Marketing 2nd Edition By Shane Hunt - Test Bank

Marketing 2nd Edition By Shane Hunt – Test Bank

 

Instant Download – Complete Test Bank With Answers

 

 

Sample Questions Are Posted Below

 

Chapter 05

Test Bank

1. The organizational activity that links the consumer, customer, and public to the marketer through information is known as
2. integrative marketing.
3. marketing evaluation.
4. C. marketing research.
5. market analysis.
6. the scientific method.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-01 Explain the importance of marketing research to firms and individuals.

Topic: Marketing Research

Feedback: Marketing research is an organizational activity that links the consumer, customer, and public to the marketer through information. The organization uses that information to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.

2. John works for a consumer products company. His job is to use information to identify and define marketing opportunities, evaluate marketing actions, and monitor marketing performance. John’s work involves
3. consumer behavior.
4. B. marketing research.
5. product analysis.
6. demand analysis.
7. sales tracking.

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 05-01 Explain the importance of marketing research to firms and individuals.

Topic: Marketing Research

Feedback: Marketing research is an organizational activity that links the consumer, customer, and public to the marketer through information. The organization uses that information to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.

3. Organizations transform raw data into actionable intelligence through the systematic process of
4. A. marketing research.
5. exploratory research.
6. sampling.
7. neuromarketing.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-01 Explain the importance of marketing research to firms and individuals.

Topic: Marketing Research

Feedback: Even though many organizations in this information age are data rich, they still can miss useful insights due to the complexity of human behavior. It is through the systematic process of marketing research that organizations transform raw data into actionable intelligence.

4. What is used to estimate how much customer demand there is for a particular product and understand the factors that drive it?
5. expenditure control
6. advertising effectiveness studies
7. C. demand analysis
8. sales tracking
9. sales forecasting

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-01 Explain the importance of marketing research to firms and individuals.

Topic: Marketing Research

Feedback: Pricing requires analysis of the size of the potential market and the effects of price changes on demand. This information comes from demand analysis.

5. ________ is based on research that estimates how much of a product will sell over a given period of time.
6. Sales tracking
7. Demand analysis
8. Marketing effectiveness
9. Promotion evaluation
10. E. Sales forecasting

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-01 Explain the importance of marketing research to firms and individuals.

Topic: Sales Forecasting

Feedback: This is the definition of sales forecasting.

6. Which tool would allow a manager to estimate how much of a product will sell in a three-month period?
7. A. sales forecasting
8. sales tracking
9. demand analysis
10. promotion evaluation
11. advertising effectiveness study

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-01 Explain the importance of marketing research to firms and individuals.

Topic: Marketing Research

Feedback: Sales forecasting is a form of research that estimates how much of a product will sell over a given period of time.

7. Which studies measure how well an advertising campaign meets marketing objectives like increasing market share, generating consumer awareness of a product, or creating a favorable impression of the products?
8. sales forecasting
9. B. advertising effectiveness
10. demand analysis
11. promotion evaluation
12. sales tracking

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-01 Explain the importance of marketing research to firms and individuals.

Topic: Marketing Research

Feedback: Firms use advertising effectiveness studies to measure how well advertising campaigns are meeting marketing objectives.

8. Jason just completed an advertising campaign for a new dog shampoo, and he wants to know if it generated consumer awareness. What method should he use to evaluate it?
9. demand analysis
10. promotion evaluation
11. C. advertising effectiveness study
12. sales forecasting

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 05-01 Explain the importance of marketing research to firms and individuals.

Topic: Marketing Research

Feedback: Firms use advertising effectiveness studies to gauge how well advertising and promotional campaigns are working.

9. Which tool looks at changes in sales during and after promotional programs to see how the marketing efforts affected company sales?
10. promotion evaluation
11. advertising effectiveness
12. demand analysis
13. sales forecasting
14. E. sales tracking

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-01 Explain the importance of marketing research to firms and individuals.

Topic: Marketing Research

Feedback: Sales tracking is a type of research that follows changes in sales during and after promotional programs to see how the marketing efforts affected company sales.

10. Which term describes both the growth in information that inundates businesses each day and the complex tools used to analyze the data and derive meaningful insights?
11. predictive modeling
12. B. big data
13. data support system
14. information overload
15. marketing information system

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-02 Describe the various types of marketing information systems and the sources of their information.

Topic: Managing Market Information

Feedback: Big data is a term that describes both the growth in information that inundates businesses each day and the complex tools used to analyze the data and derive meaningful insights.

11. According to your text, both structured and unstructured information is growing exponentially with regard to
12. A. volume, velocity, and variety.
13. speed, structure, and sentiment.
14. delivery and directness.
15. quality and quantity.

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-02 Describe the various types of marketing information systems and the sources of their information.

Topic: Managing Market Information

Feedback: The lower costs associated with e-commerce have increased the overall volume of data to be managed; e-commerce have increased the velocity with which data enters organizations; and data management has been made more complex by the variety of data formats.

12. Collectively, the people, technologies, and procedures aimed at supplying an organization’s marketing information needs are called
13. a data support system.
14. a marketing database.
15. C. a marketing information system.
16. an information capture system.
17. a data warehouse.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-02 Describe the various types of marketing information systems and the sources of their information.

Topic: Managing Market Information

Feedback: This is the definition of a marketing information system.

13. In a marketing information system (MIS), data flows through the organization from internal company data, competitive intelligence, and
14. A. marketing research.
15. mathematical modeling.
16. statistical models.
17. customer insights.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-02 Describe the various types of marketing information systems and the sources of their information.

Topic: Managing Market Information

Feedback: MIS acts as a filter by systematically screening out desired information from the various streams of data that flow through the organization. These streams include: internal company data, competitive intelligence, and marketing research.

14. What is a DSS?
15. a dated statistical source
16. a delegated sampling system
17. C. a decision support system
18. a desired sampling segmentation
19. a damaged sample situation

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-02 Describe the various types of marketing information systems and the sources of their information.

Topic: Managing Market Information

Feedback: DSS stands for decision support system.

15. Which of the following would you use if you were tasked with reviewing company data in order to look for trends in sales, identify problems with elements of the marketing mix, and provide quick feedback to managers concerning proposed marketing plans?
16. A. a decision support system
17. a behavioral targeting system
18. a demand analysis
19. ethnographic research
20. competitive intelligence

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-02 Describe the various types of marketing information systems and the sources of their information.

Topic: Managing Market Information

Feedback: A decision support system (DSS) enables timely access and use of the information a company collects. A DSS enables marketers to manipulate and organize data in a useful way, look for trends in sales, identify problems with elements of the marketing mix, and provide quick feedback to managers concerning proposed marketing plans.

16. The use of statistical techniques and algorithms based on patterns of past behavior to predict future buying behavior is called
17. demand analysis.
18. B. predictive modeling.
19. competitive intelligence.
20. ethnographic research.
21. machine learning.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-02 Describe the various types of marketing information systems and the sources of their information.

Topic: Managing Market Information

Feedback: Predictive modeling uses statistical techniques and algorithms based on patterns of past behavior to predict future unknown events, such as future buying behavior.

17. Using science, statistics, and computer coding to make predictions based on patterns discovered in data is the idea behind
18. ethnographic research.
19. B. machine learning.
20. competitive intelligence.
21. predictive modeling.
22. demand analysis.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-02 Describe the various types of marketing information systems and the sources of their information.

Topic: Managing Market Information

Feedback: Machine learning is a discipline combining science, statistics, and computer coding to make predictions based on patterns discovered in data.

18. Which of the following has the ability to crunch large amounts of structured and unstructured data, taking the guesswork out of various marketing tasks in order to identify messages that are more likely to be well received?
19. ethnographic research
20. predictive modeling
21. competitive intelligence
22. D. machine learning
23. demand analysis

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-02 Describe the various types of marketing information systems and the sources of their information.

