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Terms in this set (179)The basic function of marketing research To gather information needed to help managers make better decisions Marketing research is involved with which of these phases of the information management process? The specification of what information is needed, the collection and analysis of the info, and the interpretation of that information with respect to the objectives that motivated the study in the first place Solid marketing research is becoming increasingly important as the world moves to a global economy Which type of firm is one of the three major categories of firms that conduct marketing research marketing research companies, advertising agencies, and companies that produce or sell products and services Which of the following contributed most to the growth of marketing research? Firms had to gauge market needs because they could no longer sell all they could produce The Townsquare Tattler, a gossip tabloid, has decided to do some market research to help it sell more advertising. what should it seek to learn through its research? Both the demographic profile and size of its total readership Marketing research firms that collect information on a regular basis, which they then sell to interested clients, are involved in what kind of research? Syndicated The U.S. bureau of labor reports that employment for marketing research analysts is expected to grow much faster than the average for all occupations. Why is this? Because the demand for information continues to grow An advantage that marketing researchers who work for producers possess after working so closely with marketing intelligence is they often know more about ___________ than anyone else in the company. Customers, the industry, competitors Which of the following is NOT a common activity of a marketing research department? Determining the most efficient production sequences for a plant The primary reasons for studying marketing research include: Some may pursue a career, knowledge of marketing research makes for a 'smarter' consumer, managers should gain an appreciation for the marketing research process Spacely Sprockets, an aerospace manufacturer, commissioned a survey to determine whether the purchasers of its aircraft favored speed or fuel efficiency most. The survey results will influence which element of the marketing mix? Product Which of the following marketing decisions can be safely made without the benefit of marketing research? Changing the price of a best-selling product, entering a new market, determining which featurers should be included in a new product, determining how much product to manufacture based on forecast demand are all decisions made with research! Which of the following is NOT a common activity of a marketing research department? Creating new advertising A store manager for Kroger noticed that several of his regular customers have stopped coming to his store. He also noticed that most of these customers had started shopping at the Walmart Supercenter that had opened about a mile from Kroger a few months ago. The fundamental source of this marketing problem might best be described as an unplanned change in the marketing environment The basic purpose of marketing research is to help develop new products. F Marketing research is the use of information to identify and define marketing problems. T Successful marketing researchers tend to be proactive rather than reactive. T Marketing research as an organizational function was adopted by most firms when they could no longer satisfy demand for their products. F The basic purpose of marketing research is to assist marketing managers in making more informed decisions. T Which of the following is not one of the phases of marketing research process? research configuration A market researcher would use exploratory research during which phase of the marketing research process? Problem definition What type of data was collected for another purpose but can be used to address a current problem? Secondary data When a problem goes beyond the scope of regularly-collected internal data potential sources of existing, external data include which of the following? The government, trade associations, published sources, commercial sources The interpretation of data is part of which phase of the marketing research process? Data analysis Communicating research results to appropriate managers is part of which phase of the marketing research process? Information reporting The marketing manager at widgets r us became aware that a leading competitor was conducting an extensive customer survey. Somewhat alarmed, this manager directed the marketing staff to construct and administer a customer survey immediately. What phase of the marketing research process has this manager likely skipped? Problem definition What type of research is used when the problem to be solved is broad or vague? Exploratory Research The goal of exploratory research is to understand exactly what information is needed by managers to make important decisions Generating primary data is generally a _____________ process time consuming, expensive What kind of research uses experiments to identify cause-and-effect relationships between variables? causal which of the following would NOT benefit from causal research? Measuring customer satisfaction What kind of research focuses on describing a population, often emphasizing the frequency with which something occurs or the extent to which two variables are related? Descriptive The particular subset of the population chosen for study is known as a subset In designing the sample, researchers must specify The sampling frame, the type of sampling plan to be used, the size of the sample During data analysis, the process of assigning numbers to each answer on a data capture form so that the answers can be analyzed by a computer is called Coding Sometimes research calls for a deeper look at the data by looking for differences or relationships across groups, a technique known as cross-tabulation Cross-tabulation Marketing researchers must make many decisions over the course of a single research project and throughout the process consider the ethics involved in the choices they make. Ethics are the ________ that govern the way an individual or a group conducts its activities moral principles and values In judging whether a proposed action is ethical or not, it is necessary to adopt one or more moral reasoning frameworks. Which of the following is NOT one of the frameworks presented in Chapter 2? Pragmatic What type of research is conducted with a goal to support a particular position with pseudoscientific results? Advocacy The process of trying to identify specific areas where additional information is needed about the marketing environment is called problem formulation The best way to avoid the trap of researching the wrong problem is to delay research until the problem is properly defined which of the following is NOT one of the six steps in problem definition identified in chapter 3? Secure funding Meeting with the client should be done at the earliest stages