Marketing Ch. 4 - one

Causal research is used to ________. A) test hypotheses about cause-and-effect relationships

A

________ outlines sources of existing data as well as specific research approaches, sampling plans, and measurement instruments. A) The research plan

A

________ data consist of information collected for the specific purpose at hand. A) Primary

A

Coolers Inc. has decided to launch a new energy drink that will have the fewest calories among its competitors. To understand the market potential for the new drink and the demographics and attitudes of consumers who are likely to buy the product, Coolers should most likely use ________. E) descriptive research

E

In most marketing research projects, what type of research is conducted first? E) exploratory

E

Which of the following is a quantitative approach to research? E) marketing surveys

E

A category of ethnographic research used to observe consumers in a natural context in virtual and mobile spaces is referred to as ________. B) netnography

B

Although internal databases can be accessed more quickly and cheaply than other information sources, one of the challenges of internal databases is ________. B) maintaining the current database

B

A company that sells personal care products sends a trained observer to watch potential buyers in their natural environments. This is an example of ________ research. C) ethnographic

C

Hammond Corp. operates in the highly aggressive electronics market. The firm aims to obtain early warnings of opportunities and threats caused by the actions of other firms that are doing well in the industry. Which of the following sources would best serve Hammond's purpose? C) competitive marketing intelligence

C

The marketing manager of Appeal Inc. has noticed a sharp decrease in sales over the last two months. The manager decides to conduct marketing research to identify potential causes for the drop in sales. Which of the following should the manager do first? C) define the problem and objectives

C

Vernon Inc. would like to set the best price for a new product. The firm conducts an experimental study by selling the new product at two different prices in two different locations keeping other factors constant to see if a lower price results in better sales. This is most likely an example of ________ research. C) causal

C

Which of the following is not considered a source of competitive intelligence? C) competitors' internal databases

C

Brooke's Boutique plans to launch a new clothing line. For this purpose, the firm first conducts a survey to understand its target audience and identify the demographics of potential buyers. It then conducts experimental research to test whether customers associate discounted prices with lower product quality. Which types of research has the boutique employed in this case? D) descriptive followed by causal

D

Susan Hart, the manager of a children's boutique, collects data from her monthly records of sales, costs, and cash flow. In this case, Susan is making use of ________ databases. D) internal

D

The initial function of a marketing information system is ________. D) assessing the information needs of a company

D

Annie Carson, the owner of Annie's Dairy Bar, is considering opening a second location. She evaluates several potential sites by assessing traffic patterns, neighborhood conditions, and the locations of competitors. Annie is engaging in ________. A) observational research

A

Ethnographic research is ________. B) conducted in settings where people live and work

B

Information collected from commercial online databases or through Internet search engines are examples of ________ data. B) secondary

B

The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses. B) exploratory

B

________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. B) Marketing research

B

Which of the following is true of a good marketing information system? C) It balances the information that a firm would like to have against what they really need.

C

Which of the following sources constitutes the internal database of a company? C) the company's sales records

C

________ is a method of gathering primary data that involves asking people questions about their knowledge, attitudes, preferences, and buying behavior. C) Survey research

C

________ is often the most difficult but most critical step in the research process. C) Defining the problem and research objectives

C

________ is the final step in the marketing research process. C) Interpreting and reporting the findings

C

Which of the following demonstrates the real value of a company's marketing research and information system? D) the quality of customer insights it provides

D

Which of the following is an advantage of primary data? D) They are more relevant than secondary data.

D

Which of the following is true of competitive marketing intelligence? D) It can be obtained from information that is available in the public domain.

D

Which of the following statements regarding marketing intelligence is true? D) Marketing intelligence is the systematic collection, monitoring, and analysis of publicly available information.

D