Marketing 3013 - CH 10 SB

Which of these is the best example of an unstructured question?

\Why did you choose the car you currently drive?\""

What is the excess of data for which companies can access but cannot collate by traditional methods called?

Big data

What is the focus of the value dimension of big data?

Ensuring the usefulness of the data relative to the cost

The step in the marketing research process that follows research design is Blank______.

collecting the data

Observation can be described as Blank______ through personal viewing or by means of a video camera.

examining purchase and consumption behavior

Compared to quantitative research, qualitative research is more Blank______.

informal

As firms build databases that contain customer Blank______, marketing researchers must be careful not to abuse this collection, which may contain sensitive personal details.

information

Secondary data can be found from both external and data sources.

internal

Marketing research efforts and resources can be wasted if research Blank______ are poorly defined.

objectives

A benefit of online versus more traditional marketing surveys is that the Blank______ rate is higher.

response

A Blank______ is a customer group of substantial size that represents the customers of interest in marketing research.

sample

An organic food manufacturer has designed a questionnaire for consumers of its products. The company is considering changing its packaging and including the question: \Do you have any concerns over the use of inert gases

such as nitrogen or argon

Marketers can purchase Blank______ data, which are secondary data available for a fee from commercial research firms.

syndicated

Social media sites can provide a firm with insights into a consumer's opinions about the firm and Blank______.

the consumer's opinions about the firm's competition

The Mayberry Mustangs, a minor league baseball team, recently upgraded their ability to collect data from their fans in order to draw people to their website. The team gathers the fans' tweets, texts, personalized video clips, and other posts to the team website. Then they include them in a humorous mashup before each game. Which big data characteristic does this mainly involve?

Variety

Which of the following make up the 5 Vs of big data?

Volume,Velocity,Variety,Veracity,Value

Drag each question to the issue concerning questionnaire design that it exemplifies.

When was the last time you received bad news at the doctor's office?,Most patriotic people vote in every election. Did you vote in the last presidential election?,Do you believe that mechanical watches are better than quartz watches?

Which of the following questions should be considered by managers before beginning a marketing research project? (Choose every correct answer.)

Will the top management be committed to this project?,Will the research be useful?

What service do online focus group firms offer?

A secure site on which companies can listen to and interact with focus groups

Where should demographic questions appear in a questionnaire?

At the end

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Data

Blank______ is a tool used by companies to explore data that helps to explain customer patterns in purchasing certain products (i.e., a tool that enables a home improvement retailer such as Lowe's to learn that 25 percent of the time its customers buy a garden hose, they also purchase a sprinkler).

Data mining

Blank______ uses various statistical analysis tools to discover previously unknown patterns in the data or relationships among variables.

Data mining

The body (the middle section) of a marketing research report usually includes which three features?

Detailed findings,Research objectives,The methodology used

Which of the following are practices supported by the American Marketing Association for ethical marketing research? (Choose every correct answer.)

Encouraging fair treatment of clients and suppliers of research data,Prohibiting fund-raising under the guise of conducting research,Avoiding misrepresentation of pertinent research data

Which are standard tools for descriptive marketing analytics? (Choose every correct answer.)

Excel spreadsheets,SPSS and SAS software,Visualization software

Which of the following is NOT a qualitative research method?

Experiments

Which U.S. government agency is tasked with protecting the privacy of American consumers?

Federal Trade Commission

Which of the following are types of qualitative research methods? (Choose every correct answer.)

Focus groups,Observation,In-depth interviews

Marketing analytics of big data from website traffic is useful for which of the following? (Choose every correct answer.)

Improving methods of converting shoppers into buyers,Gaining insight into which online content and products most engage website visitors,Identifying the most relevant keywords to use for the website

Primary data collection methods include which of the following? (Choose every correct answer.)

In-depth interviews,Surveys,Focus groups

What are the advantages of secondary research? (Choose every correct answer.)

It reduces the cost of data collection.,It saves time in data collection because it is readily available.

Which of the following sections typically appear in a marketing research presentation? (Choose every correct answer.)

Limitations,Executive summary,Conclusions

Which of the following are benefits of online focus groups? (Choose every correct answer.)

No travel needed,Lower costs,Access to a broader range of consumers

Blank______ is a qualitative research method that entails examining purchase and consumption behavior through personal viewing or video camera scrutiny.

Observation

Blank______ research is particularly useful when consumers are unable to talk about their experiences.

Observation

Blank______ data is information collected from the same group of consumers repeatedly over time.

Panel

data consist of research information collected to address specific research needs.

Primary

In a focus group, what kind of data are usually gathered about consumer reactions?

Qualitative data

Which of the following is an accurate definition of the term data?

