Exam 4: Conducting Marketing Research

A ________ scorecard records how well the company is doing year after year based on measures such as the average perception of the company's product quality relative to its chief competitor.

In which of the following qualitative methods are subjects asked to complete an incomplete stimulus?

________ research approach uses concepts and tools from anthropology and other social science disciplines to provide deep cultural understanding of how people live and work.

A questionnaire should contain sophisticated and uncommon words.

If a company actively tracks the satisfaction of its suppliers, banks, and distributors, it is using what is called a ________ scorecard.

After developing a research plan, a marketing researcher should define the problem and research objectives.

When the marketers of a mobile phone manufacturing company want to determine the impact of individual media such as television and online display ads on sales as well as that of trade activities like every day low price, off-shelf display and so on, they usually use ________.

Which of the following refers to the set of measures that helps firms to quantify, compare, and interpret their marketing performance?

Custom marketing research firms sell field interviewing services to other firms.

Probability sampling allows confidence limits to be calculated for sampling error and makes the sampling more representative.

During a focus-group session, one set of participants indicated that Dell computers reminded them of a surfer, Apple computers of a mad scientist, and IBM was equated to Ebenezer Scrooge from Charles Dickens's tale, "A Christmas Carol." Which of the following qualitative research approaches relates to the approach described above?

Marketing ________ are a structured way to disseminate the insights gleaned from the two complementary approaches to measuring marketing productivity within the organization.

Relative perceived quality is an example of an external marketing metric.

Online surveys are fast because the survey can automatically direct respondents to applicable questions and transmit results immediately.

Secondary data are data freshly gathered for a specific purpose or for a specific research project.

What are the six steps involved in the marketing research process?

As the marketing manager of Cominform Pvt. Ltd., a manufacturer of health drinks, you have selected 10 individuals who match the profile of your target customer, to participate in a discussion on changing lifestyle trends related to health. You have also hired a skilled moderator to facilitate the discussion and ensure that everyone participates and stays focused on the topic. The moderator provides questions and probes based on the "script" prepared by you. The discussions are also recorded for further analysis. Which of the following methods of acquiring primary data is being used in this case?

As a marketing manager of Kids Care, a manufacturer of baby soaps, Tim plans to analyze customer attitudes by using the focus group research approach. How will he conduct the research in this case?

Good marketing insights often form the basis of successful marketing programs.

The goal of exploratory research is to shed light on the real nature of the problem and to suggest possible solutions or new ideas.