Exam 4: Market Research

Over the course of one day,researchers counted the number of out-of-state cars parked in an outlet mall parking lot at 10 a.m.and 4 p.m.The gathering of this quantitative data is an example of descriptive research using ________.

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(Multiple Choice)

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Question 1

Correct Answer:

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How does a marketing decision support system (MDSS)differ from a marketing information system (MIS)? Why might a marketer want to use an MDSS in addition to an MIS?

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(Essay)

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Question 2

Correct Answer:

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A marketing decision support system (MDSS)includes analysis and interactive software that allows marketing managers to access MIS data and conduct their own analyses.The statistical and modeling software of an MDSS allows marketers to examine complex relationships among factors in the marketplace and to generate answers to "what-if" questions about those relationships.MDSS is an enhancement to the MIS that makes it easy for marketing managers,rather than just MIS analysts,to access the MIS system and find answers to their questions.

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

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(Multiple Choice)

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Question 3

Correct Answer:

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

(Multiple Choice)

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Question 4

A(n)________ is an internal corporate communication network that uses Internet technology to link company departments,employees,and databases.

(Multiple Choice)

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Question 5

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

(True/False)

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Question 6

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

(Multiple Choice)

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Question 7

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

(Multiple Choice)

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Question 8

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

(True/False)

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Question 9

Which of the following is true of focus groups?

(Multiple Choice)

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Question 10

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

(Multiple Choice)

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Question 11

Explain the roles of independent and dependent variables in causal research.

(Essay)

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Question 12

In general,a research report will NOT include ________.

(Multiple Choice)

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Question 13

A cosmetic company asked 293 women who were wearing their StayColor line of cosmetics to rub their cheeks against their shirts using "the pressure they use when caressing someone else's face." The company was conducting ________.

(Multiple Choice)

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Question 14

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)________.

(Multiple Choice)

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Question 15

Companies should continuously collect marketing intelligence data.

(True/False)

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Question 16

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?

(Multiple Choice)

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Question 17

Which of the following is NOT an advantage of online questionnaires?

(Multiple Choice)

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Question 18

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 ________.

(Multiple Choice)

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Question 19

A marketing manager would most likely use which of the following to find out how many consumers stay with his brand and how many switch,enabling him to project market shares over time?

(Multiple Choice)

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Question 20

Showing 1 - 20 of 148

Over the course of one day,researchers counted the number of out-of-state cars parked in an outlet mall parking lot at 10 a.m.and 4 p.m.The gathering of this quantitative data is an example of descriptive research using ________.

How does a marketing decision support system (MDSS)differ from a marketing information system (MIS)? Why might a marketer want to use an MDSS in addition to an MIS?

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

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

A(n)________ is an internal corporate communication network that uses Internet technology to link company departments,employees,and databases.

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

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

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

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

Which of the following is true of focus groups?

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

Explain the roles of independent and dependent variables in causal research.

In general,a research report will NOT include ________.

A cosmetic company asked 293 women who were wearing their StayColor line of cosmetics to rub their cheeks against their shirts using "the pressure they use when caressing someone else's face." The company was conducting ________.

Companies should continuously collect marketing intelligence data.

Which of the following is NOT an advantage of online questionnaires?

A marketing manager would most likely use which of the following to find out how many consumers stay with his brand and how many switch,enabling him to project market shares over time?

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