question

Marketing research include all of the following

answer

- Collecting data - Analyzing data - Recommending actions

question

While in college, students choose between alternative courses which to enroll, which is an example of:

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The decisions they must make.

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Research objectives

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r specific measurable goals the decision maker seeks to achieve in conducting the marketing research.

question

criteria or standard used in evaluating proposed solution to the problem r known as:

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measures of success

question

The constraints on the activity, the data needed for decisions, and how to collect data r all determine in which step of the marketing approach?

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develop research plan

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In marketing research an ............... involves obtaining data by manipulating factors under tightly controlled conditions to test cause and effect.

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experiment

question

Which of the following are a characteristic of an experiment in research?

answer

- They required a tightly controlled conditions. - They r considered casual research. - They required manipulating variables to see the effect on another variable.

question

Marketers that r interested in identifying the characteristics and trends among ultimate consumer such as age or ethnic background r likely to start with which source of data?

answer

The U.S. Census Bureau report.

question

Which two of the following r the main reasons that marketers prefer obtain secondary data first?

answer

- Low cost - Time saving

question

Which two of the following r example of personal methods for collecting observational data?

answer

- Ethnographic studies of the consumer in their natural environment. - Mystery shopper who check a customer service.

question

Facts and figures by asking people about their attitudes, awareness, intentions, and behaviors are known as:

answer

questionnaire data

question

Which of the following best describes a focus group?

answer

small group of people put together for an informal discussion.

question

Which of the following is an example of a survey question with non-mutually exclusive answers?

answer

How much would you pay for 8oz of this ice cream? - Less than $2.00 - $2.00 to $3.00 - $3.00 or more If you would exactly pay $3.00, it is unclear what would you choose.

question

Which of the following r characteristic of a dichotomous question on a questionnaire?

answer

- This is a type of close-end or fixed alternative question. - A "Yes" or "No" question is an example.

question

Because the cost r relatively minimal and the turnaround time from data collection to report presentation is much quicker than other methods, many researchers choose to collect survey data:

answer

online

question

A focus group is an ....... method of inquiry, which makes it more effective in uncovering ideas that r difficult to obtain with individuals interviews.

answer

informal

question

Which of the following is the best example of an ambiguous survey question?

answer

Was your ice cream order delivered to your table quickly? YES NO The word quickly is ambiguous.

question

Semantic differential scale

answer

Dell provides products that r reliable. Yes NO

question

Likert Scale

answer

Dell provide products that r reliable: Strongly agree Strongly disagree

question

Dichotomous

answer

Describe the extent to which Dell provides products that r : reliable Unreliable

question

Which two of the following r characteristics of a dichotomous questions on a questionnaire?

answer

- A "Yes" or "NO" question is an example. - This is a type of closed-end or fixed alternative question.

question

Observational data

answer

r facts and figures obtained by watching either mechanically or in person, how people behave.

question

In marketing research, a ........... involves obtaining data by manipulating factors under tightly controlled conditions to test cause and effect.

answer

experiment

question

Put the parts of the fifth steps in the marketing research approach in order from first to last.

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1. Make actions recommendations. 2. Implement actions recommendations. 3. Evaluate the results.

question

Facts and figures related to a problem r known as:

answer

data

question

Marketers collect primary data using which of the two following data?

answer

- Asking people question - Observing people

question

Market researchers make use panel for their research because ....

answer

they want to know about consumer's behaviors over time.

question

Changes in consumer dessert preferences or competitor prices will affect Betty's Crocker 2012 ............ for cake mix in the U.S.

answer

sales forecast

question

Personal interview

answer

High cost in respondent.

question

Online Survey

answer

Many surveys not delivered to recipient due to "spam blocker".

question

Fax Survey

answer

Perceived to utilize outdated technology.

question

Mall intercept interview

answer

Respondents may be not representative of the large target group.

question

A test market is a

answer

experiment

question

When firms collect customers information and sales history, they store it in a data ....... where it can be access later with queries.

answer

warehouse

question

Data mining is the extraction of hidden information from large databases to find statistical links

answer

between consumer purchasing patterns and marketing actions.

question

when a researcher needs information that is very specific to the problem being studied, she will probably resort to using ........... data, despite its cost and time-consuming nature.

answer

primary

question

Which two of the following r including in developing finding as part of the marketing approach?

answer

- Analyzing data - Presenting finding

question

Data and information r not of use of the marketing researcher until which two of the following have been done?

answer

- The information have been carefully analyzed. - The data has been translated into logical findings.

question

GE appliances has determine that it costs $150 per interview to conduct in-depth-interviews, while a survey will cost $2.00 per questionnaire. It is more important for the company to choose the appropriate method based on:

answer

research objectives

question

Place the stages of the marketing research approach in the correct order:

answer

- Define the problem - Develop the research plan - Collect relevant information - Develop findings - Take marketing actions

question

Secondary data

answer

can be external or internal, so long as it was collected prior to the current research project.

question

Primary data

answer

are facts and figures that r newly collected for the project.

question

Trend extrapolation

answer

for forecasting relies on the assumption that underlying relationships in the past will continue into the future, resulting in its simplicity as a method but inaccuracy in times of change.

