MKTG Chapter 10 – Flashcards
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A set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas is known as
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marketing research.
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What is the first step in the marketing research process?
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Defining the objectives and research needs
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Which of the following steps in the marketing research process involves identifying the type of data needed and determining the method necessary to collect it?
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Designing the research
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_____ is the third step in the marketing research process, and it begins only after the research to design has been established.
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Collecting the data
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Information that has been collected prior to the start of the research project is called _____ data.
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secondary
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One of the primary purposes of the analyzing data and developing insights step of the marketing research process is to turn data into
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information
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Data gathered from trade journals, the Census Bureau, and specialized research firms is considered to be _____ data.
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secondary
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Although it is often an inexpensive source, _____ are sometimes not adequate to meet the needs of the researcher since they were acquired for some purpose other than the research question at hand.
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External secondary data
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When General Motors purchases information about quality and customer satisfaction research from J. D. Power and Associates, it is acquiring a form of
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syndicated external data
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Nielsen purchases scanner data from retail transactions to compile, analyze, and resell to consumer packaged-goods firms so they can assess what is happening in the marketplace. Scanner data is an example of
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syndicated external data
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The key difference between scanner and panel research is that scanner research typically focuses on a particular _____, while panel research typically focuses on a particular _____.
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product; person or household
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One of the most valuable sources firms have at their disposal is a rich cache of customer information and purchase history from their day-to-day operations, which is a type of
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internal secondary data
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______ is the use of a variety of statistical analysis tools in marketing research to uncover previously unknown patterns in data or relationships among variables.
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data mining
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Home Depot, a large home improvement retailer, used research to learn that 25 percent of the time when customers bought a drill, they also bought a set of drill bits. Patterns and relationships like this are discovered through a technique called
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data mining
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The number of participants who discontinue use of a service, divided by the average number of total participants, yields a measurement called
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churn
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Qualitative research includes all of the following except
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scanner data
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If Fisher-Price wanted to conduct research to determine the colors that best attract babies to its toys and engage them in interactive play, it would most likely use _____ research.
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observation
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If a firm uses social media sites like Facebook, Twitter, and online blogs to collect consumer comments about companies and their products, it is engaged in a process known as
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sentiment mining
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Which of the following forms of qualitative research is both time-consuming and relatively expensive to administer?
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in-depth interviews
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Using an unstructured method of inquiry, _____ involve a trained moderator guiding the conversation of a small group of individuals in an intensive discussion about a particular topic.
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focus group interviews
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Which of the following is the most popular type of quantitative primary collection method?
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survey research
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A survey asks respondents to answer the question "What are the most important features you would look for in choosing a new automobile, and why?" What type of question is this?
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unstructured question
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A survey question for which a discrete set of response alternatives or specific answers is provided for respondents is a type of _______ question.
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structured
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_____ involves a type of quantitative research that systematically manipulates one or more variables to determine which variables have a causal effect on other variables.
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experimental research
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Which of the following is not a disadvantage of using secondary research data?
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the process is costly and time-consuming
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Which organization provides the three guidelines that marketers should use for conducting marketing research?
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american marketing association
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Marketing researchers should collect information on consumers only for the purpose of
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producing unbiased, factual information
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Which of the following agencies serves as a watchdog over the data mining of consumer information?
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electronic privacy information center
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Physical traits such as facial characteristics, iris scans, or fingerprints are referred to as _____ data and this information is routinely collected by websites such as Facebook.
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biometric
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What new technique claims the ability to read consumers' minds, using wireless electroencephalogram scanners that measure the involuntary brainwaves that occur when they view a product, advertisement, or brand images?
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neuromarketing
