Marketing Ch. 10

5 steps of marketing research process

1. Defining the objectives and research needs 2. Designing the research 3. Data collection process 4. Analyzing data and developing insights 5. Action plan and implementation

What service do online focus group firms offer?

A secure site on which companies can listen to and interact with focus groups

What are the advantages of secondary research?

Saves time in data collection because readily available Reduces cost of data collection

sample

a group of customers who represent the customers of interest in a research study

A research project in which objectives have been poorly defined will most likely result in

a significant waste of money and time

Marketing analytics tools that rely on artificial intelligence to analyze data, particularly from devices on the Internet of Things, are called _____ analytics tools.

active

Which category of marketing analytics tools uses data from voice-activated in-home assistants (such as Siri and Alexa), robotic vacuum cleaners, and driverless cars to help both consumers and companies consume more efficiently?

active

An advantage of secondary data is that, compared to primary data, they

are usually available at a lower cost

How do in-depth interviews help marketers improve their approach to market research?

The interview results can be used to develop surveys for a broader sample of consumers

Which of the following are benefits of in-depth interviews for market research?

They provide historical context for the phenomenon of interest, They communicate people's feelings about products and services at the individual level

The source domains of marketing analytics methods include psychology, sociology, econometrics, and linguistics.

True

Where should demographic questions appear in a questionnaire?

At the end

How is information generally gathered in a survey?

Using a questionnaire

Which of the following are quantitative research methods?

Experiments Scanner data Survey

A questionnaire is a research technique that attempts to analyze consumer sentiments based on their social media activity.

False

Which U.S. government agency is tasked with protecting the privacy of American consumers?

Federal Trade Commission

Which are standard tools for descriptive marketing analytics?

Visualization software SPSS and SAS software Excel spreadsheets

What is a qualitative research technique in which trained researchers ask questions to a few selected participants individually, record the answers, and then ask additional questions if needed for clarification?

In-depth interview

Avoid leading questions, which steer respondents to a particular response, regardless of their true beliefs.

Most patriotic people vote in every election. Did you vote in the last presidential election?

Which research method is typically the best for determining how customers might use a product?

Observation

Which are goals of descriptive marketing analytics tools?

Presenting data in reports, tables, and charts Organizing and tabulating available data

Developing a questionnaire is considered "part art and part science." Which of the following is a good practice for questionnaire creation?

Questions should be designed to address a specific set of research questions

Which of the following are sources of secondary data?

census data sales invoices trade associations

What are the characteristics of structured questions?

close-ended include specific answers to choose from

The step in the marketing research process that follows research design is

collecting the data

which of the following are included in marketing research?

collecting, analyzing, and interpreting data

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.

data; research

Observation can be described as ______ through personal viewing or by means of a video camera

examining purchase and consumption behavior

Which of the following sections typically appear in a marketing research presentation?

executive summary limitations conclusions

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?

experimental

Primary data collection methods include which of the following?

focus groups surveys in-depth interviews

Compared to quantitative research, qualitative research is more _____

informal

As firms build databases that contain customer ______, marketing researchers must be careful not to abuse this collection, which may contain sensitive personal details.

information

secondary data

information that already exists somewhere, having been collected for another purpose

A firm that is considering the impact of rising prices on several of its projects begins its research by reviewing the results of a study conducted by the firm the last time it raised its prices. What type of research is the firm using?

internal secondary data

information

interpreted data which results from organizing, analyzing, and putting them into a form that is useful for marketing decision makers

Which of the following is NOT an advantage of secondary research?

it is the best source of unbiased data

An organic food manufacturer has designed a questionnaire for consumers of its products. The company is considering changing its packaging and including the question: "Do you have any concerns over the use of inert gases, such as nitrogen or argon, in a modified atmosphere packaging application?" What is wrong with this question?

it uses unfamiliar vocabulary

market researchers use social media to __________

learn about customers' likes and dislikes

Which of the following are benefits of online focus groups?

lower costs access to a broader range of consumers no travel needed

who must be committed to the research project and be willing to abide by the results of the research

management

Which of the following are disadvantages of primary data collection?

more time costs more

______ research, such as a focus group, attempts to begin to understand phenomena of interest with broad, open-ended questions

qualitative

Depending on the research problem, the primary data collection method can employ a ______ research method.

qualitative or quantitative

Once a firm has gained insights from doing qualitative research, it is likely to engage in ______ research, which are structured responses that can statistically be tested.

quantitative

The body (the middle section) of a marketing research report usually includes which three features?

research objectives detailed findings the methodology used

Companies cannot include every customer in marketing research, so a group of customers, called a(n) , is chosen to represent other customers with the same characteristics

sample

Whenever you go into your local grocery store, your purchases are rung up using hardware that is a ______ system. The data from these purchases are likely to be acquired by leading marketing research firms.

scanner

When you make a purchase at a grocery store, the ______ are often collected by marketing research firms to help understand consumers' purchasing behavior.

scanner data

Big data is a form of ______

secondary data

A(n) ______ question is a closed-ended question with a specific set of possible answers, such as a yes/no question

structured

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.

syndicated

Marketers can purchase ______ data, which are secondary data available for a fee from commercial research firms.

syndicated

Social media sites can provide a firm with insights into a consumer's opinions about the firm and ______

the consumer's opinions about the firm's competition

A main difference between scanner research and panel research is that

the data is aggregated differently

neuromarketing

the process of examining consumers' brain patterns to determine their responses to specific products or services in order to develop marketing strategies

In most situations, data collection should begin only after

the research design process is finished

marketing research

the systematic design, collection, analysis, and reporting of data relevant to aiding decision makers involved in marketing goods, services, or ideas

A(n) _____ _______ is an online network of people who talk about specific topics

virtual community

Which of these are advantages of primary research?

