Exam 10: Marketing Research in the Era of Big Data

​A congressional candidate's campaign manager wants to survey all registered voters in the district.Choose the sampling term(s)that would apply to this group of people.

An organization that regularly provides a standardized set of data on a periodic basis to its subscribers is called a ______.

Researchers rarely use an entire population for a study,unless the total population is small,because of the high costs associated with it.

At present,no industry-wide standards define techniques for measuring Web use.

Which of the following is true of focus groups used by marketers to gather primary data?

A probability sample constructed so that randomly selected subsamples of different groups are represented in the total sample is known as a(n)_____ sample.

A syndicated service can also be considered a type of limited-service research supplier.

Explain the different types of probability samples.

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.

A consumer goods company involved in marketing research is trying to obtain information about trade publications that conduct and publish industry-specific research.Which of the following data sources can provide the relevant information to the company?​

Which of the following is a limitation of secondary data not found in primary data?

After defining the problem,the next step in the marketing research process is to conduct the exploratory research.

A huge database that contains information used to detect patterns is called a _____.

​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 phrase comes up: "Its purpose is to inform an organization about customers' needs and desires,marketing opportunities for products,and changing attitudes and purchase patterns of customers." What should be your response to the phrase?

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

​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?

Researchers conducting studies in several different countries should consider cultural differences when designing the research project.​

While mail surveys are a common data collection method in developed countries,they are an unreliable means of gathering primary data in many foreign countries because of the:

Analysis of sales performance records helps marketers to find clues to potential problems.

Penelope is using data collected and published by a trade association in her marketing research study.The data used by Penelope can be regarded as _____.