Adaptive Learning Homework - Marketing Research

Which of the following are commonly used to conduct exploratory research?

* Observations * Interviews

Qualitative research is characterized by which of the following?

- A small sample size - In-depth, open-ended examination

Which of the following statements about coding are true?

- Coding is the process of assigning a word, phrase, or number to a selected portion of data so that it can later be easily sorted and summarized. - Coding is a key part of developing and refining interpretations in interview, focus-group, or observational data.

Which of the following are true statements about data mining?

- Data mining is a process that involves the computerized search for meaningful trends in a large amount of data. - Using data mining software, marketers can search for relevant data and organize the data based on select criteria. - Data mining is particularly useful for identifying purchasing behavior.

Sources of primary data include which of the following?

- Experiments - Online surveys - Interviews - Focus groups

Alton, the owner of a small specialty coffee shop, wants to expand his menu of hot and cold beverages to boost sales. He has done a little informal marketing research to help him better understand what his customers might be interested in drinking. What else might Alton try?

- He could talk to his competitors' suppliers, distributors, and customers to see what the competition might have in the pipeline. - He could get ideas by checking out competitor websites and social media platforms, such as Twitter and Facebook. - He could go to trade shows and see what is new and exciting in his industry.

Darnell is a marketing researcher for a well-known men's clothing brand. He has been tasked with researching certain customer information and decides to dig around on Facebook or Instagram to retrieve the information. However, Darnell is conflicted. He wonders what will happen if some customers would rather not share their personal information with marketers? What should Darnell say to himself before mining social-networking sites for potentially sensitive information?

- I should make sure to follow the standards of the International Code on Market and Social Research. - I need to consider how my research might negatively affect customers. - I must protect the personal information and anonymity of consumers. - I must ensure that my actions do not place myself or my employer in legal jeopardy.

What are disadvantages of qualitative research?

- Individual participants may not represent general target market. - There is potential for researcher bias. - Small sample size - Results may be difficult to measure objectively. - Research can take longer than quantitative methods.

Which of the following statements are true about people engaging in competitive intelligence by secretly hiding a microphone in a competitor's office?

- It is illegal. - It can damage their company's reputation. - It is unethical.

Which statements about consumers in marketing research are true?

- It is important to understand how price and product features affect consumers' decision to buy. - When conducting marketing research, marketers ask questions to better understand their customers' needs. - To stay ahead in business, companies must keep an eye on changing consumer wants and needs.

Which of the following statements are part of the ICC/ESOMAR International Code on Market and Social Research?

- Market researchers shall behave ethically and shall not do anything which might damage the reputation of market research. - Market researchers shall conform to all relevant national and international laws. - Users' cooperation is voluntary and must be based on adequate, and not misleading, information.

The ICC/ESOMAR International Code on Market and Social Research contains which of the following statements?

- Market researchers shall take special care when carrying out research among children and young people. - Market researchers shall conform to the accepted principles of fair competition. - Market researchers shall never allow personal data they collect in a market research project to be used for any purpose other than market research.

What are some safeguards in place to ensure that companies conducting marketing research maintain good ethics?

- Organizations, including the American Marketing Association, have established ethical standards for conducting marketing research. - The Federal Trade Commission (FTC) evaluates mobile tracking technology to protect consumer privacy. - Many companies have installed chief privacy officers to serve as watchdogs

Which of the following describe secondary data?

- Prone to bias - Include macroeconomic and socioeconomic data - Can be obtained at no cost - Previously gathered for another purpose

What are some advantages of quantitative research?

- Results may be generalizable to a larger population. - Some methods of it can be conducted quickly and inexpensively. - It is often convenient for respondents. - It can be cost-effective. - Analysis of data can be faster than in qualitative research. - It can be used to conduct causal studies that indicate why behaviors occur.

Which are examples of internal secondary data sources?

- Sales by product - Accounting records - Market information from a sales force - Information from loyalty card purchases

In which situations do researchers primarily use exploratory research?

- When they want to gain new insights from consumers to help understand the research problem. Reason: This type of research usually involves a personal interaction between the researcher and the people being researched, often in the form of conversations, interviews, or observations. - When they need to find fresh, new information. Reason: Exploratory research is used when researchers need to explore something about which they do not have much information.

What do marketers hope to learn about their consumers through marketing research?

- Why people make the purchase decisions that they do. - What customers need and want and how to satisfy those needs and wants. - When, how, and where consumers make their purchasing decisions.

