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Marketing research includes all of the following EXCEPT

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creating data

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political consultants have been using market research for decades to help their candidates understand

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who makes up the voting public and how to reach them

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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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Every month, Dr. Combahee takes her staff to lunch and asks them to share patients' comments and concerns. Dr. Combahee uses the lunches as an informal marketing research effort intended primarily to

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help her to understand the needs of her customers

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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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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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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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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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when conducting a service about choosing vacation destinations, hillary will need to ___ to get reluctant respondents to provide honest information

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assure consumers that their individual responses will be kept confidential

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the marketing research process follows five steps and researchers

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may not always go through them in the exact sequence if the situation changes or new information is discovered

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the first question a marketing researcher should ask when considering a research study is

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will the research be useful

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Assuming that a market research study will answer important questions and reduce uncertainty associated with the proposed project, a major question that needs to be addressed before starting the study is:

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is top management committed to the study

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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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benefit-cost analysis in market research weighs

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benefits of answering questions against the cost of the research

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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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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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market research begins with

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defining objectives and research needs

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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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The manager of a company selling cellular phones in rural U.S. markets asks you to conduct survey research into the question, "What percentage of people in Kansas live in communities of fewer than 10,000 people?" The problem with this research objective is that

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it is already known and available from the US Bureau of the Census

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after defining objectives and research needs, the next step in the marketing research process involves

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research design

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during the research design step of the marketing research process, researchers identify type of data needed and

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the type of research necessary to collect the data

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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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company sales invoices, census data, and trade association statistics are examples of

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secondary data

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commercial research films like ACNielsen and SymphonyIRI Group are sources of

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syndicated data

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Jalel is the marketing manager for a moderately well-known rock band. He wants to know more about industry trends, including sales by different musical styles, online downloads, and concert attendance. Jalel will most likely use __________ to gather this type of data.

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syndicated data

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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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a marketing research project begins with a review of the relevant ____ data

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secondary

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Joe is reviewing secondary data his company collected about seasonal variation in consumer spending because he is thinking about developing a new product line. The advantages of using these data are that

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they can be quickly accessed at a relatively low cost

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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 might not be as timely, accurate, and relevant as what we need. our decisions may not be as good, and we will run a huge risk

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Marvin is looking for data to help him with a new market research study assigned to him. When reviewing existing secondary data from a past research study, Marvin should pay careful attention to

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how the secondary data was collected

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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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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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a major disadvantage of primary data collection is

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it takes more time to collect than secondary and is more costly

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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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US census data

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Data collection begins

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only after completing the research design process

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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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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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quantitative research offers a means to confirm ideas through

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surveys or experiments

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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 true about quantitative research

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it confirms insights and provides a basis for taking a course of action

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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 _____ observation becomes particularly useful in understanding consumers' preferences

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unable to articulate their experiences

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when consumers are unable to articulate their experiences, _____ becomes particularly useful in understanding consumers' preferences

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observation

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using ____ researchers ask questions, listen and record responses, and ask additional questions based on responses

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in-depth interviews

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social media monitoring, in-depth interviews, and focus groups are all ____ research methods

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qualitative

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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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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, detail level

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in-depth interviews

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when the detailed opinions of a few industry experts or experienced customers are needed, ______ are often the best qualitative research method

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in-depth 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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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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a _____ 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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in a focus group, researchers usually videotape the session to

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assess both verbal and nonverbal responses

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Tyree is concerned about a competitor's new line of outdoor barbeque grills that provide most of the same features as his products. Tyree might consider using __________ to gather qualitative information from consumers about the competitor's offerings.

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focus groups

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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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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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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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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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Quincy 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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The owner of A. C. Flora Ford Dealership wanted to know why consumers chose his company to purchase a car. He was fairly sure that most customers had one of three reasons—service, reputation, or location—but wanted to know which was revealed as the most frequent reason for purchasing. A. C. Flora will probably use a survey with __________ questions to address his research problem.

