Exam 17: Marketing Research

Caterpillar has been experimenting with replacing the traditional steering mechanism on its graders with a joystick-based steering mechanism.As a part of its research,it built graders that included both a steering wheel and joystick steering mechanisms,then asked operators to use the machines for a few days.After two days of testing,several of the operators liked the joysticks so much that they suggested the steering wheel be removed to provide better visibility.This would be an example of using an experiment to gather _____ data.

When Wilson,a manufacturer of tennis racquets,sent a team of researchers,designers,and tennis pros out to visit with 40 women tennis players of various abilities in locations from California to Florida to find out what women players want in a racquet,what kind of research were they conducting?

What is competitive intelligence? Discuss how it is used and provide an example.

In a probability sample,every element in the population has a known statistical likelihood of being selected.

Customer relationship management is accomplished by all of the following EXCEPT:

A _____ specializes in interviewing respondents on a subcontracted basis.It may also provide focus group facilities,mall intercept locations,test product storage,and kitchen facilities to prepare test food products.

Because online surveys are still in their infancy,there are limited methods of conducting online surveys.

Which of the following is a type of nonprobability sample?

The quality of secondary data should never be questioned.

A _____ is a form of personal interviewing that uses a group of seven to ten people who have been recruited because of certain desired consumer characteristics.

If a researcher wanted to look at responses to vacation home ownership questions as they relate to age and occupation of the respondent,the analysis approach he or she would use is:

Research done by ShopLocal.com found that Americans today are concerned enough about sustaining the environment that they are willing to spend more.Suppose that to cut the cost of the research,ShopLocal.com included a second study asking consumers about their preferences in the upcoming presidential elections.This research would be an example of:

All of the following are advantages associated with the use of Internet surveys EXCEPT:

Through marketing research,the Boston Symphony Orchestra (BSO)learned it has an older market and is not attracting younger concertgoers.It next conducted marketing research to determine if an integrated advertising campaign targeted to the younger market would be successful.In its second use of research,BSO employed _____ marketing research.

A company that identifies customer relationships with the organization,captures relevant customer data from interactions,stores and integrates that customer data,and identifies its profitable customers is implementing a customer relationship management cycle.

Dryel is a Procter & Gamble product that allows consumers to dry-clean their clothes in a dryer.Before launching the product,P&G researchers visited consumers' homes and watched as people sorted laundry,creating piles of darks,whites,delicates,and items that would go to the dry cleaner because the people were unsure how to clean them.This was an example of _____ research.

Which of the following is an interviewing method in which the interviewer reads the questions from a computer screen and enters the respondent's data directly into the computer?

Martina was interested in how students perceive the health service provided by her university.To collect data on this issue,she interviewed the students in her evening class.Martina has used a random sampling procedure.

Which of the following is the BEST example of an effective question on a mail survey?

When assessing the quality of secondary data,it is: