MKT CHAPTER 10

An advantage of secondary data is that, compared to primary data, they ______.

are usually available at a lower cost

Which of the following best describes a focus group?

A small group of people put together for an intensive discussion

Which organization provides the three guidelines that marketers should use for conducting marketing research?

American Marketing Association

Marketing research consists of which of the following?

Analyzing data Interpreting data Collecting data

______ are raw numbers, that on their own, have limited value to marketers.

Data

________ is the use of a variety of statistical analysis tools in marketing research to uncover previously unknown patterns in data or relationships among variables.

Data mining

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

Defining objectives Analyzing the data Collecting the data

Which organization/agency serves as a watchdog over the data mining of consumer information?

Electronic Privacy Information Center

A firm that is considering changing the colors used on its packaging wants to determine the effect of different color schemes on sales. To do so, the firm places three different packages in stores in three different markets. What type of research is this?

Experimental

______ research systematically manipulates one or more variables to determine which variables have a causal effect on another variable.

Experimental

What are the causes of recent changes in the field of marketing research?

Improved ability to collect data Access to analytic dashboards for decision making Ability to store and manipulate data with computers

What is a qualitative research technique in which trained researchers ask questions to a few selected participants individually, record the answers, and then ask additional questions if needed for clarification?

In-depth Interview

Which of these is NOT an advantage of secondary research?

It is the best source of unbiased data

What are the advantages of secondary research?

It reduces the cost of data collection. It saves time in data collection because it is readily available

What are the advantages of secondary research?

It saves time in data collection because it is readily available. It reduces the cost of data collection

______ consists of a set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas.

Marketing research

______ is a qualitative research method that entails examining purchase and consumption behavior through personal viewing or video camera scrutiny.

Observation

In the second step of the marketing research process, what factor determines the type of data needed?

Project objectives

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

Qualitative

What is a data collection technique that features a document with questions designed to gather information from respondents to attain researcher objectives?

Questionnaire

Which of the following is an accurate definition of the term data?

Raw numbers with no intrinsic meaning

When researchers define the objectives and needs of their project, what are they trying to establish?

The problem that needs to be solved

Which of these is not an advantage of secondary data?

They are easy to customize.

How is information generally gathered in a survey?

Using a questionnaire

Because research is ______, it is important to figure out beforehand exactly what problem needs to be solved.

expensive and time-consuming

Although it is often an inexpensive source, ________ are sometimes not adequate to meet the needs of the researcher since they were acquired for some purpose other than the research question at hand.

external secondary data

As a result of ________ studies, Kellogg's watched people's expressions during three different ads for its new cereal to select the one with the most positive response.

facial recognition

Qualitative research relies on experiments and surveys.

false

True or false: A questionnaire is a research technique that attempts to analyze consumer sentiments based on their social media activity.

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

Using an unstructured method of inquiry, ________ involve a trained moderator guiding the conversation of a small group of individuals in an intensive discussion about a particular topic.

focus group interviews

Although a more expensive and time-consuming research method, your college might use ________ to better understand how students perceive the college's sustainability efforts and what it could do better.

in-depth interviews

As firms build databases that contain customer ______, marketing researchers must be careful not to abuse this collection, which may contain sensitive personal details.

information

One of the primary purposes of the analyzing data and developing insights step of the marketing research process is to turn data into

information.

One of the most valuable sources firms have at their disposal is a rich cache of customer information and purchase history from their day-to-day operations, which is a type of

internal secondary data.

The in-depth ______ is a qualitative research technique in which researchers ask questions in a one-on-one setting, record the answers, and then ask additional questions to clarify a particular issue. (Remember to type only one word in the blank.)

interview

Market researchers use social media to ______.

learn about customers' likes and dislikes

A set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas is known as

marketing research.

When a company examines consumers' brain patterns to determine their responses to marketing communications, products, or services for the purpose of developing marketing tactics or strategies, this is referred to as

neuromarketing.

