Exam 7: Marketing Research and Market Information

Ipsos-Reid, a Canadian marketing research company, conducted research for CNN in which it gathered opinions from respondents in 30 countries regarding America's war on terrorism. Ipsos-Reid gathered:

When experiments are conducted in a laboratory setting, researchers:

One of the major advantages of using the mail survey is its lack of interviewer bias.

Researchers should check the source of secondary data, why they were gathered, and the definitions of key terms used in the gathering process before relying on secondary data.

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

The three widely used methods for gathering primary data are:

For years, Amazon has collected detailed information about what its customers buy, considered buying, browsed for but never bought, recommended to others, and even wished someone would buy for them. All of this information is contained in a(n):

Obide Services is a company that gathers information that is useful to businesses in the sports marketing industry. It markets a monthly report that provides a wealth of timely information including attendance figures for specific events, prices charged, and ad revenue generated. Obide Services is an example of a(n):

A survey of parents in the United States revealed that the parents were most concerned about childhood obesity and how it affected their children, not violence, drugs, or alcohol. A telephone survey was used to gather this information because:

The management for a company that manufactures antihistamines for allergy sufferers chose to ignore the findings of a recent marketing research project. Which of the following is the most likely explanation for this action?

There is a potential for legal and ethical abuses in gathering competitive intelligence.

If the headmaster of a private Montessori school wanted to know how parents of students in the school felt about a change in school curriculum, he could use every ninth file from his master list of parents and conduct a simple phone interview. The headmaster would be using a _____ sample.

Shoplifting and inventory control are major problems for retailers. Gillette is a major supporter of a technology that could prevent shoplifting while improving inventory control. It is a small computer chip that could be implanted in product packaging. The chip would emit a unique identifier that could be tracked between the factory and the store. Gillette is investing in:

Market researchers would be wise to assume that information gathered by interviewing people in locations that attract large numbers of people, such as airports, parks, and shopping centers:

_____ is a computer-based procedure that allows a manager to interact with data and use various methods of analysis to integrate, analyze, and interpret information.

The primary advantage of using the survey method to gather primary data is:

Which of the following statements about questionnaire design is True?

Which of the following statements describes a potential survey limitation?

Williams-Sonoma, a catalog retailer, used its customer _____ to build 100 different customer models that allowed it to better match its catalog brands to recipients. Through the use of these models, the retailer was able to tell whether it should send its innovative cooking tool catalog to a prospective customer.

What is a major problem associated with telephone surveys that is usually not encountered with other survey methods of gathering information?