Marketing Research Chapter 7
63 Questions
0 Views

Choose a study mode

Play Quiz
Study Flashcards
Spaced Repetition
Chat to lesson

Podcast

Play an AI-generated podcast conversation about this lesson

Questions and Answers

Which of the following is a primary data collection technique?

  • Publicly available government reports
  • Online data mining
  • Historical sales data analysis
  • Surveys and questionnaires (correct)

    • In the marketing research process, what is the first step?

  • Present the research findings
  • Analyze the data collected
  • Define the research problem and objectives (correct)
  • Design the research method

    • What is a significant ethical issue that firms may encounter in marketing research?

  • Misleading the potential respondents (correct)
  • Lack of data analysis skills
  • Inadequate sampling methods
  • Incomplete research findings

    • Which type of data is primarily collected through means such as experiments or focus groups?

    <p>Primary data</p> Signup and view all the answers

    What is one method that companies like Netflix use in their data analysis techniques?

    <p>Analyzing usage data</p> Signup and view all the answers

    Which of the following describes primary data?

    <p>Data collected specifically for addressing unique research needs.</p> Signup and view all the answers

    What is the main role of data analysis in research?

    <p>To convert data into information for understanding a situation.</p> Signup and view all the answers

    What is a key component of presenting research findings?

    <p>Making the presentation relatable and engaging for the audience.</p> Signup and view all the answers

    Which type of data includes information that has already been collected prior to the current research project?

    <p>Secondary data.</p> Signup and view all the answers

    What is included in the body of a research report?

    <p>Research objectives and a discussion of methodology and findings.</p> Signup and view all the answers

    What is a key characteristic of qualitative research methods?

    <p>Involves a small group discussion guided by a moderator</p> Signup and view all the answers

    What is the primary purpose of quantitative research methods?

    <p>To test predictions or hypotheses</p> Signup and view all the answers

    Which type of question should be avoided when designing a questionnaire?

    <p>Questions that refer to multiple issues within one response set</p> Signup and view all the answers

    Which of the following is an example of a leading question?

    <p>Would you agree that our product is the best in the market?</p> Signup and view all the answers

    What is a common tool used in quantitative research for data collection?

    <p>Questionnaires</p> Signup and view all the answers

    What should be avoided when crafting questions about sensitive topics?

    <p>Avoiding asking such questions unless critical</p> Signup and view all the answers

    What defines an unstructured question in a survey?

    <p>A question that allows for detailed, open-ended responses</p> Signup and view all the answers

    What is often a misconception about the size of 1/3 pound compared to 1/4 pound?

    <p>Customers believe that 1/4 pound is larger than 1/3 pound</p> Signup and view all the answers

    What is the primary focus of marketing research?

    <p>Systematically collecting and analyzing data for decision making</p> Signup and view all the answers

    Which step in the marketing research process involves identifying the necessary information for research questions?

    <p>Define The Research Problem</p> Signup and view all the answers

    How does Netflix utilize its marketing research?

    <p>By analyzing user engagement data to inform content creation</p> Signup and view all the answers

    Which of the following best describes the difference between primary data and secondary data?

    <p>Primary data is collected for a specific purpose, while secondary data has been previously gathered</p> Signup and view all the answers

    What should companies consider when outlining ethical issues in marketing research?

    <p>The privacy and informed consent of research participants</p> Signup and view all the answers

    What is one advantage of using secondary data?

    <p>It can be free or inexpensive to obtain.</p> Signup and view all the answers

    What is a disadvantage of using internal secondary data sources?

    <p>They may not provide the required data.</p> Signup and view all the answers

    What does data mining primarily accomplish?

    <p>It uncovers unknown patterns and relationships in data.</p> Signup and view all the answers

    Which of the following describes Big Data?

    <p>Data sets that are too large and complex for standard analysis.</p> Signup and view all the answers

    What is a potential downside of relying on external secondary data?

    <p>It may not be specific or timely enough for research needs.</p> Signup and view all the answers

    Syndicated data is primarily collected through which of the following?

    <p>Scanner readings of UPC codes.</p> Signup and view all the answers

    What kind of data is panel data?

