Exam 5: Marketing Research and Information Systems

The opportunity to obtain data via the Internet has resulted in more than half of all marketing research coming from secondary sources.

Kelsey thinks she will be able to get the highest quality of responses concerning the product features most sought by consumers through personal interviews. She decides to conduct her interviews at ____ because this is the most common location for personal interviews.

Marketing research is a process designed to gather information

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. Before administering the questionnaire, Colin discovered through talking to other sports rental businesses that, although retired males made up a small percentage of the area's population, they often rented kayaks and canoes. In light of this, Colin decided to include a minimum of 25 percent retired males in his sample. The final choice of respondents was left up to the interviewers. This sampling method is known as ____ sampling.

The use of land lines is declining, causing it to be more difficult for market researchers to

Maggie is currently working on the three-year strategic plan for a professional hockey team. She needs data to help make decisions about a new pricing strategy, but she needs the data from a wide geographic area. She would like to have the best response but also has a limited budget for the project. Under these circumstances, Maggie should use

An informed guess or assumption about a certain problem or set of circumstances is known as

A research technique is said to be reliable if it produces almost identical results in successive repeated trials.

Saks Fifth Avenue wants to learn about its consumers' attitudes toward on-line purchases. There are numerous studies that are available about consumers and on-line buying, but Saks believes its customers might be different from the usual on-line consumer profile, so they decide to conduct their own study. If Saks were to use the available data about consumer attitudes, it would be using ___ data; however, if Saks does its own study it would collect ______ data.

Cover Girl believes that sales of one of its lipstick lines have fallen due to the introduction of a new color palette. However, in order to best determine the impact of the color palette, Cover Girl should conduct _____ before proceeding with this tentative hypothesis.

Emily Dawson and seven other people were paid to get together and discuss a new product idea proposed by Johnson & Johnson. Researchers observed the interaction of the group. During the discussion, Emily was annoyed that Jack, another participant, seemed to "hog" the discussion and didn't give others a chance to speak. This is an example of a problem when using ________.

Mika is the marketing research manager for a company that sells skis and other sporting equipment. His company currently has a profitable brand and a good share of the traditional ski market, but would like to enter the "extreme" category of winter sports. Mika needs to obtain information about consumer attitudes of the company's current products as well as attitudes of potential customers in the "extreme" consumer market. He does not have constraints on time, but he does have a modest budget for research. Mika should probably use _____ to obtain the data about the company's current products, and _____ to obtain information about the extreme consumers' attitudes.

The first step in drawing conclusions from most research is to rank the data according to importance.

Compare reliability and validity. Why are they important considerations in marketing research?

The main difference between marketing research and a marketing information system is that the MIS is an information-gathering process for specific situations whereas marketing research provides continuous data input.

A hypothesis is a fact about the problem or topic under investigation.

Which of the following survey methods has the potential to offer quick response at a lower cost than traditional mail and telephone surveys?

To maintain the control needed to obtain accurate information, marketers approach marketing research as a process. Which of the following steps of that process focuses on uncovering the nature and boundaries of the marketing situation to be studied?

A marketing decision support system aids marketing managers in decision making by helping them to anticipate the effects of certain decisions.

The final step in the marketing research process is to assess the ethicality of the data collection phase.