Exam 17: Marketing Research

Which type of error occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process?

In contrast to marketing research problems,management decision problems are:

One advantage of Internet surveys is dramatically reduced costs.

A _____ is a specially designed phone room used to conduct telephone interviewing.

Sav-More Supermarkets Observers of the supermarket industry see no letup in the use of checkout-counter-based target marketing. Sav-More supermarkets have installed an electronic marketing system in their stores. The system allows the stores to do more direct mail promotions by combining the current Sav-More's check cashing cards with the new Sav-More's Bonus Club frequent shopper cards. The new system uses bar-code scanners and magnetic cards issued to shoppers to track all purchases. As with most customer databases, demographic information is gathered for subsequent offers to frequent shopper club members, and psychographic information is tracked whenever customers use the magnetic strip cards to make purchases. Generally, marketing to these consumers achieves better results than freestanding insert (FSI) coupons. -Refer to Sav-More Supermarkets.The Sav-More management is continually provided with information to make better marketing decisions.These data are easily accessed and manipulated.This type of system is called a:

Many people surveyed say they are environmentally conscious and favor green products even if they are more expensive than traditional products.Some marketers are worried that many people may not actually purchase green products.This concern is about the potential for what kind of sampling error?

A survey by RoperASW asked consumers to check where they were most likely to look for information about a new book.Possible answers were book club catalogs,book reviews in newspapers,book reviews in magazines,television programs,friends,radio programs,local reading groups,or the Internet.What type of question was used in this survey?

Telephone interviews offer:

Ethnographic research is a form of experiment research because it is conducted without any preconceptions.

The most popular technique for gathering primary data is by observation.

Callaway Golf Co. Callaway Golf Co. has long been a leader in women's golf equipment, but it wanted to expand its lead in this growing sector of the market. While Callaway's technical people knew what could be done with design, they did not know exactly what women wanted in their clubs. Callaway management decided what it needed to do was to bring the technicians and women golfers together. Beginning about three years ago, Callaway sent a team of researchers, designers, and golf pros out to visit with 40 women golfers of various abilities in locations from California to Florida. In selecting the golfers to study, Callaway decided to focus on women who were just beginning to play, as well as, experienced, competitive golfers who wanted to own the latest equipment. Callaway management felt that these two extreme groups of golfers had been overlooked by golf club manufacturers. Further, Callaway felt that if enough could be learned about these two groups, then the company would also learn enough to serve the rest of the women golfer market. Basically, the research team observed the women playing golf and listened to their comments and concerns. The information gathered by this research team was built into every aspect of the design of a new golf club, including the feel of the club, the length of the club shaft and size of the club head, and the weight of the club. When prototypes of the new clubs were completed, they were sent to the women golfers to get their feedback. That feedback was then used to refine the club design. This process went on until the women said the new clubs greatly enhanced their game. The entire process from original prototype to final product took a little less than one year. -Refer to Callaway Golf Co.Callaway used its contacts at golf courses around the country to find the 40 women for its study.The 40 women would most likely be called a _____ sample.

Marketing research has three functional roles.These roles are:

Phillip Morris USA,the manufacturer of the Marlboro Ultra Smooth cigarette targeted to people who want to smoke a potentially safer cigarette,has asked for marketing research to explain the reasons for the recent failure of the new cigarette.This type of research is described as:

University Research Study A regional state university is experiencing declining enrollments. The administration is concerned with this situation and has asked a marketing research class to conduct a research study and make recommendations. One thing the administration is interested in learning is the feasibility of offering all of their degrees online as well as through the traditional on-campus degree program. They do not know what the market potential would be for online degrees and potential students' attitudes and intentions toward getting an online degree from this university. -Refer to University Research Study.If the students analyze census data to determine demographic trends in the primary market area for the university,they are using _____ data.

The last step in the marketing research process is to prepare and present the report.

Describe survey research and explain how it differs from observation research.Name six popular forms of survey research.

When a university began thinking about offering more online degrees,it used primary data to get potential students' attitudes and intentions.What is the most likely reason for using primary data?

Marketing research is the function that links the consumer,customer,and public to the marketer through information.

All of the following are types of nonprobabilty samples EXCEPT:

Scanner-based research is a system of gathering information from a group of respondents by continuously monitoring the promotions panel members are exposed to and their subsequent purchase behavior.