Marketing Research Unit 1 Test

An organization's mailing list of current customers is an example of _____. -a cookie -software -a database -a hyperlink

A Database

When a marketing manager is trying to decide whether a new product launch decision should be postponed until some additional marketing research can be conducted, which of the following questions should this manager ask himself or herself? -Is the proposed research expenditure the best use of the available funds? -Will the information gained by marketing research improve the quality of the marketing decision enough to warrant the expenditure? -Will the payoff from the research be worth the dollar expenditures for research? -all of these choices

All of the choices

Which of the following data can be purchased from commercial sources? -advertising research -market-share data -consumer attitudes and public opinions -all of these choices

All of the choices

Which of the following should a marketing researcher do in order to infer causality? -recognize the presence of alternative plausible explanations for the results -establish a sequence of events -measure the concomitant variation between the cause and the effect -all of these choices

All of these choices

Ethnography is a qualitative research orientation originating in _____. -marketing -psychology -anthropology -sociology

Anthropology

Campbell's Soup is considering launching a new gumbo product and is testing different recipes with consumers before full commercialization. What type of research is Campbell's using to determine which soup consumers will like the best? -secondary marketing research -basic marketing research -applied marketing research -test marketing research

Applied Marketing Research

Which type of research tries to verify a theory or to learn more about a marketing concept and is not intended to solve a particular marketing problem? -performance-monitoring research -basic research -total quality management -the scientific method

Basic Research

LEXIS-NEXIS is a company that puts together consortia of data sources into packages that are offered to municipal, corporate, and university libraries for a fee. LEXIS-NEXIS is an example of a: -data compiler -data wholesaler -data warehouse -data miner

Data Wholesaler

When a professional interviewer holds a 90-minute discussion with one member of the target market to find out why that respondent purchases a particular brand of clothing, this is an example of a _____. -depth interview -concept test -focus interview -hermeneutic analysis

Depth Interview

When McDonald's studies traffic patterns and population density patterns in order to select sites for future restaurants, this is an example of which type of research? -pricing research -distribution research -promotion research -product research

Distribution Research

When an organization is attempting to decide whether to use a company such as UPS or FedEx to deliver its products or to establish its own means to deliver the product to its customers, this is an example of which type of research? -promotion research -pricing research -distribution research -product research

Distribution Research

The proposed cause which the researcher controls by manipulating its value in an experiment is referred to as a(n) _____. -experimental variable -dependent variable -endogenous variable -concomitant variable

Experimental Variable

Purchasing data from a company such as NPD Group, Inc. on consumption of soft drinks in the U.S. is an example of which objective for secondary data analysis? -model building -database marketing -data mining -fact-finding

Fact Finding

The simplest form of secondary-data research is _____. -fact-finding -model building -forecasting sales -database marketing

Fact Finding

An unstructured, free-flowing interview with a small group of people led by a trained moderator is called a(n) _____. -interaction group interview -focus group interview -depth interview -ethnographic interview

Focus Group Interview

A text passage from a respondent's story that is linked with a key theme from within this story or provided by the researcher is called _____. -trace element -schemata -hermeneutic unit -case study

Hermeneutic Unit

Which of the following is an important approach used in phenomenology? -netnography -ethnography -grounded theory -hermeneutics

Hermeneutics

A _____ is a formal statement explaining some outcome. -theory -hypothesis -causal inference -symptom

Hypothesis

Buying new-car purchase data by zip code from the Polk Company is an example of which type of secondary data? -media source -commercial source -trade association source -primary source

Commercial Source

Parties that furnish information on the World Wide Web are called _____. -browsers -content providers -search engines -Intranets

Content Providers

All of the following are important aspects of the marketing research process EXCEPT: -gathering information -idea and theory development -analyzing data -making results publicly available

Making Results Publicly Available

_____ means that the researcher alters the level of the experimental variable in specific increments. -Causality -Testing -Analyzing -Manipulation

Manipulation

Many retailers mine the databases provided by checkout scanners to identify coinciding purchases or relationships between products purchased and other retail shopping information. This type of analysis is referred to as ____. -neural networking -scandowns -database marketing -market-basket analysis

Market-Basket Analysis

Pamela is testing the hypothesis that states consumers will think a laundry detergent packaged in a pastel-colored container will perceive the detergent to be more mild than one packaged in a neon-orange container. Pamela is conducting _____. -qualitative research -essential research -scientific deduction -marketing research

Marketing Research

_____ is the application of the scientific method in searching for the truth about marketing phenomena. -Marketing -Business -Marketing Research -Science

Marketing Research

Lance has noticed that companies that advertise a lot seem to have higher sales than those that do not. His use of secondary data to help specify this relationship is an example of _____. -data conversion -validation -reliability -model building

Model Building

Which technology works like a WiFi system communicating with specific devices within a defined space like inside of a retail unit? -RFID -NFC -DDS -DIOD

NFC (Near-Field Communication)

Watson, a computer developed by IBM that beat humans on the television game-show Jeopardy, uses artificial intelligence that mimics the way the human brain processes information. This artificial intelligence is called _____. -robotic thinking -brain simulator -intelligent agents -neural networks

