Chapter 5: Marketing Research

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The process of using information to link customers, consumers,
marketing research
and the public to the marketer is referred to as ______.
Data collection
Select all that apply Problem definition
Which of the following are steps in the marketing research Data analysis
process? (Check all that apply.) Plan development
Taking action
The first step a marketing team takes in the marketing research
problem definition
process is ______.
You would decide what type of research you will use during the
plan development
______ stage of the marketing research process.
Trevor has decided to speak face-to-face with his customers so
he can ask them about their buying behaviors in the fast-food exploratory
industry. This demonstrates the idea of ______ research.
Select all that apply Monitor marketing performance
Marketers use marketing research to do which of the following? Evaluate marketing actions
(Check all that apply.) Identify and define marketing opportunities
The marketing research process contains ______ steps. 5 or five
Select all that apply Define the population of interest
In the marketing research process, what are the three compo- Specify the research objectives
nents to defining the problem? Identify relevant environmental factors
Another name for the plan development stage of marketing re-
research design
search is ______.
A company would rely on ______ research when it is trying to
discover new insights on the thoughts, needs, and behavior of exploratory
consumers.
True or false: The marketing research process is always done in
False
a linear fashion, following each step in order.
Companies who conduct research based on the questions who,
descriptive
what, when, where, and how are conducting ______ research.
Which of the following is used to test hypotheses in order to
casual research
understand the cause-and-effect relationship among variables?
Kyra wants to know how many eighth grade girls purchase
make-up. She decides to conduct a random survey by asking
sampling
twenty girls in her school's eighth grade class if they purchase
make-up. What process is Kyra using to find her information?
Nalia has a small business that sells knit hats and gloves. She is
curious if potential customers would prefer to shop in a store or
descriptive
online to find her products. To learn this information, Nalia's best
form of research would be ______ research.
A(n) ______ is a representative subset of the larger population. sample
______ research is a way for a business to understand why
consumers behave the way they do and offers new insights to help
exploratory
the firm in its analysis. It often includes some form of face-to-face
interaction.
What is the third step in the marketing research process? data collection
Marketers are trying to determine if consumers will react nega-
tively to a reformulated mixture of its soft drink. So, a researcher
conducts an experiment with a group of people. The researcher
casual
has participants taste the old product along with the new refor-
mulated product. They are then asked which of the two they would
buy. Which type of research is being conducted?

