Deck 5: Marketing Research

Question 1

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

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

Answer 1

D

Question 2

Which of the following 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 behavioral targeting system
B)a decision support system
C)competitive intelligence
D)ethnographic research
E)a demand analysis

Answer 2

B

Question 3

What is a DSS?

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

Answer 3

A

Question 4

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

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

Question 5

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

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

Question 6

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

Question 7

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

Question 8

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 9

Marketing research has an impact on the four Ps of marketing: product,price,place,and

A)purchasing.
B)packaging.
C)profit.
D)promotion.

Question 10

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

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

Question 11

When a company needs to determine how much product to hold in inventory at various points in the distribution network,which of the fours Ps of marketing is being considered?

A)place
B)product
C)price
D)promotion
E)profit

Question 12

The organizational activity that links the consumer,customer,and public to the marketer through information is known as

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

Question 13

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

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

Question 14

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

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

Question 15

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

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

Question 16

According to research by IBM,what percentage of CEOs believe that their organizations are effective in managing data derived from social media and online sources?

A)almost 50 percent
B)less than 2 percent
C)about 8 percent
D)nearly 75 percent
E)about 80 percent

Question 17

Organizations transform raw data into actionable intelligence through the systematic process of

A)neuromarketing.
B)marketing research.
C)exploratory research.
D)sampling.

Question 18

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

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

Question 19

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 20

John 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.John's work involves

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

Question 21

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

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

Question 22

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

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

Question 23

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

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

Question 24

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

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

Question 25

In order to develop a plan for marketing his new vitamin water,Rashid decides to conduct focus groups with members of fitness centers.This type of research is considered to be

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

Question 26

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

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

Question 27

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

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

Question 28

Research plan development is also sometimes called

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

Question 29

A group of consumers is given various types of cleaning products and is asked to use the product 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)panel datA.
B)scanner data.
C)focus data.
D)observation research.
E)target research.

Question 30

Gathering data about what competitors are doing in the marketplace is

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

Question 31

There are many ways in which a company can obtain information about its competitors.Which of the following is one of them?

A)viewing competitors' social media sites
B)analyzing data on government agency websites
C)talking to distributors and suppliers
D)using neuromarketing techniques on its employees
E)attending conferences or trade shows

Question 32

Breen wanted to know if her main rival in the personalized dog clothing business was increasing its prices.She talked to her rival's distributors,her suppliers,and some of her customers to get this information.Breen was engaging in

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

Question 33

The owner of Tools by Joe 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)predictive
B)descriptive
C)analytic
D)causal
E)exploratory

Question 34

The first step in the marketing research process is

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

Question 35

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

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

Question 36

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

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

Question 37

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)predictive
C)causal
D)descriptive
E)exploratory

Question 38

To find out what scent consumers prefer for a new floor cleaner,the researcher conducts a focus group and exposes the participants to several scents,asking them which one they would buy.Select the type of research being conducted.

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

Question 39

Which of the following 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)competitive intelligence
B)demand analysis
C)machine learning
D)predictive modeling
E)ethnographic research

Question 40

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

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

Question 41

When a marketing researcher converts the information obtained from qualitative research,such as focus groups and surveys,into a form that can be used to solve a marketing problem,what step in the marketing research process is taking place?

A)problem solving
B)data collection
C)reporting
D)taking action
E)data analysis

Question 42

Jayla and Stuart 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.Jayla and Stuart are called

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

Question 43

Bart wanted to know how often freshman boys at his school drank alcohol,but he couldn't survey every one of them.Bart decided that in order to give all freshman boys 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 5 were given a quick three-question survey.Bart is demonstrating

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

Question 44

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

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

Question 45

All of the following are reasons qualitative data analysis can be challenging and misleading except

A)researchers may allow their own bias to influence their interpretation.
B)sample sizes can be small and therefore may not represent the general population of the target market.
C)closed-ended questions can include subtleties that a marketer might miss.
D)interviews can be directed in a way that takes participants away from what they were thinking and toward what the researcher wants to hear.
E)marketers could misunderstand the feedback of respondents.

Question 46

Which of the following is a form of quantitative research that 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 47

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

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

Question 48

An experiment that is performed in a natural setting,like a mall or someone's home,is called

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

Question 49

The fifth and final step of the marketing research process is

A)analyzing outcomes.
B)peer review.
C)taking action.
D)evaluation.
E)implementation.

Question 50

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

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

Question 51

Jane wants to know what percentage of freshmen at her college purchase clothing with college logos.She decides to randomly interview 10 people from each of the dorms and ask them.These people are her

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

Question 52

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

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

Question 53

Which of the following is not a qualitative method for data collection?

A)ethnographic research
B)observation research
C)experiments
D)focus groups
E)depth interviews

Question 54

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

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

Question 55

Quota sampling is a type of ________ sampling.

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

Question 56

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

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

Question 57

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

Question 58

Nadine is sitting outside the grocery store and recording what people do with their shopping carts after emptying them.She is gathering information on customer behaviors in order to determine how to make it easier for them to shop at this particular store.Nadine is in which step of the marketing research process?

