Exam 8: Marketing Research, Decision Support Systems, and Sales Forecasting

What kind of sampling involves "on the street" interviews conducted with anyone who passes by?

Which statement best describes primary data collection methods used by marketing researchers in Canada?

What is one result of using nonprobability sampling?

Which statement best describes online surveys?

The Delphi technique is preferred by marketers as it is quick and inexpensive, and works best for short-run forecasting.

The information gathered by an outside marketing research firm is often more thorough and accurate than that collected by in-house staff.

Which of the following is one of the steps in the marketing research process?

Marketers can gain valuable insights by examining the dissatisfaction of the customers that leads to abandoning certain products for those offered by competitors.

The Internet has simplified the market research process with respect to secondary data collection.

Statistics Canada collects, organizes, and publishes information gained from a census that is taken every two years.

After defining the problem, the next step in the marketing research process is to conduct the exploratory research.

What can researchers begin doing once a firm has defined the problem it seeks to solve?

Data mining focuses on identifying relationships that are not obvious to the marketers.

Which method used for conducting primary research gathers information by encouraging the participants to engage in a discussion on a predetermined topic?

Marc is an entrepreneur who wants to export products to other countries. What is a major information source for Marc to learn about marketing activities and consumers in those countries?

Independent marketing research firms might handle only part of a large study for their clients, such as conducting consumer interviews.

Match each item to the statement or sentence listed below. a.marketing research b.exploratory research c.secondary data d.primary data e.sampling f.hypothesis g.nonprobability sample h.interpretative research i.focus group j.marketing decision support system k.sales forecast l.jury of executive opinion m.Delphi technique n.sales force composite o.trend analysis p.exponential smoothing q.marketing information system r.data mining s.mall intercept t.simple random sample u.cluster sample v.convenience sample w.controlled experiment -A(n) _____ is a scientific investigation in which a researcher manipulates a test group and compares the results with those of another group that did not receive the experimental manipulations.

What is test-marketing? What are some challenges when test-marketing new products?

A population and a universe are two marketing research terms that mean the same thing.

Erica is a marketing researcher involved in improving drug store layouts. Erica would like to know how frequently customers in a particular store actually turn left to the cosmetics counter and try out tester fragrances. What would be the best method for Erica to collect this data?