BUS 346 CHH 10

If a firm has demographic and purchasing information about its customers, the firm can use data mining techniques to
A. understand psychographic motivations.

B. create marketing mixes based on consumer self-values.

C. build separate marketing programs for different demographic segments.

D. determine which syndicated data warehouse services to purchase.

E. find out which competitors its customers purchase from.
In this case, data mining could be used to identify common purchasing patterns within demographic segments and then design marketing programs according to these patterns and what they reveal about customer needs.

Assuming that a market research study will answer important questions and reduce uncertainty associated with the proposed project, a major question that needs to be addressed before starting the study is:
A. How will the results be presented?

B. Will observational research be considered intrusive?

C. Is top management committed to the study?

D. How will the questions be defined?

E. Who will manage the research?
In addition to ensuring that the research will guide or influence decision making, it is also important to ensure that top management will accept the results of the research. Otherwise, the research is likely to be a waste of time.

Benefit-cost analysis in market research weighs
A. the benefits of answering questions against the cost of the research.

B. the benefit of qualitative research against the cost of quantitative research.

C. the benefit of primary data research against the cost of secondary data research.

D. the benefit of a data warehouse against the cost of syndicated data.

E. the benefit of internal secondary data against the cost of external secondary data.
Every research project must be evaluated to ensure that the benefits of obtaining answers exceed the cost of getting those answers.

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
A. develop a budget.

B. begin to collect data.

C. summarize their preliminary conclusions to present to managers.

D. begin recommending changes to the new product line based on ideas developed in the design phase.

E. analyze the data.
After defining the research objectives and designing the research, the next step is to collect data.

The manager of a company selling baby products asks you to conduct research into the question, “Is life expectancy getting longer in Kuwait?” The problem with this research objective is that
A. it is irrelevant to the baby products company.

B. it is already known and available from the U.S. Bureau of the Census.

C. it will lead to a set of unstructured questions.

D. it is a research question that probably cannot be answered with any level of accuracy.

E. it is a question related to another culture.
The sale of baby products would not seem to be related to the life expectancy in Kuwait. If the company wanted to sell baby products in Kuwait, the birth rate in Kuwait would be a potentially relevant piece of information.

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

B. data collection.

C. data analysis.

D. research design.

E. report writing.
The second step in the research process, after defining objectives, is to design the research.

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
A. identify the type of data he needs to have.

B. determine the statistical software he will use.

C. outline the presentation format he will use.

D. collect data.

E. define his privacy policy.
Once Victor has defined his research objectives—to determine which auction site is best—he will move on to design the research, identifying the type of data he needs and the research method he should use.

Commercial research firms like ACNielsen and SymphonyIRI Group are sources of
A. primary data.

B. internal secondary data.

C. data mining.

D. syndicated data.

E. public data.
These are sources of syndicated data—secondary data that can be purchased from firms that collect it.

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

B. data warehousing.

C. syndicated marketing surveys.

D. qualitative research.

E. research design.
Qualitative research is often done in part to obtain preliminary insights. Once this is complete and the researcher understands the research topic, the project can proceed to conduct quantitative research, attempting to obtain definitive answers to the research questions.

A marketing research project often begins with a review of the relevant __________ data.
A. primary

B. secondary

C. quantitative

D. unfocused

E. structured
Projects often start with a review of relevant secondary data to obtain preliminary insights quickly and at minimal cost.

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
A. how the secondary data were collected.

B. where the data were warehoused.

C. whether the Bureau of the Census has certified the research.

D. whether the data were transformed into information.

E. how often primary data were substituted for secondary data.
To use secondary data appropriately, it is important to understand how and when they were collected.

When the market research problem is not clearly defined, a researcher will likely engage in __________ research.
A. data mining

B. qualitative

C. survey

D. quantitative

E. experimental

Which of the following is true about quantitative research?
A. It is always conducted using primary data collection.

B. It revises the research objective based on data mining.

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

D. It offers conclusions that are always correct.

E. It includes focus group interviews.
The purpose of quantitative research is to confirm insights and provide a basis for managerial decision making and action.

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

B. surveys

C. social media studies

D. in-depth interviews

E. secondary data mining studies
In-depth interviews are a good way to collect detailed opinions from a small number of individuals.

Randall wants to do an online survey of college professors about the factors that influence their textbook selection. He would like to use a structured survey but is not sure what responses to include for each question. Randall could use __________ to help him develop his survey.
A. in-depth interviews

B. experiments

C. surveys

D. observation

E. primary data mining
In-depth interviews are a good way to collect detailed opinions from a small number of individuals.

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.
A. surveys

B. observation

C. experiments

D. voter registration data

E. census data
A survey would be an efficient way to determine voters’ feelings in this case.

In questionnaire design, a question such as, “Do anti-lock braking systems reduce car accidents?” suffers from the problem of a question
A. that respondents cannot easily or accurately answer.

B. that respondents are reluctant to answer because the information is sensitive.

C. that steers respondents to a particular response.

D. that asks two questions at once.

E. that is one sided, presenting only one side of an issue.
Respondents are unlikely to have sufficient information to answer the question.

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
A. what a typical shopping list looks like.

B. whether changes in prices affect buying.

C. marketplace trends.

D. what kinds of promotions might be attractive to you.

E. other stores where you buy similar products.
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.

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?
A. panel data

B. internal secondary data

C. focus group data

D. external secondary data

E. scanner data
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.

In what country have regulators demanded that Facebook stop collecting biometric data on its users?
A. the United States

B. Russia

C. China

D. Germany

E. Mexico
Regulators in Germany have demanded that Facebook stop collecting biometric data.

Mary’s Bakery is trying to determine what price to charge for her cookies, so Mary places a low price on them and raises it each week, keeping track of how many she sells. Then she determines what her cost was for the cookies and determines which price was the most profitable. What form of research was Mary conducting?
A. observation

B. survey

C. scanner-based

D. an experiment

E. a panel
Experimental research (an experiment) is a type of quantitative research that systematically manipulates one or more variables to determine which variables have a causal effect on other variables.

A typical focus group has ________ members.
A. 2-4

B. 4-6

C. 6-8

D. 8-12

E. 12-15
In focus group interviews, a small group of persons (usually 8 to 12) come together for an intensive discussion about a particular topic.

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?
A. questionnaire

B. in-depth interviews

C. experiment

D. focus group

E. biometrics
In an in-depth interview, trained researchers ask questions, listen to and record the answers, and then pose additional questions to clarify or expand on a particular issue.

SymphonyIRI Group, the National Purchase Diary Panel, and ACNielsen are examples of companies that provide
A. internal secondary data.

B. primary data.

C. online survey software.

D. website analytics.

E. syndicated data.
These are all commercial research companies that sell external secondary data for a fee, or syndicated data.

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