Deck 6: Conducting Global Marketing Research

Question 1

The American Marketing Association defines marketing research as ______ information used to discover marketing opportunities and problems, give directions to marketing actions, track performance; and contribute to a better marketing process overall.

A) any
B) selective
C) intensive
D) complementary
E) truncated

Answer 1

A

Question 2

The emerging marketing research industry includes new entrants that are increasingly providing insight-driven consulting in competition with traditional marketing research. These new entrants include all of the following EXCEPT ______________.

A) social media
B) online versions of traditional newspapers
C) management consulting firms
D) software
E) business intelligence providers

Answer 2

B

Question 3

The most important reasons to perform marketing research include all the following EXCEPT _________.

A) risk management
B) competitive advantage
C) reduction of taxation
D) strategic decision making
E) tactical decision making

Answer 3

C

Question 4

Quantitative research relies primarily on the collection and analysis of ______ data.

A) categorical
B) primary
C) secondary
D) numerical
E) observational

Question 5

Qualitative research techniques include all of the following EXCEPT __________________.

A) face-to-face interviews
B) focus groups
C) online focus groups
D) ethnographic methods
E) numerical survey data

Question 6

Primary research involves analyzing ______data; secondary data involves analyzing ____data.

A) original; existing
B) existing; original
C) quantitative; qualitative
D) qualitative; quantitative
E) quantitative; existing

Question 7

Online research encompasses marketing research conducted as follows EXCEPT for ____________.

A) web analytics
B) mall intercept
C) online panels
D) social media channels
E) online polls

Question 8

Big data holds considerable potential in managing extremely large data sets. The research firm Big Data Insight Group suggests all the following benefits EXCEPT:

A) dialogue with customers.
B) sophisticated risk analysis.
C) tracking advertising flighting.
D) keeping data safe.
E) redeveloping products.

Question 9

All of the following are true about the role of social media in global marketing research EXCEPT:

A) The data is freely available and authentic. Escept
B) Social media providers offer marketers online population samples.
C) Privacy concerns may affect future usefulness.
D) Social media providers have been reluctant to share with marketers the information they need to target online ads.
E) Online research can generate brand perception studies.

Question 10

The typical marketing research process is comprised of the following steps, in order.

A) collect data, define purpose, determine methodology, design research, analyze data, report data
B) determine methodology, define purpose, design research, collect data, analyze data, report data
C) design research, define purpose, determine methodology, collect data, analyze data, report data
D) report data, define purpose, determine methodology, design research, collect data, analyze data
E) define purpose, determine methodology, design research, collect data, analyze data, report data

Question 11

What are some of the challenges marketers face in global marketing research that would not be faced in domestic marketing research?

Question 12

With the growth of social media and online data collection and analysis, do you think this internet-based research will replace the need for qualitative data Support your position.