chapter 5 MRKT 250

What is the term for observing the behavior of online communities that have been organized around a particular consumer interest? A. creeping B. phishing C. I-observation D. netnography E. e-watch

D. netnography

The first step in the marketing research process is A. data collection. B. data analysis. C. taking action. D. problem definition. E. plan development.

D. problem definition.

Which of the following is NOT typically provided by an outside marketing research firm? A. plan development B. data collection C. data analysis D. sales training E. report presentation

D. sales training

________ is based on research that estimates how much of a product will sell over a given period of time. A. Sales forecasting B. Sales tracking C. Demand analysis D. Promotion evaluation E. Marketing effectiveness

A. Sales forecasting

An experiment that is performed in a natural setting, like a mall or someone's home, is called A. a field experiment. B. a passive experiment. C. neuromarketing. D. informal research. E. formal research.

A. a field experiment.

The owner of Tools by Joe has hired a company to help him find out whether customers and potential customers would prefer to shop in his store or online. What type of research would this company be conducting? A. descriptive B. analytic C. exploratory D. causal E. predictive

A. descriptive

Ethical standards are important to the marketing research industry because they help gain the trust of consumers. Without that trust, A. individuals will be less willing to participate in research. B. research results will be suspect. C. companies will cease to do research. D. the cost of research will increase. E. the cost of research will decrease.

A. individuals will be less willing to participate in research.

Three problems led to the downfall of BlackBerry by the fall of 2012: it did not anticipate that individual consumers would drive the smartphone market; it failed to predict the popularity of apps; and A. it did not anticipate that smartphones would be used for entertainment as well as communication. B. it did not partner with Apple when it had the chance to do so. C. it did not spend enough on marketing its products to business users. D. the BlackBerry phone was too large and unwieldy when competitors were producing smaller, more portable phones. E. BlackBerry was arrogant and assumed its customer base would remain loyal no matter what.

A. it did not anticipate that smartphones would be used for entertainment as well as communication.

John works for a consumer products company. His job is to collect, interpret and report information that will help his company develop new products. John's work involves A. marketing research. B. product analysis. C. demand analysis. D. sales tracking. E. consumer behavior.

A. marketing research.

What type of sampling occurs when every person in the target population has a chance of being selected, and the probability of each person being selected is known? A. probability B. nonprobability C. quota D. snowball E. preferred

A. probability

Which step in the marketing research process includes setting specific, measurable research objectives? A. problem definition B. data analysis C. taking action D. data collection E. plan development

A. problem definition

Marketing research has an impact on the four Ps of marketing: product, price, place, and A. promotion. B. pace. C. percentage. D. payment. E. placement.

A. promotion.

Which forecasting method is being used when a company analyzes how a special promotion impacted sales of a product? A. regression B. time series C. judgmental D. predictive E. pattern

A. regression

How would a manager estimate how much of a product will sell in a three-month period? A. sales forecasting B. sales tracking C. demand analysis D. promotion evaluation E. advertising effectiveness study

A. sales forecasting

Since Christmas decorations are primarily sold during the fourth quarter of the year, this product is A. seasonal. B. level. C. predictable. D. stagnant. E. trending.

A. seasonal.

Bart wanted to know how often freshmen boys at his school drank alcohol, but he couldn't survey every one of them. Bart decided that in order to give all freshmen boys an equal chance of being selected to participate in his mini-study, he would visit the dorms at dinnertime and ask them to choose numbers out of a hat. The ones with the number 5 were given a quick three-question survey. Burt is demonstrating A. simple random sampling. B. nonprobability sampling. C. equal opportunity sampling. D. snowball sampling. E. biased sampling.

A. simple random sampling.

In order to develop a plan for marketing his new vitamin water, Rashid decides to conduct focus groups with members of fitness centers. This type of research is considered ________ data. A. user B. primary C. secondary D. demographic E. target

B. primary

Plan development is also sometimes called A. situation analysis. B. research design. C. goal development. D. objectives. E. strategic path.

B. research design.

The act of collecting, interpreting, and reporting information concerning a clearly defined marketing problem is known as A. the scientific method. B. integrative marketing. C. marketing evaluation. D. marketing research. E. market analysis.

D. marketing research

Jane wants to know what percentage of freshmen at her college purchase clothing with college logos. She decides to randomly interview 10 people from each of the dorms and ask them. These people are her A. targets. B. sample. C. dependent variables. D. quotas. E. bases.

