Marketing Research Quizzes
Which of the following was presented as an example of a company failing because they misunderstood their market or failed to adapt to a changing market?
1. Blockbuster, who maintained that a large product catalog was the key to customer loyalty. 2. Kodak, who failed to embrace digital technology. 3. Circuit City, who failed to appreciate the value of customer service. 4. Schlitz, who did not appreciate (or understand) consumer taste preferences.
Match an application of marketing research on the left with a stage of corporate life in which it might be appropriately applied on the right. 1. Identify opportunities/problems 2. Generate/refine/evaluate actions 3. Monitor performance 4. Improve marketing process
1. Introduction 2. Growth 3. Stabilization 4. Strategy development/implementation
Match the client resource/tool from the Marketing Information System (MIS) on the left with the associated application on the right. 1. Syndicated Data & Market Reports 2. Macro & Consumer Trends 3. Proprietary Insight Tools 4. Proprietary / Custom Studies
1. Secondary data collected for other purposes which may (partially) address the problem 2.Market trends that impact the entire category, suggesting larger forces are at work 3. Internal tools that translate data into forecasts, often including alerts to unexpected outcomes 4. Custom research designed to address a specific problem or issue which may not be appropriately addressed with other information sources
1. Independent variable 2. Dependent variable 3. Experimental group 4. Control group 5. Laboratory experiment 6. Field experiment
1. The variable manipulated by the experimenter 2. The variable measured by the experimenter 3. The group exposed to the independent variable 4. The group that experiences normal conditions 5. Experimental environment where the experimenter can exercise a high level of control at the cost of realism. 6. Experimental environment where the experimenter sacrifices control for realism.
1. Exploratory Research 2. Descriptive Research 3. Causal Research 4. Diagnostic Research 5. Prescriptive Research
1. Usually conducted at the outset to gain background information, define terms, clarify problems/hypotheses, and/or establish research priorities 2. Intended to develop an understanding of what is happening in the market, specifically addressing who, what, where, when, and how. 3. Intended to assess drivers, obstacles, and barriers, and, specifically, to address "why" questions. 4. Intended to idenitfy key factors in the model, to define those factors, and to assess their roles. 5. Intended to develop and/or evaluate potential solutions and, in many cases, to estimate the likely outcomes associated with those potential solutions.
Place the following steps in the research process in the correct order.
1. define the problem 2. determine research design 3. design data collection form 4. determine the sample plan and size 5. analyze data
What percentage (roughly) of marketing research firms consist of fewer than five employees?
60%
About what percentage of the GLOBAL marketing research revenue is controlled by the top 10 firms?
80%
All of the following are advantages of packaged information EXCEPT:
Ability to customize data for specific projects
What is the pre-designation of some quantity of a measured attribute or characteristic that must be achieved for a predetermined action to take place?
Action standard
The Marketing Concept is a business philosophy that credits success with...
Being more effective than your competitors in marketing to selected targets
________ should only be used when the researcher knows a fair amount about the problem.
Causal Research
As part of the research process, researchers develop a goal-oriented statement or question that specifies what information is needed to solve a problem. This is called:
Creating the problem statement.
Which of the following is NOT a form of secondary data?
Customer satisfaction ratings
The most important step in the marketing research process is:
Defining the problem.
A marketing researcher would use what type of research to find out how many customers there are, what brands they buy and in what quantities, which advertisements they recall, what are their attitudes toward the company, and who is the competition?
Descriptive research
When a survey displays or asks questions that are appropriate based on the respondent's prior answers, this is known as:
Display logic.
Which of the following is NOT a type of research firm or research model described in this module?
Do-It-Yourself Firm
Which of the following is considered the legacy of Ernest Dichter?
Focus Groups
The key difference between the Fortune 500 and Forbes Brand Value list is...
Fortune is based primarily on company revenue; Forbes is based primarily on company reputation.
If you were a client researcher considering a project that would likely involve both qualitative and quantitative components (multiple types of research), which of the following companies would you likely want to contact?
