Chapter 10

Nadia stood outside the mall and asked people which stores they visited and if they bought anything. If they said yes, she asked them what they bought and how they came to the decision to buy that item. What form of research was Nadia most likely conducting? a. questionnaire b. in-depth interviews c. focus group d. biometrics e. Experiment

The number of customers who discontinue their use of a service divided by the average number of total participants is called a. customer retention. b. cancellation cost. c. churn. d. customer loyalty. e. customer lifetime value.

A restaurant chain is working to improve the quality of its food and service. It recruits customers who agree to respond to customer satisfaction surveys once every three months over the next two years, to track its progress. What kind of data is the restaurant chain collecting? a. panel data b. focus group data c. external secondary data d. internal secondary data e. scanner data

Quantitative research offers a means to confirm ideas through a. in-depth interviews. b. informal analysis. c. surveys or experiments. d. qualitative research. e. data mining.

________ can be defined as raw numbers or other factual information that, on its own, has limited value. a. Data b. Marketing research c. Statistics d. Formulas e. Charts and graphs

Which of the following is NOT one of the guidelines for developing a market research questionnaire? a. Questions should only address one issue at a time. b. Questions should be sequenced appropriately. c. The layout should be professional and easy to follow. d. Questions should use vocabulary respondents are familiar with. e. Sensitive questions should be asked first.

Quincy had no idea how consumers would respond to a survey about attitudes toward a program opening up space travel to private citizens. He could use __________ to allow respondents to answer in their own words. a. secondary data b. an observational study c. a survey with open-ended questions d. a structured questionnaire e. an experiment

During the research design step of the marketing research process, researchers identify the type of data needed and a. the type of research necessary to collect the data. b. the identities of research participants in the project. c. the dates when data will be collected. d. the forum in which the data will be presented. e. the statistical software to be used.

Joe is reviewing secondary data his company collected about seasonal variation in consumer spending because he is thinking about developing a new product line. The advantages of using these data are that a. their high cost can be justified by the results. b. they are new and can be used to project overall demand. c. they are historical data that can be used to accurately predict future trends. d. they have been collected for just the purpose Joe is using it for. e. they can be quickly accessed at a relatively low cost.

When a research team has gathered data for specific research needs, this is known as a. primary data. b. data mining. c. secondary data. d. data modeling. e. data recovery.

Market research begins with a. analyzing data. b. creating the data collection process. c. designing the research project. d. defining objectives and research needs. e. presenting results.

If a cable television company had 100 million subscribers at the end of the year, and 2 million of its subscribers left its service, it would have a churn rate of a. 10%. b. 1%. c. 5%. d. 2%. e. 20%.

The marketing research process follows five steps, and researchers a. may follow the process by completing all steps at once instead of planning the process first. b. may not always go through them in the exact sequence if the situation changes or new information is discovered. c. should maintain the integrity of the process by following each step sequentially and thoroughly. d. should be prepared to present the results before completing the analysis if they are under a great deal of pressure to meet a deadline. e. often collect data before defining the research objectives.

When conducting a survey about choosing vacation destinations, Hillary will need to __________ to get reluctant respondents to provide honest information. a. create an efficient data warehouse b. choose only highly verbal consumers c. assure consumers that their individual responses will be kept confidential d. use only focus group interviews e. ask unstructured questions

Bianca's discount home furnishings store is in a strip mall. She wants to know what other businesses in the strip mall her customers visit when they come to her store. To collect information for this objective, Bianca will most likely use a. focus group interviews. b. sales invoices. c. observation. d. census data. e. door-to-door surveys.

Malcolm is the campaign manager for a congressional candidate. He wants to know how voters across his district feel about recent sexual harassment scandals involving politicians. Malcolm will most likely use __________ to gather this type of data. a. census data b. observation c. voter registration data d. experiments e. Surveys

The manager of a company selling cellular phones in rural U.S. markets asks you to conduct survey research into the question, "What percentage of people in Kansas live in communities of fewer than 10,000 people?" The problem with this research objective is that a. it is already known and available from the U.S. Bureau of the Census. b. it is too expensive to determine the answer. c. it is a research question that probably cannot be answered with any level of accuracy. d. it will lead to a set of unstructured questions. e. it is irrelevant to the cellular company.

From charitable giving to medical records to Internet tracking, consumers are more anxious than ever about a. exploitation by foreign marketers. b. the unstructured nature of market research. c. secondary data retrieval systems. d. preserving their right to privacy. e. their ability to get credit cards.

