Chapter 10 ("Gathering and Using Information: Marketing Research and Market Intelligence") quiz Flashcards Preview

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Flashcards in Chapter 10 ("Gathering and Using Information: Marketing Research and Market Intelligence") quiz Deck (18)
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1

1. A company who tracks how many visitors its Web site gets daily is analyzing

its intranet.
a marketing information system.
competitive intelligence.
clickstream data.

clickstream data.

Clickstream data is data generated about the number of people who visit a Web site and its various pages, how long they dwell there, and what they buy or don’t buy.

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2. Making internal data accessible to employees and managers for information needed for decision-making can be accomplished through use of a(n)

industrial espionage system.
corporate Web site.
Intranet.
clickstream data portal.

Intranet : A private, internal Web site accessible only to a firm’s employees.

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3. The process of accessing different databases to get the right data to the right places for decision-making in marketing is called

data mining
intranetting.
market analysis.
marketing intelligence.
browsing.

data mining

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4. What source of marketing intelligence would be best for finding specific industry activities and marketplace trends?

corporate Web sites
industry publications
an intranet
salespeople
customers

industry publications

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6. What term refers to gathering corporate information unethically or illegally?

industrial espionage
radio frequency information tagging
market research
intranetting
software analytics

industrial espionage(スパイ活動)

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7. How does marketing research differ from marketing intelligence?

Marketing intelligence focuses on a specific problem at a specific time whereas marketing research is gathered on an ongoing basis.

Marketing research focuses on a specific problem at a specific time whereas marketing intelligence is gathered on an ongoing basis.

Marketing intelligence is not part of a marketing information system but marketing research is.

Marketing research is not part of a marketing information system but marketing intelligence is.

There is no difference; the terms mean the same thing.

二番目のやつMarketing research focuses on a specific problem at a specific time whereas marketing intelligence is gathered on an ongoing basis.

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1. What is the first step in the marketing research process?

the executive summary
collection of primary data
collection of secondary data
defining the problem
producing the research design

defining the problem

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2. At the beginning of the marketing research process, what should be put into writing by the researcher?

the executive summary
the sampling frame
the research objective
the limitations of the study
a SWOT analysis

the research objective

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3. Which of the following statements is true concerning primary data versus secondary data in the marketing research process?

One should always look at the availability of secondary data before gathering primary data.

One needs to be more concerned with source credibility of primary data than for secondary data.

Primary data is less expensive to gather than is secondary data.

One should always look at the availability of primary data before gathering secondary data.

Gathering secondary data is more time-consuming than gathering primary data.

One should always look at the availability of secondary data before gathering primary data.

Finding secondary data pertinent to your research objective can save time and money.

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Research designs fall into one of the following three categories:

projective, explanatory, and convenience
validity, reliability, and surveys
case studies, projective techniques, and surveys
exploratory, descriptive, and causal
probability, nonprobability, and convenience

exploratory, descriptive, and causal

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5. Which type of qualitative data is used to get respondents to reveal insights that might not be gathered through direct questioning?

nonprobability sampling
physiological measurement
projective techniques
focus groups
descriptive data

projective techniques

Projective techniques are used to reveal information research respondents might not reveal by being asked directly. Asking a person to complete sentences such as the following is one technique:

People who buy Coach handbags __________.

(Will he or she reply with “are cool,” “are affluent,” or “are pretentious,” for example?)

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6. The answers to who, what, where, when, and how can often be found in what type of research design?

exploratory
descriptive
causal
projective
casual

descriptive

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7. Take a look at the following survey item:
Rate your satisfaction regarding the quality of Wendy’s hamburgers and fries:
_____ I am highly satisfied with their quality.
_____ I am somewhat satisfied with their quality.
_____ I am neither satisfied nor dissatisfied with their quality.
_____ I am somewhat dissatisfied with their quality.
_____ I am highly dissatisfied with their quality.
Is there a problem with the wording?


Yes. This is an ambiguous survey item.
Yes. This is a double-barreled item.
Yes. This is a leading question.
Yes. There is no sampling frame.
No. This is a well-written question for their research objective.

Yes. This is a double-barreled item.

A survey question that is potentially confusing because it asks two questions in the same question.

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. What is a sampling frame?

the time it takes to determine your sample
the method in which your survey will be administered to respondents
the time it takes to complete the survey by a respondent
the validity of your research sample to your objective
the list from which the sample is drawn

the list from which the sample is drawn

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9. What is the key advantage of administering a survey face-to-face?

It is less costly than mail or computer surveys.
It allows more inclusion of longer, more complex questions.
It makes the respondents feel more at ease.
It is less labor intensive than mail or computer surveys.
There are no advantages to administering a survey face-to-face.

It allows more inclusion of longer, more complex questions.

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10. When dealing with translation issues while conducting international marketing research, some firms use native speakers to translate the survey into the foreign language and then translate it again to the original language to reveal gaps in meaning. This process is called

back translation.
forward translation.
parallel translation.
psychographics.
intranetting.

back translation.

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11. A marketing firm is concerned that a recent research study had flaws and that the findings would not be the same if the study was conducted again. Their concern is with the study’s

sampling frame.
research design.
validity.
reliability.
research objective.

reliability.

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12. Which section of the research report contains the margin of error of the study’s findings?

table of contents
executive summary
methodology
findings
recommendations

methodology