marketing test one Chapter Five - Flashcards

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Marketing research is best defined as

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the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of market opportunities.

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Marketing research is a process designed to gather information

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not currently available to decision makers

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The use of marketing research is

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widespread throughout business and nonprofit organizations.

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The real value of marketing research to the organization can best be measured by

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improvements in the ability to make decisions.

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Wade is puzzled by the recent decrease in sales at one of the Auto Zone locations for which he is the regional manager. He knows the best way to approach this problem and obtain accurate information is to use

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the marketing research process.

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All of the following are steps in the marketing research process except

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understanding your customer.

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The first step in the marketing research process is

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defining the problem or research issue.

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Problem location and definition is the first step toward finding a solution to a marketing problem or launching a research study. The first sign of a problem

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is typically a departure from some normal function, such as a failure to attain objectives.

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To maintain the control needed to obtain accurate information, marketers approach marketing research as a process. Which of the following steps of that process focuses on uncovering the nature and boundaries of the marketing situation to be studied?

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Locating and defining problems

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Decreasing sales, increasing expenses, or decreasing profits

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are examples of symptoms that point to larger problems.

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An overall plan for obtaining the information needed to address a research problem or issue is called the

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research design.

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Jack Bateson knows his business has a problem because of an increasing number of consumer complaints received recently. He has decided how to make this problem a precise, researchable statement and should next move on to

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designing the research project

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An informed guess or assumption about a certain problem or set of circumstances is known as

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a hypothesis.

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Research design means developing a plan for obtaining the necessary market information. When a researcher forms an informed guess or assumption about a certain problem, he or she is

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forming a hypothesis.

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If Staples believes that most of its sales are to businesses rather than consumers and that women are more likely to be making purchasing decisions, this would be a(n) ______ that Staples could test through marketing research.

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hypothesis

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_____ that are either accepted or rejected become the primary conclusions of a marketing research study.

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hypothesis

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When more information is needed about a problem and a tentative hypothesis needs to be made more specific, marketers usually conduct _________ research.

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exploratory

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Avon believes that sales of one of its lipstick lines have fallen due to the introduction of a new lipstick line, but it wants to make this tentative hypothesis more specific before proceeding. Avon should conduct

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exploratory research.

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Research designed to verify insights through an objective procedure to help marketers to choose between several alternatives is called

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conclusive

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Research that is conducted to clarify the characteristics of certain phenomena to solve a particular problem is called ______ research.

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descriptive

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The Gap wants to target an older crowd in order to increase its market share so it surveys men and women from ages 40 to 60 about how often and for what type of activities they wear casual clothing. This is an example of

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descriptive research

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Research that allows marketers to make causal inferences about relationships is called

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experimental research

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Suppose that marketers at Lever Bros. are trying to determine whether the use of free samples of Snuggle fabric softener was the reason for a sales increase in a particular store. The type of research conducted to answer this question is

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experimental

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If Little Caesars wants to determine the impact of different coupon offers on pizza unit sales, it needs to conduct

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experimental research

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When marketing researchers try to manipulate an independent variable and measure the resulting changes in a dependent variable, they are engaging in

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experimentation

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Designing research procedures that produce reliable marketing data means that

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others using the same procedure will get almost identical data.

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Marketing researchers at Essex Co. repeated a particular experiment several times and discovered that the results produced each time were nearly identical. This phenomenon would indicate that the results were

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reliable

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A valid study

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measures what it is supposed to

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A firm has conducted market research and found that customer satisfaction with its product is quite high. Nonetheless, repurchase behavior is very low. The research design evidently has a problem with

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validity

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A study that is valid and reliable

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measures what it is supposed to measure and produces almost identical results every time.

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Palmetto Regional Hospital has designed an upcoming research project for determining the best methods for improving patient care. The next step the organization must take in the marketing research process is

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collecting data

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Primary data are best described as the

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data that are observed, recorded, or collected directly from subjects.

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Data that are observed or collected directly from respondents are called

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primary data

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If Bloomingdale's wants to learn about consumers' attitudes toward on-line purchases and conducts a study to acquire this information, this study would collect ____________ data.

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primary

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Marketers often begin the data collection phase of a research project by gathering secondary data. This type of information may come from both ___________ and ___________ sources.