Topic: Managing Market Information

Feedback: Machine learning can help marketers in a variety of ways. For instance, one big challenge marketers face is how to personalize communications and promotional offers to individuals so that they resonate with the recipient. Machine-learning applications can take a great deal of the guesswork out of this task: They crunch large amounts of structured and unstructured data to identify messaging and offers that are more likely to be well received.

19. The largest source of information that flows through an organization comes from
20. predictive models.
21. B. internal company data.
22. external company data.
23. competitive intelligence.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-02 Describe the various types of marketing information systems and the sources of their information.

Topic: Managing Market Information

Feedback: Internal company data such as sales records, accounting and finance information, or sales force reports are perhaps the largest source of information flowing through any organization.

20. Company sales records, customer support records, and sales force reports are all forms of
21. A. internal company data.
22. competitive intelligence.
23. external company data.
24. predictive models.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-02 Describe the various types of marketing information systems and the sources of their information.

Topic: Managing Market Information

Feedback: Internal company data include company sales records, customer support records, accounting and finance information, sales force reports, and operation and supply chain management information.

21. Gathering data about what competitors are doing in the marketplace is
22. usage studies.
23. user research.
24. trending.
25. data mining.
26. E. competitive intelligence.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-02 Describe the various types of marketing information systems and the sources of their information.

Topic: Competitive Intelligence

Feedback: Competitive intelligence involves systematically gathering data about what strategies direct and indirect competitors are pursuing in terms of new product development and the marketing mix.

22. Breen wanted to know if her main rival in the personalized dog clothing business was increasing its prices. She talked to her rival’s distributors, her suppliers, and some of her customers to get this information. Breen was engaging in
23. A. competitive intelligence.
24. trending.
25. user research.
26. data mining.
27. usage studies.

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 05-02 Describe the various types of marketing information systems and the sources of their information.

Topic: Competitive Intelligence

Feedback: Breen was engaging in competitive intelligence by gathering data about what strategies her competition might be engaging in.

23. There are many ways in which a company can obtain information about its competitors. Which of the following is not one of them?
24. talking to distributors and suppliers
25. B. using neuromarketing techniques on its employees
26. attending conferences or trade shows
27. viewing competitors’ social media sites
28. analyzing data on government agency websites

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-02 Describe the various types of marketing information systems and the sources of their information.

Topic: Competitive Intelligence

Feedback: Neuromarketing seeks to understand consumer responses to different kinds of marketing stimuli. It is not a technique used to gain competitor information.

24. Hiring people to tap phone lines or place surveillance cameras on the premises of rival companies are examples of ___________ competitive intelligence practices.
25. A. unethical
26. acceptable
27. practical
28. borderline
29. standard

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-02 Describe the various types of marketing information systems and the sources of their information.

Topic: Competitive Intelligence

Feedback: These are unethical and illegal practices.

25. The first step in the marketing research process is
26. data analysis.
27. data collection.
28. taking action.
29. plan development.
30. E. problem definition.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: A systematic approach to marketing research follows a five-step process: (1) problem definition, (2) plan development, (3) data collection, (4) data analysis, and (5) taking action.

26. Which step in the marketing research process includes setting specific, measurable research objectives?
27. data collection
28. plan development
29. taking action
30. data analysis
31. E. problem definition

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: The problem definition step includes setting research objectives that represent what the firm seeks to gain by conducting the research.

27. Research plan development is also sometimes called
28. objective development.
29. B. research design.
30. goal development.
31. strategic path.
32. situation analysis.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: Research plan development, sometimes called research design, involves specifying what information is needed, determining what type of research techniques may be used to acquire it, and presenting this research plan to management.

28. Which type of research seeks to discover new insights that will help the firm better understand the problem or consumer thoughts, needs, and behavior?
29. analytic
30. causal
31. predictive
32. descriptive
33. E. exploratory

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: This is the definition of exploratory research.

29. The owner of Tools by Joe has hired a company to help him find out whether customers and potential customers would prefer to shop in his store or online. What type of research would this company be conducting?
30. analytic
31. exploratory
32. predictive
33. D. descriptive
34. causal

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: Descriptive research seeks to understand consumer behavior by answering the questions who, what, when, where, and how. Asking about customers’ preferences for where they prefer to shop would be descriptive research.

30. To find out what scent consumers prefer for a new floor cleaner, the researcher conducts a focus group and exposes the participants to several scents, asking them which one they would buy. Select the type of research being conducted.
31. analytic
32. predictive
33. C. causal
34. exploratory
35. descriptive

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Analyze

Difficulty: 3 Hard

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: Causal research is used to understand the cause-and-effect relationships among variables.

31. The generic term used to describe a measurement device such as a survey, test, or questionnaire is the
32. research plan.
33. B. research instrument.
34. research objective.
35. data mechanism.
36. data outline.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: The research instrument is a generic term used to describe a measurement device such as a survey, test, or questionnaire.

32. When designing a research study, what two things do marketing researchers hope their measures achieve?
33. variety and subjectivity
34. objectivity and simplicity
35. quantity and quality
36. D. reliability and validity

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: In designing studies, marketing researchers try to ensure that the selected measures exhibit adequate reliability and validity.

33. Carla decided to pretest her survey questions to make sure they would be interpreted by the participants in the way she wanted. Carla was concerned with
34. consistency.
35. B.
36. accuracy.
37. targeting.
38. reliability.

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: Validity concerns how well the data measure what the researcher intended to measure. It can be of concern when questions are poorly worded.

34. In order to develop a plan for marketing his new vitamin water, Rashid decides to conduct focus groups with members of fitness centers. This type of research is considered to be
35. secondary data.
36. user data.
37. target data.
38. D. primary data.
39. demographic data.

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Primary Data

Feedback: Primary data are collected specifically for the research problem at hand.

35. Information collected for alternative purposes prior to the study is referred to as
36. primary data.
37. B. secondary data.
38. target data.
39. specific data.
40. alternative data.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Secondary Data

Feedback: Secondary data are information collected for alternative purposes prior to the study.

36. Which of the following would be considered secondary data for research on how to improve the sales of an existing product?
37. product sales figures
38. interviews with prospective users about the product
39. recent survey results about how consumers use the product
40. feedback from sales reps on the product
41. E. data from the Census Bureau website

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation

Blooms: Analyze

Difficulty: 3 Hard

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Secondary Data

Feedback: Secondary data are collected for purposes other than answering the specific research questions. In this case, only the Census Bureau information would qualify as secondary data.

37. A group of consumers is given various types of cleaning products and is asked to use the product for six months. During that time, the consumers are to record in a journal their level of satisfaction with each product, noting what they liked and/or disliked about each. This is an example of
38. scanner data.
39. focus data.
40. C. panel data.
41. target research.
42. observation research.

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Secondary Data

Feedback: Panel data are information gathered from a group (or panel) of consumers over a period of time. In return for payment, the panelists may be asked to do things like keep a diary of recent purchases or rate the level of their satisfaction with various retail and service providers.

38. Data obtained from UPC codes at check-out counters is what type of data?
39. panel data
40. B. scanner data
41. big data
42. focus data
43. field data

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Secondary Data

Feedback: Scanner data are obtained from scanner readings of UPC codes at check-out counters.

39. Which of the following is not a qualitative method for data collection?
40. depth interviews
41. ethnographic research
42. focus groups
43. observation research
44. E. experiments

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Primary Data

Feedback: Qualitative methods include focus groups, depth interviews, ethnographic research, and observation research. Quantitative methods include surveys and experiments.

40. GM wanted to know what features were used the most in their new cars, so they invited 10 people who owned GM cars to sit in a room with a moderator and answer questions. This is an example of
41. A. a focus group.
42. an interview.
43. secondary research.
44. an experiment.
45. snowballing.

