Exam 6: Information Management and Marketing Research

The major disadvantage associated with the mail questionnaire approach to data collection is high cost per respondent contacted.

Why is sample selection such a major issue in marketing research?

Briefly contrast exploratory, descriptive and causal research.

Not all companies have the resources required to implement a full- scale marketing information system (MIS). Therefore, on which components of an MIS would you concentrate if you were a smaller company? Explain why you would do so and use examples to illustrate your answer.

Survey research is seldom used to study consumer attitudes and preferences.

A marketing information system consists of the people, equipment and procedures to gather, sort, analyse, evaluate and distribute information to decision makers.

The survey method that offers the greatest advantages in terms of speed of data collection and control of the sample is:

Studies have shown that survey response rates can be improved by which of the following?

After working for a plumbing contractor for many years, Ken decided to go out on his own by establishing his own plumbing business. Ken's first six months of operation have been disappointing. He has decided to undertake some market research to shed light on the nature of the problem. Which type of research does he need to do?

Which of the following types of research is designed to gather information that will help to define the problem and suggest hypotheses?

A system consisting of the people, equipment and procedures used to gather, sort, analyse, evaluate and distribute needed, timely and accurate information to marketing decision makers is known as:

Primary data are generally available more quickly and at a lower cost than secondary data.

The last step in the market research process is:

The systematic collection and analysis of publicly available general information about consumers, competitors and developments in the marketplace is known as:

Jane had selected word association tests as the best method for carrying out her market research project. In this method, respondents are shown a picture, in this case, a sample brochure, and then asked to write down the words that come to mind when presented with the images. As Jane's budget was limited, she decided to use an online research company to administer the test to statistically significant sample size of 300 respondents, all of whom were paid $5 to complete each test. When the data arrived on her desk, Jane noticed that the average time taken to complete each word association test was 2 1/2 minutes, but a small number of respondents had completed each word association test in under 5 seconds. Jane believed that 5 seconds was a woefully inadequate time to do justice to the test in terms of interpreting the picture and writing down responses. Jane is uncertain about how to proceed. Briefly discuss the problem confronting Jane. How would you advise Jane to proceed?

The ANZ Bank is gathering traffic flow data as part of a marketing research project intended to assist the Bank in making a decision as to where to locate a new branch. The most likely method the Bank will use is:

The criteria for evaluating secondary data that refers to the objectivity with which the data was collected is referred to as:

A research method that involves selecting matched groups of subjects, giving them different treatments, controlling unrelated factors and checking for differences in group responses, in order to understand cause- and- effect relationships is known as:

Which of the following is the most commonly used method of contacting respondents?

A technique in which respondents are provided with a photograph or story board and then asked to invent a story about what they see is known as which of the following?