Exam 4: Marketing Research: Gather, analyze, and Use Information

Six women were invited to participate in a discussion on motels,hotels,and resorts.A discussion leader first asked them what differentiated motels,hotels,and resort accommodations.Then she asked them to identify all the amenities they expect to find in overnight accommodations.These six women and their group leader participated in a(n)________.

A company did a comprehensive examination of how pit crews in an auto race work to quickly get a racecar into the pit area,gas the car,perform other maintenance,and get the car back on the track.The company wanted to see if it could adapt some of the teamwork techniques used by pit crews to speed up its order processing.The company conducted a(n)________.

Nielsen compiles ratings of television shows and then sells the information to many firms.Nielsen conducts ________.

Discuss the makeup and functions of a marketing information system (MIS).

A causal research design tracks the responses of the same sample of respondents over time.

A city hired a research company to survey spring break vacationers to learn about this market.One of the questions asked was,"If you were able to hang out on the beach with any celebrity,who would she or he be?" This type of question is a means for gathering ________.

Data such as which of a company's customers buy which products,which items the company has in stock,and when the company ships items to its customer are all examples of ________.

Two brothers own a hair salon.One believes they could have more business if they mailed out $5-off coupons to people living within a five-mile radius of the shop.The other brother wants to run an ad in the local shopping newspaper with a coupon for a free hot oil treatment.(The newspaper goes to everyone in the area. )What type of marketing research can they use to determine whose idea would be more profitable? Explain your answer.

An intranet is an external corporate communication network that uses Internet technology to facilitate interaction among company employees,customers,and potential customers.

Which of the following is NOT considered a source of marketing intelligence?

Which of the following is NOT a survey method for data collection?

Which type of research generates nonnumeric results that provide detailed verbal or visual information about consumers' attitude?

Which of the following methods of gathering exploratory data was derived from anthropology?

What is a major drawback of probability sampling?

Sora is a teenager who loves to shop for clothes.She has a points card from Trend Town,her favorite shop.Sora's card is scanned each time she makes a purchase at Trend Town,and the more she uses the card,the more special offers she receives from the shop.Managers at Trend Town are likely to use information from Sora's shopping for the purpose of customer acquisition.

Of the following,which type of data collection method is likely to have the lowest response rate?

Exploratory research is typically large scale and more expensive than other research techniques.

Decision makers within a company would be more likely to use an MIS than an MDSS to forecast the results of maintaining the company's prices while competitors reduce their prices.

A manager in a grocery store decides to place packages of pound cake in two different locations in the store.One display of the cake also includes other bakery items.The second display of the cake is in the vegetable section of the store,placed next to the shelf full of boxes of fresh strawberries.The grocery store manager wants to learn which of the two locations will most encourage customers to buy the cake.What format of research is the store manager conducting? Explain your answer.

________ is a type of data collection in which the researcher simply records the consumer's behaviors.