MARKET RESEARCH 138
All of the following are examples of an observation study EXCEPT ___.
a consumer responding to a questionnaire about advertising
All of the following are examples of an observation study EXCEPT _____.
a consumer responding to a questionnaire about advertising
Which of the following is an important aspect of the marketing concept?
all of the above
According to the concept of cross-functional activities, which of the following can affect the organization's marketing efforts?
all of these choices
When a marketing manager is trying to decide whether a new product launch decision should be postponed until some additional marketing research can be conducted, which of the following questions should this manager ask himself or herself?
all of these choices
Which of the following data can be purchased from commercial sources?
all of these choices
Which of the following should a marketing researcher do in order to infer causality?
all of these choices
Many companies use powerful computer analytical routines to dig automatically through huge volumes of data searching for useful patterns of relationships. This activity is called ______.
data mining
In research conducted for a specific client, research objectives are often referred to as _____.
deliverables
A(n) _______ is like an internet search but focuses on data within the organization's internal network
enterprise search
Tracking monthly sales trends over the past year is an example of which objective for secondary data analysis?
Fact Finding
When the typical consumer in zip code 63119 is a senior citizen with several children over the age of 25, has a college degree, and is tired, this is an example of what type of information?
Geo-demographic
Which of the following is the first step in developing a marketing strategy?
Identifying and evaluating marketing opportunities
________ is the application of the scientific method in searching for the truth about marketing phenomena.
Marketing Research
_____ is the application of the scientific method for the truth about marketing phenomena.
marketing research
Principles reflecting one's benefit about what is ethical and unethical are called_______.
moral standards
A possible advantage of an outside research supplier over an in-house research department is that it may be possible for the outside supplier to conduct the project __________________.
more objectively
All of the following are advantages of in-house research EXCEPT___________.
more objectively
Asking consumers what they think about possible brand names for a new product is an example of which type of research?
product research
Asking target market members to compare the performance of a prototype of a possible new product to the performance of a competitor's product is an example of which type of research?
product testing
When Procter & Gamble attempts to determine the effectiveness of mailing free samples of a new type of shampoo to residents in a specific zip codes on unit sales performance, it is engaged in which type of research?
promotion research
Who is responsible for client, contact, project design, preparation of proposals, selection of research suppliers, and supervision of data collection, analysis, and reporting activities?
research analyst
The _____ is a master plan that specifies the methods and procedures for collecting and analysing the needed information.
research design
Commercial providers of marketing research services are called _______.
research suppliers
The process of predicting sales totals over a specific time period is called________.
sales forecasting
A research organization that specializes in studies about advertising effectiveness is an example of a(n)_________________.
standard research service
A research organization that specializes in studies about advertising effectiveness is an example of a(n) _______.
standardized research service
Research firms that develop a unique methodology for investigating a business specialty area is referred to as a _________.
standardized research service
The most common way to generate primary data in marketing research is by means of ____.
surveys
A(n) ______ Is a marketing research supplier that provides standardized information for many clients in return for a fee.
syndicated service
When J.D. Power and Associates sell the results of its research studies on new-car satisfaction to automobile producers, J.D. is acting as a ____________.
syndicated service
Which aspect of causality deals with the time order of events?
temporal sequence
Pamela is testing the hypothesis that states consumers will think a laundry detergent packaged in a pastel-colored container will perceive the detergent to be more mild than one packaged in a neon-orange container. Pamela is conducting _______.
Marketing research
All of the following are common reason why secondary data do not adequately satisfy research needs EXCEPT _________________.
