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

Which of the following is NOT one of the four main applications of data mining for marketers?

________ is less expensive,faster,and more flexible than other methods of data collection.

Researchers design ________ to test predicted relationships among variables in a controlled environment.

Data mining can be used to identify customers who are not profitable and who should be abandoned.

Cross-sectional design involves the systematic collection of responses to a consumer survey instrument from one or more samples of respondents at one point in time.

To determine what type of information to add to its Web site in order to attract more visitors,an Internet company could look at a survey by the AOL/Roper Starch Cyberstudy,which showed the primary activities Americans are most likely to engage in when surfing the Internet.This study is an example of ________.

The second step of the marketing research process is to ________.

A daycare center operator wanted to survey her parents to determine if they were interested in the center providing once-a-month Saturday night care for their children.Rather than survey all 254 parents,the operator took the list of parents' names and,starting with the third parent's name,surveyed every twelfth parent.What type of sampling did the daycare operator use?

Whether a sample can be categorized as a probability sample or a nonprobability sample depends on the ________ of the sample.

Disadvantages of ________ are that hackers can influence research and competitors can learn about marketing firms' plans.

Economic and demographic data compiled by the U.S.Census Bureau are available at little or no cost.In the terms of a marketing information system,what type of data is this?

Compare and contrast syndicated research with custom research.

________ is the extent to which research actually measures what it was intended to measure.

A catalog retailer specializes in ceramic figures,paintings,books,and other decorative items related to endangered animals.The company is considering donating 10 percent of its net profit to the World Wildlife Foundation (WWF).This idea may attract more customers who like the idea of a portion of their money supporting this charity that works to save species.Provide several examples of primary and secondary data that the retailer can use in its marketing research.

A syndicated research report is an example of a secondary data source.

The marketing intelligence system uses corporate espionage to gather information about competitors.

Marketers would be most likely to use ________ to come up with ideas for new strategies and opportunities or to get a better understanding of a problem they are currently experiencing with a product.

What is the difference in the qualitative versus quantitative approach to research?

Predictive technology used by e-marketers relies on which of the following?

________ is the extent to which research measurement techniques are free of errors.