Exam 4: Conducting Marketing Research

The final step in Air Canada's research on a proposed in-flight Internet service, after reviewing the findings, is to make a decision. How could they use a marketing decision support system (MDSS) to weight the evidence?

Marketing-mix modelling focuses on baseline sales and long-term effects instead of incremental growth.

Give an account of experimental research.

A manager has a simplified profit-and-loss statement that indicates that sales for the last quarter were $120 000, cost of goods sold was $35 000, and expenses were: salaries = $10 000, rent = $3000, and supplies = $3000. Calculate the net profit.

A common way to estimate total market potential is to estimate the potential number of buyers divided by the average quantity purchased by a buyer.

Karmaloop, an online urban boutique, has built its reputation on its relentless tracking of trendsetters. If they sold their research results to other interested firms, what category of marketing research firm would they be labelled as?

Nicholas Nannini sees an opportunity to conduct a telephone survey and solicit customers at the same time. Which of the seven characteristics of good marketing research should he be reminded of and why?

James collected primary data when he distributed a survey to his dorm to discover their attitudes and opinions on campus life.

A stakeholder-performance scorecard tracks the satisfaction of various constituencies who have a critical interest in and impact on the company's performance: employees, suppliers, banks, distributors, retailers, and stockholders.

One set of consumers, during a focus group session, indicated that Dell computers reminded them of a surfer, Apple Computer was equated to a mad-scientist, and IBM computers to Scrooge from the Dickens' tale. Which of the following qualitative research approaches matches to the approach described above?

________ for a product is the total volume that would be bought by a defined customer group in a defined geographical area in a defined time period in a defined marketing environment under a defined marketing program.

Gross margin minus (-) expenses equals (=) net profit.

Which of the following is true of qualitative research?

All research must begin with an exploratory research study.

________ is a qualitative research approach for getting inside a consumer's mind and finding out what they are thinking or feeling (e.g., a consumer says that the John Deere brand makes them think of a rugged Midwestern male who is hard-working and trustworthy).

The most common instrument used to collect primary data is the questionnaire.

Paul Lapointe, an independent market researcher, tells his client that is interested in the qualified available market. What group of consumers is he interested in?

Robeez, an infant footwear company, wishes to measure and evaluate their actual sales in relation to the goals they set for the business quarter. If they wish to measure the relative contribution of different factors to a gap in sales performance, which sales analysis tool is most appropriate and how is it conducted?

The most scientifically valid research is focus group research.

A summary set of relevant internal and external measures can be assembled in a ________ marketing dashboard for synthesis and interpretation.