B. sample.

From 2008 to 2012, Blackberry lost most of its market share to A. Motorola. B. Apple and Android. C. A, T and T. D. Microsoft and Google. E. Sony.

B. Apple and Android.

________ follows changes in sales during and after promotional programs to see how the marketing efforts affected company sales. A. Sales forecasting B. Sales tracking C. Demand analysis D. Promotion evaluation E. Advertising effectiveness

B. Sales tracking

One concern about using social media, like Twitter, to compile marketing research data is A. lack of accuracy. B. consumer privacy. C. high cost. D. lack of availability. E. bias.

B. consumer privacy.

Nadine is sitting outside the grocery store and recording what people do with their shopping carts after emptying them. She is gathering information on customer behaviors in order to determine how to make it easier for them to shop at this particular store. Nadine is in which step of the marketing research process? A. exploratory B. data collection C. survey D. sampling E. data analysis

B. data collection

What technique allows marketing managers to find patterns or trends in data that would otherwise have been inaccessible? A. information capture B. data mining C. random sampling D. analytics E. data sorting

B. data mining

Firms must acquire fresh information through marketing research because they can no longer rely solely on A. word-of-mouth. B. historical data. C. consumer buying patterns. D. market-driven sales techniques. E. price increases.

B. historical data.

All of the following are trends in marketing research EXCEPT A. increased reliance on secondary data. B. increased reliance on primary data. C. increased use of technology to analyze information. D. the use of international marketing research. E. the use of technology to gather and organize information.

B. increased reliance on primary data.

Written reports of research findings should include ________, such as an inadequate sample size. A. mistakes B. limitations C. disclaimers D. outliers E. caveats

B. limitations

What research technique measures brain activity when a subject is subjected to a particular stimulant to understand how consumers feel about products, packaging, and advertisements? A. fMRI B. neuromarketing C. marketing scan D. cortical research E. frontal lobe imaging

B. neuromarketing

Quota sampling is a type of ________ sampling. A. probability B. nonprobability C. random D. snowball E. preferred

B. nonprobability

What allows researchers to see how people behave and record behaviors that are relevant to the research objective? A. a focus group B. observation C. an interview D. a survey E. secondary research

B. observation

Online focus groups are like A. texting. B. online chat rooms. C. emailing. D. downloading. E. uploading.

B. online chat rooms.

When doing international research, secondary data A. is readily available on the Internet. B. should be managed by local marketing research companies. C. should be avoided. D. takes precedence over primary data. E. is best conducted in the home country of the company to insure accuracy.

B. should be managed by local marketing research companies.

Nick is summarizing his research findings and writing a report to share with his team. What step in the marketing research process is Nick in? A. evaluation B. taking action C. analyzing outcomes D. peer review E. implementation

B. taking action

The fifth and final step of the marketing research process is A. evaluation. B. taking action. C. analyzing outcomes. D. peer review. E. implementation.

B. taking action.

Which technique for developing a sales forecast seeks to establish the level, trend, and seasonality of a product's sales? A. regression B. time series C. judgmental D. predictive E. pattern

B. time series

A good way for most U.S. companies to learn about consumer behavior in other regions of the world is to A. take advantage of the wealth of secondary data that is available. B. use local marketing research companies in other countries. C. generalize from U.S. marketing research. D. visit the country and get to know its people. E. conduct global marketing research in the U.S.

B. use local marketing research companies in other countries.

Computer software that helps companies continuously capture marketing information and store it in a way that makes it accessible to researchers and decision makers is called A. a data support system. B. a marketing database. C. a marketing information system. D. an information capture system. E. a data warehouse.

C. a marketing information system.

Mathematical modeling is a type of ________ research, in which equations are used to model the relationships between variables. A. qualitative B. experimental C. causal D. descriptive E. exploratory

C. causal

Gathering data about what competitors are doing in the marketplace is A. data mining. B. trending. C. competitive intelligence. D. usage studies. E. user research.

