Mktg 315 – Chp 1 MC – Flashcards
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Perceptual mapping: A) displays ads based on data collected about user behaviors. B) is used when prices of products have to be modified. C) creates customer profiles and focuses on behavioral characteristics. D) reflects the criteria customers use to evaluate brands. E) chooses and evaluates locations, channels, and distribution partners.
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D) reflects the criteria customers use to evaluate brands.
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E) It involves matching data collected at the POP with information on the media customers consume, type of neighborhoods they live in, and the stories they prefer to patronize.
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Which of the following is true of retailing? A) It is characterized by less contact with customers. B) It is a process in which a company seeks to understand how present or possible products are perceived by consumers on relevant product attributes. C) It involves pricing new products and modifying prices for existing products. D) It provides information for decisions on product improvements and new-product introductions. E) It involves matching data collected at the POP with information on the media customers consume, type of neighborhoods they live in, and the stories they prefer to patronize.
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Which of the following is true of external research suppliers? A) They are not used by many companies because they are less objective than internal suppliers. B) Companies have lesser flexibility when they choose external suppliers on a study-by-study basis. C) Companies that choose external research suppliers match specific project requirements to the talents of specialized research firms. D) They provide syndicated business services, which include the purchase of diary panels and audits. E) They provide general results following a standard format.
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C) Companies that choose external research suppliers match specific project requirements to the talents of specialized research firms
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Customized research firms: A) provide syndicated business services which include the purchase of diary panels and audits. B) concentrate their activities in one specific area. C) provide general results. D) follow an established, common approach in research design. E) include advertising recall data made or developed from a common data pool or database.
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B) concentrate their activities in one specific area.
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D) they are proprietary.
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Methodologies are called black-box methodologies when: A) they involve sufficient disclosure. B) client confidentiality is not maintained. C) they are branded and explain the inner workings of the technique. D) they are proprietary. E) they engage in unethical pricing.
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Which of the following illustrates abuse of respondents in marketing research? A) Stating that interviews are very short when in reality they may last an hour or more B) A researcher revealing its client to respondents C) A researcher's trained observers completing the interview themselves rather than conducting interviews D) Selling of unnecessary or unwarranted research services E) Researchers consciously manipulating the research methodology just to please a client
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A) Stating that interviews are very short when in reality they may last an hour or more
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Which of the following is true of the guidelines developed by the Marketing Research Association (MRA) for Internet marketing research issues? A) Researchers must not discontinue follow-up e-mails when requested to by respondents. B) It suggests that information on the Internet should be de-anonymized by combining different publicly available records available at social networks. C) It prohibits clickstream tracking. D) It expects market researchers to conform to the principles of monopoly. E) It suggests that websites post a privacy policy to explain how data are used.
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E) It suggests that websites post a privacy policy to explain how data are used.
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E) Requesting detailed research proposals from research providers with no intention of actually selecting a firm to conduct the research
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Which of the following illustrates an unethical activity of the client? A) Supplying unnecessary or unwarranted research and nonessential services B) Providing branded "black-box" methodologies without fully disclosing how the methodology works C) Trained interviewers or observers making up "observed" respondents' behaviors rather than observing respondents' actions as directed in the study D) Not providing the promised incentive (contest awards, gifts, or money) to respondents for completing interviews or questionnaires E) Requesting detailed research proposals from research providers with no intention of actually selecting a firm to conduct the research
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Which of the following illustrates an unethical activity by a respondent in marketing research? A) Providing demographic data to other companies B) Faking behavior C) Engaging in unethical pricing D) Creating fake sponsors E) Sharing their names with the sponsoring company
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B) Faking behavior
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When low-carbohydrate diets gained popularity, a frozen food company known for its "heat-n-eat" burgers ordered a marketing research study to find out if it could increase its sales by introducing a low-carbohydrate burger. Which of the following functions of marketing research is carried out in this example? A) Linking an organization to its market B) Identifying market problems C) Allowing for the refinement of marketing actions D) Identification of marketing opportunities E) Evaluation of marketing actions
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D) Identification of marketing opportunities
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Which of the following is NOT true about market analysis? A) It involves collecting information on product markets for the purpose of forecasting how they will change. B) As an approach to collecting macroenvironmental information, researchers analyze trade publication for information on trends in a given industry. C) Macroenvironmental variables are interpreted in terms of strategic consequences to the firm. D) As an approach to collecting macroenvironmental information, structured questionnaires are used to gather information on environmental occurrences. E) It involves conducting benefit and lifestyle studies that examine similarities and differences in consumers' needs.
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E) It involves conducting benefit and lifestyle studies that examine similarities and differences in consumers' needs.
