Exam 4: Conducting Marketing Research

A ________ records how well the company is doing year after year on customer-based measures (e.g., percentage of new customers to average number of customers).

A low market share penetration index indicates substantial growth potential for all the firms.

________ consists of measuring and evaluating actual sales in relation to goals.

The multiple-factor index method for assessing area market potential is most commonly used by those interested in consumer markets.

A manager observes that his last month's salaries were $9300, rent was $3000, and supplies used by the company were $3500. Considering that his company's gross margin was $21 000, what would be his net profit for the period?

There are several methods for assessing market potential. Which of these methods do business marketers prefer?

One of the characteristics of good marketing research is that it uses multiple methods.

If a marketing researcher wished to reach people who would not give personal interviews or whose responses might be biased or distorted by the interviewers, he or she should choose the ________ as the best way to reach people.

The text lists several creative ways that a small company can conduct marketing research without incurring the high costs often associated with a marketing research effort. List three methods that might be considered to be creative.

________ is designed to capture cause-and-effect relationships by eliminating competing explanations of the observed findings.

The most common instrument used to collect primary data is the

In spite of the rapid growth of marketing research, many companies still fail to use it sufficiently or correctly. Which of the reasons listed below involves research conducted without a careful definition of the problem or of the decisions facing management?

If Dell computer was seen as having a 120 percent market share and a close competitor was seen as having 90 percent market share, the market share analysis (measurement) would be expressed as

Pieter Rabinovich, a marketing exec at Michelin, is comparing the current level of market demand for snow tires to the potential demand level. A high market penetration index will suggest to Pieter that

A national shoe brand wishes to use financial analysis to find profitable strategies beyond sales building. To calculate return on net worth they must understand that financial leverage is equal (=) to

After developing the research plan, the marketing researcher should define the problem and research objectives.

All the buyers who are able and willing to buy a company's products or services are called the overall market share.

Which one of the following decisions should be made before designing the research plan?

Explain what a "projective technique" is and how it might be used to assist researchers in understanding consumer actions and behaviour.

Most focus groups are moderated by the firm's marketing manager.