question

Political consultants have been using market research for decades to help their candidates understand

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Who makes up the voting public and how to reach them.

question

When a research team has gathered data for specific research needs, this is known as

answer

Primary data

question

Commercial research firms like ACNielsen and SymphonyIRI Group are sources of

answer

Syndicated data

question

If a fast food restaurant collected photographs of its regular customers so that it could use facial detection software to identify visitors captured by security cameras, this would be an example of using a. social media monitoring. b. sentiment mining. c. external secondary data. d. illegal surveillance methods. e. biometric data.

answer

e

question

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 a __________ market research method.

answer

Quantitative

question

Which of the following types of data would be the best choice for Wendy's fast food restaurants if the headquarters office wants to know how many hamburgers versus chicken sandwiches it has sold in past years?

answer

Internal secondary data

question

Jalel is the marketing manager for a moderately well-known rock band. He wants to know more about industry trends, including sales by different musical styles, online downloads, and concert attendance. Jalel will most likely use __________ to gather this type of data.

answer

Syndicated data

question

Recently, the number of students enrolled in the marketing program dropped while enrollment in the psychology program increased. The chair of the marketing department will probably use __________ as a first step to gain a better understanding of why enrollments are changing.

answer

Qualitative research

question

Frederica manages an upscale women's clothing store. She wants more information about her customers' general feelings about upcoming fall fashions. Frederica will most likely use __________ to gather this type of data.

answer

Focus group reviews

question

When conducting a survey about choosing vacation destinations, Hillary will need to __________ to get reluctant respondents to provide honest information.

answer

Assure consumers that their individual responses will be kept confidential

question

After defining objectives and research needs, the next step in the marketing research process involves

answer

Research design

question

In questionnaire design, a question such as, "When was the first time you went to a dentist?" suffers from the problem of a question that

answer

Respondents cannot easily or accurately answer.

question

When the detailed opinions of a few industry experts or experienced consumers are needed, __________ are often the best qualitative research method.

answer

In-depth interviews

question

What is a disadvantage of online focus groups, compared to offline focus groups?

answer

They usually do not permit insights based on body language.

question

Once a marketing researcher is ready to move beyond preliminary insights to specific, informed questions, the researcher is ready to conduct

answer

Quantitative research

question

Martin has hired a market research company to bring together a small group of soft drink consumers and get feedback on the three new advertising slogans his firm is considering. The market research firm might conduct a__________ to provide the information Martin has requested.

answer

Focus group

question

What is neuromarketing?

answer

The use of EEG scanners to measure consumers' brain waves

question

Malcolm is the campaign manager for a congressional candidate. He wants to know how voters across his district feel about recent sexual harassment scandals involving politicians. Malcolm will most likely use __________ to gather this type of data.

answer

Surveys

question

A major advantage of primary data collection is that

answer

It can be tailored to meet the specific research needs.

question

Mattel wanted to determine whether a new toy would appeal to preschoolers, so it put six 4-year-olds in a room with several toys and waited to see which ones they played with. What form of research is this?

answer

observation

question

Which of the following research methods would be best in helping a marketer understand how people feel about a product or service on an individual, detailed level?

answer

In-depth interviews

question

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

answer

Secondary data

question

If a marketing researcher has to collect data under severe time constraints, which of the following types of data sources would probably be available soonest?

answer

Syndicated data

question

The marketing research process follows five steps, and researchers Select one: a. may follow the process by completing all steps at once instead of planning the process first. b. should be prepared to present the results before completing the analysis if they are under a great deal of pressure to meet a deadline. c. should maintain the integrity of the process by following each step sequentially and thoroughly. d. often collect data before defining the research objectives. e. may not always go through them in the exact sequence if the situation changes or new information is discovered.

answer

e

question

The number of customers who discontinue their use of a service divided by the average number of total participants is called

answer

Churn

question

__________ confirms insights and provides a basis for taking a course of action.

answer

Quantitative research

question

Social media monitoring, in-depth interviews, and focus groups are all __________ research methods.

