Deck 10: Marketing Research

Question 1

Before conducting marketing research, it is important to establish in advance exactly what problem needs to be solved.

Answer 1

True

Question 2

During the research process, participants were asked a series of four unstructured questions. It would be appropriate for participants to answer "yes" or "no" to these questions.

Answer 2

False

Question 3

When companies store information on customers' purchase histories in large computer files, this is known as data warehousing.

Answer 3

True

Question 4

Sentiment mining is one form of quantitative research.

Question 5

Data that have been collected prior to the start of the current research project are considered primary data.

Question 6

Neuromarketing is the process of examining consumers' brain patterns to determine their responses to marketing communications, products, or services for the purpose of developing marketing tactics or strategies.

Question 7

A disadvantage to using secondary data is that they might not be precisely relevant to the information needed.

Question 8

Trent is conducting a marketing research project. He is not sure what questions to ask or what types of consumers he should talk to. Therefore, Trent should begin by conducting quantitative research.

Question 9

In the marketing research process, data collection happens after research design.

Question 10

In the United States, the federal government has enacted comprehensive privacy laws for the Internet.

Question 11

One of the benefits of marketing research that it reduces the uncertainty under which managers make decisions.

Question 12

Panel data are always secondary data.

Question 13

Jordana is looking at the results of a syndicated study conducted two years ago. Jordana is looking at primary data.

Question 14

The marketing research process follows five steps, and to be effective they must be followed in order without omitting any steps.

Question 15

Primary data includes historical data that relates to the project.

Question 16

In the United States, companies are legally required to disclose their privacy practices to customers on an annual basis.

Question 17

Marketing research should be used only to produce favorable recommendations for senior management to consider.

Question 18

Carson is part of a group of 8 to 12 people being asked questions by a trained moderator. Carson is part of an in-depth interview group.

Question 19

The terms primary data and syndicated data mean the same thing.

Question 20

Rather than survey the entire database, Marta sent the survey to 500 customers who purchased snow shoes from the company in the past. She feels these customers are representative of people who enjoy winter sports. This group of people is known as a sample.

Question 21

Val's custom bookkeeping service provides online bookkeeping assistance. Val plans to conduct marketing research to determine which bookkeeping services are most demanded by his customers. His next step is to

A)identify the type of data he needs.
B)determine the statistical software he will use.
C)outline the presentation format he will use.
D)collect data.
E)define his privacy policy.

Question 22

The marketing research process follows five steps, and researchers

A)may not always go through them in the exact sequence if the situation changes or new information is discovered.
B)should maintain the integrity of the process by following each step sequentially and thoroughly.
C)often collect data before defining the research objectives.
D)should be prepared to present the results before completing the analysis if they are under a great deal of pressure to meet a deadline.
E)may follow the process by completing all steps at once instead of planning the process first.

Question 23

Company sales invoices, census data, and trade association statistics are examples of

A)primary data.
B)data mines.
C)secondary data.
D)tertiary data.
E)qualitative data.

Question 24

Marketing executives at Gatorade want to analyze the number of Powerade customers who switch to its product when Gatorade is offered at a deep discount. What data would likely show this information?

A)secondary panel data
B)internal secondary data
C)primary panel data
D)primary internal data
E)scanner data

Question 25

Political consultants have been using marketing research for decades to help their candidates understand

A)who makes up the voting public and how to reach them.
B)what ethical lapses they can get away with.
C)which consumers spend the most money.
D)how large their campaign signs should be.
E)how to buy the votes they need.

Question 26

Academic researchers often jump at the opportunity to conduct a research study, curious to learn more and address unanswered questions for the sake of general knowledge. Businesspeople tend to be more cautious before embarking on a marketing research study, recognizing that research is often

A)beyond most managers' ability to comprehend.
B)expensive and time-consuming.
C)an academic exercise of little real value.
D)an impediment to decisive management.
E)of little use in actual marketing situations.

Question 27

Kim opened a juice bar near a fitness center. She wants to know which juices will be most popular among health-conscious individuals. She has two of her staff members stand outside the shop and invite everyone exiting the fitness center for a free glass of juice of their choosing. This customer group is known as a

A)sample.
B)focus group.
C)data warehouse.
D)demographic.
E)panel.

Question 28

You work for a company that sells baby products. Your manager asks you to conduct research on automotive sales in your area. The problem with this research objective is that

A)it is irrelevant to the baby products company.
B)the information is available from external sources.
C)it will lead to a set of unstructured questions.
D)it probably can't be determined with any level of accuracy.
E)the research will be costly.

Question 29

In the marketing research process, data collection begins

A)only after completing the research design process.
B)before objectives can be determined.
C)whenever the researcher wants to.
D)after creating the presentation format.
E)after analyzing the data.

