Bus 346 Quiz 10 – Flashcards
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How might a book publisher use blogs in its marketing research efforts?
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Bloggers often review products. These reviews can provide insights, especially if the blogger is unaffiliated with the products being reviewed. The correct answer is: as a source of reviews of its latest releases
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In questionnaire design, a question such as, "Do you like Wendy's hamburgers and fries?" suffers from the problem of a question
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This should be split into two questions—one about Wendy's hamburgers and one about the fries. The correct answer is: that asks two questions at once.
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Quantitative research offers a means to confirm ideas through
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Quantitative research produces data that can be used to confirm ideas through statistical testing. The correct answer is: surveys or experiments.
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Digital billboards embedded with ________ software can identify passersby and then display ads targeted to them, based on their age, gender, and attention level.
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Consumers have little control over facial recognition software that allows companies to detect demographic information based on their appearances. The correct answer is: facial recognition
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Marvin is looking for data to help him with a new market research study assigned to him. When reviewing existing secondary data from a past research study, Marvin should pay careful attention to
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To use secondary data appropriately, it is important to understand how and when they were collected. The correct answer is: how the secondary data were collected.
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A marketing research project often begins with a review of the relevant __________ data.
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Projects often start with a review of relevant secondary data to obtain preliminary insights quickly and at minimal cost. The correct answer is: secondary
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Both major political parties have developed proprietary databases that contain vast information about voters, broken down by demographic and geographic information. This kind of information is
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In political settings, such secondary data can be critical for candidates running for office. The correct answer is: secondary data
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McDonald's recently introduced a Favorites Under 400 Calorie Menu as part of an attempt to reverse the perception that McDonald's sells only unhealthy food. Suppose that McDonald's, as a follow-up, collects and analyzes social media posts from Facebook, Twitter, and similar sites, hoping to understand whether consumer perceptions are improving. This would be an example of
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Sentiment mining is the collection and analysis of social media posts to gain insights into consumer thoughts and opinions. The correct answer is: sentiment mining.
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Each time you go to the grocery store and have your purchases scanned while using a loyalty or bonus reward card, you are contributing to a database that can help marketers determine all of the following EXCEPT
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The use of the grocery loyalty or bonus card allows the grocer to save a list of everything you bought on a given occasion and to compare your behavior on different occasions. The impact of price changes and promotions can be studied, as can trends across many customers. The correct answer is: other stores where you buy similar products.
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Academic researchers often jump at the opportunity to conduct a research study, curious to learn more and address unanswered questions for the sake of general knowledge. Business people tend to be more cautious before embarking on a marketing research study, recognizing that research is often
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Research can be expensive and time consuming, and for that reason businesses should embark on research only if the benefits of obtaining the answers exceed the costs of doing the research. The correct answer is: expensive and time consuming.
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The manager of a company selling cellular phones in rural U.S. markets asks you to conduct survey research into the question, "What percentage of people in Kansas live in communities of fewer than 10,000 people?" The problem with this research objective is that
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The U.S. Bureau of the Census can provide a great deal of demographic information, including the answer to this question. Since secondary data are available, there is no need to conduct research to get the answer. The correct answer is: it is already known and available from the U.S. Bureau of the Census.
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When conducting a research study attempting to understand what features were most important to automobile consumers, Gary's Research Company used a questionnaire containing __________ questions, with a predetermined set of response options.
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A structured questionnaire consists of closed-ended questions and predetermined response alternatives. The correct answer is: structured
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A restaurant chain is working to improve the quality of its food and service. It recruits customers who agree to respond to customer satisfaction surveys once every three months over the next two years, to track its progress. What kind of data is the restaurant chain collecting?
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This is an example of using a panel—a group of consumers who provide information over a period of time. These are primary, not secondary, data because the data are being collected specifically to measure progress in improving satisfaction. The correct answer is: panel data
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When the detailed opinions of a few industry experts or experienced consumers are needed, __________ are often the best qualitative research method.
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In-depth interviews are a good way to collect detailed opinions from a small number of individuals. The correct answer is: in-depth interviews
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Data collection begins
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It is important to design the research before data collection begins to ensure that the correct data are collected using appropriate methods. The correct answer is: only after completing the research design process.
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Quincy had no idea how consumers would respond to a survey about attitudes toward a program opening up space travel to private citizens. He could use __________ to allow respondents to answer in their own words.
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A survey with open-ended questions allows people to answer in their own words. The correct answer is: a survey with open-ended questions
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During the research design step of the marketing research process, researchers identify the type of data needed and
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Once the objectives of a research project have been defined, the research can be designed, identifying the type of data needed and the type of research needed to collect the data. The correct answer is: the type of research necessary to collect the data.
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In the infamous Coke-New Coke taste test, 54 percent of consumers, using a blind taste test, preferred the New Coke formula to the existing formulation. This is an example of aNo __________ market research method.
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Quantitative research is numeric/statistical in nature, as in this case where the precise percentage of consumers preferring one option to the other was measured. The correct answer is: quantitative
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Blogs represent valuable sources of marketing research insights, but they are also a challenge for firms because
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Because bloggers are generally independent, they have no loyalty to a company. Reviews can be positive or negative. The correct answer is: they include both positive and negative commentary.
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A major advantage of primary data collection is that
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Primary data collection, though it can be expensive and time-consuming, can also be tailored to the precise needs of the research. The correct answer is: it can be tailored to meet the specific research needs.
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Bianca's discount home furnishings store is in a strip mall. She wants to know what other businesses in the strip mall her customers visit when they come to her store. To collect information for this objective, Bianca will most likely use
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Bianca can hire someone to observe foot traffic to the stores in the strip mall to see which customers visit her store as well as others. Sales invoices and census data would not reveal the answers, and door-to-door surveys and focus groups would have a problem in that you would be able to approach only a small percentage of shoppers. The correct answer is: observation.
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In a focus group, researchers usually videotape the session to
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Videotaping allows the researcher to record verbal responses as well as body language. The correct answer is: assess both verbal and nonverbal responses.
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In what country have regulators demanded that Facebook stop collecting biometric data on its users?
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Regulators in Germany have demanded that Facebook stop collecting biometric data. The correct answer is: Germany
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Every month, Dr. Combahee takes her staff to lunch and asks them to share patients' comments and concerns. Dr. Combahee uses the lunches as an informal marketing research effort intended primarily to
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Dr. Combahee is asking specifically about comments and concerns of her customers; thus, she is primarily seeking to better understand their needs. The correct answer is: help her to understand the needs of her customers.
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Walmart is known for its efficient logistical systems. Every time consumers buy something, that purchase is recorded and sent to company headquarters, where it is used to generate reorders to vendors. In addition, customers' billions of purchases are analyzed using data mining techniques to uncover
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Walmart is analyzing customers' purchase data. The correct answer is: patterns of consumers' purchasing behavior.
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__________ confirms insights and provides a basis for taking a course of action.
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The purpose of quantitative research is to confirm insights and provide a basis for managerial decision making and action. The correct answer is: Quantitative research
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When conducting a survey about choosing vacation destinations, Hillary will need to __________ to get reluctant respondents to provide honest information.
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Unless respondents are promised that their information will be kept confidential, they will often either refuse to participate or give less than candid answers. The correct answer is: assure consumers that their individual responses will be kept confidential
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The first question a marketing researcher should ask when considering a research study is
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If research will not guide or influence decision making, there is little point in conducting the research. The correct answer is: Will the research be useful?
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Market research begins with
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The first step of the marketing research process is to define the objectives and needs for the research to ensure that the right questions will be answered. The correct answer is: defining objectives and research needs.