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Primary Data

Feedback: A focus group is a form of primary data collection in which a moderator conducts a discussion with 8–12 people on a topic.

41. Review the following and choose the one that is NOT a characteristic of an interview.
42. one participant at a time
43. one person asking questions
44. C. quantitative method
45. time-consuming
46. open-ended questions

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Primary Data

Feedback: Interviews are categorized as a qualitative method, not a quantitative method.

42. Which data collection method uses techniques from the field of anthropology in order to study consumer behavior?
43. A. ethnographic research
44. neuromarketing
45. causal research
46. exploratory research
47. depth interviews

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Primary Data

Feedback: Ethnographic research is a data collection method that sends trained observers to watch and interact with a subject population in their natural environment. Ethnographic research draws on techniques from the field of anthropology.

43. What is the term for observing the behavior of online communities that have been organized around a particular consumer interest?
44. creeping
45. digital anthropology
46. e-watch
47. D. netnography
48. I-observation

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Primary Data

Feedback: This is the definition of a form of qualitative research called netnography.

44. What allows researchers to see how people behave and record behaviors that are relevant to the research objective?
45. a focus group
46. secondary research
47. a survey
48. D. observation research
49. an interview

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Primary Data

Feedback: Observation research involves watching how people behave.

45. Jayla and Stuart are trained researchers. They visit restaurants posing as customers in order to assess the level of service, quality of food, and competence of the wait staff. Jayla and Stuart are called
46. mobile researchers.
47. casual observers.
48. focus groups.
49. D. mystery shoppers.
50. behavioral targets.

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Primary Data

Feedback: Mystery shoppers are trained researchers hired to pose as customers in order to gather information about the physical appearance or customer-service attributes of a store. A mystery shopper might report on the neatness of the shelves, cleanliness of bathrooms, and amount of time it takes to receive service.

46. “Cookies” that are placed on consumers’ browsers in order to trace which websites they visited are a form of
47. panel data.
48. snowball sampling.
49. C. behavioral targeting.
50. scanner data.
51. mystery shopping.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Primary Data

Feedback: Behavioral targeting is a data collection method that utilizes a variety of technologies to anonymously track and compile individual consumer behaviors. Cookies placed on consumers’ browsers are a type of behavioral targeting.

47. Which of the following is a form of quantitative research that can be used to measure consumer attitudes, intended behavior, and the motivations behind behavior?
48. mathematical models
49. experiments
50. focus groups
51. D. surveys
52. observational studies

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-02 Describe the various types of marketing information systems and the sources of their information.

Topic: Marketing Research Process

Feedback: Surveys are a data collection tool that poses a sequence of questions to respondents to help determine consumer attitudes, intended behavior, and the motivations behind behavior.

48. An experiment that is performed in a natural setting, like a mall or someone’s home, is called
49. informal research.
50. a passive experiment.
51. neuromarketing.
52. formal research.
53. E. a field experiment.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Primary Data

Feedback: Field experiments are studies that examine the impact of an intervention in the real world. Researchers perform field experiments in natural settings like stores or malls.

49. Jane wants to know what percentage of freshmen at her college purchase clothing with college logos. She decides to randomly interview 10 people from each of the dorms and ask them. These people are her
50. A.
51. bases.
52. targets.
53. quotas.
54. dependent variables.

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: A sample is a representative subset of the larger population (in this case, freshmen at her school).

50. What type of sampling occurs when every person in the target population has a chance of being selected, and the probability of each person being selected is known?
51. quota
52. preferred
53. nonprobability
54. D. probability
55. snowball

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: This is the definition of probability sampling.

51. Bart wanted to know how often freshman boys at his school drank alcohol, but he couldn’t survey every one of them. Bart decided that in order to give all freshman boys an equal chance of being selected to participate in his mini-study, he would visit the dorms at dinnertime and ask them to choose numbers out of a hat. The ones with the number 5 were given a quick three-question survey. Bart is demonstrating
52. nonprobability sampling.
53. biased sampling.
54. equal opportunity sampling.
55. D. simple random sampling.
56. snowball sampling.

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: Simple random sampling is a type of sampling in which everyone in the target population has an equal chance of being selected.

52. Quota sampling is a type of ________ sampling.
53. preferred
54. random
55. probability
56. snowball
57. E. nonprobability

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: In quota sampling, a firm chooses participants based on certain selection criteria. This is a form of nonprobability sampling.

53. Select the scenario that is using snowball sampling.
54. All of the students taking American Government were asked how they were going to vote.
55. Jason ran an ad in the local newspaper asking for people to participate in marketing research.
56. C. After Sasha completed the survey, she recommended her friend to the surveyor because they both liked the same cereal.
57. Maria stopped every other person coming out of the store and asked them to complete a questionnaire.
58. A firm decides to poll people in the mall who are between the ages of 25 and 45 to ask about their cell phone usage.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation

Blooms: Analyze

Difficulty: 3 Hard

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: Snowball sampling involves selecting participants based on the referral of other participants who know they have some knowledge of the subject in question.

54. Nadine is sitting outside the grocery store and recording what people do with their shopping carts after emptying them. She is gathering information on customer behaviors in order to determine how to make it easier for them to shop at this particular store. Nadine is in which step of the marketing research process?
55. taking action
56. B. data collection
57. plan development
58. problem definition
59. data analysis

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: The third step of the marketing research process is data collection, which Nadine is doing.

55. When a marketing researcher converts the information obtained from qualitative research, such as focus groups and surveys, into a form that can be used to solve a marketing problem, what step in the marketing research process is taking place?
56. reporting
57. taking action
58. data collection
59. problem solving
60. E. data analysis

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: Data analysis occurs in step 4 of the marketing research process, and converts data into information the firm can use to solve the marketing problem originally identified.

56. All of the following are reasons qualitative data analysis can be challenging and misleading except
57. A. responses to closed-ended questions can include subtleties that a marketer might miss.
58. interviews can be directed in a way that takes participants away from what they were thinking and toward what the researcher wants to hear.
59. sample sizes can be small and therefore may not represent the general population of the target market.
60. marketers could misunderstand the feedback of respondents.
61. researchers may allow their own bias to influence their interpretation.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: Responses to open-ended questions can include subtleties that a marketer might miss.

57. The fifth and final step of the marketing research process is
58. peer review.
59. implementation.
60. analyzing outcomes.
61. evaluation.
62. E. taking action.

AACSB: Communication

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: The marketing research process ends with taking action, including a written summary and recommendations.

58. Nick is summarizing his research findings and writing a report to share with his team. What step in the marketing research process is Nick in?
59. A. taking action
60. peer review
61. implementation
62. analyzing outcomes
63. evaluation

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: Nick is in the fifth stage of the process, called taking action.

59. Written reports of research findings should include ________, such as an inadequate sample size.
60. mistakes
61. outliers
62. disclaimers
63. caveats
64. E. limitations

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: Limitations could include a variety of things, including inadequate sample sizes and samples that do not adequately represent the population under study.

60. According to the text, the marketing research report should allow the marketing manager to
61. finalize the research and move on to the next product.
62. determine what additional research is needed.
63. C. solve the marketing problem.
64. move on to the next step in the marketing research process.
65. demonstrate professionalism and competency.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 2 Medium

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: Solving the marketing problem is the ultimate goal of the marketing research.

61. What technique is being employed when data and research results are presented in a pictorial or graphical format?
62. A. data visualization
63. predictive modeling
64. data optimization
65. heat mapping

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: Data visualization is the presentation of data and research results in pictorial or graphical format.

