MKTG 3310 - Chapter 10

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

are usually available at a lower cost

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.) Ability to store and manipulate data with computers Improved ability to collect data Consumers becoming increasingly more difficult to analyze Access to analytic dashboards for decision making Weaker federal privacy laws opening new avenues for research

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

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

Analyzing data Interpreting data Collecting data

Which of the following are among the five stages in the marketing research process? (Select all that apply.) Analyzing the data Defining objectives Staffing the research project Collecting the data

Analyzing the data Defining objectives Collecting the data

Before a research project begins, managers would consider all of the following issues EXCEPT _______. Will the effort reveal any new insights that will help reduce risk? What is the scope of the project? Are our competitors conducting market research as well? Is upper management willing to listen to the results of the research and make changes if necessary?

Are our competitors conducting market research as well?

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

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? Social media Focus group Survey Experimental

Experimental

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

Experimental

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

False

Qualitative research relies on experiments and surveys.

False

Talking to small groups of women in an unstructured manner about what women want from soup, led Campbell's to develop its Select Harvest soup line. Which research technique did Campbell's use in this example? Observation Focus groups Social media Surveys

Focus groups

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

In-depth Interview

________ data, or the facts and figures that have already been collected about the Coffee Collective prior to the research at hand, would include information relating to budgets, previous marketing activities, sales and customer communications.

Internal secondary data

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

It is easy to customize.

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

It is the best source of unbiased data

______ 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. Marketing research Marketing management Marketing strategy Strategic planning

Marketing research

Toymaker Fisher-Price has set up labs where it uses video cameras to record children playing with toys. Which research technique is Fisher-Price using? Experiments Focus groups Surveys Observation

Observation

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

Observation

________data includes sentiment mining in social media and tracking shopper behavior in stores.

Observational

Which of the following would allow Gabby the most flexibility in asking probing questions about why customers would want an open mic night?

Personal interviews

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. Survey Quantitative Secondary Qualitative Experimental

Qualitative

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

Raw numbers with no intrinsic meaning

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

The problem that needs to be solved

What type of questionnaire question allows respondents to answer in their own words? Unstructured question Structured question Direct response question Fill-in-the blank question

Unstructured question

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

Using a questionnaire

Observation can be described as ______ through personal viewing or by means of a video camera. counting sales examining purchase and consumption behavior asking questions to record answers of participants 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 informative expensive and time-consuming inexpensive and uninformative proprietary and time-consuming

expensive and time-consuming

Pharmaceutical companies must carefully design studies to assess which dose of a particular medicine or ingredient actually causes the desired outcome, such as pain relief. For these research studies, pharmaceutical companies use _________. observation focus groups experiments surveys

experiments

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

information

Data on customer information, and purchase histories is considered to be_______. irrelevant data external data internal secondary data internal primary data

internal secondary data

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.

interview

Whether secondary or primary, any data collected would need to meet all of the following criteria EXCEPT _______. it should be relevant it should be large-scale it should be appropriate it should be timely

it should be large-scale

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

learn about customers' likes and dislikes

One of the biggest disadvantages of using secondary data is that it _______. requires more experience to collect the data may not be relevant to the project is time consuming to collect is expensive

may not be relevant to the project

The ability to read consumers' minds by measuring involuntary brainwaves when viewing products, ads or brand images is the premise behind _______. biometrics neuromarketing data mining sentiment analysis

neuromarketing

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

results

Customers' weekly consumption habits can be obtained during checkout through the use of _______. panel data scanner data primary data invoice data

scanner data

Data gathered from trade journals, the Census Bureau and specialized research firms is _____ data. primary costly secondary timely

secondary

Data purchased from a consumer research company, such as J.D. Power and Associates, is considered to be _______ data. primary internal secondary company

secondary

Invoices, customer lists, and financial reports are all types of _______ data. external primary irrelevant secondary

secondary

Marketing research projects often begin with an examination of _________ data. primary competitive secondary project specific

secondary

Mario is thinking of opening a restaurant and wants a list of other restaurants in his targeted neighborhood. Mario could easily find this data through ________. secondary data sources internal data survey data primary data sources

secondary data sources

A(n) ___________ 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. obscure syndicated primary internal

syndicated

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

syndicated

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

the consumer's opinions about the firm's competition

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

the research design process is finished

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

they may not be exactly what the research project requires

In practicing ethics, marketing researchers must ensure they produce information which is factual and _______. skewed one-sided unbiased subjective

unbiased

Simon omitted some key data in a report for a client to make the report look "better." Omitting this information was ________. unethical common practice protecting the client ethical

unethical

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. individualized inexpensive unstructured structured

unstructured

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

warehouses

Facial characteristics, iris scans, and fingerprints are all types of _______. external secondary data social media monitoring illegal surveillance methods biometric data

biometric data

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

collecting the data

One disadvantage of primary versus secondary research is that primary research is typically ______. costly out-of-date less relevant not specific

costly

A company is reviewing its daily sales transactions to look for buying patterns among its customers. The company is engaged in _______. data entry data recovery data warehousing data mining

data mining

Instead of using survey information, Martha decides she would rather use _ to find hidden information within her customer-relationship management database to find links between spending habits and which types of entertainment should be marketed by the Coffee Collective.

data mining

Firms find it necessary to use data mining techniques to extract valuable information from their _____________. customer warehouses group warehouses data warehouses info 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. customers; research money; people data; research data; people

data; research

Once the results of the marketing research study are prepared as a report, this report must be presented to the appropriate _________. decision makers competitors researchers customers

decision makers

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

decision makers

When Ben & Jerry's Ice Cream wants to identify its next new ice cream flavor, the first step in the company's marketing research process would be to ________. design the research implement an action plan collect the data define the objective

define the objective

If Martha wants to determine whether or not she should offer open mic night at the Coffee Collective as part of the coffee experience, this would be an example of _.

defining the research objectives

Identifying the type of data needed and the type of research required to collect that data is part of the ________ stage of the marketing research process. design analysis data collection implementation

design

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

1. Defining objectives 2. Designing the research project 3. Data Collection 4. Analyzing data 5. Implementing the action plan

Which of the following are among the five stages in the marketing research process? (Select all that apply.) Collecting the data Analyzing the data Defining objectives Staffing the research project

Collecting the data Analyzing the data Defining objectives

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

Customer relationship management systems Websites and social media platforms Transactions

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 money 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 always cost at least a small amount of money It will take too long to collect secondary data

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

Which of the following is a conclusive research technique? Observation Surveys In-depth interviews Focus groups

Surveys