MKT 232 MARKETING RESEARCH FINAL EXAM HURLEY

A research firm that specializes in one, or, at most, a few marketing research activities is: __________.

A limited-service supplier firm.

The Transparency Initiative is a program by the ________ to encourage the routine disclosure of methods used in research that is released to the public.

AAPOR (American Association for Public Opinion Research)

________ is the person recognized as the "Father of Marketing Research." He is given credit for conducting the first continuous and organized market research.

Charles Coolidge Parlin

To successfully minimize product and service failures companies should:

Determine how to create, communicate, and deliver value by "hearing the voice" of the consumer.

In the 1990s, ________ brought about significant change, with online panels becoming a primary source of data.

Electronic surveys

What annual publication reports data provided to the industry in terms of what techniques are being used as well as what drives their use?

GreenBook Research Industry Trends (GRIT)

High gasoline prices and concerns about fossil emissions bothered consumers, so Toyota developed the Prius. This is an example of what use of marketing research?

Identifying marketing opportunities and problems

There is an increasing demand for researchers to present results: _________.

In unambiguous, understandable, easy-to-grasp reports

Which of the following components of the MIS contains information that is generally insufficient for many marketing decisions, but is a source of extreme detail on both revenues and costs that can be invaluable in making decisions?

Internal reporting system

For many years, the marketing concept has been recognized as the "right philosophy" because:

It always focuses on the consumer.

The appeal of do-it-yourself research has to do with: __________.

Its cost effectiveness and increasing availability of marketing research tools.

Falsifying data in order to make the findings consistent with predetermined points of view would demonstrate: _________.

Lack of research integrity.

Which of the following organizations has been devoted to developing best practices for the marketing research profession?

MRA

Misrepresenting the impact of the sampling method and its impact on sample data violates ethics codes of the marketing profession. This code would falls into the category of: _______.

Maintaining research integrity.

Tracking variables on how well products are performing in the marketplace is an example of what use of marketing research?

Market monitoring

Over the years, marketing thought has evolved to a service-centered view. Which of the following statements best illustrates this view?

Marketers must identify their companies' core competencies.

General Motors did research on what became the minivan-a small van suitable for families. The research did not convince them to produce it. Later, Chrysler introduced the Dodge Caravan and Plymouth Voyager minivans, which turned out to be among the most successful models in automotive history. This example most closely demonstrates that:

Marketing research does not always provide management with the right answer.

Data that are gathered without overt questioning or other types of interactions with consumers have become a new and valuable source of information. This type of data are called:

Passive data

The abbreviation, "PRC," stands for: _______.

Professional Researcher Certification

Which of the following does NOT represent the maintenance of marketing research integrity?

Research companies may withhold damaging client data.

Two serious ethical issues in marketing research are deception and invasion of privacy. Which of the following is NOT an example of deception or invasion of privacy?

Respondents participate in a focus group and are compensated for their opinions.

Marketing research can be used to determine the size of a target market and various market segments. It may be used to see if the market segment is growing or shrinking and if needs are being met by competitors.

Selecting target markets

Firms sometimes hire an outside marketing research company to conduct its research. This is referred to as: ________.

Supply-side research

Information gathering to be used for decision-making goes back to the earliest days of recorded history. In the United States, surveys were used in the early 1800s to determine:

The popularity of political candidates

Which of the following is NOT a major source of online information allowing marketers to explore the many different types of research firms that operate worldwide?

Thomas Register

According to the American Marketing Association, which of the following is the primary use of marketing research?

To identify and define marketing opportunities and problems

Managers must determine what products to make or what services to offer, which methods of advertising are most effective, which prices will help their firm realize its target return on investment (ROI), and which distribution system will add the greatest value to the supply chain.

True

The five largest markets, by country, for marketing research are: _________.

United States, United Kingdom, Germany, France, and China

The first known application of marketing research to a business marketing/advertising problem was conducted by:

an advertising agency

The term used for research conducted within an organization is called:

client-side research

The major associations created a common ethical code to ensure that research released for public information will contain information that ensures transparency. This code falls into the category of:

concern for society

The components of the marketing information system does not include: ___________.

consumer information support system

LEGO collects data from their customers, offers online competitions for customer feedback and interaction, and allows customers to submit new LEGO sets to be voted on by the LEGO online community. This practice is best known as ___________.

crowdsourcing

Which of the following MIS components uses tools such as break-even analysis, regression models, and linear programming?

decision support system

The marketing research industry relies on: ______.

derived demand

A winery wants to know more about sales channels, product outlets, and even whether these channels are motivated. What type of research would the winery use to answer these questions?

distribution research

Marketing research aimed at understanding and determining the best channels to get the firm's to a consumer. This research evaluates who the best dealers for the product would be, how satisfied customers are with current dealers, how motivated the current dealers are with the firm's product, and if a multi-channel distribution strategy should be employed.

distribution research

What does "frugging" refer to?

fundraising under the guise of a survey

In order to create the right strategies for decision-making, managers must have objective, accurate, and timely: _________.

information

A ________ is a structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

marketing information system

Which of the MIS systems uses both informal and formal information-gathering procedures? Informal information-gathering procedures involve activities such as scanning newspapers, magazines, and trade publications.

marketing intelligence system

In a 2015 survey of marketing researchers by GreenBook, over half of respondents (56%), stated that ________ are one of the biggest challenges they face.

methodologies

Firms have strategies in many areas other than marketing. Financial strategy, production strategy, and technology strategy, for example, may be key components of a firm's overall strategic plan. Strategy is another name for: __________.

planning

Marketing research may be conducted to see how much a consumer is willing to pay for a product, how consumer groups will react to various pricing strategies, and how to best determine the consumer value placed on a new or existing product in the marketplace.

pricing research

When a revolutionary new product is created, marketers use research to determine the "value" consumers perceive in the new product. The main use of this type of research would be related to: __________.

pricing research

Research studies may be conducted on proposed brand names and package designs of new products before commercialization. This area of research may also involve testing new product ideas and continue with concept tests that allow firms to quickly and inexpensively get consumers' reactions to the concept and proposed new product.

product research

Chobani launched a campaign, called "The Break You Make," in 2015 to increase awareness of the Chobani Flip, an afternoon snack yogurt. Research determined that the campaign was very successful, with sales of Chobani Flip up 300% over the previous year. The main use of this type of research would be related to: ____________.

promotion research

Marketing research used to determine the effectiveness of different media channels on consumers. This research aids in determining how effective expenditures spent on advertising, sales force, publicity, public relations, and promotional offers on consumer segments.

promotional research

What does "sugging" refer to?

selling under the guise of a survey

What is the definition of marketing research?

the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem

According to the American Marketing Association (AMA), what is the function of marketing research?

to link the consumer to the marketer