Exam 10: Marketing Research

Marketing researchers have access to a great deal of information about consumers.What kinds of pressure might be brought to bear on a marketing researcher that might cause ethical dilemmas?

Assuming that a marketing research study will answer important questions and reduce uncertainty associated with the proposed project,a major question that needs to be addressed before starting the study is

Academic researchers often jump at the opportunity to conduct a research study,curious to learn more and address unanswered questions for the sake of general knowledge.Businesspeople tend to be more cautious before embarking on a marketing research study,recognizing that research is often

Recently,the number of students enrolled in the marketing program dropped while enrollment in the psychology program increased.The chair of the marketing department will probably use __________ as a first step to gain a better understanding of why enrollments are changing.

Nadia stood outside the mall and asked people which stores they visited and if they bought anything.If they said yes,she asked them what they bought and how they came to the decision to buy that item.What form of research was Nadia most likely conducting?

Scanner data are used in quantitative research obtained from scanner readings of Universal Product Code (UPC)labels at checkout counters.The data from these purchases are likely to be acquired by leading marketing research firms such as ___________,which use this information to help leading consumer packaged-goods firms (e.g.,Kellogg's,Pepsi,Kraft)assess what is happening in the marketplace.

Joe is reviewing secondary data his company collected about seasonal variations in consumer spending because he is thinking about developing a new product line.The advantages of using these data include

Imagine that you are a marketing executive at a major food conglomerate that is preparing to launch a new line of diet food products to women.Using the information presented in the text regarding Kraft's South Beach product line,describe how would you obtain information regarding women's frustrations and difficulties in managing their weight.

McDonald's introduced a Favorites Under 400 Calorie Menu as part of an attempt to reverse the perception that McDonald's sells only unhealthy food.Suppose that McDonald's,as a follow-up,collects and analyzes social media posts from Facebook,Twitter,and similar sites,hoping to understand whether or not consumer perceptions are improving.This would be an example of

Why would a researcher want to change the sequence of steps in the marketing research process?

Wanda and Jim are working on a research project to anticipate customer attitudes toward a proposed new product line for their company.They have worked with the marketing manager to determine the answers that are needed and have created a detailed design of the project.Their next logical step will be to

Companies are legally required to disclose their privacy practices to customers on an annual basis.

The marketing research process follows five steps,and to be effective they must be followed in order without omitting any steps.

Zan wants to collect considerable information about the current opinions of his ten most important customers.Zan will probably use the __________ research method.

Data collection begins

Marketers often have huge amounts of information about their customers.What ethical issue should marketers include in their decisions regarding how to use this information?

Through analysis of sales data,Price-Cutters retail store found that customers who bought peanut butter also tended to buy bananas.Price-Cutters was engaged in

The CEO of a bank in Montana approaches the marketing director,explaining that the bank is considering expanding into Wyoming.The CEO asks the marketing director to design a research project to collect demographic data about Wyoming residents by county and zip code.What is an inexpensive option for collecting this data?

In-depth interviews are expensive and time-consuming.Why do marketing researchers sometimes use in-depth interviews in spite of these disadvantages?

Victor's custom auctioneering service provides online auction selling assistance.Victor plans to conduct marketing research to determine which auction site is best for his customers.His next step is to