Neural Networks

When Target stores monitors the sales activities of its retail stores in order to detect any indication of dollar sales changes, this is an example of which type of research? -relationship marketing research -total quality management research -basic research -performance-monitoring research

Performance-Monitoring Research

Which aspect of the marketing mix is represented by the value that a consumer places on a good when this consumer purchases that good? -product -place -price -promotion

Price

Research that attempts to determine which critical attributes of the product consumers use to perceive the value of the product is an example of which type of research? -product research -distribution research -promotion research -pricing research

Pricing Research

When Cheetos snack food conducted research in China to determine which flavors consumers would find appealing, this was an example of which type of research? -pricing research -promotion research -product research -distribution research

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? -distribution research -copytesting -promotion research -product testing

Product Testing

When a respondent is asked to project her feelings onto a third party (e.g. "your neighbor down the street"), this is called a(n) _____. -case study -experience survey -word association test -projective technique

Projective Technique

_____ is the communication function of the firm responsible for informing and persuading buyers. -Marketing -Research -Distribution -Promotion

Promotion

When Procter & Gamble attempts to determine the effectiveness of mailing free samples of a new type of shampoo to residents in specific zip codes on unit sales performance, it is engaged in which type of research? -product research -distribution research -promotion research -pricing research

Promotion Research

Which source of input data is represented when a company conducts marketing research to identify the characteristics of its customers? -internal records -proprietary marketing research -salesperson input -behavioral tracking

Proprietary Marketing Research

Which of the following is an advantage of focus group interviews? -provide multiple perspectives -low degree of scrutiny -inexpensive -easy to use for sensitive topics

Provide Multiple Perspectives

In which type of technology does the consumer request information from a Web page and the browser then determines a response? -Intranet -push technology -pull technology -interactive technology

Pull Technology

Which type of data are not characterized by numbers and instead are textual, visual, or oral? -grounded data -quantitative data -subjective data -qualitative data

Qualitative Data

The _____ is a master plan that specifies the methods and procedures for collecting and analyzing the needed information. -research design -research objective -research program -sample plan

Research Design

Managers at Procter & Gamble view marketing research at a strategic planning level. Therefore, the company conducts numerous related studies that come together to help in their product planning decisions. This is referred to as a _____. -research project -research program -research philosophy -research integration

Research Program

Which of the following refers to the way researchers go about using knowledge and evidence to reach objective conclusions about the real world? -qualitative method -quantitative method -scientific method -primary method

Scientific Method

Yahoo! and Google are examples of _____. -home pages -search engines -ISPs -CRMs

Search Engines

In case studies, _____ are identified by the frequency with which the same term (or a synonym) arises in the narrative description. -themes -threats -links -ladders

Themes

A formal, logical explanation of some events that includes descriptions of how things relate to one another is called a(n) _____. -hypothesis -theory -causal statement -empirical study

Theory

_____ is the bar-coded information that contains product information that can be read by optical scanners. -RFID -NFC -CRM -UPC

UPC (Universal Product Code)

When drivers are unaware that a machine is recording how many cars pass a certain intersection that is being considered for a site for a new Wendy's franchise, this is an example of a(n) _____. -obtrusive method -unobtrusive method -experiment -exploratory research study

Unobtrusive method

When a marketing manager decides not to do research because a decision needs to be made before the results of the study can be analyzed, this is an example of which aspect in the determination of the need for marketing research? -nature of the decision -time constraints -availability of the data -cost considerations

time constraints

All of the following are common reasons why secondary data do not adequately satisfy research needs EXCEPT _____. -outdated information -too expensive -variation in definition of terms -different units of measurement

too expensive

Which of the following is a disadvantage of secondary data? -user has no control over their reliability and validity -inability to convert the data -typically require additional access to research respondents -all of these choices

user has no control over their reliability and validity

Which of the following are the two types of marketing research based on the specificity of its purpose? -basic and applied -scientific and non-scientific -cross-sectional and qualitative -quantitative and secondary

basic and applied

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) _____. -electronic data exchange -cookie -URL -Intranet

cookie

An organization's inventory figures are a good example of: -cookies -internal records -external records -CRM

internal records

A network of interdependent institutions that perform the logistics necessary for consumption to occur is called a _____. -marketing channel -distribution network -supply channel -distribution linkage

marketing channel

Which of the following is a form of artificial intelligence in which a computer is programmed to mimic the way that human brains process information? -brain scan -neural network -schematic network -intelligent network

neural network

Which of the following refers to a small-scale study in which the results are only preliminary and intended only to assist in design of a subsequent study? -pretest -focus group -primary test -preliminary study

pretest

Kodetra is interpreting consumers' blog postings on the Internet. Which of the following best describes the type of research Kodetra is conducting? -independent marketing research -dependent marketing research -quantitative marketing research -qualitative marketing research

qualitative marketing research

All of the following are types of marketing research EXCEPT _____. -exploratory -selective -descriptive -causal

selective