Marketing Research Quiz 1-4 questions – Flashcards

Unlock all answers in this set

Unlock answers
question
Vietnam
answer
In which country did Proctor and Gamble conduct extensive research to find new uses for its Ambi Pur product?
question
Rib Crib
answer
Which of the following companies discovered through marketing research that the demographics of its customers didn't match what most managers thought was true?
question
"What consumers buy"
answer
The Nielsen Company conducts research in two major areas. One of these is "what customers watch" and the other is...
question
1) Every manager needs to understand what marketing research can and cannot do 2)Some students eventually become marketing researchers 3)Everyone needs to be a smarter consumer of marketing research
answer
What are the reasons business students should study marketing research?
question
Grow
answer
Job opportunities in marketing research are projected to _________ over the coming years?
question
The information lover
answer
For example, some managers may not be critical enough of the research process and assume that research results are always valid. This kind of manager might be referred to as
question
False
answer
In the marketing research process, the collection of primary data comes before a search for existing data
question
The rights approach
answer
Which method of ethical reasoning does NOT consider the consequences of actions or the costs and benefits to society?
question
The right to reasonable payment
answer
Which of the following is NOT generally regarded as a "right" of research respondents under the rights approach to ethical reasoning?
question
Advocacy
answer
To get a certain result, you carefully worded the survey questions so that respondents were more likely to support your position. This is ______ research
question
True
answer
Exploratory research is uses in the process of problem definition
question
Final answers for the managers decision problem
answer
Which of the following outcomes should we NOT expect from exploratory research?
question
Hypothesis
answer
What kind of statement is this "Using a new promotional campaign will increase awareness of our brand by 25%"
question
True
answer
Compared with other types of research, exploratory research is much more flexible.
question
Experimental research
answer
Which of the following is NOT a type of exploratory research?
question
Data mining is quantitative form of exploratory research, while the other types are usually qualitative in nature
answer
Which of the following characteristics separates data mining from other types of exploratory research?
question
True
answer
Ethnography is a form of case analysis that involved observing individuals during their ordinary lives.
question
False
answer
Most focus groups take at least two hours to complete
question
Personable, well organized, excellent short term auditory memory, smart
answer
A good focus group moderator is....
question
look inside the organization for existing data
answer
After defining the problem, the next step is to
question
using transaction data to determine the times of the business day during which most purchases occur
answer
Which of the following is an example of the use of secondary data?
question
Primary data
answer
__________ refers to information collected specifically for the investigation at hand
question
A decision support system
answer
A company has a database that includes internal transaction data and customer relationship data, plus competitive market info. When needed, employees can quickly access and manipulate the data within it. What type of data system is this?
question
Systems management
answer
Which of the following is NOT a component of a decision support system?
question
True
answer
One of the key limitations of the systems approach is data availability: the analysis is limited to the data that are in the database.
question
Target
answer
Which of the following companies used big data to target female customers who were expecting babies?
question
Variability
answer
Which of the following is NOT one of the "Three V's" of Big data?
question
Variety Volume Velocity
answer
What are the "Three V's" of Big Data?
question
Transactional data
answer
There are several different types or sources of unstructured data. Which of the following is NOT one of them?
question
Predictive analysis
answer
______________ is designed to aid both explanatory and forecasting abilities for the betterment of the firm.
question
Nielsen and Prizm
answer
Which of the following companies offers a standardized marketing information service that measures advertising exposure and effectiveness?
question
True
answer
Standardized marketing information can be used to obtain info about a companies product sales.
question
Descriptive research
answer
James has designed a survey that will go online to customers to assess the degree of satisfaction with the company latest product. Which type of research is James conducting?
question
Mark has designed a survey to measure respondents opinions and preferences for five different hotel brands.
answer
Which of the following is NOT an example of causal research?
question
True
answer
Exploratory research can be effectively employed at two different stages in the marketing research process
question
False
answer
It is possible to prove that one version of an advertising campaign causes a change in sales for the product being advertised.
question
Independent
answer
In an experiment, the researchers manipulates one or more _________ variables and measures the degree to which some other variable changes as a result
question
External Validity
answer
Field experiments generally have higher levels of _________ compared to laboratory experiments.
question
Standard Test markets
answer
___________ generally produce the most accurate results.
question
The process of gathering and interpreting data for use in developing, implanting, and monitoring the firms marketing plans
answer
Definition of Marketing Research
question
Producers of products and services, advertising agencies, marketing research companies
answer
Who does marketing research?
question
the principles, values, and standards of conduct followed by marketers.
answer
What are marketing ethics?
question
Utility: do the benefits outweigh the consequence? Rights: Are human rights respected? Justice: Are the benefits and costs distributed fairly?
answer
3 ways of ethical reasoning
question
Research conducted to gain ideas and insights to better define the problem or opportunity confronting a manager
answer
Exploratory Research
question
Literature search, depth interview, focus groups, data mining, case analyses, projective methods
answer
Types of exploratory research
question
A decision problem that typically seeks to answer how questions about a problem or opportunity
answer
Strategy oriented research
question
A problem that typically seeks to answer what or why questions about a problem or opporunity
answer
Discover oriented research
question
the marketing research process used to correctly define the problem
answer
Problem Definition
question
Meet with client Clarify problem or app State managers decision problem develop full range of possible research problems select research problems prepare Research request agreement
answer
Key steps in Problem Formulation
question
Data that have already been collected, often for some other purpose or by some other organization
answer
What is Secondary data?
question
Information collected specifically for the investigation at hand
answer
What is primary data?
question
A set of procedures and methods for the regular, planned collection, analysis, and presentation of information for use in making marketing decisions
answer
Marketing Information Stystems
question
A system that combines data, models for guiding decision, and a user interface that allows users to interact with the system to produce customized info
answer
Decision Support System
question
The process of capturing, merging, and analyzing large and varied data sets for the purpose of understanding current business practicesand seeking new opportunities to enhance future performance
answer
Big Data
question
Unplanned change-what has happened and why? what can we do about it? Planned change- what can happen and why? how should we implement the change?
answer
Sources of problems
question
a statement that describes how two or more variables are related Why: Develope hypothesis Better formulate the managers decision problem Increase the researchers familiarity with the problem Clarify concepts
answer
Hypothesis
question
intensive study of selected examples of the phenomenon of interest Ethnography Benchmarking
answer
Case Analyses
question
Research in which the major emphasis is on describing characteristics of a group to the extent to which variables are related
answer
Descriptive Research
question
type of research in which the major emphasis is on determining the cause and effect relationships
answer
Causal Research
Get an explanation on any task
Get unstuck with the help of our AI assistant in seconds
New