MKTG 380: Topic 5 - Market Research

T/F: Interpretative research is often used to interpret consumer behavior within a foreign culture where consumer expectations are subject to different cultural influences.

T

T/F: Marketing cost analysis is most useful when it provides information linked to other forms of marketing research.

T

T/F: Marketing intelligence refers to the sum total of information related to a firm's markets.

T

T/F: Observation alone cannot supply all the necessary information as it is difficult to get exact demographic information from observation.

T

T/F: Sampling is the process of selecting survey respondents or research participants.

T

T/F: Telephone surveys have relatively high response rates and are effective at drawing appropriate responses.

T

The information collected for the first time specifically for a marketing research study is called _____ data.

primary

A _____ sample is a nonprobability sample divided to maintain the proportion of certain characteristics among different segments or groups seen in the population as a whole.

quota

The total group of people that a researcher wants to study is called the:

universe

T/F: Firms usually decide whether to conduct a marketing research study internally or through an outside organization based on cost, reliability, and accuracy of the data collected by the outside firm.

T

T/F: Interpretative research focuses on understanding the meaning of a product or the consumption experience in a consumer's life.

T

T/F: Marketing researchers must remember to direct their reports toward management and not to other researchers.

T

T/F: Observation is a useful technique to collect primary data for marketers trying to understand how consumers behave in certain situations.

T

T/F: Personal interviews are usually the best means to obtain detailed information about consumers.

T

T/F: Prior to the 1930s, most of the marketing research involved gathering written testimonials from purchasers of firms' products.

T

T/F: Syndicated services include in depth reports, solution evaluations, trend reports, and webinars/podcasts

T

T/F: Test marketing a new product is expensive and communicates company plans to competitors prior to its full-scale introduction.

T

T/F: The symptoms of a problem merely alert the marketer that a problem exists.

T

T/F: Videotaping consumers in action is gaining acceptance as an observational research technique.

T

What is the term for quantifiable measurements that are compared against organizational objectives to gauge a company's overall performance?

metrics

A _____ is a master plan created by a marketer for conducting market research.

research design

Sydney is a marketing researcher for an advertising agency and is gathering _______ data from the Census Bureau to determine the characteristics of people living in a 3-county area within the state of Texas.​

secondary

A probability sample constructed so that randomly selected subsamples of different groups are represented in the total sample is known as a(n) _____ sample.

stratified

_____ is a marketing research technique that involves introducing a new product in a specific area and then measuring its degree of success.

test marketing

Second step of marketing research process:

conduct exploratory research

Fourth step of marketing research process:

create research design

First step of marketing research process:

define problem

T/F: Conducting mail survey research in some parts of Asia can be difficult since ​a large part of the population is not able to read or write.

T

T/F: Ethnographic studies involve researchers spending time studying culture.

T

T/F: Exploratory research is the second step in the marketing research process, with the purpose of understanding more about the situation/problem.

T

Fifth step of marketing research process:

collect secondary then primary data

Bridgestone Tire uses _______ indicators as part of its quality program by tracking on-time delivery in addition to customer satisfaction since these measures are critical to their success.​ ​A- key performance ​B- customer sentiment ​C- qualitative ​D- critical quality

A

Kate believes the reason the sales of one of her company's products has fallen is due to a price increase. She cites sales from the previous year to the same customers as evidence of declining sales. Kate is: A- formulating a hypothesis. B- developing a research design. C- conducting exploratory research. D- identifying a symptom.

A

Which of the following is true of secondary data used in marketing research? A- It is the data collected for a specific market study. B- It is usually collected and compiled by the investigator conducting the study. C- It provides richer and more detailed information compared to primary data. D- It requires less time and is less expensive to gather.

B & D

In the past, surveys have been used as a primary tool to collect data. Marketers thought that if they wanted to know what people want, it was enough to just ask. People do not always answer honestly, however, and sometimes people don't know what they want or why they make the decisions they do. To understand why people do the things they do and the real-life context that surrounds consumer decisions and behaviors, marketing professionals sometimes choose to live the life of their target customers. ​Which of the following type of research is described above?​ A- ​interpretive research ​B- exploratory research ​C- descriptive research ​D- marketing research X ​E- ethnographic research

A?