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

Question 59

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

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

Question 60

Select the scenario that is using snowball sampling.

A)Jason ran an ad in the local newspaper asking for people to participate in marketing research.
B)A firm decides to poll people in the mall who are between the ages of 25 and 45 to ask about their cell phone usage.
C)After Sasha completed the survey,she recommended her friend to the surveyor because they both liked the same cereal.
D)Maria stopped every other person coming out of the store and asked them to complete a questionnaire.
E)All of the students taking American Government were asked how they were going to votE.

Question 61

As part of his work,Dr.Paul Ekman developed a program that would allow trained psychologists and law-enforcement,military,and national security personnel to detect deception by focusing on

A)language variations.
B)verbal responses.
C)large body movements.
D)microexpressions.
E)action codes.

Question 62

In global marketing research,what kind of information is best acquired from secondary data?

A)information about products being sold by a competitor
B)restrictions on the importing of products such as quotas or tariffs
C)prices being charged for a product by a competitor
D)promotional activities of competitors
E)sales of a company's own products in a foreign country

Question 63

Dr.Paul Ekman's work with facial expressions led to the identification of seven basic emotions: joy,surprise,sadness,anger,fear,contempt,and

A)hatred.
B)disgust.
C)pain.
D)agony.
E)lovE.

Question 64

Nick is summarizing his research findings and writing a report to share with his team.What step in the marketing research process is Nick in?

A)taking action
B)peer review
C)implementation
D)evaluation
E)analyzing outcomes

Question 65

A good way for most U.S.companies to learn about consumer behavior in other regions of the world is to

A)take advantage of the wealth of secondary data that are available.
B)use local marketing research companies in other countries.
C)conduct global marketing research in the United States.
D)generalize from U.S.marketing research.
E)visit the country and get to know its peoplE.

Question 66

Written reports of research findings should include ________,such as an inadequate sample size.

A)caveats
B)mistakes
C)disclaimers
D)limitations
E)outliers

Question 67

Which of the following techniques focuses on listening to customers rather than asking them questions?

A)data visualization
B)blog mining
C)bee swarming
D)heat mapping

Question 68

The American Marketing Association has established these to ensure that marketing firms do not return findings favorable to the client or arrive at a conclusion predetermined by the client.

A)laws
B)minimum expectations
C)penalties
D)ethical standards
E)rules and regulations

Question 69

One concern about using social media,like Twitter,to compile marketing research data is

A)consumer privacy.
B)high cost.
C)lack of availability.
D)lack of accuracy.
E)bias.

Question 70

The form of mobile marketing research in which participants allow applications on their mobile devices to gather information about them is referred to as

A)machine learning.
B)passive data collection.
C)blog mining.
D)snowball sampling.

Question 71

When doing international research,secondary data

A)is best conducted in the home country of the company to ensure accuracy.
B)should be managed by local marketing research companies.
C)should be avoided.
D)is readily available on the Internet.
E)takes precedence over primary data.

Question 72

What federal agency is evaluating mobile tracking technology as part of its ongoing mission to protect consumer privacy?

A)Federal Consumer Commission
B)Bureau of Consumer Financial Protection
C)Federal Consumer Protection Agency
D)Federal Trade Commission
E)Consumer Protection Bureau

Question 73

Heat maps and bee swarms are associated with which neuromarketing technique?

A)facial coding
B)eye tracking
C)fMRI scans
D)EEG scans

Question 74

Consider the following statements to determine which is not true regarding electroencephalography (EEG)scans.

A)EEG scans look for patterns of electrical activity in the cortex region of the brain.
B)EEG scans are much less expensive than fMRI scans.
C)EEG scans measure the amount of oxygenated blood flowing through the brain.
D)There is no temporal delay in EEG response.
E)EEG scans have the ability to match up data from other sensors.

Question 75

Which neuromarketing technique looks for active areas in the brain by measuring the amount of oxygenated blood flowing through the body?

A)eye tracking
B)heat mapping
C)fMRI
D)EEG

Question 76

By using infrared/near-infrared light,which technology allows researchers to directly measure how consumers allocate their attention to various marketing and nonmarketing stimuli in their environment?

A)eye tracking
B)EEG scans
C)fMRI scans
D)facial coding

Question 77

According to the text,the marketing research report should allow the marketing manager to

A)finalize the research and move on to the next product.
B)move on to the next step in the marketing research process.
C)determine what additional research is needed.
D)demonstrate professionalism and competency.
E)solve the marketing problem.

Question 78

What technique is being employed when data and research results are presented in a pictorial or graphical format?

A)predictive modeling
B)data visualization
C)data optimization
D)heat mapping

Question 79

Which of the following statements about Chinese consumers is generally true?

A)willing to pay more for products that are consumed in private than in public
B)prefer to pay by credit card
C)conscientious about saving money
D)not price sensitive
E)do not buy luxury products

Question 80

The largest change in online research over the last decade has come from

A)Internet-related neuromarketing techniques.
B)user-generated content associated with social media.
C)company-sponsored websites.
D)traditional sources of secondary data found online.