109 notecards = 28 pages (4 cards per page)
________ provide diagnostic information about how and why we observe certain effects in the marketplace, and what that means to marketers.
________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.
Anne, a beautician by profession, owns a salon in the small town of Franklin, New Jersey. Every weekend, she makes it a point to visit the other salons in Franklin to find out about the beauty services they offer to customers. Anne is attempting to conduct market research by _______.
Which of the following types of marketing research firms gathers consumer and trade information and then sells it for a fee (e.g., Nielsen Media Research)?
Amity Inc., is a firm which collects and processes household data and sells it to other firms which produce consumer durables. Amity is an example of a ________.
A field-service firm is a ________.
You are the marketing research director of a medium-sized manufacturing firm and you would like to engage an outside marketing research firm to conduct field interviews. Which of the following options categories of marketing research firms should you use?
The marketing research process begins by ________.
Which of the following is considered to be the last step in the marketing research process?
If the goal of marketing research is to shed light on the real nature of a problem and to suggest possible solutions or new ideas, the research is said to be ________.
Unistar Inc., is an FMCG company that produces a wide range of offerings such as grocery items and personal care products. If Unistar wants to estimate the demand for its new line of body moisturizers, which are all priced at $18, it should opt for ________ research.
A company would like to study the impact of advertising expenditure on sales and sales revenue. This is an example of ________ research.
The marketing manager needs to know the cost of the research project before approving it. During which stage of the marketing research process would such a consideration most likely take place?
Designing a research plan calls for decisions on all of the following EXCEPT ________.
________ are data that were collected for another purpose and already exist.
Before Sandra opened her florist shop she read all she could about the floral industry. She also consulted several published research reports to understand growth patterns in the local area with particular interest in the location of florists throughout the city. This ________ helped her to decide on the location of her store.
Primary data can be collected in several ways. Installing CCTV cameras in a retail store whereby consumers' actions can be recorded is an example of ________.
________ approach uses concepts and tools from anthropology and other social science disciplines to provide deep cultural understanding of how people live and work.
The goal of ethnographic research is to ________.
A(n) ________ is a gathering of 6 to 10 people carefully selected by researchers based on certain demographic, psychographic, or other considerations and brought together to discuss various topics of interest at length.
As the marketing manager of Cominform Pvt. Ltd., a manufacturer of health drinks, you have selected 10 individuals who match the profile of your target customer, to participate in a discussion on changing lifestyle trends related to health. You have also hired a skilled moderator to facilitate the discussion and ensure that everyone participates and stays focused on the topic. The moderator provides questions and probes based on the "script" prepared by you. The discussions are also recorded for further analysis. Which of the following methods of acquiring primary data is being used in this case?
Why must the researchers avoid generalizing from focus-group participants to the whole market?
Which of the following is used to assess people's knowledge, beliefs, preferences, and satisfaction and to measure these magnitudes in the general population?
The most scientifically valid research is ________ research.
________ is designed to capture cause-and-effect relationships by eliminating competing explanations of the observed findings.
Which of the following rules must be kept in mind while framing a questionnaire?
Because of its flexibility, ________ are the most common technique of collecting primary data.
________ allow respondents to answer in their own words and often reveal more about how people think.
Which of the following is true of qualitative research?
A scale that connects two bipolar words is called a ________.
A question that respondents can answer in an almost unlimited number of ways is called a ________.
"Truancy should be checked in schools: 1) Strongly disagree, 2) Disagree, 3) Neither agree nor disagree, 4) Agree, 5) Strongly agree." This is an example of a ________.
An item in a questionnaire states that "most politicians cannot be trusted." Respondents are required to provide their answers by choosing any one of the following options: 1) Strongly disagree, 2) Disagree, 3) Neither agree nor disagree, 4) Agree, 5) Strongly agree. This is an example of a ________.
If a marketing researcher chooses to use word associations, the researcher is using ________.
In which of the following types of tests is a picture presented and respondents are asked to make up a story about what they think is happening or may happen in the picture?
The question "What is your opinion of the measures taken by the government to control inflation?" is an example of a ________ question.
In which of the following qualitative method are subjects asked to complete an incomplete stimulus?
________ requires people to create a collage from magazine photos or drawings to depict their perceptions.
The primary purpose of ________ is to identify the range of possible brand associations in consumers' minds.
With respect to the sampling plan, three decisions must be made: (1) the sampling unit—who is to be surveyed; (2) sample size—how many people should be surveyed; and (3) ________.
During a focus-group session, one set of participants indicated that Dell computers reminded them of a surfer, Apple computers of a mad scientist, and IBM was equated to Ebenezer Scrooge from Charles Dickens's tale, "A Christmas Carol". Which of the following qualitative research approaches relates to the approach described above?
According to the concept of ________, a series of increasingly more specific "why" questions can reveal consumer motivation and consumers' deeper, more abstract goals.
________ measure the interest or emotions aroused by exposure to a specific ad or picture.
________ flash an ad to a subject with an exposure interval that may range from less than one hundredth of a second to several seconds.
________ attached to television sets in participating homes now record when the set is on and to which channel it is tuned.
Which of the following statements about telephonic interview is true?
If a marketing researcher wishes to reach those people who would not give personal interviews or whose responses might be biased or distorted by interviewers, he or she should use ________.
Which of the following is considered to be the most versatile of all the contact methods?
In ________ interviews, researchers stop people at a shopping mall or busy street corner and request an interview on the spot.
Which of the following is an advantage of personal interviews?
Which of the following is one of the key disadvantages of online market research?
