Deck 4: Marketing Research: Gather, analyze, and Use Information

Question 1

Frito-Lay's ________ gathers daily sales data and sorts it by product line and by region.The marketing managers use the data to evaluate the market share of different Frito-Lay products compared to one another and to competing snack foods in each region where the company does business.

A)case study
B)acquired database
C)syndicated research
D)marketing information system
E)marketing intelligence system

Answer 1

D

Question 2

A marketing decision support system (MDSS)is a(n)________.

A)basic system used by companies that do not have the resources to develop a marketing information system (MIS)
B)popular syndicated research report purchased by most major media companies
C)sophisticated information system that allows marketing managers to use statistical and modeling software tools
D)type of custom research report often called for in the marketing research process
E)data warehouse used to support a marketing information system (MIS)

Answer 2

C

Question 3

A ________ is a process that determines what information marketing managers need and then gathers,sorts,analyzes,stores,and distributes relevant and timely marketing information to users.

A)primary data collection system
B)secondary data collection system
C)competitive intelligence system
D)marketing research project
E)marketing information system

Answer 3

E

Question 4

A(n)________ can use multidimensional scaling to create perceptual maps.

A)intranet analysis
B)marketing information system
C)data warehouse
D)marketing decision support system
E)competitive intelligence system

Question 5

Which of the following is NOT considered a source of marketing intelligence?

A)distributors
B)industry trade publications
C)customers
D)causal research
E)activities of competitors

Question 6

Which of the following statements regarding marketing intelligence is true?

A)Marketing intelligence is privately held information.
B)Most companies collect marketing intelligence on an annual or semi-annual basis.
C)All marketing intelligence is free.
D)Most marketing intelligence is publicly available information.
E)Marketing intelligence gathering is more focused on gaining insights into consumer activities than competitors' activities.

Question 7

A marketing manager would most likely use which of the following to find out how many consumers stay with his brand and how many switch,and thus project market shares over time?

A)modeling software
B)syndicated research
C)cross-sectional research
D)exploratory research
E)competitive intelligence

Question 8

To take advantage of the massive amount of data now available,sophisticated analysis techniques called ________ are becoming a priority for many firms.

A)data mining
B)prospecting
C)cold calling
D)data warehousing
E)data tallying

Question 9

Which of the following is the method by which marketers collect available information about what is going on in the world that is relevant to their business?

A)a marketing decision support system
B)marketing management
C)longitudinal research
D)a marketing intelligence system
E)data mining

Question 10

A(n)________ is an internal corporate communication network that uses Internet technology to link company departments,employees,and databases.

A)social network
B)affiliate program
C)horizontal user network
D)intranet
E)marketing decision support system

Question 11

Data such as which of a company's customers buy which products,which items the company has in stock,and when the company ships items to its customer are all examples of ________.

A)marketing intelligence
B)acquired data points
C)external primary data
D)marketing research
E)internal company data

Question 12

Which of the following is general information collected by specialized firms on a regular basis and then sold to other firms?

A)syndicated research
B)custom research
C)competitive research
D)perceptual tracking
E)marketing decision support research

Question 13

Which of the following is a question that a marketing manager would use an MDSS rather than an MIS to answer?

A)What were our company sales of each of our products during the past month?
B)What are the best media for reaching a high percentage of heavy users of our product?
C)What changes in sales are happening in our industry?
D)If we change our media schedule by replacing a certain media buy with a new media buy,will we reach more users of our product?
E)What are the demographic characteristics of consumers whose purchase patterns are changing the most?

Question 14

________ is the process of collecting,analyzing,and interpreting data about customers,competitors,and the business environment to improve marketing effectiveness.

A)Marketing research
B)Marketing management
C)Competitive intelligence
D)Marketing intelligence
E)Internal marketing

Question 15

Managers at a discount retailer's headquarters would use which of the following to access up-to-the-minute sales information obtained from the store's cash registers around the country in order to detect problems with products,promotions,and even the firm's distribution system?

A)a company intranet
B)secondary data
C)a prediction market
D)marketing intelligence
E)sampling

Question 16

Which of the following is NOT a major data source for a marketing information system (MIS)?

A)internal company data
B)marketing intelligence
C)marketing research
D)acquired databases
E)modeling software

Question 17

Nielsen compiles ratings of television shows and then sells the information to many firms.Nielsen conducts ________.

A)custom research
B)case study research
C)syndicated research
D)exploratory research
E)ethnographic research

Question 18

A company reports on consumers' perceptions of more than 1,700 performers for companies that are interested in using a performer in their advertising.This type of report is an example of ________.