When researchers "take action" during the fifth and final step of the marketing research process, they are expected to deliver a formal report to decision makers. This report should include ______.

- a summary of the findings and recommended actions to address the problem - any limitations of the research, such as inadequate sample sizes

Traits of primary data include ______.

- focusing on the research problem at hand - providing insight into how and why consumers make choices - generating feedback on a company's products - being costly to conduct

List the steps in the marketing research process in order from first to last, with the first step at the top and the last step at the bottom.

1. Problem definition 2. Plan development 3. Data collection 4. Data analysis 5. Taking action

Match each step of the marketing research process with the task associated with it. 1. Problem definition 2. Plan development 3. Data collection 4. Data analysis 5. Taking action

1. Problem definition- Setting research objectives and goals that are specific and measurable. 2. Plan development- Identifying specific types of research and sampling methods that will be used to solve the problem(s) identified in Step 1 . 3. Data collection- Conducting interviews, surveys, focus groups, experiments, and observations to answer the most pressing marketing questions. 4. Data analysis- Converting, or coding, data collected in Step 3 into descriptive and inferential statistics and other information a firm can use to solve the marketing problem. 5. Taking action- Presenting a formal, written report to decision makers that contains concrete solutions to the orginal problem posed in Step 1.

Which is an example of quantitative research?

A sales manager conducting a survey of perspective car buyers

Lionel is a twenty-four-year-old student who lives with his aunt and uncle. Lionel drinks and smokes but does not want his aunt and uncle to know about it. How could legal data mining activities inadvertently harm Lionel's privacy and expose his secret to his aunt and uncle?

Advertisers will send beer and cigar ads to Lionel's address based on his purchases, and his aunt and uncle may see them.

Researchers decided to test whether the shape and size of containers influenced how much water people would drink. They did not realize that people drink different amounts at different times of day, so by scheduling their research at varying times, their results were unexpectedly influenced by the time. What does this exemplify?

An extraneous variable

Vicki's company just rolled out an improved line of sunglasses that it predicted would generate huge profits, but the sunglasses were unpopular and very few units sold. Vicki is conducting experiments in several retail outlets where she changes different variables to try to discover why the sunglasses did not appeal to customers. What type of research does this represent?

Causal Reason: Causal research is used to understand the cause-and-effect relationship between variables.

Who serves as watchdogs, guarding against unethical practices in their company's collection of consumer data?

Chief privacy officers

Which is the next step of the marketing research process after you have developed a plan?

Collecting data

What is the next step that firms take in marketing research after they have identified a problem?

Create a plan

What is the next step that firms take in marketing research after they have identified a problem?

Create a plan Reason: Plan development is the second step in the marketing research process and occurs immediately after problem definition.

Which step of the marketing research process is most closely aligned with using descriptive and inferential statistics?

Data analysis Reason: Quantitative data analysis almost always involves the use of statistical analysis, which is the mathematical classification, organization, presentation, and interpretation of numerical data.

Which type of variable is being tested and measured in an experiment?

Dependent

Match independent and dependent variables with their characteristics.

Dependent - Is changed by another variable - Is being measured and tested Independent - Causes other variables to change - Can be controlled for or intentionally manipulated

What type of statistics speak only to the properties of the data on hand and cannot be used to make claims about the larger population from which the sample was drawn?

Descriptive

Drag each characteristic of descriptive or inferential statistics to the correct heading.

Descriptive: - Used to describe characteristics of the research data and study sample - Cannot be used to make claims about the larger population - Speak only to the properties of the data on hand Inferential: - Make generalizable conclusions about a small subgroup of a studied population - Can be used to examine relationships between variables - Can be used to explore differences between two groups of people

What is the definition of data?

Facts and measurements of things and events

Liberty routinely contacts small groups of customers at her investment firm and leads discussions among them about different investment options and services so she can understand what they are looking for in an investment firm. Which research technique is Liberty using?

Focus group

Which type of variable is used to cause changes in one or more other variables in an experiment?

Independent

What type of statistics are used to make conclusions about a large group of people from a smaller sample?

Inferential

What is the result of data analysis?

Information

Eddie looks at his company's old accounting reports to examine the profitability of certain products. Which type of research is Eddie using?

