social media and other advances in technology enable companies to ___.
determine how to create, communicate, and deliver value by “hearing the voice” of the consumer
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What is the definition of marketing research?
the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem
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When firms make the right decisions, they produce products and services that their target markets perceive as having value. That value translates into ___.
sales, profits, and a positive ROI
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According to the American Marketing Association (AMA), what is the function of marketing research?
to link the consumer to the marketer
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Tracking variables on how well products are preforming in the marketplace is an example of what to use of marketing research?
marketing monitoring
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High gasoline prices and concerns about fossil emissions bothered consumers, so Toyota developed the Prius. This is an example of what use of marketing research?
Identifying marketing opportunities and problems
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When a revolutionary new product is created, marketers use research to determine the “value” consumers perceive in the new product. The main use of this type of research would be related to:
pricing research
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Chobani launched a campaign called “The Break you Make” in 2015 to increase awareness of the Chobani Flip, and afternoon snack yogurt. Research determined that the campaign was very successful, with sales of the Chobaniflip up 300% over the previous year. The main use of this type of research would be related to:
promotion research
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A winery wants to know more about sales channels, product outlets, and even whether these channels are motivated. What type of research would the winery use to answer these questions?
distribution research
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General Motors did research on what became the minivan. The research did not convince them to produce it. Later, Chrysler introduced the Dodge Caravan and Plymouth Voyager minivans, which turned out to be among the most successful models in automotive history. This example most closely demonstrates that:
marketing research does not always provide management with the right answer
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A ___ is a structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute need, timely, and accurate information to marketing decision makers.
marketing information system
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Which of the following MIS components uses tools such as break-even analysis, regression models, and linear programming?
decision support system
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Managers must determine what products to make or what services to help offer, which methods of advertising are most effective, which prices will help their firm realize its target return on investment (ROI), and which distribution system will add the greatest value to the supply chain.
true
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Which of the MIS systems use both informal and formal information-gathering procedures? Informal information-gathering procedures inolve activities such as scanning newspapers, magazines, and trade publications.
marketing intelligence system
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LEGO collects data from their customers, offers online competitions for customer feedback and interaction, and allow customers to submit new LEGO sets to be voted on by the LEGO online community. This practice is best known as ____.
crowdsourcing
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Marketing research can be used to determine the size of a target market and various market segments. It may be used to see if the market segment is growing or shrinking and if needs are being met by competitors.
selecting target markets
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Research studies may be conducted on proposed brand names and package designs of new products before commercialization. This area of research may also involve testing new product ideas and continue with concept tests that allow firms to quickly and inexpensively get consumers' reactions to the concept and proposed new product.
product research
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Marketing research may be conducted to see how much a consumer is willing to pay for a product, how consumer groups will react to various pricing strategies, and how to best determine the consumer value placed on a new or existing product in the marketplace.
pricing research
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Marketing research used to determine the effectiveness of different media channels on consumers. This research aids in determining how effective expenditures spent on advertising, sales force, publicity, public relations, and promotional offers on consumer segments.
promotion research
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Marketing research aimed at understanding and determining the best channels to get the firm's to a consumer. This research evaluates who the best dealers for the product would be, how satisfied customers are with current dealers, how motivated the current dealers are with the firm's product, and if a multi-channel distribution strategy should be employed.
distribution research
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Modern marketing thought holds that firms should ___.
collaborate with and learn from consumers
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Creating the proper mix of product/service, price, promotion, and distribution for a market begins with ___.
selecting the segment of the market as a company’s target
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A ___ consists of selecting a segment of the market as the company's target market and designing the proper "mix" of product/service, price, promotion, and distribution system to meet the wants and needs of the consumers within the target market
market strategy
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___ is a process used to define the size, location, and/or makeup of the market for a product or service
market research
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According to the American Marketing Association (AMA), what is the function of marketing research?
To link the consumer to marketer with information used in marketing decisions
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Of the following, which is NOT one of the uses of marketing research?
To provide consumers with information they need to evaluate products and services at a profit
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Why would a marketing manager use marketing research for problem identification?
To generate, refine, and execute a potential marketing action
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Which of the following correctly describes the difference between basic research and applied research?
Applied research expands our knowledge to solve a specific problem.
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NOT a marketing information system (MIS)
marketing decision support system
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A great deal of marketing research is conducted to determine the size of various market segments. Marketing managers are interested in the size of various markets, but they are also interested ___.
in knowing if a segment is growing or shrinking and how well competitors are fulfilling the wants and needs of that segment
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Information gathering to be used for decision-making goes back to the earliest days of recorded history. In the United States, surveys were used in the early 1800s to determine:
The popularity of political candidates.
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The first known application of marketing research to a business marketing/advertising problem was conducted by:
An advertising agency
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___ is the person recognized as the "Father of Marketing Research." He is given credit for conducting the first continuous and organized market research.
Charles Coolidge Parlin
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The term used for research conducted within an organization is called:
client-side research
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Which of the following is NOT one of the contributors to the rise of do-it-yourself (DIY) research?
specialized internal research teams
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Firms sometimes hire an outside marketing research company to conduct its research. This is referred to as:
supply-side research
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A research firm that specializes in one, or, at most, a few marketing research activities is:
A limited-service supplier firm
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The marketing research industry relies on:
derived demand
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The five largest markets, by country, for marketing research are:
United States, United Kingdom, Germany, France, and China
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Which is NOT a major source of online information allowing marketers to explore the many different types of research firms that operate worldwide?
