Marketing Exam 2: Ch. 10

Step 3: Collect the Data

C

In what country have regulators demanded that Facebook stop collecting biometric data on its users? A. the United States B. Russia C. China D. Germany E. Mexico

D

__________ confirms insights and provides a basis for taking a course of action. A. Primary data collection B. Data mining C. Qualitative research D. Quantitative research E. Statistical sourcing

D

Supermarkets collect information about individual customers through their use of loyalty cards and then analyze the data to look for patterns in purchases. This is an example of A. data mining. B. data recovery. C. data entry. D. data analysis. E. data modeling.

A

Blogs represent valuable sources of marketing research insights, but they are also a challenge for firms because A. they include both positive and negative commentary. B. they are expensive for firms to use. C. they are affiliated with companies, which biases their comments. D. they tend to be shy about putting their opinions out in cyberspace. E. they are unreliable.

A

Malcolm is the campaign manager for a congressional candidate. He wants to know how voters across his district feel about recent sexual harassment scandals involving politicians. Malcolm will most likely use __________ to gather this type of data. A. surveys B. observation C. experiments D. voter registration data E. census data

A

Marvin is looking for data to help him with a new market research study assigned to him. When reviewing existing secondary data from a past research study, Marvin should pay careful attention to A) how the secondary data were collected B) where the data were warehoused C) whether the Bureau of the Census has certified the research D) whether the data were transformed into information E) how often primary data were substituted for secondary data

A

Once a marketing researcher is ready to move beyond preliminary insights to specific, informed questions, the researcher is ready to conduct A) quantitative research B) data warehousing C) syndicated marketing surveys D) qualitative research E) research design

A

Quantitative research offers a means to confirm ideas through A. surveys or experiments. B. in-depth interviews. C. data mining. D. qualitative research. E. informal analysis.

A

Randall wants to do an online survey of college professors about the factors that influence their textbook selection. He would like to use a structured survey but is not sure what responses to include for each question. Randall could use __________ to help him develop his survey. A. in-depth interviews B. experiments C. surveys D. observation E. primary data mining

A

The marketing research process follows five steps, and researchers A) may not always go through them in the exact sequence if the situation changes or new information is discovered B) should maintain the integrity of the process by following each step sequentially and thoroughly C) often collect data before defining the research D) should be prepared to present the results before completing the analysis if they are under a great deal of pressure to meet a deadline E) may follow the process by completing all steps at once instead of planning the process first

A

The number of customers who discontinue their use of a service divided by the average number of total participants is called A. churn. B. customer retention. C. customer lifetime value. D. cancellation cost. E. customer loyalty.

A

Victor's custom auctioneering service provides online auction selling assistance. Victor plans to conduct marketing research to determine which auction site is best for his customers. His next step is to A) identify the type of data he needs to have B) determine the statistical software he will use C) outline the presentation format he will use D) collect data E) define his privacy policy

A

When a research team has gathered data for specific research needs, this is known as A. primary data. B. data mining. C. secondary data. D. data recovery. E. data modeling.

A

Which of the following provides the information needed to confirm insights and help managers to pursue appropriate courses of action? A. quantitative research B. qualitative research C. observation research D. in-depth interviews E. social media monitoring

A

Which of the following statements best describes secondary data? A. Secondary data are pieces of information that have been collected prior to the start of the focal research project. B. Secondary data are those data collected to address specific research needs. C. Secondary data collection is always extremely time consuming and expensive. D. Secondary data will always meet the researchers' needs. E. Secondary data includes only qualitative research.

A

Which of the following types of data would be the best choice for Wendy's fast food restaurants if the headquarters office wants to know how many hamburgers versus chicken sandwiches it has sold in past years? A. internal secondary data B. external secondary data C. survey responses D. focus group data E. primary data

A

Which of the following types of research would be considered quantitative research? A. Experimental research B. Observational research C. Focus group research D. Social media monitoring E. In-depth interviews

A

Which of the following statements is NOT one of the guidelines provided by the American Marketing Association for conducting marketing research? A. Personal information about research participants should not be shared, EXCEPT with a designated member of senior management. B. Selling or fundraising should not be conducted under the guise of conducting research. C. Researchers should not misrepresent data. D. Clients and suppliers should be treated fairly. E. Researchers should not omit pertinent data.

A sharing of personal information without a participant's explicit permission is unethical and should not take place under any circumstance

A marketing research project often begins with a review of the relevant __________ data. A) primary B) secondary C) quantitative D) unfocused E) structured

B

Both major political parties have developed proprietary databases that contain vast information about voters, broken down by demographic and geographic information. This kind of information is A. primary data. B. secondary data. C. syndicated data. D. neuromarketing. E. qualitative research.

