Exam 17: Marketing Research

Trade groups,commercial publications,and government departments can be used as sources of:

Everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans is referred to as:

A _____ sample is any sample in which little or no attempt is made to obtain a representative cross section of the population.

Compare and contrast primary and secondary data and discuss how each is collected.

A major limitation of the mall intercept interview is:

A small brewery has noticed a 20 percent decrease in the sale of its dark beer over the last three years.The company's owner wants to determine why the decline has occurred and how to reverse the trend.Once the owner has identified the problem as a consumer perception that dark beer is bitter and calorie laden,its next step in the marketing research process should be to:

While many economic indicators have been negative during the first half of 2009,the Wall Street Journal recently reported that U.S.retail sales were actually up in April.In fact,the performance of 61 percent of the retailers in the study topped analysts' expectations.If Costco used this report as factor in their expansion plans,they would be using _____ data.

A furniture manufacturer wants to test how consumers will respond to furniture upholstered in fabric made from recycled plastic by having consumers feel and respond to the fabric.Which form of survey would allow it to do this?

For inexpensive research that reaches a broad demographic and has high response rates,blogging assignments are the best electronic choice.

A regional airport manager conducted research to get a better understanding for the types of concessionaires to include in the planned terminal remodeling.She conducted two sets of group interviews,one with ten leisure flyers and another with ten business flyers.In each group,participants discussed what types of food,retail,and other services they wanted in the new terminal.These discussions are examples of:

Once adequate amounts of data have been collected,the researcher should present the report.

The research design specifies:

_____ specifies the research questions to be answered,how and when the data will be gathered,and how the data will be analyzed.

What is the moderator's role in online focus groups?

What is the marketing research problem? What is the marketing research objective?

What is the chief advantage of primary data?

Explain the importance of interactions in a customer relationship management (CRM)system.Most colleges and universities have some form of CRM system.Describe an interaction that occurs at your institution.

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.When the students presented the results of their study to the university administration,they discussed the differences in responses between male and female respondents.Which data analysis technique allowed them to get these results?

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.Al Edisto,Sav-More's frozen food manager,decided to survey each customer who stops in front of the frozen orange juice section on Saturday.Edisto used a _____ sample for his research project.

Which type of interview question encourages an answer phrased in the respondent's own words?