Exam 7: Marketing Research and Market Information

In a marketing research project to determine if a new line of hair coloring products is cannibalizing another brand made by the same manufacturer, which of the following would be a source of information for an informal investigation?

The observation method of gathering marketing research data benefits a decision maker by:

Ziff-Davis Professional List Services can provide you with the names and addresses of all the people who subscribe to PC Magazine and PC/Computing. You can narrow the list down further by requesting information on subscribers who make more than $70,000. A office supply company that buys this list is acquiring a(n):

Opponents to RFID tags are concerned that the tags could be used to track products even after they left the store. The RFID critics are expressing concern about the ethical issue of:

Owen James is doing marketing research for a company that is experiencing a decline in sales for its line of weather-resistant lawn furniture. During which stage of the marketing research procedure should he develop his research hypothesis?

Baye and Kimberly went to the mall to buy a baby bed. Before they left the mall center area, an individual confronted them with a clipboard. The individual wanted to ask them some questions about their perceptions of the smells of various fabric softeners. This method of data gathering is an example of a(n):

Many firms have not accepted the fact that marketing research can make decision-making much easier. Why?

A _____ _____ _____ is a procedure that allows a manager to interact with data and methods of analysis to gather, analyze, and interpret information.

In a marketing research study for a manufacturer of compost bins, _____ would most likely be a source of primary data.

Once Robert has planned and conducted the formal investigation to determine how people select which diapers to buy for their infants, his next step in the marketing research process is to:

The most frequent concern expressed by researchers who use Internet surveys is the:

A manufacturer of a new energy bar wants to determine if it is cost effective to pay for the use of the American Heart Association (AHA) logo on its packaging. The firm has developed two test packages for the product. One package contains the AHA logo; the other does not. A sample of health-conscious consumers (representing the firm's target market) is invited to select an energy bar from a display that contains several competing brands along with the no-logo package. Another sample of consumers is invited to select a health bar from a display that contains several brands and the package containing the AHA logo. This is an example of research using:

The method of gathering primary data that simulates an actual marketing situation is the _____ method.

While Michelle was shopping, she was asked by a woman holding a clipboard if she would mind looking at some shirts and giving her opinion on how well the shirts were made. This method of gathering primary data used was:

Gold Love Tokens is a company that manufactures and distributes roses, leaves, and other types of flowers that have been dipped in 24K gold. Sales for the last three-quarters have been stagnant. When the owner of the company did several phone interviews with retailers who carry her company's product line, she was engaged in:

Which of the following is a cause of reliability problems in mail surveys?

The federal government, The Wall Street Journal, and annual stockholders' reports are all good examples of _____ data.

Which of the following is an appropriately stated hypothesis for a marketer interested in the potential market demand for a new kind of three-ply yarn made from a combination of wool and synthetic materials?

A company that manufactures hair dyes wants to know how many men would color their gray hair if they could buy hair coloring systems through the mail, and no one would know they used such products. Since anonymity is an important part of getting truthful answers on this survey, the research company doing the marketing research should use:

Personal interview surveys conducted with people in regional shopping centers are called: