MKTG 3310: Ch. 10 (Marketing Research)

Place the stages of the marketing research process in the correct order.

1. Defining objectives 2. Designing the research project 3. Data collection 4. Analyzing data 5. Implementing the action plan

Which of the following best describes a focus group?

A small group of people put together for an intensive discussion

Marketing research consists of which of the following? (Check all that apply)

Analyzing data Collecting data Interpreting 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

____ uses a variety of statistical analysis tools to uncover previously unknown patterns in the data or relationships among variables.

Data mining

Firms find it necessary to use data mining techniques to extract valuable information from their _.

Data warehouses

Which of the following are advantages of conducting a focus group online in contrast to in person?

Elimination of geographic barriers Lower costs Access to a wider variety of customers

_____ research systematically manipulates one or more variables to determine which variables have a causal effect on another variable.

Experimental

Select all of the following that are quantitative research methods.

Experiments Scanner data Survey

Which of the following are benefits of conducting surveys online rather than in person?

Fast processing Lower cost Higher response rate

Examples of qualitative research methods.

Focus groups Social media

Social media sites can provide insights into the opinions that consumers have of the firm;s products and those of its competitors _______.

In the consumer's own words

Which of these are advantages of primary research?

It can be tailored to the data needs It offers insights into consumer behavior

Which of these is NOT an advantage of secondary research?

It is the best source of unbiased data

One disadvantage of secondary data is that ____.

It may not be exactly what the research project requires.

Which of the following are disadvantages of primary data collection?

It takes more time It costs more

___ research is particularly useful when consumers are unable to talk about their experiences.

Observation

____ is a type of research that can vary in length from a very short period to days or weeks.

Observation

_____ is a qualitative research method that entails examining purchase and consumption behavior through personal viewing or video camera scrutiny.

Observation

Ratings of TV programs are obtained at a party by signing up household for long-term measurement of their viewing habits. This is an example of :

Panel data

______ data is research information collected to address specific research needs.

Primary

In a focus group, what kind of data are usually gathered about consumer reactions?

Qualitative Data

________ 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

What is a data collection technique that features a document with questions designed to gather information from respondents to attain researcher objectives?

Questionnaire

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

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

When you make a purchase at a grocery store, the _____ are often collected by marketing research firms to help understand consumers' purchasing behavior.

scanner data

____ is the number of people who stop using a service divided by the average number of total participants.

Churn

External ____ data are information bits that have already been collected from other sources before the start of a focal research project.

Secondary

_____ 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

Firms sometimes sponsor online communities, in part for marketing research purposes. Online communities are an example of _____.

Social media

Which of the following are drawbacks of using in-depth interviews for market research?

They are fairly expensive Data collection is time-consuming

What are the characteristics of structured questions?

They include specific answers to choose from They are closed-ended

A focus group interview is a(n) _____ method of inquiry where a trained moderator leads a conversation according to a predetermined outline of the topic of interest.

Unstructured

How is information generally gathered in a survey?

Using a questionnaire

The term ____ refers to raw numbers that have limited value to marketers on their own.

data

Unstructured questions are _____ questions.

open-ended