Deck 5: Marketing Research

Question 1

Research that seeks to answer the questions who, what, when, where, and how is exploratory research.

Answer 1

False

Question 2

Chimney Sweep is a retail store that sells fireplaces and fireplace tools. It knows the buying behavior of all of its clients because it maintains a database, so when it needs to run an advertisement, or it needs to decide what items to put on sale to draw in customers, it can use this data to help make decisions. This is an example of secondary data.

Answer 2

True

Question 3

The five steps of the marketing research process must be followed in a linear fashion and in order.

Answer 3

False

Question 4

Vonda spoke to 30 people about their preferences in hair coloring, but she spoke to them one at a time. Vonda was conducting focus groups.

Question 5

Reliability concerns how well the data measure what the researcher intended to measure.

Question 6

Google Insights and TweekDeck are examples of blog mining tools.

Question 7

Research objectives are set during the problem definition step of the marketing research process.

Question 8

As a type of observation research, neuromarketers are trained researchers hired to pose as customers in order to gather information about the physical appearance or customer-service attributes of a store.

Question 9

Decisions regarding the place or distribution function must be made using sales tracking.

Question 10

When a company sends interviewers to a mall to talk with people about their buying behavior, it is conducting causal research.

Question 11

When designing an international marketing research study, it is important to select the proper technology solution that will reach your target audience.

Question 12

Snowball sampling is probability sampling in that it is like throwing a snowball and choosing the person it hits.

Question 13

The most obvious obstacle to international marketing research is language; it involves many steps that can increase both costs and potential errors.

Question 14

A survey could be used to gather data from a large population about which promotions consumers have seen and their reactions to those promotions.

Question 15

To have truly successful data visualization, you need three things: clarity, reliability, and validity.

Question 16

Even with a well-designed management information system, internal data sources are hard to access.

Question 17

Peeta wanted everyone in the classroom to have a chance to go first in the spelling bee, so she drew names out of a hat. She was using simple random sampling.

Question 18

In a management information system, the data that flow through an organization come from internal company data, competitive intelligence, and market research.

Question 19

The practice of web scraping is the preferred method of data extraction because it is seen as being an ethical way to extract information from websites.

Question 20

Primary data are collected specifically for the research problem at hand.

Question 21

If companies demonstrate ethical behavior, it will be unnecessary for the government to increase regulation of marketing research practices.

A)integrative marketing.
B)marketing evaluation.
C)marketing research.
D)market analysis.
E)the scientific method.

Question 22

What is used to estimate how much customer demand there is for a particular product and understand the factors that drive it?

A)expenditure control
B)advertising effectiveness studies
C)demand analysis
D)sales tracking
E)sales forecasting

Question 23

A limitation of EEG scans is that they do not have the ability to match up data from other sensors.

Question 24

Snowball samples are the most frequently offered eye-tracking output.

Question 25

Brad works for a consumer products company. His job is to use information to identify and define marketing opportunities, evaluate marketing actions, and monitor marketing performance. Brad's work involves

A)consumer behavior.
B)marketing research.
C)product analysis.
D)demand analysis.
E)sales tracking.

Question 26

According to your text, both structured and unstructured information is growing exponentially with regard to

A)volume, velocity, and variety.
B)speed, structure, and sentiment.
C)delivery and directness.
D)quality and quantity.

Question 27

In order to measure how well an advertising campaign meets marketing objectives like increasing market share, generating consumer awareness of a product, or creating a favorable impression of the products, a marketer would use

A)sales forecasting.
B)advertising effectiveness studies.
C)demand analysis.
D)promotion evaluation.
E)sales tracking.

Question 28

Neuromarketing techniques can help to overcome "can't say" or "won't say" limitations.

Question 29

Which tool would allow a manager to estimate how much of a product will sell in a three-month period?

A)sales forecasting
B)sales tracking
C)demand analysis
D)promotion evaluation
E)advertising effectiveness study

Question 30

In order to combat the challenges associated with conducting marketing research, it is essential that marketers

A)be wary of using technology to conduct research.
B)use as many research techniques as possible.
C)strive for lower participation rates for surveys.
D)have a strong understanding of marketing research concepts.
E)only use social media to gather information.

Question 31

Which term describes both the growth in information that inundates businesses each day and the complex tools used to analyze the data and derive meaningful insights?

A)predictive modeling
B)big data
C)data support system
D)information overload
E)marketing information system

Question 32

One area in which mobile marketing research has been used very effectively is in regard to consumer shopping behaviors.

Question 33

Those in charge of guarding against unethical practices in a company are called whistleblowers.

Question 34

Austin just completed an advertising campaign for a new fitness drink, and he wants to know if it generated consumer awareness. What method should Austin use to evaluate it?

