第四章 Marketing research：Companies can conduct their own marketing research or hire other companies to do it for them. Some of ways companies can creatively and affordably conduct research include using the Internet, checking out rivals, tapping into marketing partner expertise and employee creativity and wisdom. The marketing research process consists of defining the problem, decision alternatives, and research objectives; developing the research plan; collecting the information; analyzing the information; presenting the findings to management; and making the decision.In conducting research, firms must choose a research approach (observational, focus group, survey, behavioral data, or experimental) and research instruments (questionnaire, qualitative measures, or technological devices). In addition, they must decide on a sampling plan and contact methods (by mail, by phone, in person, or online).4.1The Scope of Marketing Research营销调研的范围:The Scope of Marketing Research[单选题]Which of the following is used to assess people's knowledge, beliefs, preferences, and satisfaction and to measure these magnitudes in the general population?选项:[survey research, experimental research, quantitative research, observational research, descriptive research]
4.2Marketing Research Process营销调研流程:Marketing Research Process
[多选题]Marketers can collect primary data in the following main ways( ).选项:[surveys, behavioral data, observation, focus groups]
[判断题]When Bank of America followed female baby boomers at home and while they shopped to observe things the shoppers might not have been able to articulate, they were using ethnographic research.选项:[错, 对]
[判断题]Safeway supermarket's scanner data shows that high-income people don't necessarily buy the more expensive brands. This is an example of survey research.选项:[对, 错]
[判断题]A dichotomous question is a question with three or more answers.选项:[对, 错]
[单选题]Why must researchers avoid generalizing from focus group participants to the whole market?选项:[The participants usually come from diverse backgrounds., Most of the participants are likely to exhibit similar tastes and preferences., Participants' responses are not reliable., The size of the group is too small and the sample is not drawn randomly., Most of the participants are likely to be ignorant about the topic of discussion.]
[单选题]If the goal of marketing research is to shed light on the real nature of a problem and to suggest possible solutions or new ideas, the research is said to be ________.选项:[descriptive, secondary, exploratory, primary, quantitative]
[单选题]Which of the following is considered to be the last step in the marketing research process?选项:[controlling the environment, drafting the report, arriving at a decision, analyzing information, presenting findings]
[单选题]Before Sandra opened her florist shop she read all she could about the floral industry. She also consulted several published research reports to understand growth patterns in the local area with particular interest in the location of florists throughout the city. This ________ helped her to decide on the location of her store.选项:[primary data, primitive data, tertiary information, licensed information, secondary data]
[单选题]________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.选项:[Market segmentation, Internal marketing, Marketing planning, Marketing communications, Marketing research]
[单选题]When American Airlines decided to review new ideas aimed at first-class passengers on very long flights, like an ultra high-speed Wi-Fi service and 124 channels of high-definition satellite cable TV, their first step in the marketing research process was to ________.选项:[collect the information, develop the research plan, make the decision, analyze the information, define the problem and research objectives]
[单选题]If a marketing researcher chooses to use word associations, the researcher is using ________ questions.选项:[rating scale, closed-end, Likert scale, open-end, semantic differential]
[判断题]When companies engage students to design and carry out projects, the payoff to the students is experience and visibility; the payoff to the companies is a fresh sets of eyes to solve problems at a fraction of what consultants would charge.选项:[错, 对]
[单选题]After collecting the relevant information, the next step in the marketing research process is to ________.选项:[make the final decision, analyze the acquired data, present the project report, define the problem and research objectives, develop the research plan]
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