MKT Research & Analysis Test 1
All of the following are qualitative research orientations EXCEPT
ANOVA
(Ch.1)When an organization is attempting to decide whether to use a company such as UPS or FedEx to deliver its products or to establish its own means to deliver the product to its customers, this is an example of which type of research?
Distribution research
(Ch.1)Which of the following is the first step in developing a marketing strategy?
Identifying and evaluating market opportunities
(Ch.2)Which technology works like a WiFi system communicating with specific devices within a defined space like inside of a retail unit?
NFC
(Ch.2)Merck, a pharmaceutical company, places a tiny chip on drug packaging to track its product from the manufacturing plant to the consumer to ensure the product flows through the proper distribution channel and safety for consumers. The tiny chip is an application of which technology?
RFID
(Ch.2)_____ is the bar-coded information that contains product information that can be read by optical scanners.
UPC
(Ch.2)A Web site address that Web browsers recognize is called a(n) _____.
URL
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 _____.
a case study
(Ch.2)An organization's mailing list of current customers is an example of _____.
a database
(Ch.1)According to the concept of cross-functional activities, which of the following can affect the organization's marketing efforts?
all of these choices
(Ch.1)When a marketing manager is trying to decide whether a new product launch decision should be postponed until some additional marketing research can be conducted, which of the following questions should this manager ask himself or herself?
all of these choices
(Ch.1)Which of the following is an important aspect of the marketing concept?
all of these choices
(Ch.2)Who can provide data to a decision support system?
all of these choices
(Ch.1)_____ is conducted to address a specific marketing decision for a specific firm or organization.
applied marketing research
(Ch.3)Ron has noticed that when the economy is strong, sales at his retail clothing store rise. This is an example of _____.
concomitant variation
(Ch.2)Parties that furnish information on the World Wide Web are called _____.
content providers
(Ch.2)When you visit Web sites, most likely a small computer file that records your Web usage history is created. This small computer file is called a(n) _____.
cookie
(Ch.2)The type of exchange that occurs when one company's computer system is integrated with another companys' system is called _____.
electronic data interchange (EDI)
A researcher for Kraft is searching sales data from the corporation's Intranet. He's able to use a search engine similar to Google, but he is not searching the entire Internet. This type of search is called an ____ search
enterprise
(Ch.2)Melanie is using the Internet to gather information designed to detect changes in her company's external operating environment. What is Melanie performing?
environmental scanning
The proposed cause which the researcher controls by manipulating its value in an experiment is referred to as an
experimental variable
(Ch.3)All of the following are examples of exploratory research techniques EXCEPT _____.
experimentation
(Ch.2)CompuStat, which publishes financial data, such as income statements and balance sheets, is an example of which type of database?
financial database
(Ch.2)Harold is conducting marketing research to determine what consumer segment his company should serve with its services. Which function is this marketing research serving?
foundational
(Ch.1)What type of information describes the demographic profile of consumers in a particular geographic region?
geo-demographics
(Ch.2)Amie has an app on her iPhone that allows her to check in with her friends when she goes out. Her friends see this information on her Facebook page and on their phones. This type of technology is a(n) _____.
geolocation technology
(Ch.1)Ensuring that all promotional efforts, such as advertising, public relations, personal selling, and so forth, are coordinated to communicate a consistent image is the basic tenet underlying _____.
integrated marketing communications
(Ch.2)An organization's inventory figures are a good example of:
internal records
(Ch.2)Most companies use a private data network that uses Internet standards and technology but only allows those individuals whom the organization deems as appropriate participants to access data. This is an example of a(n) _____.
intranet
(Ch.2)Karl is searching "digital cameras" in Google to learn more about the brands available and prices for each. Karl is performing a(n) _____.
keyword search
(Ch.1)All of the following are important aspects of the marketing research process except
making results publicly available
(Ch.2)Which of the following is a subset of data and information that actually has some explanatory power enabling effective decisions to be made?
market intelligence
(Ch.1)A network of interdependent institutions that perform the logistics necessary for consumption to occur is called a _____.
marketing channel
(Ch.1)A firm focusing more on how to provide value to customers than on the physical product or production process is embracing which orientation?
