MKTG.4100 - QUIZES

When an organization is attempting to decide whether to use a company such as UPS or FedEx to deliver its products or to establish its own means to deliver the product to its customers, this is an example of which type of research? -promotion research -pricing research -distribution research -product research

-distribution research

When Target stores monitors the sales activities of its retail stores in order to detect any indication of dollar sales changes, this is an example of which type of research? -relationship marketing research -total quality management research -basic research -performance-monitoring research

-performance-monitoring research

Which of the following refers to the way researchers go about using knowledge and evidence to reach objective conclusions about the real world? -qualitative method -quantitative method -scientific method -primary method

-scientific method

_____ means that the researcher alters the level of the experimental variable in specific increments. Causality Testing Analyzing Manipulation

Manipulation

_____ is conducted to address a specific marketing decision for a specific firm or organization. Basic marketing research Qualitative marketing research Quantitative marketing research Applied marketing research

Applied marketing research

_____ represent(s) the documented history of a particular person, group, organization, or event. Case studies Phenomenology netnography Attribution theory

Case studies

Which type of qualitative tool is an informal and almost completely unstructured approach in which the researcher engages a respondent in a discussion of the relevant subject matter? depth interview conversation focus group free-association

conversation

A type of informal, "continuous" focus group established as an Internet blog for the purpose of collecting qualitative data from participants is referred to as a _____. net group market blog focus blog focus unit

focus blog

When an Internet user sets up his computer so that it will send him regular news about his favorite professional football team, this is an example of the application of _____. predictive analysis pull technology smart agent software open data partnership

smart agent software

Which type of research allows decision makers to make causal inferences? exploratory research descriptive research causal research all of these choices

causal research

Which type of research is being conducted when a researcher conducts an experiment to answer the question, "Will consumers purchase more of our brand if we change the package design?" causal research exploratory research pilot study research descriptive research

causal research

When consumers in a focus group session are presented with a written description of a possible new product and are asked what they would be willing to pay for such a product, this is an example of which of the following? causal research study descriptive research study concept test case study

concept test

Which of the following seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward competing products? causal research diagnostic analysis concomitant research test-market

diagnostic analysis

Which qualitative research orientation originated in sociology? phenomenology grounded theory ethnography case studies

grounded theory

All of the following are important aspects of the marketing research process EXCEPT: gathering information idea and theory development analyzing data making results publicly available

making results publicly available

Owen is a researcher who studies human experiences based on the idea that it is inherently subjective and determined by the context in which people live. He focuses on how a person's behavior is shaped by the relationship he or she has with the physical environment, objects, people, and situation. Which qualitative research orientation is Owen using? grounded theory phenomenology ethnography case study

phenomenology

_____ is the bar-coded information that contains product information that can be read by optical scanners. RFID NFC CRM UPC

UPC

An organization's mailing list of current customers is an example of _____. a cookie software a database a hyperlink

a database

Which of the following data can be purchased from commercial sources? advertising research market-share data consumer attitudes and public opinions all of these choices

all of these choices

Which of the following determines the appropriate analytical technique for data analysis? management's information requirements characteristics of the research design nature of the data gathered all of these choices

all of these choices

When you visit Web sites, most likely a small computer file that records your Web usage history is created. This small computer file is called a(n) _____. electronic data exchange cookie URL Intranet

cookie

A(n) _____ is like an Internet search but focuses on data within the organization's internal network. primary search internal search enterprise search discovery search

enterprise search

A marketing professor is examining the relationship between age and shoplifting behavior. The research is not being conducted for any specific retailer, but rather it is intended to better understand and predict this behavior. This professor is conducting which type of marketing research? basic marketing research formal marketing research applied marketing research abstract marketing research

basic marketing research

Parties that furnish information on the World Wide Web are called _____. browsers content providers search engines Intranets

content providers

Which of the following is a carefully controlled study in which the researcher manipulates a proposed cause and observes any corresponding change in the proposed effect? survey unobtrusive observation diagnostic analysis experiment

experiment

The simplest form of secondary-data research is _____. fact-finding model building forecasting sales database marketing

fact-finding

Tracking monthly sales trends over the past year is an example of which objective for secondary data analysis? model building fact-finding database marketing environmental scanning

fact-finding

Yahoo! and Google are examples of _____. home pages search engines ISPs CRMs

search engines

All of the following are types of marketing research EXCEPT _____. exploratory selective descriptive causal

selective

When the respondent is presented with: "People who watch football on television are ________," and asked to fill in the blank, this is an example of a _____. word association test concept test case study sentence completion test

sentence completion test

In case studies, _____ are identified by the frequency with which the same term (or a synonym) arises in the narrative description. themes threats links ladders

themes

When Wal-Mart is attempting to decide where to locate its regional warehouses in order to minimize travel time from its warehouses to its stores, this is an example of which type of research? -product research -pricing research -distribution research -promotion research

-distribution research

Which of the following involves mining data to look for patterns identifying who is likely to be a valuable customer? customer discovery data dissection data profiling customer cloning

customer discovery

Marketers of snack foods who consider the nutritional value that parents desire as well as the fun and experience that children want are demonstrating a(n) _____. emphasis on short-term profits cross-functional perspective customer orientation product orientation

customer orientation

Many companies use powerful computers to dig through volumes of data to discover patterns about their customers and products. This activity is called _____. data mining data digging sugging neural networking

data mining

L.L.Bean is a retailer best-known for direct marketing through catalogs and the Internet. Laurie purchased from the retailer quite frequently, but since her daughter started college she hasn't had as much disposable income and stopped ordering merchandise. The elapsed time since her last purchase triggered an offer for $20 off her next purchase from the retailer. This is an example of _____. database marketing neural networks customer discovery electronic marketing

database marketing

In research conducted for a specific client, research objectives are often referred to as _____. deliverables outcomes conclusions action items

deliverables

All of the following are stages in the research process EXCEPT _____. analyzing data formulating conclusions and preparing a report demonstrating causality planning a sample

demonstrating causality

When a professional interviewer holds a 90-minute discussion with one member of the target market to find out why that respondent purchases a particular brand of clothing, this is an example of a _____. depth interview concept test focus interview hermeneutic analysis

depth interview

Asking a group of households to record their consumption of certain products over a two-year period is an example of _____. model building database marketing data conversion diary panel data

diary panel data

The written set of guidelines that describes an outline of topics to be covered by a focus group moderator is called a _____. discussion guide TAT test concept test case study

discussion guide

Which of the following means that something has been examined against reality using data? causality manipulation empirical testing spurious association

empirical testing

A researcher for Kraft is searching sales data from the corporation's Intranet. He's able to use a search engine similar to Google, but he is not searching the entire Internet. This type of search is called a(n) _____ search. enterprise Intranet internal primary

enterprise

Which of the following is a calculation that describes the relationship between retail demand and supply? index of retail sales index of retail utilization index of retail saturation index of retail sites

index of retail saturation

An organization's inventory figures are a good example of: cookies internal records external records CRM

internal records

A(n) _____ searches through the Internet almost instantly looking for content containing specific words. environmental scan history sniff web crawl keyword search

keyword search

Karl is searching "digital cameras" in Google to learn more about the brands available and prices for each. Karl is performing a(n) _____. predictive analysis keyword search environmental scan history sniff

keyword search

When Cheetos snack food conducted research in China to determine which flavors consumers would find appealing, this was an example of which type of research? pricing research promotion research product research distribution research

product research

Asking target market members to compare the performance of a prototype of a possible new product to the performance of a competitor's product is an example of which type of research? distribution research copytesting promotion research product testing

product testing

The characteristic of data reflecting how pertinent these particular facts are to the situation at hand is called ____. relevance timeliness completeness significance

relevance