Chapter 5 – MindTap – Flashcards

You are an inventor and innovator. You have successfully launched several products in various regions that meet customers' specific needs. In light of increasingly changing weather patterns, you want to develop ski gear for states in the southern region of the United States. Yet this is a double-edge sword. On the one hand, there is limited ski gear in the retail locations of this region, making your entry into the market easier. On the other hand, demand for these types of products is low since there are limited ski areas in Tennessee, North Carolina, and Arkansas. However, as more consumers travel to the West to ski, you see an opportunity to market ski gear. You think there is a way to develop products that can serve two purposes. The primary function relates to the needs of consumers, while the secondary function can serve to aid customers when they plan a ski trip. You have conceptualized two products. The first is ski undergarments, while the other product is a ski jacket. Before you begin designing and prototyping, you need to conduct market research to discover trends that fit both the product function and customer needs. The first step in launching a research study is problem _____, which focuses on uncovering the nature and boundaries of a situation or question related to marketing strategy or implementation. A. interpretation B. data collection C. reporting D. design E. definition

You are an inventor and innovator. You have successfully launched several products in various regions that meet customers' specific needs. In light of increasingly changing weather patterns, you want to develop ski gear for states in the southern region of the United States. Yet this is a double-edge sword. On the one hand, there is limited ski gear in the retail locations of this region, making your entry into the market easier. On the other hand, demand for these types of products is low since there are limited ski areas in Tennessee, North Carolina, and Arkansas. However, as more consumers travel to the West to ski, you see an opportunity to market ski gear. You think there is a way to develop products that can serve two purposes. The primary function relates to the needs of consumers, while the secondary function can serve to aid customers when they plan a ski trip. You have conceptualized two products. The first is ski undergarments, while the other product is a ski jacket. Before you begin designing and prototyping, you need to conduct market research to discover trends that fit both the product function and customer needs. Statistical interpretation, the analysis of what is typical and what deviates from the average, is part of which step of the marketing research process? A. Designing the research project B. Reporting research findings C. Interpreting research findings D. Collecting data E. Locating and defining problems

You are the lead manager for new product introductions for a software company in Los Angeles, California. You are currently working on rolling out a suite of software applications in the western region of your company's operations. You want to survey people in California and get their opinions as to whether they would buy either one of the new software applications. You do not have much money to conduct the survey, but you want to reach a wide range of people. You would like to eliminate interviewer bias as much as possible and allow respondents to remain anonymous. Based upon each of these criteria, which of the following survey methods is going to be most effective? A. Mail survey B. Personal interview survey C. Door-to-door survey D. Telephone survey E. Shopping mall survey

You are the lead manager for new product introductions for a software company in Los Angeles, California. You are currently working on rolling out a suite of software applications in the western region of your company's operations. In the case of digital marketing, _____ is a way for marketers to gather input straight from willing consumers and to actively listen to people's ideas and evaluations on products. A. Door-to-door survey B. Crowdsourcing C. Shopping mall survey D. Telephone survey E. Mail survey

You are the lead manager for new product introductions for a software company in Los Angeles, California. You are currently working on rolling out a suite of software applications in the western region of your company's operations. _____ data are observed and recorded or collected directly from respondents, while _____ data are compiled both inside and outside the organization for some purpose other than the current investigation. A. Reliable, valid B. Primary, secondary C. Secondary, primary D. Secondary, reliable E. Valid, primary

Two years ago, your best friend Matt Jenkins opened up a clothing retailer that has proven immensely successful. Matt wants to develop a better marketing strategy, but since he is not specialized in marketing, he doesn't know where to start. When you ask Matt about whether he was going to conduct marketing research, he scoffed at the idea. You quickly realize that Matt does not have a good grasp on the benefits of marketing research. You know there are different methods--some inexpensive--that Matt can use to determine customer preferences. You inform Matt that marketing research will allow hi to understand customer purchasing habits more thoroughly and even get ideas for new product offerings. This marketing research method brings together a small group of people informally, without a structured questionnaire, to observe interaction when members are exposed to an idea or a concept, and are often led by a moderator who encourages group discussion? A. Monitor the firm's Pinterest page B. Conduct a focus group C. Conduct a telephone survey D. Send out a mail survey E. Use probability sampling