Question 30

Joan subscribes to an online service that alerts her when other firms in her industry introduce a new product. This allows her to stay on top of what these other firms are doing. Joan is using marketing research primarily to

A)provide a link between her and the manufacturing process.
B)help her understand customer needs.
C)monitor her competitors.
D)increase profits through the sale of syndicated data.
E)decide how to price new products.

Question 31

The first question a marketing researcher should ask before embarking on a research study is

A)Who will pay for it?
B)Will the research be useful?
C)What is the due date?
D)What sample size will be needed?
E)Should we use structured or unstructured questions?

Question 32

When a research team has gathered data for specific research needs, this is known as

A)primary data.
B)data mining.
C)secondary data.
D)data recovery.
E)data modeling.

Question 33

After defining objectives and research needs, the next step in the marketing research process involves

A)research evaluation.
B)data collection.
C)data analysis.
D)research design.
E)report writing.

Question 34

Shondra and Jason are working on a research project to anticipate customer attitudes toward a proposed product line for their company. They have worked with the marketing manager to determine the answers that are needed and have created a detailed design of the project. Their next logical step will be to

A)develop a budget.
B)begin to collect data.
C)summarize their preliminary conclusions to present to managers.
D)begin recommending changes to the new product line.
E)analyze the data.

Question 35

After reviewing the existing data on seasonal spending by his company's customers, Michael decides he needs new information collected to address his research questions. Michael needs ________ data to address the questions in his marketing research study.

A)primary
B)secondary
C)mined
D)syndicated
E)warehoused

Question 36

Last week, the bank manager took her staff to lunch and asked them to share customer comments and concerns about the bank's newly reduced hours and other new policies. The bank manager is using the lunch as an informal marketing research effort intended primarily to

A)provide a link between herself and her profession.
B)help her understand the needs of her customers.
C)monitor her competitors.
D)decrease the uncertainty associated with decision making.
E)improve profitability.

Question 37

Assuming that a marketing research study will answer important questions and reduce uncertainty associated with the proposed project, a major question that needs to be addressed before starting the study is

A)How will the results be presented?
B)Will observational research be considered intrusive?
C)Is top management committed to the project and willing to abide by the results of the research?
D)How will the questions be defined?
E)Who will manage the research?

Question 38

During the research design step of the marketing research process, researchers identify the type of data needed and

A)the statistical software to be used.
B)the dates when data will be collected.
C)the forum in which the data will be presented.
D)the identities of research participants in the project.
E)the type of research necessary to collect the data.

Question 39

Jalen is responsible for marketing research for a manufacturer of heating and cooling systems for the housing market. His boss asked him to cut back expenses, and asked "Why can't you just use information off the Internet? There's plenty out there." What is Jalen's best response to try to get his boss to change his mind?

A)"We can try, but if it's wrong it's not my fault."
B)"Those are secondary data, and they may not be as timely, accurate, and relevant as what we need."
C)"I'd rather not use any data at all than use secondary data."
D)"This is a matter of principle. I quit."
E)"You should never use any information from the Internet in marketing research."

Question 40

The manager of a company selling cellular phones in rural U.S. markets asks you to conduct a survey to uncover what percentage of people in Kansas live in communities of less than 10,000 people. The problem with this research objective is that

A)it is irrelevant to the cellular company.
B)it is already known and available from the U.S. Census Bureau.
C)it will lead to a set of unstructured questions.
D)it probably can't be determined with any level of accuracy.
E)the research will be costly.

Question 41

A marketing research project often begins with a review of the relevant ________ data.

A)primary
B)secondary
C)quantitative
D)unfocused
E)structured

Question 42

If a magazine subscription service had 100 million subscribers at the end of the year, and 4 million of its subscribers left its service, it would have a churn rate of

A)1 percent.
B)4 percent.
C)5 percent.
D)40 percent.
E)20 percent.

Question 43

Sam is the marketing manager for a moderately well-known Christian rock group. He wants to know more about industry trends including sales by different musical styles, online downloads, and concert attendance. What would be the best way for Sam to gather this information?

A)focus groups
B)observation
C)syndicated data
D)sales invoices
E)census data

Question 44

The term ________ refers to the enormous amount of information that firms now have access to but cannot handle using conventional data management and data mining software.

A)big data
B)churn
C)data mining
D)data dump
E)information overload

Question 45

The number of participants who discontinue their use of a service divided by the average number of total participants is called

A)churn.
B)customer retention.
C)customer lifetime value.
D)big data.
E)a sample.

Question 46

Geoff is looking for data to help with a new marketing research study. When reviewing existing secondary data from a past research study, Geoff should pay careful attention to

A)how the secondary data were collected.
B)where the data were warehoused.
C)whether or not the Census Bureau has certified the research.
D)whether the data were transformed into information.
E)how often primary data were substituted for secondary data.