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internal;external

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Secondary data cannot be obtained from

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surveys

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One overlooked internal source of secondary marketing information discussed in the text is

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accounting recrods

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AOL Time Warner uses its sales reports broken down by geographic regions as part of its marketing research to determine which markets are most rapidly adopting high-speed Internet connections. In this example, AOL Time Warner is using

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internal secondary data

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If Georgia-Pacific seeks information about trends in housing starts around the country and uses U.S. Department of Commerce reports to get this information, it is using ___________ data.

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secondary

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When working as a summer intern for a local retail store, Jan Halverson was sent to the library to look up data on population forecasts for the city of San Antonio. The population information she found would be considered

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secondary data

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Information from the U.S. Census Bureau is commonly used as ____ by a variety of agencies and organizations.

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external secondary data

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Subscription services from firms such as ACNielsen provide marketing researchers with a good source of ___________ data.

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external secondary

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If Carrie wants to do some market research about the footwear industry that her company is a part of, but she has limited money and time, she would most likely collect

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secondary data

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All the elements, individuals, or units of interest to researchers for a specific study are called the

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population

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If the University Bookstore wanted to understand the textbook and school supplies needs on the campus of the University of Michigan, the population of study would be

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all students, faculty, supporters, and staff of the University of Michigan.

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Patricia Robertson is running for Congress from the Sixth District in her state. She is interested in knowing the intended choices of the voters. All the registered voters in her district would constitute the study's

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population

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If you were to choose a sample with which to study the market for preschool toys in Illinois, the population would logically be defined as all

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families in Illinois that have or are expecting preschool children.

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In marketing research, a sample is best described as

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a limited number of units chosen to represent the characteristics of a total population.

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When marketing researchers consider sampling techniques, they are preparing to collect ___________ data.

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primary

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The objective of sampling in marketing research is to

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select representative units from a total population

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The two basic types of sampling that marketing researchers use are

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probability and nonprobability.

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In what type of sampling does every element have a known chance of being selected for study?

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probability

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Which sampling design gives every member of the population an equal chance of appearing in the sample?

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radnom

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In which of the following sampling designs do all members of a population have an equal chance of being selected?

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random

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Marriott wants to collect data about employee satisfaction within its organization. It decides to survey a sample of 50 employees by having a computer program automatically pick which employees will be in the sample. If every employee has an equal chance of being selected, Marriott is using

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random sampling

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When a population is divided into distinct groups based on some particular characteristic and a probability sample is taken from each group, this exemplifies _________ sampling.

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stratified

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Assume that Verizon Wireless is interested in studying the pricing expectations of its customers. If the study calls for selecting at random 100 people from each of three age groupings, ___________ sampling is being used.

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stratified

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Baskin Robbins is conducting research on possible new ice cream flavors and products. It is selecting at random 100 males and 100 females in order to collect data. This is an example of ______ sampling.

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stratified

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If Weight Watchers is interested in collecting information about Americans' perceptions of dieting programs, and the company believes that significant regional differences may exist, the best type of sampling would be

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stratified.

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In ___________ sampling, there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.

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nonprobability

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In which type of sampling design is the final choice of respondents left up to the interviewer?

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Quota

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When researchers divide the population of interest in a study into groups and then arbitrarily choose participants from each group, they are using

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quota sampling

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Quota sampling is most commonly used in

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exploratory studies

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Nelson Marketing Research is concerned about using surveys to conduct a marketing research project because

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response rates are declining

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What is the primary factor contributing to the increasing difficulty associated with gathering primary data through surveys?

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Fewer people are willing to participate in surveys.

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Which of the following is the least flexible survey method?

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mail surveys

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Peter Demos, director of marketing at Holcomb, Inc., calls in Andrea Carter, the firm's marketing research director. Peter wants a study done to assess the company's image relative to a new competitor, Levitt Labs. He has a flexible time schedule, has very little money to devote to the research, and feels that a relatively low response rate will not be a major problem. Andrea will probably recommend using a ___________ survey.

