MKTG 3010 Exam Two, SmartBook 2.0 Chapter 5 Assignment, IBM Chapter 4, Man3025 Chapter 5 LS

Which are sources of external secondary data?

1) Commercial Online Database 2) Statistics from the U.S. Census Bureau 3) A report found in a business or academic journal

Which of the following are steps in the marketing research process.

1) Data Analysis 2) Problem Definition 3) Data Collection 4) Plan Development 5) Taking Action

Match the appropriate component of the four P's on the left with its description on the right. 1) Product 2) Price 3) Place 4) Promotion

1) Goods and services developed based on consumer needs and wants 2) Analysis of the size of a potential market and how demand is affected by changes in the cost of a product 3) the distribution function 4) activities such as advertising and sales

Match the time series technique with their descriptions on the right.

1) Level: the point at which sales would be if not influences by the other two components 2) Trend: A pattern characterized by increasing or decreasing sales 3) Seasonality: the regularly repeating pattern of sales centered on a particular period of the year

Which of the following is an unethical method of competitive intelligence? 1) Placing a surveillance camera on the competitors premises 2) obtaining information for a fee from a data collection company 3) viewing a competitors social media site 4) surveying the competitors customer base

1) Placing a surveillance camera on the competitors premises

Match the form of qualitative research on the left with the description on the right

1) Survey: A potato chip company has hired ten people to stand outside the grocery store and ask people questions about why they buy potato chips 2) Experiment: A potato chip company has set up a mock-store shelf of snack chips to see if people will pick up their new spicy taco brand 3) Neuro-marketing: A potato chip company wants to see if there is a chemical reaction in people's brains when they taste their new spicy taco chip. 4) Mathematical Modeling: A potato chip company wants to understand the effect on sales if it decides to increase the cost of the product by $1 a bag.

Which of the following are benefits associated with hiring an outside marketing research company? 1) They are unbiased in their research procedures 2) They work in only one area of expertise-such as a data analysis 3) They do not charge a fee for their service 4) Marketing research is their core competency

1) They are unbiased in their research procedures 4) Marketing research is their core competency

Match the type of research on the left with the characteristics on the right. 1) Exploratory 2) Descriptive 3) Casual

1) seeks to discover new insights that will help a firm understand the problem 2) conducted by asking the questions who, what, when, when, where, and how 3) involves manipulating independent variables to see how they impact a particular dependent variable

Which of the following is NOT a form of quantitative research? 1) Mathematical modeling 2) Questionnaire 3) Focus group 4) Survey 5) Experiment

3) Focus group

Marlena is putting together a focus group to obtain feedback on the new juice product her company plans to launch next year. A focus group is a type of ____ research.

???

To understand how consumers used the features available in the General Electric refrigerator the company invited eight people who already owned the product to gather together for two hours, along with a moderator, to discuss the topic. This is an example of _____ .

A focus group

Passive

A quantitative research method called ________________ data collection is a method in which participants allow applications on their mobile devices to gather information about them or their environment. Listen to the complete question

Marketing Information

A(n) ________________ system helps a company continuously capture marketing information and stores that information so that it is accessible to researchers.

political

According to the text, legal, sociocultural, technological, and _______ factors influence whether a company can successfully market products in a foreign country.

Jenna's company wants to know if its new 30-second commercial has increased its market share in the winter boot product line. What tool can Jenna use to determine this? Executive summary Demand Analysis Mission statement Advertising effectiveness study Situation analysis

Advertising effectiveness study

mobile

Al is participating in a research study on his smartphone. This is an example of _______ marketing research.

When researchers use procedure to test a hypothesis they are conducting _______.

An experiment

Preparing a formal, written report

Anna is currently in her last step of marketing research what activity should she be doing?

research design

Another name for the plan development stage of marketing research is _______.

listening to customers

As a research technique, blog mining involves _______.

volume, velocity, and variety

As it applies to the concept of big data, your text notes that both structured and unstructured information is growing exponentially with regard to _______.

"Cookies" that are placed on consumers' browsers in order to trace which websites they visited are a form of _____.

Behavioral targeting

Data Analysis

Carli is taking the information she learned from the focus group and placing it into a spreadsheet, so she can identify the trends in buying habits of the participants. Which stage of the marketing research process is Carli in?

