Marketing Chapter 10

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

True

Which of the following qualities are most important when describing marketing research? Unexpected and eye-catching Profitable and favorable On time and under budget Unbiased and factual

Unbiased and factual

How is information generally gathered in a survey? Using a questionnaire Via secondary data Using videotapes or audiotapes Using observation techniques

Using a questionnaire

In recent years, firms have improved their ability to collect data from which of the following sources? (Select all that apply.) Websites and social media platforms Customer relationship management systems Bank records and tax returns Transactions

Websites and social media platforms Customer relationship management systems Transactions

Observation can be described as ______ through personal viewing or by means of a video camera. prohibiting certain behaviors asking questions to record answers of participants examining purchase and consumption behavior counting sales

examining purchase and consumption behavior

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

false

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

information

Which of the following are practices supported by the American Marketing Association for ethical marketing research? (Select all that apply.) - Avoiding misrepresentation of pertinent research data - Requiring that marketers financially support not-for-profits with research data - 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 - Encouraging fair treatment of clients and suppliers of research data - Prohibiting fund-raising under the guise of conducting research

Marketing research consists of which of the following? (Select all that apply.) - Editing data - selling data - Collecting data - Analyzing data - Interpreting data

- Collecting data - Analyzing data - Interpreting data

___________ uses various statistical analysis tools to discover previously unknown patterns in the data or relationships among variables. - Data mining - Data scaling - Statistics mining - Information scaling

- Data mining

A focus group interview is a(n) ______ method of inquiry where a trained moderator leads a conversation according to a predetermined outline of the topic of interest. -inexpensive - individualized - structured - unstructured

- unstructured

Which of these is NOT an advantage of secondary data? - It can be obtained quickly. - It can sometimes be obtained from the company itself. - It is easy to customize. - It is often inexpensive.

- It is easy to customize.

______ must be committed to the research project and be willing to abide by the results of the research. - Management - Consultants - Shareholders - Suppliers

- Management

______ 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 strategy - Marketing research - Strategic planning - Marketing management

- Marketing research

Which of the following is an accurate definition of the term data? - Conclusions derived from the analysis of raw numbers - Methods used for collecting information on a subject - Goals or benchmarks that a firm strives to achieve - Raw numbers with no intrinsic meaning

- Raw numbers with no intrinsic meaning

_______ are pieces of information that have already been collected before the research project starts. - Customer surveys - Sample data - Primary data - Secondary data

- Secondary data

The step in the marketing research process that follows research design is ______. - analyzing the data - collecting the data - presenting the results - designing the research

- collecting the data

The step in the marketing research process that follows research design is ______. - presenting the results - analyzing the data - designing the research - collecting the data

- collecting the data

Firms find it necessary to use data mining techniques to extract valuable information from their _____________. - group warehouses - customer warehouses - data warehouses - info warehouses

- data warehouses

The second step in the marketing research project involves design. In this step, researchers identify the type of __________ needed and work out the type of __________ necessary to collect it. - money; people - customers; research - data; people - data; research

- data; research

The analyst prepares the results to present them to a firm's ______ as a final step in the marketing research process. - vendors - competitors - customers - decision makers

- decision makers

Because research is ______, it is important to figure out beforehand exactly what problem needs to be solved. - inexpensive and uninformative - proprietary and time-consuming - proprietary and informative - expensive and time-consuming

- expensive and time-consuming

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. True False

- false

Compared to quantitative research, qualitative research is more ______. - expensive - structured - conclusive - informal

- informal

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

- internal

the in depth __________ 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.

- interview

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

- scanner

a ____________ 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 ______ data. - obscure - internal - primary - syndicated

- syndicated

One disadvantage of secondary data is that ______. - they are the most expensive type of data used in research - they usually take a long time to obtain - very little of them are available - they may not be exactly what the research project requires

- they may not be exactly what the research project requires

What service do online focus group firms offer? Training and certification for focus group interviewers A secure site on which companies can listen to and interact with focus groups Collections of consumers that companies hire for the day Videos of generic focus groups that firms can watch to generate ideas for their own focus groups

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

Where should demographic questions appear in a questionnaire? In the middle At the beginning In a follow-up document At the end

At the end

__________ research systematically manipulates one or more variables to determine which variables have a causal effect on another variable. In-depth interview Experimental Data mining Survey

Experimental

Qualitative research relies on experiments and surveys. True False

False

Which U.S. government agency is tasked with protecting the privacy of American consumers? Social Security Administration Bureau of Economic Analysis International Trade Commission Federal Trade Commission

Federal Trade Commission

Which of the following are benefits of conducting surveys online (vs. offline)? Select all that apply. More correct responses Higher response rate Faster processing Lower cost

Higher response rate Faster processing Lower cost

Which of these is NOT an advantage of secondary research? It is often free (or can be obtained at a low cost) It is quicker to collect than primary data It is the best source of unbiased data Requires relatively little research design

It is the best source of unbiased data

___________ 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. Exploratory Quantitative Descriptive Experimental

Quantitative

Developing a questionnaire is considered "part art and part science." Which of the following is a good practice for questionnaire creation? Questions are better when they are open to multiple interpretations. Layout of the questionnaire should test the respondent's ability. The questions should use hard-to-understand language. Questions should be designed to address a specific set of research questions.

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

When researchers define the objectives and needs of their project, what are they trying to establish? The results that need to be confirmed The methods by which they will collect data The problem that needs to be solved The best method of delivering results to the client

The problem that needs to be solved

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. They provide training and certification for market researchers. They advocate for reduced regulations on data mining. They are sources of syndicated external secondary data.

They ensure consumer data is used ethically.

Market researchers use social media to ______. develop ideas for new products conduct experiments learn about customers' likes and dislikes obtain syndicated data without paying for it

learn about customers' likes and dislikes

focus groups are _________ data

qualitative

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

quantitative

surveys are ___________ data

quantitative

A benefit of online versus more traditional marketing surveys is that the ______ rate is higher. completion experiment response accuracy

response

Select all of the following that are quantitative research methods. Scanner data Focus groups Survey Experiments Projective techniques

scanner data experiments survey

Data mining uses various ______________ tools to uncover previously unknown patterns in the data or relationships among variables. statistical information customer analysis customer statistics statistical analysis

statistical analysis

A(n) ______ question is a closed-ended question with a specific set of possible answers, such as a yes/no question. experimental unstructured structured circular

structured

Social media sites can provide a firm with insights into a consumer's opinions about the firm and _______. the consumer's neighbors' opinions about the firm the opinions about the firm from the consumer's neighbors the opinions about the firm's competition from the consumer's relatives the consumer's opinions about the firm's competition

the consumer's opinions about the firm's competition

In most situations, data collection should only begin after ______. the data are interpreted as information the research design process is finished the researcher has requested primary data needed data analysis is complete

the research design process is finished