Marketing Chapter 7
Applying the research findings to a marketing strategy plan is the ______ step in the marketing research process.
5th
What type of research offers the benefits of face-to-face focus groups, while minimizing the limitations?
Online focus groups
What are three benefits of conducting a telephone survey? (Check all that apply.)
Consumer responses can be recorded Fast turnaround Interviewer can ask follow-up questions
What is generally the most challenging step of the five-step approach to marketing research?
Defining the problem
Donna was invited to attend a meeting with six other people to review and discuss impressions of a firm's advertisements. After viewing them, the group answered open-ended questions. Donna was most likely part of a ______.
focus group
Without _____ data, marketing managers may make the same errors as their predecessors.
hard
Secondary data found on the Internet
is sometimes inaccurate.
Questioning and observing are the two basic methods of obtaining ______.
primary data
Since it is rarely possible for marketing managers to acquire information about every member of a population, they instead acquire information from a representative ______.
sample
For a marketing manager, calling people who are knowledgeable in the designated problem area and performing Internet searches may constitute the research required to conduct a useful
situation analysis.
Which of the following is often the best way for a marketing manager to observe and understand a customer's experience?
The marketing manager should become a customer.
_____ refers to the extent to which data measure what they are intended to measure.
Validity
A data warehouse can be described as _____.
an electronic library
In the problem-solving step, managers use the research results to ______.
make marketing decisions
An informal study of what information is already available in the problem area is called
a situation analysis.
An MIS should collect ___ information from the marketplace and from competitors.
external
Secondary data refers to:
information that has been collected or published already.
What is a disadvantage of personal interview surveys?
High cost
Which of the Four Vs denotes the quality of the data?
Veracity
Market research firms or specialists are sometimes called in by companies to
aid in the research process
A marketing manager at a major coffee house would like the bold roast coffee to receive highest marks from the survey she is conducting. The results indicate that the milder coffee is actually preferred, but she decides to withhold this information. Her decision is an example of ______.
an unethical action
When using observation to collect data, it is important for the researcher to ______.
avoid influencing the subject's behavior
In marketing, research that investigates the actions of consumers in their natural habitat is called ______.
ethnographic research
Some automobile manufacturers install digital sensors to track fuel and engine activity on automobiles sold to the public. This is an example of _____ data.
external
In marketing research, a(n) ______ is the total group that marketing managers are interested in.
population
In marketing research, a part of the relevant population is called a ______.
sample
Marketing research that is based on the scientific method requires a company's ideas to be
tested prior to implementation.
What are three elements of a research proposal? (Check all that apply.)
Cost of data collection The way the data will be acquired The type of data that will be acquired
Jacob is reviewing a report that shows him the sales and costs anticipated with the three different promotional efforts his company plans to use for the new product. From this, he selects the marketing mix appropriate for the product. What type of report is Jacob using to make his decision?
Marketing model
Which of the following are benefits to conducting a personal interview survey? (Check all that apply.)
The interviewer can explain complicated directions. It can take place at locations where people shop.
What is the best way for marketing managers to identify the correct problem and not its symptoms?
By doing research
What is syndicated data?
Data collected by a firm and sold to marketing managers
Which of the following statements is true of a focus group?
In a focus group, an interviewer seeks group interaction—to stimulate thinking and get immediate reactions.
Marketing managers can use which of the following in order to acquire information about a market?
Questionnaires Observations Interviews Experiments
In addition to informing the marketing manager of what information is existing and accessible regarding a problem area, a _____ also highlights additional information that must be acquired.
situation analysis
The Four Vs are used to understand the dimensions of _____.
big data
A key to making marketing research and an MIS that is useful in marketing strategy planning is _____.
careful communication and coordination with research experts
Eva, a marketing researcher, wants to do in-depth research on business customers' experiences with the company's products. She is MOST likely to get what she wants if she uses:
personal interview
The interviewer asked Joe about his use of Viagra. Joe mumbled an answer, clearly embarrassed. This can be a problem with __________ __________
personal interview
When using the observation method to collect data, the researcher tries to ______.
view or document a subject's normal actions
Which of the following statements is true of ethnographic research?
Ethnography involves studying customers in their homes or at work.
If the marketing manager of a bakery says, "I think customers will prefer our new whole wheat bread recipe. Let's make up a batch of the bread and test it compared to our current recipe. If more than half the customers prefer it, we will change to the new recipe." It sounds like this manager has developed and plans to test ______.
a hypothesis
Which of the following statements is true of international marketing research?
