MARK 9 – Flashcard
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A marketing decision support system is an interactive, flexible computerized information system that bypasses information-processing specialists and gives managers access to useful information from their own desks.
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True
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The characteristics of a true DSS are interactive, flexible, discovery-oriented, and accessible.
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True
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The three roles of marketing research are persuasive, reminder, and informative.
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False The three roles are descriptive, diagnostic, and predictive.
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A decision support system (DSS) involves the planning, collection, and analysis of data relevant to marketing decision making and the communication of the results of this analysis to management.
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False This defines marketing research.
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Marketing research provides decision makers with data on the effectiveness of the current marketing mix and also with insights for necessary changes.
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True
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To save money on marketing research, a marketing manager suggests the company use the results of a survey conducted last year because similar questions were asked then. The manager is suggesting use of primary data.
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False This is describing secondary data, which are data previously collected for any purpose other than the one at hand.
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The first step in the marketing research process is to plan the research design and gather primary data.
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False The first step in the marketing research process is identifying and formulating the problem/opportunity.
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The last step in the marketing research process is to prepare and present the report.
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False The last step is follow up.
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The quality of secondary data should never be questioned.
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False The quality of secondary data may pose a problem, so researchers should ask: Who gathered the data? Why were the data obtained? What methodology was used? and so on.
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Stuart Marketing Research is gathering information on the way people wrap gifts specifically for a large manufacturer of gift wrap paper that is considering introducing reusable wrapping paper with Velcro fasteners. The information gathered would be an example of primary data.
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True
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The most popular technique for gathering primary data is by observation.
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False The most popular technique for gathering primary data is survey research.
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Questionnaires include three basic types of questions: open-ended, closed-ended, and scaled-response.
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True
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Fisher-Price employees were engaged in experimental research when they observed, from behind a mirror, children playing with soap bubbles and decided to build a toy lawn mover that spewed soap bubbles.
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False Experimental research occurs when the researchers alters one or more variables. This is an example of observational research.
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Ethnographic research is a form of experiment research because it is conducted without any preconceptions.
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False Ethnographic research is the study of human behavior in its natural contexts and is a form of observation research.
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The best experiments are those in which one factor is held constant and the other factors of interest are deliberately manipulated.
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False In experiments the goal is to hold all variables constant except the variable of interest.
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A simple random sample is a carefully developed probability sample set up to ensure that every member of the population has an equal chance of being selected as part of the sample.
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True
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Martina was interested in how students perceive the health service provided by her university. To collect data on this issue, she interviewed the students in her evening class. Martina has used a random sampling procedure.
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False This describes a convenience sample.
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A snowball sample is a type of probability sample.
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False It is a nonprobability sample and involves selecting additional respondents on the basis of referrals from the initial respondents.
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Measurement error occurs when a sample somehow does not represent the target population.
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False This is the definition of sampling error. Measurement error occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process.
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Once adequate amounts of data have been collected, the researcher should present the report.
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False The data must be analyzed and interpreted before a meaningful report can be prepared.
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One advantage of Internet surveys is dramatically reduced costs.
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True
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Because online surveys are still in their infancy, there are limited methods of conducting online surveys.
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False There are several basic methods for conducting online surveys: Web survey systems, survey design Web sites, and Web hosting.
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The difference between a traditional focus group and an online focus group is that there is no moderator in the online group like there is in a traditional group.
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False A moderator runs the group by typing questions online for all to see and respondents "on the fly."
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One advantage of an online focus group is that respondents tend to talk more freely about issues that might create inhibitions in a face-to-face group.
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True
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An online focus group is a selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation.
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False This is a Web community.
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Blogs are a source of consumer-generated media.
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True
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Scanner-based research is a system of gathering information from a group of respondents by continuously monitoring the promotions panel members are exposed to and their subsequent purchase behavior.
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True
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Los Hermanos Cafe has successfully operated seven restaurants in the same community for 20 years. Management plans to introduce an egg and cheese breakfast burrito to three restaurants after having success with this product in its other four diners. Since management knows this market so well, Los Hermanos Cafe doesn't need to conduct research before introducing the new product in its remaining restaurants.
