Chapter 1 SmartBook Reading Assignment

A  closed-loop marketing

B  rocking-chair interviewing

C  Branded black box

A  overcritical and belligerent

B  meticulous, patient, and persistent

C  materialistic and compulsive

D  self-oriented, creative, and innovative

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

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

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

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

A  frugging

B  sugging

C  rocking-chair interviewing

D  closed-loop marketing

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

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

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

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

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

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

C  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

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

A  a syndicated business service

B  the technique of sugging

C  the technique of frugging

D  a customized research service

A  They are generally known as marketing research suppliers.

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

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

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

A  syndicated business

B  affiliate marketing

C  shopper marketing

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 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.

B  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.

C  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.

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  identify the firms that engage in unethical pricing

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

C  minimize the use of shopper marketing

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

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

B  are organizational elements that reside within the firm

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 firms that engage in unethical pricing

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

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

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

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

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

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

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

A  To minimize the use of shopper marketing strategies and tactics

B  To effectively use perceptual mapping to position a product

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

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

A  Responsiveness, Reliability and empathy, Tangibles, Assurance

B  Fluctuations, Tangibles, Assurance

C  Diligence and abjection, Reliability and empathy

D  Fluctuations, Responsiveness

A  retailing research

B  Behavioral targeting

C  shopper marketing

D  trade research

A  the policies of firms that engage in unethical pricing

B  similarities and differences in consumers’ requirements

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

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

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  affiliate marketing

B  benchmarking

C  shopper marketing

D  curbstoning

A  frugging

B  perceptual mapping

C  behavioral targeting

D  curbstoning

A  is a high customer-contact activity

B  is a low customer-contact activity

C  focuses solely on mobile marketing

D  focuses solely on test marketing

A  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.

B  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.

C  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.

D  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.

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

B  It minimizes the focus on customers.

C  It is a systematic process.

D  It seldom helps an organization identify new product opportunities.

A  affiliate marketing

B  shopper marketing

C  marketing research

D  retailing research

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

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

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

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

A  market research

B  trade research

C  retailing research

D  behavioral research

A  lead nurturing

B  closed-loop marketing

C  social loafing

D  perceptual mapping

A  How can a customer help make distribution decisions in marketing? 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 customer help make distribution decisions in marketing?

C  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?

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

A  Promotion, Personnel, Place

B  Partnership, Place, Price

C  Personnel, Product, Partnership

D  Price, Promotion, Place, Product

A  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

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. 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

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 minimize the impact of marketing as a business process.

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

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

A  Big data

B  Data matrix

C  Edge computing

D  Internet of Things