Deck 4: Market Research

Question 1

A marketing manager can use a(n) ________ to run multidimensional scaling that creates perceptual maps.

A) acquired database
B) marketing information system
C) data warehouse
D) marketing decision support system
E) competitive intelligence system

Answer 1

D

Question 2

Which of the following lists the three important components of a basic marketing information system (MIS)?

A) competitive intelligence, internal records, and all sales personnel
B) existing data, market researchers to gather more data, and the technology to convert those data into information
C) managers at all levels, corporate culture, and internal data
D) data, computer hardware and software, and output for marketing decision makers
E) information resources, technical experts, and marketing managers

Answer 2

D

Question 3

Marketing managers at a cosmetic company wanted to find out how resistant their product is to smudging. They hired a research firm to ask 293 women who were wearing the company's StayColor line of cosmetics to rub their cheeks against their shirts using "the pressure they use when caressing someone else's face." The company was conducting ________.

A) syndicated research
B) custom research
C) case study research
D) secondary research
E) ethnography

Answer 3

B

Question 4

A ________ is a process that determines what information marketing managers need and then gathers, sorts, analyzes, stores, and distributes relevant and timely marketing information to users.

A) primary data collection system
B) secondary data collection system
C) competitive intelligence system
D) marketing research project
E) marketing information system

Question 5

Which of the following is the method marketers use to collect available information about what is going on in the world that is relevant to their business?

A) a marketing decision support system
B) marketing management
C) longitudinal research
D) a market intelligence system
E) modeling software

Question 6

Managers of a discount retailer would use which of the following to access up-to-the-minute sales information obtained from the store's cash registers around the country in order to detect problems with products, promotions, and even the firm's distribution system?

A) a company intranet
B) secondary data
C) a prediction market
D) market intelligence
E) a convenience sample

Question 7

Which of the following is the process of physically deconstructing a competitor's product to determine how it is put together?

A) reverse engineering
B) ethnography
C) cross-sectional research
D) predictive engineering
E) sampling

Question 8

Data such as which customers buy which products, which items the company has in stock, and when the company ships items to its customer are all examples of ________.

A) marketing intelligence
B) acquired data points
C) external primary data
D) marketing research
E) internal company data

Question 9

A(n) ________ is an internal corporate communication network that uses Internet technology to link company departments, employees, and databases.

A) social network
B) market intelligence system
C) market research online community
D) intranet
E) marketing decision support system

Question 10

A marketing decision support system (MDSS) is a ________.

A) basic system used by companies that do not have the resources to develop a marketing information system (MIS)
B) popular syndicated research report purchased by most major media companies
C) sophisticated information system that allows marketing managers to use statistical and modeling software tools
D) type of custom research report often called for in the marketing research process
E) data warehouse used to support a marketing information system (MIS)

Question 11

________ is research a single firm conducts to provide answers to specific questions.

A) Syndicated research
B) Custom research
C) Customer insight research
D) Longitudinal research
E) Institutional research

Question 12

Nielsen compiles ratings of television shows and then sells the information to other firms. Nielsen conducts ________.

A) custom research
B) case study research
C) syndicated research
D) exploratory research
E) ethnographic research

Question 13

A company reports on consumers' perceptions of more than 1,700 performers for companies that are interested in using a performer in their advertising. This type of report is an example of ________.

A) syndicated research
B) custom research
C) case study research
D) exploratory research
E) primary research

Question 14

A marketing manager would most likely use which of the following to find out how many consumers stay with his brand and how many switch, enabling him to project market shares over time?

A) modeling software
B) syndicated research
C) cross-sectional research
D) exploratory research
E) competitive intelligence

Question 15

Which of the following is general information collected by specialized firms on a regular basis and then sold to other firms?

A) syndicated research
B) custom research
C) competitive research
D) perceptual tracking
E) marketing decision support research

Question 16

Which of the following is a question that a marketing manager would use an MDSS rather than an MIS to answer?

