Ch 07 Learn Smart Flash Cards

In marketing research, a(n) ___________ involves obtaining data by manipulating factors under tightly controlled conditions to test cause and effect.
experiment
While in college, students choose between alternative courses in which to enroll, which is an example of
the decisions they must make
Marketing research includes which of the following?
1. Collecting data

2. Analyzing data

3. Recommending action

Place the stages of the marketing research approach in the correct order.
1. Define the problem

2. Develop the research plan

3. Collect relevant information

4. Develop findings

5. Take marketing actions

Research _____________ are specific, measurable goals the decision makers seek to achieve in conducting the marketing research.
objectives
Which two of the following are ways that observational data can be obtained?
1. Using a mechanical method to watch people

2. Watching people in person

Facts and figures related to a problem are known as _____________ (one word).
data
_______________ is the process of defining a marketing problem and opportunity, systematically collecting and analyzing data, and recommending actions.
Marketing research
Marketers collect primary data using a which two of the following methods?
1. Asking people questions

2. Observing people

When a research needs information that is very specific to the problem being studied, she will probably resort to using ______________ data, despite its cost and time-consuming nature.
primary
_______________ data are facts and figures obtained by watching, either mechanically or in person, how people actually behave.
observational
A(n) _________________ is a sample of consumers or stores from which researchers take a series of measurements over time.
panel
Put the parts of the fifth step in the marketing research approach in order from first to last.
1. Make action recommendations.

2. Implement action recommendations.

3. Evaluate the results.

Match each idea evaluation method with a major disadvantage it has
Personal interview => High costs per respondent

Online survey => Many surveys not delivered to recipients due to “spam blockers”

Fax survey => Perceived to utilize outdated technology

Mall intercept interview => Respondents may not be representative of targeted group

Facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors are known as
questionnaire data
Which two of the following are the main reasons that marketers prefer to obtain secondary data first?
1. Time savings

2. Low cost

Changes in consumer dessert preferences or competitor prices will affect Betty Crocker’s 2012 _____________ for cake mix in the United States.
sales forecast
The second step in the marketing research project involves developing the research plan. This includes specifying the ____________ for the research activity, and identification of the ____________ needed for marketing decisions.
constraints; data
Data and information are not of use to the marketing researcher until which two of the following have been done?
1. The data has been translated into logical findings.

2. The information has been carefully analyzed.

A conscious choice from among two or more alternatives is known as a(n)
decision
Which two of the following are key elements in deciding how to collect data for marketing research?
1. Methods

2. Concepts

______________ data are facts and figures that are newly collected for the project.
primary
_______________ data can be internal or external, so long as it was collected prior to the current research project.
secondary
Which two of the following are included in developing findings as part of the marketing research approach?
1. Analyzing data

2. Presenting findings

A _______________ in a decision is a restriction placed on potential solutions to a problem, such a limit on time or money.
constraint
The constraints on the activity, the data needed for decisions, and how to collect data are all determined in which step of the marketing research approach?
Develop the research plan
Which of the following best describes a focus group?
Small group of people put together for an informal discussion
Which two of the following are examples of personal methods for collecting observational data?
1. Mystery shoppers who check a company’s customer service

2. Ethnographic studies of consumers in their natural environments

Marketing research is typically conducted for which two of the following related reasons?
1. To improve marketing decisions

2. To reduce risk

The last step of the marketing research approach is to
take marketing actions
When a researcher needs information that is very specific to the problem being studied, she will probably resort to using ____________ data, despite its cost and time-consuming nature.
primary
Market researchers may use panels for their research because
they want to know about consumers’ behaviors over time
When Proctor and Gamble…
personal
Marketers that are interested in identifying the characteristics and trends among ultimate consumers such as age or ethnic background are likely to start with which source of data?
U.S. Census Bureau reports
Which of the following are examples of using secondary data?
1. A travel company using the last five years of its sales invoices to determine package deals

2. A software company using U.S. Census data to create customer profiles

3. A hotel chain purchasing syndicated panel data to identify demographic trends

Film studios may use the results of marketing ______________ to change movie titles, aspects of the characters, or even the ending of the film.
research