Chapter 10: Marketing research

Which of the following best describes a focus group? A. A small group of people casually interacting with objective customers B. A small group of people put together for an intensive discussion C. A small group of people who are required to purchase the product D. A large group of people with knowledge about the product category and brand

A small group of people put together for an intensive discussion

Which of the following are among the five stages in the marketing research process? A. Data collection B. Staffing the research project C. Defining objectives D. Analyzing the data

Data collection Defining objectives Analyzing the data

A firm that is considering changing the colors used on its packaging wants to determine the effect of different color schemes on sales. To do so, the firm places three different packages in stores in three different markets. What type of research is this? A. Experimental B. Social media C. Focus group D. Survey

Experimental

______ research systematically manipulates one or more variables to determine which variables have a causal effect on another variable. A. In-depth interview B. Survey C. Data mining D. Experimental

Experimental

What is a qualitative research technique where trained researchers ask questions to a few selected participants, record the answers, and then ask additional questions if needed for clarification? A. Online survey B. Observation C. In-depth Interview D. Focus group

In-depth Interview

Which of these is NOT an advantage of secondary data? A. It can sometimes be obtained from the company itself. B. It can be obtained quickly. C. It is easy to customize. D. It is often inexpensive.

It is easy to customize.

Select all of the following that are disadvantages of primary data collection. A. It offers solid behavioral insights B. It provides appropriate data C. It takes more time D. It costs more

It takes more time It costs more

______ is a qualitative research method that entails examining purchase and consumption behavior through personal viewing or video camera scrutiny. A. Scanner B. Observation C. Survey D. Focus group

Observation

______ research, such as a focus group, attempts to begin to understand phenomena of interest with broad, open-ended questions. A. Qualitative B. Experimental C. Quantitative D. Secondary E. Survey

Qualitative

Which of the following is an accurate definition of the term data? A. Raw numbers with no intrinsic meaning B. Goals or benchmarks that a firm strives to achieve C. Methods used for collecting information on a subject D. Conclusions derived from the analysis of raw numbers

Raw numbers with no intrinsic meaning

When researchers define the objectives and needs of their project, what are they trying to establish? A. The results that need to be confirmed B. The problem that needs to be solved C. The resources needed to complete the project D. The methods by which they will collect data

The problem that needs to be solved

How is information generally gathered in a survey? A. Via secondary data B. Using a questionnaire C. Using observation techniques D. Using videotapes or audiotapes

Using a questionnaire

Observation can be described as ______ through personal viewing or by means of a video camera. A. examining purchase and consumption behavior B. counting sales C. asking questions to record answers of participants D. prohibiting certain behaviors

examining purchase and consumption behavior

Because research is ______, it is important to figure out beforehand exactly what problem needs to be solved. A. expensive and informative B. proprietary and informative C. expensive and time-consuming D. proprietary and time-consuming

expensive and time-consuming

Because research is ______, it is important to figure out beforehand exactly what problem needs to be solved. A. proprietary and time-consuming B. expensive and time-consuming C. proprietary and informative D. expensive and informative

expensive and time-consuming

Qualitative research is informal that relies on experiments and surveys.

false

True or False: Marketing researchers are free to use customer data in any way they need to, as long as the researchers did not collect it.

false

Compared to secondary research, primary research requires researchers who ______. A. have fewer interpersonal skills B. are also talented salespeople C. have more training and skill in gathering and analyzing data D. have limited experience with the product or service being researched

have more training and skill in gathering and analyzing data

As firms build databases that contain customer ______, marketing researchers must be careful not to abuse this collection, which may contain sensitive personal details. A. information B. complaints C. surveys D. prices

information

The in-depth ______ is a qualitative research technique in which researchers ask questions, record the answers, and then ask additional questions to clarify a particular issue.

interview

An advantage of secondary data is that, compared to primary data, it ______. A. is guaranteed as being more trustworthy B. is usually available at a lower cost C. offers greater exclusivity D. provides more specific insights

is usually available at a lower cost

One disadvantage of secondary data is that ______. A. very little of it is available B. it may not be exactly what the research project requires C. it is the most expensive type of data used in research D. it usually takes a long time to obtain it

it may not be exactly what the research project requires

Market researchers use social media to ______. A. learn about customers' likes and dislikes B. obtain syndicated data without paying for it C. conduct experiments D. perform data analysis

learn about customers' likes and dislikes

In order to figure out CLV, companies investigate a person's ______ behaviors to predict ______ purchases. A. past; future B. past; present C. present; future D. primary; secondary

past; future

In the second step of the marketing research process, what factor determines the type of data needed? A. number of researchers B. project objectives C. project budget D. expected results

project objectives

The last phase of the marketing research process is presenting ______ to decision-makers. A. untested theories B. results C. an invoice D. raw data

results

A(n) ______ is a systematic method of collecting information from people through a questionnaire.

survey

If a media company wants information on consumers' television viewing habits, it can purchase reports compiled by commercial research firms such as Nielsen. This is an example of ______ data. A. internal B. obscure C. syndicated D. primary

syndicated

Marketers can purchase ________ data, which is secondary data available for a fee from commercial research firms. A. census B. syndicated C. primary D. external

syndicated

In most situations, data collection should only begin after ______. A. the researcher has requested primary data needed B. the research design process is finished C. there is certainty for funding for the research D. data analysis is complete

the research design process is finished

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. A. inexpensive B. individualized C. structured D. unstructured

unstructured

The step in the marketing research process that follows research design is ______. A. presenting the results B. designing the research C. collecting the data D. analyzing the data

collecting the data

Social media sites can provide insights into consumers' opinions of the firm's products and those of their ______. A. competitors B. neighbors C. relatives D. friends

competitors

The expected financial contribution that a customer will give to a company over the course of their life is called ___ ___ ___.

customer lifetime value

______ are raw numbers that, on their own, have limited value to marketers. A. Statistics B. Data C. Averages D. Scales

data

After firms collect large amounts of customer information and purchase history, the data is stored in a _________. A. database B. data warehouse C. data mine D. data library

data warehouse

Firms find it necessary to use data mining techniques to extract valuable information from their _____________. A. info warehouses B. customer warehouses C. data warehouses D. group warehouses

data warehouses

The second step in the marketing research project involves design. In this step, researchers identify the type of __________ needed and work out the type of __________ necessary to collect it. A. money; people B. data; people C. data; research D. customers; research

data; research

The analyst prepares the results to present them to a firm's ______ as a final step in the marketing research process. A. vendors B. competitors C. customers D. decision makers

decision makers

Place the stages of the marketing research process in the correct order, with the FIRST step at the TOP

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

Which of the following is data that companies have access to but cannot handle using conventional data management and data mining software? A. Smooth data B. Secondary data C. Big data D. Primary data

Big data

Suppose you work in the marketing department of a company and your boss, the marketing manager, asks you to take on a marketing research project. "But I'm not giving you any money for data collection," your boss says. "You can just use secondary data; it can meet all our needs and we can get it for free." Which of the following is the best argument against your boss's decision not to give you any money for the research? A. It will take too long to collect secondary data B. Secondary data may not be specific enough to meet the needs of the research C. Primary data is always preferable to secondary data D. Secondary data always costs at least a small amount of money

Secondary data may not be specific enough to meet the needs of the research

Popular media has coined the term ______ ______ to refer to the excess data that companies can access but cannot organize using conventional data management.

big data