Omar is responsible for marketing and marketing research for a mid-sized manufacturer of assemblies for the housing market. His boss has asked him to cut back expenses, especially in marketing research: "Why can't you just use information off the Internet? There's plenty out there." What is Omar's best response to try to get his boss to change his mind? a. "Those are secondary data, and they may not be as timely, accurate, and relevant as what we need. Our decisions may not be as good, and we'll run a huge risk." b. "You should never use any information from the Internet in marketing research." c. "We can try, but if it's wrong it's not my fault." d. "I'd rather not use any data at all than use secondary data." e. "This is a matter of principle. I quit."

In questionnaire design, a question such as, "Marketing is the best part of the business program, isn't it?" suffers from the problem of a question a. that respondents are reluctant to answer because the information is sensitive. b. that asks two questions at once. c. that respondents cannot easily or accurately answer. d. that leads respondents to a particular response. e. that is complex and something respondents may be unfamiliar with.

Charles wants to survey recent customers about the quality of service they received at his small auto service dealership. He has customers' mailing and e-mail addresses. Charles will likely use an online survey primarily because it offers a. the opportunity to survey both existing and potential customers. b. the ability to ask sensitive questions with anonymity. c. fast responses at a lower cost. d. the ability to share video with respondents. e. relatively low response rates.

A marketing research project often begins with a review of the relevant __________ data. a. structured b. primary c. quantitative d. unfocused e. secondary

Victor's custom auctioneering service provides online auction selling assistance. Victor plans to conduct marketing research to determine which auction site is best for his customers. His next step is to a. define his privacy policy. b. determine the statistical software he will use. c. collect data. d. identify the type of data he needs to have. e. outline the presentation format he will use.

A typical focus group has ________ members. a. 6-8 b. 4-6 c. 8-12 d. 12-15 e. 2-4

Randall wants to do an online survey of college professors about the factors that influence their textbook selection. He would like to use a structured survey but is not sure what responses to include for each question. Randall could use __________ to help him develop his survey. a. observation b. primary data mining c. experiments d. surveys e. in-depth interviews

Using __________, researchers ask questions, listen to and record responses, and ask additional questions based on initial responses. a. experiments b. observation c. questionnaires d. primary data mining e. in-depth interviews

Commercial research firms like ACNielsen and SymphonyIRI Group are sources of a. data mining. b. public data. c. primary data. d. syndicated data. e. internal secondary data.

Which of the following research methods would be best in helping a marketer understand how people feel about a product or service on an individual, detailed level? a. in-depth interviews b. primary data mining c. surveys d. focus groups e. social media monitoring

In what country have regulators demanded that Facebook stop collecting biometric data on its users? a. Russia b. China c. Mexico d. the United States e. Germany

In addition to using sentiment mining to determine customer attitudes about products, some companies also participate in ________ by joining in online conversations with customers. a. in-depth interviews b. social engagement c. experiments d. chat room dynamics e. data mining

In questionnaire design, a question such as, "When was the first time you went to a dentist?" suffers from the problem of a question that a. leads respondents to a particular response. b. is complex and something respondents may be unfamiliar with. c. respondents cannot easily or accurately answer. d. asks two questions at once. e. respondents are reluctant to answer because the information is sensitive.

Which of the following statements best describes secondary data? a. Secondary data are pieces of information that have been collected prior to the start of the focal research project. b. Secondary data collection is always extremely time consuming and expensive. c. Secondary data will always meet the researchers' needs. d. Secondary data are those data collected to address specific research needs. e. Secondary data includes only qualitative research.

Social media monitoring, in-depth interviews, and focus groups are all __________ research methods. a. quantitative b. qualitative c. data warehousing d. structured e. syndicated marketing

A major disadvantage of primary data collection is a. it takes more time to collect than secondary data and is more costly. b. it is too general to meet researchers' and managers' needs. c. it can only be accessed through syndicated databases or unstructured data mines. d. it cannot be tailored to meet specific research needs. e. it does not offer behavioral insights that can be obtained from secondary data.

Nadia stood outside the mall and asked people which stores they visited and if they bought anything. If they said yes, she asked them what they bought and how they came to the decision to buy that item. What form of research was Nadia most likely conducting? a. experiment b. in-depth interviews c. focus group d. questionnaire e. biometrics

Randall wants to do an online survey of college professors about the factors that influence their textbook selection. He would like to use a structured survey but is not sure what responses to include for each question. Randall could use __________ to help him develop his survey. a. primary data mining b. in-depth interviews c. experiments d. observation e. surveys

In what country have regulators demanded that Facebook stop collecting biometric data on its users? a. the United States b. Russia c. Mexico d. Germany e. China

The marketing research process follows five steps, and researchers a. should be prepared to present the results before completing the analysis if they are under a great deal of pressure to meet a deadline. b. often collect data before defining the research objectives. c. may follow the process by completing all steps at once instead of planning the process first. d. may not always go through them in the exact sequence if the situation changes or new information is discovered. e. should maintain the integrity of the process by following each step sequentially and thoroughly.

