Mark 3000 Ch 10
Which of the following provides the information needed to confirm insights and help managers pursue appropriate courses of action? A. quantitative research B. qualitative research C. observation research D. in-depth interviews E. social media monitoring
A. quantitative research
Once a marketing researcher is ready to move beyond preliminary insights to specific, informed questions, the researcher is ready to conduct A. quantitative research. B. data warehousing. C. syndicated marketing surveys. D. qualitative research. E. research design.
A. quantitative research.
When conducting a research study attempting to understand what features were most important to automobile consumers, Gary's Research Company used a questionnaire containing __________ questions, with a predetermined set of response options. A. structured B. in-depth interview C. open-ended D. free-form E. unstructured
A. structured
Which of the following is a systematic means of collecting information from people using a questionnaire? A. survey B. experiment C. scanner study D. in-depth interview E. focus group
A. survey
Malcolm is the campaign manager for a congressional candidate. He wants to know how voters across his district feel about recent sexual harassment scandals involving politicians. Malcolm will most likely use __________ to gather this type of data. A. surveys B. observation C. experiments D. voter registration data E. census data
A. surveys
Quantitative research offers a means to confirm ideas through A. surveys or experiments. B. in-depth interviews. C. data mining. D. qualitative research. E. informal analysis.
A. surveys or experiments.
The first question a marketing researcher should ask before embarking on a research study is A. Who will pay for it? B. Will the research be useful? C. What is the due date? D. What sample size will be needed? E. Should we use structured or unstructured questions?
B. Will the research be useful?
Walmart is known for its efficient logistical systems. Every time consumers buy something, that purchase is recorded and sent to company headquarters, where it is used to generate reorders to vendors. In addition, customers' billions of purchases are analyzed to uncover patterns of consumers' purchasing behavior. This is an example of A. data isolation. B. data mining. C. secondary data collection. D. sentiment mining. E. qualitative research.
B. data mining.
When the marketing research problem is not clearly defined, a researcher will likely engage in __________ research. A. data mining B. qualitative C. survey D. quantitative E. experimental
B. qualitative
A major disadvantage of primary data collection is A. it can be accessed only through syndicated databases or unstructured data mines. B. it cannot be tailored to meet specific research needs. C. it takes more time to collect than secondary data and is more costly. D. it is too general to meet researcher's and manager's needs. E. it does not offer behavioral insights that can be obtained from secondary data.
C. it takes more time to collect than secondary data and is more costly.
In questionnaire design, a question such as "Do you like Wendy's hamburgers and fries?" A. is a question that respondents cannot easily or accurately answer. B. is a question that respondents are reluctant to answer because the information is sensitive. C. steers respondents to a particular response. D. asks two questions at once. E. is complex and something respondents may be unfamiliar with.
D. asks two questions at once.
Social media monitoring, in-depth interviews, and focus groups are all __________ research methods. A. quantitative B. data warehousing C. syndicated marketing D. qualitative E. structured
D. qualitative
Quincy had no idea how consumers would respond to a survey about attitudes toward a program opening up space travel to private citizens. He could use __________ to allow respondents to answer in their own words. A. secondary data B. an observational study C. an experiment D. a structured questionnaire E. a survey with open-ended questions
E. a survey with open-ended questions
Which of the following research methods would be best in helping a marketer understand how people feel about a product or service on an individual, detailed level? A. focus groups B. surveys C. social media monitoring D. primary data mining E. in-depth interviews
E. in-depth interviews
Panel data are always secondary data.
FALSE, Panel data are information collected from a group of consumers over time. The data collected from the panelists may be a record of their purchases (secondary data) or responses to a survey that the client has hired the firm to conduct (primary data).