Two years ago, your best friend Matt Jenkins opened up a clothing retailer that has proven immensely successful. Matt wants to develop a better marketing strategy, but since he is not specialized in marketing, he doesn't know where to start. When you ask Matt about whether he was going to conduct marketing research, he scoffed at the idea. You quickly realize that Matt does not have a good grasp on the benefits of marketing research. The benefits of conducting marketing research include all of the following except: A. guarantee success of the firm's new product. B. help firms to develop marketing mixes to match the needs of customers. C. inform a firm about customer's needs and desires. D. help a firm better understand market opportunities. E. detect shifts in buyer's behaviors and attitudes

Marketing research is an essential component of marketing. It allows marketers to collect information about customer needs and desires, leading to improved organizational performance. Regular monitoring of the marketing environment helps marketers to anticipate changing trends and seize upon new opportunities. Marketing research is conducted among for-profit businesses, government entities, nonprofit organizations, and even individuals. For instance, if you are job hunting and find a job that you like, you may choose to submit a customized cover letter and resume that emphasize the attributes that the organization appears to value. The entire application and interview process is basically "marketing" yourself to the organization. Marketing research is defined as the systematic design, collection, interpretation, and reporting of information to help marketers solve specific problems or take advantage of opportunities. Which of the following marketing research stages are you in when you look at a company's website to determine what skills they want in a marketing coordinator position? A. Reporting research findings B. Interpreting research findings C. Defining the problem D. Collecting data E. Designing the research project

International marketing research presents the marketer with a different set of challenges in dealing with the cultural, economic, legal, and regulatory differences that exist between countries. The marketer should understand that these differences can have a profound impact on data gathering. The marketer should follow a two-pronged approach when conducting international marketing research projects. In the first phase, the marketer should focus on indirect data gathering. This _____ data would then be analyzed to gain a greater understanding of the particular marketing environment. A. conclusive B. descriptive C. field D. primary E. secondary

International marketing research presents the marketer with a different set of challenges in dealing with the cultural, economic, legal, and regulatory differences that exist between countries. The marketer should understand that these differences can have a profound impact on data gathering. The marketer should follow a two-pronged approach when conducting international marketing research projects. In the second phase, the marketer should conduct _____ research to refine the organization's understanding of specific customer needs and preferences. A. field B. secondary C. descriptive D. primary E. conclusive

While you haven't made a decision yet about how to proceed, you want to use the data that you've already collected about customers to make more tailored marketing decisions. So far you have kept the data in a simple database and have merely pulled information from it. You know there are more sophisticated ways to use this data and decide to invest in technology. After reading up on technology, you learn about several possibilities that can help you more effectively understand the marketing information you have collected. Each requires different investments and knowledge levels, and the most appropriate selection will be based on your objectives. You desire to have technology that will provide you with a continuous flow of marketing information about such things as prices, sales, and competition. To make this easier, you would like this information to be easily collectible from both internal and external sources. You believe this will help you develop better marketing strategies. Which system should you choose? A. Marketing information system (MIS) B. Statistical interpretation C. Single source data D. Big data E. Marketing decision support system (MDSS)

While you haven't made a decision yet about how to proceed, you want to use the data that you've already collected about customers to make more tailored marketing decisions. So far you have kept the data in a simple database and have merely pulled information from it. You know there are more sophisticated ways to use this data and decide to invest in technology. After reading up on technology, you learn about several possibilities that can help you more effectively understand the marketing information you have collected. Each requires different investments and knowledge levels, and the most appropriate selection will be based on your objectives. Interpreting and analyzing in-depth data has never been one of your strengths. You are interested in purchasing sophisticated software with greater computational ability that will aid you in decision making and allow you to explore a greater number of marketing alternatives. Which system should you choose? A. Big data B. Marketing information system (MIS) C. Single source data D. Statistical interpretation E. Marketing decision support system (MDSS)