62. Which of the following statements about Chinese consumers is generally true?
63. Chinese consumers tend to not buy luxury products
64. Chinese consumers are not price sensitive
65. C. Chinese consumers tend to be very conscientious about saving money
66. Chinese consumers prefer to pay by credit card
67. Chinese consumers are more willing to pay more for products that are consumed in private than in public

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-04 Explain the importance of research to firms marketing products globally.

Topic: Global Marketing Research

Feedback: Chinese consumers are typically very conscientious about saving money.

63. A good way for most U.S. companies to learn about consumer behavior in other regions of the world is to
64. A. use local marketing research companies in other countries.
65. generalize from U.S. marketing research.
66. take advantage of the wealth of secondary data that are available.
67. conduct global marketing research in the United States.
68. visit the country and get to know its people.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-04 Explain the importance of research to firms marketing products globally.

Topic: Global Marketing Research

Feedback: Not all firms are familiar with international data sources and may not be equipped to use them even if they are aware of them. The absence of good secondary data in foreign countries increases the difficulties facing global marketing researchers. A good way for a company to learn about consumer behavior in other regions is to use local marketing research companies, where available.

64. When doing international research, secondary data
65. A. should be managed by local marketing research companies.
66. takes precedence over primary data.
67. is readily available on the Internet.
68. is best conducted in the home country of the company to ensure accuracy.
69. should be avoided.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-04 Explain the importance of research to firms marketing products globally.

Topic: Global Marketing Research

Feedback: Local marketing research companies can assist in collecting secondary data from sources that may be unfamiliar to a foreign company.

65. In global marketing research, what kind of information is best acquired from secondary data?
66. sales of a company’s own products in a foreign country
67. information about products being sold by a competitor
68. C. restrictions on the importing of products such as quotas or tariffs
69. prices being charged for a product by a competitor
70. promotional activities of competitors

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-04 Explain the importance of research to firms marketing products globally.

Topic: Global Marketing Research

Feedback: Restrictions on the importing of products, such as quotas or tariffs, may be obtained through secondary sources, such as trade reports and websites, specific to the country being researched.

66. The largest change in online research over the last decade has come from
67. Internet-related neuromarketing techniques.
68. B. user-generated content associated with social media.
69. company-sponsored websites.
70. traditional sources of secondary data found online.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-05 Describe the latest trends in marketing research, including the use of social media for research, mobile marketing research, and neuromarketing techniques.

Topic: Trends in Marketing Research

Feedback: Over the last decade, the largest change in online research has come from the ever-increasing volume of user-generated content associated with social media.

67. Which of the following techniques focuses on listening to customers rather than asking them questions?
68. heat mapping
69. data visualization
70. bee swarming
71. D. blog mining

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-05 Describe the latest trends in marketing research, including the use of social media for research, mobile marketing research, and neuromarketing techniques.

Topic: Trends in Marketing Research

Feedback: Blog mining involves using automated tools to find and extract information found on the web about a brand and then using specialized software to analyze and make sense of these large amounts of text-based data. Blog mining techniques listen to customers rather than ask them questions.

68. The form of mobile marketing research in which participants allow applications on their mobile devices to gather information about them is referred to as
69. snowball sampling.
70. blog mining.
71. machine learning.
72. D. passive data collection.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-05 Describe the latest trends in marketing research, including the use of social media for research, mobile marketing research, and neuromarketing techniques.

Topic: Trends in Marketing Research

Feedback: When participants allow applications on their mobile devices to gather information about them or their environment, it is referred to as passive data collection.

69. Which neuromarketing technique looks for active areas in the brain by measuring the amount of oxygenated blood flowing through the body?
70. EEG
71. B. fMRI
72. eye tracking
73. heat mapping

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-05 Describe the latest trends in marketing research, including the use of social media for research, mobile marketing research, and neuromarketing techniques.

Topic: Trends in Marketing Research

Feedback: fMRI works on the principle that the more active an area is in the brain, the more energy it consumes. fMRI machines measure the amount of oxygenated blood flowing through the body.

70. Consider the following statements to determine which is not true regarding electroencephalography (EEG) scans.
71. There is no temporal delay in EEG response.
72. EEG scans look for patterns of electrical activity in the cortex region of the brain.
73. EEG scans have the ability to match up data from other sensors.
74. EEG scans are much less expensive than fMRI scans.
75. E. EEG scans measure the amount of oxygenated blood flowing through the brain.

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation

Blooms: Analyze

Difficulty: 3 Hard

Learning Objective: 05-05 Describe the latest trends in marketing research, including the use of social media for research, mobile marketing research, and neuromarketing techniques.

Topic: Trends in Marketing Research

Feedback: fMRI machines measure the amount of oxygenated blood flowing through the body; EEG scans study electrical activity in the brain.

71. By using infrared/near-infrared light, which technology allows researchers to directly measure how consumers allocate their attention to various marketing and nonmarketing stimuli in their environment?
72. fMRI scans
73. B. eye tracking
74. EEG scans
75. facial coding

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-05 Describe the latest trends in marketing research, including the use of social media for research, mobile marketing research, and neuromarketing techniques.

Topic: Trends in Marketing Research

Feedback: Eye-tracking technologies enable researchers to directly measure how consumers allocate their attention to various marketing and nonmarketing stimuli in their environment. The most commonly used approaches to tracking eye movement work by emitting infrared/near-infrared (IR/NIR) light toward the subject’s face.

72. Heat maps and bee swarms are associated with which neuromarketing technique?
73. EEG scans
74. B. eye tracking
75. fMRI scans
76. facial coding

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-05 Describe the latest trends in marketing research, including the use of social media for research, mobile marketing research, and neuromarketing techniques.

Topic: Trends in Marketing Research

Feedback: Eye-tracking results are visualized through the use of heat maps and bee swarms.

73. As part of his work, Dr. Paul Ekman developed a program that would allow trained psychologists and law-enforcement, military, and national security personnel to detect deception by focusing on changes in facial
74. large body movements.
75. language variations.
76. C.
77. verbal responses.
78. action codes.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-05 Describe the latest trends in marketing research, including the use of social media for research, mobile marketing research, and neuromarketing techniques.

Topic: Trends in Marketing Research

Feedback: Microexpressions are small, split-second changes in facial muscle movements that allow trained professionals to detect deception.

74. One concern about using social media, like Twitter, to compile marketing research data is
75. bias.
76. high cost.
77. lack of availability.
78. D. consumer privacy.
79. lack of accuracy.

AACSB: Ethics

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-06 Discuss the main ethical issues in conducting marketing research.

Topic: Ethical Issues in Marketing Research

Feedback: There is enough concern in the marketing industry about consumer privacy that many companies now have chief privacy officers who serve as watchdogs, guarding against unethical practices in their collection of consumer data.

75. What federal agency is evaluating mobile tracking technology as part of its ongoing mission to protect consumer privacy?
76. Federal Consumer Commission
77. Consumer Protection Bureau
78. Federal Consumer Protection Agency
79. D. Federal Trade Commission
80. Bureau of Consumer Financial Protection

AACSB: Ethics

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-06 Discuss the main ethical issues in conducting marketing research.

Topic: Ethical Issues in Marketing Research

Feedback: The agency is the FTC (Federal Trade Commission). It is trying to determine how far a company can go in tracking personal information before it invades customer privacy and becomes unethical.

76. The American Marketing Association has established these to ensure that marketing firms do not return findings favorable to the client or arrive at a conclusion predetermined by the client.
77. A. ethical standards
78. penalties
79. minimum expectations
80. rules and regulations
81. laws

AACSB: Ethics

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-06 Discuss the main ethical issues in conducting marketing research.

Topic: Ethical Issues in Marketing Research

Feedback: The American Marketing Association and other organizations have established ethical standards for conducting research.

