Exam 4: Market Research

Explain the roles of independent and dependent variables in causal research.

Which of the following is true about a nonprobability sample?

In a company that operates in "silos," employees in customer service would be likely to have regular communication with employees in marketing.

Why would market researchers use convenience samples?

A causal research design tracks the responses of the same sample of respondents over time.

A manager in a grocery store decides to place packages of pound cake in two different locations in the store. One display of the cake also includes other bakery items. The second display of the cake is in the vegetable section of the store, placed next to the shelf full of boxes of fresh strawberries. The grocery store manager wants to learn which of the two locations will encourage the most customers to buy the cake. What format of research is the store manager conducting? Explain your answer.

Which of the following would be LEAST likely to use mechanical observation to collect data?

Which of the following is NOT considered a source of market intelligence?

A(n) ________ is a comprehensive examination of a particular firm or organization.

Researchers counted the number of out-of-state cars parked in an outlet mall parking lot at 10 a.m. and 4 p.m. The gathering of this quantitative data is an example of descriptive research using ________.

________ is the process of collecting, analyzing, and interpreting data about customers, competitors, and the business environment to improve marketing effectiveness.

Children are difficult subjects for market researchers because they have poor recall and often do not understand the questions they are asked. This brings into question the ________ of the survey.

Which of the following would most likely be used in a focus group?

Which of the following is general information collected by specialized firms on a regular basis and then sold to other firms?

The two main types of samples used by researchers are ________.

It is illegal for a website to share information with other companies about what search terms you have used unless you opt in.

Market research should be an ongoing process of steps marketers repeatedly take to learn about the marketplace.

Customer insight involves working to understand how customers interact with each other.

Which of the following is a question that a marketing manager would use an MDSS rather than an MIS to answer?

A ________ is a process that determines what information marketing managers need and then gathers, sorts, analyzes, stores, and distributes relevant and timely marketing information to users.