Exam 5: Marketing Research and Information Systems

Assume that Verizon Wireless is interested in studying the pricing expectations of its customers. If the study calls for selecting at random 100 people from each of three age groupings, ____ sampling is being used.

Designing research procedures that produce reliable marketing data means that

For demographic purposes, a mail survey sent out by the American Cancer Society asks each respondent to identify their race by choosing among a list of possibilities. This common type of question is called a(n) ____ question.

Marketing researchers should allow for continual evaluation of the data during the entire data collection period.

A hypothesis is a fact about the problem or topic under investigation.

Decreasing sales, increasing expenses, or decreasing profits

American Flooring sells all types of floor coverings to contractors and other businesses. It keeps a collection of information about all of its clients that can be easily accessed on the company's computer system. This collection of information is called a

The main difference between marketing research and a marketing information system is that the MIS is an information-gathering process for specific situations whereas marketing research provides continuous data input.

An item on the University Book Store's survey asks respondents to tell the store, in their own words, what they like least about textbook shopping. This item would be an example of a(n) ____ question.

Kristen is the new marketing manager for the footwear division of her company and is currently planning next season's product lines. She needs to gain access to data about recent purchasing patterns in the industry, but has a limited budget and time. Which type of data would be the best choice for Kristen to use in this situation?

You are the campaign manager for a candidate running for mayor of Hartford, Connecticut. You are running a series of focus group sessions with residents of the city to get a better understanding of their needs and wants.​ ​ Your focus group sessions are an example of which of the following types of research?

​You are watching an episode of a new game show that tests contestants' knowledge by giving them phrases they must respond to with a question. The following phrase comes up: ​ "Its purpose is to inform an organization about customers' needs and desires, marketing opportunities for products, and changing attitudes and purchase patterns of customers".What should the response be?

When researchers divide the population of interest in a study into groups and then arbitrarily choose participants from each group, they are using

Carmen has been hired by a market research company to collect data about the drinking habits of 25 to 35-year old urban professionals. Carmen is to go to "happy hour" with a group of individuals and observe what type of alcoholic beverages they order, how often, and what brands. The data that Carmen will obtain is ______ and she will use ______ in its collection.

How can companies use information technology as a competitive advantage?

​Which of the following issues is an ethical issue in marketing research?

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. Suppose that when selecting the 5,000 homes to participate in scanner studies in one city, the research firm first divided the city's population into upper-, middle-, and lower-class families, then took a probability sample within each group. This would be a(n) ____ sample.

The purpose of marketing research is to inform an organization about customers' needs and desires, marketing opportunities for particular goods and services, and changing attitudes and purchase patterns of customers.

In which type of sampling design is the final choice of respondents left up to the interviewer?

When marketing researchers try to manipulate an independent variable and measure the resulting changes in a dependent variable, they are engaging in