Marketing Research MKTG357

Which one is not an attribute of a well-constructed paragraph?

A closing (or transition) sentence

Causal research ______.

Aims to determine if changes in one variable impacts changes in another variable

Market research can be used to help address which of the following business questions?

All

Select the common market segmentation characteristics:

All

All of the following are disadvantages to secondary research, except that ______.

All of these are disadvantages

Which is not the correct in-text citations for the following article:Blass, E. M. (1997). Interactions between contact and chemosensory mechanisms in pain modulation in 10-day-old rats. Behavioral Neuroscience, 111, 147-154. doi:10.1037/0735-7044.111.1.147

Blass (1997) (Blass 1997) x(Blass 1997, p. 13) (E. Blass 1997) xBlass (1997, p. 13)

All of the following are reputable secondary sources, except ______.

Blogs

The three types of research are exploratory, descriptive, and ______.

Causal

Data collected on to whom products, services, or memberships are sold are considered ______.

Customer data

What is a variable?

Data that has a quantity that can vary

Data resulting from digital advertising is considered a part of _______.

Digital marketing data

Which of the following is NOT a rule of in-text citations?

Do NOT include first names

Capturing authentic behaviors, reactions, and interactions involving a product, product concept, or service in a real-world setting is which type of methodology?

Ethnographic market research

This methodology is used for giving insight into the real consumer decision making process, how to improve customer service interactions, as well as retail design/layouts.

Ethnographic market research

Internal secondary research involves ______.

Existing research gathered within a researcher's own company

True or False: By identifying the research objective and corresponding research questions, researchers can directly map each project to a definitive methodology.

False

True or False: If data collected through secondary means do not fit the questions researchers are trying to answer, the data should not be used at all.

False

True or False: Memberships sold and amount of subscribers to a service do not count as sales data; only revenue is considered sales data.

False

True or False: Research plans are only used when a company hires a research consulting firm.

False

Secondary research might typically come into play in the following situations, except when ______.

Gathering customer satisfaction results regarding a recent product launch

Results from past studies conducted internally are considered _____.

Internal secondary research

Each of the following is an advantage to secondary research, except that it ______.

Is generally more accurate than conducting primary research

Exploratory research ______.

Is used to discover new ideas or brainstorm solutions

This methodology involves researchers secretly acting as consumers in order to gather data on the customer experience.

Mystery shopping

Which one is NOT one of the traditional Four Ps?

People

What does SWOT stand for?

Strengths, Weaknesses, Opportunities, Threats

Each of the following is part of the research plan, except ______.

Study conclusions

What makes environmental scanning different from other forms of secondary research?

There is no specific research objective

Primary data can be either quantitative or qualitative.

True

True or False: Sales by new versus returning customers is an important metric commonly tracked by organizations.

True

True or False: Secondary research can be exploratory.

True

Geodemographic segmentation can be useful for each of the following, except ______.

When identifying weaknesses of a current product

Which one is a trend in marketing research?

all

The first phase in the research process is

define your objective/identify the problem/opportunity

Secondary data can be either qualitative or quantitative.

f

True or False: Secondary data can be either qualitative or quantitative.

f

Secondary research is typically ______ and ______ compared to primary research.

less costly; quicker to obtain

The last step in the marketing research process is to _____.

present findings

Data that is freshly gathered for a specific purpose is called _____.

primary data

What is the correct in-text citation when using a direct quote?

x(Smith and Ryan 2019, p. 24) x(Smith and Ryan 2019) (Paul Smith and Nolan Ryan 2019) 2019 (Smith and Ryan)

Which method is used to ask questions in real time as a product is being tested in order to capture authentic first impressions?

xObservational research

Sources of external secondary research include each of the following, except ______.

Existing customer survey results

True or False: So-called "field experts" should not be used when conducting environmental scanning since their affinity for the topic could bias results.

False

Focus groups are ______.

A primary qualitative method

An in-depth, semi-structured, question-and-answer session with one to three participants is considered _______.

xA focus group

The effort to gauge online sentiment is considered _______.

xDigital marketing data collection

Which of the following is used to examine cause and effect relationships?

xEthnographic market research

How is feedback from a home use test typically obtained?

xExploratory research

Secondary research can be used to gather information about the following topics except ______.

xPopulation statistics

Sales and customer data are considered ______.

xPrimary data

Research questions ______.

Are detailed and tactical in nature and help flesh out the overarching research objective

Who is the publisher of this book?Austin, J. H. (1998). Zen and the brain: Toward an understanding of meditation and consciousness. Cambridge, MA: MIT Press.

Austin, J. H. Zen and the brain xMIT Press Cambridge, MA

The research objective

Declares the purpose of conducting the research

Efforts related to collecting data on the social media engagement of the target consumer is considered _______.

Social media monitoring

True or False: Multiple methodologies can be deployed during the course of a single research project.

True or False: Multiple methodologies can be deployed during the course of a single research project.

What type of citation is this?Blass, E. M. (1997). Interactions between contact and chemosensory mechanisms in pain modulation in 10-day-old rats. Behavioral Neuroscience, 111, 147-154. doi:10.1037/0735-7044.111.1.147

book book chapter xjournal article magazine article newspaper article

What type of citation is this? Austin, J. H. (1998). Zen and the brain: Toward an understanding of meditation and consciousness. Cambridge, MA: MIT Press

book xbook chapter journal article xmagazine article newspaper article

True or False: Home use tests involve participants recruited in a public place to take part in consumer research studies in controlled environments.

false

What kind of tone does professional writing have such as a Literature Review?

formal

Which of the following is not an advantage to hiring an external research consultancy versus conducting research in-house?

generally cheaper