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MKT 301 > Exam 2 - Chapter 8 > Flashcards

Exam 2 - Chapter 8 Flashcards

1
Q

_____ data are facts and figured obtained by asking people about their attitudes awareness, intentions, and behaviors.

A

Questionnaire

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2
Q 
Marketing research includes which of the following?
Recommending action
Creating data
Collecting data
Analyzing data
A
  • Recommending action
  • Collecting data
  • Analyzing data
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3
Q

Place the steps of the marketingf research approach in the correct order. (Note: The first step of the process should be at the top of your list)

A 
Define the problem
Develop the research plan
Collecting relevant information
Develop findings
Take marketing actions
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4
Q

facts and figuires related to a problem are known as _____

A

data

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5
Q

In marketing research, an experiment is designed to test

A

cause and effect, often between marketing mix elements and sales outcomes

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6
Q

A sales ___ refers to the total sales of a product that a firm excepts to sell during a specified time period under specified environmental conditions and its own marketing efforts

A

forecast

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7
Q

Research objective should be which two of the following?

A

specific and measurable

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8
Q

Semantic differential scale

A

describe the extent to which Dell provides products that are…. Reliable _ _ _ _ _ Unreliable

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9
Q

Likert scale

A

Dell provides products that are reliable. Strongly agree __ _ _ _ _ Strongly disagree

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10
Q

Dichotomous

A

Dell differential products that are reliable __ yes __ no

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11
Q

Market researchers may use panels for their research because

A

they want to know about consumer’s behaviors over time

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12
Q

Offering a product in a small geographic area to help evaluate potential marketing action is known as a(n) ____

A

test market

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13
Q

A chart showing the results of data collection for frequency of fast food consumption by each of three head of household age groups is an example of a(n)

A

cross tabulation

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14
Q

Despite its limitations when used with small sets of data, ____ is probably used more frequently for marketing decisions than any other method of analyzing data.

A

cross tabulation

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15
Q

which two of the following are ways that observational data can be obtained?

A

Watching people in person

Using a mechanical method to watch people

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16
Q

Put the parts of the fifth step in the marketing research approach in order from first to last (top to bottom)

A

Make action recommendations
Implement action recommendations
Evaluate the results

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17
Q

Researchers collect ___ data by either observing people or asking them questions

A

primary

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18
Q

______ data are facts and figured that are newly collected for the project.

A

primary

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19
Q

_______ are facts and figure that have already been recorded before the project at hand.

A

Secondary data

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20
Q

Which two of the following are the main reasons that marketers prefer to obtain secondary data first?

A

Time savings

Low cost

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21
Q

A disadvantage of secondary data is that

A

it may not be specific enough

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22
Q

Observing people and asking them questions are the two principal ways to collect _____ data for a marketing study

A

primary

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23
Q

A meter installed on a computer that records Internet user behavior by tacking actual mouse clicks is what type of method for collecting observational data?

A

Mechancial

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24
Q

Which of these are parts of the devleopment of a marketing reseasrch plan?

A

specifying constraints

dtermining how to collect data

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25
Q

The constraints on the activity, the data needed for decisions, and how to collect data are all determined in which step of the marketing research approach?

A

Develop the research plan

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26
Q

Match each idea evaluation method with a major disadvantage it has

A

Perssonal interview - high costs per respondent
Online survey - many surveys not delivered to recipients due to “spam blockers”
fax survey - perceived to utilize outdated technology
Mail intercept interview - respondents may no be representative of rageted group

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27
Q

A ____ in a decision is a restrction place on potential solution to a problem, such as limit on time or money .

A

constraints

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28
Q

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.

A

primary

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29
Q

Marketing reseasrch is typically conducted for which two of the following related reasons?

A

To improve marketing decisions

To reduce risk.

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30
Q

For Fisher-Price’s research on a toy telephone, the ___ was the time children spent playing with the company’s alternate designs

A

measure of success

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31
Q

If all of the research outcomes lead to the same marketing action

A

the marketing research should not be done since it is a waste of resources

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32
Q

Which two of the following are likely to be a part of descriptive research?

A

finding the extent of a research relationship between two factors

finding the frequency that something occurs

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33
Q

The _____ gathered from marketing research has little value until it is analyzed carefully and translated into logical findings

A

data

34
Q

Which two of the following are key elements in deciding how to collect data for marketing research?

A

Concepts

Methods

35
Q

An organization may start a new marketing research study by examining internal secondary data like customer complaints primarily because

A

using this information can result in time and cost savings

36
Q

Which two of the following are included in developing findings as part of the marketing research approach?

A

presenting findings

analyzing data

37
Q

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

38
Q

Personal interview

A

high costs per respondent

39
Q

online survey

A

many surveys not delivered to recipients due to “spam blockers”

40
Q

fax survey

A

perceived to utilize outdated technology

41
Q

mail intercept interview

A

respondents many not be representative of targeted group

42
Q

In marketing, _____ are ideas about products and services, and they are a key to deciding how to collect research data

A

concepts

43
Q

Which of the following is likely to be a part of casual research?