    <p>Data from consumers recording their purchases electronically.</p> Signup and view all the answers

    How do firms often use data mining techniques?

    <p>To identify items commonly bought together for marketing purposes.</p> Signup and view all the answers

    Which aspect differentiates qualitative research methods from quantitative research methods?

    <p>The role of a trained moderator in discussions</p> Signup and view all the answers

    What is a common pitfall when designing survey questions?

    <p>Asking double-barreled questions</p> Signup and view all the answers

    Why did the 1/3 pound burger fail to compete with McDonald's Quarter Pounder?

    <p>Customers were unaware of the actual weight difference</p> Signup and view all the answers

    What should be avoided when asking about personal health habits in a survey?

    <p>Leading questions on health practices</p> Signup and view all the answers

    What is the purpose of quantitative research in marketing?

    <p>To confirm early insights through statistical methods</p> Signup and view all the answers

    Which type of question should be used to elicit specific responses in a survey?

    <p>Closed questions that allow for limited answers</p> Signup and view all the answers

    In survey design, which of the following is a good practice?

    <p>Crafting questions that respondents can easily answer</p> Signup and view all the answers

    What is a disadvantage of using secondary data in research?

    <p>It may have been collected for a different purpose.</p> Signup and view all the answers

    Which research method focuses on observing consumer behavior in natural settings?

    <p>Ethnography</p> Signup and view all the answers

    What type of data collection is primarily associated with quantitative research methods?

    <p>Surveys and structured questionnaires</p> Signup and view all the answers

    What is one technique used in qualitative research methods?

    <p>Focus groups</p> Signup and view all the answers

    Which of the following statements about qualitative research is true?

    <p>It aims to explore underlying motivations and feelings.</p> Signup and view all the answers

    What is a key characteristic of observation as a qualitative research method?

    <p>It examines behavior through direct or recorded observation.</p> Signup and view all the answers

    What is the sample size used by the Print Measurement Bureau to measure readership?

    <p>24,000</p> Signup and view all the answers

    Which type of data may not adequately address the research objective?

    <p>Secondary data</p> Signup and view all the answers

    Which of the following is NOT a method used in qualitative research?

    <p>Surveys with closed-ended questions</p> Signup and view all the answers

    What type of survey method allows researchers to quickly gather responses at a low cost?

    <p>Web surveys</p> Signup and view all the answers

    Which of the following is a key ethical concern regarding the use of neuromarketing studies?

    <p>Maintaining customer privacy</p> Signup and view all the answers

    In experimental research, what is typically manipulated to ascertain causal effects?

    <p>Variables</p> Signup and view all the answers

    What is a common characteristic to avoid when formulating survey questions?

    <p>One-sided questions</p> Signup and view all the answers

    What change in packaging did Frito-Lay implement based on neuromarketing research?

    <p>Transitioning to matte packaging</p> Signup and view all the answers

    Why should complex questions be avoided in surveys?

    <p>They can confuse respondents</p> Signup and view all the answers

    What should be the focus of a firm's marketing strategy regarding ethical orientation?

    <p>Integrating ethics into decision-making</p> Signup and view all the answers

    Which type of survey question typically leads to biased responses?

    <p>Leading questions</p> Signup and view all the answers

    What is one advantage of using social media for qualitative research?

    <p>High relevance of feedback</p> Signup and view all the answers

    What could be a potential drawback of feedback collected through social media?

    <p>Comments may lack thoughtful consideration</p> Signup and view all the answers

    Which of the following best describes a disadvantage of in-depth interviews?

    <p>They require significant time and resources.</p> Signup and view all the answers

    What is a benefit of using a community like Sephora's Beauty Insider for research?

    <p>It allows for live interaction among members.</p> Signup and view all the answers

    What is a key characteristic of data collected from social media?

    <p>It allows for filtering and searching.</p> Signup and view all the answers

    Which of the following cons of social media research indicates a potential ethical concern?

    <p>No consent is taken for data collection.</p> Signup and view all the answers

    What is one likely reason consumers might share feedback freely on social media?

    <p>To influence formal marketing campaigns.</p> Signup and view all the answers

    What is a critical risk associated with anonymity in social media feedback?

