Deck 6: Conducting Marketing Research

Question 1

Sarah is planning on implementing a qualitative research study. Her findings will most likely be _______________________.

A) straightforward and not subject to researcher's interpretation
B) gathered via government databases
C) numeric in format and easily analyzed and sorted
D) unstructured and not particularly numbers-driven

Answer 1

D
Explanation: By its very nature, qualitative research relies on the researchers' own interpretations of the world around them and their reading of the meaning behind people's words and actions.

Question 2

Due to the global economic meltdown of 2007-2009,global market research revenues declined significantly.

Answer 2

False
Explanation: In the midst of the global economic meltdown of 2007-09, many marketers had a glum view of the near future; one of the few areas of marketing that retained some of its growth was market research. Global market research revenues reached $32bn in 2008 - an overall growth of 4.5 percent (net 0.4 percent) according to the ESOMAR Global Market Research Report.

Question 3

Primary data refers to ______________________________.

A) data collected from original, first-hand responses from research participants
B) the first data collected in a research study
C) previously collected data
D) currently available data

Answer 3

A

Question 4

In 2008,the highest growth rates in the field of global market research field continued to be in emerging markets.

Question 5

Global marketing research is a function that is restricted to market entry and marketing mix decisions.

Question 6

Secondary data is data that has been previously collected.

Question 7

Qualitative research is not typically used to assist in making business-to-business decisions.

Question 8

Eileen Forward is planning a product launch in Malaysia,but due to the many different ethnic groups in this country,she is unsure of the best target markets to pursue.She is investigating which markets represent the greatest opportunities,and which present the most complex problems in order to determine her best course of action.Post-launch,Eileen develops information streams that allow her to accurately track her product's performance in this market,and improve her marketing processes.In short,Eileen is implementing ___________________.

A) the marketing mix
B) marketing research
C) market research
D) global sales

Question 9

One of the most important distinguishing characteristics of high-performing businesses is the use of research methodologies to provide,and act upon,customer insights.

Question 10

Market and social research activities commonly use the information they have gathered for commercial purposes.

Question 11

Research that relies primarily on the collection and analysis of numerical data is considered _____________________.

A) quantitative research
B) qualitative research
C) causal research
D) focus group research

Question 12

Lower costs,faster project cycles and easy access are all benefits to the process of __________________ research.

A) online marketing
B) global marketing
C) focus group
D) traditional

Question 13

Face-to-face interviews,focus groups,and observational methods are all techniques commonly used in ___________________ research.

A) qualitative
B) quantitative
C) secondary
D) numbers-driven

Question 14

When it comes to international research,online audience metrics are considered highly credible.

Question 15

The role of global marketing research is to ________________________.

A) aid the decision maker by collecting and analyzing information relevant to a global marketing problem
B) collect primary data regarding world markets
C) analyze secondary data pertaining to global marketing decisions
D) make global marketing decisions

Question 16

Elissa is developing an international marketing research study to identify consumers in South Africa who would be most likely to purchase her American firm's new toothpaste.Her information needs are straightforward,yet she is struggling with the design of the research process.She cannot ascertain with complete confidence the identity of her respondents,and is having difficulties in translating her questions,even though English is one of the official languages of the country.She's also unsure if all her potential respondents will be able to access her survey.Elissa is planning to implement her survey in a(n)______________ format.

A) personal interview
B) online
C) focus group
D) door-to-door

Question 17

UPS implemented global marketing research in order to improve its sales revenues in China.Its research centered upon _______________________.

A) secondary research that searched the firm's database of Chinese customers to identify those that ship to the United States
B) industrial research designed to identify appropriate locations for new UPS distribution facilities in China
C) consumer research designed to assist UPS customers in expanding their China trade
D) commercial account research that asked the question, "How do you use UPS in your daily business operations?"

Question 18

Kala is conducting global marketing research that seeks to define her Brazilian customers' perceptions of,and relationship with,her new soft drink brand.The research Kala is conducting should be _________________________.

A) causal
B) secondary
C) qualitative
D) quantitative

Question 19

The subset of marketing research that studies market sizes and trends and encompasses competitive research,price,or product research,and research related to the marketing mix and customer is known as _________________.

