mktg ch 5
Terms in this set (54)
Marketing research is best defined as
a) the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of market opportunities.
b) a framework for the day-to-day management and structuring of information gathered by marketers.
c) a continuous gathering of data for an organization to make marketing decisions
d) the collecting of data from secondary sources and internal documents.
e) an intuitive process for making decisions based on personal knowledge and experience.
Marketing research is a process designed to gather information
a) exclusively about a company's customers.
b) from the company's database.
c) not currently available to decision makers.
d) about the needs and desires of employees.
e) concerning the interpretation of the company's sales goals.
All of the following are steps in the marketing research process except
a) collecting data.
b) interpreting research findings.
c) designing the research project.
d) reporting research findings.
e) understanding your customer.
The first step in the marketing research process is
a)defining the problem or research issue.
b) designing the research project.
c) collecting data.
d) interpreting research findings.
e) reporting research findings.
To maintain the control needed to obtain accurate information, marketers approach marketing research as a process. Which of the following steps of that process focuses on uncovering the nature and boundaries of the marketing situation to be studied?
a) Locating and defining problems
b) Designing the project
c) Collecting data
d) Interpreting findings
e) Reporting findings
An overall plan for obtaining the information needed to address a research problem or issue is called the
a) research design.
b) problem recognition.
d) data collection method.
e) sampling procedure.
Research design means developing a plan for obtaining the necessary market information. When a researcher forms an informed guess or assumption about a certain problem, he or she is
a) conducting a search of secondary data.
b) forming a hypothesis.
c) examining research reliability.
d) considering how to collect primary data.
e) examining research validity.
When more information is needed about a problem and a tentative hypothesis needs to be made more specific, marketers usually conduct _________ research.
d) analytical statistical
Research designed to verify insights through an objective procedure to help marketers to choose between several alternatives is called
Research that is conducted to clarify the characteristics of certain phenomena to solve a particular problem is called ______ research.
Research that allows marketers to make causal inferences about relationships is called
a) variable research.
c) exploratory research.
d) linkage research.
e) experimental research.
When marketing researchers try to manipulate an independent variable and measure the resulting changes in a dependent variable, they are engaging in
b) secondary data gathering.
Marketing researchers at Essex Co. repeated a particular experiment several times and discovered that the results produced each time were nearly identical. This phenomenon would indicate that the results were
A valid study
a) portrays the population being studied.
b) results in a causal relationship between the independent and dependent variables.
c) uses random sampling.
d) verifies expected results.
e) measures what it is supposed to.
A study that is valid and reliable
a)is called a marketing research study.
b)measures what it is supposed to measure and produces almost identical results every time.
c)is expensive to implement and complete.
d)measures subtle differences in the population being studied.
e)is difficult to produce without expert researchers.
Primary data are best described as the
a) first batch of data collected for a specific study.
b) data that are necessary for a correct decision.
c) data that are observed, recorded, or collected directly from subjects.
d) data that are compiled for some purpose other than the study in question.
e) data that are collected inside and outside the organization for some purpose other than the current investigation.
Marketers often begin the data collection phase of a research project by gathering secondary data. This type of information may come from both ___________ and ___________ sources.
a) government; business
b) internal; external
c) primary; secondary
d) formal; informal
e) collected; distributed
Secondary data cannot be obtained from
a) trade journals.
b) the government.
c) international sources.
e) computerized literature retrieval databases.
One overlooked internal source of secondary marketing information discussed in the text is
a) sales receipts.
b) accounting records.
c) interviews with salespeople.
d) quality control data.
e) consumer surveys.
All the elements, individuals, or units of interest to researchers for a specific study are called the
In marketing research, a sample is best described as
a) a small group that is a part of a larger group.
b) all the elements, units, or individuals of interest to researchers for a specific study.
c) a limited number of units chosen to represent the characteristics of a total population.
d) a group that shares a common attribute within a population.
e) a small portion of a product offered to customers to try a new product.
When marketing researchers consider sampling techniques, they are preparing to collect ___________ data.
c) internal secondary
d) external secondary
The objective of sampling in marketing research is to
a) obtain responses from as many people as possible.
b) control independent variables that might influence research results.
c) select representative units from a total population.
d) ensure that measures in the study are reliable.
e) provide data that can be used to test the hypotheses being investigated.
The two basic types of sampling that marketing researchers use are
a) random and nonrandom.
b) probability and nonprobability.
c) stratified and quota.
d) even and odd.
e) planned and spontaneous.
In what type of sampling does every element have a known chance of being selected for study?
Which sampling design gives every member of the population an equal chance of appearing in the sample?
In which of the following sampling designs do all members of a population have an equal chance of being selected?
When a population is divided into distinct groups based on some particular characteristic and a probability sample is taken from each group, this exemplifies _________ sampling.
e) simple random
In ___________ sampling, there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.
In which type of sampling design is the final choice of respondents left up to the interviewer?
