Exam 4: Market Research

Mail questionnaires give researchers full flexibility in the types of questions they can ask as well as full control over the circumstances under which the respondents answer the questions.

Bounce rate refers to ________.

Which of the following lists the three important components of a basic marketing information system (MIS)?

Data such as which customers buy which products, which items the company has in stock, and when the company ships items to its customer are all examples of ________.

A daycare center operator wanted to survey her parents to determine if they were interested in the center providing once-a-month Saturday night care for their children. Rather than survey all 254 parents, the operator took the list of parents' names and, starting with the third parent's name, surveyed every twelfth parent. What type of sampling did the daycare operator use?

Compare and contrast the structure and uses of exploratory research and descriptive research.

Why might a researcher decide to use causal research rather than descriptive research?

A ________ is a process that determines what information marketing managers need and then gathers, sorts, analyzes, stores, and distributes relevant and timely marketing information to users.

Data that have been collected for some other purpose than to answer the question at hand are called ________.

A researcher investigating the amount of food waste in the typical four-person family plans to sift through the garbage of a small sample of representative families. This method is an example of an unobtrusive survey.

An independent grocer who wants to know if cocktail and tartar sauce would sell better if the two products were moved from the salad dressing section of the store to a display next to the seafood selection would most likely use ________ research.

A group of investors wants to bring a minor league baseball team to a community of 100,000 to create hometown spirit and offer a new form of family entertainment. The group surveyed people in the community to see if they would attend the games, how frequently they would attend, and whether the location of the proposed baseball stadium was acceptable. This survey is an example of ________.

To determine what type of information to add to its Web site in order to attract more visitors, an Internet company could look at a survey by the AOL/Roper Starch Cyberstudy, which showed the primary activities Americans are most likely to engage in when surfing the Internet. This study is an example of ________.

A company did a comprehensive examination of how pit crews in an auto race work to quickly get a racecar into the pit area, gas the car, perform other maintenance, and get the car back on the track. The company wanted to see if it could adapt some of the teamwork techniques used by pit crews to speed up its order processing. The company conducted a(n) ________.

Marketers would be most likely to use ________ to come up with ideas for new strategies and opportunities or to get a better understanding of a problem they are currently experiencing with a product.

A catalog retailer specializes in ceramic figures, paintings, books, and other decorative items related to endangered animals. The company is considering donating 10 percent of its net profit to the World Wildlife Foundation (WWF). This idea may attract more customers who like the idea of a portion of their money supporting this charity that works to save species. Provide several examples of primary and secondary data that the retailer can use in its market research investigating the possible benefits of this plan.

Customer insight specialists work to understand how customers interact with each other.

The two main types of samples used by researchers are ________.

What is internal company data? Give two examples of internal data.

Compare and contrast syndicated research with custom research.