61. Nick is summarizing his research findings and writing a report to share with his team. What step in the marketing research
process is Nick in?
62. Written reports of research findings should include ________, such as an inadequate sample size.
A. caveats
B. mistakes
63. According to the text, the marketing research report should allow the marketing manager to
A. finalize the research and move on to the next product.
B. move on to the next step in the marketing research process.
64. What technique is being employed when data and research results are presented in a pictorial or graphical format?
65. Which of the following statements about Chinese consumers is generally true?
A. willing to pay more for products that are consumed in private than in public
B. prefer to pay by credit card
66. A good way for most U.S. companies to learn about consumer behavior in other regions of the world is to
67. When doing international research, secondary data
68. In global marketing research, what kind of information is best acquired from secondary data?
69. The largest change in online research over the last decade has come from
70. Which of the following techniques focuses on listening to customers rather than asking them questions?
71. The form of mobile marketing research in which participants allow applications on their mobile devices to gather information
about them is referred to as
72. Which neuromarketing technique looks for active areas in the brain by measuring the amount of oxygenated blood flowing
through the body?
73. Consider the following statements to determine which is not true regarding electroencephalography (EEG) scans.
A. EEG scans look for patterns of electrical activity in the cortex region of the brain.
B. EEG scans are much less expensive than fMRI scans.
74. By using infrared/near-infrared light, which technology allows researchers to directly measure how consumers allocate their
attention to various marketing and nonmarketing stimuli in their environment?
75. Heat maps and bee swarms are associated with which neuromarketing technique?
76. Dr. Paul Ekman’s work with facial expressions led to the identification of seven basic emotions: joy, surprise, sadness,
anger, fear, contempt, and
77. As part of his work, Dr. Paul Ekman developed a program that would allow trained psychologists and law-enforcement,
military, and national security personnel to detect deception by focusing on
A. language variations.
B. verbal responses.
78. One concern about using social media, like Twitter, to compile marketing research data is
79. What federal agency is evaluating mobile tracking technology as part of its ongoing mission to protect consumer privacy?
A. Federal Consumer Commission
B. Bureau of Consumer Financial Protection
80. The American Marketing Association has established these to ensure that marketing firms do not return findings favorable to
the client or arrive at a conclusion predetermined by the client.
A. laws
B. minimum expectations
81. Ethical standards are important to the marketing research industry because they help gain the trust of consumers. Without
that trust,
A. the cost of research will decrease.
B. companies will cease to do research.
82. ______ ______ is an organizational activity that links the consumer, customer, and public to the marketer through
information.
83. The four Ps of marketing are product, price, place, and ______.
84. Sales ______ follows changes in sales during and after promotional programs to see how the marketing efforts affected the
sales of the product.
85. Volume, velocity, and variety are three elements associated with ______ ______.
86. One of the hottest forms of predictive analysis seeks to determine which individuals would be most likely to be positively
persuaded by a campaign. This model is called ______ modeling.
87. One benefit of ______ ______is that it can provide a firm with foreknowledge of a competitor’s upcoming promotions or
products, allowing it to respond in a way that blunts the effects of these actions.
88. If a company wanted to determine whether people preferred to shop in person or online, it would need to conduct ________
research.
89. If a study produces almost identical results over repeated trials, the study is said to be ______.
05–30
Topic: Marketing Research Process
90. To find out how many people over the age of 60 live in major cities in the South, Tomas decided to use information from the
Census Bureau. Tomas is using ________ data.
91. During an interview, if a researcher wants the individual to elaborate on how he or she perceives and uses various products
or brands, the researcher will ask _______ questions.
92. Josh is conducting market research into consumer buying patterns. He observes people as they walk around the store and
periodically stops to ask them questions. Josh is conducting ______ research.
93. Netnography involves watching the behavior of ________ communities.
05–31
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.
Topic: Primary Data
94. When the text used the example of Fuze setting up a mock store aisle full of beverages and watching how participants react
to various types of packaging or where beverages are positioned in the aisle, it was describing marketing research that involves
________.
95. ________ often employ multiple-choice questions, making them appropriate for gathering feedback from a large number of
participants.
96. ______ can be broken down into two basic types: probability and nonprobability.
97. Scott was doing research on a product designed specifically for African American hair, so he chose all African American
people to be in the focus group. This is an example of _______ sampling.
98. In _________ research, because there are no predetermined sets of responses (e.g., multiple choice answers), the
participant can open up to the interviewer and cover things that the researcher may not have thought of previously.
99. It is important that the research report include _______ of the research, such as including inadequate sample sizes.
100. ______ are graphic visual representations of information, data, or knowledge intended to present information quickly and
clearly.
05–33
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 05-03 Describe the five-step marketing research process, including types of data produced and research methods used.
Topic: Marketing Research Process
101. One problem facing marketers doing global marketing research is the lack of ________ data in foreign countries.
102. Without accurate global marketing research, it is likely that companies trying to do business in foreign countries will
________.
103. ______ were one of the first social media tools to be adopted by market researchers.