Chapter 10 Learnsmart

Match the terms "data" and "information" to their respective definitions.

data - raw numbers of facts with little value to marketers information - organized, analyzed, and interpreted numbers or facts that offer value to marketers

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

data collection, defining objectives, analyzing the data

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

defining objectives designing the research project data collection analyzing data implementing the action plan

Primary data collection methods include which of the following? syndicated data focus groups in-depth interviews surveys

focus groups in-depth interviews surveys

Secondary data can be found from both external and ______________ data sources.

internal

Researchers assess the value of a project by comparing the ______ of answering some of their questions and the ______ associated with conducting the research. A) benefits; costs B) quality; difficulty C) difficulty; costs D) benefits; difficulty

A) benefits; costs

Which of the following is NOT a qualitative research method? A) experiments B) in-depth interviews C) focus groups D) observation

A) experiments

In most situations, data collection should only begin after ______. A) the research design process is finished B) the researcher has requested primary data needed C) there is certainty for funding for the research D) data analysis is complete

A) the research design process is finished

Which of the following is data that companies have access to but cannot handle using conventional data management and data mining software? A) primary data B) big data C) secondary data D) smooth data

B) big data

The step in the marketing research process that follows research design is ______. A) analyzing the data B) collecting the data C) designing the research D) presenting the results

B) collecting the data

Thompson Manufacturing develops and sells kitchen appliances. Thompson uses marketing research as a link to its environment by incorporating stakeholder input and feedback into its decision making process. This allows the firm to be ______ oriented. A) self B) customer C) finance D) competitor

B) customer

An advantage of secondary data is that, compared to primary data, it ______. A) provides more specific insights B) is usually available at a lower cost C) is guaranteed as being more trustworthy D) offers greater exclusivity

B) is usually available at a lower cost

The step in the marketing research process that follows research design is ______. A) presenting the results B) designing the research C) collecting the data D) analyzing the data

C) collecting the data

Which of the following is NOT a quantitative research method? A) surveys B) experiments C) focus groups D) scanner research

C) focus groups

The marketing research process does not have to be ______. Researchers can go back and forth from one step to another as the need arises. A) helpful B) chaotic C) linear D) dynamic

C) linear

______ must be committed to the research project and be willing to abide by the results of the research. A) consultants B) suppliers C) management D) shareholders

C) management

______ consists of a set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas. Multiple choice question. A) marketing management B) marketing strategy C) marketing research D) strategic planning

C) marketing research

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. A) money; people B) data; people C) customers; research D) data; research

D) data; research

The analyst prepares the results to present them to a firm's ______ as a final step in the marketing research process. A) competitors B) vendors C) customers D) decision makers

D) decision makers

Marketing research can be used to guide decision making for all of the following strategies EXCEPT ______. A) positioning B) pricing C) product decisions D) distribution methods E) segmentation

D) distribution methods

Which of the following qualities are most important when describing marketing research? A) on time and under budget B) unexpected and eye-catching C) profitable and favorable D) unbiased and factual

D) unbiased and factual

__________ data is research information collected to address specific research needs.

primary

What are the two types of primary data collection methods? figurative qualitative cumulative quantitative

qualitative quantitative

Which of the following questions should be considered by managers before beginning a marketing research project? will the research be useful? will the top management be committed to this project? will the research be easy? will the research be complicated?

will the research be useful? will the top management be committed to this project?