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True When the market is known to such a degree that the benefits of additional research do not out-weight the cost of that research, then there is no need for research.
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Competitive intelligence allows managers to predict changes in business relationships, identify marketplace opportunities, and discover new or potential competitors.
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True
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Government agencies, periodicals, and trade shows are good sources of competitive intelligence.
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True
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Everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans is referred to as: a. competitive intelligence b. marketing information c. decision support information d. marketing research e. observation
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b. marketing information accurate and timely information is the lifeblood of marketing decision making.
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A(n) _____ is an interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions. a. expert system b. marketing information system c. artificial intelligence system d. marketing decision support system e. database marketing system
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d. marketing decision support system marketing decision support system is defined as an interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions.
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According to the text, a true marketing decision support system should be interactive, which means: a. managers can probe for trends, isolate problems, and ask "what if" questions b. managers that aren't skilled with computers can easily learn to use the system c. managers are able to sort, regroup, total, average, and manipulate data in various ways d. managers can give simple instructions and see immediate results e. managers can find optimum solutions to marketing problems
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d. managers can give simple instructions and see immediate results interactive is described as allowing managers to give simple instructions and see immediate results.
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A true marketing decision support systems (DSS) possesses all of the following characteristics EXCEPT: a. flexible b. discovery-oriented c. interactive d. accessible e. synergistic
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e. synergistic The characteristics of a true DSS are interactive, flexible, discovery-oriented, and accessible.`
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_____ is the creation of a large computerized file of customers' and potential customers' names, profiles, and purchase patterns. a. Electronic targeting b. Sampling procedure specification c. Database marketing d. Competitive data mining e. Consumer behavior marketing
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c. Database marketing
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_____ is the process of planning, collecting, and analyzing data relevant to marketing decision making. The results of this analysis are then communicated to management. a. Data collection b. Artificial intelligence c. Decision support d. Marketing research e. Single-source research
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d. Marketing research
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A bowling alley operator could use _____ to determine why customers do not seem to like his bowling alley's new location. a. transactional marketing b. public relations c. an EDI system d. market synergy e. marketing research
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e. marketing research Marketing research can be used by management to trace problems and their causes.
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Marketing research has three functional roles. These roles are: a. normative, descriptive, and explanatory b. predictive, normative, and persuasive c. descriptive, diagnostic, and predictive d. flexible, interactive, and discovery-oriented e. descriptive, explanatory, and predictive
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c. descriptive, diagnostic, and predictive
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Volkswagen developed an 18-month-long project to gain a better understanding of the American culture so it could develop cars more appealing to this market. The research project was called Moonraker. Moonraker was intended to play a(n) _____ role in Volkswagen's marketing research. a. diagnostic b. descriptive c. predictive d. heuristical e. demonstrative
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b. descriptive. One of the roles of marketing research is the gathering of descriptive data, which includes reporting consumers' attitude toward products
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To help understand why sales of Keebler Sweet Spot shortbread cookies had dropped off the company used marketing research to gather factual information to help understand the problem. The gathering of factual statements is an example of marketing research in its _____ role. a. historical b. descriptive c. predictive d. normative e. objective
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b. descriptive descriptive role of marketing research includes gathering and presenting factual statements.
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Phillip Morris USA, the manufacturer of Marlboro Ultra Smooth cigarette targeted to people who want to smoke a potentially safer cigarette has asked for marketing research to explain the reasons for the recent failure of the new cigarette. This type of research is described as: a. descriptive b. predictive c. diagnostic d. normative e. historical
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c. diagnostic One of the roles of marketing research is to be diagnostic and to explain what happened.
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Through marketing research, the Boston Symphony Orchestra (BSO) learned it has an older market and is not attracting younger concertgoers. It next conducted marketing research to determine if an integrated advertising campaign targeted to the younger market would be successful. In its second use of research, BSO employed _____ marketing research. a. historical b. descriptive c. predictive d. normative e. objective
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c. predictive The predictive function is to address "what if" questions.
