Chapter 7: marketing

What types of firms typically hire market research firms or research specialists to help them with market research? (Check all that apply.) -Self-employed professionals -An increasing number of not-for-profit organizations -Small, for-profit companies -Large, for-profit companies

-An increasing number of not-for-profit organizations -Large, for-profit companies

What issues can negatively impact the validity of market research? (Check all that apply.) -Questions that are written poorly -A large and representative sample size -Inaccurate responses from respondents -The experimental method

-Questions that are written poorly -Inaccurate responses from respondents

What are potential sources of secondary data? (Check all that apply.) -Focus groups -Trade associations -In-store interviews -Library

-Trade associations -Library

List the five steps in the marketing research process in order, beginning with the first step at the top of the list.

1. Defining the problem 2. Analyzing the situation 3. Getting problem-specific data 4. Interpreting the data 5. Solving the data

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 ______.

A/B testing

What academic discipline is ethnographic research based on?

Anthropology

The Four Vs are used to understand the dimensions of _____.

Big data

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

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 questions could be used in qualitative research?

Can you describe your recent 50-mile bike ride?

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."

Sometimes the best way to observe a customer is for the marketing manager to become a .

Customer

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

"Big ________ " is the name given to data sets that are too large and complex to work with typical database management tools.

Data

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.

An MIS should collect ___________ information from the marketplace and from competitors.

External

Some automobile manufacturers install digital sensors to track fuel and engine activity on automobiles sold to the public. This is an example of _____ data.

External

True or false: The smaller the sample size, the greater the accuracy of estimates from a random sample.

False (Reason: The opposite is true. A larger sample size is needed for greater accuracy of estimate from a random sample.)

Without _____ data, marketing managers may make the same errors as their predecessors.

Hard

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

Marketing managers can use which of the following in order to acquire information about a market? (Check all that apply.) -Interviews -Questionnaires -Observations -Logistics -Experiments

Interviews Questionnaires Observations Experiments

A good situation analysis offers which of the following benefits to marketing managers? (Check all that apply.) -It gives useful information. -It is comparatively quick. -It may eliminate the need to collect more data. -It eliminates the problem area.

It gives useful information. It is comparatively quick. It may eliminate the need to collect more data.

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.

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

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

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

The marketing _____ is a statement of relationships among the marketing variables.

Model

What are the two basic methods for obtaining customer information? -Observing -Delegating -Questioning -Hiring

Observing Questioning

In marketing research, a(n) __________ is the total group that marketing managers are interested in.

Population

______ data is information specifically collected to solve a current problem.

Primary

Marketing _____ involves the procedures that develop and analyze new information about a market.

Research

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 questions on their own time. -Respondents can answer anonymously. -Respondents are willing to answer complex and complicated questions.

Respondents may be more forthcoming with private details. Respondents can answer questions on their own time. Respondents can answer anonymously.

The marketing research process is based on the _____.

Scientific method

Tools that measure ____________ can quickly generate a lot of information, and many are free. Yet, much of this information is selective.

Sentimental analysis

What is the final step of the research process?

Solving the problem

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.

What are three elements of a research proposal? (Check all that apply.) -The results of analysis of the collected data -The type of data that will be acquired -The customers affected by the data -Cost of data collection -The way the data will be acquired

The type of data that will be acquired Cost of data collection The way the data will be acquired

Which one of the following is a characteristic of a fixed response questionnaire?

They are easy to analyze.

When collecting primary or secondary data, research takes and __________ money.

Time

True or false: An MIS makes it easier for marketing managers to find information.

True (Reason: MIS is a strong tool in compiling and organizing large amounts of data.)

True or false: Qualitative research provides the advantage of depth in question responses.

True (Reason: Qualitative research goes beyond yes/no questions to provide more in-depth answers.)

True or false: Marketing managers in small companies can learn a lot simply by listening to what the customers have to say.

True (Reason: Research is expensive and in small firms, just listening to the customer can provide information.)

True or false: A situation analysis allows both the marketing manager and researcher to agree upon and understand what the problem area is.

True (Reason: Situation analysis helps the marketing manager and the researcher to better understand the problem area.

_____ refers to the extent to which data measure what they are intended to measure.

Validity

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

As one of the Four Vs, _____ is the speed at which data are generated and processed.

Velocity

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

The first "V" in the Four Vs is ____ which identifies the quantity of data generated and stored.

Volume

Companies use a data ______ to store all of their databases so they are available when needed.

Warehouse

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 _____.

Wisdom

An informal study of what information is already available in the problem area is called

a situation analysis.

Market research firms or specialists are sometimes called in by companies to

aid in the research process.

A data warehouse can be described as _____.

an electronic library

A marketing manager at a major coffee house would like the bold roast coffee to receive highest marks from the survey she is conducting. The results indicate that the milder coffee is actually preferred, but she decides to withhold this information. Her decision is an example of ______.

an unethical action

When using observation to collect data, it is important for the researcher to ______.

avoid influencing the subject's behavior

A customer journey map reveals the _______ for a product.

buying process

A key to making marketing research and an MIS that is useful in marketing strategy planning is _____.

careful communication and coordination with research experts

A(n) ____ interval is the range on either side of an estimate that is likely to contain the true value for the whole population.

confidence

A(n) _____ 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 _____.

consumer panel

Good marketing research requires ______ to be sure that the research focuses on real problems.

cooperation between researchers and marketing managers

Defining the problem ensures that the research is ______.

correctly targeted not wasted effort

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).

In marketing, research that investigates the actions of consumers in their natural habitat is called ______.

ethnographic research

Donna was invited to attend a meeting with six other people to review and discuss impressions of a firm's advertisements. After viewing them, the group answered open-ended questions. Donna was most likely part of a ______.

focus group

It is the job of a specialist in the ____ department to make sure the technical aspects of an MIS are correct.

information technology

Secondary data found on the Internet

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 _____.

knowledge

In the problem-solving step, managers use the research results to ______.

make marketing decisions

A _____ displays up-to-the-minute marketing data in an easy-to-read format.

marketing dashboard

The data from a ______ 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 ______ is critical to good marketing research.

marketing managers

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 _____ method of collecting data.

observation

It would be typical for a focus group to use _____ questions.

open-ended

A statistical _____ is an easy-to-use computer program that analyzes data.

package

A common marketing research problem is collecting ______ 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 ______.

primary data

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 ______.

quantitative research

Research that seeks structured responses that can be summarized in numbers, such as percentages, averages, or other statistics, is referred to as ______.

quantitative research

Situation analysis is especially important so that both the marketing manager and the _______________ understand the problem area.

researcher

Since it is rarely possible for marketing managers to acquire information about every member of a population, they instead acquire information from a representative ______.

sample

A company's MIS is a good source for _____ data.

secondary

Marketers must be careful when using sentiment analysis because this information is usually ______.

selective

In addition to informing the marketing manager of what information is existing and accessible regarding a problem area, a _____ also highlights additional information that must be acquired.

situation analysis

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

situation analysis.

A(n) ________ package is an easy-to-use computer program that analyzes data.

statistical

The most common ethical issue in marketing research concerns marketing managers who ______.

suppress particular results of market research

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 _____.

syndicated research

Marketing research that is based on the scientific method requires a company's ideas to be

tested prior to implementation.

Marketing research is most successful when driven by _____ because it requires testing prior to making a final marketing decision.

the scientific method

A pitfall for marketing managers engaged in Step 1 of the marketing research process is ______.

thinking that a symptom is the problem

When a marketing manager finds an Internet source that appears useful, the manager should plan to

verify that the source is reputable.