MKT Research and Analysis test 1

_____ is used to screen new, revised, or repositioned ideas.

Concept testing

Campbell's Soup is considering launching a new gumbo product and is testing different recipes with consumers before full commercialization. What type of research is Campbell's using to determine which soup consumers will like the best?

applied marketing research

_____ involves specifying relationships between two or more variables, perhaps extending to the development of descriptive or predictive equations.

Model building

When Nike discovered an 80 percent recognition of its logo with consumers who typically spend at least $100 on athletic shoes, this was an example of which type of research?

promotion research

In which type of technology does the consumer request information from a Web page and the browser then determines a response?

pull technology

Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called _____.

quantitative marketing research

When the researcher has only one or a small number of research objectives that can be addressed in a single study, that study is referred to as a _____.

research project

The _____ is a written statement of the research design emphasizing what the research will accomplish.

research proposal

Which of the following involves any procedure that draws conclusions based on measurements of a portion of the entire population?

sampling

Accumulated records resulting form point-of-sale data recordings are known as _____

scanner data

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

When Subway Sandwiches uses secondary data to determine the best location for its franchise outlets, this is an example of _____.

site analysis

Over the past two years, food prices have been increasing. This is an example of a(n) _____.

symptom

When drivers are unaware that a machine is recording how many cars pass a certain intersection that is being considered for a site for a new Wendy's franchise, this is an example of a(n) _____.

unobtrusive method

Asking the decision maker to explain exactly what certain phrases or terms mean is which dimension of probing?

clarification

When consumers in a focus group session are presented with a written description of a possible new product and are asked what they would be willing to pay for such a product, this is an example of which of the following?

concept test

Which of the following seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward competing products?

diagnostic analysis

The written set of guidelines that describes an outline of topics to be covered by a focus group moderator is called a _____.

discussion guide

When Pottery Barn conducted research to determine which products it should offer to customers over the Internet, this was an example of which type of research

distribution research

When a researcher collects data to test the hypothesis that consumers will be more satisfied if a business offers compensation after the consumer complains, we say that _____ testing is being conducted.

empirical

A researcher for Kraft is searching sales data from the corporation's Intranet. He's able to use a search engine similar to Google, but he is not searching the entire Internet. This type of search is called a(n) _____ search.

enterprise

When a marketing manager reads publications like The Wall Street Journal and BloombergBusinessweek to try to determine changes in consumer behavior, this is a form of _____,

environmental scanning

All of the following are examples of exploratory research techniques EXCEPT _____

experimentation

What type of research is being conducted to answer the question: "Would this target market be interested in this type of new product?"

exploratory research

A type of informal, "continuous" focus group established as an Internet blog for the purpose of collecting qualitative data from participants is referred to as a _____.

focus blog

Harold is conducting marketing research to determine what consumer segment his company should serve with its services. Which function is this marketing research serving?

foundational

Amie has an app on her iPhone that allows her to check in with her friends when she goes out. Her friends see this information on her Facebook page and on their phones. This type of technology is a(n) _____.

geolocation technology

Which of the following is an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him- or herself?

hermeneutics

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

identifying and evaluating market opportunities

Ensuring that all promotional efforts, such as advertising, public relations, personal selling, and so forth, are coordinated to communicate a consistent image is the basic tenet underlying _____

integrated marketing communications

Secondary data that originate inside the organization are called _____.

internal data

An organization's inventory figures are a good example of

internal records

A(n) _____ searches through the Internet almost instantly looking for content containing specific words

keyword search

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

making results publicly available

Which of the following is a subset of data and information that actually has some explanatory power enabling effective decisions to be made?

market intelligence

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

Watson, a computer developed by IBM that beat humans on the television game-show Jeopardy, uses artificial intelligence that mimics the way the human brain processes information. This artificial intelligence is called _____

neural networks

A version of the TAT that uses a cartoon drawing in which the respondent suggests a dialog in which the characters might engage is called _____.

picture frustration

Which of the following refers to a small-scale study in which the results are only preliminary and intended only to assist in design of a subsequent study?

pretest

Which aspect of the marketing mix is represented by the value that a consumer places on a good when this consumer purchases that good?

price

Asking target market members to compare the performance of a prototype of a possible new product to the performance of a competitor's product is an example of which type of research?

product testing

_____ is an interview technique that tries to draw deeper and more elaborate explanations from a respondent.

Probing

The practice of using databases to promote one-to-one relationships with customers and create precisely targeted promotions is called _____

database marketing

Consumer research conducted in the United States indicates that many consumers consider the country of origin when purchasing products, and consumers tend to prefer products that are made in the U.S.A. To determine if consumers in other countries are partial to their own country's products, what must be done before the empirical findings from the research conducted among U.S. consumers also exist and behave similarly in another culture?

cultural cross-validation

When Wal-Mart transmits information electronically each day to Wrangler jeans about unit sales of this product in its retail outlets so that Wrangler can replenish Wal-Mart's inventory on an as-needed basis, this is an example of _____

customer relationship management (CRM) system

LEXIS-NEXIS is a company that puts together consortia of data sources into packages that are offered to municipal, corporate, and university libraries for a fee. LEXIS-NEXIS is an example of a

data wholesaler