All of the following are situations that often call for qualitative research EXCEPT

All of the following are important aspects of the marketing research process EXCEPT

making results publicly available

The application of the scientific method in searching for the truth about marketing phenomena.

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

applied marketing research

which of the following are the two types of marketing research based on the specificity of its purpose

which of the following refers to the way researchers go about using knowledge and evidence to reach objective conclusions about the real world?

A firm focusing more on how to provide value to customers than on the physical product or production process is embracing which orientation?

Which of the following is an important aspect of the marketing concept?

-a cross-functional perspective for the coordination of the organization's activities. -an emphasis on long-term profitability instead of dollar sales volume -a consumer orientation -all of the above

Which of the following is the first step in developing a marketing strategy?

identifying and evaluating market opportunities

________ is the application of the scientific method in searching for the truth about marketing phenomena. 

Marketers of snack foods who consider the nutritional value that parents desire as well as the fun and experience that children want are demonstrating a(n):

When the typical consumer in zip code 63119 is a senior citizen with several children over the age of 25, has a college degree, and is retired, this is an example of what type of information?

_____ is the process of developing and deciding among alternative ways of resolving a problem or choosing from among alternative opportunities.

Over the past two years, home values have been decreasing.  This is an example of a(n):

All of the following are types of marketing research EXCEPT:

Which type of research is being conducted when a researcher conducts an experiment to answer the question, “Will consumers purchase more of our brand if we change the package design?"

which of the following should a marketing researcher do in order to infer causality 

recognize the presence of alternative plausible explanations for the results, establish a sequence of events. Measure the concomitant variation between the cause and the effect 

Which of the following is the first stage of the marketing research process?

defining the research objective

What type of research is being conducted to answer the question: "Would this target market be interested in this type of new product?"

Which of the following refers to a small-scale study in which the results are only preliminary and intended only to assist in design of a subsequent study?

The most common way to generate primary data in marketing research is by means of:

An employee who pretends to be a customer in order to observe the sales behavior of a clerk at a cosmetics counter in a department store is called a(n):

Which of the following is the FIRST step of the problem definition process?

identify key symptoms in the situation

All of the following are helpful hints that can be useful in the interview process when attempting to understand the situation EXCEPT

Develop hypotheses before conducting interviews

An interview technique that tries to draw deeper and more elaborate explanations from the discussion is called:

Which of the following is the most important question a researcher can ask when using a probing technique?

Which of the following essentially answers the question, “What information is needed to address this situation?”

When a researcher determines what or who should provide the data and at what level of aggregation, he or she is determining the:

Which of the following is a possible unit of analysis in a research study?

-an individual customer -a sales region -a zip code area -all of the above

A statement such as:  "If we increase price five percent, sales will likely drop eight percent or more," is an example of a:

All of the following are types of variables EXCEPT:

In the statement: "Years of sales experience is an important variable in predicting unit sales performance." What type of variable is "years of experience"?

All of the following are situations that often call for qualitative research EXCEPT:

When conclusive evidence is desired

Kodetra is interpreting consumers’ blog postings on the Internet.  Which of the following best describes the type of research Kodetra is conducting?

qualitative marketing research

In case studies, _____ are identified by the frequency with which the same term (or a synonym) arises in the narrative description.

Research that is conducted to clarify the nature of a research problem is called _____ research.

Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called:

quantitative marketing research

Which of the following is a good characteristic for a focus group moderator to possess?

-good listener
-ability to make people feel comfortable so that they will talk in the group
-ability to control discussion without being overbearing
-all of the above

Which of the following is an advantage of focus group interviews?

provide multiple perspectives

All of the following are advantages of semi-structured interviews EXCEPT:

Which of the following means the same conclusion would be reached based on another researcher’s interpretation of the research?

Which of the following is the most common size of a focus group?

Buying new-car purchase data by zip code from the Polk Company is an example of which type of secondary data?

Bath and Body Works is a retail chain of bath and home fragrance products.  Before entering a new geographic area, the company develops an index consisting of a ratio of local market potential in dollars (demand) to local market retailing space in square feet.  If this ratio is below a predetermined level, the site is not considered further.  However, if this ratio is greater than that level, further site-selection analyses are performed.  This index is called:

index of retail saturation

Every year, Westview Marble goes through the process of estimating sales for the upcoming year by looking at the company’s previous years’ sales and market sales along with economic trends and predictions by experts.  This process of predicting sales totals over a specific time period is called:

Many retailers mine the databases provided by checkout scanners to identify coinciding purchases or relationships between products purchased and other retail shopping information.  This type of analysis is referred to as:

Obtaining secondary data is typically _____ and _____ expensive than obtaining primary data.