Political consultants have been using marketing research for decades to help their candidates understand A. who makes up the voting public and how to reach them. B. what ethical lapses they can get away with. C. which consumers spend the most money. D. how large their campaign signs should be. E. how to buy the votes they need.
a. who makes up the voting public and how to reach them
Marketing research includes all of the following except A. collecting data. B. creating data. C. recording data. D. interpreting data. E. analyzing data.
b. creating data
Briena is looking at the results of a syndicated study conducted two years ago. Briena is looking at primary data.
false
Data that have been collected prior to the start of the current research project are considered primary data.
false
In the United States, the federal government has enacted comprehensive privacy laws for the Internet.
false
Marketing research should be used only to produce favorable recommendations for senior management to consider.
false
Quentin is in a group of 8 to 12 people and is being asked questions by a trained moderator. Quentin is part of an in-depth interview group.
false
The terms external secondary data and syndicated data mean the same thing.
false
When survey data are analyzed in depth to determine consumer attitudes toward a product, this is an example of sentiment mining.
false; analyze social media
A disadvantage to using secondary data is that it might not be precisely relevant to the information needed.
true
A major advantage of primary data collection is that it can be tailored to fit the pertinent research needs.
true
Before conducting marketing research, it is important to establish in advance exactly what problem needs to be solved.
true
Companies are legally required to disclose their privacy practices to customers on an annual basis.
true
Donald is analyzing and interpreting data. In the process, he is converting data into information.
true
Fingerprints are an example of biometric data
true
In the marketing research process, data collection happens after research design.
true
One of the benefits of marketing research is it reduces the uncertainty under which managers make decisions.
true
Using wireless EEG scanners to measure involuntary brain waves that occur when a consumer views a product is called neuromarketing.
true
When companies store information on customers' purchase histories in large computer files, this is known as data warehousing.
true
The term _______ refers to the enormous amount of information that firms now have access to but cannot handle using conventional data management and data mining software. A. big data B. churn C. data mining D. data dump E. information overload
A. big data
The marketing research process follows five steps, and to be effective they must be followed in order without omitting any steps.
false; may go back and forth
Which of the following is an unstructured question? A. "What are the most important characteristics for choosing a brand of shampoo?" B. "How satisfied were you with your last shampoo purchase: very unsatisfied, unsatisfied, neutral, satisfied, or very satisfied?" C. "Were you happy with the quality of the shampoo you purchased (Yes/No)?" D. "On a scale from 1 to 5 (with 1 being very unimportant and 5 being very important), how important is fragrance when choosing a shampoo?" E. "How many brands of shampoo have you purchased in the past year: 0, 1, 2, 3, 4, 5, or more than 5?"
A. "What are the most important characteristics for choosing a brand of shampoo?"
When a research team has gathered data for specific research needs, this is known as A. primary data. B. data mining. C. secondary data. D. data recovery. E. data modeling.
A. primary data.
If a marketing researcher has to collect data under severe time constraints, which of the following types of data sources would probably be available soonest? A. syndicated data B. focus group data C. experimental data D. panel data E. survey data
A. syndicated data
When conducting marketing research, researchers assess the value of a project through benefit-cost analysis, which weighs A. the benefits of answering questions against the cost of the research. B. the benefit of qualitative research against the cost of quantitative research. C. the benefit of primary data research against the cost of secondary data research. D. the benefit of a data warehouse against the cost of syndicated data. E. the benefit of internal secondary data against the cost of external secondary data.
A. the benefits of answering questions against the cost of the research.
The number of participants who discontinue their use of a service divided by the average number of total participants is called A. churn. B. customer retention. C. customer lifetime value. D. cancellation cost. E. customer loyalty.
A. Churn
Which of the following statements is not one of the guidelines provided by the American Marketing Association for conducting marketing research? A. Personal information about research participants should not be shared, except with a designated member of senior management. B. Selling or fund-raising should not be conducted under the guise of conducting research. C. Researchers should not misrepresent data. D. Clients and suppliers should be treated fairly. E. Researchers should not omit pertinent data.
A. Personal information about research participants should not be shared, except with a designated member of senior management.
Omar is responsible for marketing and marketing research for a midsized manufacturer of assemblies for the housing market. His boss has asked him to cut back expenses, especially in marketing research: "Why can't you just use information off the Internet? There's plenty out there." What is Omar's best response to try to get his boss to change his mind? A. "We can try, but if it's wrong it's not my fault." B. "Those are secondary data, and they may not be as timely, accurate, and relevant as what we need. Our decisions may not be as good, and we'll run a huge risk." C. "I'd rather not use any data at all than use secondary data." D. "This is a matter of principle. I quit." E. "You should never use any information from the Internet in marketing research."
B. "Those are secondary data, and they may not be as timely, accurate, and relevant as what we need. Our decisions may not be as good, and we'll run a huge risk."
