Exam 4: Conducting Marketing Research

A stakeholder-performance scorecard tracks the satisfaction with the company and its products and services among such entities as suppliers, banks, and stockholders.

A scale that describes the respondent's intention to buy a particular product is called a rating scale.

A question that respondents can answer in an almost unlimited number of ways is called a ________.

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

Before Sandra opened her florist shop she read all she could about the floral industry. She also consulted several published research reports to understand growth patterns in the local area with particular interest in the location of florists throughout the city. This ________ helped her to decide on the location of her store.

________ analyze(s)data from a variety of sources, such as retailer scanner data, company shipment data, pricing, media, and promotion spending data, to understand more precisely the effects of specific marketing activities.

________ are a structured way to disseminate the insights gleaned from the two complementary approaches to measuring marketing productivity within the organization.

The Bledsoe Marketing Research group has been hired to administer a series of questions to shoppers in a local mall. If questions on the survey questionnaire have only two possible responses (such as "yes/no" ), what type of questions are these?

Which of the following is considered to be the most versatile of all the contact methods?

________ are data that were collected for another purpose and already exist.

Why do firms employ more than one persona to gather information about the target consumers?

Two complimentary approaches to measure marketing productivity are ________ and marketing-mix modeling.

Which of the following is considered to be the last step in the marketing research process?

________ flash an ad to a subject with an exposure interval that may range from less than one hundredth of a second to several seconds.

Which of the following is an advantage of online research?

Behavioral research is the most scientifically valid research.

As the marketing manager of Cominform Pvt. Ltd., a manufacturer of health drinks, you have selected 10 individuals who match the profile of your target customer, to participate in a discussion on changing lifestyle trends related to health. You have also hired a skilled moderator to facilitate the discussion and ensure that everyone participates and stays focused on the topic. The moderator provides questions and probes based on the "script" prepared by you. The discussions are also recorded for further analysis. Which of the following methods of acquiring primary data is being used in this case?

Why must the researchers avoid generalizing from focus-group participants to the whole market?

If the goal of marketing research is to shed light on the real nature of a problem and to suggest possible solutions or new ideas, the research is said to be ________.

In ________ interviews, researchers stop people at a shopping mall or busy street corner and request an interview on the spot.