of a research project for which of the following reasons? Both to communicate openly and to get as much information as possible from the manager The two fundamental sources of marketing research problems are planned change and unplanned change Planned change is oriented more toward the ________ and ________ future; proactive Unplanned change tends to be oriented more toward the _______ and is ________ past; reactive After working through the first two steps of the process of problem definition, the researcher should be inn a position to state the manager's Decision problem A well-stated decision problem takes the manager's perspective, is as simple as possible, takes the form of a question The main purpose of discovery-oriented marketing research is to find out what is happening and why Discovery-oriented research rarely solves a problem in the sense of providing actionable results Strategy-oriented decision problems are aimed squarely at making decisions Step six in the process of defining the problem is the preparation of a written research request agreement. Which of the following is NOT one of the components of this agreement? SWOT analysis The research request agreement pays little attention to research methods An explanation of the data sources and research methodology to be used in the research project should be included in the research proposal The research proposal provides the researcher another opportunity to make sure that the proposed research will provide information needed to address the decision problem Which of the following sections would NOT appear in a research proposal? The research proposal An important advantage of using an outside research firm is the degree of objectivity it brings to a project True the best way to avoid the trap of researching the wrong problem is to wait until the problem is properly defined. True The general purpose of exploratory research is to gain _____ so that problems and opportunities can be more clearly defined. insights and ideas A hypothesis is an educated guess about how two or more variables are related Exploratory studies typically are small-scale and flexible Which of the following is one of the quickest and least costly ways to conduct exploratory research? Literature search Exploratory research for capitol brewing seems to indicate that sales for dark lager are down for all breweries. This is an example of which kind of problem? An industry problem Exploratory research that attempts to draw from the knowledge and experience of those who have relevant information to the issue driving the research is an example of depth interviews A ______ brings together a small number. of individuals to talk about a topic of interest to the researcher focus group The key feature that distinguishes focus groups from depth interviews is group interaction Although focus groups vary in size, most consist of _______ members 8-12
Which of the following best represents the objective of the moderator in conducting a focus group? Seek to strike a balance between stimulating natural discussions while ensuring the group does not wander too far from the topic A weakness of focus groups has to do with how the results are how the results are interpreted The primary difference between nominal groups and focus groups is that nominal groups require written responses from participants A technique for searching for statistical patterns in datasets is data mining Using different ads in different geographic areas and investigating which ad generated the highest sales is an example of ________ research design Causal The study of selected examples of the phenomenon about which insights are needed is case analysis The market research team at Initech was asked to discover how to address deficiencies in the TPS reporting process. The team is studying the processes used by Globex, which has a world-class TPS reporting process. The research technique being used in this case is Benchmarking ______ Methods encourage respondents to reveal their own feelings, thoughts, and behaviors by shifting the focus away from the individual through the use of indirect tasks. Projective Researchers can't afford to devote the bulk of the research budget to exploratory research True When conducting depth interviews, the questions should be general True Focus groups are less susceptible to executive and researcher biases than most other exploratory techniques False Which of the following is a general rule of marketing research data sources? Look for secondary prior to collecting primary data Putting systems in place that provide marketing research data on an ongoing basis is called the systems approach Secondary data can exist inside or outside the organization Once a problem has. been carefully defined, research projects should begin with a careful search for existing secondary data Which of the following is TRUE? Some types of marketing research rely almost exclusively on secondary data Poor fit of secondary data is usually due to which of the following problems? Different units of measurement, different class definitions, age of the data Which of the following are ways to judge the accuracy of secondary data? Consider the source of the data, look at the sponsor of the research that yielded the secondary data, look for evidence that the research was done properly Which of the following is NOT an example of internal secondary data? U.S. department of commerce reports a big disadvantage of the systems approach is that managers are limited to the information that is available in the database a marketing ________ is one way of visually presenting relevant marketing information to a manager dashboard A concern about the expanding number of commercial databases and corporate information systems is the issue of privacy Data systems most commonly hold information relating to existing customers, prospective customers, competitors, suppliers
which executive is typically in charge of information to ensure that it is used in support of strategic thinking? CIO Primary data make up most of the data included in the systems approach to marketing research False Sales and cost data compiled in the normal accounting cycle represent a promising source of external secondary data. False Which of the following is NOT one of the four dimensions of the framework for understanding Big Data? Vastness The volume dimension of Big Data refers to The amount of data being collected The velocity dimension of Big Data refers to the pace of data flow, both in and out of a firm The variety dimension of big data refers to the diversity of types or forms of data Big data is the process of ____________ large and varied data sets. capturing, merging, and analysis A major restaurant chain wishes to understand consumer sentiment about its brand, so it analyzes social media comments, receipt survey data, call center conversation summaries from its CRM system, and even reviews from websites like Urban Spoon. This illustrates which dimension of Big Data? Variety Applications of big data in the real world might include which of the following? improving customer retention rates, dealing with