If a cable television company had 100 million subscribers at the end of the year, and 2 million of its subscribers left its service, it would have a churn rate of A. 1 percent. B. 2 percent. C. 5 percent. D. 10 percent. E. 20 percent.
B. 2 percent.
How might a book publisher use blogs in its marketing research efforts? A. as a place to report marketing research results to top management B. as a source of reviews of its latest releases C. as a location for holding online focus groups about its books D. as a location for conducting online experiments about book purchasing patterns E. as a substitute for large-scale surveys about future book topics
B. as a source of reviews of its latest releases
Assuming that a marketing research study will answer important questions and reduce uncertainty associated with the proposed project, a major question that needs to be addressed before starting the study is A. How will the results be presented? B. Will observational research be considered intrusive? C. Is top management committed to the study? D. How will the questions be defined? E. Who will manage the research?
C. Is top management committed to the study?
Which of the following is true about quantitative research? A. It is always conducted using primary data collection. B. It revises the research objective based on data mining. C. It confirms insights and provides a basis for taking a course of action. D. It offers conclusions that are always correct. E. It includes focus group interviews.
C. It confirms insights and provides a basis for taking a course of action.
A typical focus group has ________ members. A. 2-4 B. 4-6 C. 6-8 D. 8-12 E. 12-15
D. 8-12
Mary's Bakery is trying to determine what price to charge for its cookies, so Mary places a low price on them and raises it each week, keeping track of how many she sells. Then she determines what her cost was for the cookies and determines which price was the most profitable. What form of research was Mary conducting? A. observation B. survey C. scanner-based D. an experiment E. a panel
D. an experiment
The owner of A. C. Flora Ford Dealership wanted to know why consumers chose his company to purchase a car. He was fairly sure that most customers had one of three reasons—service, reputation, or location—but wanted to know which was revealed as the most frequent reason for purchasing. A. C. Flora will probably use a survey with __________ questions to address his research problem. A. observation-based B. open-ended C. experimental D. closed-ended E. unstructured
D. closed-ended
Which type of interview contains a small group of participants and a trained moderator that guides the conversation? A. panel B. syndicated C. observational D. focus group E. sentiment
D. focus group
Recently, the number of students enrolled in the marketing program dropped while enrollment in the psychology program increased. The chair of the marketing department will probably use __________ as a first step to gain a better understanding of why enrollments are changing. A. experimental research B. data warehousing C. syndicated data D. qualitative research E. structured questionnaires
D. qualitative research
The purpose of __________ is that it confirms insights and provides a basis for taking a course of action. A. primary data collection B. data mining C. qualitative research D. quantitative research E. statistical sourcing
D. quantitative research
After defining objectives and research needs, the next step in the marketing research process involves A. research evaluation. B. data collection. C. data analysis. D. research design. E. report writing.
D. research design.
Firms that are engaged in sentiment mining are analyzing data collected from A. experiments. B. in-depth interviews. C. focus groups. D. social media sites. E. observations.
D. social media sites.
Commercial research firms like Nielsen and J. D. Power and Associates are sources of A. primary data. B. internal secondary data. C. data mining. D. syndicated data. E. public data.
D. syndicated data.
Just as marketers create value by meeting the needs and wants of consumers, marketing researchers create value if A. the research is expensive. B. all participants like the research design. C. the research does not cost too much. D. the results will be used in making management decisions. E. the research is finished quickly.
D. the results will be used in making management decisions.
Which of the following is an example of an unstructured question? A. "Would you buy this product (Yes/No)?" B. "Would you buy this product (A. definitely, B. maybe, C. definitely not)?" C. "What would convince you to buy this product (A. lower price, B. larger packaging, C. better taste)?" D. "Please rate the attributes of this product that are important to you (rate 1-5, with 1 being most important and 5 being least important). E. "Why did you buy this product?"
E. "Why did you buy this product?"
_______ can be defined as raw numbers or other factual information that, on their own, have limited value to marketers. A. Statistics B. Charts and graphs C. Marketing research D. Formulas E. Data
E. Data
__________ research is a type of quantitative research that manipulates variables to help determine cause and effect. A. Descriptive B. Syndicated C. Manipulative D. Focus group E. Experimental
E. Experimental
Caroline needs to find information about income and age distribution in Orange County, California. The best source of secondary research of use to Caroline is likely to be A. door-to-door surveys. B. focus group interviews. C. syndicated data. D. sales invoices at public libraries. E. U.S. Census data.
