Mkt Chapter 7

List the five steps in the marketing research process in order, beginning with the first step at the top of the list.

1. Defining the problem 2. Analyzing the situation 3. Getting problem-specific data 4. Interpreting the data 5. Solving the problem

Which of these companies is performing a sentiment analysis?

Bob's Burgers reviewed the number of positive and negative tweets about its new sandwich.

Which of these questions could be used in qualitative research?

Can you describe your recent 50-mile bike ride?

Which of these researchers is using the experimental method to collect information?

Corinne provided each participant with two plates. Each plate held a slice of pizza. The plates were labeled "A" and "B."

Why is it important to define the research problem? Defining the problem ensures that the research is

Correctly targeted Not a wasted effort

What are three elements of a research proposal?

Cost of data collection The type of data that will be acquired The way the data will be acquired

What is syndicated data?

Data collected by a firm and sold to marketing managers

What qualitative research technique involves an interviewer asking detailed, open-ended questions to collect detailed answers?

Depth interview

Which of the following is a way in which marketing managers narrow down research objectives?

Develop a list of questions that includes all possible problem areas.

What is the best way for marketing managers to identify the correct problem and not it's symptoms?

Doing research

Which of the following is true of the Dunkin' case?

Dunkin' employs research to guide its sustainability and corporate social responsibility efforts

What are three benefits of conducting a telephone survey?

Fast turnaround Consumer responses can be recorded Interviewer can ask follow-up questions

An educated guess about the relationship between things or about what will happen in the future is called a(n)

Hypothesis

What issues can negatively impact the validity of market research?

Inaccurate responses from respondents Questions that are written poorly

Which of the following are benefits to conducting a personal interview survey?

It can take place at locations where people shop The interviewer can explain complicated directions

A good situation analysis offers which of the following benefits to marketing managers? (Check all that apply.)

It may eliminate the need to collect more data. It gives useful information. It is comparatively quick.

What are two limitations associated with surveys?

It might take a while to compile the data Difficult to get respondents to expand on answers

Which of the following are benefits of reducing the number of research objectives at the start of the marketing research process?

It saves money. It saves time.

What types of firms typically hire market research firms or research specialists to help them with market research?

Large, for-profit companies An increasing number of not-for-profit organizations

Which of the following research methods would be the most suitable for acquiring detailed private information, including past history, about people's purchase habits?

Mail or online survey

The data from a ______ system can be used to guide the marketing strategy planning process.

Marketing information

Marketing managers can use which of the following in order to acquire information about a market?

Questionnaires Observations Interviews Experiments

What are some benefits of distributing questionnaires via mail or e-mail?

Respondents can answer questions on their own time Respondents may be more forthcoming with private details Respondents can answer anonymously

What are the features of a depth interview?

Respondents can be asked follow-up questions to ensure researcher understanding Interviews may choose to deviate from a previously determined list of questions Researchers ask open-ended, detailed questions

A company's MIS is a good source for ________ data.

Secondary

Why is 'fixed response' the typical format of a survey questionnaire?

Simplifies data analysis

Marketing research that is based on the scientific method requires a company's ideas to be

Tested prior to implementation

Which of the following is often the best way for a marketing manager to observe and understand a customer's experience?

The marketing manger should become a customer

What are three disadvantages of focus group interviews?

The researchers perspective may influence results It's difficult to measure results objectively People who participate may not be typical of the intended market

Which one of the following is a characteristic of a fixed response questionnaire?

They are easy to analyze.

What are potential sources of secondary data?

Trade associations Library

True or False: Qualitative research provides the advantage of depth in question responses.

True (Reason: Qualitative research goes beyond yes/no questions to provide more in-depth answers.)

Tyler's company collects customer data in many ways, from the number of clicks on their website to the hundreds of retweets of their marketing messages, as well as, focus groups. This is an example of which of the four Vs?

Variety

Maria decided not to use the data found in the report because she couldn't verify the source. Which of the Four Vs helped Maria make this decision?

Veracity

Which of the Four Vs denotes the quality of the data?

Veracity

Market research firms or specialists are sometimes called in by companies to

aid in the research process.

