Exam 6: Information Management and Marketing Research

Research that uses data obtained by analysing what people do, say or write and typically involved collecting data from relatively small samples is known as:

Which of the following is an example of how Dulux, a manufacturer of acrylic paints might use observational research?

If time is of the essence for a marketing research project, the preferred contact method is:

After the Jones retired from the full time work- force, they found an ideal job that allowed them to travel for free. The only catch was that they had to stay at Days Inn. During each stay, they were expected to try out all the inn's amenities and evaluate each one. They then filled out evaluation forms and sent them to the head office where these forms became part of the company's system.

Market research is an expensive, sophisticated process that is often beyond the reach of small businesses with their limited budgets.

Information that has been collected for the current research purpose is known as:

The purpose of marketing research is to link the consumer, customer, and public to the marketer through information.

Imagine you are the marketing manager for a company, Do- the- Right- Thing, which manufactures and markets unscented deodorants aimed at Generation Xers. Sales of your product have been declining. Exploratory research suggests your brand is not price competitive. Outline a research plan that would provide you with the information you need to decide what to do. Explain why you selected certain methods and not other ones.

A researcher has been asked to gather information to support a serious marketing decision as quickly as possible. The researcher would probably favour telephone interviewing for this purpose.

The Newtone Hearing Aid Company wants to conduct exploratory research about the image and quality of its products in some degree of depth. Given the fact that time and cost represent significant limitations, what technique is the firm most likely to use? Briefly describe the requirements and limitations of this technique.

Observational research is frequently used to identify phenomena to be studied in greater depth by other types of research approaches.

A producer of herb mixes that wanted to explore added new products should use closed- ended questions in interviews with a sampling of its current customers.

When presenting research findings to management, marketing analysts are advised to:

Electronic monitoring systems that link consumers' exposure to television advertising and promotion (measured using television metres) with what they buy in stores (measured using checkout scanners) is known as:

The Marco Corporation is planning a marketing research project designed to provide insights into consumers' thoughts and feelings. The firm is likely to favour focus group interviews for this effort.

The optimal number of people to include in a focus group is:

Secondary data should be evaluated for relevance, accuracy, currency and impartiality prior to its use.

Defining the problem and identifying the research objectives is the first step in the marketing research process.

A supermarket is gathering data on in- store shopping behaviour. The store manipulates variables such as the temperature, lighting and background music. The store is equipped with cameras and cash register totals are monitored regularly to assess the number of customers as well as changes in sales volume. In one research project, the researcher played music with a fast tempo and noticed that shoppers moved through the store more rapidly, resulting in fewer impulse purchases and lower average receipts per customer. When music with a slow tempo was played, average receipts per customer were higher. This researcher is engaged in which type of research?

When a scale is inscribed between two bipolar words, and respondents select the point that reflects the direction and intensity of their feelings, this is known as a: