SB Ch10

The step in the marketing research process that follows research design is ____. -presenting the results -analyzing the data -designing the research -collecting the data

collecting the data

Social media sites can provide insights into consumers' opinions of the firm's products and those of their ____. -competitors -friends -neighbors -relatives

competitors

Which of these is the best example of an unstructured question? -"Did you vote in the 2016 Presidential election?" -"How many credits are you taking this semester?" -"When is your birthday?" -"Why did you choose the car you currently drive?"

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

Marketing research consist of which of the following? Multiple select question. -Editing data -Analyzing data -Collecting data -Selling data -Interpreting data

-Analyzing data -Collecting data -Interpreting data

Which of the following are among the five stages in the marketing research process? (Check all that apply.) -Defining objectives -Data collection -Analyzing the data -Staffing the research project

-Defining objectives -Data collection -Analyzing the data

Which of these are advantages of primary research? Select all that apply. -It offers insights into consumer behavior -It is relatively quick and easy to obtain -It can be tailored to the data needs -It is usually inexpensive to collect

-It offers insights into consumer behavior -It can be tailored to the data needs

Which of the following sections typically appear in a marketing research presentation? Multiple select question. -Limitations -Executive summary -Conclusions -Competitor response

-Limitations -Executive summary -Conclusions

Which of the following are included in the body (the middle section) of a marketing research report? (Check all that apply.) -Executive summary -The methodology used -Research objectives -Detailed findings -Conclusions

-The methodology used -Research objectives -Detailed findings

What are the characteristics of structured questions? (Select all that apply.) -They are closed-ended. -They are open-ended. -They include specific answers to choose from. -They require respondents to answer in their own words

-They are closed-ended. -They include specific answers to choose from.

Popular media has coined the term ____ ____ to refer to the excess data that companies can access but cannot organize using conventional data management.

-big -data

Place the stages of the marketing research process in the correct order, with the FIRST step at the TOP. -Defining objectives -Analyzing data -Data collection -Designing the research project -Implementing the action plan

1. Defining objectives 2. Designing the research project 3. Data collection 4. Analyzing data 5. Implementing the action plan

Which of the following best describes a focus group? -A small group of people put together for an intensive discussion -A large group of people with knowledge about the product category and brand -A small group of people who are required to purchase the product -A small group of people casually interacting with objective customers

A small group of people put together for an intensive discussion

Which of the following is data that companies have access to but cannot handle using conventional data management and data mining software? -Big data -Smooth data -Primary data -Secondary data

Big data

____ are raw numbers that, on their own, have limited value to marketers. -Averages -Statistics -Scales -Data

Data

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? -Focus group -Experimental -Survey -Social media

Experimental

____ research systematically manipulates one or more variables to determine which variables have a causal effect on another variable. -Survey -Experimental -In-depth interview -Data mining

Experimental

A structured questionnaire is a form that has questions designed to gather detailed data about the feelings and thoughts of respondents. -True -False

False

Qualitative research is informal that relies on experiments and surveys. -True -False

False

What is a qualitative research technique where trained researchers ask questions to a few selected participants, record the answers, and then ask additional questions if needed for clarification? -Focus group -Online survey -Observation -In-depth Interview

In-depth Interview

Which of these is NOT an advantage of secondary data? -It is specific to immediate data needs. -It can be obtained quickly. -It is often inexpensive. -It can sometimes be obtained from the company itself.

It is specific to immediate data needs.

____ 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 management -Marketing research -Strategic planning -Marketing strategy

Marketing research

____ is a qualitative research method that entails examining purchase and consumption behavior through personal viewing or video camera scrutiny. -Scanner -Survey -Observation -Focus group

Observation

____ research, such as a focus group, attempts to begin to understand phenomena of interest with broad, open-ended questions. -Qualitative -Quantitative -Experimental -Survey -Secondary

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. -Secondary -Quantitative -Descriptive -Exploratory

Quantitative

What is a data collection technique that features a document with questions designed to gather information from respondents to attain researcher objectives? -In-depth interview -Focus group -Questionnaire -Quiz

Questionnaire

A major advantage of ____ research is that it can be tailored to fit the pertinent research questions. -panel data -experimental -primary -secondary

primary

In the second step of the marketing research process, what factor determines the type of data needed? -project budget -project objectives -expected results -number of researchers

project objectives

Once a firm has gained insights from doing qualitative research, it is likely to engage in ____ research, which are structured responses that can statistically be tested. -consumer -secondary -descriptive -quantitative

quantitative

A(n) ____ question is a closed-ended question with a specific set of possible answers, such as a yes/no question. -structured -circular -unstructured -experimental

structured

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

survey

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. -internal -obscure -primary -syndicated

syndicated

Marketers can purchase ____ data, which is secondary data available for a fee from commercial research firms. -syndicated -external -census -primary

syndicated

In most situations, data collection should only begin after ____. -the research design process is finished -the researcher has requested primary data needed -data analysis is complete -there is certainty for funding for the research

the research design process is finished

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 -individualized -inexpensive -structured

unstructured

Where should demographic questions appear in a questionnaire? -In the middle -In a follow-up document -At the end -At the beginning

At the end

Developing a questionnaire is considered "part art and part science." Which of the following is a good practice for questionnaire creation? -The questions should use hard-to-understand language. -Questions should be designed to address a specific set of research questions. -Questions are better when they are open to multiple interpretations. -Layout of the questionnaire should test the respondent's ability.

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

Which of the following is an accurate definition of the term data? -Methods used for collecting information on a subject -Goals or benchmarks that a firm strives to achieve -Conclusions derived from the analysis of raw numbers -Raw numbers with no intrinsic meaning

Raw numbers with no intrinsic meaning

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; it can meet all our needs and we can get it for free." Which of the following is the best argument against your boss's decision not to give you any money for the research? -Secondary data may not be specific enough to meet the needs of the research -It will take too long to collect secondary data -Secondary data always costs at least a small amount of money -Primary data is always preferable to secondary data

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

When researchers define the objectives and needs of their project, what are they trying to establish? -The resources needed to complete the project -The methods by which they will collect data -The results that need to be confirmed -The problem that needs to be solved

The problem that needs to be solved

How is information generally gathered in a survey? -Via secondary data -Using a questionnaire -Using observation techniques -Using videotapes or audiotapes

Using a questionnaire

After firms collect large amounts of customer information and purchase history, the data is stored in a ____. -data library -data mine -data warehouse -database

data warehouse

Firms find it necessary to use data mining techniques to extract valuable information from their ____. -group warehouses -data warehouses -info warehouses -customer warehouses

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; people -customers; research -money; people -data; research

data; research

Observation can be described as ____ through personal viewing or by means of a video camera. -examining purchase and consumption behavior -prohibiting certain behaviors -asking questions to record answers of participants -counting sales

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 -proprietary and time-consuming -expensive and informative -proprietary and informative

expensive and time-consuming

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, interviews, focus group, or interveiw

An advantage of secondary data is that, compared to primary data, it ____. -is usually available at a lower cost -is guaranteed as being more trustworthy -provides more specific insights -offers greater exclusivity

is usually available at a lower cost

One disadvantage of secondary data is that ____. -it is the most expensive type of data used in research -it may not be exactly what the research project requires -it usually takes a long time to obtain it -very little of it is available

it may not be exactly what the research project requires

Market researchers use social media to ____. -obtain syndicated data without paying for it -perform data analysis -learn about customers' likes and dislikes -conduct experiments

learn about customers' likes and dislikes

Unstructured questions are ____ questions. -guided-answer -closed-response -open-ended -scaled-response

open-ended