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A National bank, established in 1952, is facing tough competition from an International bank established in their locality recently. Their loyal customers are shifting to the new bank in large numbers. The Marketing manager is given the task of identifying reasons for this. He asked consumers to identify the key differentiating factors and asked them the value they placed on these. He then asked them to evaluate the new bank on the same parameters. What kind of analysis is the manager conducting? A) Benefit and lifestyle analysis B) Content analysis C) Opportunity analysis D) Importance-performance analysis E) Situation analysis
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D) Importance-performance analysis
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Which of the following is NOT a part of target marketing? A) Identifying a new business opportunity B) Identifying a new product opportunity C) Finding out the customers to be targeted D) Categorizing the customers into groups E) Analyzing the effectiveness of the current marketing program
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A) Identifying a new business opportunity
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Which of the following is an example of conducting research below professional standards? A) Causing respondent distress B) Faking research sponsorship C) Interviewer curbstoning D) Deceptively promising future business E) De-anonymizing data
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C) Interviewer curbstoning
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E. Evaluation of marketing actions
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A marketing firm launched a major advertising campaign to position its brand as superior to its competitors. After the campaign had run for six months, the marketing team wanted to use marketing research to determine if it had achieved its objective. Which of the functions of marketing research is carried out by the firm? A. Creation of customer profiles B. Identification of market problems C. Refinement of marketing actions D. Identification of market-driven opportunities E. Evaluation of marketing actions
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Which of the following is true of marketing research? A. It draws heavily on the social sciences, both for methods and theory. B. It is typically conducted for branding of new products but not for existing products. C. It can be applied to a variety of problems including price, product and promotion, but excluding place. D. Theoretical research plays no role in marketing research. E. Marketing research investigations that focus on topics such as trade area analysis and store image/perception are categorized as promotional research methodologies.
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A. It draws heavily on the social sciences, both for methods and theory.
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Test marketing _____. A. identifies two or more segments within the market for a particular company's products. B. provides information for decisions on product improvements and new-product introductions. C. includes choosing and evaluating locations, channels, and distribution partners. D. focuses on database development through optical scanning at the point of purchase. E. involves understanding how one's target consumers behave as shoppers, in different channels and formats, and leveraging this intelligence to the benefit of all stakeholders.
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B. provides information for decisions on product improvements and new-product introductions.
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D. Perceptual mapping
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Which of the following is a technique that is used to picture the relative position of products on two or more product dimensions important to consumer purchase decisions? A. Retailing wheel B. Optical scanning C. Store image studies D. Perceptual mapping E. Behavioral targeting
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Which of the following pertains to the creation of a perceptual map? A. Retailers focus on database development through optical scanning at the point of purchase. B. Marketers have to work on branding of both new and existing products. C. Marketing research considers the total performance of a promotional program as each effort often affects others in the promotional mix. D. Consumers have to indicate how similar or dissimilar a group of relevant brands or products are to each other. E. Consumer behavior activities embedded in a cultural context are studied by marketers using ethnographic research.
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D. Consumers have to indicate how similar or dissimilar a group of relevant brands or products are to each other.
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Research investigations that focus on topics such as trade area analysis, store image/perception, in-store traffic patterns, and location analysis are collectively called: A. perceptual mapping. B. positioning research. C. retailing research. D. test marketing. E. promotional decisions.
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D. test marketing.
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C. positioning research.
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Apex Corporation surveys its consumers to determine how they view the similarities and dissimilarities among relevant product attributes for a set of competing brands. This is an example of: A. pricing strategy research. B. distribution strategy research. C. positioning research. D. market segmentation research. E. retailing research.
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A new supermarket, The Factory, has installed closed circuit cameras and TVs to find out the category of products and the specific brands favored by customers. This is done so that space allocated to different products can be revised. This is an example of: A. perceptual mapping. B. test marketing. C. retailing research. D. logistical assessment. E. demand analysis
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C. retailing research.
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Sally was browsing different kinds of skirts at Pop.com. Based on Sally's action, Little Kite Inc., an apparel company, displayed ads of their various skirts. Which of the following techniques was applied by Little Kite Inc.? A. Perceptual mapping B. Test marketing C. Behavioral targeting D. Shopper marketing E. Concept positioning
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C. Behavioral targeting
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Marketing to consumers based on research of the entire process consumers go through when making a purchase is termed as: A. shopper marketing. B. behavioral targeting. C. retailing research. D. test marketing. E. a benefit and lifestyle study.
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A. shopper marketing.
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The three most common research tasks in integrated marketing communications are advertising effectiveness studies, sales tracking, and: A. in-store traffic patterns. B. attitudinal research. C. location analysis. D. trade area analysis. E. store image studies.
