Exam 5: Marketing Research and Information Systems

An offshoot of mail surveys,____ have shortcomings because the people who participate in them generally have higher incomes and education levels than the general population.

In reporting marketing research findings,the researcher should

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

Mika is the marketing research manager for a company that sells skis and other sporting equipment.His company currently has a profitable brand and a good share of the traditional ski market,but would like to enter the "extreme" category of winter sports.Mika needs to obtain information about consumer attitudes of the company's current products as well as attitudes of potential customers in the "extreme" consumer market.He does not have constraints on time,but he does have a modest budget for research.Mika should probably use _____ to obtain the data about the company's current products,and _____ to obtain information about the extreme consumers' attitudes.

What is the primary factor contributing to the increasing difficulty associated with gathering primary data through surveys?

If you were to choose a sample with which to study the market for preschool toys in Illinois,the population would logically be defined as all

One common mistake in questionnaire construction is developing the questionnaire before objectives have been established.

The final step in the marketing research process is to assess the ethicality of the data collection phase.

The use of marketing research is

If Little Caesars wants to determine the impact of different coupon offers on pizza unit sales,it needs to conduct

Information provided by a single firm on household demographics,consumer purchases,television viewing behavior,and responses to promotions is called ____ data.

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

When researchers divide the population of interest in a study into groups and then arbitrarily choose participants from each group,they are using

Maggie is currently working on the three-year strategic plan for a professional hockey team.She needs data to help make decisions about a new pricing strategy,but she needs the data from a wide geographic area.She would like to have the best response but also has a limited budget for the project.Under these circumstances,Maggie should use

The opportunity to obtain data via the Internet has resulted in more than half of all marketing research coming from secondary sources.

The first step in drawing conclusions from most research is to rank the data according to importance.

In which type of sampling design is the final choice of respondents left up to the interviewer?

Scenario 5.1 Use the following to answer the questions. Because of the development of optical scanners and cable television,marketing researchers can now test the effectiveness of advertising more precisely.Volunteers in a minimum of six cities are offered food discounts in return for allowing marketing research firms to monitor grocery purchases and send trial commercials to their homes through cable television. The research subjects shop only at stores equipped with UPC scanners,and their purchases are identified by a special card.Respondents are also told that some of the commercials they see on cable television may differ from those seen by their neighbors.Buying patterns are then compared.For example,Kashi cereals tested a Crunchy Wheat promotion using this system.Half of the 5,000 participating homes in one city saw a commercial announcing the promotion;the other half saw a commercial that did not mention the promotion.Kashi used scanner data to evaluate the promotion's success and offered the commercials nationwide. -Refer to Scenario 5.1.When the researchers compared the average sales of Crunchy Wheat for the group that saw the promotion with the average sales for the group that did not see the promotion,in which stage of the marketing research process were they?

The hypothesis being tested determines the general data-gathering approach to use.

Marketers can only use databases developed by other firms.