Exam 7: Marketing Research and Market Information

Through _____, the Chicago Symphony Orchestra hopes to identify key segmentation characteristics of its most loyal and dedicated patrons from its database of 130,000 non-corporate patrons.

_____ _____ is the process of gathering and analyzing publicly available information about the activities and plans of competitors.

All of the following are used by marketing managers as major information sources EXCEPT:

The publisher of a new needlecraft magazine has developed two possible designs for the magazine--one provides patterns and the other previews innovative new crafting projects. Two matched groups were gathered. One was shown a mockup with patterns; the other group was shown the issue that emphasized innovations. All other conditions were identical. When asked for their buying decisions, it is reasonable to assume that the differences between the percentage of people in each group who intended to subscribe to the magazine are based on their perception of the different focuses. This is an example of the _____ method of marketing research.

In the marketing research procedure, the situation analysis ordinarily does NOT include:

Fairytale Brownies included a survey card on the back of a postage-paid reply card in each package of its brownies. The bakery asked open-ended questions. What potential problem might the use of open-ended questions create?

_____ is simply the process of gathering and analyzing available public information about the activities and plans of the competition.

Xata Singh sells jewelry. It is not uncommon for her to enter one of the retail shops that sells her line of jewelry and spend an hour or two looking at the competition's products and pricing strategies. Singh is gathering:

A company that wanted to know whether the average person could assemble its entertainment center cabinet in less than an hour without any stress would most likely use:

Why don't all marketing researchers use test marketing?

In which of the following situations would test marketing be the most appropriate method for marketing research?

A couple thinking about opening a coffee house spends their weekends visiting established coffee houses to see if they can find any ideas they can use at their own business. In other words, the couple is:

Which of the following statements about Radio Frequency Identification (RFID) tags is True?

_____ is a good example of a field experiment.

If the university administration wanted to know how far its alumni will drive to attend a university football game, it could send a graduate student out to collect the state names from the license plates of cars parked in the football stadium's parking lot. This is an example of the _____ method of gathering marketing research.

In which of the following ways is the telephone survey method superior to other survey methods for gathering data?

A market researcher would not use _____ as a source when gathering primary data for a marketing research project.

For which of the following situations is the observation method of gathering research data best suited?

For every new product that Hershey Foods Corp. introduces, the company has tested on average 100 product concepts. Participants in the product concept tests are shown a rough drawing of a proposed product and given a list of possible features and benefits. Prior to the development of Internet survey methodology, Hershey often waited two months for results. What survey method did Hershey use?

The purpose of _____ is to generate concepts and hypotheses that can be tested on large, representative samples of people.