Chapter 9 - Marketing Research

Marketing research is the process of (1)_________, (2)__________, (3)____________ data relevant to a marketing decision. It provides (4)___________ with data on the effectiveness of the marketing mix.

(1) planning (2) collecting (3) analyzing (4) decision-makers

There are multiple types of probability samples. In a (1)___________, every member of the population has an equal chance of selection. In a (2)__________, members of a population are selected in preset intervals.

(1) simple random sample (2) systematic sample

A company's customer relationship management (CRM) cycle and CRM system _______. a. assume all customers are equally profitable to the company b. provide built-in marketing research for the company c. have no impact on the company's marketing research efforts d. assume all customers have the same interactions with the company

(not A and D)

A questionnaire of car owners asks, "What do you like most about your car?" What type of survey question is this? a. Open-ended b. Closed-ended c. Ethnographic d. Scaled-response

A

Competitive intelligence helps managers assess _______. a. their competitors b. the economic environment c. their customers d. their product costs

A

Data previously collected for any other purpose than the specific research project at hand is _______. a. secondary data b. primary data c. sampling data d. unstructured data

A

Which survey method allows users to create a survey and distribute it to their own audience through email, their website, or social media? a. Web survey systems b. Online research communities c. Online focus groups d. Google consumer surveys

A

Which survey method involves a business hiring a firm that facilitates an online group discussion and delivers a recap of the discussion? a. Online focus groups b. Online research communities c. Online panel providers d. Google consumer surveys

A

Which of the following are examples of primary data? (Select three) a. Surveys b. Government reports c. Focus groups d. Ethnographic research e. Industry research reports

A, C, D

A graph showing historical sales trends for the company would be an example of ______, while a three-year sales projection for a product the company is about to launch would be _______. a. predictive research; diagnostic research b. descriptive research; predictive research c. descriptive research; diagnostic research d. diagnostic research; descriptive research

B

At which step in the marketing research process do you interpret and draw conclusions from the information you've collected? a. Prepare and present the report b. Analyze the data c. Follow up d. Specify the sampling procedures

B

Before a marketing research project can be designed, you must first _______. a. collect primary data b. identify the problem/opportunity c. specify sampling procedures d. analyze the data

B

If a researcher needs a sample that is representative of the population they are studying, they will utilize a _______. a. judgment sample b. probability sample c. snowball sample d. quota sample

B

Sending out a questionnaire to determine which product features consumers prefer is an example of which type of primary research? a. Observation research b. Surveys c. Ethnographic research d. Experiments

B

The marketing research problem _______. a. is general and broad in scope b. involves determining what information is needed and how it can be obtained c. is a seven-step process that should generally be followed regardless of project size d. is a goal statement

B

Which type of sample makes little attempt to get a representative cross section of the population? a. Probability sample b. Nonprobability sample c. Simple random sample d. Cluster sample

B

Competitive intelligence can come from which of the following sources? (Select three) a. Surveys of your competitors b. Suppliers c. Industry experts d. Salespeople e. Your company's financial statements

B, C, D

Which of the following are characteristics of mobile research? (Select three) a. Higher cost b. Increased response rates c. Narrower reach d. Immediate feedback e. Richer content collection Hide Feedback

B, D, E

A questionnaire of car owners asks, "On a scale of 1 to 10 (with 10 being most important), how important is gas mileage when deciding which car to buy?" What type of survey question is this? a. Dichotomous b. Closed-ended c. Scaled-response d. Open-ended

C

After collecting and analyzing the data, what is the next step in the research process? a. Specifying the sampling procedures b. Collecting primary data c. Preparing and presenting the report d. Planning the research design

C

Scanner-based research gathers information _______. a. from brands about their promotional plans b. from consumers about their future purchase intentions c. from consumers about the promotions and pricing they are exposed to and the things they buy d. from manufacturers about their supply chain activities

C

The customer relationship management (CRM) cycle _______. a. assumes all customers are equally profitable to the company b. only involves identifying customer relationships c. allows companies to identify their most profitable customers d. starts by identifying the most profitable customers

C

A supplier of scanner-based research _______. a. conducts focus groups about the best types of scanners b. mainly distributes surveys c. provides data that is less "real world" than survey research d. collects checkout scanner data and aggregates it for analysis

D

Marketing research may not be needed if you are _______. a. creating an entirely new product category b. entering a new market c. planning an expensive and high-risk product launch d. entering a stable market that is well-understood by the company

D

Which of the following statements is true? a. Mobile surveys are more expensive than paper surveys. b. Mobile surveys are limited on content collection compared to paper surveys. c. Mobile surveys have narrower reach than paper surveys. d. Mobile surveys have higher response rates than paper surveys.

D