Chapter 1 SmartBook Reading Assignment

A  rocking-chair interviewing

B  Branded black box

C  closed-loop marketing

A  meticulous, patient, and persistent

B  materialistic and compulsive

C  overcritical and belligerent

D  self-oriented, creative, and innovative

A  Alzirr Research debriefs the subjects of an experimental study on a deceptive claim it made at the beginning of the study.

B  Sirius Data Matrix uses trained observers to make up “observed” respondents’ behaviors.

C  Cygnus Research reneges on its promise to pay $50 to respondents after they complete the questionnaires.

D  Antares Inc. consciously manipulates the research methodology to prove a predetermined conclusion for a study.

A  closed-loop marketing

B  sugging

C  frugging

D  rocking-chair interviewing

A  A research firm usually forces clients to choose black-box methodologies if they lack sufficient insight into a method’s strengths prior to purchase.

B  The information about how these methodologies work is provided by research firms.

C  They comprise proprietary scaling, sampling, sample correction, data collection methods, market segmentation, and specialized indexes.

D  They focus solely on sample development and brand-name selection.

A  Foreign-language competency, The ability to manipulate research data based on self-interest, Presentation and negotiation skills, The capacity to understand and decipher secondary data

B  Foreign-language competency, Information technology proficiency, Passive–aggressive communication skills, The capacity to understand and decipher secondary data

C  Foreign-language competency, Information technology proficiency, Presentation and negotiation skills, The capacity to understand and decipher secondary data

D  Foreign-language competency, Information technology proficiency, Presentation and negotiation skills, The ability to manipulate research data based on self-interest

A  the technique of frugging

B  the technique of sugging

C  a syndicated business service

D  a customized research service

A  They are generally known as marketing research suppliers.

B  They are typically more subject to company politics than internal marketing research providers.

C  They are generally business units that reside within the firm.

D  They are typically more subject to company regulations than internal marketing research providers.

A  shopper marketing

B  affiliate marketing

C  syndicated business

A  They provide general services and follow an established, common approach in research design so that results of a study conducted for one client can be compared to norms.

B  They provide specialized, highly tailored services to clients and many of these firms focus their activities on one specific area.

A  They provide specialized, highly tailored services to clients and many of these firms focus their activities on one specific area.

B  They provide general services and follow an established, common approach in research design so that results of a study conducted for one client can be compared to norms.

A  They are typically less objective and more subject to company regulations than internal suppliers.
They provide benefits such as research method consistency, shared information across the company, and lower research costs than internal suppliers.

B  They function on a fee basis and usually submit a research proposal to the company for evaluation and decision purposes.
They execute all aspects of research, such as study design, questionnaire production, interviewing, data analysis, and report preparation.

C  They provide benefits such as research method consistency, shared information across the company, and lower research costs than internal suppliers.
They function on a fee basis and usually submit a research proposal to the company for evaluation and decision purposes.

D  They are typically less objective and more subject to company regulations than internal suppliers.
They execute all aspects of research, such as study design, questionnaire production, interviewing, data analysis, and report preparation.

A  minimize the use of shopper marketing

B  understand how similar or dissimilar a group of relevant products is to each other

C  spot two or more segments within the market for a specific firm’s products

D  identify the firms that engage in unethical pricing

A  are organizational elements that reside within the firm

B  are more objective than the firm’s external research suppliers

C  lack the quality of research method consistency

D  lack the ability to produce actionable research results

A  Explains the reasons why consumers are much more likely to buy after sampling from a set of 6 versus 24 flavors

B  Explains the ways in which new products are developed and spread through the market and the characteristics of products and firms that help or inhibit the development

A  Explains the reasons why consumers are much more likely to buy after sampling from a set of 6 versus 24 flavors

B  Explains the ways in which new products are developed and spread through the market and the characteristics of products and firms that help or inhibit the development

A  gather information about customer characteristics, product benefits, and brand preferences

B  utilize the technique of curbstoning to gather information about retailers and wholesalers

C  use branded “black-box” methodologies offered by research firms

D  gather information about firms that engage in unethical pricing

A  Research method consistency, Capacity to generate actionable research, Reduced research costs results, Shared information across a firm

B  Research method consistency, Increased use of curbstoning, Reduced research costs results, Shared information across a firm

C  Research method consistency, Capacity to generate actionable research, Reduced research costs results, Ability to minimize the impact of company politics