Raw numbers with no intrinsic meaning

Researchers decide if a project is valuable by comparing the benefits of answering some of their questions with what?

The costs associated with the research

Which of the following data are most likely to be collected by scanner research over a given week?

The number of cans of Campbell's chicken noodle soup sold at a single grocery store

When researchers define the objectives and needs of their project, what are they trying to establish?

The problem that needs to be solved

Which of the following issues concern the veracity dimension of big data? (Choose every correct answer.)

The trustworthiness of the data based on its timeliness,The accuracy of the data based on the source

What is the major disadvantage of external secondary data collected from the Internet?

They can be untrustworthy.

In sentiment mining, companies gather comments from consumers on social media for what purpose?

To find consumers' preferences for products

Which of the following qualities are most important when describing marketing research?

Unbiased and factual

How is information generally gathered in a survey?

Using a questionnaire

Because research is Blank______, it is important to figure out beforehand exactly what problem needs to be solved.

expensive and time-consuming

Analyzing data that has been already collected to improve marketing decisions, optimizing marketing returns, and making appropriate customer-related decisions is the function of Blank______.

marketing analytics

Facial recognition software is used in marketing research to Blank______.

observe reactions using digital images

A benefit of Blank______ marketing surveys is that researchers can develop a database quickly with many responses.

online

Unstructured questions are Blank______ questions.

open-ended

Ratings of television programs by households for long-term measurement of their viewing habits is an example of Blank______ data.

panel

Researchers can avoid unnecessary changes as they move through a research project by Blank______ the entire process a while before starting.

planning

Marketing analytics tools that rely on historically available data to forecast something, such as a firm's product sales in the next year, are called analytics tools.

predictive

Marketing analytics tools that use simulations asking \what if\"â€"type questions to help a business find the most effective course of action are called analytics tools."

prescriptive

A major advantage of Blank______ research is that it can be tailored to fit the pertinent research questions.

primary

Whenever you go into your local grocery store, your purchases are rung up using hardware that is a Blank______ system. The data from these purchases are likely to be acquired by leading marketing research firms.

scanner

When you make a purchase at a grocery store, the Blank______ are often collected by marketing research firms to help understand consumers' purchasing behavior.

scanner data

A(n) Blank______ question is a closed-ended question with a specific set of possible answers, such as a yes/no question.

structured

A(n) is a systematic method of collecting information from people through a questionnaire.

survey

If a media company wants information on consumers' television viewing habits, it can purchase reports compiled by commercial research firms such as Nielsen. This is an example of Blank______ data.

syndicated

In terms of the five Vs of big data, the data formats in which information is stored is referred to as .

variety

In terms of the five Vs of big data, the rate at which data is received and acted on by organizations is referred to as .

velocity

In terms of the five Vs of big data, the ever-expanding quantity of data that companies must gather, cleanse, organize, and analyze is referred to as .

volume

Thompson Manufacturing develops and sells kitchen appliances. Thompson uses marketing research as a link to its environment by incorporating stakeholder input and feedback into its decision making process. This allows the firm to be Blank______ oriented.

customer

When merchandise is sold, stores compile data about the purchase. Then the data is entered into a huge database known as a(n) Blank______.

data warehouse

A marketing research project might involve analyzing Blank______ collected from grocery store scanners in order to produce Blank______ that can be used to better understand how well a promotion worked or how different customer segments differ in their shopping patterns.

data; information

The second step in the marketing research project involves design. In this step, researchers identify the type of Blank______ needed and work out the type of Blank______ necessary to collect it.

data; research

The analyst prepares the results to present them to a firm's Blank______ as a final step in the marketing research process.

decision makers

An in- is a qualitative research technique in which researchers ask questions in a one-on-one setting, record the answers, and then ask additional questions to clarify a particular issue. (Enter one word in each blank.)

depth,interview

Marketing research can be used to guide decision making for all of the following strategies EXCEPT Blank______.

distribution methods

During a marketing research project, when should the procedure for the entire project be planned?

Before the project begins

Neuromarketing examines what to determine consumers' responses to products?

Brain patterns

Blank______ is a marketing research method in which customer comments from a variety of social media sites are analyzed, seeking to gain insights into what customers really think.

Sentiment mining

Which of the following would be the most useful in identifying which customers are likely to be dissatisfied with their purchases?

Statistical predictive models

The source domains of marketing analytics methods include psychology, sociology, econometrics, and linguistics.

TRUE

True or false: A virtual community is an online network of people who communicate about specific topics.

TRUE

Researchers assess the value of a project by comparing the Blank______ of answering some of their questions and the Blank______ associated with conducting the research.

benefits; costs

Which of the following best describes a focus group?

