Marketing Exam 2 Chapter 8 – Flashcards
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Data obtained by manipulating factors under tightly controlled conditions to test cause and effect is an example of
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an experiment.
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A marketing research approach that uses a discussion leader to interview 6 to 10 past, present, or prospective customers is referred to as
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a focus group.
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A test market for a new Kellogg's cereal is an example of
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an experiment
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The __________ in a decision are the restrictions placed on potential solutions to a problem.
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constraints
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The Journal of Marketing Research and the Journal of Marketing provide
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summaries of research methods and techniques valuable in addressing marketing problems.
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Movie studios use tracking studies in which prospective moviegoers are asked questions about an upcoming film release to help them forecast sales. This is an example of
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marketing research
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Lost-horse forecasting involves
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starting with the last known value of the item being forecast, listing the factors that could affect the forecast, assessing whether they have a positive or negative impact, and making the final forecast.
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Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does "D" represent?
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buying queries
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which is part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 2 illustrates which type of question format?
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dichotomous
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Analyzing data and presenting the results of this analysis would take place during which stage of the five-step marketing research approach?
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develop findings
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The two main types of data are
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primary and secondary
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The second step of the marketing research approach is to __________.
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develop the research plan
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The __________ method has two advantages over other traditional methods of data collection: the cost is relatively minimal and the turnaround time for data collection to report presentation is much quicker.
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online survey
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Question 5 above, which is part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 5 illustrates which type of question format?
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semantic differential scale
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Several market research companies pay households and businesses to record all their purchases using a paper or electronic diary, which allows for an economical way to collect consistent data over time. These data are referred to as __________.
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syndicated panel data
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After defining the problem, the next step in the five-step marketing research approach is to
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develop the research plan
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Figure 8-6C above shows that
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Tony's Pizza sales to households with 2 people have remained relatively steady from 2008 to 2011.
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Consider the Marketing Research Method Photo A above. What type of primary research method is MOST LIKELY being used?
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Neuromarketing
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A(n) __________ scale is a five-point scale in which the opposite ends have one- or two-word adjectives that have opposite meanings.
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semantic differential
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A(n) __________ question allows respondents to express opinions, ideas, or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher
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open-ended
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Marketing drivers are used with which of the four Ps?
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product, promotion, price, and place inclusively
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In a decision, the restrictions placed on potential solutions to a problem are referred to as
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constraints
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"implement marketing actions" occurs during which step of the five-step marketing research approach?
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E
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Shelly, the manager of a large grocery store, was concerned. She had received complaints from several customers who said clerks at the store had treated them rudely. In order to determine whether or not her clerks were indeed rude, Shelly hired a team of marketing researchers. The researchers posed as customers shopping in the store, but were actually taking notes and recording the actions of the store clerks. Later, Shelly reviewed those notes. The research notes Shelly reviewed were a form of __________ data.
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observational
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Based on the Fisher-Price Chatter Telephone example in the textbook, if a measure of success is "playtime" for a particular telephone design, what would be an example of a possible marketing action if the results of observation were "Children spent more time playing with new design?"
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introduce the new design; drop the old design
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Which of the following statements concerning marketing research is most accurate?
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When collecting marketing research, people may or may not be willing to tell you what you want to know if it is potentially embarrassing.
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In evaluating whether its Facebook and Twitter social media programs are working well, Carmex considered using various marketing metrics. One metric it considered was the percentage of Internet Carmex share of voice mentions that are positive, neutral, or negative. This metric is called
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Carmex sentiment
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The J. D. Power & Associates and other market research firms recruit large groups of consumers, who are paid to record all of their purchases on a regular basis. Known as __________, they economically collect data using a paper or electronic diary. Businesses pay firms like J. D. Power for their reports that answer the question "How many times did our customers buy our products this year compared to last year?"
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syndicated panels
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Question 6 above, which is part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 6 illustrates which type of question format?
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likert
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Secondary data can be divided into two parts _________ and _________.
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internal secondary data; external secondary data
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Measures of success refer to
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criteria or standards used in evaluating proposed solutions to a problem.
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All of the following are idea evaluation methods EXCEPT:
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a focus group
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Facts and figures that have already been recorded before the project at hand are referred to as
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secondary data
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Observational data refer to
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facts and figures obtained by watching, either mechanically or in person, how people actually behave.
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__________ involves operating computer networks that can store and process data to extract hidden information from large databases such as households' product purchases, TV viewing behavior, and responses to coupon or free-sample promotions.
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Information technology
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Mystery shoppers are people
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who pose as customers to check on a firm's products or services and are paid to write a detailed report on their experiences.
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Figure 8-6D above shows that
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Tony's Pizza unit sales to households with children between the ages of 6 to 12 decreased over the period 2008 to 2011.
