Chapter 10 smartbook

An advantage of secondary data is that, compared to primary data, they ______.

are usually available at a lower cost

Place the stages of the marketing research process in the correct order, with the FIRST step at the TOP.

1. Defining objectives and needs 2. Designing the research 3. Collecting the data 4. Analyzing data and developing insights 5. Developing and implementing an action plan

What service do online focus group firms offer?

A secure site on which companies can listen to and interact with focus groups

what is the fourth step in the process and comes after collecting the data.

Analyzing the data

Where should demographic questions appear in a questionnaire?

At the end

______ are raw numbers, that on their own, have limited value to marketers.

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

______ research systematically manipulates one or more variables to determine which variables have a causal effect on another variable.

Experimental

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

False; A questionnaire is a form that has questions designed to gather information directly from respondents.

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; Marketing researchers must avoid abusing customers' privacy by accessing personal data inappropriately.

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

False; Qualitative research relies on observation, focus groups, social media, and in-depth interviews.

Which of the following is NOT a quantitative research method? a. Experiments b. focus groups c. scanner research d. surveys

Focus groups

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?

In-depth Interview

Which of the following is NOT an advantage of secondary research?

It is the best source of unbiased data

______ 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

______ is the process of examining people's brain patterns to see their responses to specific products or services in order to develop marketing strategies.

Neuromarketing

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

Observation

In the second step of the marketing research process, what factor determines the type of data needed?

Project objectives

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

Qualitative

______ research provides mathematical information needed to confirm insights, and managers can use it to pursue appropriate courses of action through many types of data collection.

Quantitative

What is a data collection technique that features a document with questions designed to gather information from respondents to attain researcher objectives?

Questionnaire

Developing a questionnaire is considered "part art and part science." Which of the following is a good practice for questionnaire creation?

Questions should be designed to address a specific set of research questions.

Which of the following is an accurate definition of the term data?

Raw numbers with no intrinsic meaning

what is the final step of the research process.

The presentation of results

When researchers define the objectives and needs of their project, what are they trying to establish?

The problem that needs to be solved

Which of these is not an advantage of secondary data?

They are easy to customize.

True or False: The source domains of marketing analytics methods include psychology, sociology, econometrics, and linguistics.

True; Marketing analytics methods come from a wide range of source domains, including these fields.

How is information generally gathered in a survey?

Using a questionnaire

Because research is ______, it is important to figure out beforehand exactly what problem needs to be solved.

expensive and time-consuming

As firms build databases that contain customer ______, marketing researchers must be careful not to abuse this collection, which may contain sensitive personal details.

information

Marketing analytics tools that rely on historically available data to forecast something, such as a firm's product sales in the next year, are called _____ analytics tools.

predictive

Once a firm has gained insights from doing qualitative research, it is likely to engage in ______ research, which are structured responses that can statistically be tested.

quantitative

The last phase of the marketing research process is presenting ______ to decision makers.

results

Whenever you go into your local grocery store, your purchases are rung up using hardware that is a ______ system. The data from these purchases are likely to be acquired by leading marketing research firms.

scanner

When you make a purchase at a grocery store, the ______ are often collected by marketing research firms to help understand consumers' purchasing behavior.

scanner data

Big data is a form of ______.

secondary data

A(n) ______ question is a closed-ended question with a specific set of possible answers, such as a yes/no question.

structured

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.

syndicated

Marketers can purchase Blank______ data, which are secondary data available for a fee from commercial research firms.

syndicated

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

syndicated

In most situations, data collection should begin only after ______.

the research design process is finished

One disadvantage of secondary data is that ______.

they may not be exactly what the research project requires

The step in the marketing research process that follows research design is ______.

collecting the data

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

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

decision makers

Observation can be described as ______ through personal viewing or by means of a video camera.

examining purchase and consumption behavior

Which of the following are included in marketing research?

- Analyzing data - Interpreting data - Collecting data

Which of the following are among the five stages in the marketing research process?

- Analyzing the data - Defining objectives - Collecting the data

Which of the following are quantitative research methods?

- Experiments - Scanner data - Survey

Which statements are true about marketing analytics?

- It helps firms make appropriate customer-related decisions. - It serves to improve business decision making. - It uses advanced technologies and models to analyze gathered data.

What are the advantages of secondary research?

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

Which of the following are benefits of online focus groups?

- Lower costs - Access to a broader range of consumers - No travel needed

What are the four broad categories into which marketing analytics tools and methods can be classified?

- Prescriptive - Active - Descriptive - Predictive

Which are goals of descriptive marketing analytics tools?

- Presenting data in reports, tables, and charts - Organizing and tabulating available data

Which are standard tools for descriptive marketing analytics?

- SPSS and SAS software - Visualization software - Excel spreadsheets

Which characteristics of big data present challenges in carrying out market analytics on big data in data warehouses?

- The data come from many different sources. - The data consist of billions of pieces of customer information. - The data exist in a variety of types and sizes.

What are the characteristics of structured questions?

- They include specific answers to choose from. - They are closed-ended.

An in-_____ _____ 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.

Blank 1: depth Blank 2: interview

The large computer files used to hold big data from such sources as sales transactions, CRM systems, social media, and locational devices are known as a data _____, and the statistical tools for analyzing these data are known as data _____ tools.

Blank 1: warehouse, ware house, wearhouse, wherehouse, warehouses, or ware houses Blank 2: mining or mine

Neuromarketing examines what to determine consumers' responses to products?

Brain patterns

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.

Which of the following would be the most useful in identifying which customers are likely to be dissatisfied with their purchases?

Statistical predictive models