Exam 5: Marketing Research and Information Systems

Exploratory research is concerned with identifying the characteristics of markets or categorizing market activities.

Costco believes that most of its sales are to small businesses rather than consumers -- and that women are more likely to be making the purchasing decisions. This is an example of a(n) ____ that Costco could test through marketing research.

Janis had invested a significant amount of resources into advertising a new product. She used tools and methods to measure and interpret the effectiveness of the campaign on customer sales. Janis used ___________ to evaluate her firm's return on investment. She then made adjustments based on her findings.

Which of the following is the least flexible survey method?

In general, corporate executives prefer research reports that are short, clear, and simply expressed.

Assume that Verizon Wireless is interested in studying the pricing expectations of its customers. If the study calls for selecting at random 100 people from each of three age groupings, ____ sampling is being used.

Old El Paso salsa believes that sales are increasing because consumers see salsa as a healthier alternative to more traditional dips and sauces. The company develops a research study to test this hypothesis. It designs an online survey and sends it to its customers to find out their reasons for purchasing salsa. Old El Paso is engaging in _____________ research.

In marketing research, a sample is best described as

If a research method measures what it is supposed to measure, it is said to be reliable.

The key to locating and defining problems is to probe beneath the superficial symptoms.

Which of the following is a probability sampling technique used to reduce errors within random sampling?

Your company is in the final stages of deciding whether to launch a new product that you have been testing for the last six months. While the CEO of your company is very optimistic about the potential for the product, he is a skeptic by nature. He has asked you to conduct one last round of market research that will give him greater confidence in the product's prospects. Which of the following types of marketing research should you conduct to satisfy the CEO's concerns?

Suppose that marketers at Sun Products are trying to determine whether the use of free samples of Snuggle fabric softener was the reason for a sales increase in a particular store. The type of research conducted to answer this question is

Nathan, a marketing manager for Casual Express, a retail clothing store chain, wants to use observation methods to gather information about shopping behavior. Which of the following should Nathan know about observation methods of data collection?

Observation may be used in combination with interviewing.

Marketing analytics can help marketers identify how to develop better-targeted marketing campaigns.

The manager of MegaMarket is interested in asking consumers what they think about the store's new layout and expanded produce selection. If the manager would like to obtain a high response rate and have the study conducted as quickly as possible, which data collection method would you recommend?

A hypothesis is a fact about the problem or topic under investigation.

In the past, personal selling has garnered a reputation as being too aggressive. You would like to test whether these perceptions have changed after the implementation of ethical principles for the personal selling industry. To start off your research, you would like to ask ten consumers in a group setting a set of questions about their views of personal selling. This is an example of

A telephone survey is a good example of a completely random sample for the entire population.