Question 1

Vision Critical helps companies use social media in their marketing research. It develops "Insight Panels" of consumers from a company's target group and regularly asks for their feedback online. Vision Critical is using social media to conduct marketing research that is:

Accepted Answer

Vision Critical is using social media to broaden its scope by listening to customers. This is accomplished by developing "Insight Panels" of consumers and regularly asking for their feedback online, which allows for more direct communication and engagement with customers. The other options (monitoring competitors, tracking innovation trends, engaging the "loudest" customers) are not specifically mentioned in the article as part of Vision Critical's marketing research approach.

Question 2

There are various costs associated with conducting surveys. Which of the set represents the correct ascending (least expensive to most expensive)order of cost per completed survey?

Accepted Answer

Online surveys are generally the least expensive due to low distribution costs and automation. Mail surveys have printing and postage costs. Telephone surveys require more time and personnel. Personal interviews are the most costly due to the need for trained interviewers and travel.

Question 3

Alex works for RBC where he is trying understand whether the bank should be open on Sundays, in order to compete with CIBC. Which department is Alex likely a part of?

Accepted Answer

Alex is likely part of marketing research because he is conducting research to determine whether the bank should be open on Sundays to compete with CIBC.

Question 4

The Dairy Farmers of Canada, an association representing dairy producers in the country, wanted to discover why milk consumption was declining in Canada. The marketing manager for this association decided they should first:

Accepted Answer

Engaging in marketing research is the best choice as it will help the Dairy Farmers of Canada to gather information on factors affecting milk consumption and to formulate effective strategies to tackle the decline. Hiring a consultant, spending more on advertising, or hiring more salespeople may not address the underlying issues that are causing the decline in milk consumption.

Question 5

Compared to traditional market research, using social media research is:

Accepted Answer

Social media research is generally less expensive than traditional market research as it eliminates the need for expensive surveys or focus groups. Social media platforms offer free or low-cost tools to gather and analyze data, making the process more cost-effective.

Question 6

Marketing research attempts to identify and define both marketing ________and ________.

Accepted Answer

Marketing research aims to identify and define both marketing problems and opportunities. This includes discovering issues or challenges that a company may face in its marketing efforts, as well as exploring potential avenues for growth or improvement. Strategies, programs, weaknesses, threats, segments, and target markets may all be part of the research process and the insights gained can help inform decisions in these areas, but they are not the primary focus of marketing research.

Question 7

By using social media for research, marketers get more interaction, engagement, and participation which usually results in _________data.

Accepted Answer

By using social media for research, marketers can get useful, accurate and honest data because social media users tend to be open and honest in expressing their opinions and experiences. Social media also allows marketers to get real-time data and insights on customer preferences, behavior and trends. Additionally, social media platforms offer a range of tools and features that enable marketers to analyze data, track metrics, and identify patterns and trends to inform their marketing strategies.

Question 8

Neuromarketing measures brain activity using either probes connected to the brain or an MRI. One of the main reasons for using neuromarketing research is to:

Accepted Answer

Neuromarketing eliminates interviewer bias by directly measuring brain responses, bypassing the need for subjective interpretation by interviewers.

Question 9

The nature of the problem should determine the type of marketing research conducted. Which one of the following is NOT a basic type of marketing research?

Accepted Answer

Correlative research is not a basic type of marketing research. The other three (causal, descriptive, and exploratory) are considered basic types of marketing research.

Question 10

The makers of Samsung smartphones conduct a search in Twitter using the keyword 'iPhone' in order to understand what individuals are saying. Samsung is conducting which activity?

Accepted Answer

Samsung is conducting social listening, which involves monitoring and analyzing social media platforms to understand what consumers are saying about a brand, product, or industry.

Question 11

Compared to traditional market research, using social media research is:

Accepted Answer

Social media research is faster than traditional market research as data can be collected and analyzed in real-time. Additionally, social media research can provide more up-to-date insights as it captures current conversations and trends. It may also be less expensive than traditional market research as it eliminates the cost of participant recruitment and data collection. Lastly, social media research may still be subject to bias depending on the sample of social media users being analyzed.

Question 12

The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions to improve an organization's marketing activities is called:

Accepted Answer

The description provided is that of marketing research, which involves identifying and understanding a marketing problem or opportunity, gathering and analyzing data, and making recommendations for improving marketing activities. Statistical analysis may be a component of marketing research, but it is not the process as a whole. Market decision analysis and SWOT analysis may also be part of marketing research, but they are not comprehensive enough to capture the entire process.

Question 13

During the 2016 Earth Hour, WWF (formerly the World Wildlife Fund)launched a social media campaign in the London Underground to encourage support by using the #EarthHourUK. Which aspect of social media allowed them to measure the response to their Earth Hour Campaign?

Accepted Answer

Social media allows real-time responses and feedback, which means that WWF could monitor engagement with their campaign and measure the response to their Earth Hour campaign.

Question 14

A local farmer attempts to understand if by displaying a large neon sign describing a 'two-for-one' special on pumpkins will result in an increase in sales. This farmer is undertaking what type of research?