Which of the following is an advantage of online research?
The ________ phase of marketing research is generally the most expensive and the most prone to error.
After collecting the relevant information, the next step in the marketing research process is to ________.
After computing averages and measures of dispersion for the major variables and applying advanced statistical techniques and decision models in the hope of discovering additional findings from the gathered information, the researchers ________.
Why do firms employ more than one persona to gather information about the target consumers?
A ________ has been defined as a coordinated collection of data, systems, tools, and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.
All of the following are considered to be among the seven characteristics of good marketing research EXCEPT ________.
________ are a structured way to disseminate the insights gleaned from the two complementary approaches to measuring marketing productivity within the organization.
Two complimentary approaches to measure marketing productivity are ________ and marketing-mix modeling.
Which of the following refers to the set of measures that help firms to quantify, compare, and interpret their marketing performance?
London Business School's Tim Ambler believes the evaluation of marketing performance can be split into two parts: ________.
Which of the following is an external marketing metric that companies need to monitor?
Which of the following is an internal marketing metric that companies need to monitor?
________ analyze(s) data from a variety of sources, such as retailer scanner data, company shipment data, pricing, media, and promotion spending data, to understand more precisely the effects of specific marketing activities.
When the marketers of a mobile phone manufacturing company want to determine the impact of individual media such as television and online display ads on sales as well as that of trade activities like every day low price, off-shelf display and so on, they usually use ________.
A ________ records how well the company is doing year after year based on measures such as the average perception of the company's product quality relative to its chief competitor.
If a company actively tracks the satisfaction of its suppliers, banks, and distributors, it is using what is called a ________.
According to marketing consultant Pat LaPointe, the ________ measurement pathway of the marketing dashboard reflects how prospects become consumers.
According to marketing consultant Pat LaPointe, the ________ measurement pathway of the marketing dashboard focuses on how well marketing expenditures are achieving short-term returns.
Good marketing insights often form the basis of successful marketing programs.
Most large companies prefer to use external marketing research consultants rather than employ their own marketing research department.
When the companies engage students to design and carry out projects, the payoff to the students is experience and visibility; the payoff to the companies is a fresh sets of eyes to solve problems at a fraction of what consultants would charge.
A good example of a syndicated-service research firm is Nielsen Media Research.
Custom marketing research firms sell field interviewing services to other firms.
After developing the research plan, the marketing researcher should define the problem and research objectives.
The goal of exploratory research is to shed light on the real nature of the problem and to suggest possible solutions or new ideas.
The purpose of causal research is to test a cause-and-effect relationship.
James collected primary data when he distributed a survey to dorm residents to discover their attitudes and opinions on campus life.
Secondary data are data freshly gathered for a specific purpose or for a specific research project.
The goal of ethnographic research is to immerse the researcher into consumers' lives to uncover unarticulated desires that might not surface in any other form of research.
Researchers should generalize findings from focus-group participants to the whole market.
Keeping a survey short and simple and contacting customers no more than once a month are two keys to drawing people into the data collection effort.
A good example of collecting behavioral data would be when a store uses scanners to read bar codes on products selected by consumers.
Behavioral research is the most scientifically valid research.
Experiments call for selecting matched groups of subjects, subjecting them to different treatments, controlling extraneous variables, and checking whether observed response differences are statistically significant.
Owing to its greater flexibility, a questionnaire is by far the most common instrument used to collect primary data.
Qualitative research techniques are relatively structured measurement approaches that permit limited possible responses.
A questionnaire should contain sophisticated and uncommon words.
If a marketing researcher decides to use a Likert scale, the researcher has chosen a technique wherein the respondent reviews a statement that shows the amount of agreement/disagreement with some product, service, or concept.
A dichotomous question is a question with three or more answers.
A scale that describes the respondent's intention to buy a particular product is called a rating scale.
Visualization requires people to create a collage from magazine photos or drawings to depict their perceptions.
Once they have determined the sampling unit, marketers must develop a sampling frame so that a small section in the target population has a greater chance of being sampled.
Samples of less than 1% of a population can often provide good reliability, with a credible sampling procedure.
Probability sampling allows confidence limits to be calculated for sampling error and makes the sampling more representative.
The response rate is usually very high for mail questionnaires.
If a marketing researcher is looking for a contact method that can gather information quickly and allow the interviewer to clarify questions if necessary, he or she will choose the telephone interview method.
A good illustration of what is called the arranged interview occurs when interviewers stop people in a shopping mall or on a busy street and solicit information necessary to their research effort.
Online surveys are fast because the survey can automatically direct respondents to applicable questions and transmit results immediately.
One of the characteristics of good marketing research is that it uses multiple methods to increase confidence in the results.
Marketing researchers should have a healthy skepticism toward glib assumptions made by managers about how a market works.
Marketing expenses and investments as inputs can be quantified only in the long run, whereas the resulting outputs such as broader brand awareness, enhanced brand image, greater customer loyalty, and improved new product prospects manifest themselves in the short run.
Marketing-mix modeling is used to estimate causal relationships and measure how marketing activity affects outcomes.
Marketing accountability means that marketers must more precisely estimate the effects of different marketing investments.
Especially popular with such companies as Procter & Gamble, marketing-mix modeling is used to allocate or reallocate expenditures.
Marketing-mix modeling focuses on baseline sales or long term effects instead of incremental growth.
Management can assemble a summary set of relevant internal and external measures in a marketing dashboard for synthesis and interpretation.
A stakeholder-performance scorecard tracks the satisfaction with the company and its products and services among such entities as suppliers, banks, and stockholders.