Chapter 7 Connect Assignment

Which of the following are among the biggest challenges in conducting good marketing research?

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

Because marketing research is an imperfect tool, it does not yield much benefit to business applications.

False

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

questionnaire

Facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors are known as _____

questionnaire data

The foundation of marketing research that uses questionnaires is developing precise _____ that yield clear and unambiguous ______ from respondents.

questions; answers

What are the two primary advantages of online surveys?

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

Select those items that are considered marketing input data.

salespeople's call reports marketing budget reports advertising expenditures

Among research methods vital to marketing are ________, a technique used to select a group of customers, distributors, or the like, and ________, a subsequent generalization of the results from this group to a larger population.

sampling; statistical inference

Marketers will use ________ data like that obtained from the U.S. Census when possible because of time and cost savings.

secondary

An important part of defining the problem in marketing research is to ________ that are neither too broad nor too narrow.

set objectives

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

specific marketing actions to be taken

Marketers can purchase a standard set of ________ data on a regular basis from providers like Nielsen (for TV ratings) or J.D. Power (for automobile quality and customer satisfaction).

syndicated

Some consumer packaged goods firms that sell to wholesalers may not have the means to gather pertinent data directly from consumers that buy its products, especially over time. A good source of this information is from ______.

syndicated data

The neuromarketing method of marketing research uses ______.

technologies used to study the brain to understand consumers

Which is a characteristic of using the individual interview to collect data?

the ability to probe with additional questions

The U.S. Census is a great source for demographic data about consumers, but its biggest disadvantage is that ______.

the data may be outdated since it is collected only every 5 or 10 years

While in college, students choose between alternative courses in which to enroll, which is an example of ______.

the decisions they must make

In what three ways are observational data collected?

through neuromarketing methods by watching people in person by mechanical or electronic means

What is the goal of effective marketing research studies?

to collect data that will lead to effective marketing actions

Marketing research is typically conducted for which two of the following related reasons?

to reduce risk to improve marketing decisions

Which of the following are research methods used to generate new ideas?

trend hunting depth interviews focus groups

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.

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

Most consumers now have an Internet connection and an email account.

______ uses brain studies to understand consumer thinking such as a preference for one proposed orange juice packaging over another.

Neuromarketing

What is a mechanical method for collecting observational data?

Nielson's "people meter" attached to televisions to measure TV ratings

Match each idea evaluation method with a major disadvantage it has.

Personal interview survey - High costs per respondent Online survey - Many surveys not delivered to recipients due to "spam blockers" Telephone survey - Unhappy respondents can quickly end the interview Mail survey - Usually generates biased results

When two people answer "often" to a survey question but their "often" means different things, then this survey question would be considered to be _____.

ambiguous

What are two characteristics of open-ended questions?

captures the "voice" of the respondent good for idea generation about product benefits and advertising

Facts and figures related to a problem are known as _____ (one word).

data

Which characteristic is most important in identifying which data to collect for marketing research?

data that are relevant to decisions for marketing actions

The act of consciously choosing from among two or more alternatives is known as ______ making.

decision

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

The five-step marketing research approach begins with ______ and ends with _____.

defining the problem; taking marketing actions

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. (Enter one word in the blank.)

depth

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. (Enter one word in the blank.)

depth

Which of the following is a technique in which researcher ask lengthy, free-flowing questions to probe for underlying ideas and feelings?

depth interview

Select the steps in the marketing research approach.

develop findings define the problem take marketing actions

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

An informal session of 6 to 10 customers in which a moderator asks their opinions about a firm's and its competitors' products, how they use these products, and special needs these products don't address is known as a(n) ______.

focus group

Which of the following are research methods used to generate new ideas?

focus groups trend hunting depth interviews

Depth interviews and focus groups are recommended for idea ________ in marketing research.

generation

The U.S. Census Bureau publishes reports that contain detailed information on American households, and marketers use this data to ______.

identify characteristics and trends of ultimate consumers

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

identifying possible marketing actions setting the research objectives

Research objectives should be ______. (Select two answers)

measurable specific

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

measures of success

A meter installed on a computer that records Internet user behavior by tracking actual mouse clicks would be what type of method for collecting observational data?

mechanical

Sampling and statistical inference are special ________ vital to marketing research.

methods

The approaches that can be used to collect data to solve all or part of a problem are known as ______.

methods

The two main data collection ________ are observing people and asking them questions.

methods

Which two are examples of personal methods for collecting observational data?

mystery shoppers who check a company's customer service ethnographic studies of consumers in their natural environments

Using brain scanning to analyze the buying processes of consumers and thereby improve Campbell Soup labels is known as ______.

neuromarketing

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

neuromarketing

Research ________ are specific, measurable goals the decision maker seeks to achieve in conducting the marketing research.