A) opinion research
B) research and development
C) market research
D) secondary research

Question 20

When European grocer Tesco monitored its previously-gathered loyalty card data and combined its findings with new survey research on products that were not popular at some of its stores,it was conducting _______________________ in order to improve sales.

A) marketing audits
B) secondary research
C) primary research
D) primary and secondary research

Question 21

The self-reference criterion reflects the tendency to __________________________________.

A) interviewers conducting marketing research surveys bias the respondent's input based on the respondent's like or dislike of the interviewer
B) assume that one's domestic culture is superior to that of all other global cultures
C) assume that others perceive the world the same way you do, and hold similar values and attitudes
D) construct market surveys using first-person 'I' pronouns instead of objective third-person pronouns

Question 22

The etic research approach assumes that research developed in one culture can be translated for use in another cultural context without a change in meaning.

Question 23

Large volume,unfiltered data and free access are all benefits associated with social media.

Question 24

Right-to-privacy laws generally prohibit social media sites such as Facebook and LinkedIn from providing user data to market researchers.

Question 25

The emic research approach assumes that research developed in one culture can be more or less translated for use in another cultural context.

Question 26

All of the following are steps in the marketing research process except ______________________.

A) reporting the data
B) collecting the data
C) designing the research
D) establishing research bias

Question 27

Julia is considering the introduction of a new online dating service in Japan.During a meeting with her colleagues to discuss the necessary international marketing research,she asks,"How should we obtain the information needed to format our site so that it meets the needs of our target audience?" Julia is addressing which stage of the international marketing research process?

A) Collecting the data.
B) Defining the research purpose and objectives.
C) Deciding on the research methodology.
D) Reporting the data.

Question 28

When data analysis includes correlation analysis and regression analysis,it is most likely related to ___________________ data.

A) in-depth interview
B) subjective
C) qualitative
D) quantitative

Question 29

Social media researchers most commonly use pop-ups and banners for sample sourcing of surveys.

Question 30

A method of the tracking data associated with visitors' interactions with a company's website,or with a company's brand elsewhere on the web,is _________________________.

A) Internet purchase analysis
B) brand-tracking
C) web analytics
D) web-tracking

Question 31

One thing that markets in the Middle East,Latin America,India,and China all have in common is that _______________________.

A) personal interviews are best conducted in the home
B) observational research is incompatible with the cultures of all of these global markets
C) the personal interview is a successful method of data collection in these markets
D) telephone interviews are easily and inexpensively conducted in these markets

Question 32

Analyzing qualitative data is a structured,multi-step process.

Question 33

When Alain consults with his colleagues to determine what question his marketing research must answer: what global markets are most suitable for their product,or what competitors have the greatest impact on their business,he is executing which step of the marketing research process?

A) Defining the research purpose and objectives.
B) Deciding the research methodology.
C) Designing the research.
D) Analyzing the data.

Question 34

A basic issue in cross-cultural research is the determination of whether the concepts used have similar meaning across social contexts.

Question 35

Nimisha is marketing a new and technologically advanced audio system in India.Her target market includes men,ages 21-35,who have graduated from college and are currently employed in management roles.The most effective means of communicating with this target market is through ______________________.

A) traditional media
B) interactive media
C) broadcast media
D) an integrated strategy of direct mail and focus group research

Question 36

Interpreting the data collected and molding it into actionable findings is the main purpose of the _____________________ phase.

A) data analysis
B) research methodology
C) data reporting
D) research design

Question 37

A periodic survey conducted on a variety of subjects for more than one client is known as a(n)_____________________ study.

A) omnibus
B) focus group
C) multi-client
D) binary

Question 38

If an international market is different and unfamiliar to a company,it should consider___________________.

A) eliminating international marketing research as a step in the market entry process
B) reconsidering that country as a potential target market
C) conducting marketing research with internal personnel only to reduce costs
D) using market research providers that specialize in that market

Question 39

When Bernie reflects on the choice between quantitative,qualitative or combined research techniques for his latest international marketing research project,he is involved in designing the research.

Question 40

Making a direct connection between research questions and research findings makes it easier for executives to understand the report's logic and conclusions.

Question 41

Marketing intelligence is another term for marketing research.