Exam 7: Marketing Research and Market Information

The Direct Marketing Association (DMA) has completed a study of direct marketing opportunities and threats in 30 countries worldwide. This information is available to DMA members for $129. For DMA members who purchase this study, it would be a source of:

A(n) _____ involves obtaining information about a company and its business environment by means of library research and extensive interviewing of company officials.

Modern marketing research includes all of the following EXCEPT:

A _____ sample is selected in such a way that every member of the universe has an equal chance of being selected.

_____ are original data gathered specifically for the project at hand.

_____ is an ongoing, organized set of procedures and methods designed to generate, analyze, disseminate, store, and retrieve information for use in making marketing decisions.

Gold Love Tokens is a company that manufactures and distributes roses, leaves, and other types of flowers have been dipped in 24K gold. Sales for the last three quarters have been stagnant. During the situation analysis, the owner of the company has tentatively decided that sales of the gold-dipped products have stagnated due to a perception that since gold is expensive, so are the company's products. This tentative supposition is an example of a(n):

Convenience samples are easier to get than random samples.

The telemarketer who called Amy last night began the phone conversation by asking Amy if she minded answering certain questions about her family's vacation for marketing research. After Amy answered questions about how much her family usually spends on vacations and what destination sites they like best, the telemarketer tried to sell Amy a timeshare for a condominium in Branson, Missouri. The telemarketer engaged in:

Fairytale Brownies included a survey card in each package of its brownies. If customers answered the open-ended questions and returned the postage-paid reply card within 30 days they were registered in a monthly drawing.

Why would a marketing researcher use a survey rather than some other tool to gather research data?

A question that asks if you like the efficiency and appearance of a day care center employee would be a poor survey question.

Single-source data:

If speed is important when conducting a survey, the telephone survey is the most appropriate method to use.

The two types of experimental research are _____ experiments.

For years, Amazon has collected detailed information about its customers. For example, it knows that when a customer buys the movie Lost in Translation, might be prodded into buying 21 Grams or Kill Bill--Volume 1 because others have made similar purchasers. This would be an example of:

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. -A _____ would have revealed to the National Fruit Product Company that its target market wanted to know that its apple juice was 100 percent pure and made from fresh apples not concentrate-information not readily determined from the label at the time the research was conducted.

The owner of an abandoned rock quarry wants to reopen the quarry, but many people living near the quarry are opposed. If he wanted to know the reasons for the opposition to the quarry opening, he could attend local community meetings and ask a sample of the attendees. This would be an example of a(n) _____ sample.

Mechanical counters and cameras are most likely to be used in connection with the _____ method of doing marketing research.

In _____, before committing to a major marketing effort, the researcher duplicates real market conditions in a small geographic area to measure consumers' responses to a strategy.