CH 10 MKT

What are the causes of recent changes in the field of marketing research?

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

Which of these are advantages of primary research?

- It can be tailored to the data needs - It offers insights into consumer behavior

What are the advantages of secondary research?

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

What are the characteristics of structured questions?

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

In recent years, firms have improved their ability to collect data from which of the following sources?

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

Which of the following questions should be considered by managers before beginning a marketing research project?

- Will the top management be committed to this project? - Will the research be useful?

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 data 4. analyzing data and developing insights 5. developing and implementing and action plan

Which of the following best describes a focus group?

A small group of people put together for an intensive discussion

Select all of the following that are quantitative research methods.

Scanner data Experiments Survey

An advantage of secondary data is that, compared to primary data, they ______.

are usually available at a lower cost

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.

When researchers define the objectives and needs of their project, what are they trying to establish?

The problem that needs to be solved

Which of these is not an advantage of secondary data?

They are easy to customize.

What role do groups such as the Center for Democracy & Technology (CDT) and the Electronic Privacy Information Center (EPIC) play in today's business landscape?

They ensure consumer data is used ethically.

Which of the following are among the five stages in the marketing research process?

Analyzing the data Defining objectives Collecting the data

Which U.S. government agency is tasked with protecting the privacy of American consumers?

Federal Trade Commission

Which of the following are benefits of conducting surveys online (vs. offline)?

Higher response rate Faster processing Lower cost

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

Which of the following are included in marketing research?

Interpreting data Analyzing data Collecting 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. Multiple choice question.

Neuromarketing

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.

Which of the following is an accurate definition of the term data?

Raw numbers with no intrinsic meaning

Where should demographic questions appear in a questionnaire?

at the end

Neuromarketing examines what to determine consumers' responses to products?

brain patterns

The step in the marketing research process that follows research design is ______.

collecting the data

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

data

___________ uses various statistical analysis tools to discover previously unknown patterns in the data or relationships among variables.

data mining

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 ______ needed and work out the type of ______ necessary to collect it.

data; research

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

decision makers

Observation can be described as ______ through personal viewing or by means of a video camera.

examining purchase and consumption behavior

Because research is ______, it is important to figure out beforehand exactly what problem needs to be solved.

expensive and time-consuming

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 Qualitative research relies on observation, focus groups, social media, and in-depth interviews.

an _______________ 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.

in depth interview

Compared to quantitative research, qualitative research is more ______.

informal

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

information

Secondary data can be found from both external and _______ data

internal

Market researchers use social media to ______.

learn about customers' likes and dislikes

______ must be committed to the research project and be willing to abide by the results of the research.

management

______ 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

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

observation

In the second step of the marketing research process, what factor determines the type of data needed?

project objective

_____ research, such as a focus group, attempts to begin to understand phenomena of interest with broad, open-ended questions.

qualitative

focus groups

qualitative

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

qualittive

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

Survey

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

A _________ is a form that has questions designed to gather information directly from respondents.

questionnaire

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

response

The last phase of the marketing research process is presenting ______ to decision makers.

results

Whenever you go into your local grocery store, your purchases are rung up using hardware that is a ______ system. The data from these purchases are likely to be acquired by leading marketing research firms.

scanner

When you make a purchase at a grocery store, the ______ are often collected by marketing research firms to help understand consumers' purchasing behavior.

scanner data

are pieces of information that have already been collected before the research project starts.

secondary data

Data mining uses various ______________ tools to uncover previously unknown patterns in the data or relationships among variables.

statistical analysis

A __________ 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.

syndicated

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

syndicated

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

One disadvantage of secondary data is that ______.

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.

unstructured

a ______ is an online network of people who talk about specific topics.

virtual community

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

warehouses

What is a data collection technique that features a document with questions designed to gather information from respondents to attain researcher objectives?

Questionnaire

Which of these is NOT an advantage of secondary research?

It is the best source of unbiased data

A major advantage of ______ research is that it can be tailored to fit the pertinent research questions.

primary