mgmt 323 ch.10

___ is the number of people who stop using a service divided by the average number of total participants

churn

the step in the marketing research process that follows research design is ___

collecting the data

which of the following are advantages of conducting a focus group online in contrast to in person?

-access to a wider variety of customers -lower costs -elimination of geographic barriers to participation

which of the following are among the five stages in the marketing research process?

-analyzing the data -data collection -defining objectives

marketers collect primary data using which of the following techniques?

-conducting focus group interviews -observing consumer behavior -mail, telephone, and in-person interviews -surveying customers

which of the following are benefits of conducting surveys online rather than in person?

-fast processing -lower cost -higher response rate

marketing research consists of which of the following?

-interpreting data -collecting data -analyzing data

which of the following are guidelines the american marketing association provides for conducting marketing research?

-it prohibits fund-raising under the guise of conducting research -it supports integrity by avoiding misrepresentation of research data

select all of the following that are disadvantages of primary data collection

-it takes more time -it costs more

which of the following are types of qualitative research methods?

-observation -focus groups -in-depth interviews

what are the advantages of secondary research?

-reduces cost of data collection -saves time in data collection because readily available

which of the following are sources of secondary data?

-sales invoices -trade associations -census data

select all of the following that are quantitative research methods

-scanner data -experiments -survey

experimental research:

-systematically manipulates one or more variables -is quantitative research

what are the characteristics of structured questions?

-they are closed-ended -they include specific answers to choose from

which of the following are drawbacks of using in-depth interviews for market research?

-they are fairly expensive -data collection is time-consuming

what questions should managers consider before beginning a marketing research project?

-will the top management be committed to this project? -will this specific research be useful? -should the research project be large or small?

avoid sensitive questions unless they are absolutely necessary

When was the last time you received bad news at the doctor's office?

which of the following best describes a focus group?

a small group of people put together for an intensive discussion

researchers assess the value of a project by comparing the ____ of answering some of their questions and the ___ associated with conducting the research

benefits; costs

a major advantage of ___ research is that it can be tailored to fit the pertinent research questions

primary

in many cases, the information that researchers need is available only through ___ data, or data not previously available that must be collected to address specific research needs

primary

___ research, such as a focus group, attempts to begin to understand phenomena of interest with broad, open-ended questions

qualitative

___ research provides mathematical information needed to confirm insights, and managers can use it to pursue appropriate courses of action through many types of data collection

quantitative

developing a questionnaire is considered "part art and part science" which of the following is a good practice for questionnaire creation?

questions should be designed to address a specific set of research questions

data

raw numbers or facts with little value to marketers

advanced marketing research technology called facial ___ software can be used to show ads to individuals based on their demographic characteristics as determined from a video frame

recognition

ge appliances has determined that it costs $150 per interview to conduct in-depth interviews, whereas a survey will cost $2 per questionnaire. the company should choose the appropriate method based on ___

research objectives

verizon wireless wants to evaluate its position in the cell phone service market. the purpose of the marketing research is to determine its current relative market share. based on this objective, verizon will want to collect ___

sales data

companies cannot include every customer in marketing research, so a group, called a(n) ____ is chosen to represent the other customers

sample

the information obtained by recording the UPC codes of items purchased at a checkout counter is called ___ data

scanner

whenever you go into your local grocery store, your purchases are rung up using hardware that is a ___ system. the data from these purchases are likely to be acquired by leading marketing research firms

scanner

___ are pieces of information that have already been collected before the research project starts

secondary data

___ is a marketing research method in which customer comments from a variety of social media sites are analyzed, seeking to gain insights into what customers really think

sentiment mining

qualitative data

social media focus groups

data mining uses various ___ tools to uncover previously unknown patterns in the data or relationships among variables

statistical analysis

a(n) ___ is a systematic method of collecting information from people through a questionnaire

survey

marketers can purchase __ data, which is secondary data available for a fee from commercial research firms

syndicated

US census provides demographic data about particular market areas, but a disadvantage of the data is that ___

they are collected only at the beginning of every decade

establishing what information is required to answer specific research questions and how that information should be obtained helps determine which of the following?

time, budget

the term ___ refers to raw numbers that have limited value to marketers on their own

data

at kroger, customers present their loyalty cards in exchange for discounts. later, kroger can use this sales data to understand how customers shop. this is an example of ___ which is a source of internal secondary data

data mining

through the use of ____ a hardware retailer might learn that 30% of the time when its customers buy a table saw, they also purchase nails

data mining

after firms collect large amounts of customer information and purchase history, to access and analyze it, it is stored in a ___

data warehouse

the second step in the marketing research project involves design. in this step, researchers identify the type of ___ needed and work out the type of ___ necessary to collect it.

data; research

the analyst prepares the results to present them to a firm's ___ as a final step in the marketing research process

decision makers

marketing research can be used to guide decision making for all of the following strategies except ___

distribution methods

avoid complex questions and those that may seem unfamiliar to respondents.

do you believe that mechanical watches are better than quartz watches?

observation can be described as ___ through personal viewing or by means of a video camera

examining purchase and consumption behavior

because research is ___ it is important to figure out beforehand exactly what problem needs to be solved

expensive and time-consuming

quantitative data

experiments scanner

qualitative research is informal and includes experiments and surveys

false

true or false: a structured questionnaire is a form that has questions designed to gather detailed data about the feelings and thoughts of respondents

false

true or false: marketing researchers are free to use customer data in any way they need to, as long as the researchers did not collect it

false

which of the following is not a quantitative research method?

focus groups

data needs to be organized, analyzed, and interpreted in order to become ___, which is useful for marketing decision making

information

the in-depth ___ is a qualitative research technique in which researchers ask questions, record the answers, and then ask additional questions to clarify a particular issue

interview

an advantage of secondary data is that it ___ than primary data

is usually available at a lower cost

one disadvantage of secondary data is that ___-

it may not be exactly what the research project requires

market researchers use social media to ___

learn about customers' likes and dislikes

the marketing research process does not have to be ___. researchers can go back and forth from one step to another as the need arises

linear

___ must be committed to the research project and be willing to abide by the results of the research

management

Travelocity.com discovered that 60% of travelers who booked hotel reservations also booked car rental reservations. Marketing research is helping Travelocity.com to develop its _ by providing valuable information that will help it decide on products, positioning, place, price, and promotion.

marketing strategy

avoid leading questions, which steer respondents to a particular response, irrespective of their true beliefs

most patriotic people vote in every election. did you vote in the last presidential election?

___ research is particularly useful when consumers are unable to talk about their experiences

observation

unstructured questions are ___ questions

open-ended

information

organized, analyzed, and interpreted numbers or facts that offer value to marketers

___ data are information collected from the same group of consumers repeatedly over time

panel

by ___ the entire marketing research process well in advance of starting the project, researchers can avoid unnecessary alterations as they move through the process

planning