MKT ch10

Which of these is the best example of an unstructured question? -"When is your birthday?" -"Why did you choose the car you currently drive?" -"How many credits are you taking this semester?" -"Did you vote in the 2016 Presidential election?"

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

Which of the following best describes a focus group? -A large group of people casually interacting with objective customers -A large group of people with knowledge about the product category and brand -A small group of people who are required to purchase the product -A small group of people put together for an intensive discussion

-A small group of people put together for an intensive discussion

What are the causes of recent changes in the field of marketing research? (Select all that apply.) -Access to analytic dashboards for decision making -Ability to store and manipulate data with computers -Improved ability to collect data -Consumers becoming increasingly more difficult to analyze -Weaker federal privacy laws opening new avenues for researc

-Access to analytic dashboards for decision making -Ability to store and manipulate data with computers -Improved ability to collect data

Where should demographic questions appear in a questionnaire? -In the middle -At the beginning -At the end -In a follow-up document

-At the end

Neuromarketing examines what to determine consumers' responses to products? -Facial recognition -Brain patterns -Sentiment mining -Iris scans

-Brain patterns

In recent years, firms have improved their ability to collect data from which of the following sources? (Select all that apply.) -Customer relationship management systems -Transactions -Bank records and tax returns -Websites and social media platforms

-Customer relationship management systems -Transactions -Websites and social media platforms

______ are raw numbers, that on their own, have limited value to marketers. -Scales -Averages -Statistics -Data

-Data

Which of the following are among the five stages in the marketing research process? (Choose every correct answer.) -Defining objectives -Analyzing the data -Collecting the data -Staffing the research project

-Defining objectives -Analyzing the data -Collecting the data

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? -Focus group -Social media -Experimental -Survey

-Experimental

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? -Survey -Focus group -Social media -Experimental

-Experimental

______ research systematically manipulates one or more variables to determine which variables have a causal effect on another variable. -In-depth interview -Survey -Data mining -Experimental

-Experimental

Qualitative research relies on experiments and surveys. -True -False

-False

Which of the following are benefits of conducting surveys online (vs. offline)? Select all that apply. -Faster processing -Higher response rate -Lower cost -More correct responses

-Faster processing -Higher response rate -Lower cost

Which of the following is NOT a quantitative research method? -Experiments -Surveys -Scanner research -Focus groups

-Focus groups

What is a qualitative research technique in which trained researchers ask questions to a few selected participants individually, record the answers, and then ask additional questions if needed for clarification? -Observation -In-depth Interview -Online survey -Focus group

-In-depth Interview

Marketing research consists of which of the following? (Select all that apply.) -Interpreting data -Editing data -Analyzing data -Collecting data -selling data

-Interpreting data -Analyzing data -Collecting data

Which of these is NOT an advantage of secondary research? -It is the best source of unbiased data -It is often free (or can be obtained at a low cost) -Requires relatively little research design -It is quicker to collect than primary data

-It is the best source of unbiased data

What are the advantages of secondary research? (Choose every correct answer.) -It reduces the cost of data collection. -It offers behavioral insights. -It is specific to data needs for the topic in hand. -It saves time in data collection because it is readily available.

-It reduces the cost of data collection. -It saves time in data collection because it is readily available.

______ consists of a set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas. -Strategic planning -Marketing research -Marketing management -Marketing strategy

-Marketing research

______ is the process of examining people's brain patterns to see their responses to specific products or services in order to develop marketing strategies. -Data mining -Syndicated research -Facial recognition -Neuromarketing

-Neuromarketing

______ is a qualitative research method that entails examining purchase and consumption behavior through personal viewing or video camera scrutiny. -Observation -Survey -Scanner -Focus group

-Observation

In the second step of the marketing research process, what factor determines the type of data needed? -Project objectives -Number of researchers -Project budget -Expected results

-Project objectives

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

-Qualitative

___________ 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 -Exploratory -Experimental -Descriptive

-Quantitative

What is a data collection technique that features a document with questions designed to gather information from respondents to attain researcher objectives? -Quiz -Questionnaire -Focus group -In-depth interview

-Questionnaire

Developing a questionnaire is considered "part art and part science." Which of the following is a good practice for questionnaire creation? -Questions are better when they are open to multiple interpretations. -Layout of the questionnaire should test the respondent's ability follow instructions. -The questions should use hard-to-understand language. -Questions should be designed to address a specific set of research questions.

