Ch.4

Question 1

Good marketing information enables marketers to understand consumer needs in order to create value for customers (T/F)

Answer 1

True

Question 2

Marketing research will be able to tell you about the future (T/F)

Answer 2

False

Question 3

1. Defining the problem and research objectives
2. Developing the research plan for collecting information
3. Implementing the research plan - collecting and analyzing the data
4. Interpreting and reporting the findings

Answer 3

4 steps to marketing research

Question 4

data observed and recorded or collected directly from respondents (for the purpose of the current research project)

Answer 4

primary data

Question 5

data compiled both inside and outside the organization, already exists (for some purpose other than the current research project)

Answer 5

secondary data

Question 6

data the originates within the organization for which the research is being done

Answer 6

internal data

Question 7

data that originates outside of the organization for which the research is being done

Answer 7

external data

Question 8

databases of consumer information, databases of financial information, databases of online and social media information (Data warehouse and Big Data, data mining)

Answer 8

internal secondary data

Question 9

uses statistical tools to extract patterns and relationships from big data (e.g. identify dissatisfaction, reveal co-purchasing, recommend changes)

Answer 9

data mining

Question 10

public and inexpensive data, syndicated data (i.e. scanner data & panel data)

Answer 10

external secondary data

Question 11

U.S. Census, reddit, twitter, yelp

Answer 11

public and inexpensive data

Question 12

purchased from commercial research firms

Answer 12

syndicated data

Question 13

UPC (universal product code) data from scanner systems

Answer 13

scanner data

Question 14

UPC tracks surveys/purchases of groups of consumers over time

Answer 14

panel data

Question 15

Primary data ‘fits better and is more current, but secondary data is faster and cheaper to obtain (T/F)

Answer 15

True

Question 16

Should you start with primary or secondary data?

Answer 16

Secondary

Question 17

deals with numbers, data which can be measured, quantity

Answer 17

quantitative

Question 18

deals with descriptions, data can be observed but not measured, quality

Answer 18

qualitative

Question 19

Which research should you use for ambiguous problems/exploratory research?

Answer 19

Qualitative research

Question 20

Which research should you use for casual research/problem is clearly defined?

Answer 20

Quantitative research

Question 21

Which research should you use for descriptive research/aware of the problem?

Answer 21

Both; qualitative and quantitative

Question 22

6-10 people, relatively homogeneous (more confident among peers), similar lifestyles and experiences

Answer 22

focus group respondents

Question 23

• require objective, sensitive, and effective moderators
• may have unique sampling problems
• may not be useful for discussing sensitive topics in face-to-face situations
• expensive
• dominant participants can sway or misdirect conversation

Answer 23

disadvantages of focus groups

Question 24

• making observations of behavior and recording those observations in an objective manner
• mostly useful when investigating complex social settings
• natural (e.g. home, store) vs. artificial (e.g. lab)

Answer 24

observational research

Question 25

If observational research doesn’t test specific hypotheses well and survey data can only give us correlations but not evidence of causation, what technique can we use instead?

Answer 25

Experiments

Question 26

• tests cause-effect relationships while controlling for all other variables
• determines extent to which changes in one variable (independent) causes changes in another variable (dependent)
• controlled manipulation of the IV by experimenter

Answer 26

experimental research

Question 27

assign participants to conditions at random; each participant has an equal chance of being in each condition

Answer 27

random assignment

Question 28

observational research, ethnography, collaging, focus groups good for ______ research

Answer 28

exploratory

Question 29

surveys good for _____ research

Answer 29

descriptive

Question 30

experiments good for providing evidence of _____

Answer 30

causation

Question 31

studies that aim to evaluate interventions but that do not use randomization

Answer 31

quasi-experiments

Question 32

Why is a test market a quasi-experiment?

Answer 32

Can’t control for everything

Question 33

useful for measuring many things (attitudes, knowledge, intentions, brand awareness, satisfaction)

Answer 33

advantages of survey data

Question 34

• subject to social desirability bias
• can measure correlation but not causation

Answer 34

disadvantages of survey data

Question 35

Netflix wants to know which image of the series Grace and Frankie will increase viewership more. They decide to randomly assign half of Netflix viewers to Cover A and half to Cover B. They then compare the proportions of those that watched the pilot in Group A and Group B. What testing method did Netflix use?

Answer 35

A/B testing

Question 36

_____ is the systematic monitoring, collection, and analysis of publicly available information about consumers, competitors, and developments in the marketplace.

Answer 36

competitive marketing intelligence

Question 37

What is the 1st step in the marketing research process?

Answer 37

Define the problem

Question 38

The objective of _____ research is to gather preliminary information that will help define the problem and suggest hypotheses.

Answer 38

exploratory

Question 39

Companies can allow key customers and value-network members to access amount, product, and other data through.

Answer 39

extranets

Question 40

Small businesses and not-for-profit organizations can obtain good marketing insights through _____

Answer 40

observational research