objectives

Marketing researchers spend a great deal of time defining a marketing problem precisely. What increases the probability of successful marketing research effort?

objectives that are neither too broad nor too narrow

Neuromarketing is a form of ________ data.

observational

Because it has the ability to reach wide audiences, the costs are relatively minimal, and the turnaround time from data collection to report presentation is much quicker than other methods, many researchers choose to collect survey data through which method?

online surveys

What type of question allows respondents to express opinions, ideas, or behaviors in their own words?

open-ended question

A(n) ________ is a sample of consumers or stores from which researchers take a series of measurements over time.

panel

When Procter & Gamble researchers watched women do their laundry, clean the floor, and put on makeup, they were using ________ methods of collecting observational data.

personal

Different observers reporting different conclusions when watching the same event may indicate unreliability in what type of data collection?

personal observation

A constraint in a decision is a restriction placed on ______.

potential solutions to the problem at hand

Which of the following are essential in the design of all research using questionnaires?

precise, efficient questions questions that get clear, unambiguous answers

Facts and figures that are newly collected for the project are referred to as ____ data. (one word)

primary

In many cases, the information researchers need is available only through ______ data, since data collected for another purpose may be outdated, incorrectly categorized, or not specific enough.

primary

In many cases, the information researchers need is available only through _______ data, since data collected for another purpose may be outdated, incorrectly categorized, or not specific enough.

primary

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

primary

A marketing researcher has only been able to locate one older study on her product category and the product groupings are not the ones that this researcher thinks would be most meaningful. The researcher should ______.

proceed to collect her own primary data if possible

Because different observers can report different conclusions when watching the same event, personal observation can be ______.

unreliable

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

A firm has two new product ideas but only has resources to produce one of them. The firm's marketing department must determine which of the two products should be produced in a fortnight. Identify a constraint for the marketing team.

The team must reach a decision in 2 weeks.

Which three are examples of using secondary data?

A hotel chain purchases syndicated panel data to identify demographic trends. An electronics manufacturer uses U.S. Census data to create customer profiles. A travel company uses the last three years of its sales invoices to determine package deals.

_______ data can be internal or external, so long as it was collected prior to the current research project.

Secondary

________ are facts and figure that have already been recorded before the project at hand.

Secondary data

Drag and drop the correct example against the corresponding types of scale.

Semantic differential scale - Describe the extent to which Dell provides products that are... Reliable __ __ __ __ __ Unreliable Likert scale - Dell provides products that are reliable. Strongly agree / Somewhat agree / Somewhat disagree / Strongly disagree Dichotomous - Dell provides products that are reliable. __ Yes __ No Open-ended - What three things are important to you in a new computer?

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

The data are expensive to collect.

What is the result of researchers who collect personal or household characteristics on a survey?

They find it is useful for segmentation and targeting purposes.

What is a disadvantage of using panels for marketing research?

They require continuous and complex recruitment of new individuals to replace drop-outs.

Which two are characteristics of a dichotomous question on a questionnaire?

This is a type of closed-end or fixed alternative question. A "Yes" or "No" question is an example.

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

What is the best example of an ambiguous survey question?

Was your ice cream order delivered to your table quickly? __ Yes __ No

Should researchers collect personal or household characteristics on a survey?

Yes, it is necessary for segmentation and targeting purposes.

A constraint in a decision is ______.

a restriction placed on potential solutions to a problem

Which 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

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

an individual interview

Marketing researchers are interested in social networks and other consumer-generated online content because they ______.

are a source of data to be "mined" to spot trends

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

asking people questions observing people

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

collect data

Marketing research includes which three tasks?

collecting data recommending action analyzing data

Marketing researchers may develop a new-product ________, a picture or verbal description of a product or service the firm might offer for sale.

concept

In marketing, ________ are ideas about products and services, and they are a key to deciding how to collect research data.

concepts

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

concepts methods

When Fisher-Price conducted research on a toy telephone, the ________ were that the decision must be made in 10 weeks and no research budget would be available beyond that for collecting data in its nursery school.

constraints

The second step in a marketing research project involves developing a research plan. This includes specifying the ________ for the research activity and identifying the ________ needed for marketing decisions.

constraints; data

Marketing input data relate to ______, while marketing outcome data relate to Blank______.

effort needed to make sales; results of the marketing efforts

Data can be defined as ______.

facts and figures related to the research problem

Primary data can be described as ______.

facts and figures that are newly collected for the project

A focus group is a(n) ________ method of inquiry, which makes it more effective in uncovering ideas that are difficult to obtain with individual interviews.

informal

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

You are the owner of a hardware store. You are debating whether to offer a package promotion on lawn sprinklers and garden hoses. What form of internal secondary data would be helpful in making this decision?

looking at past customer sales to see if customers who purchased lawn sprinklers also purchased garden hoses