Exam 4: Market Research Metrics and Analytics

Preliminary research that clarifies the scope and nature of a marketing problem is referred to as _____.

Research designed to identify cause-and-effect relationships among variables is termed _____.

Canadian Tire is introducing a new range of barbecues.It may throw in some freebies with the new barbecue models.The retail chain wants to know about changes in consumer behaviour to determine reactions to its new barbecue range and freebies over time.Which of the following techniques should Canadian Tire use to measure such changes over time?

Which of the following is true of exploratory research?

Mandy & Co.have spent $10,000 on its advertising campaigns.The company wants to analyze how the advertising campaign has affected sales.Which of the following types of research can researchers at Mandy & Co.conduct to assess the influence of advertising on sales?

Freight Supermarkets has decided to install store scanners to capture data on consumer purchases.This is an example of _____.

Which of the following is a primary source of information for Sam, who is working on a marketing project?

The challenge for marketers with big data is

_____ includes the voluntary participation of respondents in routine surveys, allowing individual marketers to add a small number of questions to an existing survey to receive cost-effective data on their questions.

A research agency conducts a routine survey to study the attitude of consumers toward smartphones.Respondents voluntarily participate in the survey, allowing the researchers to add a small number of questions to the existing survey to receive cost-effective data.This is an example of a(n) _____.

A researcher attempts to assess the changes in behaviour and attitudes towards credit card purchases.He distributes a questionnaire to a large sample of respondents who voluntarily complete it on a regular basis.This helps the researcher understand the pattern of credit card purchases over a period of time.This kind of large sample is known as a(n) _____.

Martha is collecting data on the latest consumer trends.She lives in Holden, Alberta, and is not able to meet her target population in person.She decides to talk to consumer groups, privately via Internet chat rooms, where they can answer questions, respond to ideas, and collaborate with her in real time.Which of the following techniques is Martha planning to use?

What are focus groups and in-depth interviews?

What is market research? Describe the three different areas in which market research can be classified.

A university decides to analyze how its last year's graduates are performing after their graduation.It decides to select 100 names randomly and contact them.All graduates have an equal chance of being contacted, and the chance of being contacted is known in advance.The 100 graduates contacted will represent all the graduates of last year.This is an example of _____.

Pam needs to collect data for a research project.She has been told that her project must have statistically reliable information that uses observational techniques and/or questioning methods such as surveys or experiments to deliver statistically significant results.Which of the following research techniques is Pam going to employ?

Dairy Farmers of Canada discovered that milk consumption in the country was declining.They conducted research to understand the reasons for the declining consumption of milk.They discovered that the decline was due to the perception that milk was fattening and high in cholesterol.The association determined the demographic characteristics of milk consumers, their attitudes toward milk, and their usage patterns.The association carried out a television advertising campaign that portrayed that milk was an essential element in a healthy diet.Later, they discovered that the campaign helped change customer attitudes toward milk consumption, hence increasing sales. Which of the following types of research would have helped the Dairy Farmers of Canada assess the effect of the television advertising campaign on milk consumption?

Dairy Farmers of Canada discovered that milk consumption in the country was declining.They conducted research to understand the reasons for the declining consumption of milk.They discovered that the decline was due to the perception that milk was fattening and high in cholesterol.The association determined the demographic characteristics of milk consumers, their attitudes toward milk, and their usage patterns.The association carried out a television advertising campaign that portrayed that milk was an essential element in a healthy diet.Later, they discovered that the campaign helped change customer attitudes toward milk consumption, hence increasing sales. Which of the following types of research would the Dairy Farmers of Canada have employed to understand the reasons for the declining consumption of milk?

Andrea has done her own research for a project.It is ____ data.

At its core, market research is used to