Marketing Exam 3: Chapter 10 Quiz – Flashcards
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Quitman had no idea how consumers would respond to a survey about attitudes toward a program opening up space travel to private citizens. He could use __________ to allow respondents to answer in their own words.
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survey with open-ended questions
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Market research begins with
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defining objectives and research needs.
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Company sales invoices, census data, and trade association statistics are examples of
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secondary data
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When the detailed opinions of a few industry experts or experienced consumers are needed, __________ are often the best qualitative research method.
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in-depth interviews
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Recently, the number of students enrolled in the marketing program dropped while enrollment in the psychology program increased. The chair of the marketing department will probably use __________ as a first step to gain a better understanding of why enrollments are changing.
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qualitative research
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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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Commercial research firms like ACNielsen and SymphonyIRI Group are sources of
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syndicated data.
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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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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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Academic researchers often jump at the opportunity to conduct a research study, curious to learn more and address unanswered questions for the sake of general knowledge. Business people tend to be more cautious before embarking on a marketing research study, recognizing that research is often
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expensive and time consuming.
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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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In a focus group, researchers usually videotape the session in order to
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assess both verbal and nonverbal responses.
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Omar is responsible for marketing and marketing research for a mid-sized manufacturer of assemblies for the housing market. His boss has asked him to cut back expenses, especially in marketing research: "Why can't you just use information off the Internet? There's plenty out there." What is Omar's best response to try to get his boss to change his mind?
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"Those are secondary data, and they may not be as timely, accurate, and relevant as what we need. Our decisions may not be as good, and we'll run a huge risk."
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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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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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When the detailed opinions of a few industry experts or experienced consumers are needed, __________ are often the best qualitative research method.
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in-depth interviews
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Quitman had no idea how consumers would respond to a survey about attitudes toward a program opening up space travel to private citizens. He could use __________ to allow respondents to answer in their own words.
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a survey with open-ended questions
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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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Quantitative research offers a means to confirm ideas through
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surveys or experiments.
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From charitable giving to medical records to Internet tracking, consumers are more anxious than ever about
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preserving their right to privacy
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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 a(n) __________ market research method.
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quantitative
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Retail checkout scanning systems create a tremendous amount of purchasing information usually stored in a company's
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data warehouse.
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______ confirms insights and provides a basis for taking a course of action.
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Quantitative research
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When consumers are unable to articulate their experiences, __________ becomes particularly useful in understanding consumers' preferences.
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observation