The practice of using databases to promote one-to-one relationships with customers and create precisely targeted promotions is called:

Tracking monthly sales trends over the past year is an example of which objective for secondary data analysis?

When Subway Sandwiches uses secondary data to determine the best location for its franchise outlets, this is an example of:

Which of the following data can be purchased from commercial sources?

-demographic and census updates

  -market-share data

  -consumer attitudes and public opinions

  -all of the above

Which of the following is a disadvantage of secondary data?

user has no control over their reliability and validity

A survey can collect information using which of the following techniques?

-telephone

  -face-to-face interviews

  -mail

  -all of the above

All of the following are advantages of survey research EXCEPT:

People who are not contacted or who refuse to cooperate are called:

Systematic errors are also called:

The tendency for respondents to agree with most questions in a survey is known as:

When a research company pulls a random sample of people from a phone book and that sample does not include people with unlisted numbers or who do not have landline telephone service, we say that the sample contains:

When a respondent tells an interviewer that his annual income last year was $50,000 (because he is embarrassed to admit that it was $25,000), this is an example of:

When an interviewer asks the respondent to state which of six salary categories represents his gross income the previous year, this is an example of a(n):

Which of the following can be the target of survey research techniques?

-wholesalers

  -retailers

  -consumers

  -all of the above

Which of the following is a type of longitudinal study that gathers data from the same sample of individuals or households that record their purchases over time?

A personal interview may be conducted in which of the following locations?

-respondent's home

  -shopping malls

  -telephone

  -all of the above

All of the following are advantages of personal interviews EXCEPT:

All of the following are advantages of Internet surveys EXCEPT:

All of the following are ways to increase response rates for mail surveys EXCEPT:

always revealing the sponsor of the research

The cover letter for a mail survey should include:

-a description of the incentive for participating in the study

    -a comment on the postage-paid reply envelope to use to return the survey

    -a description of how the person was selected for the study

    -all of the above

The number of questionnaires returned or completed divided by the number of eligible people who were asked to participate in the survey is called:

Which of the following has typically been shown to produce the highest response rates in mail surveys as an incentive for participation in the study?

Which of the following is an advantage of including a questionnaire in an e-mail?

-lower distribution costs than a mail survey

  -faster turnaround time than a mail survey

  -faster speed of distribution

  -all of the above

Which of the following is FALSE regarding mobile phone interviews?

Telemarketing calls can be directed toward mobile phone numbers in the United States, but it is illegal to do so in Europe.

Applied Marketing Research

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

research conducted without a specific decision in mind that usually does not address the needs of a specific organization. It attempts to expand the limits of marketing knowledge in general and is not aimed at solving a particular pragmatic problem.

The way researchers go about using knowledge and evidence to reach objective conclusions about the real world

Which of the following survey research methods is the most expensive?

door-to-door personal interview

describes a firm that prioritizes decision-making in away that emphasizes technical superiority in the product

Describes a firm that prioritizes efficiency and effectiveness of the production processes in making decisions.

a central idea in modern marketing thinking that focuses on how the firm provides value to customers more than on the physical product or production process.

A company that practices the marketing concept >>> determining then satisfying consumer needs and wants at a profit 

Describes a firm in which all decisions are made with a conscious awareness of their effect on the consumer

A focus on developing and maintaining long-term relationships with customers, suppliers, and distribution partners for mutual benefit

Total Quality Management (TQM)

The philosophy that everyone in the organization is concerned about quality, throughout all of the firm's activities, to better serve customer needs.

refers to information describing the demographic profile of consumers in a particular geographic region

involves finding the amount is monetary sacrifice that best represents the value customers perceive in a product after considering various market conditions.

Individuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial users.

another term for a channel of distribution, meaning the link between suppliers and customers.

the communication function of the firm responsible for informing and persuading buyers.

investigates the effectiveness of advertising, premiums, coupons, sampling, discounts, public relations, and other sales promotions

integrated marketing communications

all promotional efforts should be coordinated to communicate a consistent image.

the effects of various combinations of marketing-mix elements on important outcomes.

the management an monitoring the entire process by which consumers receive benefits from a company

performance-monitoring research

refers to research that regularly, sometimes routinely, provides feedback for evaluation and control of marketing activity

quantitative ways of monitoring and measuring marketing performance

the process of developing and deciding among alternative ways of resolving a problem or choosing from among alternative opportunities.

a situation that makes some potential competitive advantage possible.

a situation that makes some significant negative consequence more likely.

observable cues that serve as a signal of a a problem because they are caused by that problem.

conducted to clarify ambiguous situations or discover ideas that may be potential business opportunities.

describes characteristics of objects, people, groups, organizations, or environments; tries to "paint a picture" of a given situation.

seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward competing products

allows causal inferences to be made-- they identify cause-and-effect relationships

One of three criteria for causality;deals with the time order of events-the cause must occur before the effect.

one of three criteria for causality; occurs when 2 events "covary" meaning they vary systematically 

1 of 3 criteria for causality; means any covariation between a cause and effect is true and not simply due to some other variable

cause is necessary and sufficient to bring about the effect

cause is necessary but not sufficient enough to bring about an effect

Means that a cause need to be neither necessary nor sufficient to bring about an effect.

a carefully controlled study in which the researcher manipulates a proposed cause and observes any correspondence change in the proposed effect.

represents the proposed cause which the researcher controls by manipulating its value.

means that the researcher alters the level of the variable in specific increments

an experiment that is conducted within actual market conditions.

Implies that the earlier stages of the research process influence the later stages.

Implies that later steps influence earlier stages of the research process. 

The goals to be achieved by conducting research.

The term used often in consulting to describe research objectives to a research client.

a directed search of published works, including periodicals and books, that discusses theory and presents empirical results that are relevant to the topic at hand

A small-scale study conducted prior to conducting an actual experiment; designed to test and refine procedures

a small scaled study in which the results are only preliminary and intended only to assist in design of a subsequent study

a small group discussion about some research topic led by a moderator who guides discussion among the participants.

a formal statement explaining some outcome

means that something has been examined against reality using data

A master plan that specifies the methods and procedures for collecting and analyzing the needed information. 

a research technique in which a sample is interviewed in some form or the behavior of respondents is observed and described in some way.

involves any procedure that draws conclusions based on measurements of a portion of the population.

Methods in which research respondents do not have to be disturbed for data to be gathered.

The application of reasoning to understand that data have been gathered

A single study that addresses one or a small number of research objectives.

Numerous related studies that come together to address multiple related research objectives.

written expression of the key questions that the researcher user wishes to answer

the process of defining and developing a decision statement and the steps involved in translating it into more precise research terminology, including a set of research objectives.

exists when the actual situation and the desired situation differ

the gathering of background information to familiarize researchers and managers with the decision-making environment.

asking multiple what, where, who, when, why, and how questions

interview technique that tries to draw deeper and more elaborate explanations from respondents

a study that indicates what or who should provide the data and at what level of aggregation

research studying variables measured at more than one unit of analysis.

anything that varies or changes from one instance to another; can exhibit differences in value, usually in magnitude or strength, or in direction.

something that does not change; is not useful in addressing research questions.

a variable that can take on a range of values that correspond systematically to some quantitative amount.

a variable that indicates membership in some group.

another term for a categorical variable because it classifies units into categories.

a process outcome or a variable that is predicted and/or explained by other variables.

a variable that is expected to influence the dependent variable in some way.

express the research objectives in terms of questions that can be addressed by research

managerial action standard

specific performance criterion upon which a decision can be based

a written statement of the research design

funded marketing research

refers to basic research usually performed by academic researchers that is financially supported by some public or private institution as in federal government grants.

tables placed in research proposals that are

Qualitative marketing research

research that addresses marketing objectives through techniques that all the researcher to provide elaborate interpretations of market phenomena without depending on numerical measurement; its focus is on discovering true inner meanings and new insights

research in which the researcher must extract meaning from unstructured responses such as text from a recorded interview or a collage representing the meaning of some experience.

quantitative marketing research

addresses research objectives through empirical assessments that involve numerical measurement and statistical analysis.

In which of the following situation qualitative research are used?

Which of the following does not apply to qualitative research?

Which of the following is an example of qualitative research?

What are the 3 types of qualitative research?