Exam 5: Marketing Research and Information Systems

Costco believes that most of its sales are to small businesses rather than consumers -- and that women are more likely to be making the purchasing decisions.This is an example of a(n)____ that Costco could test through marketing research.

Carmen has been hired by a market research company to collect data about the drinking habits of 25 to 35-year old urban professionals.Carmen is to go to "happy hour" with a group of individuals and observe what type of alcoholic beverages they order,how often,and what brands.The data that Carmen will obtain is ______ and she will use ______ in its collection.

A research technique is said to be reliable if it produces almost identical results in successive repeated trials.

All of the following are steps in the marketing research process except

Problem location and definition is the first step toward finding a solution to a marketing problem or launching a research study.The first sign of a problem

Which of the following is a probability sampling technique used to reduce errors within random sampling?

Why would a personal interview be favored over a mail or telephone survey?

Students from a marketing research class are involved in a project about the level of sleep,exercise,and stress individuals experience.They have decided to collect data from three student-center areas on campus.When they analyze their data they find the responses are very similar across the three areas.The students feel comfortable they have achieved which of the following with regard to their data?

When marketing researchers try to manipulate an independent variable and measure the resulting changes in a dependent variable,they are engaging in

Jack knows his business has a problem because of an increasing number of consumer complaints received recently.He has decided how to make this problem a precise,researchable statement and should next move on to

Cameras,counting machines,and scanners are used most often in

An online survey conducted before students could register for their fall semester classes asked,"Do you think online professor evaluation forms would be better than paper and pencil forms administered during class?" This is an example of a(n)____ question.

Georgia-Pacific needs information about trends in housing starts and remodeling around the country.Since it will be difficult to collect _______ from the numerous locations,it decides to use _____ data from the U.S.Department of Commerce reports to get this information.

Stratified sampling may reduce some of the error that could occur in a simple random sample.

Ethical conflict typically occurs because the parties involved in marketing research often have different objectives.

Marketing researchers at Nike decided to test several new designs and colors of shoes with its young,urban target market.The shoe colors used in the experiment were bright yellow,light blue,bright green,red,and black.Nike repeated the particular experiment several times in different large cities and discovered that the results produced each time were nearly identical.The participants preferred the green,red,and black.However,when the shoes were produced,the sales were higher for the plain white version,the black,and red.The sales of the bright green were very low.Nike couldn't understand why the test results were consistent,but the results didn't match with the actual sales.This phenomenon would indicate that the test results were _____ but not _____.

Marketing research is a systematic and orderly gathering of information supplied through the routine reporting system within the organization.

Low response rate and privacy are both issues of concern related to

If Procter & Gamble,the maker of Dawn dishwashing liquid,wants to know what percentage of customers examine product labels before making a product selection in the grocery store,it can best gain this information through

The first sign of a problem is usually a departure from some normal function,such as a failure to attain objectives.