marketing orientation
(Ch.1)_____ is the application of the scientific method in searching for the truth about marketing phenomena.
marketing research
(Ch.2)Talbot's, a women's clothing retailer, sent Laurie an email notifying her of one the sweaters they are offering this year in a style and color she had searched for on its Web site during last season's clearance sale but was unable to purchase in her size. Talbot's was linking computerized data sources to statistical tools to search for predictive relationships to enable more effective marketing communications, which is an example of:
predictive analytics
(Ch.1)Which aspect of the marketing mix is represented by the value that a consumer places on a good when this consumer purchases that good?
price
(Ch.1)All of the following are a type of product research EXCEPT _____.
pricing analysis
(Ch.1)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?
pricing research
(Ch.1)When Cheetos snack food conducted research in China to determine which flavors consumers would find appealing, this was an example of which type of research?
product research
(Ch.1)Asking target market members to compare the performance of a prototype of a possible new product to the performance of a competitor's product is an example of which type of research?
product testing
(Ch.1)When Nike discovered an 80 percent recognition of its logo with consumers who typically spend at least $100 on athletic shoes, this was an example of which type of research?
promotion research
(Ch.1)When Procter & Gamble attempts to determine the effectiveness of mailing free samples of a new type of shampoo to residents in specific zip codes on unit sales performance, it is engaged in which type of research?
promotion research
(Ch.2)In which type of technology does the consumer request information from a Web page and the browser then determines a response?
pull technology
(Ch.2)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:
push technology
(Ch.2)The characteristic of data reflecting how pertinent these particular facts are to the situation at hand is called ____.
relevance
The _____ is a master plan that specifies the methods and procedures for collecting and analyzing the needed information.
research design
The goals that researchers intend to achieve by conducting research as referred to as _____.
research objectives
Which of the following involves any procedure that draws conclusions based on measurements of a portion of the entire population?
sampling
(Ch.2)Accumulated records resulting form point-of-sale data recordings are known as
scanner data
(Ch.2)Accumulated records resulting form point-of-sale data recordings are known as _____.
scanner data
(Ch.1)Which of the following refers to the way researchers go about using knowledge and evidence to reach objective conclusions about the real world?
scientific method
Which of the following refers to the way researchers go about using knowledge and evidence to reach objective conclusions about the real world?
scientific method
(Ch.2)Yahoo! and Google are examples of _____.
search engines
(Ch.2)When an Internet user sets up his computer so that it will send him regular news about his favorite professional football team, this is an example of the application of
smart agent software
(Ch.1)When a marketing manager decides not to do research because a decision needs to be made before the results of the study can be analyzed, this is an example of which aspect in the determination of the need for marketing research?
time constraints
(Ch.2)Procter & Gamble regularly monitors trends and information posted about their products and brands by consumers on several Web sites. Which source of data input does this represent?
web tracking
(Ch.1)A marketing professor is examining the relationship between age and shoplifting behavior. The research is not being conducted for any specific retailer, but rather it is intended to better understand and predict this behavior. This professor is conducting which type of marketing research?
basic marketing research
(Ch.1)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?
applied marketing research
(Ch.2)When Wal-Mart transmits information electronically each day to Wrangler jeans about unit sales of this product in its retail outlets so that Wrangler can replenish Wal-Mart's inventory on an as-needed basis, this is an example of _____.
EDI
(Ch.3)When drivers are unaware that a machine is recording how many cars pass a certain intersection that is being considered for a site for a new Wendy's franchise, this is an example of a(n) _____.
unobtrusive method
(Ch.1)Which of the following are the two types of marketing research based on the specificity of its purpose?
basic and applied
(Ch.1)Which type of research tries to verify a theory or to learn more about a marketing concept and is not intended to solve a particular marketing problem?
basic research
All of the following are functions supported by marketing research EXCEPT
compliance
What is it called when a researcher compares secondary data from one source with data from another?
cross-check
(Ch.1)When Wal-Mart is attempting to decide where to locate its regional warehouses in order to minimize travel time from its warehouses to its stores, this is an example of which type of research?
distribution research
Purchasing data from a company such as NPD Group, Inc. on consumption of soft drinks in the U.S. is an example of which objective for secondary data analysis?
