Exam 5: Marketing Research and Information Systems

A(n) ____ is a collection of information arranged for easy access and retrieval.

When marketing researchers try to manipulate an independent variable and measure the resulting changes in a dependent variable, they are engaging in

How does marketing research differ when conducted in other countries?

One common mistake in questionnaire construction is developing the questionnaire before objectives have been established.

Online focus groups gather data from large and geographically diverse groups in a less intensive manner than focus-group interviews.

Participants in ____ frequently get to see pictures, products, advertising samples, and diagrams.

The technique of sampling in marketing research is the process of selecting representative units from a total population (a sample) and being able to project the characteristics of the total population from the sample considered.

The final step in the marketing research process is

Pointing out any deficiencies and the possible reasons for them should be done in the ____ step of the marketing research process.

Marketing researchers should allow for continual evaluation of the data during the entire data collection period.

Why would a personal interview be favored over a mail or telephone survey?

Students from a marketing research class are involved in a project about the level of sleep, exercise, and stress individuals experience. They have decided to collect data from three student-center areas on campus. When they analyze their data they find the responses are very similar across the three areas. The students feel comfortable they have achieved which of the following with regard to their data?

Marketing research can be used to test a hypothesis.

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. Kashi's testing of the Crunchy Wheat promotion is an example of

When more information is needed about a problem and a tentative hypothesis needs to be made more specific, marketers usually conduct ____ research.

Callsourcing refers to the process of taking tasks usually performed by a marketer or researcher and outsourcing them to a potential market through an open call.

The following are all guidelines for questionnaire construction that support ethical marketing research except to

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. When the researchers compared the average sales of Crunchy Wheat for the group that saw the promotion with the average sales for the group that did not see the promotion, in which stage of the marketing research process were they?

The four fundamental survey methods used to obtain data in marketing research are telephone surveys, mail surveys, online surveys, and personal interviews.

The main focus of a marketing information system is on