39 Questions
Which method involves observing brain activity as consumers are exposed to stimuli such as packages or ads?
Neuromarketing
What is the purpose of Market Segmentation?
To determine firms’ target markets and locate these consumers
Which method involves creating and hosting marketing research online communities?
Marketing Research Online Communities
What is the purpose of Social Media Monitoring?
To monitor relevant buzz over social media
Which method involves collecting data using a variety of methods such as telephone, online, person to person, and mall intercept?
Field Services
What is the estimated worldwide revenue for the marketing research industry?
$44 billion
Which company leads the largest marketing research companies in being truly international?
Nielsen
Who is known as the 'father of marketing research'?
Charles Coolidge Parlin
What was the purpose of Parlin’s research?
To increase advertising for Saturday Evening Post magazine
In which decade was marketing research seen as indispensable to track consumption in widespread markets?
1960’s
During which decade were computers introduced to the field of marketing research?
1950’s
Which decade saw the automation of data analysis in marketing research?
2000’s
In which decade did personal computers lead to improvement of data analysis in marketing research?
1980’s
Which event led to major changes in the marketing research industry including consolidation in the 1990’s?
Increased globalization
What kind of organizations conduct client-side research?
Organizations supplying their own marketing research information
What is the main focus of internal suppliers when conducting marketing research?
Conducting research within the formal departments or individuals of the company
How is DIY research facilitated by the Internet?
By providing access to secondary data and online survey platforms
Which global marketing research firm has the highest number of employees?
Nielsen Holdings N.V.
What is the main service offered by a supplier or agency in the context of marketing research?
Offering marketing research services to buyers needing information
What is the primary role of external suppliers in marketing research?
Fulfilling a company’s marketing research needs
What is a common method used in DIY research facilitated by the Internet?
Using online survey platforms and analyzing secondary data
Which company listed as a global marketing research firm has the highest global revenues?
Nielsen Holdings N.V.
What distinguishes supplier or agency firms specializing in marketing research?
Their offering of marketing research services to buyers needing information
Which type of marketing research service specializes in providing client services associated with measuring online consumer behavior and online data collection?
Online Research Specialists
What is the primary focus of the Technique Specialty Type 'Qualitative'?
Conducting research using methods such as focus groups and interviews
Which marketing research service type uses a proprietary process to conduct a service such as test marketing or measuring customer or employee satisfaction?
Packaged Services
Which technique specialty type conducts research using mobile devices such as iPads or smartphones?
Mobile Research
What does the Industry or Market Segment Specialists type of marketing research service specialize in?
Specializing in a particular industry or market segment
Which major type of marketing research service can analyze the trends and consumer behavior within an industry and sell to many companies?
Syndicated Data Services
What is the primary focus of Customized Services in marketing research?
Providing services customized to individual clients' needs
Which major type of marketing research service provides client services associated with measuring online consumer behavior and measurement of online data collection?
Online Research Specialists
What distinguishes full-service supplier firms from limited-service supplier firms?
Full-service firms offer a broad range of marketing research services, while limited-service firms specialize in one or a few activities.
What types of services do full-service supplier firms typically offer to their clients?
Problem definition, research design specification, data collection, and data analysis
What is a characteristic of limited-service supplier firms?
They specialize in one or a few marketing research activities.
Which of the following is an example of a service that limited-service supplier firms might specialize in?
Online communities
What distinguishes full-service supplier firms from limited-service supplier firms based on the text?
Full-service firms have the capability to conduct the entire marketing research project, while limited-service firms do not.
What sets full-service supplier firms apart from limited-service supplier firms?
Full-service firms can conduct a wide variety of research, while limited-service firms only conduct qualitative studies.
What is a common characteristic of full-service supplier firms?
They often define the problem, specify the research design, collect and analyze the data, and prepare the final written report.
What are the primary activities of limited-service supplier firms as mentioned in the text?
Online communities, questionnaire development and pretesting, data collection, or data analysis
This quiz covers the major types of marketing research services, including syndicated data services, packaged services, and online research specialists. It outlines the descriptions and provides examples of firms for each type.
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