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Marketing (MKT3151.E1)

Marketing Research & Customer Data, Assignment 7

NAME: Type your name here

DIRECTIONS

· There is a total of 21 questions related to your reading and videos.

· 20 questions are multiple-choice and are worth 4 points each.

· 1 question is a short answer worth 20 points.

· Respond to each of the questions below.

· Please “Save As” this file and include your name in place of “worksheet” before you upload to Moodle (file should be named: MKT3151_Assignment7_LastNameFirstName.doc)

Question 1

Which of the following is not one of the emerging digital curating engines that was discussed in your reading?

(Place an “X” in the field to the left of your answer)

	Market Mapper
	Experience Specialist
	Review Aggregator
	Digital Personal Shopper

Question 2

A focus group is considered __________ research.

(Place an “X” in the field to the left of your answer)

	Qualitative
	Quantitative

Question 3

Big data can help marketers to ___________.

(Place an “X” in the field to the left of your answer)

	understand the loyalty of a consumer.
	test the viability of a product.
	identify if their product will sell at a certain price.
	see purchasing patterns over long periods of time.

Question 4

Which of the following is a quantitative research method?

(Place an “X” in the field to the left of your answer)

	Survey
	Focus Group
	Shop-Along
	Usability Test

Question 5

Which of the following is a characteristic of quantitative research?

(Place an “X” in the field to the left of your answer)

	Uncovers motivations to purchasing actions
	Uses observational data
	Uses statistical data
	Is exploratory

Question 6

A report from the U.S. Bureau of Labor & Statistics is considered ________research.

(Place an “X” in the field to the left of your answer)

	Primary
	Secondary

Question 7

Data that is acquired by tracking and recording a consumer’s activities is called __________ data.

(Place an “X” in the field to the left of your answer)

	Observed
	Volunteered
	Inferred
	Appended

Question 8

An online poll is considered __________ research.

(Place an “X” in the field to the left of your answer)

	Qualitative
	Quantitative

Question 9

Which of the following is not one of the main steps in the marketing research process?

(Place an “X” in the field to the left of your answer)

	Develop a research plan
	Identify the technique
	Define the problem
	Report the findings

Question 10

Primary research is when a business obtains data from __________.

(Place an “X” in the field to the left of your answer)

	an industry organization that conducted a specific study.
	another source that had a different purpose.
	participants directly for a specific purpose.
	a government organization that has pertinent information.

Question 11

Which of the following is a characteristic of qualitative research?

(Place an “X” in the field to the left of your answer)

	Data counts “how many”
	Uses a large sample set
	Uses statistical data
	Is exploratory

Question 12

One-on-one interviews allows the researcher to ____________.

(Place an “X” in the field to the left of your answer)

	Probe deeper and inquire about a response.
	See the participants reaction to others’ responses.
	Evaluate a participant’s success in completing a task.
	Watch and observe an individual shopping for something without them knowing it.

Question 13

True or False, 2nd party data can be another organization’s 1st party data.

(Place an “X” in the field to the left of your answer)

	True
	False

Question 14

Data that is compiled from multiple data sets from different outside sources is known as _______.

(Place an “X” in the field to the left of your answer)

	1st party data
	2nd party data
	3rd party data
	4th party data

Question 15

Client churn describes the ____________.

(Place an “X” in the field to the left of your answer)

	Mix of data variables related to a client or customer.
	The reversal of a former client or customer coming back as a new customer.
	The amount of activity a client or customer has on social media.
	Turnover rate of clients or customers from being regular purchasers.

Question 16

Qualitative research is about ____________.

(Place an “X” in the field to the left of your answer)

	Having a large number of participants to determine numerical results.
	Understanding motivations of participants.
	Statistical analysis of participants’ responses.
	Understanding the “what”, not the “why”.

Question 17

Large, unstructured and complex data sets gathered in real time is __________.

(Place an “X” in the field to the left of your answer)

	Motivational data
	Big data
	Qualitative data
	Focus group data

Question 18

Data that is collected directly from customers of an organization is known as _______.

(Place an “X” in the field to the left of your answer)

	1st party data
	2nd party data
	3rd party data
	4th party data

Question 19

Which of the following is considered primary research?

(Place an “X” in the field to the left of your answer)

	Findings from an organization’s survey.
	Sales transactions collected by an organization.
	A trade industry report purchased by an organization.
	A market report obtained by an organization for free.

Question 20

Which of the items below represent a drawback of secondary research?

(Place an “X” in the field to the left of your answer)

	The research is time-consuming to obtain.
	The research runs a risk of bias.
	The research is not always tailored to the organization’s need.
	The research belongs to another organization.

Question 21

Compare and contrast qualitative marketing research and quantitative marketing research.

· What are the advantages and disadvantages of each?

· What are the drivers or factors where one would be selected over the other one?

· Can they be used together? Why or why not?

(One to three brief paragraphs are fine).

Please make sure to include your name on this document (at the top of the page) and also in the file name.

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