Exam 5: Marketing Research and Information Systems

The observation method of research systematically examines and records secondary data information about the physical conditions, events, and overt behavior of respondents.

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 decided to apply some of the things he had learned in his marketing research class to his business. The first thing he should do is to ___________ which will help him ______

Mika is the marketing research manager for a company that sells skis and other sporting equipment. His company currently has a profitable brand and a good share of the traditional ski market, but would like to enter the "extreme" category of winter sports. Mika needs to obtain information about consumer attitudes of the company's current products as well as attitudes of potential customers in the "extreme" consumer market. He does not have constraints on time, but he does have a modest budget for research. Mika should probably use _____ to obtain the data about the company's current products, and _____ to obtain information about the extreme consumers' attitudes.

Strategic planning requires ________________ to facilitate the process of assessing opportunities or threats from competitors.

An item on the University Bookstore's survey asks respondents to tell the store, in their own words, what they like least about textbook shopping. This item would be an example of a(n) ____ question.

Explain the conditions that would favor an exploratory study over a conclusive study.

A research method in which a number of people are exposed to an idea or concept and the interaction of the people is observed is called a(n)

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

An informed guess or assumption about a certain problem or set of circumstances is known as

A firm has conducted market research and found that customer satisfaction with its product is quite high. Nonetheless, repurchase behavior is very low. The research design evidently has a problem with

When marketing researchers consider sampling techniques, they are preparing to collect ____ data.

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. Suppose that when selecting the 5,000 homes to participate in scanner studies in one city, the research firm first divided the city's population into upper-, middle-, and lower-class families, then took a probability sample within each group. This would be a(n) ____ sample.

Ford Motor Company has received several awards for their designs, quality, and integration of technology in automobiles. Today's automotive consumers are increasingly interested in purchasing vehicles that are technology enabled and offer the driver or passenger the ability to access his or her wireless provider's network, use Bluetooth technology to place calls, play music from his or her smartphone, and utilize GPS technology available on his or her smart device. Prior to offering these add-ons or features to their line of automobiles, Ford utilizes ______ research by assembling a small group of target market customers throughout the world to discuss their needs and how they might utilize new product enhancements. Managers from Ford are present to view the group discussions and observe the interactions among group members as well as the group's moderator. What type of research is Ford conducting?

Warby Parker wants to conduct a survey on consumers who wear glasses. It wants to give every person who wears glasses in the United States an equal chance of being chosen for the survey. First, though, it needs to separate those who wear glasses from those who do not. What type of sampling should Warby Parker use?

Why would a personal interview be favored over a mail or telephone survey?

A few months ago, Kroger adopted a new brand of organic cheese. However, sales have been lower than expected. Kroger decides to survey some of its customers at its stores to try and understand this issue. It set up demonstrations in several stores and asked consumers to try samples of its organic cheese product. It then asked them how they liked the cheese. The majority of respondents indicated they were very satisfied with the cheese's flavor. This occurred in trial after trial. Kroger is confused. Satisfaction with the cheese is positive, yet sales continued to remain low. They ask you, a marketing consultant, why you think this is. You reply that while the tests had strong ___________, they did not have strong ____________. You recommend that Kroger survey customers on their purchase intentions rather than their satisfaction with the product's taste.

Subway wants to collect data about employee satisfaction within its organization. It decides to survey a sample of 500 employees by having a computer program automatically pick which employees will be in the sample. If it uses the payroll database as the list of names to choose from, which type of sampling method is Subway using?

A marketing information system provides an irregular and unstructured flow of information from internal sources within the organization.

The objective of sampling in marketing research is to

In which of the following sampling designs do all members of a population have an equal chance of being selected?