Exam 8: Marketing Research: From Information to Action

Starbucks has decided to ask every customer that looks like they are a coffee addict if they would be interested in pre-ordering and pre-paying for their drink before they arrived at the store, so they did not have to wait in line. The decision to choose every third customer is an example of:

After defining the problem, the next step in the marketing research process is:

Figure 8-6 -Referring to Figure 8-6, what is represented by the block identified as 'A'?

When a marketing researcher uses a collection of reports, financial statements, and surveys from different departments within her firm, she is using:

There are various costs associated with conducting surveys. Which of the set represents the correct ascending (least expensive to most expensive)order of cost per completed survey?

The type of question you are answering if you are asked to indicate on a seven-point scale anchored by 'highly unlikely' to 'highly likely' to the question "What is the likelihood that you will purchase a new laptop computer within the next 12 months?" is an example of a ________question.

Consumers that have taken a survey approved by the Marketing Research and Intelligence Association (MRIA)have certain rights. These rights have been developed into what is called the Charter of Respondent Rights. When it comes to participating in an MRIA approved survey, which of the following is TRUE?

Figure 8-6 -Referring to Figure 8-6, what is represented by the block identified as 'D'?

"Did you drive to college and buy your lunch there last week?" is most likely an example of a(n):

A publishing company sponsors an informal one-time-only session with an influential college professor who uses a given text. The professor meets to discuss the textbook, its study guide, and the product's competition. This is an example of a(n):

Marketing research attempts to identify and define both marketing ________and ________.

What type of question is the following? Check your degree of agreement with the following statement: "Marketing is an interesting subject." ( )Strongly Agree ( )Agree ( )Disagree ( )Strongly Disagree

As marketing vice president of Health Care Services, Inc., you are in charge of developing an experiment to test the hypothesis that increasing the number of salespeople assigned to a territory will increase sales of health care services in the territory. Which experiment will do this best?

Describe how social media is being used to provide data mining insights.

When Karsh & Hagan Advertising Agency uses information found in Nielsen Reports, published by the A.C. Nielsen Company, to plan television advertising schedules for its clients it is relying on________ data.

Compared to traditional market research, using social media research is:

Figure 8-6 -Referring to Figure 8-6, what is represented by the block identified as 'B'?

According to marketing managers, each of the following is an example of a sales driver EXCEPT:

A survey shows that 92.6 percent Canadians from Ontario have used toothpaste in the last twelve months and 87.2 percent of Canadians from the Western provinces have used toothpaste during the same period. This information was most likely gathered by using which type of question?

A survey is conducted by a local clothing retailer to understand the ratio of males versus females in a ten kilometer square around their location, in order to understand which products to carry. This research is referred to as: