Exam 4: Conducting Marketing Research

Suppose, as a marketing manager of a firm, you plan to conduct market research using qualitative measures. For the purpose of developing consumer insight you have distributed among the respondents a picture of a man and woman in a coffee shop, and have asked the respondents to make up a story about what is happening in the picture. Identify and define the type of question used in this case.

If a marketing researcher chooses to use word associations, the researcher is using ________ questions.

As a marketing controller of a company, you have been asked to create a stakeholder-performance scorecard that tracks the satisfaction of various constituencies who have a critical interest and impact your company's performance. List four constituencies that might be included.

If a researcher asks a consumer why s/he wants to buy a Nokia cell phone, and learns, "They look well built" (attribute); then asks "Why is it important that the phone be well built?" and learns "It suggests Nokia is reliable" (a functional benefit); then asks "Why is reliability important?" and learns "Because my colleagues or family can be sure to reach me" (an emotional benefit), the researcher is using a technique called ________.

Which of the following is an external marketing metric that companies need to monitor?

________ flash an ad to a subject with an exposure interval that may range from less than one hundredth of a second to several seconds.

A company would like to study the impact of advertising expenditure on sales and sales revenue. This is an example of ________ research.

What are the relative advantages of online and in-person focus groups?

Why do firms employ more than one persona to gather information about target consumers?

Which of the following is an advantage of online research?

Which of the following statements about telephone interviewing is true?

As a marketing controller of a company you have been asked to develop a customer-performance scorecard for your company's toy division. List three measures you might include.

Orville Redenbacher popcorn yielded deep consumer insights from its ________ research, which suggested that the essence of popcorn was that it was a "facilitator of interaction."

Samples of less than 1% of a population can often provide good reliability, with a credible sampling procedure.

London Business School's Tim Ambler believes the evaluation of marketing performance can be split into two parts: ________.

Owing to its greater flexibility, a questionnaire is by far the most common instrument used to collect primary data.

A(n) ________ is a gathering of 6 to 10 people carefully selected by researchers based on certain demographic, psychographic, or other considerations and brought together to discuss various topics of interest at length.

Give an example of the different technological devices that have been developed to provide insight into the consumers' behavior to the researchers.

Which of the following is an advantage of personal interviews?

Which of the seven main metaphors in the ZMET reflects changes in substance and circumstance?