Exam 5: Managing Marketing Information to Gain Customer Insights

For secondary data to be useful to marketers, it must be relevant, current, unbiased, and ________. complete accurate inexpensive collected before secondary data experimental

The most important issue facing online researchers is the lack of a broad cross section of consumers who have access to the Internet.

Sales have dropped at XYZ Corporation.Give two specific pieces of information for which the company's marketing researcher might call.

Tasoula Jeannopoulos has a limited budget for the market research she needs to conduct; however, the sample size for her research is quite large.Which of the following methods of contact would provide Tasoula with the most cost-effective way to reach a large sample of potential customers? telephone surveys personal interviews Internet surveys mail surveys focus group interviews

The most common research instrument used is the ________. mechanical device live interviewer questionnaire telephone interviewer moderator

Explain the common problems that international marketing researchers encounter.

The best approach for researchers to take to protect consumer privacy includes which of the following? Ask for as much information as possible. Use information to maximize profit. Avoid sharing information without the customer's permission. Sell the information only when it is financially worthwhile. Fully explain to the respondents how the information will be collected.

Provide the advantages/benefits of each of the contact methods.

Marketers can obtain needed information from internal data, marketing intelligence, and marketing research.Explain some common sources for each of these.

Cultural differences, especially those involving language, can add to research costs in foreign markets and can increase the ________. foreign trade risks of error response rate need for a larger sample reliance on primary data

Small organizations can effectively obtain and use (with minimal effort and cost) the following types of data, except __________. experimental data observational data secondary data online data ethnographic data

Most marketers today believe they still lack a sufficient quantity of research data to make high-quality decisions.

Companies allowing key customers and value-network members to access accounts, products, and other data, are using _______. an extranet an intranet direct marketing marketing intelligence online research

According to your text, what are two current major public policy and ethical issues in marketing research? child abuse and identifying sampling methods intrusions on consumer privacy and misuse of research findings misuse of research findings and locating valuable secondary data selling of personal information to other firms and online secondary data ethnography and the misinterpretation of it

Maria Hooper is conducting marketing research for a company that is investigating the possibility of entering multiple international markets.As Maria plans her research in 30 different countries, upon which of the following is she LEAST likely to rely? free secondary data translators primary data collected for the purpose of her research the same process as domestic researchers personal interviews

Explain why exploratory research, descriptive research, or causal research would be most useful for determining whether shoppers on the East Coast are more sensitive to a price increase for laundry soap than shoppers on the West Coast are.

You want to determine whether no-smoking policies have affected employee morale in Canada in the past two decades.Are any secondary data likely available? Why?

Maryann Reimer is conducting research to determine consumers' personal grooming habits.Because of the personal nature of the survey questions about this topic, Maryann wants to select the contact method that is most likely to encourage respondents to answer honestly.Which contact method should Maryann select? mail questionnaires telephone interviews individual interviews focus group interviews online panels

Scenario Jason West, owner of A-1 Cleaning, began his enterprise in 2001.Jason's primary focus had been on office cleaning for large corporations.But in recent months Jason has seen a decline in demand for office cleaning.Surprisingly, the competitive environment appears relatively stable with no new competitors.However, Jason understands that office cleaning is a high-frequency service that is usually performed daily; therefore, competitors must be doing something to attract his customers.Building a competitive advantage seems to be the only option to offset competition.But as Jason pondered his dilemma, he realized that he needed to better understand how customers assess service quality and what they are looking for in a superior cleaning service before he could build his competitive advantage. ason developed a research plan.First, he gathered competitor information-primarily through pamphlets, but also from a few phone calls-to find out exactly what competitors offer in their cleaning packages.In addition, Jason obtained from the area Chamber of Commerce an updated list of local corporations to which he would send a short survey. hough the list of corporations contained 141 local company names, Jason chose to survey 75 of them.To better understand customer service expectations in both small and large corporations, Jason divided his surveys into two categories.The survey questions were designed to extract specific data from respondents with regard to service quality expectations in correlation to service frequency and price. ason awaited the results.Though his primary focus had been on large corporations, he was flexible and would aim his efforts differently if needed. Of the 141 companies on the list, Jason chose to survey only 75 of them.How might he have chosen this sample?

A marketer of frozen dinners has decided to collect consumer feedback via a focus group interview.How might the marketer know for certain whether peas or green beans should be included with the turkey entrée?