Exam 4: Conducting Marketing Research

As a marketing research manager you have begun calculations on the costs of a proposed marketing research project. During which stage of the marketing research process are such calculations most likely to take place?

If a marketing researcher is looking for a contact method that can gather information quickly and allow the interviewer to clarify questions if necessary, he or she will choose the telephone interview method.

Ambler says firms must give priority to measuring and reporting marketing performance through marketing metrics. Companies can also monitor an extensive set of internal metrics, shuch as innovation.

Especially popular with such companies as Procter & Gamble, marketing-mix modeling is used to allocate or reallocate expenditures.

Market demand is not a fixed number, but rather a function of the stated conditions.

Explain what qualitative measures are and why they might be useful to marketers.

Which of the following characteristics of good marketing research keeps researchers alert to the problems caused by "marketing myths"?

In the Air Canada research, a broad question "How do you feel about first-class air travel?" is asked to start with. Which particular research approach is it to collect primary data?

One of the advantage of marketing-mix modelling is: it is very easy to integrate important metrics such as customer satisfaction, awareness, and brand equity into marketing-mix modelling.

Tim Hortons wishes to collect primary data on their existing and potential customers' lunch menu preferences. If you had to recommend the research instrument that is considered to be the most flexible method for obtaining that primary data, what would it be?

Annual-plan control requires making sure that the company is not overspending to achieve sales goals. The key ratio to watch is the

Before Sandra Labelle opened her floral shop she read all she could on the industry. She also reviewed library data banks on growth patterns in the local area with particular interest in the location of florists throughout the city. This ________ assisted her in deciding where to locate her store.

Give reasons to justify that online research is versatile.

The marketing manager needs to know the cost of the research project before approving it. During which of the following stages of the marketing research process would such a consideration most likely take place?

The ________ phase of marketing research is generally the most expensive and the most prone to error.

If a company actively tracks the performance of its suppliers, banks, and distributors, it is using what is called a

The goal of ethnographic research is to ________.

A galvanometer can measure the interest or emotions aroused by exposure to a specific ad or picture.

Online research has grown significantly in the last several years. It is estimated that online research is estimated to make up ________ of all survey-based research.

With respect to the sampling plan, three decisions must be made. The decisions include: the sampling unit how many people should be surveyed; and