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Mechanical, personal, or neuromarketing methods are ways that __________ data can be collected.
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observational
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The 2007 __________ contains data on the number and sales of establishments in the United States that produce a good or service based on its geography, industry sector, and North American Industry Classification code.
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economic census
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When conducting marketing experiments, the independent variable often involves marketing mix elements such as product features or coupons, while dependent variables often include
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changes in purchases such as dollar or unit sales of individuals or organizations.
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Consider the Marketing Research Method Photo C above. What type of marketing research method is MOST LIKELY being represented with observers behind a one-way mirror watching a discussion among people about topics of interest to marketers?
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focus group
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Research that involves trying to determine the extent to which the change in one factor changes another one is referred to as
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causal research
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Two important disadvantages of secondary data are that it is __________ and __________.
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not up-to-date; not specific enough for the project.
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In marketing, a conscious choice made from among two or more alternatives is referred to as
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a decision
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In evaluating whether its Facebook and Twitter social media programs are working well, Carmex considered using various marketing metrics. One metric it considered was Carmex mentions on the Internet as a percentage of all mentions of major lip balm brands. This metric is called
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Carmex share of voice.
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Obtaining primary and secondary data would take place during which stage of the five-step marketing research approach?
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collect relevant information
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What type of marketing uses high-tech brain scanning instruments to record the brain's responses to various marketing stimuli (package designs, brand logos, fragrances, TV ads, and so on) via the five senses (sight, sound, smell, touch, and taste)?
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neuromarketing
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Specifying constraints, identifying data needed for marketing actions, and determining how to collect data would take place during which stage of the five-step marketing research approach?
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develop the research plan
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Surveys that enable the interviewer to be flexible in asking probing questions or getting reactions to visual materials would be best conducted using
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individual interviews
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A market researcher showed a new brand of blue jeans to several groups of college students and asked the students to rate the quality of the jeans. Two weeks later, the researcher showed the same college students a television advertisement featuring movie star Scarlett Johansson wearing the new brand of jeans. The marketer asked the students again to rate the quality of the jeans. The marketer predicted that after viewing the advertisement, the students' ratings of the new jeans would be more positive than their original ratings. In this experiment, students' ratings of the new blue jeans served as the
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dependent variable
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Members of the Book Promoters Association of Canada recently questioned what could be done to rejuvenate the Canadian book publishing industry. Some members claimed the problem was Canadian bookstores had been replaced by Walmarts. Others said the problem was with stodgy promotions. Still others said the problem was caused by too little money being budgeted to fund marketing programs. The best way to identify the problem would be to use __________.
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marketing research
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A survey of buyers' intentions forecast involves
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asking prospective customers if they are likely to buy the product during some future time period.
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A sample of consumers or stores from which researchers take a series of measurements is referred to as a(n)
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panel
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Figure 8-7 above depicts what type of statistical forecasting?
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linear trend extrapolation
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After defining the problem and developing the research plan, the next step in the five-step marketing research approach is to
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collect relevant information.
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The fifth step of the marketing research approach is to __________.
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take marketing actions
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In setting research objectives, marketers have to be clear on the purpose of the research that leads to marketing actions. The three main types of marketing research include descriptive research, exploratory research, and __________ research.
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causal
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Drawing conclusions about every woman who wears a size 14 or larger in a particular zip code from a representative sample of 250 women in that zip code who wear a size 14 or larger would be
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statistical inference
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Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does "C" represent?
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external data sources
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Marine Midland Bank sent market researchers door-to-door in the neighborhoods surrounding its branch banks. Each researcher wanted to spend 15 minutes talking with a head of the household about his/her savings accounts to discuss why he/she did not also have checking accounts and credit cards with the bank. Marine Midland researchers were using __________ to collect these data.
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individual interviews
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Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does "B" represent?
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data warehouse
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A collection of databases that store, organize, and manage data sources is called a _________.
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data warehouse
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A survey by the Economic Research Service of the U.S. Department of Agriculture, government statistics from the Department of Commerce, and stock market information from The Wall Street Journal would all be examples of
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external secondary data
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The U.S. Census Bureau publishes the __________, which is conducted every five years and contains detailed information on the number and sales of U.S. establishments that produce goods or resources. These reports are vital to business firms selling products and services to organizations.
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economic census
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The third step of the marketing research approach is to __________.
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collect relevant information
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A disadvantage of the mall intercept interview method is
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the people selected may not be representative of the targeted consumers.
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If a marketing manager queries a marketing information system to determine the effect of three different levels of price for a new product, she is using __________.
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sensitivity analysis
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In marketing experiments, the independent variables of interest, sometimes called the marketing __________, are often one or more of the marketing mix elements.
