Exam 10: Marketing Research

Computer technology has had little impact on the marketing research process.

You work for a printing company and have been asked to conduct research on customer reading preferences. You want to answer the following questions: (1) Do readers prefer to read electronic books? (2) Do they prefer to read paper-based books? or (3) Do they not have a preference? You decide that to start off the process, you are going to peruse a series of secondary sources, including published articles, magazine articles, and documents you have purchased from a syndicated service. ​ ​ Based on what you know about collecting data, you know that there are several benefits of using secondary data. You are not as clear, however, about the disadvantages. Which of the following is a drawback of using secondary data?

Test marketing a new product is expensive and communicates company plans to competitors prior to its full-scale introduction.

​The use of big data has brought about little change in the way companies conduct marketing research.

Mitch is a marketing consultant and works with an attorney to provide insight about how potential jurors view his cases. Mitch typically assembles a small group of 8-12 individuals from the county and presents relevant information about the legal case. He then guides them in a discussion to learn about their opinions. The group sessions are typically recorded and last about 2 hours. What type of research method best characterizes this research?

Follett Bookstores would like to conduct research on trends in the college bookstore industry. Marketers at Follett's begin their research with publications from the American Booksellers Association. What type of secondary data are they utilizing?

Internal data, government data, research services, and observation are the four main sources of secondary data.

Which of the following can be regarded as external data?

Tiffany is a marketing research consultant and is working with a local community college to determine the primary reasons students select the college. Based on exploratory research, Tiffany believes the main reasons are cost, convenience, and value. She plans to conduct additional research to determine whether or not this ______ can be supported.

Local researchers can be effective in accurately assessing foreign markets when considering ________.

What is data mining? How does it help marketers in decision making?

You are watching an episode of a new game show that tests contestants' knowledge by giving them phrases they must respond to with a question. ​ The following marketing-related phrase comes up in the bonus round of the game: ​ "It's an informed guess or assumption about a problem or a specific event. It sets the stage for in-depth research and clarifies what the researcher needs to test." ​ The contestant's response should be:

A regional bank is considering removing all drive thru lanes and replacing them with ATMs. Which of the following data would be classified as secondary data?

Explain the origins of the era of big data in marketing research.

A major state university has noticed a decline in students selecting philosophy as a major and is interested in learning more about this issue. They hire a marketing research student as an intern who conducts informal interviews with faculty in the philosophy department as well as freshman students living in residence halls to gain insight into this phenomenon. What type of research is the intern engaging in?

Describe the process of exploratory research.

Ethnographic studies involve researchers spending time studying culture.

To decide where to locate a new shoe store, you need to know the size of the population in different towns. Unfortunately, you have almost no money to spend on data collection. The type(s) of data most accessible to you can be described as:

Hart's, a large discount store with locations across the United States would like to add pharmacies to their stores. Marketers at the company would like to research if consumers would be receptive to the pharmacies if Hart's were to add them. They begin their research by looking at the company's internal data. What problem might marketers from Hart's encounter with the internal data?

Secondary data is advantageous because: