Chapter 1 marketing research

Identify a true statement about marketing research. A) It is a systematic process. B) It minimizes the focus on customers. C) It considers marketing a social process rather than a business process. D) It seldom helps an organization identify new product opportunities.

A) It is a systematic process.

Identify the true statements about marketing research. (Check all that apply.) A) Marketing research uses the social sciences for methods and theory. B) Marketing research is used to study consumers and potential consumers in detail, which includes their attitudes, behaviors, and media consumption. C) Marketing research relies primarily on branded methods offered by research firms that seldom provide information about how the methods work. D) Marketing research methodologies lack diversity.

A) Marketing research uses the social sciences for methods and theory. B) Marketing research is used to study consumers and potential consumers in detail, which includes their attitudes, behaviors, and media consumption.

________ ________ involves displaying ads at one website based on a user's previous surfing behavior.

Behavioral Targeting

A database set up through retail optical scanner methods is a prime example of _____. A) the technique of frugging B) the technique of sugging C) a syndicated business service D) a customized research service

C

In the context of market segmentation research, the purpose of benefit and lifestyle studies is to _____. A) gather information about firms that engage in unethical pricing B) utilize the technique of curbstoning to gather information about retailers and wholesalers C) use branded "black-box" methodologies offered by research firms D) gather information about customer characteristics, product benefits, and brand preferences

D

Marketing to consumers based on research of the entire process consumers go through when making a purchase is known as _____. A) curbstoning B) benchmarking C) affiliate marketing D) shopper marketing

D

Information overload theory

Explains the reasons why consumers are much more likely to buy after sampling from a set of 6 versus 24 flavors

Data warehouse

It provides access and analysis of collections of historical data from different sources throughout a company.

According to the American Marketing Association, the function that links an organization to its market through the gathering of information is known as _________ _________.

Marketing Research

Customized research firms

ResearchNow, a firm that concentrates solely on sample development

Services provided by standardized research firms that include data made or developed from a common data pool or database are known as __________ ____________ services.

Syndicated Business

Research investigations that focus on topics such as trade area analysis, store image or perception, in-store traffic patterns, and location analysis are known as _________ ________.

retailing research

A typical feature of internal research providers of a firm is that they _____. A) are organizational elements that reside within the firm B) lack the ability to produce actionable research results C) lack the quality of research method consistency D) are more objective than the firm's external research suppliers

A

According to the Marketing Research Association (MRA), it is essential for Internet marketing researchers to _____. A) stop sending follow-up e-mails if requested to by respondents B) refrain from providing syndicated business services C) refrain from using the technique of clickstream tracking D) deanonymize data to determine consumers' identities

A

Claiming that a survey is for research purposes and then asking for a sale or donation is known as _____. A) frugging or sugging B) seeding or stacking C) lead nurturing D) subject debriefing

A

Curbstoning, which is a practice of data falsification in research, is also known as _____. A) rocking-chair interviewing B) sugging C) closed-loop marketing D) frugging

A

Which of the following occurs when a researcher's trained interviewers or observers, rather than conducting interviews or observing respondents' actions as directed in the study, complete the interviews themselves or make up "observed" respondents' behaviors? A) Curbstoning B) Benchmarking C) Sugging D) Frugging

A

Which of the following illustrate the abuse of respondents in marketing research? (Check all that apply.) ______________________ A) Neo Studies assures a respondent that the interview will last only a few minutes when in reality it lasts an hour. B) Dellis Research uses fake sponsors for a study. C) Grow Studies uses a branded "black-box" methodology in a study. D) Vera Research debriefs respondents at the end of a study that the study involved deception.

A, B

Based on a survey of marketing research executives, what are the most essential skills that executives expect to see in applicants for marketing research positions? (Check all that apply.) A) The capacity to understand and decipher secondary data B) Passive-aggressive communication skills C) Information technology proficiency D) Foreign-language competency E) The ability to manipulate research data based on self-interest F) Presentation and negotiation skills

A, C, D, F

A technique that is often used to picture the relative position of products on two or more dimensions important to consumers in making their choice to purchase is known as _____. A) social loafing B) perceptual mapping C) lead nurturing D) closed-loop marketing

B

According to the Bureau of Labor Statistics, it is important for a market and survey researcher to be _____. A) self-oriented, creative, and innovative B) meticulous, patient, and persistent C) overcritical and belligerent D) materialistic and compulsive

B

Melanie browses the online shopping website bellclothing.com for formal shirts. Later, when she logs into her account on a social media website, she sees display ads for a specific brand of formal shirts that are available on bellclothing.com. This scenario best illustrates the concept of _____. A) frugging B) behavioral targeting C) curbstoning D) perceptual mapping

B

Much retailing research concentrates on database development using optical scanning at the point of purchase because retailing _____. A) is a low customer-contact activity B) is a high customer-contact activity C) focuses solely on test marketing D) focuses solely on mobile marketing

B

What are the fundamental questions that product testing attempts to answer? (Check all that apply.) A) How does the price of a product differ from the price of a competitor's product? B) How can a product be improved to exceed customer expectations? C) How can a customer help make distribution decisions in marketing? D) How does a product perform for a customer?

