Marketing Unit 8 – Flashcards
Unlock all answers in this set
Unlock answersquestion
To help understand why attendance at the team's games was so poor, the Atlanta Falcons used marketing research to gather factual information. The organization used in-game surveys and end-of-season surveys of ticket holders. The gathering of factual statements is an example of marketing research in its _____ role. a) historical b) normative c) descriptive d) predictive e) objective
answer
c) descriptive The three roles of marketing research are descriptive, diagnostic, and predictive. The descriptive function is focused on the gathering of facts to explain the current situation of a market and/or marketing program.
question
Through marketing research, the Boston Symphony Orchestra (BSO) learned it has an older market and is not attracting younger concertgoers. It next conducted marketing research to determine if a social media advertising and engagement campaign they were considering that would be targeted to the younger market would be successful. In its second use of research, BSO employed _____ marketing research. a) normative b) historical c) predictive d) descriptive e) objective
answer
c) predictive The three roles of marketing research are descriptive, diagnostic, and predictive. The predictive function is to address "what if" questions. For example, the predictive role might be focused on what will happen to the sales of a product (or sales of tickets to an event, in this case) if we do something new in our marketing program.
question
The first step in the marketing research process is to: a) collect the data. b) identify and formulate the problem/opportunity to be studied. c) analyze the marketplace. d) specify the sampling plan. e) plan the research design.
answer
b) identify and formulate the problem/opportunity to be studied
question
Post Properties is a company that manages apartments in various communities. It is concerned with a glut of apartments in Atlanta, Orlando, and Dallas. Its market researcher begins by examining the rental markets in the Southeast, the history of apartment buildings, local economies, competitive rents, and ownership—all information that was on hand and did not require any new research to locate. The market researcher looked at:
answer
secondary data Secondary data are data previously collected for any purpose other than the one at hand.
question
_____ specifies the research questions to be answered, how and when the data will be gathered, and how the data will be analyzed.
answer
the research design This is the function of the research design, and once approved, the project budget is finalized.
question
The most popular method for gathering primary data is _____, in which a researcher interacts with people to obtain facts, opinions, and attitudes.
answer
survey research Survey research takes several forms and is the most popular method for gathering primary data.
question
_____ research is the study of human behavior in its natural context, involving observation of behavior and physical setting.
answer
ethnographic
question
In a study whose purpose is to determine the market for a vitamin that is to be chewed like bubble gum, what is the first question to be answered before a sampling plan is selected? a) What is the population or universe of interest? b) How large should the sample be in terms of its measurement costs? c) How often should the sample be redesigned? d) Who can perform the actual sampling? e) Must the sample be representative of the population?
answer
a) what is the population or universe of interest Before a sampling plan is chosen, the population of interest must be defined.
question
An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors is called: a) an audit b) industrial espionage c) competitive research d) differential competitive advantage e) competitive intelligence
answer
e) competitive intelligence
question
A carefully selected group of consumers who agree to participate in an ongoing online dialogue with a particular corporation is known as a(n): a) online focus group b) web based ethnographic group c) focus blog d) webinar e) web community
answer
e) web community
question
three roles of marketing research
answer
descriptive diagnostic predictive
question
customer relationship management
answer
companies must identify customer relationships w/ the organization - learning who customers are, where they're located, and what products they use
question
role of research
answer
enables decision makers to gather data on the current marketing mix provides insight into potential changes
question
focus group
answer
7-10 people who participate in a group discussion; used to brainstorm new product ideas, screen concepts
question
behavioral targeting
answer
combines a consumer's online activity w/ psychographic 7 demographic profiles compiled in databases
question
types of errors
answer
measurement sampling frame random
question
frame error
answer
when a sample drawn from a population that differs from the target population
question
field service firm
answer
specializes in interviewing respondents on a subcontracted basis
question
cross-tabulation
answer
allows analysts to look at the responses to one question in relation to the responses to one or more other questions
question
universe
answer
the population from which a sample will be drawn
question
quantitative data
answer
gives the "what" of the marketing picture; uses big data through complex statistical analytical techniques
question
qualitative data
answer
gathered through research techniques that include in-depth interviews, focus groups, and various forms of ethnographic studies; "why" of marketing
question
advantages of internet surveys
answer
rapid development, real-time reporting dramatically reduced costs personalized questions & data improved internet participation contact w/ the hard-to-reach
question
methods of conducting online surveys
answer
web survey systems google consumer surveys online panel providers
question
scanner-based research
answer
system for gathering information from a single group of respondents by continuously monitoring the ads, promos, and pricing they are exposed to and things they buy
question
behavior scan
answer
tracks purchases of 3000 households through store scanners in each research market
question
InfoScan
answer
sales-tracking service for consumer packaged goods industry
question
neuromarketing
answer
studies the body's responses to marketing stimuli
