Ch. 7 pom
A key to making marketing research and an MIS that is useful in marketing strategy planning is Blank______.
careful communication and coordination with research experts
Click and drag on elements in order List the five steps in the marketing research process in order, beginning with the first step at the top of the list.
1 define 2analize getting 4interpreting 5solve
The owner of a web-based business might want to check to see how many customers are currently visiting her online store or placing orders. What tool allows her to see this activity on the computer in real time?
A marketing dashboard
In the marketing research process, what specifies which information will be obtained and how it will be obtained?
A research proposal
______ is an automated process of analyzing and categorizing social media to determine how many positive, negative, and neutral online comments a brand receives.
A sentiment analysis
The experimental method in market research is also referred to as Blank______.
A/B testing
Select all that apply What types of firms typically hire market research firms or research specialists to help them with market research? (Check all that apply.)
An increasing number of not-for-profit organizations Large, for-profit companies
Select all that apply What are the features of a depth interview?
Interviewers may choose to deviate from a previously determined list of questions. Researchers ask open-ended, detailed questions. Respondents can be asked follow-up questions to ensure researcher understanding.
Select all that apply Marketing managers can use which of the following in order to acquire information about a market? (Check all that apply.)
Interviews Observations Experiments Questionnaires
Select all that apply Which statements about clickstream analysis are true?
It can help marketers create more of the content or advertising that website visitors want. It is the process of collecting an analyzing data about website visitors. It generally includes collecting data on which page's website visitors view.
Select all that apply Why is it important to define the research problem? Defining the problem ensures that the research is Blank______.
It ensures that the research is correctly targeted. It ensures that the research is not a wasted effort.
Select all that apply What are some benefits of distributing questionnaires via mail or e-mail? (Check all that apply.)
Respondents may be more forthcoming with private details. Respondents can answer anonymously. Respondents can answer questions on their own time.
Market research firms or specialists are sometimes called in by companies to
aid in the research process.
A data warehouse can be described as Blank______.
an electronic library
When using observation to collect data, it is important for the researcher to Blank______.
avoid influencing the subject's behavior
The Four Vs are used to understand the dimensions of Blank______.
big data
A customer journey map reveals the Blank______ for a product.
buying process
A common marketing research problem is collecting Blank______ unnecessarily when there is plenty of free or inexpensive information available on the topic that may be helpful.
primary data
Questioning and observing are the two basic methods of obtaining Blank______.
primary data
Recent television commercials for Chevrolet show customers discussing J.D. Powers rankings and awards for the company. The information from J.D. Powers is an example of Blank______.
syndicated research
Marketing research that is based on the scientific method requires a company's ideas to be
tested prior to implementation.
The Clothing Company sent e-mails with two different subject lines. Five hundred customers received one that said "20% Off and Free Shipping," while another 500 received one that said "Big Sale." The rest of the e-mail message was the same. Marketing managers then compared how many customers from each group clicked through to the Clothing Company from the email. To do their market research, the Clothing Company used Blank______.
the experimental method
Marketing research is most successful when driven by Blank______ because it requires testing prior to making a final marketing decision.
the scientific method
Sharon reminded the marketing team that trying to sell the sherpa-style coats in St. Louis hadn't worked before because that area of the country had short bursts of cold weather. Sharon recommended that the company only sell the coats in climates with at least three months of arctic temperatures. This demonstrates how available data has been transformed into Blank______.
wisdom
A(n) Blank______ is a group of customers who provide information on a continuing basis.
consumer panel
Jessica is a member of a group of consumers who do research for ACNielsen. Group members have ID cards and when they make a purchase, this card is scanned and purchase information goes directly to ACNielsen. These group members are part of a Blank______.
consumer panel
Good marketing research requires Blank______ to be sure that the research focuses on real problems.
cooperation between researchers and marketing managers
A computer program that makes it easier for a marketing manager to get and use information and turn the information into knowledge to make informed marketing strategy decisions is called a(n)
decision support system (DSS).
As the marketing manager at a very successful sports equipment company, Joe must make decisions about pricing and advertising. He often uses a computer program that provides suggestions about price levels and advertising media choices. This computer program is most likely a(n)
decision support system (DSS).
