Test 1

_____ are the researcher's descriptions of what actually happens in the field and are the text from which meaning is extracted. 1. Discussion guides 2. Verbatims 3. Hermeneutics 4. Field notes

_____ are the researcher's descriptions of what actually happens in the field and are the text from which meaning is extracted. 1. Discussion guides 2. Verbatims 3. Hermeneutics Correct4. Field notes

_____ represent(s) the documented history of a particular person, group, organization, or event. 1. Attribution theory 2. Case studies 3. Phenomenology 4. netnography

_____ represent(s) the documented history of a particular person, group, organization, or event. 1. Attribution theory Correct2. Case studies 3. Phenomenology 4. netnography

When a researcher conducts numerous related studies that come together to address multiple, related research objectives, we refer to this as a research _____. 1. program 2. project 3. agenda 4. conglomeration

When a researcher conducts numerous related studies that come together to address multiple, related research objectives, we refer to this as a research _____. Correct1. program 2. project 3. agenda 4. conglomeration

Researcher-dependent results are _____. 1. subjective 2. objective 3. secondary 4. primary

Researcher-dependent results are _____. Correct1. subjective 2. objective 3. secondary 4. primary

Who can provide data to a decision support system? 1. production managers 2. marketing researchers 3. all of these choices 4. accountants

Who can provide data to a decision support system? 1. production managers 2. marketing researchers Correct3. all of these choices 4. accountants

A network of interdependent institutions that perform the logistics necessary for consumption to occur is called a _____. Selected Answer: Answers: 1. supply channel 2. distribution linkage 3. distribution network 4. marketing channel

A network of interdependent institutions that perform the logistics necessary for consumption to occur is called a _____. Selected Answer: Answers: 1. supply channel 2. distribution linkage 3. distribution network 4. marketing channel Correct4

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. 1. Intranet 2. enterprise 3. internal 4. primary

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. 1. Intranet Correct2. enterprise 3. internal 4. primary

A text passage from a respondent's story that is linked with a key theme from within this story or provided by the researcher is called _____. 1. hermeneutic unit 2. schemata 3. trace element 4. case study

A text passage from a respondent's story that is linked with a key theme from within this story or provided by the researcher is called _____. Correct1. hermeneutic unit 2. schemata 3. trace element 4. case study

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 _____. 1. net group 2. focus unit 3. focus blog 4. market blog

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 _____. 1. net group 2. focus unit Correct3. focus blog 4. market blog

All of the following are advantages of semi-structured interviews EXCEPT _____. 1. high degree of scrutiny 2. ability to address more specific issues 3. questions are administered without the presence of an interviewer 4. responses are usually easier to interpret than other qualitative approaches

All of the following are advantages of semi-structured interviews EXCEPT _____. Correct1. high degree of scrutiny 2. ability to address more specific issues 3. questions are administered without the presence of an interviewer 4. responses are usually easier to interpret than other qualitative approaches

All of the following are important aspects of the marketing research process EXCEPT: Answers: 1. analyzing data 2. idea and theory development 3. making results publicly available 4. gathering information Correct3

All of the following are important aspects of the marketing research process EXCEPT: Selected Answer: Correct3. making results publicly available Answers: 1. analyzing data 2. idea and theory development 3. making results publicly available 4. gathering information Correct3

Amie has an app on her iPhone that allows her to check in with her friends when she goes out. Her friends see this information on her Facebook page and on their phones. This type of technology is a(n) _____. 1. RFID 2. interpersonal technology 3. geolocation technology 4. near field communication (NFC) technology

Amie has an app on her iPhone that allows her to check in with her friends when she goes out. Her friends see this information on her Facebook page and on their phones. This type of technology is a(n) _____. 1. RFID 2. interpersonal technology Correct3. geolocation technology 4. near field communication (NFC) technology

An employee who pretends to be a customer in order to observe the sales behavior of a clerk at a cosmetics counter in a department store is called a(n) _____. 1. secondary data researcher 2. mystery shopper 3. undercover researcher 4. pilot researcher

An employee who pretends to be a customer in order to observe the sales behavior of a clerk at a cosmetics counter in a department store is called a(n) _____. 1. secondary data researcher Correct2. mystery shopper 3. undercover researcher 4. pilot researcher

An organization's mailing list of current customers is an example of _____. 1. a cookie 2. software 3. a database 4. a hyperlink

An organization's mailing list of current customers is an example of _____. 1. a cookie 2. software Correct3. a database 4. a hyperlink

Asking a group of households to record their consumption of certain products over a two-year period is an example of _____. 1. database marketing 2. data conversion 3. diary panel data 4. model building

Asking a group of households to record their consumption of certain products over a two-year period is an example of _____. 1. database marketing 2. data conversion Correct3. diary panel data 4. model building

Asking consumers what they think about possible brand names for a new product is an example of which type of research? Selected Answer: Answers: 1. product testing 2. product research 3. promotion research 4. concept testing

Asking consumers what they think about possible brand names.... Correct 2

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? Selected Answer: Correct4. product testing Answers: 1. distribution research 2. copytesting 3. promotion research 4. product testing

