Exam 4: Market Research

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

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

Describe the basic market research process.

Which component of the market research process determines the consumer population that a company will study?

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

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.

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

Ideally,market research should be ________.

Which of the following is a primary data collection method that relies on nonhuman devices to record consumer behavior?

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

________ are a method for tracking what computer users do at various websites and which sites they visit.

Every six months,Doug is asked to fill out a survey which asks when he expects to buy a new vehicle and what type and model he plans to purchase.Doug,along with a group of consumers with similar buying habits,has been participating in this survey for the last eight years.The gathering of this quantitative data is an example of descriptive research using ________.

Which of the following is NOT an example of a secondary data source for a company researching whether it should open a casino near St.Louis,Missouri?

________ is the process of selecting respondents for a survey.

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.

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

Managers of a discount retailer 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?

The focus group format can be used online.

Which of the following is NOT a major data source for a marketing information system (MIS)?

In the market research process,it is essential for marketers to define the research problem.What does this mean?