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Marketing research is best defined as

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the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of market opportunities.

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Marketing research is a process designed to gather information

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not currently available to decision makers.

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The use of marketing research is

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widespread throughout business and nonprofit organizations.

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The real value of marketing research to the organization can best be measured by

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improvements in the ability to make decisions.

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Wade is puzzled by the recent decrease in sales at one of the Auto Zone locations for which he is the regional manager. He knows the best way to approach this problem and obtain accurate information is to use

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the marketing research process.

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Pointing out any deficiencies and the possible reasons for them should be done in the _______ step of the marketing research process.

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reporting research findings

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Problem location and definition is the first step toward finding a solution to a marketing problem or launching a research study. The first sign of a problem

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is typically a departure from some normal function, such as a failure to attain objectives.

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To maintain the control needed to obtain accurate information, marketers approach marketing research as a process. Which of the following steps of that process focuses on uncovering the nature and boundaries of the marketing situation to be studied?

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Locating and defining problems

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Decreasing sales, increasing expenses, or decreasing profits

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are examples of symptoms that point to larger problems.

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An overall plan for obtaining the information needed to address a research problem or issue is called the

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research design.

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Jack Bateson knows his business has a problem because of an increasing number of consumer complaints received recently. He has decided how to make this problem a precise, researchable statement and should next move on to

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designing the research project.

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An informed guess or assumption about a certain problem or set of circumstances is known as

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a hypothesis.

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Students from marketing research class collect data from three areas on campus. When they analyze their data the responses are very similar. The students can state they achieved which of the following?

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reliability

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If Staples believes that most of its sales are to businesses rather than consumers and that women are more likely to be making purchasing decisions, this would be a(n) ______ that Staples could test through marketing research.

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hypothesis

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that are either accepted or rejected become the primary conclusions of a marketing research study.

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Hypotheses

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When more information is needed about a problem and a tentative hypothesis needs to be made more specific, marketers usually conduct _________ research.

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exploratory

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Avon believes that sales of one of its lipstick lines have fallen due to the introduction of a new lipstick line, but it wants to make this tentative hypothesis more specific before proceeding. Avon should conduct

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exploratory research.

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Research designed to verify insights through an objective procedure to help marketers to choose between several alternatives is called

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conclusive.

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Research that is conducted to clarify the characteristics of certain phenomena to solve a particular problem is called ______ research.

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descriptive

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The Gap wants to target an older crowd in order to increase its market share so it surveys men and women from ages 40 to 60 about how often and for what type of activities they wear casual clothing. This is an example of

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descriptive research.

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Research that allows marketers to make causal inferences about relationships is called

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experimental research.

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Suppose that marketers at Lever Bros. are trying to determine whether the use of free samples of Snuggle fabric softener was the reason for a sales increase in a particular store. The type of research conducted to answer this question is

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experimental.

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If Little Caesars wants to determine the impact of different coupon offers on pizza unit sales, it needs to conduct

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experimental research.

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When marketing researchers try to manipulate an independent variable and measure the resulting changes in a dependent variable, they are engaging in

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experimentation.

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Designing research procedures that produce reliable marketing data means that

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others using the same procedure will get almost identical data.

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Marketing researchers at Essex Co. repeated a particular experiment several times and discovered that the results produced each time were nearly identical. This phenomenon would indicate that the results were

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reliable.

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A valid study

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measures what it is supposed to.

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A firm has conducted market research and found that customer satisfaction with its product is quite high. Nonetheless, repurchase behavior is very low. The research design evidently has a problem with

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validity.

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A study that is valid and reliable

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measures what it is supposed to measure and produces almost identical results every time.

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Palmetto Regional Hospital has designed an upcoming research project for determining the best methods for improving patient care. The next step the organization must take in the marketing research process is

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collecting data.

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Primary data are best described as the

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data that are observed, recorded, or collected directly from subjects

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Data that are observed or collected directly from respondents are called

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primary data.

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If Bloomingdale's wants to learn about consumers' attitudes toward on-line purchases and conducts a study to acquire this information, this study would collect ____________ data.

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primary

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Marketers often begin the data collection phase of a research project by gathering secondary data. This type of information may come from both ___________ and ___________ sources.

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internal; external

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Secondary data cannot be obtained from

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surveys.