To learn whether or not consumers will like a new flavor of coffee, the researcher conducts a focus group and has attendees taste several of the old flavors along with the new flavor. They are then asked which of the flavors they would buy. Which type of research is being conducted?

Casual

Sales of toothpaste have been down at Trudy's company, so they have decided to change up the packaging of the product and see if this boosts sales. Trudy's company is conducting ______.

Casual Research

Diana decided to sit on the presentation given by her company's biggest rival at the trade show so she could see first-hand how they were demonstrating their product line. Diane is engaging in _____ ______

Competitive Intelligence

Diane decided to sit on the presentation given by her company's biggest rival at the trade show so she could see first-hand how they were demonstrating their product line. Diane is engaging in ____.

Competitive Intelligence

Philip Works for a sports-supply company and is in the process of gathering data on the strategies its competitors is using to gain marketing share. He has spoken with three of his main suppliers to learn more. This demonstrates the idea of_______.

Competitive Intelligence

A marketing information system (MIS) relies on _______ to capture information

Computer software

Carli is taking the information she learned from the focus group and placing it into a spreadsheet so she can find the trends in buying habits of the participants. Which stage of the marketing research process is Carli in?

Data Analysis

The fourth step in the marketing research process is ____.

Data Analysis

___ is the third step in the marketing research process

Data Collection

______ is the third step in the marketing research process.

Data Collection

Presenting data and research results through the use of pictures and graphs is the idea behind _____.

Data Visualization

Carli is taking the information she learned from the focus group and placing it into a spreadsheet so she can find the trends in buying habits of the participants. Which stage of the marketing research process is Carli in?

Data analysis

Which of the following are steps in the marketing research process?

Data collection, Problem definition, Data analysis, taking action, plan development (not in order)

A marketing information system consists of which of these components?

Decision support system Data warehouse

Nadia has a small business that sells knit hats and gloves. She is curious if potential customers would prefer to shop in a store or online to find her products. Tp learn this information, Nalia's best form of research would be _____ research

Descriptive

Companies who conduct research based on the questions who, what, when, where, and how are conducting ____ research

Descriptive research

When trained observers watch and interact with a subject in his or her natural environment _____ research is taking place.

Ethnographic

Marketers use marketing research to do which of the following

Evaluate marketing actions, monitor marketing performance, identify and define marketing opportunities.

Annie's company is testing whether people will be more likely to buy its product if it is sold in a clear bag or if it sold in a box. Annie has set up a simulated store shelf to see how consumers respond. Which quantitative process if Annie's company using?

Experiment

When researchers systematically manipulate one or more variables to determine which variable most affects a given outcome, they are conducting _____.

Experiment

A company would rely on ___ when it is trying to discover new insights on the thoughts, needs and behaviors of consumers.

Exploratory

Trevor has decided to speak face-to-face with his customers so he can ask them about their buying behaviors in the fast-food industry. This demonstrates the idea of ____ research.

Exploratory

_______ research is a way for a business to understand why consumers behave the way they do and offers new insights to help the firm in its analysis.

Exploratory

An experiment that takes place in a natural setting, like a store or mall, is called a __________ experiment

Field

While statistical analysis of data discovered through mathematical modeling might give a researcher insight into why consumer's buy a particular brand of diet soda, the results of the analysis are dependent upon ______.

How well the sample represents the population

Sales of tractors are down at Ken's company and he has told management he believes it is because its target market of farmers has not been sufficiently exposed to the advertising campaign, since it is spring and the farmers are working in the fields from early in the morning until late at night. Ken's educated guess is an example of a ____

Hypothesis

established ethical guidelines for companies to follow

In an effort to ensure that marketing firms are not compelled to just return findings favorable to a client or come up with a conclusion that was suggested by a client, the American Marketing Association has _______.

limitations

In his report, Mario stated that even though the research had been completed as requested, it did not adequately represent the population under study. Mario is reporting _____________ associated with the research.

Matthew is assessing information about the number of purchases made by loyalty card customers in the past 6 months. This info is a form of ____ data.

Internal Data

Marketing research is the act of collecting, _____, and reporting of information concerning a clearly defined marketing problem.

Interpreting

In order to get more information about how its customers use the new self-service coffee bar, Janice is sitting down with individual customers one at a time and asking them to describe their likes and dislikes about the coffee bar. Janice is conducting a(n) _____.

