Exam 5: Marketing Research and Information Systems

Saks Fifth Avenue wants to learn about its consumers' attitudes toward online purchases. There are numerous studies that are available about consumers and online buying, but Saks believes its customers might be different from the usual online consumer profile, so they decide to conduct their own study. If Saks were to use the available data about consumer attitudes, it would be using ___ data; however, if Saks does its own study it would collect ______ data.

If Little Caesars wants to determine the impact of different coupon offers on pizza unit sales, it needs to conduct

Scenario 5.1 Use the following to answer the question. Because of the development of optical scanners and cable television, marketing researchers can now test the effectiveness of advertising more precisely. Volunteers in a minimum of six cities are offered food discounts in return for allowing marketing research firms to monitor grocery purchases and send trial commercials to their homes through cable television. The research subjects shop only at stores equipped with UPC scanners, and their purchases are identified by a special card. Respondents are also told that some of the commercials they see on cable television may differ from those seen by their neighbors. Buying patterns are then compared. For example, Kashi cereals tested a Crunchy Wheat promotion using this system. Half of the 5,000 participating homes in one city saw a commercial announcing the promotion; the other half saw a commercial that did not mention the promotion. Kashi used scanner data to evaluate the promotion's success and offered the commercials nationwide. Refer to Scenario 5.1. The 5,000 households that allowed their group purchases to be scanned are a

Patricia Robertson is running for Congress from the Sixth District in her state. She is interested in knowing the intended choices of the voters. All the registered voters in her district would constitute the study's

Which one of the following best characterizes a marketing information system (MIS)?

Although telephone surveys can be conducted very quickly, a major limitation is

A valid study

Descriptive research can be used to better understand the characteristics of certain phenomena to solve a particular problem.

Your marketing team is conducting research to improve your understanding of the cohort group called the Millennials. You have accumulated the following key data points about the group: They see themselves as special and need individual attention, which they received throughout their childhood. There are 70 million individuals in this cohort. The total buying power of the group is $100 billion a year. They prefer team-oriented activities, having often taken part in team sports as children. They show conventional preferences for schedules and structure. Ages in the group range from 20 to 35 years old. They are achievement oriented, particularly with regard to education, but may also respond negatively to failure. Based on the data points listed, we can conclude

Cameras, counting machines, and scanners are used most often in

Scenario 5.1 Use the following to answer the question. Because of the development of optical scanners and cable television, marketing researchers can now test the effectiveness of advertising more precisely. Volunteers in a minimum of six cities are offered food discounts in return for allowing marketing research firms to monitor grocery purchases and send trial commercials to their homes through cable television. The research subjects shop only at stores equipped with UPC scanners, and their purchases are identified by a special card. Respondents are also told that some of the commercials they see on cable television may differ from those seen by their neighbors. Buying patterns are then compared. For example, Kashi cereals tested a Crunchy Wheat promotion using this system. Half of the 5,000 participating homes in one city saw a commercial announcing the promotion; the other half saw a commercial that did not mention the promotion. Kashi used scanner data to evaluate the promotion's success and offered the commercials nationwide. Refer to Scenario 5.1. When the researchers compared the average sales of Crunchy Wheat for the group that saw the promotion with the average sales for the group that did not see the promotion, in which stage of the marketing research process were they?

Corporate executives often prefer marketing research findings to be put into a report

Kristen is the new marketing manager for the footwear division of her company and is currently planning next season's product lines. She needs to gain access to data about recent purchasing patterns in the industry but has a limited budget and time. Which type of data would be the best choice for Kristen to use in this situation?

One overlooked internal source of secondary marketing information discussed in the text is

The technique of sampling in marketing research is the process of selecting representative units from a total population (a sample) and being able to project the characteristics of the total population from the sample considered.

A(n) ____ is a collection of information arranged for easy access and retrieval.

The Stepan Chemical Company divides its products into three main groups: surfactants, lipids, and polymers. They conduct a customer satisfaction survey every two years and desire to have feedback from purchasers in each of the three product classifications. Stepan has hired a marketing research consultant to assist them, who recommends that Stepan utilize the company database to segment the customers into three categories according to the product (surfactant, lipid, and polymer). Next, the marketing researcher would contract with a telephone survey provider to seek customer participation in a telephone survey. Surveys would be attempted with each group of consumers until 100 completed surveys from each group had been obtained. This is an example of the _____ sampling method.

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 went to the university library and collected everything he could find on the kayaking and canoeing sports industries. He found a significant amount of information, but it didn't seem to be in the format that he could actually use in his analysis. Colin realized that he could just use this preliminary data as a resource to help him design his plan for utilizing focus groups and possibly for designing a survey. The preliminary data is referred to as _____, while the data from focus groups and surveys is ______.

Bart's Appliance Center owner Ron Bart feels that his organization has access to a great deal of information generated both inside and outside the firm, but much of this information is presently going to waste. Apparently, Bart needs to develop a

An overall plan for obtaining the information needed to address a research problem or issue is called the