MKT 232 Quizzes
When a gap exists between what did happen and what could have happened, it is known as
A symptom
When conducting ________, "if-then" statements become a researcher's way of manipulating variables of interest.
Casual Research
A major retailer uses shoppers to observe and record sales clerks' assistance, courtesy, and efficiency. This is an example of what type of observational research?
Covert observational research
A marketing researcher would use what type of research to find out how many customers there are, what brands they buy and in what quantities, which advertisements they recall, what are their attitudes toward the company, and who is the competition?
Descriptive research
A small family-owned jeweler experiences more than a 20 percent decline in sales. The owners do not know what the problem is. The research design they should use is:
Exploratory
Research design types include:
Exploratory, descriptive, and causal
A researcher has no legal or ethical issues or obligation to notify a client when designing a study in which data are collected for multiple clients.
False
A research objective should specify
From whom information is to be gathered
In 2014, General Mills acquired Annie's Homegrown, an organic food company, to meet a growing demand by consumers to have access to organic and natural foods. The company used marketing research to identify ways to grow the brand, promote it, and evaluated plans to market it. This is an example of what use of marketing research?
Generating, refining, and evaluating potential marketing actions
When a sales manager examines records of sales calls to determine how frequently salespeople make cold calls, he or she is using what type of observational research?
Indirect
In order to create the right strategies for decision-making, managers must have objective, accurate, and timely
Information
Which of the following is NOT one of the four general ways of organizing observations?
Mandatory versus voluntary
Applying marketing research to a specific geographical marketing area is referred to as
Market Research
The research design is a ________ that specifies the methods that will be used to collect and analyze the information needed for a research project.
Master plan
The Arizona Republic newspaper has used online focus groups for brainstorming, and the outcomes of these sessions are then used to devise online surveys. This is an example of
Mixed methods research
Techniques in which phenomena of interest involving people, objects, and/or activities are systematically observed and documented is
Observational research
The first and one of the most critical elements of a proposal is
Problem statement
Collecting, analyzing, and interpreting data by observing what people do and say is
Qualitative research
Research involving the administration of a set of structured questions with predetermined response options to a large number of respondents is
Quantitative research
The core of exploratory research is often an analysis of:
Secondary Data
Creating the proper mix of product/service, price, promotion, and distribution for a market begins with
Selecting the segment of the market as a company's target
The marketing research proposal process is an area where clients and researchers should be sensitive to ethical issues. Which of the following would constitute an ethical issue?
Sharing one company's proposal with another bidder
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
A marketing research proposal contains
The timetable for a research project
Which of the following is NOT a use for exploratory research?
To confirm hypotheses
Focus group results are qualitative and not perfectly representative of the general population
True
Knowledge of research design is important in developing an appropriate study to approach a problem or opportunity.
True
Online communities are particularly effective for gaining insights from Millennials, since these consumers are the most avid users of social media.
True
Using a focus group to stay abreast of the words and phrases consumers use when describing products to improve communications about those products or services achieves what objective?
Understand consumer vocabulary