If a firm is doing similar research projects in different markets around the world, a manager should establish some basic guidelines at the outset.
Which of the following statements is true of the processes used to gather problem-specific data?
None of these alternatives is true.
The "people meter" used by Nielsen Media Research is an example of which type of data gathering technique?
Observation
It is the job of a specialist in the ____ department to make sure the technical aspects of an MIS are correct.
information technology
The data from a ______ system can be used to guide the marketing strategy planning process.
marketing information
As one of the Four Vs, _____ is the speed at which data are generated and processed.
velocity
When a marketing manager finds an Internet source that appears useful, the manager should plan to
verify that the source is reputable.
Sharon reminded the marketing team that trying to sell the sherpa-style coats in St. Louis hadn't worked before because that area of the country had short bursts of cold weather. Sharon recommended that the company only sell the coats in climates with at least three months of arctic temperatures. This demonstrates how available data has been transformed into _____.
wisdom
Sometimes the best way to observe a customer is for the marketing manager to become a
customer
The marketing research process is based on the _____.
scientific method
Marketers must be careful when using sentiment analysis because this information is usually ______.
selective
Which of the following statements about marketing information systems is true?
Marketing information systems can handle big data—or data sets too large and complex to work with typical database management tools.
True or false: A major drawback of using questionnaires to conduct quantitative research is the low response rate.
True
The marketing _________ process is not necessarily linear. You might find a solution before all of the five steps are completed.
research
Situation analysis is especially important so that both the marketing manager and the _____ understand the problem area.
researcher
Colin is a marketing manager at Page-by-Page Books, Inc. His company has implemented a system that continually gathers information about market trends and buying habits in the industry. Colin uses the information to make informed decisions about the company's marketing activities. What type of system does his company use
MIS
Which of the following research methods would be the most suitable for acquiring detailed private information, including past history, about people's purchase habits?
Mail or online survey
True or false: The scientific method requires an organized method of research.
True
Marketing research helps managers make better marketing decisions because:
it offers objective information gathered using the scientific method.
The marketing _____ is a statement of relationships among the marketing variables.
model
The scientific method is important in marketing research because it:
uses observations to develop hypotheses and then test them.
Which of the following is a way in which marketing managers narrow down research objectives?
Develop a list of questions that includes all possible problem areas.
A good situation analysis offers which of the following benefits to marketing managers? (Check all that apply.)
It may eliminate the need to collect more data. It gives useful information. It is comparatively quick.
Which of the following are benefits of reducing the number of research objectives at the start of the marketing research process?
It saves money. It saves time.
Why is 'fixed response' the typical format of a survey questionnaire?
It simplifies data analysis.
True or false: Marketing managers in small companies can learn a lot simply by listening to what the customers have to say.
True
Kelly is a marketing manager and during her last discussion with the IT department, she said she would like to identify when a customer showed interest in an online product and send a coupon or discount offer to that customer within 20 seconds of their view. Which of the Four Vs does Kelly want to implement?
Velocity
A small manufacturing firm has just experienced a rapid drop in sales. The marketing manager thinks he knows what the problem is and carefully analyzes secondary data to verify his assumption. His next step should be to:
conduct informal discussions with outsiders, including intermediaries, to see if he has correctly defined the problem.
A(n) ____ interval is the range on either side of an estimate that is likely to contain the true value for the whole population.
confidence
Good marketing research requires ______ to be sure that the research focuses on real problems.
cooperation between researchers and marketing managers
As the marketing manager at a very successful sports equipment company, Joe must make decisions about pricing and advertising. He often uses a computer program that provides suggestions about price levels and advertising media choices. This computer program is most likely a(n)
decision support system (DSS).
The most difficult step in the marketing research process is:
defining the problem
Someone who uses the scientific method to introduce a new product would start by forming a(n)
hypotheses
When marketing managers are able to answer questions like "How did our competitor enter that market?" and "Why did our Twitter account blow-up after that tweet?," the company has changed data into _____
knowledge
When marketing managers are able to answer questions like "How did our competitor enter that market?" and "Why did our Twitter account blow-up after that tweet?," the company has changed data into _____.
knowledge
At the step when data are interpreted, a marketing manager should:
realize that statistical summaries from a sample may not be precise for the whole population.