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

Which of the following is an accurate definition of the term data? -Methods used for collecting information on a subject -Goals or benchmarks that a firm strives to achieve -Raw numbers with no intrinsic meaning -Conclusions derived from the analysis of raw numbers

-Raw numbers with no intrinsic meaning

In most situations, data collection should begin only after ______. -data analysis is complete -the researcher has requested primary data needed -the research design process is finished -the data are interpreted as information

-the research design process is finished

One disadvantage of secondary data is that ______. -they usually take a long time to obtain -they may not be exactly what the research project requires -are very limited in availability. -they are the most expensive type of data used in research

-they may not be exactly what the research project requires

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. -inexpensive -unstructured -individualized -structured

-unstructured

Firms that collect a large amount of customer information and purchase history store it in large computer files called data _________. -mines -warehouses -panels -libraries

-warehouses

Place the stages of the marketing research process in the correct order, with the FIRST step at the TOP.

1. defining objectives and needs 2. designing the research 3. collecting the date 4. analyzing data and developing insights 5. developing and implementing an action plan

True or false: A virtual community is an online network of people who communicate about specific topics.

True

True or false: A questionnaire is a research technique that attempts to analyze consumer sentiments based on their social media activity.

False

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

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

interview

A(n) ____ is a systematic method of collecting information from people through a questionnaire.

survey

A ____ ____ is an online network of people who talk about specific topics.

virtual community

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; they can meet all our needs and we can get them for free." Which of the following is the best argument against your boss's decision not to give you any funds for the research? -Secondary data may not be specific enough to meet the needs of the research. -Primary data are always preferable to secondary data. -Secondary data will take too long to collect. -Secondary data always cost at least a small amount of money.

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

Select all of the following that are quantitative research methods. (Choose every correct answer.) -Survey -Scanner data -Projective techniques -Focus groups -Experiments

-Survey -Scanner data -Experiments

When researchers define the objectives and needs of their project, what are they trying to establish? -The results that need to be confirmed -The problem that needs to be solved -The methods by which they will collect data -The best method of delivering results to the client

-The problem that needs to be solved

What are the characteristics of structured questions? (Choose every correct answer.) -They require respondents to answer in their own words -They are open-ended. -They are closed-ended. -They include specific answers to choose from.

-They are closed-ended. -They include specific answers to choose from.

Which of these is not an advantage of secondary data? -They can sometimes be obtained from the company itself. -They are often inexpensive. -They are easy to customize. -They can be obtained quickly.

-They are easy to customize.

How is information generally gathered in a survey? -Using observation techniques -Using a questionnaire -Using videotapes or audiotapes -Via secondary data

-Using a questionnaire

In recent years, firms have improved their ability to collect data from which of the following sources? (Select all that apply.) -Websites and social media platforms -Transactions -Bank records and tax returns -Customer relationship management systems

-Websites and social media platforms -Transactions -Customer relationship management systems

An advantage of secondary data is that, compared to primary data, they ______. -offer greater exclusivity -provide more specific insights -are guaranteed as being more trustworthy -are usually available at a lower cost

-are usually available at a lower cost

The step in the marketing research process that follows research design is ______. -designing the research -analyzing the data -collecting the data -presenting the results

-collecting the data

Firms find it necessary to use data mining techniques to extract valuable information from their _____________. -info warehouses -data warehouses -customer warehouses -group warehouses

-data warehouses

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; people -money; people -customers; research -data; research

-data; research

The analyst prepares the results to present them to a firm's ______ as a final step in the marketing research process. -vendors -customers -competitors -decision makers

-decision makers

Observation can be described as ______ through personal viewing or by means of a video camera. -asking questions to record answers of participants -counting sales -examining purchase and consumption behavior -prohibiting certain behaviors

-examining purchase and consumption behavior

Because research is ______, it is important to figure out beforehand exactly what problem needs to be solved. -proprietary and time-consuming -expensive and time-consuming -expensive and uninformative -proprietary and informative

-expensive and time-consuming

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

-information

Market researchers use social media to ______. -conduct experiments -obtain syndicated data without paying for it -develop ideas for new products -learn about customers' likes and dislikes

-learn about customers' likes and dislikes

Unstructured questions are _____ questions. -closed-response -open-ended -guided-answer -scaled-response

-open-ended

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. -consumer -descriptive -secondary -quantitative

-quantitative

A benefit of online versus more traditional marketing surveys is that the ______ rate is higher. -completion -experiment -response -accuracy

-response

The last phase of the marketing research process is presenting ______ to decision makers. -an invoice -results -raw data -untested theories

-results

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

-structured

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. -internal -primary -syndicated -obscure

-syndicated

Marketers can purchase ______ data, which are secondary data available for a fee from commercial research firms. -syndicated -external -census -primary

-syndicated

Social media sites can provide a firm with insights into a consumer's opinions about the firm and _______. -the consumer's neighbors' opinions about the firm -the consumer's opinions about the firm's competition -the opinions about the firm from the consumer's neighbors -the opinions about the firm's competition from the consumer's relatives

-the consumer's opinions about the firm's competition