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B. attitudinal research.
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Marketing research depicts the Saturn Motorcycle shopper as a middle-aged, college-educated individual with an average annual income of $75,000. This is an example of: A. market analysis. B. pricing strategy research. C. positioning research. D. market segmentation research. E. retailing research.
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D. market segmentation research
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Along with segmentation studies, which of the following would provide marketers with detailed information about cultures or subcultures that businesses seek to serve? A. Behavioral targeting B. Shopper marketing C. Curbstoning D. Sugging E. Ethnography
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E. Ethnography
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Which of the following is true of external research suppliers? A. External suppliers chosen by companies on a study-by-study basis can help the company gain greater flexibility. B. They perform only selected aspects of marketing research. C. They provide general results following a standard format. D. They concentrate their activities in one specific area. E. Most companies do not use external research suppliers because the suppliers can be less objective and less subject to company politics and regulations than internal suppliers.
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A. External suppliers chosen by companies on a study-by-study basis can help the company gain greater flexibility.
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Services provided by standardized research firms that include data made or developed from a common data pool or database are called _____ services. A. debriefed B. syndicated business C. customized D. highly tailored E. branded "black-box"
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B. syndicated business
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Aura Inc. is a research firm that conducts audits of unauthorized software for a number of banks. It uses a standard format for functioning across all banks. Aura Inc. is a(n) _____ research firm. A. customized B. highly tailored C. standardized D. adaptable E. convertible
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C. standardized
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Research providers may occasionally conduct research that does not meet professional standards because clients: A. obtain first drafts of questionnaires and use the information to perform the research project themselves. B. may not provide sufficient budgets to do research projects. C. overlook the long-term promises made to the research companies. D. are tempted to overstate results of a marketing research project. E. are unable to get sufficient insight into the method's strengths and weaknesses prior to purchase.
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B. may not provide sufficient budgets to do research projects.
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The practice of data collection personnel filling out surveys for fake respondents is called _____. A. sugging B. frugging C. curbstoning D. debriefing E. de-anonymizing
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C. curbstoning
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Which of the following illustrates abuse of respondents in marketing research? A. Selling of unnecessary or unwarranted research services B. Not providing the promised incentive for completing interviews or questionnaires C. Having friends and relatives fill out surveys D. Not using the designated sample of respondents but rather anyone who is conveniently available to complete the survey E. A researcher revealing its client to respondents
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B. Not providing the promised incentive for completing interviews or questionnaires
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The process of fully explaining to respondents any deception that was used during research is known as _____. A. sugging B. frugging C. curbstoning D. debriefing E. de-anonymizing
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D. debriefing
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Which of the following is ethical in marketing research practices? A. Sugging B. Frugging C. Curbstoning D. Debriefing E. De-anonymizing
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D. Debriefing
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Frugging means: A. claiming that a survey is for research purposes and then asking for a sale or donation. B. fully explaining to respondents any deception that was used during research. C. using the data collection personnel to fill out surveys for fake respondents. D. combining different publicly available information, usually unethically, to determine consumers' identities, especially on the Internet. E. conducting research below professional standards.
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A. claiming that a survey is for research purposes and then asking for a sale or donation.
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Which of the following is true of frugging? A. It occurs when research firms do not fully disclose how the methodology works. B. It creates a negative impact on the entire industry. C. It must be conducted at the end of any study involving deception. D. It includes not using the designated sample of respondents but rather anyone who is conveniently available to complete the survey. E. It combines different publicly available information, usually unethically, to determine consumers' identities.
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B. It creates a negative impact on the entire industry.
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Which of the following is true of the guidelines developed by the Marketing Research Association (MRA) for Internet marketing research issues? A. It announced that there must be de-anonymization of information on the Internet by combining different publicly available records available at social networks. B. It suggests the use of digital technologies such as GPS as they do not result in privacy-related issues. C. It does not allow clickstream tracking. D. It prohibits the use of cookies. E. It suggests that researchers discontinue follow-up e-mails if requested to by respondents.
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E. It suggests that researchers discontinue follow-up e-mails if requested to by respondents.
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Which of the following illustrates an unethical activity of the client? A. Decision makers requesting detailed research proposals from research providers B. Not using the designated sample of respondents but rather anyone who is conveniently available to complete the survey C. Obtaining first drafts of questionnaires and using the information to perform the research project themselves D. Prohibiting market researchers from de-anonymizing data E. Not following up on the established callback procedures indicated in the research procedure
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C. Obtaining first drafts of questionnaires and using the information to perform the research project themselves
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T/F Given the nonlinear nature of marketing research, it is not a very systematic process.
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F
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T/F Marketing research methods are diverse, spanning a wide variety of qualitative and quantitative techniques and borrowing from disciplines such as psychology, sociology, and anthropology.