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One overlooked internal source of secondary marketing information discussed in the text is

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accounting records.

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AOL Time Warner uses its sales reports broken down by geographic regions as part of its marketing research to determine which markets are most rapidly adopting high-speed Internet connections. In this example, AOL Time Warner is using

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internal secondary data.

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If Georgia-Pacific seeks information about trends in housing starts around the country and uses U.S. Department of Commerce reports to get this information, it is using ___________ data.

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secondary

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When working as a summer intern for a local retail store, Jan Halverson was sent to the library to look up data on population forecasts for the city of San Antonio. The population information she found would be considered

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secondary data.

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Information from the U.S. Census Bureau is commonly used as ____ by a variety of agencies and organizations.

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external secondary data

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Subscription services from firms such as ACNielsen provide marketing researchers with a good source of ___________ data.

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external secondary

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If Carrie wants to do some market research about the footwear industry that her company is a part of, but she has limited money and time, she would most likely collect

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secondary data.

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All the elements, individuals, or units of interest to researchers for a specific study are called the

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population.

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If the University Bookstore wanted to understand the textbook and school supplies needs on the campus of the University of Michigan, the population of study would be

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all students, faculty, supporters, and staff of the University of Michigan.

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Patricia Robertson is running for Congress from the Sixth District in her state. She is interested in knowing the intended choices of the voters. All the registered voters in her district would constitute the study's

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population.

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If you were to choose a sample with which to study the market for preschool toys in Illinois, the population would logically be defined as all

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families in Illinois that have or are expecting preschool children.

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In marketing research, a sample is best described as

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a limited number of units chosen to represent the characteristics of a total population.

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When marketing researchers consider sampling techniques, they are preparing to collect ___________ data.

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primary

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The objective of sampling in marketing research is to

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select representative units from a total population.

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The two basic types of sampling that marketing researchers use are

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probability and nonprobability.

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In what type of sampling does every element have a known chance of being selected for study?

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Probability

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Which sampling design gives every member of the population an equal chance of appearing in the sample?

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Random

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In which of the following sampling designs do all members of a population have an equal chance of being selected?

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Random

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Marriott wants to collect data about employee satisfaction within its organization. It decides to survey a sample of 50 employees by having a computer program automatically pick which employees will be in the sample. If every employee has an equal chance of being selected, Marriott is using

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random sampling.

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Which of the following is a probability sampling technique used to reduce errors within random sampling?

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Stratified

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Assume that Verizon Wireless is interested in studying the pricing expectations of its customers. If the study calls for selecting at random 100 people from each of three age groupings, ___________ sampling is being used.

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stratified

question

Baskin Robbins is conducting research on possible new ice cream flavors and products. It is selecting at random 100 males and 100 females in order to collect data. This is an example of ______ sampling.

answer

stratified

question

If Weight Watchers is interested in collecting information about Americans' perceptions of dieting programs, and the company believes that significant regional differences may exist, the best type of sampling would be

answer

stratified.

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In ___________ sampling, there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.

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nonprobability

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In which type of sampling design is the final choice of respondents left up to the interviewer?

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Quota

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When researchers divide the population of interest in a study into groups and then arbitrarily choose participants from each group, they are using

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quota sampling.

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Quota sampling is most commonly used in

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exploratory studies.

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Nelson Marketing Research is concerned about using surveys to conduct a marketing research project because

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response rates are declining.

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What is the primary factor contributing to the increasing difficulty associated with gathering primary data through surveys?

answer

Fewer people are willing to participate in surveys.

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Which of the following is the least flexible survey method?

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Mail surveys

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Peter Demos, director of marketing at Holcomb, Inc., calls in Andrea Carter, the firm's marketing research director. Peter wants a study done to assess the company's image relative to a new competitor, Levitt Labs. He has a flexible time schedule, has very little money to devote to the research, and feels that a relatively low response rate will not be a major problem. Andrea will probably recommend using a ___________ survey.

answer

mail

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Maggie has limited funds for collecting data about a new pricing strategy, but she needs data from a wide geographic area. Under these circumstances, Maggie should use

answer

mail surveys.

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The major disadvantage of a mail survey versus a telephone or personal survey is

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the failure of respondents to return the questionnaire.

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An offshoot of mail surveys, ______ have shortcomings because the people who participate in them generally have higher incomes and education levels than the general population.

