Mk MG-Chapter7

List the five steps in the marketing research process in order, beginning with the first step at the top of the list.

1. Defining the problem 2. Analyzing the situation 3. Getting Problem-Specific Data 4. Interpreting Data 5. Solving the problem

Applying the research findings to a marketing strategy plan is the ______ step in the marketing research process.

5th

In the late 1990s, 36% of contacted households completed a phone survey. Today, about _____ of households participate.

9%

What is a popular type of qualitative marketing research that involves group interaction to encourage participants to share their thoughts?

A focus group interview

In the marketing research process, what specifies which information will be obtained and how it will be obtained?

A research proposal

The experimental method in market research is also referred to as ______.

A/B testing

What academic discipline is ethnographic research based on?

Anthropology

Why are haphazard or unorganized methods of performing marketing research considered ill-advised? (Check all that apply.)

Because they are costly Because they misuse marketing managers' time Because they are not based on the scientific method

With the advent of cloud storage and other online storage tools, Micah's company is now able to save all the data it collects from internal sources, external sources, and marketing research studies. The company wasn't able to store all of this with its former database management system. What phenomenon is Micah's company experiencing?

Big data

Which of these companies is performing a sentiment analysis?

Bob's Burgers reviewed the number of positive and negative tweets about its new sandwich.

What is the best way for marketing managers to identify the correct problem and not its symptoms?

By doing research

Which of these questions could be used in qualitative research?

Can you describe your recent 50-mile bike ride?

What are three benefits of conducting a telephone survey? (Check all that apply.)

Consumer responses can be recorded Interviewer can ask follow-up questions Fast turnaround

Which of these researchers is using the experimental method to collect information?

Corinne provided each participant with two plates. Each plate held a slice of pizza. The plates were labeled "A" and "B."

What is syndicated data?

Data collected by a firm and sold to marketing managers

What is generally the most challenging step of the five-step approach to marketing research?

Defining the problem

Which of the following is a way in which marketing managers narrow down research objectives?

Develop a list of questions that includes all possible problem areas.

What are two limitations associated with surveys? (Check all that apply.)

Difficult to get respondents to expand on answers It might take awhile to compile the data

True or false: The smaller the sample size, the greater the accuracy of estimates from a random sample.

False

True or false: To be used correctly, the marketing research process must be conducted in a linear fashion, without returning to any of the previous stages.

False

Rather than look at the sales and income generated from the last product introduction in the spring, Millie decided to introduce the new product because she had a good feeling it would do well in the market. Six months later, Millie couldn't believe how low the sales were for the product. What should Millie have used to make a better decision?

Hard data

What is a disadvantage of personal interview surveys?

High cost

What issues can negatively impact the validity of market research?

Inaccurate responses from respondents Questions that are written poorly

Marketing managers can use which of the following in order to acquire information about a market? (Check all that apply.)

Interviews Observations Questionnaires Experiments

Which of the following are benefits to conducting a personal interview survey? (Check all that apply.)

It can take place at locations where people shop. The interviewer can explain complicated directions.

A good situation analysis offers which of the following benefits to marketing managers? (Check all that apply.)

It gives useful information. It may eliminate the need to collect more data. It is comparatively quick.

What are two limitations associated with surveys? (Check all that apply.

It might take awhile to compile the data Difficult to get respondents to expand on answers

Which of the following are benefits of reducing the number of research objectives at the start of the marketing research process?

It saves money. It saves time.

Why is 'fixed response' the typical format of a survey questionnaire?

It simplifies data analysis.

Colin is a marketing manager at Page-by-Page Books, Inc. His company has implemented a system that continually gathers information about market trends and buying habits in the industry. Colin uses the information to make informed decisions about the company's marketing activities. What type of system does his company use?

MIS

Which of the following research methods would be the most suitable for acquiring detailed private information, including past history, about people's purchase habits?

Mail or online survey

What type of research offers the benefits of face-to-face focus groups, while minimizing the limitations?

Online focus groups

What are the two basic methods for obtaining customer information?

Questioning Observing

What are some benefits of distributing questionnaires via mail or e-mail? (Check all that apply.)

Respondents can answer anonymously. Respondents may be more forthcoming with private details. Respondents can answer questions on their own time.

What is the term for the percentage of people contacted who complete a questionnaire?

Response rate

What name is given to information that has already been collected or published?

Secondary data

What are benefits of online focus groups? (Check all that apply.)

Smaller likelihood of one person controlling the discussion Participants feel at liberty to express themselves fully The honesty of participants

What is the final step of the research process?

Solving the problem

What is the outcome for marketing managers who acquire data from a sample that is not representative of the population?

The data might be inaccurate

What are three disadvantages of focus group interviews? (Check all that apply.)

The researcher's perspective may influence results. People who participate may not be typical of the intended market. It's difficult to measure results objectively.

What are three elements of a research proposal? (Check all that apply.)

The type of data that will be acquired The way the data will be acquired Cost of data collection

Which of the following are likely reasons why respondents might not share their thoughts with an interviewer during a personal interview survey for market research? (Check all that apply.)

They are afraid they won't impress the interviewer. They think their responses are embarrassing. They come from a culture where sharing private information with strangers is not common.

Which one of the following is a characteristic of a fixed response questionnaire?

They are easy to analyze.

What is the role of the marketing manager after solving a marketing problem?

To select a target market

What are potential sources of secondary data? (Check all that apply.)

Trade associations Library

Taking time to compile data and getting respondents to answer completely are two limitations of ___

True

True or false: A major drawback of using questionnaires to conduct quantitative research is the low response rate.

True

True or false: A situation analysis allows both the marketing manager and researcher to agree upon and understand what the problem area is.

True

True or false: Findings attained from a focus group session can be affected by the researcher's perspective.

True

True or false: Marketing managers in small companies can learn a lot simply by listening to what the customers have to say.

True

True or false: Qualitative research provides the advantage of depth in question responses.

True

True or false: The scientific method requires an organized method of research.

True

True or false: An MIS makes it easier for marketing managers to find information.

True; Reason: MIS is a strong tool in compiling and organizing large amounts of data.

_____ refers to the extent to which data measure what they are intended to measure.

Validity

The owner of a restaurant decides to prepare a dozen steaks for the Friday evening crowd based on the fact that he sold 12 steaks last Friday and most of the customers were regulars. This is an example of ______.

a hypothesis

An informal study of what information is already available in the problem area is called

a situation analysis.

A data warehouse can be described as _____.

an electronic library

A(n) ____ interval is the range on either side of an estimate that is likely to contain the true value for the whole population.

confidence

A(n) _____ is a group of customers who provide information on a continuing basis.

consumer panel

Jessica is a member of a group of consumers who do research for ACNielsen. Group members have ID cards and when they make a purchase, this card is scanned and purchase information goes directly to ACNielsen. These group members are part of a _____.

consumer panel

Good marketing research requires ______ to be sure that the research focuses on real problems.

cooperation between researchers and marketing managers

"Big ___" is the name given to data sets that are too large and complex to work with typical database management tools.

data

A computer program that makes it easier for a marketing manager to get and use information and turn the information into knowledge to make informed marketing strategy decisions is called a(n)

decision support system (DSS).

As the marketing manager at a very successful sports equipment company, Joe must make decisions about pricing and advertising. He often uses a computer program that provides suggestions about price levels and advertising media choices. This computer program is most likely a(n)

decision support system (DSS).

In marketing, research that investigates the actions of consumers in their natural habitat is called ______.

ethnographic research

Some automobile manufacturers install digital sensors to track fuel and engine activity on automobiles sold to the public. This is an example of _____ data.

external

An MIS should collect ___ information from the marketplace and from competitors.

external or outside

Donna was invited to attend a meeting with six other people to review and discuss impressions of a firm's advertisements. After viewing them, the group answered open-ended questions. Donna was most likely part of a ______.

focus group

Without _____ data, marketing managers may make the same errors as their predecessors.

hard

The ultimate purpose of a marketing information system (MIS) is to

help marketing managers make informed choices.

An educated guess about the relationship between things or about what will happen in the future is called a(n) _____.

hypothesis

Secondary data found on the Internet

is sometimes inaccurate.