It offers insights into consumer behavior It can be tailored to the data needs

Which statements are true about marketing analytics?

It serves to improve business decision making. It helps firms make appropriate customer-related decisions. It uses advanced technologies and models to analyze gathered data.

Which of the following qualities are most important when describing marketing research?

unbiased and factual

The large computer files used to hold big data from such sources as sales transactions, CRM systems, social media, and locational devices are known as a data ______ , and the statistical tools for analyzing these data are known as data ______ tools.

warehouse; mining

questions to be considered by managers before beginning a marketing research project

will the research be useful and will top management be committed to this project?

primary data

data collected to address specific research needs

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

False

Which of the following would be the most useful in identifying which customers are likely to be dissatisfied with their purchases?

Statistical predictive models

Avoid complex questions, especially if they may be unfamiliar to respondents

Do you believe that mechanical watches are better than quartz watches?

Which of the following are types of qualitative research methods?

Focus groups Observation In-depth interviews

______ research can last for a short time (for example, two hours of watching teenagers shop for clothing in the mall), or it may take days or weeks (for example, researchers living with families to observe their use of products)

Observation

Which of the following are practices supported by the American Marketing Association for ethical marketing research?

Prohibiting fund-raising under the guise of conducting research Avoiding misrepresentation of pertinent research data Encouraging fair treatment of clients and suppliers of research data

Which characteristics of big data present challenges in carrying out market analytics on big data in data warehouses?

The data exist in a variety of types and sizes. The data consist of billions of pieces of customer information. The data come from many different sources.

Which of the following are ways a firm or retailer can benefit from observation using embedded sensors, such as Microsoft's Kinect technology?

Track customer purchasing behavior Optimize store layouts Develop smart signage that reacts to customers' movements

Avoid sensitive questions unless they are absolutely necessary.

When was the last time you received bad news at the doctor's office?

During a marketing research project, when should the procedure for the entire project be planned?

before the project begins

Researchers assess the value of a project by comparing the ______ of answering some of their questions and the ______ associated with conducting the research.

benefits; costs

The analyst prepares the results to present them to a firm's ______ as a final step in the marketing research process.

decision makers

An in-_____ ______ is a qualitative research technique in which researchers ask questions in a one-on-one setting, record the answers, and then ask additional questions to clarify a particular issue

depth interview

Marketing research can be used to guide decision making for all of the following strategies EXCEPT

distribution methods

Which of these is not an advantage of secondary data?

easy to customize

______ research systematically manipulates one or more variables to determine which variables have a causal effect on another variable.

experimental

which of the following is not a qualitative research method?

experiments

True or false: Online surveys are most beneficial to marketers who have large budgets and plenty of time to conduct their research.

false

the marketing research process always follows a strict progression of steps that happen in the same order every time

false

Compared to secondary research, primary research requires researchers who _______

have more training and skill in gathering and analyzing data

______ research provides mathematical information needed to confirm insights, and managers can use it to pursue appropriate courses of action through many types of data collection

quantitative

_______ is a qualitative research method that entails examining purchase and consumption behavior through personal viewing or video camera scrutiny.

observation

_______ research is particularly useful when consumers are unable to talk about their experiences

observation

qualitative research relies on

observation, focus groups, social media, and in-depth interviews

Facial recognition software is used in marketing research to ______

observe reactions using digital images

A benefit of _____ marketing surveys is that researchers can develop a database quickly with many responses

online

Ratings of television programs by households for long-term measurement of their viewing habits is an example of ______ data.

panel

_____ data is information collected from the same group of consumers repeatedly over time

panel

Marketing analytics tools that rely on historically available data to forecast something, such as a firm's product sales in the next year, are called _______ analytics tools.

predictive

What are the four broad categories into which marketing analytics tools and methods can be classified?

predictive, active, prescriptive, descriptive

Marketing analytics tools that use simulations asking "what if"-type questions to help a business find the most effective course of action are called _______ analytics tools.

prescriptive

Which type of marketing analytics tools would typically use simulations and optimization techniques to find the best result for a business problem?

prescriptive

A major advantage of ______ research is that it can be tailored to fit the pertinent research questions.

primary

What is a data collection technique that features a document with questions designed to gather information from respondents to attain researcher objectives?

questionnaire

data

raw numbers or other factual info that, on their own, have limited value to marketers

______ is a marketing research method in which customer comments from a variety of social media sites are analyzed, seeking to gain insights into what customers really think.

sentiment mining

Which of the following data are most likely to be collected by scanner research over a given week?

the number of cans of Campbell's chicken noodle soup sold at a single grocery store

When researchers define the objectives and needs of their project, what are they trying to establish?

the problem that needs to be solved

The U.S. Census provides demographic data about a particular market area, and it can be easily accessed at a low cost. What is the major disadvantage of the data?

they become outdated because they are collected only every 10 years

What is the major disadvantage of external secondary data collected from the Internet?

they can be untrustworthy

What role do groups such as the Center for Democracy & Technology (CDT) and the Electronic Privacy Information Center (EPIC) play in today's business landscape?

they ensure consumer data is used ethically

One disadvantage of secondary data is that

they may not be exactly what the research project requires

In sentiment mining, companies gather comments from consumers on social media for what purpose?

to find consumers' preferences for products