MKT 3356 Exam 1
Applied Marketing Research
Campbell's Soup is considering launching a new gumbo product and is testing different recipes with consumers before full commercialization. What type of research is Campbell's using to determine which soup consumers will like the best?
financial database
CompuStat, which publishes financial data, such as income statements and balance sheets, is an example of which type of data?
marketing channel
A network of interdependent institutions that performs the logistics necessary for consumption to occur
intranet
A private data resource using the same technology as the internet, such as browsers and protocols.
experiment
Food and drug administration is targeting salt in processed foods. The reduction will occur in phases, with salt content being reduced in steps so that consumers will be weaned off gradually. Carefully controlled studies are underway in which the salt levels are varied and consumer's reactions are measured. This is an example of
conversation
Hank is a researcher who is discussing football fan behavior with a respondent. His approach almost completely unstructured, and he enters into a discussion with few exceptions. What he wants is for a respondent to tell him about his or her experience as a football fan. Hank will then try to derive meaning from the resulting dialog. What qualitative research technique is Hank using?
foundational
Harold is conducting marketing research to determine what consumer segment his company should serve with its services. what function is this marketing research serving?
free-association techniques
Record respondents first cognitive reactions to some stimulus
subjective
Researcher-Dependent results are
concomitant variation
Ron has noticed that when the economy is strong, sales at his retail clothing store rise. This is an example of
data transformation
Sherrie found information on the internet that gives her annual sales so she took the annual sales and divided it by twelve to get a monthly average. this is an example of
distribution research
When pottery barn conducted research to determine which products it should offer to customers over the internet, this was an example of which type of research?
DSS (decision support system)
a computer-based system that helps decision makers confront problems through direct interaction with databases and systems is known as?
cross-check
a researcher is interested in knowing the median income of residents in the states of Ohio and has found several sources with this information. He is comparing the information from each source to verify the info. he is performing a
focus blog
a type of informal "continuous" focus group established as an Internet blog for the purpose of collecting qualitative data from participants is referred to as a
when conclusive evidence is desired
all of the following are situations that often call for qualitative research except...
mystery shopper
an employee who pretends to be a customer in order to observe the sales behavior of a clerk at a cosmetics counter in a department store is called
internal records
an organizations inventory figures are a good example of
focus group interview
an unstructured, free-flowing interview with a small group of people led by trained moderator is called
symptoms
are observable cues that serve as a signal of a problem because they are caused by that problem
diary panel data
asking a group of households to record their consumption of certain products over a two year period
Product Research
asking consumers what they think about possible brand names for new product is an example of which type of research?
literature review
before designing a research study on consumers' susceptibility to interpersonal influence, Cindy is searching for other studies that have addressed similar issues. The search is called a
Exploratory
companies such as kraft and proctor and gamble, invite consumers to discuss ways to make their products better or to share ideas for new products that may be potential business opportunities. what types of marketing research is this?
proprietary marketing research
data represented when a company conducts marketing research to identify characteristics of its customers
DSS
decision support system; helps decision makers confront problems
symptom
food prices increasing
themes
in case studies, --- are identified by the frequency with which the same term arises in the narrative description
enterprise search
internet search focused on data within the organizations internal network
customer discovery
involves mining data to look for patterns identifying who is likely to be a valuable customer
Applied Marketing Research
is conducted to address a specific marketing decision for a specific firm or organization
Ethnography
is the way of studying culture through methods that involve becoming highly active within that culture
phenomenology
own is a researcher who studies human experiences based on the idea that it is inherently subjective and determined by context in which people live. he focuses on how a person's behavior is shaped by the relationship he or she has with the physical environment, objects, people, and situation. which qualitative research orientation is owen using?
content providers
parties that furnish information on the world wide web are called
database marketing
practice of using databases to promote one to one relationships with customers and create precisely targeted promotions is called
web tracking
proter and gamble regularly monitors trends and information posted about their products and brands by consumers on several web sites
scientific method
refers to the way researchers go about using knowledge and evidence to reach objective conclusions about the real world
Quantitative marketing research
research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches are called
pricing research
research that attempts to determine which critical attributes of the product consumers use to perceive the value of the product is an example of which type of research
cross check
researcher is interested in knowing the median income of residents in the state of ohio and has found several sources with this information. he is comparing the information from each source to verify the information
field notes
researcher's description of what actually happens in the field and are the text from which meaning is extracted
internal data
secondary data that originate inside the organization are called
diagnostic analysis
seeks to detect reasons for market outcomes and focuses specifically on the beliefs, feelings, and reactions consumers have about and toward competing products
Netnography
the application of ethnography to comments made in online communities is called
UPC
the bar-coded information that contains product information that can be read by optical scanners
promotion
the communication function of the firm responsible for informing and persuading buyers
sales forecasting
the process of predicting sales total over a specific time period is called
Market Dynamism
the rate of change in environment and competitive factors of a market.