E. U.S. Census data.
Each time you go to the grocery store and have your purchases scanned while using a loyalty or bonus reward card, you are contributing to a database that can help marketers determine all of the following except A. what a typical shopping list looks like. B. whether changes in prices affect buying. C. marketplace trends. D. what kinds of promotions might be attractive to you. E. other stores where you buy similar products.
E. other stores where you buy similar products.
Warren is conducting a marketing research project. He is not sure what questions to ask or what types of consumers he should talk to. Therefore, Warren should begin by conducting quantitative research.
false; qualitative
Which of the following statements best describes secondary data? A. Secondary data are pieces of information that have been collected prior to the start of the focal research project. B. Secondary data are those data collected to address specific research needs. C. Secondary data collection is always extremely time-consuming and expensive. D. Secondary data will always meet the researchers' needs. E. Secondary data include only qualitative research.
A. Secondary data are pieces of information that have been collected prior to the start of the focal research project.
Supermarkets collect information about individual customers through their use of loyalty cards and then analyze the data to look for patterns in purchases. This is an example of A. data mining. B. data recovery. C. data entry. D. data analysis. E. data modeling.
A. data mining.
Which of the following types of research would be considered quantitative research? A. experimental research B. observational research C. focus group research D. social media monitoring E. in-depth interviews
A. experimental research
A(n) __________ is a small group of people brought together for an intensive discussion of a topic. A. focus group B. social media site C. experiment D. data mining session E. in-depth interview
A. focus group
Marvin is looking for data to help him with a new marketing research study assigned to him. When reviewing existing secondary data from a past research study, Marvin should pay careful attention to A. how the secondary data were collected. B. where the data were warehoused. C. whether or not the Census Bureau has certified the research. D. whether the data were transformed into information. E. how often primary data were substituted for secondary data.
A. how the secondary data were collected.
Victor's custom auctioneering service provides online auction selling assistance. Victor plans to conduct marketing research to determine which auction site is best for his customers. His next step is to A. identify the type of data he needs. B. determine the statistical software he will use. C. outline the presentation format he will use. D. collect data. E. define his privacy policy.
A. identify the type of data he needs.
Randall wants to do an online survey of college professors about the factors that influence their textbook selection. He would like to use a structured survey but is not sure what responses to include for each question. Randall could use __________ to help him develop his survey. A. in-depth interviews B. experiments C. surveys D. observation E. primary data mining
A. in-depth interviews
Which of the following types of data would be the best choice for Wendy's fast-food restaurants if the headquarters office wants to know how many hamburgers versus chicken sandwiches it has sold in past years? A. internal secondary data B. external secondary data C. survey responses D. focus group data E. primary data
A. internal secondary data
In questionnaire design, a question such as "When was the first time you went to a dentist?" A. is a question that respondents cannot easily or accurately answer. B. is a question that respondents are reluctant to answer because the information is sensitive. C. leads respondents to a particular response. D. asks two questions at once. E. is complex and something respondents may be unfamiliar with.
A. is a question that respondents cannot easily or accurately answer.
The manager of a company selling baby products asks you to conduct research into the following question: Is life expectancy getting longer in Kuwait? The problem with this research objective is that A. it is irrelevant to the baby products company. B. it is already known and available from the U.S. Census Bureau. C. it will lead to a set of unstructured questions. D. it is a research question that probably cannot be answered with any level of accuracy. E. it is a question related to another culture.
A. it is irrelevant to the baby products company.
The marketing research process follows five steps, and researchers A. may not always go through them in the exact sequence if the situation changes or new information is discovered. B. should maintain the integrity of the process by following each step sequentially and thoroughly. C. often collect data before defining the research objectives. D. should be prepared to present the results before completing the analysis if they are under a great deal of pressure to meet a deadline. E. may follow the process by completing all steps at once instead of planning the process first.
A. may not always go through them in the exact sequence if the situation changes or new information is discovered.
When consumers are unable to articulate their experiences, __________ becomes particularly useful in understanding consumers' preferences. A. observation B. surveying C. in-depth interviewing D. primary data mining E. a focus group
A. observation
Qualtrics, SurveyMonkey, and Zoomerang are examples of A. online survey software. B. biometric data companies. C. data warehouses. D. syndicated data companies. E. focus group programs.
