Test 1 Quizzes MKT 3356

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

Asking the decision maker to explain exactly what certain phrases or terms mean is which dimension of probing?

Clarification

Parties that furnish information on the World Wide Web are called _____.

Content Providers

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

When a professional interviewer holds a 90-minute discussion with one member of the target market to find out why that respondent purchases a particular brand of clothing, this is an example of a _____.

Depth Interview

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

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

A typical objective for secondary-data research design is _____.

Fact-Finding, Model Building and Database Marketing.

All of the following are examples of an observation study EXCEPT ____.

A consumer responding to a questionnaire about advertising.

What type of information describes the demographic profile of consumers in a particular geographic region?

Geo-Demographics

Which qualitative research orientation originated in sociology?

Grounded Theory

All of the following are types of marketing research EXCEPT _____.

Selective

A Web site address that Web browsers recognize is called a(n) _____

URL (Uniform Resource Locator)

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

A(n) _____ is like an Internet search but focuses on data within the organization's internal network.

Enterprise Search

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

The observation and analysis of trends in industry volume and brand share over time is called _____.

Market Tracking

_____ is the application of the scientific method in searching for the truth about marketing phenomena.

Marketing Research

Which technology works like a WiFi system communicating with specific devices within a defined space like inside of a retail unit?

NFC (Near Field Communication)

Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called _____.

Quantitative Research

Over the past two years, food prices have been increasing. This is an example of a(n) _____.

Symptom

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

Which of the following involves mining data to look for patterns identifying who is likely to be a valuable customer?

Customer Discovery

When consumers in a focus group session are presented with a written description of a possible new product and are asked what they would be willing to pay for such a product, this is an example of which of the following?

Concept Test

When a credit card company uses information about each customer's age, gender, income, and past credit history to find patterns that make customers a poor credit risk, this is an example of _____.

Customer Discovery

Evan has completed the fieldwork of collecting data, and now he is checking the data collection forms for omissions, legibility, and consistency in classification. What is Evan doing?

Editing the Data

When a marketing manager reads publications like The Wall Street Journal and BloombergBusinessweek to try to determine changes in consumer behavior, this is a form of _____,

Environmental Scanning

_____ is a way of studying culture through methods that involve becoming highly active within that culture.

Ethnography

Tracking monthly sales trends over the past year is an example of which objective for secondary data analysis?

Fact-Finding

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

The person who leads a focus group interview and ensures that everyone gets a chance to speak and facilitates discussion is called a(n) _____.

Moderator

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 a(n) _____.

Mystery Shopper

The application of ethnography to comments made in online communities is called _____.

Netnography

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

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

_____ is an interview technique that tries to draw deeper and more elaborate explanations from a respondent.

Probing

In which type of technology does the consumer request information from a Web page and the browser then determines a response?

Pull Technology

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

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

The characteristic of data reflecting how pertinent these particular facts are to the situation at hand is called ____.

Relevance

Which of the following means the same conclusion would be reached based on another researcher's interpretation of the research?

Replicable

Managers at Procter & Gamble view marketing research at a strategic planning level. Therefore, the company conducts numerous related studies that come together to help in their product planning decisions. This is referred to as a _____.

Research Program

When the researcher has only one or a small number of research objectives that can be addressed in a single study, that study is referred to as a _____.

Research Project

When Subway Sandwiches uses secondary data to determine the best location for its franchise outlets, this is an example of _____.

Site Analysis

Pottery Barn is a retail chain of home products. Before entering a new geographic area, the company develops an index consisting of a ratio of local market potential in dollars (demand) to local market retailing space in square feet. If this ratio is below a predetermined level, the site is not considered further. However, if this ratio is greater than that level, further site-selection analyses are performed. This index is called _____.

Index of Retail Saturation

Which of the following is a calculation that describes the relationship between retail demand and supply?

Index of Retail Saturation

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

Before designing a research study on consumers' susceptibility to interpersonal influence, Cindy is searching for other studies that have addressed similar issues. This search is called a(n) _____.

Literature Review

All of the following are important aspects of the marketing research process EXCEPT:

Making Results Publicly Available

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?"

Casual Research