Too expensive
________________ teams are composed of individuals from various functional areas such as engineering, production, finance, and marketing who share a common purpose.
cross-functional
All of the following are stages in the research process EXCEPT ____.
demonstrating casuality
Which of the following has been considered the mainstay of commercial survey research for years?
landline phone interviews
All of the following are producers of external secondary data EXCEPT ________.
libraries
_______ means that the researcher alters the level of the experimental variable in specific increments.
manipulation
All of the following are advantages of in-house research EXCEPT ______.
more objectivity
The cover letter for a mail survey should include all of the following EXCEPT ____.
names of other potential respondents
Which type of association is said to occur when any covariation between a cause and effect is indeed due to the cause and not simply due to some other variable?
nonspurious action
The small business development center is conducting a mail survey with a 25 of its client small business to examine the use of mobile marketing application. This is a precursor to a larger study in which the questionnaire will be sent to more than 1,000 similar small businesses. This initial small-scale project is known as a ____.
pilot study
Which aspect of the marketing mix is represented by the value that a consumer places on a good when this consumer purchases a good?
price
Research that attempts to determine which critical attributes of the product consumers use to perceive the value of the product is an example of which type of research?
pricing research
Secondary data owned and controlled by the organization is referred to as ______.
proprietary data
Best Buy is expanding internationally, but the managers are concerned that they need to better understand a foreign market before entering it. The company has conducted research in-house in the United States, but it really doesn't have the capacity to conduct this type of research in their countries. Which of the following is the best reason for hiring an outside agency for this purpose?
environmental scanning
Caleb's job at a marketing research firmis to provide technical assistance with questionnaire design. Which of the following best describes Caleb's job title?
research assistant
The ______ is a master plan that specifies the methods and procedures for collecting and analyzing the needed information.
research design
Which of the following occurs when respondents tend to answer questions with a certain slant?
response bias
Which of the following is a way to contact respondents via e-mail?
all these choices
A job posting for a research firm advertised it was looking for someone who can use SPSS software to forecast sales. What is this position typically called in a research firm?
forecast analyst
Many research companies and practically all universities require researchers to submit research proposals to a committee that carefully reviews them to make sure no harm can come to any research participant. What is this committee called?
human subject review committee
Which term reflects the degree to which one bases one's morality on moral standards?
idealism
Secondary data that originate inside the organization are called ___________.
internal data
When an interviewer unintentionally and mistakenly checks the wrong response on a checklist during an interview, this is an example of ______.
interviewer error
Many retailers mine the database provided by checkout scanners to identify coinciding purchases or relationships between products purchased and other retail shopping information. This type of analysis is referred to as ______.
market-based analysis
Pamela is testing the hypothesis that states consumers will think a laundry detergent packaged in a pastel-colored container will perceive the detergent to be more mild than one packaged in a neon-orange.
marketing research
Which of the following eliminates the counting of names in a list and subjectively determining whether a telephone directory listing is a business, institution, or legitimate household?
random digit dialing
When Subway Sandwiches uses secondary data to determine the best location for its franchise outlets, this is an example of _______.
site analysis
Which of the following means that something has been examined against reality using data?
empirical testing
Campbell's Soup is considering launching a new gumbo product and is testing different recipes with consumers before full commercialization. What type of research is Campbell's using to determine which soup consumers will like the best?
Applied Marketing Research
________ is conducted to address a specific marketing decision for a specific firm or organization.
Applied Marketing Research
Best Buy is expanding internationally, but the managers are concerned that they need to better understand foreign market before entering it. The company has conducted research in-house in the United States, but it really doesn't have the capacity to conduct this type of research in other countries. Which of the following is the best reason for hiring an outside agency for this purpose?
an outside agency may have local expertise allowing it to specialize in research in a foreign market.
Which of the following are the two types of marketing research based on the specificity of its purpose?
basic and applied
A marketing professor is examining the relationship between age and shoplifting behavior. The research is not being conducted for any specific retailer, but rather is intended to better understand and predict this behavior. This professor is conducting which type of market reseacrh?
basic marketing research
Which type of research tries to verify a theory or to learn more about a marketing concept and it's not intended to solve a particular marketing problem?
basic research
A conclusion that when one thing happens, another specific thing will follow is known as a ______.
casual interference
Which type of research allows decision makers to make causal inferences?
casual research
Which type of research is being conducted when a researcher conducts to answer the question, "Will consumers purchase more of our brand if we change the package design?"
