Ch 07 Learn Smart Flash Cards – Flashcards
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In marketing research, a(n) ___________ involves obtaining data by manipulating factors under tightly controlled conditions to test cause and effect.
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experiment
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While in college, students choose between alternative courses in which to enroll, which is an example of
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the decisions they must make
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Marketing research includes which of the following?
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1. Collecting data 2. Analyzing data 3. Recommending action
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Place the stages of the marketing research approach in the correct order.
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1. Define the problem 2. Develop the research plan 3. Collect relevant information 4. Develop findings 5. Take marketing actions
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Research _____________ are specific, measurable goals the decision makers seek to achieve in conducting the marketing research.
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objectives
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Which two of the following are ways that observational data can be obtained?
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1. Using a mechanical method to watch people 2. Watching people in person
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Facts and figures related to a problem are known as _____________ (one word).
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data
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_______________ is the process of defining a marketing problem and opportunity, systematically collecting and analyzing data, and recommending actions.
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Marketing research
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Marketers collect primary data using a which two of the following methods?
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1. Asking people questions 2. Observing people
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When a research 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.
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primary
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_______________ data are facts and figures obtained by watching, either mechanically or in person, how people actually behave.
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observational
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A(n) _________________ is a sample of consumers or stores from which researchers take a series of measurements over time.
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panel
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Put the parts of the fifth step in the marketing research approach in order from first to last.
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1. Make action recommendations. 2. Implement action recommendations. 3. Evaluate the results.
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Match each idea evaluation method with a major disadvantage it has
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Personal interview => High costs per respondent Online survey => Many surveys not delivered to recipients due to "spam blockers" Fax survey => Perceived to utilize outdated technology Mall intercept interview => Respondents may not be representative of targeted group
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Facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors are known as
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questionnaire data
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Which two of the following are the main reasons that marketers prefer to obtain secondary data first?
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1. Time savings 2. Low cost
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Changes in consumer dessert preferences or competitor prices will affect Betty Crocker's 2012 _____________ for cake mix in the United States.
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sales forecast
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The second step in the marketing research project involves developing the research plan. This includes specifying the ____________ for the research activity, and identification of the ____________ needed for marketing decisions.
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constraints; data
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Data and information are not of use to the marketing researcher until which two of the following have been done?
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1. The data has been translated into logical findings. 2. The information has been carefully analyzed.
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A conscious choice from among two or more alternatives is known as a(n)
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decision
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Which two of the following are key elements in deciding how to collect data for marketing research?
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1. Methods 2. Concepts
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______________ data are facts and figures that are newly collected for the project.
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primary
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_______________ data can be internal or external, so long as it was collected prior to the current research project.
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secondary
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Which two of the following are included in developing findings as part of the marketing research approach?
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1. Analyzing data 2. Presenting findings
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A _______________ in a decision is a restriction placed on potential solutions to a problem, such a limit on time or money.
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constraint
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The constraints on the activity, the data needed for decisions, and how to collect data are all determined in which step of the marketing research approach?
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Develop the research plan
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Which of the following best describes a focus group?
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Small group of people put together for an informal discussion
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Which two of the following are examples of personal methods for collecting observational data?
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1. Mystery shoppers who check a company's customer service 2. Ethnographic studies of consumers in their natural environments
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Marketing research is typically conducted for which two of the following related reasons?
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1. To improve marketing decisions 2. To reduce risk
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The last step of the marketing research approach is to
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take marketing actions
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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.
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primary
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Market researchers may use panels for their research because
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they want to know about consumers' behaviors over time
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When Proctor and Gamble...
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personal
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Marketers that are interested in identifying the characteristics and trends among ultimate consumers such as age or ethnic background are likely to start with which source of data?
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U.S. Census Bureau reports
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Which of the following are examples of using secondary data?
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1. A travel company using the last five years of its sales invoices to determine package deals 2. A software company using U.S. Census data to create customer profiles 3. A hotel chain purchasing syndicated panel data to identify demographic trends
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Film studios may use the results of marketing ______________ to change movie titles, aspects of the characters, or even the ending of the film.
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research
