Test Answers on Marketing Chapter 10

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Data collection begins
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only after completing the research design process.
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Digital billboards embedded with ________ software can identify passersby and then display ads targeted to them, based on their age, gender, and attention level.
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facial recognition
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Just as marketers create value by meeting the needs and wants of consumers, market researchers create value if
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the results will be used in making management decisions
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If a cable television company had 100 million subscribers at the end of the year, and 2 million of its subscribers left its service, it would have a churn rate of
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2%
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What is churn rate?
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the number of participants who discontinue use of a service, divided by the average number of total participants.
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The manager of a company selling baby products asks you to conduct research into the question, “Is life expectancy getting longer in Kuwait?” The problem with this research objective is that
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it is irrelevant to the baby products company.
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When consumers are __________, observation becomes particularly useful in understanding consumers’ preferences.
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unable to articulate their experiences
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How might a book publisher use blogs in its marketing research efforts?
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as a source of reviews of its latest releases
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Paul subscribes to an Internet service that alerts him whenever other firms in his industry are quoted in the media. Paul is using this type of market research primarily to
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monitor his competitors
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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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Malcolm is the campaign manager for a congressional candidate. He wants to know how voters across his district feel about recent sexual harassment scandals involving politicians. Malcolm will most likely use __________ to gather this type of data.
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surveys
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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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A restaurant chain is working to improve 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, to track its progress. What kind of data is the restaurant chain collecting?
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panel data
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In the infamous Coke-New Coke taste test, 54 percent of consumers, using a blind taste test, preferred the New Coke formula to the existing formulation. This is an example of aNo __________ market research method.
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quantitative
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Mattel wanted to determine whether a new toy would appeal to preschoolers, so it put six 4-year-olds in a room with several toys and waited to see which ones they played with. What form of research is this?
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observation
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Bianca’s discount home furnishings store is in a strip mall. She wants to know what other businesses in the strip mall her customers visit when they come to her store. To collect information for this objective, Bianca will most likely use
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observation
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Which of the following is a systematic means of collecting information from people by using a questionnaire?
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survey
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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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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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__________ confirms insights and provides a basis for taking a course of action.
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Quantitative research
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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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What is data mining?
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the use of a variety of statistical analysis tools to uncover previously unknown patterns in the data or relationships among variables.
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Market research begins with
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defining objectives and research needs.
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Which of the following types of research would be considered quantitative research?
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Experimental research
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If a firm has demographic and purchasing information about its customers, the firm can use data mining techniques to
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build separate marketing programs for different demographic segments.
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Quantitative research offers a means to confirm ideas through
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surveys or experiments.
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A major advantage of primary data collection is that
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it can be tailored to meet the specific research needs.
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In what country have regulators demanded that Facebook stop collecting biometric data on its users?
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Germany
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Which of the following research methods would be best in helping a marketer understand how people feel about a product or service on an individual, detailed level?
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in-depth interviews
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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 questionnaire containing __________ questions, with a predetermined set of response options.
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structured
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SymphonyIRI Group, the National Purchase Diary Panel, and ACNielsen are examples of companies that provide
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syndicated data
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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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primary data
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Data that you gather yourself (not from secondary sources such as books and magazines).
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Through analysis of sales data, Price-Cutters retail store found that customers who bought peanut butter also tended to buy bananas. Price-Cutters was engaged in
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data mining
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Caroline needs to find information about income and age distribution in Orange County, California. The best source of secondary research of use to Caroline is likely to be
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U.S. census data
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After defining objectives and research needs, the next step in the marketing research process involves
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After defining objectives and research needs, the next step in the marketing research process involves
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Charles wants to survey recent customers about the quality of service they received at his small auto service dealership. He has customers’ mailing and e-mail addresses. Charles will likely use an online survey primarily because it offers
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fast responses at a lower cost
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A marketing research project often begins with a review of the relevant __________ data.
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secondary
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Which of the following is an example of an unstructured question?
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Why did you buy this product?
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Wanda and Jim are working on a research project to anticipate customer attitudes toward a proposed new product line for their company. They have worked with the marketing manager to determine the answers that are needed and have created a detailed design of the project. Their next logical step will be to
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begin to collect data
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In questionnaire design, a question such as, “Do you like Wendy’s hamburgers and fries?” suffers from the problem of a question
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that asks two questions at once.
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During the research design step of the marketing research process, researchers identify the type of data needed and
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the type of research necessary to collect the data.
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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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Randall wants to do an online survey of college professors about the factors that influence their textbook selection. He would like to use a structured survey but is not sure what responses to include for each question. Randall could use __________ to help him develop his survey.
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in-depth interviews
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Which of the following statements is NOT one of the guidelines provided by the American Marketing Association for conducting marketing research?
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Personal information about research participants should not be shared, EXCEPT with a designated member of senior management.
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If a marketing researcher has to collect data under severe time constraints, which of the following types of data sources would probably be available soonest?
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syndicated data
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Martin has hired a market research company to bring together a small group of soft drink consumers and get feedback on the three new advertising slogans his firm is considering. The market research firm might conduct a/n __________ to provide the information Martin has requested.
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focus group
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Blogs represent valuable sources of marketing research insights, but they are also a challenge for firms because
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they include both positive and negative commentary.
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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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Once a marketing researcher is ready to move beyond preliminary insights to specific, informed questions, the researcher is ready to conduct
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quantitative research.
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Victor’s custom auctioneering service provides online auction selling assistance. Victor plans to conduct marketing research to determine which auction site is best for his customers. His next step is to
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identify the type of data he needs to have
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In addition to using sentiment mining to determine customer attitudes about products, some companies also participate in ________ by joining in online conversations with customers.
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social engagement

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