Exam 4: Market Research

Of the following,which type of data collection method is likely to have the lowest response rate?

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 purchased so these products would be on the Old Navy shelves when the stores opened.Gap,Inc.utilized what format of participant sampling?

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.

A researcher investigating the amount of food waste in the typical four-person family plans to sift through the garbage of a small sample of representative families.This method is an example of an unobtrusive survey.

A trained researcher was paid to visit a home with three preschoolers every day for two weeks to observe the children's bath time.This is an example of ________.

A survey questioned men and women to determine how each group felt about low-fat foods advertising on television.The results from male and female respondents were examined separately to see if their responses were different.The research results were analyzed using ________.

Cross-sectional design involves the systematic collection of responses to a consumer survey instrument from one or more samples of respondents at one point in time.

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

Marketers would be most likely to use ________ to come up with ideas for new strategies and opportunities or to get a better understanding of a problem they are currently experiencing with a product.

Data that have been collected for some other purpose than to answer the question at hand are called ________.

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

Discuss the components and functions of a marketing information system (MIS).

________ is the extent to which research actually measures what it was intended to measure.

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

Data such as which customers buy which products,which items the company has in stock,and when the company ships items to its customer are all examples of ________.

The first step in the market research process is to ________.

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 ________.

Which of the following is most likely to involve in-depth surveying or observation of a few consumers who fit the profile of the "typical" customer?

An independent grocer who wants to know if cocktail and tartar sauce would sell better if the two products were moved from the salad dressing section of the store to a display next to the seafood selection would most likely use ________ research.

To determine what type of information to add to its Web site in order to attract more visitors,an Internet company could look at a survey by the AOL/Roper Starch Cyberstudy,which showed the primary activities Americans are most likely to engage in when surfing the Internet.This study is an example of ________.