answer

Qualitative

question

If a firm has demographic and purchasing information about its customers, the firm can use data mining techniques to

answer

Build separate marketing programs for different demographic segments.

question

Tyree is concerned about a competitor's new line of outdoor barbeque grills that provide most of the same features as his products. Tyree might consider using __________ to gather qualitative information from consumers about the competitor's offerings.

answer

Focus groups

question

Nadia stood outside the mall and asked people which stores they visited and if they bought anything. If they said yes, she asked them what they bought and how they came to the decision to buy that item. What form of research was Nadia most likely conducting?

answer

In-depth interviews

question

Zan wants to collect considerable information about the current opinions of his ten most important customers. Zan will probably use the __________ research method.

answer

In-depth interview

question

Omar is responsible for marketing and marketing research for a mid-sized manufacturer of assemblies for the housing market. His boss has asked him to cut back expenses, especially in marketing research: "Why can't you just use information off the Internet? There's plenty out there." What is Omar's best response to try to get his boss to change his mind?

answer

"Those are secondary data, and they may not be as timely, accurate, and relevant as what we need. Our decisions may not be as good, and we'll run a huge risk."

question

Which of the following is NOT one of the guidelines for developing a market research questionnaire?

answer

Sensitive questions should be asked first.

question

Blogs represent valuable sources of marketing research insights, but they are also a challenge for firms because Select one: a. they are unreliable. b. they are affiliated with companies, which biases their comments. c. they tend to be shy about putting their opinions out in cyberspace. d. they are expensive for firms to use. e. they include both positive and negative commentary.

answer

e

question

Which of the following is an example of an unstructured question?

answer

Why did you buy this product?

question

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?

answer

panel data

question

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

answer

patterns of consumers' purchasing behavior.

question

The owner of A. C. Flora Ford Dealership wanted to know why consumers chose his company to purchase a car. He was fairly sure that most customers had one of three reasons—service, reputation, or location—but wanted to know which was revealed as the most frequent reason for purchasing. A. C. Flora will probably use a survey with __________ questions to address his research problem.

answer

closed-ended

question

In questionnaire design, a question such as, "Marketing is the best part of the business program, isn't it?" suffers from the problem of a question

answer

that leads respondents to a particular response.

question

Using __________, researchers ask questions, listen to and record responses, and ask additional questions based on initial responses.

answer

in-depth interviews

question

Wanda and Jim are working on a research project to anticipate customer attitudes toward a proposed new product line for their company. They have worked with the marketing manager to determine the answers that are needed and have created a detailed design of the project. Their next logical step will be to

answer

begin to collect data.

question

Which of the following is a systematic means of collecting information from people by using a questionnaire?

answer

survey

question

Marketing research includes all of the following EXCEPT

answer

creating data.

question

Which of the following is an unstructured question?

answer

"What are the most important characteristics for choosing a brand of shampoo?"

question

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

answer

expensive and time consuming.

question

Victor's custom auctioneering service provides online auction selling assistance. Victor plans to conduct marketing research to determine which auction site is best for his customers. His next step is to

answer

identify the type of data he needs to have.

question

Market research begins with

answer

defining objectives and research needs.

question

From charitable giving to medical records to Internet tracking, consumers are more anxious than ever about

answer

preserving their right to privacy.

question

Charles wants to survey recent customers about the quality of service they received at his small auto service dealership. He has customers' mailing and e-mail addresses. Charles will likely use an online survey primarily because it offers

answer

fast responses at a lower cost.

question

In a focus group, researchers usually videotape the session to

answer

assess both verbal and nonverbal responses.

question

Qualtrics, Surveymonkey, and Zoomerang are examples of Select one: a. syndicated data companies. b. online survey software. Correct c. focus group programs. d. data warehouses. e. biometric data companies.

answer

b

question

A __________ is a small group of people brought together for an intensive discussion of a topic. Select one: a. social media site b. focus group c. in-depth interview d. data mining session e. experiment

answer

b

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