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After listening to a group of middle-aged women discuss there biggest concerns about the jeans they wore, a company designed a new line of comfortable women's jeans and touted them as "not your daughter's jeans." This is an example of research conducted to: a. improve the quality of their decision making b. find out why a marketing plan failed c. learn how to more efficiently retain customers d. understand the ever-changing marketplace e. do all of these
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a. improve the quality of their decision making Management used this information to improve their decision making in marketing jeans to women
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The first step in the marketing research process is to: a. specify the sampling plan b. collect the data c. analyze the marketplace d. plan the research design e. identify and formulate the problem/opportunity to be studied
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e. identify and formulate the problem/opportunity to be studied
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When Eurasia restaurant, serving Eurasian cuisine, first opened along Chicago's Michigan Avenue, its novelty brought many diners. However, it turned off the important business lunch crowd, and sales went into decline. Before conducting any marketing research to explain the declining sales management needs to: a. determine who will be most likely to respond to a survey b. select a market sample from everyone in the population c. define the problem to be researched d. develop a survey to find out exactly what's wrong e. enumerate the decision factors
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c. define the problem to be researched To respond to a symptom, one should find out what the underlying problem is.
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A small brewery has noticed a 20 percent decrease in the sale of its dark beer over the last three years. The company's owner wants to determine why the decline has occurred and how to reverse the trend. Once the owner has identified the problem as a consumer perception that dark beer is bitter and calorie-laden, its next step in the marketing research process should be to: a. collect the data b. recognize the marketing problem c. analyze the marketplace d. plan the research design e. specify the sampling plan
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d. plan the research design Once the problem is identified and formulated, the next step is to plan the research design and gather primary data.
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The marketing research problem: a. is information oriented b. involves determining what resources will be used in research efforts c. is action driven d. does not rely on managerial experience e. is accurately described by none of these choices
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a. is information oriented One characteristic of the marketing research problem is that it is information-oriented and involves determining what information is needed and how that information can be obtained efficiently and effectively.
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A recent survey reported 65 percent of the people responding said they were willing to spend more money for environmentally-friendly goods. Marketing research on how to best use this information will begin with the: a. collection of the data b. specification of the sampling plan c. definition of the problem d. research design e. recognition of the marketing opportunity
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e. recognition of the marketing opportunity Marketing research can hone in and clarify where the best opportunities lie
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In contrast to marketing research problems, management decision problems are: a. action oriented b. pervasive c. narrower in scope d. synergistic e. information oriented
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a. action oriented The marketing research problem is information-oriented, but the management decision problem is action-oriented.
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Managers must combine specific pieces of information needed to identify the marketing research problem. Their _____ is to provide insightful decision-making information. a. company-correlated goal b. autonomous task c. dichotomous goal d. marketing research objective e. field service objective
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d. marketing research objective
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Data previously collected for purposes other than the one at hand are an important source of information as the researcher defines the problem. These data are called _____ data. a. single-source b. secondary c. primary d. consensual e. convenience
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b. secondary
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Post Properties is a company that manages apartments in various communities. It is concerned with a glut of apartments in Atlanta, Orlando, and Dallas Its market researcher begins by examining the rental markets in the Southeast, the history of apartment buildings, local economies, competitive rents, and ownership--all information that was on hand and did not require any new research to locate. The market researcher looked at: a. a closed study b. secondary data c. primary data d. a statistical analysis e. priority databases
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b. secondary data
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Trade groups, commercial publications, and government data can be used as sources of: a. secondary data b. consensual information c. primary data d. artificial intelligence e. marketing audits
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a. secondary data
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Research indicates that Americans today are concerned enough about sustaining the environment that they are willing to spend more. In fact, 65 percent of the people who responded to the survey said they were willing to spend more money for environmentally-friendly goods and 65 percent also expected to increase spending this year on eco-friendly products, despite the current downward trend in retail. Companies that use the results of this study in their product development efforts are using _____ data. a. primary b. convenience c. dichotomous d. observation e. secondary
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e. secondary It is secondary data, which have been previously collected for some other purpose and may not fit the current research problem.