A) What were our company sales of each of our products during the past month?
B) What are the best media for reaching a high percentage of heavy users of our product?
C) What changes in sales are happening in our industry?
D) If we change our media schedule by replacing a certain media buy with a new media buy, will we reach more users of our product?
E) What are the demographic characteristics of consumers whose purchase patterns are changing the most?

Question 17

Which of the following is NOT a major data source for a marketing information system (MIS)?

A) internal company data
B) market intelligence
C) market research
D) acquired databases
E) modeling software

Question 18

SwimFit produces gear for swimmers, including suits, goggles, swim caps, and ear plugs. SwimFit wants to improve the quality of its goggles to match or surpass the quality of the product category leader. Which of the following is SwimFit most likely to use to find out more about how its competitor's product is made?

A) syndicated research
B) customer insights
C) predictive technology
D) mystery shoppers
E) reverse engineering

Question 19

Which of the following is NOT considered a source of market intelligence?

A) company websites
B) industry trade publications
C) customers
D) causal research
E) activities of competitors

Question 20

________ is the process of collecting, analyzing, and interpreting data about customers, competitors, and the business environment to improve marketing effectiveness.

A) Market research
B) Marketing management
C) Competitive intelligence
D) Market intelligence
E) Internal marketing

Question 21

Interpreted data is ________.

A) primary data
B) secondary data
C) exploratory research
D) descriptive research
E) information

Question 22

Data are raw, unorganized facts.

Question 23

Decision makers within a company would be more likely to use an MIS than an MDSS to forecast the results of maintaining the company's prices while competitors reduce their prices.

Question 24

Even if you opt out of receiving emailed marketing messages from a company, the company is within its legal rights to continue sending you its promotional emails.

Question 25

How does a marketing decision support system (MDSS) differ from a marketing information system (MIS)? Why might a marketer want to use an MDSS in addition to an MIS?

Question 26

Explain how the saying "Garbage In, Garbage Out" relates to market research.

Question 27

Economic and demographic data compiled by the U.S. Census Bureau are available at little or no cost. In the terms of a marketing information system, what type of data is this?

Question 28

What are market research ethics and why is it important that a firm follows market research ethics?

Question 29

What is internal company data? Give two examples of internal data.

Question 30

Raw, unorganized facts that need to be processed are called ________.

A) information
B) samples
C) data
D) insights
E) research

Question 31

An intranet is an external corporate communication network that uses Internet technology to facilitate interaction among company employees, customers, and potential customers.

Question 32

A market research online community is an organized collection of data that can be searched and queried to provide information about contacts, products, customers, and inventory.

Question 33

Explain what advantages a company might see in using an intranet.

Question 34

Which of the following best explains the difference between data and information?

A) Information needs to be processed to be useful, but data is useful without being processed.
B) Data is created from the transformation of information.
C) Data is more structured and organized than information.
D) Information is more structured and organized than data.
E) Data is interpreted information.

Question 35

The marketing intelligence system uses corporate espionage to gather information about competitors.

Question 36

Compare and contrast syndicated research with custom research.

Question 37

Discuss the components and functions of a marketing information system (MIS).

Question 38

The Chair Trade is an independent furniture store that specializes in selling Amish-style furniture and household items. Until the first of the year, its overall sales revenue was slowly increasing. Since the first of the year, however, sales of small items increased while sales of furniture decreased, leading to declining sales revenue. How could the owner of the store rely on market intelligence to understand the change in consumer buying behavior? Should the owner rely solely on market intelligence? Why or why not?

Question 39

________ refers to the collection, deployment, and interpretation of information that allows a business to acquire, develop, and retain customers.

A) Market research
B) Syndicated research
C) Exploratory research
D) Customer insights
E) Predictive technology

Question 40

It is illegal for a website to share information with other companies about what search terms you have used.

Question 41

Data that have been collected for some other purpose than to answer the question at hand are called ________.

