Exam 4: Managing Marketing Information to Gain Customer Insights

ProValue released a line of clothing and accessories titled "This is Me" for pre-teens and adolescents after conducting substantial marketing research on the demand in the target market.The new products were first released on an experimental basis to track their sales against the projected estimates.The successful test marketing exercise was followed by a full-scale rollout.ProValue is now considering raising the prices of some of the quick-selling products in this line.To test the impact of doing so,it increased the prices of these products by 10 percent,holding all other factors constant,and evaluated changes in sales.Which of the following statements is true with regard to ProValue's use of marketing research for this line of clothes and accessories?

Information collected from online databases on the Internet is an example of ________ data.

In a ________,the population is divided into mutually exclusive groups (such as blocks),and the researcher draws a sample of the groups to interview.

Roxanne Ramirez is organizing marketing research in Central American countries for a large American corporation that is interested in expanding its market.The survey Roxanne is using was written in English and then translated into Spanish for use by Spanish-speaking respondents.Which of the following must Roxanne ensure prior to administering this questionnaire to a sample of the market?

Which of the following is an example of ethnographic research?

Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings.However,if the sample size is small,a researcher would be most concerned about which of the following?

Neuromarketing techniques provide easy-to-interpret data that allow researchers to analyze consumer involvement with products.

Compare and contrast closed-end questions and open-end questions for gathering data.

You want to find out whether Americans between 21 and 40 years of age tend to vote for Democrats and whether Americans between 41 and 70 tend to vote for Republican candidates.You will most likely use a ________ to collect your data if you want an accurate measure of the sampling error.

Kathy Jenkins is conducting research to determine consumers' personal grooming habits.Because of the personal nature of the survey questions about this topic,Kathy wants to select a contact method that is most likely to encourage respondents to answer honestly.Which contact method should Kathy select?

The major advantage of survey research is its ________.

Customer needs and buying motives are overtly evident to marketers.

What is representativeness of a sample?

________ data consist of information collected for the specific purpose at hand.

Briefly compare the three different types of research approaches for gathering primary data.

The most important issue facing online researchers in the United States is the lack of a broad cross section of consumers who have access to the Internet.

Vernon Producers are running a series of marketing exercises to price their new range of goods suitably.With this purpose in mind,they have sold one of their key new products at two different prices in two different locations,holding all other factors like quality,promotion,customer service,and so on constant.This is an example of ________ research.

Coolers has come up with the product idea of a new soft-drink that will have the lowest calorie count among all the competing products in this range.Which of the following types of research should Coolers use to identify the demographic group that would be their target market for this product?

In a convenience sample,the researcher selects the easiest population members from which to obtain information.

Provide the advantages/benefits of each of the contact methods.