Exam 5: Marketing Research and Information Systems

Saks Fifth Avenue wants to learn about its consumers' attitudes toward on-line purchases.There are numerous studies that are available about consumers and on-line buying,but Saks believes its customers might be different from the usual on-line consumer profile,so they decide to conduct their own study.If Saks were to use the available data about consumer attitudes,it would be using ___ data;however,if Saks does its own study it would collect ______ data.

Information from the U.S.Census Bureau is commonly used as ____ by a variety of agencies and organizations.

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 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)

How is it possible to increase the response rate of a mail survey?

Why is it essential that a questionnaire be carefully designed and prepared? What problems can arise when a survey has not been well thought out?

There is some concern that marketing research has been used incorrectly by some firms.The major problem comes from ____ because the researcher wants to obtain favorable results.

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 chose from,which type of sampling method is Subway using?

Kristen is the new marketing manager for the footwear division of her company and is currently planning next season's product lines.She needs to gain access to data about recent purchasing patterns in the industry,but has a limited budget and time.Which type of data would be the best choice for Kristen to use in this situation?

Marketing researchers typically favor ____ because they are extremely flexible.