Exam 4: Marketing Analytics: Gaining Customer Insights

Loft Industries sells roof trusses to contractors and builders and would like to conduct research to determine how customers assess customer service.Which of the following research instruments would be best for this firm?

Questionnaires are the most common research instrument.

A(n)________ sample is one where every member of the population has a known and equal chance of selection.

A marketing analyst is conducting research to determine consumers' personal grooming habits.Because of the personal nature of the survey questions about this topic,she wants to select the contact method that is most likely to encourage respondents to answer honestly.Which contact method should she select?

Videoconferencing and internet technology have changed how focus group interviews can be observed.

What are the two main types of research instruments used to collect primary data?

An up-market accommodation hotel wants to gain customer insights about the level of service being offered to its current customers.What recommendations would you make about suitable data collection methods?

Consumers are most likely to willingly provide research information when researchers provide which of the following?

What do many researchers encounter when conducting market research in foreign countries?

To conduct research in to a customer's unconscious actions and unexpressed feelings,which research method would yield the best results?

Many major companies have created the position of ________ to address concerns about the privacy of customers.

Marketing information is only valuable when it is used to ________.

Currently researching data sources from within the company to make marketing decisions involves making use of ________ databases.

Choose the statement that is NOT a typical consumer concern about intrusion on consumer privacy.

An operator of a dress shop in a suburban mall has a very small research budget,so she uses low-cost or no-cost methods to gather research data.One method that works very well for her is changing the themes in her local newspaper and radio advertising and watching the result.She is using ________ to gather data for marketing decisions.

Once the research problems and objectives have been defined,researchers must first determine the exact information needed and then present that information to management.

Sales have dropped at XYZ Corporation.Outline the preliminary information that could be used to assist the researcher to define the problem and suggest hypotheses.

For secondary data to be useful to marketers,it must be relevant,current,unbiased and ________.

Which of the following is the best advice about creating research questionnaires?

Marketing researchers can conduct their own searches of secondary data sources by using commercial online databases.