mgmt 323 ch.10
___ is the number of people who stop using a service divided by the average number of total participants
churn
the step in the marketing research process that follows research design is ___
collecting the data
which of the following are advantages of conducting a focus group online in contrast to in person?
-access to a wider variety of customers -lower costs -elimination of geographic barriers to participation
which of the following are among the five stages in the marketing research process?
-analyzing the data -data collection -defining objectives
marketers collect primary data using which of the following techniques?
-conducting focus group interviews -observing consumer behavior -mail, telephone, and in-person interviews -surveying customers
which of the following are benefits of conducting surveys online rather than in person?
-fast processing -lower cost -higher response rate
marketing research consists of which of the following?
-interpreting data -collecting data -analyzing data
which of the following are guidelines the american marketing association provides for conducting marketing research?
-it prohibits fund-raising under the guise of conducting research -it supports integrity by avoiding misrepresentation of research data
select all of the following that are disadvantages of primary data collection
-it takes more time -it costs more
which of the following are types of qualitative research methods?
-observation -focus groups -in-depth interviews
what are the advantages of secondary research?
-reduces cost of data collection -saves time in data collection because readily available
which of the following are sources of secondary data?
-sales invoices -trade associations -census data
select all of the following that are quantitative research methods
-scanner data -experiments -survey
experimental research:
-systematically manipulates one or more variables -is quantitative research
what are the characteristics of structured questions?
-they are closed-ended -they include specific answers to choose from
which of the following are drawbacks of using in-depth interviews for market research?
-they are fairly expensive -data collection is time-consuming
what questions should managers consider before beginning a marketing research project?
-will the top management be committed to this project? -will this specific research be useful? -should the research project be large or small?
avoid sensitive questions unless they are absolutely necessary
When was the last time you received bad news at the doctor's office?
which of the following best describes a focus group?
a small group of people put together for an intensive discussion
researchers assess the value of a project by comparing the ____ of answering some of their questions and the ___ associated with conducting the research
benefits; costs
a major advantage of ___ research is that it can be tailored to fit the pertinent research questions
primary
in many cases, the information that researchers need is available only through ___ data, or data not previously available that must be collected to address specific research needs
primary
___ research, such as a focus group, attempts to begin to understand phenomena of interest with broad, open-ended questions
qualitative
___ research provides mathematical information needed to confirm insights, and managers can use it to pursue appropriate courses of action through many types of data collection
quantitative
developing a questionnaire is considered "part art and part science" which of the following is a good practice for questionnaire creation?
questions should be designed to address a specific set of research questions
data
raw numbers or facts with little value to marketers
advanced marketing research technology called facial ___ software can be used to show ads to individuals based on their demographic characteristics as determined from a video frame
recognition
ge appliances has determined that it costs $150 per interview to conduct in-depth interviews, whereas a survey will cost $2 per questionnaire. the company should choose the appropriate method based on ___
research objectives
verizon wireless wants to evaluate its position in the cell phone service market. the purpose of the marketing research is to determine its current relative market share. based on this objective, verizon will want to collect ___
sales data
companies cannot include every customer in marketing research, so a group, called a(n) ____ is chosen to represent the other customers
sample
the information obtained by recording the UPC codes of items purchased at a checkout counter is called ___ data
scanner
whenever you go into your local grocery store, your purchases are rung up using hardware that is a ___ system. the data from these purchases are likely to be acquired by leading marketing research firms
scanner
___ are pieces of information that have already been collected before the research project starts
secondary data
___ is a marketing research method in which customer comments from a variety of social media sites are analyzed, seeking to gain insights into what customers really think
sentiment mining
qualitative data
social media focus groups
data mining uses various ___ tools to uncover previously unknown patterns in the data or relationships among variables
statistical analysis
a(n) ___ is a systematic method of collecting information from people through a questionnaire
survey
marketers can purchase __ data, which is secondary data available for a fee from commercial research firms
syndicated
US census provides demographic data about particular market areas, but a disadvantage of the data is that ___
they are collected only at the beginning of every decade
establishing what information is required to answer specific research questions and how that information should be obtained helps determine which of the following?
time, budget
the term ___ refers to raw numbers that have limited value to marketers on their own
data
at kroger, customers present their loyalty cards in exchange for discounts. later, kroger can use this sales data to understand how customers shop. this is an example of ___ which is a source of internal secondary data
data mining
through the use of ____ a hardware retailer might learn that 30% of the time when its customers buy a table saw, they also purchase nails
data mining
after firms collect large amounts of customer information and purchase history, to access and analyze it, it is stored in a ___
data warehouse
the second step in the marketing research project involves design. in this step, researchers identify the type of ___ needed and work out the type of ___ necessary to collect it.
data; research
the analyst prepares the results to present them to a firm's ___ as a final step in the marketing research process
decision makers
marketing research can be used to guide decision making for all of the following strategies except ___
distribution methods
avoid complex questions and those that may seem unfamiliar to respondents.
do you believe that mechanical watches are better than quartz watches?
observation can be described as ___ through personal viewing or by means of a video camera
examining purchase and consumption behavior
because research is ___ it is important to figure out beforehand exactly what problem needs to be solved
expensive and time-consuming
quantitative data
experiments scanner
qualitative research is informal and includes experiments and surveys
false
true or false: a structured questionnaire is a form that has questions designed to gather detailed data about the feelings and thoughts of respondents
false
true or false: marketing researchers are free to use customer data in any way they need to, as long as the researchers did not collect it
false
which of the following is not a quantitative research method?
focus groups
data needs to be organized, analyzed, and interpreted in order to become ___, which is useful for marketing decision making
information
the in-depth ___ is a qualitative research technique in which researchers ask questions, record the answers, and then ask additional questions to clarify a particular issue
interview
an advantage of secondary data is that it ___ than primary data
is usually available at a lower cost
one disadvantage of secondary data is that ___-
it may not be exactly what the research project requires
market researchers use social media to ___
learn about customers' likes and dislikes
the marketing research process does not have to be ___. researchers can go back and forth from one step to another as the need arises
linear
___ must be committed to the research project and be willing to abide by the results of the research
management
Travelocity.com discovered that 60% of travelers who booked hotel reservations also booked car rental reservations. Marketing research is helping Travelocity.com to develop its _ by providing valuable information that will help it decide on products, positioning, place, price, and promotion.
marketing strategy
avoid leading questions, which steer respondents to a particular response, irrespective of their true beliefs
most patriotic people vote in every election. did you vote in the last presidential election?
___ research is particularly useful when consumers are unable to talk about their experiences
observation
unstructured questions are ___ questions
open-ended
information
organized, analyzed, and interpreted numbers or facts that offer value to marketers
___ data are information collected from the same group of consumers repeatedly over time
panel
by ___ the entire marketing research process well in advance of starting the project, researchers can avoid unnecessary alterations as they move through the process
planning