mar

Mr. Wilson is answering questions in an online survey. Mr. Wilson is most likely a(n) _____.

information user research supplier data collector respondent

Nielsen provides information to the management of a local television station so they can figure out the best placement for commercials during the evening news. In this case, Nielsen is a(n) _____.

information user research supplier data collector respondent

A national chain of fitness centers wants to install technology for keyless locker room entry. They are unsure of the best value and most secure type. They should hire a(n) _____.

internal marketing firm syndicated marketing firm customized marketing firm standardized marketing firm

Global market research generates more than _____ in revenue each year.

$30 billion $12 billion $3.3 billion $2.5 billion

The marketing research firm that is one of the world's largest and is comprised of 12 different specialized market research companies is _____.

Ipsos Kantar Nielsen Westat, Inc.

Companies in the United States rarely conduct their own marketing research and will instead hire a reputable marketing research firm.

T/F

Limited-service suppliers only collect data for companies; they do not analyze it or offer recommendations about what can be done with the data they have collected.

T/F

Most large companies tend to ignore what is said online about their products or services.

T/F

A project director is usually involved with just one project at a time. A senior project director may be involved with multiple projects at once.

True False

Maria was hired as a marketing research analyst and finds herself writing reports based on data; performing data analyses using differing methods; and often getting the client's formal final approval of the project. Some of these tasks are not typical of most other marketing research analyst jobs.

True False

The Marshall Marketing Research Company is conducting a survey for the Avis Hat Company. They need data from 1,000 respondents. Since two people on the Avis office staff fit the demographic and the deadline is fast approaching, they each fill out a survey. This small number does not affect the validity of the data.

True False

The marketing research firm divided into two main sections, Buy and Watch, is _____.

Westat, Inc. IMS Health Nielsen Kantar

A public opinion poll to find out a potential presidential candidate's likeability among a key voting group was probably administered by _____.

Westat, Inc. Nielsen Kantar Ipsos

Reputation management has to do with _____.

a marketing research firm acting ethically a company honoring their own code of conduct tracking and acting on online customer comments having demographic information about customers

External market suppliers are always hired to _____. (Select all that apply.)

analyze data do the planning design the study produce surveys

Kantar's marketing study about surveys is a direct result of people's _____. (Select all that apply.)

lack of time easy access to technology willingness to provide data confusion when taking longer surveys

A marketing research job candidate is asked whether she likes to travel. It is probable that the job she is interviewing for is _____.

marketing research analyst account executive research manager statistician

A data collector's job responsibilities typically include _____. (Select all that apply.)

providing collected data to research suppliers analyzing data that has been collected coming to a conclusion about collected information accurately collecting data

Marketing research analysts use _____ research methods for marketing research in their interpretation of the data. (Select all that apply.)

qualitative quantitative both qualitative and quantitative neither qualitative nor quantitative

A marketing research company has 50 questions they would like consumers to respond to. They give one group of people a 50-question survey to complete. They give five other groups of people different 10-question surveys to complete. As was shown in the Kantar study, the data compiled will be _____.

similar from both groups more accurate on the longer survey more accurate on the shorter surveys it is impossible to tell

A company has found some inaccuracies within the results of a marketing research study. The first person who would be questioned is most likely the _____.

statistician project director marketing research analyst vice president of marketing research

As part of the position, a project director will _____. (Select all that apply.)

supervise field workers interpret marketing research data develop the research instrument coordinate communication among staff, field workers, and the client

A new convenience store owner only wants to stock what will sell. She buys marketing research data and information taken from a database specifically about convenience store purchases. The owner has most likely purchased _____.

syndicated data customized data standardized data demographic data

Media companies care about demographic information because it helps them _____. (Select all that apply.)

target their advertising market their shows better track information about online posts know what people are saying about them

Tina has an job with a marketing research company that allows her to use her outstanding communication skills. She often consults with clients regarding business problems or opportunities, sometimes traveling to visit them. She has a master's degree in math and experience with qualitative and quantitative research methods. It is likely that Tina is a(n) _____.

vice president of marketing research account executive research manager project director