Principles of Marketing: Ch. 10 Connect Activities

After the data is collected, the next step in the research process is to - analyze the data - implement the findings - design the study - develop an action plan - define the research needs

analyze the data

Which of the following statements regarding primary data collection is false?

It is less costly than secondary data collection.

Consumers' differing attitudes toward crackers and chips were discovered during - research design - collection data - survey design - setting research objectives - data analysis

data analysis

The primary _______ of AutoTrader.com's research was to connect advertising on its website to actual dealership visits by customers. - collection process - sample - design - objective - action plan

objective

1. Evaluate and improve current market position 2. Need primary data to answer current questions 3. Conduct a survey to explore brand loyalty 4. Assess male/female differences 5. Recommend which segment to target A. Data collection B. Defining objectives C. Designing the research project D. Presenting results E. Analyzing data

1. = B. 2. = C. 3. = A. 4. = E. 5. = D.

Suppose that Dunkin' Donuts began to offer bakery sandwiches at eight of its locations, charging different prices at each one to investigate which pricing scheme would be the most profitable. What marketing research technique would this represent? A. focus group B. experiment C. syndicated data D. panel data E. data mining

B. experiment

When a firm like Dunkin' Donuts conducts marketing research, what should its first step be? A. search for secondary data B. identify research objectives C. develop a research budget D. design a short survey E. conduct qualitative research

B. identify research objectives

Dunkin' Donuts started by asking consumers questions about their wants and needs in sandwiches. If Dunkin' Donuts wanted responses to a specific set of structured questions from a large number of consumers, which of these data collection techniques would be the best choice? A. observation B. survey C. in-depth interviews D. scanner data analysis E. secondary data analysis

B. survey

Suppose that three years after introducing its bakery sandwiches, Dunkin' Donuts decides to analyze its historical sales information to see which sandwich varieties have been the most successful. What kind of data would such a project use? A. external secondary data B. panel data C. internal secondary data D. primary data E. syndicated data

C. internal secondary data

Nike wants to extend its current research to understanding techniques that it can use to keep women in the store longer. Through the company's survey research, Nike found that many women found it hard to shop in Niketown stores because there were many distractions. One method that market researchers can use is ____________ of female shoppers in Niketown stores. A. analysis B. education C. observation D. projection E. exploration

C. observation

Suppose that Dunkin' Donuts solicited a group of customers to provide feedback on its products over time; for example, completing a survey every six months over a period of years. What marketing research technique would this represent? A. syndicated data B. focus group C. data mining D. panel data E. experiment

D. panel data

One way that Nike can examine retention of its female consumers is to review their purchases over several timeframes. This is also called A. targeting. B. scanning. C. latitudinal research. D. panel research. E. positioning.

D. panel research.

The first step in the market research process is to define the objectives and research needs. What was Nike's primary objective in conducting this research? A. Nike wanted to make more women purchase products for their families. B. Nike wanted to target children and young teens. C. Nike was interested in product expansion. D. Nike was interested in expanding internationally. E. Nike wanted to understand its female customers.

E. Nike wanted to understand its female customers.

Nike decided to use __________ data, even though it was more expensive and time consuming, because it offered insights into the company's unique problem. A. tertiary B. projective C. secondary D. tangential E. primary

E. primary

If the researchers in this study wanted to uncover previously unknown patterns in the data or relationships among variables, they would use a technique called - in-depth interviews - survey research - focus groups - data warehousing - data mining

data mining

The researchers collected data to meet the specific needs of AutoTrader.com, which is known as _________ collection. - analytical data - sample data - secondary data - quantitative data - primary data

primary data

For Kraft, the information it gathered from market research guided its decisions regarding which of the 4Ps? - product and place - product and price - price - product - place

product and place

The researchers solicited customers of dealerships located in diverse markets, selling a variety of brands, and operating as both franchises and independents. These customers represent the _______ used in the study. - focus group - sample - click-through rate - information - data

sample

Two of the data collection techniques used by the researchers in this study were ______ and _______. - observation; surveys - surveys; phone interviews - panel data; phone interviews - surveys; scanner data - panel data; surveys

surveys; phone interviews

Facts about the chip category obtained from AC Nielsen are - experimental data - questionnaire data - syndicated data - primary data - survey data

syndicated data