Tools that measure ______ ______ can quickly generate a lot of information, and many are free. Yet, much of this information is selective.
sentiment analysis
For the experimental method to work, researchers must use two or more groups that are:
similar in most ways, except on the characteristic being tested.
Taking time to compile data and getting respondents to answer completely are two limitations of ______
surveys
The owner of a web-based business might want to check to see how many customers are currently visiting her online store or placing orders. What tool allows her to see this activity on the computer in real time?
A marketing dashboard
Which of these companies is performing a sentiment analysis?
Bob's Burgers reviewed the number of positive and negative tweets about its new sandwich.
A customer journey map reveals the _______ for a product.
buying process
Small companies:
depend on their salespeople or managers to conduct marketing research.
A situation analysis aids the marketing research process in all the following ways except that:
it interprets data and converts it to useful knowledge and business wisdom.
The most common ethical issue in marketing research concerns marketing managers who ______.
suppress particular results of market research
True or false: To be used correctly, the marketing research process must be conducted in a linear fashion, without returning to any of the previous stages.
false
Recent television commercials for Chevrolet show customers discussing J.D. Powers rankings and awards for the company. The information from J.D. Powers is an example of _____.
syndicated research
Marketing research is most successful when driven by _____ because it requires testing prior to making a final marketing decision.
the scientific method
In the late 1990s, 36% of contacted households completed a phone survey. Today, about _____ of households participate.
9%
Joe's Heating and Air Conditioning Corp. is conducting research that focuses on the entire process of purchasing a home heating system from the initial need for a new furnace, to how the customer learned product information and selected an installer. What type of qualitative data is the company using?
Customer journey map
What name is given to information that has already been collected or published?
Secondary data
Defining the problem ensures that the research is ______.
not wasted effort correctly targeted
In the marketing research process, what specifies which information will be obtained and how it will be obtained?
A research proposal
Which of these questions could be used in qualitative research?
Can you describe your recent 50-mile bike ride?
"Big _____ " is the name given to data sets that are too large and complex to work with typical database management tools.
Big Data
With the advent of cloud storage and other online storage tools, Micah's company is now able to save all the data it collects from internal sources, external sources, and marketing research studies. The company wasn't able to store all of this with its former database management system. What phenomenon is Micah's company experiencing?
Big data
Because market researchers must be sure that they are focusing on actual problems, cooperation with ______ is critical to good marketing research.
marketing managers
What are two limitations associated with surveys? (Check all that apply.)
Difficult to get respondents to expand on answers It might take awhile to compile the data
True or false: The smaller the sample size, the greater the accuracy of estimates from a random sample.
False
Marketing managers can use which of the following in order to acquire information about a market? (Check all that apply.)
Interviews Questionnaires Experiments Observations
What is the final step of the research process?
Solving the problem
A research proposal:
may include information about costs, what data will be collected, and how long the process will take.
Which of the following are likely reasons why respondents might not share their thoughts with an interviewer during a personal interview survey for market research? (Check all that apply.)
They are afraid they won't impress the interviewer. They come from a culture where sharing private information with strangers is not common. They think their responses are embarrassing
Rather than look at the sales and income generated from the last product introduction in the spring, Millie decided to introduce the new product because she had a good feeling it would do well in the market. Six months later, Millie couldn't believe how low the sales were for the product. What should Millie have used to make a better decision?
Hard data
What are three disadvantages of focus group interviews? (Check all that apply.)
The researcher's perspective may influence results. It's difficult to measure results objectively. People who participate may not be typical of the intended market.
What academic discipline is ethnographic research based on?
Anthropology
Which of the following is a common mistake marketing managers tend to make during the first step of the marketing research process?
They confuse problems with symptoms.
______ is an automated process of analyzing and categorizing social media to determine how many positive, negative, and neutral online comments a brand receives.
A sentiment analysis
What types of firms typically hire market research firms or research specialists to help them with market research? (Check all that apply.)
An increasing number of not-for-profit organizations Large, for-profit companies
Why are haphazard or unorganized methods of performing marketing research considered ill-advised? (Check all that apply.)
Because they misuse marketing managers' time Because they are costly Because they are not based on the scientific method
______ data is information specifically collected to solve a current problem.
Primary
What are the two basic methods for obtaining customer information?
Questioning Observing
True or false: A situation analysis allows both the marketing manager and researcher to agree upon and understand what the problem area is.
True
Companies use a data ______ to store all of their databases so they are available when needed.
warehouse
What issues can negatively impact the validity of market research? (Check all that apply.)
