Marketing Chp 4

Case Study

A company did a comprehensive examination of how pit crews in an auto race work to quickly get a racecar into the pit area, gas the car, perform other maintenance, and get the car back on the track. The company wanted to see if it could adapt some of the teamwork techniques used by pit crews to speed up its order processing. The company conducted a ____________

Marketing Decision Support System

A marketing manager can use this to run multidimensional scaling that creates perceptual maps

Modeling Software

A marketing manager would must likely use which of the following to find out how many consumers stay with his brand and how many switch, enabling him to project market shares over time?

completely structured questionnaire

A questionnaire that asks respondents whether they "strongly agree," "somewhat agree," "somewhat disagree," or "strongly disagree"

Back Translation

A sports entertainment company wants to research how Canadians spend their free time. It is preparing a survey that will be used in all of Canada, including the province of Quebec. Unlike Canadians from other provinces, the people of Quebec primarily speak French. The researchers are planning to use English and French versions of the survey. In preparing the surveys, they should use ________.

Convenience

As part of her summer job, Martina was instructed to collect data from 10 people to determine how they felt about a number of political issues, including socialized medicine, food stamps, and educational vouchers. She asked her father, grandfather, mother, brother, two uncles, and four sorority sisters to answer the survey questions. Marina used a _________ sample

The percentage of visitors to a homepage who leave the overall site rather than exploring other pages within the site

Bounce rate refers to this.....

Reliability

Children are difficult subjects for market researchers because they have poor recall and often do not understand the questions they are asked. This brings into the question the _______ of the survey

Internal Company Data

Data such as which customers buy which products, which items the company has in stock, and when the company ships items to its customer are examples of this

Longitudinal

Descriptive research using a ________ design tracks the responses of the same sample of respondents over time

Longitudinal Design

Every six months, Doug is asked to fill out a survey asking when he expects to buy a new vehicle and what type and model he plans to purchase. Doug, along with a group of consumers with similar buying habits, has been participating I this survey for the last eight years. The gathering of this quantitative data is an example of descriptive researching using ______________

Generalizing the results to the rest of the population

Focus groups have become one of the major market research tools for getting insight into consumer thoughts and feelings. However, a researcher relying solely on focus groups would likely be most concerned about which of the following?

Independent Variable

In causal research, factors that might be responsible for causing a change are called ___________

Information

Interpreted data

A company intranet

Managers at a discount retailer would use which of the following to access up-to-the-minute sales information obtained from the store's cash registers around the country in order to detect problems with products, promotions, and even the firm's distribution system?

Causal Research

Marketers use _______ when they want to determine if a change in one thing is responsible for a change in something else

Exploratory Research

Marketers use this to come up with ideas for new strategies and opportunities or to get a better understanding of a problem they are currently experiencing with a product

Custom Research

Marketing managers at a cosmetic company wanted to find out how resistant their product is to smudging. They hired a research firm to ask 293 women who were wearing the company's StayColor line of cosmetics to rub their cheeks against their shirts using "the pressure they use when caressing someone else's face." The company was conducting this......

Syndicated Research

Neilson compiles ratings of television shows and then sells the information to other firms. He conducts this.....

Tracking the shopping patterns of large numbers of people

Predictive technology used by e-marketers relies on which of the following?

Reverse Engineering

SwimFit produces gear for swimmers, including suits, goggles, swim caps, and ear plugs. SwimFit wants to improve the quality of its goggles to match or surpass the quality of the product category leader. Which of the following is SwimFit more likely to use to find out more about how its competitor's product is made?

Data, computer hardware and software, and output for marketing decision makers

The three components of a basic marketing information system (MIS)

Survey and observation

These are the two main primary data collection methods

The research objective

This component of the market research process determines the consumer population that a company will study.

Face-to-face Interviewing

This data method collection method for marketing research is flexible, allows for explanation of difficult questions, and lends itself to showing products and other visual materials

Exploratory Research

This involves in-depth surveying or observation of a few consumers who fit the profile of the "typical" customer

Modeling Software

This is NOT a major data source for a marketing information system

Causal Research

This is NOT considered a source of market intelligence

Mechanical Observation

This is a primary data collection method that relies on nonhuman devices to record consumer behavior

If we change our media schedule by replacing a certain media buy with a new media buy, will we reach more users of our product?

This is a question that a marketing manager would use an MDSS (marketing decision support system) rather than an MIS (marketing information system) to answer

Mail Questionnaire

This is a type of data collection method that would most likely have the lowest response rate

Primary Data

This is information gathered directly from respondents in order to specifically address a question at hand

Online Data Collection

This is less expensive, faster, and more flexible than other methods of data collection

Custom Research

This is research a single firm conducts to provide answers to specific questions

Collecting data about responses to advertising and products by measuring consumers' brain activity

This is the goal of neuromarketing

market research online community (MROC)

This research technique has the advantage of rapid back-and-forth communication between a company and group of consumers, allowing for real-time data collection over a period of time?

Qualitative Research

This type of research generates nonnumeric results that provide detailed verbal or visual information about consumers' attitude

A secondary data source

To determine what type of information to add to its Web site in order to attract more visitors, an Internet company could look at a survey by the AOL/Roper Starch Cyberstudy , which showed the primary activities Americans are most likely to engage in when surfing the Internet. This study is an example of __________

Ethnography

Using ________, marketing researchers participate in real-life consumer activities to get a better understanding of how consumers actually use products

It can be time consuming

What is a major drawback of probability sampling?

Representativeness

Whether a sample can be categorized as a probability sample or a nonprobability sample depends on the _________ of the sample

Control over who respondents are

Which of the following is NOT and advantage of online questionnaires

A researcher used personal judgement to select participants

Which of the following is true about a nonprobability sample?

Each member of the population has some known chance of being included in the sample

Which of the following is true about a probability sample?

They are used to gather exploratory data

Which of the following is true of focus groups?

The full data collection process occurs only every 10 years

Which of the following is true of the U.S. Census Bureau data?

Does the information we need already exist?

Which of the following questions should marketers first answer when they are determining their research design?

A one-way mirror that allows a client to observe the group

Which of the following would most likely be used in a focus group?

Intranet

an internal corporate communication network that uses internet technology to link company departments, employees, and databases

Secondary Data

data that have been collected for some other purpose than to answer the question at hand

Data

raw, unorganized facts that need to be processed

1. define the research problem 2. select a method of data collection 3. data must be collected before the sample can be designed 4. analyze and interpret the data

these are the steps in the market research prodcess

Customer Insights

this refers to the collection, deployment, and interpretation of information that allows a business to acquire, develop, and retain customers