Exam 4: Conducting Marketing Research

Amity Inc. is a firm which collects and processes household data and sells it to other firms which produce consumer durables. Amity is an example of a ________ research firm.

A questionnaire used in a survey contains a question such as: "Retail-R-Us offers the best everyday prices" and the responses that the respondents can opt for are: "Strongly Disagree," "Disagree," "No opinion," "Agree," "Strongly Agree." Identify and define the type of closed-end question that has been exemplified in this case.

Marketing expenses and investments as inputs can be quantified only in the long run, whereas the resulting outputs such as broader brand awareness, enhanced brand image, greater customer loyalty, and improved new product prospects manifest themselves in the short run.

Researchers should generalize findings from focus group participants to the whole market.

If a marketing researcher decides to use a Likert scale, the researcher has chosen a technique wherein the respondent reviews a statement that shows the amount of agreement/disagreement with some product, service, or concept.

A scale that connects two bipolar words is called a ________.

Two complimentary approaches to measure marketing productivity are ________ and marketing-mix modeling.

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

The Bledsoe Marketing Research group has been hired to administer a series of questions to shoppers in a local mall. If questions on the survey questionnaire have only two possible responses (such as "yes/no"), what type of questions are these?

When American Airlines asked how many first-class passengers would purchase in-flight Internet service at $25, they were conducting ________ research.

The goal of ethnographic research is to ________.

According to the concept of ________, a series of increasingly more specific "why" questions can reveal consumer motivation and consumers' deeper, more abstract goals.

During a ZMET study, Chloe selected images that, when entered into the computer program, suggested the metaphor related to the meeting of past, present, and future, or the ________ metaphor.

The goal of ethnographic research is to immerse the researcher into consumers' lives to uncover unarticulated desires that might not surface in any other form of research.

________ data are data that were collected for another purpose and already exist.

________ provide diagnostic information about how and why we observe certain effects in the marketplace, and what that means to marketers.

In ________ interviews, researchers stop people at a shopping mall or busy street corner and request an interview on the spot.

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

________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.

Aromas is a popular brand of cosmetic products. During the last quarter, the company suffered a drop in sales of some of its more popular offerings. In an attempt to find out the problem, Aromas designed an online questionnaire for its existing customers, who can fill out the questionnaire and also leave their comments and suggestions for improvement. What are the problems that Aromas is likely to face by using this method of contacting its customers?