question

Which two of the following r key elements in deciding how to collect data for marketing research?

answer

- Concept - Method

question

Which of the following is a mechanical method for collecting observational data?

answer

- Nielson's "people meter" attached to television to measure TV ratings.

question

Marketing research is typically conducted for which two of the following related reasons?

answer

- To reduce risk - To improve marketing decisions

question

A constraint

answer

in a decision is a restriction placed on potential solutions to a problem, such as a limit on time or money.

question

Put the parts of the fifth step in the marketing research approach in order from first to last.

answer

- Make action recommendations - Implement action recommendations - Evaluate the results

question

Marketing researchers may develop a new product ....... , a picture of verbal description of a product or service the firm might offer for sale.

answer

concept

question

Surveys of buyer's intentions forecast is what type of sales forecasting technique?

answer

Survey of knowledgeable groups

question

Sampling and statistical inference r special .......... vital to marketing research.

answer

methods

question

Which of the following are research methods used to generate new ideas?

answer

- Focus groups - In depth-interviews - Trend hunting - Individual interviews

question

Starting with the last known value of the item being forecast, listing the factors that could affect the forecast, and assessing whether they have a positive or negative impact r steps in which type of forecasting?

answer

lost horse

question

Which of the following r two key elements of defining the problem in the marketing research approach?

answer

- Setting the research objectives - Identifying possible marketing actions

question

An organization may start a new marketing research study by examining internal secondary data like customer complaints primarily because

answer

using this information can results in time and cost savings.

question

Which of the following r example of using secondary data?

answer

- A software company using U.S. census data to create customer profiles. - A travel company using the last five years of its sales invoices to determine package deals. - A hotel chain purchasing syndicated panel data to identify demographic trends.

question

Which of the following r characteristics of open-end questions?

answer

- Good for idea generation about product benefits and advertising. - Capture the voice of the respondent.

question

Which two of the following should be systematically analyzed when you evaluate the results of research-driven marketing actions?

answer

- Evaluating the decision process - Evaluate the decision

question

Marketers can purchase a standard set of .......... data on a regular basis for providers like Nielsen Media research (for TV ratings) or J.D. power (for automobile quality and customer satisfaction).

answer

syndicated

question

When a consultant prepared marketing dashboards showing sales data for different household type for over a four-year period for Tony's Pizza, this was which step of the marketing research approach?

answer

Developing finding

question

Marketers researchers are interested in social networks and other consumer-generated online contend because they

answer

are a source of data to be "mined" to spot trends.

question

Though the data collected at the check out counter of the grocery store is originally used for sales and inventory records, this data can later be used to study how customers shop. THIS LATER USE is an example of:

answer

internal secondary data.

question

Marketing researchers spend a great deal of time defining a marketing problem precisely. Which two of the following are problems that should be avoided at this stage in the process to increase the probability of a successful marketing research effort?

answer

- Objectives r too broad. if they r too broad, the problem may not be researchable. - Objectives that r too narrow. If they r too narrow, the value of the research results may be seriously lessened.

question

For Fisher-price considering marketing research for its chatter telephone, determining the ........ was particularly challenging, since it needed to obtain data from three or four years old.

answer

methods

question

Which two of the following r among of the biggest challenges in conducting a good marketing research?

answer

- Consumer's stated intentions may not match their actual purchase behavior. - Consumer's may not be willing to reveal personal information.

question

Which of the following is a benefit of using the individual interview to collect data?

answer

The ability to probe with additional questions.

question

Which of the followings r essential in the design of all research using questionnaire?

answer

- Precise, efficient questions - Questions that get clear, unambiguous answer.

question

Which of the following is a disadvantage to using panels for marketing research?

answer

They require continuous and complex recruitment of new individuals to replace the drop-outs.

question

Through the use of .......... , a supermarket might learn that man buying diapers in the evening sometimes buy beer at the same time, so sales for the two could be increased by placing them near each other.

answer

data mining

question

In many cases, the information researchers need is available only through ......... data, since data collected for another purpose may be outdated, incorrectly categorized or not specific enough.

answer

primary

question

Researchers ....... collect personal information on questionnaire meant for marketing purposes because .....

answer

should / it is useful for segmentation and targeting purposes.

question

Which of the following is a technique in which researchers ask lengthy, free flowing questions to probe for underlying ideas and feelings?

answer

depth interview

question

Which of the following is a reason marketing researchers r increasingly turning to online survey to collect primary data?

answer

Most consumers now have an internet connection and an email account.

question

Semantic differential scale 1

answer

Describe the extent to which dell provides product that r... reliable ...........unreliable

question

Likert Scale 1

answer

Dell provides products that r reliable. Strongly agree ......... Strongly disagree

question

Dichotomous 1

answer

Dell provides product that r reliable. Yes ...... No ........

question

Facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors, are know as:

answer

questionnaire data

question

Which of the following r characteristics of an experiment in research?

answer

- They r considered casual research. - They required tightly controlled conditions. - They involved manipulative variable to see the effect on another variable.

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