    <p>It may encourage extreme opinions and comments.</p> Signup and view all the answers

    Study Notes

    Chapter 7: Marketing Research

    • Marketing research is a set of techniques and principles for collecting, recording, analyzing, and interpreting data to aid decision-makers in marketing goods, services, or ideas.

    • Modern companies leverage "big data"

    • Netflix uses usage data to understand customer preferences.

    • Netflix's advanced marketing research helps understand how people watched shows and movies.

    Learning Objectives

    • LO1: Identify the five steps in the marketing research process.
    • LO2: Describe the various secondary data sources.
    • LO3: Describe primary data collection techniques and summarize the differences between secondary and primary data.
    • LO4: Outline ethical issues firms encounter when conducting marketing research.

    The Marketing Research Process

    • Step 1: Define the research problem and objectives.

      • Determining the needed information to answer specific research questions.
      • Identifying how the information should be obtained.

    • Step 2: Design the research plan.

      • Identifying the needed type of data.
      • Determining the research necessary to collect the data.
      • Understanding the project objectives that drive data needs.

    • Step 3: Collect data.

      • Secondary data: Information collected before the focal project. Can be internal or external.
      • Primary data: Collected to address specific research needs (e.g., focus groups, interviews, surveys).

    • Step 4: Analyze data and develop insights.

      • Conversion of data into information for explaining, predicting, and evaluating a situation. (exemplified with a bar graph showing Wendy's and McDonald's customer ratings like Cleanliness, Taste, Low Price)

    • Step 5: Present action plan.

      • Prepare the results (Executive summary, report body, conclusions, supplemental tables and appendices).
      • Present the results (Short, interesting, appropriate to the audience, no jargon).

    Secondary Data

    • Can be free or very inexpensive to obtain.
    • Internal sources: company records, invoices, customer lists, reports created within the firm.
    • External sources: census data, trade journals, books, articles, reports, data from firms specializing in research.
    • Data mining techniques decipher large amounts of data.
    • Downside: data might not be specific or timely enough to satisfy the needs.

    Big Data

    • Large and complex data sets that cannot be analyzed using conventional software.
    • Analyzed using data mining tools.
    • Five Vs of Big Data: Volume, Variety, Velocity, Veracity, Value.
      • Data in large quantities.
      • Data in various formats (qualitative & quantitative).
      • Data moving quickly (streaming data).
      • Trustworthy data due to accuracy & reliability.
      • Usefulness of data compared to its cost.

    External Secondary Data Sources

    • Syndicated data
    • Scanner data
    • Panel data

    Qualitative Research

    • Exploratory (Reliability, Validity, Sampling)

    • Methods:

      • Observation
      • Projective techniques
      • Focus groups
      • In-depth interviews
      • Social media (pros and cons)

    Quantitative Research

    • Information confirms early insights
    • Uses surveys, formal studies, scanner, & panel data
    • Test the prediction or hypothesis

    Disadvantages of Secondary Data

    • May not be adequate to meet researchers' needs.
      • Data was originally collected for other purposes (so data might be irrelevant).
      • May not be enough to complete the research objectives.
      • Data might be dated.

    Experimental Research

    • Systematically manipulates one or more variables to understand which factors have a causal effect.

    The Ethics of Using Customer Information

    • A strong ethical orientation must be an integral part of a firm's marketing strategy and decision-making. (using examples like Lay's chip bags).

    Ethical Dilemma 7.1

    • As firms adopt advanced marketing research technology, they must ensure they receive permission from consumers. (e.g., Roomba and its information gathering).

    Web Surveys

    • An important component of all quantitative surveys.
    • Ability to quickly design, launch, download & analyze data.
    • Popular online surveys (e.g., SurveyMonkey, Qualtrics).

    Studying That Suits You

    Use AI to generate personalized quizzes and flashcards to suit your learning preferences.

    Quiz Team

    Related Documents

    Chapter 7 Marketing Research PDF

    Description

    Explore the intricacies of marketing research through this quiz based on Chapter 7. Learn the five steps in the marketing research process, the differences between primary and secondary data, and ethical considerations. Enhance your understanding of how companies like Netflix utilize data for marketing decisions.

    More Like This

    Use Quizgecko on...
    Browser
    Open
    Browser
    Browser