Exam 4: Information for Marketing Decisions

Cameras,counting machines,and scanners are used most often in

The major disadvantage of a mail survey versus a telephone or personal survey is

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.The 5,000 households that allowed their group purchases to be scanned are a

Carlos was given the task of conducting a research project for his firm and proceeds with the following steps: he asks questions to determine the research topic,conducts a telephone survey,writes a report describing the survey results,and gives that report to his boss.Which step of the marketing research process has Carlos omitted?

A telephone survey is a good example of a completely random sample for the entire population.

Which of the following is the least flexible survey method?

Marketing research can be used to test a hypothesis.

The manager of MegaMarket is interested in asking consumers what they think about the store's new layout and expanded produce selection.If the manager would like to obtain a high response rate and have the study conducted as quickly as possible,which data collection method would you recommend?

____ that are either accepted or rejected become the primary conclusions of a marketing research study.

In general,corporate executives prefer research reports that are short,clear,and simply expressed.

Callsourcing refers to the process of taking tasks usually performed by a marketer or researcher and outsourcing them to a potential market through an open call.

In probability sampling,there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.

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

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.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.

If Carrie wants to do some market research about the footwear industry that her company is a part of,but she has limited money and time,she would most likely collect

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

An informed guess or assumption about a certain problem or set of circumstances is known as

Explain the conditions that would favor an exploratory study over a conclusive study.

Data that are observed or collected directly from respondents are called

Experimental research is used to make tentative hypotheses more specific.