Full-Service Firm
Which of the following factors contributed to the growth of marketing research?
Improvements in transportation technology Investments in infrastructure (roads, bridges) Advancements in manufacturing Expansion of markets
There appears to have been a repeating five-year employment trend over the past ten years. If that trend continues, then employment numbers for 2016 should....
Increase slightly compared to 2015
The two basic types of studies categorized as descriptive research include:
Longitudinal studies and cross-sectional studies.
If you were a client researcher with defining the size, location and/or makeup of the market for a product or service, you would seek to execute....
Market Research
"The activity of, and actors tasked with, delivering offerings that have value for a specified target market" is the formal definition of...
Marketing
Each of the following research methods is appropriate and in the correct order for a company operating with a shopper/consumer orientation., EXCEPT...
Marketing Research
What is the document that the marketing researcher pledges to deliver as a RESULT of the marketing research process?
Marketing research report
Race, religion, type of dwelling, gender, brand last purchased, and buyer/nonbuyer are examples of:
Nominal measures.
The choice of the type of research design depends largely on:
Objectives of the research.
Each of the following research methods is appropriate and in the correct order for a company operating with a product orientation., EXCEPT...
Package Research
Data referring to information that is developed or gathered by the researcher specifically for the research project at hand is called:
Primary Data
Which of the following is considered the legacy of George Gallup?
Public Polling
________ pertains to the sequencing of questions or blocks of questions, including any instructions, on the questionnaire.
Question flow
An actual number of purchases in a certain time period, dollars spent, miles traveled, number of children in the household, or years of college education are examples of:
Ratio scale.
The type of measure in which a respondent responds in the same or very similar manner to an identical or near-identical question is called:
Reliable measure.
__________ needs to be very clear, since they will determine the methods used and the content of the measurement instrument.
Research objectives
Which of the following is true of cross-sectional studies but not of longitudinal studies?
Respondents are interviewed (surveyed) only one time.
What term describes how each sample element is to be drawn from the total population?
Sample plan
Packaged information (or data) is defined as...
Secondary data and/or the process of data collection in a prepackaged manner
There are several distinct advantages of using secondary data. Which is NOT an advantage?
Secondary data may be obtained in any form desired.
Creating the proper mix of product/service, price, promotion, and distribution (placement) for a market begins with:
Selecting the global market strategies and targets.
________ is the ratio of positive to negative comments posted about products and brands on the web.
Sentiment
Action standards entail making important decisions before data collection, but also:
Set clear guidelines for action after data collection.
One of the fastest-growing areas of marketing research involves the organization and analysis of:
Social media data.
A ________ is easily recognized, as it has numbers that range from a minus end to a corresponding plus end, with or without a zero as the midpoint.
Stapel scale
Several firms flood a test market with sales promotions when they know a competitor is test-marketing a product. This is an example of:
Test market sabotage.
The scale that captures the intensity of feelings toward a statement's claim or assertion because respondents are asked how much they agree or disagree with the statement is:
The Likert Scale.
Which, if any, of the following properties is typically considered subjective (as opposed to objective)?
The average favorability rating for a restaurant.
Each of the following is a reason NOT to conduct marketing research, EXCEPT:
The problem has not been well-defined.
Which of the following provides the best definition of marketing research?
The process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.
A measure that may be said to truly measure the construct it is intended to measure is called:
Valid measure.
The umbrella term ________ is information that is available from more sources than ever before-from government statistics to sensor data to tracking studies.
big data
The less we know about a market or subject, the more likely it is that a researcher should use:
exploratory research
Because one of the major reasons for conducting a test market is to achieve ________, the test-market city should be representative of the marketing territory in which the product will ultimately be distributed.
external validity
Nielsen tracking studies are ________ that monitor a variable such as sales or market share over time.
longitudinal studies
A ________ involves conducting a dry run of the survey on a small, representative set of respondents to reveal questionnaire errors before the survey is launched.
pre-test
It is critical that the proposal ________ to be sure that the client and the research firm are in agreement about the goals of the projects.
very clearly defines the problem and states the research objectives
