MKT 3356 exam 1
According to the concept of cross-functional activities, which of the following can affect the organization's marketing efforts? 1. all of these choices 2. the research & development department 3. the accounting department 4. the production department
All of these choices
Which technology works like a WiFi system communicating with specific devices within a defined space like inside of a retail unit?
NFC
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
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
A Web site address that Web browsers recognize is called a(n) _____.
URL
Which of the following is an important aspect of the marketing concept?
a consumer orientation, an emphasis on long term profitability instead of dollar sales volume, a cross-functional perspective for the coordination of the organization's activities
Which of the following is a good characteristic for a focus group moderator to possess?
ability to control discussion without being overbearing, good listener, ability to make people feel comfortable so that they will talk in the group
Ethnography is a qualitative research orientation originating in _____
anthropology
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
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 it is intended to better understand and predict this behavior. This professor is conducting which type of marketing research?
basic marketing research
Which type of research tries to verify a theory or to learn more about a marketing concept and is not intended to solve a particular marketing problem?
basic research
Asking the decision maker to explain exactly what certain phrases or terms mean is which dimension of probing?
clarification
Parties that furnish information on the World Wide Web are called _____.
content providers
Hank is a researcher who is discussing football fan behavior with a respondent. His approach is almost completely unstructured, and he enters into a discussion with few expectations. What he wants is for a respondent to tell him about his or her experience as a football fan. Hank will then try to derive meaning from the resulting dialog. Which qualitative research technique is Hank using?
conversation
Which type of qualitative tool is an informal and almost completely unstructured approach in which the researcher engages a respondent in a discussion of the relevant subject matter?
conversations
What is it called when a researcher compares secondary data from one source with data from another?
cross check
Asking a group of households to record their consumption of certain products over a two-year period is an example of _____.
diary panel data
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
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 the product to its customers, this is an example of which type of research?
distribution research
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)
Which of the following means that something has been examined against reality using data?
empirical testing
Melanie is using the internet to gather information designed to detect changes in her company's external operating environment. What is Melanie performing?
environmental scanning
Which of the following should a marketing researcher do in order to infer causality?
establish a sequence of events, Recognize the presence of alternative plausible explanations for the results, Measure the concomitant variation between the cause and effect
_____ is a way of studying culture through methods that involve becoming highly active within that culture
ethnography
The proposed cause which the researcher controls by manipulating its value in an experiment is referred to as a(n) _____.
experimental variable
All of the following are examples of exploratory research techniques EXCEPT _____
experimentation
What type of research is being conducted to answer the question: "Would this target market be interested in this type of new product?"
exploratory research
hat type of research is being conducted to answer the question: "Would this target market be interested in this type of new product?"
exploratory research
Facts observed, recorded, and stored by an entity outside of the researcher's organization are called _____.
external data
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?
fact finding
_____ are the researcher's descriptions of what actually happens in the field and are the text from which meaning is extracted.
field notes
CompuStat, which published financial data, such as income statements and balance sheets, is an example of which type of database?
financial database
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
An unstructured, free-flowing interview with a small group of people led by a trained moderator is called a(n) _____
focus group interview
An unstructured, free-flowing interview with a small group of people led by a trained moderator is called a(n) _____.
focus group interview
Which qualitative tool simply records a respondent's first cognitive reaction (top-of-mind) to some stimulus?
free association techniques
What type of information describes the demographic profile of consumers in a particular geographic region?
geo demographics
Which qualitative research orientation extracts a theory from whatever emerges from an area of inquiry?
grounded theory
Which qualitative research orientation originated in sociology?
grounded theory
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
A _____ is a formal statement explaining some outcome.
hypothesis
Lance has noticed that companies that advertise a lot seem to have higher sales than those that do not. His use of secondary data to help specify this relationship is an example of _____.
model building
_____ involves specifying relationships between two or more variables, perhaps extending to the development of descriptive or predictive equations.
model building
Kyle is conducting a sales forecast by adding up his company's sales over the past five years and then dividing that by five (the number of years). The forecasting technique he is using is called _____.
moving average forecasting
Which of the following determines the appropriate analytical technique for data analysis?
nature of data gathered, characteristics of the research design, managements information requirements
The application of ethnography to comments made in online communities is called _____.