77. Ethical standards are important to the marketing research industry because they help gain the trust of consumers. Without that trust,
78. the cost of research will increase.
79. the cost of research will decrease.
80. research results will be suspect.
81. companies will cease to do research.
82. E. individuals will be less willing to participate in research.

AACSB: Ethics

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-06 Discuss the main ethical issues in conducting marketing research.

Topic: Ethical Issues in Marketing Research

Feedback: If ethical guidelines are not established and followed, it will be very difficult to find people to participate in research studies.

78. Jenny works for the Baltimore Orioles in the ticket sales department. Her company currently uses a database to store information on individual customers’ past purchase. She is presently working with this data to build a projection of Oriole ticket sales for the upcoming season. Jenny is currently using what type of statistical analysis?
79. ethnographic research.
80. competitive intelligence.
81. demand analysis.
82. D. predictive modeling.
83. machine learning.

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 05-02 Describe the various types of marketing information systems and the sources of their information.

Topic: Managing Market Information

Feedback: Predictive modeling uses statistical techniques and algorithms based on patterns of past behavior to predict future unknown events, such as future buying behavior.

79. Hannah is a new sales representative within your company and has asked you for help. She wants to know what a customer has ordered in the past to help here customize her sales proposal. Where would you recommend she look?
80. customer support records.
81. accounting and finance information.
82. operations information.
83. supply chain information.
84. E. a company’s sales records.

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 05-02 Describe the various types of marketing information systems and the sources of their information.

Topic: Managing Market Information

Feedback: A company’s sales records: details on consumer characteristics, what they ordered, how much they ordered, when they ordered, whether they used coupons, and so forth.

80. Avery works for Proctor and Gamble as a market researcher in the United States. P&G is interested in launching a new line of shampoo in India and has asked her to look into doing research to support this decision. Since Avery is not familiar with the language or the culture, what should she do?
81. access the company’s big data.
82. collect secondary data.
83. C. hire a local market research firm.
84. perform a demand analysis.
85. perform causal research.

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 05-04 Explain the importance of research to firms marketing products globally.

Topic: Global Marketing Research

Feedback: A good way for a company to learn about consumer behavior in other regions is to use local marketing research companies, where available. These firms recognize potential problems with collecting primary data, such as higher costs, potential language barriers, and the lack of a technical infrastructure (e.g., working phone numbers or valid e-mail addresses) to reach respondents.

81. Steve is conducting market research for a large pharmaceutical company. During discussions with study participants they are concerned about who will see their response. What should Steve discuss with the participants in order to help ease their concerns?
82. companies will cease to do research.
83. how the company performs data visualization.
84. C. the company’s ethical guidelines.
85. individuals will be less willing to participate in research.
86. research results will be suspect.

AACSB: Ethics

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 05-06 Discuss the main ethical issues in conducting marketing research.

Topic: Ethical Issues in Marketing Research

Feedback: If ethical guidelines are not established and followed, it will be very difficult to find people to participate in research studies.

82. Elliott is a consultant working on a research project for a client. His research has uncovered findings that are counter to what his customer was expecting. These ethical dilemma could potentially lead Elliott to do what?
83. perform quantitative analysis.
84. realize the research results are suspect.
85. C. fail to report his findings.
86. review the company’s ethical guidelines.
87. perform qualitative analysis.

AACSB: Ethics

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 05-06 Discuss the main ethical issues in conducting marketing research.

Topic: Ethical Issues in Marketing Research

Feedback: Another ethical issue in marketing research is the misuse of research methods and findings. Marketing research firms may be compelled by their clients to return findings favorable to the client or to arrive at a conclusion predetermined by the client.

83. You work for a marketing research company and have been assigned to lead a new research project. Your team has specified the main objectives of the research project and has identified potentially relevant contextual factors. What else do you and your colleagues need to do before developing a research plan?
84. conduct a pretest
85. B. define the consumer population of interest
86. determine the best research design
87. gather primary data
88. determine the hypotheses

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: The first step of the research process, defining the problem, has three components: 1. Specify the research objectives: What questions will the research seek to answer? 2. Define the consumer population of interest: What characteristics define the consumer population(s) of interest? 3. Identify relevant contextual factors: What features of the organization’s internal or external environment potentially influence the situation? (p. 153-154).

84. Your company wants to conduct an exploratory study to gain new insights into some product changes you are considering. Which type of research method would be most appropriate for this exploratory study?
85. A. conducting a focus group
86. using eye tracking technology
87. creating a causal model
88. running an experiment
89. collecting a survey

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: For exploratory studies that seek to discover new insights, qualitative research techniques are typically utilized. Focus group was the only qualitative technique listed.

85. Greg is conducting a survey regarding consumer social media usage. He wants to make sure that he has respondents from all generations (i.e. Baby Boomers, Millennials) to compare his results. Which sampling method would ensure he receives the right number of participants from each generation?
86. simple random sampling
87. probability sampling
88. C. quota sampling
89. snowball sampling
90. generic sampling

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: Quota sampling is a form of nonprobability sampling in which the firm chooses a certain number of participants based on selection criteria such as demographics (e.g., race, age, or gender).

86. When visualizing eye tracking results through heat maps, which of the following is true:
87. A. warmer colors show where there are higher levels of attention
88. larger clusters of dots indicate greater importance
89. bright colors show where the most important information is located
90. cool colors show where there are higher levels of attention
91. white space on the ad shows where attention levels are high

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-05 Describe the latest trends in marketing research, including the use of social media for research, mobile marketing research, and neuromarketing techniques.

Topic: Trends in Marketing Research

Feedback: Heat maps are colored regions overlaid on an image that are the most frequently offered eye- tracking output. The maps are usually color-coded so that the warmer the color, the higher the levels of attention to that area.

87. ______ ______ is an organizational activity that links the consumer, customer, and public to the marketer through information.

Marketing research

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-01 Explain the importance of marketing research to firms and individuals.

Topic: Marketing Research

Feedback: The organizational activity that links the consumer, customer, and public to the marketer through information is marketing research.

88. The four Ps of marketing are product, price, place, and ______.

promotion

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-01 Explain the importance of marketing research to firms and individuals.

Topic: Marketing Research

Feedback: Marketing research clearly impacts a business in terms of the four Ps: product, price, place, and promotion.

89. Sales ______ follows changes in sales during and after promotional programs to see how the marketing efforts affected the sales of the product.

tracking

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-01 Explain the importance of marketing research to firms and individuals.

Topic: Marketing Research

Feedback: This is sales tracking. Marketing professionals use the results of this research to adjust where and how they apply promotional efforts.

90. Volume, velocity, and variety are three elements associated with ______ ______.

big data

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-02 Describe the various types of marketing information systems and the sources of their information.

Topic: Managing Market Information

Feedback: Big data is a term that describes both the growth in information that inundates businesses each day and the complex tools used to analyze the data and derive meaningful insights. Three aspects of big data are volume, velocity, and variety.

91. One of the hottest forms of predictive analysis seeks to determine which individuals would be most likely to be positively persuaded by a campaign. This model is called ______ modeling.

uplift or persuasion

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-02 Describe the various types of marketing information systems and the sources of their information.

Topic: Managing Market Information

Feedback: Uplift modeling, or persuasion modeling, is one of the hottest forms of predictive analytics. It creates models that predict which individuals will most likely be positively persuaded by a campaign.

92. One benefit of ______ ______is that it can provide a firm with foreknowledge of a competitor’s upcoming promotions or products, allowing it to respond in a way that blunts the effects of these actions.

competitive intelligence

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-02 Describe the various types of marketing information systems and the sources of their information.

Topic: Competitive Intelligence

Feedback: This is a benefit of competitive intelligence.

93. If a company wanted to determine whether people preferred to shop in person or online, it would need to conduct ________ research.

descriptive

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: Descriptive research seeks to understand consumer behavior by answering the questions who, what, when, where, and how.

