Deck 10: Marketing Research in the Era of Big Data

Question 1

Marketers can gain valuable insights by examining the dissatisfaction of the customers that leads to abandoning certain products for those offered by competitors.

Answer 1

True

Question 2

One of the greatest challenges in the use of big data is the ability to manage and analyze all of the information gathered about consumers.

Answer 2

True

Question 3

Interpretative research is an observational method that observes consumers in their natural setting.

Answer 3

True

Question 4

Big data is information that originates in unprecedented volume and speed from the world around us.​

Question 5

When H&C Research Corporation wanted to test the popularity of a new flavor of ice cream,they selected a number of U.S.cities as test sites,and then randomly selected supermarkets within those cities as trial vendors.This is an example of quota sampling.

Question 6

A convenience sample is also called an accidental sample as those included just happen to be in the place where the study is being conducted.

Question 7

The interviews conducted during exploratory research with informed people outside the firm are termed as formal investigations.

Question 8

In a stratified sample,each selected subgroup is relatively homogeneous for a certain characteristic.

Question 9

Firms rarely use test marketing for long lived durable goods.

Question 10

A well-designed Internet-based marketing research project can cost less than offline research yet yields faster results.

Question 11

Online surveys are less intrusive than telephone surveys and allow participants to respond at their leisure.

Question 12

Researchers conducting studies in several different countries should consider cultural differences when designing the research project.​

Question 13

Test marketing a new product is expensive and communicates company plans to competitors prior to its full-scale introduction.

Question 14

At present,no industry-wide standards define techniques for measuring Web use.

Question 15

The size and organizational form of the marketing research function is usually independent of the structure of the company.

Question 16

A hypothesis sets the stage for more in-depth research by further clarifying what researchers need to test.

Question 17

Analysis of sales performance records helps marketers to find clues to potential problems.

Question 18

Marketing cost analysis is most useful when it provides information linked to other forms of marketing research.

Question 19

Interpretive research focuses on understanding the meaning of a product in a consumer's everyday life.

Question 20

Researchers rarely use an entire population for a study,unless the total population is small,because of the high costs associated with it.

Question 21

A marketing information system (MIS)develops available data into information useful for decision making.

Question 22

Convenience samples are mostly used in definitive studies.

Question 23

Secondary data has the advantage of being more completely relevant to the research than primary data.

Question 24

A marketing research organization that regularly provides a standardized set of data to all customers is called a full-service research supplier.

Question 25

The data obtained from government records and industry publications can be classified as external data.

Question 26

Interpretative research focuses on understanding the meaning of a product or the consumption experience in a consumer's life.

Question 27

​Marketing intelligence refers to the sum total of information related to a firm's markets.

Question 28

A marketing research firm can provide technical assistance and expertise not available within the contracting firm.

Question 29

Telephone surveys have relatively high response rates and are effective at drawing appropriate responses.

Question 30

The number of "hits" for a web page represents the number of times a visitor accesses the page.

Question 31

The response rates for mail questionnaires are much higher compared to personal interviews.

Question 32

Marketing decision support systems (MDSSs)organize data in ways that allow users to model different scenarios and evaluate them before making marketing decisions.

Question 33

A well-defined problem allows the researcher to focus on securing the exact information needed to solve the problem.

Question 34

Interpretative research is often used to interpret consumer behavior within a foreign culture where consumer expectations are subject to different cultural influences.

Question 35

A quota sample differs from a stratified sample,as in a quota sample,researchers select subsamples by some random process.

Question 36

Typical sources of internal company data are sales records,financial statements,and marketing cost analyses.

Question 37

Due to its low cost,the controlled experiment is the most commonly used method of collecting primary data for marketing research.

Question 38

Antrix Corporation is a marketing research firm that specializes in data collection in shopping malls.This information indicates that Antrix Corporation is a full-service research supplier.

Question 39

Mail surveys and telephonic interviews are the most common methods for conducting primary research in developing countries.