netnography
When Target stores monitors the sales activities of its retail stores in order to detect any indication of dollar sales changes, this is an example of which type of research?
performance monitoring research
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
Asking consumers what they think about possible brand names for a new product is an example of which type of research?
product research
When Cheetos snack food conducted research in China to determine which flavors consumers would find appealing, this was an example of which type of research
product research
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 Nike discovered an 80 percent recognition of its logo with consumers who typically spend at least $100 on athletic shoes, this was an example of which type of research?
promotion research
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
Which source of input data is represented when a company conducts marketing research to identify the characteristics of its customers?
proprietary marketing research
In which type of technology does the consumer request information from a Web page and the browser then determines a response?
pull technology
When amazon.com recommends books for purchase when a customer who has ordered books from Amazon previously returns to the site, this is an example of _____.
push technology
Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called _____
qualitative marketing research
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
The _____ is a master plan that specifies the methods and procedures for collecting and analyzing the needed information.
research design
When the researcher has only one or a small number of research objectives that can be addressed in a single study, that study is referred to as a _____.
research project
The _____ is a written statement of the research design emphasizing what the research will accomplish.
research proposal
Qualitative research is considered to be _____ because the researcher must extract meaning from unstructured responses.
researcher dependent
The process of predicting sales totals over a specific time period is called _____.
sales forecasting
Accumulated records resulting form point-of-sale data recordings are known as _____.
scanner data
Yahoo! and Google are examples of _____.
search engines
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 is an example of behavioral tracking?
supermarket scanner data
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
The most common way to generate primary data in marketing research is by means of _____.
surveys
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
All of the following are common reasons why secondary data do not adequately satisfy research needs EXCEPT _____.
too expensive
Which type of marketing research addresses who, what, when, where, why, and how questions?
descriptive research
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?
1. Is the proposed research expenditure the best use of the available funds? 2. Will the payoff from the research be worth the dollar expenditures for research? 3. Will the information gained by marketing research improve the quality of the marketing decision enough to warrant the expenditure?
Which of the following is a disadvantage of secondary data?
2. typically require additional access to research respondents 3. inability to convert the data 4. user has no control over their reliability and validity
What is the distinguishing characteristic of grounded theory?
4. It does not begin with a theory but instead extracts one from whatever emerges from an area of inquiry
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
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?
Do the data show evidence of reliability and validity?
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 retired, 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 market opportunities
L.L.Bean is a retailer best-known for direct marketing through catalogs and the Internet. Laurie purchased from the retailer quite frequently, but since her daughter started college she hasn't had as much disposable income and stopped ordering merchandise. The elapsed time since her last purchase triggered an offer for $20 off her next purchase from the retailer. This is an example of _____.
data base marketing
All of the following are limitations of international secondary data EXCEPT _____.
data may be too expensive
Many companies use powerful computers to dig through volumes of data to discover patterns about their customers and products. This activity is called _____.
data mining
Which of the following is a process that allows important day-to-day operational data to be stored and organized for simplified access?
data warehousing
LEXIS-NEXIS is a company that puts together consortia of data sources into packages that are offered to municipal, corporate, and university libraries for a fee. LEXIS-NEXIS is an example of a:
data wholesaler
A computer-based system that helps decision makers confront problems through direct interaction with databases and systems is known as a(n) _____.
decision support system (DSS)
A computer-based system that helps decision makers confront problems through direct interaction with databases and systems is known as a(n)___
decision support system (DSS)
When a professional interviewer holds a 90-minute discussion with one member of the target market to find out why that respondent purchases a particular brand of clothing, this is an example of a _____.
depth interview
Which of the following is a calculation that describes the relationship between retail demand and supply?
index of retail saturation
A(n) _____ searches through the Internet almost instantly looking for content containing specific words.
keyword search
Before designing a research study on consumers' susceptibility to interpersonal influence, Cindy is searching for other studies that have addressed similar issues. This search is called a(n) _____.
literature review
Some experts claim that the life cycle of technology products is approximately 18 months, meaning the industry changes that rapidly. This rate of change in environmental and competitive factors is an example of _____.
market dynamism
A network of interdependent institutions that perform the logistics necessary for consumption to occur is called a __
marketing channel
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