Exam 4: Market Research

Predictive technology used by e-marketers relies on which of the following?

Using the approach of________, researchers track consumption patterns and conversations of online consumers.

A company reports on consumers' perceptions of more than 1,700 performers for companies that are interested in using a performer in their advertising. This type of report is an example of ________.

Telemarketing has had the greatest impact on which of the following data collection methods?

After conducting formal marketing research for your department, you summarize the data in an oral presentation to management. You are following normal marketing research steps.

The market research process step of defining the research problem has three components: specifying the research objectives, identifying the consumer population of interest, and ________.

The second step of the marketing research process is to ________.

Which of the following research techniques has the advantage of rapid back-and-forth communication between a company and group of consumers, allowing for real-time data collection over a period of time?

________ refers to the collection, deployment, and interpretation of information that allows a business to acquire, develop, and retain customers.

As part of her summer job, Martina was instructed to collect data from 10 people to determine how they felt about a number of political issues, including socialized medicine, food stamps, and educational vouchers. She asked her father, grandfather, mother, brother, two uncles, and four sorority sisters to answer the survey questions. Marina used a ________ sample.

A ________ sample is a type of probability sample in which a researcher divides the population into segments that relate to the study's topic.

Of the following, which type of data collection method is likely to have the lowest response rate?

The most basic type of nonprobability sampling is a simple random sample.

A researcher investigating the amount of food waste in the typical four-person family plans to sift through the garbage of a small sample of representative families. This method is an example of an unobtrusive survey.

A city hired a research company to survey spring break vacationers to learn about this market. One of the questions asked was, "If you were able to hang out on the beach with any celebrity, who would she or he be?" This type of question is a means for gathering ________.

________ is less expensive, faster, and more flexible than other methods of data collection.

Which of the following is most likely to involve in-depth surveying or observation of a few consumers who fit the profile of the "typical" customer?

Which of the following data collection methods is generally the least flexible?

Marketing managers at a cosmetic company wanted to find out how resistant their product is to smudging. They hired a research firm to ask 293 women who were wearing the company's StayColor line of cosmetics to rub their cheeks against their shirts using "the pressure they use when caressing someone else's face." The company was conducting ________.

An intranet is an external corporate communication network that uses Internet technology to facilitate interaction among company employees, customers, and potential customers.