If a company wanted to conduct research to determine whether the new product it is developing is useful in people's everyday lives, it would most likely use ________ research.

observation

Unstructured questions are _____ questions.

open-ended

Marketing researchers should collect information on consumers only for the purpose of

producing unbiased, factual information.

The key difference between scanner and panel research is that scanner research typically focuses on a particular ________, while panel research typically focuses on a particular ________.

product; person or household

If a firm wanted to statistically confirm insights and hypotheses, it would use

quantitative research.

The last phase of the marketing research process is presenting ______ to decision makers.

results

Data gathered from trade journals, the Census Bureau, and specialized research firms is considered to be ________ data.

secondary

Information that has been collected prior to the start of the research project is called ________ data.

secondary

If a firm uses social media sites like Facebook, Twitter, and online blogs to collect consumer comments about companies and their products, it is engaged in a process known as

sentiment mining.

A survey question for which a discrete set of response alternatives or specific answers is provided for respondents is a type of ________ question.

structured

A(n) _____ is a systematic method of collecting information from people through a questionnaire.

survey

What is the most popular type of quantitative primary collection method?

survey research

If a media company wants information on consumers' television viewing habits, it can purchase reports compiled by commercial research firms such as Nielsen. This is an example of ______ data.

syndicated

Marketers can purchase ______ data, which are secondary data available for a fee from commercial research firms.

syndicated

Nielsen purchases scanner data from retail transactions to track the sales of consumer packaged goods, gathered at the point of sale in retail stores of all types and sizes. Scanner data is an example of

syndicated secondary data.

When Dannon purchases information about people's yogurt and milk buying behavior from National Purchase Diary Panel, it is acquiring a form of

syndicated secondary data.

Social media sites can provide a firm with insights into a consumer's opinions about the firm and _______.

the consumer's opinions about the firm's competition

In most situations, data collection should begin only after ______.

the research design process is finished

One disadvantage of secondary data is that ______.

they may not be exactly what the research project requires

A focus group interview is a(n) ______ method of inquiry where a trained moderator leads a conversation according to a predetermined outline of the topic of interest.

unstructured

A survey asks respondents to answer the question "What are the most important features you would look for in choosing a new automobile, and why?" What type of question is this?

unstructured question

An online network of people who communicate about specific topics is referred to as a (an)

virtual community.

Firms that collect a large amount of customer information and purchase history store it in large computer files called data _________.

warehouses

The number of participants who discontinue use of a service, divided by the average number of total participants, yields a measurement called

churn.

The step in the marketing research process that follows research design is ______.

collecting the data

Home Depot learned that 75 percent of the time its customers buy a can of paint, they also purchase a paint brush. Patterns and relationships like this are discovered through a technique called

data mining.

Firms find it necessary to use data mining techniques to extract valuable information from their _____________.

data warehouses

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

What is the first step in the marketing research process?

defining the objectives and research needs

Which step in the marketing research process involves identifying the type of data needed and determining the method necessary to collect it?

designing the research

Observation can be described as ______ through personal viewing or by means of a video camera.

examining purchase and consumption behavior

Which of these is the best example of an unstructured question?

"Why did you choose the car you currently drive?"

________ is the third step in the marketing research process, and it begins only after the research to design has been established.

Collecting the data

In recent years, firms have improved their ability to collect data from which of the following sources?

Customer relationship management systems Websites and social media platforms Transactions

Suppose you work in the marketing department of a company and your boss, the marketing manager, asks you to take on a marketing research project. "But I'm not giving you any money for data collection," your boss says. "You can just use secondary data; they can meet all our needs and we can get them for free." Which of the following is the best argument against your boss's decision not to give you any funds for the research?

Secondary data may not be specific enough to meet the needs of the research.

Games and More created advertisements to post on its Facebook's page, using Facebooks' targeting options to deliver those ads to the most appropriate customer segments. To make sure the communication is just right, Games and More produced alternative versions so it could identify which advertisement was most effective. This is an example of

an experiment.