test 1 Flashcards
Research is the process of developing and selecting from alternative ways of resolving a problem or choosing
from among alternative opportunities
false
Managers should avoid conducting market research when the decision is of considerable strategic or tactical
importance
false
One advantage of open-ended response questions is the possibility that interviewer bias will affect the results
false
Global information systems allow management to track the whereabouts of delivery personnel
false
A party that maintains Web sites on the World Wide Web is called a content provider
true
Qualitative research is objective.
false
In its simplest form, a research hypothesis is a “guess” about the outcome of a research study
true
Proprietary marketing research refers to research projects conducted to study specific company problems
true
UPC refers to bar-coded information containing product information that can be read by optical scanners
true
A search-engine optimizer mines data from in-store point-of-sale data recordings
false
There is always one best research design for a marketing research study
false
Concomitant variation is sufficient evidence to determine causality in experiments
false
A marketing researcher who reports on the age, gender, income, and education of consumers in a particular
city is describing geo-demographic information
true
Managers should ask if the payoff will be worth the investment when deciding whether or not to make a
decision without research
true
Concept testing is a type of exploratory research
true
The term survey is most often associated with quantitative research
true
Marketing metrics involve qualitative ways of monitoring and measuring marketing performance
false
Marketing research involves more than conducting surveys
true
Marketing research attempts to provide accurate information in order to reduce uncertainty in decision-
making
true
Conditional causality means the cause is necessary and sufficient to bring about the effect
false
A fast food chain studies traffic patterns and population density patterns in order to select sites for future
restaurants. Which type of research is being performed
distribution research
Identifying target market demographics for a shopping center located in Omaha, Nebraska is what type of
research?
descriptive
Establishing the relationship between advertising and sales in the beer industry is
casual
The application of computation, summarizing, and reasoning to understand the information gathered is
research is called
analysis
Procter & Gamble regularly monitors trends and information posted about their products and brands by
consumers on several Web sites. Which source of data input does this represent?
web tracking
Which research allows causal inferences to be made – cause-and-effect relationships
causal
Which term describes a subset of data and information that actually has some explanatory power to enable
effective decisions to be made?
market intelligence
What research describes characteristics of objects, peoples, groups, organizations, or environments?
descriptive
Laurie finds the perfect sweater on Talbot’s Web site during its season’s clearance sale, but is unable to
purchase it in her size. The following year, Talbot’s sends Laurie an email notifying her of a similar sweater in
the same style and color. Talbot’s has linked computerized data sources to statistical tools to search for
relationships that will produce more effective marketing communications, which is an example of ____
preditive analysis
Which communication function of a firm is responsible for informing and persuading buyers?
promotion
Juan has noticed that when the temperature rises, sales at his retail clothing store also rise. This is an
example of ____
concomitant variation
Companies, such as Kraft and Procter & Gamble, conduct research to clarify ambiguous situations or
discover ideas that may be potential business opportunities. What type of marketing research is this
descriptive
Which process seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and
feelings consumers have about and toward competing products
diagnostic analysis
One of the key ways in which researchers contribute to decision making includes
identifying useful decisions statements and related research questions
A marketing manager is attempting to decide whether a new product launch decision should be postponed
until some additional marketing research can be conducted. Which question should this manager ask himself or
herself
Will the payoff from the research be worth the dollar expenditures for research?
An example of behavioral tracking is ____
supermarket scanner data
Structured data openly shared between companies is called ____
open source information
Which aspect of the marketing mix is represented by the value that a consumer places on a good when the
consumer purchases that good
price
Research that addresses research objectives through empirical assessments that involve numerical
measurement and analysis approaches is called ____
quantitative marketing research
Amazon.com recommends books for purchase when a customer who has ordered books from Amazon
previously returns to the site. This is an example of ____
push technology
