Exam 10: Marketing Research

What is the biggest challenge in using big data?​

One of the greatest challenges in the use of big data is the ability to manage and analyze all of the information gathered about consumers.

Which of the following methods involves observing a customer or group of customers in their natural settings and then evaluating their behavior based on an understanding of social and cultural characteristics of that setting?

Big data is information that originates in unprecedented volume and speed from the world around us.​

Marketing researchers must remember to direct their reports toward management and not to other researchers.

You've noticed a decline in seafood orders at your restaurant, but you're unsure what is causing the problem. Therefore, you've begun to talk with customers, monitor the restaurant's Facebook page, and interview seafood suppliers. You are engaged in:

_____ is a marketing research technique that involves introducing a new product in a specific area and then measuring its degree of success.

The use of marketing intelligence data and model scenarios to create forecasts is known as:

A(n) _____ sets the stage for more in-depth research in a marketing research process by further clarifying what researchers need to test. It is a tentative explanation for a specific event.

Marketers looking for information on lifestyle and buying behavior would access which type of secondary data?

A national shampoo brand is conducting research to determine why the sales for their products have been declining. Which of the following would be classified as primary data?

Campbell's soup would like to explore consumers' interest in Campbell's branded frozen entrees. The company would like to conduct primary research to measure customer interest. Which of the following would be classified as primary research?

Datamonitor and eMarketer are examples of _______, companies that acquire, reformat, and then resell premium research reports that have already been published.

Emeril works for a local sports bar known for its chicken wings and nachos. For the last five years, the company has continued to grow, and according to a recent trend analysis, sales have risen by increments of about $530,000 annually since the restaurant opened its doors. Surprisingly, however, the restaurant has seen a decline in patronage over the last quarter, and Emeril has been tasked with identifying the root cause of this sudden decline in sales. ​ ​ Emeril has never conducted exploratory research, so you have decided to help him. One of the first lessons you share with him is to be careful about confusing the symptoms of a problem with the problem itself. After you conduct a series of interviews with waitstaff, customers, distributors, and other stakeholders, you help Emeril come up with possible explanations for the decline in sales. Which of the following is a possible cause of the problem at the restaurant?

Kate believes the reason the sales of one of her company's products has fallen is due to a price increase. She cites sales from the previous year to the same customers as evidence of declining sales. Kate is:

A market researcher for a cable company is seeking to determine the number of households in a selected neighborhood that consist of four or more people. The most cost-efficient way to collect this information would be to:

The process of discussing a marketing problem with informed sources both within and outside the firm and examining information from secondary sources is known as _____.

Using the Internet for data collection does all of the following except:

After defining the problem and conducting an exploratory investigation, the next step in the marketing research process is to:

How has the marketing research function developed in the recent years?