B

Frederica manages an upscale women's clothing store. She wants more information about her customers' general feelings about upcoming fall fashions. Frederica will most likely use __________ to gather this type of data. A. door-to-door surveys B. focus group interviews C. syndicated data D. sales invoices E. census data

B

If a fast food restaurant collected photographs of its regular customers so that it could use facial detection software to identify visitors captured by security cameras, this would be an example of using A. external secondary data. B. biometric data. C. social media monitoring. D. illegal surveillance methods. E. sentiment mining

B

In the infamous Coke-New Coke taste test, 54 percent of consumers, using a blind taste test, preferred the New Coke formula to the existing formulation. This is an example of a(n) __________ market research method. A. qualitative B. quantitative C. observational D. syndicated E. invalid

B

Joe is reviewing secondary data his company collected about seasonal variation in consumer spending because he is thinking about developing a new product line. The advantages of using these data are that A) they are new and can be used to project overall demand B) they can be quickly accessed at a relatively low cost C) they are historical data that can be used to accurately predict future trends D) they have been collected for just the purpose Joe is using it for E) their high cost can be justified by the results

B

Nadia stood outside the mall and asked people which stores they visited and if they bought anything. If they said yes, she asked them what they bought and how they came to the decision to buy that item. What form of research was Nadia most likely conducting? A. questionnaire B. in-depth interviews C. experiment D. focus group E. biometrics

B

Tyree is concerned about a competitor's new line of outdoor barbeque grills that provide most of the same features as his products. Tyree might consider using __________ to gather qualitative information from consumers about the competitor's offerings. A. industry surveys B. experiments C. focus groups D. observation E. primary data mining

C

The manager of a company selling cellular phones in rural US markets asks you to conduct survey research into the question, "What percentage of people in Kansas live in communities of fewer than 10,000 people?" The problem with this research objective is that A) it is irrelevant to the cellular company B) it is already known and available from the US Bureau of the Census C) it will lead to a set of unstructured questions D) it is a research question that probably cannot be answered with any level of accuracy E) it is too expensive to determine the answer

B

When the market research problem is not clearly defined, a researcher will likely engage in __________ research. A. data mining B. qualitative C. survey D. quantitative E. experimental

B

Using __________, researchers ask questions, listen to and record responses, and ask additional questions based on initial responses. A. questionnaires B. experiments C. in-depth interviews D. primary data mining E. observation

C

Before deciding on a new promotional campaign, Jeffrey's Muffins looked at its customers' buying patterns over a 15-year period as determined by their use of a loyalty card. What method did Jeffrey's use to make sense of the data that was available? A. biometrics B. neuromarketing C. data mining D. data warehousing E. panel data

C

Bianca's discount home furnishings store is in a strip mall. She wants to know what other businesses in the strip mall her customers visit when they come to her store. To collect information for this objective, Bianca will most likely use A. door-to-door surveys. B. focus group interviews. C. observation. D. sales invoices. E. census data.

C

Jalel is the marketing manager for a moderately well-known rock band. He wants to know more about industry trends, including sales by different musical styles, online downloads, and concert attendance. Jalel will most likely use __________ to gather this type of data. A) focus groups B) observation C) syndicated data D) sales invoices E) census data

C

McDonald's recently introduced a Favorites Under 400 Calorie Menu as part of an attempt to reverse the perception that McDonald's sells only unhealthy food. Suppose that McDonald's, as a follow-up, collects and analyzes social media posts from Facebook, Twitter, and similar sites, hoping to understand whether consumer perceptions are improving. This would be an example of A. quantitative research. B. an online focus group. C. sentiment mining. D. neuromarketing. E. an experiment

C

One of the disadvantages of secondary research is ______, whereas one of the disadvantages of primary research is often ________. A. cost; outdated information B. time required for collection; sources not original C. potential bias; cost D. outdated information; information not relevant to data needs E. sophisticated training required to obtain it; potential bias

C

What is neuromarketing? A. The analysis of consumer comments on social media to understand consumers' thoughts and opinions. B. The use of psychological principles to design marketing research studies. C. The use of EEG scanners to measure consumers' brain waves. D. The use of neural networks to perform data mining and develop marketing insights. E. The use of in-depth interviews to map detailed networks of information storage in the brain.

C

When consumers are __________, observation becomes particularly useful in understanding consumers' preferences. A. unwilling to participate in research B. confused by questionnaires C. unable to articulate their experiences D. interviewed too frequently E. highly educated

C

Which of the following is true about quantitative research? A. It is always conducted using primary data collection. B. It revises the research objective based on data mining. C. It confirms insights and provides a basis for taking a course of action. D. It offers conclusions that are always correct. E. It includes focus group interviews.