When researchers divide the population of interest in a study into groups and then arbitrarily choose participants from each group, they are using
a) quota sampling.
b) selective surveying.
c) random sampling.
d) stratified sampling.
e) researcher samples.
Quota sampling is most commonly used in
a) descriptive research.
b) population research.
d) collecting primary data.
e) exploratory studies.
An offshoot of mail surveys, ______ have shortcomings because the people who participate in them generally have higher incomes and education levels than the general population.
a) purchase diaries
b) telephone surveys
c) online surveys
d) focus-group interviews
e) immediate feedback forms
Which of the following survey methods has the potential to offer quick response at a lower cost than traditional mail and telephone surveys?
a) Total population surveys
b) In-home (door-to-door) interviews
c) Focus-group interviews
d) Personal interview surveys
e) Online surveys
Which of the following basic survey methods is the least expensive method if there is an adequate response rate?
a) Mail surveys
b) Online surveys
c) Telephone surveys
d) Personal interview surveys
e) Focus groups
Marketing researchers typically favor ___________ because they are extremely flexible.
a) mail surveys
b) direct observation
d) personal interviews
e) telephone surveys
If a marketing researcher is interested in observing group interaction during an informal, unstructured, and open-ended data collection process, he or she should use
b) a focus-group interview.
c) an on-site computer interview.
d) a shopping mall intercept interview.
e) a telephone survey.
A survey question that requires a yes or no answer is called a
b) multiple-choice question.
c) 50-50 question.
d) dichotomous question.
e) bimodal question.
When a market researcher is using ethnographic techniques, he or she is engaging in
a) mail surveys.
b) personal interview surveys.
e) focus groups.
Cameras, counting machines, and scanners are used most often in
b) secondary data gathering.
c) field settings.
Having recording biases and collecting only descriptive information are two of the primary drawbacks to
a) statistical interpretation.
b) mail surveys.
d) personal interviews.
Which step in the marketing research process follows collecting data?
a) Reporting research results
b) Implementing organizational change
c) Interpreting research findings
d) Designing the research project
e) Refining the research issue
In the process of conducting marketing research, marketers should allow for
a) periodic review of data during the collection period.
b) continual evaluation of the data during the entire collection period.
c) no data review during collection; instead, they should wait for later interpretation of research findings.
d) descriptive research to solve general problems.
e) statistical analysis during the collection period.
Which step in the marketing research process involves the use of data analysis and statistical techniques to help draw conclusions?
a) Locating and defining problems or research issues
b) Developing hypotheses
c) Collecting data
d) Interpreting research findings
e) Reporting research findings
According to the text, ___________ interpretation focuses on what is typical or what deviates from the average.
The final step in the marketing research process is
a) interpreting research findings.
b) making sure the marketing research was conducted in an ethical manner.
c) putting the results into a written document that is technical and written in formal language.
d) reporting the research findings.
e) deciding what the next research project should investigate.
A framework for gathering and managing information from sources both inside and outside an organization is referred to as
a) marketing research agencies.
b) a marketing information system.
c) the marketing mix.
d) a marketing research system.
e) a secondary data system.
Which one of the following best characterizes a marketing information system (MIS)?
a) An MIS is an orderly gathering of information that is not supplied through routine reporting systems such as sales reports and accounting data.
b) An MIS provides a continuous flow of information about such things as distribution costs, prices, sales, and advertising expenses.
c) An MIS is conducted on a special-project basis when needed.
d) An MIS requires adjustments to its techniques to adapt to environmental circumstances and is in reality part of the accounting system.
e) An MIS involves internal information collection about employees and customers.
The main focus of a marketing information system is on
a)the coordination of external information sources.
b) classifying data into the proper information categories.
c) data storage and retrieval.
d) the accurate maintenance of inventory levels.
e) gathering information on competitive activity.
A(n) ___________ is a collection of information arranged for easy access and retrieval.
b) marketing information system
c) marketing decision support system
d) online information service
e) e-mail system
Information provided by a single firm on household demographics, consumer purchases, television viewing behavior, and responses to promotions is called ___________ data.
c) consumer demographic
Computer software that aids marketing managers in decision making by helping them anticipate the effect of certain decisions is known as a
b) marketing research system.
c) marketing information system.
d) marketing decision support system.
e) single-source system.
The following are all guidelines for questionnaire construction that support ethical marketing research except to
a) allow the interviewer to introduce him/herself by name.
b) indicate that this is a marketing research project.
c) explain that no sales will be involved.
d) state the likely duration of the interview.
e) keep the name of the research company confidential.
Which of the following statements about conducting marketing research internationally is false?
a) The marketing research process may need to be modified to allow for regional differences.
b) A detailed search for and analysis of secondary data can help researchers gain a greater understanding of a particular marketing environment and pinpoint issues that must be taken into account in gathering primary research data.
c) Primary data gathering may have a greater chance of success if the firm employs local researchers who better understand how to approach potential respondents and can do so in their own language.
d) Specific differences among countries can have a profound influence in data gathering.
e) Specific differences among countries have no affect on data gathering or the marketing research process.
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