Exam 8: Marketing Research: From Information to Action

Figure: 8-7 -Referring to Figure 8-7,what is represented by the block identified as 'C'?

Consumers that have taken a survey approved by the Marketing Research and Intelligence Association (MRIA)have certain rights.These rights have been developed into what is called the Charter of Respondent Rights.When it comes to participating in an MRIA approved survey,which of the following is TRUE?

A survey shows that 92.6 percent Canadians from Ontario have used toothpaste in the last twelve months and 87.2 percent of Canadians from the Western provinces have used toothpaste during the same period.This information was most likely gathered by using which type of question?

Each of the following is an example of external secondary data EXCEPT?

According to marketing managers,each of the following is an example of a sales driver EXCEPT:

Coca-Cola is considering getting into the smartphone market.John,who is in their marketing department,conducts a detailed interview with leading research on smartphones.This activity is referred to as:

Profiling product purchasers (e.g.,the Canadian shopper at the health food store),describing the size and characteristics of markets (e.g.,the Canadian pizza restaurant market),detailing product usage patterns (e.g.,ATM usage by Canadian bank customers),or outlining consumer attitudes toward particular brands (e.g.,Canadian attitudes toward national,private,and generic brands)are collectively known as which type of research?

Give one example each of (1)a leading question,(2)two questions in one,(3)an ambiguous question,and (4)a non-mutually exclusive answer.

Cribs 'R Us is a leading provider of baby cribs and seats to parents in Canada.They are considering making some design changes to baby cribs because they recognize that most parents eventually pass on their old crib to relatives who have new children.They asked four parents and their corresponding relatives,who engaged in this 'hand-me-down' activity,to the head office to discuss what would they want to see in a new crib edition,one specifically focused for those that hand cribs down to their relatives.Cribs 'R Us is engaging in what type of activity?

A researcher recently published findings that suggested: "shoppers are five times more likely to buy red clothing over any other colour." Three of the researcher's peers conducted an identical study,but could not conclude the same result,within significant error allowances.This suggests the study as an issue with:

Your university wants to understand how graduates are doing two years after completing their degree.They place 2000 graduates' names in a hat and randomly begin selecting names to call.This type of selection is known as:

When the Dairy Farmers of Canada conducted initial research on milk consumers,it discovered that many believed milk was too fattening and too high in cholesterol.The association felt that these beliefs might be related to the overall decline in milk consumption in Canada.To test this assumption,the association ran a television advertising campaign to demonstrate that milk was a healthful product and essential to a person's diet.In its tracking studies,it found that the ad campaign did change consumer attitudes toward milk,which,in turn,was related to a subsequent increase in milk consumption.This is an example of __________ research,followed up by _________ research.

"Do you like pretzels and chips? ___ Yes ___ No." is a poorly worded question because:

An observational approach to discover subtle emotional reactions as consumers encounter products in their "natural use environments" is referred to as:

The following question that appears on a questionnaire,"Did you serve any healthy,nutritious meals last week?" is most likely an example of a(n):

The process of defining a marketing problem and opportunity,systematically collecting and analyzing information,and recommending actions to improve an organization's marketing activities is called:

A publishing company sponsors an informal one-time-only session with an influential college professor who uses a given text.The professor meets to discuss the textbook,its study guide,and the product's competition.This is an example of a(n):

A researcher stands at a traffic light and counts the number of cars that make left turns.These findings will be used to determine if an 'advanced green' needs to be installed.What form of research is being conducted?

Shelly,the manager of a large grocery store,was concerned.She had received complaints from several customers who said they had been treated rudely by clerks at the store.In order to determine whether or not her clerks were indeed rude,Shelly hired a team of marketing researchers.The researchers posed as customers shopping in the store,but were actually taking notes and recording the actions of the store clerks.Later,Shelly reviewed those notes.The research notes Shelly reviewed were a form of _____ data.

A supermarket placed diapers,beer,and potato chips together,and observed significant increases in the sales of all three.Which tool was likely used by the supermarket to reach the conclusion to place all three products together?