It is the job of a specialist in the Blank______ department to make sure the technical aspects of an MIS are correct.
information technology
Secondary data found on the internet Blank______.
is sometimes inaccurate
When marketing managers are able to answer questions like "How did our competitor enter that market?" and "Why did our Twitter account blow-up after that tweet?," the company has changed data into Blank______.
knowledge
A Blank______ displays up-to-the-minute marketing data in an easy-to-read format.
marketing dashboard
A customer service manager at a car rental company can check in every afternoon to see which car rental location is renting the most cars that day by using a
marketing dashboard.
The data from a Blank______ system can be used to guide the marketing strategy planning process.
marketing information
Because market researchers must be sure that they are focusing on actual problems, cooperation with Blank______ is critical to good marketing research.
marketing managers
The marketing Blank______ is a statement of relationships among the marketing variables.
model
Roy's Toy Store uses video in the toy aisles to watch how parents and kids interact while shopping for toys. This is an example of the Blank______ method of collecting data.
observation
It would be typical for a focus group to use Blank______ questions.
open-ended
A statistical Blank______ is an easy-to-use computer program that analyzes data.
package
What is a popular type of qualitative marketing research that involves group interaction to encourage participants to share their thoughts?
A focus group interview
With the advent of cloud storage and other online storage tools, Micah's company is now able to save all the data it collects from internal sources, external sources, and marketing research studies. The company wasn't able to store all of this with its former database management system. What phenomenon is Micah's company experiencing?
Big data
The process of collecting and analyzing data about website visitors, including the pages they visit, the order in which they visit them, and the keywords they use, is called analysis.
Blank 1: clickstream
Sometimes the best way to observe a customer is for the marketing manager to become a .
Blank 1: customer
"Big " is the name given to data sets that are too large and complex to work with typical database management tools.
Blank 1: data
An MIS should collect information from the marketplace and from competitors.
Blank 1: external or outside
In marketing research, a(n) is the total group that marketing managers are interested in.
Blank 1: population
Situation analysis is especially important so that both the marketing manager and the understand the problem area. (Enter only one word in the blank.)
Blank 1: researcher or researchers
Tools that measure can quickly generate a lot of information, and many are free. Yet, much of this information is selective.
Blank 1: sentiment Blank 2: analysis
A(n) package is an easy-to-use computer program that analyzes data.
Blank 1: statistical
Which of these companies is performing a sentiment analysis?
Bob's Burgers reviewed the number of positive and negative tweets about its new sandwich.
What is the best way for marketing managers to identify the correct problem and not its symptoms?
By doing research
Which of these researchers is using the experimental method to collect information?
Corinne provided each participant with two plates. Each plate held a slice of pizza. The plates were labeled "A" and "B."
Joe's Heating and Air Conditioning Corp. is conducting research that focuses on the entire process of purchasing a home heating system from the initial need for a new furnace, to how the customer learned product information and selected an installer. What type of qualitative data is the company using?
Customer journey map
What is syndicated data?
Data collected by a firm and sold to marketing managers
What is generally the most challenging step of the five-step approach to marketing research?
Defining the problem
Which of the following is a way in which marketing managers narrow down research objectives?
Develop a list of questions that includes all possible problem areas.
Which of the following is a way in which marketing managers narrow down research objectives?c
Develop a list of questions that includes all possible problem areas.
Which of the following is true of the Dunkin' case?
Dunkin' employs research to guide its sustainability and corporate social responsibility efforts.
True or false: The smaller the sample size, the greater the accuracy of estimates from a random sample.
False
Rather than look at the sales and income generated from the last product introduction in the spring, Millie decided to introduce the new product because she had a good feeling it would do well in the market. Six months later, Millie couldn't believe how low the sales were for the product. What should Millie have used to make a better decision?
Hard data
Select all that apply A good situation analysis offers which of the following benefits to marketing managers? (Check all that apply.)
It is comparatively quick. It gives useful information. It may eliminate the need to collect more data.
Select all that apply Which of the following are benefits of reducing the number of research objectives at the start of the marketing research process?
It saves money. It saves time.
Why is 'fixed response' the typical format of a survey questionnaire?