C

Zan wants to collect considerable information about the current opinions of his ten most important customers. Zan will probably use the __________ research method. A. social media monitoring B. experimental C. in-depth interview D. primary data mining E. observation

C

Company sales invoices, census data, and trade association statistics are examples of A) primary data B) data mines C) secondary data D) tertiary data E) qualitative data

C these are all examples of secondary data -- data that were collected for another purpose by that can be helpful in answering questions

After defining objectives and research needs, the next step in the marketing research process involves A) research evaluation B) data collection C) data analysis D) research design E) report writing

D

From charitable giving to medical records to Internet tracking, consumers are more anxious than ever about A) secondary data retrieval systems B) exploitation by foreign marketers C) their ability to get credit cards D) preserving their right to privacy E) the unstructured nature of market research

D

In addition to using sentiment mining to determine customer attitudes about products, some companies also participate in ________ by joining in online conversations with customers. A. data mining B. in-depth interviews C. experiments D. social engagement E. chat room dynamics

D

Recently, the number of students enrolled in the marketing program dropped while enrollment in the psychology program increased. The chair of the marketing department will probably use __________ as a first step to gain a better understanding of why enrollments are changing. A. experimental research B. data warehousing C. syndicated data D. qualitative research E. structured questionnaires

D

Social media monitoring, in-depth interviews, and focus groups are all __________ research methods. A. quantitative B. data warehousing C. syndicated marketing D. qualitative E. structured

D

What is a disadvantage of online focus groups, compared to offline focus groups? A. They are more expensive. B. They attract a limited group of participants. C. They generally take longer to conduct. D. They usually do not permit insights based on body language. E. They produce insights that are rarely taken seriously.

D

When the detailed opinions of a few industry experts or experienced consumers are needed, __________ are often the best qualitative research method. A. focus groups B. surveys C. social media studies D. in-depth interviews E. secondary data mining studies

D

Commercial research firms like ACNielson and SymphonyIRI Group are sources of A) primary data B) internal secondary data C) data mining D) syndicated data E) public data

D these are all examples of syndicated data -- secondary data that can be purchased from firms that collect it

Caroline needs to find information about income and age distribution in Orange County, California. The best source of secondary research of use to Caroline is likely to be A. door-to-door surveys. B. focus group interviews. C. syndicated data. D. sales invoices at public libraries. E. U.S. census data.

E

Each time you go to the grocery store and have your purchases scanned while using a loyalty or bonus reward card, you are contributing to a database that can help marketers determine all of the following EXCEPT A. what a typical shopping list looks like. B. whether changes in prices affect buying. C. marketplace trends. D. what kinds of promotions might be attractive to you. E. other stores where you buy similar products

E

SymphonyIRI Group, the National Purchase Diary Panel, and ACNielsen are examples of companies that provide A. internal secondary data. B. primary data. C. online survey software. D. website analytics. E. syndicated data.

E

Which of the following is NOT one of the guidelines for developing a market research questionnaire? A. The layout should be professional and easy to follow. B. Questions should only address one issue at a time. C. Questions should be sequenced appropriately. D. Questions should use vocabulary respondents are familiar with. E. Sensitive questions should be asked first.

E

Which of the following research methods would be best in helping a marketer understand how people feel about a product or service on an individual, detailed level? A. focus groups B. surveys C. social media monitoring D. primary data mining E. in-depth interviews

E

________ can be defined as raw numbers or other factual information that, on its own, has limited value. A. Statistics B. Charts and graphs C. Marketing research D. Formulas E. Data

E

__________ research is a type of quantitative research that manipulates variables to help determine cause and effect. A. Descriptive B. Syndicated C. Manipulative D. Focus group E. Experimental

E

Which of the following data sources would NOT be considered external secondary data? A. U.S. census data B. syndicated data C. newspaper articles D. scanner data E. a survey

E secondary data might come from free or very inexpensive external resources such as census data or newspaper articles, or it can be purchased for a free (for example, syndicated data); a survey is primary data

Step 2: Design the Research

identify what type of data is needed (primary vs. secondary) determine what research should be done to collect the data (qualitative vs. quantitative)

Data collection begins A) only after completing the research design process B) after determining whether there are any objections C) whenever the researcher wants to D) after creating the presentation format E) after analyzing the data

A

If a marketing researcher has to collect data under severe time constraints, which of the following types of data sources would probably be available soonest? A. syndicated data B. focus group data C. experimental data D. panel data E. survey data

A syndicated data can be purchased and are readily available for a fee