Zan wants to collect considerable information about the current opinions of his ten most important customers. Zan will probably use the __________ research method. a. primary data mining b. observation c. in-depth interview d. experimental e. social media monitoring

McDonald's recently introduced a Favorites Under 400 Calorie Menu as part of an attempt to reverse the perception that McDonald's sells only unhealthy food. Suppose that McDonald's, as a follow-up, collects and analyzes social media posts from Facebook, Twitter, and similar sites, hoping to understand whether consumer perceptions are improving. This would be an example of a. an experiment. b. sentiment mining. c. quantitative research. d. neuromarketing. e. an online focus group.

The number of customers who discontinue their use of a service divided by the average number of total participants is called a. churn. b. customer retention. c. customer loyalty. d. cancellation cost. e. customer lifetime value.

Through analysis of sales data, Price-Cutters retail store found that customers who bought peanut butter also tended to buy bananas. Price-Cutters was engaged in a. structured sampling. b. syndicated surveying. c. focus group analysis. d. data mining. e. behavioral analysis.

A major advantage of primary data collection is that a. it takes less time to collect than secondary data. b. it is general enough to meet many researchers' needs. c. it can be tailored to meet the specific research needs. d. it can be easily accessed through syndicated databases. e. all of these are advantages of primary research data.

Mattel wanted to determine whether a new toy would appeal to preschoolers, so it put six 4-year-olds in a room with several toys and waited to see which ones they played with. What form of research is this? a. panel b. observation c. neuromarketing d. experiment e. focus group

One of the disadvantages of secondary research is ______, whereas one of the disadvantages of primary research is often ________. a. cost; outdated information b. time required for collection; sources not original c. outdated information; information not relevant to data needs d. potential bias; cost e. sophisticated training required to obtain it; potential bias

The manager of a company selling baby products asks you to conduct research into the question, "Is life expectancy getting longer in Kuwait?" The problem with this research objective is that a. it is already known and available from the U.S. Bureau of the Census. b. it is irrelevant to the baby products company. c. it is a research question that probably cannot be answered with any level of accuracy. d. it will lead to a set of unstructured questions. e. it is a question related to another culture.

Victor's custom auctioneering service provides online auction selling assistance. Victor plans to conduct marketing research to determine which auction site is best for his customers. His next step is to a. define his privacy policy. b. collect data. c. determine the statistical software he will use. d. identify the type of data he needs to have. e. outline the presentation format he will use.

Which of the following statements best describes secondary data? a. Secondary data collection is always extremely time consuming and expensive. b. Secondary data will always meet the researchers' needs. c. Secondary data are those data collected to address specific research needs. d. Secondary data includes only qualitative research. e. Secondary data are pieces of information that have been collected prior to the start of the focal research project.

McDonald's recently introduced a Favorites Under 400 Calorie Menu as part of an attempt to reverse the perception that McDonald's sells only unhealthy food. Suppose that McDonald's, as a follow-up, collects and analyzes social media posts from Facebook, Twitter, and similar sites, hoping to understand whether consumer perceptions are improving. This would be an example of a. neuromarketing. b. sentiment mining. c. quantitative research. d. an experiment. e. an online focus group.

Mattel wanted to determine whether a new toy would appeal to preschoolers, so it put six 4-year-olds in a room with several toys and waited to see which ones they played with. What form of research is this? a. panel b. focus group c. observation d. neuromarketing e. experiment

The first question a marketing researcher should ask when considering a research study is a. Who will pay for it? b. What sample size will be needed? c. When is the due date? d. Will the research be useful? e. Should we use structured or unstructured questions?

In addition to using sentiment mining to determine customer attitudes about products, some companies also participate in ________ by joining in online conversations with customers. a. in-depth interviews b. data mining c. experiments d. social engagement e. chat room dynamics

In what country have regulators demanded that Facebook stop collecting biometric data on its users? a. Mexico b. Germany c. the United States Incorrect d. Russia e. China

Social media monitoring, in-depth interviews, and focus groups are all __________ research methods. a. structured b. qualitative c. data warehousing Incorrect d. quantitative e. syndicated marketing

Which of the following is true about quantitative research? a. It revises the research objective based on data mining. Incorrect b. It includes focus group interviews. c. It is always conducted using primary data collection. d. It offers conclusions that are always correct. e. It confirms insights and provides a basis for taking a course of action.

