?

client

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

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

empirical testing

A(n) ______ is like an Internet search but focuses on data within the organization's internal network.

enterprise search

Companies, such as Kraft and Proctor &Gamble, invite customers to discuss ways to make their products better or share ideas for new products that may be a potential business opportunities. What type of research is this?

exploratory

Tracking monthly sales trends over the past year is an example of which objective for secondary data analysis?

fact-finding

A statement such as: "Consumers with more favorable attitudes toward an advertisement will exhibit more favorable attitudes toward the brand advertised: is an example of a _____.

hypothesis

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

identifying and evaluating market opportunities

All of the following are important aspects of the marketing research process EXCEPT:

making results publicly availible

Many retailers mine the databases provided by checkout scanners to identify coinciding purchases or relationships between products purchased and other retail shopping information. This type of analysis is referred to as ______.

market-basket analysis

A(n) ______ is a marketing research supplier that provides standardized information for many clients in return for a fee.

syndicated service

Many companies use powerful computers to dig through volumes of data to discover patterns about their customers and products. This activity is called ______.

data mining

L.L. Bean is a retailer best-known for direct marketing through catalogs and the Internet. Laurie purchased from the retailer quite frequently, but since her daughter started college she hasn't had much disposable income and stopped ordering merchandise. The elapsed time since her last purchase triggered an offer for $20 off her next purchase from the retailer. This is an example of ______.

database marketing

The session in which research subjects are fully informed and provided a chance to ask any question that they may have about the experiment is called a _____.

debriefing session

The first stage of the marketing research process is _____.

defining the research objectives.

In research conducted for a specific client, research objectives are often referred to as _____.

deliverables

All of the following are advantages of in-house research EXCEPT ______.

more objectivity.

An employee who pretends to be a customer in order to observe the sales behavior of a clerk cosmetics counter in a department store is called a(n) ______.

mystery shopper

Which of the following is NOT a problem a marketing research director typically faces.

often does not have the tools available to conduct research properly.

Companies like Apple and Lego constantly monitor social networks and general internet communications for positive and negative mentions of their brands. This is an example of

online sentiment analysis

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

pilot study

_____ and _____ are the most common forms of performance-monitoring research.

sales analysis;market share analysis

The process of predicting sales total over a specific time period is called ______.

sales forecasting

Which of the following refers to the way researchers go about using knowledge and evidence to reach objective conclusions about the real world?

scientific method