Exam 5: Marketing Research and Information Systems

How can companies use information technology as a competitive advantage?

In which of the following sampling designs do all members of a population have an equal chance of being selected?

Georgia-Pacific needs information about trends in housing starts and remodeling around the country. Since it will be difficult to collect _______ from the numerous locations, it decides to use _____ data from the U.S. Department of Commerce reports to get this information.

Online focus groups are more expensive than tradition sit down groups.

Baskin Robbins is conducting research on possible new ice cream flavors and products. It is selecting at random 100 males and 100 females in order to collect data. This is an example of ____ sampling.

Subscription services from firms such as ACNielsen provide marketing researchers with a good source of ____ data.

The two basic types of sampling that marketing researchers use are

Scenario 5.2 Use the following to answer the questions. Colin Jackson recently purchased Blue Waters Adventures, a kayak and canoeing rental business near the Chatsworth River in Arizona. Blue Waters Adventures had been in operation for five years and was located in an ideal area. Even though the winters in the area can be cold, kayaking and canoeing activities are generally popular year-round. After two months of operation, it became clear why the previous owners had sold the business. While the business appeared to be ideally located, sales were extremely disappointing. -Refer to Scenario 5.2. Colin developed a research design to aid his investigation. This design included a questionnaire that attempted to measure "outdoor activity preferences"; however, Colin's professor said that the questionnaire measured not "outdoor activity preferences" but something else. The professor was questioning the research design's

The key to locating and defining problems is always to probe beneath any superficial symptoms.

Compared to a mail survey, telephone surveys have

Marketing researchers typically favor ____ because they are extremely flexible.

In the process of conducting marketing research, marketers should allow for

For demographic purposes, a mail survey sent out by the American Cancer Society asks each respondent to identify their race by choosing among a list of possibilities. This common type of question is called a(n) ____ question.

Scenario 5.1 Use the following to answer the questions. Because of the development of optical scanners and cable television, marketing researchers can now test the effectiveness of advertising more precisely. Volunteers in a minimum of six cities are offered food discounts in return for allowing marketing research firms to monitor grocery purchases and send trial commercials to their homes through cable television. The research subjects shop only at stores equipped with UPC scanners, and their purchases are identified by a special card. Respondents are also told that some of the commercials they see on cable television may differ from those seen by their neighbors. Buying patterns are then compared. For example, Kashi cereals tested a Crunchy Wheat promotion using this system. Half of the 5,000 participating homes in one city saw a commercial announcing the promotion; the other half saw a commercial that did not mention the promotion. Kashi used scanner data to evaluate the promotion's success and offered the commercials nationwide. -Refer to Scenario 5.1. The 5,000 households that allowed their group purchases to be scanned are a

Marketers often begin the data collection phase of a research project by gathering secondary data. This type of information may come from both ____ and ____ sources.

Time Warner Cable uses its sales reports broken down by geographic regions as part of its marketing research to determine which markets are most rapidly adopting high-speed Internet connections. In this example, Time Warner Cable is using

The purpose of marketing research is to inform an organization about customers' needs and desires, marketing opportunities for particular goods and services, and changing attitudes and purchase patterns of customers.

Research that allows marketers to make causal inferences about relationships is called

There is some concern that marketing research has been used incorrectly by some firms. The major problem comes from ____ because the researcher wants to obtain favorable results.

Although telephone surveys can be conducted very quickly, a major limitation is