Exam 4: Conducting Marketing Research

When the companies engage students to design and carry out projects, the payoff to the students is experience and visibility; the payoff to the companies is a fresh sets of eyes to solve problems at a fraction of what consultants would charge.

One of the characteristics of good marketing research is that it uses multiple methods to increase confidence in the results.

As a marketing manager of Kids Care, a manufacturer of baby soaps, Tim plans to analyze customer attitudes by using the focus group research approach. How will he conduct the research in this case?

All of the following are considered to be among the seven characteristics of good marketing research EXCEPT ________.

Axis Centre a departmental store has installed CCTV cameras to record consumer actions. Which research approach has been adopted by Axis and why?

Experiments call for selecting matched groups of subjects, subjecting them to different treatments, controlling extraneous variables, and checking whether observed response differences are statistically significant.

During a focus-group session, one set of participants indicated that Dell computers reminded them of a surfer, Apple computers of a mad scientist, and IBM was equated to Ebenezer Scrooge from Charles Dickens's tale, "A Christmas Carol". Which of the following qualitative research approaches relates to the approach described above?

Primary data can be collected in several ways. Installing CCTV cameras in a retail store whereby consumers' actions can be recorded is an example of ________.

A marketing research firm has instructed its research associates to collect primary data by stopping people at a shopping mall or busy street corner and request an interview on the spot. Which contact method is being used by the researchers in this case? What probable risk may the researchers face while using this method?

In which of the following qualitative method are subjects asked to complete an incomplete stimulus?

________ requires people to create a collage from magazine photos or drawings to depict their perceptions.

As a marketing researcher of a firm, you have planned to conduct behavioral research to develop marketing insight. What procedure would you follow in this case?

Unistar Inc., is an FMCG company that produces a wide range of offerings such as grocery items and personal care products. If Unistar wants to estimate the demand for its new line of body moisturizers, which are all priced at $18, it should opt for ________ research.

A questionnaire should contain sophisticated and uncommon words.

The goal of ethnographic research is to immerse the researcher into consumers' lives to uncover unarticulated desires that might not surface in any other form of research.

The question "What is your opinion of the measures taken by the government to control inflation?" is an example of a ________ question.

Keeping a survey short and simple and contacting customers no more than once a month are two keys to drawing people into the data collection effort.

A questionnaire used in a survey contains a question such as: "Retail-R-Us offers the best everyday prices" and the responses that the respondents can opt for are: "Strongly Disagree", "Disagree", "No opinion", "Agree", "Strongly Agree". Identify and define the type of closed-end question that has been exemplified in this case.

With respect to the sampling plan, three decisions must be made: (1)the sampling unit-who is to be surveyed; (2)sample size-how many people should be surveyed; and (3)________.

If a company actively tracks the satisfaction of its suppliers, banks, and distributors, it is using what is called a ________.