A)syndicated research
B)custom research
C)case study research
D)exploratory research
E)primary research

Question 19

________ is research a single firm conducts to provide answers to specific questions.

A)Syndicated research
B)Custom research
C)Consumer data
D)Perceptual tracking
E)Internal data

Question 20

Which of the following lists the three important components of a basic marketing information system (MIS)?

A)competitive intelligence,internal records,and all sales personnel
B)existing data,market researchers to gather more data,and the technology to convert those data into information
C)managers at all levels,corporate culture,and internal data
D)data,computer hardware and software,and output for marketing decision makers
E)information resources,technical experts,and marketing managers

Question 21

LexisNexis and Dialog are two companies that provide ________.

A)primary data
B)secondary data
C)reality mining data
D)causal research designs
E)questionnaire designs

Question 22

Which of the following is information gathered directly from respondents in order to specifically address a question at hand?

A)ethnographic observations
B)experimental hypotheses
C)primary data
D)secondary data
E)internal data

Question 23

Which of the following specifies exactly what information marketers will collect and what type of study they will do?

A)the research objective
B)the environmental context
C)the sampling method
D)the data collection method
E)the research design

Question 24

Through the data mining application of ________,marketers identify big-spending customers and target them for special offers that other customers won't receive.

A)customer retention
B)customer acquisition
C)customer abandonment
D)competitive intelligence
E)market basket analysis

Question 25

Which of the following is a true statement about the steps in the marketing research process?

A)The research design should be determined before the problem is defined.
B)The last step is to analyze and interpret the data.
C)The first step is selecting a method of data collection.
D)The first step is defining the research problem.
E)The data must be collected before the sample can be designed.

Question 26

Marketers would be most likely to use ________ to come up with ideas for new strategies and opportunities or to get a better understanding of a problem they are currently experiencing with a product.

A)experimental research
B)experiential research
C)exploratory research
D)causal research
E)secondary research

Question 27

Companies are most likely to use data mining results identifying unprofitable customers for ________.

A)customer retention
B)customer loyalty
C)customer acquisition
D)customer abandonment
E)market basket analysis

Question 28

Data that has been collected for some other purpose than to answer the question at hand is called ________.

A)primary data
B)secondary data
C)mined data
D)experimental data
E)ethnographic data

Question 29

Which component of the marketing research process determines the consumer population that a company will study?

A)the research design
B)the sampling method
C)the research objective
D)the collection method
E)the sampling design

Question 30

The first step in the marketing research process is to ________.

A)determine how data will be collected
B)select samples
C)clearly understand the information needed by managers
D)set the mission statement for the research
E)determine a research design

Question 31

The second step of the marketing research process is to ________.

A)define the problem
B)select the primary data collection method
C)determine the sampling method
D)calculate the budget
E)determine the research design

Question 32

Which type of research generates nonnumeric results that provide detailed verbal or visual information about consumers' attitude?

A)data mining
B)qualitative research
C)quantitative research
D)causal research
E)descriptive research

Question 33

Cellular providers who have begun signing deals with business partners wanting to market products based on specific phone users' locations and calling habits are participating in a new trend called ________.

A)telemarketing
B)data warehousing
C)reality mining
D)virtual mining
E)prediction marketing

Question 34

Which of the following is most likely to involve in-depth surveying or observation of a few consumers who fit the profile of the "typical" customer?

A)data mining
B)syndicated research
C)exploratory research
D)causal research
E)descriptive research

Question 35

Which of the following is NOT one of the four main applications of data mining for marketers?

A)customer retention
B)customer acquisition
C)customer abandonment
D)competitive intelligence
E)market basket analysis

Question 36

Which of the following is true of focus groups?

A)They are typically conducted in mall settings.
B)They are a type of descriptive research.
C)They are a type of one-on-one interview.
D)They are used to gather exploratory data.
E)They do not use a discussion leader.

Question 37

A company utilized ________ when it asked consumers to indicate how they feel about panty hose.

A)exploratory research
B)causal research
C)case study research
D)ethnography
E)descriptive research

Question 38

A company that compiles and uses large amounts of data to understand its customers is likely to have a(n)________ to store and process its data.

A)distribution center
B)data warehouse
C)competitive intelligence center
D)custom research project
E)marketing research department

Question 39

The process through which analysts sift through massive amounts of available data to identify unique patterns of behavior among different customer groups is called ________.

A)causal research
B)custom research
C)longitudinal research
D)data warehousing
E)data mining

Question 40

The marketing research process step of defining the research problem has three components: specifying the research objectives,identifying the consumer population of interest,and ________.

A)placing the problem in an environmental context
B)determining a budget for the research process
C)selecting managers responsible for analyzing the data
D)determining whether primary data will be needed
E)deciding whether to hire a marketing research agency or to conduct the research in-house

Question 41

Which of the following data collection methods is generally the least flexible?

