Exam 17: Marketing Research

Name two advantages and two disadvantages of using primary data.Also name two advantages and two disadvantages of using secondary data.

Measurement error occurs when a sample somehow does not represent the target population.

An online message board consists of a selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation.

Your supervisor has instructed you to conduct a marketing research effort that will determine how your company's business customer demographics have changed.You have also been instructed to use primary data.You will:

Low response rate is a problem commonly associated with:

With which scanner-based research system do IRI panel members shop with an ID card,which is presented at checkout in scanner-equipped grocery and drugstores,thus allowing IRI to electronically track each household's purchasing over time?

According to the text,a true marketing decision support system should be flexible,which means:

A(n)_____ sample is characterized by every element in the population having a known statistical likelihood of being selected.

Mystery shoppers engage in a form of:

Explain how researchers conduct an experiment and discuss the characteristic of a good experiment.

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.When Callaway researchers asked questions like "What bothers you the most about your irons?" what type of questions were they asking?

A true marketing decision support system is interactive,flexible,discovery oriented,and accessible.

When people are hired to record traffic patterns in a shopping mall,they are engaging in _____ research.

When Burpee Gardening company collects relevant information from customers,such as date of last communication with the customer and how often the customer contacts the company,this is an example of:

The most popular method for gathering primary data is _____,in which a researcher interacts with people to obtain facts,opinions,and attitudes.

Several types of analysis are common to marketing research.Which one is the simplest?

A _____ is a company that acquires,catalogs,reformats,segments,and resells reports already published by marketing research firms.

Compared to the personal interview,the telephone interview costs less,but cost is rapidly increasing due to respondent refusals to participate.

Which type of survey research method involves interviewing people in the common areas of shopping malls?

Health providers have voiced concerns about the use of pesticides and the negative effects they possibly have on our health.A large insurance company is willing to sponsor a meeting of the nation's largest organic growers,pesticide producers,and retailers of organic foods if there is an interest in a cooperative effort to improve customers' perception of eating healthy.What type of survey technique would be most appropriate for determining if there is any real interest in such a meeting?