Exam 7: Marketing Research and Market Information

What type of survey should be used when it is most important that respondents answer frankly and honestly?

Jupiter Communications, a research company in Canada, specializes in analyzing online behavior. It would probably rely on _____ as a major source of data.

In March of 1908, Board, Armstrong & Company opened a plant in Alexandria, Virginia to make apple cider vinegar. It decided to call its use the brand name White House because it was located across the river from the Presidential mansion. In 1913, it changed its name to National Fruit Product Company, and that is its name today. In 1999, the company conducted focus groups of young mothers in North Carolina and Florida to determine it label improvements would allow it to more effectively market its apple juice. -When the marketing researchers verified the new White House labels were designed according to the recommendations they made as a result of their research, they would be conducting a:

How would the observation method of gathering marketing research data be a disadvantage to a decision maker?

One of the U.S. Postal Service's first attempts at marketing research began when it was trying to determine which of the two versions of the Elvis stamp to produce. Eight hundred thousand people voted on which stamp they preferred. As a result the USPS was able to collect a(n) _____ with 800,000 names and addresses.

Marketing research does not play a major role in the management processes of planning, implementation, and evaluation.

David Lenz was invited with seven other local businesspeople to attend a ______ in which each person was asked to give his or her views and discuss the views of other attendees on the services provided by the local community Chamber of Commerce. The attendees revealed that while they thought the Chamber was a good idea and could be useful in attracting new business, the Chamber in their community was poorly run and was not helping the community.

The Adam's Mark Inn hotel chain is researching how well its hotel staff treats minority guests. It has hired minority couples to pose as guests to monitor the way the hotel staff treats them. After a stay at the hotel, the couple will provide the hotel chain with specific information on their treatment. This sort of information would be gathered during the _____ stage of marketing research.

The last stage of the marketing research process requires the market researcher to:

A(n) _____ is an enormous collection of data from a variety of internal and external sources, compiled by a firm that is conducting transactions with millions of customers.

In March of 1908, Board, Armstrong & Company opened a plant in Alexandria, Virginia to make apple cider vinegar. It decided to call its use the brand name White House because it was located across the river from the Presidential mansion. In 1913, it changed its name to National Fruit Product Company, and that is its name today. In 1999, the company conducted focus groups of young mothers in North Carolina and Florida to determine it label improvements would allow it to more effectively market its apple juice. -"To more effectively market its White House brand apple juice" was the research project's:

A data warehouse is an enormous collection of data from a variety of internal and external sources, compiled by a firm that is conducting transactions with millions of customers. In order to identify patterns and meaningful relationships in the data warehouse, _____ is used.

Competitive intelligence is:

Salespeople are the primary source of competitive intelligence data.

A bicycle manufacturer noted its sales were declining after the introduction of a new style of bike by one of its competitors. The new bike was targeted to the older, less flexible baby boomer market. The manufacturer purchased one of the competition's bikes and took it apart to determine what made the competition's bike superior to its products. This would be an example of:

One of the biggest mistakes made in marketing research is to:

Interviews with the company's largest clients about distribution issues are one way of gathering primary data about the efficiency of product distribution.

Which of the following is an example of an open-ended question?

In March of 1908, Board, Armstrong & Company opened a plant in Alexandria, Virginia to make apple cider vinegar. It decided to call its use the brand name White House because it was located across the river from the Presidential mansion. In 1913, it changed its name to National Fruit Product Company, and that is its name today. In 1999, the company conducted focus groups of young mothers in North Carolina and Florida to determine it label improvements would allow it to more effectively market its apple juice. -The focus groups the company used were a source of:

Data gathered for a marketing information system or a decision support system are organized, stored, and updated in a computerized: