Chapter 4 M

observational research

gathering primary data by observing relevant people, actions, and situations

Marketing Research

the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization

Huge and complex data sets generated by​ today's sophisticated information​ generation, collection,​ storage, and analysis technologies are referred to as​ _______. A. big data B. a marketing information system C. competitive marketing intelligence D. customer insights E. marketing research

A

competitive marketing intelligence

the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment

The second critical phase in developing a marketing information system​ (MIS) is developing information. The information is developed from​ ________, __________, and​ ____________. A. internal​ databases, customer​ analytics, and marketing intelligence activities B. internal​ databases, marketing intelligence​ activities, and marketing research C. internal​ databases, business​ analytics, and marketing research D. internal​ databases, marketing intelligence​ activities, and secondary research E. internal​ databases, marketing intelligence​ activities, and shopper research

B

An international company has appointed a CPO to ensure the privacy and confidentiality of the consumer data it collects. Which of the following is the CPO MOST likely to do as a function of his or her​ job? A. Track the clicks of customers on websites B. Compile an exhaustive resource of customer data C. Inform customers of the​ company's privacy policy D. Scour consumer financial information E. Use customer data in such a way to convince customers to buy products

C

Big Data

a broad term for datasets so large or complex that traditional data processing applications are inadequate.

Customer Relationship Management (CRM)

a company-wide business strategy designed to optimize profitability, revenue, and customer satisfaction by focusing on highly defined and precise customer groups

Internal databases

electronic collections of consumer and market information obtained from data sources within the company network

customer insights

fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships

The real value of marketing information rests in the​ _____________________. A. customer insights it provides B. support of a​ company's marketing research C. marketing intelligence it uncovers D. social media data it uses E. amount of big data it analyzes

A

Marketing information has no value until it is used​ ________. A. in customer relationship management B. in marketing planning C. to make advertising decisions D. to create sustainable revenue streams E. to make better marketing decisions

E

A​ company's marketing information system​ (MIS) is valuable because it​ ___________________. A. enables a company to use customer insights to improve relationships with customers B. allows a company to outperform its competitors in the marketplace C. increases the likelihood that a customer will buy a product D. ensures that the company will have good customer service E. maintains the​ company's internal database of customers

A

behavioral targeting

using online consumer tracking data to target advertisements and marketing offers to specific consumers

Companies apply​ ________ to dig out meaningful patterns in big data to gain customer insights and gauge marketing performance. A. primary research B. statistical analysis C. marketing analytics D. business analytics E. secondary research

C

A power tool company wants to give its customers access to​ internal, nonpublic information about how best to use its product in creative ways. What should the company create to provide customers with this​ information? A. A company intranet B. A company website C. A data warehouse D. A company extranet E. A company data mine

D

Sample

a subset of the population

A marketing information system​ (MIS) helps users analyze and use information to​ ________, ______________, and​ _______________. A. develop customer​ insights, make select marketing​ decisions, and manage vendors B. develop customer​ insights, make marketing​ decisions, and manage customer relationships C. make marketing​ decisions, manage vendor​ relationships, and manage customer relationships D. develop customer​ insights, manage sales​ strategies, and manage customer relationships E. develop customer​ insights, make marketing​ decisions, and manage vendors

B

Which of the following describes the type of research used to help define the research problem and suggest​ hypotheses? A. Secondary research B. Exploratory research C. Descriptive research D. Causal research E. Primary research

B

Marketers are viewing information not only as an input for making better​ decisions, but also as​ a(n) ______________. A. important strategic asset and marketing tool B. strategic planning tool and marketing tool C. important marketing tool and advertising tool D. important product development tool and advertising tool E. important strategic asset and sales tool

A

Some marketers face special marketing research​ situations, such as those conducting research in small​ business, not-for-profit, or international situations. International researchers deal with great variances in​ ________, __________,​ __________, and​ ___________. A. levels of economic​ development, cultures and​ customs, buying​ patterns, and scarcity of secondary data B. levels of economic​ development, cultures and​ customs, buying​ patterns, and scarcity of primary data C. cultures and​ customs, buying​ patterns, lack of government​ cooperation, and scarcity of secondary data D. levels of economic​ development, buying​ patterns, scarcity of secondary​ data, and lack of cooperation from international entities E. the political​ environment, cultures and​ customs, buying​ patterns, and scarcity of secondary data

A

The Council of American Survey Research Organizations​ (CASRO) Code of Standards and Ethics for Survey Research outlines researcher responsibilities to survey respondents. Choose the most comprehensive set of responsibilities from the following. A. ​Confidentiality, privacy, and avoidance of harassment B. Privacy and avoidance of harassment C. ​Confidentiality, privacy, data​ security, and avoidance of harassment D. ​Confidentiality, data​ security, and avoidance of harassment E. Confidentiality and privacy

A

The first step in the marketing research process involves defining the problem and setting research objectives​ , which might be​ _________, ___________, or​ ____________ research. A. ​exploratory, descriptive, or causal B. ​exploratory, secondary, or primary C. ​exploratory, causal, or consumer D. ​exploratory, characteristic, or descriptive E. ​descriptive, focus​ group, or causal