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When assessing the quality of secondary data, it is: a. not necessary to know why the data were collected in the first place b. important to be able to have easy access to the data c. important to know the purpose for which the data were originally collected d. not important to know when the data were collected e. imperative to use the same methods and procedures when primary data are collected
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c. important to know the purpose for which the data were originally collected To assess the quality of the data, it is important to know when, where, why, and how the data were originally collected.
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A(n) _____ is a company that acquires, catalogs, reformats, segments, and resells reports already published by marketing research firms. a. syndicated vendor b. research directory c. marketing research aggregator d. secondary data provider e. marketing research compiler
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c. marketing research aggregator
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_____ specifies the research questions to be answered, how and when the data will be gathered, and how the data will be analyzed. a. A secondary data use plan b. The research collaborative plan c. An autonomous director d. The research design e. The sampling plan
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d. The research design This is the function of the research design, and once approved, the project budget is finalized.
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The research design specifies: a. follow-up procedures for the research b. the information that will be found c. how the final report will be written d. how the information gathered will be used to predict external environmental changes e. the research questions to be answered
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e. the research questions to be answered The research design specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed.
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Community Trust Bank management decided to design a new product and promotion to appeal to small to medium-sized businesses. A researcher conducted a series of focus groups with business owners to find out more about what they wanted in bank services. With the focus groups Community Trust was collecting _____ data. a. primary b. ethnographic c. consensual d. secondary e. collaborative
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a. primary Primary data is information collected for the first time.
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What is the chief advantage of primary data? a. low cost compared to secondary data b. relevance to the problem at hand c. availability to any interested party for use d. accessibility through computerized databases e. avoiding interviewer biases
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b. relevance to the problem at hand Primary data are information collected for the first time for the purpose of solving a particular problem under investigation.
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_____ studies collect data on two different projects using one questionnaire. a. Piggyback b. Single-source c. Synergistic d. Multi-tiered e. Dual-coding
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a. Piggyback A piggyback study gathers data on two different projects using one questionnaire and is a cost-saving technique
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Research done by ShopLocal.com Americans today are concerned enough about sustaining the environment that they are willing to spend more. Suppose, to cut the cost of the research, ShopLocal.com included a second study asking consumers about their preferences in the upcoming presidential elections. This research would be an example of: a. a dual-purpose analysis b. a piggyback study c. a Siamese twin project d. a two-for-one integrative study e. dual experimentation
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b. a piggyback study
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he most popular method for gathering primary data is _____, in which a researcher interacts with people to obtain facts, opinions, and attitudes. a. heuristic oriented b. survey research c. experiments d. observation research e. single-source research
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b. survey research Survey research takes several forms and is the most popular method for gathering primary data.
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A major limitation of the mall intercept interview is: a. the difficulty of measuring attitudes and opinions b. the need to interview people standing up c. its high cost relative to in-home interviews d. the difficulty of demonstrating new products e. the difficulty of obtaining a representative sample of the population of interest
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e. the difficulty of obtaining a representative sample of the population of interest
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A furniture manufacturer wants to test how consumers will respond to furniture upholstered in fabric made from recycled plastic by having consumers feel and respond to the fabric. Which form of survey would allow it to do this? a. telephone interview b. mail questionnaire c. mall intercept d. observation study e. laboratory test
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c. mall intercept A mall intercept allows demonstration of the product, and the others do not. A laboratory test is not a type of survey.
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Computer-assisted personal interviewing and computer-assisted self-interviewing are computerized techniques for conducting: a. CLT interviews b. mall intercept interviews c. e-mail interviews d. in-home interviews e. focus groups
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b. mall intercept interviews Marketing researchers are applying computer technology in mall interviewing in several ways.
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Which of the following is an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where the respondent reads questions off a computer screen and directly keys his or her answers into a computer? a. central-location interviewing b. computer-assisted personal interviewing c. computer-assisted self-interviewing d. primary interviewing e. secondary interviewing
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c. computer-assisted self-interviewing
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Which of the following is an interviewing method in which the interviewer reads the questions from a computer screen and enters the respondent's data directly into the computer? a. central-location interviewing facility b. computer-assisted personal interviewing c. computer-assisted self-interviewing d. direct-entry interviewing e. computer-mediated interviewing
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b. computer-assisted personal interviewing
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A _____ is a specially designed phone room used to conduct telephone interviewing. a. controlled-feedback facility (CFF) b. collaboratively located communications (CLC) center c. multi-interviewer location site d. central-location telephone (CLT) facility e. telephone outsourcing center
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d. central-location telephone (CLT) facility This type of facility has many phone lines, individuals interviewing stations, sometimes monitoring equipment, and headsets.