D  Increased use of curbstoning, Capacity to generate actionable research, Ability to minimize the impact of company politics, Shared information across a firm

A  To assist manufacturers and retailers understand the entire process consumers experience in making a purchase

B  To help consumers learn how similar or dissimilar a group of relevant brands or products is to each other

C  To effectively use perceptual mapping to position a product

D  To minimize the use of shopper marketing strategies and tactics

A  Diligence and abjection, Reliability and empathy

B  Fluctuations, Tangibles, Assurance

C  Fluctuations, Responsiveness

D  Responsiveness, Reliability and empathy, Tangibles, Assurance

A  retailing research

B  shopper marketing

C  Behavioral targeting

D  trade research

A  the policies of firms that engage in unethical pricing

B  the drawbacks and benefits of do-it-yourself (DIY) research

C  branded “black-box” methodologies offered by research firms

D  similarities and differences in consumers’ requirements

A  use a branded “black box” methodology

B  develop meaningful metrics to measure the return on advertising dollars spent and then gather the data for those metrics

C  deanonymize customer data by combining publicly available information to determine consumers’ identities

D  engage in the practice of curbstoning

A  curbstoning

B  shopper marketing

C  affiliate marketing

D  benchmarking

A  perceptual mapping

B  behavioral targeting

C  frugging

D  curbstoning

A  is a high customer-contact activity

B  focuses solely on mobile marketing

C  is a low customer-contact activity

D  focuses solely on test marketing

A  Marketing research uses the social sciences for methods and theory.
Marketing research is used to study consumers and potential consumers in detail, which includes their attitudes, behaviors, and media consumption.

B  Marketing research methodologies lack diversity.
Marketing research is used to study consumers and potential consumers in detail, which includes their attitudes, behaviors, and media consumption.

C  Marketing research relies primarily on branded methods offered by research firms that seldom provide information about how the methods work.
Marketing research uses the social sciences for methods and theory.

D  Marketing research methodologies lack diversity.
Marketing research relies primarily on branded methods offered by research firms that seldom provide information about how the methods work.

A  It is a systematic process.

B  It minimizes the focus on customers.

C  It seldom helps an organization identify new product opportunities.

D  It considers marketing a social process rather than a business process.

A  marketing research

B  shopper marketing

C  retailing research

D  affiliate marketing

A  It provides access and analysis of collections of historical data from different sources throughout a company.

B  It is a collection of the latest data that is organized for efficient retrieval and analysis.

A  It provides access and analysis of collections of historical data from different sources throughout a company.

B  It is a collection of the latest data that is organized for efficient retrieval and analysis.

A  trade research

B  behavioral research

C  market research

D  retailing research

A  social loafing

B  perceptual mapping

C  closed-loop marketing

D  lead nurturing

A  How can a product be improved to exceed customer expectations? How does a product perform for a customer?

B  How does the price of a product differ from the price of a competitor’s product? How can a product be improved to exceed customer expectations?

C  How does the price of a product differ from the price of a competitor’s product? How can a customer help make distribution decisions in marketing?

D  How can a customer help make distribution decisions in marketing? How does a product perform for a customer?

A  Partnership, Place, Price

B  Personnel, Product, Partnership

C  Promotion, Personnel, Place

D  Price, Promotion, Place, Product

A  1. Designing methods for gathering information
2. Examining and interpreting the outcomes of the information collection process
3. Managing the process of collecting information
4. Communicating the outcomes of the information collection process to decision makers

B  1. Designing methods for gathering information
2. Communicating the outcomes of the information collection process to decision makers
3. Examining and interpreting the outcomes of the information collection process
4. Managing the process of collecting information

C  1. Designing methods for gathering information
2. Managing the process of collecting information
3. Examining and interpreting the outcomes of the information collection process
4. Communicating the outcomes of the information collection process to decision makers

D  1. Examining and interpreting the outcomes of the information collection process
2. Communicating the outcomes of the information collection process to decision makers
3. Managing the process of collecting information
4. Designing methods for gathering information

A  It helps an organization develop and evaluate marketing actions. It helps an organization identify and define market-driven opportunities and problems.

B  It helps an organization shift the focus from its customers to its employees.

C  It helps an organization minimize the impact of marketing as a business process.

A  Big data

B  Edge computing

C  Data matrix

D  Internet of Things