Exam 17: Marketing Research

What is marketing research? Name and briefly describe the three functional roles of marketing research.

What is the last step of the marketing research process?

The Johnsonville Sausage Company wants to know which areas of the country consume the most sausage.The company is not especially interested in an explanation for the popularity of sausage in different regions; it simply wants factual information about it.Johnsonville is interested in using marketing research in its _____ role.

All of the following are examples of secondary data EXCEPT:

When Eurasia restaurant,serving Eurasian cuisine,first opened along Chicago's Michigan Avenue,its novelty brought many diners.However,it turned off the important business lunch crowd,and sales went into decline.Before conducting any marketing research to explain the declining sales,management needs to:

In-home personal interviews:

A(n)_____ is an interactive,flexible,computerized information system that enables managers to obtain and manipulate information as they are making decisions.

List in order the seven steps of the marketing research process.

Marketing research has three roles: persuasive,reminder,and informative.

A retailer of sporting goods equipment is interested in learning peoples' attitudes,motivations,and feelings about its product lines.All of the following are potential sources for this information EXCEPT:

Stan's job is to walk the streets of Japan and locate fads.According to Stan,"Japan is advanced.What will happen 10 years from now is already happening in Japan." What kind of research is Stan conducting?

List five noncomputer sources of competitive intelligence.

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 that the best way to determine what is causing the drop in orange juice sales was to conduct a survey among shoppers in the store's frozen food section.Edisto collected _____ data.

Volkswagen developed an 18-month-long project to gain a better understanding of the American culture so it could develop cars more appealing to this market.The research project was called Moonraker.Moonraker was intended to play a(n)_____ role in Volkswagen's marketing research.

Any time a sample is used in marketing research,there will be two major types of errors,measurement error and sampling error.Briefly describe these two sources of error.Then name and define one other possible source of error.

Dr.Neuman is a marketing professor who uses her students in research studies because they are convenient and readily accessible.She is using a _____ sample.

Five hundred women were surveyed as to their feelings about female physicians.The majority responded that they felt more relaxed with a female physician.The survey was an example of a(n)_____ sample because it used local hospital patients as survey participants.

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.The type of research gathered by the Callaway Golf research team would be called:

Which of the following is a type of survey that involves interviewing businesspeople at their offices concerning individual products or services?

In the survey used by an organization of mothers who swap toys,respondents were asked,"Would you be willing to pay a small fee in order to take advantage of this service? Circle YES or NO." This is a(n)_____ question.