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close-ended

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which of the following is NOT one of the guidelines for developing a market research questionnaire

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sensitive questions should be asked first

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in questionnaire design, a question such as,"When was the first time you went to a dentist?" suffers from the problem of a question that

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respondents cannot easily or accurately answer

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In questionnaire design, a question such as, "Marketing is the best part of the business program, isn't it?" suffers from the problem of a question

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that leads respondents to a particular response

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In questionnaire design, a question such as, "Do anti-lock braking systems reduce car accidents?" suffers from the problem of a question

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that respondents cannot easily or accurately answer

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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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____ research is a type of quantitative research that manipulates variables to help determine cause and effect

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experimental

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Each time you go to the grocery store and have your purchases scanned while using a loyalty or bonus reward card, you are contributing to a database that can help marketers determine all of the following EXCEPT

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other stores where you buy similar products

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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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when a research team has gathered data for specific research needs, this is known as

answer

primary data

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which of the following statements best describes secondary data

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secondary data are pieces of information that have been collected prior to the start of the focal research project

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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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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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if a marketing researcher has to collect data under severe time constraints, which one of the following types of data sources would probably be available soonest

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syndicated data

question

which of the following statements is NOT one of the guidelines provided by the American Marketing Association for conducting marketing research?

answer

personal information about research participants should not be shared EXCEPT with a designated member of senior management

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the number of customers who discontinue their use of a service divided by the average number of total participants is called

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churn

question

which of the following sources would NOT be considered external secondary data

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Survey

question

Which of the following types of data would be the best choice for Wendy's fast food restaurants if the headquarters office wants to know how many hamburgers versus chicken sandwiches it has sold in past years?

answer

internal secondary data

question

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?

answer

panel data

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which of the following is an unstructured question

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what are the most important characteristics for choosing a brand of shampoo

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Which of the following provides the information needed to confirm insights and help managers to pursue appropriate courses of action?

answer

quantitative research

question

If a fast food restaurant collected photographs of its regular customers so that it could use facial detection software to identify visitors captured by security cameras, this would be an example of using

answer

biometric data

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what is neuromarketing

answer

the use of EEG scanners to measure consumers brain waves

question

McDonald's recently introduced a Favorites Under 400 Calorie Menu as part of an attempt to reverse the perception that McDonald's sells only unhealthy food. Suppose that McDonald's, as a follow-up, collects and analyzes social media posts from Facebook, Twitter, and similar sites, hoping to understand whether consumer perceptions are improving. This would be an example of

answer

sentiment mining

question

how might a book publisher use blogs in its marketing research efforts

answer

as a source of its latest releases

question

what is a disadvantage of online focus groups, compared to offline focus groups?

answer

they usually do not permit insights based on body language

question

in what country have regulators demanded that facebook stop collecting biometric data on its users

answer

germany

question

Digital billboards embedded with ________ software can identify passersby and then display ads targeted to them, based on their age, gender, and attention level.

answer

facial recognition

question

Mary's Bakery is trying to determine what price to charge for her cookies, so Mary places a low price on them and raises it each week, keeping track of how many she sells. Then she determines what her cost was for the cookies and determines which price was the most profitable. What form of research was Mary conducting?

answer

an experiment

question

Qualtrics, SurveyMonkey, and Zoomerang are examples of

answer

online survey software

question

which of the following is an example of an unstructured question?

answer

why did you buy this product

question

a typical focus group has _____ members

answer

8-12

question

Nadia stood outside the mall and asked people which stores they visited and if they bought anything. If they said yes, she asked them what they bought and how they came to the decision to buy that item. What form of research was Nadia most likely conducting?

answer

in-depth interviews

question

in addition to using sentiment mining to determine customer attitudes about products, some companies also participate in _____ by joining in online conversations with customers

answer

social engagement

question

blogs represent variable sources of marketing research insights, but they are also a challenge for firms because

answer

they include both positive and negative commentary

question

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?

answer

observation

question

if a cable television company had 100 million subscribers at the end of the year and 2 of its subscribers had left its service, it would have a churn rate of

answer

2%

question

Before deciding on a new promotional campaign, Jeffrey's Muffins looked at its customers' buying patterns over a 15-year period as determined by their use of a loyalty card. What method did Jeffrey's use to make sense of the data that was available?

answer

data mining

question

SymphonyIRI Group, the National Purchase Diary Panel, and ACNielsen are examples of companies that provide

answer

syndicated data

question

Both major political parties have developed proprietary databases that contain vast information about voters, broken down by demographic and geographic information. This kind of information is

answer

secondary data

question

___ can be defined as raw numbers or other factual information that, on its own, has limited value

answer

data

question

one of the disadvantages of secondary research is ___; whereas one of the disadvantages of primary research is often _____

answer

potential bias; cost

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