MKTG 345 - Chapter 7 - Professor Bergeron

In marketing research, a(n) ____________________ involves obtaining data by manipulating factors under tightly controlled conditions to test cause and effect.

experiment

Researchers collect ______________________ data by either observing people or asking them questions.

primary

When a researcher needs information that is very specific to the problem being studied, she will probably resort to using ___________________ data, despite its cost and time-consuming nature.

primary

Generally, filmmakers want movie titles that are short, memorable, appealing to consumers, and have no legal restrictions. These are titles that Multiple Choice a. have the same factors that make a good brand name. b. seem familiar. c. use alliterative techniques. d. play it safe. e. appeal to multiple cultures.

e. appeal to multiple cultures.

_________________ technology includes all of the computing resources that collect, store, and analyze data.

Information

Research objectives should be which two of the following? - specific - measurable - politically correct - immediate

- specific - measurable

Which two of the following are among the biggest challenges in conducting good marketing research? - Consumers' stated intentions may not match their actual purchase behavior. - Most consumers do not have adequate education to participate in marketing research. - Consumers rarely have an opportunity to participate in marketing research. - Consumers may not be willing to reveal personal information.

- Consumers' stated intentions may not match their actual purchase behavior. - Consumers may not be willing to reveal personal information.

Select all of the following that are steps in the marketing research approach. - Obtain resources - Define the problem - Take marketing actions - Develop findings

- Define the problem - Take marketing actions - Develop findings

Which two of the following should be systematically analyzed when you evaluate the results of research-driven marketing actions? - Evaluate the decision process - Evaluate the information technology - Evaluate the decision - Evaluate the sales forecasting methods

- Evaluate the decision process - Evaluate the decision

Which of the following are sales forecasting techniques? - Neuromarketing - Lost-horse forecast - Trend extrapolation - Sales force survey forecast

- Lost-horse forecast - Trend extrapolation - Sales force survey forecast

Which two of the following are key elements in deciding how to collect data for marketing research? - Measures of success - Marketing actions - Methods - Concepts

- Methods - Concepts

Data and information are not of use to the marketing researcher until which two of the following have been done? - The results have been used to predict relative position compared to competitors. - The data has been translated into logical findings. - The results have been compared to another period, such as last year. - The information has been carefully analyzed.

- The data has been translated into logical findings. - The information has been carefully analyzed.

Which two of the following are the main reasons that marketers prefer to obtain secondary data first? - Time savings - Privacy and security concerns - Reliability - Low cost

- Time savings - Low cost

Put the parts of the fifth step in the marketing research approach in order from first to last. - make action recommendations - implement action recommendations - evaluate the result

- make action recommendations - implement action recommendations - evaluate the result

Which of the following are the two key elements of defining the problem in the marketing research approach? - obtaining resources - specifying the constraints - setting the research objectives - identifying possible marketing actions

- setting the research objectives - identifying possible marketing actions

________________________ data are facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors.

Questionnaire

Marketers will use ________ data like that obtained from the US Census when possible because of time and cost savings. a. secondary b. primary c. observational d. tertiary

a. secondary

Setting the research objectives and identifying possible marketing actions are both part of which step in the marketing research approach? a. Define the problem b. Collect relevant information c. Develop findings d. Develop the research plan

a. Define the problem

The constraints on the activity, the data needed for decisions, and how to collect data are all determined in which step of the marketing research approach? a. Develop the research plan b. Develop findings c. Define the problem d. Collect relevant information

a. Develop the research plan

Advocating the creation of a special event appealing to children 6 to 12 years old best represents which part of the marketing research approach? a. Making an action recommendation b. Analyzing the data c. Presenting the findings d. Defining the problem

a. Making an action recommendation

A linear trend extrapolation is what type of sales forecasting technique? a. Statistical methods b. Nonrational methods c. Surveys of knowledgeable groups d. Judgments of the decision maker

a. Statistical methods

When the marketing manager at Tony's Pizza decided to target households with children ages 6 to 12 to reverse the sales trend in this segment, she was converting information into a(n) a. action recommendation. b. sensitivity analysis. c. research finding. d. sales forecast.

a. action recommendation.

In marketing research, an experiment is designed to test a. cause and effect, often between marketing mix elements and sales outcome b. how truthful respondents will be when answering questions. c. how internal sources of information compare to external ones for predicting market success. d. how much data will be needed to sufficiently fulfill research objectives.

a. cause and effect, often between marketing mix elements and sales outcome

After defining the problem and developing the research plan, the next step in the five-step marketing research approach is to Multiple Choice a. collect relevant information. b. develop findings and recommendations. c. take marketing actions. d. plan the research budget. e. identify the constraints on the process.

a. collect relevant information.