A) primary data
B) secondary data
C) mined data
D) experimental data
E) ethnographic data

Question 42

The second step of the marketing research process is to ________.

A) define the problem
B) select the primary data collection method
C) determine the sampling method
D) calculate the budget
E) determine the research design

Question 43

Describe the function of customer insights.

Question 44

Which of the following identifies exactly what information marketers will collect and what type of study they will conduct?

A) the research objective
B) the environmental context
C) the sampling method
D) the data collection method
E) the research design

Question 45

Opinion Research Corporation and Experian Simmons are two companies that provide ________.

A) primary data
B) secondary data
C) reality mining data
D) causal research data
E) ethnographic data

Question 46

Which of the following is true about the steps in the market research process?

A) The research design should be determined before the problem is defined.
B) The last step is to analyze and interpret the data.
C) The first step is to select a method of data collection.
D) The first step is to define the research problem.
E) Data must be collected before the sample can be designed.

Question 47

Which of the following questions should marketers first answer when they are determining their research design?

A) What kind of sampling method should we use?
B) What type of focus group best fits our needs?
C) Do we need quantitative or qualitative data?
D) Does the information we need already exist?
E) How should we collect the data we need?

Question 48

Customer insight specialists work to understand how customers interact with each other.

Question 49

The first step in the market research process is to ________.

A) determine how data will be collected
B) select samples
C) clearly understand the information needed by managers
D) set the mission statement for the research
E) determine a research design

Question 50

Which component of the market research process determines the consumer population that a company will study?

A) the research design
B) the sampling method
C) the research objective
D) the collection method
E) the sampling design

Question 51

In a company that operates in "silos," employees in customer service would be likely to have regular communication with employees in marketing.

Question 52

What is the difference between data and information?

Question 53

The role of a customer insight specialist is typically a support role across a company's strategic business units (SBUs).

Question 54

Marketers would be most likely to use ________ to come up with ideas for new strategies and opportunities or to get a better understanding of a problem they are currently experiencing with a product.

A) experimental research
B) experiential research
C) exploratory research
D) causal research
E) predictive technology

Question 55

Why might a company complain of having too much data?

Question 56

The market research process step of defining the research problem has three components: specifying the research objectives, identifying the consumer population of interest, and ________.

A) placing the problem in an environmental context
B) determining a budget for the research process
C) selecting managers responsible for analyzing the data
D) determining whether primary data will be needed
E) deciding whether to hire a marketing research agency or to conduct the research in-house

Question 57

Which of the following is true of the U.S. Census Bureau data?

A) It can be used to identify heavy users of specific products.
B) It includes information about the use of over 8,000 brands.
C) The full data collection process occurs only every 10 years.
D) The data is only available to paying subscribers.
E) It can be used to search for information from major media outlets.

Question 58

Which of the following is information gathered directly from respondents in order to specifically address a question at hand?

A) ethnographic observations
B) experimental hypotheses
C) primary data
D) secondary data
E) internal data

Question 59

Which of the following is most likely to involve in-depth surveying or observation of a few consumers who fit the profile of the "typical" customer?

A) data mining
B) syndicated research
C) exploratory research
D) causal research
E) descriptive research

Question 60

Ideally, market research should be ________.

A) focused on primary data
B) focused on secondary data
C) done once a year
D) done once every two years
E) done in an ongoing process

Question 61

Which of the following methods of gathering exploratory data was derived from anthropology?

A) focus groups
B) one-on-one interviews
C) case studies
D) longitudinal studies
E) ethnography

Question 62

Which type of research generates nonnumeric results that provide detailed verbal or visual information about consumers' attitude?

A) data mining
B) qualitative research
C) quantitative research
D) causal research
E) descriptive research

Question 63

Which of the following research techniques has the advantage of rapid back-and-forth communication between a company and group of consumers, allowing for real-time data collection over a period of time?