fact-finding
(Ch.1)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?
geo-demographic
(Ch.2)The Federal Trade Commission is concerned over consumers' privacy after learning that behavioral tracking companies can covertly discover and record the websites that consumers visit. This activity is called _____.
history sniffing
(Ch.2)A(n) _____ searches through the Internet almost instantly looking for content containing specific words.
keyword search
(Ch.1) All of the following are important aspects of the marketing research process EXCEPT:
making results publicly available
(Ch.2)Some experts claim that the life cycle of technology products is approximately 18 months, meaning the industry changes that rapidly. This rate of change in environmental and competitive factors is an example of _____.
market dynamism
Many retailers mine the databases provided by checkout scanners to identify coinciding purchases or relationships between products purchased and other retail shopping information. This type of analysis is referred to as
market-basket analysis
(Ch.1)Pamela is testing the hypothesis that states consumers will think a laundry detergent packaged in a pastel-colored container will perceive the detergent to be more mild than one packaged in a neon-orange container. Pamela is conducting _____.
marketing research
(Ch.2)Which of the following is an example of behavioral tracking?
supermarket scanner data
(Ch.2)Over the past two years, food prices have been increasing. This is an example of a(n) _____.
symptom
(Ch.3)Which aspect of causality deals with the time order of events?
temporal sequence
(Ch.3)Which type of research allows decision makers to make causal inferences?
causal research
All of the following are examples of internal secondary data EXCEPT
census data
Asking the decision maker to explain exactly what certain phrases or terms mean is which dimension of probing?
clarification
(Ch.2)Which of the following is a characteristic of valuable information?
completeness
(Ch.2)All of the following are functions supported by marketing research EXCEPT _____.
compliance
(Ch.1)Consumer research conducted in the United States indicates that many consumers consider the country of origin when purchasing products, and consumers tend to prefer products that are made in the U.S.A. To determine if consumers in other countries are partial to their own country's products, what must be done before the empirical findings from the research conducted among U.S. consumers also exist and behave similarly in another culture?
cultural cross-validation
(Ch.1)Marketers of snack foods who consider the nutritional value that parents desire as well as the fun and experience that children want are demonstrating a(n) _____.
customer orientation
(Ch.2)Which part of the decision support system addresses exchanges between the firm and its customers?
customer relationship management (CRM) system
(Ch.2)Facts or recorded measures of certain phenomena (things or events) are known as:
data
(Ch.2)Which of the following is a process that allows important day-to-day operational data to be stored and organized for simplified access?
data warehousing
(Ch.2)LEXIS-NEXIS is a company that puts together consortia of data sources into packages that are offered to municipal, corporate, and university libraries for a fee. LEXIS-NEXIS is an example of a:
data wholesaler
(Ch.2)A computer-based system that helps decision makers confront problems through direct interaction with databases and systems is known as a(n) _____.
decision support system (DSS)
(Ch.2)What type of research is being conducted to answer the question: "Can we describe the age, gender, and income of our typical purchaser?"
descriptive research
(Ch.3)What type of research is being conducted to answer the question: "Can we describe the age, gender, and income of our typical purchaser?"
descriptive research
(Ch.1)When McDonald's studies traffic patterns and population density patterns in order to select sites for future restaurants, this is an example of which type of research?
distribution research
(Ch.1)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?
distribution research
(Ch.2)One way to address ethical issues related to data technology is by using a(n) _____, which gives consumers access to the information collected from their Web behavior and even provides them an opportunity to edit the information.
open data partnership
(Ch.1)When Target stores monitors the sales activities of its retail stores in order to detect any indication of dollar sales changes, this is an example of which type of research?
performance-monitoring research
(Ch.1)Asking consumers what they think about possible brand names for a new product is an example of which type of research?
product research
(Ch.1)_____ is the communication function of the firm responsible for informing and persuading buyers.
promotion
(Ch.2)Which source of input data is represented when a company conducts marketing research to identify the characteristics of its customers?
proprietary marketing research
(Ch.2)A researcher has assessed the reliability and validity of his data and is comfortable in thinking the data accurately matches reality. Which characteristic of valuable information does this best describe?
quality