Primary data refer to Multiple Choice a. facts and figures that are newly collected for a project at hand. b. facts and figures that have already been recorded before the project at hand. c. facts and figures obtained by watching people mechanically rather than in person. d. facts and figures obtained by asking people questions through the use of information technology. e. conclusions developed from information obtained from a representative sample of a population.

a. facts and figures that are newly collected for a project at hand.

Organizations may use ________ such as its own detailed sales breakdowns by product line as the starting point for a research project because the potential huge savings in time and cost savings. a. internal secondary data b. internal primary data c. external primary data d. external secondary data

a. internal secondary data

The approaches that can be used to collect data to solve all or part of a marketing research problem are referred to as Multiple Choice a. methods. b. proposals. c. strategies. d. tactics. e. analyses.

a. methods.

The two types of data are a. primary and secondary. b. inputs and outcomes. c. consumer and commercial. d. published and unpublished.

a. primary and secondary.

The last step of the marketing research approach is to a. take marketing actions. b. identify strengths and weaknesses of findings. c. present results to decision makers. d. analyze all data.

a. take marketing actions.

A marketing research might use data visualization to create interesting graphics to do which step of the marketing research approach? a. Take marketing actions b. Develop findings c. Define the problem d. Collect relevant information

b. Develop findings

When a consultant prepared marketing dashboards showing sales data for different household types over a four-year period for Tony's pizza, this was which step of the marketing research approach? a. Collect relevant information b. Develop findings c. Take marketing actions d. Define the problem

b. Develop findings

The retail mall owner told a marketing researcher, "We have the option of staying open late twice a week or opening up an hour early every day. We need to know which will be most profitable since we cannot do both. The decision must be made in 11 weeks and we only have $10,000 budgeted for this research project." In which step of the marketing research process would the owner determine this budget and time frame? Multiple Choice a. Define the problem. b. Develop the research plan. c. Collect relevant information. d. Develop findings and recommendations. e. Take marketing actions.

b. Develop the research plan.

Creation of an advertising campaign for Tony's Pizza that will appeal to 6- to 12-year-olds is best described as what part of the final step in the marketing research approach, to take marketing actions? a. Evaluating the decision b. Implement the action recommendations c. Forecasting the results d. Make action recommendations

b. Implement the action recommendations

Moving the in-store location of peanut butter to be adjacent to jams and jellies based on data mining findings is best described as what part of the final step in the marketing research approach, to take marketing actions? a. Make action recommendations b. Implement the action recommendations c. Forecasting the results d. Evaluating the decision

b. Implement the action recommendations

________ is the process of defining a marketing problem and opportunity, systematically collecting and analyzing data, and recommending actions. a. Strategic market analysis b. Marketing research c. Marketing management d. Marketing strategy

b. Marketing research

Which of the following is the best reason for LEGO not to ask about students' math skills when determining which new MINDSTORM design to pursue in its marketing research? a. Students are not likely to be able to rate their math skill levels accurately. b. This information does not inform which design is preferable. c. Students are not likely to reveal their math skill levels honestly. d. Math skill level can be estimated from other parts of the research.

b. This information does not inform which design is preferable.

_______________ for forecasting relies on the assumption that underlying relationships in the past will continue into the future, resulting in its simplicity as a method but inaccuracy in times of change. a. A salesforce survey b. Trend extrapolation c. The lost-horse method d. The direct method

b. Trend extrapolation

Marketers that are interested in identifying the characteristics and trends among ultimate consumers such as age or ethnic background are likely to start with which source of data? a. Depth interviews b. U.S. Census Bureau reports c. Neuromarketing studies d. Questionnaire results

b. U.S. Census Bureau reports

Offering a product for sale in a small geographic area to help evaluate potential market actions is called Multiple Choice a. a micro market. b. a test market. c. an experimental market. d. a simulated market. e. a trial market.

b. a test market.

Concepts and methods are key elements to consider when deciding how to ________ for marketing research. a. apply discovered knowledge b. collect data c. analyze data d. overcome challenges

b. collect data

Marketing research begins with a. systematically collecting information. b. defining a marketing problem. c. analyzing marketing data. d. identifying the relevant audience.

b. defining a marketing problem.

A survey asked consumers of dental products the following question "Have you used toothpaste in the past week? ___ Yes ___ No." The results of this question show that 92.6 percent of the people in New York City have used toothpaste in the past week and 87.2 percent of people in Los Angeles have used toothpaste during the same period. This information was gathered by using which type of question? Multiple Choice a. open-ended b. dichotomous c. holistic d. evaluative e. Likert scale

b. dichotomous

Marine Midland Bank sent market researchers door-to-door in the neighborhoods surrounding its branch banks. Each researcher planned to spend up to 15 minutes talking with a head of the household about his or her savings accounts to discuss why he or she did not also have checking accounts and credit cards with the bank. Marine Midland researchers were using ________ to collect these data. Multiple Choice a. secondary interviews b. individual interviews c. intercept interviews d. observational data collection e. ethnographic research

b. individual interviews

For Fisher-Price's research on a toy telephone, the ________ was the time children spent playing with alternate designs. a. exploratory research b. measure of success c. constraint d. marketing action

b. measure of success

Criteria or standards used in evaluating proposed solution to the problem are known as a. exploratory research. b. measures of success. c. marketing actions. d. constraints.

b. measures of success.

