Market research and analysis exam 1

Which of the following is an important aspect of the marketing concept?

- An emphasis on long-term profitability instead of dollar sales volume - A consumer orientation - A cross-functional perspective for the coordination of the organization's activities

1. Which of the following determines the appropriate analytical technique for data analysis?

- Characteristics of the research design - Nature of the data gathered - Management's info requirements

1. The type of exchange that occurs when one company's computer system is integrated with another company's system is called?

- Electronic Data Interchange (EDI)

The proposed cause which the researcher controls by manipulating its value in an experiment is referred to as a(n) _____.

- Experimental variable

1. Which of the following is a disadvantage of focus groups?

- High cost - Requires objective, sensitive, and effective moderators - May not be useful for discussing sensitive topics

Secondary data that originate inside the organization are called _____.

- Internal data

1. A researcher who is interested in new car sales but who discovers that the secondary data from the U.S. government are in the form of statistics that include both car and light truck sales combined in the data has discovered that the data fail to meet which criterion?

Are the data in the correct unit of measurement?

1. Which type of research is being conducted when a researcher conducts an experiment to answer the question, "Will consumers purchase more of our brand if we change the package design?

Causal research

All of the following are examples of internal secondary data EXCEPT _____.

Census data

When consumers in a focus group session are presented with a written description of a possible new product and are asked what they would be willing to pay for such a product, this is an example of which of the following

Concept test

Parties that furnish information on the World Wide Web are called _____

Content providers

1. The process of changing the original form of data to a format more suitable for achieving a stated research objective is called _____.

Data may be too expensive

1. The process of changing the original form of data to a format more suitable for achieving a stated research objective is called _____.

Data transformation

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 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

1. When a researcher collects data to test the hypothesis that consumers will be more satisfied if a business offers compensation after the consumer complains, we say that _____ testing is being conducted

Empirical

A(n) _____ is like an Internet search but focuses on data within the organization's internal network

Enterprise search

1. All of the following are examples of exploratory research techniques EXCEPT _____.

Experimentation

1. CompuStat, which publishes financial data, such as income statements and balance sheets, is an example of which type of database?

Financial database

1. A type of informal, "continuous" focus group established as an Internet blog for the purpose of collecting qualitative data from participants is referred to as a _____.

Focus blog

1. Harold is conducting marketing research to determine what consumer segment his company should serve with its services. Which function is this marketing research serving?

Foundational

Consumer research conducted in the United States indicates that many consumers consider the country of origin when purchasing products, and consumers tend to prefer products that are made in the U.S.A. To determine if consumers in other countries are partial to their own country's products, what must be done before the empirical findings from the research conducted among U.S. consumers also exist and behave similarly in another culture?

Culture-cross validation

Stephanie was asked to look at a picture of a woman sitting on a deserted beach and to describe what was happening in the picture. She was then asked to tell what might happen next. Stephanie was participating in a(n) _____.

Thematic Apperception Test

When a marketing manager decides not to do research because a decision needs to be made before the results of the study can be analyzed, this is an example of which aspect in the determination of the need for marketing research?

Time constraints

1. All of the following are common reasons why secondary data do not adequately satisfy research needs EXCEPT _____.

Too expensive

Ethnography is a qualitative research orientation originating in _____

anthropology

1. The Federal Trade Commission is concerned over consumers' privacy after learning that behavioral tracking companies can covertly discover and record the websites that consumers visit. This activity is called _____.

History sniffing

1. A statement such as: "Consumers with more favorable attitudes toward an advertisement will exhibit more favorable attitudes toward the brand advertised" is an example of a _____.

Hypothesis

The observation and analysis of trends in industry volume and brand share over time is called

Market tracking

A network of interdependent institutions that perform the logistics necessary for consumption to occur is called a _____.

Marketing channel

1. Which of the following is TRUE regarding U.S. government sources of secondary data?

Most of the data published by the U.S Federal government can be counted on for accuracy and quality of investigation

1. In a focus group discussion, when the comments of one member triggers a stream of comments from the other participants, this is called _____.

Piggyback

The process of predicting sales totals over a specific time period is called _____.

Sales forecasting

Which of the following refers to the way researchers go about using knowledge and evidence to reach objective conclusions about the real world?

Scientific method

1. What term is used by the marketing research industry to refer to diverse types of data offered by a single company?

Single-source data

1. Which of the following is a research technique in which a sample is interviewed in some form or the behavior of respondents is observed and described in some way?

Survey

1. A researcher has assessed the reliability and validity of his data and is comfortable in thinking the data accurately matches reality. Which characteristic of valuable information does this best describe?

quality

1. he goals that researchers intend to achieve by conducting research as referred to as _____.

research objectives

All of the following are types of marketing research EXCEPT ____

selective

Which of the following is an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him- or herself?

hermeneutics

1. 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?

- Is the proposed research expenditure the best use of available funds? - Will the payoff from the research be worth the dollars expenditures for research? - Will the info gained by marketing research improve the quality of the marketing decision enough to warrant the expenditure?

1. Which of the following is the most common size of a focus group?

6-10 people

Talbot's, a women's clothing retailer, sent Laurie an email notifying her of one the sweaters they are offering this year in a style and color she had searched for on its Web site during last season's clearance sale but was unable to purchase in her size. Talbot's was linking computerized data sources to statistical tools to search for predictive relationships to enable more effective marketing communications, which is an example of:

Predictive analysis

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

1. When a researcher conducts numerous related studies that come together to address multiple, related research objectives, we refer to this as a research _____.

Program

When Procter & Gamble attempts to determine the effectiveness of mailing free samples of a new type of shampoo to residents in specific zip codes on unit sales performance, it is engaged in which type of research?

Promotion research

1. Which source of input data is represented when a company conducts marketing research to identify the characteristics of its customers?

Proprietary marketing research

Which of the following is an advantage of focus group interviews?

Provide multiple perspectives

1. In which type of technology does the consumer request information from a Web page and the browser then determines a response?

Pull technology

1. Research that addresses marketing objectives through techniques allowing the researcher to provide elaborate interpretations of market phenomena without depending on numerical measurement is called _____

Qualitative research

1. Merck, a pharmaceutical company, places a tiny chip on drug packaging to track its product from the manufacturing plant to the consumer to ensure the product flows through the proper distribution channel and safety for consumers. The tiny chip is an application of which technology?

RFID