Exam 4: Market Research

SwimFit produces gear for swimmers,including suits,goggles,swim caps,and ear plugs.SwimFit wants to improve the quality of its goggles to match or surpass the quality of the product category leader.Which of the following is SwimFit most likely to use to find out more about how its competitor's product is made?

Which of the following specifies exactly what information marketers will collect and what type of study they will do?

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 market intelligence to understand the change in consumer buying behavior? Should the owner rely solely on market intelligence? Why or why not?

Which of the following is true of the U.S.Census Bureau data?

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.

ABC Interior Designs wants to collect research data through their checkout scanners.This is an example of mechanical observation.

Children are difficult subjects for market researchers because they have poor recall and often do not understand the questions they are asked.This brings into question the ________ of the survey.

Which data collection method for marketing research is flexible,allows for explanation of difficult questions,and lends itself to showing products and other visual materials?

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 market research can they use to determine whose idea would be more profitable? Explain your answer.

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?

Which of the following best explains the difference between data and information?

Descriptive research is typically expressed in qualitative terms.

The most basic type of nonprobability sampling is a simple random sample.

________ refers to the collection,deployment,and interpretation of information that allows a business to acquire,develop,and retain customers.

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

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

A sports entertainment company wants to research how Canadians spend their free time.It is preparing a survey that will be used in all of Canada,including the province of Quebec.Unlike Canadians from other provinces,the people of Quebec primarily speak French.The researchers are planning to use English and French versions of the survey.In preparing the surveys,they should use ________.

Bounce rate refers to ________.

Discuss the advantages and benefits of each of the main data collection methods.

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