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? Selected Answer: Correct4. product testing Answers: 1. distribution research 2. copytesting 3. promotion research 4. product testing Correct 4

Carol was invited to participate in a research study along with ten other consumers to discuss her experiences using cleaning products. The group was asked to discuss their experiences and were encouraged to feed on each other's comments. What is this type of study called? 1. literature review 2. pretest 3. multivariate research 4. focus group interview

Carol was invited to participate in a research study along with ten other consumers to discuss her experiences using cleaning products. The group was asked to discuss their experiences and were encouraged to feed on each other's comments. What is this type of study called? 1. literature review 2. pretest 3. multivariate research Correct4. focus group interview

Cindy is an ethnographer who is trying to better understand how mothers take care of toddlers. Being a mother herself, she was able to join a mother's group and spent considerable time immersed within that culture. From this immersion, she is able to draw data from her observations. Cindy is referred to as a(n) _____. 1. interloper 2. participant-observer 3. mystery shopper 4. moderator

Cindy is an ethnographer who is trying to better understand how mothers take care of toddlers. Being a mother herself, she was able to join a mother's group and spent considerable time immersed within that culture. From this immersion, she is able to draw data from her observations. Cindy is referred to as a(n) _____. 1. interloper Correct2. participant-observer 3. mystery shopper 4. moderator

Ensuring that all promotional efforts, such as advertising, public relations, personal selling, and so forth, are coordinated to communicate a consistent image is the basic tenet underlying 1. integrated marketing mix 2. promotion research 3. synergistic marketing communications 4. integrated marketing communications

Ensuring that all promotional efforts, such as advertising, public relations, personal selling, and so forth, are coordinated to communicate a consistent image is the basic tenet underlying Correct Answer 4

Every year, Westview Marble goes through the process of estimating sales for the upcoming year by looking at the company's previous years' sales and market sales along with economic trends and predictions by experts. This process of predicting sales totals over a specific time period is called ____. 1. market potential estimation 2. trend analysis 3. model building 4. sales forecasting

Every year, Westview Marble goes through the process of estimating sales for the upcoming year by looking at the company's previous years' sales and market sales along with economic trends and predictions by experts. This process of predicting sales totals over a specific time period is called ____. 1. market potential estimation 2. trend analysis 3. model building Correct4. sales forecasting

If the population of a city is 230,000 and its annual per person expenditure on athletic shoes is $45, if there are 64,688 square feet of retail space used to sell athletic shoes in this city, its index of retail saturation is _____. 1. 330.06 2. 3.56 3. 12.65 4. 159.99

If the population of a city is 230,000 and its annual per person expenditure on athletic shoes is $45, if there are 64,688 square feet of retail space used to sell athletic shoes in this city, its index of retail saturation is _____. 1. 330.06 2. 3.56 3. 12.65 Correct4. 159.99

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 _____. 1. indexing 2. dynamic forecasting 3. moving average forecasting 4. static forecasting

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 _____. 1. indexing 2. dynamic forecasting Correct3. moving average forecasting 4. static forecasting

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 _____. 1. database marketing 2. electronic marketing 3. neural networks 4. customer discovery

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 _____. Correct1. database marketing 2. electronic marketing 3. neural networks 4. customer discovery

Many companies use powerful computers to dig through volumes of data to discover patterns about their customers and products. This activity is called _____. 1. data mining 2. neural networking 3. sugging 4. data digging

Many companies use powerful computers to dig through volumes of data to discover patterns about their customers and products. This activity is called _____. Correct1. data mining 2. neural networking 3. sugging 4. data digging

One way to address ethical issues related to data technology is by using a(n) _____, which gives consumers access to the information collected from their Web behavior and even provides them an opportunity to edit the information. 1. pull technology 2. electronic data interchange 3. predictive analytic 4. open data partnership

One way to address ethical issues related to data technology is by using a(n) _____, which gives consumers access to the information collected from their Web behavior and even provides them an opportunity to edit the information. 1. pull technology 2. electronic data interchange 3. predictive analytic Correct4. open data partnership

Talbot's, a women's clothing retailer, sent Laurie an email notifying her of one the sweaters they are offering this year in a style and color she had searched for on its Web site during last season's clearance sale but was unable to purchase in her size. Talbot's was linking computerized data sources to statistical tools to search for predictive relationships to enable more effective marketing communications, which is an example of: 1. electronic data interchange 2. predictive analytics 3. pull technology 4. Web tracking

Talbot's, a women's clothing retailer, sent Laurie an email notifying her of one the sweaters they are offering this year in a style and color she had searched for on its Web site during last season's clearance sale but was unable to purchase in her size. Talbot's was linking computerized data sources to statistical tools to search for predictive relationships to enable more effective marketing communications, which is an example of: 1. electronic data interchange Correct2. predictive analytics 3. pull technology 4. Web tracking

The characteristic of data reflecting how pertinent these particular facts are to the situation at hand is called ____. 1. timeliness 2. significance 3. relevance 4. completeness

