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

The owner of a successful independent book store has been thinking lately that she either needs to find a new location or expand this one as she stumbles over boxes of books in the cramped space.What type of research design should she use to determine how her customers feel about the current store? Why?

A marketing decision support system (MDSS)is a(n)________.

Even if you opt out of receiving emailed marketing messages from a company,the company is within its legal rights to continue sending you its promotional emails.

Descriptive research is typically expressed in qualitative terms.

A questionnaire that asks respondents whether they "strongly agree," "somewhat agree," "somewhat disagree," or "strongly disagree" is most likely a(n)________.

When Gap,Inc.was developing the concept for its chain of Old Navy stores,the company gave employees who fit the desired Old Navy customer profile $200 apiece.They set them loose on a shopping spree,and then interviewed them about what they had bought so these products would be on the Old Navy shelves when the stores opened.Gap,Inc.utilized what format of participant sampling?

Which of the following is information gathered directly from respondents in order to specifically address a question at hand?

Research design falls into the two broad categories of secondary research and primary research.

A survey about pet ownership used a sample derived from people who visit a Web site and register.This sample would lack ________ because not everyone has Internet access.

The Chair Trade is an independent furniture store that specializes in selling Amish-style furniture and household items.Until the first of the year,its overall sales revenue was slowly increasing.Since the first of the year,however,sales of small items increased while sales of furniture decreased,leading to declining sales revenue.How could the owner of the store rely on marketing intelligence to understand the change in consumer buying behavior? Should the owner rely solely on marketing intelligence? Why or why not?

Frito-Lay's ________ gathers daily sales data and sorts it by product line and by region.The marketing managers use the data to evaluate the market share of different Frito-Lay products compared to one another and to competing snack foods in each region where the company does business.

Representativeness is a problem when the researchers cannot be sure the consumer population they are studying even understands the questions.

Once a company has conducted exploratory research and reviewed the resulting data,its next step is most likely which of the following?

Tabak catalog retailer studies about 3,500 variables over the lifetime of a customer's relationship.Through ________,it has found that customers who change residences are three times more likely than customers who do not move as frequently to buy tables,fax machines,and decorative products but are no more likely to buy jewelry or footwear.

Which of the following lists the three important components of a basic marketing information system (MIS)?

Which of the following statements regarding marketing intelligence is true?

A market research bureau semiannually conducts national surveys of more than 25,000 consumers who complete monthly logs detailing their purchases of products.Many companies subscribe to the bureau's report publication to learn of the findings of these surveys.This information can be classified as ________.

Why would marketing researchers use convenience samples?

A(n)________ is a comprehensive examination of a particular firm or organization.

Which of the following is true about a probability sample?