Exam 10: Marketing Research

Katrine's office supply store is in a strip mall. She wants to know what other businesses in the strip mall her customers visit when they come to her store. To collect information for this objective, Katrine could use

A typical focus group has ________ members.

Which type of data would be the best choice for Burger King fast-food restaurants if the headquarters wants to know how many french fries versus packages of apple slices it has sold in past years?

One of the benefits of marketing research that it reduces the uncertainty under which managers make decisions.

Shondra and Jason are working on a research project to anticipate customer attitudes toward a proposed product line for their company. They have worked with the marketing manager to determine the answers that are needed and have created a detailed design of the project. Their next logical step will be to

In questionnaire design, a question such as "Accounting is the best part of the business program, isn't it?"

Before conducting marketing research, it is important to establish in advance exactly what problem needs to be solved.

During the research process, participants were asked a series of four unstructured questions. It would be appropriate for participants to answer "yes" or "no" to these questions.

What is an example of an unstructured question?

Once a marketing researcher is ready to move beyond preliminary insights to specific, informed questions, the researcher is ready to conduct

In a focus group, researchers usually videotape or audiotape the session in order to

What research method would be best in helping a marketer understand how people feel about a product or service on an individual, detailed level?

McDonald's introduced a Favorites Under 400 Calorie Menu to reverse the perception that McDonald's sells only unhealthy food. Suppose that McDonald's, as a follow-up, collects and analyzes social media posts from Facebook, Twitter, and similar sites, hoping to understand if consumer perceptions are improving. This would be an example of

What is the major advantage of primary data collection, compared to the use of secondary data?

A major disadvantage of primary data collection is

The CEO of a hunting store in Wisconsin approaches the marketing director, explaining that the store is considering expanding into Minnesota. The CEO asks the marketing director to design a research project to collect demographic data about Minnesota residents by county and zip code. What is an inexpensive option for collecting this data?

If a firm has demographic and purchasing information about its customers, the firm can use data mining techniques to

When conducting a survey about choosing vacation destinations, Heidi will need to ________ in order to get reluctant respondents to provide honest information.

The marketing research process follows five steps, and researchers

Which statement best describes secondary data?