MKT 232
Research realize that an important part of developing research objectives is determining what type of information should be measured. What is the term for multiple characteristics used to measure a concept?
A construct
The components of the marketing information system does not include:
A consumer information support system
A research firm that specializes in one, or, at most, a few marketing research activities is
A limited-service supplier firm
Which of the following statements reflect a potential disadvantage of using a simulated test market
A simulated test market is not as accurate as full scale test marketing
The transparency initiative is a program by the __ to encourage the routine disclosure of methods used in research that is released to the public
AAPOR (American Association for Public Opinion Research)
Which of the following are not Included in a marketing research proposal
All of the above are included: Research objectives, research methods, statement of the problem, costs, timetable, statement of deliverables
Advantages of using social media data may include the data is inexpensive, unprompted, and can track trends whereas disadvantages associated with social media data included which of the following
All of the following: consumers are not identifiable, audience may not be representative, the content may be shallow and not contain enough information
Extraneous variable
All of the other variables other than the independent variables that may have an effect on the dependent variable.
ACS is short for which of the following
American community survey
The first known application of marketing research to a business marketing/advertising probelm was conducted by:
An advertising agency
10th step in the marketing research process
Analyze data
The umbrella term __ is information that is available from more sources than ever before from government statistics to sensor data to tracking studies
Big data
__ is the person recognized as the "Father of Marketing Research". He is given credit for conducting the first continuous and organized market research
Charles Coolidge Parlin
Symptoms are sometimes confused with problems. The researcher should
Clarify the symptoms early in the research process
Term used for research conducted within an organization is called
Client-side research
__ is an example of internal secondary data
Corporate sales data
__ involves entering data into computer files, inspecting data for errors, and running tabulations and various statistical tests
Data analysis
Which of the following MIS component uses tools such as break-even analysis, regression models, and linear programming?
Decision support system
2nd step in marketing process
Define the marketing problem
Once a firm decides to conduct marketing research the second step is to
Define the problem
The marketing research industry relies on
Derived demand
7th step in marketing process
Design data collection forms
To successfully minimize product and service failures companies should:
Determine how to create, communicate, and deliver value by "hearing the voice" of the consumer
6th step in marketing process
Determine methods of accessing data
4th step in marketing process
Determine research design
8th step in marketing process
Determine the sample plan and size
Professors Kotler and Keller describe several ways companies use their data bases as part of data mining. Of the following which is NOT a way companies primarily use their databases
Discover illegal customer activities
A winery wants to know more about sales channels, product outlets, and even whether these channels are motivated. What type of research would the winery use to answer these questions
Distribution research
3rd step in marketing process
Establish research objectives
1st step in marketing process
Establish the need for marketing research
The marketing research process contains multiple steps. The first step of the process is
Establishing the need for marketing research
In examining experimental design, a __ is the group that has been exposed to a change in the independent variable
Experimental group
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 first is
Exploratory
The less we know about a market or subject, the more likely it is that a researcher should use
Exploratory research
The term "research design" refers to the research approach used to meet the research objectives. Three widely recognized research designs are
Exploratory, descriptive, and causal
A retailer may experience a decrease in sales over previous periods, a website begins losing traffic, or an advertising campaign does not reach its expected level of awareness. These situations are examples of
Failure to meet objectives
What does frugging refer to
Fundraising under the guise of a survey
What annual publication reports data provided to the industry in terms of what techniques are being used as well as what drives their use?
Greenbook research industry trends (GRIT)
__ are statements that are taken as true for the purposes of argument or investigation
Hypotheses
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
Identification of an oppotunity
5th step in marketing process
Identify information type and sources
High gasoline prices and concerns about fossil emissions bothered consumers, so Toyota developed the Prius. This is an example of what use of Marketing research?
Identifying marketing opportunities and problems
In order to create the right strategies for decision-making, managers must have objective, accurate, and timely:
Information
Which of the following component of the MIS contains information that is generally insufficient for many marketing decisions, but is a source of extreme detail on both revenues and costs that can be invaluable in making decisions?
Internal Reporting system
Identification of problems is challenging. What portion of an MIS system would make managers aware of promotions that are cannibalizing other products or indicate which geographical regions are responding or not responding to promotions
Internal reports system
For many years, the marketing concept has been recognized as the "right philosophy" because:
It always focuses on the consumer
The appeal to do-it-yourself research has to do with:
Its cost effectiveness and increasing availability of makreing research tools.
Falsifying data in order to make the findings consistent with predetermined points of view would demonstrate
Lack of research integrity
A __ repeatedly measure the same sample units of a population over a period of time
Longitudinal study
Which of the following organizations has been devoted to developing best practices for the marketing research profession
MRA (Marketing Research Association)
Misrepresenting the impact of the sampling method and its impact on sample data violates ethics codes of the marketing profession. This code falls into the category of
Maintaining research integrity
Tracking variables on how well products are performing in the marketplace is an example of what use of marketing research?
Market monitoring
Over the years, marketing thought has evolved to service-centered view. Which of the following statements best illustrates this view?
