Exam 5: Marketing Research and Information Systems

A study that is valid and reliable

Statistical interpretation focuses on what is typical or what deviates from the average.

Marketing research can be used to test a hypothesis.

Telephone surveys allow an interviewer to gain rapport with respondents and to ask probing questions.

Darren uses Microsoft Excel to determine how much the responses to his survey about household decision making for toilet paper vary. Darren is in the ____ step of the marketing research process.

Crowdsourcing refers to the process of taking tasks usually performed by a marketer or researcher and outsourcing them to a crowd, or potential market, through an open call.

A framework for gathering and managing information from sources both inside and outside an organization is referred to as

Information should be treated as the most important resource in marketing and always worthwhile to the firm.

Which of the following is true about marketing research?

In probability sampling, there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.

What pitfalls should a marketing researcher avoid in preparing a report for a company executive? Why?

Marketing research is best defined as

Annabelle works at a cosmetics firm. Her firm wants to conduct a survey to get feedback from respondents across the United States. The cosmetics firm does not want to spend a great deal of money, but it did authorize Annabelle to include a small incentive as a way to increase the survey response rate. The survey it plans to send out assures consumers that their answers will remain anonymous. What type of survey is the cosmetics firm most likely to use?

Data regarding attitudes toward a particular product are collected. To test a hypothesis, the data are used and then stored. If these data are used again in a future research study, they will be considered primary data.

Your company is seeking to hire a consultant to assist with completing a specialized marketing research project that is focused on tech-savvy, young consumers. One of the firms describes its state-of-the-art marketing research system as follows: "It's a social intelligence system that provides insightful, actionable information about what people are saying about your brand. It integrates information from millions of sources and empowers you to, among other things, help your organization understand and even shape relevant conversations in the social media sphere." Based on the description, which of the following is the best reason for hiring this company?

Subscription services from firms such as ACNielsen provide marketing researchers with a good source of ____ data.

A marketing decision support system aids marketing managers in decision making by helping them to anticipate the effects of certain decisions.

If the University Bookstore wanted to understand the textbook and school supplies needs on the campus of the University of Michigan, the population of study would be

When Pepsi Max implemented a telephone survey to determine the effectiveness of a recent advertising campaign, one of the questions the interviewer asked was, "Have you ever heard of a cola with twice the caffeine of regular colas?" This is an example of which of the following kinds of questions?

Simantel, a marketing communications and strategy consulting firm, is assisting a client to understand the effects of promotional offers on consumer purchases. They propose the company consider offering three different versions of a coupon that would be mailed to purchasers. The value of the coupon would be manipulated, and the company could track the return of the coupon and how much money was spent by the purchaser. Simantel recommends that the coupon offers vary between $1 and $5 and suggests three different versions: $1, $3, and $5. The client would select three groups of consumers to receive the coupon offer and a random process would be utilized to determine which coupon offer a consumer would receive. The research will provide important insights about consumer purchasing habits and which coupon offer would lead to the highest level of sales and coupon redemption. This is an example of ______________ research.