Exam 5: Managing Marketing Information to Gain Customer Insights

Which of the following most accurately identifies the purpose of a data warehouse? to prioritize information to integrate information a company already has to interpret data to analyze data to identify and discard old data

Wendy's came out with a new hamburger and released it in two different cities with two different price points.Marketers at Wendy's then analyzed the different levels of purchase made at the two different price points, planning on using the information to set a nationwide price for the new offering.This is an example of ________. observational research survey research ethnographic research experimental research descriptive research

Why has consumer resentment toward marketing research been growing?

Interpretation of market research data should be the responsibility of the researchers, not the marketing managers.

Walmart sends a trained observer to watch and interact with customers as they shop in a Walmart store.This is an example of ________. secondary research survey research ethnographic research experimental research descriptive research

Which of the following contact methods is generally the least flexible? telephone interviewing personal interviewing mail questionnaires online surveys online panels

Survey research is least likely to be conducted through which of the following? the Web the mail the telephone observation person-to-person interactions

How would you design the sample to determine whether retired people drink more coffee at McDonald's during lunch than they do during dinner? Explain.

Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings.However, if the sample size is small, a researcher would be most concerned about which of the following? finding a representative sample generalizing from the results administering the questions orchestrating cooperation among participants finding enough secondary data to support the findings

Which of the following is true of ethnographic research? It is conducted within traditional focus groups. It provides a window into customers' unconscious actions and unexpressed needs and feelings. It provides researchers with secondary data. It is most popular in the service sector. It is a research option when observation is not possible.

Which contact method for marketing research is flexible, allows for explanation of difficult questions, and lends itself to showing products and advertisements? personal interviewing online interviewing phone interviewing ethnographic research observational research

Your assistant wants to use secondary data exclusively for the current marketing research project.You advise him that the use of secondary data has some potential problems.Which of the following is the least likely? It may not exist. It may not be relevant. It may not be impartial. It is generally more expensive to obtain than primary data. It may not be current.

As a small business consultant, you recommend to your clients that they use no-cost methods of observation to gather market research.Which of the following are you most likely to recommend your clients do? informally interview existing and potential customers and ask them what they think monitor competitors' media expansively evaluate how many and what kind of customers the competition has hire additional staff to observe extensively socialize with suppliers

Good marketing intelligence cannot help marketers gain insights into how consumers talk about and connect with their brands.These insights can only be gleaned through exploratory research.

You are trying to determine whether retired people drink more coffee at your restaurant during lunch than they do during dinner.Why is observation research NOT likely going to be effective in this scenario?

Experimental research is best suited for gathering ________ information. exploratory causal attitudinal interactive descriptive

Once the research problems and objectives have been defined, researchers must first determine the exact information needed and then present that information to management.

Briefly compare the three different types of research approaches for gathering primary data.

Which of the following has the highest rating for speed of data collection and compilation? open-ended questionnaires personal interviews mail surveys online surveys ethnographic research

Which of the following is a disadvantage of online focus groups? Participants must be in a central location. The Internet format can restrict respondents' expressiveness. Results take longer to tabulate and analyze. The cost of online focus groups is greater than that of most other qualitative research methods. The format of focus groups can be varied.