Exam 4: Conducting Marketing Research

A ________ has been defined as a coordinated collection of data, systems, tools, and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.

Which of the following types of marketing research firms gathers consumer and trade information and then sells it for a fee (e.g., Nielsen Company)?

You are the marketing research director of a medium-sized manufacturing firm and you would like to engage an outside marketing research firm to conduct field interviews. Which of the following categories of marketing research firms should you use?

Marketing accountability means that marketers must more precisely estimate the effects of different marketing investments.

Which of the following is considered to be the last step in the marketing research process?

Which of the following is considered to be the most versatile of all the contact methods?

Primary data can be collected in several ways. Installing CCTV cameras in a retail store whereby consumers' actions can be recorded is an example of ________ research.

A question that respondents can answer in an almost unlimited number of ways is called a ________ question.

Ryan has been appointed by Target Internationals, a hardware manufacturing firm, as a marketing researcher and has been asked to conduct marketing research to produce new insights of consumer attitude on its vacuum tubes. Ryan begins the research process by defining the problem, the decision alternatives, and research objectives. Mention the next step that Ryan will follow to continue with the research.

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 ________.

________ measure the interest or emotions aroused by exposure to a specific ad or picture.

In which of the following types of tests is a picture presented and respondents are asked to make up a story about what they think is happening or may happen in the picture?

An item in a questionnaire states that "most politicians cannot be trusted." Respondents are required to provide their answers by choosing any one of the following options: 1) Strongly disagree, 2) Disagree, 3) Neither agree nor disagree, 4) Agree, 5) Strongly agree. This is an example of a ________.

A customer-performance scorecard tracks the satisfaction of various constituencies who have a critical interest in and impact on the company's performance: employees, suppliers, banks, distributors, retailers and stockholders.

The marketing manager needs to know the cost of the research project before approving it. During which stage of the marketing research process would such a consideration most likely take place?

Keeping a survey short and simple and contacting customers no more than once a month are two keys to drawing people into the data collection effort.

Copra, a manufacturer of cigarettes, conducts a survey before launching its new range of herbal cigarettes. What is the basic purpose of undertaking such a survey by Copra?

A question that respondents can answer in an almost unlimited number of ways like "What is your opinion of Cracker Barrel?" is a completely unstructured question.

________ requires people to create a collage from magazine photos or drawings to depict their perceptions.

If a marketing researcher wishes to reach those people who would not give personal interviews or whose responses might be biased or distorted by interviewers, he or she should use ________.