Linear trend extrapolation is a form of trend extrapolation in which the Multiple Choice a. pattern changes from year to year. b. pattern is always a straight line. c. slope of the line is tied directly to profits. d. shape of the pattern is a hyperbola. e. pattern follows an S-shaped curve.

b. pattern is always a straight line.

Because sales people are in frequent contact with customers and are likely to understand their likes and dislikes, organizations use ________ forecasting, despite that it may sometimes be unreliable. a. direct b. salesforce survey c. lost-horse d. trend extrapolation

b. salesforce survey

________ includes all of the computing resources that collect, store, and analyze data. a. Observational data b. Data warehousing c. Information technology d. Intelligence resources

c. Information technology

A lost-horse forecast is what type of sales forecasting technique? a. Nonrational methods b. Surveys of knowledgeable groups c. Judgments of the decision maker d. Statistical methods

c. Judgments of the decision maker

Starting with the last known value of the item being forecast, listing the factors that could affect the forecast, and assessing whether they have a positive or negative impact are steps in which type of forecasting? a. Trend extrapolation b. Direct c. Lost-horse d. Salesforce survey

c. Lost-horse

What is the main advantage of primary data compared to secondary? a. Reduces cost of data collection b. Saves time in data collection c. Specific to the problem being studied d. Offers a guarantee of reliability

c. Specific to the problem being studied

Which of the following is the best example of making an action recommendation based on marketing research? a. Using data mining to show that a product's best target market is 6 to 12 year old children. b. Collecting data primarily from 6 to 12 year old children. c. Suggesting an advertising campaign that targets 6 to 12 year old children. d. Creating a marketing dashboard showing the strong preference for the product by 6 to 12 year old children.

c. Suggesting an advertising campaign that targets 6 to 12 year old children.

Individual interviews involve Multiple Choice a. several people asking the same person the same questions over a period of time to check for answer reliability. b. asking respondents in a shopping mall to fill out a brief survey. c. a single researcher asking questions of one respondent. d. having the interviewee talk about specific aspects of a product or service using a video camera in his/her natural use environment. e. a panel of respondents participating in a guided discussion led by an experienced moderator.

c. a single researcher asking questions of one respondent.

At the conclusion of any marketing research, an evaluation of the results should be undertaking, including assessing the decision to undertake certain actions (were they successful?) and also a. identifying the source of shortcomings (who could have predicted the problems?). b. reevaluating those actions that were decided against (should those be tried now?). c. evaluating the decision process itself (was the research and analysis effective?). d. comparing the results with early forecasts (were the sales goals achieved?).

c. evaluating the decision process itself (was the research and analysis effective?).

The U.S. Census Bureau publishes reports that contain detailed information on American households, and marketers use this data to a. identify factors that improve customer satisfaction. b. determine awareness of their products. c. identify characteristics and trends of ultimate consumers. d. understand observational information on consumers in their natural environment.

c. identify characteristics and trends of ultimate consumers.

Penningtons Superstore specializes in plus-size fashions for women. It was considering adding a line of teen plus sizes to its stores. Before doing so, it contracted with a marketing research firm to make sure that the teen plus-size market was a viable one. Decision makers needed the results of its study by September 15 so Penningtons could introduce the line the following March, if the market was viable. The major constraint for research here is Multiple Choice a. collecting secondary data. b. finding primary research candidates to interview. c. meeting the time deadline. d. establishing measures of success. e. locating age-appropriate styles in plus sizes.

c. meeting the time deadline.

Target used ________ to identify product purchases to help them identify a woman's likelihood of being pregnant as well as her child's expected due date and even the gender of the child. Multiple Choice a. trend hunting b. heuristic data c. predictive modeling d. descriptive research e. visual analytics

c. predictive modeling

What marketing metric determines whether a TV program such as The Big Bang Theory remains on the CBS broadcast TV network? Multiple Choice a. appeal b. cost per ad c. rating d. poll e. frequency

c. rating

J.D. Power and Associates and other market research firms recruit groups of consumers for ________, each of whom are paid to record all of their purchases on a regular basis. Businesses pay firms such as J.D. Power for their reports that answer the question, "How many times did our customers buy our products this year compared to last year?" Multiple Choice a. focus groups b. experiments c. syndicated panels d. curated data mining e. mall intercept interviews

c. syndicated panels

A ____________________ in a decision is a restriction placed on potential solutions to a problem, such as limit on time or money.

