Chapter 10 - Marketing Research - HARPER TTU

____ are raw numbers, that on their won, have limited value to maketers.

Answer : Data Reason: In Step Four- analyzing the data and developing insights; Data can be defined as raw numbers or other factual information that , on their own, have limited value to marketers.

______ research, such as a focus group, attempts to begin to understand phenomena of interest with broad, open-ended questions.

Answer : Qualitative research Reason: Qualitative Research is an Informal research method, including observation, following social media sites, in-depth interviews, and focus groups.

Which of the following are included in marketing research? Analyzing data Interpreting data Collecting data Selling data Editing data

Answer: Analyzing data Interpreting data Collecting data

The Step in the marketing research process that follows research design is ___

Answer: Collecting Data, Reason: Collecting data occurs at the thrid step, after defining objectives and designing the research

____ cnosists 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.

Market Research

Which of the following are among the five stages in the marketing research process? Staffing the research project collecting the data defining objectives analyzing the data

Answer: Collecting Data, Defining Objectives, Analyzing the Data REASON: The Marketing Research Process contains five stages: Step One: Defining the objectives and research needs Step Two: Designing the research Step Three: Collecting the Data Step Four: Analyzing the data and developing insights Step Five: Developing and implementing an action plan

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.

Answer: Data and Research

Because research is ____,, it is important to figure out beforehand exactly what problem needs to be solved.

Answer: Expensive and Time Consuming Reason: research consumes a good deal of resources, its is important to have a clear idea of the problem in advance

Which of the following is an accurate definition of the term data?

Answer: Raw numbers with no intrinsic meaning Reason: Data collected for marketing research purposes usually have little value until they are evaluated or analyzed .

The last phase of the marketing research process is presenting ___ to decision makers.

Answer: Results Reasoning: from the textbook, " In the final phase in the marketing research process, the analyst prepares the results and presents them to the appropriate decision makers, who undertake appropriate marketing strategies.

Whenever you go into your local grocery store, you purchases are rung up using hardware that is a ______ system. The data from these purchases are likely to be acquired by leading marketing research firms.

Answer: Scanner Reason: UPCs are scanned at checkout and the data are collected about what people purchase.

An advantage of secondary data is that, compared to primary data, they ____

Answer: Secondary data is usually available at a lower cost. Reason: Secondary data are either already available to a firm internally or are available publicly at relatively low cost

Marketers can purchase _____ data, which are secondary data available for a fee from commercial research firms.

Answer: Syndicated Reason: Syndicated data are those gathered by commercial firms specifically within the intent to sell them

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

Answer: Syndicated Reason: Syndicated data are those gathered by commercial firms specifically with the intent to sell them

When researchers define the the objectives and needs of their project, what are they trying to establish?

Answer: The Problem that needs to be solved Reason: Marketing research process, Step One: defining the objectives and research needs! Clearly defining objectives and needs in advance helps focus research on a specific problem

In most situations, data collection should begin only after _____

Answer: The research design process is finished Reason: Data collection ( step 3) should begin after the completion of research design (step 2)

The analyst prepares the results to present them to a firm's ___ as a final step in the marketing research process

Answer: decision makers Reason: A firm's decision makers require information gathered in marketing research to help guide their marketing decisions and expenditures.

One disadvantage of secondary data is that ___

Answer: they may not be exactly what the research project requires Reason: Because they are not tailored to a specific project, secondary data are often not a perfect match for the given requirements.

Place the stages of the marketing research process in the correct order.

Step One: Defining objectives and needs Step Two: Designing the research Step Three: Collecting the data Step Four: Analyzing data and developing insights Step Five : Developing and implementing an action plan