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purchase diaries

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Compared to a mail survey, telephone surveys have

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higher response rates.

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The manager of MegaMarket is interested in asking consumers what they think about the store's new layout and expanded produce selection. If the manager would like to obtain a high response rate and have the study conducted as quickly as possible, which data collection method would you recommend?

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Telephone survey

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Although telephone surveys can be conducted very quickly, a major limitation is

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that only a small portion of the population likes to participate in telephone surveys.

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The National Do-Not-Call list affects the ability of marketing researchers to use

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telephone surveys.

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Which of the following survey methods has the potential to offer quick response at a lower cost than traditional mail and telephone surveys?

answer

Online surveys

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Which of the following basic survey methods is the least expensive method if there is an adequate response rate?

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Online surveys

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Spam and privacy are both issues of concern related to

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e-mail surveys.

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Marketing researchers typically favor ___________ because they are extremely flexible.

answer

personal interviews

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Participants in _______ frequently get to see pictures, products, advertising samples, and diagrams.

answer

personal interview surveys

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If a marketing researcher is interested in observing group interaction during an informal, unstructured, and open-ended data collection process, he or she should use

answer

a focus-group interview.

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A research method in which a number of people are exposed to an idea or concept and the interaction of the people is observed is called a(n)

answer

focus-group interview.

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Emily Dawson and seven other people were paid to get together and discuss a new product idea proposed by Johnson & Johnson. Researchers observed the interaction of the group. This method is called a

answer

focus-group interview.

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Kelsey thinks she will be able to get the highest quality of responses concerning the product features most sought by consumers through personal interviews. She decides to conduct her interviews at _____ because this is the most common location for personal interviews.

answer

a shopping mall

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A survey question that requires a yes or no answer is called a

answer

dichotomous question.

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An item on the University Book Store's survey asks respondents to tell the store, in their own words, what they like least about textbook shopping. This item would be an example of a(n) ___________ question.

answer

open-ended

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When Pepsi Max implemented a telephone survey to determine the effectiveness of a recent advertising campaign. One of the questions the interviewer asked was, "Have you ever heard of a cola with twice the caffeine of regular colas?" This is an example of which of the following kinds of questions?

answer

Dichotomous

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An online survey conducted before students could register for their fall semester classes asked, "Do you think online professor evaluation forms would be better than paper and pencil forms administered during class?" This is an example of a(n) ______ question.

answer

dichotomous

question

For demographic purposes, a mail survey sent out by the American Cancer Society asks each respondent to identify their race by choosing among a list of possibilities. This common type of question is called a(n) _____ question.

answer

multiple-choice

question

When a market researcher is using ethnographic techniques, he or she is engaging in

answer

observation.

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Cameras, counting machines, and scanners are used most often in

answer

observation.

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Having recording biases and collecting only descriptive information are two of the primary drawbacks to

answer

observation.

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If Procter & Gamble, the maker of Dawn dishwashing liquid, wants to know what percentage of customers examine product labels before making a product selection in the grocery store, it can best gain this information through

answer

observation.

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Nathan, a marketing manager for Casual Express, a retail clothing store chain, wants to use observation methods to gather information about shopping behavior. Which of the following should Nathan know about observation methods of data collection? Observation can tell Nirendra what is being done, but not why.

answer

Observation can tell Nirendra what is being done, but not why.

question

Which step in the marketing research process follows collecting data?

answer

Interpreting research findings

question

Carlos was given the task of conducting a research project for his firm and proceeds with the following steps: he asks questions to determine the research topic, conducts a telephone survey, writes a report describing the survey results, and gives that report to his boss. Which step of the marketing research process has Carlos omitted?

answer

Interpreting research

question

In the process of conducting marketing research, marketers should allow for

answer

continual evaluation of the data during the entire collection period.

question

Which step in the marketing research process involves the use of data analysis and statistical techniques to help draw conclusions?

answer

Interpreting research findings

question

According to the text, ___________ interpretation focuses on what is typical or what deviates from the average.

answer

statistical

question

Darren uses Microsoft Excel to determine how much the responses to his survey about household decision making for toilet paper vary. Darren is in the ______ step of the marketing research process.

answer

interpreting research findings

question

The final step in the marketing research process is

answer

reporting the research findings.

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