Marketing Exam 3 - Chapter 10

A set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas is known as

marketing research.

Tia has joined the marketing department of a small appliance retailer that will be exploring the market potential for a new product. What will be the first step in the marketing research process that Tia’s team will undertake?

defining the objectives and research needs

Which of the following steps in the marketing research process involves identifying the type of data needed and determining the method necessary to collect it?

A. Developing and implementing the action plan

B. Analyzing the data

C. Collecting the data

D. Defining the objectives and research needs

E. Designing the research

Designing the Research

_____ is the third step in the marketing research process, and it begins only after the research to design has been established.

A. Collecting the data

B. Analyzing the data

C. Designing the research

D. Developing and implementing the action plan

E. Defining the objectives and research needs

Collecting the data

Information that has been collected prior to the start of the research project is called _____ data.

A. primary

B. secondary

C. tertiary

D.observational

E. unusable

secondary data

One of the primary purposes of the analyzing data and developing insights step of the marketing research process is to turn data into

A. metrics.

B. objectives.

C. advertisements.

D. information.

E. action plans.

Information

Data gathered from trade journals, the Census Bureau, and specialized research firms is considered to be _____ data.

A. irrelevant

B. primary

C. secondary

D. costly

E. timely

Secondary

Although it is often an inexpensive source, _____ are sometimes not adequate to meet the needs of the researcher since they were acquired for some purpose other than the research question at hand.

A. external primary data

B. external secondary data

C. internal primary data

D. syndicated internal data

E. tertiary data

External Secondary Data

When General Motors purchases information about quality and customer satisfaction research from J. D. Power and Associates, it is acquiring a form of

A. tertiary data.

B. internal primary data.

C. internal secondary data.

D. external primary data.

E. syndicated external data.

Syndicated External Data

Nielsen purchases scanner data from retail transactions to compile, analyze, and resell to consumer packaged-goods firms so they can assess what is happening in the marketplace. Scanner data is an example of

A. external primary data.

B. internal primary data.

C. internal secondary data.

D. syndicated external data.

E. tertiary data.

Syndicated External Data

The key difference between scanner and panel research is that scanner research typically focuses on a particular _____, while panel research typically focuses on a particular _____.

A. product; person or household

B. product; service

C. person; household

D. person; product

E. service; product

Product

Person or Household

One of the most valuable sources firms have at their disposal is a rich cache of customer information and purchase history from their day-to-day operations, which is a type of

A. external primary data.

B. external secondary data.

C. internal secondary data.

D. syndicated external data.

E. tertiary data.

Internal Secondary Data

______ is the use of a variety of statistical analysis tools in marketing research to uncover previously unknown patterns in data or relationships among variables.

A. Experimental research

B. Data mining

C. Marketing research

D. Data collection

E. Data warehousing

Data Mining

Home Depot, a large home improvement retailer, used research to learn that 25 percent of the time when customers bought a drill, they also bought a set of drill bits. Patterns and relationships like this are discovered through a technique called

A. observation.

B. data scanning.

C. panel questioning.

D. data mining.

E. data warehousing.

Data Mining

The number of participants who discontinue use of a service, divided by the average number of total participants, yields a measurement called

A. churn.

B. bounce rate.

C. influence.

D. syndication.

E. sentiment.

Churn

Qualitative research includes all of the following except

observation.

A. Observations

B. in-depth interviews.

C. scanner data.

D. focus groups.

E. following social media sites.

scanner data

If Fisher-Price wanted to conduct research to determine the colors that best attract babies to its toys and engage them in interactive play, it would most likely use _____ research.

A. social media

B. focus group

C. exploratory

D. quantitative

E. observation

Observation

If a firm uses social media sites like Facebook, Twitter, and online blogs to collect consumer comments about companies and their products, it is engaged in a process known as

A. secondary data mining.

B. churning.

C. biometric research.

D. sentiment mining.

E. exploratory research.

Sentiment Mining

Which of the following forms of qualitative research is both time-consuming and relatively expensive to administer?

A. Panel data

B. Observation

C. Scanner data

D. In-depth interviews

E. Survey research

In-depth Interviews

Using an unstructured method of inquiry, _____ involve a trained moderator guiding the conversation of a small group of individuals in an intensive discussion about a particular topic.

A. in-depth interviews

B. focus group interviews

C. social media research

D. survey research

E. scanner-based research

Focus Group Interviews

Which of the following is the most popular type of quantitative primary collection method?

A. Survey research

B. In-depth interviews

C. Social media research

D. Focus group interviews

E. Scanner-based research

Survey Research

A survey asks respondents to answer the question "What are the most important features you would look for in choosing a new automobile, and why?" What type of question is this?

A. Structured question

B. Closed-ended question

C. Unstructured question

D. Multiple-choice question

E. Biased question

Unstructured question

A survey question for which a discrete set of response alternatives or specific answers is provided for respondents is a type of _______ question.

A. biased

B. unstructured

C. structured

D. open-ended

E. unethical

Structured question

_____ involves a type of quantitative research that systematically manipulates one or more variables to determine which variables have a causal effect on other variables.

A. Experimental research

B. In-depth interviews

C. Social media research

D. Focus group interviews

E. Survey research

Experimental Research

Which of the following is not a disadvantage of using secondary research data?

A. The information may not be timely.

B. The process is costly and time-consuming.

C. The data sources may be biased.

D. The methodologies for collecting the data may not be appropriate.

E. The sources may not be original, and therefore usefulness is an issue.

The process is costly and time-consuming.

Which organization provides the three guidelines that marketers should use for conducting marketing research?

A. Federal Trade Commission

B. American Marketing Association

C. U.S. Congress

D. Electronic Privacy Information Center

E. Federal Communications Commission

American Marketing Association

Marketing researchers should collect information on consumers only for the purpose of

A. protecting national security.

B. controlling access to confidential information.

C. producing unbiased, factual information.

D. selling under the guise of conducting marketing research.

E. collecting research by convincing respondents it is part of a fund-raising effort.

Producing Unbiased, factual information.

Which of the following agencies serves as a watchdog over the data mining of consumer information?

A. Electronic Privacy Information Center

B. American Marketing Association

C. Federal Trade Commission

D. U.S. Congress

E. Federal Communications Commission

Electronic Privacy Information Center

Physical traits such as facial characteristics, iris scans, or fingerprints are referred to as _____ data and this information is routinely collected by websites such as

Facebook.

A. Demographic

B. Social networking

C. Psychographic

D. Biometric

E. Panel

Biometric

What new technique claims the ability to read consumers' minds, using wireless electroencephalogram scanners that measure the involuntary brainwaves that occur when they view a product, advertisement, or brand images?

A. Biometric marketing

B. Neuromarketing

C. Physiomarketing

D. Brainwave mapping

E. Medical marketing

Neuromarketing