The characteristic of data reflecting how pertinent these particular facts are to the situation at hand is called ____. 1. timeliness 2. significance Correct3. relevance 4. completeness

The observation and analysis of trends in industry volume and brand share over time is called _____. 1. data mining 2. database marketing 3. market tracking 4. model building

The observation and analysis of trends in industry volume and brand share over time is called _____. 1. data mining 2. database marketing Correct3. market tracking 4. model building

Watson, a computer developed by IBM that beat humans on the television game-show Jeopardy, uses artificial intelligence that mimics the way the human brain processes information. This artificial intelligence is called _____. 1. intelligent agents 2. robotic thinking 3. neural networks 4. brain simulator

Watson, a computer developed by IBM that beat humans on the television game-show Jeopardy, uses artificial intelligence that mimics the way the human brain processes information. This artificial intelligence is called _____. 1. intelligent agents 2. robotic thinking Correct3. neural networks 4. brain simulator

What type of information describes the demographic profile of consumers in a particular geographic region? Answers: 1. place-based demographics 2. economic indicators 3. geo-demographics 4. psychographics

What type of information describes the demographic profile of consumers in a particular geographic region? Answers: 1. place-based demographics 2. economic indicators 3. geo-demographics 4. psychographics Correct3

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? Answers: 1. total quality management research 2. performance-monitoring research 3. basic research 4. relationship marketing 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? Answers: 1. total quality management research 2. performance-monitoring research 3. basic research 4. relationship marketing research Correct Answer: 2

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? Answers: 1. product research 2. distribution research 3. promotion research 4. pricing research

When Wal-Mart 2

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? Selected Answer: Answers: 1. nature of the decision 2. availability of the data 3. cost considerations 4. time constraints

When a marketing manager decides not to do research because a decision needs to be made before the results of the study can be Correct4. time constraints

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 _____. 1. open data partnership 2. pull technology 3. predictive analysis 4. smart agent software

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 _____. 1. open data partnership 2. pull technology 3. predictive analysis Correct4. smart agent software

Which of the following are the two types of marketing research based on the specificity of its purpose? Answers: 1. quantitative and secondary 2. scientific and non-scientific 3. basic and applied 1. cross-sectional and qualitative

Which of the following are the two types of marketing research based on the specificity of its purpose? Answers: 1. quantitative and secondary 2. scientific and non-scientific 3. basic and applied 1. cross-sectional and qualitative Correct3

Which of the following is a calculation that describes the relationship between retail demand and supply? 1. index of retail utilization 2. index of retail sites 3. index of retail saturation 4. index of retail sales

Which of the following is a calculation that describes the relationship between retail demand and supply? 1. index of retail utilization 2. index of retail sites Correct3. index of retail saturation 4. index of retail sales

Which of the following is a disadvantage of focus groups? 1. all of these choices 2. may not be useful for discussing sensitive topics 3. high cost 4. requires objective, sensitive, and effective moderators

Which of the following is a disadvantage of focus groups? Correct1. all of these choices 2. may not be useful for discussing sensitive topics 3. high cost 4. requires objective, sensitive, and effective moderators

Which of the following is a good characteristic for a focus group moderator to possess? 1. ability to make people feel comfortable so that they will talk in the group 2. ability to control discussion without being overbearing 3. good listener 4. all of these choices

Which of the following is a good characteristic for a focus group moderator to possess? 1. ability to make people feel comfortable so that they will talk in the group 2. ability to control discussion without being overbearing 3. good listener Correct4. all of these choices

Which of the following is a subset of data and information that actually has some explanatory power enabling effective decisions to be made? 1. intellectual capital 2. knowledge 3. decision support system 4. market intelligence

Which of the following is a subset of data and information that actually has some explanatory power enabling effective decisions to be made? 1. intellectual capital 2. knowledge 3. decision support system Correct4. market intelligence

Which of the following is an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him- or herself? 1. hermeneutics 2. ethnography 3. psychodynamics 4. psychographics

Which of the following is an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him- or herself? Correct1. hermeneutics 2. ethnography 3. psychodynamics 4. psychographics

Which of the following refers to a small-scale study in which the results are only preliminary and intended only to assist in design of a subsequent study? 1. pretest 2. preliminary study 3. primary test 4. focus group

Which of the following refers to a small-scale study in which the results are only preliminary and intended only to assist in design of a subsequent study? Correct1. pretest 2. preliminary study 3. primary test 4. focus group

Which part of the decision support system addresses exchanges between the firm and its customers? 1. global information system (GIS) 2. data warehouse 3. intellectual capital system 4. customer relationship management (CRM) system

Which part of the decision support system addresses exchanges between the firm and its customers? 1. global information system (GIS) 2. data warehouse 3. intellectual capital system Correct4. customer relationship management (CRM) system

Which source of input data is represented when a company conducts marketing research to identify the characteristics of its customers? 1. proprietary marketing research 2. behavioral tracking 3. internal records 4. salesperson input

Which source of input data is represented when a company conducts marketing research to identify the characteristics of its customers? Correct1. proprietary marketing research 2. behavioral tracking 3. internal records 4. salesperson input