constraint

A ________________________ in a decision is a restriction placed on potential solutions to a problem, such as limit on time or money.

constraint

Which of the following characteristics is most important in identifying which data to collect for marketing research? a. Data that is simple to analyze with statistical tools b. Data that is inexpensive to obtain c. Data that can be obtained in the shortest period of time d. Data that is relevant to decisions for marketing actions

d. Data that is relevant to decisions for marketing actions

Which of the following is one of the significant challenges for marketing research? a. Consumer purchasing patterns are relatively stagnant so most managers think marketing research is irrelevant. b. Marketing research requires very specialized skills in statistics and most businesses do not have qualified staff. c. Most research is too expensive for the average firm to conduct. d. It can be difficult to research new product ideas when customers have never thought about them before.

d. It can be difficult to research new product ideas when customers have never thought about them before.

A survey of buyers' intentions forecast is what type of sales forecasting technique? a. Statistical methods b. Nonrational methods c. Judgments of the decision maker d. Surveys of knowledgeable groups

d. Surveys of knowledgeable groups

Making recommendations, implementing those recommendations, and evaluating the results would take place during which step of the five-step marketing research approach? Multiple Choice a. Collect relevant information. b. Develop the research plan. c. Develop findings. d. Take marketing actions. e. Define the problem.

d. Take marketing actions.

A constraint in a decision is a. a criterion or standard used in evaluating proposed solutions to the problem. b. data that is collected easily and is found to be relevant to the task. c. a specific, measurable goal the decision maker seeks to achieve with the research. d. a restriction placed on potential solutions to a problem.

d. a restriction placed on potential solutions to a problem.

A constraint in a decision is a. a specific, measurable goal the decision maker seeks to achieve with the research. b. a criterion or standard used in evaluating proposed solutions to the problem. c. data that is collected easily and is found to be relevant to the task. d. a restriction placed on potential solutions to a problem.

d. a restriction placed on potential solutions to a problem.

The second step in the marketing research project involves developing the research plan. This includes specifying the ________ for the research activity, and identification of the ________ needed for marketing decisions. a. data; people b. money; people c. customers; research d. constraints; data

d. constraints; data

The five-step marketing research approach begins with ________ and ends with ________. a. collecting relevant information; developing findings b. collecting data; analyzing it for possible recommendations c. developing the research plan; developing findings d. defining the problem; taking marketing actions

d. defining the problem; taking marketing actions

Once a market researcher has defined the problem, developed the research plan, and collected the relevant information, what is the next step in the five-step marketing research approach? Multiple Choice a. set budgets b. determine target market c. take marketing actions d. develop findings e. determine if there is a planning gap between desired findings and actual findings

d. develop findings

The Nielsen Television Index Ranking reports the rating of each TV program. With about 120 million TV households in the United States, a single rating point Multiple Choice a. is not a good measurement of television viewership. b. equals one point on a 10-point scale. c. has limited impact on advertising rates for marketers. d. equals 1 percent, or about 1,200,000 TV households. e. suggests that a show has very few viewers.

d. equals 1 percent, or about 1,200,000 TV households.

Members of the Book Promoters Association of Canada recently questioned what could be done to rejuvenate the Canadian book publishing industry. Some claimed the problem was that many Canadian bookstores had been replaced by Amazon.com. Others said the problem was stodgy advertising. Still others believed the problem was small budgets for marketing programs. The best way to identify the problem would be to use Multiple Choice a. market analysis. b. marketing management. c. a marketing audit. d. marketing research. e. data mining.

d. marketing research.

In LEGO's problem definition, the primary research ________ was to decide which of two Mindstorm designs should be selected for a. marketing. a. strategy b. measure of success c. constraint d. objective

d. objective

Observing people and asking them questions are the two principal ways to collect ________ data for a marketing study. a. external b. secondary c. internal d. primary

d. primary

Considering the two main types of data, if facts and figures are newly collected for a project, which type of data is being collected? Multiple Choice a. immediate data b. internal data c. external data d. primary data e. secondary data

d. primary data

Facts and figures that are newly collected for a project at hand are referred to as Multiple Choice a. statistical data. b. empirical data. c. secondary data. d. primary data. e. inferential data.

d. primary data.

Individual interviews as well as online and mail surveys generate a. neuromarketing data. b. secondary data. c. observational data. d. questionnaire data.

d. questionnaire data.

An organization may start a new marketing research study by examining internal secondary data like customer complaints primarily because a. this data is the most up-to-date information the organization can get. b. customers forget their experiences with products if you ask them later. c. this data has the most specific information to develop new research. d. using this information can result in time and cost savings.

d. using this information can result in time and cost savings.

Facts and figures related to a problem are known as

data

Marketing ____________________ has little value until it is analyzed carefully and translated into logical findings

data

A sales ___________________ refers to the total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts

forecast