94. If a study produces almost identical results over repeated trials, the study is said to be ______.

reliable

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: In designing studies, marketing researchers try to ensure that the selected measures exhibit adequate reliability and validity. A measurement instrument exhibits reliability if it produces almost identical results over repeated trials. Validity broadly references the extent to which an instrument measures what it is supposed to measure and not something else.

95. To find out how many people over the age of 60 live in major cities in the South, Tomas decided to use information from the Census Bureau. Tomas is using ________ data.

secondary

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Secondary Data

Feedback: Census data are secondary research, because they were collected for a purpose other than that which Tomas was using them for.

96. During an interview, if a researcher wants the individual to elaborate on how he or she perceives and uses various products or brands, the researcher will ask _______ questions.

open-ended or open ended

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 1 Easy

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: Interviewers use open-ended questions to encourage participants to elaborate on their answers, to figure out what people think, and to draw out new insights.

97. Josh is conducting market research into consumer buying patterns. He observes people as they walk around the store and periodically stops to ask them questions. Josh is conducting ______ research.

ethnographic

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Primary Data

Feedback: Drawing techniques from the field of anthropology, ethnographic research sends trained observers to watch and interact with a subject population in its natural environment.

98. Netnography involves watching the behavior of ________ communities.

online or internet

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Primary Data

Feedback: The Internet is giving rise to a new form of qualitative research called netnography, which involves observing the behavior of online communities that have been organized around a particular consumer interest.

99. When the text used the example of Fuze setting up a mock store aisle full of beverages and watching how participants react to various types of packaging or where beverages are positioned in the aisle, it was describing marketing research that involves ________.

observation

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Primary Data

Feedback: Observation involves watching how people behave and recording anything about that behavior that might be relevant to the research objective.

100. ________ often employ multiple-choice questions, making them appropriate for gathering feedback from a large number of participants.

Surveys

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Primary Data

Feedback: Surveys, or questionnaires, pose a sequence of questions to participants.

101. ______ can be broken down into two basic types: probability and nonprobability.

Sampling

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Primary Data

Feedback: In probability sampling, every person in the target population has a chance of being selected, and the probability of each person being selected is known. Nonprobabliity sampling does not attempt to ensure that every member of the target population has a chance of being selected.

102. Scott was doing research on a product designed specifically for African American hair, so he chose all African American people to be in the focus group. This is an example of _______ sampling.

quota

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Primary Data

Feedback: Quota sampling takes place when the researcher chooses a certain number of participants based on selection criteria such as demographics (e.g., race, age, or gender).

103. In _________ research, because there are no predetermined sets of responses (e.g., multiple choice answers), the participant can open up to the interviewer and cover things that the researcher may not have thought of previously.

qualitative

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: This is a feature of qualitative research. Also, the researcher can probe the subject in greater detail and with much more flexibility, and therefore may come up with more details concerning consumer motivations and behaviors than quantitative methods can reveal.

104. It is important that the research report include _______ of the research, such as including inadequate sample sizes.

limitations

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: It is important that marketers honestly discuss the limitations of the research. Such limitations should be considered before the firm makes any final decisions based on the research.

105. ______ are graphic visual representations of information, data, or knowledge intended to present information quickly and clearly.

Infographics

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: Infographics are graphic visual representations of information, data, or knowledge intended to present information quickly and clearly.

106. One problem facing marketers doing global marketing research is the lack of ________ data in foreign countries.

secondary

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-04 Explain the importance of research to firms marketing products globally.

Topic: Global Marketing Research

Feedback: The absence of good secondary data in foreign countries increases the difficulties facing global marketing researchers.

107. Without accurate global marketing research, it is likely that companies trying to do business in foreign countries will ________.

underperform or fail

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-04 Explain the importance of research to firms marketing products globally.

Topic: Global Marketing Research

Feedback: Without accurate research information, companies very well might underperform or fail outright in their attempts.

108. ______ were one of the first social media tools to be adopted by market researchers.

Blogs or Weblogs

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-05 Describe the latest trends in marketing research, including the use of social media for research, mobile marketing research, and neuromarketing techniques.

Topic: Trends in Marketing Research

Feedback: Over the last decade, the largest change in online research has come from the ever-increasing volume of user-generated content associated with social media. For instance, weblogs, or blogs as they are more commonly known, were one of the first social media tools to be adopted by market researchers.

109. In blog mining, the use of automated systems to extract information from websites so that researchers can aggregate the text data for further analysis is called ______ ______.

web scraping

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-05 Describe the latest trends in marketing research, including the use of social media for research, mobile marketing research, and neuromarketing techniques.

Topic: Trends in Marketing Research

Feedback: Web scraping uses automated systems to extract information from websites. This is a controversial practice.

110. An advantage of ______ market research is the use of GPS receivers to gather information about what people actually do.

mobile

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-05 Describe the latest trends in marketing research, including the use of social media for research, mobile marketing research, and neuromarketing techniques.

Topic: Trends in Marketing Research

Feedback: The GPS receivers and other instrumentation in smartphones and tablets enable researchers to gather information about what people actually do, without asking survey questions.

111. fMRI, EEG, eye tracking, and automatic facial coding are all ______ techniques.

neuromarketing

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-05 Describe the latest trends in marketing research, including the use of social media for research, mobile marketing research, and neuromarketing techniques.

Topic: Trends in Marketing Research

Feedback: Neuromarketing uses tools from neuroscience to better understand consumer responses to different kinds of marketing stimuli. The neuromarketing “toolbox” includes fMRI, EEG, eye tracking, facial expression coding, core biometrics (e.g., heart rate, respiration, skin conductance), and implicit response testing.

112. ______ ______ are a dynamic version of a heat map, showing changes in aggregate attention for a group of subjects over time.

Bee swarms

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-05 Describe the latest trends in marketing research, including the use of social media for research, mobile marketing research, and neuromarketing techniques.

Topic: Trends in Marketing Research

Feedback: Bee swarms are a dynamic version of a heat map, showing changes in aggregate attention for a group of subjects over time.

113. Dr. Paul Ekman developed a taxonomy of muscle movements known as _____ , which allows trained experts to reliably identify real-time changes of emotions in face-to-face settings.

FACS or facial action coding system

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-05 Describe the latest trends in marketing research, including the use of social media for research, mobile marketing research, and neuromarketing techniques.

Topic: Trends in Marketing Research

Feedback: Dr. Ekman developed the FACS, which stands for facial action coding system.

114. There is enough concern in the marketing industry about consumer privacy that many companies now have chief ______ ______who serve as watchdogs, guarding against unethical practices in their company’s collection of consumer data.

privacy officers

AACSB: Ethics

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-06 Discuss the main ethical issues in conducting marketing research.

Topic: Ethical Issues in Marketing Research

Feedback: Due to the sensitive nature of using personal information gathered from social media sites, many companies have had to hire chief privacy officers to guard against intrusion of privacy.

115. Concerned with the reliability of research results, organizations like the American Marketing Association, the International Chamber of Commerce (ICC), and ESOMAR have established _____ _____ for conducting research.

ethical standards

AACSB: Ethics

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-06 Discuss the main ethical issues in conducting marketing research.

Topic: Ethical Issues in Marketing Research

Feedback: These organizations have set up ethical standards. Such standards are important to the industry because they help gain the trust of consumers. Without that trust, individuals will be less likely to participate in marketing research.

116. Decisions regarding the place or distribution function must be made using sales tracking.

FALSE

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-01 Explain the importance of marketing research to firms and individuals.

Topic: Marketing Research

Feedback: Decisions regarding the place or distribution function must be made using sales forecasting.

117. In a management information system, the data that flow through an organization come from internal company data, competitive intelligence, and market research.

