Exam 5: Marketing Research and Information Systems

Subway wants to collect data about employee satisfaction within its organization. It decides to survey a sample of 500 employees by having a computer program automatically pick which employees will be in the sample. If it uses the payroll database as the list of names to chose from, which type of sampling method is Subway using?

Results of a mail survey can be misleading if there is a high non-response rate.

Online focus groups gather data from large and geographically diverse groups in a less intensive manner than focus-group interviews.

Research designed to verify insights through an objective procedure to help marketers make decisions is called

Jamal has just finished collecting data about the texting habits of students during their lunch hour. He used both online surveys to ask the students about their texting behavior, as well as observational techniques in the cafeteria. What is the next step in the marketing research process for Jamal to begin?

Primary data are best described as the

Compare the advantages and disadvantages of the two types of collecting a sample.

When Pepsi Max implemented a telephone survey to determine the effectiveness of a recent advertising campaign. One of the questions the interviewer asked was, "Have you ever heard of a cola with twice the caffeine of regular colas?" This is an example of which of the following kinds of questions?

Why would a personal interview be favored over a mail or telephone survey?

An offshoot of mail surveys, ____ have shortcomings because the people who participate in them generally have higher incomes and education levels than the general population.

A firm has conducted market research and found that customer satisfaction with its product is quite high. Nonetheless, repurchase behavior is very low. The research design evidently has a problem with

One of the most overlooked sources of secondary data is the organization's own accounting records.

Baskin Robbins is conducting research on possible new ice cream flavors and products. It is selecting at random 100 males and 100 females in order to collect data. This is an example of ____ sampling.

​Big data is the new hot topic in technology and marketing. It promises to provide many informational benefits to the companies that can harness it most effectively. But all new things come with positives and negatives.Which one of the following is a challenge associated with big data?

When conducting marketing research in another country, researchers should begin by using focus groups and other survey methods to refine their understanding of customer needs and preferences.

Marketing research is a systematic and orderly gathering of information supplied through the routine reporting system within the organization.

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. When the researchers compared the average sales of Crunchy Wheat for the group that saw the promotion with the average sales for the group that did not see the promotion, in which stage of the marketing research process were they?

Subscription services from firms such as ACNielsen provide marketing researchers with a good source of ____ data.

Why is ethics an important consideration in marketing research?

Secondary data cannot be obtained from