Thomas Register
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In the 1990s, ________ brought about significant change, with online panels becoming a primary source of data.
electronic surveys
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In a 2015 survey of the marketing research industry by GreenBook, one of the greatest challenges for the industry is
employing qualified individuals
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There is an increasing demand for researchers to present results:
In unambiguous, understandable, easy-to-grasp reports
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What does “sugging” refer to
selling under the guise of a survey
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What does “frugging” refer to?
fundraising under the guise of a survey
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What does the GreenBook Research Industry Trends (GRIT) report detail?
Provides insights by contrasting supplier (marketing research firm) views on issues with buyer (client) views.
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___ is the circumstance in which there is an exemption under the Do Not Call Registry.
calling U.S. citizens for conducting surveys
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Which is the one issue that may pose an ethical problem for researchers?
Working on a project in which the outcome may not be in the best interests of society
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Researchers' code of ethics includes respecting the rights and well-being of data subjects and make all reasonable efforts to ensure that data subjects are not harmed, disadvantaged or harassed as a result of their participation in research. This code falls into the category of ___
duty of care
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Researchers' code of ethics includes not using any data collected solely for a specific client for any other purpose without permission. This code falls into the category of ___
honesty and transparency
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PRC stands for:
Professional Researcher Certification
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Charles Coolidge Parlin conducted the first continuous and organized research in 1911, when he was hired by the Curtis Publishing Company to gather publishing information.
true
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The marketing research process contains multiple steps. The first step of the process is:
Establishing the need for marketing research.
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Once a firm decides to conduct marketing research, the second step is to:
define the problem
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___ tell(s) the researcher exactly what needs to be gathered and analyzed to allow managers to make decisions related to a problem.
research objectives
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The term "research design" refers to the research approach used to meet the research objectives. Three widely recognized research designs are:
Exploratory, descriptive, and causal
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___ describes how each sample element is to be drawn from the total population.
sample plan
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The number of elements of the population used to make up the sample is the ____
sample size
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A retailer may experience a decrease in sales over previous periods, a website begins losing traffic, or an advertising campaign does not reach its expected level of awareness. These situations are examples of:
Failure to meet objectives
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A new use for a product is identified on social media, or those in a target market would like to have a service delivered to their doors. These would be examples of:
identification of an opportunity
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Identification of problems is challenging. What portion of an MIS system would make managers aware of promotions that are cannibalizing other products or indicate which geographical regions are responding or not responding to promotions?
Internal reports system
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A retailer wants to understand the consequences of an increase in sales by baby boomers and a decrease in sales by millennials during the past 12 months. This is an example of:
problem statement
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What of the following is an abstract idea or concept composed of a set of attitudes or behaviors that are thought to be related?
a construct
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Action standards ____ as well as entail making important decisions before data collection.
set clear guidelines for action after data collection
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The ___ is the portion of the proposal that indicates whether the research will be exploratory, descriptive, or causal.
the research method
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Our measure of customer satisfaction has fallen 10% in each of the past two months is best described as a(n):
symptom
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The ___ is the contract that documents what the marketing researcher pledges to deliver as a result of the marketing research process.
marketing research proposal
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___ involves entering data into computer files, inspecting data for errors, and running tabulations and various statistical tests.
data analysis
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___ are statements that are taken as true for the purposes of argument or investigation.
hypotheses
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Step 1
Establish the need for marketing research
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Step 2
define the problem
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Step 3
establish research objectives
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Step 4
determine research design
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Step 5
identify information types and sources
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Step 6
determine methods of accessing data
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Step 7
design data collection forms
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Step 8
determine the same plan and size
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Step 9
collect data
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step 10
analyze data
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Step 11
communicate the insights
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KPI's, or ___, are measures that provide scores of how well a company is performing relative to its objectives.
key performance indicators
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Variables are elements of a construct that can be measured or quantified.
True
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Brand awareness
Ad recall, unique visitors, comments, referals, and retail traffic
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Engagement
Likes, shares, blog comments, net promoter score, bounce rate
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Sales
Market share, marketing penetration, orders, revenue, growth, and conversion
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Return on Investment
Customer acquisition cost, marketing return on investment, customer lifetime value
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Quality Control
Returns, complaints, review scores
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Which of the following refers to numerous types and huge amounts of data to which companies now have access in real time?
Big data
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The term often used to refer to the management and analysis of data to improve marketing decisions is known as
marketing analytics
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Which of the following describes data developed or gathered by the researcher specifically for the research project at hand?
Primary data
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___ are data gathered by another source other than the researcher or for some other purpose than the research project.
Secondary data
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Which of the following makes all data collected by the government available and accessible by default except for personal information or data related to national security?
Open Data Policy 2013 (ODP)
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Which of the following best outlines the problems with secondary data?
Data have not been collected specifically to address the problem at hand but have been collected for some other purpose.
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Researchers must carefully ________ of secondary data in deciding whether to use it as a basis for making decisions.
assess the quality and validity
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Researchers need to use multiple methods of evaluating secondary data. Which one of the following is NOT a method of evaluating secondary data?
Evaluate the availability of the data
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Which of the following is a source of official statistics and updates U.S. data on an annual basis?
American Community Survey
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Nielsen Ratings service, ___, measures TV audience size and viewer demographics for TV programs.
a syndicated data services firm
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An organization may elect to use a ___ instead of trying to "reinvent the wheel" by developing its own process for measuring customer satisfaction.
packaged service
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___ are the two major tools used to track consumers' online activities.
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