Accepted Answer

The farmer is attempting to understand if the display of the large neon sign will cause an increase in sales, indicating a cause-and-effect relationship. This is the objective of causal research.

Question 15

Magazines, radio stations, and television stations almost always do ________ research to identify the characteristics of audiences.

Accepted Answer

Descriptive research is used to identify and understand the characteristics of audiences, such as demographics, preferences, and behaviors, which is essential for magazines, radio stations, and television stations to tailor their content and advertising strategies.

Question 16

Profiling product purchasers (e.g., the Canadian shopper at the health food store), describing the size and characteristics of markets (e.g., the Canadian pizza restaurant market), detailing product usage patterns (e.g., ATM usage by Canadian bank
Customers), or outlining consumer attitudes toward particular brands (e.g., Canadian
Attitudes toward national, private, and generic brands)are collectively known as which type of research?

Accepted Answer

Descriptive research involves the gathering and description of information about a particular phenomenon or market, such as profiling product purchasers or outlining consumer attitudes. This type of research is focused on providing a detailed understanding of a specific topic, rather than attempting to establish cause-and-effect relationships (which is the domain of causal research) or exploring new topics (which is the goal of exploratory research). Descriptive research often relies on surveys, observations, and secondary data sources to collect and analyze information.

Question 17

A survey is conducted by a local clothing retailer to understand the ratio of males versus females in a ten kilometer square around their location, in order to understand which products to carry. This research is referred to as:

Accepted Answer

The purpose of the survey is to gather data and describe the ratio of males versus females in the area around the retailer's location. This is an example of descriptive research, which aims to describe and measure the characteristics of a population or phenomenon. Causal research examines cause-and-effect relationships, primary research is data gathered specifically for the purpose of the research, and exploratory research is aimed at identifying problems or opportunities.

Question 18

Blackberry is considering entering the television industry, and Ken, in the marketing department, conducts some basic research to get an initial understanding of the industry. Which type of research is Ken conducting?

Accepted Answer

Ken is conducting exploratory research to gain initial understanding of the television industry. Exploratory research is conducted to gain insights and understanding of a topic that is relatively unexplored or unknown. It helps to define a problem and develop hypotheses for further research.

Question 19

The Prince Edward Island Tourism Board wanted to understand why there was such a large increase in visitors to PEI last year. They conducted preliminary research with visitors to get some ideas. This is an example of:

Accepted Answer

Exploratory research is conducted to gain preliminary insights and understanding of a phenomenon or problem. In this scenario, the PEI Tourism Board is conducting preliminary research with visitors to get some ideas for why there was a large increase in visitors to PEI last year.

Question 20

All of the following are unique ways market researchers use social media, except:

Accepted Answer

Customer relationship marketing analytics is not a unique way market researchers use social media; it is a traditional and common method. The other three options (listening to customers, monitoring competitors, and conducting primary research) are all unique ways that researchers use social media to gather insights and analyze data.

Quiz 8: Marketing Research: From Information to Action

Vision Critical helps companies use social media in their marketing research. It develops "Insight Panels" of consumers from a company's target group and regularly asks for their feedback online. Vision Critical is using social media to conduct marketing research that is:

There are various costs associated with conducting surveys. Which of the set represents the correct ascending (least expensive to most expensive) order of cost per completed survey?

Alex works for RBC where he is trying understand whether the bank should be open on Sundays, in order to compete with CIBC. Which department is Alex likely a part of?

The Dairy Farmers of Canada, an association representing dairy producers in the country, wanted to discover why milk consumption was declining in Canada. The marketing manager for this association decided they should first:

Compared to traditional market research, using social media research is:

Marketing research attempts to identify and define both marketing and .

By using social media for research, marketers get more interaction, engagement, and participation which usually results in _________data.

Neuromarketing measures brain activity using either probes connected to the brain or an MRI. One of the main reasons for using neuromarketing research is to:

The nature of the problem should determine the type of marketing research conducted. Which one of the following is NOT a basic type of marketing research?

The makers of Samsung smartphones conduct a search in Twitter using the keyword 'iPhone' in order to understand what individuals are saying. Samsung is conducting which activity?

Compared to traditional market research, using social media research is:

The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions to improve an organization's marketing activities is called:

During the 2016 Earth Hour, WWF (formerly the World Wildlife Fund) launched a social media campaign in the London Underground to encourage support by using the #EarthHourUK. Which aspect of social media allowed them to measure the response to their Earth Hour Campaign?

A local farmer attempts to understand if by displaying a large neon sign describing a 'two-for-one' special on pumpkins will result in an increase in sales. This farmer is undertaking what type of research?

Magazines, radio stations, and television stations almost always do ________ research to identify the characteristics of audiences.

A survey is conducted by a local clothing retailer to understand the ratio of males versus females in a ten kilometer square around their location, in order to understand which products to carry. This research is referred to as:

Blackberry is considering entering the television industry, and Ken, in the marketing department, conducts some basic research to get an initial understanding of the industry. Which type of research is Ken conducting?

The Prince Edward Island Tourism Board wanted to understand why there was such a large increase in visitors to PEI last year. They conducted preliminary research with visitors to get some ideas. This is an example of:

All of the following are unique ways market researchers use social media, except: