Marketing Ch. 10 Quiz

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Quitman had no idea how consumers would respond to a survey about attitudes toward a program opening up space travel to private citizens. He could use __________ to allow respondents to answer in their own words.
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a survey with open-ended questions
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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?
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internal secondary data
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Zan wants to collect considerable information about the current opinions of his ten most important customers. Zan will probably use the __________ research method.
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in-depth interview
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__________ research is a type of quantitative research that manipulates variables to help determine cause and effect.
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experimental
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When the market research problem is not clearly defined, a researcher will likely engage in __________ research.
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qualitative
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Retail checkout scanning systems create a tremendous amount of purchasing information usually stored in a company’s
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data warehouse
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Supermarkets collect information about individual customers through their use of loyalty cards, and then analyze the data to look for patterns in purchases. This is an example of
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data mining
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When conducting a research study attempting to understand what features were most important to automobile consumers, Gary’s Research Company used a(n) questionnaire containing __________ questions, with a predetermined set of response options.
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structured
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From charitable giving to medical records to Internet tracking, consumers are more anxious than ever about
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preserving their right to privacy
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After defining objectives and research needs, the next step in the marketing research process involves
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research design
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A(n) __________ is a small group of people brought together for an intensive discussion of a topic.
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focus group
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After reviewing the existing data on seasonal spending by his company’s customers, Marvin decided he needed new information collected to address his research questions. Marvin will need __________ data to address the questions in his market research study.
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primary
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A restaurant chain is working on improving 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, in order to track its progress. What kind of data are the restaurant chain collecting?
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panel data
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Commercial research firms like ACNielsen and SymphonyIRI Group are sources of
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syndicated data
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When consumers are unable to articulate their experiences, __________ becomes particularly useful in understanding consumers’ preferences.
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observation
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Which of the following statements best describes secondary data?
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Secondary data are pieces of information that have been collected prior to the start of the focal research project.
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Social media monitoring, in-depth interviews, and focus groups are all __________ research methods.
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qualitative (exploratory)
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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.
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focus group interviews
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What is a disadvantage of online focus groups, compared to offline focus groups?
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they usually do not permit insights based on body language
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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
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patterns of consumers’ purchasing behavior
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Which of the following is NOT one of the guidelines for developing a market research questionnaire?
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sensitive questions should be asked first
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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.
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qualitative research
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When the detailed opinions of a few industry experts or experienced consumers are needed, __________ are often the best qualitative research method.
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in-depth interviews
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Marketing research includes all of the following EXCEPT
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creating data
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When a research team has gathered data for specific research needs, this is known as
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primary data

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