It simplifies data analysis.
Select all that apply What are potential sources of secondary data? (Check all that apply.)
Library Trade associations
Select all that apply Which of the following are examples of marketing research used by Dunkin' Donuts and described in this case?
Loyal Dunkin' customers were paid to go to Starbucks and then interviewed about the experience. Dunkin' used a psychographic survey to learn customers' attitudes, values, and interests. Customers serve on the Dunkin' Advisory Panel and regularly complete surveys.
Which of the following research methods would be the most suitable for acquiring detailed private information, including past history, about people's purchase habits?
Mail or online survey
Jacob is reviewing a report that shows him the sales and costs anticipated with the three different promotional efforts his company plans to use for the new product. From this, he selects the marketing mix appropriate for the product. What type of report is Jacob using to make his decision?
Marketing model
Select all that apply What are the two basic methods for obtaining customer information?
Observing Questioning
______ data is information specifically collected to solve a current problem.
Primary
What name is given to information that has already been collected or published?
Secondary data
Which of the following is often the best way for a marketing manager to observe and understand a customer's experience?
The marketing manager should become a customer.
Select all that apply What are three elements of a research proposal? (Check all that apply.)
The way the data will be acquired Cost of data collection The type of data that will be acquired
Which one of the following is a characteristic of a fixed response questionnaire?
They are easy to analyze.
True or false: A situation analysis allows both the marketing manager and researcher to agree upon and understand what the problem area is.
True
True or false: An MIS makes it easier for marketing managers to find information.
True
True or false: Marketing managers in small companies can learn a lot simply by listening to what the customers have to say.
True
Tyler's company collects customer data in many ways, from the number of clicks on their website to the hundreds of retweets of their marketing messages, as well as, focus groups. This is an example of which of the Four Vs?
Variety
Which of the Four Vs refers to the numerous ways a company can collect data?
Variety
Kelly is a marketing manager and during her last discussion with the IT department, she said she would like to identify when a customer showed interest in an online product and send a coupon or discount offer to that customer within 20 seconds of their view. Which of the Four Vs does Kelly want to implement?
Velocity
Maria decided not to use the data found in the report because she couldn't verify the source. Which of the Four Vs helped Maria make this decision?
Veracity
Which of the Four Vs denotes the quality of the data?
Veracity
An informal study of what information is already available in the problem area is called Blank______.
a situation analysis
What qualitative research technique involves an interviewer asking detailed, open-ended questions to collect detailed answers?
depth interview
Some automobile manufacturers install digital sensors to track fuel and engine activity on automobiles sold to the public. This is an example of Blank______ data.
external
Without Blank______ data, marketing managers may make the same errors as their predecessors.
hard
A marketing researcher at a soda company conducted a survey to determine the number of respondents who have tried their new diet soda. He calculates a percentage for respondents who have tried the product and figures an average score for how satisfied they were. The researcher is conducting Blank______.
quantitative research
Research that seeks structured responses that can be summarized in numbers, such as percentages, averages, or other statistics, is referred to as Blank______.
quantitative research
Marketing Blank______ involves the procedures that develop and analyze new information about a market.
research
The marketing research process is based on the Blank______.
scientific method
A company's MIS is a good source for Blank______ data.
secondary
Marketers must be careful when using sentiment analysis because this information is usually Blank______.
selective
For a marketing manager, calling people who are knowledgeable in the designated problem area and performing internet searches may constitute the research required to conduct a useful Blank______.
situation analysis
In addition to informing the marketing manager of what information is existing and accessible regarding a problem area, a Blank______ also highlights additional information that must be acquired.
situation analysis
A pitfall for marketing managers engaged in Step 1 of the marketing research process is Blank______.
thinking that a symptom is the problem
As one of the Four Vs, Blank______ is the speed at which data are generated and processed.
velocity
When a marketing manager finds an internet source that appears useful, the manager should plan to Blank______.
verify that the source is reputable
When using the observation method to collect data, the researcher tries to Blank______.
view or document a subject's normal actions
The first "V" in the Four Vs is Blank______ which identifies the quantity of data generated and stored.
volume
Companies use a data Blank______ to store all of their databases so they are available when needed.
warehouse
