Chapter 5: Smartbook
Which neuromarketing technique looks for active areas in the brain by measuring the amount of oxygenated blood flowing through the body?
Functional Magnetic Resonance Imaging (fMRI)
Which of the following is the most advanced brain-scanning technique available today?
Functional Magnetic Resonance Imaging (fMRI)
Which of the following is the most advanced brain-scanning technique available today?
Functional magnetic resonance imaging
True or false: The product aspect of the four Ps is generally determined by the desires of the marketing department and is not based on customer needs and wants.
false
An experiment that takes place in a natural setting, like a store or mall, is called a(n) _______ expirement
field
A study that examines the impact of an intervention in the real world is called a(n) ________ _________.
field experiment
The marketing research process contains _______ steps.
five
Select which of the following accurately describe a focus group
Focus groups are expensive to perform. Focus groups are conducted by a moderator. Focus groups can be done in-person or online.
True or false: The marketing research process is always done in a linear fashion, following each step in order.
false
A(n) _________ is a representative subset of the larger population.
sample
Which of the following are sources of external secondary data
A report found in a business or academic journal Statistics from the U.S. Census Bureau Commercial online databases
To directly compare two versions of a product to see which one customers prefer, a researcher would most likely use ______.
A/B testing
Which of the following are included in Dr. Paul Ekman's list of basic emotions?
Anger Fear Sadness Joy
Which technique allows researchers to directly measure how much attention consumers pay to various marketing situations such as promotions, packaging, television advertising and print advertising?
Eye-tracking
Which of the following describes both the growth in information that inundates businesses each day and the complex tools used to analyze the data and derive meaningful insights?
Big data
________ is used to understand the impact of independent variables on a particular dependent variable.
Causal research
Which of the following purchasing considerations is unique to the Chinese culture?
Chinese consumers are extremely price sensitive.
What three things are needed in order to have successful data visualization?
Clarity Visual appeal Meaning
________ involves systematically gathering data about what strategies direct and indirect rivals are pursuing in terms of new product development and the marketing mix.
Competitive intelligence
Carli is taking the information she learned from the focus group and placing it into a spreadsheet, so she can identify the trends in buying habits of the participants. Which stage of the marketing research process is Carli in?
Data analysis
Carly's House of Cards is conducting an in-store survey that asks customers what type of greeting cards they typically buy, when they usually buy them, and how much they are willing to pay for greeting cards. Which type of research is this company most likely conducting?
Descriptive
Which of the following does Amie Larum recommend for a college student to do to help conquer the job market? (Check all that apply.)
Engage in volunteer work Participate in an internship Network with others
How is language an obstacle to global marketing research?
Having to translate materials and research responses can be costly and prone to errors.
Marketers use marketing research to do which of the following?
Identify and define marketing opportunities Evaluate marketing actions Monitor marketing performance
Which of the following best describes the benefits of observation as a data collection technique?
It allows researchers to see how people behave.
Which statement is true of observation?
It is not useful in determining the reason behind people's behaviors.
Which statement best describes descriptive research?
It seeks to understand consumer behavior by answering the questions who, what, when, where, and how.
Hailey's company has re-introduced its candy bar products with new packaging. The company is curious if the packaging will draw the customer to the product, so it has set up video cameras in a mock-convenience store to watch the study participants during the purchasing process. Which form of primary data collection is the company using?
Observation
Which of the following is the name given to qualitative research done by observing the behavior of online communities that have been organized around a particular consumer interest?
Netnography
uses insights and tools from neuroscience to better understand consumer responses to different kinds of marketing stimuli.
Neuromarketing
Which of the following is an unethical method of competitive intelligence?
Placing a surveillance camera on the competitor's premises
Which of the following are steps in the marketing research process?
Plan development Data analysis Problem definition Data collection Taking action
Anna is in the final stage of the marketing research process. Which of the following activities should she be doing?
Preparing a formal, written report
Why do firms find primary data more valuable than secondary data?
Primary data are collected to answer a specific research question.
Simple random sampling is a form of _______ sampling.
Probability
Which aspect of the four Ps is associated with the development of goods and services based on customer needs and wants?
Product
Which of the following are included in the four Ps associated with every company? (Check all that apply.)
