IBM (Chapter 10 Connect Assignment)
Which of the following is NOT a qualitative research method? a. Experiments b. Focus groups c. Observation d. In-depth interviews
a Experiments
Which of the following are advantages of conducting focus groups online (vs. offline)? (select all that apply) a. Access to a wider variety of customers b. Elimination of geographic barriers to participants c. Easy analysis of body language d. Lower costs
a. Access to a wider variety of customers b. Elimination of geographic barriers to participants d. Lower costs
There are issues that rise when designing a questionnaire. Match the issue with its corresponding example. When was the last time you received bad news at the doctor's office? a. Avoid sensitive questions unless they are absolutely necessary. b. Avoid leading questions, which steer respondents to a particular response, irrespective of their true beliefs. c. Avoid complex questions and those that may seen unfamiliar to respondents.
a. Avoid sensitive questions unless they are absolutely necessary.
Marketers collect primary data using which of the following techniques? (select all that apply) a. Conducting focus group interviews b. U.S. Census bureau data c. Observing consumer behavior d. Surveying customers e. Mail, telephone, and in-person interviews
a. Conducting focus group interviews c. Observing consumer behavior d. Surveying customers e. Mail, telephone, and in-person interviews
Match the terms "data" and "information" to their definitions. Raw numbers or facts a. Data b. Information
a. Data
Which of the following is NOT a quantitative research method? a. Focus groups b. Surveys c. Experiments d. Scanner research
a. Focus groups
Which of the following are benefits of conducting surveys online (vs. offline)? (select all that apply) a. Higher response rate b. More complex data analysis c. Fast processing d. Lower cost
a. Higher response rate c. Fast processing d. Lower cost
select all of the following that are in the category of qualitative research methods. (select all that apply) a. In-depth interviews b. Scanner c. Surveys d. Observation e. Experiments
a. In-depth interviews d. Observation
Marketing research consist of which of the following? (select all that apply.) a. Interpreting data b. Collecting data c. Creating data d. Analyzing data
a. Interpreting data b. Collecting data d. Analyzing data
Which of these is NOT an advantage of secondary data? a. It is easy to customize to the specific needs of a research project b. It can often be obtained at a low cost, sometimes even at no cost c. It can be obtained quickly
a. It is easy to customize to the specific needs of a research project
Place the stages of the marketing research process in the correct order. 1. Data collection 2. Defining objectives 3. Designing the research project 4. Analyzing data 5. Presenting results
1. Defining the objectives 2. Designing the research project 3. Data collection 4. Analyzing data 5. Presenting results
____ research can last for a very brief period of time (e.g., two hours watching teenagers shop for clothing in the mall), or may take days or weeks (e.g., researchers living with families to observe their use of products).
Observation
____ data is information collected from the same group of consumers repeatedly over time with the participants often enrolling as respondents.
Panel
____ data is research information collected to address specific research needs.
Primary
Data needs to be organized, analyzed, and interpreted in order to become ____, which is useful for marketing decision making.
information
When data interpreted, it becomes ____, which is meaningful to marketing managers.
information
The in-depth ____ is a qualitative research technique in which trained researchers ask question, listen to and record the answer, and then pose additional questions to clarify or expand on a particular issue.
interview
A ____ is a form that has questions designed to gather information to attain researcher objectives.
questionnaire
Television networks are under constant pressure to offer successful television shows. Most network executives use marketing research to: a. increase uncertainty b. reduce uncertainty c. estimate salaries d. monitor management
reduce uncertainty
Companies cannot include every customer in marketing research, so a group, called a ____, of perhaps 30-150 people is chosen to represent the other customers.
sample
Research that is quantitative and uses data gathered from the UPC codes at checkout counters 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 free, but often free to the user.
secondary
A ____ is a systematic method of collecting information from people which uses a questionnaire.
survey
There are issues that rise when designing a questionnaire. Match the issue with its corresponding example. Most patriotic people vote in every election. Did you vote in the last presidential election? a. Avoid sensitive questions unless they are absolutely necessary. b. Avoid leading questions, which steer respondents to a particular response, irrespective of their true beliefs. c. Avoid complex questions and those that may seen unfamiliar to respondents.
b. Avoid leading questions, which steer respondents to a particular response, irrespective of their true beliefs.