Question 47

Which type of data would be the best choice for Burger King fast-food restaurants if the headquarters wants to know how many french fries versus packages of apple slices it has sold in past years?

A)internal secondary data
B)external secondary data
C)survey responses
D)focus group data
E)primary data

Question 48

Supermarkets collect information about individual customers through their use of loyalty cards, and then analyze the data to look for patterns in purchases. This is an example of

A)data mining.
B)data recovery.
C)data entry.
D)data analysis.
E)data modeling.

Question 49

Marketers of retail giants such as Walmart have learned that people tend to buy certain products at the same time, for example, toothpaste and dental floss or paper towels and paper plates. Knowing this, Walmart will promote and display these products together. To uncover these customer purchasing patterns, marketers use

A)data isolation.
B)data mining.
C)secondary data collection.
D)sentiment mining.
E)qualitative research.

Question 50

Imagine that you currently operate a home décor shop, and you want to add another shop in a new location. You need to obtain data to determine the size of your potential market. Which data source would you use?

A)U)S. Bureau of the Census
B)J)D. Power and Associates
C)NOP World
D)Mediamark Research Inc.
E)National Purchase Diary Chanel

Question 51

Dawn needs to find information about gender and income distribution in Orange County, California. Her company has minimal money to budget for this process. The best source of secondary research Dawn can use is

A)door-to-door surveys.
B)focus group interviews.
C)syndicated data.
D)sales invoices at public libraries.
E)U)S. Census data.

Question 52

Which statement best describes secondary data?

A)Secondary data may not be precisely relevant to the research needs.
B)Secondary data are those data collected to address specific research needs.
C)Secondary data collection is always extremely time-consuming and expensive.
D)Secondary data will always meet the researchers' needs.
E)Secondary data include only qualitative research.

Question 53

Skipper Department Stores has a loyalty card and uses the customer purchase information on this card to identify groups of customers who buy children's clothing, shoes, housewares, and other product categories. They use this data to create special offers in each of these departments. What process is Skipper using?

A)secondary data analysis
B)sampling
C)churn
D)syndicated data review
E)data mining

Question 54

Commercial research firms such as IRI, the National Purchase Diary Panel, and Nielsen are sources of

A)primary data.
B)internal secondary data.
C)data mining.
D)syndicated data.
E)public data.

Question 55

A restaurant chain is working on improving the quality of its food and service. To track its progress, it recruits customers who agree to respond to customer satisfaction surveys once every three months over the next two years. What kind of data is the restaurant chain collecting?

A)panel data
B)internal secondary data
C)focus group data
D)external secondary data
E)scanner data

Question 56

If a firm has demographic and purchasing information about its customers, the firm can use data mining techniques to

A)understand psychographic motivations.
B)create marketing mixes based on consumer self-values.
C)customize marketing programs for different demographic segments.
D)determine which syndicated data warehouse services to purchase.
E)find out which competitors its customers purchase from.

Question 57

With more than 310 million active customers and billions of pieces of shopping data, Amazon qualifies as a

A)big data user.
B)syndicated data user.
C)mining data user.
D)panel data user.
E)survey data user.

Question 58

Through analysis of sales data, Buy Low retail store found that customers who bought caramels also tended to buy apples. What process would the company use to make this determination?

A)syndicated surveying
B)focus group analysis
C)behavioral analysis
D)data mining
E)structured sampling

Question 59

Brent's manager wants him to find out the churn levels related to activities in the past 12 months and report his findings at the next meeting. What does Brent need to find out?

A)how many times the company ships products to customers each week
B)the number of new customers the company gets after releasing a new product
C)how many new competitors have arrived on the market during this time
D)where customers prefer to shop for products: online or instore
E)how many customers stopped using the company's services compared to the overall number of customers

Question 60

Marta is reviewing secondary data her company collected about seasonal variations in consumer spending because she is thinking about developing a new product line. The advantages of using these data include

A)they are new and can be used to project overall demand.
B)they can be quickly accessed at a relatively low cost.
C)they are historical data that can be used to accurately predict future trends.
D)they have been collected specifically for the purpose Marta is using it for.
E)their high cost can be justified by the results.

Question 61

Katrine's office supply store is in a strip mall. She wants to know what other businesses in the strip mall her customers visit when they come to her store. To collect information for this objective, Katrine could use

A)door-to-door surveys.
B)focus group interviews.
C)observation.
D)sales invoices.
E)census data.

Question 62

Both major political parties have developed proprietary databases that contain vast information about voters, broken down by demographic and geographic information. This kind of information is

A)primary data.
B)secondary data.
C)syndicated data.
D)neuromarketing.
E)qualitative research.

