Chapter 10: Marketing research
Which of the following best describes a focus group? A. A small group of people casually interacting with objective customers B. A small group of people put together for an intensive discussion C. A small group of people who are required to purchase the product D. 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 are among the five stages in the marketing research process? A. Data collection B. Staffing the research project C. Defining objectives D. Analyzing the data
Data collection Defining objectives 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? A. Experimental B. Social media C. Focus group D. Survey
Experimental
______ research systematically manipulates one or more variables to determine which variables have a causal effect on another variable. A. In-depth interview B. Survey C. Data mining D. Experimental
Experimental
What is a qualitative research technique where trained researchers ask questions to a few selected participants, record the answers, and then ask additional questions if needed for clarification? A. Online survey B. Observation C. In-depth Interview D. Focus group
In-depth Interview
Which of these is NOT an advantage of secondary data? A. It can sometimes be obtained from the company itself. B. It can be obtained quickly. C. It is easy to customize. D. It is often inexpensive.
It is easy to customize.
Select all of the following that are disadvantages of primary data collection. A. It offers solid behavioral insights B. It provides appropriate data C. It takes more time D. It costs more
It takes more time It costs more
______ is a qualitative research method that entails examining purchase and consumption behavior through personal viewing or video camera scrutiny. A. Scanner B. Observation C. Survey D. Focus group
Observation
______ research, such as a focus group, attempts to begin to understand phenomena of interest with broad, open-ended questions. A. Qualitative B. Experimental C. Quantitative D. Secondary E. Survey
Qualitative
Which of the following is an accurate definition of the term data? A. Raw numbers with no intrinsic meaning B. Goals or benchmarks that a firm strives to achieve C. Methods used for collecting information on a subject D. Conclusions derived from the analysis of raw numbers
Raw numbers with no intrinsic meaning
When researchers define the objectives and needs of their project, what are they trying to establish? A. The results that need to be confirmed B. The problem that needs to be solved C. The resources needed to complete the project D. The methods by which they will collect data
The problem that needs to be solved
How is information generally gathered in a survey? A. Via secondary data B. Using a questionnaire C. Using observation techniques D. Using videotapes or audiotapes
Using a questionnaire
Observation can be described as ______ through personal viewing or by means of a video camera. A. examining purchase and consumption behavior B. counting sales C. asking questions to record answers of participants D. 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. A. expensive and informative B. proprietary and informative C. expensive and time-consuming D. proprietary and time-consuming
expensive and time-consuming
Because research is ______, it is important to figure out beforehand exactly what problem needs to be solved. A. proprietary and time-consuming B. expensive and time-consuming C. proprietary and informative D. expensive and informative
expensive and time-consuming
Qualitative research is informal that relies on experiments and surveys.
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
Compared to secondary research, primary research requires researchers who ______. A. have fewer interpersonal skills B. are also talented salespeople C. have more training and skill in gathering and analyzing data D. have limited experience with the product or service being researched
have more training and skill in gathering and analyzing data
As firms build databases that contain customer ______, marketing researchers must be careful not to abuse this collection, which may contain sensitive personal details. A. information B. complaints C. surveys D. prices
information
The in-depth ______ is a qualitative research technique in which researchers ask questions, record the answers, and then ask additional questions to clarify a particular issue.
interview
An advantage of secondary data is that, compared to primary data, it ______. A. is guaranteed as being more trustworthy B. is usually available at a lower cost C. offers greater exclusivity D. provides more specific insights
is usually available at a lower cost
One disadvantage of secondary data is that ______. A. very little of it is available B. it may not be exactly what the research project requires C. it is the most expensive type of data used in research D. it usually takes a long time to obtain it
it may not be exactly what the research project requires
Market researchers use social media to ______. A. learn about customers' likes and dislikes B. obtain syndicated data without paying for it C. conduct experiments D. perform data analysis
learn about customers' likes and dislikes
In order to figure out CLV, companies investigate a person's ______ behaviors to predict ______ purchases. A. past; future B. past; present C. present; future D. primary; secondary
past; future
In the second step of the marketing research process, what factor determines the type of data needed? A. number of researchers B. project objectives C. project budget D. expected results
project objectives
The last phase of the marketing research process is presenting ______ to decision-makers. A. untested theories B. results C. an invoice D. raw data
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. A. internal B. obscure C. syndicated D. primary
syndicated
Marketers can purchase ________ data, which is secondary data available for a fee from commercial research firms. A. census B. syndicated C. primary D. external
syndicated
In most situations, data collection should only begin after ______. A. the researcher has requested primary data needed B. the research design process is finished C. there is certainty for funding for the research D. data analysis is complete
the research design process is finished
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. A. inexpensive B. individualized C. structured D. unstructured
unstructured
The step in the marketing research process that follows research design is ______. A. presenting the results B. designing the research C. collecting the data D. analyzing the data
collecting the data
Social media sites can provide insights into consumers' opinions of the firm's products and those of their ______. A. competitors B. neighbors C. relatives D. friends
competitors
The expected financial contribution that a customer will give to a company over the course of their life is called ___ ___ ___.
customer lifetime value
______ are raw numbers that, on their own, have limited value to marketers. A. Statistics B. Data C. Averages D. Scales
data
After firms collect large amounts of customer information and purchase history, the data is stored in a _________. A. database B. data warehouse C. data mine D. data library
data warehouse
Firms find it necessary to use data mining techniques to extract valuable information from their _____________. A. info warehouses B. customer warehouses C. data warehouses D. 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. A. money; people B. data; people C. data; research D. 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. A. vendors B. competitors C. customers D. decision makers
decision makers
Place the stages of the marketing research process in the correct order, with the FIRST step at the TOP
1. Defining objectives 2. Designing the research project 3. Data collection 4. Analyzing data 5. Implementing the action plan
Which of the following is data that companies have access to but cannot handle using conventional data management and data mining software? A. Smooth data B. Secondary data C. Big data D. Primary data
Big data
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; it can meet all our needs and we can get it for free." Which of the following is the best argument against your boss's decision not to give you any money for the research? A. It will take too long to collect secondary data B. Secondary data may not be specific enough to meet the needs of the research C. Primary data is always preferable to secondary data D. Secondary data always costs at least a small amount of money
Secondary data may not be specific enough to meet the needs of the research
Popular media has coined the term ______ ______ to refer to the excess data that companies can access but cannot organize using conventional data management.
big data