Exam 4: Market Research

When researchers suspect that research subjects will alter their behavior if they know someone is watching, the researchers are likely to use unobtrusive observational methods.

A company utilized ________ when it asked consumers to indicate how they feel about panty hose.

A daycare center operator wanted to survey her parents to determine if they were interested in the center providing once-a-month Saturday night care for their children. Rather than survey all 254 parents, the operator took the list of parents' names and, starting with the third parent's name, surveyed every twelfth parent. What type of sampling did the daycare operator use?

Which of the following best explains the difference between data and information?

Managers of a discount retailer would use which of the following to access up-to-the-minute sales information obtained from the store's cash registers around the country in order to detect problems with products, promotions, and even the firm's distribution system?

A(n) ________ is a comprehensive display and access system that provides employees with up-to-the-minute information necessary to make decisions.

Why might a researcher decide to use causal research rather than descriptive research?

Using all relevant information to make the best possible marketing decision is referred to as ________.

Which of the following is NOT a major data source for a marketing information system (MIS)?

Examples of ________ include data such as which customers buy which products, which items the company has in stock, and when the company ships items to its customers.

A questionnaire that asks respondents whether they "strongly agree," "somewhat agree," "somewhat disagree," or "strongly disagree" is most likely a(n) ________.

A survey about pet ownership used a sample derived from people who visit a website and register. This sample would lack ________ because not everyone has Internet access.

What is the difference in the qualitative versus quantitative approach to research?

A marketing dashboard often displays information contained within a company's intranet.

Nielsen Audio's Portable People Meters, which resemble pagers and automatically record the wearer's exposure to any media that has inserted an inaudible code into its promotion, are an example of mechanical observation.

A(n) ________ is an internal corporate communication network that uses Internet technology to link company departments, employees, and databases.

Focus groups have become one of the major market research tools for getting insight into consumer thoughts and feelings. However, a researcher relying solely on focus groups would likely be most concerned about which of the following?

Opinion Research Corporation and Experian Simmons are two companies that provide ________.

________ is research a single firm conducts to provide answers to specific questions.

A marketing decision support system (MDSS) is a ________.