Research Marketing

What makes environmental scanning different from other forms of secondary research?

There is no specific research objective

Data collected on to whom products, services, or memberships are sold are considered ______.

Customer data

Conducted in authentic situations and locations where observers record what naturally occurs as it happens.

Direct observation

True or False: By identifying the research objective and corresponding research questions, researchers can directly map each project to a definitive methodology.

False

True or False: Focus group ice breaker activities should not venture into the research topic so as not to bias participants.

False

True or False: For a brand perception survey, it is important to divulge the company sponsoring the survey.

False

True or False: Research plans are only used when a company hires a research consulting firm.

False

In observational research, the following can be recorded, except ______.

Thoughts and opinions

True or False: For observational studies performed in public spaces, subject permission does not need to be granted in order for the study to be considered ethical.

True

True or False: Multiple methodologies can be deployed during the course of a single research project.

True

True or False: Secondary data can be either qualitative or quantitative.

True

True or False: Secondary research can be exploratory.

True

Causal research ______.

aims to determine if changes in one variable impacts changes in another variable

All of the following are disadvantages to secondary research, except that ______.

all of these are disadvantages

Overall measures are used for each of the following purposes, except ______.

all of these describe uses of overall measures

Research questions ______.

are detailed and tactical in nature and help flesh out the overarching research objective

The following are good uses of focus group methodology, except ______.

assuring the target population feels the same way as participants

All of the following are reputable secondary sources, except ______.

blogs

The research objective ______.

declares the purpose of conducting the research

Sales and customer data are considered ______.

internal secondary data

Each of the following is an advantage to secondary research, except that it ______.

is generally more accurate than conducting primary research

Exploratory research ______.

is used to discover new ideas or brainstorm solutions

Each is part of the research plan, except ______.

study conclusions

True or False: Mystery shop tools should follow the training and protocol guidelines provided by the company to customer service staff.

true

True or False: It is important to interject the researcher's opinions throughout the body of a secondary research report.

False

True or False: Memberships sold and amount of subscribers to a service do not count as sales data; only revenue is considered sales data.

False

True or False: So-called "field experts" should not be used when conducting environmental scanning since their affinity for the topic could bias results.

False

A focus group activity in which participants are asked to complete tasks involving a potential product or website while observers watch, listen, and takes notes.

Usability tests

Participants providing vlogs, pictures, and essays detailing their feelings, opinions, and reactions are good examples of ______.

Virtual ethnography

Focus groups are ______.

a primary qualitative method

Each of the following is an advantage of observational research, except that it ______.

examines the "how," not the "why"

Sources of external secondary research include each of the following, except ______.

existing customer survey results

Which type of question suggests respondents give a socially desirable answer?

Loaded question

Geodemographic segmentation can be useful for each of the following, except ______.

when identifying weaknesses of a current product

The three types of research are exploratory, descriptive, and ______.

Causal

What is a variable?

Data that has a quantity that can vary

Capturing authentic behaviors, reactions, and interactions involving a product, product concept, or service in a real-world setting is which type of methodology?

Ethnographic market research

This methodology is used for giving insight into the real consumer decision making process, how to improve customer service interactions, as well as retail design/layouts.

Ethnographic market research

Secondary research might typically come into play in the following situations, except when ______.

Gathering customer satisfaction results regarding a recent product launch

"Please rate our delightful service" is an example of which type of question development mistake?

Leading question

This methodology involves researchers secretly acting as consumers in order to gather data on the customer experience.

Mystery shopping

Ethnographic market research includes each of the following data collection methods, except ______.

Online surveys

A technique used by focus group moderators to dig for deeper and more meaningful responses.

Probing questions

Which type of survey typically gathers ratings on all the touchpoints respondents encounter?

Satisfaction surveys

Internal secondary research involves ______.

existing research gathered within a researcher's own company

True or False: Focus group participants should never be segmented by usage level of the product category which they are about to discuss.

false

True or False: Researchers must obtain permission to observe subjects in all observational research studies.

false

Each of the following is part of the role of the moderator, except ______.

making sure to never deviate from the moderator's guide

Surveys are mostly ______.

quantitative

Artifacts refer to ______.

the clothes, accessories, and belongings of subjects

Each is a necessary component of a secondary research report, except ______.

the survey tool used