C. competitive intelligence.

The American Marketing Association has established these to ensure that marketing firms do not return findings favorable to the client or arrive at a conclusion predetermined by the client. A. guidelines B. penalties C. ethical standards D. rules and regulations E. minimum expectations

C. ethical standards

20. Which type of research seeks to discover new insights that will help the firm better understand the problem or consumer thoughts, needs, and behavior? A. descriptive B. analytic C. exploratory D. causal E. predictive

C. exploratory

Review the following and choose the one that is NOT a characteristic of an interview. A. open-ended questions B. one participant at a time C. eye-tracking technology D. one person asking questions E. time-consuming

C. eye-tracking technology

Get Up and Move is a small company specializing in exercise apparel. It would like to do a national survey to help it predict trends in the industry, but it doesn't have a lot of money to spend. What would be the best way to accomplish this goal? A. use its own internal research department B. hire a customized marketing research firm C. hire a standardized research firm D. ask its national sales force to implement the surveys E. have the marketing manager travel to different parts of the company and survey people in malls

C. hire a standardized research firm

During the quarterly marketing meeting, Hakim polled everyone to ask how they predicted their products would sell during the summer. What sales forecasting technique was Hakim using? A. regression B. time series C. judgmental D. predictive E. experiential

C. judgmental

Which of the forecasting methods discussed in the text is qualitative in nature? A. regression B. time series C. judgmental D. predictive E. pattern

C. judgmental

Dawn dishwashing detergent is an established product that is sold year-round. Its sales are most likely A. trending downward. B. seasonal. C. level. D. unpredictable. E. trending upward.

C. level.

Secondary data comes from two sources: A. exploratory or descriptive. B. quantitative or qualitative. C. biased or unbiased. D. internal or external. E. survey or observation.

D. internal or external.

Unilever PLC overcame the problem of low-income consumers in Indonesia by A. deciding not to sell its products there. B. moving its factory to Indonesia and employing cheap labor. C. packaging its product in smaller sizes. D. producing lower quality, cheaper products for that market. E. increasing advertising and marketing budgets in that country to get a larger market share.

C. packaging its product in smaller sizes.

When a company needs to determine how much product to hold in inventory at various points in the distribution network, which of the fours Ps of marketing is being considered? A. product B. price C. place D. percentage E. promotion

C. place

In global marketing research, what kind of information is best acquired from secondary data? A. information about products being sold by a competitor B. promotional activities of competitors C. restrictions on the importing of products such as quotas or tariffs D. prices being charged for a product by a competitor E. sales of a company's own products in a foreign country

C. restrictions on the importing of products such as quotas or tariffs

Hiring people to tap phone lines or place surveillance cameras on the premises of rival companies are examples of ___________ competitive intelligence practices. A. acceptable B. borderline C. unethical D. standard E. practical

C. unethical

Carla decided to pretest her survey questions to make sure they would be interpreted the way she wanted by the participants. Carla was concerned with A. accuracy. B. reliability. C. validity. D. consistency. E. targeting.

C. validity.

What federal agency is evaluating mobile tracking technology as part of its ongoing mission to protect consumer privacy? A. Federal Consumer Commission B. Bureau of Consumer Financial Protection C. Federal Consumer Protection Agency D. Federal Trade Commission E. Consumer Protection Bureau

D. Federal Trade Commission

Which statement about social media sites is TRUE? A. Social media sites give marketers access to what is typically inexpensive information. B. The potential for capturing data from social media sites is minimal, but growing. C. Social media data is widely considered to be unreliable. D. Social media users on Facebook often share personal information that researchers use. E. Most social media sites have a policy against using their information for marketing purposes.

D. Social media users on Facebook often share personal information that researchers use.

An MIS consists of a data warehouse that stores information and A. a statistical model. B. a specific objective that is to be met. C. an operator with a statistics background. D. a decision support system. E. mathematical modeling.

D. a decision support system.

GM wanted to know what features were used the most in their new cars, so they invited 10 people who owned GM cars to sit in a room with a moderator and answer questions. This is an example of A. secondary research. B. an interview. C. an experiment. D. a focus group. E. snowballing.

D. a focus group.

To find out what scent consumers prefer for a new floor cleaner, the researcher conducts a focus group and exposes the participants to several scents, asking them which one they would buy. Select the type of research being conducted. A. descriptive B. analytic C. exploratory D. causal E. predictive

D. causal

All of the following are reasons qualitative data analysis can be challenging and misleading EXCEPT A. interviews can be directed in a way that takes participants away from what they were thinking and toward what the researcher wants to hear. B. sample sizes can be small and therefore may not represent the general population of the target market. C. researchers may allow their own bias to influence their interpretation. D. closed-ended questions can include subtleties that a marketer might miss. E. marketers could misunderstand the feedback of respondents.