Promotion Price Product Place
Marlena is putting together a focus group to obtain feedback on the new juice product her company plans to launch next year. A focus group is a type of ______________ research
Quantitative
Which of the following statements is accurate when discussing the challenges associated with gathering qualitative data?
Sample sizes can be small and may not represent the general population of the target market.
Bethany was shopping at the mall and was stopped by a researcher who asked her if she could take five minutes of her time to answer a few questions about the type of tennis shoes she buys. Which type of quantitative research has Bethany been asked to do?
Survey
Which of the following are problems associated with quantitative data? (Check all that apply.)
The data might not measure what the researcher intended it to. Respondents are not given an opportunity to elaborate on their answers.
Which of the following are characteristics of nonprobability sampling? (Check all that apply.)
The target population is narrowed by a criteria before selecting participants. Participants might be selected based on the referral of other participants.
Which of the following is a key component of behavioral targeting?
Tracking and compiling consumer behaviors anonymously
Heat maps and bee swarms are associated with which neuromarketing technique?
eye tracking
If Kelly wants to access and use the information stored in a data warehouse, she would rely on _______.
a decision support system
To understand how consumers used the features available in the General Electric refrigerator, the company invited eight people who already owned the product to gather together for two hours, along with a moderator, to discuss the topic. This is an example of _____.
a focus group
Which of the following tools gives managers information on how to create customer value and strengthen customer relationships?
a marketing ifnormation system
When researchers systematically manipulate one or more variables to determine which variable most affects a given outcome, they are conducting _______.
an experiment
When used with a heat map, which of the following shows changes in aggregate attention for a group of subjects over time?
bee swarms
"Cookies" that are placed on consumers' browsers in order to trace which websites they visited are a form of _____.
behavioral targeting
The growth in information that inundates businesses each day and the complex tools used to analyze the data and derive meaningful insights is known as
big data.
A secondary data source would be data collected
by an organization every day for its routine operations.
Marketers are trying to determine if consumers will react negatively to a reformulated mixture of its soft drink. So, a researcher conducts an experiment with a group of people. The researcher has participants taste the old product along with the new reformulated product. They are then asked which of the two they would buy. Which type of research is being conducted?
casual
Which of the following is used to test hypotheses in order to understand the cause-and-effect relationship among variables?
casual research
Many companies now have______ who serve as watchdogs, guarding against unethical practices in their company's collection of consumer data.
chief privacy officers
To combat the ethical implications of gathering data on customers, many companies employ
chief privacy officers.
Diane decided to sit in on the presentation given by her company's biggest rival at the trade show so she could see first-hand how they were demonstrating their product line. Diane is engaging in _____.
competitve inteliigence
Which neuromarketing technique looks for active areas in the brain by measuring the amount of oxygenated blood flowing through the body?
fMRI
Phillip works for a sports-supply company and is in the process of gathering data on the strategies its competitor is using to gain market share. He has spoken with three of his main suppliers to learn more. This demonstrates the idea of _______.
competitve intelligence
Which of the following accurately describes a decision support system (DSS)?
computer program
Which of the following presents the biggest concern when collecting information from social media?
consumer privacy
The fourth step in the marketing research process is _____.
data analysis
_____ is the third step in the marketing research process.
data collection
Presenting data and research results through the use of pictures and graphs is the idea behind _______.
data visualization
Dating back to Charles Darwin's work on evolution, it has long been understood that facial expressions are universally linked to emotions. It is this theory that is behind the use of _______ as a research technique
facial coding
True or false: Bribing the employees of a competitor for product information is a common and ethical business practice. After all, "all's fair in love and war."
false
When trying to estimate how much consumer demand there is for a particular product and the factors that drive that demand, a company would use _______.
demand analysis
Valerie's company recently increased the price of its most popular brand of dog shampoo. The company wants to understand how this action will affect demand for the product, so Valerie's boss wants her to estimate how this price increase will affect consumer interest for the product. Valerie has been asked to complete a _______.
demmand analysis
When trying to estimate how much consumer demand there is for a particular product and the factors that drive that demand, a company would use _______.
demmand analysis
In a , _________ ____________ a researcher, working with one participant at a time, asks open-ended questions about how the individual perceives and uses various products or brands
depth interview
Companies who conduct research based on the questions who, what, when, where, and how are conducting _________ research.
descriptive
Nalia has a small business that sells knit hats and gloves. She is curious if potential customers would prefer to shop in a store or online to find her products. To learn this information, Nalia's best form of research would be _______ research.
descriptive
EEG measures patterns of ______ activity emanating from the outermost part of the brain, the cortex.
electrical
A demand analysis is most likely to be conducted by a company seeking to
establish the price of a new product.
