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Terms in this set (101)
____ data can be internal or external, so long as it was collected prior to the current research project
secondary
primary data differ from secondary because...
primary data are newly collected while secondary data were previously collected for another purpose
organizations may use ____ such as its own detailed sales breakdowns by product line as the starting point for a research project because the potential huge savings in time and cost savings
internal secondary data
a disadvantage of secondary data is that...
it may not be specific enough
observing people and asking them questions are the two principal ways to collect ____ data for a marketing study
primary
____data are facts and figures obtained by watching, either mechanically or in person, how people actually behave
observational
which of the following is a mechanical method for collecting observational data?
nielson's "people meter" attached to televisions to measure tv ratings
when procter & gamble researchers watched women do their laundry, clean the floor, and put on makeup, they were using ____ methods of collecting observational data
personal
individual interviews as well as online and mail surveys generate...
questionnaire data
in marketing research, an ____ involves obtaining data by manipulating factors under tightly controlled conditions to test cause and effect
experiment
offering a product in a small geographic area to help evaluate potential marketing action is known as a...
test market
when a researcher needs information that is very specific to the problem being studied, she will probably resort to using ____ data, despite its cost and time-consuming nature
primary
facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors are known as...
questionnaire data
which of the following are sales forecasting techniques?
1 sales force survey forecast 2 trend extrapolation 3 lost-horse forecast
changes in consumer dessert preferences or competitor prices will affect betty crocker's 2014 ____ for cake mix in the united states
sales forecast
marketing research approach steps
1 define the problem 2 develop the research plan 3 collect relevant information 4 develop findings 5 take marketing actions
which of these are part of the development step of a marketing research plan?
1 specifying constraints 2 determining how to collect data
describe the extent to which dell provides products that are... reliable_ _ _ _ _unreliable
a. semantic differential scale
b. likert scale
c. dichotomous
a. semantic differential scale
dell provides products that are reliable... strongly agree_ _ _ _ _strongly disagree
a. semantic differential scale
b. likert scale
c. dichotomous
b. likert scale
dell provides products that are reliable...yes_ no_
a. semantic differential scale
b. likert scale
c. dichotomous
c. dichotomous
facts and figures related to a problem are known as ____
data
data are...
facts and figures related to the research problem
information technology includes the computing resources to do which of these with data?
a. store
b. collect
c. analyze
d. market
a. store
b. collect
c. analyze
when firms collect customer information and sales history, they store it in a data ____ where it can be accessed later with queries
a. isolation
b.
reserve
c. warehouse
d. bank
c. warehouse
____ is the extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions
a. sensitivity analysis
b. data scaling
c. data mining
d. information scaling
c. data mining
marketing ____ has little value until it is analyzed carefully and translated into logical findings
data
analyzing data and presenting the findings are two parts of which step in the marketing research approach?
a. develop findings
b. define the problem
c. take marketing actions
d. collect relevant information
a. develop findings
____
data is a vague term describing large amounts of data from many sources that is analyzed with sophisticated technologies
a. intelligent
b. secondary
c. primary
d. big
d. big
which two of the following are included in developing findings as part of the marketing research approach?
a. evaluating decisions
b. implementing recommended actions
c. presenting findings
d. analyzing
data
c. presenting findings
d. analyzing data
marketing research begins with...
a. defining a marketing program
b. systematically collecting information
c. identifying the relevant audience
d. analyzing marketing data
a. defining a marketing program
film studios may use the results of marketing ____ to change
movie titles, aspects of some of the characters, or even the ending of the film
a. management
b. dashboards
c. critiques
d. research
d. research
which two of the following are among the biggest challenges in conducting good marketing research?
a. consumers may not be willing to reveal personal information
b. most consumers do not have adequate education to participate in marketing
research
c. consumers rarely have an opportunity to participate in marketing research
d. consumers' stated intentions may not match their actual purchase behavior
a. consumers may not be willing to reveal personal information
d. consumers' stated intentions may not match their actual purchase behavior
while in college, students choose between alternative courses in which to enroll, which is an example
of...
a. the decisions they must make
b. the guaranteed good outcomes one receives when applying a rational approach
c. the strategies they must employ
d. the mistakes they cannot avoid
a. the decisions they must make
the marketing research process includes five steps in addition to ____ that allows researchers to learn lessons that will improve future attempts
a. secondary data
b.
constraints
c. experimentation
d. feedback
d. feedback
____ is a field of study using brain imaging technologies to discover insights about consumer perception
neuromarketing
using brain scanning to analyze the buying processes of consumers and thereby improve campbell soup labels is known as...
a. subliminal
perception
b. secondary research
c. neuromarketing
d. ethnographic research
c. neuromarketing
which of the following is a benefit of using the individual interview to collect data?