A)demand analysis
B)promotion evaluation
C)advertising effectiveness study
D)sales forecasting

Question 35

Facial action coding system, or FACS, is an inexpensive methodology for use in large research projects.

Question 36

Which tool looks at changes in sales during and after promotional programs to see how the marketing efforts affected company sales?

A)promotion evaluation
B)advertising effectiveness
C)demand analysis
D)sales forecasting
E)sales tracking

Question 37

________ is based on research that estimates how much of a product will sell over a given period of time.

A)Sales tracking
B)Demand analysis
C)Marketing effectiveness
D)Promotion evaluation
E)Sales forecasting

Question 38

Gathering personal information from social networking sites, such as Twitter, can be considered willful intrusion of privacy.

Question 39

Nonverbal coding is the categorization of facial expressions to reveal the emotional response of an individual while processing content.

Question 40

fMRI scans are the most cost-efficient neuromarketing method.

Question 41

Gathering data about what competitors are doing in the marketplace is

A)usage studies.
B)user research.
C)trending.
D)data mining.
E)competitive intelligence.

Question 42

Which tool would you use if you were tasked with reviewing company data in order to look for trends in sales, identify problems with elements of the marketing mix, and provide quick feedback to managers concerning proposed marketing plans?

A)a decision support system
B)a behavioral targeting system
C)a demand analysis
D)ethnographic research
E)competitive intelligence

Question 43

Analise is the owner of a professional interior design firm. She wants to know if her main rival is increasing its prices. She talked to her rival's distributors, her suppliers, and some of her customers to get this information. In doing so, Analise is engaged in

A)competitive intelligence.
B)trending.
C)user research.
D)data mining.
E)usage studies.

Question 44

The use of statistical techniques and algorithms based on patterns of past behavior to predict future buying behavior is called

A)demand analysis.
B)predictive modeling.
C)competitive intelligence.
D)ethnographic research.
E)machine learning.

Question 45

A marketer wants to discover financial information about its competitors. Which source would most likely provide this information?

A)the U.S. Patent and Trademark Office
B)the Securities and Exchange Commission website
C)competitors' social media sites
D)competitors' suppliers and distributors
E)competitors' trade shows and conferences

Question 46

To find out what scent consumers prefer for a new fabric softener, the researcher conducts a focus group and exposes the participants to several scents, asking them which one they would buy. This is an example of ______ research.

A)analytic
B)predictive
C)causal
D)exploratory
E)descriptive

Question 47

Which tool has the ability to crunch large amounts of structured and unstructured data, taking the guesswork out of various marketing tasks in order to identify messages that are more likely to be well received?

A)ethnographic research
B)predictive modeling
C)competitive intelligence
D)machine learning
E)demand analysis

Question 48

Company sales records, customer support records, and sales force reports are all forms of

A)internal company data.
B)competitive intelligence.
C)external company data.
D)predictive models.

Question 49

Hiring people to tap phone lines or place surveillance cameras on the premises of rival companies are examples of ___________ competitive intelligence practices.

A)unethical
B)acceptable
C)practical
D)borderline
E)standard

Question 50

Research plan development is also sometimes called

A)objective development.
B)research design.
C)goal development.
D)strategic path.
E)situation analysis.

Question 51

In a marketing information system (MIS), data flows through the organization from internal company data, competitive intelligence, and

A)marketing research.
B)mathematical modeling.
C)statistical models.
D)customer insights.

Question 52

The first step in the marketing research process is

A)data analysis.
B)data collection.
C)taking action.
D)plan development.
E)problem definition.

Question 53

Using science, statistics, and computer coding to make predictions based on patterns discovered in data is the idea behind

A)ethnographic research.
B)machine learning.
C)competitive intelligence.
D)predictive modeling.
E)demand analysis.

Question 54

The owner of Fred's Flexible Fittings has hired a company to help him find out whether customers and potential customers would prefer to shop in his store or online. What type of research would this company be conducting?

A)analytic
B)exploratory
C)predictive
D)descriptive
E)causal

Question 55

Which type of research seeks to discover new insights that will help the firm better understand the problem or consumer thoughts, needs, and behavior?

A)analytic
B)causal
C)predictive
D)descriptive
E)exploratory

Question 56

The largest source of information that flows through an organization comes from

A)predictive models.
B)internal company data.
C)external company data.
D)competitive intelligence.

Question 57

Which step in the marketing research process includes setting specific, measurable research objectives?

A)data collection
B)plan development
C)taking action
D)data analysis
E)problem definition

Question 58

Collectively, the people, technologies, and procedures aimed at supplying an organization's marketing information needs are called

A)a data support system.
B)a marketing database.
C)a marketing information system.
D)an information capture system.
E)a data warehouse.

Question 59

The generic term used to describe a measurement device such as a survey, test, or questionnaire is the

A)research plan.
B)research instrument.
C)research objective.
D)data mechanism.
E)data outline.

