Chapter 10

US Census provides demographic data about particular market areas, but a disadvantage of the data is that ______

they are collected only at the beginning of every decade

Which of the following are advantages of conducting a focus group online in contrast to in person? (select all that apply) - access to a wider variety of customers - elimination of geographic barriers to participation - lower costs - easy analysis of body language

- access to a wider variety of customers - elimination of geographic barriers to participation - lower costs

It is important to establish in advance exactly what information is required to answer specific research questions and how that information should be obtained in order to determine which of the following? (select all that apply) - budget - profit margin - time - promotions

- budget - time

Marketers collect primary data using which of the following techniques? (select all that apply) - conducting focus group interviews - mail, telephone, and in-person interviews - US Census bureau data - surveying customers - observing consumer behavior

- conducting focus group interviews - mail, telephone, and in-person interviews - surveying customers - observing consumer behavior

Which of the following are types of qualitative research methods? - scanner - focus groups - experiments - in-depth interviews - observation

- focus groups - in-depth interviews - observation

Which of the following are benefits of conducting surveys online rather than in person? (select all that apply) - higher response rate - more complex data analysis - lower cost - fast processing - better ability to probe

- higher response rate - lower cost - fast processing

Which of these advantages of primary research? (select all that apply) - it is relatively quick and easy to obtain - it can be tailored to the data needs - it is usually inexpensive to collect - it offers insights into consumer behavior

- it can be tailored to the data needs - it offers insights into consumer behavior

Select all of the following that are disadvantages of primary data collection - appropriate data - behavioral insights - more time - more cost

- more time - more cost

What are the advantages of secondary research? (select all that apply) - saves time in data collection because readily available - reduces cost of data collection - offers behavioral insights - specific to data needs for topic in hand

- saves time in data collection because readily available - reduces cost of data collection

Select all of the following that are quantitative research methods - scanner data - focus groups - projective techniques - survey - experiments

- scanner data - survey - experiments

What questions should managers consider before beginning a marketing research project? (select all that are correct) - should the research project be large or small - is market research generally a waste of time and effort - will the top management be committed to this project - will this specific research be useful

- should the research project be large or small - will the top management be committed to the project - will this specific research be useful

Experimental research: (select all that apply) - systematically manipulates one or more variables - is usually observation - is quantitative research - is qualitative research - determines the economic effects effect of constants in that market

- systematically manipulates one or more variables - is quantitative research

What are the characteristics of structured questions? (select all that apply) - they are close ended - they include specific answers to choose from - they are open-ended - they have specific answers - they require respondents to answer in their own words

- they are close ended - they include specific answers to choose from - they have specific answers

Which of the following are drawbacks of using in-depth interviews for market research? - they are fairly expensive - they are a poor way to obtain insights into consumers' attitudes - they do not allow the interviewer to ask follow-up questions - data collection is time-consuming

- they are fairly expensive - data collection is time-consuming

Which of the following are sources of secondary data? (select all that apply) - interviews - trade publications - census data - sales invoices - questionnaires

- trade publications - census data - sales invoices

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

1) defining objectives 2) designing the research project 3) data collection 4) analyzing data 5) implementing the action plan

___________ is the number of people who stop using a service divided by the average number of total participants

churn

Neuromarketing uses _______ in an effort to gain insights into consumers' deepest thoughts

EEG scans of brain waves

True or False: A structured questionnaire is a form that has questions designed to gather detailed data about the feelings and thoughts of respondents

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

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; it can meet all our needs and we can get it for free." Which of the following is the best argument against your boss's decision not to give you any money for the research?

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

Marketing research consists of which of the following? (select all that apply) - analyzing data - collecting data - ignoring data - creating data - interpreting data

analyzing data, collecting data, interpreting data

Thompson Manufacturing develops and sells kitchen appliances. Thompson uses marketing research as a link to its environment. This allows the firm to be ___________ oriented.

customer

________ are raw numbers, that on their own, have limited value to markers

data

Which of the following are among the five stages in the marketing research process? - data collection - analyzing the data - staffing the research - defining objectives

data collection, analyzing the data, defining objectives

Firms find it necessary to use data mining techniques to extract valuable information from their _________.

data warehouse

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

Marketing research can be used to guide decision making for all of the following strategies EXCEPT __________

distribution methods

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

examining purchase and consumption behavior

True or False: Qualitative research is informal and includes experiments and surveys

false

After data is analyzed and interpreted, it becomes ___________, which is meaningful to marketing managers

information

The in-depth _________ is a qualitative research technique in which trained researchers ask questions, listen to and record the answers, and then ask additional questions to clarify a particular issue

interview

Which of these is NOT an advantage of secondary data?

it is easy to customize

Market researchers use social media to ________

learn about customers' likes and dislikes

The marketing research process does not have to be ______. Researchers can go back and forth one step to another as the need arises

linear

_______ must be committed to the research project and be willing to abide by the results of the research

management

________ research is particularly useful when consumers are unable to talk about their experiences

observation

___________ is a type of research that can vary in length from a very short period to days or weeks

observation

A benefit of __________ marketing surveys is that researchers can develop a database quickly with many responses

online

Unstructured questions are ________ questions

open-ended

information

organized, analyzed, interpreted data that offer value to marketers

By _______ the entire marketing research process well in advance of starting the project, researchers can avoid unnecessary alterations as they move through the process

planning

__________ data is research information collected to address specific research needs

primary

In a focus group, what kind of data are usually gathered about consumer reactions?

qualitative data

The information needed to confirm insights that managers can use to pursue appropriate courses of action is called __________ research

quantitative

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

questionnaire

Developing a questionnaire is considered "part art and part science." Which of the following is good practice for questionnaire creation?

questions should be designed to address a specific set of research questions

data

raw numbers or facts

Advanced marketing research technology called facial __________ software can be used to show ads to individuals based on their demographic characteristics as determined from a video frame

recognition

Television networks are under constant pressure to offer successful television shows. Most network executives use marketing research to __________

reduce uncertainty

GE Appliances has determined that is costs $150 per interview to conduct in-depth interviews, whereas a survey will cost $2 per questionnaire. The company should choose the appropriate method based on ______

research objectives

Verizon Wireless wants to evaluate its position in the cell phone service market. The purpose of the marketing research is to determine its current relative market share. Based on this objective Verizon will want to collect _________

sales data

The information obtained by recording the UPC codes of items purchased at a checkout counter is called _______ data

scanner

External __________ data are information bits that have already been collected from other sources and usually are readily available, sometimes for a fee, but often free to the user

secondary

______ is a marketing research method in which customer comments from a variety of social media sites are analyzed, seeking to gain insights into what customers really think

sentiment mining

Firms sometimes sponsor online communities, in part for marketing research purposes. Online communities are an example of _______

social media

Data mining uses various __________ tools to uncover previously unknown patterns in the data or relationships among variables

statistical analysis

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

survey

In most situations, data collection should only being after:

the research design process is finished