Exam 4: Information for Marketing Decisions

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.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: even though it seemed to be ideally located,sales were extremely disappointing. -Refer to Scenario 4.2.Before administering the questionnaire,Colin discovered through talking to other sports rental businesses that,although retired males made up a small percentage of the area's population,they often rented kayaks and canoes.In light of this,Colin decided to include a minimum of 25 percent retired males in his sample.The final choice of respondents was left up to the interviewers.This sampling method is known as ____ sampling.

Palmetto Regional Hospital has designed an upcoming research project for determining the best methods for improving patient care.The next step the organization must take in the marketing research process is

Maggie has limited funds for collecting data about a new pricing strategy,but she needs data from a wide geographic area.Under these circumstances,Maggie should use

AOL Time Warner 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,AOL Time Warner is using

An online survey conducted before students could register for their fall semester classes asked,"Do you think online professor evaluation forms would be better than paper and pencil forms administered during class?" This is an example of a(n)____ question.

Exploratory research is concerned with identifying the characteristics of markets or categorizing market activities.

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

Information from the U.S.Census Bureau is commonly used as ____ by a variety of agencies and organizations.

Statistical interpretation focuses on what is typical or what deviates from the average.

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)

Jack Bateson knows his business has a problem because of an increasing number of consumer complaints received recently.He has decided how to make this problem a precise,researchable statement and should next move on to

Marketing researchers typically favor ____ because they are extremely flexible.

Research designed to verify insights through an objective procedure to help marketers to choose between several alternatives is called

Which one of the following best characterizes a marketing information system (MIS)?

A study that is valid and reliable

What is the primary factor contributing to the increasing difficulty associated with gathering primary data through surveys?

Why is it essential that a questionnaire be carefully designed and prepared? What problems can arise when a survey has not been well thought out?

In the process of conducting marketing research,marketers should allow for

When a market researcher is using ethnographic techniques,he or she is engaging in

Suppose that a retail store conducts a mail survey of its customers and finds that 50 percent of the customers believe store personnel are "courteous." Which benchmark or comparison would be most useful for interpreting this result?