In an effort to ensure that marketing firms are not compelled to just return findings favorable to a client or come up with a conclusion that was suggested by a client, the American Marketing Association has _______.
established ethical guidelines for companies to follow
When trained observers watch and interact with a subject in his or her natural environment, _________ research is taking place.
ethnographic
A company would rely on _____ research when it is trying to discover new insights on the thoughts, needs, and behavior of consumers.
exploratory
Trevor has decided to speak face-to-face with his customers so he can ask them about their buying behaviors in the fast-food industry. This demonstrates the idea of _____ research.
exploratory
By using infrared/near infrared light, which technology allows researchers to directly measure how consumers allocate their attention to various marketing and non-marketing stimuli in their environment?
eye tracking
The most frequently offered eye-tracking output is/are
heat maps
are colored regions overlaid on an image and are the most frequently offered eye-tracking output.
heat maps
The best way for the U.S. to learn about consumer behavior in China would be to _______.
hire the services of a marketing research company based in China
While statistical analysis of data discovered through mathematical modeling might give a researcher insight into why consumers buy a particular brand of diet soda, the results of the analysis are dependent upon _______.
how well the sample represents the population
The text states that _____ often prevents a firm from successfully marketing internationally.
ignorance of customer wants and needs
Field experiments allow researchers to ______
increase external validity observe outcomes in a real world environment
Matthew is assessing information about the number of purchases made by loyalty card customers in the past six months at his company. This information is a form of _______ data.
internal
In order to get more information about how its customers use the new self-service coffee bar, Janice is sitting down with individual customers one at a time and asking them to describe their likes and dislikes about the coffee bar. Janice is conducting a(n) _____.
interview
In his report, Mario stated that even though the research had been completed as requested, it did not adequately represent the population under study. Mario is reporting _____________ associated with the research.
limitations
A discipline combining science, statistics, and computer coding to make predictions based on patterns in data is called __________ ____________
machine learning
A(n) ______________ _____________ system helps a company continuously capture marketing information and stores that information so that it is accessible to researchers.
marketing information
A ________ is a system that assesses an organization's marketing information needs, develops the needed information, and helps decision makers use information to create and validate actionable customer insights.
marketing information system
The process of using information to link customers, consumers, and the public to the marketer is referred to as _____.
marketing research
EEG studies are conducted by _____.
measuring patterns of electrical activity emanating from the cortex region of the brain
Part of Dr. Ekman's FACS system is the detection of _______, small, split-second changes in facial muscle movements.
micro-expressions
Al is participating in a research study on his smartphone. This is an example of _______ marketing research.
mobile
Passive data collection is a technique used in
mobile marketing research.
Steven and Maria are trained researchers. They go to the mall, posing as customers in order to assess the level of customer service in a store as well as the store's physical appearance. Steven and Maria are called _____.
mystery shoppers
Trained researchers hired to pose as customers and report on the physical appearance or customer service attributes of a store are called
mystery shoppers
As Ashlyn Kohler explains, building professional relationships can help soon-to-be graduates envision a dream job and perhaps lead to that job through professional connections. Building these professional connections is a process known as _____.
networking
When research is limited by participants who are reluctant to answer or refuse to answer questions, it would be useful to utilize _______ techniques.
neuromarketing
Which method is an unethical way of obtaining competitive intelligence?
offering money to competitors' employees in exchange for information
A group of consumers are given various types of at-home exercise equipment and are asked to use the products for 6 months. During that time, the consumers are to record in a journal their level of satisfaction with each product, noting what they liked and/or disliked about each. This is an example of _______.
panel data
A quantitative research method called _______ data collection is a method in which participants allow applications on their mobile devices to gather information about them or their environment.
passive
If a company is concerned with how much inventory to stock within its' distribution network, it is focusing on the _______ aspect of the four Ps.
place
You would decide what type of research you will use during the _______ stage of the marketing research process.
plan development
According to the text, legal, sociocultural, technological, and _______ factors influence whether a company can successfully market products in a foreign country.
