Exam 4: Conducting Marketing Research

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

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 ________.

Because of its flexibility,________ are the most common technique of collecting primary data.

Axis Centre a departmental store has installed CCTV cameras to record consumer actions.Which research approach has been adopted by Axis and why?

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

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?

Give an account of experimental research.

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

A good example of a syndicated-service research firm is Millward Brown.

Before Sandra opened her florist shop she read all she could about the floral industry.She also consulted several published research reports to understand growth patterns in the local area with particular interest in the location of florists throughout the city.This ________ helped her to decide on the location of her store.

Experiments call for selecting matched groups of subjects,subjecting them to different treatments,controlling extraneous variables,and checking whether observed response differences are statistically significant.

As a marketing researcher of a firm,you have planned to conduct behavioral research to develop marketing insight.What procedure would you follow in this case?

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

Marketing insights often explain certain effects in the marketplace.

A dichotomous question is a question with three or more answers.

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

Mars Group is a market research firm which sells field interviewing services to a software development firm.Can Mars Group be categorized as a custom market research firm? Give reasons to support your answer.

Marketing-mix modeling is used to estimate causal relationships and measure how marketing activity affects outcomes.

________ allow respondents to answer in their own words and often reveal more about how people think.

Questionnaires need to be carefully developed,tested,and debugged before they are administered on a large scale.