MKTG 303 - Chapter 10

Which of the following are among the five stages in the marketing research process? (Choose every correct answer.)

- Collecting the data - Analyzing the data - Defining objectives

What are the four broad categories into which marketing analytics tools and methods can be classified? (Choose every correct answer.)

- Descriptive - Active - Predictive - Prescriptive

Which statements are true about marketing analytics?

- It helps firms make appropriate customer-related decisions. - It uses advanced technologies and models to analyze gathered data. - It serves to improve business decision making.

What are the advantages of secondary research? (Choose every correct answer.)

- It saves time in data collection because it is readily available. - It reduces the cost of data collection.

Which of the following are benefits of online focus groups? (Choose every correct answer.)

- No travel needed - Access to a broader range of consumers - Lower costs

Which are goals of descriptive marketing analytics tools? (Choose every correct answer.)

- Organizing and tabulating available data - Presenting data in reports, tables, and charts

Which are standard tools for descriptive marketing analytics? (Choose every correct answer.)

- SPSS and SAS software - Excel spreadsheets - Visualization software

Which characteristics of big data present challenges in carrying out market analytics on big data in data warehouses? (Choose every correct answer.)

- The data come from many different sources. - The data exist in a variety of types and sizes. - The data consist of billions of pieces of customer information.

What are the characteristics of structured questions? (Choose every correct answer.)

- They are closed-ended. - They include specific answers to choose from.

Place the stages of the marketing research process in the correct order, with the FIRST step at the TOP.

1. Defining objectives and needs 2. Designing the research 3. Collecting the data 4. Analyzing data and developing insights 5. Developing and implementing an action plan

What service do online focus group firms offer?

A secure site on which companies can listen to and interact with focus groups

Which of the following are included in marketing research? (Check all that apply.)

- Analyzing data - Interpreting data - Collecting data

Suppose you work in the marketing department of a company and your boss, the marketing manager, asks you to take on a marketing research project. "But I'm not giving you any money for data collection," your boss says. "You can just use secondary data; they can meet all our needs and we can get them for free." Which of the following is the best argument against your boss's decision not to give you any funds for the research?

Secondary data may not be specific enough to meet the needs of the research.

An advantage of secondary data is that, compared to primary data, they _______.

are usually available at a lower cost

When researchers define the objectives and needs of their project, what are they trying to establish?

The problem that needs to be solved

Which of these is not an advantage of secondary data?

They are easy to customize.

The source domains of marketing analytics methods include psychology, sociology, econometrics, and linguistics.

True

An in- _______ _______ is a qualitative research technique in which researchers ask questions in a one-on-one setting, record the answers, and then ask additional questions to clarify a particular issue.

Blank 1: depth Blank 2: interview

The large computer files used to hold big data from such sources as sales transactions, CRM systems, social media, and locational devices are known as a data _______, and the statistical tools for analyzing these data are known as data _______ tools.

Blank 1: warehouse, ware house, wearhouse, wherehouse, warehouses, or ware houses Blank 2: mining or mine

How is information generally gathered in a survey?

Using a questionnaire

_______ are raw numbers, that on their own, have limited value to marketers.

Data

A firm that is considering changing the colors used on its packaging wants to determine the effect of different color schemes on sales. To do so, the firm places three different packages in stores in three different markets. What type of research is this?

Experimental

______ research systematically manipulates one or more variables to determine which variables have a causal effect on another variable.

Experimental

Qualitative research relies on experiments and surveys.

False

True or false: A questionnaire is a research technique that attempts to analyze consumer sentiments based on their social media activity.

False

True or false: Marketing researchers are free to use customer data in any way they need to, as long as the researchers did not collect it.

False

What is a qualitative research technique in which trained researchers ask questions to a few selected participants individually, record the answers, and then ask additional questions if needed for clarification?

In-depth Interview

_______ consists of a set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas.

Marketing research

_______ is a qualitative research method that entails examining purchase and consumption behavior through personal viewing or video camera scrutiny.

Observation

Which of the following is an accurate definition of the term data?

Raw numbers with no intrinsic meaning

The step in the marketing research process that follows research design is _______.

collecting the data

The second step in the marketing research project involves design. In this step, researchers identify the type of ______ needed and work out the type of ______ necessary to collect it.

data; research

The analyst prepares the results to present them to a firm's ______ as a final step in the marketing research process.

decision makers

Observation can be described as ______ through personal viewing or by means of a video camera.

examining purchase and consumption behavior

Because research is ______, it is important to figure out beforehand exactly what problem needs to be solved.

expensive and time-consuming

As firms build databases that contain customer ______, marketing researchers must be careful not to abuse this collection, which may contain sensitive personal details.

information

Once a firm has gained insights from doing qualitative research, it is likely to engage in ______ research, which are structured responses that can statistically be tested.

quantitative

The last phase of the marketing research process is presenting ______ to decision makers.

results

Big data is a form of ______.

secondary data

A(n) ______ question is a closed-ended question with a specific set of possible answers, such as a yes/no question.

structured

A(n) _______ is a systematic method of collecting information from people through a questionnaire.

survey

If a media company wants information on consumers' television viewing habits, it can purchase reports compiled by commercial research firms such as Nielsen. This is an example of ______ data.

syndicated

Marketers can purchase ______ data, which are secondary data available for a fee from commercial research firms.

syndicated

In most situations, data collection should begin only after ______.

the research design process is finished

One disadvantage of secondary data is that ______.

they may not be exactly what the research project requires

One disadvantage of secondary data is that _______.

they may not be exactly what the research project requires

Which of the following is NOT an advantage of secondary research?

It is the best source of unbiased data

In the second step of the marketing research process, what factor determines the type of data needed?

Project objectives

research, such as a focus group, attempts to begin to understand phenomena of interest with broad, open-ended questions.

Qualitative

_______ research provides mathematical information needed to confirm insights, and managers can use it to pursue appropriate courses of action through many types of data collection.

Quantitative

What is a data collection technique that features a document with questions designed to gather information from respondents to attain researcher objectives?

Questionnaire