D. closed-ended questions can include subtleties that a marketer might miss.

What is used to estimate how much customer demand there is for a particular product and understand the factors that drive it? A. sales forecasting B. advertising effectiveness studies C. sales tracking D. demand analysis E. expenditure control

D. demand analysis

Select the scenario that is using snowball sampling. A. A firm decides to poll people in the mall who are between the ages of 25-45 to ask about their cell phone usage. B. All of the students taking American Government were asked how they were going to vote. C. Maria stopped every other person coming out of the store and asked them to complete a questionnaire. D. Jason ran an ad in the local newspaper asking for people to participate in marketing research. E. After Sasha completed the survey, she recommended her friend to the surveyor because they both liked the same cereal.

E. After Sasha completed the survey, she recommended her friend to the surveyor because they both liked the same cereal.

What is a DSS? A. a dated statistical source B. a desired sampling segmentation C. a delegated sampling system D. a damaged sample situation E. a decision support system

E. a decision support system

In the discussion of BlackBerry smartphones, the text states that in rapidly changing markets like those driven by technology, yesterday's winner can be today's also-ran if the firm lacks access to A. skilled employees. B. information on the competition. C. good distribution channels. D. recent graduates from top MBA programs. E. accurate data.

E. accurate data.

Which studies measure how well an advertising campaign meets marketing objectives like increasing market share, generating consumer awareness of a product, or creating a favorable impression of the products? A. sales forecasting B. sales tracking C. demand analysis D. promotion evaluation E. advertising effectiveness

E. advertising effectiveness

Jason just completed an advertising campaign for a new dog shampoo, and he wants to know if it generated consumer awareness. What method should he use to evaluate it? A. sales forecasting B. sales tracking C. demand analysis D. promotion evaluation E. advertising effectiveness study

E. advertising effectiveness study

Breen wanted to know if her main rival in the personalized dog clothing business was increasing her prices. She talked to her rival's distributors, her suppliers and some of her customers to get this information. Breen was engaging in A. data mining. B. trending. C. user research. D. usage studies. E. competitive intelligence.

E. competitive intelligence.

Which of the following statements about Chinese consumers is generally TRUE? A. do not buy luxury products B. willing to pay more for products that are consumed in private than in public C. prefer to pay by credit card D. not price sensitive E. conscientious about saving money

E. conscientious about saving money

All of the following are sources of external secondary data EXCEPT A. the Census Bureau. B. LexisNexis. C. the Internet. D. the Economics and Statistics Administration. E. customer surveys.

E. customer surveys.

When a marketing researcher converts the information obtained from qualitative research, such as focus groups and surveys, into a form that can be used to solve a marketing problem, what step in the marketing research process is taking place? A. data collection B. problem solving C. taking action D. reporting E. data analysis

E. data analysis

Which of the following would be considered secondary data for research on how to improve the sales of an existing product? A. interviews with prospective users about the product B. recent survey results about how consumers use the product C. product sales figures D. feedback from sales reps on the product E. data from the Census Bureau website

E. data from the Census Bureau website

Zelda was asked to estimate national sales for her new vitamin water, but it was a fairly new product and she had no historical sales data. She asked her regional sales managers to give her their estimates, and then she talked to distributors to see how it was selling. What sales forecasting technique was Zelda using? A. regression B. time series C. experiential D. predictive E. judgmental

E. judgmental

All of the following are reasons discussed in the text to hire an outside marketing research company EXCEPT A. your company does not have an internal marketing research department. B. outside companies are unbiased in their research and recommendations. C. marketing research is the core competency of these providers. D. outside companies can cost less than an internal research department. E. outside marketing research companies provide standardized research exclusively.

E. outside marketing research companies provide standardized research exclusively.

All of the following are listed in the text as advantages to collecting primary data via the Internet EXCEPT A. respondents can only select responses on surveys that are available to them on screen. B. respondents must answer questions in the order presented and cannot move on without answering them. C. online surveys often lead to more complete sets of answers. D. respondents seem more willing to take online surveys than paper ones. E. respondents can alter surveys online, unlike those on paper.

E. respondents can alter surveys online, unlike those on paper.

According to the text, the marketing research report should allow the marketing manager to A. determine what additional research is needed. B. demonstrate professionalism and competency. C. finalize the research and move on to the next product. D. move on to the next step in the marketing research process. E. solve the marketing problem.

E. solve the marketing problem.

Which of the following is a form of quantitative research that can be used to measure consumer attitudes, intended behavior, and the motivations behind behavior? A. observational studies B. focus groups C. experiments D. mathematical models E. surveys

E. surveys