Exam 7: Global Marketing

Which of the following acts implemented by the Canadian government governs the collection,use,disclosure,and retention of personal information by certain parts of the private sector?

A research technique in which trained researchers ask questions,listen to and record the answers,and then pose additional questions to clarify or expand on a particular issue is called a(n):

Panel research is a type of qualitative research.

A questionnaire containing which of the following questions would be considered a good questionnaire?

Tasmina has started her own business insurance software firm.She cannot afford a market research firm to keep track of what her business rivals are doing.With her shoestring budget,Tasmina's best option to research this problem would be:

A major advantage of primary research is that it can be tailored to fit research questions.

Assuming that a particular market research study will reduce uncertainty associated with the proposed project,which of the following is the second question that needs to be addressed before starting the study?

Robarts,a marketing research firm,is researching a problem that has not been clearly defined.What type of research is Robarts conducting? Explain any one method that Robarts could use for this research.

Alex,the marketing manager of a soft-drink company,creates three advertising slogans for a newly developed drink and wants to pick one of the slogans.He brings together a small group of consumers,explains to them the idea behind the slogans,and asks for their feedback.Identify the method of research employed by Alex.

A segment or subset of the population that adequately represents the entire population of interest is known as a(n):

Randall wants to do an online survey of factors that influence the textbook selection process of college professors.Since Randall is unsure of how to go about this,which of the following could he use that would help him most in conducting the survey?

Focus groups gather qualitative data about initial reactions to a new or existing product or service,opinions about different competitive offerings,or reactions to marketing stimuli.

Darren wants to know the customers' opinion on the existing products of his company.He collects this information by bringing together a few of his important customers and having a detailed discussion with them.Identify the method of research used by Darren.

A popular shoe brand for boys that targets the age group of 12 to 15 years wanted to conduct a survey regarding the comfort of its recently launched shoes.For the survey,it selected a group of 250 boys from various schools in San Francisco.This selected group of boys is called a(n):

Michelle has hired a market research company to gather a small group of soft-drink consumers and obtain feedback on three new advertising slogans her firm is thinking of using.Which of the following will the market research firm create in order to provide the information requested by Michelle?

An open-ended question that allows respondents to answer in their own words is known as a(n):

Which of the following refers to a type of qualitative research in which subjects are provided a scenario and asked to express their thoughts and feelings about it?

A marketing firm is trying to develop an ad for one of its clients.It selects a group of people,shows them an unbranded visual that is under consideration for the ad,and asks them to create a story around it.A moderator or interviewer encourages participants to go beyond the literal and release some of the more elusive feelings and associations that the visual stirs up in their imagination.In this scenario,which of the following is being used by the marketing firm?

Which of the following qualitative research methods is particularly useful when customers are unable to articulate their experiences?

A closed-ended question for which a discrete set of response alternatives,or specific answers,is provided for respondents to evaluate is called a(n):