Interview

Which of the following BEST describes the benefits of observation as data collection technique?

It allows researchers to see how people behave

Which of the following are advantages of primary data? It may provide insight into why and how consumers make choices it pertains only to a firms research It is less expensive to use It does not take much time to gather primary data Primary data information is typically readily accessible

It may provide insight into why and how consumers make choices it pertains only to a firms research

Problem definition

Jane's company sells cookies to grocery stores. Recently, its sales have dropped, but the company is not sure why. Jane has been asked to pinpoint the reasons for the drop in sales. Which aspect of marketing research has Jane been asked to do?

Which sales forecasting technique is qualitative in nature? Seasonal regression pattern judgemental time series

Judgemental

Cheerio's cereal has been in the marketplace for years and sells consistently all year long. Its sales can be classified as ________.

Level

In her report, Mario stated that even though the research has been completed as requested, it did not adequately represent the population under study. Mario is reporting ________ associated with the research

Limitations

In her report, Marlo stated that even though the research had been completed as requested, it did not adequately represent the population under study. Marlo is reporting ____ associated with the research.

Limitations

A discipline combining science, statistics, and computer coding to make predictions based on patterns in date is called _____ ______.

Machine Learning

Monitor marketing performance Evaluate marketing actions Identify and define marketing opportunities

Marketers use marketing research to do which of the following? (Check all that apply.)

A ________ _________ system that helps a company continuously capture marketing information an stores that information so that it is accessible to researchers.

Marketing Information

Kendra's Coffee Shop introduced a new line of tea products last year. Kendra is disappointed that sales of the product line have not done well. She wonders if any of her customers even drink tea. What tool should Kendra use to learn this information? Cost analysis Integrative marketing marketing research The scientific method promotional analysis

Marketing Research

A ______ ______ system helps a company continuously capture marketing information and stores that information so that it is accessible to researchers.

Marketing information

Steven and Maria are trained researchers. They go to the mall, posing as customers in order to assess the level of customer service in a store as well as the store's physical appearance. Steven and Maria are called ______.

Mystery Shoppers

Sampling can be broken down into which of the two following basic types? Non probability Primary Probability Secondary

Non probability Probability

Halley's company has re-introduced its candy bar products with new packaging. The company is curious if the packaging will draw the customer to the product so it has set up video cameras in a mock-convenience store to watch the study participants during the purchasing process. Which form of primary data collection is the company using?

Observation

Federal Trade Commission

Of the following government agencies, which is analyzing mobile tracking technology as part of an ongoing effort to protect consumer privacy?

A group of consumers are given various types of at home exercise equipment and are asked to use the products for 6 months. During that time, the consumers are to record in a journal their level of satisfaction with each product, nothing what they liked and/ or disliked about each. This is an example of ______.

Panel Data

problem definition

Parul is in the process of developing a market research plan and is creating specific, measurable research objectives that her company can use to understand its market. Parul is working on the _______ step of the marketing research process.

You would decide what type of research you will use during the ____ stage of the marketing research process.

Plan Development

A company uses statistical techniques and algorithms based on consumers past buying behavior to predict what those consumers may buy in the future. This is an example of ____.

Predictive modeling

Which of the following are included in the four P's associated with every company?

Price, Place, Product, Promotion

Michael has decided to conduct a focus group to help him determine a marketing plan for the company's new line of running shoes. The information he collects from the focus group is an example of ____ data

Primary

When beginning the process of data collection, a firm must decide to use ____ or ____ data.

Primary or secondary

When beginning the process of data collection, a firm must decide whether to use ____ or _____ data

Primary; Secondary

Jane's company sells cookies to grocery stores. Recently, its sales have dropped, but the company is not sure why. Jane has been asked to pinpoint the reasons for the drop in sales. Which aspect of marketing research has Jane been asked to do?

Problem Defintion

Janes Company sells cookies to grocery stores. Recently its sales have dropped, but the company is not sure why. Jane has been asked to pinpoint the reasons for the drop in sales. Which aspect of marketing research has Jane been asked to do?

Problem definition

The first step a marketing team makes in the marketing research process is _____

Problem definition

When a marketing department is trying to determine what customers want they are determine the _______ aspect of the four P's

Product

Which aspect of the four P's is associated with the development of goods and services based on customer needs and wants?

