Ch. 7

What are the biggest challenges in conducting good marketing research?

1. Consumers' stated intentions may not match their actual purchase behavior. 2. Consumers may not be willing to reveal personal information

match each idea evaluation method with a major disadvantage it has 1. Personal Interview Survey 2. Online Survey 3. Telephone Survey 4. Mail Survey

1. High Cost per respondent 2. Many surveys not delivered due to 'spam blockers' 3. unhappy respondents can quickly end the interview 4. usually generates biased results

Which of the following are desirable to have when delivering marketing research findings to a manger?

1. clear and understandable results 2. condensed finding in about one page

information technology includes the computing resources to do which of these with data?

1. collect 2. analyze 3. store

Marketing research includes which three tasksS?

1. collecting data 2. recommending action 3. analyzing data

What are two key elements in deciding how to collect data for marketing research?

1. concepts 2. methods

developing a research plan includes specifying the ______ for the research activity and identifying the ______ needed for marketing decisions

1. constraints 2. data

Put all the steps of the marketing process in order

1. define the problem 2. develop the research plan 3. collect relevant data 4. develop findings 5. take marketing actions

Which two of the following should be systematically analyzed when you evaluate the results of research-driven marketing actions?

1. evaluate the decision process 2. evaluate the decision

What are two characteristics of open - ended questions?

1. good for idea generation about product benefits and advertising 2. captures the 'voice' of the respondent

what are the three main sales forecasting techniques?

1. judgements of the decision maker 2. surveys of knowledgeable groups 3. statistical methods

Research objectives should be...

1. measurable 2. specific

What are the two methods that marketers use to collect primary data?

1. observing people 2. asking people questions

Which two activities are included in developing findings as part of the marketing research approach?

1. presenting findings 2. analyzing data

What are the two primary advantages of online surveys?

1. quick turnaround time from data collection to report 2. relatively minimal cost to conduct

At it pertains to the marketing research process, what are the two key elements of defining the problem?

1. setting the research objectives 2. identifying possible marketing actions

What is one of the significant challenges for marketing research?

It can be difficult to research new product ideas when customers have never thought about them before.

________ is the process of defining a marketing problem and opportunity, systematically collecting and analyzing data, and recommending actions.

Marketing Research

___ for forecasting relies on the assumption that underlying relationships in the past will continue into the future, resulting in its simplicity as method but inaccuracy in times of change.

Trend extrapolation

Marketers that are interested in identifying the characteristics and trends among ultimate consumers such as age or ethnic background are likely to start with which source of data?

U.S. Census Bureau reports

a constraint in a decision is _____

a restriction placed on potential solutions to a problem

What is an example of internal secondary data for marketing research?

a summary of repeat sales by geographic region that will be used to plan for next year

When the marketing manager at Tony's Pizza decided to target households with children ages 6 to 12 to reverse the sales trend in this segment, she was converting information into a(n) ______.

action recommendation

Historically, the most common way of collecting questionnaire data was through ____

an individual interview

In setting research objectives, marketers have to ____

be clear on the purpose of the research

data mining is the extraction of hidden information from large data bases to find statistical links ....

between consumer purchasing patterns and marketing actions

______ data is a vague term describing large amounts of data from many sources that is analyzed with sophisticated technologies

big

Modern marketing research uses _____ which requires an analysis with sophisticated technologies to derive useful marketing information

big data

In marketing research, an experiment is designed to test _____

cause and effect, often between marketing mix elements and sales outcomes

Concepts and methods are key elements to consider when deciding how to ________ for marketing research.

collect data

concepts and methods are key elements to consider when deciding how to _____ for marketing research

collect data

facts and figures to a problem are known as ____

data

______ is the extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions

data mining

Setting the research objectives and identifying possible marketing actions are things that would be completed in which step in the marketing research approach?

define the problem

Marketing research begins with _______

defining a marketing problem

A ______ interview, a special form of the individual interview, is a technique in which researcher ask lengthy, free-flowing questions to probe for underlying ideas and feelings.

depth

When a consultant prepared marketing dashboards showing sales data for different household types over a four-year period for Tony's pizza, this was completed during which step of the marketing research approach?

develop findings

analyzing data and presenting the findings are the two parts of which step in the marketing research approach

develop findings

The constraints on the activity, the data needed for decisions, and how to collect data are all determined in which step of the marketing research approach

develop the research plan

evaluating the results of a market research includes ____

evaluating the decision and decision process

In marketing research a(n) ______ involves obtaining data by manipulating factors under tightly controlled conditions to test cause and effect

experiment

Creation of a social media campaign for a new video game that will appeal to 12- to 16-year-olds is best described as what part of the final step in the marketing research approach, to take marketing actions?

implement the action recommendations

moving the in-store location of peanut butter to be adjacent to jams and jellies based on data mining findings is BEST described as what part of the final step of the marketing research approach, to take marketing actions?

implementing the action recommendations

______ includes all of the computing resources that collect, store, and analyze data?

information technology

Though data collected at the checkout counter of a grocery store are primarily used for sales and inventory records, this data can also be used to study how consumers shop. This latter use is an example of ______ data.

internal secondary

a lost-horse forecast is what type of sales forecasting technique?

judgements of the decision maker

starting with the last known value of the item being forecast, listing the factors that could affect the forecast, and assessing whether they have a positive or negative impact are steps in which type of forecasting?

lost-horse

Criteria or standards used in evaluating proposed solution to the problem are known as ______

measures of success

Why are marketing researchers turning to online surveys to collect primary data?

most consumers now have an internet connection and an email account

Which research technique merges the study of the brain with marketing's interest in understanding consumers?

neuromarketing

A ____ is a sample of consumers or stores from which researchers take a series of measurements over time

panel

A constraint in a decision is a restriction placed on ______

potential solutions to the problem at hand

A data mining technique used to predict future behavior and anticipate the consequences of change is known as _____ modeling

predictive

Refinements in data mining and data analytics now permit marketers to actually foresee consumer behavior using a technique known as ______ - modeling

predictive

Researchers collect Blank______ data by either observing people or asking them questions.

primary

When a researcher needs information that is very specific to the problem being studied, she will probably resort to using _____ data, despite its cost and time-consuming nature.

primary

A focus group can best be described as a small group of people Blank______.

put together for an informal discussion

Individual interviews as well as online and mail surveys generate ______ data.

questionnaire

The total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts is known as a _______

sales forecast

because sales people are in frequent contact with customers and are likely to understand their likes and dislikes, organizations use ____ forecasting, despite the fact that it can sometimes be unreliable.

salesforce survey

In defining a problem, it is important to develop specific measures of success because these ultimately lead to ______

specific marketing actions to be taken.

What is the main advantage of primary data compared to secondary?

specific to problem being studied

a linear trend extrapolation is what type of sales forecasting technique?

statistical methods

Which of the following sales forecasting techniques is used in a survey of buyers intentions forecast

surveys of knowledgeable groups

The last step of the marketing research approach is to ____

take marketing actions

monitoring how marketing decisions turn out is part of which step of the marketing research approach

take marketing actions

List the steps in the marketing research approach

take marketing actions develop findings define the problem

The neuromarketing method of marketing research uses Blank______.

technologies used to study the brain to understand consumers

What is a drawback of using the individual interview to collect data?

the data are expensive to collect

Market researchers may use panels for their research because ____

they want to know about consumer behavior over time

Organizations often start a new marketing research study by first examining secondary data primarily because ______

using this information can result in time and cost savings