While you haven't made a decision yet about how to proceed, you want to use the data that you've already collected about customers to make more tailored marketing decisions. So far you have kept the data in a simple database and have merely pulled information from it. You know there are more sophisticated ways to use this data and decide to invest in technology. After reading up on technology, you learn about several possibilities that can help you more effectively understand the marketing information you have collected. Each requires different investments and knowledge levels, and the most appropriate selection will be based on your objectives. Better-than-anticipated sales have left your company with an unexpected profit. You attribute this to some of the decisions you made using the marketing information you have collected. You realize that there are many trends that are not easily visible from the information you have collected. You want to take all the information you have collected and have it analyzed carefully to discover connections not visible with simple marketing technology. You have decided to hire someone who specializes in marketing research to help interpret the large stream of data. Which system should you choose? A. Marketing information system (MIS) B. Statistical interpretation C. Big data D. Marketing decision support system (MDSS) E. Single source data

You work for a marketing research firm and have clients from a number of different companies. Due to the different industries of the companies--as well as their differing needs--you must be highly skilled at different types of market research to determine which type of research best suits your client's needs. Pfizer has just contacted you about wanting to study the effects of a new drug. It needs a research study using a control group to determine how the drug impacts people suffering from a certain disease. The most appropriate market research type for this scenario is _____ research. A. exploratory B. secondary C. conclusive D. statistical E. primary

You work for a marketing research firm and have clients from a number of different companies. Due to the different industries of the companies--as well as their differing needs--you must be highly skilled at different types of market research to determine which type of research best suits your client's needs. Starbucks is interested in how consumers perceive the differences between "light roast" and "dark roast." It surveys customers in its stores and records their observations. The most appropriate market research type for this scenario is _____ research. A. secondary B. exploratory C. conclusive D. statistical E. primary

You work for a marketing research firm and have clients from a number of different companies. Due to the different industries of the companies--as well as their differing needs--you must be highly skilled at different types of market research to determine which type of research best suits your client's needs. A multinational company uses an online website whose members consist of about 200 fans. These fans are encouraged to submit their ideas of the firm's products as well as how they feel about different components of the marketing mix. The most appropriate market research type for this scenario is _____ research. A. exploratory B. statistical C. primary D. conclusive E. secondary

You work for a marketing research firm and have clients from a number of different companies. Due to the different industries of the companies--as well as their differing needs--you must be highly skilled at different types of market research to determine which type of research best suits your client's needs. Redbox wants to test whether consumers will be willing to pay a higher rental price. It decides to raise the price in certain markets to $1.25 to see how consumers react. The most appropriate market research type for this scenario is _____ research. A. statistical B. exploratory C. secondary D. conclusive E. primary

You work for a marketing research firm and have clients from a number of different companies. Due to the different industries of the companies--as well as their differing needs--you must be highly skilled at different types of market research to determine which type of research best suits your client's needs. Lego conducted extensive research using surveys and observations to determine the looks and color girls between the ages of 5 and 12 desire in Lego characters. They then used this information for creating its new product line. The most appropriate market research type for this scenario is _____ research. A. primary B. statistical C. secondary D. conclusive E. exploratory

You work for a marketing research firm and have clients from a number of different companies. Due to the different industries of the companies--as well as their differing needs--you must be highly skilled at different types of market research to determine which type of research best suits your client's needs. Ford has brought together a focus group of consumers to determine what they think of sustainability and how the auto industry could meet those needs. The most appropriate market research type for this scenario is _____ research. A. statistical B. conclusive C. exploratory D. primary E. secondary