A data warehouse can be described as

an electronic library

What academic discipline is ethnographic research based on?

anthropology

When using observation to collect data, it is important for the researcher to ______.

avoid influencing the subject's behavior

The Four Vs are used to understand the dimensions of _____.

big data

With the advent of cloud storage and other online storage tools, Micah's company is now able to save all the data it collects from internal sources, external sources, and marketing research studies. The company wasn't able to store all of this with its former database management system. What phenomenon is Micah's company experiencing?

big data

A customer journey map reveals the ______ for a product

buying process

A key to making marketing research and an MIS that is useful in marketing strategy planning is _____.

careful communication and coordination with research experts

A(n) ________ is a group of customers who provide information on a continuing basis.

consumer panel

Jessica is a member of a group of consumers who do research for ACNielsen. Group members have ID cards and when they make a purchase, this card is scanned and purchase information goes directly to ACNielsen. These group members are part of a _____.

consumer panel

Good marketing research requires _______ to be sure that the research focuses on real problems.

cooperation between researchers and marketing managers

Sometimes the best way to observe a customer is for the marketing manager to become a

customer

What is generally the most challenging step of the five-step approach to marketing research?

defining the problem

An MIS should collect ___ information from the marketplace and from competitors.

external

Some automobile manufacturers install digital sensors to track fuel and engine activity on automobiles sold to the public. This is an example of _____ data.

external

Donna was invited to attend a meeting with six other people to review and discuss impressions of a firm's advertisements. After viewing them, the group answered open-ended questions. Donna was most likely part of a ______.

focus group

Without _____ data, marketing managers may make the same errors as their predecessors.

hard

Rather than look at the sales and income generated from the last product introduction in the spring, Millie decided to introduce the new product because she had a good feeling it would do well in the market. Six months later, Millie couldn't believe how low the sales were for the product. What should Millie have used to make a better decision?

hard data

What is a disadvantage of personal interview surveys?

high cost

It is the job of a specialist in the ____ department to make sure the technical aspects of an MIS are correct.

information technology

Secondary data found on the internet

is sometimes inaccurate.

A customer service manager at a car rental company can check in every afternoon to see which car rental location is renting the most cars that day by using a

marketing dashboard

The owner of a web-based business might want to check to see how many customers are currently visiting her online store or placing orders. What tool allows her to see this activity on the computer in real time?

marketing dashboard

Because market researchers must be sure that they are focusing on actual problems, cooperation with _______ is critical to good marketing research.

marketing managers

Jacob is reviewing a report that shows him the sales and costs anticipated with the three different promotional efforts his company plans to use for the new product. From this, he selects the marketing mix appropriate for the product. What type of report is Jacob using to make his decision?

marketing model

The marketing ________ is a statement of relationships among the marketing variables

model

A statistical _____ is an easy-to-use computer program that analyzes data.

package

In marketing research, a(n) ________ is the total group that marketing managers are interested in

population

______ data is information specifically collected to solve a current problem.

primary

Questioning and observing are the two basic methods of obtaining ______.

primary data

What are the two basic methods for obtaining customer information?

questioning and observing

Situation analysis is especially important so that both the marketing manager and the ______ understand the problem area.

researcher

Marketing research is most successful when driven by _______ because it requires testing prior to making a final marketing decision.

scientific method

The marketing research process is based on the

scientific method

What name is given to information that has already been collected or published?

secondary data

Marketers must be careful when using sentiment analysis because this information is usually

selective

Tools that measure ______ ______ can quickly generate a lot of information, and many are free. Yet, much of this information is selective.

sentiment analysis

_________ is an automated process of analyzing and categorizing social media to determine how many positive, negative, and neutral online comments a brand receives.

sentiment analysis

An informal study of what information is already available in the problem area is called

situation analysis

For a marketing manager, calling people who are knowledgeable in the designated problem area and performing Internet searches may constitute the research required to conduct a useful

situation analysis

In addition to informing the marketing manager of what information is existing and accessible regarding a problem area, a _____ also highlights additional information that must be acquired.

situation analysis

What is the final step of the research process?

solving a problem

The most common ethical issue in marketing research concerns marketing managers who

suppress particular results of market research

Taking time to compile data and getting respondents to answer completely are two limitations of ______

surveys

Recent television commercials for Chevrolet show customers discussing J.D. Powers rankings and awards for the company. The information from J.D. Powers is an example of _____.

syndicated research

A pitfall for marketing managers engaged in Step 1 of the marketing research process is ______.

thinking that a symptom is the problem

As one of the Four Vs, _____ is the speed at which data are generated and processed.

velocity

Kelly is a marketing manager and during her last discussion with the IT department, she said she would like to identify when a customer showed interest in an online product and send a coupon or discount offer to that customer within 20 seconds of their view. Which of the Four Vs does Kelly want to implement?

velocity

When a marketing manager finds an internet source that appears useful, the manager should plan to

verify that the source is reputable.

Sharon reminded the marketing team that trying to sell the sherpa-style coats in St. Louis hadn't worked before because that area of the country had short bursts of cold weather. Sharon recommended that the company only sell the coats in climates with at least three months of arctic temperatures. This demonstrates how available data has been transformed into _____.

wisdom