Capitolo5 Flashcards
(25 cards)
1
Q
- Broadly speaking, ________ is the informational function that links a marketing organization with its target customers.
A) marketing research
B) tactical research
C) the marketing tactical plan
D) the marketing mix
E) the positioning strategy
A
marketing research
2
Q
- Which of these is NOT one of the functions of marketing research listed in the chapter?
A) Specifies the information required to address marketing issues
B) Designs methods for collecting information
C) Manages and implements the data collection process
D) Communicates the findings and their implications
E) Applies research results to the marketing mix
A
Applies research results to the marketing mix
3
Q
- What research insight did Walmart use to shift its reputation away from a purveyor of “cheap” merchandise?
A) The emotional lift from feeling anti-elitist
B) The logical redefinition of “cheap” to “well-priced”
C) The emotional benefit consumers get from feeling like smart shoppers
D) The logical benefit of saving money
E) The emotional benefit of always getting the best deal
A
The emotional benefit consumers get from feeling like smart shoppers
4
Q
- How was Walgreens able to apply marketing research insights to boost revenues in a sluggish economy?
A) Repositioning from a low-cost health care brand to a premium health care brand
B) Repositioning from a convenience store image to a premium health care brand
C) Conveying the key message of everyday low prices
D) Improving awareness of local store locations
E) Emphasizing convenience over shopping in huge supermarkets
A
Repositioning from a convenience store image to a premium health care brand
5
Q
- What is the typical marketing research budget as a percentage of company sales?
A) 30-40 percent
B) Less than 0.5 percent
C) At least 10 percent
D) 1 to 2 percent
E) 10 to 15 percent
A
1 to 2 percent
6
Q
- ________ provide diagnostic information about how and why we observe certain effects in the marketplace, and what that means to marketers.
A) Marketing insights
B) Marketing metrics
C) Marketing channels
D) Marketing information systems
E) Marketing-mix models
A
Marketing insights
7
Q
- Which of the following types of marketing research firms gathers consumer and trade information and then sells it for a fee (e.g., Nielsen Company)?
A) Custom marketing research firms
B) Syndicated-service research firms
C) Specialty-line marketing research firms
D) Generic marketing research firms
E) Focused marketing research firms
A
Syndicated-service research firms
8
Q
- A field-service firm is a ________ research firm.
A) custom marketing
B) syndicated-service
C) specialty-line marketing
D) consumer marketing
E) social marketing
A
specialty-line marketing
9
Q
- You are the marketing research director of a medium-sized manufacturing firm and you would like to engage an outside marketing research firm to conduct field interviews. Which of the following categories of marketing research firms should you use?
A) Syndicated-service research firms
B) Custom marketing research firms
C) Global research management firms
D) Specialty-line marketing research firms
E) Brand management specialty research firms
A
Specialty-line marketing research firms
10
Q
- Tracking the movement of visitors through a website is an example of ________ research.
A) focus group
B) survey
C) observational
D) behavioral
E) experimental
A
observational
11
Q
- Marketing research that seeks to quantify demand is considered ________.
A) descriptive
B) prescriptive
C) exploratory
D) narrative
E) causal
A
descriptive
12
Q
- Sales dropped 30 percent from last quarter, but no on can agree on why it happened. Some think it must be a new competitor in the market, some think it was an ill-advised change in the promotional message, some blame short staffing in customer support. What kind of market research should you engage in to find out what factor is behind the sales drop?
A) Exploratory
B) Descriptive
C) Causal
D) Open-ended
E) Close-ended
A
Causal
13
Q
- Which of these is NOT one of the decisions that goes into designing a research plan?
A) Data sources
B) Research approaches
C) Research instruments
D) Sample plan
E) Knowledge management archiving
A
Knowledge management archiving
14
Q
- Which of these is NOT one of the five primary data collection methods discussed in the chapter?