It is important to establish in advance exactly what information is required to answer specific research questions and how that information should be obtained. This will affect which of the following? (select all that apply) a. Employment b. Budget c. Promotions d. Time
b. Budget d. Time
Select all of the following that are sources of secondary data. a. Questionnaires b. Census data c. Trade publications d. Interviews e. Sales invoices f. Internet reports
b. Census data c. Trade publications e. Sales invoices f. Internet reports
What are the characteristics of structured questions? (select all that apply) a. Require respondents to answer in their own words b. Close-ended c. Open-ended d. Include specific answer to choose from e. Have response alternatives
b. Close-ended d. Include specific answer to choose from e. Have response alternatives
____ ____ is a tool used by companies to explore data which helps to explain customers patterns in purchasing certain products (i.e. This tool enables a home improvement retailer such as Lowe's to learn the 25 percent of the time its customers buy a garden hose, they also purchase a sprinkler). a. External syndicated b. Data mining c. Experimental methods d. Internal syndicated
b. Data mining
Select all of the following that are stages in the marketing research process. (select all that apply) a. Finding resources b. Defining objective c. Data collection d. Staffing the research project
b. Defining objective c. Data collection
Neuromarketing uses ____ in an effort to gain insights into consumers' deepest thoughts. a. recording of changing facial expressions b. EEG scans of brain waves c. comments from a wide variety of social media sites d. measurement of changes in heart rate
b. 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. a. True b. False
b. 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. a. True b. False
b. False
Match the terms "data" and "information" to their definitions. Organized, analyzed interpreted data that offer value to marketers. a. Data b. Information
b. Information
____ is a qualitative research method that entails examining purchase and consumption behavior through personal viewing or video camera scrutiny. a. Survey b. Observation c. Focus group d. Scanner
b. Observation
Categorize each of the following data collection techniques as qualitative or quantitative data collection. Is focus groups a. Quantitative b. Qualitative
b. Qualitative
Categorize each of the following data collection techniques as qualitative or quantitative data collection. Is social media a. Quantitative b. Qualitative
b. Qualitative
What kind of data is gathered to identify consumer reactions using a focus group? a. Statistical data b. Qualitative data c. Quantitative data
b. Qualitative data
____ research provides the information needed to confirm insights, and managers can use it to pursue appropriate courses of action through many types of data collection. a. Descriptive b. Quantitative c. Secondary d. Exploratory
b. Quantitative
There are issues that rise when designing a questionnaire. Match the issue with its corresponding example. Do you believe that mechanical watches are better than quartz watches? a. Avoid sensitive questions unless they are absolutely necessary. b. Avoid leading questions, which steer respondents to a particular response, irrespective of their true beliefs. c. Avoid complex questions and those that may seen unfamiliar to respondents.
c. Avoid complex questions and those that may seen unfamiliar to respondents.
Which of these are advantages of primary research? (select all that apply) a. It is inexpensive to collect b. It is quick and easy to obtain c. It can be tailored to the needs of the research project d. It can offer insights into consumer behavior
c. It can be tailored to the needs of the research project d. It can offer insights into consumer behavior
Developing a questionnaire is considered "part art and part science." Which of the following is good practice for questionnaire creation? a. Questions are better when they are open to multiple interpretations. b. Layout of the questionnaire should test the respondent's ability. c. Questions should be designed to address a specific set of research questions.
c. Questions should be designed to address a specific set of research questions.
What are the advantages of secondary research? (select all that apply) a. Offers behavioral insights b. Specific to data needs for topic in hand c. Saves time in data collection because readily available d. Reduces cost of data collection
c. Saves time in data collection because readily available d. Reduces cost of data collection
Through the use of ____, a hardware retailer might learn that 30 percent of the time when its customers buy a table saw, they also purchase nails. a. shipping invoices b. statistics c. data mining d. inventory
c. data mining
An advantage of secondary data is that, compared to primary data, it: a. offers greater exclusivity b. is guaranteed as being more trustworthy c. is usually available at a lower cost d. provides more specific insights
c. is usually available at a lower cost
One disadvantage of secondary data is that: a. its is the most expensive type of data used in research b. it usually takes a long time to obtain it c. it may not be exactly what the research project requires d. very little of it is available
c. it may not be exactly what the research project requires
Market researchers use social media to: a. perform data analysis b. conduct experiments c. learn about customers' likes and dislikes d. obtain syndicated data without paying for it
c. learn about customers' likes and dislikes
The last phase of the marketing research process is presenting ____ to decision makers. a. information b. analysis c. results d. data
c. results
After firms collect large amounts of customer information and purchase history, to access and analyze it, it is stored in a data ____. a. base b. mine c. warehouse d. file
c. warehouse
