Exam 4: Information for Marketing Decisions

Suppose that marketers at Lever Bros.are trying to determine whether the use of free samples of Snuggle fabric softener was the reason for a sales increase in a particular store.The type of research conducted to answer this question is

One common mistake in questionnaire construction is developing the questionnaire before objectives have been established.

The following are all guidelines for questionnaire construction that support ethical marketing research except to

Observation may be used in combination with interviewing.

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

In marketing research,a sample is best described as

Pointing out any deficiencies and the possible reasons for them should be done in the ____ step of the marketing research process.

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 4.1.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?

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.Besides administering the questionnaire,Colin observed people who went kayaking and canoeing on the Chatsworth River,making notes about their appearance and behavior.The type of data he collected are ____ data.

Which sampling design gives every member of the population an equal chance of appearing in the sample?

In which of the following sampling designs do all members of a population have an equal chance of being selected?

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

Nelson Marketing Research is concerned about using surveys to conduct a marketing research project because

Research that is conducted to clarify the characteristics of certain phenomena to solve a particular problem is called ____ research.

How does marketing research differ when conducted in other countries?

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 4.1.Kashi's testing of the Crunchy Wheat promotion is an example of

All of the following are steps in the marketing research process except

If Georgia-Pacific seeks information about trends in housing starts around the country and uses U.S.Department of Commerce reports to get this information,it is using ____ data.

Unethical behavior in the research process is not a major problem in the reporting of research findings.

When more information is needed about a problem and a tentative hypothesis needs to be made more specific,marketers usually conduct ____ research.