Ch 07 Learn Smart Flash Cards

question

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

experiment
question

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

the decisions they must make
question

Marketing research includes which of the following?
answer

1. Collecting data 2. Analyzing data 3. Recommending action
question

Place the stages of the marketing research approach in the correct order.
answer

1. Define the problem 2. Develop the research plan 3. Collect relevant information 4. Develop findings 5. Take marketing actions
question

Research _____________ are specific, measurable goals the decision makers seek to achieve in conducting the marketing research.
answer

objectives
question

Which two of the following are ways that observational data can be obtained?
answer

1. Using a mechanical method to watch people 2. Watching people in person
question

Facts and figures related to a problem are known as _____________ (one word).
answer

data
question

_______________ is the process of defining a marketing problem and opportunity, systematically collecting and analyzing data, and recommending actions.
answer

Marketing research
question

Marketers collect primary data using a which two of the following methods?
answer

1. Asking people questions 2. Observing people
question

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.
answer

primary
question

_______________ data are facts and figures obtained by watching, either mechanically or in person, how people actually behave.
answer

observational
question

A(n) _________________ is a sample of consumers or stores from which researchers take a series of measurements over time.
answer

panel
question

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

1. Make action recommendations. 2. Implement action recommendations. 3. Evaluate the results.
question

Match each idea evaluation method with a major disadvantage it has
answer

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 Perceived to utilize outdated technology Mall intercept interview =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
question

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

questionnaire data
question

Which two of the following are the main reasons that marketers prefer to obtain secondary data first?
answer

1. Time savings 2. Low cost
question

Changes in consumer dessert preferences or competitor prices will affect Betty Crocker’s 2012 _____________ for cake mix in the United States.
answer

sales forecast
question

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.
answer

constraints; data
question

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

1. The data has been translated into logical findings. 2. The information has been carefully analyzed.
question

A conscious choice from among two or more alternatives is known as a(n)
answer

decision
question

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

1. Methods 2. Concepts
question

______________ data are facts and figures that are newly collected for the project.
answer

primary
question

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

secondary
question

Which two of the following are included in developing findings as part of the marketing research approach?
answer

1. Analyzing data 2. Presenting findings
question

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

constraint
question

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?
answer

Develop the research plan
question

Which of the following best describes a focus group?
answer

Small group of people put together for an informal discussion
question

Which two of the following are examples of personal methods for collecting observational data?
answer

1. Mystery shoppers who check a company’s customer service 2. Ethnographic studies of consumers in their natural environments
question

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

1. To improve marketing decisions 2. To reduce risk
question

The last step of the marketing research approach is to
answer

take 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

Market researchers may use panels for their research because
answer

they want to know about consumers’ behaviors over time
question

When Proctor and Gamble…
answer

personal
question

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?
answer

U.S. Census Bureau reports
question

Which of the following are examples of using secondary data?
answer

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
question

Film studios may use the results of marketing ______________ to change movie titles, aspects of the characters, or even the ending of the film.
answer

research

Get instant access to
all materials

Become a Member