Exam 4: Managing Marketing Information to Gain Customer Insights

Focus groups use no interviewer to bias the answers,may produce more honest answers,and can be used to collect large amounts of data at a low cost per respondent.

Del Monte has created a(n)_ called "I Love My Dog";this online community allows company- selected dog enthusiasts to complete product- related polls,chat with product developers,and provide feedback about specific products.

The most common research instrument used is the _.

Which step in the four- step marketing research process has been left out of the following list: defining the problems and research objectives,implementing the research plan,and interpreting and reporting the findings?

Juanita Petino operates a dress shop in a suburban mall.Her research budget is very small,so she utilizes low- cost or no- cost methods to gather research data.One method that works very well for her is to change the themes in her local newspaper and radio advertising and watch the result.Juanita is using _ to gather data for marketing decisions.

Why would survey research be a better approach than observation research when attempting to assess customer satisfaction?

Because data age quickly,keeping the database current requires a major effort.

You are about to test the hypothesis that sales of your product will increase at a very similar rate at either a $5 drop in unit price or a $7 drop in unit price.You are involved in what type of research?

Which type of research would be best suited for identifying which demographic groups prefer diet soft drinks and why they have this preference?

Which of the following is a disadvantage of online focus groups?

Maryann Rose 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 and that will allow her to easily collect large amounts of data.Which contact method should Maryann select?

Today,marketing managers view marketing information not only as an input for making internal decisions but also as an input for external partners.

When do marketers need marketing research?

AMF Research Group must guard against problems during the implementation phase of marketing research for its clients.Which of the following is NOT a problem that should be anticipated during this phase?

Describe the three decisions a researcher must make when designing a sample.

Which of the following is NOT a potential source for competitive marketing intelligence?

Which of the following contact methods is generally the LEAST flexible?

A consumer is most likely to be paid a small fee for participating in which of the following?

Diana Dion is currently researching data sources from within her company to make marketing decisions.Diana is making use of _ databases.

Which of the following is information gathered directly from respondents in order to specifically address a question at hand?