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T
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T/F Marketers are interested in consumer subcultures, as products are often used to enact and support subculture participation.
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T
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T/F Marketers are interested in consumer subcultures, as products are often used to enact and support subculture participation.
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T
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T/F The process of identifying people or markets a company wants to serve is called positioning.
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F
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T/F Marketing research that examines the performance of a promotional program must consider the total program as each effort is independent and does not affect others in the promotional mix.
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F
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T/F Creating customer profiles and understanding behavioral characteristics are major focuses of any marketing research project.
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T
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T/F The advantage of using ethnographic techniques to study consumer behavior is that they are quick and economical.
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F
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T/F The purpose of theory is to generalize relationships between concepts in a way that is applicable to a wide variety of business and often other settings.
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T
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T/F The benefits of internal marketing research providers include research method consistency, shared information across the company, lower research costs, and ability to produce actionable research results.
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T
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T/F Many companies use internal research suppliers because the suppliers can be more objective and less subject to company politics and regulations than external suppliers.
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F
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T/F According to a survey of marketing research executives, there has been a shift from executional to analytical skill requirements in the marketing research industry.
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F
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T/F Research firms are required to maintain client confidentiality.
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T
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T/F If clients are unable to get sufficient insight into the testing method's strengths and weaknesses prior to purchase, they can choose other suppliers.
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T
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T/F Subject debriefing means claiming that a survey is for research purposes and then asking for a sale or donation.
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F
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T/F Frugging leads to consumers turning down legitimate research inquiries because they do not want to be solicited.
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T
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T/F It is acceptable to collect information on consumer preferences using cookies, while at the same time maintaining consumer privacy with respect to identity.
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T
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T/F The Marketing Research Association (MRA) guidelines prohibit clickstream tracking.
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F
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T/F If a respondent does not want the researcher to find out the truth, it is ethical for the respondent to lie on a survey.
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F
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T/F The Code of Ethics for the American Marketing Association applies to all marketing functions, including research.
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T
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T/F One of the recent trends in the marketing research industry is a movement toward data analysis.
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F
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Define marketing research. Describe the advantages of marketing research.
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The American Marketing Association defines marketing research as the function that links an organization to its market through the gathering of information. This information facilitates the identification and definition of market-driven opportunities and problems, as well as the development and evaluation of marketing actions. Finally, it enables the monitoring marketing performance and improved understanding of marketing as a business process. Organizations use marketing research information to identify new product opportunities, develop advertising strategies, and implement new data-gathering methods to better understand customers.
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How does marketing research impact pricing decisions?
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Pricing decisions involve pricing new products, establishing price levels in test marketing, and modifying prices for existing products. Marketing research provides answers to questions such as the following: 1. How large is the demand potential within the target market at various price levels? What are the sales forecasts at various price levels? 2. How sensitive is demand to changes in price levels? 3. Are there identifiable segments that have different price sensitivities? 4. Are there opportunities to offer different price lines for different target markets?
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Explain the different types of marketing research firms.
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Marketing research providers can be classified as either internal or external, custom or standardized, or brokers/facilitators. Internal research providers are typically organizational units that reside within a company. The benefits include research method consistency, shared information across the company, lower research costs, and ability to produce actionable research results. Some firms choose to use external sources for marketing research. External sources, usually referred to as marketing research suppliers, perform all aspects of the research, including study design, questionnaire production, interviewing, data analysis, and report preparation. These firms operate on a fee basis and commonly submit a research proposal to be used by a client for evaluation and decision purposes. Customized research firms provide specialized, highly tailored services to the client. Many customized research firms concentrate their activities in one specific area such as brand-name testing, test marketing, or new-product development. Standardized research firms provide more general services. These firms also follow an established, common approach in research design so the results of a study conducted for one client can be compared to norms from studies done for other clients. Many standardized research firms also provide syndicated business services, which include the purchase of diary panels, audits, and advertising recall data made or developed from a common data pool or database.
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What are the key skills that recruiters look for in a candidate when they are hiring for marketing researcher positions?
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The top five skills executives hope to find in candidates for marketing research positions are: 1) the ability to understand and interpret secondary data, 2) presentation skills, 3) foreign-language competency, 4) negotiation skills, and 5) computer proficiency.
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What are some of the major emerging trends in the field of marketing research?
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The five major trends in the industry are: 1) increased emphasis on secondary data collection methods; 2) movement toward technology-related data management (optical scanning data, database technology, customer relationship management); 3) expanded use of digital technology for information acquisition and retrieval; 4) broader international client base; and 5) movement beyond data analysis toward a data interpretation/information management environment.
