Deck 5: Research in Marketing

Question 1

Good information, used appropriately, is the key to using company resources efficiently to maximize profit.

Answer 1

True

Question 2

As costs and skills needed for good research are beyond what small business can afford or use, marketing research is limited to large businesses.

Answer 2

False

Question 3

When analyzing qualitative data, one major problem is interpreting what the researcher read, heard and saw.

Answer 3

True

Question 4

Marketing research should not be considered a single, one-time event, so creating a useful decision support system requires an ongoing, systematic approach to research.

Question 5

Because his firm collected sales reports, purchase records and customer information, Steve was able to make better marketing decisions, which led to consistently better marketing plans. Steve was able to use effectively the firm's

A) accounting information system.
B) internal wiki.
C) decision support system.
D) big data protocol.

Question 6

Alicia was thinking about how to grow her greeting card store, and she wondered if adding some gift lines or maybe candles might help increase sales. Her friend, Jessica, suggested using market research to help make the decision. What kind of research would be best for Alicia in this situation?

A) Retail focused
B) Exploratory
C) Descriptive
D) Causal

Question 7

If you had a successful car repair facility and needed to know more about how frequently your customers came in and whether you were meeting their servicing needs, what kind of research should you do or commission to help address this marketing issue?

A) Descriptive
B) Service focused
C) Determinant
D) Experimental

Question 8

Which of the following is a major problem in causal research?

A) It is by far the most expensive type of research marketers use.
B) It can be difficult to identify and test all the reasons customers use to make decisions and act.
C) Its nature makes it difficult to obtain accurate and reliable information.
D) It is more appropriate for scientific or academic purposes that for practical marketing matters.

Question 9

Carly has discovered that getting customers and potential customers to talk with each other about their impression of the new products is invaluable. She tried developing individual responses, but they seemed one-sided and not very interesting. Carly favors which qualitative marketing research technique at this point?

A) Observation
B) Focus groups
C) Ethnography
D) Personal interviews

Question 10

Which term best describes data that already exists, collected for another purpose that can be used to address a research problem?

A) Secondary data
B) Primary data
C) Causal data
D) Market data

Question 11

Which term BEST describes methods used to watch what customers do and recoding patterns of interest?

A) Observation
B) Ethnography
C) Data Collection
D) Research

Question 12

Julia was frustrated that she could not get the information she needed for the new marketing campaign. There was plenty of information relevant to the new campaign, but the problem she faced was that the information

A) did not contain pricing history.
B) could not be manipulated for the analysis she needed.
C) went back too far in the company's history.
D) did not have enough data on social media usage.

Question 13

Earl was able to discover several clues to the customers' purchasing behaviors by using the firm's decision support system. He was talking to the Chief Marketing Officer and described all of the system's useful characteristics EXCEPT which of the following?

A) The information was wide-ranging and had been collected at a detailed level.
B) The system had information that was relevant to the analyses and projections he needed.
C) The system was flexible enough for him to examine the data in several different ways to discover insights.
D) The systems analysts and IT areas were there to help him dig through the data.

Question 14

Joanne had to make a presentation to the senior management of her firm to get approval for an internal research area. To make the case as strongly as possible, she wanted to be precise and distinguish market research from marketing research. Which of the following would be considered marketing research instead of market research?

A) Information about the success of past campaigns
B) Information about former and current customers
C) Information about what competitors have been doing
D) Information about the firm itself

Question 15

The distinction between market research and marketing research includes the different processes in collection and methods that are used in each.

Question 16

Robert had just received approval to develop research he could use to support the new campaign. His first task was to

A) ensure his budget was large enough to do a good job.
B) consider the efficient and effective ways to collect the data.
C) define the problem in clear and specific terms.
D) plan the most effective way to present the findings to facilitate management's decision making.

Question 17

Marie had been tasked with a new research project. The CMO had told her to find out why revenue targets weren't being met, and most importantly, keep it simple. Why was Marie troubled about using that as the definition of the problem?

