Exam 4: Market Research Metrics and Analytics

Focus group research, in-depth interviews, online communities, online bulletin boards, and social listening are forms of research called qualitative research.

Andrea has gone to Home Depot and watched a variety of consumers.The data she has collected is _____.

Which of the following is an example of qualitative research?

Which of the following is true of online research communities?

Andrea has also found some data that comes from documents, presentations and e-mail messages.It is called _____.

Qualitative research is statistically reliable information that uses observational techniques and/or questioning methods such as surveys or experiments to deliver statistically significant results.

Ryan needs to collect data for a marketing project.He realizes that collecting data from the entire population of his city will be extremely time-consuming and costly.Thus, he is gathering his survey data from a subset of the total population.This process is referred to as _____.

Which of the following is true of quantitative research?

The online research community uses vocal consumers, often in high-involvement categories such as sports and entertainment.

Which of the following is true about social listening?

Many companies consider market share as a critical measure of their relative success in an industry.This is an example of a(n)

Dairy Farmers of Canada discovered that milk consumption in the country was declining.They conducted research to understand the reasons for the declining consumption of milk.They discovered that the decline was due to the perception that milk was fattening and high in cholesterol.The association determined the demographic characteristics of milk consumers, their attitudes toward milk, and their usage patterns.The association carried out a television advertising campaign that portrayed that milk was an essential element in a healthy diet.Later, they discovered that the campaign helped change customer attitudes toward milk consumption, hence increasing sales. Which of the following types of research was the Dairy Farmers of Canada using to determine the demographic characteristics of milk consumers, their attitudes toward milk, and their usage patterns?

Market research can help in the relative success of current and competitive marketing practices and troubleshoot problems.

Simmons Publishers has decided to analyze the attitudes of readers toward its newspaper, The Good Day.The publishers want researchers to collect data that is original and specifically collected for their newspaper.The researchers organize an informal interview session in which six to ten people are brought together in a room with a moderator to discuss topics surrounding the newspaper.The researchers also discuss topics related to the newspaper with individuals in a free-flowing conversation. Simmons Publishers also needs detailed information on marketing opportunities for its newspaper.Simmons decides to use _____, which are detailed individual interviews where researchers can discuss topics with an individual at length in a free-flowing conversation in order to discover information that may help address their research.

Which of the following is true of test markets?

Metrics measure performance using numeric information.

Procter & Gamble assesses the effectiveness of its advertising campaigns.Which of the following types of research would be appropriate for this purpose?

A television manufacturer decides to conduct a research that will provide information about the basic characteristics of its target audience.Which of the following types of market research is the company using?

Causal research studies examine elements such as the effect of advertising on sales and the relationship between price and perceived product quality.

In order for market research to be helpful, data must be