A)telephone interviewing
B)face-to-face interviewing
C)mail questionnaires
D)online questionnaires
E)mall intercepts

Question 42

Focus groups have become one of the major marketing research tools for getting insight into consumer thoughts and feelings.However,a researcher relying solely on focus groups would likely be most concerned about which of the following?

A)finding a convenience sample
B)generalizing the results to the rest of the population
C)administering the questions
D)orchestrating cooperation among participants
E)generating qualitative data

Question 43

A(n)________ is a comprehensive examination of a particular firm or organization.

A)focus group
B)case study
C)longitudinal study
D)expert panel
E)ethnographic study

Question 44

Which of the following methods of gathering exploratory data was derived from anthropology?

A)focus groups
B)one-on-one interviews
C)case studies
D)longitudinal studies
E)ethnography

Question 45

Telemarketing has had the greatest impact on which of the following data collection methods?

A)mail questionnaires
B)online questionnaires
C)mall intercepts
D)telephone interviews
E)face-to-face interviews

Question 46

Which of the following is NOT a survey method for data collection?

A)online questionnaires
B)mail questionnaires
C)mall intercepts
D)observations
E)face-to-face interviews

Question 47

________ is a type of data collection in which the researcher simply records the consumer's behaviors.

A)Mall intercept
B)Observation
C)Survey
D)Focus group
E)Neuromarketing

Question 48

Which of the following best explains the goal of neuromarketers?

A)using subliminal messages to influence consumer decisions
B)collecting data about responses to advertising and products by scanning consumers' brains
C)observing and tracking consumer behavior on the Internet
D)designing marketing research experiments using the Internet
E)analyzing data from various sources to answer complex "what if" questions

Question 49

Your text describes the two main primary data collection methods as ________.

A)descriptive and exploratory
B)causal and descriptive
C)survey and observation
D)direct and indirect
E)impersonal and personal

Question 50

Of the following,which type of data collection method is likely to have the lowest response rate?

A)mail questionnaire
B)focus group
C)online focus group
D)case study
E)face-to-face interview

Question 51

________ is less expensive,faster,and more flexible than other methods of data collection.

A)Mail surveying
B)Telephone surveying
C)The mall intercept
D)The focus group
E)Online data collection

Question 52

Which of the following is a primary data collection method that relies on nonhuman devices to record consumer behavior?

A)mechanical observation
B)mall intercepts
C)ethnography
D)unobtrusive measurement
E)case studies

Question 53

Which of the following is NOT an advantage of online questionnaires?

A)speed
B)low costs
C)almost instantaneous results
D)control over who respondents are
E)no geographic restrictions

Question 54

Marketers use ________ when they want to determine if a change in one thing is responsible for a change in something else.

A)ethnography
B)predictive techniques
C)descriptive research
D)causal research
E)exploratory research

Question 55

Once a company has conducted exploratory research and reviewed the resulting data,its next step is most likely which of the following?

A)conduct descriptive research
B)calculate the representative sample size
C)identify secondary data sources
D)select a primary data collection method
E)conduct qualitative research

Question 56

Which data collection method for marketing research is flexible,allows for explanation of difficult questions,and lends itself to showing products and other visual materials?

A)face-to-face interviewing
B)online questionnaires
C)telephone interviewing
D)ethnographic research
E)mail questionnaires

Question 57

Using ________,some marketing researchers participate in real-life consumer activities to get an understanding of how consumers actually use products.

A)mechanical observation
B)ethnography
C)focus groups
D)face-to-face interviews
E)telephone interviews

Question 58

Descriptive research using a ________ design tracks the responses of the same sample of respondents over time.

A)latitudinal
B)cause-and-effect
C)longitudinal
D)cross-sectional
E)hierarchical

Question 59

Researchers design ________ to test predicted relationships among variables in a controlled environment.

A)longitudinal assessments
B)statistical models
C)multidimensional scales
D)experiments
E)perceptual maps

Question 60

A questionnaire that asks respondents whether they "strongly agree," "somewhat agree," "somewhat disagree," or "strongly disagree" is most likely a(n)________.

A)unstructured questionnaire
B)online questionnaire
C)mail questionnaire
D)moderately structured questionnaire
E)completely structured questionnaire

Question 61

________ is the process of selecting respondents for a survey.

A)Sampling
B)Prospecting
C)Modeling
D)Surveying
E)Representation

Question 62

________ is the extent to which research actually measures what it was intended to measure.

A)Flexibility
B)Validity
C)Responsiveness
D)Reliability
E)Representativeness

Question 63

RBC Royal Bank wanted to evaluate the financial value of its substantial personal customer base to determine which type of customers were the most valuable to the bank.To do this,the bank looked at revenues and expenses from each of its financial products,including loans and credit card usage.To identify and then analyze this information,the bank utilized the MIS analysis technique called ________.