A) She saw missing revenue targets as a symptom not the problem to research.
B) How she defined simple and how the CMO defined simple might not be the same.
C) She knew the CMO could be trying to find excuses for the failure instead of looking for a fact-based solution.
D) She felt a problem this broad could not be addressed by marketing research.

Question 18

Is a market or marketing research project applicable to short-term projects and questions?

A) Yes. The first two steps-defining the problem and developing a research plan can be bypassed.
B) No. The length and complexity of the process make it unsuitable for short-term projects.
C) Yes. The research will still need to go through the six steps in the research process.
D) No. There are better ways to find the answers to projects that are short.

Question 19

Ricardo was establishing the desired outcome of the research project on what flavors would be best for the new iced tea product. This is a typical decision made in the Develop the Research Plan stage of the research process.

Question 20

Beth, the senior marketing associate in her firm, had worked as a facilitator and was pleased at how the senior managers had worked together to define the research objective and develop the research plan. Given the success, who should be included in the next phases?

A) The is time for Beth to take over and let the other people wait for the results.
B) The same people who defined the problem and developed the project should stay with the project to ensure continuity all the ways through.
C) The same people who defined the problem and development the project should add technical expertise to the group.
D) Beth should use technical experts-internal or experts-to take over at this point.

Question 21

Which of the following in NOT a good reason to retain outside agencies to collect data?

A) Outside agencies have expertise not usually found in many corporate marketing departments.
B) Outside agencies can provide objective and often more credible research.
C) Outside agencies can usually provide expertise in more than one technique or approach.
D) Outside agencies use considerable experience to help define the problem and plan the research project.

Question 22

Like many marketing students, Tim prefers to avoid the numbers-driven areas he feels are more appropriate for accounting and finance students. When working with the research planning process, Tim found

A) his assumptions and perspectives were justified and correct.
B) analyzing data in the research process is heavily dependent on numerical literacy.
C) number-crunching is not as important as designing the research.
D) learning how to manage people who could do the calculations was more than enough to know about math, statistics, etc.

Question 23

Caitlin has been managing a research project for her firm, and the outside agency completed the collecting and analyzing the data, and the firm's principals asked her how she would like the findings presented. How should Caitlin's respond?

A) To save money, Caitlin should ask for the raw data and analyses tables, and prepare the reports and recommendations herself.
B) Caitlin knows the firm has done an excellent job, and she wants them to highlight the technical details and data so senior management can appreciate the ground-breaking work that was done.
C) Caitlin will direct the outside agency to the problem definition and research plan and ask the firm to draft recommendations based on them.
D) Caitlin should ask the outside firm to present best-practices recommendations to her firm's management as the next and final step.

Question 24

Ideally, at the end of the process, the managers

A) will see their original opinions confirmed by the research findings.
B) will be able to make actions plans framed by the research findings.
C) will see how the research findings can lead immediately to other research before decisions are made.
D) will take the recommendations and findings into consideration if additional action is needed.

Question 25

After a carefully followed research process, Allen's senior management failed to act. They agreed that the research findings were realistic, but what they felt-and that Allen should have known-is that the suggestions in the findings:

A) were not future oriented.
B) were not cost effective.
C) were not based on state-of-the-art research methods.
D) did not address privacy concerns and other ethical issues.

Question 26

Why is highly-structured research and analysis preferred for causal research goals?

A) Highly-structured research and analysis are the preconditions for discovery.
B) As there are so many possible variables in marketing situations, a more complex and highly-structured approach yields better results.
C) Less structured approaches can be used, but they end up being far more expensive.
D) Causal research goals require sophisticated techniques that are beyond the capacity of all but professionals who can construct the highly structured research and analysis.

Question 27

Jorge just purchased a furniture store from the previous owner who was retiring. Jorge needed an in-depth understanding of why customers were purchasing some of his furniture lines but not others. Which research type is most appropriate for him to use?

A) Qualitative
B) Quantitative
C) Intrinsic
D) Extrinsic

Question 28

Brenda was a marketing intern and was asked to collect information on customers and potential customers from social media sites, blogs and other online resources. She thought she was just doing busy-work, but her attitude changed when she figured out that she was really doing

A) data mining.
B) qualitative research.
C) market scanning.
D) collection research.

