BAS 282: Marketing Research: SmartBook

Which is an example of quantitative research?

A sales manager conducting a survey of perspective car buyers

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

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

In the third step of the marketing research process, data collection, researchers start by asking themselves which one of the following questions?

Can we acquire the data we need from someone else, or do we need to collect it ourselves?

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

Collecting data

Research experiments are a type of ____ research.

causal

Causal research investigates how an independent variable, known as the ______, affects a particular dependent variable, known as the ______.

cause; effect

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

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

Facts or measurements of things or events are referred to as __________.

data

The focus of exploratory research is on uncovering fresh ______ and generally involves ______.

ideas and insights; personal interaction with research subjects

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

is investigating

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

mining

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

mining

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

Which are true statements about marketing analytics?

* Marketing analytics uses several methods to explore data collected through marketing research, which is an iterative process. *The analytics team examines the complete set of data gathered by the firm and may reuse it for further study, if it proves relevant and useful. *Marketing analytics focuses on relevant data collected by marketing researchers and how that data might be useful or used.

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

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

______ involves converting the information that has been collected into information the firm can use to answer the research question.

Data analysis

What is the definition of data?

Facts and measurements of things and events

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

Independent

Which is an example of qualitative research?

Interviewing consumers about their needs

What is another name for plan development?

Research design

Which of the following are true statements about data mining?

* Data mining is particularly useful for identifying purchasing behavior. *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.

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

* Market researchers shall conform to all relevant national and international laws. *Market researchers shall behave ethically and shall not do anything which might damage the reputation of market research. *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 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. *Market researchers shall take special care when carrying out research among children and young people.

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 statements about consumers in marketing research are true?

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

Sources of primary data include which of the following?

*Interviews *Focus Groups *Experiments *Online Surveys

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

*Market researchers shall conform to the accepted principles of fair competition. *The rights of users as private individuals shall be respected by market researchers. *Market researchers shall conform to all relevant national and international laws.

Which of the following statements are true about the marketing research process?

*Marketing research involves identifying, collecting, interpreting, and reporting data. *Marketers use data from marketing research to identify trends, uncover new opportunities, and better serve customers.

Which of the following describe secondary data?

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

Which are true statements about statistical modeling?

*Statistical models are used to organize and review collected data. *Statistical modeling assists firms in identifying relationships among multiple data sets. *Marketing analytics has come into the forefront of marketing due to the availability of multiple large and complex data sets.

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 ______.

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

Traits of primary data include ______.

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

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

Chief privacy officers

Classify each example as representing qualitative or quantitative research.

Qualitative - A mystery shopper observing employees and customers in a department store - A focus group discussion on a golf course about golf equipment -An exit interview at a car dealership Quantitative - An online questionnaire sent to loyal gas station customers - A calculation that shows how many shoes will be sold if the price is lowered by ten percent - A count of the number of customers who bought cookies under blue lighting, versus the number who bought them under red lighting

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

answer a clearly defined research question

The purpose of data analysis, the fourth step in the marketing research process, is to convert the data collected into information marketers can use to ______.

answer the question or solve the key marketing problem

The purpose of conducting experimental research is to allow researchers to ______ and then ______ the research setting so that the researchers can examine causal relationships between variables.

control; manipulate

A key benefit of the marketing research process lies in its proven ability to ______.

help shape where a company focuses its efforts and resources

The causal variable in a study that is controlled by the researcher and used to influence changes in another variable is the __________ variable.

independent

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

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

problem definition; measurable

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

statistical

Compared to secondary data, primary data ______ and ______ to obtain.

take more time; are more expensive

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

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

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 * Case Studies * Personal Observations * Audio Recordings * Focus Groups * Interviews Secondary * Accounting Records * Academic Journals * Marketing Information Systems * Private Research Companies * Government Reports

What are experimental conditions?

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