casual research
All of the following are examples of internal secondary data EXCEPT____________.
census data
Ron has noticed that when the economy is strong, sales at his retail clothing store rise. This is an example of ______.
concomitant variation
The food and Drug administration is targeting salt in processed foods as a health hazard, and some aspects believe the agency will require food manufacturers to limit the amount of salt in processed foods. However, the reduction will occur in phases, with salt content being reduced in steps so that consumers will be weaned off of salt gradually. Carefully controlled research studies are underway in which the salt levels are varied and consumer's reactions to the taste are measured. This research is an example of a(n) _______.
experiment
Which of the following is a carefully controlled study in which the researcher manipulates a proposed cause and observes any corresponding changes in the proposed effect?
experiment
The proposed cause which is the resarcher controls by manipulating its value in an experiment is referred to as a(n) ______.
experimental variable
Companies, Such as Kraft and Procter & Gamble, invite consumer to discuss ways to make their products better or to share ideas for new products that may be potential business opportunities. What type of marketing research is this?
exploratory
Tracking Monthly sales trends over the past year is an example of which objective for secondary data analysis
fact-finding
Obtaining secondary data is typically ______ and ______ expensive than obtaining primary data.
faster; less
Purchasing data from a company such as NPD Group, Inc. on consumption of soft drinks in the U.S. is an example of which objective for secondary data analysis?
fat-finding
Carol was invited to a participate in a research study along with ten other consumers to discuss her experiences using cleaning products. The group was asked to discuss their experiences and were encouraged to feed on each other's comments. What is this type of study called?
focus group interview
Carol was invited to participate in a research study along with ten other consumers to discuss her experience using cleaning products. The group was asked to discuss their experiences and were encouraged to feed other comments. What is this type of study called?
focus group interview
When Pottery Barn conducted research to determine which products it should offer to customers over the INternet, this was an example of which type of research?
Distribution Research
The practice of using databases to promote one-to-one relationships with customers and create precisely targeted promotions is called __________________.
database marketing
The practice of using database to promote one-to-one relationships with customers and create precisely targeted promotions is called _______.
database mining
The session in which research subjects are fully informed and provide a chance to ask any question that they may have about the experiment is called a ___________.
debriefing season
The session in which research subjects are fully informed and provided a chance to ask any question that they may have about the experiment is called a ______.
debriefing session
What type of research is being conducted to answer the question: "Can we describe the age, gender, and income of our typical purchaser?"
descriptive research
Which type of marketing research addresses who, what, when, where, and how questions?
descriptive research
When McDonald's studies traffic patterns and population density patterns in order to select sites for future restaurants, this is an example of which type of research?
distribution research
When Wal-Mart is attempting to decide whether to locate its regional warehouses in order to minimize travel time from its warehouse to its stores, this is an example of which type of research?
distribution research
When an organization is attempting to decide whether to use a company such as UPS or FedEx to deliver its products or to establish its own means to deliver its products or to establish its own means to deliver the product to its consumers, this is an example of which type of research?
distribution research
When an organization is attempting to decide whether to use a company such as UPS or FedEx to deliver its products or to establish its own means to deliver its products or to establish its own means to deliver the product to its consumers, this is an example of which type of research?
distributive research
When mcdonald's studies patterns and population density patterns in order to select sites for future restaurants, this is an example of which type of research?
distributive research
Which of the following survey research methods is the most expensive?
door-to-door personal interview
When a marketing manager reads publications like The Wall Street Journal and BloombergBusinessweek to try to determine Changes in consumer behavior, thi is a form of _______.
environmental scanning
When a marketing manager reads publications like The Wall Street Journal and BloombergBusinesweek to try to determine changes in consumer behavior, this is a form of _________________.
environmental scanning
Secondary data owned and controlled by the organization is referred to as ________________.
proprietary data
Which type of bias occurs when a respondent wishes to create a favorable impression or save face in the presence of an interviewer?
social desirability bias
When the data from an empirical study are consistent with a research hypothesis, we say that the hypothesis is_______.
supported
