MKTG.4100 - QUIZES
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? -promotion research -pricing research -distribution research -product research
-distribution research
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? -relationship marketing research -total quality management research -basic research -performance-monitoring research
-performance-monitoring research
Which of the following refers to the way researchers go about using knowledge and evidence to reach objective conclusions about the real world? -qualitative method -quantitative method -scientific method -primary method
-scientific method
_____ means that the researcher alters the level of the experimental variable in specific increments. Causality Testing Analyzing Manipulation
Manipulation
_____ is conducted to address a specific marketing decision for a specific firm or organization. Basic marketing research Qualitative marketing research Quantitative marketing research Applied marketing research
Applied marketing research
_____ represent(s) the documented history of a particular person, group, organization, or event. Case studies Phenomenology netnography Attribution theory
Case studies
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? depth interview conversation focus group free-association
conversation
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 _____. net group market blog focus blog focus unit
focus blog
When an Internet user sets up his computer so that it will send him regular news about his favorite professional football team, this is an example of the application of _____. predictive analysis pull technology smart agent software open data partnership
smart agent software
Which type of research allows decision makers to make causal inferences? exploratory research descriptive research causal research all of these choices
causal research
Which type of research is being conducted when a researcher conducts an experiment to answer the question, "Will consumers purchase more of our brand if we change the package design?" causal research exploratory research pilot study research descriptive research
causal research
When consumers in a focus group session are presented with a written description of a possible new product and are asked what they would be willing to pay for such a product, this is an example of which of the following? causal research study descriptive research study concept test case study
concept test
Which of the following seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward competing products? causal research diagnostic analysis concomitant research test-market
diagnostic analysis
Which qualitative research orientation originated in sociology? phenomenology grounded theory ethnography case studies
grounded theory
All of the following are important aspects of the marketing research process EXCEPT: gathering information idea and theory development analyzing data making results publicly available
making results publicly available
Owen is a researcher who studies human experiences based on the idea that it is inherently subjective and determined by the context in which people live. He focuses on how a person's behavior is shaped by the relationship he or she has with the physical environment, objects, people, and situation. Which qualitative research orientation is Owen using? grounded theory phenomenology ethnography case study
phenomenology
_____ is the bar-coded information that contains product information that can be read by optical scanners. RFID NFC CRM UPC
UPC
An organization's mailing list of current customers is an example of _____. a cookie software a database a hyperlink
a database
Which of the following data can be purchased from commercial sources? advertising research market-share data consumer attitudes and public opinions all of these choices
all of these choices
Which of the following determines the appropriate analytical technique for data analysis? management's information requirements characteristics of the research design nature of the data gathered all of these choices
all of these choices
When you visit Web sites, most likely a small computer file that records your Web usage history is created. This small computer file is called a(n) _____. electronic data exchange cookie URL Intranet
cookie
A(n) _____ is like an Internet search but focuses on data within the organization's internal network. primary search internal search enterprise search discovery search
enterprise search
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 formal marketing research applied marketing research abstract marketing research
basic marketing research
Parties that furnish information on the World Wide Web are called _____. browsers content providers search engines Intranets
content providers
Which of the following is a carefully controlled study in which the researcher manipulates a proposed cause and observes any corresponding change in the proposed effect? survey unobtrusive observation diagnostic analysis experiment
experiment
The simplest form of secondary-data research is _____. fact-finding model building forecasting sales database marketing
fact-finding
Tracking monthly sales trends over the past year is an example of which objective for secondary data analysis? model building fact-finding database marketing environmental scanning
fact-finding
Yahoo! and Google are examples of _____. home pages search engines ISPs CRMs
search engines
All of the following are types of marketing research EXCEPT _____. exploratory selective descriptive causal
selective
When the respondent is presented with: "People who watch football on television are ________," and asked to fill in the blank, this is an example of a _____. word association test concept test case study sentence completion test
sentence completion test
In case studies, _____ are identified by the frequency with which the same term (or a synonym) arises in the narrative description. themes threats links ladders
themes
When Wal-Mart is attempting to decide where to locate its regional warehouses in order to minimize travel time from its warehouses to its stores, this is an example of which type of research? -product research -pricing research -distribution research -promotion research
-distribution research
Which of the following involves mining data to look for patterns identifying who is likely to be a valuable customer? customer discovery data dissection data profiling customer cloning
customer discovery
Marketers of snack foods who consider the nutritional value that parents desire as well as the fun and experience that children want are demonstrating a(n) _____. emphasis on short-term profits cross-functional perspective customer orientation product orientation
customer orientation
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 data digging sugging neural networking
data mining
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 _____. database marketing neural networks customer discovery electronic marketing
database marketing
In research conducted for a specific client, research objectives are often referred to as _____. deliverables outcomes conclusions action items
deliverables
All of the following are stages in the research process EXCEPT _____. analyzing data formulating conclusions and preparing a report demonstrating causality planning a sample
demonstrating causality
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 concept test focus interview hermeneutic analysis
depth interview
Asking a group of households to record their consumption of certain products over a two-year period is an example of _____. model building database marketing data conversion diary panel data
diary panel data
The written set of guidelines that describes an outline of topics to be covered by a focus group moderator is called a _____. discussion guide TAT test concept test case study
discussion guide
Which of the following means that something has been examined against reality using data? causality manipulation empirical testing spurious association
empirical testing
A researcher for Kraft is searching sales data from the corporation's Intranet. He's able to use a search engine similar to Google, but he is not searching the entire Internet. This type of search is called a(n) _____ search. enterprise Intranet internal primary
enterprise
Which of the following is a calculation that describes the relationship between retail demand and supply? index of retail sales index of retail utilization index of retail saturation index of retail sites
index of retail saturation
An organization's inventory figures are a good example of: cookies internal records external records CRM
internal records
A(n) _____ searches through the Internet almost instantly looking for content containing specific words. environmental scan history sniff web crawl keyword search
keyword search
Karl is searching "digital cameras" in Google to learn more about the brands available and prices for each. Karl is performing a(n) _____. predictive analysis keyword search environmental scan history sniff
keyword search
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? pricing research promotion research product research distribution research
product research
Asking target market members to compare the performance of a prototype of a possible new product to the performance of a competitor's product is an example of which type of research? distribution research copytesting promotion research product testing
product testing
The characteristic of data reflecting how pertinent these particular facts are to the situation at hand is called ____. relevance timeliness completeness significance
relevance