A) Observation
B) Focus groups
C) Surveys
D) Behavioral data
E) Prototyping
A
Prototyping
15
Q
- What was the point of the “three minutes” approach that Thomson used in its ethnographic research with business customers?
A) To find out what users were doing three minutes before and three minutes after using a Thomson product
B) To find out how many customers could learn to use Thomson products in three minutes or less
C) To gather as much information as possible from each customer in three minutes
D) To give each interview subject a three-minute heads-up that the interview was about to start
E) To find out how many competitive brands customers could name in three minutes
A
To find out what users were doing three minutes before and three minutes after using a Thomson product
16
Q
- Your team watched in dismay as three of the seven participants in tonight’s focus group swore they would never buy your product again until new features were added. Why would it be a mistake to immediately recommend adding the features they want?
A) You can’t please everybody—the product would get too expensive.
B) It’s not wise to generalize results from focus groups; additional research is needed.
C) You don’t know if these were expert users or newbies with little experience.
D) The mood was off in this group for some reason; better to ignore what they said.
E) Two of three seemed to have trouble expressing themselves, so you can’t trust what they said.
A
It’s not wise to generalize results from focus groups; additional research is needed.
17
Q
- What is an omnibus survey?
A) A survey that explores transportation needs
B) A survey that asks every major question a company has
C) A survey that uses multiple question types
D) A survey that has questions from multiple companies
E) A survey that is conducted only once per year
A
A survey that has questions from multiple companies
18
Q
- Why is it essential to eliminate or control for extraneous factors when conducing a research experiment?
A) Additional factors inevitably raise research costs.
B) Management has little patience for research results that aren’t tightly focused.
C) If you can’t eliminate or control them, you can’t be sure that the results you see were related to the variables you were trying to test.
D) Test subjects don’t want to be asked about extraneous factors.
E) Extraneous factors can make experiments run past schedule.
A
If you can’t eliminate or control them, you can’t be sure that the results you see were related to the variables you were trying to test.
19
Q
24.Which of these is a potentially significant drawback of qualitative research?
A) You can’t generalize from the small sample sizes typically used.
B) No one trusts qualitative results anymore.
C) Consumers increasingly refuse to participate in qualitative studies.
D) Upper management doesn’t understand qualitative methods.
E) Without hard data, research is useless.
A
You can’t generalize from the small sample sizes typically used.
20
Q
- A(n) ________ is a gathering of 6 to 10 people carefully selected by researchers based on certain demographic, psychographic, or other considerations and brought together to discuss various topics of interest at length.
A) target group
B) pilot group
C) focus group
D) customer base
E) ethnographic group
A
focus group
21
Q
- When American Airlines decided to review new ideas aimed at first-class passengers on long flights, like an ultra high-speed Wi-Fi service and 124 channels of high-definition satellite cable TV, their first step in the marketing research process was to ________.
A) develop the research plan
B) define the problem
C) collect the information
D) analyze the information
E) make the decision
A
define the problem
22
Q
- The marketing research process begins by ________.
A) developing a research plan
B) defining the problem, the decision alternatives, and research objectives
C) analyzing the internal environment
D) reading marketing research journals
E) contacting a professional research consultant
A
defining the problem, the decision alternatives, and research objectives
23
Q
- When American Airlines asked “What types of first-class passengers would respond most to ultra high-speed Wi-Fi service?” and “How many are likely to use it at different price levels?” it was ________.
A) setting specific research objectives
B) conducting exploratory research
C) outlining decisions
D) defining the problem
E) designing a research plan
A
setting specific research objectives
24
Q
- Which of the following is the last step in the marketing research process?
A) Presenting findings
B) Analyzing information
C) Controlling the environment
D) Arriving at a decision
E) Drafting the report
A
Arriving at a decision
25
30. If the goal of marketing research is to shed light on the real nature of a problem and to suggest possible solutions or new ideas, the research is said to be ________.
A) descriptive
B) quantitative
C) primary
D) secondary
E) exploratory
exploratory