B) How can a product be improved to exceed customer expectations? D) How does a product perform for a customer?

Standardized research firms

BinocularStudies, a firm that carries out store audits for a variety of retail firms

Identify an example of abuse of respondents in marketing research. A) Sirius Data Matrix uses trained observers to make up "observed" respondents' behaviors. B) Antares Inc. consciously manipulates the research methodology to prove a predetermined conclusion for a study. C) Alzirr Research debriefs the subjects of an experimental study on a deceptive claim it made at the beginning of the study. D) Cygnus Research reneges on its promise to pay $50 to respondents after they complete the questionnaires.

C

In the context of examining the performance of promotional programs, marketing researchers must _____. A) use a branded "black box" methodology B) deanonymize customer data by combining publicly available information to determine consumers' identities C) develop meaningful metrics to measure the return on advertising dollars spent and then gather the data for those metrics D) engage in the practice of curbstoning

C

In the context of marketing research, identify a true statement about a firm's external research suppliers. A) They are typically more subject to company regulations than internal marketing research providers. B) They are generally business units that reside within the firm. C) They are generally known as marketing research suppliers. D) They are typically more subject to company politics than internal marketing research providers.

C

What are the uses of information gathered through marketing research? (Check all that apply.) A) It helps an organization shift the focus from its customers to its employees. B) It helps an organization minimize the impact of marketing as a business process. C) It helps an organization identify and define market-driven opportunities and problems. D) It helps an organization develop and evaluate marketing actions.

C) It helps an organization identify and define market-driven opportunities and problems. D) It helps an organization develop and evaluate marketing actions.

Which of the following are true of external marketing research suppliers of a company? (Check all that apply.) A) They provide benefits such as research method consistency, shared information across the company, and lower research costs than internal suppliers. B) They are typically less objective and more subject to company regulations than internal suppliers. C) They function on a fee basis and usually submit a research proposal to the company for evaluation and decision purposes. D) They execute all aspects of research, such as study design, questionnaire production, interviewing, data analysis, and report preparation.

C, D

Which of the following research firms engage in unethical business practices? (Check all that apply.) A) Insyt Inc. that maintains client confidentiality B) Silver Research that collects data about various competitors C) Tara Research that sells unwarranted research services D) Seal Inc. that uses "black-box" methodologies

C, D

In the context of the growing complexity of marketing research, which of the following terms describes the large and complex datasets that information technology allows organizations to collect and store? A) Data matrix B) Edge computing C) Internet of Things D) Big data

D

Which of the following is a part of perceptual mapping? A) Understanding how one's target customers behave as shoppers in a varied range of channels and formats B) Constructing perceptual maps that show the frequency with which consumers buy a particular product from a particular location C) Making distribution decisions in marketing that include choosing and evaluating channels D) Asking consumers to indicate the ways in which a group of relevant brands or products is similar or dissimilar to each other

D

Which of the following is a true statement about the practice of sugging or frugging as part of a research study? A) It is the practice of fully explaining to respondents any deception that was used during research. B) It has a positive impact on the entire research industry. C) It is considered ethical in some research situations. D) It results in consumers rejecting legitimate research inquiries as they do not want to be solicited.

D

According to the Marketing Research Association (MRA) guidelines for Internet marketing research issues, market researchers are prohibited from _____. A) subject debriefing B) clickstream tracking C) debugging information D) deanonymizing data

D: Using public information to determine consumer identities unethically

What is the motive of shopper research? A) To help consumers learn how similar or dissimilar a group of relevant brands or products is to each other B) To minimize the use of shopper marketing strategies and tactics C) To effectively use perceptual mapping to position a product D) To assist manufacturers and retailers understand the entire process consumers experience in making a purchase

D: shopper research is to give manufacturers and retailers an understanding of the customers purchase journey

Adoption and diffusion theory

Explains the ways in which new products are developed and spread through the market and the characteristics of products and firms that help or inhibit the development

Database

It is a collection of the latest data that is organized for efficient retrieval and analysis.

Marketing research is applicable to problems involving the four Ps. What are the four Ps of marketing? (Check all that apply.) Promotion Personnel Partnership Product Place Price

Price, Place, Promotion, Product

What are the advantages of keeping the marketing research function of a firm internal? (Check all that apply.) ------------------------- Research method consistency Ability to minimize the impact of company politics Shared information across a firm Increased use of curbstoning Reduced research costs Capacity to generate actionable research results

Research method consistency Shared information across a firm Reduced research costs Capacity to generate actionable research results

Marketing researchers have learned from an important theory, which comes from services marketing research, that some characteristics are important to consumers across a wide variety of services contexts. What are those characteristics? (Check all that apply.) ------------------- Responsiveness Tangibles Diligence and abjection Reliability and empathy Fluctuations Assurance

Responsiveness Tangibles Reliability and empathy Assurance

In the context of promotional decisions, what are the most common research tasks in integrated marketing communications? (Check all that apply.) ------------- Curbstoning Sales tracking Advertising effectiveness studies Attitudinal research Price sensitivity analysis

Sales tracking Advertising effectiveness studies Attitudinal research

___________"__________-___________" methodologies are defined as the methodologies offered by a research firm that is branded and does not provide information about how these methodologies work.

branded black box