Exam 4: Market Research

Cross-sectional design involves the systematic collection of responses to a consumer survey instrument from one or more samples of respondents at one point in time.

A market research bureau semiannually conducts national surveys of more than 25,000 consumers who complete monthly logs detailing their purchases of products. Many companies subscribe to the bureau's report publication to learn of the findings of these surveys. This information can be classified as ________.

Predictive technology used by e-marketers relies on which of the following?

Explain how the saying "Garbage In, Garbage Out" relates to market research.

Which component of the market research process determines the consumer population that a company will study?

Interpreted data is ________.

Two brothers own a hair salon. One believes they could have more business if they mailed out $5-off coupons to people living within a five-mile radius of the shop. The other brother wants to run an ad in the local shopping newspaper with a coupon for a free hot oil treatment. (The newspaper goes to everyone in the area.) What type of market research can they use to determine whose idea would be more profitable? Explain your answer.

Which type of research generates nonnumeric results that provide detailed verbal or visual information about consumers' attitude?

Which of the following is NOT an example of a secondary data source for a company researching whether it should open a casino near St. Louis, Missouri?

Which of the following data collection methods is generally the least flexible?

A(n) ________ is a comprehensive examination of a particular firm or organization.

Which of the following identifies exactly what information marketers will collect and what type of study they will conduct?

A causal research design tracks the responses of the same sample of respondents over time.

Explain the three factors that typically influence the quality of research results and discuss how researchers can ensure the quality of their data.

A sign at a Tokyo hotel once read, "You are invited to take advantage of the chambermaid," and a dry cleaner in Majorca urged passing customers to "drop your pants here for best results." These are examples of ________ in global markets that international market researchers must consider.

In the market research process, it is essential for marketers to define the research problem. What does this mean?

Opinion Research Corporation and Experian Simmons are two companies that provide ________.

A city hired a research company to survey spring break vacationers to learn about this market. One of the questions asked was, "If you were able to hang out on the beach with any celebrity, who would she or he be?" This type of question is a means for gathering ________.

The focus group format can be used online.

The Chair Trade is an independent furniture store that specializes in selling Amish-style furniture and household items. Until the first of the year, its overall sales revenue was slowly increasing. Since the first of the year, however, sales of small items increased while sales of furniture decreased, leading to declining sales revenue. How could the owner of the store rely on market intelligence to understand the change in consumer buying behavior? Should the owner rely solely on market intelligence? Why or why not?