Question 29

Quantitative research would typically be used in which of the following situations?

A) Determining how to respond to a competitor's new product
B) Gathering customer preferences for a new flavored sport drink
C) Determining how purchase and price are related for a new pricing approach
D) Exploring why customers buy a fast-moving consumer good but do not buy again.

Question 30

Steve was exploring complex questions about his company's products in the marketplace, and he has used qualitative research to get a sense of how important different factors might be as customers decided to which product to purchase. Now that he has narrowed the research down, he needs to why they were not buying by using which marketing research process?

A) Quantitative research
B) Qualitative research
C) Market sensing
D) In-depth interviews

Question 31

You are in a small company, covering the marketing responsibilities as well as other duties. The owner has come to you asking about whether customers would like a new product that has yet to be built, and he said, "Just do a survey so we can get the results as soon as possible." What is your BEST response?

A) The product hasn't even been built yet, so it's premature for marketing research.
B) Marketing research should not be done by small businesses if they don't have the expertise on staff.
C) The question about possibly liking a product is better addressed in qualitative research not a survey.
D) Doing a marketing research survey isn't budgeted, so what additional funds could be allocated for the project.

Question 32

Patrick was the head of the operations area, and he was working with the marketing area on developing new products and processes. He complained to the marketing team about the time needed and cost of their marketing research proposal, and said he preferred to look online for the answers he needed. Even though he was correct that he could use secondary data because it already existed and might cost less, what key point was he missing?

A) The content may not be as relevant as it needs to be.
B) Secondary data can be expensive in acquiring the rights to use the data.
C) Online research is notoriously unreliable.
D) Data collected three years ago or more can not be considered accurate with the changes in the market.

Question 33

Thomas was puzzled about how to collect the qualitative data he needed. He had been assigned to uncover the product trends that will emerge over the next five to seven years, so his company could be seen as the innovator that could fill customers' needs before anyone else. He was considering personal interviews, even though they are time-consuming and expensive because personal interviews

A) are the most flexible of qualitative techniques and he could follow-up immediately on the respondent's comments.
B) allowed him to identify and meet the thought leaders in his industry to help build the firm's reputation.
C) could be analyzed without a great deal of effort once the data collection was completed.
D) required anonymity so he could ask questions he might not be able to ask in other techniques.

Question 34

Amber is not sure that she is getting the right data about her customers. There seems to be a disconnect between what they say they will do and what they do. She is convinced she must try observation to see what customers do and discover the real patterns of their actions. She can use several new techniques to investigate her customers' behavior. Which of the following is NOT an emerging observation technique she should consider?

A) Using cookies to track what customers do on the firm's website
B) Using facial recognition to see who the customers are and how to link purchase behaviors
C) Using shopping carts equipped with GPS to track customers' movements through stores.
D) Building a new, flexible, real-time data collection and reporting system to track customer inquiries.

Question 35

Eddie has been assigned a marketing research project to find out how customers feel about both his company and the company's competitors. He knows he needs to define the question and plan the research before doing anything before deciding on the specific research tools. At that point, which of the following tools would NOT be considered by Eddie?

A) Observation
B) Ethnography
C) Focus groups
D) Experiment

Question 36

Firms will often hire outside professional researchers when analyzing qualitative data because of the technical difficulties of analyzing the data collected and ensure the firm's researchers do not overlook key insights.

Question 37

Rebecca was meeting with a number of colleagues from other firms at a marketing research conference, and she noticed they all had similar complaints about surveys. They all used them, but they all recognized their many shortfalls. If surveys are such a problem, why do firms use them?

A) Surveys help to build goodwill with potential customers, which leads to increased sales.
B) Surveys are fast, quick and easy, which provides limited results.
C) Surveys can be machine coded, which yields better results.
D) Surveys are well understood by respondents, which leads to more reliable results.

Question 38

Technological scanning is a promising technique, but data analytics and data mining are still useful only for small data sets.

