Exam 5: Marketing Research and Information Systems

Secondary data are data collected from inside the organization; primary data are those collected from outside the organization.

In quota sampling, all elements in a population have an equal chance of appearing in the sample.

A valid study

Conclusive research is used when marketers need more information about a problem or want to make a tentative hypothesis more specific.

Saks Fifth Avenue wants to learn about its consumers' attitudes toward on-line purchases. There are numerous studies that are available about consumers and on-line buying, but Saks believes its customers might be different from the usual on-line consumer profile, so they decide to conduct their own study. If Saks were to use the available data about consumer attitudes, it would be using ___ data; however, if Saks does its own study it would collect ______ data.

Scenario 5.2 Use the following to answer the questions.Colin Jackson recently purchased Blue Waters Adventures, a kayak and canoeing rental business near the Chatsworth River in Arizona. Blue Waters Adventures had been in operation for five years and was located in an ideal area. Even though the winters in the area can be cold, kayaking and canoeing activities are generally popular year-round. After two months of operation, it became clear why the previous owners had sold the business. While the business appeared to be ideally located, sales were extremely disappointing. -Refer to Scenario 5.2. Besides administering the questionnaire, Colin observed people who went kayaking and canoeing on the Chatsworth River, making notes about their appearance and behavior. The type of data he collected are ____ data.

A database is a collection of information arranged for easy access and retrieval.

Focus-group interviews are useful if the researcher is interested in observing group interaction.

Time Warner Cable uses its sales reports broken down by geographic regions as part of its marketing research to determine which markets are most rapidly adopting high-speed Internet connections. In this example, Time Warner Cable is using

Students from a marketing research class are involved in a project about the level of sleep, exercise, and stress individuals experience. They have decided to collect data from three student-center areas on campus. When they analyze their data they find the responses are very similar across the three areas. The students feel comfortable they have achieved which of the following with regard to their data?

One overlooked internal source of secondary marketing information discussed in the text is

Quota sampling is most commonly used in

The key to locating and defining problems is to probe beneath the superficial symptoms.

The real value of marketing research to the organization can best be measured by

The first step in drawing conclusions from most research is to rank the data according to importance.

Three types of objective questions that can be designed for questionnaires are closed questions, linkage questions, and multiple-choice questions.

Suppose that marketers at Sun Products are trying to determine whether the use of free samples of Snuggle fabric softener was the reason for a sales increase in a particular store. The type of research conducted to answer this question is

Compare reliability and validity. Why are they important considerations in marketing research?

According to the text, ____ interpretation focuses on what is typical or what deviates from the average.

​Which one of the following statements about marketing information technology is true?