Marketing 321 Quiz Answers Exam #1
Descriptive research
A marketing researcher would use what type of research to find out how many customers there are, what brands they buy and in what quantities, which advertisements they recall, what are their attitudes toward the company, and who is the competition?
Identification of an opportunity
A new use for a product is identified on social media, or those in a target market would like to have a service delivered to their doors. These would be examples of
exploratory
A small family-owned jeweler experiences more than a 20 percent decline in sales. The owners do not know what the problem is. The research design they should use is
Decision-making
Action standards provide a path for
Passive Data
Data that are gathered without overt questioning of other types of interactions with consumers have become a new and valuable source of information. This type of data are called
Secondary data
Data that have been gathered by another source other than the researcher or for some other purpose than the research project is
Dig deeper into data and deliver strategic insights with their results
For the marketing research industry to evolve, there exists a need for researchers to
Packaged service
Instead of a client firm trying to "reinvent to wheel" by developing its own process for measuring customer satisfaction, the firm may elect to use a ________ to accomplish this aim
strategies, campaigns, programs, or tactics
Marketing research can also be used to generate, refine, and evaluate a potential marketing action. In this context, actions may be thought of as
collaborate with and learn from customers
Modern marketing thought holds that firms should
Longitudinal studies
Nielsen tracking studies are _________ that monitor a variable such as sales or market share over time
Define the problem
Once a firm decides to conduct marketing research, the second step it to
Selected after thoroughly considering the problem and research objectives
Research design should be
Exploratory, descriptive, and causal
Research design types include
Its cost effectiveness and increasing availability of marketing research tools
The appeal of do-it-yourself research has to do with
Expand our knowledge to solve a specific problem
The difference between basic research and applied research is that applied research is conducted to
Problem statement
The first and one of the most critical elements of a proposal is
Even though much of the material on social media is shallow or useless, it is always relevant
The use of social media data for marketing research also has quite a few disadvantages. Which of the following in not considered one of those disadvantages
Longitudinal Studies
Tracking studies are studies that involve the monitoring of the same variables of interest, such as marketing share or unit sales, over time. These types of studies are an example of
Selling under the guise of a survey
What does "sugging" refer to
The process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem
What is the definition of marketing research
Thomas Register
Which of the following is NOT a major source of online information allowing marketers to explore the many different types of research firms that operate worldwide
meeting needs profitably
Which of the following is a short definition of marketing
Passive Data
_____ Are information that is collected without overt consumer activity
Research objectives
________ Need to be very clear, since they will determine the methods used and the content of the measurement instrument