CH 5

Question 1

Involves directly comparing two versions of a product to see which one performs better with customers. Also known as split testing.

Answer 1

A/B testing

Question 2

A type of research that measures how well an advertising campaign meets marketing objectives.

Answer 2

Advertising effectiveness studies

Question 3

A data-collection method that utilizes a variety of technologies to anonymously track and compile individual consumer behaviors

Answer 3

Behavioral targeting

Question 4

A term that describes both the growth in information that inundates businesses each day and the complex tools used to analyze the data and derive meaningful insights.

Answer 4

Big Data

Question 5

A research technique that uses automated tools to find and extract information on the web about a brand and then uses specialized software to analyze these large amounts of text-based data.

Answer 5

Blog mining

Question 6

A type of research used to understand the cause-and-effect relationships among variables

Answer 6

Causal research

Question 7

The systematic gathering of data about strategies that direct and indirect competitors are pursuing in terms of new-product development and the marketing mix.

Answer 7

Competitive intelligence

Question 8

A research sample drawn from respondents who are easily accessible to the researcher—for example, relatives, friends, or employees.

Answer 8

Convenience sample

Question 9

A data analysis technique that enables someone to examine responses to one question in relation to responses from one or more other questions.

Answer 9

Cross-tabulation

Question 10

A visual representation of the process a customer or prospect goes through to achieve a goal with a company.

Answer 10

Customer journey map

Question 11

The presentation of data and research results in pictorial or graphical format.

Answer 11

Data visualization

Question 12

A computer program that enables access and use of the information stored in the data warehouse.

Answer 12

Decision support system (DSS)

Question 13

A type of research used to estimate how much customer demand there is for a particular product and understand the factors driving that demand.

Answer 13

Demand analysis

Question 14

A data-collection tool in which the researcher, working with one participant at a time, asks open-ended questions about how the individual perceives and uses various products or brands.

Answer 14

Depth interview

Question 15

A type of marketing research that seeks to understand consumer behavior by answering the questions who, what, when, where, and how.

Answer 15

Descriptive research

Question 16

A data-collection method that sends trained observers to watch and interact with a subject population in their natural environment.

Answer 16

Ethnographic research

Question 17

A type of marketing research that seeks to discover new insights that will help the firm better understand the problem or consumer thoughts, needs, and behavior.

Answer 17

Exploratory research

Question 18

The categorization of facial expressions to reveal the emotional response of an individual while processing content.

Answer 18

Facial coding

Question 19

A study that examines the impact of an intervention in the real world.

Answer 19

Field experiment

Question 20

Data-collection tool in which a moderator engages a small group of people as they discuss a particular topic or concept with each other in a spontaneous way.

Answer 20

Focus groups

Question 21

Colored regions overlaid on an image; the most frequently offered eye-tracking output.

Answer 21

Heat map

Question 22

The people, technologies, and procedures aimed at supplying an organization’s marketing information needs. Such a system assesses those needs, develops the needed information, and helps decision-makers use information to create and validate actionable customer insights.

Answer 22

Marketing information system

Question 23

Organizational activity that links the consumer, customer, and public to the marketer through information. The organization uses that information to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.

Answer 23

Marketing research

Question 24

A brief, involuntary facial expression that appears on a person’s face according to the emotions being experienced.

Answer 24

Micro-expression

Question 25

Research that involves participants taking part in market research via mobile devices.

Answer 25

Mobile marketing research

Question 26

A critical touch point within a customer journey when a key event occurs and a lasting impression about the brand is formed.

Answer 26

Moment of truth

Question 27

Trained researchers hired to pose as customers in order to gather information about the physical appearance or customer service attributes of a store.

Answer 27

Mystery shoppers

Question 28

The use of insights and tools from neuroscience to better understand consumer responses to different kinds of marketing stimuli.

Answer 28

Neuromarketing

Question 29

A data-collection tool that involves watching how people behave and recording anything about that behavior that might be relevant to the research objective.

Answer 29

Observation research

Question 30

Information collected from a group (or panel) of consumers over a period of time.

Answer 30

Panel data

Question 31

Ford wanted to know what features were used the most in its new cars, so the marketing managers invited 10 people who owned Ford cars to sit in a room with a moderator and answer questions. This is an example of an experiment. an interview. a focus group. secondary research.

Answer 31

a focus group.

