Exam 4: Market Research

Over the course of two weeks, a trained researcher visited a home with three preschool-aged children every day to observe the children's bath time. This is an example of ________.

A sports entertainment company wants to research how Canadians spend their free time. It is preparing a survey that will be used in all of Canada, including the province of Quebec. Unlike Canadians from other provinces, the people of Quebec primarily speak French. The researchers are planning to use English and French versions of the survey. In preparing the surveys, they should use ________.

________ refers to the collection, deployment, and interpretation of information that allows a business to acquire, develop, and retain customers.

A survey questioned men and women to determine how each group felt about low-fat foods advertising on television. The results from male and female respondents were examined separately to see if their responses were different. The research results were analyzed using ________.

Which of the following best explains the difference between data and information?

Which of the following is the method marketers use to collect available information about what is going on in the world that is relevant to their business?

Which of the following is NOT an advantage of online questionnaires?

A marketing decision support system (MDSS) is a ________.

ABC Interior Designs wants to collect research data about which areas of the store attract the most customer attention through video recording devices placed throughout the store. This is an example of mechanical observation.

A survey about pet ownership used a sample derived from people who visit a website and register. This sample would lack ________ because not everyone has Internet access.

Children are difficult subjects for market researchers because they have poor recall and often do not understand the questions they are asked. This brings into question the ________ of the survey.

Describe the basic market research process.

Prior to setting up its Thanksgiving Turkey Hotline, a company conducted one-on-one discussions with a small number of new and experienced cooks to determine what type of questions it should be prepared to answer. In research terms, this company conducted ________.

A company utilized ________ when it asked consumers to indicate how they feel about panty hose.

In causal research, factors that might be responsible for causing a change are called ________.

Which of the following research techniques has the advantage of rapid back-and-forth communication between a company and group of consumers, allowing for real-time data collection over a period of time?

Data are raw, unorganized facts.

Six women were invited to participate in a discussion on motels, hotels, and resorts. A discussion leader first asked them what differentiated motels, hotels, and resort accommodations. Then she asked them to identify all the amenities they expect to find in overnight accommodations. These six women and their group leader participated in a(n) ________.

Which of the following would marketers most likely learn by "scraping the Web"?

Nielsen compiles ratings of television shows and then sells the information to other firms. Nielsen conducts ________.