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drivers
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Effective decision makers rely on criteria or standards used in evaluating proposed solutions to a problem, which are known as
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measures of success
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The method of __________ involves generalizing the results from the sample to much larger groups of distributors, customers, or prospects to help decide on marketing actions.
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statistical inference
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A(n) __________ scale is one in which the respondent indicates the extent to which he or she agrees or disagrees with a statement.
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likert
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Questionnaire data refer to
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the facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors.
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Watch was a teen publication given out free to high school students, but the publication was unable to deliver the response rates to coupons or sample offers that its advertisers expected. After defining the problem, its publisher developed a research plan, gathered information from teen focus groups, analyzed the findings, and replaced Watch magazine with Fuel for boys and Verve for girls. How would a marketer judge the publisher's actions?
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It took a systematic approach to analyzing the problem and responded to its advertisers' concerns.
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A special kind of individual interview in which researchers ask lengthy, free-flowing kinds of questions to probe for underlying ideas and feelings is called a(n)
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depth interview
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The purpose of Nielsen's A2/M2 Initiative is to
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measure all types of TV viewing behavior from a variety of video sources.
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Penningtons Superstore specializes in plus-size fashions for women. It recognized a potential marketing opportunity in plus-size junior clothes and was considering adding a line of teen plus-sizes to its 117 stores. Before doing so, it contracted with a marketing research firm to make sure that the teen plus-size market was a viable one. It told the research company it needed the results of its study by September 15 so it could introduce the line the following March, if the market was viable. The major constraint for the marketing research firm in this scenario would be __________.
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meeting the time deadline
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Which of the following statements represents a possible measure of success in Step 1—define the problem of the five-step marketing research approach?
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If observations show that children like Toy A more than Toy B in terms of hours spent playing with it, then we will move ahead with making Toy A.
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USA.gov
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is a portal to all government websites that can be found by topic or keyword.
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What is the marketing research term for the specific, measurable goals the decision-maker seeks to achieve in conducting the marketing research?
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research objectives
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The first step of the marketing research approach is to __________.
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define the problem
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Prior to its production, Fisher-Price managers developed a(n) __________ for the Chatter Telephone that involved adding a noisemaker, wheels, and eyes to the basic telephone.
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new-product concept
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"Have you been to a dentist within the past 6 months? ___ Yes ___ No?" is an example of which type of question?
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dichotomous
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When a marketing researcher uses a collection of reports, customer letters, financial statements, and surveys from different departments within her firm, she is using
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internal secondary data
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When Procter & Gamble Co. acquired the Old Spice brand, it decided to reposition the brand by using a different advertising message to see whether sales would then increase. The new advertising message is the __________ in this marketing experiment.
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independent variable
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Facts and figures obtained by watching, either mechanically or in person, how people actually behave are referred to as __________ data.
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observational
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Individual interviews involve
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a single researcher asking questions of one respondent.
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The National Health Interview Survey is conducted annually by the Centers for Disease Control and Prevention. By examining information gathered from a national sample of 600 respondents throughout the U.S., it was able to announce that 14.1 percent of all Americans lacked healthcare insurance. To make this statement, the Centers for Disease Control and Prevention had to use
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statistical inference.
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Red Carpet Baby! a children's accessory and toy store, uses U.S. Census Bureau information to determine the number of families with children under age 5 in its market area. Data obtained from this source are called __________.
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secondary data
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The final step in the five-step marketing research approach includes making action recommendations, implementing action recommendations, and __________.
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evaluating the results
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Figure 8-5 above shows how marketing researchers and managers use information technology to turn information into marketing actions. What does "E" represent?
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results
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Best Western International, Inc., a national hotel chain, paid couples to videotape themselves as they spent three to seven days on a cross-country trip. From this, Best Western found that women usually decide when to pull off the road, where to stay over night, and what amenities the hotel or motel should have to make their stay more enjoyable. These couples were determining their lodging in a "natural use environment," and so providing __________ research to Best Western.
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ethnographic
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Primary data refer to
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facts and figures that are newly collected for a project at hand.
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Published data from outside the organization are referred to as __________ data.
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external secondary
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The two aspects of the process for evaluating the results of a marketing decision are (1) evaluate the decision itself and (2) __________.
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evaluate the decision process used.
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People posing as customers, who are paid to check on the quality of a company's products and services and write a detailed report on the experience, are referred to as __________.
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mystery shoppers
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An advantage of using a panel of consumers for marketing research is
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the company can find out if consumers change their purchasing behavior over time.
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Grape-Nuts was one of the first cereals Post Cereal Company ever marketed. It scores well in brand awareness studies, but recently its sales have been steadily declining. Rather than assume the product was a "dog," the Grape-Nuts marketing manager decided Post should first
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do marketing research to identify what needs were not being satisfied.
