Exam 10: Marketing Research

In questionnaire design, a question such as "Do government mandates minimize toxic emissions from manufacturing facilities?"

Assuming that a marketing research study will answer important questions and reduce uncertainty associated with the proposed project, a major question that needs to be addressed before starting the study is

Joan subscribes to an online service that alerts her when other firms in her industry introduce a new product. This allows her to stay on top of what these other firms are doing. Joan is using marketing research primarily to

A disadvantage to using secondary data is that they might not be precisely relevant to the information needed.

After reviewing the existing data on seasonal spending by his company's customers, Michael decides he needs new information collected to address his research questions. Michael needs ________ data to address the questions in his marketing research study.

Since no company can ask every customer their reason for purchasing a product, companies rely on a sample to understand purchase decisions. What is a sample? How does a company select a sample?

When the detailed opinions of a few industry experts or experienced consumers are needed, ________ is(are)often the best qualitative research method.

A restaurant chain is working on improving the quality of its food and service. To track its progress, it recruits customers who agree to respond to customer satisfaction surveys once every three months over the next two years. What kind of data is the restaurant chain collecting?

In the United States, the federal government has enacted comprehensive privacy laws for the Internet.

In the infamous Coke-New Coke taste test, 54 percent of consumers, using a blind taste test, preferred the New Coke formula to the existing formulation. This is an example of a(n)________ marketing research method.

Kim's Cupcake Shoppe is trying to determine what price to charge for its cupcakes, so Kim starts at $1.75 per cupcake and raises it by 25 cents each week, keeping track of how many she sells. Then she assesses what her cost was for the cupcakes and determines which price was the most profitable. What form of research is Kim conducting?

Through analysis of sales data, Buy Low retail store found that customers who bought caramels also tended to buy apples. What process would the company use to make this determination?

A major advantage of primary data collection is

Mallory stood outside the mall and asked people which stores they visited and if they bought anything. If they said yes, she asked them what they bought and how they came to the decision to buy that item. What form of research is Mallory conducting?

In questionnaire design, a question such as "Do you like the diner's dessert selections and service?"

When a research team has gathered data for specific research needs, this is known as

Neuromarketing is the process of examining consumers' brain patterns to determine their responses to marketing communications, products, or services for the purpose of developing marketing tactics or strategies.

Marketers of retail giants such as Walmart have learned that people tend to buy certain products at the same time, for example, toothpaste and dental floss or paper towels and paper plates. Knowing this, Walmart will promote and display these products together. To uncover these customer purchasing patterns, marketers use

Raphael hired a marketing research company to bring together a small group of consumers and get feedback on the three new advertising slogans for breakfast cereal his firm is considering. The marketing research firm would probably want to conduct a(n)________ to provide the information Raphael requested.

How might a book publisher use blogs in its marketing research efforts?