Question 40

A small service agency is trying to assess clients' view of the quality of service over the past year.If the company has had 1000 clients over the past 12 months,then all 1000 clients constitute the population considered for the survey.

Question 41

Personal interviews are usually the best means to obtain detailed information about consumers.

Question 42

The first step in the marketing research process is to conduct exploratory research,and then use the information to define the problem.

Question 43

In a cluster sample,each cluster reflects the diversity of the whole population sampled.

Question 44

Firms usually decide whether to conduct a marketing research study internally or through an outside organization based on cost,reliability,and accuracy of the data collected by the outside firm.

Question 45

The symptoms of a problem merely alert the marketer that a problem exists.

Question 46

Fizzy Cola Company created a sample containing 25 of their regular cola drinkers,25 of their diet cola drinkers,and 25 of their diet caffeine-free drinkers.They created the sample by stopping people on the street and continuing until they had spoken to enough people to meet the requirement.Such a sample is a nonprobability cluster sample.

Question 47

A population,used for market research purposes,is a subgroup of the total sample selected for analysis.

Question 48

A probability sample relies on personal judgement somewhere in the selection process.

Question 49

The information gathered by an outside marketing research firm is often more thorough and accurate than that collected by in-house staff.

Question 50

Marketing researchers must remember to direct their reports toward management and not to other researchers.

Question 51

Ethnographic studies involve researchers spending time studying culture.

Question 52

After defining the problem,the next step in the marketing research process is to conduct the exploratory research.

Question 53

A marketing information system (MIS)is a part of a firm's overall management information system that deals specifically with marketing data and issues.

Question 54

Marketing research aids decision makers in analyzing data and in suggesting possible actions.

Question 55

The process of discussing a marketing problem with informed sources both within and outside the firm and examining information from secondary sources is known as test marketing.

Question 56

A quota sample is a nonprobability sample divided to maintain the proportion of certain characteristics among different segments or groups seen in the population as a whole.

Question 57

Computer technology has had little impact on the marketing research process.

Question 58

Focus groups elicit information from the customers through a question-and-answer format.

Question 59

Data analysis companies work with other businesses to fine tune marketing strategies in real time.

Question 60

Prior to the 1930s,most of the marketing research involved gathering written testimonials from purchasers of firms' products.

Question 61

A stratified sample is a type of nonprobability sample.

Question 62

A simple random sample is a nonprobability sample selected from among readily available respondents.

Question 63

Online companies need to be careful while using the personal data of consumers as there are various laws imposed to govern the use of personal data by online companies and data aggregators.

Question 64

An MDSS serves as a company's "nerve center," monitoring the market environment inside the organization.

Question 65

Observation alone cannot supply all the necessary information as it is difficult to get exact demographic information from observation.

Question 66

Businesses may need to adjust their data collection methods for primary research in foreign countries since some methods do not easily transfer across national borders.

Question 67

Studying the underlying causes of customer defections,even partial defections,can be useful for identifying problem areas that need attention.

Question 68

​The use of big data has brought about little change in the way companies conduct marketing research.

Question 69

Census data is an example of primary data.

Question 70

A syndicated service can also be considered a type of limited-service research supplier.

Question 71

Sampling is the process of selecting survey respondents or research participants.

Question 72

A full-service research supplier is a marketing research organization that performs all the steps in the marketing research process for a client.

Question 73

The use of big data has created new companies that collect and analyze information and sell their proprietary software to all types of businesses.

Question 74

Conducting mail survey research in some parts of Asia can be difficult since ​a large part of the population is not able to read or write.

Question 75

A marketing-related problem can be identified by evaluating the firm's marketing mix elements and target market.

Question 76

Researchers usually spend less time and money in gathering primary data compared to secondary data.

Question 77

Data mining focuses on identifying relationships that are not obvious to the marketers.

Question 78

A research design is a master plan or model for conducting marketing research.

Question 79

A marketing information system allows marketers to store data,classify and analyze that data,and retrieve it easily when needed.

Question 80

Videotaping consumers in action is gaining acceptance as an observational research technique.