Exam 5: Marketing Research and Information Systems

Geena double majored in marketing and economics. She has been hired by a large department store chain in its marketing department. Her first assignment involves a line of swimsuits the chain recently adopted in its stores. The chain wants to determine how to best market the swimsuit line in different areas of the nation and during different seasons. For instance, during the fall and winter it believes it should discount its products in colder areas. Geena has collected the information on how seasonal and environmental changes will likely impact sales. She then tests a number of promotional scenarios using (a) _________________ to try and anticipate what form of promotion would work best in different areas of the United States during different seasons.

Having recording biases and collecting only descriptive information are two of the primary drawbacks to

Carmen has been hired by a market research company to collect data about the drinking habits of 25- to 35-year-old urban professionals. Carmen is to go to "happy hour" with a group of individuals and observe what type of alcoholic beverages they order, how often, and what brands. The data that Carmen will obtain is ______ and she will use ______ in its collection.

A survey question that requires a yes or no answer is called a

Time Warner Cable uses its sales reports broken down by geographic regions as part of its marketing research to determine which markets are most rapidly adopting high-speed Internet connections. In this example, Time Warner Cable is using

Scenario 5.2 Use the following to answer the question. Colin Jackson recently purchased Blue Waters Adventures, a kayak and canoeing rental business near the Chatsworth River in Arizona. Blue Waters Adventures had been in operation for five years and was located in an ideal area. Even though the winters in the area can be cold, kayaking and canoeing activities are generally popular year-round. After two months of operation, it became clear why the previous owners had sold the business. While the business appeared to be ideally located, sales were extremely disappointing. Refer to Scenario 5.2. Colin developed a research design to aid his investigation. This design included a questionnaire that attempted to measure "outdoor activity preferences"; however, Colin's professor said that the questionnaire measured not "outdoor activity preferences" but something else. The professor was questioning the research design's

A database is a collection of information arranged for easy access and retrieval.

Nielsen Marketing Research is concerned about using surveys to conduct a marketing research project because

An offshoot of mail surveys, ____ have shortcomings because the people who participate in them generally have higher incomes and education levels than the general population.

How can companies use information technology as a competitive advantage?

All of the following are steps in the marketing research process except

In the process of conducting marketing research, marketers should allow for

Apple is known for product innovation and the creation of products that meet needs consumers didn't realize they had, such as using an iPad to easily access the Internet, read books, and play games. In order to develop and deliver products to consumers that are high in value and successful, the firm implements a variety of ________ activities in order to stay abreast of consumer trends, preferences, and determine the potential for success of new products.

Jack knows his business has a problem because of an increasing number of consumer complaints received recently. He has decided how to make this problem a precise, researchable statement and should next move on to

Statistical analysis is only important in experimental research studies.

Pointing out any deficiencies and the possible reasons for them should be done in the ____ step of the marketing research process.

Problem location and definition is the first step toward finding a solution to a marketing problem or launching a research study. The first sign of a problem

For demographic purposes, a mail survey sent out by the American Cancer Society asks each respondent to identify their race by choosing among a list of possibilities. This common type of question is called a(n) ____ question.

Stratified sampling may reduce some of the error that could occur in a simple random sample.

Scenario 5.2 Use the following to answer the question. Colin Jackson recently purchased Blue Waters Adventures, a kayak and canoeing rental business near the Chatsworth River in Arizona. Blue Waters Adventures had been in operation for five years and was located in an ideal area. Even though the winters in the area can be cold, kayaking and canoeing activities are generally popular year-round. After two months of operation, it became clear why the previous owners had sold the business. While the business appeared to be ideally located, sales were extremely disappointing. Refer to Scenario 5.2. Besides administering the questionnaire, Colin observed people who went kayaking and canoeing on the Chatsworth River, making notes about their appearance and behavior. The type of data he collected is ____ data.