Marketers must identify their companies' core competencies
Which of the MIS systems uses both informal and formal information-gathering procedures? Informal information-gathering procedures involve activities such as scanning newspapers, magazines, and trade publications
Marketing intelligence system
Distribution Research
Marketing research aimed at understanding and determining the best channels to get the firm's to a consumer. This research evaluates who the best dealers for the product would be, how satisfied customers are with current dealers, how motivated the current dealers are with the firm's product, and if a multi-channel distribution strategy should be employed.
Selecting target markets
Marketing research can be used to determine the size of a target market and various market segments. It may be used to see if the market segment is growing or shrinking and if needs are being met by competitors.
General Motors did research on what became the mini-van a small van suitable for families. The research did not convince them to produce it. Later, Chrysler introduced the Dodge Caravan and Plymouth voyager minivans, which turned out to be among the most successful models in automotive history. This example most closely demonstrates that:
Marketing research does not always provide management with the right answer
Pricing research
Marketing research may be conducted to see how much a consumer is willing to pay for a product, how consumer groups will react to various pricing strategies, and how to best determine the consumer value placed on a new or existing product in the marketplace.
What is the document that the marketing researcher pledges to deliver as a result of the marketing research process
Marketing research proposal
Promotion research
Marketing research used to determine the effectiveness of different media channels on consumers. This research aids in determining how effective expenditures spent on advertising, sales force, publicity, public relations, and promotional offers on consumer segments.
Geodemographics is the term used to describe the classification of geographic areas in terms of the socioeconomic characteristics of their inhabitants. The term geodemographics is associated with what type of research application
Packaged information
Data that are gathered without overt questioning or other types of interactions with consumers have become a new and valuable source of information. This type of data are called
Passive data
Firms have strategies in many areas other than marketing. Financial strategy, production strategy, and technology strategy, for example, may be key components of a firm's overall strategic plan. Strategy is another name for:
Planning
__ refers to measuring the dependent variable after changing the independent variable
Posttest
11th step in the marketing process
Prepare and present the final research report
___ refers to the measurement of the dependent variable taken prior to changing the independent variable
Pretest
When a revolutionary new product is created, marketers use research to determine the "value" consumers perceive in the new product. The main use of this type of research would be related to:
Pricing research
The abbreviation PRC stands for
Professional Researcher Certification
Chobani launched a campaign, called "The Break you Make" in 2015 to increase awareness of the Chobani Flip, an afternoon snack yogurt. Research determined that the campaign was very successful, with sales of Chobani Flip up 300% over the previous year. The main use of this type of research would be related to:
Promotion research
Which of the following does NOT represent the maintenance of marketing research integrity?
Research companies may withhold damaging client data
The information that tells the researcher exactly what needs to be gathered and analyzed to allow managers to make decisions related to a problem is contained in the
Research objectives
Product research
Research studies may be conducted on proposed brand names and package designs of new products before commercialization. This area of research may also involve testing new product ideas and continue with concept tests that allow firms to quickly and inexpensively get consumers' reactions to the concept and proposed new product.
Two serious ethical issues in marketing research are deception and invasion of privacy. which of the following is not an example of deception or invasion of privacy
Respondents participate in a focus group and are compensated for their opinions
To what does the number of elements of the population that are used to make up the sample refer
Sample size
The core of exploratory research is often an analysis of
Secondary data
__ is the process of searching for and interpreting existing information relevant to the research topic
Secondary data analysis
There are several distinct advantages of using secondary data. Which is NOT an advantage
Secondary data may be obtained in any form desired
Research design should be:
Selected after thoroughly considering the problem and research objectives
What does sugging refer to
Selling under the guise of a survey
Firms sometimes hire an outside marketing research company to conduct its research. This is referred to as
Supply-side research
Simulated test markets
Test market in which a limited amount of data on consumer response to a new product is fed into a model containing certain assumptions regarding planned marketing programs, which generates likely product sales volume.
Electronic test market
Test market in which a panel of consumers has agreed to carry identification cards that each consumer presents when buying goods and services.
Standard test market
Test market in which the firm tests the product or marketing-mix variables through the company's normal distribution channels.
Controlled test market
Test market that is typically conducted by outside research firms that guarantee distribution of the product through pre-specified types and numbers of distributors.
Syndicated data has several advantages. Of the following, which is NOT a key advantage of syndicated data
The client has control over which data are to be collected
Which of the following concerns internal validity
The extent to which the change in the dependent variable was actually due to the independent variable
Information gathering to be used for decision-making goes back to the earliest days of recorded history. In the United States, surveys were used in the early 1800s to determine
The popularity of political candidates
What is the definition of marketing research?
The process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem
What portion of the proposal indicates whether the research will be exploratory, descriptive, or causal
The research method
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?
Thomas Register
Which of the following is not used for exploratory research
To confirm hypotheses
According to the American Marketing association, which of the following is the primary use of marketing research?
