Chapter 5 Marketing ResearchAssignment

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MKT101

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Feb 20, 2024

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MKT101 CH 5 In the marketing research process, what are the three components to defining the problem? Specify the research objectives Define the population of interest Identify data collection sources Identify relevant environmental factors Develop a research plan Correct Answer  Specify the research objectives  Define the population of interest  Identify relevant environmental factors A company operating in the Denver, Colorado area and manufactures a custom line of hiking backpacks. The company is debating whether to offer a children's version of its most popular backpack. As part of its research process, the company gathers U.S. Census data to determine the actual number of children living in and around the Denver, Colorado area. This is a form of Blank______. nonprobability sampling probability sampling primary research secondary research Correct Answer secondary research Marlena is putting together a focus group to obtain feedback on the new juice product her company plans to launch next year. A focus group is a type of ______ research. qualitative predictive quantitative secondary Correct Answer qualitative Compared to secondary data, primary data are ______. more relevant to the project at hand

the easiest way to get customer participation quicker to generate more expensive to complete Correct Answer more expensive to complete Match each characteristic to whether it describes primary data or secondary data Correct Answer  Primary Data Data is more expensive to collect. Examples include focus groups, surveys, and observations Pertains only to a firm's research  Secondary Data Data may contain bias. Examples include company records, and online electronic searches Data is typically readily accessible. Which statement regarding the research report is true? The research report should be a starting point for the marketing department to conduct their own research. The research report should provide information on how the proposed solution was implemented and the result of that implementation. The research report should only provide a summary of findings but not specify any recommend action. The research report should provide sufficient information to support managerial action. Correct Answer The research report should provide sufficient information to support managerial action. When the NPD Group’s National Eating Trends monitors the eating and drinking habits of thousands of families by having them keep food diaries to record their dining behaviors over time, it is an example of ______ data. qualitative unstructured scanner panel

Correct Answer panel Companies such as Nielsen Corporation and Information Resources, Inc. (IRI) track scanner data from thousands of retailers. What type of secondary source are these types of firms? market research organizations syndicated market research firms government sources environmental scanning companies Correct Answer syndicated market research firms Which neuromarketing technique looks for active areas in the brain by measuring the amount of oxygenated blood flowing through the body? fMRI eye tracking EEG heat mapping Correct Answer fMRI Select all of the methods that are types of qualitative research Surveys Ethnographic research Observational studies Focus groups Semi-structured interviews Correct Answer  Ethnographic research  Focus groups  Semi-structured interviews

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Select all of the methods that are types of quantitative research. Ethnographic research Experiments Surveys Observational studies Depth interviews Correct Answer  Experiments  Surveys  Observational studies Field experiments allow researchers to ______. (Check all that apply.) observe outcomes in a real world environment only use control groups confirm results in a lab setting randomize subjects into treatment and control groups Correct Answer  observe outcomes in a real world environment  randomize subjects into treatment and control groups In many foreign markets, it is preferable to use Blank______ data due to the concerns over data validity. panel primary focus secondary incorrect Correct Answer primary Select all of the methods that are types of qualitative research Observational studies Ethnographic research Focus groups Surveys Semi-structured interviews Correct Answer  Ethnographic research  Focus groups  Semi-structured interviews

Select all of the methods that are types of quantitative research. Experiments Surveys Observational studies Ethnographic research Depth interviews Correct Answer  Experiments  Surveys  Observational studies

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