Exam 10: Marketing Research

What are the three guidelines for conducting marketing research developed by the American Marketing Association?

How is scanner data collected? Why would a business want this type of information?

What are some of the problems with using secondary data?

Geoff is looking for data to help with a new marketing research study. When reviewing existing secondary data from a past research study, Geoff should pay careful attention to

Owen is the campaign manager for a congressional candidate. He wants to know how voters across his district feel about recent immigration decisions involving politicians. Owen will most likely use ________ to gather this type of data.

What is the difference between data and information?

Kim opened a juice bar near a fitness center. She wants to know which juices will be most popular among health-conscious individuals. She has two of her staff members stand outside the shop and invite everyone exiting the fitness center for a free glass of juice of their choosing. This customer group is known as a

Val's custom bookkeeping service provides online bookkeeping assistance. Val plans to conduct marketing research to determine which bookkeeping services are most demanded by his customers. His next step is to

Why would a researcher want to change the sequence of steps in the marketing research process?

Jenner wants to collect considerable information about the current opinions of her ten most important customers. To accomplish this, Jenner would be most successful using the ________ research method.

The owner of Packey Chevrolet Dealership wants to know why consumers chose his company to purchase a car. He is fairly sure that most customers have one of three reasons-service, reputation, or location-but wants to know which was revealed as the most frequent reason for purchasing. The owner of Packey Chevrolet will probably use a survey with ________ questions to address his research problem.

Kent wants to survey recent customers about the quality of service they received at his small cell phone repair shop. He has customers' mailing and e-mail addresses. Kent will likely use an online survey primarily because it offers

Academic researchers often jump at the opportunity to conduct a research study, curious to learn more and address unanswered questions for the sake of general knowledge. Businesspeople tend to be more cautious before embarking on a marketing research study, recognizing that research is often

Panel data are always secondary data.

Matthew decided to open a drop-in daycare center. His wife Regina, a marketing manager at a small company, tried to convince him to do some marketing research, but he said, "I know what I don't like about daycare centers we've used; that's all the information I need. Besides, I can't afford an expensive research project." He opened the daycare center in a remote area about 15 miles from his home. Six months later, his center had very few customers and he was running out of cash. List some key types of primary and secondary data Matthew could have collected before opening his daycare center that might have helped him be more successful, keeping in mind his limited budget.

Rather than survey the entire database, Marta sent the survey to 500 customers who purchased snow shoes from the company in the past. She feels these customers are representative of people who enjoy winter sports. This group of people is known as a sample.

When companies store information on customers' purchase histories in large computer files, this is known as data warehousing.

Digital billboards embedded with ________ software can identify passersby and then display ads targeted to them, based on their age, gender, and attention level.

Social media monitoring, in-depth interviews, and focus groups are all ________ research methods.

A marketing research project often begins with a review of the relevant ________ data.