A small group of people put together for an intensive discussion

Which category of marketing analytics tools uses data from voice-activated in-home assistants (such as Siri and Alexa), robotic vacuum cleaners, and driverless cars to help both consumers and companies consume more efficiently?

Active

is the number of people who stop using a service divided by the average number of total participants.

Churn

Which of the following are included in marketing research? (Check all that apply.)

Collecting data,Analyzing data,Interpreting data

Which of the following are among the five stages in the marketing research process? (Choose every correct answer.)

Collecting the data,Analyzing the data,Defining objectives

A firm that is considering changing the colors used on its packaging wants to determine the effect of different color schemes on sales. To do so, the firm places three different packages in stores in three different markets. What type of research is this?

Experimental

Blank______ research systematically manipulates one or more variables to determine which variables have a causal effect on another variable.

Experimental

Which of the following are quantitative research methods? (Choose every correct answer.)

Experiments,Survey,Scanner data

Qualitative research relies on experiments and surveys.

FALSE

The marketing research process always follows a strict progression of steps that happen in the same order every time.

FALSE

True or false: A questionnaire is a research technique that attempts to analyze consumer sentiments based on their social media activity.

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.

FALSE

True or false: Online surveys are most beneficial to marketers who have large budgets and plenty of time to conduct their research.

FALSE

A firm that uses technology to monitor the expressions of focus group participants while they try various samples of products is using which of the following techniques?

Facial recognition software

Which of the following is NOT a quantitative research method?

Focus groups

Which of the following are ways in which marketing analytics of big data is useful? (Choose every correct answer.)

For developing a thoughtful segmentation and positioning strategy,For making very specific marketing decisions as well as for a variety of purposes across a company's marketing mix,For understanding a firm's web traffic for managing various customer segments

Which of the following are benefits of conducting surveys online (vs. offline)? (Choose every correct answer.)

Higher response rate,Faster processing,Lower cost

Which of the following issues concern the velocity dimension of big data? (Choose every correct answer.)

How quickly the data can be collected ,How promptly marketers need to respond to insights generated from the data

What is a qualitative research technique in which trained researchers ask questions to a few selected participants individually, record the answers, and then ask additional questions if needed for clarification?

In-depth Interview

A firm that is considering the impact of rising prices on several of its projects begins its research by reviewing the results of a study conducted by the firm the last time it raised its prices. What type of research is the firm using?

Internal secondary data

Which of these are advantages of primary research? (Choose every correct answer.)

It can be tailored to the data needs.,It offers insights into consumer behavior.

Which of the following are the potential benefits of big data?

It helps organisations better identify relevant trends, threats and opportunities,It gives marketers insights into consumer purchasing decisions.

Which of the following is NOT an advantage of secondary research?

It is the best source of unbiased data

Which of the following are disadvantages of primary data collection? (Choose every correct answer.)

It takes more time.,It costs more.

Marketing analytics makes it possible for marketers to analyze large amounts of collected data concerning customer information and purchase histories to accomplish which of the following?  (Choose every correct answer.)

Make appropriate customer-related decisions,Improve marketing decision making,Optimize marketing returns

Blank______ must be committed to the research project and be willing to abide by the results of the research.

Management

Blan+A2:B163k______ consists of a set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas.

Marketing research

Blank______ is the process of examining people's brain patterns to see their responses to specific products or services in order to develop marketing strategies.

Neuromarketing

Which research method is typically the best for determining how customers might use a product?

Observation

research can last for a short time (for example, two hours of watching teenagers shop for clothing in the mall), or it may take days or weeks (for example, researchers living with families to observe their use of products).

Observational

What types of insights do researchers gain from focus groups? (Choose every correct answer.)

Opinions about competitive offerings,Initial reactions to new or existing products,Reactions to marketing stimuli

Which are goals of descriptive marketing analytics tools? (Choose every correct answer.)

Organizing and tabulating available data,Presenting data in reports, tables, and charts

What are the four broad categories into which marketing analytics tools and methods can be classified? (Choose every correct answer.)

Predictive,Active,Descriptive,Prescriptive

Which type of marketing analytics tools would typically use simulations and optimization techniques to find the best result for a business problem?

Prescriptive

In the second step of the marketing research process, what factor determines the type of data needed?

Project objectives

Blank______ research, such as a focus group, attempts to begin to understand phenomena of interest with broad, open-ended questions.

Qualitative

Blank______ research provides mathematical information needed to confirm insights, and managers can use it to pursue appropriate courses of action through many types of data collection.

Quantitative

Drag each type of data to the data collection technique that uses it.

Quantitative,Qualitative

What are the two types of primary data collection methods?