Question 39

Sergio was the marketing researcher who seemed to have the best rapport with senior executives, and they found his research reports especially useful. The way Sergio built credibility and the secret to Sergio's success was

A) describing the whole research problem and the total data collected.
B) using the appropriate technical language.
C) demonstrating the software he used to analyze the data.
D) translating key concepts into simple charts and graphs.

Question 40

The field studies approach in quantitative analysis is an ideal way to test real-time marketing approaches by testing unlimited numbers of variables at the same time.

Question 41

Tricia was trying to make sense of the mountain of data in her data base. She had been talking about the analysis with a senior researcher who had been in the business for about three decades, and she realized she had which advantage in dealing with the data?

A) Advances in fields of logic have generated practical ways to approach large amounts of data.
B) The portability and synchronization of her laptop and smart phone allowed her to work at her own pace.
C) Software has been developed to help researchers find meaningful information with less effort.
D) Data collection has emerged as a frontier area of innovation to give her more robust options.

Question 42

Using qualitative approaches or quantitative approaches, but not both, allows the researcher to achieve greater depth and potential insights to address the research objectives and do so more effectively and efficiently.

Question 43

It seems like Megan's boss is never satisfied. Every time Meggan produces the requested marketing research, he comes back with a research question that requires more research. He has said, "You can't be too careful. This is an important decision!" Which of the following is the most significant problem in overdoing research?

A) Megan's team can run out of both primary and secondary data by constantly using them.
B) Megan's team would rather leave this research and get on with the other marketing tasks ahead of them.
C) Having Megan's team overdo the research gets to be expensive and produces marginal results.
D) This is a common problem in marketing research, and Megan's boss is not out of line with modern business practice.

Question 44

You are working in the marketing area of a large firm, and the CEO has just expressed her anger at the marketing research done by your area. She said, "This doesn't help me at all. How much money and time have we wasted? And, how did this happen? Aren't you supposed to be marketing professionals?" You and your team are trying to understand just what went wrong before going back to the CEO. Which of the following is NOT a possibility your team should consider?

A) The team could have started at the end and worked backwards to the beginning.
B) The team could have gotten a better definition of what the CEO wanted to know before beginning the research.
C) The team could have designed the research better in order to get better qualitative and quantitative information.
D) The team could have hired an outside agency to do the research instead of doing it themselves.

Question 45

Why would a company consider marketing research an investment instead of an expense?

A) Considering as marketing research as an investment instead of an expense would mean more reported revenue.
B) Completed marketing research can be considered an asset that will help produce revenue in the future.
C) Marketing research, like all other marketing efforts, are valuable and should be measured and calculated.
D) Modern business practice values a return on investment (ROI) as a measure of effectiveness, and marketing research results must be considered as an investment to calculate ROI.

Question 46

Which term best fits a systematic approach to collecting information to help managers make decisions?

A) Decision support system
B) Casual goals
C) Focus group
D) Field study

Question 47

Which term best fits a general term that covers external research investigating one of the three components of the market- customers, competitors, or the company?

A) Market research
B) Decision support system
C) Marketing research
D) Field Study

Question 48

Which term best fits, research focused on assessing the effectiveness of a specific marketing tool or tactic?

A) Marketing research
B) Market research
C) Decision support system
D) Field Study

Question 49

How many steps are in the research process?

A) 6
B) 2
C) 3
D) 4

Question 50

What type of goal does research that seeks to discover ideas and insights related to a problem or opportunity have?

A) Exploratory goals
B) Descriptive goals
C) Casual goals
D) Research goals

Question 51

What type of research answers questions about who, what, when, and where something happened?

A) Descriptive research
B) Exploratory research
C) Casual Research
D) Research

Question 52

What type of research seeks to determine the effect of one variable on another?

A) Casual research
B) Descriptive research
C) Exploratory research
D) Market research

Question 53

Which type of research is used by marketers to count, classify, and measure things to answer descriptive marketing questions?