A

finding the extent that changing one factor will change another

44
Q

The approaches that can be used to collect data to solve all or part of a problem are known as

A

methods

45
Q

Which two of the following should be systematically analyzed whne you evaluate the results of research-driven marketing actions?

A

evaluate the decision process

evaluate the decision

46
Q

Exploratory research provides ideas about a relativiely ____ problem

A

vague

47
Q

Marketers that interested in identifying the chyaractyeristics =and trends among ultimate consumers such as age or ethnic backgroundare likely to start with which source of data?

A

U.S census Bureau reports

48
Q

Which of the following are research methods used to generate new ideas?

A

Trend hunting
Depth interview
Focus groups

49
Q

Which of the following is the reason marketing researchers are increasingly turning to online survey to collect primary data?

A

Most consumers now have an Internent connection and an e-mail account

50
Q

which of the following are essential in the design of all research using questionnaires?

A

Precise, efficient questions

Questions that get clear, unambigious answers

51
Q

Which of the following are characteristic of open-ended questions?

A

Good for idea generation about product benefits and advertising

Captures the “voice” of the respondent

52
Q

Which of the following is a disadvantage of using panels for marketing research?

A

they require continuous and complex recruitment of new individuals to replace drop-outs

53
Q

Querying one’s database with “what if” questions to determine how a hypothetical change might affect sales is called a(n)

A

sensitivity analysis

54
Q

_____ 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

Trend extrapolation

55
Q

A survey of buyers’ intentions forecast is what type of sales forecasting technique

A

Surveys of knowledgeable groups

56
Q

which two of the following are likely to be a part of descriptive research?

A

Finding the extent of a relationship between two factors

Finding the frequency that something occurs

57
Q

Which of the following are examples of using secondary data?

A

A hotel chain purchasing syndicated data to identify demographic trends
A software company using U.S. Census data to create customer profiles
A travel company using the last five years of its sales invoices to determine package deals

58
Q

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

59
Q

Marketing research is typically conducted for which two of the following related reasons?

A

To improve marketing decisions

To reduce risk

60
Q

Creation of an advertising campaign for Tony’s Pizza that will appeal to 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

Implement the action recommendations

61
Q

Ambiguous survey questions

A

was your ice cream order delivered to your table quickly

62
Q

which of the following is a benefit of using the individual interview to collect data?

A

the ability to probe with additional questions

63
Q

Some consumer packaged goods firms that sell to wholsealers may not have the meanst ot gather pertinent data directly from consumers that buy its prodcuts, especially over time. A good source of this information is

A

syndicated data

64
Q

____ research tries to determine the extent to which the change in one factor changes another one

A

casual

65
Q

Marketing researchers are interested in social network and other consumer-generated online content because they

A

are a source of data to be “mined” to spot trends

66
Q

Researchers _____ collect personal information on questionnaires meant for marketing purpose because ____

A

should; it is useful for segmentation and targeting purposes

67
Q

Using brain scanning to analyze the buying processes of consumers and thereby improve Campbell Soup labels is known as

A

neuromarketing

68
Q

Which of the following are research methods used to generate new ideas?

A

Trend hunting
Depth interview
Focus groups

69
Q

A linear trend extrapolation is what type of sales forecasting technique?

A

statistical methods

70
Q

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

71
Q

In many cases, the information researchers need is available only through ___ data, since data collected for another may be outdated, incorrectly, categorized, or not specific enough

A

primary

72
Q

Exploratory research provides ideas about a relatively ___ problem

A

vague

73
Q

For Fisher’Price’s research on a toy telephone, the ____ were that the decision must be made in 10 weeks and no research budget is available beyond that for collecting data in its nursery school

A

constraints

74
Q

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

75
Q

The two main data collection ____ are observing people and asking them questions.

A

methods

76
Q

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 large population

A

sampling; statistical inference

77
Q

Different observers reporting different conclusions when watching the same event may indicate unreliaiblity in what type of data collection?

A

Personal observation

78
Q

Marketers can purchase a standard set of ____ data on a regular basis from providgers like Nielsen Media Research (for TV ratings) or J.D. Power (for automobile quality and customer satisfaction).

A

syndicated

79
Q

When the marketing manager at Tony’s Pizza decided to target housholds with children ages 6 to 12 to reverse the sales trend in this segment, she was converting information into a(n)

A

action recommendation

80
Q

Which of the follopwing is a tenichque in which researcher ask lengthy, free-flowing questions to probe fro underlying ideas and feelings?

A

depth interview

81
Q

Though the data collected at the checkout coutner 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

intenral secondary

82
Q

The marketing research process includes five steps in addition to ____ that allows researcher to learn lessons that will improve future attempts?

A

feedback

MKT 301 (28 decks)

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