Marketing Research Methods Quiz

<p>Direct marketing (C)</p> Signup and view all the answers

<p>To secure funding for the research (C)</p> Signup and view all the answers

<p>Ensuring data accuracy and completeness as information is often collected for other purposes. (B)</p> Signup and view all the answers

<p>To provide marketing and other managers with relevant and timely information. (D)</p> Signup and view all the answers

<p>To systematically gather and analyze data on customers, competitors, and other market factors. (B)</p> Signup and view all the answers

<p>Competitor pricing information. (B)</p> Signup and view all the answers

<p>Open-ended questions (C)</p> Signup and view all the answers

<p>Marketing research is a subset of MIS, providing specific insights for decision-making. (A)</p> Signup and view all the answers

<p>Through a physical letter (B)</p> Signup and view all the answers

<p>To avoid overwhelming managers with unnecessary data and ensure information is relevant to their needs. (A)</p> Signup and view all the answers

<p>To gather data from a representative subset of the population (A)</p> Signup and view all the answers

<p>All of the above (D)</p> Signup and view all the answers

<p>Reduced costs compared to acquiring data from external sources. (D)</p> Signup and view all the answers

<p>Marketing Intelligence gathers data from various sources, while Marketing Research uses structured methods to collect and analyze data. (A)</p> Signup and view all the answers

<p>Semantic Differential Scale (D)</p> Signup and view all the answers

<p>Provides in-depth qualitative data (D)</p> Signup and view all the answers

<p>Internal data may lack the necessary depth and breadth to fully understand customer needs and market dynamics. (B)</p> Signup and view all the answers

<p>To ensure the results are accurate and generalizable to the target population (C)</p> Signup and view all the answers

<p>By enabling managers to make informed decisions based on accurate and timely information. (C)</p> Signup and view all the answers

<p>Net Promoter Score (B)</p> Signup and view all the answers

<p>The ability to collect large amounts of information at a low cost (B), Lower potential for interviewer bias than other methods (D)</p> Signup and view all the answers

<p>Designing the research plan (B)</p> Signup and view all the answers

<p>The inability to clarify questions for respondents can lead to misunderstandings (B)</p> Signup and view all the answers

<p>Public policy surveys (C)</p> Signup and view all the answers

<p>A lower cost compared to other methods of data collection (D)</p> Signup and view all the answers

<p>The potential for interviewer bias (C)</p> Signup and view all the answers

<p>By understanding consumer brain activity and emotional responses (D)</p> Signup and view all the answers

<p>The ability to gather detailed and rich information from respondents (C)</p> Signup and view all the answers

<p>Drawing conclusions from data (B)</p> Signup and view all the answers

<p>Tracking consumer spending habits and preferences (B)</p> Signup and view all the answers

<p>The ability to elicit responses from participants in a natural conversational setting (C)</p> Signup and view all the answers

<p>Personal Interviews (C)</p> Signup and view all the answers

<p>The potential for interviewer bias can be high (D)</p> Signup and view all the answers

<p>Ease of access (A)</p> Signup and view all the answers

<p>Data is often collected from customers who have already interacted with the business. (A)</p> Signup and view all the answers

<p>By regularly updating and verifying customer data. (A)</p> Signup and view all the answers

<p>The cost of investing in hardware, software, and personnel to manage internal data. (A)</p> Signup and view all the answers

<p>All of the above (D)</p> Signup and view all the answers

A proposal outlining methods to collect data for research questions.

The framework for collecting and analyzing data in research.

Techniques used to gather data, such as surveys and interviews.

Information gathered firsthand for a specific research purpose.

Information previously collected for another study or purpose.

Error due to manual data entry by employees in internal databases.

Internal databases often contain skewed data from loyal customers only.

Data from internal sources may reflect opinions of a non-representative group.

Expense involved in collecting and managing internal customer data.

Customer information must be frequently updated to remain accurate.

A system that provides information to marketing managers and partners.

Collections of consumer and market information from within the company.

Data collected from outside the company to inform marketing decisions.

Systematic gathering of information about customers or markets.

Essentials that managers expect from their marketing information systems.

The benefit a customer receives compared to the cost paid.

Long-term connections between companies and customers.

Balance between user desires and what can realistically be provided.

Various origins of data used in marketing, like sales and web visits.

Transactional information collected at the time and place of purchase.

Devices that measure TV viewing habits by recording who watches which programs.

Devices that analyze physiological data, such as fingerprints or facial features, to identify individuals.

The use of neuroscience to study consumer behavior by measuring brain activity.

Steps in marketing research that involve executing methods to collect information and analyze results.

The process of making sense of research outcomes to draw conclusions and report them.

A strategy for selecting people to study in research.

Questions providing specific answers for respondents to choose.

Questions allowing respondents to answer in their own words.

A rating scale measuring attitudes or opinions, often from 1 to 5.

A type of question with two possible answers, like yes or no.

A metric for assessing customer loyalty through direct feedback.

A scale measuring attitudes that uses bipolar adjectives.

Tools used to collect data, such as questionnaires.

A data collection method using postal mail to gather responses.

Collects large data at low cost; honest responses; no interviewer bias.

Not flexible; fixed questions; longer completion time; lower response rates.

Collecting primary data through phone calls with respondents.

Quicker responses, flexibility, and higher response rates than mail.

Higher cost than mail; potential for interviewer bias.

Conducting interviews face-to-face with respondents ensuring deeper responses.

Conducting discussions with a group to gather diverse insights on a topic.