political
A company that uses statistical techniques and algorithms based on patterns of past behavior to predict future events is using _________ _________.
predictive modeling
A company uses statistical techniques and algorithms based on consumers' past buying behavior to predict what those consumers may buy in the future. This is an example of _____.
predictive modeling
Demand analysis is a tool used when determining which component of the four Ps?
price
Marketing research affects each aspect of the four Ps: product, place, promotion, and _______.
price
When beginning the process of data collection, a firm must decide whether to use _______ or _______ data.
primary, secondary
The first step a marketing team takes in the marketing research process is _______.
problem definition
Parul is in the process of developing a market research plan and is creating specific, measurable research objectives that her company can use to understand its market. Parul is working on the _______ step of the marketing research process.
problem development
Advertising effectiveness studies and sales tracking are aspects of the _____________component of the four Ps.
promotion
Marlena is putting together a focus group to obtain feedback on the new juice product her company plans to launch next year. A focus group is a type of __________ research.
qualitative
Participants are more likely to open up to a researcher doing an interview when they are given questions on which they can expound. This demonstrates a benefit of _______ research.
qualitative
Primary data collection methods can either be _______ or _______
qualitative or quantitative
Corinne's company is conducting a survey and has selected participants who meet the following criteria: age 25 years or older, live in the southwestern part of the United States, speak Spanish. This demonstrates the idea of _____ sampling.
quota
Baby Blender, a blender used to liquify food for babies, wants to gauge the response of customers to the newest version of its product. In order to do so, the marketing team at Baby Blender restricts the respondents to mothers with children under the age of one. This scenario exemplifies
quota sampling.
Another name for the plan development stage of marketing research is _______.
research design
_______ is a form of research that estimates how much of a product will sell over a given period of time.
sales forecasting
MAD, a mobile application developer, develops B4UBuy, an app that searches for retail coupons. Based on the demand estimated for the app during a free trial, the amount of usage, and the demographics of the users, MAD estimates that the app will sell 4,000 units over a period of three months. This scenario exemplifies
sales forecasting.
Which of the following are internal sources of company data?
sales records accounting and finance information customer support records
After a company releases a promotional program, it should follow changes in sales during and after the promotion to see how sales were affected. This is known as _______.
sales tracking
A population refers to all of the market that possesses common characteristics, while a(n) ___________ refers to a subgroup of the members of a population chosen for participation in the study.
sample
A(n) ______ is a representative subset of the larger population.
sample
Kyra wants to know how many eighth grade girls purchase make-up. She decides to conduct a random survey by asking twenty girls in her school's eighth grade class if they purchase make-up. What process is Kyra using to find her information?
sampling
Data obtained from UPC codes at a check-out counter is what type of data?
scanner data
Machine learning utilizes:
science, statistics, computer coding
Charles obtained his data on the number of births from the Census Bureau. This is an example of ________ data.
secondary
The first step in the marketing research process involves
setting specific objectives for the research.
Marilyn wanted to know how many girls at her high school had their own car. Since more than 3,000 girls attended her school, she decided to have a table in the lunchroom where each girl could draw a piece of paper out of a hat. Those girls that selected a piece of paper with the word "car" on it, were asked if they owned a car. Marilyn used _______ sampling to obtain her information.
simple random
A/B testing is also known as ______ testing
split
Bethany was shopping at the mall and was stopped by a researcher who asked her if she could take five minutes of her time to answer a few questions about the type of tennis shoes she buys. Which type of quantitative research has Bethany been asked to do?
survey
Which quantitative research method provides information on consumer attitudes, intended behavior, and the motivations behind behavior?
survey
One of the advantages of quantitative research is that
the results may be generalizable to a larger population.
Which is a recent trend in marketing research?
the use of user-generated content in online research
True or false: It is in the best interest of companies to conduct research in an ethical manner because it helps gain the trust of the consumer.
true
The largest change in online research over the last decade has come from _______.
user-generated content associated with social media
As a research technique, blog mining involves _______.
using automated tools to extract information from the web
A measurement instrument exhibits ________ if it measures what it is supposed to measure, and not something else.
validity
After preparing his survey questions, Ben asked his co-worker to review them to make sure the survey would actually measure what Ben intended. Ben is testing the ___________ of his survey.
validity
In the context of big data, both structured and unstructured information are growing exponentially with regard to _____.
volume, velocity, and variety of information