A)data warehousing
B)marketing research
C)probability sampling
D)data mining
E)market basket analyzing

Question 64

A catalog retailer studies about 3,500 variables over the lifetime of a customer's relationship.It has found that customers who change residences are three times more likely than customers who do not move as frequently to buy tables,fax machines,and decorative products but are no more likely to buy jewelry or footwear.By using data analysis to determine which promotion to target to customers who have recently moved,this catalog retailer has engaged in ________.

A)customer retention
B)customer acquisition
C)customer abandonment
D)customer accrual
E)market basket analysis

Question 65

Children are difficult subjects for market researchers because they have poor recall and often do not understand the questions they are asked.This brings into question the ________ of the survey.

A)flexibility
B)sampling
C)responsiveness
D)reliability
E)representativeness

Question 66

Tabak catalog retailer studies about 3,500 variables over the lifetime of a customer's relationship.Through ________,it has found that customers who change residences are three times more likely than customers who do not move as frequently to buy tables,fax machines,and decorative products but are no more likely to buy jewelry or footwear.

A)data mining
B)prospecting
C)sampling
D)latitudinal research
E)customer acquisition

Question 67

A survey questioned men and women to determine how each group felt about low-fat foods advertising on television.The results from male and female respondents were examined separately to see if their responses were different.The research results were analyzed using ________.

A)ethnographic techniques
B)single-source data methods
C)cross-tabulation
D)standard correlation calculations
E)projective techniques

Question 68

To determine what type of information to add to its Web site in order to attract more visitors,an Internet company could look at a survey by the AOL/Roper Starch Cyberstudy,which showed the primary activities Americans are most likely to engage in when surfing the Internet.This study is an example of ________.

A)ethnographic data
B)a secondary data source
C)a primary internal data source
D)data mining
E)a primary external data source

Question 69

What is a major drawback of probability sampling?

A)It can be time consuming.
B)The sample is proportionate to the population.
C)The most difficult population from which to obtain information is chosen.
D)Everyone has an equal chance of selection.
E)Marketers must rely on the judgment of the researcher in respondent selection.

Question 70

Which of the following is true about a nonprobability sample?

A)The hierarchical sampling method is used to select people who appear most willing to participate.
B)Representativeness is the key determinant of who participates.
C)A researcher uses personal judgment to select participants.
D)Every member of the population is included in the sample.
E)Each member of the population has some chance of being included in the sample.

Question 71

Disadvantages of ________ are that hackers can influence research and competitors can learn about marketing firms' plans.

A)mail surveys
B)telephone surveys
C)mall intercepts
D)focus groups
E)online research

Question 72

________ are a method for tracking what computer users do at various Web sites and which sites they visit.

A)Projective techniques
B)People meters
C)Predictive techniques
D)Cookies
E)Search engines

Question 73

Which of the following groups currently oversees the development and maintenance of standards to protect the privacy of Internet users?

A)U)S.Department of Justice
B)Interstate Commerce Commission
C)Federal Communications Commission
D)Federal Trade Commission
E)Internet industry

Question 74

The two main types of samples used by researchers are ________.

A)reliable and nonreliable
B)probability and nonprobability
C)valid and invalid
D)static and dynamic
E)longitudinal and latitudinal

Question 75

Which of the following is true about a probability sample?

A)The observation method is used to select people who appear most willing to participate.
B)Convenience is the key determinant of who participates.
C)A researcher uses personal judgment to select participants.
D)Every member of the population is included in the sample.
E)Each member of the population has some known chance of being included in the sample.

Question 76

________ is the extent to which research measurement techniques are free of errors.

A)Flexibility
B)Validity
C)Responsiveness
D)Reliability
E)Representativeness

Question 77

Predictive technology used by e-marketers relies on which of the following?

A)sophisticated brain scans revealing consumers' reactions to advertisements and products
B)collecting data through people meters
C)collecting qualitative information through online questionnaires
D)drawing generalizations from professional respondents
E)tracking the shopping patterns of large numbers of people

Question 78

A cosmetic company asked 293 women who were wearing their StayColor line of cosmetics to rub their cheeks against their shirts using "the pressure they use when caressing someone else's face." The company was conducting ________.

A)syndicated research
B)custom research
C)case study research
D)secondary research
E)none of the above

Question 79

In general,a research report will NOT include ________.

A)an executive summary of the report that covers the high points of the total report
B)a description of the research methodology
C)a discussion of the results of the study,including tabulations,cross-tabulations,and additional statistical analysis
D)a discussion of limitations of the study
E)a situation analysis

Question 80

A ________ sample is a type of probability sample in which a researcher divides the population into segments that relate to the study's topic.

A)systematic
B)convenience
C)stratified
D)quota
E)simple random