Internal secondary

Match each business example with the research technique it represents. Interview Survey Observation Focus group Mathematical modeling Experiment

Interview- Jeb asks his client, Juanita, a series of questions about her shopping experience. Survey- Angus sends out an electronic list of ten questions for all of his company's customers to answer. Observation- Simone brings shoppers into a replica showroom and watches how they react to different props. Focus group- Venus leads a discussion among ten potential home buyers. Mathematical modeling- Gordon can predict how many beach towels will sell if the weather changes or if the price is raised. Experiment- Judy and Sonali sell the same product in different packages to test their hypothesis that bright packages sell better.

Which is an example of qualitative research?

Interviewing consumers about their needs

Which action is an unethical form of competitive intelligence?

Paying someone to go to work for a competitor and tell you the competitor's secrets.

Mark decides to design a research sampling process in which he asks mechanics to recommend other mechanics to answer questions about tools. Which step of the marketing research process does this represent?

Plan development Reason: Plan development is about identifying what specific type of research will be used and what sampling methods will be employed.

Which type of data is collected specifically for the research problem at hand?

Primary

Classify each item based on whether it is a primary or secondary data source.

Primary - Audio recordings - Interviews - Personal observations - Focus groups - Case studies Secondary - Marketing information systems - Academic journals - Private research companies - government reports - Accounting records

Drag each characteristic to the type of data for which it is an advantage.

Primary - Specific to the firm - Provide insight into how and why consumers make choices Secondary - Low cost - Information is readily accessible

Drag each characteristic to the type of data for which it is a disadvantage.

Primary -Can take a long time to complete - Can be very expensive - Difficult to find participants Secondary - Can be biased - May have little relevance to the research problem - Can be inaccurate

A type of sampling in which a firm picks a certain number of participants based on selection criteria, such as demographics, is referred to as ________ sampling.

Quota

Pilar designs a sampling procedure in which she only contacts customers of certain ethnicities and age groups. Which type of sampling is Pilar using?

Quota

Maverick places an identification number for each of his customers into a plastic bin and then draws numbers to select customers to use in his marketing sample. What type of sampling is Maverick using in this case?

Simple random

Match each type of sampling with its description.

Simple random- Everyone in the target population has an equal chance of being selected Quota- The firm chooses a certain number of participants based on selection criteria, such as demographics Snowball- A firm selects participants based on the referral of other participants because they have some knowledge of the subject in question

Drag each choice to the appropriate category based on whether the item is a strength or weakness of sales forecasting.

Strength- Sales forecasting helps companies look at the big picture. * Firms can change course or direction, if necessary. * Sales forecasting helps businesses stay competitive. Weakness-Markets are almost always unpredictable. * Companies may experience a drop-off in demand for a product. * Firms may face unexpected economic factors.

What are experimental conditions?

The set of inputs (independent variables) presented to different groups of participants

Which of the following scenarios represents the data collection stage of the marketing research process?

Wyatt interviews customers to learn about their experiences with cleaning supplies.

Marketing research is best described as gathering, understanding, and reporting information about ______.

a specific, well-defined marketing problem

Uncovering details concerning the motivations behind behaviors and not being limited to a predetermined set of responses are both ______.

advantages of qualitative research

The Giant Cookie Company has just released an ad campaign to promote its new line of "homestyle" cookies in the hopes of generating consumer awareness for its new line. To determine whether the ad is meeting this marketing objective, the company conducts a series of studies measuring ______. Wanting to see whether the ad is having any kind of impact on sales, the company implements ______ studies.

advertising effectiveness; sales tracking

Focusing on the data collected by marketing researchers and how that data can be used, marketing ______ data is typically stored in the firm's data repository.

analytics or analytic

Marketing research is an iterative process that gathers data to ______.

answer a clearly defined research question

Compared to primary data, secondary data ______.

are less costly

Research experiments are a type of ____ research.

causal

Quantitative research is used for ______ research. One way to collect this research is through the use of ______.

causal and descriptive; surveys

The qualitative analysis process generally involves a systematic approach to summarizing the collected results that is known as ______ and involves the assignment of letters, phrases, or numbers to portions of the results.

coding

Checking to see what new patents have been granted in your field, asking customers about purchasing from a competitor, and asking suppliers about your competitors' orders are all examples of ______.

competitive intelligence

The main goal of marketing research is to help firms better understand ______ and use this information to help marketers make more informed decisions about a company's ______.

consumer wants and needs; business strategies

It is in the best interest of companies to conduct marketing research in the most ethical manner possible, because doing so will help gain ______, without which consumers will be far less likely to participate in ______.

