Marketing Research Exam 1 (chapters 1 & 2)

Which type of marketing research is conducted to address a specific marketing decision for a specific firm or organization?

applied

Which part of the decision support system addresses exchanges between the firm and its customers?

customer relationship management (CRM) system

The process that allows important day-to-day operational data to be stored and organized for simplified access is called

data warehousing

An organization's mailing list of current customers is an example of a

database

Which technique covertly discovers and records the websites that consumers visit?

history sniffing

Which activity is LEAST important in the marketing research process?

making results publicly available

The application of the scientific method in searching for the truth about marketing phenomena is known as

marketing research

Structured data openly shared between companies is called

open source information

Laurie finds the perfect sweater on Talbot's Web site during its season's clearance sale, but is unable to purchase it in her size. The following year, Talbot's sends Laurie an email notifying her of a similar sweater in the same style and color. Talbot's has linked computerized data sources to statistical tools to search for relationships that will produce more effective marketing communications, which is an example of

predictive analytics

Which aspect of the marketing mix is represented by the value that a consumer places on a good when the consumer purchases that good?

price

All of the following are a type of product research EXCEPT

pricing analysis

Which type of research attempts to determine the critical attributes of the product that consumers use to perceive the value of the product?

pricing research

Which communication function of a firm is responsible for informing and persuading buyers?

promotion

Which source of input data is represented when a company conducts marketing research to identify the characteristics of its customers?

proprietary marketing research

Amazon.com recommends books for purchase when a customer who has ordered books from Amazon previously returns to the site. This is an example of

push technology

The data characteristic that refers to the degree to which data represent the true situation is known as

quality

Which approach focuses on using knowledge and evidence to reach objective conclusions about the real world?

scientific method

An example of behavioral tracking is

supermarket scanner data

An organization's inventory figures are a good example of

internal records

Yahoo! and Google are examples of

search engines

A small microchip used to communicate with data systems is called a(n)

RFID

Asking consumers what they think about a possible brand name for a new product is an example of which type of research?

product research

Most companies use a private data network that uses Internet standards and technology, but only allows those individuals whom the organization deems as appropriate participants to access data. This is an example of a(n)

Intranet

A Web site address that Web browsers recognize is called a(n)

URL

A marketing manager is attempting to decide whether a new product launch decision should be postponed until some additional marketing research can be conducted. Which question should this manager ask himself or herself?

Will the payoff from the research be worth the dollar expenditures for research?

A fast food chain studies traffic patterns and population density patterns in order to select sites for future restaurants. Which type of research is being performed?

distribution research

An organization is attempting to decide whether to add home delivery to its customer service options. Which type of research would be most effective?

distribution research

Suppose a major department store conducts research to determine which products it should offer to customers over the Internet. This store is involved in which type of research?

distribution research

The management of a superstore chain is attempting to decide where to locate its regional warehouses in order to minimize travel time from its warehouses to its local sites. Which type of research would be most effective?

distribution research

Melanie is using the Internet to gather information designed to detect changes in her company's external operating environment. What is Melanie performing?

environmental scanning

CompuStat, which publishes financial data, such as income statements and balance sheets, is an example of which type of database?

financial database

Which step comes first in developing a marketing strategy?

identifying and evaluating market opportunities

Harold is conducting marketing research to determine what consumer segment his company should serve with its services. Which function is this marketing research serving?

foundational

The typical consumer in zip code 63119 is a senior citizen with several children over the age of 25, has a college degree, and is retired. What type of information has been provided in this example?

geo-demographic

Which term refers to an organized collection of computer hardware, software, data, and personnel designed to capture, store, update, manipulate, analyze, and immediately display information about worldwide business activities?

global information system

The two types of marketing research based on the specificity of purpose are

basic and applied

Which type of research attempts to verify a theory or to learn more about a marketing concept, but is not intended to solve a particular marketing problem?

basic research

The Target department store records the sales activities of its retail outlets in order to detect any changes in dollar sales. Which type of research is being used?

performance-monitoring research

An Internet user sets up his computer so that it will send him regular news about his favorite professional football team. What application is in use?

smart agent software

When you visit Web sites, most likely, a small computer file that records your Web usage history is created. This small computer file is called a(n)

cookie

Wal-Mart transmits information electronically each day to Wrangler jeans about unit sales of this product in its retail outlets so that Wrangler can replenish Wal-Mart's inventory on an as-needed basis. What term describes this function?

EDI

Which step comes last in developing a marketing strategy?

analyzing firm performance

Data collected in an open data partnership is

available to the consumers from whom researchers gather the information

Which characteristic is LEAST important in evaluating the value of information?

consistency

An important aspect of the marketing concept is a(n)

consumer orientation

Marketers of snack foods who consider the nutritional value that parents desire as well as the fun and experience that children want are demonstrating a(n)

consumer orientation

Parties that furnish information on the World Wide Web are called

content providers

Facts or recorded measures of certain phenomena (things or events) are known as

data

Who provides data access directly to the end consumer for a fee?

data retailers

Which term describes a subset of data and information that actually has some explanatory power to enable effective decisions to be made?

market intelligence

A firm focusing more on how to provide value to customers than on the physical product or production process is embracing a(n) ____ orientation.

marketing

A network of interdependent institutions that perform the logistics necessary for consumption to occur is called a(n)

marketing channel

In terms of marketing research, the ____ a decision is strategically to the organization, the ____ likely that research will be undertaken.

more important; more

A producer of trail mix conducts research in China to determine which flavors consumers are likely to find appealing. Which type of research is being performed?

product research

Asking target market members to compare the performance of a prototype of a possible new product to the performance of a competitor's product is an example of which type of research?

product testing

A hair salon company is attempting to determine the effectiveness of mailing free samples of a new type of shampoo to residents in specific zip codes based on unit sales performance. Which type of research is being used?

promotion research

AT&T has discovered an 80 percent recognition of its logo with consumers who typically spend at least $75 per month on long-distance and wireless services. Which type of research was likely used to find this information?

promotion research

A marketing manager decides not to engage in research because a decision must be made before the results of the study can be analyzed. Which factor is the determinant of the need for marketing research in this case?

time constraints

Procter & Gamble regularly monitors trends and information posted about their products and brands by consumers on several Web sites. Which source of data input does this represent?

web tracking

LexisNexis is a company that puts together consortia of data sources into packages that are offered to municipal, corporate, and university libraries for a fee. LexisNexis is an example of a data

wholesaler