marketing research midterm

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marketing metrics

Quantitative ways of monitoring and measuring marketing performance

true or false: ethnography is a qualitative research orientation originating

anthropology

type of research to answer the question: "Will consumers purchase more of our brand if we change the package design"

causal research

applied marketing research

conducted to address a specific marketing decision for a specific firm or organization

the practice of using databases to promote 1:1 customer relationships and create precisely targeted promotions is

database marketing

tracking monthly sales trends over the past year is:

fact finding

true or false: a research project refers to numerous related studies that come together to address issues about a single company

false

what is the key question in understanding how a firm provides value to its customers?

how does our brand touch consumers?

which part of the decision support system addresses exchanges between the firm and its customers?

CRM

Schwinn studies its most successful retailer in depth in order to determine some better ideas for displaying bicycles in its retail stores. As such, the company is engaging in ____.

a case study

a focus group discussion guide should include all of the following except:

a focus group participant list

true or false: the procedures and techniques used by applied researchers and basic researchers differ substantially

false

true or false: the use of secondary data requires current access to respondents who provided the data

false

true or false: timeliness means that data are not more than a few years old

false

true or false: web tracking is illegal

false

all of the following are typical internet sources for secondary data EXCEPT:

ford motors proprietary research

what is the first step in developing a marketing strategy?

identifying and evaluating market opportunities

data warehousing

process that allows important day-to-day operational data to be stored and organized for simplified access

Asking consumers what they think about possible brand names for a new product is an example of which type of research?

product research

input data represented when a company conducts marketing research to identify the characteristics of its customers

proprietary marketing research

a user has no control over secondary data's _____ and _____

reliability and validity

market dynamism

represents the rate of change in environmental and competitive factors

an example of behavioral tracking

supermarket scanner data

true or false: UPC refers to bar-coded information containing product information that can be read by optical scanners

true

true or false: a disadvantage of secondary data is that the current researcher has no control over the accuracy of the data

true

true or false: a marketing researcher must be objective in order to provide accurate information

true

true or false: a sample of respondents is a subset of the population of interest to the researcher

true

true or false: data have to be coded to become useful

true

true or false: data quality reflects how accurately the gathered data actually matches reality

true

true or false: focus groups are relatively fast and easy to execute

true

true or false: hidden observation studies must be alert to situations in which the subject's right to privacy

true

true or false: concept testing is a form of pricing research

false

true or false: financial data from different countries tend to be the same with standardization of accounting and financial records

false

true or false: it is always possible to gather the primary data

false

true or false: it is typical in observation studies for the observer to ask questions of the person who is being observed

false

true or false: marketing research is restricted to the promotion aspect of the marketing mix

false

true or false: marketing research plays a more prominent role in product-oriented companies than in customer-oriented companies

false

true or false: one advantage of secondary data is that there is no variation in definitions of terms

false

true or false: qualitative research is cheaper than quantitative research

false

true or false: relevant data are facts about things that cannot change

false

true or false: statistics can be used to prove that a research hypothesis is true

false

true or false: the first stage in the research process is to plan a research design

false

organization's inventory figures are a part of what

internal records

big data

large quantities of data taken from multiple, varied sources

all of the following are producers of external secondary data EXCEPT

libraries

Janna discovers a market segment that is underserved by competitors' products. For Janna's company, this segment represents a:

market opportunity

true or false: observation plays a key role in ethnography

true

true or false: one way researchers contribute to decision making is helping to better define the organization's current situation

true

true or false: properly defining a problem can be more difficult than solving it

true

true or false: response latency is the amount of time it takes to make a choice between two alternatives

true

true or false: scanner data can be used to monitor supermarket sales in response to a local newspaper ad promotion

true

true or false: the number of participants in online focus groups can be larger than in traditional focus groups

true

true or false: the sentence completion method is based on free-association principles

true

true or false: visual observation is observation in which the subject is unaware that observation is taking place

true


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