Marketing Chapter 5 In blog mining, the use of automated systems to extract information from websites so that researchers

104. In blog mining, the use of automated systems to extract information from websites so that researchers can aggregate the

text data for further analysis is called ______ ______.

105. An advantage of ______ market research is the use of GPS receivers to gather information about what people actually do.

106. fMRI, EEG, eye tracking, and automatic facial coding are all ______ techniques.

107. ______ ______ are a dynamic version of a heat map, showing changes in aggregate attention for a group of subjects over

time.

108. Dr. Paul Ekman developed a taxonomy of muscle movements known as _____ , which allows trained experts to reliably

identify real-time changes of emotions in face–to-face settings.

109. There is enough concern in the marketing industry about consumer privacy that many companies now have chief ______

______who serve as watchdogs, guarding against unethical practices in their company’s collection of consumer data.

110. Concerned with the reliability of research results, organizations like the American Marketing Association, the International

Chamber of Commerce (ICC), and ESOMAR have established _____ _____ for conducting research.

111. Decisions regarding the place or distribution function must be made using sales tracking.

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Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-01 Explain the importance of marketing research to firms and individuals.

Topic: Marketing Research

112. In a management information system, the data that flow through an organization come from internal company data,

competitive intelligence, and market research.

113. Even with a well-designed management information system, internal data sources are hard to access.

114. The five steps of the marketing research process must be followed in a linear fashion and in order.

115. Research objectives are set during the plan development step of the marketing research process.

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Topic: Marketing Research Process

116. When a company sends interviewers to a mall to talk with people about their buying behavior, it is conducting exploratory

research.

117. Causal research often involves manipulating dependent variables to see how they affect a particular independent

variable.

118. Reliability concerns how well the data measure what the researcher intended to measure.

119. The Flame Keeper is a retail store that sells fireplaces and barbeque tools. It knows the buying behavior of all of its clients

because it maintains a database, so when it needs to run an advertisement, or it needs to decide what items to put on sale to

draw in customers, it can use this data to help make decisions. This is an example of secondary data.

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Topic: Secondary Data

120. Primary data are collected specifically for the research problem at hand.

121. Carly spoke to 50 people about their preferences in hair coloring, but she spoke to them one at a time. Carly was

conducting focus groups.

122. As a type of observation research, mystery shoppers are trained researchers hired to pose as customers in order to gather

information about the physical appearance or customer-service attributes of a store.

123. A survey could be used to gather data from a large population about which promotions consumers have seen and their

reactions to those promotions.

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Topic: Marketing Research Process

124. Sue wanted everyone to have a chance to go first with the pinata, so she drew names out of a hat. She was using simple

random sampling.

125. Snowball sampling is probability sampling in that it is like throwing a snowball and choosing the person it hits.

126. To have truly successful data visualization, you need three things: clarity, visual appeal, and meaning.

127. A good way for a company to learn about consumer behavior in other regions of the world is to use local marketing

research companies.

128. Ignorance of customer needs and wants in other regions often prevents firms from marketing products globally.

129. The tasks performed by an international research firm are vastly different than if the firm were to conduct its own research.

130. The practice of web scraping is the preferred method of data extraction because it is seen as being an ethical way to

extract information from websites.

131. One area in which mobile marketing research has been used very effectively is in regard to consumer shopping behaviors.

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Difficulty: 2 Medium

Learning Objective: 05-05 Describe the latest trends in marketing research, including the use of social media for research, mobile marketing research, and neuromarketing techniques.

Topic: Trends in Marketing Research

132. Neuromarketing techniques can help to overcome “can’t say” or “won’t say” limitations.

133. fMRI scans are the most cost-efficient neuromarketing method.

134. A limitation of EEG scans is that they do not have the ability to match up data from other sensors.

135. Heat maps are the most frequently offered eye-tracking output.

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Topic: Trends in Marketing Research

136. Nonverbal coding is the categorization of facial expressions to reveal the emotional response of an individual while

processing content.

137. The growth of cloud-computing and proliferation of computers with webcams and high-speed Internet has made it feasible

to offer automated facial coding on a wider basis.

138. Gathering personal information from social networking sites, such as Twitter, can be considered willful intrusion of privacy.

139. Those in charge of guarding against unethical practices in a company are called whistleblowers.

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Topic: Ethical Issues in Marketing Research

140. If companies demonstrate ethical behavior, it will be unnecessary for the government to increase regulation of marketing

research practices.

141. What is “big data” and how is it affected by volume, velocity, and variety?

142. What are the differences between secondary and primary data collection?

143. What are the three types of research and what research objectives do these methods attempt to achieve?

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Topic: Three Types of Market Research

144. Your family owns a popular Mexican restaurant in your town. You are thinking of adding vegetarian items to your menu.

You have conducted Internet research, read your restaurant industry trade journals, and have discussed this plan with other

restaurant owners, but you do not feel that you have acquired the information you need to make a decision. What types of

research data collection techniques can you use to acquire the information you need?

145. What are the advantages to using mobile marketing research?

146. How do researchers use participant blogs and blog mining to gain customer insights?

147. What are the ethical implications that market researchers must consider today when gathering market research data?

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Chapter 05 Test Bank Summary