You work for a marketing research firm and have clients from a number of different companies. Due to the different industries of the companies--as well as their differing needs--you must be highly skilled at different types of market research to determine which type of research best suits your client's needs. Kraft theorizes that children have a strong impact on household purchasing patterns. At select stores it places food items targeted toward children lower on the shelves to make them more accessible to children. It then records whether sales of these particular products have increased at these stores. The most appropriate market research type for this scenario is _____ research. A. statistical B. secondary C. exploratory D. primary E. conclusive

You work for a marketing research firm and have clients from a number of different companies. Due to the different industries of the companies--as well as their differing needs--you must be highly skilled at different types of market research to determine which type of research best suits your client's needs. A new Mexican restaurant wants to understand about how consumers in the state purchase and consume chiles. It partners with a team from a local college to distribute surveys with questions that will try to determine consumer behavior regarding chile products in general. The most appropriate market research type for this scenario is _____ research. A. secondary B. exploratory C. conclusive D. statistical E. primary

While exploratory research consists of collecting general information through methods such as focus groups and customer advisory boards, conclusive research consists of two sub-types of research: descriptive research and experimental research. Descriptive research is used to clarify the characteristics of a specific phenomenon to solve a particular problem. Experimental research is used to allow marketers to make causal inferences about relationships. Which of the following is an example of experimental research? A. Every summer a zoo holds concerts on Thursday and Friday nights. It wants to generate feedback from concert-goers to identify any trends or patterns. B. Because students seem to prefer restaurants over the less expensive college cafeteria, the cafeteria believes its menu is too minimal. It gets permission to conduct a survey to clarify the exact problem. C. Proctor & Gamble is testing a less expensive, more basic version of Tide in select markets to determine whether it should be released on a wider scale. D. Nike wants to find out the average age of women who purchase its Nike Air Pegasus+ 30 running shoe. E. Samsung gets together a small group of customers and asks them to discuss different pricing options for their newest mobile product.

While exploratory research consists of collecting general information through methods such as focus groups and customer advisory boards, conclusive research consists of two sub-types of research: descriptive research and experimental research. Descriptive research is used to clarify the characteristics of a specific phenomenon to solve a particular problem. Experimental research is used to allow marketers to make causal inferences about relationships. Which of the following is an example of descriptive research? A. Every summer a zoo holds concerts on Thursday and Friday nights. It wants to generate feedback from concert-goers to identify any trends or patterns. B. Proctor & Gamble is testing a less expensive, more basic version of Tide in select markets to determine whether it should be released on a wider scale. C. Samsung gets together a small group of customers and asks them to discuss different pricing options for their newest mobile product. D. The Food and Drug Administration wants to determine whether a certain sugar substitute might increase a person's risk for cancer. E. Because students seem to prefer restaurants over the less expensive college cafeteria, the cafeteria believes its menu is too minimal. It gets permission to conduct a survey to clarify the exact problem.

Gracenote Addressable TV product is a form of real-time marketing research that gathers, categorizes, and interprets data specific to TV viewers. Once all this information is determined, an advertisement targeted to the viewer will show up on the screen during commercial breaks. For example, an advertisement for a hybrid vehicle will be shown on the television of a viewer in a higher income bracket who has a family, while an advertisement for a truck will be shown to a male viewer who is single. This technology will on work on smart TVs, however. Gracenote's proprietary recognition technology works to create a data set in content profiling, which determines the kind of programming, music, and other content a viewer prefers, while at the same time another data set from third party ad decision making engines is being gathered. These two data sets then combine to make a decision about which advertisement is most appropriate to show. What is the marketing advantage that Gracenote's technology provides to advertisers? A. It allows marketers to advertise at low prices. B. it collects data on customer purchasing patterns. C. It videotapes what a consumer is doing while watching television. D. It totally eliminates data interpretation. E. It aids in the customization of television advertising.

