Exam 5: Marketing Research and Information Systems

Which of the following is the least flexible survey method?

Survey and observation are considered secondary data collection techniques.

Marketing research can be used to test a hypothesis.

Your company is in the final stages of deciding whether to launch a new product that you have been testing for the last six months. While the CEO of your company is very optimistic about the potential for the product, he is a skeptic by nature. He has asked you to conduct one last round of market research that will give him greater confidence in the product's prospects.​ ​ Which of the following types of marketing research should you conduct to satisfy the CEO's concerns?

Marketing researchers at Nike decided to test several new designs and colors of shoes with its young, urban target market. The shoe colors used in the experiment were bright yellow, light blue, bright green, red, and black. Nike repeated the particular experiment several times in different large cities and discovered that the results produced each time were nearly identical. The participants preferred the green, red, and black. However, when the shoes were produced, the sales were higher for the plain white version, the black, and red. The sales of the bright green were very low. Nike couldn't understand why the test results were consistent, but the results didn't match with the actual sales. This phenomenon would indicate that the test results were _____ but not _____.

If a research method measures what it is supposed to measure, it is said to be reliable.

The main focus of a marketing information system is on

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. Colin went to the university library and collected everything he could find on the kayaking and canoeing sports industries. He found a significant amount of information, but it didn't seem to be in the format that he could actually use in his analysis. Colin realized that he could just use this preliminary data as a resource to help him design his plan for utilizing focus groups and possibly for designing a survey. The preliminary data is referred to as _____, while the data from focus groups and surveys is ______.

A research method in which a number of people are exposed to an idea or concept and the interaction of the people is observed is called a(n)

A framework for gathering and managing information from sources both inside and outside an organization is referred to as

Scenario 5.1 Use the following to answer the questions.Because of the development of optical scanners and cable television, marketing researchers can now test the effectiveness of advertising more precisely. Volunteers in a minimum of six cities are offered food discounts in return for allowing marketing research firms to monitor grocery purchases and send trial commercials to their homes through cable television.The research subjects shop only at stores equipped with UPC scanners, and their purchases are identified by a special card. Respondents are also told that some of the commercials they see on cable television may differ from those seen by their neighbors. Buying patterns are then compared. For example, Kashi cereals tested a Crunchy Wheat promotion using this system. Half of the 5,000 participating homes in one city saw a commercial announcing the promotion; the other half saw a commercial that did not mention the promotion. Kashi used scanner data to evaluate the promotion's success and offered the commercials nationwide. -Refer to Scenario 5.1. The 5,000 households that allowed their group purchases to be scanned are a

If Little Caesars wants to determine the impact of different coupon offers on pizza unit sales, it needs to conduct

Compared to a mail survey, telephone surveys have

When working as a summer intern for a local retail store, Jan Halverson was sent to the library to look up data on population forecasts for the city of San Antonio. The population information she found would be considered

In the marketing information system, the means of gathering data receive less attention than the procedures for expediting the flow of information.

What pitfalls should a marketing researcher avoid in preparing a report for a company executive? Why?

Although telephone surveys can be conducted very quickly, a major limitation is

When marketing researchers consider sampling techniques, they are preparing to collect ____ data.

Having recording biases and collecting only descriptive information are two of the primary drawbacks to

In probability sampling, there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.