marketing research midterm
marketing metrics
Quantitative ways of monitoring and measuring marketing performance
true or false: ethnography is a qualitative research orientation originating
anthropology
type of research to answer the question: "Will consumers purchase more of our brand if we change the package design"
causal research
applied marketing research
conducted to address a specific marketing decision for a specific firm or organization
the practice of using databases to promote 1:1 customer relationships and create precisely targeted promotions is
database marketing
tracking monthly sales trends over the past year is:
fact finding
true or false: a research project refers to numerous related studies that come together to address issues about a single company
false
what is the key question in understanding how a firm provides value to its customers?
how does our brand touch consumers?
which part of the decision support system addresses exchanges between the firm and its customers?
CRM
Schwinn studies its most successful retailer in depth in order to determine some better ideas for displaying bicycles in its retail stores. As such, the company is engaging in ____.
a case study
a focus group discussion guide should include all of the following except:
a focus group participant list
true or false: the procedures and techniques used by applied researchers and basic researchers differ substantially
false
true or false: the use of secondary data requires current access to respondents who provided the data
false
true or false: timeliness means that data are not more than a few years old
false
true or false: web tracking is illegal
false
all of the following are typical internet sources for secondary data EXCEPT:
ford motors proprietary research
what is the first step in developing a marketing strategy?
identifying and evaluating market opportunities
data warehousing
process that allows important day-to-day operational data to be stored and organized for simplified access
Asking consumers what they think about possible brand names for a new product is an example of which type of research?
product research
input data represented when a company conducts marketing research to identify the characteristics of its customers
proprietary marketing research
a user has no control over secondary data's _____ and _____
reliability and validity
market dynamism
represents the rate of change in environmental and competitive factors
an example of behavioral tracking
supermarket scanner data
true or false: UPC refers to bar-coded information containing product information that can be read by optical scanners
true
true or false: a disadvantage of secondary data is that the current researcher has no control over the accuracy of the data
true
true or false: a marketing researcher must be objective in order to provide accurate information
true
true or false: a sample of respondents is a subset of the population of interest to the researcher
true
true or false: data have to be coded to become useful
true
true or false: data quality reflects how accurately the gathered data actually matches reality
true
true or false: focus groups are relatively fast and easy to execute
true
true or false: hidden observation studies must be alert to situations in which the subject's right to privacy
true
true or false: concept testing is a form of pricing research
false
true or false: financial data from different countries tend to be the same with standardization of accounting and financial records
false
true or false: it is always possible to gather the primary data
false
true or false: it is typical in observation studies for the observer to ask questions of the person who is being observed
false
true or false: marketing research is restricted to the promotion aspect of the marketing mix
false
true or false: marketing research plays a more prominent role in product-oriented companies than in customer-oriented companies
false
true or false: one advantage of secondary data is that there is no variation in definitions of terms
false
true or false: qualitative research is cheaper than quantitative research
false
true or false: relevant data are facts about things that cannot change
false
true or false: statistics can be used to prove that a research hypothesis is true
false
true or false: the first stage in the research process is to plan a research design
false
organization's inventory figures are a part of what
internal records
big data
large quantities of data taken from multiple, varied sources
all of the following are producers of external secondary data EXCEPT
libraries
Janna discovers a market segment that is underserved by competitors' products. For Janna's company, this segment represents a:
market opportunity
true or false: observation plays a key role in ethnography
true
true or false: one way researchers contribute to decision making is helping to better define the organization's current situation
true
true or false: properly defining a problem can be more difficult than solving it
true
true or false: response latency is the amount of time it takes to make a choice between two alternatives
true
true or false: scanner data can be used to monitor supermarket sales in response to a local newspaper ad promotion
true
true or false: the number of participants in online focus groups can be larger than in traditional focus groups
true
true or false: the sentence completion method is based on free-association principles
true
true or false: visual observation is observation in which the subject is unaware that observation is taking place
true