Gracenote Addressable TV product is a form of real-time marketing research that gathers, categorizes, and interprets data specific to TV viewers. Once all this information is determined, an advertisement targeted to the viewer will show up on the screen during commercial breaks. For example, an advertisement for a hybrid vehicle will be shown on the television of a viewer in a higher income bracket who has a family, while an advertisement for a truck will be shown to a male viewer who is single. This technology will on work on smart TVs, however. Gracenote's proprietary recognition technology works to create a data set in content profiling, which determines the kind of programming, music, and other content a viewer prefers, while at the same time another data set from third party ad decision making engines is being gathered. These two data sets then combine to make a decision about which advertisement is most appropriate to show. What is one of the limitations of Gracenote's technology? A. It is too expensive for most advertisers. B. It only works for smart televisions. C. It is a poorly designed data collection device. D. It records television programming but not music. E. The marketers involved are inexperienced.

You are an inventor and innovator. You have successfully launched several products in various regions that meet customers' specific needs. In light of increasingly changing weather patterns, you want to develop ski gear for states in the southern region of the United States. Yet this is a double-edge sword. On the one hand, there is limited ski gear in the retail locations of this region, making your entry into the market easier. On the other hand, demand for these types of products is low since there are limited ski areas in Tennessee, North Carolina, and Arkansas. However, as more consumers travel to the West to ski, you see an opportunity to market ski gear. You think there is a way to develop products that can serve two purposes. The primary function relates to the needs of consumers, while the secondary function can serve to aid customers when they plan a ski trip. You have conceptualized two products. The first is ski undergarments, while the other product is a ski jacket. Before you begin designing and prototyping, you need to conduct market research to discover trends that fit both the product function and customer needs. Choose whether this statement is true or false: A reliable research technique must also have validity. A. True B. False

Marketers use four basic survey methods when doing marketing research. Depending on the situation and the information objectives, one method may be better than the others. The marketer will choose the method that is most effective given the characteristics of the research initiative, and the advantages and disadvantages of the survey method. - Interviewers' personal characteristics or inability to maintain objectivity may result in bias when conducting _____ surveys. - _____ surveys are the least expensive method if there is an adequate response rate. - _____ surveys are flexible because interviewers can ask probing questions, but observations are impossible. - _____ surveys are less flexible. Short, dichotomous, or multiple choice questions work best. - Interviewer bias is eliminated and questionnaires can be returned anonymously for _____ surveys. - _____ surveys are the most expensive survey method, yet they provide the greatest flexibility. WORD BANK: mail, telephone, online, personal interview

You are the head of marketing research at a technology company in Redmond, Washington. You have instructed your staff to follow a standardized process when conducting marketing research for the firm. More specifically, you want them to follow the traditional five-step process for conducting marketing research. - _____ requires formulating a hypothesis and determining what type of research is most appropriate for testing the hypothesis to ensure the results are reliable and valid. - Step four of the marketing research process, _____ is easier if marketers carefully plan their data analysis methods early in the research process. - The first step in launching a research study is _____, which focuses on uncovering the nature and boundaries of a situation or question related to marketing strategy or implementation. - Before _____, the marketer must take a clear, objective look at the findings to see how well the gathered facts answer the research question or support or negate the initial hypotheses. - The third step in the marketing research process is _____ to help prove (or disprove) the research hypothesis. WORD BANK: collecting data, reporting research findings, locating and defining issues or problems, interpreting research findings, designing the research project

- A(n) _____ is customized computer software that aids marketing managers in decision making by helping them anticipate the effects of certain decisions. - Massive data files obtained from both structured and unstructured databases are called _____. - A(n) _____ is a collection of information arranged for easy access and retrieval. - A(n) _____ is a framework for the day-to-day management and structuring of information gathered regularly from sources both inside and outside the organization. - _____ is the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities. WORD BANK: database, marketing information system, marketing research, bulk data, marketing decision support system, business intelligence, big data, artificial intelligence, systems design, data file