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Telephone interviews offer: a. speed in gathering data b.a potential for reaching all households c. few nonresponses d. the ability to collect large amounts of complex data e. the lowest-cost method for obtaining data
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a. speed in gathering data Telephone interviews are one of the fastest means for collecting data.
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The office of lieutenant governor was vacated, and a special election was called to fill the office. When the head of the state's Department of Education decided she might run for the office, she was unsure how running for this office could affect her long-term plans for running for the office of U.S. senator. She has hired a research company to obtain survey data from voters in the state. Given that she must make a decision in less than three weeks, the research company should use: a. a telephone survey b. focus group interviews c. personal interview surveys d. a mail survey e. a passive people meter
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a. a telephone survey
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Low response rate is a problem commonly associated with: a. exit interviews b. executive interviews c. mail surveys d. mall intercept interviews e. in-home interviews
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c. mail surveys
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When the Boston Symphony Orchestra wanted to determine how to make classical music appeal to younger concertgoers, it hired AMN to conduct a survey. It was important that the survey have a relatively low cost and offer anonymity to respondents to ensure candid answers. Which form of survey research should AMN have used? a. mail survey b. focus group c. in-home personal interview d. mall intercept interviews e. CLT interviews
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a. mail survey
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A company wanted to collected data on consumers' perceptions of its new brand. The marketing research director has recommended using a mail panel operated by Synovate. What can the company expect from a mail panel? a. a very high response rate b. the response rate will be low, as it is for all self-administered surveys c. the participants are not usually compensated for their assistance, so it will be inexpensive d. data collection is more rapid than telephone interviews e. the panel of consumers will meet monthly to discuss products that were sent to them to try
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a. a very high response rate Mail panel members are recruited to be used as a sample several times, and return rates of 70 percent are not uncommon.
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Which of the following is a type of survey that involves interviewing businesspeople at their offices concerning individual products or services? a. place-based interviews b. CLT interviews c. business panel surveys d. executive interviews e. professional interviews
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d. executive interviews Marketing researchers use executive interviews to conduct the industrial equivalent of door-to-door interviewing.
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_____ have essentially the same advantages and disadvantages as in-home interviews. a. Mall intercept interviews b. CLT interviews c. Mail panel surveys d. Executive interviews e. Focus groups
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d. Executive interviews The text describes executive interviews as the industrial equivalent of door-to-door interviewing.
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A _____ is a form of personal interviewing that uses a group of seven to ten people who have been recruited because of certain desired consumer characteristics. a. passive people meter b. primary data group c. cross-tab set d. CLT interview e. focus group
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e. focus group
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A regional airport manager conducted research to get a better understanding for the types of concessionaires to include in the planned terminal remodeling. She conducted two sets of group interviews, one with 10 leisure flyers and another with 10 business flyers. In each group, participants discussed what types of food, retail, and other services they wanted in the new terminal. These discussions are examples of: a. extended interviews b. focus groups c. observation d. ethnographic research e. secondary research
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b. focus groups
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British Columbia's Sun-Rype Products wanted to find out if Canadians were having trouble getting their required servings of fruits and vegetables each day. Marketers conducted focus groups, a type of _____, which revealed that participants were having particular trouble getting their required servings of vegetables. a. mail survey b. mall intercept c. ethnographic research d. personal interviewing e. experiment
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d. personal interviewing
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_____ is essential to the success of focus-group research. a. Empowerment b. Group dynamics c. Individualism d. Group acculturation e. Corporate synergy
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b. Group dynamics
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Which type of survey question is a closed-ended question designed to measure the intensity of a respondent's answer? a. semantic differential b. scaled-response question c. interval-based question d. sampling frame question e. bounded-frame question
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b. scaled-response question
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You have been given the task of creating a questionnaire that requires each respondent to provide a rich array of information based on his/her own frame of reference. Which of the following types of questions would best deliver such information? a. true-false questions b. mix-and-match questions c. open-ended questions d. scaled-response questions e. closed-ended questions
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c. open-ended questions