A point-of-difference can be useful in determining a positioning strategy and can best be described as: A- Product benefits that your brand provides but customers don't want or need. B- Product benefits your brand does well that customers want or need but competitors cannot match you on C- Product benefits that customers want or need that are not unique to your brand D- Product benefits that customers want or need that your brand doesn't provide

B

Based on what you know about collecting data, you know that there are several benefits of using secondary data. You are not as clear, however, about the disadvantages. Which of the following is a drawback of using secondary data? ​A- Secondary data provide very rich, robust data. ​B- Secondary data may have been collected for unrelated purposes and may be irrelevant to your needs. ​C- They are more expensive than using primary data. ​D- Many researchers use secondary data only when primary research is not an option. ​E- One needs at least a few months to conduct secondary research.

B

Entertainment Research Group specializes in rating movie theaters using input from moviegoers. Entertainment Research Group is an example of a: A- contract market research firm. B- limited-service research supplier. C- computerized data supplier. D- full-service consulting firm.

B

Erica is a marketing researcher involved in improving retail store layouts. Erica would like to know the order in which the various types of products are purchased by the customers. Erica also wants to find out what type of assistance is required by the customers while purchasing products. The best method for Erica to collect this data would be by: A- Delphi technique. B- observation. C- telephonic surveys. D- voluntary mail-back questionnaires.

B

The head of sales at a publishing firm is seeking better information to make informed marketing decisions. He already gets data about the company's daily flow of business; now he needs tools that will enable him to use the raw numbers in developing models and graphs. He is looking for a _________system. ​A- Marketing Intelligence ​B- Marketing Decision Support ​C- Big Data ​D- Marketing Information ​E- VALS

B

What is the term that refers to the use of marketing intelligence data to model scenarios and create forecasts? ​A- Exploratory research ​B- Predictive analytics ​C- Marketing intelligence ​D- Big data

B

Which of the following forecasting techniques develops forecasts based on the belief that organization members closest to the marketplace offer the best insights concerning short-term future sales? A- Survey of buyer intentions B- Sales force composite technique C- Exponential smoothing technique D- Delphi technique

B

Which of the following is a quantitative forecasting method? A- Jury of executive opinion B- Test market C- Sales force composite technique D- Delphi technique

B

While shopping at the mall, you notice a group of young women asking shoppers whether they can spare five minutes to answer some questions about their shopping experiences at the mall. Given your marketing experience, you immediately recognize that these young women are conducting a marketing research project. ​At which step in the marketing research process are the young women?​ ​A- identifying the problem ​B- collecting primary and secondary data ​C- conducting exploratory research ​D- creating a research design ​E- formulating a hypothesis

B

Purdy Inc. recently changed its promotional strategies for marketing the products. The marketing team at Purdy has been asked to evaluate the target market and the marketing mix elements to find ways to improve the effectiveness of the marketing strategies. Since the firm already knows the purpose of its research, the next step in the marketing research process is to: A- collect data. B- conduct exploratory research. C- formulate a hypothesis. D- create research design.

B OR C?

While mail surveys are a common data collection method in developed countries, they are an unreliable means of gathering primary data in many foreign countries because of the: A- reticence of people in presence of others. X B- low literacy rates. C- lack of basic telecommunications infrastructure. D- opinionated nature of target samples.

B?

Which of the following is the least-used method for collecting primary data? A- Telephone survey B- Online survey C- Controlled experiment D- Focus group

C

As part of his marketing research duties, Neal evaluates the expenses incurred by his company for selling, warehousing, advertising, and delivering the products. Neal is engaging in: A- business process reengineering. B- exploratory sales review. C- interpretative research. D- marketing cost analysis.

D

Julia is developing new promotional strategies for the services offered by her firm and is focusing on finding information about her firm's competitors. She is looking through published sources, as well as reviewing her competitors' advertising. According to this information, Julia is gathering _____. A- competitor forecast B- progressive information C- situational data D- competitive intelligence

D

Kate believes the reason the sales of one of her company's products has fallen is due to a price increase. She cites sales from the previous year to the same customers as evidence of declining sales. Kate is: A- developing a research design. B- identifying a symptom. C- conducting exploratory research. D- formulating a hypothesis.

