Ch 9 Marketing

Outside source secondary data

Government, Trade associations, search engines.

Which of the following is the final step in the marketing research process? a. Analyzing data b. Preparing the project report c. Following up d. Communicating recommendations

c. Following up*

secondary data

data previously collected for any purpose other than the one at hand.

advantages of internet surveys

-rapid development, real-time reporting -dramatically reduced costs -personalized questions and data -improved respondent participation -contact with the hard-to-reach

Marketing Research Process

1. Identify and formulate the problem/opportunity 2. Plan the research design and gather secondary data 3. Specify the sampling procedures 4. Collect primary data 5. Analyze the data 6. Prepare and present the report 7. Follow up

_________ seeks to discover the cause of a specific problem by discussing the problem with informed sources and examining data from other information sources.

Exploratory research

Secondary data -

do not give detailed information, researcher's unique problem vs were originally gathered,

In the context of questionnaire design, which of the following is a similarity between a closed-ended question and a scaled-response question? a. Both ask respondents to choose from a limited list of responses. b. Both encourage an answer to be phrased in the respondent's own words. c. Both questions are more difficult to tabulate than open-ended questions. d. Both lead to biased responses from the audience.

a. Both ask respondents to choose from a limited list of responses.

In the context of marketing research, which of the following is a disadvantage of secondary data? a. Sources of secondary data may not give detailed information to assess their quality or relevance. b. Sources of secondary data consume a lot of time and money when they help in solving a researcher's problem. c. They are often too detailed and redundant. d. They contain irrelevant information that cannot be used for comparative studies.term-5

a. Sources of secondary data may not give detailed information to assess their quality or relevance. ***

In the context of marketing research, which of the following statements is true of primary data? a. They are information collected for the first time. b. They are cost-effective, thus saving money. c. They cannot be used to answer specific research questions. d. They are data that are outdated or gathered from past market behavior.

a. They are information collected for the first time. *

In the context of a marketing research project, which of the following statements is true of secondary data? a. They can be obtained from sources within a company and outside the company. b. They are not used in the problem identification stage of a market research. c. They refer to the data collected for a specific market research purpose at hand. d. They cannot be used for comparisons with other forms of data.

a. They can be obtained from sources within a company and outside the company.**

Which of the following statements is true of Internet surveys? a. They make it easier to connect with people who are difficult to reach. b. They incur labor-intensive efforts like traditional survey methods. c. They issue standardized sets of questions instead of personalized questions. d. They are more cost intensive than phone surveys.

a. They make it easier to connect with people who are difficult to reach.

In the context of marketing research, which of the following is a difference between primary data and secondary data? a. Unlike secondary data, primary data can address almost any marketing question. b. Unlike secondary data, primary data are available to all interested parties for free. c. Unlike secondary data, primary data are data that have been previously collected. d. Unlike secondary data, primary data are inexpensive, and they save time and money.

a. Unlike secondary data, primary data can address almost any marketing question.*

Mobile research: (Check all that apply) a. can be completed by a customer on the train, as they wait at a restaurant, or if they are early for an appointment. b. is difficult to conduct. c. can provide immediate feedback when a consumer makes a purchase decision. d. allows participants to respond to direct and immediate questions.

a. can be completed by a customer on the train, as they wait at a restaurant, or if they are early for an appointment. c. can provide immediate feedback when a consumer makes a purchase decision. d. allows participants to respond to direct and immediate questions.

Which of the following statements is true of the descriptive role of marketing research? a. It includes making rules, laws, or directions. b. It includes gathering and presenting factual statements. c. It includes addressing "what if" questions. d. It includes determining the impact on sales of a design change.

b. It includes gathering and presenting factual statements.

In the context of use of secondary data in marketing research, which of the following statements is true of big data? a. It is the revival of simple, conventional tools to analyze and create meaning from accumulated data. b. It is the exponential growth in the volume, variety, and velocity of information. c. It refers to data sets that are formed when data analysis is quantitative in nature. d. It is the information collected for the first time to solve a research-oriented problem.

b. It is the exponential growth in the volume, variety, and velocity of information. **

_____ refers to everyday devices like refrigerators, toys, lightbulbs, and hot water heaters connecting wirelessly to a network to improve their functionality. a. Modular technology b. The Internet of Things c. The facelift trend d. Share of wallet

b. The Internet of Things

In the context of Internet usage by marketing researchers, which of the following is true of online focus groups? a. Certain groups, such as business travelers, are difficult to gather in a focus group. b. Time is flexible online allowing respondents to be gathered from all over the world. c. Participation rates decline as respondents pull out due to time conflicts. d. Respondents feel encouraged to talk more due to the lack of a moderator.

b. Time is flexible online allowing respondents to be gathered from all over the world.

