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

Companies should continuously collect marketing intelligence data.

The marketing research process step of defining the research problem has three components: specifying the research objectives,identifying the consumer population of interest,and ________.

As part of her summer job,Martina was instructed to collect data from ten people to determine how they felt about a number of political issues,including socialized medicine,food stamps,and educational vouchers.She asked her father,grandfather,mother,brother,two uncles,and four sorority sisters to answer the survey questions.Marina used a ________ sample.

Managers at a discount retailer's headquarters would use which of the following to access up-to-the-minute sales information obtained from the store's cash registers around the country in order to detect problems with products,promotions,and even the firm's distribution system?

Discuss the advantages/benefits of each of the data collection methods.

What is a company's internal data? Give two examples of internal data.

A gambling casino gives its high-spending players free rooms in its hotels along with free meals and tickets to the entertainment shows at the casino.What application of data mining is the casino using?

________ is research a single firm conducts to provide answers to specific questions.

Descriptive research using a ________ design tracks the responses of the same sample of respondents over time.

Compare and contrast the structure and uses of exploratory research and descriptive research.

Focus groups have become one of the major marketing research tools for getting insight into consumer thoughts and feelings.However,a researcher relying solely on focus groups would likely be most concerned about which of the following?

Barry was sitting on a bench near the center of the shopping mall waiting for his wife to finish her shopping when he was approached by a woman holding a clipboard and a dress shirt.She asked if Barry had the time to answer a few questions about the shirt.After Barry examined the shirt,the woman asked him to assess the quality of the shirt and to state how much he would be willing to pay for the shirt.Barry participated in a(n)________.

A(n)________ can use multidimensional scaling to create perceptual maps.

A company reports on consumers' perceptions of more than 1,700 performers for companies that are interested in using a performer in their advertising.This type of report is an example of ________.

After conducting formal marketing research for your department,you summarize the data in an oral presentation to management.You are following normal marketing research steps.

Explain the advantages of an intranet to a company.

A ________ sample is a type of probability sample in which a researcher divides the population into segments that relate to the study's topic.

Mail questionnaires give researchers full flexibility in the types of questions they can ask as well as full control over the circumstances under which the respondents answer the questions.

Marketers use ________ when they want to determine if a change in one thing is responsible for a change in something else.

An advertising agency's research division sends researchers into homes with handheld video cameras to get pictures of how and why people use products.What method of research is this advertising agency implementing? Explain your answer.