MKT 232 Quizzes

When a gap exists between what did happen and what could have happened, it is known as

A symptom

When conducting ________, "if-then" statements become a researcher's way of manipulating variables of interest.

Casual Research

A major retailer uses shoppers to observe and record sales clerks' assistance, courtesy, and efficiency. This is an example of what type of observational research?

Covert observational research

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 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

Research design types include:

Exploratory, descriptive, and causal

A researcher has no legal or ethical issues or obligation to notify a client when designing a study in which data are collected for multiple clients.

False

A research objective should specify

From whom information is to be gathered

In 2014, General Mills acquired Annie's Homegrown, an organic food company, to meet a growing demand by consumers to have access to organic and natural foods. The company used marketing research to identify ways to grow the brand, promote it, and evaluated plans to market it. This is an example of what use of marketing research?

Generating, refining, and evaluating potential marketing actions

When a sales manager examines records of sales calls to determine how frequently salespeople make cold calls, he or she is using what type of observational research?

Indirect

In order to create the right strategies for decision-making, managers must have objective, accurate, and timely

Information

Which of the following is NOT one of the four general ways of organizing observations?

Mandatory versus voluntary

Applying marketing research to a specific geographical marketing area is referred to as

Market Research

The research design is a ________ that specifies the methods that will be used to collect and analyze the information needed for a research project.

Master plan

The Arizona Republic newspaper has used online focus groups for brainstorming, and the outcomes of these sessions are then used to devise online surveys. This is an example of

Mixed methods research

Techniques in which phenomena of interest involving people, objects, and/or activities are systematically observed and documented is

Observational research

The first and one of the most critical elements of a proposal is

Problem statement

Collecting, analyzing, and interpreting data by observing what people do and say is

Qualitative research

Research involving the administration of a set of structured questions with predetermined response options to a large number of respondents is

Quantitative research

The core of exploratory research is often an analysis of:

Secondary Data

Creating the proper mix of product/service, price, promotion, and distribution for a market begins with

Selecting the segment of the market as a company's target

The marketing research proposal process is an area where clients and researchers should be sensitive to ethical issues. Which of the following would constitute an ethical issue?

Sharing one company's proposal with another bidder

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

Which of the following is NOT a use for exploratory research?

To confirm hypotheses

Focus group results are qualitative and not perfectly representative of the general population

True

Knowledge of research design is important in developing an appropriate study to approach a problem or opportunity.

True

Online communities are particularly effective for gaining insights from Millennials, since these consumers are the most avid users of social media.

True

Using a focus group to stay abreast of the words and phrases consumers use when describing products to improve communications about those products or services achieves what objective?

Understand consumer vocabulary