negative word of mouth, creating personalized promotions Data such as transactional data collected by banks, airlines, and retailers is known as _______ data. Structured Data such as blogger reviews or social media comments is known as _____ data. Unstructured A great source of "Voice of the Customer" (VOC) data is Social Omni-channel retailing recognizes that sources of transaction data that provide purchase insights are available from brick-and-mortar, e-commerce, mobile, in-store pickup The value of linking data from several contexts (e.g., omni-channel transactional data) is that it can provide a 360-degree view of purchasing patterns Analytical techniques, when applied to large sets of data, can describe consumer behavior, predict future consumption actions, prescribe courses of actions for a firm and its management Combining real-time sales data with real-time social media mentions in order to better understand consumer sentiment toward an advertising campaign is an example of which data analysis technique? Data fusion Creating charts, graphs, images, diagrams. and even word clouds that allow for better communication of data is an example of Visualization The analysis that focuses on future-oriented, potential behaviors as opposed to classifying past behaviors is known as Predictive analysis The analysis technique that involves seeing how a dependent variable might change when one or more independent variables changes, such as to see if a customer can be cross-sold or up-sold at the point of purchase is known as Regression analysis Discovering data-based trends by analyzing sequences of data over successive times to not only recognize the data pattern but forecast how the data will extend into the future is the goal of Time series analysis Taking multiple, random samples from an existing data set and running thousands of "what if" analyses, each with different assumptions about market conditions and other marketplace dynamics, is an example of which of the following? Simulation analysis Which of the following best describes what prescriptive analysis is? To recommend the best course of action among the firm's various options A marketing manager has discovered that relevant, internal secondary data don't exist to support a decision process. The next step the manager should take is to look for external sources and see if good data can be obtained from published sources Which of the following is TRUE? There are more standardized marketing information services available to the consumer goods manufacturer than to the industrial goods manufacturer, The Dun & Bradstreet global commercial database is popular among industrial goods and service suppliers, Census Bureau material has proven to be very useful in targeting groups of customers, Geodemographers are companies that typically combine census data with other sources of data to produce customized reports for clients The "National Panel Diary" (NPD Group) is a well-known diary panel concerned with the consumption of various goods and services Which of the following is an example of how standardized marketing information can be used? Profiling customers, Measuring advertising exposure and effectiveness, Measuring product sales and market share Which source of standardized marketing information uses demographic considerations to classify residential neighborhoods? Nielsen's PRIZM A common segmentation base for firms that takes into account the industry designation or designations of its customers is the NAICS. Which of the following is FALSE? Firms selling consumer goods normally target individual customers. Suppliers of industrial goods advertise most heavily in trade publications. The organization that produces television ratings designed to provide estimates of the size and nature of audience for a particular television program is Nielsen. One of the oldest services for measuring exposure to, and readership of, print media is GfK Group's Starch Ad Readership Program. The Nielsen television ratings are computed from data gathered by means of people meters. Radio-listening statistics gathered by Arbitron are typically collected using diaries placed in a panel of households. Starch Readership Service collects data that is useful for assessing changes in which of the following aspects of an ad? Theme, Copy, Layout, Use of color GfK Group's Starch Ad Readership program could help an advertiser understand if a reader remembered seeing an ad, saw the advertiser's name in an ad, read any or all of the ad, responded to a number of items about the ad, such as taking an action Which of the following represents the greatest challenge when it comes to understanding consumers' online activities? Determining the demographics of visitors to a website The three basic types of research are exploratory, descriptive, and causal Which of the following is capable of providing more convincing evidence of causal relationships? An experiment Which type of research is typically carried out by means of a survey? Descrpiptive You would like to determine the demographic characteristics of owners of personal watercraft. The appropriate research strategy is Descriptive research What type of research should a manager use when he/she needs precise answers about the effects of various proposed marketing actions on important outcomes? Causal The outcome variable that is influenced by the manipulation of another variable(s) is called the ____ variable. Dependent
Which of the following is NOT one of the conditions that must be met to establish causality? There must be multiple causes for each effect Hershey Corporation wants to add additional chocolate kisses to each bag of its popular candy while keeping the current price constant. Hershey wonders if the additional candies would cause sales to increase enough to offset the higher costs. What type of primary data research should the company use to answer this question? Experimental research should be used Typically, ____ experiments have greater internal validity, and ____ experiments have greater external validity. Lab; field Select the question that can best be answered through experimentation. Will Chevron gasoline with XYZ additive provide better mileage than Chevron without the additive? Laboratory experiments are primarily distinguished from field experiments by their Environments Which of the following is TRUE? External validity deals with the problem of projecting one's results from the experimental setting to the real world. How can it be determined if an experiment is valid (both internally and externally)? Both the observed change in the dependent variable is due to the experimental variable, and the results apply to the general population outside the experimental setting. To determine the effect of change in ticket price on attendance, a market researcher may devise a laboratory experiment in which fans are offered the opportunity to purchase a ticket at a variety of prices. In this experiment, price would be the Effect variable A test market study is a form of causal research. True Which of the following is an example of the communication method of obtaining data?