a. the ability to probe with additional questions
b. very fast turnaround time from data collection to reporting
c. the informality allows consumers to feel comfortable revealing information
d. the data is
inexpensive to collect
a. the ability to probe with additional questions
which of the following is a technique in which researcher ask lengthy, free-flowing questions to probe for underlying ideas and feelings?
a. depth interview
b. observation
c. focus group
d. mall intercept interview
a. depth interview
which of
the following are research methods used to generate new ideas?
a. neuromarketing
b. experiments
c. trend hunting
d. depth interviews
e. focus group
c. trend hunting
d. depth interviews
e. focus group
a focus group is a ____ method of inquiry, which makes it more effective in uncovering ideas that are difficult to obtain with individual interviews
a. informal
b. expensive
c.
closed
d. structured
a. informal
high costs per respondent
a. personal interview
b. online survey
c. fax survey
d. mall intercept interview
a. personal interview
many surveys not delivered to recipients due to "spam blockers"
a. personal interview
b. online survey
c. fax survey
d. mall intercept
interview
b. online survey
perceived to utilize outdated technology
a. personal interview
b. online survey
c. fax survey
d. mall intercept interview
c. fax survey
respondents may not be representative of targeted groups
a. personal interview
b. online survey
c. fax survey
d. mall intercept
interview
d. mall intercept interview
which of the following is the reason marketing researchers are increasingly turning to online surveys to collect primary data?
a. researchers can do a better job of clarifying answers with additional probing with this method
b. consumers have increasing privacy and security concerns
c. most consumers now have an internet connection and an e-mail account
d. the
biases of other methods are eliminated with this one
c. most consumers now have an internet connection and an e-mail account
because the costs are relatively minimal and the turnaround time from data collection to report presentation is much quicker than other methods, many researchers choose to collect survey data...
a. via fax
b. online
c. with mall intercepts
d. via the mail
b. online
which of the following are essential in the design of all research using questionnaires?
a. questions that avoid asking about personal information
b. questions that get clear, unambiguous answers
c. precise, efficient questions
d. technical questions to separate experts from novices
b. questions that get clear, unambiguous answers
c. precise, efficient
questions
which of the following are characteristic of open-ended questions?
a. captures the "voice" of the respondent
b. good for idea generation about product benefits and advertising
c. includes predetermined response options
d. most common for collecting personal information
a. captures the "voice" of the respondent
b. good for idea generation about product benefits and
advertising
what is the result of researchers who collect personal or household characteristics on a survey?
a. they are unsure of how to use the information they obtain
b. they find it is useful for segmentation and targeting purposes
c. they ban be fined since it is an illegal practice in the united states
d. they find it is irrelevant to their work and simply makes the survey longer
b. they find it is useful for segmentation and targeting purposes
which of the following is the best example of an ambiguous survey question?
a. was your ice cream order delivered to your table quickly? _yes _no
b. since this is the best-selling ice cream available, would you recommend it to a friend? _yes _no
c. would you buy this ice cream and a topping?
_yes _no
d. how much would you pay for 8 ox of this ice cream?
_ less than $2
_$2 to $3
_$3 or
more
a. was your ice cream order delivered to your table quickly? _yes _no
marketing researchers are interested in social networks and other consumer-generated online content because they...
a. provide the best sample of individuals that is statistically representative of the marketplacee
b. are a source of data to be "mined" to spot trends
c. they can run experiments here without paying participating
consumers
d. are currently the only source of reliable data they can find
b. are a source of data to be "mined" to spot trends
a ____ is a sample of consumers or stores from which researchers take a series of measurements over time
a. depth interview
b. scan
c. observation
d. panel
d. panel
which of the following
is a disadvantage of using panels for marketing research?
a. there are so many outside factors that reduce one's ability to control conditions
b. it is very challenging to identify the most relevant dependent variable
c. they evaluate a sample only at a single point in time
d. they require continuous and complex recruitment of new individuals to replace drop-outs
d. they require continuous and complex recruitment of new individuals to replace drop-outs
which of the following are characteristic of open-ended questions?
a. captures the "voice" of the respondent
b. most common for collecting personal information
c. good for idea generation about product benefits and advertising
d. includes predetermined response options
a. captures the "voice" of the respondent
c. good for idea generation about product benefits and
advertising
in 1988, walmart opened three experimental stand-alone supercenters to gauge consumer acceptance before deciding to open others, using what is known as a...
a. test market
b. mechanical observation
c. open-ended analysis
d. sensitivity analysis
a. test market
a ____ in a decision is a restriction placed on potential solutions to a problem, such as limit on time or money
constraint
for fisher-price's research on a toy telephone, the ____ were that the decision must be made in 10 weeks and now research budget is available beyond that for collecting data in its nursery school
a. constraints
b. measures of success
c. exploratory questions
d. marketing actions
a. constraints
which
of the following characteristics is most important in identifying which data to collect for marketing research?
a. data that is relevant to decisions for marketing actions
b. data that can be obtained in the shortest period of time
c. data that is simple to analyze with statistical tools
d. data that is inexpensive to obtain
a. data that is relevant to decisions for marketing actions
the two main data collection ____ are observing people and asking them questions
methods
which two of the following should be systematically analyzed when you evaluate the results of research-driven marketing actions?
evaluate the decision and evaluate the decision process
...