Product

Advertising effectiveness studies and sales tracking are aspects of the ______ component of the four P's.

Promotion

Advertising effectiveness studies and sales tracking are aspects of the _________ component of the four P's

Promotion

Advertising effectiveness studies and sales tracking are aspects of the ____ component of the four P's.

Promotional

Information gained during an interview is an example of ____ research

Qualitative

the two primary data collection methods are _______ and ________

Qualitative and quantitative

Information gained during an interview is an example of ____ research.

Qualitative research

If a company wants to understand generalized information about a larger consumer population, it should use _____ research methods such as surveys, experiments, and mathematical modeling

Quantitative

Marlena is putting together a focus group to obtain feedback on the new juice product her company plans to launch next year. A focus group is a type of _______ research

Quantitative

Primary data collection methods can either be ___ or ___.

Quantitative or Qualitative

Corinne's company is conducting a survey and has selected participants who meet the following criteria: age 25 years or older, live in the southwestern part of the US, speak Spanish. This demonstrated the idea of ____ sampling.

Quota Sampling

When a company's sales have been affected by a price change, a competitors actions, or economic conditions, they would use a ____ technique when forecasting sales

Regression

Another name for the plan development stage of marketing research is ____.

Research design

Which of the following are problems associated with quantitative data?

Respondents are not given an opportunity to elaborate on their answers, & the data might not measure what the researcher intended it to.

If a company is trying to estimate how much of a product it will sell in the next six months, it should use _____ _____.

Sales Forecasting

Time series, regression, and judgmental are all forms of _________ _________

Sales forecasting

After a company releases a promotional program, it should follow changes in sales during and after the promotion to see how sales were affected. This is known as _____.

Sales tracking

Which of the following statements is ACCURATE when discussing the challenges associated with gathering qualitative data?

Sample sizes can be small and may not represent the general population of the target market

Kyra wants to know how many eighth grade girls purchase make-up. She decides to conduct a random survey by asking twenty girls in her school's eighth grade class if they purchase make-up. What process is Kyra using to find her information?

Sampling

Since it is impossible for researchers to obtain information from all members of a target market, they must rely on ________ and gain information from a subset that is representative of their target market.

Sampling

Charles obtained his data on the number of births from the Census Bureau. This is an example of ____ data.

Secondary

Charles obtained his data on the number of births from the Census Bureau. This is an example of __________ data.

Secondary

Marketing research done on the internet is a growing trend. The type of information found on the internet is an example of ________ data.

Secondary

Marilyn wanted to know how many girls at her high school had their own car. Since more than 3,000 girls attended her school, she decided to have a table in the lunchroom where each girl could draw a piece of paper out of a hat. Those girls that selected a piece of paper with the word "car" on it, were asked if they owned a car. Marilyn used _____ sampling to obtain her information.

Simple Random

Bethany was shopping at the mall and was stopped by a researcher who asked her if she could take five minutes of her time to answer a few questions about the type of tennis shoes she buys. Which type of quantitative research has Bethany been asked to do?

Survey

Which quantitative research method provides information on consumer attitudes, intended behavior, and the motivations behind behavior?

Survey

Jack's boss has asked him to summarize the findings of his market research and share hid findings with board members. Jack is in the _______ _______ stage of his research

Taking Action

Problem Definition

The first step a marketing team takes in the marketing research process is _______.

data analysis

The fourth step in the marketing research process is _______.

user-generated content associated with social media

The largest change in online research over the last decade has come from _______.

5

The marketing research process contains ________ steps.

marketing research

The process of using information to link customers, consumers, and the public to the marketer is referred to as _______.

blog mining

The process of web scraping is used in _______.

ignorance of customer wants and needs

The text states that _______ often prevents a firm from successfully marketing internationally.

Identify two of the current trends evolving in marketing research

There is a greater tendency to use international marketing research There is a growing trend towards the use of technology

The ______ ________ technique for sales forecasting is dependent upon the level, trend, and seasonality of product's sales

Time Series

Which of the following is a key component of behavioral targeting?

Tracking and compelling consumer behaviors anonymously

True

True or false: It is in the best interest of companies to conduct research in an ethical manner because it helps gain the trust of the consumer.

False Reason: Marketers might skip steps in the marketing research process if an early solution is found to a problem or they might go back to a step if they need to gather additional information or analyze data.