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mail

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Maggie has limited funds for collecting data about a new pricing strategy, but she needs data from a wide geographic area. Under these circumstances, Maggie should use

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mail surveys

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The major disadvantage of a mail survey versus a telephone or personal survey is

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the failure of respondents to return the questionnaire

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An offshoot of mail surveys, ______ have shortcomings because the people who participate in them generally have higher incomes and education levels than the general population.

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purchase diaries

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Compared to a mail survey, telephone surveys have

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higher response rates

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The manager of MegaMarket is interested in asking consumers what they think about the store's new layout and expanded produce selection. If the manager would like to obtain a high response rate and have the study conducted as quickly as possible, which data collection method would you recommend?

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telephone surveys

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Although telephone surveys can be conducted very quickly, a major limitation is

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that only a small portion of the population likes to participate in telephone surveys.

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The National Do-Not-Call list affects the ability of marketing researchers to use

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telephone surveys

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Which of the following survey methods has the potential to offer quick response at a lower cost than traditional mail and telephone surveys?

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online surveys

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Which of the following basic survey methods is the least expensive method if there is an adequate response rate?

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online surveys

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Spam and privacy are both issues of concern related to

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e-mail surveys

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Marketing researchers typically favor ___________ because they are extremely flexible.

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personal interviews

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Participants in _______ frequently get to see pictures, products, advertising samples, and diagrams.

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personal interviews surveys

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If a marketing researcher is interested in observing group interaction during an informal, unstructured, and open-ended data collection process, he or she should use

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a focus-group interviews

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A research method in which a number of people are exposed to an idea or concept and the interaction of the people is observed is called a(n)

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focus-group interview

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Emily Dawson and seven other people were paid to get together and discuss a new product idea proposed by Johnson & Johnson. Researchers observed the interaction of the group. This method is called a

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focus-group interview

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Kelsey thinks she will be able to get the highest quality of responses concerning the product features most sought by consumers through personal interviews. She decides to conduct her interviews at _____ because this is the most common location for personal interviews.

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a shopping mall

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A survey question that requires a yes or no answer is called a

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dichotomous question.

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An item on the University Book Store's survey asks respondents to tell the store, in their own words, what they like least about textbook shopping. This item would be an example of a(n) ___________ question

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open-ended

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When Pepsi Max implemented a telephone survey to determine the effectiveness of a recent advertising campaign. One of the questions the interviewer asked was, "Have you ever heard of a cola with twice the caffeine of regular colas?" This is an example of which of the following kinds of questions?

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Dichotomous

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An online survey conducted before students could register for their fall semester classes asked, "Do you think online professor evaluation forms would be better than paper and pencil forms administered during class?" This is an example of a(n) ______ question.

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dichotomous

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For demographic purposes, a mail survey sent out by the American Cancer Society asks each respondent to identify their race by choosing among a list of possibilities. This common type of question is called a(n) _____ question.

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multiple-choice

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When a market researcher is using ethnographic techniques, he or she is engaging in

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observation

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Cameras, counting machines, and scanners are used most often in

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observation

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Having recording biases and collecting only descriptive information are two of the primary drawbacks to

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observation

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If Procter & Gamble, the maker of Dawn dishwashing liquid, wants to know what percentage of customers examine product labels before making a product selection in the grocery store, it can best gain this information through

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observation

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Nathan, a marketing manager for Casual Express, a retail clothing store chain, wants to use observation methods to gather information about shopping behavior. Which of the following should Nathan know about observation methods of data collection?

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Observation can tell Nirendra what is being done, but not why

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Which step in the marketing research process follows collecting data?

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Interpreting research findings

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Carlos was given the task of conducting a research project for his firm and proceeds with the following steps: he asks questions to determine the research topic, conducts a telephone survey, writes a report describing the survey results, and gives that report to his boss. Which step of the marketing research process has Carlos omitted?

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Interpreting research

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In the process of conducting marketing research, marketers should allow for

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continual evaluation of the data during the entire collection period.

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Which step in the marketing research process involves the use of data analysis and statistical techniques to help draw conclusions?

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Interpreting research findings

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According to the text, ___________ interpretation focuses on what is typical or what deviates from the average.

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statistical

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Darren uses Microsoft Excel to determine how much the responses to his survey about household decision making for toilet paper vary. Darren is in the ______ step of the marketing research process.

