Marketing Exam 1: Ch. 4

According to the​ text, two major public policy and ethical issues in marketing research are​ ________. a. intrusions on consumer privacy and the misuse of research findings b. intrusions on consumer privacy and inaccurate data analysis c. deceptive advertising and illegal pricing d. paying research respondents and intrusions on consumer privacy e. misuse of research findings and improper sampling procedures

A. Intrusions on consumer privacy and the misuse of research findings

8. What do marketers use to analyze big​ data? A. Marketing metrics B. Marketing research C. Marketing analytics D. Marketing software E. Customer relationship management

ANALYZE - C. Marketing analytics

2. What is big data? A. Data that is obtained from competitors B. Data contained in huge and complex data sets C. Data that is collected globally D. Data that proves to be useful to marketers E. Data collected by very large companies

B. Data contained in huge data sets

What are the four steps of the marketing research process in their correct​ sequence? A. Collect the​ data, analyze the​ data, develop the research​ plan, interpret and report the findings B. Define the problem and research​ objectives, develop the research​ plan, implement the research​ plan, interpret and report the findings C. Set the research​ budget, collect the​ data, analyze the​ data, determine how to use the findings D. Develop the research​ plan, define the problem and research​ objectives, implement the research​ plan, interpret and report the findings E. Develop the research​ plan, set the research​ budget, collect the​ data, interpret and report the findings

B. Define the problem and research objectives, develop the research plan, implement the research plan, interpret and report the findings

6. What are the three types of objectives a marketing research project might​ have? a. Exploratory​ research, secondary​ research, and primary research b. Exploratory​ research, descriptive​ research, and survey research c. Exploratory​ research, descriptive​ research, and causal research d. Demographic​ research, exploratory​ research, and attitudinal research e. Descriptive​ research, survey​ research, and causal research

C. Exploratory research, descriptive research, and casual research

Which of the following is true regarding international marketing​ research? a. Primary data cannot be collected when conducting international marketing research. b. The use of international marketing research has decreased in recent years. c. Translating questionnaires from one language to another is not an easy task. d. Consumers in different countries are very alike in their attitudes toward marketing research. e. Most countries have ample sources of secondary data available for marketing researchers.

C. Translating questionnaires from one language to another is not an easy task

To provide real value to marketes, marketing information must ____ A. come from big data sources include information on competitors B. be collected inexpensively C. provide useful customer insights D. have a positive impact on profits 2. What is big​ data? '

D. Provide useful customer insights

7. Why do companies use customer relationship​ management? a. To get to know their customers personally b. To maximize sales and revenue c. To avoid using big data d. To capture and use customer data e. To find new customers

D. To capture and use customer data

The people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers use the information to generate and validate actionable customer and market insights comprise a _____ A. marketing research department B. marketing consulting team C. marketing technology system D. marketing analytic system E. marketing information system

E. Marketing information system

4. What are the three general sources from which marketers can obtain​ information? a. Internal​ data, marketing​ intelligence, and marketing research ​b. Competitors, the​ Internet, and the media c. Sales​ records, the​ Internet, and internal databases d. Internal​ data, big​ data, and global data e. Marketing​ research, surveys, and scanners

GENERAL A. Internal data, marketing intelligence, and marketing research

Short answer: Explain the steps in the marketing research process.

The market research process involves four steps: defining the problem and research objectives, developing the plan, implementing the plan, and interpreting and reporting the findings. Managers must know what's wrong in order to define the problem. Research objectives can be found through exploratory, descriptive, or casual research. Then, they must determine the exact information needed and develop a plan to gather it efficiently. Once this is done, they must implement the plan and gather primary and secondary data. Finally, the data must be used to draw conclusions and reported to management.

Short answer: Differentiate between the three types of marketing research​ objectives: exploratory​ research, descriptive​ research, and causal research.

The objective of exploratory research is to gather preliminary information that will help define the problem and suggest hypothesis. Descriptive research helps to describe things, such as the market potential for a product. Casual research tests hypotheses and cause-and-effect relationships.

Short answer: briefly compare the three different types of research approaches used for gathering primary data.

The three research approaches for gathering primary data are observations, surveys, and experiments. Observational research involves watching relevant, people, actions and situations to determine customer insights that can't be obtained through direct questions and answers. Survey research is best for determining descriptive information - for example, customers attitudes and feelings towards something. Experimental research is best suited for gathering casual information and determining cause and effect relationships.