Marketing 321 Quiz Answers Exam #1

Descriptive research

A marketing researcher would use what type of research to find out how many customers there are, what brands they buy and in what quantities, which advertisements they recall, what are their attitudes toward the company, and who is the competition?

Identification of an opportunity

A new use for a product is identified on social media, or those in a target market would like to have a service delivered to their doors. These would be examples of

exploratory

A small family-owned jeweler experiences more than a 20 percent decline in sales. The owners do not know what the problem is. The research design they should use is

Decision-making

Action standards provide a path for

Passive Data

Data that are gathered without overt questioning of other types of interactions with consumers have become a new and valuable source of information. This type of data are called

Secondary data

Data that have been gathered by another source other than the researcher or for some other purpose than the research project is

Dig deeper into data and deliver strategic insights with their results

For the marketing research industry to evolve, there exists a need for researchers to

Packaged service

Instead of a client firm trying to "reinvent to wheel" by developing its own process for measuring customer satisfaction, the firm may elect to use a ________ to accomplish this aim

strategies, campaigns, programs, or tactics

Marketing research can also be used to generate, refine, and evaluate a potential marketing action. In this context, actions may be thought of as

collaborate with and learn from customers

Modern marketing thought holds that firms should

Longitudinal studies

Nielsen tracking studies are _________ that monitor a variable such as sales or market share over time

Define the problem

Once a firm decides to conduct marketing research, the second step it to

Selected after thoroughly considering the problem and research objectives

Research design should be

Exploratory, descriptive, and causal

Research design types include

Its cost effectiveness and increasing availability of marketing research tools

The appeal of do-it-yourself research has to do with

Expand our knowledge to solve a specific problem

The difference between basic research and applied research is that applied research is conducted to

Problem statement

The first and one of the most critical elements of a proposal is

Even though much of the material on social media is shallow or useless, it is always relevant

The use of social media data for marketing research also has quite a few disadvantages. Which of the following in not considered one of those disadvantages

Longitudinal Studies

Tracking studies are studies that involve the monitoring of the same variables of interest, such as marketing share or unit sales, over time. These types of studies are an example of

Selling under the guise of a survey

What does "sugging" refer to

The process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem

What is the definition of marketing research

Thomas Register

Which of the following is NOT a major source of online information allowing marketers to explore the many different types of research firms that operate worldwide

meeting needs profitably

Which of the following is a short definition of marketing

Passive Data

_____ Are information that is collected without overt consumer activity

Research objectives

________ Need to be very clear, since they will determine the methods used and the content of the measurement instrument