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Linear trend extrapolation is similar to trend extrapolation except
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the pattern is always a straight line.
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A salesforce survey forecast involves
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asking the firm's salespeople to estimate sales during a coming period.
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__________ surveys are the best choice if a marketing researcher wants flexibility in asking probing questions or getting reactions to visual materials.
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personal interview
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In conducting marketing research on Facebook for Carmex, Jeff Gerst is considering using a marketing metric that measures how active its Facebook audience is with Carmex, such as when consumers post a comment on the Carmex wall or reply to one of the Carmex posts. This metric is called Carmex
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engagement
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Figure 8-7 above the line identified as "A" indicates a(n)
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linear trend extrapolation forecast.
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Evaluating the results of a marketing decision involves
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monitoring the marketplace to determine what actions are necessary in the future.
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The fourth step of the marketing research approach is to __________.
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develop findings
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All of the following are sources of primary data EXCEPT:
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American Marketing Association's Marketing News.
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A general rule of thumb among marketing researchers is to use __________ first and then collect _________.
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secondary data; primary data
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Data mining refers to
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the extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions.
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When Home Depot entered the Quebec market, two percent of the population were aware of the retail chain. To determine how effective its advertising was in the first 18 months of its presence in Quebec, the firm conducted awareness research for a second time. Prior to conducting the research, it was decided that if at least 50 percent of the population were aware of the Home Depot brand, it would continue its present advertising program. This is an example of a(n)
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measure of success
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Research that involves trying to find the frequency that something occurs or the extent of a relationship between two factors is referred to as
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descriptive
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Consider Figure 8-3 above, which is based on data collected from mechanical observations through the use of a _________ to prepare the Nielsen Television Index Ranking Report.
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a people meter
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Outdoor sign makers are trying hard to stay relevant as the era of targeted mobile advertising approaches, and their latest move is to add scent. In Morresville, NC, a billboard has been erected that, for parts of the day, emits the smell of grilling steak. The scent component of the sign operates during prime commute times. It was designed by ScentAir, whose spokesperson described the aroma as, "a blend of black pepper and kind of a charcoal grilling that smells like grilled meat with a nice pepper run on it." This is an example of
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neuromarketing
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Making recommendations, implementing those recommendations, and evaluating the results would take place during which stage of the five-step marketing research approach?
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take marketing actions
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Trend extrapolation involves
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extending a pattern observed in past data into the future.
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What type of market is a food company using when it offers a product for sale in a small geographic area to help it evaluate potential marketing actions?
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test market
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Figure 8-6B above shows that
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average annual unit sales of Tony's Pizza per household decreased over the period 2008 to 2011.
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Consider Figure 8-4: Question 3 above, which is part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 3 illustrates which type of question format?
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close-end
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Research that provides ideas about a relatively vague problem is referred to as
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exploratory research
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Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30, a great deal of information was gathered from a sample of women to determine what types of items should be carried, the image of the store, its advertising, etc. Which of the following is an example of a closed-end question that might have been asked?
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Would you be interested in buying the Torrid merchandise on the Internet? ___ Yes ___ No
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A test market in which a new breakfast cereal is offered at different prices to determine the different levels of sales is an example of which type of marketing research?
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causal
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What are the two most common constraints in marketing problem solving?
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limitations on the time and money available
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The practice of identifying "emerging shifts in social behavior," which are driven by changes in pop culture that can lead to new products is called __________ hunting.
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trend
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When Procter & Gamble Co. acquired the Old Spice brand it decided to reposition the brand by using different advertising to see whether sales would increase. The possible sales increase is the __________ in this experiment.
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dependent variable
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All of the following are idea generation methods EXCEPT:
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a mail survey
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A picture or verbal description of a product or service a firm might offer for sale is referred to as a(n)
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new-product-concept
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A disadvantage of a __________ is that the marketing research firm needs to recruit new members continually to replace those who drop out.
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panel
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After qualifying by having seen at least six movies in the last year, members of tracking studies are asked three key questions, one of which is __________.
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Will you see the film this weekend?
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Carma Laboratories, Inc., the maker of Carmex lip balm, used __________ to conduct marketing research to understand the nature of online conversations.
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social media
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The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions is referred to as __________.
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marketing research
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Another name of a closed-end question is a(n) __________ question.
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fixed alternative
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When a marketing manager begins asking "what if" questions to determine how changes in a factor like price or advertising affect marketing results like sales or profits, she is performing a(n) __________ analysis.
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sensitivity
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A survey asked consumers of dental products the following question "Have you used toothpaste in the past week? ___ Yes ___ No" The results of this question show that 92.6 percent of the people in New York City have used toothpaste in the past week and 87.2 percent of people in Los Angeles have used toothpaste during the same period. This information was gathered by using which type of question?
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dichotomous
