Chapter 9: Marketing Research (Marketing)

Marketing Test 3

Which of the following best defines marketing research?

The process of planning, collecting, and analyzing data relevant to a marketing decision.

Which type of marketing research focuses on gathering and presenting factual information about a market?

Descriptive research

Which type of marketing research focuses on interpreting research findings to help explain what the collected data means?

Diagnostic research

Which type of marketing research helps managers evaluate possible future by asking “what if” questions about how changes in certain factors might affect results?

Predictive research

Which of the following best describes the Internet of Things (IoT)?

Everyday devices connecting wirelessly to a network to improve their functionality.

Which of the following best describes the purpose of a marketing research problem?

Determining what information is needed and how that information can be obtained efficiently and effectively.

Which of the following best describes a marketing research objective?

The specific information needed to solve a marketing research problem; the objective should be to provide insightful decision-making information.

Which of the following best describes a management decision problem in marketing research?

A broad-based problem that uses marketing research for managers to take proper actions.

A marketing manager reviews sales reports originally created for the company's annual financial review to help determine which products need better advertising. How would this information be classified in the current research project?

Secondary data

A marketing manager conducts a new survey asking customers about their opinions on a recently launched product to help solve a specific marketing problem. How would this information be classified?

Primary data

Which of the following best describes Big Data in marketing research?

The exponential growth in volume, variety, and velocity of information and the development of complex new tools to analyze and create meaning from such data.

A retail company analyzes thousands of customer transactions and uses statistical techniques to discover that customers who buy baseball gloves often purchase batting gloves during the same visit. The company uses this finding to create targeted promotions. Which concept does this best demonstrate?

Market analytics

A company wants to understand why customers are abandoning their online shopping carts. Before beginning its study, the research team decides which questions need to be answered, how and when information will be collected, and how the results will be analyzed. What is this process called?

Research design

A company wants to understand customers’ opinions about a new product. Researchers ask customers questions about their experiences, preferences, and attitudes to collect information directly from them. Which research technique is being used?

Survey research

A marketing research company sets up a specially designed room where interviewers make phone calls to respondents and ask questions as part of a research study. What is this facility called?

Central location telephone (CLT) facility

A company that manufactures industrial equipment wants to understand the needs of other businesses. A researcher visits managers at their offices to ask about their experiences and opinions regarding the company's products and services. What type of survey is being conducted?

Executive interview

A marketing company invites a small group of 7-10 people to discuss their opinions about a new product. A trained moderator guides the conversation and encourages participants to share their thoughts and reactions. Which research method is being used?

Focus group

During a marketing research interview, a researcher asks a customer, “What changes would you suggest to improve our product?” The customer can respond freely without choosing from a set list of answers. What type of question is this?

Open-ended question

A marketing researcher asks customers, “What is your biggest reason for choosing our product?” and provides four answer choices: price, quality, convenience, or brand reputation. Respondents must select from the options provided. What type of question is being used?

Closed-ended question

A researcher asks customers to rate their satisfaction with a new product on a scale from 1 (very dissatisfied) to 5 (very satisfied). The goal is to measure how strongly customers feel about the product. What type of question is being used?

Scaled-response question

A researcher studies customers in a sporting goods store by watching how they shop, using cameras to track their movements, and observing how they interact with products. What research method is being used?

Observation research

A company wants to see how well its employees treat customers. It sends people into its stores pretending to be regular customers so they can evaluate the service. What is this called?

Mystery shoppers

A sporting goods company tracks consumers’ online browsing habits, clicks, and product views. It combines this information with demographic and psychographic profiles stored in databases to create targeted advertisements. Which method is the company using?

Behavioral targeting

A baseball equipment company wants to understand how customers feel about its new product. It uses software to track online discussions, comments, and mentions of the brand across social media platforms. Which research method is the company using?

Social media monitoring

A researcher wants to understand how youth baseball players choose and use their equipment. Instead of asking players to complete surveys in a lab, the researcher spends several weeks observing them during practices and games, paying attention to their interactions, routines, and surroundings. Which research method is being used?

Ethnographic research

A clothing company wants to determine whether offering free shipping increases online sales. It offers free shipping to one group of customers but charges another group for shipping, then compares the number of purchases made by each group. Which research method is the company using?

Experiment

A university wants to understand how satisfied its 20,000 students are with campus dining. Instead of surveying every student, researchers select 500 students to participate in the study. In this situation, what are the 500 selected students called?

Sample

A streaming service wants to study the viewing habits of college students. Researchers decide to survey 800 students selected from all 50,000 college students who subscribe to the service. What do the 50,000 college student subscribers represent?

Universe

A national company wants to survey its customers about a new product. It uses a computer program to randomly select customers from its database, with each customer having a known chance of being chosen. Which type of sample is the company using?