Inaccurate responses from respondents Questions that are written poorly
Which one of the following is a characteristic of a fixed response questionnaire?
They are easy to analyze.
What is the role of the marketing manager after solving a marketing problem?
To select a target market
True or false: An MIS makes it easier for marketing managers to find information.
True
True or false: Findings attained from a focus group session can be affected by the researcher's perspective.
True
True or false: Qualitative research provides the advantage of depth in question responses.
True
Tyler's company collects customer data in many ways, from the number of clicks on their website to the hundreds of retweets of their marketing messages, as well as, focus groups. This is an example of which of the Four Vs?
Variety
Which of the Four Vs refers to the numerous ways a company can collect data?
Variety
Maria decided not to use the data found in the report because she couldn't verify the source. Which of the Four Vs helped Maria make this decision?
Veracity
A marketing researcher at a soda company conducted a survey to determine the number of respondents who have tried their new diet soda. He calculates a percentage for respondents who have tried the product and figures an average score for how satisfied they were. The researcher is conducting ______.
quantitative research
A statistical _____ is an easy-to-use computer program that analyzes data.
package
Marketing _____ involves the procedures that develop and analyze new information about a market
Research
Jessica is a member of a group of consumers who do research for ACNielsen. Group members have ID cards and when they make a purchase, this card is scanned and purchase information goes directly to ACNielsen. These group members are part of a _____.
consumer panel
When the collecting primary of secondary data, research takes _____ and money.
time
Roy's Toy Store uses video in the toy aisles to watch how parents and kids interact while shopping for toys. This is an example of the _____ method of collecting data.
observation
What is a popular type of qualitative marketing research that involves group interaction to encourage participants to share their thoughts?
A focus group interview
What are potential sources of secondary data? (Check all that apply.)
Library Trade associations
What are some benefits of distributing questionnaires via mail or e-mail? (Check all that apply.)
Respondents can answer questions on their own time. Respondents can answer anonymously. Respondents may be more forthcoming with private details
What is the term for the percentage of people contacted who complete a questionnaire?
Response rate
The owner of a restaurant decides to prepare a dozen steaks for the Friday evening crowd based on the fact that he sold 12 steaks last Friday and most of the customers were regulars. This is an example of ______.
a hypothesis
A computer program that makes it easier for a marketing manager to get and use information and turn the information into knowledge to make informed marketing strategy decisions is called a(n)
decision support system (DSS).
Which of these researchers is using the experimental method to collect information?
Corinne provided each participant with two plates. Each plate held a slice of pizza. The plates were labeled "A" and "B."
What is the outcome for marketing managers who acquire data from a sample that is not representative of the population?
The data might be inaccurate
_______ is a method of collecting data that focuses on a well-defined problem.
Observing
Which of the following statements is accurate regarding quantitative research?
Quantitative research seeks structured responses that can be summarized in numbers.
A(n) _____ is a group of customers who provide information on a continuing basis.
consumer panel
The ultimate purpose of a marketing information system (MIS) is to
help marketing managers make informed choices
Research that seeks structured responses that can be summarized in numbers, such as percentages, averages, or other statistics, is referred to as ______.
quantitative research
A company's MIS is a good source for _____ data.
secondary
A(n)__________ package is an easy-to-use computer program that analyzes data.
statistical
The Clothing Company sent e-mails with two different subject lines. Five hundred customers received one that said "20% Off and Free Shipping," while another 500 received one that said "Big Sale." The rest of the e-mail message was the same. Marketing managers then compared how many customers from each group clicked through to the Clothing Company from the email. To do their market research, the Clothing Company used ______.
the experimental method
A pitfall for marketing managers engaged in Step 1 of the marketing research process is ______.
thinking that a symptom is the problem
The first "V" in the Four Vs is ____ which identifies the quantity of data generated and stored.
volume
An educated guess about the relationship between things or about what will happen in the future is called a(n) _____.
hypothesis
What are benefits of online focus groups? (Check all that apply.)
Smaller likelihood of one person controlling the discussion Participants feel at liberty to express themselves fully The honesty of participants
List the five steps in the marketing research process in order, beginning with the first step at the top of the list.
defining the problem analyzing the situation getting problem-specific data interpreting the data solving the problem
A customer service manager at a car rental company can check in every afternoon to see which car rental location is renting the most cars that day by using a
marketing dashboard.