Question 32

Data obtained from UPC codes at checkout counters is what type of data? panel data big data scanner data field data

Answer 32

scanner data

Question 33

April is the owner of a professional interior design firm. She wants to know if her main rival is increasing its production. She talked to her rival’s distributors, her suppliers, and some of her customers to get this information. In doing so, April is engaged in user research. trending. usage studies. data mining. competitive intelligence.

Answer 33

competitive intelligence.

Question 34

"Cookies" that are placed on consumers’ browsers in order to trace which websites they visited are a form of snowball sampling. behavioral targeting. scanner data. mystery shopping.

Answer 34

behavioral targeting.

Question 35

Hiring people to tap phone lines or place surveillance cameras on the premises of rival companies are examples of _____Blank competitive intelligence practices. acceptable borderline standard practical unethical

Answer 35

unethical

Question 36

Company sales records, customer support records, and sales force reports are all forms of competitive intelligence. secondary data. internal company data. external company data. predictive models.

Answer 36

internal company data.

Question 37

Which statement best describes exploratory research? -It seeks to discover new insights to help a company better understand a problem. -It is used to test hypotheses to understand the relationship between variables. -It seeks to understand consumer behavior by answering the questions who, what, when, where, and how. -It is used to understand the cause-and-effect relationships among variables.

Answer 37

It seeks to discover new insights to help a company better understand a problem.

Question 38

One concern about using social media, like Twitter, to compile marketing research data is bias. consumer privacy. lack of accuracy. high cost

Answer 38

consumer privacy.

Question 39

By using infrared/near-infrared light, which technology allows researchers to directly measure how consumers allocate their attention to various marketing and nonmarketing stimuli their environment? EEG scans eye tracking automated facial coding fMRI scans

Answer 39

eye tracking

Question 40

Brad and Cho are trained researchers. They visit restaurants posing as customers in order to assess the level of service, quality of food, and competence of the wait staff. Brad and Cho are called focus groups. mobile researchers. mystery shoppers. casual observers.

Answer 40

mystery shoppers.

Question 41

What are graphic visual representations of information, data, or knowledge intended to present information quickly and clearly? measures of association. cross-tabulations regression analyses infographics

Answer 41

infographics

Question 42

Which is a recent trend in marketing research? -conducting research through surveys and observations -the use of manual analysis of information -hiring local marketing agencies in foreign countries -the use of mobile marketing research

Answer 42

the use of mobile marketing research

Question 43

The owner of Fred’s Flexible Fittings has hired a company to help him find out whether customers and potential customers would prefer to shop in his store or online. What type of research would this company be conducting? causal descriptive predictive exploratory

Answer 43

descriptive

Question 44

What is a disadvantage of working with secondary data compared to primary data? It does not include data that is readily available from primary sources. -It is more expensive than primary data. -It is less available than primary data. -It may not be possible to verify data accuracy.

Answer 44

It may not be possible to verify data accuracy.

Question 45

Why do firms find primary data more valuable than secondary data? Primary data are less expensive to collect than secondary data. Primary data are collected by external agencies rather than employees. Primary data are collected to answer a specific research question. Primary data are more archival in nature than secondary data.

Answer 45

Primary data are collected to answer a specific research question.

Question 46

_____Blank is used to understand the impact of independent variables on a particular dependent variable. Nonprobability sampling Causal research Exploratory research Descriptive research Probability sampling

Answer 46

Causal research

Question 47

Boris works for a consumer products company. His job is to use information to identify and define marketing opportunities, evaluate marketing actions, and monitor marketing performance. Boris’s work involves -consumer behavior. -product analysis. -demand analysis. -marketing research. -sales tracking.

Answer 47

marketing research.

Question 48

Which information source would be considered secondary data for research on how to improve the sales of an existing product? -feedback from sales reps on the product -interviews with prospective users about the product -recent survey results about how consumers use the product -data from the Census Bureau website -product sales figures

Answer 48

data from the Census Bureau website

Question 49

A _____Blank is a system that assesses an organization's marketing information needs, develops the needed information, and helps decision makers use information to create and validate actionable customer insights. reporting application marketing information system web application data mining application decision support system

Answer 49

marketing information system

Question 50

Which type of research offers interpretations of market phenomena without depending on numerical measurement? observation research survey research field experiments quantitative research qualitative research

Answer 50

qualitative research