MAR2023 Ch9

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

-yes/no question -type of closed end or fixed question

What is a mechanical method for collecting observational data?

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

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

Secondary data

Sales forecast

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

What are characteristics of an experiment in research

They test cause and effect. They involve manipulating variables to see the effect on another variable. They require tightly controlled conditions.

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

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 databases to find statistical links ______.

between consumer purchasing patterns and marketing actions

In what three ways are observational data collected?

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

What are characteristics of open-ended questions?

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

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

Marketing research includes which of the following?

collecting data analyzing data recommending action

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

When delivering marketing research findings to a manager, it is desirable to have ______ and ______.

condensed findings in about one page clear and understandable results

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

constraints; data

A chart showing the results of data collection for frequency of fast food consumption by each of three head of household age groups is an example of a(n) ______.

cross tabulation

Despite its limitations when used with small sets of data, ________ is probably used more frequently for marketing decisions than any other method of analyzing data.

cross tabulation

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

data mining

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

data that is relevant to decisions for marketing actions

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

the steps in the marketing research approach

define the problem, develop the research plan, 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?

define the research plan

Marketing research begins with ______.

defining a marketing problem

_______ research generally involves trying to find the frequency with which something occurs or the extent of a relationship between two factors.

descriptive

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

develop findings

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

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

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

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

evaluate the decision evaluate the decision process

A test market is an example of a(n) ______.

experiment

_________ research provides ideas about a relatively vague problem or question.

exploratory

Data can be defined as ______.

facts and figures related to the research problem

two factors are likely to be a part of descriptive research?

finding the frequency with which something occurs and finding the extent of a relationship between two factors

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

All of the computing resources that collect, store, and analyze data are collectively known as ______.

information technology

Organizations may use ________ such as its own detailed sales breakdowns by product line as the starting point for a research project because the potential huge savings in time and cost savings.

internal secondary data

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

judgement of the decision maker

What are the three main sales forecasting techniques?

judgments of the decision maker surveys of knowledgeable groups statistical methods

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

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

marketing research

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

measures of success

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

methods

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

methods concepts

One limitation that should be considered for cross tabulations is that they may be ______.

misleading if based on too few observations

Primary data has the advantage of being ______, whereas secondary data has the advantage of being ______.

more flexible, less costly

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

neuromarketing

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

objectives

Neuromarketing is a form of ________ data.

observational

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

panel

Researchers collect ________ 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

The two main types of data are ______.

primary and secondary

Primary data differ from secondary because ______.

primary data are newly collected while secondary data were previously collected for another purpose

Because sales people are in frequent contact with customers and are likely to understand their likes and dislikes, organizations use ________ forecasting, despite that it may sometimes be unreliable.

salesforce survey

Internal ________ data may come from a company's own information on sales, while the external form may come from a source like the U.S. Census.

secondary

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

specific marketing actions to be taken

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

statistical

A survey of buyers' intentions forecast is what type of sales forecasting technique?

surveys of knowledgable groups

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

take marketing actions

The last step of the marketing research approach is to ______.

take marketing actions

The neuromarketing method of marketing research uses _______.

technologies used to study the brain to understand consumers

Offering a product in a small geographic area to help evaluate potential marketing action is known as a(n) ______.

test market

Market researchers may use panels for their research because ______.

they want to know about consumers' behaviors over time

What are the two main reasons that marketers prefer to obtain secondary data first?

time savings low cost

What is the goal of effective marketing research studies?

to collect data that will lead to effective marketing actions

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

trend extrapolation

What are research methods used to generate new ideas?

trend hunting focus groups depth interviews

Through the use of data ______ marketers are more effective in presenting the results of marketing research analysis.

visualization