Exam 4: Conducting Marketing Research

Anne, a beautician by profession, owns a salon in the small town of Franklin, New Jersey. Every weekend, she makes it a point to visit the other salons in Franklin to find out about the beauty services they offer to customers. Anne is attempting to conduct market research by _______.

Which of the following is true of qualitative research?

________ allow respondents to answer in their own words and often reveal more about how people think.

According to the concept of ________, a series of increasingly more specific "why" questions can reveal consumer motivation and consumers' deeper, more abstract goals.

If a marketing researcher wishes to reach those people who would not give personal interviews or whose responses might be biased or distorted by interviewers, he or she should use ________.

If a marketing researcher decides to use a Likert scale, the researcher has chosen a technique wherein the respondent reviews a statement that shows the amount of agreement/disagreement with some product, service, or concept.

Especially popular with such companies as Procter & Gamble, marketing-mix modeling is used to allocate or reallocate expenditures.

Which of the following statements about telephonic interview is true?

Marketing-mix modeling focuses on baseline sales or long term effects instead of incremental growth.

Which of the following is an internal marketing metric that companies need to monitor?

Researchers should generalize findings from focus-group participants to the whole market.

The most scientifically valid research is ________ research.

Custom marketing research firms sell field interviewing services to other firms.

________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.

A good example of collecting behavioral data would be when a store uses scanners to read bar codes on products selected by consumers.

Mars Group is a market research firm which sells field interviewing services to a software development firm. Can Mars Group be categorized as a custom market research firm? Give reasons to support your answer.

What is the chief advantage of using each of the following contact methods: mail questionnaire, telephone interview, and personal interview?

Discuss the different ways which can be adopted by small manufacturing firms to conduct market research.

Secondary data are data freshly gathered for a specific purpose or for a specific research project.

When the marketers of a mobile phone manufacturing company want to determine the impact of individual media such as television and online display ads on sales as well as that of trade activities like every day low price, off-shelf display and so on, they usually use ________.