Question 63

Using ________, trained researchers ask questions, listen to and record the answers, and then pose additional questions to clarify or expand on a particular issue.

A)questionnaires
B)experiments
C)in-depth interviews
D)primary data mining
E)observation

Question 64

What is an example of an unstructured question?

A)"What are the most important characteristics for choosing a brand of shampoo?"
B)"How satisfied were you with your last shampoo purchase: very unsatisfied, unsatisfied, neutral, satisfied, or very satisfied?"
C)"Were you happy with the quality of the shampoo you purchased (Yes\No)?"
D)"On a scale from 1 to 5 (with 1 being very unimportant and 5 being very important), how important is fragrance when choosing a shampoo?"
E)"How many brands of shampoo have you purchased in the past year: 0, 1, 2, 3, 4, 5, or more than 5?"

Question 65

The UPC codes that are read when you check out purchases at a store provide quantitative research in the form of

A)panel data.
B)secondary data.
C)churn data.
D)big data.
E)scanner data.

Question 66

When consumers are unable to articulate their experiences, ________ becomes particularly useful in understanding consumers' preferences.

A)observation
B)surveying
C)in-depth interviewing
D)primary data mining
E)a focus group

Question 67

When Gary was hired at Eco-Supply Inc., he was required to spend the first month of employment traveling to different areas of the states to personally witness how consumers used the company's products. What form of qualitative research is Gary engaged in?

A)experiments
B)observation
C)focus groups
D)social media
E)in-depth interviews

Question 68

When the detailed opinions of a few industry experts or experienced consumers are needed, ________ is(are)often the best qualitative research method.

A)observation
B)surveys
C)social media studies
D)in-depth interviews
E)secondary data mining studies

Question 69

Pet Food Plus wants to determine if packaging affects customer purchase decisions, so it placed two different packages for the same cat food on a local pet store shelf and then viewed store video to see which package customers reached for first. What form of research is this?

A)experiment
B)focus group
C)observation
D)neuromarketing
E)panel

Question 70

What research method would be best in helping a marketer understand how people feel about a product or service on an individual, detailed level?

A)focus groups
B)surveys
C)social media monitoring
D)primary data mining
E)in-depth interviews

Question 71

To help a researcher more clearly define research objectives, it is most helpful to use

A)data mining.
B)qualitative research.
C)rhetorical questions.
D)quantitative research.
E)churn rates.

Question 72

Social media monitoring, in-depth interviews, and focus groups are all ________ research methods.

A)quantitative
B)data warehousing
C)syndicated marketing
D)qualitative
E)structured

Question 73

Once a marketing researcher is ready to move beyond preliminary insights to specific, informed questions, the researcher is ready to conduct

A)quantitative research.
B)data warehousing.
C)syndicated marketing surveys.
D)qualitative research.
E)research design.

Question 74

What is a characteristic of quantitative research?

A)It is always conducted using primary data collection.
B)It revises the research objective based on data mining.
C)It confirms insights and hypotheses generated via qualitative research.
D)It offers conclusions that are always correct.
E)It includes focus group interviews.

Question 75

Before deciding on a new promotional campaign, Holly's Cupcakes looked at its customers' buying patterns over a 5-year period as determined by their use of a loyalty card. What method did the company use to make sense of the data that were available?

A)biometrics
B)neuromarketing
C)data mining
D)data warehousing
E)panel data

Question 76

Which type of research would be considered quantitative research?

A)experimental research
B)observational research
C)focus group research
D)social media monitoring
E)in-depth interviews

Question 77

Recently, the number of students enrolled in the business program increased while enrollment in the engineering program decreased. The chair of the engineering department will probably use ________ as a first step to gain a better understanding of why enrollments are changing.

A)experimental research
B)data warehousing
C)syndicated data
D)qualitative research
E)churn rates

Question 78

Quantitative research offers a means to confirm ideas through

A)surveys or experiments.
B)in-depth interviews.
C)data mining.
D)qualitative research.
E)informal analysis.

Question 79

Patrick is conducting an online survey of two dozen college professors about the factors that influence their textbook selection. He asks questions such as, "On a scale of 1-10, with 1 being very important and 10 being least important, rate the importance of each of the following elements: price, eBook alternative, supplements." Patrick is conducting a(n)

A)in-depth interview.
B)experiment.
C)structured survey.
D)unstructured survey.
E)focus group.

Question 80

Jenner wants to collect considerable information about the current opinions of her ten most important customers. To accomplish this, Jenner would be most successful using the ________ research method.

A)social media monitoring
B)experimental
C)in-depth interview
D)primary data mining
E)observation