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interpreting research findings

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Suppose that a retail store conducts a mail survey of its customers and finds that 50 percent of the customers believe store personnel are "courteous." Which benchmark or comparison would be most useful for interpreting this result?

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How the 50 percent figure compares with that for competitors

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The final step in the marketing research process is

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reporting the research findings

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Corporate executives often prefer marketing research findings to be put into a report

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that is clear, short, and simply expressed.

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In reporting marketing research findings, the researcher should

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provide explanations in language that those who use the report to make decisions can understand.

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There is some concern that marketing research has been used incorrectly by some firms. The major problem comes from ___________ because the researcher wants to obtain favorable results

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bias and distortion

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A framework for gathering and managing information from sources both inside and outside an organization is referred to as

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a marketing information system

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Which one of the following best characterizes a marketing information system (MIS)?

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An MIS provides a continuous flow of information about such things as distribution costs, prices, sales, and advertising expenses.

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The main focus of a marketing information system is on

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data storage and retrieval.

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American Flooring sells all types of floor coverings to contractors and other businesses. It keeps a collection of information about all of its clients that can be easily accessed on the company's computer system. This collection of information is called a

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database

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Bart's Appliance Center owner Ron Bart feels that his organization has access to a great deal of information generated both inside and outside the firm, but much of this information is presently going to waste. Apparently, Bart needs to develop a

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marketing information system

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A(n) ___________ is a collection of information arranged for easy access and retrieval.

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database

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Information provided by a single firm on household demographics, consumer purchases, television viewing behavior, and responses to promotions is called ___________ data.

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single-source

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Behavior Scan, a research company, provides information on household demographics, television viewing habits, and purchases tracked with Hotline cards. This is

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single-source data

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Computer software that aids marketing managers in decision making by helping them anticipate the effect of certain decisions is known as a

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marketing decision support system

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Marketing information systems and marketing research have changed rapidly because customers and companies around the world have been linked by

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the internet

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The following are all guidelines for questionnaire construction that support ethical marketing research except to

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keep the name of the research company confidential.

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Which of the following statements about conducting marketing research internationally is false?

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Specific differences among countries have no affect on data gathering or the marketing research process.

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Because of the development of optical scanners and cable television, marketing researchers can now test the effectiveness of advertising more precisely. Volunteers in a minimum of six cities are offered food discounts in return for allowing marketing research firms to monitor grocery purchases and send trial commercials to their homes through cable television. The research subjects shop only at stores equipped with UPC scanners, and their purchases are identified by a special card. Respondents are also told that some of the commercials they see on cable television may differ from those seen by their neighbors. Buying patterns are then compared. For example, Kashi cereals tested a Crunchy Wheat promotion using this system. Half of the 5,000 participating homes in one city saw a commercial announcing the promotion; the other half saw a commercial that did not mention the promotion. Kashi used scanner data to evaluate the promotion's success and offered the commercials nationwide. Kashi's testing of the Crunchy Wheat promotion is an example of

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a descriptive study.

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Because of the development of optical scanners and cable television, marketing researchers can now test the effectiveness of advertising more precisely. Volunteers in a minimum of six cities are offered food discounts in return for allowing marketing research firms to monitor grocery purchases and send trial commercials to their homes through cable television. The research subjects shop only at stores equipped with UPC scanners, and their purchases are identified by a special card. Respondents are also told that some of the commercials they see on cable television may differ from those seen by their neighbors. Buying patterns are then compared. For example, Kashi cereals tested a Crunchy Wheat promotion using this system. Half of the 5,000 participating homes in one city saw a commercial announcing the promotion; the other half saw a commercial that did not mention the promotion. Kashi used scanner data to evaluate the promotion's success and offered the commercials nationwide. Suppose that when selecting the 5,000 homes to participate in scanner studies in one city, the research firm first divided the city's population into upper-, middle-, and lower-class families, then took a probability sample within each group. This would be a(n) _________ sample.

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stratified

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Because of the development of optical scanners and cable television, marketing researchers can now test the effectiveness of advertising more precisely. Volunteers in a minimum of six cities are offered food discounts in return for allowing marketing research firms to monitor grocery purchases and send trial commercials to their homes through cable television. The research subjects shop only at stores equipped with UPC scanners, and their purchases are identified by a special card. Respondents are also told that some of the commercials they see on cable television may differ from those seen by their neighbors. Buying patterns are then compared. For example, Kashi cereals tested a Crunchy Wheat promotion using this system. Half of the 5,000 participating homes in one city saw a commercial announcing the promotion; the other half saw a commercial that did not mention the promotion. Kashi used scanner data to evaluate the promotion's success and offered the commercials nationwide. The 5,000 households that allowed their group purchases to be scanned are a

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sample

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Because of the development of optical scanners and cable television, marketing researchers can now test the effectiveness of advertising more precisely. Volunteers in a minimum of six cities are offered food discounts in return for allowing marketing research firms to monitor grocery purchases and send trial commercials to their homes through cable television. The research subjects shop only at stores equipped with UPC scanners, and their purchases are identified by a special card. Respondents are also told that some of the commercials they see on cable television may differ from those seen by their neighbors. Buying patterns are then compared. For example, Kashi cereals tested a Crunchy Wheat promotion using this system. Half of the 5,000 participating homes in one city saw a commercial announcing the promotion; the other half saw a commercial that did not mention the promotion. Kashi used scanner data to evaluate the promotion's success and offered the commercials nationwide. When the researchers compared the average sales of Crunchy Wheat for the group that saw the promotion with the average sales for the group that did not see the promotion, in which stage of the marketing research process were they?

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Interpreting research findings

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Colin Jackson recently purchased Blue Waters Adventures, a kayak and canoeing rental business near the Chatsworth River in Arizona. Even though the winters in the area can be cold, kayaking and canoeing activities are generally popular year-round. After two months of operation, it became clear why the previous owners had sold the business: even though it seemed to be ideally located, sales were extremely disappointing. Colin decided to apply some of the things he had learned in his MBA marketing research class to his business. The first thing he did was to

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define the problem to be researched.

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Colin Jackson recently purchased Blue Waters Adventures, a kayak and canoeing rental business near the Chatsworth River in Arizona. Even though the winters in the area can be cold, kayaking and canoeing activities are generally popular year-round. After two months of operation, it became clear why the previous owners had sold the business: even though it seemed to be ideally located, sales were extremely disappointing. Colin developed a research design to aid his investigation. This design included a questionnaire that attempted to measure "outdoor activity preferences"; however, Colin's MBA professor said that the questionnaire measured not "outdoor activity preferences" but something else. The professor was questioning the research design's

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validity.

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Colin Jackson recently purchased Blue Waters Adventures, a kayak and canoeing rental business near the Chatsworth River in Arizona. Even though the winters in the area can be cold, kayaking and canoeing activities are generally popular year-round. After two months of operation, it became clear why the previous owners had sold the business: even though it seemed to be ideally located, sales were extremely disappointing. Colin went to the university library and collected everything he could find on the kayaking and canoeing sports industries. The type of data he collected are known as ___________ data.

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secondary

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Colin Jackson recently purchased Blue Waters Adventures, a kayak and canoeing rental business near the Chatsworth River in Arizona. Even though the winters in the area can be cold, kayaking and canoeing activities are generally popular year-round. After two months of operation, it became clear why the previous owners had sold the business: even though it seemed to be ideally located, sales were extremely disappointing. Besides administering the questionnaire, Colin observed people who went kayaking and canoeing on the Chatsworth River, making notes about their appearance and behavior. The type of data he collected are ___________ data.

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primary

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Colin Jackson recently purchased Blue Waters Adventures, a kayak and canoeing rental business near the Chatsworth River in Arizona. Even though the winters in the area can be cold, kayaking and canoeing activities are generally popular year-round. After two months of operation, it became clear why the previous owners had sold the business: even though it seemed to be ideally located, sales were extremely disappointing. Before administering the questionnaire, Colin discovered through talking to other sports rental businesses that, although retired males made up a small percentage of the area's population, they often rented kayaks and canoes. In light of this, Colin decided to include a minimum of 25 percent retired males in his sample. The final choice of respondents was left up to the interviewers. This sampling method is known as ___________ sampling.

answer

quota

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