Through analysis of sales data, Price-Cutters retail store found that customers who bought peanut butter also tended to buy bananas. Price-Cutters was engaged in a. behavioral analysis. Incorrect b. syndicated surveying. c. focus group analysis. d. data mining. e. structured sampling.

Paul subscribes to an Internet service that alerts him whenever other firms in his industry are quoted in the media. Paul is using this type of market research primarily to a. increase profits through the sale of syndicated data. b. decide how to price his new products. c. help him understand the needs of his customers. d. monitor his competitors. e. provide a link between him and his production center.

Data collection begins a. after analyzing the data. b. after creating the presentation format. c. after determining whether there are any objections. d. whenever the researcher wants to. Incorrect e. only after completing the research design process.

During the research design step of the marketing research process, researchers identify the type of data needed and a. the dates when data will be collected. b. the forum in which the data will be presented. c. the identities of research participants in the project. d. the type of research necessary to collect the data. e. the statistical software to be used.

In addition to using sentiment mining to determine customer attitudes about products, some companies also participate in ________ by joining in online conversations with customers. Select one: a. social engagement b. chat room dynamics c. data mining d. experiments e. in-depth interviews

A restaurant chain is working to improve the quality of its food and service. It recruits customers who agree to respond to customer satisfaction surveys once every three months over the next two years, to track its progress. What kind of data is the restaurant chain collecting? a. internal secondary data b. scanner data Incorrect c. panel data d. focus group data e. external secondary data

Just as marketers create value by meeting the needs and wants of consumers, market researchers create value if a. the research does not cost too much. b. the research is finished quickly. c. the results will be used in making management decisions. d. the research is expensive. e. all participants like the research design.

SymphonyIRI Group, the National Purchase Diary Panel, and ACNielsen are examples of companies that provide a. internal secondary data. b. website analytics. c. online survey software. Incorrect d. primary data. e. syndicated data.

Which of the following provides the information needed to confirm insights and help managers to pursue appropriate courses of action? Select one: a. social media monitoring b. observation research c. qualitative research d. in-depth interviews e. quantitative research

In what country have regulators demanded that Facebook stop collecting biometric data on its users? a. the United States b. China c. Russia d. Mexico e. Germany

Marketing research includes all of the following EXCEPT a. creating data. b. interpreting data. c. analyzing data. d. recording data. e. collecting data.

McDonald's recently introduced a Favorites Under 400 Calorie Menu as part of an attempt to reverse the perception that McDonald's sells only unhealthy food. Suppose that McDonald's, as a follow-up, collects and analyzes social media posts from Facebook, Twitter, and similar sites, hoping to understand whether consumer perceptions are improving. This would be an example of a. sentiment mining. b. neuromarketing. c. an experiment. d. an online focus group. e. quantitative research.

Paul subscribes to an Internet service that alerts him whenever other firms in his industry are quoted in the media. Paul is using this type of market research primarily to a. provide a link between him and his production center. b. increase profits through the sale of syndicated data. c. decide how to price his new products. d. help him understand the needs of his customers. e. monitor his competitors.

When the detailed opinions of a few industry experts or experienced consumers are needed, __________ are often the best qualitative research method. a. surveys b. focus groups c. social media studies d. in-depth interviews e. secondary data mining studies

The marketing research process follows five steps, and researchers a. may not always go through them in the exact sequence if the situation changes or new information is discovered. b. should maintain the integrity of the process by following each step sequentially and thoroughly. c. may follow the process by completing all steps at once instead of planning the process first. d. should be prepared to present the results before completing the analysis if they are under a great deal of pressure to meet a deadline. e. often collect data before defining the research objectives.

Omar is responsible for marketing and marketing research for a mid-sized manufacturer of assemblies for the housing market. His boss has asked him to cut back expenses, especially in marketing research: "Why can't you just use information off the Internet? There's plenty out there." What is Omar's best response to try to get his boss to change his mind? a. "Those are secondary data, and they may not be as timely, accurate, and relevant as what we need. Our decisions may not be as good, and we'll run a huge risk." b. "We can try, but if it's wrong it's not my fault." c. "This is a matter of principle. I quit." d. "I'd rather not use any data at all than use secondary data." e. "You should never use any information from the Internet in marketing research."

Wanda and Jim are working on a research project to anticipate customer attitudes toward a proposed new product line for their company. They have worked with the marketing manager to determine the answers that are needed and have created a detailed design of the project. Their next logical step will be to a. begin to collect data. b. begin recommending changes to the new product line based on ideas developed in the design phase. c. analyze the data. d. develop a budget. e. summarize their preliminary conclusions to present to managers.