Probability sample

A university wants to survey students about a proposed change to its parking policies. Researchers assign every student a number and use a random number generator to select 200 students. Every student has the same equal chance of being selected. Which sampling method is being used?

Simple random sample

A company wants to survey customers of different age groups about a new product. It divides its customer database into age groups and then randomly selects customers from each group to make sure every age group is represented. Which sampling method is being used?

Stratified sample

A national restaurant chain wants to study employee satisfaction across the country. Instead of randomly selecting individual employees from every location, researchers randomly select 10 restaurant locations and survey all employees at those locations. Which sampling method is being used?

Cluster sample

A hospital wants to survey patients about their experiences. Researchers randomly choose a starting position on a list of patients, then select every 15th patient after that starting point. Which sampling method are they using?

Systematic sample

A restaurant wants feedback on a new menu item. Instead of randomly selecting customers, the manager asks only the people sitting near the entrance who are willing to share their opinions. The manager does not attempt to make sure the participants represent the restaurant’s overall customer base. Which type of sampling is being used?

Nonprobability sample

A researcher is studying how people choose their grocery stores. To save time and money, the researcher asks coworkers and friends to complete a survey instead of selecting participants from a larger group of shoppers. Which sampling method is being used?

Convenience sample

A company wants to learn how businesses choose accounting software. Instead of randomly selecting participants, the researcher personally selects experienced accountants who they believe will provide the most accurate and useful information. Which sampling method is being used?

Judgment sample

A company wants to survey 100 customers about a new product. The researcher decides to include 50 customers under age 30 and 50 customers age 30 or older. The researcher then finds people who fit each category until both groups reach their required numbers, without randomly selecting participants. Which sampling method is being used?

Quota sample

A researcher is studying people who collect rare vintage watches, a group that is difficult to locate. The researcher interviews a few collectors and asks them to recommend other collectors who might participate. Those new participants then recommend additional collectors. Which sampling method is being used?

Snowball sample

A company wants to find out why customers stop shopping at its stores. However, its survey only asks customers to rate their satisfaction with product prices. The results do not explain other possible reasons, such as poor customer service or limited product selection. What type of research error has occurred?

Measurement error

A university surveys 200 randomly selected students to measure satisfaction with campus housing. By chance, the sample includes mostly students living in newer dorms, while the overall student population includes many students living in older dorms. The survey results show higher satisfaction than is typical of the entire student population. What type of error best explains this problem?

Sampling error

A company wants to survey all adults who purchased its products in the past year. However, the researcher uses an outdated customer list that excludes people who made purchases through the company's new website. As a result, some eligible customers cannot be selected for the survey. What type of error has occurred?

Frame error

A researcher randomly selects 500 people from a city's population to study their preferred grocery stores. Although the selection process is fair, the people chosen happen to prefer one grocery chain more often than the overall city population does. The researcher followed the correct sampling procedure, but the results still differ slightly from the population's true preferences. What type of error best explains this difference?

Random error

A marketing research company needs to interview 600 consumers across several cities but does not have enough employees to conduct all the interviews itself. It hires an outside company to handle the interviewing while keeping responsibility for analyzing the results. What type of company did it hire?

Field service firm

A retailer surveys 1,000 customers about their age, income, and preferred shopping method. The researcher compares age groups with shopping preferences to determine whether younger and older customers tend to shop differently. Which data analysis method is being used?

Cross tabulation

A small business wants to conduct an online customer survey but does not have an IT team. It uses a platform that allows employees to build questionnaires, publish them online, store responses, and access the results without writing code. What type of system is the business using?

Web survey system

A research company needs 500 participants who regularly purchase organic food. Instead of recruiting people from scratch, it pays an outside vendor that maintains a database of pre-recruited internet users with detailed profiles and who have agreed to participate in online research studies. What type of vendor is the company using?

Online panel provider

A skincare company invites a selected group of loyal customers to join a private online group. Over several months, the company asks members to discuss new product ideas, share feedback on prototypes, and respond to questions about their changing preferences. What research method is the company using?

Online research community

A travel company wants to understand customers’ experiences during their vacations. Participants use their phones to answer quick questions throughout the day, upload photos of places they visit, and share short videos and personal experiences whenever they have a free moment. Which research method is the company using?

Mobile research

A research company follows the same group of households over several months. It records the advertisements they see, the promotions and prices they encounter, and the products they purchase to understand how marketing influences buying decisions. Which research method is being used?

Scanner-based research

A beverage company wants to understand how consumers react to its new advertising campaign. Researchers measure participants’ brain activity, eye movements, and physical responses while they watch the ads to learn how their bodies respond to the marketing. Which field is the company using?

Neuromarketing

A company uses a software platform to keep track of customer purchases, store past conversations, manage customer complaints, and identify potential buyers. Employees use this information to improve customer service and build long-term relationships. Which system is the company using?

Customer relationship management (CRM)