Exam 1 Marketing Research

Packaged services provide each client with:

A marketing research process that is used to generate information.

The choice of the type of research design depends largely on:

Objectives of the research.

The term used for research conducted within an organization is called:

Client - side research

The types of descriptive research study that measure a population at only one point in time is:

Cross-sectional studies.

The most important step in the marketing research process is:

Defining the problem

A marketing researcher would use what type of research to find out how many customers there are, what brands they buy and in what quantities, which advertisements they recall, what are their attitudes toward the company, and who is the competition?

Descriptive research

A winery wants to know more about sales channels, product outlets, and even whether these channels are motivated. What type of research would the winery use to answer these questions?

Distribution research

The difference between basic research and applied research is that applied research is conducted to:

Expand our knowledge to solve a specific problem.

What is the type of study in which one or more independent variables are manipulated to see how one or more dependent variables are affected, while also controlling the effects of additional extraneous variables?

Experimental research study

A small family-owned jeweler experiences more than a 20 percent decline in sales. The owners do not know what the problem is. The research design they should use is

Exploratory.

A variable that exerts influence on the dependent variable but is not an independent variable is a(n):

Extraneous variable.

Full-service supplier firms:

Have the ability to conduct the entire marketing research project

High gasoline prices and concerns about fossil emissions bothered consumers, so Toyota developed the Prius. This is an example of what use of marketing research?

Identifying marketing opportunities and problems

Misrepresenting the impact of the sampling method and its impact on sample data violates ethics codes of the marketing profession. This code would falls into the category of:

Maintaining research integrity.

Tracking variables on how well products are performing in the marketplace is an example of what use of marketing research?

Market monitoring

Data referring to information that is developed or gathered by the researcher specifically for the research project at hand is called:

Primary data.

Maritz Research New Vehicle Customer Study includes data collected over several years, and in recent years it has studied hybrids. Its market analysts know why drivers purchase hybrids, what makes them satisfied, what their expectations are for gas mileage, and preferences for alternative fuels. The main use of this type of research would be related to:

Product research

What is the name of the type of document that is routinely used in all business sectors when a firm desires supplier firms to present proposals or bids?

RFP

The information that tells the researcher exactly what needs to be gathered and analyzed to allow managers to make decisions related to a problem is contained in the:

Research objectives.

What term describes how each sample element is to be drawn from the total population?

Sample plan

________ is the ratio of positive to negative comments posted about products and brands on the web.

Sentiment

Firms sometimes hire an outside marketing research company to conduct its research. This is referred to as:

Supplier - side research

Retailers who purchase Nielsen's tracking data for their category get up-to-date information about what brands are selling at which retailers at the SKU level, and learn what their competitors are selling. The tracking studies are examples of:

Syndicated services.

What is the definition of marketing research?

The process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem

A marketing research proposal contains:

The timetable for a research project

The umbrella term ________ is information that is available from more sources than ever before-from government statistics to sensor data to tracking studies.

big data