____ uses a variety of statistical analysis tools to uncover previously unknown patterns in the data or relationships among variables. a. information scaling b. Statistics scaling c. Data scaling d. Data mining
d. Data mining
____ research attempts to begin to understand the phenomenon of interest without a lot of numbers and stats. It also provides initial information when the problem lacks any clear definition. Examples include focus groups and social media. a. Experimental b. Survey c. Primary d. Qualitative e. Secondary
d. Qualitative
The term ____ refers to raw numbers that have limited value to marketers on their own. a. information b. analysis c. statistics d. data
d. data
Firms find it necessary to use data mining techniques to extract valuable information from their ____. a. data storage b. customer warehouses c. info warehouses d. data warehouses
d. data warehouses
Travelocity.com discovered that 60% of travelers who booked hotel reservations also booked car rental reservation. Marketing research is helping Travelocity.com to develop its ____, by providing valuable information that will help it decide on products, positioning, place, price, and promotion. a. marketing profile b. financial analysis c. statistical research d. marketing strategy
d. marketing strategy
Pizza Hut hired a market research company to analyze its sales data and identify the most profitable customer groups. Pizza Hut uses this information to adjust its product offering to create ____ for these customers. a. more choices b. lower costs c. less confusion d. more value
d. more value
By ____ the entire process well is of starting the research project, researchers can avoid unnecessary alterations as they move through the process. a. funding b. sourcing c. staffing d. planning
d. planning
Once a firm has gained insights from doing qualitative research, it is likely to engage in ____ research, which are structured responses that can statistically be tested. a. descriptive b. secondary c. consumer d. quantitative
d. quantitative
Firms sometimes sponsor online communities, in part for marketing research purposes. Online communities are an example of: a. in-depth interviews b. social engineering c. experiments d. social media e. quantitative research
d. social media
Data mining uses a variety of ____ tools to uncover previously unknown patterns in the data or relationships among variables. a. statistical information b. customer analysis c. customer statistics d. statistical analysis
d. statistical analysis
Experimental research: (Select all that apply) a. determines the economic effect of constants in the market b. is qualitative research c. is usually observation d. systematically manipulates one or more variables e. is quantitive research
d. systematically manipulates one or more variables e. is quantitative research
In most situations, data collection should only begin after: a. the researcher has requested primary data needed b. there is certainty for funding for the research c. data analysis is complete d. the research design process is finished
d. the research design process is finished
____ is a marketing research method in which customer comments from a variety of social media sits are analyzed, seeking to gain insights into what customers really think. a. Social engineering b. An experiment c. A focus group d. An in-depth interview e. Sentiment mining
e. Sentiment mining
____ is the number of participants who discontinue their use of a service divided by the average number of total participants.
Churn
Select the three guidelines the American Marketing Association provides for conducting marketing research. (select 3) a. It supports integrity by avoiding misrepresentation of pertinent research data. b. It encourages the fair treatment of clients and suppliers. c. It lobbies congress for ethical standards for marketers. d. It requires that marketers financially support not-for-profits. e. It prohibits fundraising under the guise of conducting research.
a. It supports integrity by avoiding misrepresentation of pertinent research b. It encourages the fair treatment of clients and suppliers. e. It prohibits fundraising under the guise of conducting research.
Select all of the following that are disadvantages of primary data collection. (select all that apply) a. More cost b. Appropriate data c. Behavioral insights d. More time
a. More cost d. More time
____ research is particularly useful when consumers are unable to articulate their experiences. a. Observation b. Secondary c. Marketing d. Exploratory
a. Observation
Categorize each of the following data collection techniques as qualitative or quantitative data collection. Is experiments a. Quantitative b. Qualitative
a. Quantitative
Categorize each of the following data collection techniques as qualitative or quantitative data collection. Is scanner a. Quantitative b. Qualitative
a. Quantitative
Which of the following describes a focus group? Choose the most appropriate choice. a. Small group of people put together for an intensive discussion. b. Small group of people interacting with objective customers. c. Small group of people who are requires to purchase the product.
a. Small group of people put together for an intensive discussion.
Select all of the following that are quantitative research methods. (select all that apply) a. Survey b. Focus groups c. Scanner data d. Experiments e. Projective techniques
a. Survey c. Scanner data d. Experiments
True or false: A virtual community is an online network of people who communicate about specific topics. a. True b. False
a. True
Which of these questions should managers consider before embarking on a marketing research project? (select all that apply) a. Will the research be useful? b. Will the research be easy? c. Will the research reduce uncertainty? d. Will the top management be committed to this project? e. Will the research provide insights?
a. Will the research be useful? c. Will the research reduce uncertainty? d. Will the top management be committed to this project? e. Will the research provide insights?
