MKT CH 10 STUDY GUIDE

Where should demographic questions appear in a questionnaire?

at the end

Which of the following best describes a focus group?

A small group of people put together for an intensive discussion

A firm that is considering changing the colors used on its packaging wants to determine the effect of different color schemes on sales. To do so, the firm places three different packages in stores in three different markets. What type of research is this?

Experimental

True or false: A structured questionnaire is a form that has questions designed to gather detailed data about the feelings and thoughts of respondents.

False; A questionnaire is a form that has questions designed to gather information that can be descriptive in nature.

The in-depth _________ is a qualitative research technique in which researchers ask questions, record the answers, and then ask additional questions to clarify a particular issue. (Remember to type only one word in the blank.)

Interview

Select all of the following that are disadvantages of primary data collection.

It takes more time; its costs more

What is a data collection technique that features a document with questions designed to gather information from respondents to attain researcher objectives?

Questionnaire

Developing a questionnaire is considered "part art and part science." Which of the following is a good practice for questionnaire creation?

Questions should be designed to address a specific set of research questions.

Which of the following is an accurate definition of the term data?

Raw numbers with no intrinsic meaning

Suppose you work in the marketing department of a company and your boss, the marketing manager, asks you to take on a marketing research project. "But I'm not giving you any money for data collection," your boss says. "You can just use secondary data; it can meet all our needs and we can get it for free." Which of the following is the best argument against your boss's decision not to give you any money for the research?

Secondary data may not be specific enough to meet the needs of the research

When researchers define the objectives and needs of their project, what are they trying to establish?

The problem that needs to be solved

What are the characteristics of structured questions? (Select all that apply.)

They are closed-ended; they include specific ansers to choose from

What role do groups such as the Center for Democracy & Technology (CDT) and the Electronic Privacy Information Center (EPIC) play in today's business landscape?

They ensure customer data is used ethically

Because research is ______, it is important to figure out beforehand exactly what problem needs to be solved.

expensive and time-consuming

__________ research systematically manipulates one or more variables to determine which variables have a causal effect on another variable.

experimental

Select all of the following that are quantitative research methods

experiments; scanner data, survey

True or false: Marketing researchers are free to use customer data in any way they need to, as long as the researchers did not collect it.

false; Marketing researchers must avoid abusing customers' privacy by accessing personal data inappropriately.

Qualitative research is informal that relies on experiments and surveys.

false; The examples are incorrect. They should be observation, focus groups, social media, and in-depth interviews.

Which U.S. government agency is tasked with protecting the privacy of American consumers?

federal trade commission

Which of the following is NOT a quantitative research method?

focus groups

Compared to secondary research, primary research requires researchers who ______.

have more training and skill in gathering and analyzing data

Which of the following are benefits of conducting surveys online (vs. offline)? Select all that apply.

higher response rate; faster processing; lower cost

What is a qualitative research technique where trained researchers ask questions to a few selected participants, record the answers, and then ask additional questions if needed for clarification?

in-depth interview

As firms build databases that contain customer ______, marketing researchers must be careful not to abuse this collection, which may contain sensitive personal details.

information

An advantage of secondary data is that, compared to primary data, it ______.

is usually avaliable at a lower cost

Which of these is NOT an advantage of secondary data?

it is easy to customize

One disadvantage of secondary data is that ______

it may not be exactly what the research project requires

Market researchers use social media to ______.

learn about customers' likes and dislikes

________ is the process of examining people's brain patterns to see their responses to specific products or services in order to develop marketing strategies.

neuromarketing

______ is a qualitative research method that entails examining purchase and consumption behavior through personal viewing or video camera scrutiny.

observation

Unstructured questions are _____ questions.

open-ended

In order to figure out CLV, companies investigate a person's ______ behaviors to predict ______ purchases.

past; future

In the second step of the marketing research process, what factor determines the type of data needed?

project objectives

______ research, such as a focus group, attempts to begin to understand phenomena of interest with broad, open-ended questions.

qualitative

Once a firm has gained insights from doing qualitative research, it is likely to engage in ______ research, which are structured responses that can statistically be tested

quantitative

___________ research provides mathematical information needed to confirm insights, and managers can use it to pursue appropriate courses of action through many types of data collection.

quantitative

A benefit of online versus more traditional marketing surveys is that the ______ rate is higher.

response

The last phase of the marketing research process is presenting ______ to decision makers.

results

A _________ is a systematic method of collecting information from people through a questionnaire.

survey

If a media company wants information on consumers' television viewing habits, it can purchase reports compiled by commercial research firms such as Nielsen. This is an example of ______ data.

syndicated

Marketers can purchase ________ data, which is secondary data available for a fee from commercial research firms.

syndicated

In most situations, data collection should only begin after ______.

the research design process is finished

A focus group interview is a(n) ______ method of inquiry where a trained moderator leads a conversation according to a predetermined outline of the topic of interest.

unstructured

How is information generally gathered in a survey?

using a questionnaire

The step in the marketing research process that follows research design is ______.

collecting the data

Social media sites can provide insights into consumers' opinions of the firm's products and those of their ______.

competitors

______ are raw numbers, that on their own, have limited value to marketers.

data

Which of the following are among the five stages in the marketing research process?

data collection; defining objectives, analyzing the data

After firms collect large amounts of customer information and purchase history, the data is stored in a _________.

data wharehouse

Firms find it necessary to use data mining techniques to extract valuable information from their _____________.

data wharehouses

The second step in the marketing research project involves design. In this step, researchers identify the type of __________ needed and work out the type of __________ necessary to collect it.

data; research

The analyst prepares the results to present them to a firm's ______ as a final step in the marketing research process.

decision makers

Observation can be described as ______ through personal viewing or by means of a video camera.

examining purchase and consumption behavior

Which of these is the best example of an unstructured question?

"Why did you choose the car you currently drive?"

Because each segmentation method has its unique advantages and disadvantages, most firms often employ ______ methods.

1) defining the objectives and research needs 2) Designing the research 3) Collecting the data 4) Analyzing the data and developing insights 5) Developing and implementing an action plan

Neuromarketing examines what to determine consumers' responses to products?

Brain patterns

The expected financial contribution that a customer will give to a company over the course of their life is called _______ ______ _______.

Customer lifetime value

A(n) ______ question is a closed-ended question with a specific set of possible answers, such as a yes/no question.

Structured

Popular media has coined the term ________ _________ to refer to the excess data that companies can access but cannot organize using conventional data management.

big data

What is the excess of data for which companies can access but cannot collate by traditional methods called?

big data