Question 1

In which of the following situations would a marketing researcher be most likely to use executive interviews?

Accepted Answer

A)  A manufacturer of extruded plastic wants to determine where there are other markets for its products 
B)  A manufacturer of frozen dinners wants to research the eating habits of its target market 
C)  The producers of children's programming on public television want to learn more about the viewing habits of an audience composed of 5- to 12-year-old males 
D)  A shampoo manufacturer wants to test which smells consumers perceive as relaxing and exhilarating 
E)  An aluminum can manufacturer wants to research how people are disposing of cans 
A)  A manufacturer of extruded plastic wants to determine where there are other markets for its products 
B)  A manufacturer of frozen dinners wants to research the eating habits of its target market 
C)  The producers of children's programming on public television want to learn more about the viewing habits of an audience composed of 5- to 12-year-old males 
D)  A shampoo manufacturer wants to test which smells consumers perceive as relaxing and exhilarating 
E)  An aluminum can manufacturer wants to research how people are disposing of cans

Question 2

Nonprobability samples:

Accepted Answer

A)  require more expensive marketing research than probability sampling 
B)  include any sample in which little is done to obtain a representative cross section of the population 
C)  by definition must be representative of the population 
D)  often start out with random numbers to ensure selection of subjects is truly random 
E)  offer an easy method for determining sampling error 
A)  require more expensive marketing research than probability sampling 
B)  include any sample in which little is done to obtain a representative cross section of the population 
C)  by definition must be representative of the population 
D)  often start out with random numbers to ensure selection of subjects is truly random 
E)  offer an easy method for determining sampling error

Question 3

A(n)_____ is characterized by the researcher altering one or more variables-such as price or package design--while observing the effects of those alterations on another variable (usually sales).

Accepted Answer

A)  observation research project 
B)  research problem 
C)  experiment 
D)  sampling frame 
E)  correlation of facts study 
A)  observation research project 
B)  research problem 
C)  experiment 
D)  sampling frame 
E)  correlation of facts study

Exam 17: Marketing Research

In which of the following situations would a marketing researcher be most likely to use executive interviews?

Nonprobability samples:

A(n)_____ is characterized by the researcher altering one or more variables-such as price or package design--while observing the effects of those alterations on another variable (usually sales).

An Overview of Marketing

Case Study Girl Scout Cookies

Strategic Planning for Competitive Advantage

Case Study Disney: The Happiest Brand on Earth

Ethics and Social Responsibility

Case Study Barclays Bank: Banking on Ethics

The Marketing Environment

Case Study Daimler/BMW: A New Breed of Driver

Developing a Global Vision

Case Study P&G Unilever Panasonic: The $2-a-Day Initiative

Consumer Decision Making

Case Study eBay: Creating Customers on the Move

Business Marketing

Case Study Pantone: This Year’s Color: Honeysuckle

Segmenting and Targeting Markets

Coke Zero

Case Study Marriott International: A Marriott Site for Those on the Move

Product Concepts

Case Study Ford Motor Co.: One Ford; One Big Turnaround

Developing and Managing Products

Case Study Harmonix: Embrace Your Inner Rock Star

Services and Nonprofit Organization Marketing

Minute Clinic

Supply Chain Management

The U.S.Transportation Industry: Planning for a Potential Post-Recession Capacity Crunch

Marketing Channels and Retailing

Nordstrom's

Marketing Communications

HBO's True Blood

Advertising Public Relations and Sales Promotion

Burger King

Personal Selling and Sales Management

Ron Popeil

Social Media and Marketing

Facebook: Advertising’s Troubling Future

Pricing Concepts

Groupon vs.LivingSocial: Coupon Wars

Setting the Right Price

Black Friday Sales: Deal…or No Deal?

Telekom Austria Group: Sustainability to Increase Value

Mary Kay Inc: Taps into a Changing Demographic

Prestige Brands Inc-Transforming the Business

Cutco Cutlery Corporation: Direct to Consumer for Over 60 Years!

Lap Dance at Boston Blazers Lacrosse Game: Promotional Mistake or Creative Genius?

Will a New Reservation System Translate to Higher Prices for Travelers?

Concerns over Sustainability Result in Social Media Disaster for Nestlé

Four Loko Targets Young College Hedonists

McAfee Virus Protection Update Crashes Computers Worldwide

Microsoft Implies Distribution of Angry Birds on Windows Phone 7

Yellow Tail’s Tails-for-Tails Campaign

Concerns over Sustainability Result in Social Media Disaster for Nestlé

Filters