Exam 17: Marketing Research

Which of the following is an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answers into a computer?

In a study whose purpose is to determine the market for a vitamin that is to be chewed like bubble gum,what is the first question to be answered before a sampling plan is selected?

What are three advantages and three disadvantages inherent in the use of a mail survey? Distinguish between a mail survey and a mail panel.

Levi Strauss recently introduced its new Totally Slimming jeans.The idea for the jeans came from a group session conducted last August in which a group of moms made it clear they were tired of low-rise styles.Instead,they wanted jeans that were comfortable while covering up problem areas and that showed off their figures.Levi's used this _____ data as the basis for designing this new line of jeans.

The marketing research problem:

A _____ error arises if the sample drawn from a population differs from the target population.

When a manager is faced with alternative solutions to a problem,he or she should NOT immediately call for marketing research.The first decision to make is whether to conduct marketing research at all.Name and briefly discuss two situations in which it is best NOT to conduct marketing research.

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 "Now that you have played with the new club,how likely would you say you would be to buy it?" they asked golfers to respond on the following scale: 1 = would definitely not buy it 2 = would probably not buy it 3 = might or might not buy it 4 = would probably buy it 5 = would definitely buy it.What type of question is this?

To save money on marketing research,a marketing manager suggests that the company use the results of a survey conducted last year because similar questions were asked then.The manager is suggesting use of primary data.

Which of the following is a type of probability sample?

_____ is the process of planning,collecting,and analyzing data relevant to a marketing decision.The results of this analysis are then communicated to management.

You have been given the task of creating a questionnaire that requires each respondent to provide a rich array of information based on his or her own frame of reference.Which of the following types of questions would best deliver such information?

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.In addition to understanding potential students' attitudes and intentions regarding online degree programs,the administration has also asked the students to gather data on another project regarding the public's attitude toward the university.Gathering data on two different projects using one questionnaire is called a(n)_____ study.

Los Hermanos Cafe has successfully operated seven restaurants in the same community for 20 years.Management plans to introduce an egg and cheese breakfast burrito to three restaurants after having success with this product in its other four restaurants.Since management knows this market so well,Los Hermanos Cafe doesn't need to conduct research before introducing the new product in its remaining restaurants.

The office of lieutenant governor was vacated,and a special election was called to fill the office.When the head of the state's Department of Education decided she might run for the office,she was unsure how running for this office could affect her long-term plans for running for the office of U.S.senator.She has hired a research company to obtain survey data from voters in the state.Given that she must make a decision in less than three weeks,the research company should use:

When the Boston Symphony Orchestra wanted to determine how to make classical music appeal to younger concertgoers,it hired AMN to conduct a survey.AMN is most likely an example of a:

The owner of a small chain of local coffeehouses could use _____ to determine why customers do not seem to like the location of her new coffeehouse.

The first step in the marketing research process is to:

A true marketing decision support system possesses all of the following characteristics EXCEPT:

While discussing an upcoming marketing research study of how the home decorating industry is affected by the teenage consumer,you emphasize the necessity of having a sample that is representative of the population.What type of sample must be used?