A) Quantitative research
B) Qualitative research
C) Casual research
D) Market research

Question 54

Which type of research is used by marketers to gain a more in-depth, (quality), understanding of a marketing problem or opportunity?

A) Qualitative research
B) Quantitative research
C) Market research
D) Casual research

Question 55

Which term best describes information newly collected specifically for research purposes?

A) Primary data
B) Secondary data
C) Casual data
D) Market data

Question 56

Which term best fits a qualitative data collection method that is borrowed from anthropology, studies behavior in a natural context?

A) Ethnography
B) Observation
C) Data Collection
D) Research

Question 57

What kind of information do marketers need to make decisions?

A) Manageable
B) Timely
C) Relevant
D) All are correct

Question 58

Which of the following is considered a problem?

A) The price of product A is too high.
B) Target is selling less of product A.
C) Consumers are buying product B, which is very similar to A.
D) All of the above

Question 59

Which of the following is NOT considered a problem but symptoms of a problem?

A) Consumers are going to stores other than Target to buy product A.
B) Target is selling less of product A.
C) Consumers are buying product B, which is very similar to A.
D) All of these

Question 60

Panera Bread handing out samples of a new sandwich prototype for their menu and asking for feedback. What kind of research is this?

A) Exploratory
B) Descriptive
C) Causal
D) All of these

Question 61

Panera Bread collecting data about when they serve the most customers in an effort to have the most staff on hand is an example of which type of research?

A) Descriptive
B) Exploratory
C) Causal
D) All of these

Question 62

Panera Bread collecting data to see if they sell more bagels during Pink Ribbon bagel month or when bagels are offered as an add on for $1 is considered which kind of research?

A) Descriptive
B) Exploratory
C) Causal
D) All of theaw

Question 63

A new small grocer in town conducts market research for the first five years to help put them on a path of which organic health foods the store will carry. The grocer stops market research after the product line is established. This is how market research should be conducted.

Question 64

When conducting market research it is good to start with what you know not what you want to know?

Question 65

Descriptive research demands a qualitative research type.

Question 66

Descriptive research demands a quantitative research type.

Question 67

Exploratory research goal demands a qualitative research type.

Question 68

Casual research demands a qualitative research type.

Question 69

What type of data collection methods could be used for exploratory research?

A) Observation
B) Surveys
C) Field Studies
D) None

Question 70

What type of data collection method could be used for descriptive research?

A) Surveys
B) Observations
C) Personal interviews
D) Focus groups

Question 71

What type of data collection methods could be used for qualitative research?

A) Surveys
B) Observations
C) Personal interviews
D) Focus groups

Question 72

If a marketer is collecting data using surveys what is his/her research goal?

A) Exploratory
B) Descriptive
C) Causal
D) Descriptive/casual

Question 73

If a marketer is collecting data using surveys and personal interviews what is his/her marketing goal?

A) Exploratory
B) Descriptive
C) Causal
D) None of these

Question 74

The owner of Fitness4U asked clients: "Why are you willing to pay more to go to a gym that offers scheduled classes with instructors?" This is an example of what type of research?

A) Qualitative
B) Quantitative
C) Causal
D) Descriptive

Question 75

The owner of Fitness4U asked clients: "How many classes taught by instructors do you attend each week here at the gym?" This is an example of which type of research?

A) Qualitative research
B) Quantitative research
C) Descriptive research
D) Causal research

Question 76

If data does not exists on the research topic, which type of data source should be used?

A) First
B) Second
C) Primary
D) Secondary

Question 77

If data does exist on the research topic, which type of data source should be used?

A) First
B) Second
C) Primary
D) Secondary

Question 78

Which is both a pro of primary data and a con of secondary data?

A) Relevance
B) Time
C) Cost
D) Process

Question 79

When customer patterns throughout a store are tracked and products are placed strategically based on high traffic areas, which data collect method is being used?

A) Observation
B) Ethnography
C) Personal interview
D) Focus group

Question 80

When a new baby product company wants to collect information quickly on the baby shampoo that was just launched what is the best data collection method?

A) Observation
B) Focus group
C) Ethnography
D) Personal interview