Exam 5: Marketing Research and Information Systems

A telephone survey is a good example of a completely random sample for the entire population.

Conclusive research is used when marketers need more information about a problem or want to make a tentative hypothesis more specific.

When conducting marketing research in another country, researchers should begin by using focus groups and other survey methods to refine their understanding of customer needs and preferences.

Kristen is the new marketing manager for the footwear division of her company and is currently planning next season's product lines. She needs to gain access to data about recent purchasing patterns in the industry, but has a limited budget and time. Which type of data would be the best choice for Kristen to use in this situation?

Research that is conducted to clarify the characteristics of certain phenomena to solve a particular problem is called ____ research.

Research designed to verify insights through an objective procedure to help marketers to choose between several alternatives is called

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. Besides administering the questionnaire, Colin observed people who went kayaking and canoeing on the Chatsworth River, making notes about their appearance and behavior. The type of data he collected are ____ data.

The observation method of research systematically examines and records secondary data information about the physical conditions, events, and overt behavior of respondents.

Statistical interpretation focuses on what is typical or what deviates from the average.

A marketing information system provides an irregular and unstructured flow of information from internal sources within the organization.

One of the most overlooked sources of secondary data is the organization's own accounting records.

Primary data are best described as the

Darren uses Microsoft Excel to determine how much the responses to his survey about household decision making for toilet paper vary. Darren is in the ____ step of the marketing research process.

Suppose that marketers at Lever Bros. are trying to determine whether the use of free samples of Snuggle fabric softener was the reason for a sales increase in a particular store. The type of research conducted to answer this question is

The Gap has determined that the group of customers aged 50 to 65 could be the target market to increase its market share. It decides to conduct a survey of men and women in the age group of 45 to 70 to find out how often and for what type of activities they wear casual clothing. The Gap is using _____, and should use _____ to obtain the information.

In marketing research, a sample is best described as

If a research method measures what it is supposed to measure, it is said to be reliable.

Observation may be used in combination with interviewing.

Jamal has just finished collecting data about the texting habits of students during their lunch hour. He used both online surveys to ask the students about their texting behavior, as well as observational techniques in the cafeteria. What is the next step in the marketing research process for Jamal to begin?

Secondary data cannot be obtained from