A

To analyze individual customer​ data, many companies have now acquired or developed special software and analysis techniques called​ ________. A. customer relationship management​ (CRM) B. business and market intelligence software C. market intelligence software D. business intelligence software E. business analytics software

A

To​ ________ for customers and​ ________, marketers must first gain​ fresh, deep insights into what customers need and want. A. create​ value; build meaningful relationships with them B. create​ value; build exceptional products C. produce​ results; build meaningful relationships D. create​ value; design exceptional products E. create​ value; build repeat revenue streams

A

Which of the following is NOT true regarding international marketing​ research? A. The cost of international research is lower. B. Obtaining primary data may be difficult. C. Translating questionnaires from one language into another is not an easy task. D. Cultural differences from country to country cause additional problems. E. Good secondary data is scarce.

A

​__________ consists of people and procedures dedicated to assessing information​ needs, developing the needed​ information, and helping decision makers use the information to generate and validate actionable customer and market insights. A. The marketing information system B. Marketing research C. Ethnographic research D. Big data E. Competitive marketing intelligence

A

The most common mistake firms make is to view​ CRM, marketing​ analytics, and AI as​ _______. A. too costly B. technology processes only This is the correct answer. C. beyond their technical expertise D. outdated technologies E. a waste of resources

B

Two major public policy and ethical issues in marketing research are​ ________. A. paying research respondents and intrusions on consumer privacy B. intrusions on consumer privacy and misuse of research findings C. the use of research to create deceptive advertising D. misuse of research findings and improper sampling procedures E. intrusions on consumer privacy and inaccurate data analysis

B

Which of the following correctly describes customer​ purchases, sales force​ contacts, service and support​ calls, web and social media site​ visits, satisfaction​ surveys, credit and payment​ interactions, and market research​ studies? A. Satisfaction surveys B. Touch points C. Purchases D. Service calls E. Sales calls

B

Why is it important for a company to collect both primary and secondary data when conducting marketing​ research? A. To avoid complaints that the study is not reliable B. To have a​ "full picture" of the subject of its study C. To ensure the data is usable D. To guarantee the product being researched will be successful E. To keep costs down

B

​___________consists of the analysis​ tools, technologies, and processes by which marketers dig out meaningful patterns in big data to gain customer insights and gauge marketing performance. A. Touch points B. Marketing analytics C. Marketing information D. CRM E. Big data

B

A​ __________________________ consists of the people and procedures dedicated to assessing information​ needs, developing the needed​ information, and helping decision makers use the information to generate and validate actionable customer and market insights. A. marketing technology system B. marketing consulting team C. marketing information system D. marketing research department E. marketing analytic system

C

Customer insights come from good marketing​ information, which contributes to creating value and meaningful customer relationships. Companies use these customer insights to develop​ ________. A. marketing and sales advantages B. marketing plans C. a competitive advantage D. products and services E. financial and revenue projections

C

Marketers obtain needed marketing information from which of the​ following? A. Marketing​ intelligence, marketing​ research, and the marketing environment B. Internal​ data, marketing​ research, and marketing managers C. Internal​ data, marketing​ intelligence, and marketing research D. Internal​ data, big​ data, and market research E. Marketing​ managers, information​ users, and internal databases

C

There are several types of objectives market researchers might use in a marketing research project. Which of the following are the primary types of​ objectives? A. Descriptive​ research, survey​ research, and causal research B. Exploratory​ research, descriptive​ research, and survey research C. Exploratory​ research, descriptive​ research, and causal research D. Demographic​ research, exploratory​ research, and attitudinal research E. Exploratory​ research, secondary​ research, and primary research

C

Which of the following information must a researcher evaluate to make certain it is​ relevant, accurate, and​ impartial? A. Big data analytical information B. Focus group information C. Secondary information D. Survey information E. Primary information

C

Which one of the following statements about marketing research in small businesses and nonprofit organizations is​ correct? A. Good research requires large sample sizes that are not feasible for small businesses and nonprofits. B. Only large companies can afford to conduct marketing research. C. Although the research methods of small businesses and nonprofits are less complex and​ costly, they still must be conducted carefully. D. Surveys are the only research approach that can be used effectively by small businesses and nonprofits. E. Small companies and nonprofits do not need marketing information.

