IBM Chapter 4
Which are sources of external secondary data?
1) Commercial Online Database 2) Statistics from the U.S. Census Bureau 3) A report found in a business or academic journal
Which of the following are steps in the marketing research process.
1) Data Analysis 2) Problem Definition 3) Data Collection 4) Plan Development 5) Taking Action
Match the appropriate component of the four P's on the left with its description on the right. 1) Product 2) Price 3) Place 4) Promotion
1) Goods and services developed based on consumer needs and wants 2) Analysis of the size of a potential market and how demand is affected by changes in the cost of a product 3) the distribution function 4) activities such as advertising and sales
Match the time series technique with their descriptions on the right.
1) Level: the point at which sales would be if not influences by the other two components 2) Trend: A pattern characterized by increasing or decreasing sales 3) Seasonality: the regularly repeating pattern of sales centered on a particular period of the year
Which of the following is an unethical method of competitive intelligence? 1) Placing a surveillance camera on the competitors premises 2) obtaining information for a fee from a data collection company 3) viewing a competitors social media site 4) surveying the competitors customer base
1) Placing a surveillance camera on the competitors premises
Match the form of qualitative research on the left with the description on the right
1) Survey: A potato chip company has hired ten people to stand outside the grocery store and ask people questions about why they buy potato chips 2) Experiment: A potato chip company has set up a mock-store shelf of snack chips to see if people will pick up their new spicy taco brand 3) Neuro-marketing: A potato chip company wants to see if there is a chemical reaction in people's brains when they taste their new spicy taco chip. 4) Mathematical Modeling: A potato chip company wants to understand the effect on sales if it decides to increase the cost of the product by $1 a bag.
Which of the following are benefits associated with hiring an outside marketing research company? 1) They are unbiased in their research procedures 2) They work in only one area of expertise-such as a data analysis 3) They do not charge a fee for their service 4) Marketing research is their core competency
1) They are unbiased in their research procedures 4) Marketing research is their core competency
Match the type of research on the left with the characteristics on the right. 1) Exploratory 2) Descriptive 3) Casual
1) seeks to discover new insights that will help a firm understand the problem 2) conducted by asking the questions who, what, when, when, where, and how 3) involves manipulating independent variables to see how they impact a particular dependent variable
Which of the following is NOT a form of quantitative research? 1) Mathematical modeling 2) Questionnaire 3) Focus group 4) Survey 5) Experiment
3) Focus group
Jenna's company wants to know if its new 30-second commercial has increased its market share in the winter boot product line. What tool can Jenna use to determine this? Executive summary Demand Analysis Mission statement Advertising effectiveness study Situation analysis
Advertising effectiveness study
When researchers use procedure to test a hypothesis they are conducting _______.
An experiment
To learn whether or not consumers will like a new flavor of coffee, the researcher conducts a focus group and has attendees taste several of the old flavors along with the new flavor. They are then asked which of the flavors they would buy. Which type of research is being conducted?
Casual
Sales of toothpaste have been down at Trudy's company, so they have decided to change up the packaging of the product and see if this boosts sales. Trudy's company is conducting ______.
Casual Research
Diana decided to sit on the presentation given by her company's biggest rival at the trade show so she could see first-hand how they were demonstrating their product line. Diane is engaging in _____ ______
Competitive Intelligence
Philip Works for a sports-supply company and is in the process of gathering data on the strategies its competitors is using to gain marketing share. He has spoken with three of his main suppliers to learn more. This demonstrates the idea of_______.
Competitive Intelligence
A marketing information system (MIS) relies on _______ to capture information
Computer software
The fourth step in the marketing research process is ____.
Data Analysis
______ is the third step in the marketing research process.
Data Collection
Carli is taking the information she learned from the focus group and placing it into a spreadsheet so she can find the trends in buying habits of the participants. Which stage of the marketing research process is Carli in?
Data analysis
A marketing information system consists of which of these components?
Decision support system Data warehouse
Nadia has a small business that sells knit hats and gloves. She is curious if potential customers would prefer to shop in a store or online to find her products. Tp learn this information, Nalia's best form of research would be _____ research
Descriptive
Annie's company is testing whether people will be more likely to buy its product if it is sold in a clear bag or if it sold in a box. Annie has set up a simulated store shelf to see how consumers respond. Which quantitative process if Annie's company using?
Experiment
A company would rely on ___ when it is trying to discover new insights on the thoughts, needs and behaviors of consumers.
Exploratory
Trevor has decided to speak face-to-face with his customers so he can ask them about their buying behaviors in the fast-food industry. This demonstrates the idea of ____ research.
Exploratory
_______ research is a way for a business to understand why consumers behave the way they do and offers new insights to help the firm in its analysis.
Exploratory
An experiment that takes place in a natural setting, like a store or mall, is called a __________ experiment
Field
Sales of tractors are down at Ken's company and he has told management he believes it is because its target market of farmers has not been sufficiently exposed to the advertising campaign, since it is spring and the farmers are working in the fields from early in the morning until late at night. Ken's educated guess is an example of a ____
Hypothesis
Marketing research is the act of collecting, _____, and reporting of information concerning a clearly defined marketing problem.