A large grocery store would like to study how consumers respond to signage in grocery store aisles. They recruit several volunteers to participate in neuromarketing research. The grocery store found that every time the volunteers saw signage that said "Buy One, Get One Free" there was a physiological response and the customer purchased the item. With this information, the grocery store should: a. do nothing. Neuromarketing is too new of a technology to base any decisions on. b. place more "Buy One, Get One Free" signage throughout the store to spur purchases. c. remove all store signage as it is unethical to influence customers in this way. d. require all customers to wear sensors in store to measure their physiological responses.

b. place more "Buy One, Get One Free" signage throughout the store to spur purchases.

Market research should be conducted: a. only when it can be done for free. b. when the expected value of the information is greater than the cost of obtaining it. c. when a company can leverage data from the CRM system to uncover new data. d. when market share for a product has dropped for three consecutive quarters.

b. when the expected value of the information is greater than the cost of obtaining it.

In the context of marketing research, the research design specifies a. which tools will be deployed to implement the research results. b. which research questions must be answered. c. how the funding for a research process should be attained. d. the list of government agencies to be approached to seek approval.

b. which research questions must be answered.*

In the context of marketing research, which of the following statements is true of a field service firm? a. It interviews random groups of people at a time. b. It gathers research data through mail surveys. c. It provides focus group facilities to collect data. d. It collects data from periodicals and manuals.

c. It provides focus group facilities to collect data.

In the context of gathering primary data through survey research, which of the following is a disadvantage of telephone interviews? a. Multiple locations need to be used when interviewing people nationwide. b. The federal "Do Not Call" law applies to survey research. c. The cost of telephone interviews increases when respondents refuse to participate. d. Central-location telephone facility used in the interviews consume a lot of time.

c. The cost of telephone interviews increases when respondents refuse to participate.

In the context of market data analysis, _____ allow analysts to look at the responses to one question in relation to the responses to one or more other questions. a. two-way surveys b. open-ended questions c. cross-tabulations d. one-way frequency counts

c. cross-tabulations

Competitive intelligence: a. identifies a company's internal strengths and weaknesses and external opportunities and threats. b. is a means of displaying or graphing, in two or more dimensions, the location of products, brands, or groups of products in customers' minds. c. helps managers assess their competition and vendors in order to become more efficient and effective competitors. d. is a unique set of features of a company and its products that are perceived by the target market as significant and superior to those of the competition.

c. helps managers assess their competition and vendors in order to become more efficient and effective competitors.

Marketing research helps managers by a. providing a single solution to all problems. b. focusing on the quantity instead of the quality of products. c. improving the quality of decision making. d. ensuring that secondary data does not influence their decisions.

c. improving the quality of decision making. **

In the context of Internet marketing, a _____ is a carefully selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation. a. face-to-face focus group b. random sample c. web community d. pro-consumer system

c. web community

Company internal database (secondary data)

company's websites, annual reports, reports to stockholders, blogs, product testing results perhaps made available to the news media, YouTube videos, social media posts, and house periodicals composed by the company's personnel for communication to employees, customers, or others.

In the context of use of primary data in marketing research, when researchers piggyback studies, they are actually a. analyzing data previously collected for any purpose other than the one at hand. b. uncovering patterns and relationships using big data. c. gathering observational data about a store through a mystery shopper. d. gathering data on two different projects using one questionnaire.

d. gathering data on two different projects using one questionnaire.

Primary data

information that is collected for the first time; used for solving the particular problem under investigation

A _________ is a master plan for conducting marketing research.

research design

Secondary data +

save time and money, aid in formulating the problem statement, suggest research methods, pinpoint the kinds of people to approach

survey research

the most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes. Mail/in person/online