...
creation of an advertising campaign for tony's pizza that will appeal for 6 to 12 year olds is best described as what part of the final step in the marketing research approach, to take marketing actions?
...
if all of the research outcomes lead to the same marketing actions (i.e. the decision to take a particular marketing action has already been made)...
c. the marketing research should not be done since it is a waste of resources
querying one's database with "what if" questions to determine how a hypothetical change might affect sales is called a...
sensitivity analysis
when a consultant prepared marketing dashboards showing sales data for different household types over a four-year period for tony's pizza, this was which step of the marketing research approach?
develop findings
which of the following are examples of using secondary data?
b. a hotel chain purchasing syndicated panel data to identify demographic trends
d. a travel company using the last five years of its sales invoices to determine package deals
e. a software company using us census data to create customer
profiles
...
...
which two of the following are key elements in deciding how to collect data for marketing research?
a. methods
b. concepts
c. marketing actions
d. measures of success
a. methods b. concepts
in marketing, ____ are ideas about products and services, and
they are a key to deciding how to collect research data
a. methods
b. constraints
c. concepts
d. observations
c. concepts
the approaches that can be used to collect data to solve all or part of a problem are known as...
a. observations
b. constraints
c. concepts
d. methods
d. methods
when the marketing
manager at tony's pizza decided to target households with children ages 6 to 12 to reverse the sales trend in this segment, she was converting information into a...
a. sensitivity analysis
b. sales forecast
c. research finding
d. action recommendation
d. action recommendation
in LEGO's problem definition, the primary research ____ was to decide which of two mindstorm designs should be selected for
marketing
a. constraint
b. measure of success
c. strategy
d. objective
d. objective
in setting research objectives, marketers have to...
a. identify the collection method for relevant information
b. guarantee desirable results to decision makers
c. be clear on the purpose of the research
d. identify all of the constraints
c. be clear on the purpose of the research
criteria or standards used in evaluating proposed solution to the problem are known as...
a. marketing actions
b. measures of success
c. constraints
d. exploratory research
b. measures of success
marketing researchers spend a great deal of time dealing a marketing problem precisely which increases the probability of successful marketing
research effort?
a. objectives that will lead to different the same marketing actions, despite the findings
b. objectives that require long term studies
c. objectives that are neither too broad nor too narrow
d. objectives that are very similar to previous ones
c. objectives that neither too broad nor too narrow
which two of the following are the main resources that marketers prefer to obtain
secondary data first?
a. low cost
b. reliability
c. time savings
d. privacy and security concerns
a. low cost
c. time savings
in many cases, the information researchers need is available only through ____ data, since data collected for another purpose may be outdated, incorrectly categorized, or not specific enough
a. exploratory
b. secondary
c. internal
d. primary
d. primary
different observers reporting different conclusions when watching the same event may indicate unreliability in what type of data collection?
a. mechanical observation
b. depth interview
c. individual interview
d. personal observation
d. personal observation
an ____ enterprise is one whose marketing managers use data, technology, and analytics to transform data into useful information for marketing decisions and actions
intelligent
through the use of ____, a supermarket might learn that men buying diapers in the evening sometimes buy beer at the same time, so sales for the two could be increased by placing them near each other
a. sales force survey forecast
b. data mining
c. data warehousing
d. lost-horse
forecast
b. data mining
when a consultant prepared marketing dashboards showing sales data for different household types over a four-year period for tony's pizza, this was which step of the marketing research approach?
a. develop findings
b. collect relevant information
c. define the problem
d. take marketing actions
a. develop findings
which of the following are the two key elements of defining the problem in the marketing research approach?
a. specifying the constraints
b. obtaining resources
c. identifying possible marketing actions
d. setting the research objectives
c. identifying possible marketing actions
d. setting the research objectives
though the data collected at the checkout counter of the
grocery store is originally used for sales and inventory records, this data can later be used to study how customers shop this latter use is an example of ____ data
a. internal secondary
b. external syndicated
c. primary
d. questionnaire
a. internal secondary
the us census bureau publishes reports that contain detailed information on american households, and marketers use this data to...
a.