When marketing managers are able to answer questions like "How did our competitor enter that market?" and "Why did our Twitter account blow-up after that tweet?," the company has changed data into _____.

knowledge

In the problem-solving step, managers use the research results to ______.

make marketing decisions

A _____ displays up-to-the-minute marketing data in an easy-to-read format.

marketing dashboard

A customer service manager at a car rental company can check in every afternoon to see which car rental location is renting the most cars that day by using a

marketing dashboard.

The data from a ______ system can be used to guide the marketing strategy planning process.

marketing information

Because market researchers must be sure that they are focusing on actual problems, cooperation with ______ is critical to good marketing research.

marketing managers

Defining the problem ensures that the research is ______.

not wasted effort correctly targeted

Roy's Toy Store uses video in the toy aisles to watch how parents and kids interact while shopping for toys. This is an example of the _____ method of collecting data.

observation

A statistical _____ is an easy-to-use computer program that analyzes data.

package

The interviewer asked Joe about his use of Viagra. Joe mumbled an answer, clearly embarrassed. This can be a problem with ____

personal interviews

In marketing research, a(n) ___ is the total group that marketing managers are interested in.

population

A common marketing research problem is collecting ______ unnecessarily when there is plenty of free or inexpensive information available on the topic that may be helpful.

primary data

Questioning and observing are the two basic methods of obtaining ______.

primary data

A marketing researcher at a soda company conducted a survey to determine the number of respondents who have tried their new diet soda. He calculates a percentage for respondents who have tried the product and figures an average score for how satisfied they were. The researcher is conducting ______.

quantitative research

Research that seeks structured responses that can be summarized in numbers, such as percentages, averages, or other statistics, is referred to as ______.

quantitative research

Marketing _____ involves the procedures that develop and analyze new information about a market.

research

The marketing ___ process is not necessarily linear. You might find a solution before all of the five steps are completed.

research

Situation analysis is especially important so that both the marketing manager and the ___ understand the problem area. (Enter only one word in the blank.)

researcher or researchers

In marketing research, a part of the relevant population is called a ______.

sample

Since it is rarely possible for marketing managers to acquire information about every member of a population, they instead acquire information from a representative ______.

sample

The marketing research process is based on the _____.

scientific method

A company's MIS is a good source for _____ data.

secondary

______ is an automated process of analyzing and categorizing social media to determine how many positive, negative, and neutral online comments a brand receives.

sentiment analysis

In addition to informing the marketing manager of what information is existing and accessible regarding a problem area, a _____ also highlights additional information that must be acquired.

situation analysis

For a marketing manager, calling people who are knowledgeable in the designated problem area and performing Internet searches may constitute the research required to conduct a useful

situation analysis.

A(n) ____ package is an easy-to-use computer program that analyzes data.

statistical

Taking time to compile data and getting respondents to answer completely are two limitations of

surveys or survey

Recent television commercials for Chevrolet show customers discussing J.D. Powers rankings and awards for the company. The information from J.D. Powers is an example of _____.

syndicated research

Marketing research that is based on the scientific method requires a company's ideas to be

tested prior to implementation.

The Clothing Company sent e-mails with two different subject lines. Five hundred customers received one that said "20% Off and Free Shipping," while another 500 received one that said "Big Sale." The rest of the e-mail message was the same. Marketing managers then compared how many customers from each group clicked through to the Clothing Company from the email. To do their market research, the Clothing Company used ______.

the experimental method

Marketing research is most successful when driven by _____ because it requires testing prior to making a final marketing decision.

the scientific method

A pitfall for marketing managers engaged in Step 1 of the marketing research process is ______.

thinking that a symptom is the problem

When collecting primary or secondary data, research takes ___ and money

time

When a marketing manager finds an Internet source that appears useful, the manager should plan to

verify that the source is reputable.

When using the observation method to collect data, the researcher tries to ______.

view or document a subject's normal actions

Companies use a data ______ to store all of their databases so they are available when needed.

warehouse

Sharon reminded the marketing team that trying to sell the sherpa-style coats in St. Louis hadn't worked before because that area of the country had short bursts of cold weather. Sharon recommended that the company only sell the coats in climates with at least three months of arctic temperatures. This demonstrates how available data has been transformed into _____.

wisdom