Question 60

What is a DSS?

A)a dated statistical source
B)a delegated sampling system
C)a decision support system
D)a desired sampling segmentation
E)a damaged sample situation

Question 61

What allows researchers to see how people behave and record behaviors that are relevant to the research objective?

A)a focus group
B)secondary research
C)a survey
D)observation research
E)an interview

Question 62

Sarah wants to know what percentage of high school seniors purchase music CDs. She decides to randomly interview 10 seniors from three different high schools and ask them. These people are her

A)sample.
B)bases.
C)targets.
D)quotas.
E)dependent variables.

Question 63

Toyota wanted to know what features were used the most in their new cars, so they invited 10 people who owned Toyota cars to sit in a room with a moderator and answer questions. This is an example of

A)a focus group.
B)an interview.
C)secondary research.
D)an experiment.
E)snowballing.

Question 64

"Cookies" that are placed on consumers' browsers in order to trace which websites they visited are a form of

A)panel data.
B)snowball sampling.
C)behavioral targeting.
D)scanner data.
E)mystery shopping.

Question 65

Which data collection method uses techniques from the field of anthropology in order to study consumer behavior?

A)ethnographic research
B)neuromarketing
C)causal research
D)exploratory research
E)depth interviews

Question 66

When designing a research study, what two things do marketing researchers hope their measures achieve?

A)variety and subjectivity
B)objectivity and simplicity
C)quantity and quality
D)reliability and validity

Question 67

Data obtained from UPC codes at check-out counters is what type of data?

A)panel data
B)scanner data
C)big data
D)focus data
E)field data

Question 68

Which information source would be considered secondary data for research on how to improve the sales of an existing product?

A)product sales figures
B)interviews with prospective users about the product
C)recent survey results about how consumers use the product
D)feedback from sales reps on the product
E)data from the Census Bureau website

Question 69

A group of consumers is given various types of dishwasher detergent and is asked to use the products for six months. During that time, the consumers are to record in a journal their level of satisfaction with each product, noting what they liked and/or disliked about each. This is an example of

A)scanner data.
B)focus data.
C)panel data.
D)target research.
E)observation research.

Question 70

In order to develop a plan for marketing his new protein powder, Amir decides to conduct focus groups with members of health clubs. This type of research is considered to be

A)secondary data.
B)user data.
C)target data.
D)primary data.
E)demographic data.

Question 71

What form of quantitative research can be used to measure consumer attitudes, intended behavior, and the motivations behind behavior?

A)mathematical models
B)experiments
C)focus groups
D)surveys
E)observational studies

Question 72

An experiment that is performed in the real world, like at a grocery store or someone's home, is called

A)informal research.
B)a passive experiment.
C)neuromarketing.
D)formal research.
E)a field experiment.

Question 73

Which is a disadvantage of primary research?

A)It provides data that may not be relevant.
B)It often contains data that is biased.
C)It contains data that pertains only to the research project at hand.
D)It includes data that may have been altered.
E)Collecting data in this way is expensive.

Question 74

What is the term for observing the behavior of online communities that have been organized around a particular consumer interest?

A)creeping
B)digital anthropology
C)e-watch
D)netnography
E)I-observation

Question 75

Cathy and Roger are trained researchers. They visit restaurants posing as customers in order to assess the level of service, quality of food, and competence of the wait staff. Cathy and Roger are called

A)mobile researchers.
B)casual observers.
C)focus groups.
D)mystery shoppers.
E)behavioral targets.

Question 76

Review the following and choose the one that is not a characteristic of an interview.

A)one participant at a time
B)one person asking questions
C)quantitative method
D)time-consuming
E)open-ended questions

Question 77

What type of sampling occurs when every person in the target population has a chance of being selected, and the probability of each person being selected is known?

A)quota
B)preferred
C)nonprobability
D)probability
E)snowball

Question 78

Ben wanted to know how many college students living in the dorms subscribed to a streaming service such as Netflix, but he couldn't survey every one of them. Ben decided that in order to give all students an equal chance of being selected to participate in his mini study, he would visit the dorms at dinnertime and ask them to choose numbers out of a hat. The ones with the number 7 were given a quick three-question survey. Ben is demonstrating

A)nonprobability sampling.
B)biased sampling.
C)equal opportunity sampling.
D)simple random sampling.
E)snowball sampling.

Question 79

Nora decided to pretest her survey questions to make sure they would be interpreted by the participants in the way she wanted. Nora was concerned with

A)consistency.
B)validity.
C)accuracy.
D)targeting.
E)reliability.

Question 80

Information collected for alternative purposes prior to the study is referred to as

A)primary data.
B)secondary data.
C)target data.
D)specific data.
E)alternative data.