Generally speaking, marketing research is designed to provide the marketer with good and reliable information to base marketing decisions on. However, the type of marketing research that is done can take many different forms depending on the nature of the research activity and its end objective. - Use _____ when data needs are vague. - Data analysis is informal and typically qualitative in _____. - Inferences and recommendations are more final than tentative during _____. - When using _____ data sources are usually well defined. - Data collection techniques tend to be flexible with no set procedural structure during _____. - The purpose of _____ is to generate insights about a situation. WORD BANK: exploratory research, conclusive research

- International marketing researchers often begin by studying _____ trade reports from the U.S. Department of Commerce. - Data gathering methods may have to be modified to allow for _____ differences. - Elements, units, or individuals of interest to researchers for a specific study are referred to as the _____. - A(n) _____ is a limited number of units chosen to represent the characteristics of a total population. - Experts recommend a(n) _____ approach to international marketing research. WORD BANK: customer, regional, subset, population, group, target market, country, sample, strategy, two-pronged

- International marketing information can be used to monitor _____ in different countries and product markets to determine how effective they are. - International marketing information makes it possible to transfer _____ from one area of the world to another to leverage lessons learned. - International marketing information facilitates the pinpointing of emerging _____ for future growth and profitability. - The marketer can use international marketing information to monitor changing _____ trends in one area of the world and assess their impact on the company's overall marketing environment. - The marketer can use international marketing information to assess how to _____ resources and effort across different countries to achieve the most efficient utilization. WORD BANK: marketing strategies, pollution, sports, allocate, ethics, environmental, opportunities, political events, weather, experience

- _____ sampling is a form of probability sampling in which all units in a population have an equal chance of appearing in the sample, and the various events that can occur have an equal or known chance of taking place. - A nonprobability sampling technique in which researchers divide the population into groups and then arbitrarily choose participants from each group is known as _____ sampling. - _____ sampling is a type of probability sampling in which the population is divided into groups with a common attribute and a random sample is chosen within each group. WORD BANK: quota, population, sample, random, stratified

You are the Vice President of Sales and Marketing for a major consumer products company, and you just received the quarterly global sales report for the second quarter. The first thing you notice in the report is the dramatic decline in sales in the Latin American territory. This drop in sales has come as a total surprise to you and your management team. None of your team members have any concrete insights into why the sales performance was so dismal. Which one of the following types of research should your team conduct in order to fully understand what is happening in the Latin American territory and what corrective action is needed to get things back on track? A. Database research B. Exploratory research C. Conclusive research D. Experimental research E. Descriptive research

It can be said that all marketing and marketing strategies begin with marketing research. There is a strong, positive correlation between the quality of a firm's marketing research and the success of the firm's marketing strategies. Poor marketing research leads to poorly executed and poorly performing marketing strategies. On the other hand, quality marketing research facilitates a firm's ability to select the best marketing strategy using the best market tools for a given situation. Marketers understand that marketing research is important because: A. it will ensure that the firm is able to meet the profit expectations of Wall Street. B. it helps a company to evaluate its sales force's performance. C. it is a viable substitute for a detailed analysis of the opportunities, strengths, weaknesses, and threats of an organization. D. it helps the firm select the appropriate marketing mix. E. it will guarantee the success of the firm's marketing strategies.

Salesforce.com is a leader in the market for customer relationship management (CRM) systems. CRM systems are database systems that allow marketers and sales personnel to develop specific strategies for interacting with each customer in the most effective way for that particular customer. Which of the following statements is true about CRM systems? A. CRM systems are somewhat limited in that the marketer cannot tailor different messages to each customer based on their specific preferences. B. CRM systems enable the marketer to track competitors' sales performance in order to monitor market share performance of the firm's products. C. CRM systems do not allow the marketer to build a database of current and potential customers. D. CRM systems will enable a company to prepare its financial statements for presentation to outside investors. E. CRM systems are typically integrated with the other marketing information systems in the company.

Collecting primary data is a lengthier, more expensive, and more complex process than collecting secondary data. To gather primary data, researchers use sampling procedures, survey methods, and observation. All the elements, units, or individuals of interest to researchers for a specific study are known as: A. a sample. B. probability sampling. C. a population. D. sampling. E. nonprobability sampling.

Collecting primary data is a lengthier, more expensive, and more complex process than collecting secondary data. To gather primary data, researchers use sampling procedures, survey methods, and observation. A limited number of units chosen to represent the characteristics of a total population is known as: A. nonprobability sampling. B. a sample. C. a population. D. sampling. E. probability sampling.

Marketing research activities yield different types of data for the marketer. The techniques used to get the data, and the source of the data are the most significant factors that dictate what type of data is obtained in the research initiative. Focus groups and interviews are both sources of primary data and qualitative in nature. A. True B. False

Marketing research activities yield different types of data for the marketer. The techniques used to get the feta, and the source of the data are the most significant factors that dictate what type of data is obtained in the research initiative. Census data, syndicated data, journals, and magazines are both sources of primary data and quantitative in nature. A. True B. False

Marketing research activities yield different types of data for the marketer. The techniques used to get the feta, and the source of the data are the most significant factors that dictate what type of data is obtained in the research initiative. Surveys, observations, experiments, and tests are both sources of secondary data and qualitative in nature. A. True B. False

_____ is the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities. A. Market planning B. Marketing research C. Sales forecasting D. Greenwashing E. Marketing mix

Which of the following is true of exploratory research? A. The form of collected data in exploratory research is highly structured. B. Exploratory research is used to generate insights about a situation and identify data needs. C. During exploratory research, data is collected according to a well-laid-out procedure. D. Data sources for exploratory research are generally better defined than those for conclusive research. E. Exploratory research is used to verify insights and aid in selecting a course of action.

Which of the following is true of conclusive research? A. Conclusive research is used to generate insights, and the inferences are more tentative than final. B. Data is collected according to a well-laid-out procedure in conclusive research. C. The sample size for conclusive research is relatively small. D. Data collected in conclusive research is open-ended and rough. E. Data analysis for conclusive research is informal and nonquantitative.

Which of the following statements is true of descriptive research conducted by marketers? A. It is based on the assumption that the issue or problem is clearly defined and generally demands prior knowledge. B. It is conducted to gather data from large and geographically diverse groups in a less intensive manner. C. Descriptive research is qualitative and cannot be analyzed using statistical analysis and other predictive tools. D. It requires the manipulation of an independent variable in order to observe the resultant changes in a dependent variable. E. It provides much stronger evidence of cause and effect than data collected through experimental research does.

The marketing research process begins with: A. the segmentation of a market. B. designing a research project. C. the collection of data. D. benchmarking competitors. E. locating and defining a problem.

A _____ refers to an overall plan for obtaining the information needed to address a research problem or issue. A. statistical interpretation B. research design C. quota sample D. marketing strategy E. research variable

A _____ is an informed guess or assumption about a certain problem or set of circumstances. A. technique B. sample C. conclusion D. research design E. hypothesis

Which of the following takes place during the research design process? A. Collection of data B. Definition of the scope of market research C. Formulation of a hypothesis D. Interpretation of data E. Preparation of a research report

A research technique has _____ if it produces almost identical results in repeated trials. A. uniformity B. uncertainty C. validity D. disparity E. reliability

To have _____, a research method must measure what it is supposed to measure, not something else. A. uniformity B. validity C. disparity D. reliability E. uncertainty

Which of the following statements is true of primary data collected during market research? A. Primary data is observed and recorded or collected directly from respondents. B. Primary data is easier to collect than secondary data. C. Primary data is usually obtained from the sales and accounting records of an organization. D. Primary data is usually the data initially compiled for some purpose other than the current investigation. E. Primary data can be obtained from online databases and other sources such as publications from trade associations.

