Exam 4: Market Research

When researchers suspect that research subjects will alter their behavior if they know someone is watching, the researchers are likely to use unobtrusive observational methods.

SwimFit produces gear for swimmers, including suits, goggles, swim caps, and ear plugs. SwimFit wants to improve the quality of its goggles to match or surpass the quality of the product category leader. Which of the following is SwimFit most likely to use to find out more about how its competitor's product is made?

A marketing manager would most likely use which of the following to find out how many consumers stay with his brand and how many switch, enabling him to project market shares over time?

Even if you opt out of receiving emailed marketing messages from a company, the company is within its legal rights to continue sending you its promotional emails.

Exploratory research is typically large scale and more expensive than other research techniques.

Which of the following is true about the steps in the market research process?

Why would market researchers use convenience samples?

Marketers use ________ when they want to determine if a change in one thing is responsible for a change in something else.

________ is the extent to which research actually measures what it was intended to measure.

Disadvantages of ________ are that hackers can influence research and competitors can learn about marketing firms' plans.

The second step of the marketing research process is to ________.

Which of the following is information gathered directly from respondents in order to specifically address a question at hand?

Which of the following is NOT considered a source of market intelligence?

Why might a company complain of having too much data?

Which of the following is a question that a marketing manager would use an MDSS rather than an MIS to answer?

Telemarketing has had the greatest impact on which of the following data collection methods?

Of the following, which type of data collection method is likely to have the lowest response rate?

An intranet is an external corporate communication network that uses Internet technology to facilitate interaction among company employees, customers, and potential customers.

Which of the following is the process of physically deconstructing a competitor's product to determine how it is put together?

Every six months, Doug is asked to fill out a survey asking when he expects to buy a new vehicle and what type and model he plans to purchase. Doug, along with a group of consumers with similar buying habits, has been participating in this survey for the last eight years. The gathering of this quantitative data is an example of descriptive research using ________.