Exam 4: Market Research

Cross-sectional design involves the systematic collection of responses to a consumer survey instrument from one or more samples of respondents at one point in time.

Descriptive research is typically expressed in qualitative terms.

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

Which of the following is true of focus groups?

Whether a sample can be categorized as a probability sample or a nonprobability sample depends on the ________ of the sample.

To determine what type of information to add to its website in order to attract more visitors, an Internet company could look at a survey by the AOL/Roper Starch Cyberstudy, which showed the primary activities Americans are most likely to engage in online. This study is an example of ________.

When research findings have external validity, the findings of the study can be generalized to the target market, not just the specific participants in the research.

A sports entertainment company wants to research how Canadians spend their free time. It is preparing a survey that will be used in all of Canada, including the province of Quebec. Unlike Canadians from other provinces, the people of Quebec primarily speak French. The researchers are planning to use English and French versions of the survey. In preparing the surveys, they should use ________.

________ are a method for tracking what computer users do at various websites and which sites they visit.

Explain the three factors that typically influence the quality of research results and discuss how researchers can ensure the quality of their data.

Because it is done so quickly, the agile marketing process cannot use evidence-based decision making.

Discuss the components and functions of a marketing information system (MIS).

Which of the following is true about a probability sample?

Researchers carefully design experiments with independent and dependent variables to test predicted relationships among those variables.

What are market research ethics and why is it important that a firm follows market research ethics?

Which of the following is true about the steps in the market research process?

Compare and contrast syndicated research with custom research.

Which of the following is used to identify fake responses to online questionnaires?

The Chair Trade is an independent furniture store that specializes in selling Amish-style furniture and household items. Until the first of the year, its overall sales revenue was slowly increasing. Since the first of the year, however, sales of small items increased while sales of furniture decreased, leading to declining sales revenue. How could the owner of the store rely on market intelligence to understand the change in consumer buying behavior? Should the owner rely solely on market intelligence? Why or why not?

An advertising agency's research division sends researchers into homes with handheld video cameras to get pictures of how and why people use products. What method of research is this advertising agency implementing? Explain your answer.