L12: Marketing Research

The real value of marketing information lies in how it is used ________.

• in determining selling prices for products

• in analyzing budgets

• in creating advertising campaigns

• in the customer insights that it provides

The term big data refers to the ________ generated by today's sophisticated information generation, collection, storage, and analysis technologies.

• large reports

• huge and complex data sets

• information requests

• social media contacts

Kei, a senior marketing manager of a pizzeria in North Florida, is currently researching electronic collections of consumer information within the company network to arrive at crucial marketing decisions. In this instance, Kei is using ________.

•  internal databases

• ethnographic research

• descriptive research

• data warehouses

Which of the following is the final step of the marketing research process?

• developing the research plan

• implementing the research plan

• interpreting and reporting the findings

• selecting a research agency

In ________ research, the objective is to gather preliminary information that will help define the problem and suggest hypotheses.

• exploratory

• statistical

• causal

• analytic

Beth Williams works for a marketing research company in Chicago. Her current research involves finding the market potential for a client's new line of sports apparel. Given her objective, which of the following types of research is the most suitable for Beth?

________ consists of inviting 6 to 10 people to meet with a trained moderator to talk about a product, service, or organization.

• Telephone interviewing

• Individual interviewing

• An online survey

• Focus group interviewing

What is the purpose of marketing analytics?

• to obtain secondary data and integrate it with primary data

• to gather and integrate data in a central, accessible location

• to interpret the data obtained

• to prevent the theft of customer data

Ralph Goldsmith works for Zenith Inc., a leading cosmetic company based in Illinois. At Zenith, Ralph's primary responsibility revolves around digging deeply into customer data to gain valuable insights about customer needs, motives, and attitudes. This data is, in turn, used by Zenith to personalize its customers' shopping experiences. Ralph's position at Zenith requires him to focus primarily on ________.

• customer sales

• human resource management

• risk assessment

• customer relationship management

In a simple random sample, ________.

• every member of the population has a known and equal chance of selection

• the population is divided into mutually exclusive groups (such as blocks), and the researcher draws a sample of the groups to interview

• the researcher selects the easiest population members from which to obtain information

• the population is divided into mutually exclusive groups and random samples are drawn from each group