Week 5

Which of the following best describes a focus group? A large group of people casually interacting with objective customers A small group of people put together for an intensive discussion A small group of people who are required to purchase the product A large group of people with knowledge about the product category and brand

A small group of people put together for an intensive discussion

Which of the following is an accurate definition of the term data? Raw numbers with no intrinsic meaning Goals or benchmarks that a firm strives to achieve Conclusions derived from the analysis of raw numbers Methods used for collecting information on a subject

Raw numbers with no intrinsic meaning

An advantage of secondary data is that, compared to primary data, they ______. offer greater exclusivity provide more specific insights are guaranteed as being more trustworthy are usually available at a lower cost

are usually available at a lower cost

When researchers define the objectives and needs of their project, what are they trying to establish? The methods by which they will collect data The results that need to be confirmed The problem that needs to be solved The best method of delivering results to the client

The problem that needs to be solved

Which of these is not an advantage of secondary data? They are easy to customize. They are often inexpensive. They can be obtained quickly. They can sometimes be obtained from the company itself.

They are easy to customize.

Marketing research consists of which of the following? (Select all that apply.) Editing data selling data Analyzing data Collecting data Interpreting data

Analyzing data Collecting data Interpreting data

Which of the following are among the five stages in the marketing research process? (Choose every correct answer.) Collecting the data Staffing the research project Analyzing the data Defining objectives

Collecting the data Analyzing the data Defining objectives

In recent years, firms have improved their ability to collect data from which of the following sources? (Select all that apply.) Customer relationship management systems Bank records and tax returns Websites and social media platforms Transactions

Customer relationship management systems Websites and social media platforms Transactions

How is information generally gathered in a survey? Using videotapes or audiotapes Using a questionnaire Using observation techniques Via secondary data

Using a questionnaire

Which of the following are among the five stages in the marketing research process? (Choose every correct answer.) Staffing the research project Defining objectives Collecting the data Analyzing the data

Defining objectives Collecting the data Analyzing the data

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 Focus group Social media Survey

Experimental

______ research systematically manipulates one or more variables to determine which variables have a causal effect on another variable. In-depth interview Data mining Experimental Survey

Experimental

What are the causes of recent changes in the field of marketing research? (Select all that apply.) Ability to store and manipulate data with computers Consumers becoming increasingly more difficult to analyze Improved ability to collect data Weaker federal privacy laws opening new avenues for research Access to analytic dashboards for decision making

Improved ability to collect data Access to analytic dashboards for decision making Ability to store and manipulate data with computers

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? Observation Focus group Online survey In-depth Interview

In-depth Interview

______ is a qualitative research method that entails examining purchase and consumption behavior through personal viewing or video camera scrutiny. Scanner Focus group Survey Observation

Observation

What is a data collection technique that features a document with questions designed to gather information from respondents to attain researcher objectives? In-depth interview Quiz Focus group Questionnaire

Questionnaire

The step in the marketing research process that follows research design is ______. collecting the data designing the research analyzing the data presenting the results

collecting the data

______ are raw numbers, that on their own, have limited value to marketers. Statistics Data Scales Averages

data

Consumers' differing attitudes toward crackers and chips were discovered during

data analysis

Firms find it necessary to use data mining techniques to extract valuable information from their _____________. customer warehouses data warehouses info warehouses group warehouses

data warehouses

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 money; people data; people customers; research

data; research

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

decision makers

Observation can be described as ______ through personal viewing or by means of a video camera. asking questions to record answers of participants examining purchase and consumption behavior counting sales prohibiting certain behaviors

examining purchase and consumption behavior

Because research is ______, it is important to figure out beforehand exactly what problem needs to be solved. proprietary and informative expensive and uninformative expensive and time-consuming proprietary and time-consuming

expensive and time-consuming

The case states that the YMCA relied on national statistics on diabetes and pre-diabetes frequency in developing diabetes prevention programs. These statistics are, for YMCA, an example of

external secondary data.

True or False: Qualitative research relies on experiments and surveys.

false

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

false

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

false

MaryAnn looks into Crepes a la Nana's sales databases to determine who among the firm's existing catering clients might want to see a new item added to the breakfast menu. Data from the firm's sales database represent

internal, secondary data

The in-depth ____ 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.

interview

Market researchers use social media to ______. obtain syndicated data without paying for it learn about customers' likes and dislikes develop ideas for new products conduct experiments

learn about customers' likes and dislikes

______ consists of a set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas. Marketing research Marketing management Strategic planning Marketing strategy

marketing research

Focus groups are what type of research?

qualitative

MaryAnn and Nana conduct interviews to better understand what their customers want to see on the menu. Interviews will provide MaryAnn and Nana with what type of data?

qualitative, primary data

MaryAnn and Nana conduct surveys to determine which potential new menu item would be most popular among customers. Surveys will provide MaryAnn and Nana with what type of data?

quantitative, primary data

The last phase of the marketing research process is presenting ______ to decision makers. results an invoice raw data untested theories

results

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. internal primary obscure syndicated

syndicated

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

syndicated

Facts about the chip category obtained from AC Nielsen are

syndicated data.

Social media sites can provide a firm with insights into a consumer's opinions about the firm and _______. the consumer's neighbors' opinions about the firm the opinions about the firm from the consumer's neighbors the opinions about the firm's competition from the consumer's relatives the consumer's opinions about the firm's competition

the consumer's opinions about the firm's competition

In most situations, data collection should begin only after ______. data analysis is complete the researcher has requested primary data needed the research design process is finished the data are interpreted as information

the research design process is finished

One disadvantage of secondary data is that ______. they are the most expensive type of data used in research are very limited in availability. they usually take a long time to obtain they may not be exactly what the research project requires

they may not be exactly what the research project requires

A focus group interview is a(n) ______ method of inquiry where a trained moderator leads a conversation according to a predetermined outline of the topic of interest. individualized structured inexpensive unstructured

unstructured

Firms that collect a large amount of customer information and purchase history store it in large computer files called data _________. mines warehouses panels libraries

warehouses

What are the advantages of secondary research? (Choose every correct answer.) It is specific to data needs for the topic in hand. It reduces the cost of data collection. It saves time in data collection because it is readily available. It offers behavioral insights.

It reduces the cost of data collection. It saves time in data collection because it is readily available.

In the second step of the marketing research process, what factor determines the type of data needed? Expected results Project budget Project objectives Number of researchers

Project objectives

______ research, such as a focus group, attempts to begin to understand phenomena of interest with broad, open-ended questions. Experimental Survey Qualitative Secondary Quantitative

Qualitative

Suppose you work in the marketing department of a company and your boss, the marketing manager, asks you to take on a marketing research project. "But I'm not giving you any money for data collection," your boss says. "You can just use secondary data; they can meet all our needs and we can get them for free." Which of the following is the best argument against your boss's decision not to give you any funds for the research? Secondary data may not be specific enough to meet the needs of the research. Secondary data will take too long to collect. Primary data are always preferable to secondary data. Secondary data always cost at least a small amount of money.

Secondary data may not be specific enough to meet the needs of the research.

For Kraft, the information it gathered from market research guided its decisions regarding which of the 4Ps?

product and place