Nonprobability
Probability
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 Chapter 5: Marketing Research
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Select all that apply
Sampling can be broken down into which of the following basic
types? (Check all that apply.)
Carly's House of Cards is conducting an in-store survey that asks
customers what type of greeting cards they typically buy, when
they usually buy them, and how much they are willing to pay for descriptive
greeting cards. Which type of research is this company most likely
conducting?
A population refers to all of the market that possesses common
characteristics, while a(n) ______ refers to a subgroup of the sample
members of a population chosen for participation in the study.
Data that has been previously collected for alternative purposes
prior to the research study you are conducting is referred to as secondary
______ data.
When beginning the process of data collection, a firm must decide
primary; secondary
whether to use ______ or ______ data.
Marlena is putting together a focus group to obtain feedback on
the new juice product her company plans to launch next year. A qualitative
focus group is a type of ______ research.
When researchers gather data specifically for the research prob-
primary
lem at hand, they are engaged in ______ data collection.
A group of consumers are given various types of at-home exercise
equipment and are asked to use the products for 6 months. During
that time, the consumers are to record in a journal their level panel data
of satisfaction with each product, noting what they liked and/or
disliked about each. This is an example of ______.
A company operating in the Denver, Colorado area and manufac-
tures a custom line of hiking backpacks. The company is debating
whether to offer a children's version of its most popular backpack.
secondary research
As part of its research process, the company gathers U.S. Census
data to determine the actual number of children living in and
around the Denver, Colorado area. This is a form of ______.
Primary data are ______. collected specifically for the research problem at hand
Companies such as Nielsen Corporation and Information Re-
sources, Inc. (IRI) track scanner data from thousands of retailers. syndicated market research firms
What type of secondary source are these types of firms?
A company uses statistical techniques and algorithms based on
consumers' past buying behavior to predict what those consumers predictive analysis
may buy in the future. This is an example of ______.
Match each characteristic to whether it describes primary data or
Data is more expensive to collect.
secondary data
Examples include focus groups, surveys, and observations
Pertains only to a firm's research
Primary Data
Match each characteristic to whether it describes primary data or Data may contain bias.
secondary data Examples include company records, and online electronic search-
es
Secondary Data Data is typically readily accessible.
When the NPD Group's National Eating Trends monitors the eat-
ing and drinking habits of thousands of families by having them
panel
keep food diaries to record their dining behaviors over time, it is
an example of ______ data.
Ethnographic research
Select all that apply
Focus groups
Select all of the methods that are types of qualitative research
Semi-structured interviews
Data obtained from UPC codes at a check-out counter is what
scanner data
type of data?
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Predictive analytics can help marketing managers determine
a customer's future buying behavior
______.
What type of research addresses business questions through
techniques that permit researchers to offer detailed interpreta-
qualitative research
tions of market phenomena without depending on numerical mea-
surement?
Compared to primary data, secondary data ______. are less costly
Bethany was shopping at the mall and was stopped by a re-
searcher who asked her if she could take five minutes of her time
to answer a few questions about the type of tennis shoes she buys. survey
Which type of quantitative research has Bethany been asked to
do?
Observational studies
Select all that apply
Experiments
Select all of the methods that are types of quantitative research.
Surveys
What is the focus of qualitative research? discovery
Which quantitative research method provides information on con-
sumer attitudes, intended behavior, and the motivations behind survey
behavior?
After preparing his survey questions, Carlos asked his co-worker
to review them to make sure the survey would actually measure validity
what Carlos intended. Carlos is testing the ______ of his survey.
What research method is a powerful tool in demonstrating causal-
ity because of its ability to randomize subjects into treatment and experiments
control groups?
The best way for the U.S. to learn about consumer behavior in
hire the services of a marketing research company based in China
China would be to ______.
Read the description on the right and match it to its appropriate
research measure. The ability of a measurement instrument to produce almost iden-
tical results over repeated trials
Reliability
Read the description on the right and match it to its appropriate
research measure. The extent to which a research instrument measures what it is
intended to measure
Validity
According to the text, legal, social, technological, and ______
factors influence whether a company can successfully market political
products in a foreign country.
When researchers systematically manipulate one or more vari-
ables to determine which variable most affects a given outcome, an experiment
they are conducting ______.
A visual depiction of the steps customers go through when engag-
ing with a company in order to achieve a particular goal is referred a customer journey map
to as ______.
Which of the following purchasing considerations is unique to the
Chinese consumers are extremely price sensitive.
Chinese culture?
In many foreign markets, it is preferable to use ______ data due
peimary
to the concerns over data validity.
A quantitative research method in which participants allow appli-
cations on their mobile devices to gather information about them passive data collection
or their environment is called ______.

Joe's Heating and Air Conditioning Corp. is conducting research

that focuses on the entire process of purchasing a home heating customer journey map
system from the initial need for a new furnace, to how the cus-

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tomer learned product information and selected an installer. What
type of qualitative data is the company using?
When research is limited by participants who are reluctant to
answer or refuse to answer questions, it would be useful to utilize neuromarketing
______ techniques.
Which of the following presents the biggest concern when collect-
consumer privacy
ing information from social media?
Al is participating in a research study on his smartphone. This is
mobile
an example of ______ marketing research.
In an effort to ensure that marketing firms are not compelled to just
return findings favorable to a client or come up with a conclusion
established ethical guidelines for companies to follow
that was suggested by a client, the American Marketing Associa-
tion has _______.
______ uses insights and tools from neuroscience to better un-
derstand consumer responses to different kinds of marketing Neuromarketing
stimuli. (Enter one word in the blank)
Many companies now have ______ who serve as watchdogs,
guarding against unethical practices in their company's collection C-level executives
of consumer data.
True or false: It is in the best interest of companies to conduct
research in an ethical manner because it helps gain the trust of True
the consumer.

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