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In the survey used by an organization of mothers who swap toys, respondents were asked, "Would you be willing to pay a small fee in order to take advantage of this service? Circle YES or NO." This is a(n) _____ question. a. open-ended b. sampling frame c. scaled-response d. double-barreled e. dichotomous
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e. dichotomous
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A survey by RoperASW asked consumers to check where they were most likely to look for information about a new book. Possible answers were book club catalogs, book reviews in newspapers, book reviews in magazines, television programs, friends, radio programs, local reading groups, or the Internet. What type of question was used in this survey? a. multiple choice b. dichotomous c. scaled-response d. open-ended e. sampling frame
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a. multiple choice
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_____ research depends on watching what people do. a. Anonymous viewership b. Observation c. Interactive d. Personal scanner e. Survey
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b. Observation
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_____ research is the study of human behavior in its natural condition. It often proves that consumers do not do what they say they do, such as how they use a computer or what they watch on television. a. Ethnographic b. Action-based c. Experiment d. Survey e. Visualization
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a. Ethnographic
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The best experiments are those in which: a. all variables are allowed to act freely b. all variables are held constant except the ones manipulated c. all factors provide the desired results d. the subjects are unpaid volunteers e. two variables are held constant while all of the others are manipulated
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b. all variables are held constant except the ones manipulated
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The population from which a sample in a marketing research study will be drawn is referred to as the: a. universe b. market c. test market d. focus group e. control group
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a. universe
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In a study whose purpose is to determine the market for a vitamin that is to be chewed like bubble gum, what is the first question to be answered before a sampling plan is selected? a. Must the sample be representative of the population? b. Who can perform the actual sampling? c. What is the population or universe of interest? d. How often should the sample be redesigned? e. How large should the sample be in terms of its measurement costs?
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c. What is the population or universe of interest?
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A(n) _____ sample is characterized by every element in the population having a known statistical likelihood of being selected. a. irregular b. probability c. nonprobability d. convenience e. piggyback
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b. probability
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Which of the following is a type of probability sample? a. judgment b. convenience c. simple random d. quota e. primary
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c. simple random A simple random sample is a type of probability sample in which every member of the population has a known and equal chance of selection. The other types of samples are nonprobability samples.
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All of the following are types of probability samples EXCEPT: a. systematic sample b. quota sample c. cluster sample d. stratified sample e. simple random sample
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b. quota sample
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Which of the following is a type of nonprobability sample? a. stratified sample b. systematic sample c. cluster sample d. simple random sample e. judgment sample
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e. judgment sample
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All of the following are types of nonprobabilty samples EXCEPT: a. systematic sample b. quota sample c. snowball sample d. convenience sample e. judgment sample
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a. systematic sample
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A research manager decides to pick households for interviews by selecting street intersections at random, and then using a given route for the interviewers to follow--such as every fifth house on the right side of the road until the end of the street and then turn east and interview every fifth house on the left. This is a: a. convenience sample b. stratified sample c. nonprobability sample d. sampling error e. probability sample
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e. probability sample
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A university hospital is interested in getting a cross section of patients' opinions on proposed changes that will make the hospital stay more like a motel stay in terms of amenities. The cost of the new amenities will be reflected in higher rates. The university hospital used a random number table to select participants from the list of patients who are currently in the hospital. This is an example of a(n) _____ sample. a. representational b. convenience c. nonprobability d. synergistic e. simple random
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e. simple random
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Dr. Neuman is a marketing professor and uses her students in research studies because they are convenient and readily accessible. She is using a _____ sample. a. single-source b. random c. probability d. representational e. convenience
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e. convenience
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Many people surveyed say they are environmentally-conscious and favor green products even if they are more expensive than traditional products. Some marketers are worried that many people may not actually purchase green products. This concern is about the potential for what kind of sampling error? a. nonresponse b. frame c. random d. measurement e. none of the choices
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d. measurement Measurement error occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process.