A researcher measures consumer attitudes by means of subjects responses to a questionaire Which of the following is an advantage of the observational method over the communication method of gathering primary data? objectivity The ability of a data collection technique to provide many types of primary data is known as Versatility The decision to use observation methods of data collection requires that the researcher specify? Who is to be observed, what aspects of the behavior should be reported, when the observation is to be made, where the observation is to be made A researcher needs to determine how many boxes of a particular brand of cereal were sold in a given region in a typical week. Which of the following is probably the best method? Collect supermarket scanner data Which of the following is NOT true with respect to structured observation? Increases potential observer data Unstructured observation is used For studies in which flexibility is allowed in terms of what is noted and recorded The term that refers to the amount of knowledge that people have about a study in which they are participating is disguise In terms of observational studies, ethical dilemmas are most likely to arise when observation is disguised In indirect observation, the researcher is observing results of behavior when disguise has involved an active deception of consumers, it is necessary to tell them that they've been misled, explain why the deception was necessary, provide a general overview of the purpose of the project Researchers invite a group of homemakers to a specially designed model home where where they are observed by other researchers posed as homemakers who record their conversations with concealed tape recorders. This observation would be characterized as unstructured, contrived setting Which of the following are disadvantages of observation in a contrived settiing External validity is threatened Observation in a lab setting has the advantage of better control of extraneous influences Electronic devices which when attached to a participant's television set indicate not only when the set is turned on and to which channel but also who is in the household is watching, are called people meters The electrical resistance of the skin associated with sweating that accompanies emotional arousal is measured by a galvanometer A researcher wants to determine which part of a particular magazine ad is noticed first by the viewer. which one of the following electronic/mechanical tools would be appropriate for use in this investigation? eye camera The time elapses between asking a question and receiving the answer is called response latency Response latency is related to uncertainty which of the following is used to assess the emotional intensity in a subject's responses by measuring relative vibration frequency of the subject's oral response? Voice-pitch analysis Researchers typically use descriptive research for which of the following purposes? To describe the characteristics of certain group, to determine the proportion of people who behave in a certain way, to make specific predictions A longitudinal study is characterized by each of the following except Characteristics of the elements or sample members, are measured only once The types of consumer panels is a longitudinal study are continuous panels, true panels, discontinuous panels, omnibus panels The most important distinction between true panels and omnibus panels is time series analysis can be used only on true panel data True longitudinal analysis can only be performed using panels that rely on repeated measurements of the same variables Respondent error can occur when a subject is asked to remember and report past behaviors. Which of the following helps eliminate this type of error? Panel data Of the following situations, which would be the most appropriate for using a discontinuous/omnibus panel? The most appropriate use of a discontinuous/omnibus panel would be to determine how consumers feel about two different product packages by varying panel questions from one panel measurement to the next Callaway Golf Company conducted a one-time survey of golfers and asked them about their attitudes, preferences, and intentions regarding buying custom clubs. This is an example of cross-sectional study Which type of primary data is represented by characteristics such as age, education, occupation, marital status or gender? Demographic/Socioeconomici A common use of demographic and socioeconomic data in marketing is
delineating market segments Which type of primary data is concerned with anticipated or planned future behavior? Intentions If a researcher is interested in investigating whether or not consumers like a new packaging method for a particular product, the researcher should focus on measuring attitude Purchase intentions May be better predictors of future behavior for large dollar expenditures Proctor & Gamble, the makers of Oil of Olay skin lotion, have traditionally targeted women over 30 years of age. This is an example of demographic segmentation "Mission Possible" is a non-profit retail store that sells gift items made by artisans from over thirty different underdeveloped countries. This store provides employment to impoverished third world craftspeople and markets their handiwork at a fair price. The store defines its market segment as people who believe in helping others and who feel good about helping others whenever possible. The store uses ____ segmentation. Psychographic segmentation Other sets by this creatorMKTG RSCH EXAM 285 terms emily_beth_alexander BLAW 299 terms emily_beth_alexander BLAW Exam 232 terms emily_beth_alexander BLAW 1, BLAW Exam 168 terms emily_beth_alexander Other Quizlet setsela vocab12 terms vianca79 Ch. 18 Nutritional Aspects of Dental Caries: Cause…46 terms Nicholebeans Neuro - Ch 873 terms Kara_WillbanksPlus
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Which of the following is not a common activity of a marketing research department quizlet?
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