True or false: The marketing research process is always done in a linear fashion, following each step in order.

After preparing his survey questions, Ben asked his co-worker to review them to make sure the survey would actually measure what Ben intended. Ben is testing the _____ of his survey.

Validity

Primary or Secondary

When beginning the process of data collection, a firm must decide whether to use _______ or _______ data.

neuromarketing

When research is limited by participants who are reluctant to answer or refuse to answer questions, it would be useful to utilize _______ techniques.

Taking action Data collection Plan development Problem definition Data analysis

Which of the following are steps in the marketing research process? (Check all that apply.)

Consumer privacy

Which of the following presents the biggest concern when collecting information from social media?

Big data

Which term describes both the growth in information that inundates businesses each day and the complex tools used to analyze the data and derive meaningful insights?

Marketing information system

Which tool gives managers information to help them create customer value and strengthen customer relationships?

plan development

You would decide what type of research you will use during the _______ stage of the marketing research process.

Data collection

_______ is the third step in the marketing research process.

Neuromarketing

_____________ uses insights and tools from neuroscience to better understand consumer responses to different kinds of marketing stimuli.

Which of the following are sources of external secondary data?

a report found in a business or academic journal, statistics from the U.S Census Bureau, Commercial online databases

a marketing information system consists of which of these components? a) statistical model b) executive summary c) data warehouse d) decision support system

c, d

which of the following is NOT a method of qualitative primary data collection? a) focus group b) interview c) company records d) observation

company records

a marketing information system (mis) relies on __________ to capture information.

computer software

carli is taking information she learned from the focus group and placing it into a spreadsheet so she can find the trends in buying habits of the participants. Which stage of the marketing research process is carli in?

data analysis

___________ is the third step in the marketing research process.

data collection

If Kelly wants to access and use the information stored in a data warehouse, she would rely on ____.

decision support system

carly's house of cards is conducting an in-store survey that asks customers what type of greeting cards they typically buy, when they usually buy them, and how much they are willing to pay for greeting's cards. which type of research is this company most likely conducting?

descriptive

a potato chip company has set up a mock-store shelf of snack chips to see if people will pick up their new spicy taco brand, this is an example of ...?

experiment

The marketing research process contains _____ steps

five

If you want to estimate how much of a product will sell over a given period of time you would use sales____.

forecasting

the sales manager decided to ask his sales team what they thought sales would look like in the next six months. This exemplifies ___________ sales forecasting technique.

judgmental

a potato chip company wants to understand the effect on sales if it decides to increase the cost of the product by $1 a bag, this is an example of ...?

mathematical modeling

a potato chip company wants to see if there is a chemical reaction in people's brains when they taste their new spicy taco chip, this is an example of ...?

neuro-marketing

Which of the following are characteristics of non probability sampling? it is equivalent of drawing names out of a hat participants might be selected based on the referral of other participants The target population is narrowed by a criteria before selecting participants Every member of the population has an equal chance of being selected

participants might be selected based on the referral of other participants The target population is narrowed by a criteria before selecting participants

if a company is concerned with how much inventory to stock within its' distribution network, it is focusing on the ______________ aspect of the four ps.

place

when a marketing department is trying to determine what customers want, they are determining the ____________ aspect if the four ps.

product

when a company's sales have been affected by a change, a competitor's actions, or economic conditions, they would use a ___________ technique when forecasting sales.

regression

Times series, regression, and judgmental are all forms of _______

sales forecasting

A _______ is a representative subset of the larger population.

sample

since it is impossible for researchers to obtain information from all members of a target market, they must rely on _________ and gain information from a subset that is representative of their target market.

sampling

charles obtained his data on the number of births from the census bureau. this is an example of ____________ data. (primary or secondary)

secondary

a potato chip company has hired ten people to stand outside the grocery store and ask people questions about why they buy potato chips, this is an example of ...?

survey

jack's boss has asked him to summarize the findings of his market research and share findings with board members. Jack is in the ________ _________ stage of his research.

taking action

Which of the following are problems associated with quantitative data? the data might not measure what the researcher intended it to it is generally inconvenient for the researcher to collect respondents are not given an opportunity to elaborate on their answers It is an expensive and lengthy process

the data might not measure what the researcher intended it to respondents are not given an opportunity to elaborate on their answers