Ch 10

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

Warehouses

Which of the following are benefits of conducting surveys online (vs. offline)? (Choose every correct answer.)

1. Higher response rate 2. Lower cost 3. Faster processing

What are the advantages of secondary research? (Choose every correct answer.)

1. It reduces the cost of data collection. 2. It saves time in data collection because it is readily available.

What are the advantages of secondary research? (Choose every correct answer.

1. It saves time in data collection because it is readily available. 2. It reduces the cost of data collection

Which of the following are quantitative research methods? (Choose every correct answer.)

1. Scanner data 2. Survey 3. Experiments

What are the characteristics of structured questions? (Choose every correct answer.)

1. They include specific answers to choose from. 2. They are closed-ended.

Which of the following best describes a focus group?

A small group of people put together for an intensive discussion

Where should demographic questions appear in a questionnaire?

At the end

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

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?

Experimental

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

Experimental

Qualitative research relies on experiments and surveys.

False

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

Which of the following is NOT a quantitative research method?

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?

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

Which of the following is NOT an advantage of secondary research?

It is the best source of unbiased data

______ 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

______ 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

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.

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

Response

Which of these is not an advantage of secondary data?

They are easy to customize.

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

Market researchers use social media to Blank______.

learn about customers' likes and dislikes

Market researchers use social media to ______.

learn about customers' likes and dislikes

Unstructured questions are ______ questions.

open-ended

Social media sites can provide a firm with insights into a consumer's opinions about the firm and ______.

the consumer's opinions about the firm's competition

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

the research design process is finished

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

data warehouses

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

data; research

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?"

What are the causes of recent changes in the field of marketing research? (Select all that apply.)

1. Access to analytic dashboards for decision making 2. Improved ability to collect data 3. Ability to store and manipulate data with computers

In recent years, firms have improved their ability to collect data from which of the following sources? (Select all that apply.)

1. Customer relationship management systems 2. Websites and social media platforms 3. Transactions

An in- ______ ______ 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. (Enter one word)

Blank 1: depth Blank 2: interview

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

Blank 1: survey

Neuromarketing examines what to determine consumers' responses to products?

Brain patterns

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.

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

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.

Syndicated

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

Syndicated