consumers' trust; research studies

The purpose of data analysis in research is to ______. Through this process, a firm can ______, allowing marketers to accept or reject a research hypothesis.

convert collected data into information; answer the marketing question

Facts or measurements of things or events are referred to as ________

data

Facts and measurements of things or events are ______, which after analysis, become ______.

data; information

In a study, the test or outcome variable that is influenced by changes in another variable is known as the_________ variable.

dependent

The variables being tested and measured in an experiment are ______ variables, and the variables that cause a change in another variable are called ______ variables.

dependent; independent

Used to detail characteristics of the research data and study sample, __________ statistics speak only to the properties of the data on hand and cannot be used to make claims about the larger population from which the sample was drawn.

descriptive

Daphne works as a marketer for WFB Shoes. She currently has two problems she is attempting to solve using the marketing research process. She knows some general information about the first problem, but she needs to fill in the gaps with ______ research to obtain demographic and other key information that will answer the questions who, what, when, where and how. She knows almost nothing about the second problem, so she will conduct ______ research to help understand the issue at hand.

descriptive; exploratory

Researchers want to know if dietary caffeine gives people energy. One set of people drink a high-caffeine energy drink, a second set of people drink a low-caffeine energy drink, and a third set of people do not drink an energy drink. This is an example of ______.

experimental manipulation

The extent to which the results of the experiment can be generalized beyond the study's sample of subjects is referred to as ______ validity.

external

The extent to which the results of the experiment can be generalized beyond the study's sample of subjects is referred to as ________ validity.

external

Experimental research methods are procedures undertaken to test a ______.

hypothesis

The causal variable in a study that is controlled by the researcher and used to influence changes in another variable is the ______ variable. Listen to the complete question

independent

The result of formatting or structuring data to explain a given phenomenon or to define the relationship between two or more variables is known as ______.

information

The key difference between data and information is that ______.

information is the result of data analysis

When marketers conduct competitive ______ , they collect and analyze information about competitors to help them create a business strategy.

intelligence

The extent to which changes in the dependent variable were actually caused by manipulations of the independent variable is referred to as ______ validity.

internal

The extent to which changes in the dependent variable were actually caused by manipulations of the independent variable is referred to as _______ validity.

internal

In an effort to protect consumer privacy, the Federal Trade Commission ______mobile tracking.

is investigating

The knowledge gained from competitive intelligence can help companies ______ and allow them to respond in a way that lessens the effects of a competitor's actions.

learn more about competitors' upcoming products or promotions

A process that involves the computerized search for meaningful trends in a large amount of data is called data ______.

mining

Compared to secondary data, primary data are ______.

more expensive to complete

Statistical modeling assists firms in identifying relationships in ______ data sets—relationships that are not evident from looking at marketing research studies or data alone.

multiple

The people assigned to each experimental condition are known as ______.

participants

During the data collection step of marketing research, the Hawthorne Effect occurs when ______.

people behave differently because they know they are being watched

The second step in the marketing-research process, ______, involves identifying the specific type of research the firm will undertake and what ______ methods will be used.

plan development; sampling

Either qualitative or quantitative in nature, _______ data are collected specifically to address the firm's research question.

primary

During ______, firms clearly identify the issue they want to address through the marketing research process.

problem definition

During ______, firms clearly identify the issue they want to address through the marketing research process.

problem definition Reason: This is the first step in the marketing research process.

The first step in the marketing research process is ______. During this step, researchers must choose research objectives that are specific and ______.

problem definition; measurable

The process of selecting a subset of the population that is representative of the whole target population is referred to as ______. How this selection is made has a major impact on the ______ of the findings, or how well the collected information measures what it was intended to measure.

sampling; validity

Data that have been collected previously, for purposes other than answering a company's primary research question, are referred to as data.

secondary

Data that were originally collected for another purpose are known as ______ data.

secondary

Causal research is used when researchers ______.

seek to understand the cause-and-effect relationships among variables

Relationships that are not evident from looking at marketing research studies or data alone can be identified using _____modeling.

statistical

Quantitative research often involves the use of _____, which administers multiple-choice questions to respondents.

surveys

Before a company makes any final decisions based on a marketing research report, ______.

the limitations of the final marketing-research report must be taken into consideration

How researchers conduct sampling is critical to the of the research findings, or how well the data measure what the researchers intended to measure.

validity

Internal secondary data come from ______, but external secondary data come from ______.

within the company; many different outside sources