Quantitative,Qualitative

What is a data collection technique that features a document with questions designed to gather information from respondents to attain researcher objectives?

Questionnaire

Developing a questionnaire is considered \part art and part science.\" Which of the following is a good practice for questionnaire creation?"

Questions should be designed to address a specific set of research questions.

Drag each definition to the correct term.

Raw numbers or facts with little value to marketers.,Organized, analyzed, and interpreted numbers or facts that offer value to marketers.

Which of the following are sources of secondary data? (Choose every correct answer.)

Sales invoices,Trade associations,Census data

Blank______ are pieces of information that have already been collected before the research project starts.

Secondary data

Talib works for a gaming site that gets 90% of its revenues from in-game micro-purchases. He keeps the network functioning smoothly so millions of users can make these transactions seamlessly. Using a data dashboard, he monitors how many in-game transactions occur at any given time.

Talib is monitoring data from millions of user transactions at any given time.

Drag each statement to the corresponding element of big data.

The data exist in large quantities.,The data can exist in many different media formats.,The data can be accessed in milliseconds to seconds.,The data need to be accurate and reliable.,The data need to be useful in relation to the cost.

How do in-depth interviews help marketers improve their approach to market research?

The interview results can be used to develop surveys for a broader sample of consumers.

What are the characteristics of structured questions? (Choose every correct answer.)

They are closed-ended.,They include specific answers to choose from.

Which of these is not an advantage of secondary data?

They are easy to customize.

The U.S. Census provides demographic data about a particular market area, and it can be easily accessed at a low cost. What is the major disadvantage of the data?

They become outdated because they are collected only every 10 years.

Which of the following are benefits of in-depth interviews for market research? (Choose every correct answer.)

They communicate people's feelings about products and services at the individual level.,They provide historical context for the phenomenon of interest.

What role do groups such as the Center for Democracy & Technology (CDT) and the Electronic Privacy Information Center (EPIC) play in today's business landscape?

They ensure consumer data is used ethically.

A company that seeks to reduce its churn levels has what objective?

To reduce the percentage of its customers who stop using its product or service

Which of the following are ways a firm or retailer can benefit from observation using embedded sensors, such as Microsoft's Kinect technology? (Choose every correct answer.)

Track customer purchasing behavior,Optimize store layouts,Develop smart signage that reacts to customers' movements

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; they can meet all our needs and we can get them for free.\" Which of the following is the best argument against your boss's decision not to give you any funds for the research?"

A research project in which objectives have been poorly defined will most likely result in Blank______.

a significant waste of time and money

Marketing analytics tools that rely on artificial intelligence to analyze data, particularly from devices on the Internet of Things, are called analytics tools.

active

An advantage of secondary data is that, compared to primary data, they Blank______.

are usually available at a lower cost

Popular media has coined the term to refer to the excess data that companies can access but cannot organize using conventional data management.

big,data

After raw data are analyzed and interpreted, they provide , which is meaningful to marketing managers.

data

Through the use of Blank______, a hardware retailer might learn that 30% of the time when its customers buy a table saw, they also purchase nails.

data mining

Compared to secondary research, primary research requires researchers who Blank______.

have more training and skill in gathering and analyzing data

Data need to be organized, analyzed, and interpreted in order to become Blank______, which is useful for marketing decision making.

information

Market researchers use social media to Blank______.

learn about customers' likes and dislikes

The marketing research process does not have to be Blank______. Researchers can go back and forth from one step to another as the need arises.

linear

Information stored in the data warehouse Blank______.

may be accessed by analysts from various levels of the corporation

Depending on the research problem, the primary data collection method can employ a Blank______ research method.

qualitative or quantitative

Once a firm has gained insights from doing qualitative research, it is likely to engage in Blank______ research, which are structured responses that can statistically be tested.

quantitative

The last phase of the marketing research process is presenting Blank______ to decision makers.

results

Companies cannot include every customer in marketing research, so a group of customers, called a(n) , is chosen to represent other customers with the same characteristics. (Remember to type only one word in the blank.)

sample

Data mining uses various Blank______ tools to uncover previously unknown patterns in the data or relationships among variables.

statistical analysis

A main difference between scanner research and panel research is that Blank______.

the data are aggregated (combined) differently

In most situations, data collection should begin only after Blank______.

the research design process is finished

One disadvantage of secondary data is that Blank______.

they may not be exactly what the research project requires

A focus group interview is a(n) Blank______ method of inquiry where a trained moderator leads a conversation according to a predetermined outline of the topic of interest.

unstructured

The V dimension of big data that defines the fact users expect their data to be accurate and trustworthy is .

veracity

A(n) is an online network of people who talk about specific topics. (Enter one word in each blank.)

virtual,community