C

survey research

Characteristic research procedure among social scientists other than anthropologists. Studies society through sampling, statistical analysis, and impersonal data collection.

ethnographic research

a form of observational research that involves sending trained observers to watch and interact with consumers in their "natural environments"

The marketing information system​ (MIS) first​ ________. A. creates procedures for data gathering B. summarizes existing data C. manipulates existing data D. assesses information needs E. creates databases of the data

D

What are the three general sources from which marketers can obtain​ information? A. Internal​ data, big​ data, and global data B. Sales​ records, the​ internet, and internal databases C. ​Competitors, the​ internet, and the media D. Internal​ data, marketing​ intelligence, and marketing research E. Marketing​ research, surveys, and scanners

D

Which of the following BEST describes the purpose of customer​ insights? A. To advertise new products to customer bases B. To represent the company to its customers C. To instruct other company departments in customer service D. To create more value for customers E. To develop new markets of customers for the company

D

Which types of companies would most benefit from conducting marketing​ research? A. Only​ medium-sized companies that are about half the size of Disney and IBM B. Only small local​ firms, like​ Beatrice's Bistro C. Only large multinational firms like Disney and IBM D. Both large multinational firms like Disney and IBM and small local firms E. Neither large multinational firms like Disney and IBM nor small local firms

D

​Calvin's Cupcakes is attempting to gather information about its customers in order to improve its customer service. Which of the following is the BEST path for this company to start to develop an efficient​ MIS? A. Determine how to use the information gathered by market research B. Analyze the information gathered in market research C. Distribute necessary information to the marketing team D. Assess the information needs of the company E. Conduct surveys or focus groups to gather information

D

Companies need meaningful customer insights so they can​ _____________________________. A. build databases that prove useful to marketers B. gain a competitive advantage C. build larger market share D. realize better bottom lines E. produce superior value for their customers

E

Marketing information is of no value until it is used for what​ purpose? A. To better practice customer relationship management B. To build a better bottom line C. To perform marketing research D. To obtain marketing metrics E. To make better marketing decisions

E

Software and analytical techniques that​ integrate, analyze, and apply the mountains of individual customer data to gain a​ 360-degree view of customers enable companies to​ ________________________. A. develop large customer datasets B. find new customers C. perform market research D. get to know their customers personally E. practice customer relationship management

E

The fourth step in the marketing research process is​ ________. A. ​gathering, processing,​ analyzing, interpreting, and reporting the findings B. developing a research plan and interpreting and reporting the findings C. ​gathering, processing, and analyzing the data D. ​processing, analyzing,​ interpreting, and reporting the findings E. interpreting and reporting the findings

E

The third step in the marketing research process calls for implementing the marketing research plan by​ ________. A. setting a​ budget, hiring a market research​ firm, and beginning research B. gathering and analyzing information C. hiring a market research firm and gathering and processing information D. processing and analyzing information E. ​gathering, processing, and analyzing the information

E

Today's marketers see information not only as a tool for input for better​ decision-making, but also as​ ___________________________. A. a​ revenue-generation tool B. a way to gather big data and perform analytics C. an excellent resource to gather information on competitors D. a way to provide useful customer insights E. an important strategic asset and marketing tool

E

What is the correct sequence of the four steps of the marketing research​ process? A. Set the research​ budget, collect the​ data, analyze the​ data, determine how to use the findings B. Develop the research​ plan, define the problem and research​ objectives, implement the research​ plan, interpret and report the findings C. Collect the​ data, analyze the​ data, develop the research​ plan, interpret and report the findings D. Develop the research​ plan, set the research​ budget, collect the​ data, interpret and report the findings E. Define the problem and research​ objectives, develop the research​ plan, implement the research​ plan, interpret and report the findings

E

Which of the following correctly identifies the three research approaches for gathering primary​ data? A. internal​ databases, commercial online​ data, and internet search engines B. ​observation, internet search​ engines, and internal databases C. ​observation, surveys, and online commercial data D. ​observation, ethnography, and surveys E. ​observation, surveys, and experiments

E

Which of the following would be good advice for someone conducting marketing research in a foreign​ country? A. Language translation will be easy. B. Consumers in foreign markets generally enjoy participating in marketing research. C. Globalization has slowed​ down, so international research is no longer necessary. D. You can easily find good secondary data in most foreign markets. E. Reaching respondents in other parts of the world is more difficult than it is in the United States.

E

You and seven other people relay your feelings and thoughts about a potential new product to a trained moderator. In​ exchange, you receive a small payment. You are participating in​ a(n) ________. A. experiment B. ethnographic study C. individual interview D. immersion group E. focus group

E

focus group interviewing

Personal interviewing that involves inviting 6 to 10 people to gather for a few hours with a trained interviewer to talk about a product, service, or organization. The interviewer "focuses" the group discussion on important issues.

Causal Research

Marketing research to test hypotheses about cause-and-effect relationships

artificial intelligence (AI)

The science of designing and programming computer systems to do intelligent things and to simulate human thought processes, such as intuitive reasoning, learning, and understanding language.

online marketing research

collecting primary data online through internet surveys, online focus groups, web-based experiments, or tracking consumers' online behavior

online focus groups

gathering a small group of people online with a trained moderator to chat about a product, service, or organization and gain qualitative insights about consumer attitudes and behavior

experimental research

gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses

primary data

information collected for the specific purpose at hand

secondary data

information that already exists somewhere, having been collected for another purpose

descriptive research

marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers

Exploratory Research

marketing research to gather preliminary information that will help define problems and suggest hypotheses

Marketing Information System (MIS)

people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights

marketing analytics

the analysis tools, technologies, and processes by which marketers dig out meaningful patterns in big data to gain customer insights and gauge marketing performance