Marketing 3311 Chapter 5

Experian's product named ________ tracks the many ways that consumers interact online, including search terms and what people visited while on specific sites.

Hitwise

Quantitative research in which participants allow applications on their mobile devices to gather information about them or their environment is referred to as ______ _____ _____.

Passive data collection

Why should firms selling products globally, use local marketing research companies?

Such companies are familiar with the regional population and language.

Which of the following will lead to the increased use of neuromarketing technology in the future?

The equipment is becoming easier to use.

Which of the following is an unethical way of obtaining competitive intelligence?

offering money to competitors' employees in exchange for information

Which of the following would allow Gabbie the most flexibility in asking probing questions about why customers would want an open mic night?

personal interviews

Which of the following marketing decisions can be helped by neuromarketing?

ALL 1) e-marketers deciding the layout of a new website 2) shopper marketing analysts choosing where to place items on a retail shelf 3) advertisers choosing the sequence of images for a new 30-second television ad 4) brand managers developing a new logo for a company

Why are people typically poor sources of information?

Human memory is unreliable.

If Martha wants to determine whether or not she should offer open mic night at The Coffee Collective as part of the coffee experience, this would be an example of her

defining the problem.

______ is a term that describes both the growth in information that inundates businesses each day and the complex tools used to analyze the data and derive meaningful insights

Big Data

_____ is used to understand the impact of independent variables on a particular dependent variable.

Causal research

_____ involves systematically gathering data about what strategies direct and indirect rivals are pursuing in terms of new product development and the marketing mix.

Competitive intelligence

________ ______ involves systematically gathering data about what strategies direct and indirect competitors are pursuing in terms of new product development and the marketing mix. Such information can provide a firm with foreknowledge of a competitor's upcoming promotions or products, allowing it to respond in a way that blunts the effects of the competitor's actions.

Competitive intelligence

The growth in information that inundates businesses each day and the complex tools used to analyze the data and derive meaningful insights is known as

big data.

To combat the ethical implications of gathering data on customers, many companies employ

chief privacy officers.

Qualifying a household for the Simmons study includes all of the following except

considering only information about what consumers have purchased.

Which of the following is an example of a secondary data source?

data collected by an organization every day for its routine operations

How could neuromarketing help with the development of new automobiles?

developing sensors in the car to measure driver heart rate

____ requires analysis of the size of the potential market and the effects of _____ changes on demand. This information comes from demand analysis, a type of research used to estimate how much customer demand there is for a particular product and understand the factors driving that demand.

pricing

The first step in the marketing research process involves

setting specific objectives for the research

A demand analysis is most likely to be conducted by a company seeking to

establish the price of a new product.

The Simmons National Consumer Study is a survey conducted by Experian to help marketers find all of the following except

financial data on Fortune 500 companies.

The most frequently offered eye-tracking output is/are

heat maps.

Many scientists say 70 percent to 90 percent of consumer decisions are based on

instant emotions.

A _____ is a system that assesses an organization's marketing information needs, develops the needed information, and helps decision makers use information to create and validate actionable customer insights.

marketing information system

________ data, or the facts and figures that have already been collected about The Coffee Collective prior to the research at hand, would include information relating to budgets, previous marketing activities, sales, and customer communications.

Internal secondary

Which of the following is true of observation?

It is not useful in determining the reason behind people's behaviors.

Why do firms find primary data more valuable than secondary data?

Primary data are collected to answer a specific research question.

Instead of using survey information, Martha decides she would rather use ________ to find hidden information within her customer relationship management database to discover links between spending habits and which types of entertainment should be marketed by The Coffee Collective.

data mining

Modern marketing research, like that done by Experian, focuses on all of the following except

directly influencing purchase behaviors of participants in the studies.

A _______ consists of the people, technologies and procedures aimed at supplying an organization's marketing information needs. Such a system assesses those needs, develops the needed information, and helps decision makers use information to create and validate actionable customer insights.

marketing information system (MIS

Passive data collection is a technique used in

mobile marketing research.

Qualitative methods like interviews and focus groups can provide researchers a great deal of insight, but they don't always allow researchers to draw generalized conclusions about the larger consumer population. To collect the necessary data to achieve their research objective, companies often turn to ______ research. ________ research includes surveys, experiments, and mathematical modeling.

quantitative research

For ______ ______, the firm chooses a certain number of participants based on selection criteria such as demographics (e.g., race, age, or gender).

quota sampling.

Green Mat, a notebook manufacturer, wants to gauge the response of customers to its new line of eco-friendly notebooks. Being situated in a school district, the marketing team at Green Mat restricts the respondents to school-attending teenagers. This scenario exemplifies

quota sampling.

The given scenario is an example of ______ _______. Decisions regarding the place or distribution function must be made using ______ ______, which is a form of research that estimates how much of a product will sell over a given period of time. Using this research, firms know how much product to hold in inventory at various points in the distribution network.

sales forecasting

GAM, a mobile application developer, develops Talk2Text, an app that converts audio to text. Based on the demand estimated for the app during a free trial, the amount of usage, and the demographics of the users, GAM reckons that the app will sell 5,000 units over a period of six months. This scenario exemplifies

sales forecasting.

One of the advantages of quantitative research is that

the results may be generalizable to a larger population

Which of the following is a recent trend in marketing research?

the use of user-generated content in online research

A measurement instrument exhibits _____ if it measures what it is supposed to measure, and not something else.

validity