Which of the following is a source of primary data for an organization? A. Personal interview surveys B. Online databases C. Trade publications D. Sales records of the company E. Research reports from other institutions

Joe, a marketer, needs to conduct a telephone survey for a study on customer preferences. For a sample, Joe has picked a few numbers from the customer database without looking at any detail related to the customers. Which of the following types of sampling is most likely to be used in the scenario? A. Quota B. Nonprobability C. Core D. Stratified E. Random

Which of the following is true of quota sampling? A. The sampling error in quota samples can be measured statistically. B. Quota samples are a type of probability sample. C. Quota samples are generally not used when hypotheses are being developed. D. Not everyone has an equal chance of being selected in a quota sample. E. There are no controls over the selection of participants.

Which of the following statements is true of a telephone survey as a research technique? A. It is the most suitable method when the sample size is large and funds for the survey are limited. B. It has a higher response rate as compared to surveys that are mailed out to respondents. C. It allows interviewers to observe the responses of consumers. D. It allows respondents to view product prototypes and commercials so that the interviews can gauge their reactions. E. It requires that the questions be short and quantitative rather than qualitative in nature.

Which of the following survey methods offers maximum flexibility and allows marketers to observe the responses of customers? A. Telephone survey B. Social media survey C. Personal interview survey D. Online survey E. Mail survey

Which of the following is an advantage of using mail surveys for data collection? A. They make in-depth probes possible. B. They help eliminate interviewer bias. C. They are very flexible. D. They are less expensive than all other methods of data collection. E. They ensure a high response rate.

Which of the following is an advantage of using personal interviews for data collection? A. They eliminate biases. B. They are less time consuming. C. They make in-depth probes possible. D. They ensure anonymity. E. They are the least expensive.

Which of the following is an advantage of using online surveys for data collection? A. They are flexible and provide scope for in-depth probes. B. They ensure complete anonymity of respondents. C. They provide scope for observation. D. They are the least expensive method of collecting data if there is an adequate response rate. E. They help ensure that an appropriately representative sample is chosen for the research.

Nutrimax Cookies has a website where customers can vote for their favorite flavor of cookies and also suggest new flavors and ingredients. Through the responses on the website, the company gets to know which of its cookies are the most popular and also gets ideas for introducing new cookies. Nutrimax Cookies also sends out the prizes to customers who suggest new ideas. Which of the following concepts is illustrated in the scenario? A. Random sampling B. Quota sampling C. Greenwashing D. Personal interview survey E. Crowdsourcing

A _____ is a framework for managing and structuring information gathered regularly from sources inside and outside the organization. A. Enterprise inventory planner B. Marketing resource allocator C. Enterprise resource planner D. Information inventory system E. Marketing information system

A _____ is a collection of information arranged for easy access and retrieval. A. focus group B. hypothesis C. database D. sample E. quota sample

A marketing decision support system (MDSS) aids marketers in decision making by: A. identifying decision needs that require certain information. B. anticipating the effects of certain decisions. C. pointing out errors in data. D. structuring information gathered from sources. E. identifying different types of customers

International marketing research usually involves two phases. Which of the following is most likely to be an activity conducted by marketers during the second phase of international marketing research? A. Gathering primary data through customer research to refine the firm's understanding of the customer needs and preferences in a target market B. Analyzing the secondary data collected through marketing research to understand the economic, legal, cultural, and demographic issues in a market segment C. Assessing the risk of doing business in a market and forecasting demand by studying country-specific information available from local sources D. Listing of issues that must be taken into account in gathering secondary research data in a particular market segment D. Conducting a detailed search to collect secondary data to gain a greater understanding of a particular marketing environment

Marketers often begin the data-collection phase of the marketing research process by: A. identifying the type of research. B. observing customers. C. gathering secondary data. D. creating research design. E. formulating a hypothesis.