There are value trade-offs in marketing research. In the long-run, researchers should choose the method that will provide them with the information they need ____. a. at the lowest cost b. without regard to research process c. with the simplest method d. without regard to expense
a. at the lowest cost
The second step in the marketing research project involves design. In this step, researchers identify the type of ____ needed and determine the type of ____ necessary to collect it. a. data; research b. money; people c. customers; research d. data; people
a. data; research
Observation can be described as ____ through personal viewing or video camera scrutiny. a. examining purchase and consumption behavior b. counting purchases c. examining sales d. asking questions to record answer of participants
a. examining purchase and consumption behavior
Because research is both ____ and ____, it is important to establish in advance exactly what information is requires to answer specific research questions. a. expensive; time-consuming b. affordable; time-consuming c. complicated; time-consuming d. expensive; complicated
a. expensive; time-consuming
Social media sites can provide insights into consumers' opinions of the firm's product and those of its competitors: a. in the consumer's own words b. from a negative perspective BUT not from a positive view c. through observation d. from a positive perspective BUT not a from a negative view
a. in the consumer's own words
The marketing research process is not ____; sometimes, researchers go back and forth from one step to another as the need arises. a. linear b. dynamic c. chaotic
a. linear
Marketing research can be used to guide decision making for all of the following strategies EXCEPT: a. manufacturing decisions b. segmentation c. positioning d. pricing e. product decisions
a. manufacturing decisions (Manufacturing decision should be a result of consumer demand)
Marketing research efforts and resources can be wasted if research ____ are poorly defined. a. objectives b. question c. samples d. data meeds
a. objectives
Unstructured questions are ____ questions. a. open-ended b. scaled-response c. guided-answer d. closed-response
a. open-ended
Depending on the nature of the research problem, the primary data collection method can employ a ____ or ____ research method. a. qualitative; quantitative b. descriptive; experimental c. descriptive; quantitative d. qualitative; experimental e. descriptive; qualitative
a. qualitative; quantitative
By identifying common characteristics of frequent shoppers through sales receipts, IBM can ensure that it meets their needs effectively and targets similar consumers with its advertising. This is the ____ of internal secondary data. a. value b. price c. challenge d. cost
a. value
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? a. Primary data is always preferable to secondary data b. Secondary data may not be specific enough to meet the needs of the research c. It will take too long to collect secondary data d. Secondary data always costs at least a small amount of money
b. Secondary data may not be specific enough to meet the needs of the research
Which of these is NOT an example of a form of data analysis involving biometric data? a. Facial recognition b. Sentiment mining c. Analysis of iris scans d. Fingerprint matching
b. Sentiment mining
For a report of research results to be effective, it should: (select all that apply) a. use scientific terminology b. be precise c. be elaborate with lots of examples d. be free of errors e. include recommendations that can implemented
b. be precise d. be free errors e. include recommendations that can be implemented
Thompson Manufacturing develops and sells kitchen appliances. Thompson uses marketing research as a link to its environment. This allows the firm to be ____ oriented. a. competitor b. customer c. financial d. statistical
b. customer
The benefit of online marketing surveys is that researchers can develop a ____ quickly with many responses. Offline marketing surveys have a more ____ approach that includes interactions with target market. a. strategy; direct b. database; direct c. database; indirect
b. database; direct
U.S. Census is a great source for demographic data about a particular market area, and it can be easily accessed at low cost. The ____ is that data are collected only at the beginning of every decade. a. advantage b. disadvantage c. plus d. benefit
b. disadvantage
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 bing more trustworthy d. offers greater exclusivity
b. is usually available at a lower cost
In the second step of the marketing research process, what factor determines the type of data needed? a. research client b. project design c. research problem d. number of researchers e. information needed
b. project design
GE Appliances has determined that it 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: a. management experience b. research objectives c. previous methods d.available budget
b. research objectives
Verizon Wireless wants to evaluate its position in the cell 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: a. retention data b. sales data c. satisfaction data d. loyalty data
b. sales data
Whenever you go into your local grocery store, your purchases are rung up using hardware that is a ____ system. The data from these purchases are likely to be acquired by leading marketing research firms. a. bar code b. scanner c. pricing d. panel
b. scanner
A(n) ____ question is a closed-ended question with a specific set of possible answer, such as a yes/no question. a. circular b. structured c. experimental d. unstructured
b. structured
Marketers can purchase ____ data, which is secondary data available for a free from commercial research firms. a. external b. syndicated c. primary d. census
b. sysndicated
One key difference between scanner research and panel research is that: a. different questions are answered b. the data aggregated (combined) differently c. different product lines are studied
b. the data aggregated (combined) differently
A focus group is a(n) ____ method of inquiry where a trained moderator guides a conversation on the basis of a predetermined outline of the topic of interest. a. closed b. unstructured c. structured d. inexpensive
b. unstructured
Which of the following are benefits of in-depth interviews for market research? (select all that apply) a. Help researchers test predictions b. Used to develop surveys c. Communicate people's feeling about product and services at the individual level d. Provide historical context for the phenomenon of interest
b.Used to develop surveys c. Communicate people's feeling about product and services at the individual level. d. Provide historical context for the phenomenon of interest