Interpreting
Which of the following BEST describes the benefits of observation as data collection technique?
It allows researchers to see how people behave
Which of the following are advantages of primary data? It may provide insight into why and how consumers make choices it pertains only to a firms research It is less expensive to use It does not take much time to gather primary data Primary data information is typically readily accessible
It may provide insight into why and how consumers make choices it pertains only to a firms research
Which sales forecasting technique is qualitative in nature? Seasonal regression pattern judgemental time series
Judgemental
Cheerio's cereal has been in the marketplace for years and sells consistently all year long. Its sales can be classified as ________.
Level
In her report, Mario stated that even though the research has been completed as requested, it did not adequately represent the population under study. Mario is reporting ________ associated with the research
Limitations
A ________ _________ system that helps a company continuously capture marketing information an stores that information so that it is accessible to researchers.
Marketing Information
Kendra's Coffee Shop introduced a new line of tea products last year. Kendra is disappointed that sales of the product line have not done well. She wonders if any of her customers even drink tea. What tool should Kendra use to learn this information? Cost analysis Integrative marketing marketing research The scientific method promotional analysis
Marketing Research
Sampling can be broken down into which of the two following basic types? Non probability Primary Probability Secondary
Non probability Probability
Which of the following are included in the four P's associated with every company?
Price, Place, Product, Promotion
Michael has decided to conduct a focus group to help him determine a marketing plan for the company's new line of running shoes. The information he collects from the focus group is an example of ____ data
Primary
When beginning the process of data collection, a firm must decide whether to use ____ or _____ data
Primary; Secondary
Jane's company sells cookies to grocery stores. Recently, its sales have dropped, but the company is not sure why. Jane has been asked to pinpoint the reasons for the drop in sales. Which aspect of marketing research has Jane been asked to do?
Problem Defintion
The first step a marketing team makes in the marketing research process is _____
Problem definition
When a marketing department is trying to determine what customers want they are determine the _______ aspect of the four P's
Product
Which aspect of the four P's is associated with the development of goods and services based on customer needs and wants?
Product
Advertising effectiveness studies and sales tracking are aspects of the ______ component of the four P's.
Promotion
Advertising effectiveness studies and sales tracking are aspects of the _________ component of the four P's
Promotion
Information gained during an interview is an example of ____ research
Qualitative
the two primary data collection methods are _______ and ________
Qualitative and quantitative
If a company wants to understand generalized information about a larger consumer population, it should use _____ research methods such as surveys, experiments, and mathematical modeling
Quantitative
Marlena is putting together a focus group to obtain feedback on the new juice product her company plans to launch next year. A focus group is a type of _______ research
Quantitative
When a company's sales have been affected by a price change, a competitors actions, or economic conditions, they would use a ____ technique when forecasting sales
Regression
Another name for the plan development stage of marketing research is ____.
Research design
Time series, regression, and judgmental are all forms of _________ _________
Sales forecasting
After a company releases a promotional program, it should follow changes in sales during and after the promotion to see how sales were affected. This is known as _____.
Sales tracking
Since it is impossible for researchers to obtain information from all members of a target market, they must rely on ________ and gain information from a subset that is representative of their target market.
Sampling
Charles obtained his data on the number of births from the Census Bureau. This is an example of __________ data.
Secondary
Marketing research done on the internet is a growing trend. The type of information found on the internet is an example of ________ data.
Secondary
Bethany was shopping at the mall and was stopped by a researcher who asked her if she could take five minutes of her time to answer a few questions about the type of tennis shoes she buys. Which type of quantitative research has Bethany been asked to do?
Survey
Which quantitative research method provides information on consumer attitudes, intended behavior, and the motivations behind behavior?
Survey
Jack's boss has asked him to summarize the findings of his market research and share hid findings with board members. Jack is in the _______ _______ stage of his research
Taking Action
Identify two of the current trends evolving in marketing research
There is a greater tendency to use international marketing research There is a growing trend towards the use of technology
The ______ ________ technique for sales forecasting is dependent upon the level, trend, and seasonality of product's sales
Time Series
The marketing research process contains _____ steps
five
If you want to estimate how much of a product will sell over a given period of time you would use sales____.
forecasting
Which of the following are characteristics of non probability sampling? it is equivalent of drawing names out of a hat participants might be selected based on the referral of other participants The target population is narrowed by a criteria before selecting participants Every member of the population has an equal chance of being selected
participants might be selected based on the referral of other participants The target population is narrowed by a criteria before selecting participants
Times series, regression, and judgmental are all forms of _______
sales forecasting
A _______ is a representative subset of the larger population.
sample
Which of the following are problems associated with quantitative data? the data might not measure what the researcher intended it to it is generally inconvenient for the researcher to collect respondents are not given an opportunity to elaborate on their answers It is an expensive and lengthy process
the data might not measure what the researcher intended it to respondents are not given an opportunity to elaborate on their answers
