Chapter 4: market research

Which of the following best defines casual research A. A technique that attempts to understand cause and effect relationships B. A toll that proves more systematically into the problem and bases its conclusion on large numbers of observations. C. A technique that test predicted relationships among variables in a controlled environment.

A. A technique that attempts to understand cause and effect relationships

Which of the following is an example of primary research? A. Customer interviews B. Company reports C. Salesperson feedback D. Previous company research

A. Customer interviews

Identify the first step in the market research process A. Defining the research problem B. Determine the research design C. Designing the sample D. Choosing the method to collect primary data

A. Defining the research problem

Which of the following is an advantage of collecting data via an online questionnaire? A. No geographic restrictions B. Resopondents feel anonymous C. High flexibility in questioning D. Ability to determine wherher respondents are having trouble understanding the question

A. No geographic restrictions

Which of the following is the process of physically deconstructing a competitors product to determine how it's put together? A.Reserve engineering B. Database C. Market intelligence system D. Marketing info system

A. Reverse engineering

What of the following describes data? A. A technique that tracks the response of the same sample of respondents over time. B. A collection of raw, unorganized facts that need to be processed. C. The process of translating material to a foreign language and then back to the original language.

B. A collection of raw, unorganized facts that need to be processed.

What is a marketing intelligence system? A. The data, analysis software and interactive software that allows managers to conduct analyses and find the info they need. B. A method by which marketers get info about everyday happenings in the marketing environment C. A text file inserted by a website sponsor into a web surfers hard drive that allows the site to track the surfers moves

B. A method by which marketers get info about everyday happenings in the marketing environment

In the market research process, designing the sample is the step that occurs immediately before the step if__________ A. Preparing the research report B. Collecting the data C. Choosing the method to collect primary data D. Defining the research problem

B. Collecting the data

An example of secondary research is A. Field studies B. Customer feedback C. Focus groups D. Projective techniques

B. Customer feedback

In the market research process which of the following steps occurs immediately after choosing the method to collect primary data? A. Collecting the data B. Designing the sample C. Preparing the research report D. Determining the research design

B. Designing the sample

The technique that marketers use to generate insight for future, more rigorous studies is_________ A. A case study B. Exploratory research C. A focus group D. Ethnography

B. Exploratory research

what is syndicated research? A. Data from research conducted to help make a specific decision B. General info that specialized firms collect on a regular basis and the sell to other firms C. A plan that specifies what info marketers will collect and what type of study they will do.

B. General info that specialized firms collect on a regular basis and the sell to other firms

Preparing the research report is the __________ step in the market research process. A. Fourth B. Last C. Sixth D. Fifth

B. Last

Which of the following is a method by which marketers get info about everyday happenings in the marketing environment. A. Cookie B. Market intelligence system C. Intranet D. Marketing decision support system

B. Market intelligence system

Which of the following is an example of secondary research? A. Customer interviews B. Published research C. Laboratory research D. Ethnographies

B. Published research

What is reverse engineering? A. A method by which markets get info about everyday happenings in the marketing environment B. The process of physically deconstructing a competitors product to determine how it's put together C. The process that first determines what info marketing managers need and then gathers sorts and analyzes stores and distributes relevant and timely into to system users.

B. The process of physically deconstructing a competitors product to determine how it's put together

_______is the extent to which research actually measures what it was intended to measure. A. Reliability B. Validity C. Representativeness D. Garbage in, garbage out

B. Validity

The collection deployment and interpretation of info that allow a business to acquire, develop, and retain its customers is known as A. Cookies B. Bounce rates C. Customer insight D. Unobtrusive measures

C. Customer insight

_________ is a tool that proves more systematically into the problem and bases it conclusion on large numbers of observations. A. An experiment B. Causal research C. Descriptive research D. Cross-sectional design

C. Descriptive research

An advantage of collecting data via an online questionnaire is________ A. Limited interviewer follow up B. The ability to gather self selected samples C. Instantaneous data collection and analysis

C. Instantaneous data collection and analysis

________ is the process of collecting, analyzing, and interpreting data about customer, competitors, and the business environment in order to improve marketing effectiveness. A. Reverse engineering B. Syndicated research C. Market research D. Research design

C. Market research

Identify the last step in the market research process. A. Collecting the data B. Designing the sample C. Preparing the research report D. Analyzing and interpreting the data

C. Preparing the research report

Defining the research problem is the step of the market research process that involves. A. Determine whether secondary data is available and whether primary data is required B. Determine which survey method and which observation method are most appropriate C. Specifying the research objectives and identifying the consumer population of interest.

C. Specifying the research objectives and identifying the consumer population of interest.

__________ is general info that specialized firms collect on a regular basis and then sell to other firms. A. Neuromarketing B. Primary data C. Syndicated research D. Research design

C. Syndicated research

Collecting the data is the step of the market read each process that involves ___________ A. Choosing between probability and nonprobability sampling. B. Drawing conclusions from the result. C. Translating questionnaires and responses. D. Determine wether secondary data is available and whether primary data is required.

C. Translating questionnaires and responses.

Which of the following is a sample in which each member of the population has some know chance of being included? A. Representativeness B. Convenience sample C. Non-probability sample D. Probability sample

D. Probability sample

An example of primary research is _________ A. Published research B. Government sources C. Trade organizations D. Projective techniques

D. Projective techniques

A step in the market research proves involves specifying the research objectives and identifying the consumer population of interest

Define the research problem

A process that first determines what information marketing managers need and then gathers, sorts, analyzes, stores, and distributes relevant and timely marketing information

Marketing information system

A sample in which each member of the population had some know chance of being included

Probability sample