D

Michael is a marketer who conducts research for small startups. He has been consulting for an agency that is having trouble managing data about various marketing mix variables, sales, and consumer distribution across the United States. The head of the company wants to be able to access information quickly and easily.Which of the following should Michael suggest that the startup use to organize its information?​ ​A- business intelligence ​B- data mining ​C- marketing decision support system ​D- marketing information system ​E- competitive intelligence

D

Starting with the employees on the sales floor at the company's distribution centers, Solaris and his team gather sales projections and then work their way upward to middle and top-level management, asking the respondents to estimate sales. Solaris is then able to determine the sales forecast on the basis of this aggregate information.​ Which of the following forecasting techniques is Solaris implementing?​ ​A- Delphi technique ​B- survey of buyer intentions ​C- exponential smoothing D- ​sales force composite ​E- jury of executive opinion

D

Which of the following is the earliest method used for gathering marketing information? A- Telephone surveys conducted to assess household preferences B- Delphi technique C- Email surveys conducted by research professionals D- Written testimonials received from purchasers of a firm's products

D

Which of the following methods involves observing a customer or group of customers in their natural settings and then evaluating their behavior based on an understanding of social and cultural characteristics of that setting? A- Focus group B- Test marketing C- Controlled experiment D- Interpretative research

D

With the increased use of big data, marketing research reports should be: A- directed to other researchers. B- filled with details of research methods. C- written in technical terms. D- directed to company management.

D

T/F: A marketing information system allows marketers to store data, classify and analyze that data, and retrieve it easily when needed.

T

T/F: At present, no industry-wide standards define techniques for measuring Web use.

T

T/F: A marketing research organization that regularly provides a standardized set of data to all customers is called a full-service research supplier.

F

T/F: A quota sample differs from a stratified sample, as in a quota sample, researchers select subsamples by some random process.

F

T/F: Antrix Corporation is a marketing research firm that specializes in data collection in shopping malls. This information indicates that Antrix Corporation is a full-service research supplier.

F

T/F: Census data is an example of primary data.

F

T/F: Convenience samples are mostly used in definitive studies.

F

T/F: Focus groups elicit information from the customers through a question-and-answer format.

F

T/F: Researchers usually spend less time and money in gathering primary data compared to secondary data.

F

T/F: Secondary data has the advantage of being more completely relevant to the research than primary data.

F

T/F: The interviews conducted during exploratory research with informed people outside the firm are termed as formal investigations.

F

T/F: When H&C Research Corporation wanted to test the popularity of a new flavor of ice cream, they selected a number of U.S. cities as test sites, and then randomly selected supermarkets within those cities as trial vendors. This is an example of quota sampling.

F

Marketing research organization that offers all aspects of the marketing research process

Full-service research supplier

Marketing research organization that specializes in a limited number of activities, such as conducting field interviews or performing data processing

Limited-service research supplier

A researcher came up with an unusual way to study the market penetration of Magazine A vs Magazine B in a particular city. At the city's garbage processing center, she obtained a week's sample of discarded magazines and compared the numbers of A to B. This is a(n) _____ research method, used to collect _____ data.

Observation, primary

Marketing research organizations that provide standardized/the same data on periodic basis to subscribers.

Syndicated services

T/F: A convenience sample is also called an accidental sample as those included just happen to be in the place where the study is being conducted.

T

A sampling method that involves first selecting a sample of subgroups from the population and then drawing a sample from each group so that the final sample represents the diversity of the population is called a _______ sample. ​

cluster

Third step of marketing research process:

formulate hypothesis

A(n) _____ sets the stage for more in-depth research in a marketing research process by further clarifying what researchers need to test. It is a tentative explanation for a specific event.

hypothesis

Sixth step of marketing research process:

interpret and present research information

The head of sales at a publishing firm is seeking better information to make informed marketing decisions. He already gets data about the company's daily flow of business; now he needs tools that will enable him to use the raw numbers in developing models and graphs. He is looking for a _________system.

marketing decision support