manipulation
the researcher alters the level of experiment variable in specific increments
fact-finding
the simplest form of secondary data research is
basic and applied
the two types of marketing research based on the specificity of its purpose?
EDI (electronic data interchange)
the type of exchange that occurs when one company's computer system is integrated with another company's system is called
database mining, fact-finding, model building
typical objectives for secondary data research design are
concept testing
used to screen new, revised, or re-positioned ideas
single-source data
what term is used by the marketing research industry to refer to diverse types of data offered by a single company?
a case study
when Schwinn studies its most successful retailer in depth in order to determine some better ideas for displaying bicycles in its retail stores, this is an example of
customer discovery
when a credit card company uses information about each customer's age, gender, income, and past credit history to find patterns that makes customers a poor credit risk, this is an example of
time constraints
when a marketing manager decides not to do research because a decision needs to be made before the result of the study can be analyzed, this is an example of which aspect in the determination of the need for marketing research?
environmental scanning
when a marketing manager reads publications like wall street journal and boomber business week to try to determine changes in consumer behavior
Emperical testing
when a researcher collects data to test the hypothesis that consumers will be more satisfied if a business offers compensation after the consumer complains
push technology
when amazon.com recommends books for purchase when a customer who has ordered books from Amazon previously returns to the site, this is an example of
promotion research
when nike discovered an 80% recognition of its logo with consumers who typically spend at least $100 on athletic shoes
promotion research
when procter gamble attempts to determine the effectiveness of mailing free samples of a new type of shampoo to residents in specific zip codes
Performance-monitoring research
when target monitors the sales activities of its retail stores in order to detect any indication of dollar sales changes
research project
when the researcher has only one or a small number of research objectives that can be addressed
geo-demographic
when the typical consumer in zip code 63119 is a senior citizen with several children over the age of 25, has a college degree, and is retired, this is an example of what type of information?
EDI
when walmart transmits information electronically each day to wrangler jeans about unit sales of this product in its retail outlets so that wrangler can replenish walmarts inventory on an as needed basis
temporal sequence
which aspect of causality deals with time order of events?
consumer attitudes and public opinion, market-share data, advertising research
which of the following can be purchased from commercial sources?
nature of the data gathered, management's information requirements, characteristics of the research design
which of the following determines the appropriate analytical technique for data analysis?
index of retail saturation
which of the following is a calculation that describes the relationship between retail demand and supply?
consumer orientation, emphasis on long-term profitability instead of dollar sales volume, and cross-functional perspective for the coordination of the organization's activities
which of the following is an important aspect of the marketing concept?
experiment
which of the following is carefully controlled study in which the researcher manipulates a proposed cause and observes any corresponding change in the proposed effect?
most of the data published by the U.S. federal government can be counted on for accuracy and quality of investigation
which of the following is true regarding U.S. government sources of secondary data?
replicable
which of the following means the same conclusion would be reached based on another researcher's interpretation of the research?
diagnostic analysis
which of the following seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward competing products?
causal research
which type of research id being conducted when a researcher conducts an experiment to answer the question "will consumers purchase more of our brand if we change the package design?"
casual research
which type of research is being conducted when a researcher conducts an experiment to answer the question, "will consumers purchase more of our brand if we change the package design?"
marketing researchers, production managers, accountants
who can provide data to a decision support system?
descriptive research
who, what, where, when, why, and how questions
discussion guide
written outline of topics to be covered during a focus group discussion
model building
Involves specifying relationships between two or more variables, perhaps extending to the development of descriptive, explanatory or predictive analytics.
model building
Lance has noticed the companies that advertise a lot seem to have higher sales than those that do not. His use of secondary data to help specify this relationship is an example of
ANOVA
NOT a qualitative research orientation