A. online survey software.
Data collection begins A. only after completing the research design process. B. after determining whether there are any objections. C. whenever the researcher wants to. D. after creating the presentation format. E. after analyzing the data.
A. only after completing the research design process.
A restaurant chain is working on improving the quality of its food and service. To track its progress it recruits customers who agree to respond to customer satisfaction surveys once every three months over the next two years. What kind of data is the restaurant chain collecting? A. panel data B. internal secondary data C. focus group data D. external secondary data E. scanner data
A. panel data
After reviewing the existing data on seasonal spending by his company's customers, Marvin decided he needed to collect new information to address his research questions. Marvin will need __________ data to address the questions in his marketing research study. A. primary B. secondary C. mined D. syndicated E. warehoused
A. primary
In a focus group, researchers usually videotape the session in order to A. evaluate the potential for in-depth interviews. B. assess both verbal and nonverbal responses. C. post the videos on the corporate website. D. avoid asking repetitive questions. E. create survey instruments to send to the participants.
B. assess both verbal and nonverbal responses.
When conducting a survey about choosing vacation destinations, Hillary will need to __________ in order to get reluctant respondents to provide honest information. A. choose only highly verbal consumers B. assure consumers that their individual responses will be kept confidential C. use only focus group interviews D. ask unstructured questions E. create an efficient data warehouse
B. assure consumers that their individual responses will be kept confidential
Wanda and Jim are working on a research project to anticipate customer attitudes toward a proposed new-product line for their company. They have worked with the marketing manager to determine the answers that are needed and have created a detailed design of the project. Their next logical step will be to A. develop a budget. B. begin to collect data. C. summarize their preliminary conclusions to present to managers. D. begin recommending changes to the new-product line based on ideas developed in the design phase. E. analyze the data.
B. begin to collect data.
academic researchers often jump at the opportunity to conduct a research study, curious to learn more and address unanswered questions for the sake of general knowledge. Businesspeople tend to be more cautious before embarking on a marketing research study, recognizing that research is often A. beyond most managers' ability to comprehend. B. expensive and time-consuming. C. an academic exercise of little real value. D. an impediment to decisive management. E. of little use in real marketing situations.
B. expensive and time-consuming.
What is neuromarketing? A. The analysis of consumer comments on social media in order to understand consumers' thoughts and opinions. B. The use of psychological principles to design marketing research studies. C. The use of EEG scanners to measure consumers' brain waves. D. The use of neural networks to perform data mining and develop marketing insights. E. The use of in-depth interviews to map detailed networks of information storage in the brain.
C. The use of EEG scanners to measure consumers' brain waves.
Marketing research begins with A. designing the research project. B. analyzing data. C. defining objectives and research needs. D. presenting results. E. creating the data collection process.
C. defining objectives and research needs.
Paul subscribes to an Internet service that alerts him whenever other firms in his industry are quoted in the media. Paul is using this type of marketing research primarily to A. provide a link between him and his production center. B. help him understand the needs of his customers. C. monitor his competitors. D. increase profits through the sale of syndicated data. E. decide how to price his new products.
C. monitor his competitors.
Company sales invoices, census data, and trade association statistics are examples of A. primary data. B. data mines. C. secondary data. D. tertiary data. E. qualitative data.
C. secondary data.
During the research design step of the marketing research process, researchers identify the type of data needed and A. the statistical software to be used. B. the dates when data will be collected. C. the forum in which the data will be presented. D. the identities of research participants in the project. E. the type of research necessary to collect the data.
E. the type of research necessary to collect the data.
In the infamous Coke/New Coke taste test, 54 percent of consumers, using a blind taste test, preferred the New Coke formula to the existing formulation. This is an example of a(n) __________ marketing research method. A. qualitative B. quantitative C. observational D. syndicated E. invalid
B. quantitative
In questionnaire design, a question such as "Do anti-lock braking systems reduce car accidents?" A. is a question that respondents cannot easily or accurately answer. B. is a question that respondents are reluctant to answer because the information is sensitive. C. steers respondents to a particular response. D. asks two questions at once. E. is one sided, presenting only one side of an issue.
A. is a question that respondents cannot easily or accurately answer.
If a fast-food restaurant collected photographs of its regular customers so that it could use facial detection software to identify visitors captured by security cameras, this would be an example of using A. external secondary data. B. biometric data. C. social media monitoring. D. illegal surveillance methods. E. sentiment mining.