To identify and define marketing opportunities and problems
According to the American Marketing Association (AMA), what is the function of marketing research?
To link the consumer to the marketer
An experiment is considered to be valid if the observed change in the dependent variable is due to the independent variable
True
Managers must determine what products to make or what services to offer, which methods of advertising are most effective, which prices will help their firm realize its target return on investment (ROI) and which distribution system will add the greatest value to the supply chain
True
The five largest markets, by country, for marketing research are:
United States, United Kingdom, Germany, France, and China
Dependent variable
Variables that are measured in response to changes in the marketing mix variables and may include sales, market share, customer satisfaction, sales force turnover, and return on net worth.
Independent variable
Variables that may include product, price, promotion, and place attributes. The researcher has control over these variables and is typically able to manipulate these variables.
When a gap exists between what did happen and what could have happened it is known as
a symptom
Researchers must carefully __ of secondary data in deciding whether to use it as a basis for making decisions
assess the quality and validity
The internet of things offers real promise for greater __ and exciting applications for the future
automation of marketing research
___ should only be used when the researcher knows a fair amount about the problem and can research how one, or multiple variables, have a "if x, then y" relationship with another
causal research
9th step in the marketing research process
collect data
The major associations created a common ethical code to ensure that research released for public information will contain information that ensures transparency. This code falls into the category of
concern for soceity
The types of descriptive research study that measure a population at only one point in time creating a snapshot is best described as
cross sectional studies
LEGO collects data from their customers, offers online competitions for customer feedback and interaction, and allows customers to submit new LEGO sets to be voted on by the LEGO online community. This practice is best known as
crowdsourcing
Companies use their internal databases for purposes of direct marketing and to strengthen relationships with customers, which is referred to as
customer relationship management (CRM)
Which of the following is not an example of secondary data
data from a custom survey
Problems exist with secondary data because
data have not been collected specifically to address the problem at hand but have been collected for some other purpose
Sales, market share, customer satisfaction, sales force turnover, time spent on site, and unique net profits are examples of
dependent variables
Experience surveys differ from surveys conducted as part of __ in that there is usually no formal attempt to ensure that the survey results are representative of any defined group of subjects
descriptive research
Which type of panel varies questions from one panel measurement to the next
discontinuous panels
In the 1990s __ brought about significant change, with online panels becoming a primary source of data
electronic surveys
A(n) ___ is defined as manipulating an independent variable to see how it affects a dependent variables, while also controlling the effects of additional extraneous variables
experiement
__ is a procedure for devising an experimental setting such that a change in a dependent variable may be attributed solely to the change in an independent variable
experimental design
social media websites are a powerful source for what types of data
exploratory research data
Research design types include
exploratory, descriptive, causal
Because one of the major reasons for conducting a test market is to achieve __ the test market city should be representative of the marketing territory in which the product will ultimately be disturbed
external validity
Questions must be phrased properly to __ and therefore can be used to solve the problem
generate answers that satisfy the research objectives
There is an increasing demand for researchers to present results
in unambiguous, understandable, easy to grasp reports
Level of advertising expenditures, type of advertising appeal (humor, prestige) display location, placement of website ads, method of compensating salespersons, price, and type of product are examples of
independent variables
A __ is a structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers
marketing information system
In a 2015 survey of marketing researchers by Greenbook, over half of respondents (56%) stated that __ are one of the biggest challenges they face
methodologies
__ is/are information that is collected without overt cosumer activity
passive data
exploratory research is unstructured research, which means it does not have a
predetermined set of procedures
Data referring to information that is developed or gathered by the researcher specifically for the research project at hand is called
primary data
A retailer wants to understand the consequences of an increase in sales by baby boomers and a decrease in sales by millennials during the past 12 months. This is an example of
problem statement
__ are sources of information that are prepared for public distribution and are normally found in libraries and online
published sources
Since the data from the IoT generally lack context, pairing passive data with __ will be important
qualitative data
What term describes how each sample element is to be drawn from the total population
sample plan
__ is the ratio of positive to negative comments posted about products and brands on the web
sentiment
Action standards entail making important decisions before data collection but also
set clear guidelines for action after data collection
One of the fastest growing areas of marketing research involves the organization and analysis of
social media data
What types of studies do descriptive research studies include
studies that need answers to who, what, when, where, and how questions
Nielsen ratings service, which measures TV audience size and viewer demographics for TV programs this is an example of
syndicated data
Several firms flood a test market with sales promotions when they know a competitor is a test marketing a product. this is an example of
test market sabotage
An important emerging source of big data that uses sensors and monitors is
the Internet of things (IoT)
A procedure for ensuring that __ is experimental design
the change in the dependent variable may be solely attributed to the change in the independent variable
Why is the ACS a major secondary data resource for marketing researchers
the data has the US census bureau's high marks for reliable data and will be current
One of the keys to successful proposals is
to provide a comprehensive background of the problem and proposed methods
you can investigate all the free data that are collected by US government agencies and now are available by law due to the US open data policy. the website location is
www.data.gov