TRUE

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-02 Describe the various types of marketing information systems and the sources of their information.

Topic: Managing Market Information

Feedback: MIS systems filter information from internal company data, competitive intelligence, and marketing research.

118. Even with a well-designed management information system, internal data sources are hard to access.

FALSE

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-02 Describe the various types of marketing information systems and the sources of their information.

Topic: Managing Market Information

Feedback: Internal data sources are comparatively easy to access in a well-designed MIS.

119. The five steps of the marketing research process must be followed in a linear fashion and in order.

FALSE

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: Sometimes marketers skip steps if they get an early solution to the problem, or go back to an earlier step to gather additional information or reanalyze data as needed.

120. Research objectives are set during the plan development step of the marketing research process.

FALSE

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: A firm sets research objectives during the first step, which is problem definition.

121. When a company sends interviewers to a mall to talk with people about their buying behavior, it is conducting exploratory research.

TRUE

AACSB: Analytical Thinking

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Primary Data

Feedback: Exploratory research usually involves some type of face-to-face interaction between the person or persons collecting the data and the person or persons providing the data.

122. Causal research often involves manipulating dependent variables to see how they affect a particular independent variable.

FALSE

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: This statement is backward. Causal research often involves manipulating independent variables (the cause or source) to see how they affect a particular dependent variable (the effect or outcome).

123. Reliability concerns how well the data measure what the researcher intended to measure.

FALSE

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: Validity concerns how well the data measure what the researcher intended to measure

124. The Flame Keeper is a retail store that sells fireplaces and barbeque tools. It knows the buying behavior of all of its clients because it maintains a database, so when it needs to run an advertisement, or it needs to decide what items to put on sale to draw in customers, it can use this data to help make decisions. This is an example of secondary data.

TRUE

AACSB: Reflective Thinking

Accessibility: Keyboard Navigation

Blooms: Analyze

Difficulty: 3 Hard

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Secondary Data

Feedback: Often the company itself has collected data from its day-to-day operations and can access it directly for other purposes. This is secondary data, since it was gathered for purposes other than that for which it was used.

125. Primary data are collected specifically for the research problem at hand.

TRUE

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Primary Data

Feedback: This is the definition of primary research.

126. Carly spoke to 50 people about their preferences in hair coloring, but she spoke to them one at a time. Carly was conducting focus groups.

FALSE

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Primary Data

Feedback: In a depth interview, the researcher works with one participant at a time.

127. As a type of observation research, mystery shoppers are trained researchers hired to pose as customers in order to gather information about the physical appearance or customer-service attributes of a store.

TRUE

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Primary Data

Feedback: A mystery shopper might report on the neatness of the shelves, cleanliness of bathrooms, and amount of time it takes to receive service.

128. A survey could be used to gather data from a large population about which promotions consumers have seen and their reactions to those promotions.

TRUE

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: Surveys provide a method for obtaining answers to who, what, where, why, and how types of questions and can be used to collect a wide variety of data.

129. Sue wanted everyone to have a chance to go first with the pinata, so she drew names out of a hat. She was using simple random sampling.

TRUE

AACSB: Analytical Thinking

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Primary Data

Feedback: Simple random sampling is the equivalent of drawing names from a hat; every name in the hat has an equal chance of being chosen.

130. Snowball sampling is probability sampling in that it is like throwing a snowball and choosing the person it hits.

FALSE

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: Snowball is nonprobability sampling. Participants are chosen based on a referral from other participants.

131. To have truly successful data visualization, you need three things: clarity, visual appeal, and meaning.

TRUE

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

Feedback: The three elements of successful data visualization are clarity, visual appeal, and meaning.

132. A good way for a company to learn about consumer behavior in other regions of the world is to use local marketing research companies.

TRUE

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-04 Explain the importance of research to firms marketing products globally.

Topic: Global Marketing Research

Feedback: These companies recognize potential problems with collecting primary data, such as higher costs, potential language barriers, and the lack of a technical infrastructure (e.g., working phone numbers or valid e-mail addresses) to reach respondents.

133. Ignorance of customer needs and wants in other regions often prevents firms from marketing products globally.

TRUE

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-04 Explain the importance of research to firms marketing products globally.

Topic: Global Marketing Research

Feedback: Not understanding the needs and wants of consumers in other regions of the world is a main reason firms do not market their products globally.

134. The tasks performed by an international research firm are vastly different than if the firm were to conduct its own research.

FALSE

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-04 Explain the importance of research to firms marketing products globally.

Topic: Global Marketing Research

Feedback: Whether a company conducts its own research or hires an international research firm to do it, the research tasks remain the same.

135. The practice of web scraping is the preferred method of data extraction because it is seen as being an ethical way to extract information from websites.

FALSE

AACSB: Analytical Thinking

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-05 Describe the latest trends in marketing research, including the use of social media for research, mobile marketing research, and neuromarketing techniques.

Topic: Trends in Marketing Research

Feedback: The practice of web scraping is controversial. Some website owners view the use of automated scripts to extract data as a breach of service terms and conditions. It is seen as an ethical issue because individuals and companies are collecting the data without the site holder’s or author’s permission. Also, from a technology perspective, these web-crawlers influence website performance, much like a minidenial of service attack.

136. One area in which mobile marketing research has been used very effectively is in regard to consumer shopping behaviors.

FALSE

AACSB: Analytical Thinking

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-05 Describe the latest trends in marketing research, including the use of social media for research, mobile marketing research, and neuromarketing techniques.

Topic: Trends in Marketing Research

Feedback: Retailers of all types have installed systems that track signals transmitted from shoppers’ smartphones as they continuously seek to identify available Wi-Fi networks. Using these constant-probe requests, stores can actually track how often the customer (or more exactly, the customer’s phone) visits the store, and they can track the phone’s location, within a few feet, during any given visit.

137. Neuromarketing techniques can help to overcome “can’t say” or “won’t say” limitations.

TRUE

AACSB: Analytical Thinking

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-05 Describe the latest trends in marketing research, including the use of social media for research, mobile marketing research, and neuromarketing techniques.

Topic: Trends in Marketing Research

Feedback: Traditional research methods rely heavily on the use of self-reported measures of attitudes, intentions, and behaviors. But faced with participants who “can’t say” or “won’t say,” neuromarketing techniques have been found to be particularly useful.

138. fMRI scans are the most cost-efficient neuromarketing method.

TRUE

AACSB: Analytical Thinking

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-05 Describe the latest trends in marketing research, including the use of social media for research, mobile marketing research, and neuromarketing techniques.

Topic: Trends in Marketing Research

Feedback: At more than $4 million dollars, fMRI scanners are not a cost-effective method of neuromarketing. Companies seeking to conduct a fMRI study will typically rent out usage time from hospitals and other large medical facilities.

139. A limitation of EEG scans is that they do not have the ability to match up data from other sensors.

FALSE

AACSB: Analytical Thinking

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-05 Describe the latest trends in marketing research, including the use of social media for research, mobile marketing research, and neuromarketing techniques.

Topic: Trends in Marketing Research

Feedback: Because there is no temporal delay in the EEG response, it is possible to match up EEG data with data from other sensors, such as eye-tracking measures. This is an advantage to EEG scanning.

140. Heat maps are the most frequently offered eye-tracking output.

TRUE

AACSB: Analytical Thinking

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-05 Describe the latest trends in marketing research, including the use of social media for research, mobile marketing research, and neuromarketing techniques.

Topic: Trends in Marketing Research

Feedback: Heat maps are colored regions overlaid on an image and are the most frequently offered eye-tracking output.

141. Nonverbal coding is the categorization of facial expressions to reveal the emotional response of an individual while processing content.

FALSE

AACSB: Analytical Thinking

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-05 Describe the latest trends in marketing research, including the use of social media for research, mobile marketing research, and neuromarketing techniques.

