Exam 5: Managing Marketing Information to Gain Customer Insights

According to the textbook,the major advantage of survey research is its ________.

Ethnographic research is a form of observational research that involves sending trained observers to watch and interact with consumers in their "natural environments."

Open-ended survey questions are particularly useful in exploratory research.

Behavioural targeting,the practice of ________,is being used by more and more companies.

Explain why it's important for both the researcher and the marketing manager to interpret the findings of market research.

Good sources of marketing intelligence information include competitors' annual reports,business publications,trade show exhibits,press releases,advertisements,and webpages.

The descriptive research is to gather preliminary information that will help divine problems and suggest hypotheses.

Marketing researchers usually draw conclusions about large groups of consumers by studying a small ________ of the total consumer population.

Cultural differences,especially those involving language,can add to research costs in foreign markets and can increase the ________.

When you glean information from your company's accounting and sales records,stored in the company's computer system,you are developing an internal database.

Which of the following contact methods is generally the most flexible?

SEDAR,an external information source,provides detailed analysis of consumer patterns in 400 product categories in selected markets.

The causal research is to test hypotheses about cause-and-effect relationships.

A researcher who wants to calculate confidence limits for sampling error would use nonprobability samples.

The exploratory research is to better describe marketing problems,situations,or markets,such as the market potential for a product or the demographics and attitudes of consumers.

Which form of data below can usually be obtained more quickly and at a lower cost than the others?

Which form of marketing research is flexible,allows for explanation of difficult questions,and lends itself to showing products and advertisements?

According to the text,online research now accounts for about 50 percent of all survey research done in the United States.

Just about anything can be observed,especially feelings,attitudes and motives,or private behaviour.

The research plan should be presented in a written proposal.What should that proposal contain?