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Marketing research test 1 M/C

Terms in this set (40)

This type of research is conducted without a specific decision in mind and does not usually address the needs of a specific organization. It simply attempts to expand the limits of marketing knowledge in general and is not aimed at solving a particular pragmatic problem.
Basic research
This type of strategic management orientation emphasizes a customer orientation, long-term profitability over short-term profits, cross-functional and an adaptation of the marketing concept.
Marketing orientation
Studies designed to evaluate and developed new products and to learn how to adapt existing product lines is an example of which type of research?
Product research
When Cheetos snack food conducted research in China to determine which flavors consumers would find appealing, this was an example of which type of research?
Product research
Asking target market members to compare the performance of a prototype of a possible new product to performance of a competitor's product is an example of which type of research?
Product testing
Which aspect of the marketing mix is represented by the value that a consumer places on a good when this consumer purchases that good?
Price
This term refers to quantitative ways of monitoring and measuring marketing performance so that a firm is able to determine whether the resources it invested in various marketing activities met their quantitative business goals.
Marketing Metrics
When Pottery Barn conducted research to determine which products its should offer to customers over the Internet, this was an example of which type of research?
Distribution research
Like all business activity, marketing research continues to change. One of the reasons that is responsible the change in _____.
Communication technologies
When Wal-Mart is attempting to decide where to locate its regional warehouses in order to minimize travel time from its warehouses to its stores, this is an example of which type of research?
Distribution research
When a marketing manager is trying to decide whether a new product launch decision should be postponed until some additional marketing research can be conducted, which of the following questions should this manager ask himself or herself?
a. Is the purposed research expenditure the best use of the available funds?
b. Will the info gained by marketing research improve the quality of the marketing decisions enough to warrant the expenditure?
c. Will the payoff form the research be worth the dollar expenditures for research?
ALL OF THESE CHOICES
Which of the following is a characteristic of valuable information?
Completeness
The characteristic of data reflecting how pertinent these facts are to the situation at hand is called ___.
Relevance
An organizations inventory figures are a good example of:
Internal records
LEXIS-NEXIS is a company that puts together consortia of data sources into packages that are offered to municipal, corporate, and university libraries for a fee. LEXIS-NEXIS is an example of a:
Data wholesaler
Karl is searching "digital cameras" in Google to learn more about the brands available and prices for each. Karl is performing a(n)____.
Keyword search
Melanie is using the Internet to gather information designed to detect changes in her company's external operating environment. What is Melanie performing?
Environmental scanning
In which type of technology does the consumer request information from a Web page and the browser then determines a response?
Pull technology
Over the past two years, food prices have been increasing. This is an example of a(n) ____.
Symptom
Ron has noticed that when the economy is strong, sales at his retail clothing store rise. This is an example of ____.
Concomitant variation
All fo the following are stages in the research process EXCEPT _____.
Demonstrating causality
This type of research is undertaken to discover and define the decisions themselves and is used to transform an ambiguous problem into well-defined ones that yield specific research objectives.
Exploratory research
A formal, logical explanation of some events that includes descriptions of how things relate to one another is called a(n) ______.
Theory
______ refers to the linking of computerized data sources to statistical tools that can search for predictive relationships and trends.
Predictive analytics
When the data from an empirical study are consistent with a research hypothesis, we say that the hypothesis is ____.
Supported
The _____ is a master plan that specifies the methods and procedures for collecting and analyzing the needed information.
research design
The most common way to generate primary data is marketing research is by means of ____.
Surveys
Which of the following is a method of data collection that is used in surveys?
a. telephone
b. mail
c. Internet
ALL OF THE ABOVE
An employee who pretends to be a customer in order to observe the sales behavior of a clerk at a cosmetics counter in department store is called a(n)
Mystery shopper
The applications of computation, summarizing, and reasoning to understand the gathered information is called ____.
data analysis
This step in the marketing research process includes checking the data collection forms for omissions, legibility and consistency in classification as well as coding.
Editing and coding
When AT&T hires a research agency to conduct research among business users regarding mobile technology needs, this is called ____.
Custom research
Caleb's job at marketing research firm is to provide technical assistance with questionnaire design. Which of the following best describes Caleb's job title?
Research assistant
A job posing for a research firm advertised it was looking for someone who can use SPSS software to forecast sales. What is the position typically called in a research firm?
Forecast analyst
Which of the following is NOT a problem a marketing research director typically faces?
Often does not have the tools available to conduct the research properly.
_____ teams are composed of individuals from various functional areas such as engineering, production, finance, and marketing who share a common purpose.
Cross-functional
The session in which research subjects are fully informed and provided a chance to ask any question that they may have about the experiment is called a _____.
Debriefing session
Researchers hired to go into airport flight lounges posing as members of the airline's frequent flyers program to see how well customers are treated are called _____.
Mystery shoppers
Most universities require researchers to submit research proposals to a committee that carefully reviews them to make sure no harm can come to any research participant. What is this committee called?
Human subjects review committee
This is a type of telemarketing under the guise of research intended to "sell" a particular political position of point of view.
Push Poll
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