Exam 5: Marketing Research and Information Systems

How can companies use information technology as a competitive advantage?

Crowdsourcing refers to the process of taking tasks usually performed by a marketer or researcher and outsourcing them to a crowd,or potential market,through an open call.

Which of the following survey methods has the potential to offer quick response at a lower cost than traditional mail and telephone surveys?

Wade is puzzled by the recent decrease in sales at one of the Auto Zone locations for which he is the regional manager.He knows that new car sales are down by reading the paper,so he thinks that people should be driving more used cars,which need repairs.Wade knows that he needs to find out why customers are coming to the stores in his area,and the best way to approach this problem and obtain accurate information is to use

The technique of sampling in marketing research is the process of selecting representative units from a total population (a sample)and being able to project the characteristics of the total population from the sample considered.

Baskin Robbins is conducting research on possible new ice cream flavors and products.It is selecting at random 100 males and 100 females in order to collect data.This is an example of ____ sampling.

Compare reliability and validity.Why are they important considerations in marketing research?

____ that are either accepted or rejected become the primary conclusions of a marketing research study.

A firm has conducted market research and found that customer satisfaction with its product is quite high.Nonetheless,repurchase behavior is very low.The research design evidently has a problem with

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.Kashi's testing of the Crunchy Wheat promotion is an example of

The observation method of research systematically examines and records secondary data information about the physical conditions,events,and overt behavior of respondents.

One overlooked internal source of secondary marketing information discussed in the text is

The major disadvantage of a mail survey versus a telephone or personal survey is

Secondary data cannot be obtained from

Descriptive research can be used to better understand the characteristics of certain phenomena to solve a particular problem.

Decreasing sales,increasing expenses,or decreasing profits

Compare the advantages and disadvantages of the two types of collecting a sample.

Online focus groups are more expensive than tradition sit down groups.

Scenario 5.2 Use the following to answer the questions. Colin Jackson recently purchased Blue Waters Adventures,a kayak and canoeing rental business near the Chatsworth River in Arizona.Blue Waters Adventures had been in operation for five years and was located in an ideal area.Even though the winters in the area can be cold,kayaking and canoeing activities are generally popular year-round.After two months of operation,it became clear why the previous owners had sold the business.While the business appeared to be ideally located,sales were extremely disappointing. -Refer to Scenario 5.2.Colin decided to apply some of the things he had learned in his marketing research class to his business.The first thing he should do is to ___________ which will help him ______

In what type of sampling does every element have a known chance of being selected for study?