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_____ occurs when a sample, in some ways, is not representative of the target population. a. Sampling error b. Measurement error c. Cross-tabulation d. Diagnostic error e. Single-source research
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a. Sampling error
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One type of sampling error is _____, which is created when the sample actually interviewed differs from the sample drawn. a. random error b. diagnostic error c. nonresponse error d. nonprobability error e. measurement error
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c. nonresponse error This error happens because the original people selected to be interviewed either refused to cooperate or were inaccessible.
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A _____ error arises if the sample drawn from a population differs from the target population. a. field b. frame c. measurement d. random e. nonresponse
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b. frame This could happen if using a telephone directory to draw sample, but it would not include households without landline phones or those with unlisted numbers.
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A _____ error occurs because the selected sample is an imperfect representation of the overall population. a.frame b. field c. measurement d. random e. representational
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d. random Random error represents how accurately the chosen sample's true average values reflect the population's true average.
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_____ specialize in arranging interviews for data collection on a subcontract basis. They also conduct focus groups, mall intercepts, retail audits, and other data-collection services. a. Research diagnostic firms b. Single-source researchers c. Marketing information organization companies d. Decision support companies e. Field service firms
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e. Field service firms
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Several types of analysis are common to marketing research. Which one is the simplest? a. one-way frequency counts b. statistical analyses c. cross-tabulations d. passive people meters e. scaled responses
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a. one-way frequency counts One-way frequency counts note how many respondents answered a question a certain way. This provides a general picture of the results of the study.
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_____ permit the analyst to relate the responses to one question to the responses to one or more other questions when assessing marketing research data. a. One-way regression analysis b. Two-way regression analysis c. One-way frequency counts d. Cross-tabulations e. Content analysis
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d. Cross-tabulations For example, with cross-tabulation the researcher can compare how males and females answered a question.
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All of the following are advantages associated with the use of Internet surveys EXCEPT: a. decreased costs b. ability to contact hard-to-reach respondents c. reduced measurement error d. ability to get survey results much more rapidly e. ability to personalize the survey
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c. reduced measurement error
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The two types of online focus groups are: a. field and laboratory b. diagnostic and predictive c. real-time and time-extended d. primary and secondary e. individual and panel
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c. real-time and time-extended Real-time online focus groups are live, interactive sessions, whereas time-extended online focus groups follow a message board format.
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A carefully selected group of consumers who agree to participate in an ongoing online dialogue with a particular corporation is known as a(n): a. Web community b. focus blog c. online focus group d. Webinar e. Web-based ethnographic group
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a. Web community
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Media which consumers generate themselves and share among themselves is called: a. Web communities b. consumer generated media (CGM) c. Webinars d. unrestricted media e. consumer mediated media (CMM)
answer
b. consumer generated media (CGM)
question
Which of the following is a form of observation marketing research that uses data mining coupled with identifying Web surfers by their IP addresses? a. Web community b. behavioral tracking c. online focus group d. Channel M2 e. Web 2.0
answer
b. behavioral tracking
question
A(n) _____ gathers its information from one group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and what is subsequently purchased. This creates a huge database of marketing efforts and resultant consumer behavior. a. one-way mirror observation study b. television meter investigation c. laser scanner experiment d. CLT interview e. scanner-based research system
answer
e. scanner-based research system
question
Marketing research should not be undertaken when: a. the perceived costs are greater than the projected benefits b. there are no secondary data in existence to guide the project definition c. it will take a long time to complete d. the actual costs are less than the forecasted benefits e. the perceived costs are the same as the forecasted benefits
answer
a. the perceived costs are greater than the projected benefits
question
Competitive intelligence allows managers to do all of the following EXCEPT: a. predict changes in business relationships b. forecast a competitor's strategy c. become more efficient and effective competitors d. guard against threats e. eliminate the need for marketing research
answer
e. eliminate the need for marketing research An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors
question
Which of the following is a source of competitive intelligence? a. a company's salespeople b. government agencies c. the Yellow Pages d. periodicals e. all of these choices
answer
e. all of these choices
