Exam 10: Marketing Research

Jalen is responsible for marketing research for a manufacturer of heating and cooling systems for the housing market. His boss asked him to cut back expenses, and asked "Why can't you just use information off the Internet? There's plenty out there." What is Jalen's best response to try to get his boss to change his mind?

Carson is part of a group of 8 to 12 people being asked questions by a trained moderator. Carson is part of an in-depth interview group.

A(n)________ is a small group of people brought together for an intensive discussion of a topic.

What type of interview contains a small group of participants and a trained moderator that guides the conversation?

What is an example of secondary research?

How might Dell Computer use sentiment mining to identify ways to improve its customer service?

In the United States, companies are legally required to disclose their privacy practices to customers on an annual basis.

Lisa would like to donate money to help the community that was devastated by the fire but she is hesitant to do it online out of fear that someone might steal her credit card information. Lisa's reluctance is based on

Recently, the number of students enrolled in the business program increased while enrollment in the engineering program decreased. The chair of the engineering department will probably use ________ as a first step to gain a better understanding of why enrollments are changing.

Jordana is looking at the results of a syndicated study conducted two years ago. Jordana is looking at primary data.

Patrick is conducting an online survey of two dozen college professors about the factors that influence their textbook selection. He asks questions such as, "On a scale of 1-10, with 1 being very important and 10 being least important, rate the importance of each of the following elements: price, eBook alternative, supplements." Patrick is conducting a(n)

________ research is a type of quantitative research that manipulates variables to help determine cause and effect.

Before deciding on a new promotional campaign, Holly's Cupcakes looked at its customers' buying patterns over a 5-year period as determined by their use of a loyalty card. What method did the company use to make sense of the data that were available?

Dave's Famous Subs introduced its Fresh Choices menu, attempting to change consumers' negative views of the restaurant's high-calorie sandwiches. It would like to survey customers to see if attitudes are changing, but it would like to collect some qualitative data first. Suggest two approaches-one offline, and one online-that Dave's Famous Subs could use to collect qualitative data before designing a survey.

When consumers are unable to articulate their experiences, ________ becomes particularly useful in understanding consumers' preferences.

Company sales invoices, census data, and trade association statistics are examples of

Qualtrics, SurveyMonkey, and Zoomerang are examples of

The UPC codes that are read when you check out purchases at a store provide quantitative research in the form of

The first question a marketing researcher should ask before embarking on a research study is

Imagine that you currently operate a home décor shop, and you want to add another shop in a new location. You need to obtain data to determine the size of your potential market. Which data source would you use?