B. biometric data.
Frederica manages an upscale women's clothing store. She wants more information about her customers' general feelings about upcoming fall fashions. Frederica will most likely use __________ to gather this type of data. A. door-to-door surveys B. focus group interviews C. syndicated data D. sales invoices E. census data
B. focus group interviews
Every month, Dr. Combahee takes her staff to lunch and asks them to share patients' comments and concerns. Dr. Combahee uses the lunches as an informal marketing research effort intended primarily to A. provide a link between herself and her profession. B. help her understand the needs of her customers. C. monitor her competitors. D. decrease the uncertainty associated with decision making. E. improve profitability.
B. help her understand the needs of her customers.
McDonald's introduced a Favorites Under 400 Calorie Menu as part of an attempt to reverse the perception that McDonald's sells only unhealthy food. Suppose that McDonald's, as a follow-up, collects and analyzes social media posts from Facebook, Twitter, and similar sites, hoping to understand whether or not consumer perceptions are improving. This would be an example of A. quantitative research. B. an online focus group. C. sentiment mining. D. neuromarketing. E. an experiment.
C. sentiment mining.
Jaleel is the marketing manager for a moderately well-known rock band. He wants to know more about industry trends including sales by different musical styles, online downloads, and concert attendance. Jaleel will most likely use __________ to gather this type of data. A. focus groups B. observation C. syndicated data D. sales invoices E. census data
C. syndicated data
In what country have regulators demanded that Facebook stop collecting biometric data on its users? A. the United States B. Russia C. China D. Germany E. Mexico
D. Germany
Digital billboards embedded with ________ software can identify passersby and then display ads targeted to them, based on their age, gender, and attention level. A. social media B. neuromarketing C. facial recognition D. Internet tracking E. data mining
C. facial recognition
adia stood outside the mall and asked people which stores they visited and if they bought anything. If they said yes, she asked them what they bought and how they came to the decision to buy that item. What form of research was Nadia most likely conducting? A. questionnaire B. in-depth interviews C. experiment D. focus group E. biometrics
B. in-depth interviews
A major advantage of primary data collection is A. it can be easily accessed through syndicated databases. B. it can be tailored to meet the specific research needs. C. it takes less time to collect than secondary data. D. it is general enough to meet many different researchers' needs. E. it is less expensive to collect than secondary data.
B. it can be tailored to meet the specific research needs.
The manager of a company selling cellular phones in rural U.S. markets asks you to conduct survey research into the following question: What percentage of people in Kansas live in communities of less than 10,000 people? The problem with this research objective is that A. it is irrelevant to the cellular company. B. it is already known and available from the U.S. Census Bureau. C. it will lead to a set of unstructured questions. D. it is a research question that probably cannot be answered with any level of accuracy. E. it is too expensive to determine the answer.
B. it is already known and available from the U.S. Census Bureau.
A marketing research project often begins with a review of the relevant ________ data. A. primary B. secondary C. quantitative D. unfocused E. structured
B. secondary
Both major political parties have developed proprietary databases that contain vast information about voters, broken down by demographic and geographic information. This kind of information is A. primary data. B. secondary data. C. syndicated data. D. neuromarketing. E. qualitative research.
B. secondary data.
Joe is reviewing secondary data his company collected about seasonal variations in consumer spending because he is thinking about developing a new product line. The advantages of using these data include A. they are new and can be used to project overall demand. B. they can be quickly accessed at a relatively low cost. C. they are historical data that can be used to accurately predict future trends. D. they have been collected specifically for the purpose Joe is using it for. E. their high cost can be justified by the results.
B. they can be quickly accessed at a relatively low cost.
If a firm has demographic and purchasing information about its customers, the firm can use data mining techniques to A. understand psychographic motivations. B. create marketing mixes based on consumer self-values. C. build separate marketing programs for different demographic segments. D. determine which syndicated data warehouse services to purchase. E. find out which competitors its customers purchase from.
C. build separate marketing programs for different demographic segments.
Before deciding on a new promotional campaign, Jeffrey's Muffins looked at its customers' buying patterns over a 15-year period as determined by their use of a loyalty card. What method did Jeffrey's use to make sense of the data that were available? A. biometrics B. neuromarketing C. data mining D. data warehousing E. panel data
C. data mining
Martin has hired a marketing research company to bring together a small group of soft drink consumers and get feedback on the three new advertising slogans his firm is considering. The marketing research firm might conduct a(n) __________ to provide the information Martin has requested. A. industry survey B. experiment C. focus group D. observational study E. primary data mining analysis
C. focus group
Tyree is concerned about a competitor's new line of outdoor barbeque grills that provide most of the same features as his products. Tyree might consider using __________ to gather qualitative information from consumers about the competitor's offerings. A. industry surveys B. experiments C. focus groups D. observation E. primary data mining
C. focus groups
Zan wants to collect considerable information about the current opinions of his 10 most important customers. Zan will probably use the __________ research method. A. social media monitoring B. experimental C. in-depth interview D. primary data mining E. observation
C. in-depth interview
Using __________, researchers ask questions, listen to and record responses, and ask additional questions based on initial responses. A. questionnaires B. experiments C. in-depth interviews D. primary data mining E. observation
C. in-depth interviews
In questionnaire design, a question such as "Marketing is the best part of the business program, isn't it?" A. is a question that respondents cannot easily or accurately answer. B. is a question that respondents are reluctant to answer because the information is sensitive. C. leads respondents to a particular response. D. asks two questions at once. E. is complex and something respondents may be unfamiliar with.
C. leads respondents to a particular response.
Mattel wanted to determine if a new toy would appeal to preschoolers, so it put six 4-year-olds in a room with several toys and waited to see which ones they played with. What form of research is this? A. experiment B. focus group C. observation D. neuromarketing E. panel
C. observation
Bianca's discount home furnishings store is in a strip mall. She wants to know what other businesses in the strip mall her customers visit when they come to her store. To collect information for this objective, Bianca will most likely use A. door-to-door surveys. B. focus group interviews. C. observation. D. sales invoices. E. census data.
C. observation.
One of the disadvantages of secondary research is ______, while one of the disadvantages of primary research is often ________. A. cost; outdated information B. time required for collection; sources not original C. potential bias; cost D. outdated information; information not relevant to data needs E. sophisticated training required to obtain it; potential bias
C. potential bias; cost
When consumers are __________, observation becomes particularly useful in understanding consumers' preferences. A. unwilling to participate in research B. confused by questionnaires C. unable to articulate their experiences D. interviewed too frequently E. highly educated
C. unable to articulate their experiences
Through analysis of sales data, Price-Cutters retail store found that customers who bought peanut butter also tended to buy bananas. Price-Cutters was engaged in A. syndicated surveying. B. focus group analysis. C. behavioral analysis. D. data mining. E. structured sampling.
D. data mining.
Charles wants to survey recent customers about the quality of service they received at his small auto service dealership. He has customers' mailing and e-mail addresses. Charles will likely use an online survey primarily because it offers A. relatively low response rates. B. the ability to share video with respondents. C. the ability to ask sensitive questions with anonymity. D. fast responses at a lower cost. E. the opportunity to survey both existing and potential customers.
D. fast responses at a lower cost.
68. When the detailed opinions of a few industry experts or experienced consumers are needed, __________ is(are) often the best qualitative research method. A. observation B. surveys C. social media studies D. in-depth interviews E. secondary data mining studies
D. in-depth interviews
From charitable giving to medical records to Internet tracking, consumers are more anxious than ever about A. secondary data retrieval systems. B. exploitation by foreign marketers. C. their ability to get credit cards. D. preservation of their right to privacy. E. the unstructured nature of marketing research.
D. preservation of their right to privacy.
Which of the following is not one of the guidelines for developing a marketing research questionnaire? A. The layout should be professional and easy to follow. B. Questions should address only one issue at a time. C. Questions should be sequenced appropriately. D. Questions should use vocabulary respondents are familiar with. E. Sensitive questions should be asked first.
E. Sensitive questions should be asked first.
Which of the following data sources would not be considered external secondary data? A. U.S. Census data B. syndicated data C. newspaper articles D. scanner data E. a survey
E. a survey
J. D. Power and Associates, the National Purchase Diary Panel, and Nielsen are examples of companies that provide A. internal secondary data. B. primary data. C. online survey software. D. website analytics. E. syndicated data.
E. syndicated data.