A) ethnography
B) traditional focus group
C) market research online community
D) longitudinal research
E) cross-sectional research

Question 64

A(n) ________ is a comprehensive examination of a particular firm or organization.

A) focus group
B) case study
C) longitudinal study
D) market research online community
E) ethnographic study

Question 65

Which of the following is true of focus groups?

A) They are typically conducted in mall settings.
B) They are a type of descriptive research.
C) They are a type of one-on-one interview.
D) They are used to gather exploratory data.
E) They do not use a discussion leader.

Question 66

A company utilized ________ when it asked consumers to indicate how they feel about panty hose.

A) exploratory research
B) causal research
C) case study research
D) ethnography
E) descriptive research

Question 67

Which of the following data collection methods is generally the least flexible?

A) telephone interviewing
B) face-to-face interviewing
C) mail questionnaires
D) online questionnaires
E) mall intercepts

Question 68

In causal research, factors that might be responsible for causing a change are called ________.

A) predictive techniques
B) obtrusive measures
C) unobtrusive measures
D) dependent variables
E) independent variables

Question 69

Of the following, which type of data collection method is likely to have the lowest response rate?

A) mail questionnaire
B) focus group
C) online focus group
D) case study
E) face-to-face interview

Question 70

Which of the following is NOT a survey method for data collection?

A) online questionnaires
B) mail questionnaires
C) mall intercepts
D) observations
E) face-to-face interviews

Question 71

Your text describes the two main primary data collection methods as ________.

A) descriptive and exploratory
B) causal and descriptive
C) survey and observation
D) direct and indirect
E) impersonal and personal

Question 72

Marketers use ________ when they want to determine if a change in one thing is responsible for a change in something else.

A) ethnography
B) predictive techniques
C) descriptive research
D) causal research
E) exploratory research

Question 73

Researchers design ________ to test predicted relationships among variables in a controlled environment.

A) longitudinal assessments
B) statistical models
C) multidimensional scales
D) experiments
E) perceptual maps

Question 74

Using ________, marketing researchers participate in real-life consumer activities to get an understanding of how consumers actually use products.

A) mechanical observation
B) ethnography
C) focus groups
D) face-to-face interviews
E) telephone interviews

Question 75

Which of the following would most likely be used in a focus group?

A) an fMRI machine to better understand why consumers make the decisions they do
B) a one-way mirror that allows a client to observe the group
C) a longitudinal design that tracks the responses of members of the group over time
D) an experiment that attempts to rule out some explanations for consumer decisions
E) a cross-sectional design that collects information from a large number of respondents

Question 76

Focus groups have become one of the major market research tools for getting insight into consumer thoughts and feelings. However, a researcher relying solely on focus groups would likely be most concerned about which of the following?

A) finding a convenience sample
B) generalizing the results to the rest of the population
C) administering the questions
D) orchestrating cooperation among participants
E) generating qualitative data

Question 77

Descriptive research using a ________ design tracks the responses of the same sample of respondents over time.

A) latitudinal
B) cause-and-effect
C) longitudinal
D) cross-sectional
E) hierarchical

Question 78

Which data collection method for marketing research is flexible, allows for explanation of difficult questions, and lends itself to showing products and other visual materials?

A) face-to-face interviewing
B) online questionnaires
C) telephone interviewing
D) ethnographic research
E) mail questionnaires

Question 79

Once a company has conducted exploratory research and reviewed the resulting data, its next step is most likely which of the following?

A) conduct descriptive research
B) calculate the representative sample size
C) identify secondary data sources
D) select a primary data collection method
E) conduct qualitative research

Question 80

Which of the following best explains the goal of neuromarketing?

A) using subliminal messages to influence consumer decisions
B) collecting data about responses to advertising and products by measuring consumers' brain activity
C) observing and tracking consumer behavior on the Internet
D) designing marketing research experiments using the Internet
E) analyzing data from various sources to answer complex "what if" questions