identify factors that improve customer satisfaction
b. identify characteristics and trends of ultimate consumers
c. understand observational information on consumers in their natural environment
d. determine awareness of their products
b. identify characteristics and trends of ultimate consumers
marketers can purchase a standard set of ____ data on regular basis from providers like nielsen media
research (for tv ratings) or jd power (for automobile quality and customer satisfaction)
a. experimental
b. internal
c. us census
d. syndicated
d. syndicated
because sales people are in frequent contact with customers and are likely to understand their likes and dislikes, organizations use ____ forecasting, despite that it may sometimes be unreliable
a. salesforce survey
b. trend
extrapolation
c. lost-horse
d. direct
a. salesforce survey
____ for forecasting relies on the assumption that underlying relationships in the past will continue into the future, resulting in its simplicity as a method but inaccuracy in times of change
a. the last-horse method
b. trend extrapolation
c. a salesforce survey
d. the direct method
b. trend extrapolation
starting with the last known value of the item being forecast, listing the factors that could affect the forecast, and assessing whether they have a positive or negative impact are steps in which type of forecasting?
a. lost-horse
b. trend extrapolation
c. direct
d. salesforce survey
a. lost-horse
yahoo's hadoop and google's bigtables are
useful tools that allow data scientists to more clearly present the results of their analyses through the use of...
a. data mining
b. data visualization
c. trend extrapolation
d. observational metrics
b. data visualization
some consumer packaged goods firms that sell to wholesalers may not have the means to gather pertinent data directly from consumers that buy its products, especially over time a
good source of this information is...
a. the us census
b. the internet
c. competitors' trash
d. syndicated data
d. syndicated data
which of the following are examples of using secondary data?
a. a soft drink company running neuromarketing studies to gauge the effectiveness of its advertising
b. a hotel chain purchasing syndicated panel data to identify demographic trends
c. a real estate
agent using questionnaires to assess customer satisfaction
d. a travel company using the last five years of its sales invoices to determine package deals
e. a software company using us census data to create customer profiles
b. a hotel chain purchasing syndicated panel data to identify demographic trends
d. a travel company using the last five years of its sales invoices to determine package deals
e. a software company using us census data to
create customer profiles
querying one's database with "what if" questions to determine how a hypothetical change might affect sales is called a...
a. it forecasting
b. data warehousing
c. sensitivity analysis
d. survey of buyers' intentions forecasting
c. sensitivity analysis
if all of the research outcomes lead to the same marketing actions (i.e. the
decision to take a particular marketing action has already been made)...
a. there are constraints on the potential solutions to the problems
b. market researchers are likely to be pleased with the result
c. the marketing research should not be done since it is a waste of resources
d. more funding should be allocated to the marketing research
c. the marketing research should not be done since it is a waste of resources
creation of an advertising campaign for tony's pizza that will appeal for 6 to 12 year olds is best described as what part of the final step in the marketing research approach, to take marketing actions?
a. make action recommendations
b. implement the action recommendations
c. evaluating the decision
d. forecasting the results
b. implement the action recommendations
among
research methods vital to marketing are ____, a technique used to select a group of customers, distributors, or the like, and ____ a subsequent generalization of the results from this group to a larger population
a. clustering, observation
b. observation, sampling
c. sampling, statistical interference
d. clustering, statistical interference
c. sampling, statistical interference
parts of the fifth
step in the marketing research approach in order
a. implement action recommendations
b. evaluate the results
c. make action recommendations
1. c. make action recommendations
2. a. implement action recommendations
3. b. evaluate the results
which two of the following should be systematically analyzed when you evaluate the results of research-driven marketing actions?
a. evaluate the information
technology
b. evaluate the sales forecasting methods
c. evaluate the decision
d. evaluate the decision process
c. evaluate the decision
d. evaluate the decision process
the two main data collection ____ are observing people and asking them questions
a. measures of success
b. methods
c. concepts
d. constraints
b. methods
which of the following are characteristic of open-ended questions?
...
marketing researchers are interested in social networks and other consumer-generated online content because they...
...
in 1988, walmart opened three experimental stand-alone supercenters to gauge consumer acceptance before deciding to open others, using what is known as a...
...
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Verified questionsQUESTION
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Verified answer
QUESTION
Banks and other lenders are required to disclose a rate called the APR. What is this rate? Why did Congress require that it be disclosed? Is it the same as the effective annual rate? If you were comparing the costs of loans from different lenders, could you use their APRs to determine the loan with the lowest effective interest rate? Explain.
Verified answer
QUESTION
The Holmes Company’s currently outstanding bonds have an 8% coupon and a 10% yield to maturity. Holmes believes it could issue new bonds at par that would provide a similar yield to maturity. If its marginal tax rate is 40%, what is Holmes’ after-tax cost of debt?
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If British pounds sell for $1.53 (U.S.) per pound, what should dollars sell for in pounds per dollar?
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