Chapter 4

C. A survey

A colleague needs to collect descriptive data about his​ customer's attitudes. He has not done this type of research before. What research approach would you recommend to best suit this research​ project? A. Observation B. An experiment C. A survey D. An ethnographic study E. Secondary data

A. Collect the data.

A company is conducting market research to determine the best areas to sell its product. It has already determined its research questions. What is the next step of this​ company's research​ plan? A. Collect the data. B. Share the data with other companies in similar situations. C. Define the problem. D. Analyze potential data sources. E. Determine the best method to conduct research.

D. the systematic collection and analysis of publicly available information

Competitive marketing intelligence is primarily responsible for​ _____________. A. defining the problem B. implementing the research plan C. developing the research plan D. the systematic collection and analysis of publicly available information E. using primary data over secondary

A. Assess the information needs of the company.

Cupcakes by Cindy is attempting to gather information about its customers in order to improve its customer service. Which of the following is the BEST place for this company to start to develop an efficient​ MIS? A. Assess the information needs of the company. B. Determine how to use the information gathered by market research. C. Distribute necessary information to the marketing team. D. Conduct surveys or focus groups to gather information. E. Analyze the information gathered in market research.

C. an internal database

Many companies build extensive electronic collections of consumer and market information obtained from data sources within the​ company's network. This is known as​ ___________. A. online marketing research B. marketing research C. an internal database D. an intranet E. marketing intelligence

Marketing Information System (MIS)

People and procedures dedicated to assessing information needs, developing the needed info, and helping decision makers to us the info to generate and validate actionable customer and market insights.

E. Customer insights can provide valuable information to a small businesses.

Sky owns a small hot air balloon company in​ Albuquerque, New Mexico. He recently started a Facebook page for his company and many of his customers are asking for​ store-sponsored hot air balloon trips. They believe​ Sky's expertise would make him the perfect guide. Sky decides to host quarterly hot air balloon trips and experiences a huge increase in sales and customer satisfaction. Which of the following is the BEST conclusion that can be drawn from​ Sky's situation? A. Customer insights can be gained only through costly market research. B. Customer insights are not dependable. C. Customer insights are emotional and often irrelevant to a small business. D. Most small businesses have no way of easily accessing customer insights. E. Customer insights can provide valuable information to a small businesses.

A. internal​ databases, marketing​ intelligence, and marketing research

To develop needed​ information, marketing information systems utilize​ _________. A. internal​ databases, marketing​ intelligence, and marketing research B. internal​ databases, marketing​ research, and marketing managers C. internal​ databases, big​ data, and market research D. marketing​ intelligence, marketing​ research, and the marketing environment E. marketing​ managers, information​ users, and internal databases

A. Both large multinationals like Disney and IBM and small locals truly need market research.

Which kind of company would most benefit from conducting marketing​ research? A. Both large multinationals like Disney and IBM and small locals truly need market research. B. Only large multinationals like Disney and IBM need market research. C. Neither large multinationals like Disney and IBM nor small locals truly need market research. D. Only​ medium-sized companies that are about half the size of Disney and IBM need market research. E. Only small locals like​ Beatrice's Bistro need market research.

D. Observation is best suited for exploratory​ research, surveys for descriptive​ research, and experiments for causal research.

Which of the following BEST describes the research​ relationships? A. Observation is best suited for descriptive​ research, surveys for exploratory​ research, and experiments for causal research. B. Observation is best suited for descriptive​ research, surveys for causal​ research, and experiments for exploratory research. C. Observation is best suited for causal​ research, surveys for exploratory​ research, and experiments for descriptive research. D. Observation is best suited for exploratory​ research, surveys for descriptive​ research, and experiments for causal research. E. Observation is best suited for exploratory​ research, surveys for causal​ research, and experiments for descriptive research.

C. One result of big data is that marketing managers are often overloaded and overwhelmed with information.

Which of the following statements about big data is​ correct? A. Analyzing big data will always lead to useful customer insights. B. Analyzing big data is a very easy task. C. One result of big data is that marketing managers are often overloaded and overwhelmed with information. D. Big data is very important because marketers today need more information to make good decisions. E. Big data actually refers to very small data sets.

C. Online surveys generally have higher response rates than those conducted by mail or phone.

Which of the following statements about online research is​ correct? A. Online research is only feasible for large companies. B. It is more expensive to conduct online research than to do a​ mail, phone, or personal interview. C. Online surveys generally have higher response rates than those conducted by mail or phone. D. Focus groups are rarely conducted online. E. Experiments cannot be conducted online

E. Reaching respondents in other parts of the world is more difficult than it is in the U.S.

Which of the following would be good advice for someone that is conducting marketing research in a foreign​ country? A. Consumers in foreign markets generally enjoy participating in marketing research. B. Globalization has slowed​ down, so international research is no longer necessary. C. Language translation will be easy. D. You can easily find good secondary data in most foreign markets. E. Reaching respondents in other parts of the world is more difficult than it is in the U.S.

B. To have a​ "full picture" of the subject of its study

Why is it important for a company to collect both primary and secondary data when conducting marketing​ research? A. To keep costs down B. To have a​ "full picture" of the subject of its study C. To avoid complaints that the study is not reliable D. To ensure the data is usable E. To guarantee the product being researched will be successful

D. focus group interview

You and seven other people relay your feelings and thoughts about a potential new product to a trained moderator. In​ exchange, you receive a small payment. You are participating in​ a(n) ________. A. individual interview B. immersion group C. experiment D. focus group interview E. ethnographic study

online marketing research

collect primary data online through internet surveys, focus groups, web-based experiments

ethnographic research

form of observational research that involves sending trained observers to watch and interact w/ consumers in natural environment (trained pschologists

survey research

gather primary data by asking people questions bout their knowledge, attitudes, preferences

experimental research

gather primary data by selecting matched group of subjects, giving them treatments, control related factors, and checking for differences in group responses.

secondary data

gathered first, consist of info that already exists somewhere that was collected for a different purpose. (i.e. Nielsen sells shopper insight data that measures trial and repeat purchasing, brand loyalty, and buyer demographics)

observational research

gathering primary data by observing relevant people, actions, situations (questionnaires)

primary data

info collected for the specific purpose at hand. (i.e. surveys, observational studies)

customer relationship management (CRM)

manage detailed info about individual customers and carefully managing customer touch points to maximize customer loyalty.

descriptive research

marketing research to better describe marketing problems, situations or markets, such ad the marketing potential for a product or the demographics and attitudes of consumers.

Exploratory research

marketing research to gather preliminary info that will help define problems and suggest hypothesis

casual research

marketing research to test hypotheses about cause-and-effect relationships.

focus groups

personal interviewing that involves inviting small group of people to gather for a few hours and discuss w/ trained interviewer about a product, service, or org. interviewer focuses on important issues.

E. Marketing analytics

​_______ consists of the analysis​ tools, technologies, and processes by which marketers dig out meaningful patterns in big data to gain customer insights and gauge marketing performance. A. Big data B. CRM C. Marketing information D. Touch points E. Marketing analytics