Topic: Trends in Marketing Research

Feedback: Facial coding is the categorization of facial expressions to reveal the emotional response of an individual while processing content.

142. The growth of cloud-computing and proliferation of computers with webcams and high-speed Internet has made it feasible to offer automated facial coding on a wider basis.

TRUE

AACSB: Analytical Thinking

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-05 Describe the latest trends in marketing research, including the use of social media for research, mobile marketing research, and neuromarketing techniques.

Topic: Trends in Marketing Research

Feedback: Thanks to advances in computing power and imaging technology, new systems now allow for automated facial coding.

143. Gathering personal information from social networking sites, such as Twitter, can be considered willful intrusion of privacy.

TRUE

AACSB: Ethics

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-06 Discuss the main ethical issues in conducting marketing research.

Topic: Ethical Issues in Marketing Research

Feedback: This is true, although companies continue to do it.

144. Those in charge of guarding against unethical practices in a company are called whistleblowers.

FALSE

AACSB: Ethics

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-06 Discuss the main ethical issues in conducting marketing research.

Topic: Ethical Issues in Marketing Research

Feedback: Chief privacy officers serve as watchdogs, guarding against unethical practices in their company’s collection of consumer data.

145. If companies demonstrate ethical behavior, it will be unnecessary for the government to increase regulation of marketing research practices.

TRUE

AACSB: Ethics

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-06 Discuss the main ethical issues in conducting marketing research.

Topic: Ethical Issues in Marketing Research

Feedback: This is true. Several marketing organizations have published codes of ethics for their members to follow.

146. What is “big data” and how is it affected by volume, velocity, and variety?

Big data is a term that describes both the growth in information that inundates businesses each day and the complex tools used to analyze the data and derive meaningful insights. The lower costs associated with e-commerce make if feasible to do business with more and more customers and trading partners, increasing the overall volume of data to be managed. Likewise, e-commerce has increased the velocity with which data enter and need to be used by organizations. Data management has been made more complex by growing variety in data formats, often possessing incompatible data structures (e.g., images, videos, text, numbers).

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-02 Describe the various types of marketing information systems and the sources of their information.

Topic: Managing Market Information

147. What are the differences between secondary and primary data collection?

Secondary data are available from two sources – internal and external. Internal secondary data may be drawn from company records and internal databases the company uses to store accounting, operations, or customer information. External secondary data are available from private research companies, government agencies, publications, and other Internet-based resources, databases, and reports. Primary data are collected by the company to answer a specific research question/issue. Primary data can be collected from qualitative methods such as focus groups, depth interviews, ethnographic research, and observation research. Primary data can also be collected by quantitative methods such as surveys and experiments.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Analyze

Difficulty: 2 Medium

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Primary Data

Topic: Secondary Data

148. What are the three types of research and what research objectives do these methods attempt to achieve?

Exploratory research attempts to acquire new insights about a specific issue. Descriptive research deals with the questions of who, what, when, where, and how. Causal research deals with the cause-and-effect relationships among different variables.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Three Types of Market Research

149. Your family owns a popular Mexican restaurant in your town. You are thinking of adding vegetarian items to your menu. You have conducted Internet research, read your restaurant industry trade journals, and have discussed this plan with other restaurant owners, but you do not feel that you have acquired the information you need to make a decision. What types of research data collection techniques can you use to acquire the information you need?

Since you have a specific issue (vegetarian menu items) that you would like to obtain some data on, you should develop a primary data collection plan. You can hold some focus groups to discuss this topic with small groups of people. The restaurant owner can also develop some interview questions and interview present and potential customers individually on their opinions about vegetarian menu items. You could observe customers eating vegetarian items and/or conduct surveys of groups of people to acquire the information to assist you in making a decision.

AACSB: Analytical Thinking

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 2 Medium

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.

Topic: Marketing Research Process

150. What are the advantages to using mobile marketing research?

Mobile market research offers several key advantages to researchers. First, people tend to have their smartphones with them all the time. Research done through mobile devices lessens researchers’ reliance on consumers’ memories and facilitates “in the moment” research, such as immediately after a purchase. In addition, the GPS receivers and other instrumentation in smartphones and tablets enable researchers to gather information about what people actually do, without asking survey questions.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-05 Describe the latest trends in marketing research, including the use of social media for research, mobile marketing research, and neuromarketing techniques.

Topic: Trends in Marketing Research

151. How do researchers use participant blogs and blog mining to gain customer insights?

With the use of participant blogs, researchers recruit subjects to blog about a specific topic on a regular basis over the course of a period of time. For example, subjects might blog about family dinner preparation over the course of several weeks or even months. In some instances, participants are able to see and comment on the blog posts of other participants. At the end of the research period, researchers code the resulting data to identify key topics and themes. In contrast, blog mining techniques listen to customers, rather than ask them questions. Blog mining involves using automated tools to find and extract information found on the web about a brand, and then using specialized software to analyze and make sense of these large amounts of text-based data.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-05 Describe the latest trends in marketing research, including the use of social media for research, mobile marketing research, and neuromarketing techniques.

Topic: Trends in Marketing Research

152. What are the ethical implications that market researchers must consider today when gathering market research data?

Market researchers in today’s digital age must protect the privacy of the research subjects. Consumers’ privacy rights must be respected, and their digital information must be protected from illegal uses. Also, researchers must use the data they acquire appropriately. Market research may be misused to provide a finding that is favorable to the client or give a predetermined conclusion.

AACSB: Analytical Thinking

AACSB: Ethics

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 05-06 Discuss the main ethical issues in conducting marketing research.

Topic: Ethical Issues in Marketing Research

Category                                                                                                                                                                        # of Questions

AACSB: Analytical Thinking                                                                                                                                                                    106

AACSB: Communication                                                                                                                                                                           1

AACSB: Ethics                                                                                                                                                                                          12

AACSB: Knowledge Application                                                                                                                                                              25

AACSB: Reflective Thinking                                                                                                                                                                    7

AACSB: Technology                                                                                                                                                                                 13

Accessibility: Keyboard Navigation                                                                                                                                                          152

Blooms: Analyze                                                                                                                                                                                       6

Blooms: Apply                                                                                                                                                                                          26

Blooms: Remember                                                                                                                                                                                   67

Blooms: Understand                                                                                                                                                                                  53

Difficulty: 1 Easy                                                                                                                                                                                      67

Difficulty: 2 Medium                                                                                                                                                                                 55

Difficulty: 3 Hard                                                                                                                                                                                      30

Learning Objective: 05-01 Explain the importance of marketing research to firms and individuals.                                                       13

Learning Objective: 05-02 Describe the various types of marketing information systems and the sources of their information.           24

Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used. 68

Learning Objective: 05-04 Explain the importance of research to firms marketing products globally.                                                   10

Learning Objective: 05-05 Describe the latest trends in marketing research, including the use of social media for research, mobile marketing research, and neuromarketing techniques.                                                                                                                                                 25

Learning Objective: 05-06 Discuss the main ethical issues in conducting marketing research.                                                               12

Topic: Competitive Intelligence                                                                                                                                                                 5

Topic: Ethical Issues in Marketing Research                                                                                                                                            12

Topic: Global Marketing Research                                                                                                                                                            10

Topic: Managing Market Information                                                                                                                                                       18

Topic: Marketing Research                                                                                                                                                                        12

Topic: Marketing Research Process                                                                                                                                                          40

Topic: Primary Data                                                                                                                                                                                  22

Topic: Sales Forecasting                                                                                                                                                                            1

Topic: Secondary Data                                                                                                                                                                              7

Topic: Three Types of Market Research                                                                                                                                                   1

Topic: Trends in Marketing Research                                                                                                                                                       25